Panyapiwat Journal

THE DEVELOPMENT OF PROBLEM-SOLVING AND COACHING SKILLS OF HUMAN RESOURCE EXECUTIVES IN THE DIGITAL AGE

2025-07-17T17:26:58+07:00

This article aims to propose concepts for developing problem-solving and coaching skills for human resource managers in the 21st Century within the context of digital revolution and modern labor market challenges. Essential problem-solving skills for human resource managers include analytical and critical thinking, creative thinking and innovation, strategic decision-making, collaborative problem-solving, and adaptability and ﬂexibility. Important coaching skills comprise positive communication and feedback provision, relationship building and counseling, individual potential development, digital technology integration, and systematic measurement and evaluation.

The integrated skill development framework consists of four dimensions: current skill assessment, personalized curriculum design, implementation through practical training, and continuous monitoring and evaluation. Recommendations from this study can be applied to developing specialized problem-solving and coaching skill training curricula for human resource managers, designing organizational human resource development policies, and establishing career development guidelines for human resource managers in the digital era. Additionally, organizations can apply the study results to design specialized training modules, create 360-degree skill assessment systems for human resource managers, and develop coaching effectiveness measurement tools appropriate for each organization’s context.

A FRAMEWORK OF DEVELOPING RESILIENCE FOR SUPPLY CHAIN MANAGEMENT

2024-09-25T16:11:29+07:00

Nowadays, supply chain management is facing disruptive challenges such as war, epidemics, e-commerce, competition among businesses, inﬂation, economic recession, and complex supply chain processes and sizes. These all factors lead to problems in sourcing of raw materials, transportation, distribution, sales, and payments. The above-mentioned problems are the responsibilities of supply chain executives to find appropriate methods, strategies, and tools to adjust current operations to cope with the problems and environment that affect operations. A key concept that has been applied is called “supply chain resilience”, which is the ability of supply chain systems or mechanisms to respond and adapt to problems that arise.

This article presented a framework for problem analysis, the creation of the necessary elements of resilience, and strategic management that can be used to create systems or mechanisms that were resilient and responsive to changes in the supply chain. In addition, simulations that can be used in network design were discussed to develop appropriate problem-solving processes.

PROVISION OF SUPPORT SERVICES FOR SINGLE-PARENT FAMILIES IN THE CONTEXT OF THAI SOCIETY

2024-09-02T11:15:24+07:00

Single-parent families have long been a phenomenon in society and are increasing today in Thailand and globally. Being a single-parent family is difficult, as the parent must take on both roles in caring for and supporting the family alone. Besides the increased responsibilities, they also face various challenges, such as economic problems, family relationships, and mental health issues for both the parent and the child. The situation of single-parent families can arise from many causes, such as divorce, the death of a spouse, separation, or adoption. These situations directly and indirectly impact all family members, especially children, who must deal with emotional and behavioral changes, academic challenges, and social adjustment. This article discusses the situation of single-parent families and proposes guidelines for providing assistance and support services. The aim is to promote physical, mental, and social well-being, helping single-parent families to adapt and live happily amidst the current social changes, with the assistance of ongoing supports and care and collaboration from work agencies in various sectors.

DEVELOPING ETHICAL BEHAVIORS OF NURSING STUDENTS TOWARD BECOMING PERSONNEL OF MORAL HOSPITALS

2025-03-24T17:38:11+07:00

Virtues are the cornerstone of goodness and righteousness, expressed through an individual’s actions, words, and thoughts. They serve as guiding principles for one’s conduct, eventually becoming habits. These virtues benefit oneself, others, and society, much like in the nursing profession. Nursing is guided by professional ethics and a nursing code of conduct, which sets standards for nursing practice. Adhering to this code demonstrates nurses’ ethical behavior, ensuring quality work, patient safety, responsiveness to user needs, and building public trust in the nursing profession. This assertion is consistent with the Ministry of Public Health’s policy under the first Master Plan for Moral Promotion of the Ministry of Public Health (2017-2021), which encourages all organizations within the Ministry to become moral organizations and moral hospitals. The implementation of measures and mechanisms to drive and promote ethics and morality has led to the expansion of this initiative to hospitals, aiming for them to become moral hospitals. This has also extended to hospital personnel, fostering an awareness of Thai societal values, which in turn promotes the virtues of “Sufficiency, Integrity, and Public-Mindedness”.

