Ph.D. in Social Sciences Journal

Academic Management Towards Promoting Student Competency

Chayanis Tanadechpumsit — 2026-08-18

This article presents an approach to academic administration aimed at fostering students' competencies in alignment with global transformations, emphasizing the significance of 21st-century education, which focuses on developing 'global citizens' equipped with essential life and work skills. Anchored in the Basic Education Core Curriculum B.E. 2551, which delineates five key competencies—communication, thinking, problem-solving, life skills, and technology utilization—this study examines how school-based academic administration promotes these competencies. The scope of this examination includes curriculum and instructional management, assessment and research, the development of media and learning resources, supervision and guidance, quality assurance, community engagement, and personnel development.

The analysis reveals that effective academic administration is a crucial factor in cultivating high-quality 'global citizens'. Covering five principal dimensions of academic administration, the analysis demonstrates the direct correlation and interconnection of these dimensions with the development of students' essential competencies, encompassing critical thinking, problem-solving, life skills, technological proficiency, and communication. The analysis highlights strategies to enhance academic administration that are oriented towards student competency development, such as active learning methodologies, authentic assessments, technology integration, and comprehensive stakeholder participation, to prepare students for the complexities of a rapidly evolving global landscape.

Perspectives on Higher Education Curriculum Management in the Age of Artificial Intelligence Technology

Pilan Patipimpakom — 2026-08-18

This article aims to analyze and present the concept of higher education curriculum management in the era of artificial intelligence (AI) technology by discussing the meaning, importance, principles, and factors affecting curriculum management, as well as proposing curriculum management guidelines that are in line with current technological changes. The article points out perspectives on curriculum management in 4 important dimensions: 1) curriculum management, which focuses on designing flexible curriculum that meets the needs of lifelong learning; 2) teaching and learning, which emphasizes the integration of AI to promote personalized learning and increase efficiency in teaching and learning; 3) educational personnel development, which must promote faculty and related personnel to have knowledge and be able to use AI technology effectively; and 4) social and economic impacts, which cover issues of equality, access to educational opportunities, and preparing the workforce to meet future labor market demands. In addition, examples of AI applications to improve curricula, such as intelligent course recommendation systems and adaptive learning platforms, are provided, along with policy recommendations for using AI to effectively and sustainably improve the quality of education in the country.

Employee Satisfaction and Work Discipline Affecting Job Performance of Tour Guides in Southern Thailand

Benchawan Keawsawat — 2026-08-18

This research article aims to (1) study the confirmatory components of work efficiency among tour guides in southern Thailand and (2) examine the influence of employee satisfaction and work discipline on the work efficiency of tour guides in southern Thailand. It is quantitative research. A sample group of 400 tour guides working in travel companies in southern Thailand. The data were collected using a questionnaire with reliability values of 0.946 for work efficiency, 0.972 for employee satisfaction, and 0.978 for work discipline. Hypotheses were tested using multiple regression analysis and confirmatory factor analysis.

The research findings revealed that (1) the confirmatory factor analysis of work efficiency among tour guides in southern Thailand showed external component loadings ranging from 0.927 to 0.984. The factor coefficients for all variables were statistically significant at the 0.01 level, with SRMR = 0.02, NFI = 0.95, dULS = 0.21, and dG = 0.12, which met the established criteria. (2) Employee satisfaction and work discipline had a statistically significant influence on the work efficiency of tour guides in southern Thailand at the 0.1 level, with coefficients of 0.396 and 0.528, respectively.

