Princess of Naradhiwas University Journal of Humanities and Social Sciences

Tassnee Khamsaengtong

2023-11-13T09:39:40+07:00

With the progress of civilization, various factors, including regional interactions, trade, religious beliefs, and cultural influence, have contributed to the assimilation of a considerable number of loanwords into the Thai language. The utilization of affixes for word formation has emerged as a key mechanism in Thai Lexical Formation, giving rise to a standardized structure known as "royal language". Linguistic phenomena arising from development processes evolve into lexical entities within the Thai language system. In this study, the author, therefore, focuses on explaining and analyzing characteristics that encompass both grammatical and semantic properties. This study reveals the complex nature of complex word formation, with the author delving into the standards, characteristics, scope, classification, and functions of royal vocabulary in detail.

Hassan Dumalee

2023-11-02T15:44:27+07:00

The concept of animal welfare revolves around caring for the well-being of animals both physically and psychologically. This article focuses on the welfare of livestock animals in the context of human interaction. While the primary purpose of livestock animals is consumption, livestock animal welfare extends beyond the animals themselves, encompassing both social and environmental dimensions. Livestock production serves not only economic purposes but also holds significance in terms of social values. Livestock welfare, therefore, becomes a dual concern for both animals and society. In the three southern border provinces, many communities face the problem of wandering pets, especially goats and sheep. The author attributes this issue to a lack of emphasis on livestock animal welfare. Because there are many issues that need to be discussed in terms of livestock animal welfare, including principles of safety and disease-free conditions for both animals and people, as well as principles regarding the prevention of social nuisances, creating a livestock welfare paradigm for farmers is important. This paradigm may offer an important perspective that has the opportunity to address the problem of stray goats and stray sheep in communities within the three southern border provinces

Pitchayawee Thitijaruschai

2023-08-28T14:15:20+07:00

This research aims to: 1) design packaging for Triple J Bakery brownie products, 2) study the influence of packaging design and online marketing communications on the purchase decision of Triple J Bakery brownies, and 3) compare customers’ decision to buy brownies from Triple J Bakery, categorized by personal factors. The sample consisted of 400 customers who purchased brownies from Triple J Bakery. Questionnaires were employed as a data collection tool, and the obtained data were analyzed using statistical techniques, including frequencies, percentages, means, standard deviations, t-test, F-test and multiple regression analysis. The qualitative results of the research indicate that Packaging A (a brown box with distinctive decorative patterns) was chosen as the preferred packaging sample by packaging specialists and highly experienced professionals in the field of packaging. Meanwhile, the quantitative findings indicate that packaging design and online marketing communications have predictive power in influencing customers' decisions to purchase brownie products from Triple J Bakery, with a predictive capability of 44.9 percent. However, customers of varying ages and marital statuses show different purchase behaviors for Triple J Bakery brownies, and these differences are statistically significant at a significance level of 0.05.

Rojarek Kamhaengkit

2023-07-20T08:53:10+07:00

The objectives of this research were to (1) evaluate the alignment between students’ expectations and reality in their independent study, (2) compare the circumstances surrounding expectations with the realities encountered during individual studies, and (3) investigate the factors influencing the actual outcomes of independent study among fourth-year students at the Faculty of Liberal Arts, Princess of Naradhiwas University. The study sample comprised 62 fourth-year students enrolled in the final semester of the 2022-2023 academic year at the Faculty of Liberal Arts, Princess of Naradhiwas University. The research instrument employed in this study included a questionnaire with a high level of reliability, indicated by a Cronbach’s alpha coefficient of 0.97. The data in this study were analyzed using descriptive statistics such as mean and standard deviation (S.D.), as well as statistical tests including paired samples t-test and binary logistic regression.