Therefore, nursing educational institutions responsible for producing nurses for moral hospitals must adjust and integrate, as well as continuously develop teaching methods to make nursing students aware that being a good citizen of a moral hospital is an important aspect of the profession. By emphasizing the use of ethical reasoning to connect with the reality of today’s society, if educational institutions promote students to become personnel of ethical hospitals, this will reduce complaints and lawsuits against nurses. This is in addition to providing nursing students solely with knowledge and practical nursing skills, so that nursing students can live in a highly competitive society and become professional nurses with ethics, morals, and quality.

COMPARISON OF MACHINE LEARNING MODELS FOR FORECASTING RETAIL SALES IN THAILAND

2024-10-09T11:11:42+07:00

This research focuses on analyzing the efficiency of the model in forecasting retail sales in Thailand. It enables the forecast results to be effectively applied to business strategy planning that leads to important guidelines for researchers and entrepreneurs in selecting the most efficient forecasting model using the Long Short-Term Memory, Gradient Boosting Machines and Random Forest models. The work process is divided into 4 parts. Part 1: Data collection, Part 2: Data cleaning, Part 3: Data analysis, and Part 4: Model evaluation. This work uses data from the Data.go.th database, which contains 7 attributes and 50,219 rows. The results of the research have revealed that the evaluation of the efficiency of the model used in forecasting retail sales in Thailand with the highest efficiency is LSTM, which can indicate the most accurate forecasting ability with an R-squared value of 0.90. Importantly, LSTM is recognized as the most efficient in predicting retail sales. The second place is GBM which can indicate accurate forecasting efficiency with an R-squared value of 0.89 and the third place is RF which can indicate accurate forecasting efficiency with an R-squared value of 0.88, respectively.

FACTORS INFLUENCING SMEs’ READINESS FOR DIGITAL TRANSFORMATION IN OUDOMXAY PROVINCE, LAO PDR

2025-03-26T15:21:43+07:00

This study investigates the factors influencing the readiness of Small and Medium Enterprises (SMEs) in Oudomxay Province, for the digital transformation. A structured questionnaire was used as a research tool to collect data from 250 SMEs selected through quota sampling across manufacturing, trade, and service sectors. The analysis employed both descriptive statistics and inferential techniques to assess internal and external readiness factors.

The results indicate that the internal organizational factors, particularly digital capability, operational processes, and leadership, play a critical role in shaping readiness. In contrast, customer experience exhibits a significant negative impact, while business models and government supports have limited influence. These findings highlight the need to strengthen digital competencies and internal resources within SMEs to improve their ability to adopt digital technologies. The study offers actionable insights for policymakers and development agencies to design targeted support strategies that promote sustainable digital transformation in regional economies.

APPLICATION OF BUSINESS MODEL CANVAS BUSINESS PLAN TO DEVELOP EMPLOYMENT INFORMATION SYSTEM FOR UEA-A-TORN COMMUNITY AND RECRUITMENT OF BUSINESS SECTOR IN NONTHABURI PROVINCE