Development of a Collaborative Network Model to Develop a Healthy City in Local Government Organizations in Health Region 4

Prachuab Seangdao — 2026-08-18

This research article aimed to (1) analyze problems and obstacles in developing Healthy Cities within local government organizations, (2) develop and implement a collaborative network model for Healthy City development, and (3) evaluate the outcomes of the model. A Research and Development (R&D) design was employed in four phases. Phase 1 studied the current situation and analyzed baseline data with 78 participants from six organizations. Phase 2 involved designing and validating the model with five experts. Phase 3 piloted the model with 90 participants from 30 local government organizations. Phase 4 evaluated outcomes using Healthy City assessment criteria. Instruments included in-depth interviews, questionnaires, and the Healthy City assessment form. Findings revealed major obstacles such as lack of inter-agency integration, policy discontinuity, limited budget, and insufficient public participation. The developed model consisted of eight components: raising awareness, defining network structure, knowledge exchange, resource integration, monitoring and evaluation, motivational mechanisms, communication, and capacity building. After implementation, the proportion of organizations meeting Healthy City standards increased from 5.0% to 66.7%. Public satisfaction and participation levels also improved significantly. In conclusion, the collaborative network model demonstrates strong potential for replication in other areas and serves as a practical framework to guide sustainable Healthy City development.

Ideology and Political Ideas of Former Members of the Communist Party of Malaya Yala Province

Suphachai Suphaphol — 2026-08-18

This research aims to examine the former members of the Malayan Communist Party (MCP) in Yala Province, Thailand, focusing on their political roles, ideologies, and perspectives. Additionally, it explores the history of the MCP and its political movement. The MCP was the third communist party to emerge in response to anti-colonial struggles, influenced by the Soviet Union in opposing Western colonial powers. The ideological conflict was a significant factor in the founding of the MCP and its political movement. However, this same conflict ultimately contributed to the party's collapse. The MCP sought to end the conflict, leading to their participation in the first negotiations, known as the 'Baling Talks,' which, however, were unsuccessful. Alongside the MCP's political structures, ideologies, and strategies, defectors and supporters also engaged in underground movements. These underground networks provided financial support, food, and weapons to sustain the jungle operations. Influenced heavily by the Communist parties of China and Vietnam, the MCP adopted operational tactics largely modeled on those used in China.

Thus, the history of the MCP in Yala Province, along with their political movement, ideology, and beliefs, contributes to a deeper understanding of the anti-British colonial sentiment among the Chinese in the Malay Peninsula. The MCP operated with the objective of governing and protecting people in colonial territories from Western imperialism. Its origins and establishment differed significantly from modern political parties, which are bound by legal frameworks. The MCP was founded with a specific purpose and shared goal within the colonial context. Ultimately, the party was dissolved after signing a peace agreement as 'development partners' with Thailand."

Development of a Carbon Footprint Assessment Platform in Industrial Areas (Industrial Park) Thailand

chatchai pathumarak — 2026-08-18

This research aims to (1) study the trends and needs of carbon footprint assessment systems in industrial areas (Industrial Park) Thailand, (2) Develop a prototype platform for carbon footprint assessment, and (3) evaluate the efficiency of the developed prototype platform. The research used a research and development (R&D) model by applying the ADDIE model, consisting of analysis, design, development, trial, and evaluation steps. The target population includes 11 stakeholders involved in managing and recording carbon footprint data in industrial park, comprising executives, operational staff, and consultants. Data was collected through questionnaires and in-depth interviews, analyzed using descriptive statistics and content analysis.

The results of the research found that the developed platform could effectively meet the needs of users in terms of data recording, carbon footprint calculation, and dashboard data display. The users were highly satisfied in all aspects, especially in terms of accuracy, ease of use, and access to real-time data. Policy recommendations are to support the actual implementation of the platform at the industrial estate level and link it with government systems to strengthen the national carbon footprint database, as well as to use it as a basis for developing environmental mechanisms such as carbon tax systems and carbon credit markets in the future.

Causal Relationship Model, Sustainable Supply Chain Performance of Community Enterprises Cannabis Production Industry of Thailand

Phuwakorn Anantarak — 2026-08-18

This research article aims (1) To analyze the components and relationships of causal factors for the sustainable supply chain management performance of community enterprises in the cannabis production industry in Thailand. (2) To analyze the causal influence of economic supply chain management practices, environmental supply chain management practices, social supply chain management practices and sustainable supply chain management practices that affects the performance of sustainable supply chain management of community enterprises cannabis production industry of Thailand. (3) To present a causal relationship model for the sustainable supply chain management performance of community enterprises cannabis production industry of Thailand. This research design was a mixed-method research approach. Data were analyzed using the Structural Equation Model (SEM) technique and descriptive statistics using in-depth interviews. Data were collected using questionnaires with community enterprise administrators in the cannabis production industry of Thailand, totaling 285 locations.

