Panyapiwat Journal https://so05.tci-thaijo.org/index.php/pimjournal <p><strong>Panyapiwat Journal&nbsp;&nbsp;</strong><strong>ISSN 2651-1088&nbsp;(Online)</strong></p> <p><strong>Panyapiwat Journal</strong> has been published on a continuous basis since B.E. 2552 (A.D. 2009).&nbsp; It has been certified by the Thai Journal Citation Index Centre (TCI 1) as being in the First Group of Journals in Humanities and Social Sciences.&nbsp; It has also been selected as a Thai journal to be included in the ASEAN Citation Index (ACI).</p> <p>&nbsp; &nbsp;- Scope of contents comprises the fields of Business Administration, Management science, Liberal Arts, Education, Communication Arts, and Other related fields.</p> <p>&nbsp; &nbsp;- Types of academic work comprise Research Article, Academic Article, Book Review, and General Review Article.</p> <p>&nbsp; &nbsp;- Languages of academic work: Articles written in either Thai or English languages are accepted for publication.</p> <p><strong>Frequency</strong> <strong>of Publication:&nbsp;&nbsp;</strong>Three issues / year</p> <p>The first issue: January - April</p> <p>The second issue: May - August</p> <p>The third issue: September - December</p> Panyapiwat Institute of Management en-US Panyapiwat Journal 2651-1088 <p>I and co-author(s) certify that&nbsp;<u>articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources.</u>&nbsp;I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.</p> FACTORS INFLUENCING THE MODEL OF ONLINE FOOD PURCHASING BEHAVIOR UNDER COVID-19 PANDEMIC SITUATION https://so05.tci-thaijo.org/index.php/pimjournal/article/view/250469 <p>The purposes of this research were (1) to analyze and identify factors influencing online food purchasing behavior; and (2) to develop an online food purchasing behavior model. This research was a quantitative research. The respondents were 264 consumers who purchased food online from branded restaurants in Bangkok metropolitan area such as S&amp;P, Yayoi, Fuji, MK Suki, and Pizza Company. Data were analyzed with the use of structural equation modeling (SEM). The results showed that the marketing mix factors, especially the distribution channels and marketing promotion had influences on online food purchasing behavior and attitude. Therefore, if entrepreneurs improve distribution channels to be easier to access, more convenient and fast, and conduct campaigns for attractive marketing promotion, the consumers will increase their online food purchasing, particularly when consumers are satisfied with the products and services. In addition, the reference group, lifestyle, and motivation also had influences on online food purchasing behavior and attitude. Therefore, entrepreneurs need to develop factors such as improving the ordering process, adding new distribution channels, determining the appropriate marketing strategies, and Improving products and services to meet quality standards in order to stimulate sales volume and increase competitiveness during the COVID-19 pandemic situation.</p> Thanyathip Pichitkarnkar Adisak Woraphiwut Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 1 14 RETURNS AND VOLATILITY SPILLOVER IN ASIAN FRONTIER AND EMERGING MARKETS IN THE PRESENCE OF COVID-19 STRUCTURAL BREAK https://so05.tci-thaijo.org/index.php/pimjournal/article/view/252046 <p>The global integration of stock markets creates not only opportunities in market accessibility but also challenges in portfolio diversification. Therefore, it is crucial to discover less integrated markets for profit maximizing and risk reducing. In addition, it is also important to note that the existing pattern of global market integration and interrelation has been affected under the situation of Covid-19 pandemic. Hence, the study sets two important objectives as (1) to observe market integrating and exploring diversification opportunities by capturing returns and volatility spillovers among frontier markets (Bangladesh, Sri Lanka, and Vietnam) and emerging markets (China, India, and Thailand) in Asia; and (2) to identify the changes of returns and volatility spillovers among these markets in Covid-19 pandemic period. Time series analysis models, VAR (Vector Autoregressive) and BEKK GARCH (Baba-Engle-Kraft-Korner Generalized Autoregressive Conditional Heteroskedasticity), are employed to exhibit returns and volatility spillover effects. The numbers of data collected in each market are 1435 daily returns in normal period and 177 daily returns in pandemic period. The findings suggest that (1) there are significant return integration among most of frontier and emerging markets in the normal period; (2) the analysis of returns spillover in pandemic period observes no significant return relationship in all markets; (3) most of frontier and emerging markets express significant volatility spillovers in the normal period; (4) some frontier markets temporally halt volatility spillovers from emerging markets during pandemic time; and (5) Thailand is the most interconnected market among observed countries. In addition, the comprehensive analysis proposes long-term investment opportunities in selected frontier markets.</p> Thaw Oo San Thein Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 15 28 THE IMPACTS OF ELECTTRONIC SERVICE QUALITY AND TRUST ON PERCEIVED BENEFITS OF ONLINE SHOPPING IN THAILAND VIA ELECTTRONIC MARKETPLACE CHANNEL https://so05.tci-thaijo.org/index.php/pimjournal/article/view/253742 <p>This research has the objective to investigate the impacts of electronic service quality and trust on perceived benefits of online shopping in Thailand via electronic marketplace channel. The research sample consisted of 300 customers who used to buy products via electronic marketplace channel in Thailand, obtained by a non-probability sampling method of convenience sampling. The data collecting instrument was an online questionnaire. Descriptive statistics used for data analysis were the mean, percentage, and standard deviation; while structural equation modeling was used for hypothesis testing. The results show that the model is fitted with the empirical data. The value of the structural model fit indices showed that CMIN/DF = 2.496, GFI = 0.924, NFI = 0.929, RFI = 0.910, IFI = 0.956, TLI = 0.944, CFI = 0.956 and RMSEA = 0.072. The findings of hypothesis testing reveal that electronic service quality has both direct and indirect influences on perceived benefits of online shopping in Thailand via electronic marketplace channel at the .001 level of statistical significance. Electronic service quality also has direct influence on trust at the .001 level of statistical significance. Furthermore, trust has direct influence on perceived benefits of online shopping in Thailand via electronic marketplace channel at the .001 level of statistical significance. From this research, the main results are that e-service quality and trust are the important factors in developing e-commerce business, which also affect the customers’ perceived benefits of online shopping. As such, the results of this research can be used as a model for e-commerce entrepreneurs in formulating strategies to gain competitive advantages and to develop efficient customer services that are in accordance with the needs of consumers, which is a factor contributing to the success of e-commerce entrepreneurs in Thailand.