2024-10-09T10:42:07+07:00

Due to businesses in Nonthaburi Province lack appropriate online job recruitment sources and people in the Uea-a-torn Community have relatively high expenses in traveling to apply for jobs, this research aims to: 1) create a Business Model Canvas business plan to manage information system on website in job applications of Uea-a-torn Community (Wat Ku 2) and job recruitment of business sector service in Nonthaburi Province; 2) apply a Business Model Canvas business plan to the information system on website for job applications of Uea-a-torn Community (Wat Ku 2) and job recruitment of business service sector in Nonthaburi Province; and 3) evaluate the application of a Business Model Canvas business plan to manage information system on website for job applications of Uea-a-torn Community (Wat Ku 2) and job recruitment of business service sector in Nonthaburi Province. The SWOT of Uea-a-torn Community (Wat Ku 2) was analyzed and the results were used to create strategies with TOWS Matrix. This resulted in a study of the website development guidelines for sourcing and hiring labor according to the work needs of Uea-a-torn Community (Wat Ku 2) and the labor needs of entrepreneurs in Nonthaburi Province. This resulted in the website https://jobwatku2.com/ and an analysis of the 5 Force Model, Ansoff’s Matrix, and Value Chain of information system on the job application website of Uea-a-torn Community (Wat Ku 2) and job recruitment of business service sectors in Nonthaburi Province. The results were used to create a Business Model Canvas of information system on the job application website of Uea-a-torn Community (Wat Ku 2) and job recruitment of the business sector services in Nonthaburi Province. Consequently, the following results have been obtained: 1) Business Model Canvas consisting of 9 activities, namely, 1.1) Customer Segments, 1.2) Value Propositions, 1.3) Channels, 1.4) Customer Relationships, 1.5) Revenue Streams, 1.6) Key Resources, 1.7) Key Activities, 1.8) Key partnerships, and 1.9) Cost Structure; 2) the BMC business plan was applied to the information system on the website for job applications in Uea-a-torn Community (Wat Ku 2) and job recruitment of the business sector services in Nonthaburi Province covering the 9 activities mentioned above; and 3) the results of the evaluation of the application of a Business Model Canvas revealed that it allowed people who used the website https://jobwatku2.com/ to have jobs and increase their income by 21.13%.

A STUDY OF THE INVARIANCE ANALYSIS OF SAVINGS COOPERATIVES IN CAUSAL MODEL OF FINANCIAL SUCCESS

2024-10-23T18:24:18+07:00

The objective of this research was to examine the invariance of the causal relationship model among factors of accounting management, information system features, information system transparency, financial reports quality, and financial success of savings cooperatives as classified by cooperative size. A total of 220 samples were selected from chief accountants or equivalent positions of savings cooperatives in Thailand using the stratified random sampling method. Multi-group analysis was used to analyze the data. The results of this research showed that it had invariant either in its structure or its parameter in the model with different cooperative sizes. Thus, savings cooperatives in Thailand can use the result of this research as guidelines for utilization of accounting management, information system features, information system transparency, and financial reports quality in improving their financial success to the higher effectiveness level.

PRODUCT COMPONENTS AND BRAND EQUITY AFFECTING CUSTOMER’S REPURCHASE INTENTION OF CHAIYA SALTED EGG PRODUCTS IN SURAT THANI PROVINCE

2025-07-01T17:04:39+07:00

The objective of this research was to study the product components and brand equity affecting customers’ repurchase intention of Chaiya salted egg products in Surat Thani Province. This research was a quantitative research. The research population comprised 400 customers who used to buy Chaiya salted egg products in Surat Thani Province. A questionnaire with reliability coefficient of 0.968 was used as the research tool for collecting research data. The employed statistics for data analysis were descriptive statistics and multiple regression analysis. The research findings revealed that the product components in terms of core product, tangible product, augmented product, and potential product significantly affected the customers’ repurchase intention of Chaiya salted egg products at the 0.05 significance level and it was predictable at 53.30%. Similarly, results of testing brand equity of the products revealed that brand equity in terms of brand awareness, perceived quality, brand loyalty, and other propriety brand assets significantly affected the customers’ repurchase intention of Chaiya salted egg products at the 0.05 significance level and it was predictable at 69.60%.

FACTORS AFFECTING CONDOMINIUM PRICING ALONG THE METROPOLITAN RAPID TRANSIT NAKKHARA PHIPHAT LINE

2024-10-23T18:28:57+07:00

This research aims to investigate the factors influencing the pricing of condominiums along the MRT Nakkhara Phiphat Line using the Hedonic Price Model (HPM). Secondary Data were collected from 31 condominiums located near the MRT stations of not more than 2 kilometers which have a primary sale during 2017-2024. Multiple linear regression analysis reveals that location-based factor shown by the condominiums located near interchange stations has a negative impact on condominium prices at the .01 significant level. Also, structural factors including land size and number of elevators exhibit a positive effect on condominium prices at the .01 significant level and the number of bedrooms shows a positive effect at the .05 significant level. Environmental factors including distance from schools and hospitals show a negative effect on price at the .01 and .05 significant levels respectively.