The findings revealed that the students held high overall expectations for their independent studies (=4.05, S.D.=0.55), and the reality in their independent studies also reflected a high level (=3.99, S.D.=0.57). Secondly, there is no significant difference between students’ expectations and the reality of independent study. When categorized into components such as research objectives, sampling and population procedures, tool quality assessments, discussion of research findings, and bibliography writing, the questionnaire demonstrates a statistically significant difference at 0.05 level. Finally, no personal variables were found to significantly impact the students’ independent study experiences

Safaree Jehreh

2023-08-21T09:45:57+07:00

This study, titled ‘The Impact of Motivational Factors on the Working Efficiency of Construction Material Store Employees in Chana District, Songkhla Province’, aims to 1) examine the working efficiency of construction material store employees in Chana District, Songkhla Province, 2) analyze variations based on demographic factors, and 3) explore the influence of motivation on their work efficiency. The sample consisted of 44 employees from construction material stores, who provided data through questionnaires employed as research instruments. The data analysis encompassed various statistical techniques frequency and percentage calculations, mean and standard deviation calculations, t-test, one - way ANOVA (F-test), and multiple regression analysis.

The results indicated that a majority of the respondents were male aged between 31 and 40 years old, held diploma, worked as drivers or in delivery roles, had work experience ranging from 4 to 5 years, and earned an average monthly income within the range of 10,001 to 15,000 baht. The employees of construction materials stores held generally positive opinions regarding work efficiency. However, varying opinions were observed among employees based on personal factors such as gender and job position, indicating differences in overall work efficiency perceptions. Furthermore, the research demonstrated that work motivation, influenced by organizational management policies and job satisfaction, significantly impacts the work efficiency of employees in construction material stores at a statistically significant level of 0.05

Sahidin Nitiphak

2023-08-28T08:59:00+07:00

The objective of this research were 1) to enhance Malay language skills for the improvement of tourism in the Phu Khaotong sub-district, Sukhirin District, Narathiwat Province, and 2) to synthesize guidelines for the development of Malay language communication skills in promoting tourism in the Phu Khaotong sub-district, Sukhirin District, Narathiwat Province. The sample group consisted of 20 local entrepreneurs in the Phu Khaotong sub-district, Sukhirin District, Narathiwat Province. The research tools consisted were 1) a questionnaire to assess the need for improving Malay language skills, 2) tests and evaluations to measure satisfaction with language training in Malay, and 3) content synthesis based on the findings for activity planning. Statistical analysis of the data included measures such as mean and standard deviation, as well as content analysis to present a narrative summary of the research findings. The research revealed the following: 1) Language skills enhancement in Malay for tourism and service required the presentation of relevant sentences and vocabulary in each lesson, as well as simulated practice in various activities incorporating commonly used Malay language expressions for service provision to Malaysian tourists. 2) Overall satisfaction with the enhancement of Malay language skills for tourism and service was significantly high. 3) Development of Malay language communication skills should be incorporated into the core curriculum structure, encompassing all aspects of service provision. The content should align with the service users' needs and effectively convey a public image for service provision, benefiting the stakeholders in practice.

Tuanar-esoh Tohsoh

2023-07-25T10:33:48+07:00

This study aimed to 1) compare students' English-speaking skills before and after the implementation of learning activities through the TikTok application, and 2) determine students' satisfaction with the English-speaking learning activities utilized in their preparation for the cooperative education program. The sample group for this study comprises English majors in their third academic year within the Faculty of Liberal Arts in 2022, selected through the application of simple random sampling. The research tools included: 1) English-speaking learning activities for the preparation of cooperative education; 2) the cooperative education English-speaking skills assessment through TikTok; and 3) a satisfaction survey for learning activities. The statistical methods employed for data analysis included frequency analysis, calculation of mean and standard deviation, as well as a T-test for dependent samples.

The research revealed that students' English-speaking skills, as assessed during the preparation course before their cooperative education program, were lower ( = 11.80, S.D. = 1.324) compared to their English-speaking skills after receiving instruction using the TikTok application (= 13.07, S.D. = 1.388). This difference reached a level of statistical significance at α = 0.05. Furthermore, the students reported a high level of overall satisfaction (= 4.41, S.D. = 0.601). These students perceive the video content as providing a straightforward duet that enables them to apply their English-speaking skills in real-life scenarios. This advantage fosters a sense of preparedness among students as they begin their cooperative education course.