</p> Beaunisha Buddhakerd Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 29 41 THE EFFECTS OF MANAGEMENT AND MARKETING COMPETENCIES ON BUSINESS PERFORMANCE OF HALAL COMMUNITY ENTERPRISES (HCE) IN THREE SOUTHERN BORDER PROVINCES OF THAILAND WITH ENTREPRENEURIAL SELF–EFFICACY AS THE MODERATOR VARIABLE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249540 <p>The purposes of this research are (1) to study the effects of management and marketing competencies on business performance of halal community enterprises (HCE) in three southern border provinces of Thailand; and (2) to examine the effects of management and marketing competencies on business performance of halal community enterprises (HCE) in three southern border provinces of Thailand with entrepreneurial self-efficacy as the moderator variable. Research data were collected from 394 halal community entrepreneurs in Pattani, Yala, and Narathiwat provinces, obtained by stratified random sampling. Research data were analyzed using the structural equation modeling technique (SEM). The research results revealed that the model was well fitted to the empirical data (χ2/df = 2.457, TLI = 0.956, CFI = 0.955, RMSEA = 0.057). The factors of management and marketing competencies had positive significant effects on business performance of halal community enterprises in the three southern border provinces. Besides, results of examining the influence of the monitoring variable showed that entrepreneurial self–efficacy had statistically significant moderating influence on the relationship of management and marketing competencies with business performance of halal community enterprises in the three southern border provinces.</p> Ruslee Nuh Mahmood Hayeemad Abbas Labduang Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 42 57 ANTECEDENT CAUSAL FACTORS AND CONSEQUENCES OF NEW BRAND PERCEPTION CREATION: EMPIRICAL EVIDENCE OF NEW BRAND PRODUCTS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/247717 <p>The purposes of this research were to study (1) the antecedent causal factors of new brand perception creation; and (2) the consequences of the new brand perception creation. The data were collected by interviewing 14 senior executives and 275 entrepreneurs and by using questionnaires to ask 1,098 new branded consumers all over the country. Data were analyzed using the structural equation model (SEM). The results of hypothesis testing showed that the antecedent causal factors, i.e. the new product launching strategy in a new brand context via new brand perception impulse had positive influence on new brand perception; while the consequences of new brand perception had positive influence on consumer’s brand loyalty, with the consumer’s satisfaction being the delivery factor. Also, the consumer’s satisfaction had positive influence on consumer’s brand loyalty. The results of this research will be useful as a guideline for conducting new brand perception creation activities to achieve success in the future.</p> Koson Numbang Viroj Jadesadalug Kreagrit Ampavat Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 58 70 EFFECTS OF ENTREPRENEURIAL ORIENTATION AND LEARNING ORIENTATION ON INNOVATION CAPABILITY AND COMPETITIVE ADVANTAGE OF COMPANIES LISTED IN THE STOCK EXCHANGE OF THAILAND https://so05.tci-thaijo.org/index.php/pimjournal/article/view/248206 <p>This research had the objective to investigate the effects of entrepreneurial orientation and learning orientation on innovation capability and competitive advantage of companies listed in the Stock Exchange of Thailand (SET). A questionnaire was administered to collect data from 273 executives of companies listed in SET. The structural equation modeling (SEM) technique was used to develop the model and determine the consistency between the developed model and empirical data, and study the effects’ inter-factor correlation. The study revealed that the model was consistent with the empirical data as shown by the condition (Chi-square = 82.11, df = 63, p = 0.72, RMSEA = 0.00, GFI = 0.97, AGFI = 0.98) and that entrepreneurial orientation and learning orientation of executives had a direct effect on innovation capability and direct and indirect effects on competitive advantage with statistical significance at the 0.05 level. The research results indicate that entrepreneurial orientation and learning orientation of executives will lead to higher innovation capability and competitive advantage.</p> Kaewalee Kanchanda Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 71 85 A CAUSAL RELATIONSHIP OF INNOVATIVE WORK BEHAVIOR OF CONVENIENCE STORE MANAGERS IN THAILAND https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249137 <p>The purposes of this research were (1) to study the level of opinions toward transformational leadership, organizational culture, knowledge sharing, knowledge absorption capability, and innovative work behavior of convenience store managers in Thailand; (2) to study the causal relationships of transformational leadership, organizational culture, knowledge sharing, and knowledge absorption capability with innovative work behavior of convenience store managers in Thailand; and (3) to study the model that supports the innovative work behavior of convenience store managers in Thailand. A questionnaire was used as a tool to collect data from the research sample group consisting of 500 people. The data were analyzed using the structural equation modeling (SEM). The research results showed that (1) the opinion on innovative work behavior was at the highest level, while the opinions on transformational leadership, organizational culture, Knowledge sharing, and knowledge absorption capability were at the high level; (2) the causal relationships of innovative work behavior of convenience store managers in Thailand were in harmony with the empirical data with value x<sup>2</sup> = 75.307, df = 61, x<sup>2</sup>/df = 1.235, p-Value = 0.103, SRMR = 0.005, RMSEA = 0.022, GFI = 0.985, CFI = 0.999, NF I = 0.994; and (3) the model that supports the innovative work behavior of convenience store managers in Thailand was caused by the knowledge absorption capability and transformational leadership. When the indirect influences of variables affecting innovative work behavior of convenience store managers in Thailand were considered, it was found that the knowledge sharing variable had indirect influence via the knowledge absorption capability variable. Next in the order was the transformational leadership variable having indirect influence via the organizational culture variable, knowledge sharing variable, and knowledge absorption capability variable. Finally, the organizational culture variable had indirect influence via the knowledge sharing variable and the knowledge absorption capability variable.