Ph.D. in Social Sciences Journal

A Structural Equation Model Explicating the Effects of Strategic Management, Organizational Resilience, and Competitive Advantage on Business Growth of SMEs System Integrators in Thailand

Supalnat Hongvattanajainam — 2024-04-29

This research article aimed to study (1) develops and inspects a structural equation model explicating the effects of strategic management; examines (2) the effects of strategic management, organizational resilience, and competitive advantage on business growth of SMES system integrators in Thailand. The quantitative research approach was employed with a questionnaire as a research instrument to collect data from 250 system integrators business entrepreneurs in Thailand using the technique of purposive sampling. Data were analyzed using mean and standard deviation. The structural equation modeling (SEM) analysis was conducted in the hypothesis test.

Findings are as follows: The confirmatory factor analysis of variables found to exhibit congruence with the empirical data. The chi-square (χ²) was 107.823; degrees of freedom (df) = 112; chi-square/ degrees of freedom (χ²/df) = 0.962; root mean square error of approximation (RMSEA)=0.000; Tucker-Lewis index (TLI) = 1.002, comparative fit index (CFI) = 1.000, and standardized root mean square residual (SRMR) = 0.039, respectively. The hypothesis test found that strategic management exhibited direct effects on competitive advantage and organizational resilience. Organizational resilience exhibited direct effects on competitive advantage and business growth. Competitive advantage exhibited direct effects on business growth. In conclusion, all the factors exhibited effects on business growth as the hypothesis set.

A Structural Relationship Model Between e-Commerce Quality and Online Customer Loyalty with Perceived Value and Satisfaction as Mediating Variables

Thanida Yodthong — 2024-04-29

This research article aims to study (1) the factors of the system quality, e-service quality, and data quality affecting online customer loyalty through the perceived value and satisfaction; develops and verifies (2) the structural relationship model between the system quality, e-service quality, and data quality on online customer loyalty through the perceived value and satisfaction. The quantitative research approach was employed with a questionnaire as an instrument to collect data from 400 members of the sample population who were online customers using the technique of random sampling. Datawere analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling (SEM).

Findings are as follows: The SEM analysis found that the model was congruent with empirical data at a good level with chi-squared distribution (χ²) at 150.329; degrees of freedom (df) at 133; relative chi square (χ²/df) at 1.130; probability-value (p-value) at .145; the root mean square error approximation (RMSEA) at .019; and goodness of fit index (GFI) at .958. In addition, the research findings showed the following. (1) Data quality exhibited a positive influence on the perceived value. (2) Data quality exhibited a position influence on satisfaction. (3) Satisfaction exhibited a positive influence on loyalty. (4) Data quality exhibited an indirect influence on online customer loyalty through satisfaction.

Antecedents Influencing the Intention to Rent Electric Motorcycles as an Alternative for Drivers to Deliver Goods and Food through Digital Platforms (Riders) in Bangkok and Vicinity

Watcharaporn Kayom — 2024-04-29

This research article aims to study the influence of perceived economic value, electric motorcycle performance, and subjective norm on attitudes and the riders’ intention to rent electric motorcycles. Quantitative research was used in this study. Data were collected using questionnaires from 353 riders in Bangkok and surrounding areas. Data were analyzed using descriptive statistics and structural equation modelling was performed to test research hypotheses.

Findings are as follows: (1) Riders have perceived economic value, electric motorcycle performance, and subjective norms on attitudes and the intention to rent electric motorcycles are at a high level, (2) Structural equation model is congruent with the empirical data, based on χ² = 122.455, df = 115, χ²/df = 1.065, p-value = 0.300, RMSEA = 0.014, CFI = 0.998, TLI = 0.997 and SRMR = 0.028, (3) Perceived economic value, electric motorcycle performance, and subjective norm have a positive direct influence on attitudes, (4) Perceived economic value, electric motorcycle performance, subjective norm and attitude have a positive direct influence on intention to rent electric motorcycles, (5) Perceived economic value, electric motorcycle performance, and subjective norm have a positive indirect effect on intention to rent electric motorcycles through attitude.