Findings are as follows: Social supply chain management practices, economic supply chain management practices and environmental supply chain management practices have positive indirect influences on sustainable supply chain management performance, respectively. with sustainable supply chain management practices as a mediator variable. And sustainable supply chain management practices has a positive influence on sustainable supply chain management performance. And found that the hypothetical model is consistent with the empirical data. Passed the Absolute Fit Index analysis criteria. P-value=0.051, ()=1.559, GFI=0.963, AGFI= 0.919, CFI=0.965, RMSEA= 0.044 and RMR=0.009

Antecedent Factors Influencing Customer Loyalty in Online Purchasing Decisions of Thai Branded Jewelry

Sarintip kasuk — 2026-08-18

The purpose of this research was to study model of causal relationship that effect to the customer loyalty in online purchasing decisions of Thai branded jewelry. The research design was a mixed-methods research approach including qualitative research and quantitative research. The research instruments were questionnaire. Data were statistically analyzed using descriptive statistics and AMOS program was applied to analyze the data using structural model analysis.

The result revealed that 1) Structural equation modeling of factors influencing customer loyalty in online purchasing decisions of Thai branded jewelry were consistent with empirical data. After model adjustment, CMIN/df = 1.21, P-value = 0.18, RMSEA = 0.02, CFI = 1.00, GFI = 0.99 and AGFI = 0.97 2) The factor that directly influences brand loyalty was purchase intention. The influence value is 0.72. In addition, factors that have a direct influence on brand trust were found, brand attitude and purchase intention, which was brand experience, influence values were equal to 0.68, 0.70, and 0.40, respectively. In addition, there are factors that have a direct influence on brand attitude and purchase intention were brand trust, the influence value is equal to 0.15 and 0.24, respectively. Moreover, the factor that had a direct influence on purchase intention was confidence in the brand attitude, the influence value was equal to 0.34. The prediction coefficient (R²) of the structural equation model. It was found to be equal to 0.88.

Influences of Reliability and Innovation as an Intermediate Variable that Connected the Marketing Mix with The Decision to Buy an Electric Vehicle (EV) Car of People in Bangkok

arin na ranong — 2026-08-18

This research article aim to study (1) the levels of marketing mix, Trust, innovation acceptance, and the decision to purchase electric passenger vehicles (EVs); and (2) the role of Trust and innovation acceptance as mediating variables linking the marketing mix to purchase decisions. This quantitative study involved a sample of 500 consumers. The sampling method used was purposive sampling. The research instrument was a questionnaire, and data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS program.

Findings are as follows: that all variables were rated at a high level: marketing mix ( = 3.90 SD = 0.891), Trust ( = 3.91, SD = 0.888), innovation acceptance ( = 3.92, SD = 0.845), and purchase decision ( = 3.82, SD = 0.910). The model analysis indicated that the marketing mix had a direct influence on Trust (β = 0.876, p < .001) and innovation acceptance (β = 0.791, p < .001). Trust (β = 0.297, p < .001) and innovation acceptance (β = 0.368, p < .001) also had a direct influence on purchase decision. Moreover, the marketing mix had an indirect influence on purchase decision through Trust and innovation acceptance, with statistically significant values (p < .05), highlighting the role of mediating variables in explaining EV consumer behavior.

Factors Affecting the Intention to Use Unmanned Aerial Vehicles in Aircraft Maintenance

Nuttee Tuathong — 2026-08-18

This research article aimed to (1) examine the levels of attitude toward drone usage, subjective norms, perceived behavioral control, and intention to use drones; (2) investigate the relationship between attitude, subjective norms, and perceived behavioral control with the intention to use drones for aircraft inspection and maintenance; and (3) propose supporting guidelines for drone usage in the aircraft maintenance industry. This study was quantitative research. The samples in this study were 212 aircraft maintenance technicians and engineers in commercial airlines in Thailand. A questionnaire was implemented as the research instrument. Statistics used in this study included means, standard deviation, and Pearson correlation analysis.

