Parichart Journal

Development of Digital Media for Coffee Blossom Tea to Increase Distribution Channels for the Product on Digital Commerce of the Coffee Plaeng Yai Agricultural Group in Nam Nao District, Phetchabun Province

Kankulnat Peerachaakkarachai — 2024-10-29

The purposes of this research are 1) to develop digital media for coffee blossom tea products of the Coffee Plaeng Yai Agricultural Group in Nam Nao District, Phetchabun Province, 2) to increase distribution channels for coffee blossom tea products on digital commerce and 3) to study the satisfaction with the digital media for coffee blossom tea and the distribution channels of the products on digital commerce. The research adopted a research and development approach. The target group was the Coffee Plaeng Yai Agricultural Group of approximately 30 persons and 100 audiences of the digital media. The research tools included questionnaires and interviews. The data were analyzed using percentages, means, standard deviations and descriptions of the findings. This qualitative study results found that the benefit of Coffee Plaeng Yai Agricultural Group products was that they were derived from natural raw materials. The weaknesses included the skills in using digital media and the lack of various product distribution channels. The group needed to develop the digital media used for promoting coffee blossom tea in the forms of a video format and to increase product distribution channels through digital commerce. The digital media development presented the content displaying community participation. As for the quantitative results of the study, it was found that overall, the Coffee Plaeng Yai Agricultural Group was satisfied with the digital media used for promoting the coffee blossom tea at a high level and satisfied with the distribution channels on digital commerce at a high level. Concerning the digital media audiences satisfactions overall, these were also at a high level.

Factors Influencing the Level of Disclosure in the Annual Report (Form 56-1 One Report) of Listed Companies In the SET100 Index Constituents

Monta Aemsawas — 2024-10-29

This research is empirical research with the objective of studying factors including business structure, impact of year of disclosure, agency costs, and capital structure (control variables); board composition (independent variables); and ownership structure (moderator variable) influencing the level of disclosure in the annual report (Form 56-1 One Report) (dependent variable) of listed companies in the SET100 index constituents. The data under study were collected from the annual report (Form 56-1 One Report) for 2021 and 2022 (the most recent year). For the methods for measuring variables and disclosure index (unweighted), a reliability test and confidence test were undertaken. After its practicality was confirmed, the data were analyzed and the results were interpreted according to the research objectives. The results found that all factors studied influence the level of disclosure in the annual report (Form 56-1 One Report) with statistical significance as required. The research findings showed that all the factors being examined influenced dependent variables with statistical significance. It can be claimed that the results contributed to additional knowledge, including the ownership structure with the largest shareholder holding shares at higher than 40.36 percent as a negative indicator containing both a direct influence on a subset of information of the dependent variable and indirect influence with the CEO that was not the chairman of the board of directors and having the audit committee being a certified public accountant on both a subset of information and all of the information of the dependent variable. This is consistent with agency theory, when the large shareholders hold higher shares, the impact on the consistency of accounting information decreases.

Designing and Developing a Framework to Support Information Service Systems WebGIS for Cultural Tourism in Pattani Province

Wutthipong Sangmanee — 2024-10-29

The article aims to design and develop a framework to support information service systems of WebGIS for cultural tourism in Pattani Province, which involves three technologies being integrated to create a platform to display on web pages in conjunction with the MySQL database. The system includes a preliminary module for database management, a travel facilitation function, modules for creating 360-degree panoramic image datasets into virtual tour, and workflow for modeling and function display web-based 3D model features, Additionally, an online map service system is utilized. All modules can function as a WebGIS-based system for cultural tourist attraction environments and as digital media for tourism promotion, thereby generating novel learning experiences for cultural heritage in Pattani Province. The client may easily access their smartphones or computers through a browser or by wearing a headset to visit as if they were visiting that particular area, which creates an innovative and fascinating experience for learning about or traveling in cultural places that have never been visited. The system testing result of the system’s performance aspect had the high-level of performance rate (= 4.19).