</p> Nuttaya Noipeang Napawan Netpradit Thatphong Awirothananon Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 86 100 THE INFLUENCES OF PERCEIVED VALUE, PERCEIVED RISKS, AND NEW PRODUCT ACCEPTANCE ON DECISION MAKING FOR PURCHASING OF IN VITRO MEAT OF THAI GENERATION Y AND GENERATION Z CONSUMERS IN BANGKOK METROPOLIS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/250232 <p>The purposes of this research were (1) to study the personal factors affecting decision making in in vitro meat buying of Thai generation Y and generation Z consumers in Bangkok Metropolis; and (2) to study the factors of perceived value of in vitro meat, perceived risks of in vitro meat, and new product acceptance of in vitro meat influencing decision making in in vitro meat buying of Thai generation Y and generation Z consumers in Bangkok Metropolis. A questionnaire was used as the tool to collect data from the research sample consisting of 400 persons in Bangkok Metropolis. Statistics employed for data analysis included descriptive statistics of frequency and percentage, and inferential statistics of t-test, F-test (One Way ANOVA) and multiple regression analysis at the .05 level of statistical significance. The research results showed that (1) Thai generation Y and generation Z consumers with different educational levels and different occupations differed significantly in their decision makings in in vitro meat buying; while those with different genders, ages, average monthly incomes, and marital statuses did not significantly differ in their decision makings in in vitro meat buying; (2) differences in average monthly income and marital status had different effects on on decision making in in vitro meat buying of generation Z consumers but differences in gender, educational level and occupation had no different effect on decision making in in vitro meat buying of generation Z consumers; (3) the factors of perceived value in terms of consumer emotion (Beta = 0.343), quality of in vitro meat (Beta = 0.314), and price of in vitro meat (Beta = 0.234) had influences on decision making in in vitro meat buying of generation Y and generation Z consumers; (4) the factors of perceived risks in terms of consumer psychology (Beta = -0.488), social acceptance (Beta = 0.280) and properties of in vitro meat (Beta = 0.262) had influences on decision making in in vitro meat buying of generation Y consumers; (5) the factors of new product acceptance in terms of trial of in vitro meat (Beta = 0.339), adoption of in vitro meat (Beta = 0.284), evaluation of in vitro meat (Beta = 0.252) and interest in in vitro meat (Beta = 0.175) had influences on decision making in in vitro meat buying of generation Y consumers; while the factors of interest in in vitro meat (Beta = 0.418) and adoption of in vitro meat (Beta = 0.385) had influences on decision making in in vitro meat buying of generation Z consumers. Hence, in vitro meat producers should make in vitro meat more appetizing at an affordable price, have the government’s regulatory approval and create communication strategy to raise consumer awareness of benefits from in vitro meat daily consumption.</p> Arisara Akarapisit Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 101 116 THE RELATIONSHIP BETWEEN THE RICHNESS OF PROFESSIONAL EXPERIENCE AND THE ENTREPRENEURIAL PERFORMANCE OF RURAL ENTREPRENEURS IN CHINA: THE MODERATING EFFECT OF THE INSTITUTIONAL ENVIRONMENT https://so05.tci-thaijo.org/index.php/pimjournal/article/view/255090 <p>In an environment of scarce resources, rural entrepreneurs need to rely on the accumulation of previous professional experience and the support of the external institutional environment to cope with many uncertainties. This paper focuses on rural entrepreneurship in China, and aims to explore the relationship between professional experience and entrepreneurial performance, as well as the moderating effect of institutional environment. Valid data was collected from 465 rural entrepreneurs in Southwest China by stratified random sampling. Statistics for data analysis were descriptive statistics and multiple regression analysis. The findings show the richness of professional experience has positively interacted with the entrepreneurial performance of rural entrepreneurs. Moreover, the findings show that both the regulatory institutional environment and the standardized institutional environment have shown an essential positive moderating role. The implications of the findings indicate that entrepreneurs can consider choosing partners and managers with compound professional experience, and adjust strategies according to the institutional environment to improve the entrepreneurial performance.</p> Mingyue Liu Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 117 130 EFFICIENCY MANAGEMENT OF PRODUCTION AND MARKET OF LAOR GARDEN CO., LTD: CASE STUDY OF HYDROPONIC SALAD VEGETABLE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/256708 <p>This research, The Efficiency of the Full Cycle Management of the Production and Business Marketing of Suan La-or Co., Ltd.: A Case Study of Hydroponic Salad Vegetables, has the following objectives: (1) to analyze the efficiency of hydroponic salad vegetables production management of Suan La-or Co., Ltd. in terms of production cost, and the breaf-even point for production; and (2) to analyze the efficiency of hydroponic salad vegetables production management of Suan La-or Co., Ltd. in terms of marketing cost, and marketing margin; then to conduct the overall analysis of business enterprise of the Company in terms of the profit ratio and investment return ratio of the business. This research is a descriptive research. The data was collected from stakeholders of the production and marketing team of the company including one business owner, one farm manager, one farm production staff member, one accountant staff member and one marketing staff member. The research results show that the production cost of each vegetable per production table and per production crop cycle is as follows: Red Oak Lettuce has the highest production cost (582.31 baht), followed by Green Oak Lettuce (565.06 baht), Frillice Ice Berg Lettuce (502.11 baht), and Cos Lettuce (440.50 baht), respectively. When the performance outcomes of the Company are analyzed based on the selling price of 84.11 baht, it is found that the marketing margin of Suan La-Or Company Limited is 50.85%. Its net profits and the breaking points of salad vegetables during the period of October-December 2019 classified by each kind of salad vegetables as calculated from its average weight per production table are as follows: Cos Lettuce has the