Effects of Customer Relationship Management on Customer Loyalty of Mazda Dealer in Nakhon Phanom

Paramaporn Teekathananont — 2024-04-29

This research article aims to study to investigate the relationship and effects of customer relationship management and customer loyalty. The research is employed quantitative method. The data collection was conducted with customers of Mazda dealer in Nakhon Phanom, 212 completed questionnaires mailed survey were used for data analyses. Furthermore, the statistic testing was used percentage, mean, standard deviation, and multiple correlation analysis, while multiple regression analysis for the hypotheses testing.

Findings are as follows: (1) Customer relationship management in relationship with referrals and influencer groups in purchasing decision aspect affects customer loyalty, and (2) customer relationship management in the customer view of value aspect affects customer loyalty.

Relationships Between Online Marketing Strategy and Marketing Success of Electronics Retail Businesses in Thailand

Yaovaluck Mungwongsa — 2024-04-29

This research article aim to study is attempts to investigate the relationships between online marketing strategy and marketing success. The research employed a quantitative method. The data collection was designed to be conducted with executives by the mailed survey of electronic retail businesses in Thailand, 91 Marketing questionnaires mailed survey were used for data analyses. Furthermore, the statistical testing was used percentage, mean, standard deviation, and multiple correlation analysis, while multiple regression analysis for the hypotheses testing.

Findings are as follows: (1) Online marketing strategy, image, and brand creation had relationships with marketing position. (2) Online marketing strategy, reliable information presenting had relationships with reducing the cost of advertising, and customer satisfaction. (3) Online marketing strategy, customer relationships had relationships with reducing the cost of advertising, and customer satisfaction. (4) Online marketing strategy and customer reliability had relationships with increasing revenue and marketing position. (5) Online marketing strategy and product development have no relationships and have a negative influence on marketing success.

The Influence of Good Corporate Governance Principles on Competitiveness of Companies Listed in the Stock Exchange of Thailand

Panichar Chankham — 2024-04-29

This research article aims to study the direct and indirect influence of good corporate governance practices on the competitiveness of listed companies on the Stock Exchange of Thailand (SET). The research model is quantitative research. The sampling group is a total of 293 listed companies in all industries except financial groups. The data collection questionnaire tool uses descriptive statistics using frequency values, percentages, and structural equation model analysis. And analyze the relationship path.

Findings are as follows: The index measured acceptable consistency at a good level, with chi-square (χ²) = 58.48, χ²/df = 1.54, p-value = 0.017, GFI = 0.96, CFI = 0.99, AGFI = 0.94 and RMSA = 0.043 and a statistically significant operating variable (IMPE) of 0.98 at 0.05 purpose operating variables (IMPE) with a statistically significant positive direct influence of 0.66 and an OBJ with a statistically significant direct influence of 0.62 at 0.05 respectively.

Identity-Based Creative Tourism Development by Ban Sanam Community, Ban Rai Subdistrict, Ban Rai District, Uthai Thani Province

Janejira Ngoenchan — 2024-04-29

This research article aims to (1) develop creative tourism based upon community identity, (2) a tourism product upon community identity and (3) potential for marketing channels based upon community identity. The study was performed with participatory research method for qualitative and quantitative aspects. The key informants included entrepreneur in tourism in the local community of 10 persons and 50 tourists who travelled at Ban Sanam. The data collection was conducted with interview forms and questionnaire. The statistics for analysis was carried out with percentage, mean, standard deviation and content analysis.

Findings are as follows: The development of tourism based upon the community context of Ban Sanam with community identity including the geographical aspect of abundant forests, development of the community’s history tellers, community museum, organizing tourism activities and community’s cultural pathways. The products from creative tourism upon the community identity of Ban Sanam were backpacks and bookmarks which were designed from tracery of the community’s local woven fabric. As for the development of potential development for marketing channels, it was found that the container and souvenir of Ban Sanam could reflect the story of the community and tourism routes and tourism activities of Ban Sanam. The community had its brand for the products and development of marketing online.