Findings are as follows: (1) the intention to use drones had a high positive correlation with perceived behavioral control (r = 0.600, p < .01) and a moderate positive correlation with attitude toward behavior (r = 0.513, p < .01); and (2) subjective norms showed no statistically significant correlation with intention to use drones (r = 0.003, p = .965). These findings indicate that confidence in controlling drone technology and a positive attitude toward its use were the key factors influencing the intention to use and the acceptance of drone technology, whereas social expectations had no significant effect.

Meta-analysis of the Relationship among Job Satisfaction, Quality of Work Life and Organizational Commitment to Turnover Intention

Kanyaprin Tongsamsi — 2026-08-18

The objective of this study is to: 1) explore the characteristics of research studies and perform meta-analysis to identify the standardized indices of the relationships between job satisfaction, quality of life at work, organizational commitment, and turnover intention; and 2) compare the differences in the standardized indices of these relationships based on the characteristics of the research studies. This quantitative research utilized meta-analysis techniques with secondary data from 24 quantitative research articles published during 2014-2023, which were selected following the PRISMA 2020 criteria. The research tools consisted of a research quality assessment form and a research characteristics summary form, both validated for content by three experts, with all items having a content validity index above 0.50. Ethical clearance is obtained from the Human Research Ethics Committee. Data analysis employs Rosenthal and Hedges’ meta-analytic methods using JAMOVI software and the MAJOR Meta-Analysis module.

The findings are as follows: 1) Most of the studies were conducted in business organizations, with a total sample of 7,489 participants. The meta-analysis revealed that quality of life at work had a significantly high negative standardized index at the .001 level, organizational commitment had a moderate negative standardized index at the .01 level, and job satisfaction had a low negative standardized index with no statistical significance at the .05 level. 2) The comparison of differences in standardized indices based on research characteristics indicated that the type of organization significantly influenced the index for quality of life at work at the 0.05 level. The results of this study can inform human resource development policies and management strategies to prevent and reduce employees' turnover intentions in both public and private organizations.

Guidelines for developing marketing channels and expanding the processing of safe agricultural products for sustainability for agricultural groups in communities in Chachoengsao Province

Pipat Pichetsiraprapa — 2026-08-18

This research article aims to (1) study the infrastructure factors supporting the production of safe agricultural products for processing to meet standards and be environmentally friendly for agricultural groups in the community, Chachoengsao Province;
(2) study the production costs and processing of agricultural products to ensure high quality and safety based on local wisdom for sustainable efficiency for agricultural groups in the community, Chachoengsao Province; (3) study the marketing channels and management of supply chain management for safe agricultural products to create added value and diversity for sustainable self-reliance for agricultural groups in the community, Chachoengsao Province; and (4) study the guidelines for developing marketing channels and further processing of safe agricultural products for sustainable agricultural groups in the community, Chachoengsao Province. The qualitative participatory research involved key informants: 15 farmers, 5 housewives, 5 career promotion groups, 15 community enterprises, and 10 community leaders in Sao Cha-ngok Subdistrict, Bang Khla District, Nong Yao Subdistrict, Phanom Sarakham District, Nong Mai Kaen Subdistrict, Plaeng Yao District, and Khlong Khuen Subdistrict, Khlong Khuen District, Chachoengsao Province.A total of 50 respondents were interviewed. Purposive sampling was used and data were collected through in-depth interviews. Data analysis included data classification, comparison, conceptual linkages, and interpretation.