highest net profit (32.53 baht per kilogram), followed by Green Oak Lettuce (29.53 baht per kilogram), Red Oak Lettuce (26.90 baht per kilogram) and Frillice Ice Berg Lettuce (20.62 baht per kilogram), respectively. The break-even point for production of each salad vegetable should be as follows: the break-even point of Green Oak Lettuce is 11.78 kilogram per table, the break-even point of Red Oak Lettuce is 11.73 kilogram per table, the break-even point of Frillice Ice Berg Lettuce is 9.47 kilogram per table, and the break-even point of Cos Lettuce is 9.60 kilogram per table. Based on the production cost and average amount of products as mentioned above, the selling prices that are at the break-even point for each kind of salad vegetables are as follows: 54.58 baht per kilogram for Green Oak Lettuce, 57.21 baht per kilogram for Red Oak Lettuce, 63.49 baht per kilogram for Frillice Ice Berg Lettuce, and 51.58 baht per kilogram for Cos Lettuce. From the analysis of the profit ratio, it is found that Cos Lettuce has the highest profit ratio (38.68 percent), followed by Green Oak Lettuce (35.11 percent), Frillice Ice Berg Lettuce (31.98 percent), and Red Oak Lettuce (24.52 percent), respectively. Rates of return on investment of salad vegetables are as follows: Green Oak Lettuce has the highest rate of return on investment (271.60 percent), followed by Cos Lettuce (258.14 percent), Red Oak Lettuce (235.14 percent), and Frillice Ice Berg Lettuce (131.03 percent), respectively.</p> Monruedee Chantharat Montri Congtrakultien Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 131 142 ACCEPTANCE OF TECHNOLOGY AND INNOVATION AFFECTING THE INTENTION OF USING DRONE FOR AGRICULTURE IN THE AGRICULTURAL INDUSTRY https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249619 <p>The objective of this research is to study the level and factors of acceptance of technology and innovation affecting the intention of using drone for agriculture in the agricultural industry. As such, the technology acceptance model (TAM) was applied in this study. As for the research methodology, it is the survey research. The research sample consisted of 400 agricultural entrepreneurs and farmers in Central Region of Thailand who used the agricultural technology and innovation. The research instrument was a closed-ended questionnaire. The data were analyzed using descriptive statistics and simple linear regression analysis. The research results show that the overall level of acceptance of technology and innovation affecting the intention of using drone is at the high level (rating mean = 3.95). As for the factors of acceptance of technology and innovation affecting the intention of using drone for agriculture, it is found that the perceived ease of use has positive influence on the perceived usefulness of drone for drone users by 26.3 percent. The perceived usefulness of drone has positive influence on the attitudes towards drone using by 36.3 percent. The perceived ease of use has positive influence on attitudes towards drone using by 21.2 percent. Moreover, the attitudes towards drone using have positive influence on the intention of using drone by 52.3 percent, which is at the .05 level of statistical significance. Therefore, the results are consistent with the technology acceptance model.</p> Thongchai Wajasuwan Jedsada Wongsansukcharoen Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 143 157 GUIDELINES FOR MANAGEMENT OF COMMUNITY CAPITAL CONSISTENT WITH THE 20-YEAR NATIONAL STRATEGY AT BUENG CHAM-O SUB-DISTRICT, NONG SUEA DISTRICT, PATHUM THANI PROVINCE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/245975 <p>The purposes of this research were (1) to study the community context, (2) to analyze the community capital, (3) to analyze the competitive ability of the community, and (4) to propose guidelines for management of community capital consistent with the 20-year National Strategy of Thailand. This study was a qualitative research using the community participation-based research process. Research data were collected through in-depth interviews, focus Group discussions, and related document studies. The study area was the Bueng Cham-O sub-district, Nong Suea district, Pathum Thani province, consisted of 12 villages. The purposively selected key informants totaling 43 persons included a sub-district headman, village headmen and committees of Village No. 1 – Village No. 12, the President of Bueng Cham-O Sub-district Administrative Organization, the community development officers in the area, the District Agricultural Officer, and local wisdom persons with at least five years of experience. The research tools consisted of interview forms, survey forms, a form containing focus group discussion issues, and a voice recorder. The researchers had verified data by using the data triangulation procedure. The research data were analyzed with the content interpretation based on the interpretative theory of the community capital and the analysis of main competitive ability. The research findings showed that (1) the original settlers of this community were Mon descent immigrants who had settled in this area since 1659; the area included 12 villages under jurisdiction of Nong Suea district, Pathum Thani province; the terrain was a lowland plain; the climate was generally hot and humid typical of Central Region of Thailand; the population based on the 2019 population consensus comprised 9,134 people divided into 4,523 men and 4,611 women, with the total number of 2,549 households; regarding the infrastructure, there were two main rural highways, i.e. No. 4001 and No. 3045, and some rural roads connecting among villages; as for the economy, most of the people earned their living by being hired laborers, farmers, and doing other jobs, respectively; in terms of society, they formed into occupation groups, community enterprises, with established community welfare funds; their important traditions were the candle parade in Buddhist Lent festival, Loi Krathong festival, and Songkran festival; (2) the results of by-aspect analysis of community capital showed that the human capital of the community comprised local wisdom on bamboo handicraft, herbal medicine, voluntary soil doctor, and community leader who was a prototype on creating fruit orchards with water storage canals; the social capital of the community was the existence of professional groups, community enterprises, savings groups, Queen Sirikit village fund, health insurance fund, and cremation assistance group; and the tangible cultural capital of the community comprised three Buddhist temples, i.e. Sukpuntharikaram Temple or Wat Cham-0, Srikhakkhanang Temple or Wat Hua Chang, and Sorndee Sricharoen Temple; and the important sacred objects, i.e. the imitated Phra Buddha Chinnarat Image and Phra Sri Ariyamettrai (Wat Sukpuntharikaram), Luang Pho Daeng (Wat Si Khakkhanang), and the Mara Vijaya posture Buddha image and