The Model of Cultural Tourism Management with the Participation of Sakaekrang River Community, Uthai-Thani Province

Preeyanan Phosirawat — 2024-04-29

This research article aims to study (1) the context of the community and cultural attractions of the Sakae Krang River basin (2) increase tourism potential by promoting public relations for cultural tourism in the Sakae Krang River Basin and (3) develop a cultural tourism model with the participation of communities in the Sakae Krang River basin. This mixed method. The sample consisted of 30 community stakeholders using a specific selection method and 385 tourists and random sampling methods were used. Data were collected using a structured interview form, conduct a content analysis, and use the questionnaire as a tool. The statistics used in the analysis were percentage, frequency, mean, and standard deviation.

Findings are as follows: The context of the community in the Sakae Krang River basin, Uthai Thani province is a cultural tourist attraction with the potential of the area by 4 tourist attraction elements: attractions, amenities, accessibility, and community participation. The results of the factors affecting tourists’ decisions in the Sakae Krang River basin found that most of the respondents had the tourism behavior of tourists who come for cultural tourism in the Sakae Krang River basin, Uthai Thani province in terms of tourism attraction, followed by community participation, tourist accessibility, and destination amenities. Guidelines for development should receive cooperation from all sectors in promoting and developing tourist attractions. Researchers used the 4 S model, which consists of Facilitate, Communicate, Engage, and Enhance activities.

Factors Affecting the Decision to Study in Faculty of Management Science, Nakhon Sawan Rajabhat University of Grade 12 students’s in Nakhon Sawan and Uthai Thani Province

Jaruwan Choppradit — 2024-04-29

This research article aims to (1) study level of opinion image and management of the Faculty of Management Science, Nakhon Sawan Rajabhat University of grade 12 students’s in Nakhon Sawan and Uthai Thani province (2) study level of decision to study in the Faculty of Management Science, Nakhon Sawan Rajabhat University of grade 12 students’s in Nakhon Sawan and Uthai Thani province and (3) study image factors and management factors affecting the decision to study in the Faculty of Management Science, Nakhon Sawan Rajabhat University of grade 12 students’s in Nakhon Sawan and Uthai Thani province. The study is quantitative research by using the questionnaire as instrument to collect data. The sample groups used in this study were 384 grade 12 students’s in Nakhon Sawan and Uthai Thani province. The statistics used in the data analysis were frequency, percentage, mean, standard deviation and multiple regression analysis.

Findings are as follows: (1) Level of opinion image and management of the Faculty of Management Science, Nakhon Sawan Rajabhat University at the most agreeable level. (2) Level of decision to study in the Faculty of Management Science, Nakhon Sawan Rajabhat University at the most agreeable level. (3) Teaching factors, reputation factors, environment factors and student expenses factors affecting the decision to study in the Faculty of Management Science, Nakhon Sawan Rajabhat University.

Dhamma Instincts and Politicians’ Political Conflicts

Taned Kaewsamerta — 2024-04-29

This research article aims to study (1) dhamma instincts, the internal and external factors of politicians leading to political crises in Thai society; to investigate (2) the characteristics of political conflicts leading to political crises in Thai society; and to propose (3) guidelines to solve problems of political conflicts in Thai society in an integrated manner. Using qualitative research methods and collecting data through document research and in-depth interviews. Data were analyzed using content analysis techniques.

Findings are as follows: Internal factors as the motives in the working in politics of most politicians are the thinking system called mental factors which are evil mental factors. These are the causes of all problems in this world. This will result in the mental conditions lacking common sense in their duties or dhamma instincts. When the mental factors of politicians as internal factors are evil mental factors, politicians do not have dhamma instincts in their duties. Their intents are expressed in the behaviors that need to seek for power and interests as external factors. They use power in their duties to foster interests for themselves. This leads to accumulated conflicts of interests and have turned into severe conflicts causing political crises. Guidelines to solve the problems of political conflicts in Thai society in an integrated manner are as follows. Use the Buddhist methods to foster dhamma instincts in performing the duties of politicians. They need to have a conscience to know their own duties. Dhamma principles or practical guidelines appropriate with duties or Dhamma vicaya based on the principle of the Seven Factors of Awakening, the construction of self-knowledge should be practiced to create peacefulness and calmness in society in a true manner. The principle of Sāranīyadhamma (states of conciliation) should be employed to prevent conflicts such as putting one’s self in someone else’s shoes and paying mutual respect. Iddhipada 4 (path of accomplishment) can be used as additional practical guidelines to supplement and support the Seven Factors of Awakening to be more efficient.