UNVEILING GENERATIONAL INFLUENCES IN THE MODERATED MEDIATION OF ENVIRONMENTAL KNOWLEDGE ON GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF ENVIRONMENTAL CONCERN

2024-11-15T15:09:43+07:00

This study investigates the sequential effects of Environmental Knowledge (ENKD) and Environmental Concern (ENCN) on Green Purchase Intention (GPIT), with a focus on generational differences in the context of green products. The study examines Gen X, Gen Y, and Gen Z through moderated mediation analysis using PROCESS Macro Model 58. A multi-stage sampling method was used to collect data from 420 Thai consumers aged 18 to 59 years old, utilizing convenience sampling through the mall-intercept technique. The findings reveal that younger generations exhibit higher levels of ENKD, ENCN, and GPIT than older generations. Notably, ENCN demonstrates a significant sequential influence on GPIT, with Generation Z and Generation Y playing a critical role in the moderated mediation model. However, the study has some limitations, such as the use of convenience sampling, which may limit the generalizability of the results. Additionally, factors such as socioeconomic background, educational level, and cultural differences among generations could influence the relationships among environmental knowledge, environmental concern, and green purchase intention. Future studies could further investigate these factors to provide more comprehensive insights into the dynamics of green consumer behavior. This study contributes uniquely by exploring the sequential impact of ENCN on GPIT, addressing a gap in the literature on generational differences in green consumer behavior.

THE INFLUENCES OF PRECEPTION OF THE BENEFITS, EASE OF USE, CREDIBILITY, AND KNOWLEDGE MANAGEMENT IN CHATGPT TOWARD THE SATISFACTION AND TRUSTWORTHINESS FOR GENREATION Y

2024-08-22T19:59:00+07:00

In the digital era, where Artificial Intelligence (AI) has assumed a pivotal role in daily life, ChatGPT, a large language model that can generate natural language, has gained significant popularity. This is especially true among the Generation Y people, who have grown up with and are more adept at embracing new technologies than any other generation, contributing to the widespread use of ChatGPT. This research aims to study the levels of influences of the factors such as the perception of benefits, ease of use, reliability, and knowledge management in ChatGPT (Generative Pre-trained Transformer) toward the satisfaction and trust in using this AI. It is produced to present the business paths in terms of computer programs or Artificial Intelligence in order to check on the user’s conversation. The samples are 400 respondents from Generation Y within the Bangkok metropolis and its vicinity, and 32 respondents were selected for an in-depth interview. Hypothesis testing is used in path analysis. The research findings are as follows: 1) regarding Gen Y discussions about the perception of benefits, ease of use, reliability, and knowledge management in ChatGPT, it is found that the satisfaction and reliability is at its highest in every aspect, 2) knowledge management in ChatGPT has a positive influence on user satisfaction and an indirect positive influence toward the perceived reliability of AI services with the significance level of 0.01, and 3) the business approach in building the satisfaction toward AI usage Chatbot involves understanding the needs of the users, the designation in natural conversation and speed and accuracy of response, the continuous improvement and learning, the private experience building, security, and recommendation and assistance. The means in building the trust regarding AI Chatbot usage consists of the importance and safety in data, its transparency, and the development of the AI Chatbot to answer questions and respond correctly and purposefully.

RECEIVING THE RISK AND THE TRUSTWORTHINESS RELATIONSHIP ON THE LIFESTYLE OF X-GENERATION FINANCIAL CUSTOMERS IN CORE CENTRAL BUSINESS DISTRICT

2024-12-23T10:15:49+07:00

Technological advancements have transformed the financial lifestyles of Generation X. This study examines their risk perceptions and trust in adopting financial technology, the relationship between these factors, and their inﬂuences on financial technology usage decisions. As the sample group, 400 Generation X shoppers at department stores in Bangkok were the participants. Data were collected via questionnaires. Percentage, mean, Standard Deviation (S.D.), Pearson’s correlation, and logistic regression were used to analyze the data. The findings reveal that mobile/online payments are associated with the highest perceived risk and trust in electronic money services. Debit/Credit Cards and ATMs have the highest score in trust regarding honesty. Risk perception and trust in mobile/online payments and electronic money show a strong, positive linear relationship. Moreover, trust in honesty inﬂuences increased adoption of mobile/online payments and electronic money, while privacy risks are the key factors driving the use of Debit/Credit Cards and ATMs.