Finding are as follows: (1) farmers helped each other improve the quality of agricultural products to meet GAP standards, increasing farmer safety and enabling them to process agricultural products to have high value; (2) farmers were able to better manage production costs and reduce unnecessary costs; (3) farmers engaged in creative marketing by expanding marketing channels both offline and online and forming networks to create easily accessible communication channels; and (4) farmers should develop local markets as the identity of the community, creating partner markets in collaboration with retailers and other community enterprise networks, and creating community brands to be well-known.

Relationship between Marketing Capability and Marketing Survival: An Empirical Study of Fashion Retailing Thailand

Supannee Pornpakdee — 2026-08-18

The objective of this study is to examine the level of opinions for fashion retail entrepreneurs on marketing capability, marketing advantage, and marketing survival. Examine the relationship of marketing capability affects marketing advantage that leading to the marketing survival of fashion retailing in Thailand. A questionnaire was used to collect data from 322 entrepreneurs or managers in the fashion retailing. The validity and reliability were checked, which are content validity by an expert, the result of discriminant validity tested by factor analysis shows a value between 0.811 - 0.920, and the result of Cronbach’s Alpha Coefficient test of reliability value between 0.877 - 0.921. This research analyzes the data using the descriptive statistics method and multiple regressions for hypotheses testing.

The results revealed that the entrepreneurs or managers had the overall opinion on the marketing capability, marketing advantage, and marketing survival of fashion retailing, Thailand in the highest level. In addition, the results of hypothesis testing found that marketing capability (marketing learning, customer relationship management, and marketing adaptation) have a significant and positive effect on marketing advantage. Likewise, marketing advantage explicitly leads to the marketing survival of fashion retailing, Thailand

Influencing Factors for Corporate Performance of Carbon Credit Trading Business Management in Eastern Economic Corridor (EEC) Area Thailand

Sarawoot Iamsaard — 2026-08-18

This research article aimed to achieve three main objectives: (1) To examine the levels of green management factors, business strategies, carbon credit trading, motivation and cooperation, and organizational performance within the Eastern Economic Corridor (EEC) of Thailand;(2) To analyze the causal relationships in the proposed structural equation model, in which the antecedent factors included green management, business strategy, and carbon credit trading, while the consequence factors were motivation, cooperation, and organizational performance; and(3) To propose a sustainable strategic operational model for carbon credit trading businesses in the EEC region of Thailand.A mixed-method approach was adopted. Quantitative data were collected from 300 participants, including executives, managers, and production supervisors of Category Ror.Ngor.4 industrial factories located in Chachoengsao, Chonburi, and Rayong—the core EEC provinces. Data were analyzed using Structural Equation Modeling (SEM) to validate causal relationships, complemented by qualitative in-depth interviews with experts to capture strategic and policy perspectives in the business sector.

The results revealed that green management, business strategies, and carbon credit trading had both direct and indirect significant effects on organizational performance. Motivation and cooperation acted as mediating variables that enhanced adaptability and competitiveness within the emerging green economy.Organizations that successfully integrated environmental management into their business strategies and collaborations demonstrated higher cost efficiency, innovation capacity, and sustainable performance in the long term.

Success Model of Thai Commercial Banks in Stock Exchange of Thailand

Narumon Chomchom — 2026-08-18

This research article aims to study (1) to investigate the level of entrepreneurial competency, digital marketing strategy, management innovation, competitiveness and Business success of Thai commercial banks listed on the Stock Exchange of Thailand; (2) to examine the causal influences of these factors on business success; and (3) to develop a structural model of business success for these institutions. This study employed a mixed-methods research design. The quantitative phase involved data collection via questionnaires from 340 commercial bank customers selected through multi-stage and convenience sampling techniques. Data were analyzed using Structural Equation Modeling. The qualitative phase consisted of in-depth interviews with 20 key informants, including bank executives and finance and investment experts, with data analyzed via content analysis.

Findings are as follows: entrepreneurial potential, management innovation, and competitiveness had a statistically significant direct influence on business success at the 0.01 level. Furthermore, digital marketing strategy and management innovation significantly influenced both competitiveness and business success at the 0.01 level. Conversely, entrepreneurial potential had no significant direct influence on competitiveness. The developed model fitted well with the empirical data and effectively explained the determinants of business success for Thai commercial banks. These findings offer valuable insights for entrepreneurs in implementing strategic management focused on management innovation, thereby fostering sustainable competitiveness in the digital era.