The Effect of Digital Marketing on Customer Engagement and the Response of Organic Cosmetic Customers

Nattikarn Atsawamongkonpan — 2024-04-29

The research article aims to study (1) the mediating role model of customer engagement between digital marketing and the consequent contribution of customer engagement with consumers of organic cosmetic products on the Facebook platform and investigate; (2) the goodness of fit measure of the mediating role model in context with consumers of organic cosmetic products on the Facebook platform. Collect information from consumers of organic cosmetic products on the Facebook platform 15 years old of 603 people were the sample group use inferential statistics to test hypotheses to find relationships among external latent variables and internal latent variables. The level of influence on variables using structural equation analysis techniques using the SMART PLS 4.0 program.

Findings are as follows: The research method design customer engagement mediation role model organic cosmetic products on Facebook platform influences customer engagement and the results of the analysis can lead to the degree of influence arising from digital media marketing variables. The overall indirect effect of the structural model resulted in a significant positive relationship between digital media marketing variables. Influencing variables purchase intent with the highest positive total indirect route influence and content quality variables influenced purchase intent variables with positive total indirect route influence, followed by significant positive total indirect route influence.

Stock Control is Unfair for the Fundamentals of the Securities the Social Media

Piboon Vitoonpanyakul — 2024-04-29

This research article aims to study (1) the importance of unfair securities price control measures on the fundamentals of securities; (2) the principle of investor worthiness towards unfair securities price control measures against fundamental factors; (3) the opinions and suggestions from retail investors which will lead to measures to control unfair securities prices on securities fundamentals by social media. This research is qualitative research by collecting data through document research and in-depth interviews with retail investors. Data was analyzed using content analysis techniques.

Findings are as follows: Retail investors in The Stock Exchange of Thailand opinions on the measures to control securities prices that are unfair to the fundamentals of securities the satisfaction level was moderate to quite high because the prices of stocks are artificially inflated without controlling the prices. Therefore, small investors who do not know the facts of investing in the Stock Exchange of Thailand fall victim to the price manipulation of the stock. As for the value of investors towards the measures to control unfair securities prices on the fundamentals of securities in moderate satisfaction because the prices of stocks are artificially inflated without controlling the prices. Therefore, small investors who do not know the facts of investing in the Stock Exchange of Thailand fall victim to the price manipulation of the stock. The effect of the need to create measures to control unfair securities prices on securities fundamentals by social media is highly demanding because news from social media is more than news from mass media. Will be used in consideration of investment. As a result, investments are made because they simply believe news obtained from social media that does not have such sources.

The Development of Legal Measures to Control Begging

Santee Wongpraparatana — 2024-04-29

This research aims to study the legal problems related to the strict prohibition of begging, inappropriate penalties, the incomprehensive determination of people groups to receive quality of life development, and the inappropriate stipulation of penalties for those reaping benefits from beggars. This research is qualitative research and collecting data by document research and in-depth interviews. Data were analyzed using content analysis techniques and interpreted comparison.

Findings are as follows: The Control of Beggars Act, B.E. 2559 in the provision of strictly prohibiting any individual from begging is not in consonance with the problem of begging in Thai society. The law with the provision of the penalty of imprisonment and fines to those violating the law by begging is not in consonance with the principles of the criminal penalty the government should impose only for serious offences. The protection and development of the quality of life limited to certain types of beggars do not include all beggars which lead to the problem of repeated offences. The penalty rate for those reaping benefits from beggars is not appropriate and does not offer the authority to the court to use discretion in designating the penalty appropriate with the circumstances of cases. This therefore, the only improper, fraudulent, or aggressive begging shall be prohibited by law. The law should also; provide specific punishment for such act, adopt the process of protection for beggars and development program as the main policy to reduce the number of beggars to ensure that beggars are self-reliance, and increase the sentences imposed on those who seeks undue benefit from the beggars.