GUIDELINES FOR THE DEVELOPMENT AND PROMOTION OF RELIGIOUS AND BELIEF-BASED TOURISM IN NAKHON SI THAMMARAT PROVINCE

2024-10-09T10:48:14+07:00

The objectives of this study were 1) to examine tourist behaviors toward religious and belief-based tourist attractions in Nakhon Si Thammarat Province, 2) to assess tourists’ satisfaction with these attractions, and 3) to propose guidelines for the development and promotion of religious and belief-based tourism in the province. The study employed a quantitative research approach. The target population consisted of tourists who visited important religious sites, and a purposive sampling method was used to select 400 participants. Data were collected using a structured questionnaire validated by experts, which yielded a content validity index of 0.96 and a reliability coefficient of 0.96. Both descriptive and inferential statistical methods were used in the analysis.

The results indicated that the overall level of tourist satisfaction was high, with rating mean of 3.03. In particular, the transportation aspect received the highest rating mean of 3.21. Most tourists (17.3%) chose Wat Chedi (Ai Khai) as their primary destination. In addition, 49.5% of respondents traveled on pre-arranged tours, and 47% traveled mainly to engage in merit-making activities. Hypothesis testing revealed no significant difference in satisfaction related to the chosen attractions, travel arrangements, or travel objectives. These findings suggested that tourists were generally delighted with religious and belief-based attractions, especially with regard to transportation and the diverse range of sacred and intriguing sites available.

PARTICIPATION STRATEGY FOR CONSERVATION OF CHEDI BUCHA CANAL BY NETWORK PARTNERS OF NAKHON PATHOM CITY MUNICIPALITY

2024-11-04T12:26:12+07:00

This qualitative research aimed to 1) analyze the conservation of Chedi Bucha Canal using SWOT Analysis and TOWS Matrix, 2) create and develop strategies for participation in the conservation of Chedi Bucha Canal of the network partners of Nakhon Pathom City Municipality, and 3) evaluate the quality of strategies for participation in the conservation of Chedi Bucha Canal of the network partners of Nakhon Pathom City Municipality. The target groups were selected by purposive selection, namely, community leaders, volunteer leaders, religious leaders, community scholars, and local academics, totaling 14 people. The research instruments were a SWOT Analysis and TOWS Matrix form for developing a participation strategy for the conservation of Chedi Bucha Canal, and a semi-structured interview form. Research data were collected with the use of in-depth interviews. In addition, the data triangulation method was employed to verify the three aspects of the data as follows: 1) data aspect, 2) data collection aspect, and 3) creating conclusions and confirming conclusions. Data were analyzed using content analysis and core content analysis.

The research results have shown that Chedi Bucha Canal is a historically and culturally significant area, serving as a hub for collaboration among various sectors that play a crucial role in promoting the conservation and sustainable development of the canal. One of its key strengths lies in the robust and diverse network of partnerships, encompassing government agencies, civil society organizations, and local communities. These stakeholders receive support from social capital as well as relevant institutions at both local and national levels. However, Chedi Bucha Canal faces several challenges, including budget and resource constraints, a lack of effective data integration, and limited public participation that does not yet encompass all community groups. In terms of opportunities, Chedi Bucha Canal holds great potential for development as a creative and cultural tourism destination, which could stimulate the local economy. Additionally, government policies support the restoration and development of local waterways, and there is a growing trend toward leveraging technology for canal management and expanding collaboration networks for enhanced efficiency. Nevertheless, the canal also encounters significant obstacles, such as climate change, pollution, and waste disposal, as well as urban expansion, which may impact conservation efforts. Furthermore, there is uncertainty regarding the allocation of government funding. Given these factors, the use of the TOWS Matrix has facilitated the formulation of strategic approaches to enhancing participation in Chedi Bucha Canal’s conservation. These strategies are categorized into four main approaches: Proactive Strategy, which focuses on developing creative tourism projects to generate income for the community while raising awareness about environmental conservation; Corrective Strategy, which aims to strengthen knowledge and skills within the community regarding canal management, as well as seeking financial and resource support from relevant organizations; Preventive Strategy, which emphasizes coordinating with network partners to monitoring and managing pollution issues, land encroachment, and the use of technology to assess water quality; and Responsive Strategy, which focuses on establishing monitoring and reporting mechanisms, as well as risk management plans to mitigate the effects of external factors such as climate change and environmental problems. Additionally, the development of participatory strategies among network partners within Nakhon Pathom City Municipality encompasses five key areas: systematic water management to maintain appropriate water quantity and quality, water quality control to reduce pollution in the canal, landscape and environmental improvement to support conservation and water resource development, cultural heritage preservation to promote the area’s unique identity and link it to tourism development, and public relations and awareness campaigns to foster understanding and encourage participation across all levels of society.