The Design and Development of Golden Leaf Products to Enhance Marketing Value in Southernmost Provinces

Auttaphon Theppaya — 2024-10-29

This research aimed to 1) study and design products for adding value to products from golden leaves in communities in the southern border provinces, 2) develop product prototypes for adding value to the golden leaf products in communities in the southern border provinces, and 3) study product satisfaction in order to add value to the golden leaf products in communities in the southern border provinces. Using a mixed method, the quantitative research was conducted by collecting data using a questionnaire on satisfaction towards the golden leaf products. Then the data were analyzed using basic statistics. As for the qualitative research, the data were collected from key informants by organizing focus groups and then analyzing the data by using content analysis. The results of the research revealed as follows. 1) The product design combined the distinctive characteristics of golden leaves. It came out as a product that met the needs of producers and consumers and still remained the local southern scent. 2) Concerning developing product model for adding value to products from golden leaves in communities in the southern border provinces, there were 6 product prototypes adding value to golden leaves including 1) picture frames, 2) notebooks, 3) wallets, 4) lamps, 5) clocks, and 6) living room furniture. 3) Regarding the satisfaction towards the purchase needs, the overall satisfaction towards the products was at a moderate level ( =3.18, S.D. = 0.75) whereas the overall satisfaction towards the product design was at a moderate level ( =3.26, S.D. = 0.68).

Doctoral Choral Conducting: The Creative Contemporary Romantic German Choral Literature

Yotsawan Meethongkum — 2024-10-29

The doctoral choral conducting: the creative contemporary Romantic German choral literature was a creative music research to disseminate the interpretation for conducting through focusing on a vocal production based on physiology, pronunciation techniques, a form of Romantic poetry, and other literary works that have influenced composers' conceptual frameworks. The selected repertoire encompassed both sacred and secular works, featuring pieces in German and other languages. Sacred works included Johannes Brahms' Wie lieblich sind deine Wohnungen, Anton Bruckner's Locus iste, and Felix Mendelssohn's He, Watching Over Israel. Secular works encompassed Franz Joseph Haydn's Der Greis and Franz Peter Schubert's An die Sonne. A repertoire list included an arrangement of Richard Strauss’s Morgen!. In addition, the techniques used in the selected repertoire inspired the creation of a new arrangement of Robert Schumann’s Widmung for mixed choir. The knowledge gained from this research can be applied to the selected conducting repertoire. The presentation was conducted through audio recording and lecture recital. It has been summarized to serve as a guide for future research.

Doctoral Creative Music: The Contemporary Vocal Literature of Siamese Art Songs for Piano and Voice

Poonsant Tainchaivanich — 2024-10-29

“Doctoral Creative Music: The Contemporary Vocal Literature of Siamese Art Songs for Piano and Voice,” aimed to create the literature for piano and voice which represents Thai Traditional music in a modern aspect as well as to combine western music and traditional Thai music together. In the research process, existing literature has been reviewed, including music literature for piano and voice, the role of piano accompaniment in vocal music, traditional Thai piano repertoire crafted by the masters, and Traditional Thai piano music in the 21^st century. The research has developed a unique method in applying western music theory and compositional techniques to Traditional Thai melodies in western composing process. After several practicing sessions along with polishing the works based on the ideas of western music interpretation and theory, six pieces of music for piano and voice have been finally produced.

Coexistence of Culture of Ethnic Groups in Vietnam for the Development of Thai Human Resources

Renu Muenjanchoey — 2024-10-29

This article aimed to report the coexistence culture of major ethnic groups in ASEAN society for the human resource development of Thailand. The study systematically collected data from various sources, including documents, books, research reports, and articles. The data were rigorously selected based on representativeness. The research revealed that after Vietnam’s reunification into the Socialist Republic, various ethnic groups continued to coexist in shared areas. Groups previously aligned with South Vietnam, such as the Khmer, Cham, and Tai-Tai, were subject to managed coexistence policies by the Vietnamese government. These policies mandated designated living areas and limited rights, contrasting with groups historically aligned with the Communist Party. Subsequently, government initiatives post-reunification, including the “Doi Moi” policy shift, aimed at fostering economic development and equitable coexistence. This approach aimed to equalize opportunities, particularly benefiting the Viet (Kinh) and Chinese ethnic groups, which possessed economic capital, foreign networks, and prior experience. On the other hand, the Tai-Tai, Cham, and Khmer groups faced socio-economic challenges while contributing to local development and supporting businesses at community levels. These findings provide valuable insights and lessons for Thai society and the ASEAN community. They underscore the importance of formulating inclusive policies and measures to promote equality, fairness, and sustainable coexistence among ethnic groups within and across societies.