Phra Sri Ariyamettrai. (Sorndee Sricharoen Temple); the intangible cultural capital comprised the Mon dresses culture, food culture, the Poeng Songkran Khao Chae tradition, the Saba playing tradition on Songkran Day, and the burning of biceps for cremation at the crematorium; (3) regarding the analysis of important competitive ability of Bueng Cham-O Community, it was found that an internal environment factor having a competitive advantage was the production factor, which consisted of human capital, social capital, and cultural capital, while the positive external environment factors were the industry concerning and supporting agriculture; and (4) regarding the guidelines for management of community capital consistent with the 20-year National Strategy of Thailand, it was proposed that the management should start from the development of human capital of the community; the human capital with the increased ability and skills would lead to the having of potential social capital that could manage the local cultural capital with the emphasis on added value and the creation of economic value for the community until it could become self-reliance to support the development of Thailand towards security, prosperity and sustainability. As such, being a strong community is an important factor in the supports of the effective and efficient implementation of the national development policy consistent with the aims of the 20-year National Strategy of Thailand.</p> Nirintana Boosaparerk Phattaraporn Putphun Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 158 171 ANALYSIS OF COMPONENTS OF THE POTENTIAL FOR MANAGEMENT OF TRANG ROASTED PORK CULTURAL HERITAGE TOURIST ATTRACTION FOR CREATIVE ECONOMY-BASED LEARNING https://so05.tci-thaijo.org/index.php/pimjournal/article/view/250907 <p>The purpose of this research was to study and analyze components of the potential for management of Trang roasted pork cultural heritage tourist attraction for creative economybased learning. The data collecting instrument was a questionnaire. The research sample consisted of 480 people some of whom were purposively selected, while the others were obtained by incidental sampling. The sample size was determined based on the 1:20 criterion. Statistics used for data analysis in this research were the percentage, standard deviation, mean and exploratory factor analysis. The research results showed that (1) the potential for management of tourist attraction comprised 15 variables, i.e. the tourism promotion policy; the cooperation from work agencies; the sufficiency of public utilities; the personnel’s readiness for service provision; the proper use of the area; the monitoring and evaluation; the appropriate tourism activities; having the supports and development; the community participation; the imparting of knowledge and creating awareness; the readiness of available public utilities; the community’s ability to generate income; the preservation and restoration of environment; having the facilitating public utilities; and the variety of tourism activities; (2) the potential for physical identity, arts and culture, customs and tradition for supporting tourism comprised 9 variables, i.e. the continuation of cultural traditions; the way of life identity; the local wisdom and body of knowledge; the beauty of arts and culture; the historical background, culture and traditions that can be traced; the continuous inheritance of wisdom and knowledge; the tourist attractions that can be conveniently accessible; the strength in maintenance of local identity and deep connection with community way of life; and the tourism safety.</p> Tussanawalai Tuntiekaratana Chadawan Sirijarukul Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 172 187 THE DRIVING FACTORS TO THE SUCCESS OF SMART CITY DEVELOPMENT IN PHUKET PROVINCE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/250198 <p>The objectives of this research were (1) to study the current condition of being a smart city of Phuket province; (2) to examine the mobilizing factors for the success of the smart city development of Phuket province; and (3) to propose guidelines for managing Phuket province as a smart city. This research employed a qualitative research methodology. Data were collected via in-depth interviews with key informants from two groups. The first group consisted of 10 senior executives of organizations in the state and private sectors in Phuket province concerned with the current condition of Phuket as a smart city, and the second group consisted of 6 Bangkok senior executives of organizations in the state and private sectors concerned with the mobilizing factors for the success of the development of Phuket as a smart city. In addition, two focus group discussions were conducted involving two groups of strategy experts each of which consisting of 6 experts, totaling 12 experts. The guidelines for focus group discussion were in a form containing a set of questions for discussion in order to create guidelines for management of Phuket as a smart city. Data were analyzed with content analysis, organizing the contents into the core of the study and organizing the topics into categories in accordance with the research objectives. The research findings showed that (1) regarding the current condition of Phuket as a smart city, the development was unable to achieve a concrete result sustainably due to the lack of information integration between concerned agencies, the lack of full cooperation from the private sector, the limited budget, and the inconsistency between existing laws and policies for the development of the smart city; (2) the mobilizing factors involved in the development of Phuket smart city included the public sector, the private sector, and the general people sector, of which the general people sector represented the most efficient mobilizing factor for the success of Phuket smart city; and (3) the guidelines for managing Phuket province as a smart city were the following: (3.1) the smart economy; (3.2) the smart tourism; (3.3) the tourism safety; (3.4) the growth of the city coupled with environment conservation; (3.5) the health service provision for people; (3.6) the education provision to create knowledge for people; and (3.7) the administration and management by the state sector to cope with the increasing number of tourists, to increase the competitive potential, to support the needs for using basic utilities, with the focus on convenience and safety.