The Development of Legal Measures for Gender Equality

Sutarinee Srivipatana — 2024-04-29

This research article aims to study the principles, concepts and legal theories regarding gender equality law. The researcher analyzes the problems of gender equality law in Thailand presently enforced and compares gender equality law in Thailand and that of foreign counties to use as guidelines for the development of legal for gender equality in Thailand to be more efficient. This research is qualitative research and collecting data by document research and in-depth interviews. Data were analyzed using content analysis techniques and interpreted comparison.

Findings are as follows: The Gender Equality Act, B.E. 2558 has legal problems in interpreting the meaning of unfair gender discrimination under Article 3, the problem of exceptions to the unfair gender discrimination under Article 17 paragraph two, issues concerning persons entitled to submit a petition to the Committee on Determination of Unfair Gender Discrimination under Article 18 and the issue of punishment under Section 34 and Section 35 that should need to be revised and revised the definition of unfair gender discrimination. Moreover, it should be resolved exceptions to unfair gender discrimination, allowed state-certified bodies to have the right to lodge a complaint with the Committee on the Determintaion of the Unfair Gender Discrimination (DUGD) and amended the punishment to include only fines in order to improve the Gender Equality Act, B.E. 2558 for further efficiency.

Marketing Communication Strategy for Enhance Chiangrai Tourism

Ekapop Changkaew — 2024-04-29

This research article aims to study (1) the processes of Chiangrai brand communication (2) stakeholders’ perceptions of Chiangrai brand and (3) the marketing communication strategies for enhancing Chiangrai tourism quality. This research employs qualitative research including documentary, observations, interviews, and group discussions with 27 participants who either had or had not participated in the tourism branding process of Chiangrai province. The collated data were analyzed using a thematic analysis based on the city branding concept.

Findings are as follows: Chiangrai branding focused on utilizing the brand as a functional benefit to develop the province’s tourism through Chaingrai brand DNA: STYLE-C. In terms of brand engagement strategy, it is more concerned about external communication than internal communication. Moreover, there are blurred key driving sections and brand communication policies. This may lead to the lack of brand awareness of both the tourism government and the private sector in the province. Therefore, this paper contributes the 4Cs’marketing communication strategies for Chaingrai tourism enhancement including Construction, Communication, Compliments, and Contributors.

Effect of Environmental Factors in Strategic Management of Solar Power Business in Thailand

Sakchaiwattana Sutont — 2024-04-29

This academic article aims to study external environmental factors that affect the strategic management of the solar energy business in Thailand. By specifying the issues in each factor in the external environment. Analyze each issue whether it is an opportunity or a thread. By researching research and concepts of analyzing the external environment, then using thematic analysis to analyze. Use the principles of 6 external environmental factors (1) political factors (2) economic factors (3) social factors (4) technological factors (5) environmental factors (6) legal factors and strategic management process concepts, only the strategic analysis process is used as an analytical framework.

Findings are as follows: The external environmental factors that have an opportunity impact are (1) political factors issue as government policy support (2) economic factors issue as higher electricity prices (3) social factors issues such as society’s attitude towards solar energy business and trends in renewable energy (4) technology factors issue: technology changes in solar power plant equipment and (5) environmental factors issues: climate change and carbon credit global trend of reducing global warming. As for external environmental factors that have an impact as thread are (1) economic factors issues: the cost of power plant construction increases and exchange rate, inflation rate, economic growth rate and (2) legal factors issues: regulations and installation standards.

Management Strategies of Government Agencies towards Sustainable Agro-tourism in Kanchanaburi

Komnat Meetaem — 2024-04-29

This academic article aim to study management strategies of government agency towards sustainable agro-tourism in Kanchanaburi province government sectors must focus on and prepare for agro-tourism because it is a form of recreation that provides both knowledge and amusement, another crucial activity that attracts tourists’ attention. It is also the most popular among tourists and generates income for the community through the adaptation of the conventional agricultural.