Jewelry and Accessory Design as Prototype of Learning in Creative Thinking for the Hearing Impaired

Winita Kongpradit — 2024-10-29

The aims of this study were to: 1) study the concept of design thinking and create a process for transferring knowledge about creative thinking to people with hearing impairments and 2) develop prototypes of jewelry and accessories using design thinking to meet the learning needs of creative thinking in people with hearing impairments. This qualitative and participatory research used the theory of creative thinking, Waldolf education and design thinking as a conceptual framework. The methodology of this study was the in-depth interview conducted with 10 students with hearing impairment at Ratchasuda College, Mahidol University. The research found that people with hearing impairments were overall satisfied with the prototype products at a very satisfactory level. ( = 4.08), especially regarding the use of materials, price, and production techniques that could be easily accessed for the lifestyle of people with hearing impairments and did not require a very large working area. These were found consistent with market needs. The result of the study encourages an interest and the depth of understanding that can be applied to expand creativity and start a sustainable career on one's own.

Malaysian Tourist Loyalty towards Destinations in Hat Yai District, Songkhla Province

Arna Mad-ad — 2024-10-29

The objective of this study was to analyze the components and structural equation model of tourist loyalty in Hat Yai District, Songkhla Province. Hat Yai is currently a thriving city in the lower southern region of Thailand, known for its multicultural diversity, significant religious variety, and crucial transportation hub. These factors make Hat Yai a major destination for international tourists. The sample used in this study comprises 400 Malaysian tourists. Confirmatory factor analysis and Structural Equation Modeling (SEM) were employed in the analysis. The study's results indicated that the most substantial direct influence on tourist loyalty came from tourist satisfaction, with an effect size of 0.85. This is followed by the destination image, which had an effect size of 0.23. In terms of indirect effects, it was found that Malaysian tourist loyalty was indirectly influenced by tourist satisfaction through the destination image with an effect size of 0.78. The overall fit indices indicated that the model aligns well with the empirical data. The average variance extracted (AVE) values ranged from 0.70 to 0.76, while the composite reliability (CR) values ranged from 0.89 to 0.91 (Chi-square/df = 1.26, P-value = 0.12, RMSEA = 0.03, GFI = 0.98, AGFI = 0.97). Therefore, the government should implement policies to promote tourism by developing comprehensive tourism development plans and enhancing the diversity of tourism formats. This can be achieved by promoting the development of new tourist attractions and encouraging greater community involvement.

An Analysis of Figurative Language and Values inAmerican Culture in Taylor Swift’s Song Lyrics

Nongluck Tonwong — 2024-10-29

In America, the music and songs are favored diversely which can reflect American’s ethnicity and diversity. This study aimed to 1) explore values in American culture in Taylor Swift’s 20 songs based on actual performance on the weekly Billboard Hot 100 in January 2023 by applying Kohls’ (1984) framework and 2) investigate linguistic aspects in the songs by using Reaske’s (1966) framework to find out figurative language types used. The results can be summarized as follows: the most frequently used types of figurative language are symbol (26.79%) frequently used in Bad Blood and Tim McGraw and paradox (14.34%) used mostly in Blank Space and Red. The most frequently found values in American culture are directness/openness/honesty (26.46%) found mostly in Blank Space, I Knew You Were Trouble and Bad Blood, individualism/privacy (11.38%) (Wildest Dreams, Shake it Off, etc.) and future orientation (11.08%) (You Belong With Me, Style, etc.). To summarize the figurative language aspect, the present study found a greater number of figurative language types used in Taylor Swift’s songs once compared with the previous studies: the present studies found 15 types. In terms of American culture, the present study also found other different American values in more extensive views: future orientation, practicality/efficiency, competition, time and its control, self-help and informality. The results of this present study could be used as a guideline for writers, authors, composers or artists to create their art works as well as teaching materials in English creative writing course and courses related to American culture.