</p> Pahfun Chittmittrapap Ruedej Kerdwichai Pornkul Suksod Duangkamon Chantararatmanee Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 188 202 A SYNTHESIS OF BODY OF KNOWLEDGE ON ADMINISTRATION OF MULTICULTURAL SOCIETY IN THE SOUTHERN BORDER PROVINCES: THE SOCIAL SECURITY ISSUES https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249799 <p>The objective of this study is to synthesize the body of knowledge on social administration of multicultural society in the southern border provinces by content analysis of documents including research studies, theses and academic articles to indicate the body of knowledge on social security in a multicultural society from the past to the present. The research results show that the body of knowledge on social security is still the issue that used to occur and had undergone the resolution in the past and still will remain so at the present and in the future as long as the state sector and the people sector have not yet overcome the discourse of the nation state and adherence to the race, religion, and culture of each side. Although all groups realize that the way out is to seek common points while hiding different points, it is still not found that any action has been taken and any real results has come out, especially at the policy level. The body of knowledge that any action has not yet been found to be taken is the creation of cooperative social security between cultures, and the determination of the success indicators of creating social security in the context of a multicultural society in the southern border provinces.</p> Wanpichit Srisuk Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 203 218 RISK FACTORS ANALYSIS OF DURIAN SUPPLY CHAIN FOR EXPORT IN CHANTHABURI PROVINCE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249303 <p>The purposes of this research are to study the risk factors occurring in the durian supply chain in Chanthaburi province and to propose risk management strategies in the durian supply chain export. The researcher conducted in-depth interviews of key research informants together with asking respondents who were involved in the Durian export supply chain in Chanthaburi to complete the questionnaires. The data collection process in this research can be divided into 2 parts. The first part was to collect all risk factors that occurred in the durian supply chain by in-depth interviews of 13 farmers, 2 collectors and 2 exporters. The second part was to prioritize risk factors by in-depth interviews of 3 farmers, 1 collector and 1 academic expert. The analysis results of risk factor identification in the Durian export supply chain in Chanthaburi province revealed that there were ten types of risks divided into 29 risk factors. The results of assessment of risk factors by three stakeholders in Durian export supply chain including farmers, collectors and exporters showed that the top priority risk factor was the weather related risk, followed by the price risk, the logistics and infrastructure risk, the policy risk, the labor related risk, and the production risk, respectively. The researcher proposed risk management strategies of the first priority as considered by the farmers, collectors, and exporters comprising four strategies, i.e. the risk opportunity reduction strategy, the risk impact reduction strategy, the risk transfer strategy, and the risk confrontation strategy.</p> Thitima Wonginta Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 219 237 THE APPLICATION OF SUPPLY CHAIN OPERATIONAL REFERENCE MODEL (SCOR Model) FOR LOGISTICS COST REDUCTION THE PROCESS OF RICE PLANTING JASMINE RICE STRAIN 105 (KHAO DAWK MALI 105) CASE STUDIES OF RICE FARMERS IN BAN KHENG CHIANG KHWAN DISTRICT ROI ET PROVINCE https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249086 <p>This research has the purpose to study the reduction of logistics cost in the cultivation process of Jasmine rice variety 105 by application of the Supply Chain Operational Reference Model (SCOR Model) as a tool for analyzing the structural cost determination process. In the logistics cost analysis, the researcher applied an activity-based cost system for analysis of case studies of rice farmers in Ban Khueng village, Chiang Khwan district, Roi Et province to propose a method for reducing the cultivation cost of Jasmine rice variety 105. The researcher collected data and interviewed the farmers who grew jasmine rice, and then applied the activity-based costing (ABC) system theory for cost analysis. The research found that the total unit cost was 6.68 baht per kg. The price of jasmine rice varieties 105 issued by the Office of Agricultural Economics in May 2017 was 9.80 baht per kg. The farmer would have a profit per unit of 3.12 baht per kilogram. Therefore, it is proposed that a way to reduce, if the farmers change their way of procurement activities from traveling by them to buy their goods to be the ordering their goods from the store by telephone, it will reduce the total unit cost to 6.64 baht per kg. and a way to reduce logistics costs in transport activities is by changing from a 4-wheel pickup<br />truck to a six-wheel medium-sized truck. This will reduce the total unit cost to 6.63 baht per kg.</p> Kesinee Sueni Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 238 253 RETURNABLE PACKAGING MANAGEMENT IN AUTOMOTIVE PARTS LOGISTICS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249269 <p>This research studies the returnable packaging management of automotive parts logistics with the emphasis on studying the multi-way packaging or returnable packaging in the automotive parts industry that are automotive parts for automobile assembly (Original Equipment Manufacturer: OEM). The study covers management between stakeholders, planning of returnable packaging demand, designing, and associated costs. According to the study, it is found that there are 2 models of returnable packaging management for automotive parts logistics. The first model is the model of sharing between parts manufacturers (Share mode) in which automobile assembly companies are the managers of packaging circulation. The second model is a specific model for the parts manufacturers (Dedicate mode) in which the parts manufacturing company is the manager of the returnable packaging. For the auto parts industry in Thailand, more than 80 percent of OEM are of the dedicate mode. As for planning of returnable packaging demand, it is important to take into account the period of time the packaging is in each location. The important factors in the design of returnable packaging are the prevention of damages from shipping and storage, the ability to stack the boxes when they are full (Stackability), and the ability to stack the empty boxes (Nestability). This is because it will lead to making full use of the available space efficiently resulting in the reduction of logistics costs. On the other hand, if not managed properly, it will result in higher costs.