Antecedent and Consequence Factors of Sustainable Employability of Public Utility State Enterprise Employees

Thanetphon Khlaikhaek — 2026-08-18

This research article aims to (1) study the meaning, components, and antecedent and consequence factors of employees’ sustainable employability, (2) study and test the measurement models of sustainable employability, work-related flow, strength use, job crafting, and work engagement among employees, and (3) test the consistency of the causal relationship model of sustainable employability with empirical data. The study employed a quantitative research design, collecting data through questionnaires from 468 employees of state-owned enterprises in Thailand related to public utilities. Data were analyzed using descriptive statistics and inferential statistics through structural equation modeling analysis.

Findings are as follows: the causal relationship model of sustainable employability was consistent with the empirical data, with goodness-of-fit indices of χ²/df = 1.311, p-value = .060, RMSEA = .026, SRMR = .016, CFI = .997, TLI = .995, NFI = .989, and RNI = .997. In addition, it was found that (1) work-related flow had a statistically significant positive direct effect on sustainable employability; strength use had a statistically significant positive direct effect on sustainable employability; job crafting had a positive direct effect on sustainable employability but was not statistically significant; work-related flow had a statistically significant positive direct effect on work engagement; strength use had a positive direct effect on work engagement but was not statistically significant; job crafting had a negative direct effect on work engagement but was not statistically significant; and sustainable employability had a statistically significant positive direct effect on work engagement. Moreover, the model could explain 70.9% of the variance in sustainable employability and 80.5% of the variance in work engagement, which are considered high levels.

Policy Recommendations to Enhance the Competitive Capacity of Thai Health and Beauty Enterprises in the ASEAN Arena

Suramon Chancharoen — 2026-08-18

The research article aims to study (1) examine the levels of government policies, government support, organizational innovation, brand equity, and competitive organization of Thai entrepreneurs, (2) study the influence of government policies, government support, organizational innovation and brand equity on competitive organization of Thai entrepreneurs and (3) develop policy recommendations to enhance the competitiveness of Thai health and beauty businesses in the ASEAN market. A mixed-methods research design was employed. The quantitative phase collected data through questionnaires from 440 executives of health and beauty businesses registered with the Department of Health Service Support in Thailand. Statistical analyses included mean, standard deviation, and structural equation modeling. The qualitative research involved in-depth interviews with 15 experts, and the data was analyzed using content analysis techniques.

Findings are as follows: (1) The competitiveness of Thai entrepreneurs, organizational innovation, government policies, government support, and brand equity, all at a high level. (M = 4.38, 4.36, 4.33, 4.14, 3.95) (2) Government support organizational innovation, government policies, and brand equity, had influence on competitiveness, with a coefficient of influence of .97, .86, .67, and .41, respectively. (3) The policy recommendations to enhance the competitiveness of Thai health and beauty businesses in the ASEAN arena include the following: promote organizational innovation, improve and develop government policies that facilitate the expansion of businesses abroad, create a supportive government system to strengthen businesses, develop and enhance brand equity and develop networks and cooperation between businesses in ASEAN.

Organizational Innovation and Organizational Learning as Mediators Linking Transformational Leadership to the Performance of Community Enterprises in Western Thailand

nittaya ngamyingyong — 2026-08-18

This research article aims to (1) examine the levels of transformational leadership (TL), organizational innovation (OI), organizational learning (OL), and organizational performance (OP); (2) analyze the direct effects of TL, OI, and OL on OP; and (3) investigate the mediating roles of organizational innovation and organizational learning. The study employs a mixed-methods research design. In the quantitative phase, data are collected from 300 members of community enterprises in the western region of Thailand using stratified random sampling by province. Data are analyzed using descriptive statistics, confirmatory factor analysis, and covariance-based structural equation modeling (CB-SEM). In the qualitative phase, in-depth interviews are conducted with eight community enterprise leaders, and the data are analyzed using content analysis.