The Influence of Technology Acceptance Components on Information Technological Competence of Village Health Volunteers to Increase Performance Efficiency

Somchad Deeudom — 2024-10-29

The objectives of this study were to study 1) the components of technology acceptance on the information technological competence of village health volunteers and 2) the influence of information technology acceptance components on the technological competence of village health volunteers. It was quantitative research conducted with 400 public health volunteers from the central and lower northeastern regions as the stratified random sampling group. A questionnaire was used to gather research data and PLS-SEM was used for data analysis to assess the correlation between the variables. The study’s findings revealed that 1) the competence of village health volunteers in utilizing information technology to increase performance efficiency included: perception, evaluation, interest, intention, acceptance, perceived ease of use, trial, and competency; and 2) the competencies that directly influenced to the competence of village health volunteers in utilizing information technology to increase performance efficiency included perception and interest and the indirect competencies involved perception variables indirectly affecting information technology use competency through interest variables.

Essence in the Chronicle of Nakhon Si Thammarat

Yutthichai Uppakandee — 2024-10-29

This research article aimed to analyze and classify the contents of the chronicles of Nakhon Si Thammarat. Data were collected from the chronicles of Nakhon Si Thammarat, Nos. 1-5, originally written versions from the National Library of Thailand. The data were analyzed using content analysis frameworks by Anan Areepong, Udom Nuthong and colleagues, and Chatchapisit Pachanee. The findings revealed that the chronicles of Nakhon Si Thammarat contained seven types of content: 1) politics and government, 2) city building, 3) religion, 4) customs, traditions, and beliefs, 5) kinship relations, 6) wars, and 7) disasters. The analysis indicates that religious content is the most prominent across all the chronicles, with significant references to the Phra Borommathat Muang Nakhon Si Thammarat appearing in four chronicles, except for Chronicle No. 3. Furthermore, the content related to customs, traditions, and beliefs included many sub-categories and is present in all chronicles, with most of the content rooted in Buddhist narratives.

Factors Influencing Financial Products for Savings Cooperative Members Preparing for Retirement

Jinda Sawattawee — 2024-10-29

This research aimed to study the factors affecting the selection of financial products by members of a savings cooperative who were preparing for retirement. It was quantitative research using a convenience sampling method with a sample size of 400 members from the savings cooperative. Data were collected through an online questionnaire and various factors were analyzed using descriptive statistics (percentage, mean) and inferential statistics (T-test and ANOVA test.) The results showed that personal factors, such as age, education level, family status, and length of membership were significantly associated with the members' perceptions and understandings of financial products (p < 0.05). Moreover, the factors related to product perception and understanding, including information channels (through officers and social media), product presentation methods, and retirement planning (career and income), significantly influenced the selection of financial products offered by the cooperative (p < 0.05). Therefore, the cooperative should select appropriate product presentation methods for different member groups to ensure their understanding and access to all product types. Additionally, the cooperative should offer suitable financial products to members who have planned for their careers and income after retirement. This will enable the cooperative to design financial products and strategies that effectively promote financial products to members preparing for retirement.

Space, Ethnic Groups and Modernity in Niras Mueang Krabi

Amanee Abudolae — 2024-10-29

The purpose of this article was to investigate space and interaction among ethnic groups living in Mueang Krabi in the reign of King Rama VI as described in Nirat Mueang Krabi. The findings showed that the Nirat poem displayed different forms of interactions among ethnic groups at various places including downtown areas, government offices, markets and cockfighting rings. Meanwhile, the interactions among those people reflected their roles, responsibilities as well as relationships to the certain places in the dawn of the modernization era. The presentation of the poet also revealed roots of ethnic diversity or traces of the ethnic origins of people in Krabi Province nowadays that included Thais, Chinese, Malays and sea gypsies.

Chinese Sources in Thai Scholarly Historical Works

Kornphanat Tungkeunkunt — 2024-10-29

Scholarly works on modern history of Thailand have long emphasized a variety of sources, as different materials reflect different perspectives and narratives. Despite a great number of primary sources from foreign countries used in Thai scholarship, little attention has been paid to Chinese materials. This is unfortunate as China has played a crucial role in Siamese/Thai history. Therefore, this article attempts to explore a variety of Chinese sources in the historical study of Siam/Thailand. It demonstrates how the use of Chinese materials can provide valuable insights into various aspects of Siamese/Thai society, including the relationships between Thailand, China and other states. To classify Chinese source materials, this paper is divided into three sections, i.e., Chinese chronicles, Chinese archives, and Chinese-language miscellany. It will examine how Thai scholarly historical works have interpreted the Chinese materials from past to present.