Wutthichai Khongyoung

2023-10-10T11:02:18+07:00

The objectives of this research were 1) to cultivate herbal products sourced from the rich botanical diversity of Yaha District, Yala Province, with the aim of fostering local product development; 2) to design and implement packaging and branding strategies derived from the indigenous herbs within the community and its surrounding areas; and 3) to introduce innovation approaches that enhance the value and market presence of agricultural herbs, thereby contributing to the elevation of local agricultural products specific to Yaha District. This research adopts a qualitative research approach, employing purposive sampling for participant selection. The data collection methods encompassed in-depth interviews, focus group interviews, and participant observation, serving as the primary tools to gather comprehensive insights. Data analysis was conducted through content analysis and descriptive writing methods. The research involved a total of 17 informants within the sewing clothes professions group and 13 individuals engaged in fragrant herbs production within Yaha District, Yala Province.

The findings reveal that the sampled group successfully engaged in the development of value-added products derived from locally available herbs. Additionally, the group demonstrated proficiency in crafting packaging and branding strategies utilizing indigenous herbs found within the community. Furthermore, the sampled group innovatively employed cold extraction techniques to transform locally available raw materials, unique to the area, into distinctive products that leverage the inherent advantages of the unique herbs in the area. The study also found a deficiency in marketing communication strategies and traditional distribution channels, contributing to a lack of emphasis on addressing marketing problems and creating awareness. Additionally, managerial challenges arise from unplanned logistics activities, production plans, product quality, and deficiencies in the management systems governing procurement activities, purchasing planning, and raw material management planning.

Wannisa Junhom

2023-11-03T09:32:20+07:00

This study employs a qualitative research approach aimed at distilling valuable insights into organizing learning process within a community framework and exploring strategies for enhancing the learning process through community-based initiatives. The data sources for this study comprised ten individuals, including two community leaders, five organizers involved in the community learning process, two participating teachers, and one staff member from a private organization. These information providers were purposefully selected through purposive sampling. Data collection was conducted through a combination of participant observation, group discussions, and in-depth interviews.

The research findings revealed key success factors in the management of community-based learning process within a community situated in Na Thap Subdistrict, Chana District, Songkhla Province. The identified lessons are outlined as follows: 1) The community boasts a wealth of cultural heritage that has been passed down through successive generations. 2) The community features captivating natural attractions. 3. Community members proactively orchestrate the learning process with enthusiasm and a sense of pride. 4. Residents within the community exhibit a positive and receptive attitude toward learning. 5. The initiative serves as a source of inspiration and facilitates opportunities for children and youth to participate in learning and skill development. Nevertheless, there are areas for further development or enhancement, including: 1) Enhancing learning engagement by actively encouraging participants to pose and answer questions. 2) Addressing the need for a more systematic approach to the community’s learning process. 3) Rectifying the absence of appropriate media or tools for organizing and facilitating the learning process. 4) Addressing the limitation in the number of community educators. 5) Fostering opportunities for learners to reflect on their educational experiences. 6) Rectifying deficiencies in preparing and optimizing the learning environment. Regarding guidelines for the development of the learning process organization, the following recommendations are suggested: 1) Provide training programs to enhance the capabilities of community educators. 2) Establish collaborations with schools to formulate a comprehensive handbook for organizing the learning process. 3) Create age-appropriate learning materials to enhance educational effectiveness. 4) Develop facilities to ensure readiness for organizing the learning process.

Patsavut Sakarin

2023-10-03T13:50:05+07:00

This study aimed to 1) compare variations in online purchasing demand among elderly individuals in Songkhla province based on personal factors, and 2) examine the impact of trust and promotional activities on the online purchasing behavior of the elderly in the province. The study population comprised 400 elderly individuals in Songkhla who engaged in online shopping. Data were collected through a questionnaire and the analysis utilized statistical methods including frequency, percentage, mean, standard deviation, t-test, F-test with One-way ANOVA, and multiple linear regression. The results indicated significant differences in online purchasing demand among the samples with distinct educational backgrounds, careers, monthly incomes, and hobbies at a statistical significance level of .01. Furthermore, trust factors and promotional activities collectively accounted for 39.3% of the variance in online purchasing demand among the elderly in Songkhla province. Notably, the trust factor (b = .580) exhibited a more substantial influence compared to the promotional factor (b = .202).