</p> Jeerada Anuchitnanon Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 254 267 TRANSMEDIA STORYTELLING IN AGRICULTURAL PROGRAMS: A COMPARATIVE CASE STUDY OF MUANG THAI YAI U-DOM AND KASET KAO KLAI PROGRAMS WITH SOR VOR KOR PROGRAM https://so05.tci-thaijo.org/index.php/pimjournal/article/view/256680 <p>This article, Transmedia Storytelling in Agricultural Programs: A Comparative Case Study of Muang Thai Yai U-Dom and Kaset Kao Klai Programs with Sor Vor Kor Program, is a part of two research studies, i.e. The Designing of Audience Touching Point of Muang Thai Yai U-dom Program, and The Media Exposure and Public Opinion towards Kaset Kao Klai Program and Sor Vor Kor Program. The questionnaires, in-depth interviews or focus group discussion were used to collect research data concerning the concepts, formats, story-telling techniques, satisfaction and expectation of the viewers on the agricultural programs in order to study the agricultural program models from the pre-production, production and post-production steps of the programs responsive to the needs of the audience. This article presents only the results in which the “7 Principles for Transmedia Storytelling by Henry Jenkins” was used as an analysis tool. The study points out that the agricultural television programs nowadays, which are under the trend of earning lesser air-time, need to bring in different story-telling techniques. According to the study, it is found that both programs used both linear and non-linear storytelling techniques depending on the nature of contents. The linear technique was used to tell easy-to-understand stories, while the non-linear technique in the shifting format was used for long or complicated or high impact contents in order to make the stories more interesting and easier to understand. As for the 7 principles of storytelling by Henry Jenkins, it is found the both programs applied 6 following principles: (1) spread ability and drill ability; (2) continuity and multiplicity; (3) immersion and extractability; (4) fantasy world creation; (5) subjectivity or storytelling from the perspective of each person in the drama; and (6) performance or the audience participating in creating the common world. Both the Kaset Kao Klai and Sor Vor Kor programs have similarity with the Mueang Thai Yai U-dom program in storytelling in that they told each story from the beginning to the end of each part with the use of ether the linear technique or the non-linear technique. They did not plan for storytelling in series. This is because the nature of agricultural content is highly specific and difficult to understand if not being explained to the completion of the full process. Thus no principle of storytelling in series was employed. As for the use of online media, it is found that both programs provided online channels to spread information, in-depth content telling, multi-style storytelling, as well as to create community, participation, interaction both among community members and between senders and receivers. Moreover, the online platforms can be used as reflection tools for further story and program evaluation.</p> Kanyika Shaw Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 268 279 PODCASTSING IN THAILAND: FACTORS OF USERS’ SATISFACTION AND BEHAVIORS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/248840 <p>Podcast, or online broadcasting, is used as a media for the podcaster to communicate with listeners in order to present or tell stories or events occurring in the society that can meet the listeners’ needs perfectly. While the popularity of listening to podcast has been growing continuously, there is no intensive study about this business in Thailand so far. Therefore, this research has the objective to conduct in-depth study of podcast business, especially on the factors affecting the satisfaction of podcast users. This study collected data from the research sample of 470 podcast users. From the study, it is found that out of the total 7 factors, there are only two factors, i.e. caring, and completion that have significant effects on podcast users’<br />satisfaction.</p> Nopadol Rompho Sakun Boon-itt Nitiruj Puvaratmetawatchara Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 280 292 CREATING A PROTOTYPE MODEL FOR DEVELOPING THINKING SKILLS AND TRANSMEDIA LITERACY OF MEDIA PRODUCERS WITH TRANSMEDIA STORYTELLING AND DESIGN THINKING PROCESS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/254989 <p>The purposes of this research were to create a prototype model for developing producers with transmedia storytelling and integrating with the design thinking process to develop thinking skills and transmedia storytelling skills for creative media production. This study used the qualitative research process including workshop training, behavior observation and focus group with two target groups: (1) a group of 111 communication arts students aged 18-24 years, and (2) a group of 92 professional media producers (journalists and broadcasters), activists, and academics. Data were analyzed to develop a prototype model for the process of developing thinking skills and transmedia storytelling of media producers. The research found that the integration of transmedia storytelling and design thinking process developed creativity and innovative thinking skills at the highest level in both groups. Therefore, this research proposes a prototype model of transmedia and design thinking as a development process and tools to help media producers systematize thinking skills in media design procedures in three elements: narrative design, engagement and experience design, and media channels and distribution design. Consequently, the research shows that the proposed model serves as an effective development of (1) the media production thinking process, (2) the thinking for usage of multiple media platforms effectively, (3) the thinking for production of media to serve the needs of people in society, and (4) the thinking for production of media to create participatory and achieve targeted behaviors.</p> Sakulsri Srisaracam Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 293 307 A STUDY OF LEARNING MANAGEMENT SUPERVISION RESULTS BASED ON THE CONCEPT OF TEACHER COACHING-MENTORING FOR SUPERVISORS https://so05.tci-thaijo.org/index.php/pimjournal/article/view/248182 <p>The purposes of this research were (1) to study the components of learning management supervision system based on the concept of teacher coaching-mentoring for supervisors; (2) to study the current condition and the needs for learning management supervision based on the concept of teacher coaching–mentoring of the supervisor; and (3) to study the learning management behaviors of teachers who were supervised based on the concept of teacher coaching-mentoring. The research sample consisted of five purposively selected experts, 291 supervisors from the Primary Education Service Area Offices in the Northeastern Region obtained by multi-stage sampling, six purposively selected teachers. The employed research instruments were a semi-structured interview form and a questionnaire. The data were analyzed using the mean, standard deviation, and t-test. The results showed that (1) the learning management supervision system based on the concept of teacher coaching-mentoring for supervisors was composed of 6 components: (1.1) the objectives of supervision; (1.2) the supervision personnel; (1.3) the supervision methods with 7 sub-components; (1.4) the academic knowledge; (1.5) the supervision tools; and (1.6) the evaluation, (2) regarding the study results of the current condition and the needs for learning management supervision based on the concept of teacher coaching-mentoring for supervisors, it was found that the current condition was at the moderate level, while the needs were at the high level, and (3) the learning management behaviors of the teachers who had been supervised based on the concept of teacher coaching-mentoring had changed for the better significantly at the .o1 level of statistical significance, which affected the quality of the teachers’ learning management activities by 99.9 percent.