FACTORS CONTRIBUTING TO THE DAMAGE OF PACKAGING IN THE TRANSPORTATION OF BETTA FISH IN SOUTHERN THAILAND

2024-11-19T16:18:17+07:00

This study aimed to identify and explain the factors associated with packaging damage during the transportation of Betta fish in Southern Thailand. Data were collected from October 2022 to March 2023, using a sample comprising 384 Betta fish distributors selected through multi-stage sampling. The data were analyzed using descriptive statistics and multivariable logistic regression analysis. The findings revealed that the prevalence of packaging damage during transportation was 24.22% (95% CI: 19.91-28.52). Six significant factors were identified: 1) the use of banana leaves or fresh foliage as inner packaging material, 2) the use of bicycles or motorcycles as transportation vehicles, 3) incorrect delivery locations that did not align with customer specifications, 4) delays in delivery times, 5) transportation during the months of May to January, and 6) water leakage during transit. All factors were statistically significant at the 0.05 level. The study concluded that approximately one in four packages sustained damage during the transportation of Betta fish in Southern Thailand. These findings provide valuable insights for Betta fish distributors and logistics companies. Recommendations include adopting standardized packaging materials that are resistant to moisture and capable of withstanding impact, as well as enhancing the efficiency of the transportation process. These improvements may involve optimizing delivery schedules and employing appropriate vehicles for transportation. The implementation of these measures can reduce the rate of packaging damage and increase the confidence of distributors in their operations.

THE INTEGRATION OF FAMILY BUSINESS UNIQUENESS AND LOCAL IDENTITY IN STORYTELLING TO CREATE AN EMOTIONAL CONNECTION WITH CUSTOMERS

2025-09-15T13:34:23+07:00

This research had the objectives to study methods for integrating the identity of family businesses and local identity into the marketing storytelling process, thereby creating an emotional attachment with customers. A qualitative case study approach was employed, focusing on four family-owned agricultural businesses in Lop Buri Province: Chanok Farm, Baan Suan Thanakorn, Yodkhao Bakery, and Uncle On Fresh Vegetables. Data were collected through in-depth interviews, document analysis, and field observations. Content analysis was then used to verify marketing storytelling according to key variables, including family business identity, local identity, integration mechanisms, and customer emotional attachment. The findings revealed three types of storytelling approaches: (1) the founder and succession stories reflecting family values; (2) the stories that integrate family values—such as perseverance, honesty, and intergenerational inheritance—with local identity, such as raw materials and community culture; and (3) the stories about problem-solving and production innovations. The integration of family and local identities occurred across the content, form, and experiential levels, resulting in customer trust, empathy, and loyalty expressed through repeated purchases, words-of-mouth, and participation in business activities. These findings are consistent with theories of marketing storytelling and prior research on family businesses and local identity. Furthermore, the study offers a new perspective, suggesting that extending storytelling into customers’ direct experiences is a key factor that makes stories powerful and sustainable.