Findings are as follows: Model to a new kind of agriculture, tourism patterns development in accordance with those potentials of tourism attractions, tourism service development, strategic development for marketing and public relations, agro-tourism management in the form of a committee, participation and support from government and other sectors. In addition, communication in community-based agro-tourism, participation in community-based agro-tourism communication, communication campaigns through community media in integrated marketing communications, as well as participation in the management of community-based agro-tourism that allows public and relevant people in all sectors of society to participate with the government sector on community-based agro-tourism. Therefore, it would lead the community-based agro-tourism in Kanchanaburi to sustainability.

Good Governance in Vocational Institutions

Wipaphon Yodoudom — 2024-04-29

This academic article aims to analyze the application of good governance in vocational institutions including the rule of law, morality, and transparency, participation principles, responsibility, and value principles.

Findings are as follows: (1) Rule of law: orders are issued based on the principle of consistency with laws and regulations. There are improvements to the criteria for implementing rules, regulations that are modern and fair. (2) Morality: there is a system of criteria. Develop people to have quality, promote the production of students and graduates to be good and moral people. Consider the merits of personnel fairly. (3) Transparency: there is a strong and transparent internal audit with transparent disclosure of information to the public. (4) Participation: personnel and business establishments participate in setting the vision and mission of educational institutions to develop competency-based curricula according to benchmark. (5) Responsibility: duties are assigned. Job responsibilities are clear to everyone. There is an evaluation of the performance of personnel in the agency to ensure that the work meets the goals and, (6) Value: there is an evaluation of the implementation of the graduate development and production project. Projects on arts, culture and local wisdom there is management with a technology system to reduce the use of resources and use technology to develop student quality.

Problems with Policies Interfering in the Cassava Market

Noppol Phuyeam — 2024-04-29

This academic article aims to analyze the problem of policy intervention in the cassava market. Using the cassava pledging model during the Thai Rak Thai Party government. People Power Party and Pheu Thai Party and income guarantees for cassava farmers during the Democrat Party and Palang Pracharath Party governments. It is a framework for analysis.

Findings are as follows: Intervention in the cassava market through pledging includes supporting production factors for working capital and supporting investment in cultivation. Promoting investment in processing plants to support exports and increase the value of cassava. Price intervention in the cassava market to raise the price of cassava roots at the beginning of the harvest season or delay the digging of cassava roots and export subsidies. The intervention in the cassava market by the cassava policy has caused the following problems: fiscal burden with most of the benefits falling on the cassava yard operators. Corruption arises from cooperation between farmers, entrepreneurs and government officials and the fluctuation of the price of fresh cassava in each harvest season is uncertain. As for farmer income insurance, it includes guaranteeing a stable income for farmers. Reduce the burden of government expenses by using central reference criteria and allow the trading mechanism to operate normally. This creates stability in the price of products and can compete in the world market. Including helping farmers who grow cassava to be able to live sustainably.

Election Rules Based on Civil Liberty and Equality in Political Participation for the Development of Democracy

Siam Ninlawatna — 2024-04-29

This academic article aims to analyze election rules according to the principles of rights, liberty and equality of citizens in political participation for democratic development. Using democratic principles, principles of civil and political rights election principles and the principle of equality as a framework for analysis.

Findings are as follows: The Constitution of the Kingdom of Thailand, B.E. 2560, Chapter 7 Part 2, the House of Representatives, section 97 does not divide “human rights” and “civil rights” are clearly different. The constitution is designed to provide policy mechanisms and ensure people’s rights and liberties to cover all aspects especially the entry into politics with civic participation to develop a more democratic socio-political relations mechanism. The next problem is rights and liberties as provided in the constitution. “Rights and liberties of the Thai people.” Who holds the rights and liberties according to such principles? Therefore, the Constitution of the Kingdom of Thailand, B.E. 2560, Chapter 7 Part 2, the House of Representatives, Section 97 should be amended so that people from all groups and walks of life have the opportunity to participate directly in political participation according to their democratic rights and freedoms truly.