</p> Somwang Puntalee Sutum Tummatasananon Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 308 320 ORGANIZATIONAL CULTURE AND THE CREATION OF INTERGRITY SOCIETY https://so05.tci-thaijo.org/index.php/pimjournal/article/view/255273 <p>This article entitled “Organizational Culture and the Creation of Integrity Society” has the objective to explain the cultivation of integrity in social organizations with the application of organizational culture concept. The organizational culture concept comprises the 4 forms based on ancient Greek gods, namely, the club culture (Zeus), the role culture (Apollo), the task culture (Athena), and the existential culture (Dionysus). This four forms of organizational culture are linked with the 7 social organizations consisting of (1) the family, which can use the club culture, while the family members must behave well and teach integrity within family; (2) the educational organizations, which can use the role culture and should be managed with transparency and the application of professional ethics; (3) the religious organizations, which can use the role culture and should instill integrity with the application of Dhamma principles, Dhamma discipline and with the leaders behaving as good models; (4) the community organizations, which can use the club culture and should use the social capital with the community leaders being good models; (5) the small business organizations, which can use the club culture and should have the provision of knowledge with the acting as good examples; as for the medium and large business organizations, they can use the role culture and should be managed with transparency, punishment, and provision of knowledge on integrity; as for work-based business organizations, they can use the task culture and there should be the cultivation of integrity, i.e. the provision of knowledge on integrity; as for specialized businesses such as private hospitals, architectural companies, and law firms, they can use the existential culture and should follow the professional code of ethics; (6) the political organizations, which can use the role culture and should establish policies, strategies and plans related to integrity and create integrity consciousness, integrity rules and having leaders as good examples; and (7) the mass media organizations, which can use the existential culture and should follow the professional code of ethics.</p> Nitiphol Thararoop Titirut Phimolsri Natthavadee Limledjalearnvanit Sirapatsorn Wongthongdee Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 321 332 CHI-SQUARE TEST: TWO MORE TYPES OF KEY INFORMATION THAT SHOULD BE REPORTED BY THE RESEARCHERS WHEN THERE IS A STATISTICALLY SIGNIFICANT ASSOCIATION BETWEEN TWO CATEGORICAL VARIABLES https://so05.tci-thaijo.org/index.php/pimjournal/article/view/247450 <p>The chi-square test is a statistical procedure commonly used for testing the association between two categorical variables measured at nominal or ordinal scale. The null hypothesis of the chi-square test states that there is no association between two categorical variables. The alternative hypothesis states that there is an association between two categorical variables. If the result of chi-square test is statistically significant, the researchers should analyze and report how the levels of one categorical variable depend on the levels of the other categorical variable by analyzing standardized residual in each cell. Researchers, in addition, should analyze and report the effect size which is a statistic used to evaluate the magnitude of association between two categorical variables. The research result will be evaluated as practically significant if the magnitude of association between two categorical variables is large enough to create the value in the real life setting of a person who draws out the implications of research results.</p> Samroeng Kaiyawong Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 333 346 ENGLISH COMMUNICATION DEVELOPMENT BY USING SELF-DIRECTED LEARNING https://so05.tci-thaijo.org/index.php/pimjournal/article/view/253455 <p>This academic article presents the concept of English communication development by using self-directed learning. As the world and the society have changed quickly together with the increasing roles of technology and communication that connect all regions of the world via the use of the English language as the common media, it is very important to improve the potential of English communication of Thai people. Based on the English instruction reform policy of the Ministry of Education, English language instruction has been changed from the instruction focusing on grammar to become the instruction for communication starting from listening to be followed by speaking, reading and writing, respectively. The teaching method gives importance to communication competencies with the focus on the efficiency of communication more than teaching language for mastery of learning on language structure. The instruction focuses on enabling the students to communicate in English and organizing the activities that help them acquire learning skills and characteristics so that they can have self-directed learning and verify their own learning according to the learning goals in the 21st Century. The teachers change their roles to become the learning facilitators, organize the learner-centered learning activities, encourage the learners to construct their own body of knowledge (Constructivism) by themselves from learning and using languages through various language activities resulting in learning development. The learning not only takes place in the classroom but also anywhere else outside the classroom because new knowledge is occurring all the time. It is always necessary to keep learning to acquire new knowledge, to develop oneself to cope with the changes in present society, and to be the way for self-development to be a person with lifelong learning.</p> Chayapon Chomchaiya Sirinya Pipatsrisawat Nutthaporn Owatnupat Copyright (c) 2022 Panyapiwat Journal https://creativecommons.org/licenses/by-nc-nd/4.0 2022-04-12 2022-04-12 14 1 347 361