The findings are as follows: (1) All variables are rated at high levels, with mean scores of 4.39, 4.23, 4.31, and 4.20 for TL, OI, OL, and OP, respectively. (2) TL has significant positive direct effects on OI and OL, while OI and OL have significant positive direct effects on OP. (3) OI and OL serve as mediators linking TL to OP. The structural model demonstrates a good fit with the empirical data. In addition, the in-depth interview findings reflect that leaders who promote participation, openness to new ideas, and collaborative learning help drive innovation and learning within the group, which serve as key mechanisms linking TL to the performance of community enterprises.

Innovative Leadership, Organizational Agility, Adaptability, and Organizational Commitment Influencing the Organizational Excellence of Aesthetic Clinics in Bangkok

Russamee Tongsiripaisri — 2026-08-18

This research article aims to (1) examine the level of innovative leadership, organizational agility, adaptability capability, organizational commitment, and organizational excellence of aesthetic clinics in Bangkok; (2) investigate the influence of innovative leadership, organizational agility, adaptability capability, and organizational commitment on the organizational excellence of aesthetic clinics in Bangkok; and (3) develop a model of organizational excellence for aesthetic clinics in Bangkok. A mixed-method research approach was employed. In the quantitative phase, the sample consisted of 320 executives or owners of aesthetic clinic businesses in Bangkok. The sample size was determined based on the ratio of observed variables at 1:20. Data were collected using questionnaires and analyzed using structural equation modeling (SEM). In the qualitative phase, in-depth interviews were conducted with 20 key informants selected through purposive sampling, and the data were analyzed using content analysis.

Finding are as follows: (1) innovative leadership, organizational agility, adaptability capability, organizational commitment, and organizational excellence were found to be at the highest level; (2) Innovative leadership, organizational agility, adaptability, and organizational commitment have both direct and indirect positive effects on organizational excellence in aesthetic clinics in Bangkok, with statistical significance at the .05 level; and (3) the development of an organizational excellence model for aesthetic clinics in Bangkok, named the IOACE Model, serves as a strategic driving mechanism that leads to systematic and sustainable organizational excellence.

Causal Relationship of Integrated Marketing Communications and Technology Acceptance Model Influence on Purchase Intention of Digital Lottery Tickets via the Paotang Mobile Financial Transaction Application of Krung Thai Bank

Chiraborn Jonburee — 2026-08-18

This research article aimed to (1) study the direct influence of integrated marketing communication on the purchase intention of digital lottery tickets via the Paotang application through Krungthai Bank. and (2) study the direct influence of the technology acceptance model on the purchase intention of digital lottery tickets through the Paotang application via Krungthai Bank. This study employed a quantitative research approach using questionnaires to collect data from 213 consumers aged 20 years and above who purchased digital lottery tickets through the Paotang mobile application via Krung Thai Bank financial transaction services. The sample was selected using multi-stage sampling. The statistical methods used for data analysis consisted of descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including factor analysis, path analysis, and structural equation modeling (SEM).

Findings are as follows: integrated marketing communication (IMC) had a positive and statistically significant direct effect on consumers' intention to purchase digital lottery tickets at the .001 significance level, with a standardized path coefficient (β) of .456, thereby supporting Hypothesis 1 (H1). In addition, the Technology Acceptance Model (TAM) exerted a positive and statistically significant direct effect on purchase intention at the .001 significance level, with a standardized path coefficient (β) of .473, thus supporting Hypothesis 2 (H2). Collectively, integrated marketing communication and the Technology Acceptance Model explained 72.1% of the variance in consumers' intention to purchase digital lottery tickets (R² = .721). Furthermore, the hypothesized structural model demonstrated a good fit with the empirical data. The model fit indices were as follows: χ² = 35.4, df = 28, p = .159, χ²/df = 1.26, CFI = .998, TLI = .993, NFI = .989, SRMR = .027, and RMSEA = .035.