THE EFFECTIVENESS OF SOCIAL MEDIA PROMOTION AND CONTENT FORMAT IN ENHANCING BRAND ENGAGEMENT

2024-11-08T14:05:38+07:00

This study explores the effectiveness of content formats on Instagram and TikTok platforms that affect target audience insight, reach, and the followers of Magical Stories, a newly established art brand specializing in cute coloring fashion books. The objective is to enhance brand awareness and create content that resonates with the target audience’s insight. Using a quantitative approach, the research analyzes 36 pieces of content (72 artworks) categorized into tutorials, collaborations, product showcases, freebies, promotions, and storytelling. These were posted on Instagram and TikTok from November 2023 to April 2024. The findings indicate that TikTok outperforms Instagram in both reach and follower growth, especially among females aged 18-24. Younger audiences aged 18-34 respond mostly to creative, interactive content such as collaborations and storytelling, while those aged 35-54 prefer promotional content highlighting product benefits. Notably, TikTok also attracts a significant male audience, likely due to familyrelated engagement. The study suggests that Gen Z and Baby Boomers respond best to tutorial content types by Gen Z responds to authentic, engaging content, while Baby Boomers prefer family-oriented and accessible features. TikTok’s broad reach across 18-34 and growing interest among users 55+, highlight the potential of TikTok and its increasing popularity among older audiences. The study recommends creating personalized content for each demographic based on their preference interest content type data, exploration of other social media platforms, and staying updated with content trends.

THE SILENT CRISIS IN EDUCATION: OVERLOOKED ISSUES RELATED TO TEACHERS’ SOCIAL AND EMOTIONAL COMPETENCIES IN THE THAI CONTEXT

2025-06-21T14:47:24+07:00

Amid the accelerating pace of technological advancement and rising expectations on student performance, teachers in Thailand are increasingly burdened by societal and educational systemic pressures. This is a qualitative research. Research data were collected via in-depth interviews with seven purposively selected experts involved in teacher development and social and emotional competencies, who possess knowledge and expertise in teacher development and have continuously driven the development of teachers’ social and emotional competencies. The research findings, derived from content analysis and thematic analysis, revealed five key issues: Excessive workload beyond instructional duties, student behavior shaped by digital immersion (i.e. the “head-down” society), heightened parental expectations, pervasive societal myths and stereotypes, and internal factors related to teachers’ beliefs, attitudes, and personal life histories. The findings emphasize the urgent need for targeted national policies and institutional efforts to foster teachers’ social and emotional competencies, which are critical for supporting teacher well-being and promoting sustainable educational and societal development in Thailand.

VALORANT ONLINE GAMING BAHAVIOR OF STUDENTS IN PATHUM THANI PROVINCE

2025-09-11T16:07:27+07:00

This research had the following objectives: (1) to study demographic characteristics, attitudes towards VALORANT online gaming, and VALORANT online gaming behaviors of bachelor degree students in a university in Pathum Thani province; (2) to study the difference between the demographic characteristics and the VALORANT online gaming behaviors; and (3) to study the relationship between attitudes towards VALORANT online gaming and VALORANT online gaming behaviors. This research was a quantitative research, using the survey research method to collect data for a specific period of time (Cross-Sectional Study). The employed research samples were 400 undergraduate students in a university in Pathum Thani province, aged 18 years or over, who were still actively studying. The researcher selected the research samples by using the convenience sampling method which was a non-probability sampling method. The employed research tool for data collection was a questionnaire with the overall reliability coefficient of 0.948. Statistics used in the research included the frequency distribution, percentage, mean, standard deviation, F-test (One-way ANOVA), and Pearson’s Product Moment Correlation Coefficient.

The research results are concluded as follows: Most of the research samples are males, studying in faculties under the social sciences group, having monthly income of 15,000- 20,000 Baht, and being domiciled in Bangkok and its vicinity. Their overall attitude toward VALORANT online gaming is at the high level with the rating mean of 3.92. Specifically, their attitude toward the access to applications and distribution channels is at the highest level with rating mean of 4.22, to be followed by the attitude towards the online games which is also at the high level with rating mean of 4.00, the attitude towards advertising and promotions which is at the high level with rating mean of 3.80, and the attitude towards the cost of playing which is also at the high level with rating mean of 3.69, respectively. Most of the research samples play VALORANT online gaming 1 day per week and 1 hour per day. As for results of hypothesis testing, it is found that the students with different demographic characteristics, namely, genders, study faculties, monthly incomes, and domiciles do not significantly differ in their VALORANT online gaming behavior; and there is a significant positive relationship between attitudes towards VALORANT online gaming and VALORANT online gaming behaviors at the 0.05 level of statistical significance.