Sopispilai Thongsai

2023-11-30T16:00:18+07:00

The purposes of this research were as follows: 1) to investigate the production and management practices of farmers in raising both native chickens and crossbred native chickens, 2) to examine the costs and returns associated with raising native chickens and crossbred native chickens, and 3) to compare the costs and returns between the two types of chicken farming. The target group comprised 80 local chicken farmers from Nakhon Si Thammarat, Surat Thani, Trang, and Phatthalung Provinces. Data were collected from 20 volunteers per province, and an additional 2 crossbred native chicken farmers were included for the case study. The collected data were analyzed for cost, return, and financial performance three methods: gross profit margin, net profit margin, and break-even point analysis.

The research results showed that: 1) Most farmers raise fewer than 100 native chickens, with less than 5 years of experience in raising them. The average raising time per cohort was less than 5 months, utilizing water supplies, personal labor, or family members. 2) The investment cost for a native chicken farm was 39.83 baht per kilogram, generating an annual revenue of 1,137,318.00 baht. In the case of raising crossbred native chickens, the investment cost was 102.17 baht per kilogram, with an annual revenue of 2,880.00 baht. 3) For native chicken famers, the gross profit margin was 53.04%, the net profit margin was 48.80%, the break-even point (unit) of 803 chickens, and the break-even point (sale) was 115,632.00 baht. In the case of crossbred native chickens, famers had a gross profit margin of 109.62%, a net profit margin of 114.13%, a break-even point (unit) of 24 chickens, and a break-even point (sale) of 3,456.00 baht. The project assessment results suggest that farmers should opt for raising native chickens due to a higher gross profit margin and net profit margin compared to raising crossbred native chickens. This serves as a guideline for farmers and interested individuals, providing information for planning to reduce production costs and increase income to strengthen production and develop the local economy towards stability and sustainability. Additionally, it offers insights for making investment decisions in the poultry farming sector.

Pariyapim Chalongdet

2023-12-20T10:09:52+07:00

This research aims to examine the attitudes of undergraduate students toward learning the Thai language, assess the levels of Thai language learning behavior among undergraduate students, and investigate the attitudes that influence the Thai language learning behavior of students at Princess of Naradhiwas University. The quantitative sample group consisted of 237 students registered for the Thai language course. Additionally, a qualitative sample of 237 students registered for the same course was included. The research instruments employed in this study were a research questionnaire with a Cronbach's alpha coefficient of 0.937, and an interview form. Data analysis includes measures such as mean (), standard deviation (S.D.), and Pearson correlation coefficient.

The research findings indicate that attitudes of students toward studying Thai are overall at a high level (=4.08, S.D.= 0.621). Qualitative research has revealed that the simplicity of the Thai language contributes to easy reading and comprehension. Additionally, Thai is considered important due to its frequent usage. Teachers are well-prepared for instruction, and planned Thai language sessions facilitate better comprehension among students. Students' Thai language learning habits are overall at a high level (=4.12, S.D.= 0.712). Qualitative research has uncovered that students engage in both independent and classroom-based study. Students' behavior in learning Thai is positively influenced by both individual and collective attitudes, reaching statistical significance at the 0.05 level. Qualitative research suggests that maintaining a positive outlook on studying Thai encourages perseverance in the subject.

Nawamin Siwasaranond

2023-12-14T11:41:19+07:00

This research aims to 1) study the opinion level regarding trust factors of virtual influencers among Generation Z consumers in the Bangkok Province, 2) examine the opinion level regarding fashion purchasing decisions among Generation Z consumers in the Bangkok Province, and 3) investigate the relationship between opinions on trust factors of virtual influencers and opinions on fashion purchasing decisions among Generation Z consumers in the Bangkok Province using surveys as a data collection tool. The survey contents’ reliability and credibility were tested by using Cronbach's alpha with a sample of 30 participants, resulting in a confidence level of 0.62. Subsequently, 147 research participants were surveyed via questionnaire. Also, descriptive statistics and inferential statistic with Pearson's Product Moment Correlation Coefficient were employed to determine the relationship between independent and dependent variables.

The research revealed that the opinions on trust factors of virtual influencers have a positive relationship with opinions on fashion purchasing decisions among Generation Z consumers in the Bangkok Province at the highest level (r = .829), with statistical significance of 0.01. Specifically, an increase in the credibility of virtual influencers significantly influences the fashion purchasing decisions of generation Z consumers. Generation Z consumers consider various factors related to the credibility of virtual influencer, namely trust, expertise, respect, similarity to the target audience, and attractiveness when making purchase decision about fashion products.