Princess of Naradhiwas University Journal of Humanities and Social Sciences

Integrating Artificial Intelligence and Buddhist Principles to Enhance Organizational Management and Development in Educational Service Area Offices

Khwansuda Wongyaem — 2026-01-15

This academic article aimed to present the integration of artificial intelligence (AI) and Buddhist principles to enhance the efficiency of organizational management and development in Educational Service Area Offices. The study employed AI-related concepts such as data analysis, automated planning, and trend forecasting to support data-driven decision-making. Concurrently, relevant Buddhist principles—namely, the Four Paths of Accomplishment (Chanda, Viriya, Citta, Vimamsa), the Four Sublime States (Metta, Karuna, Mudita, Upekkha), and the principles of self-, people-, and task-management—were used as ethical frameworks in administration, aligning with modern concepts of organizational development and management. The article proposed a model called the “Ethical Smart Organization,” integrating AI with ethical leadership and organizational processes, including development plans to build digital and ethical competencies among administrators and personnel, as well as a holistic evaluation approach for organizational success. Expected outcomes included transparent, efficient, and sustainable organizations with morally grounded leadership and well-rounded personnel. The article further offered policy recommendations, such as the organizational integration of AI and Buddhist ethics, personnel competency development, and future research directions focusing on management models and integrated evaluation frameworks.

Digital Government and the Transformation of Thailand’s Public Sector: Trends and Challenges

Suparat Keawwisut — 2026-01-16

This article aims to analyze the key trends and major challenges in the development of digital government in Thailand. Amidst the transformations of the 21st century, digital technologies play an inevitable role in reshaping economic, social, and public administration structures. Thailand has emphasized enhancing efficiency, transparency, and citizen-centered public services. This has been pursued through digital government policies and strategies, with the Digital Government Development Agency (Public Organization) serving as the primary driving force. This article examines the development of Thailand’s digital government, from the IT 2000 Master Plan to the Digital Government Development Plan (2023–2027), within the framework of modern public administration concepts. It also presents key trends, including the development of e-Services, investment in digital infrastructure and human capital, fostering multi-stakeholder collaboration, and the adoption of modern technologies.

However, Thailand still faces several challenges. These include disparities in digital infrastructure, low levels of public participation, contextual differences, personnel constraints, rigid organizational culture, and cybersecurity threats. The article therefore proposes policy approaches for sustainable advancement. These include promoting accessible e-Services, systematic data management, investment in infrastructure and human capital, strengthening cross-sectoral collaboration, enhanced cybersecurity, and transforming organizational culture to be more adaptive and responsive to change. These efforts aim to create a modern bureaucracy that is transparent, flexible, and truly citizen-centered.

Analysis of Cost and Returns from Pig Raising in Nakhon Si Thammarat Province

Arunya Jinachan — 2026-01-15

This research aimed to analyze the costs and returns of pig raising in Nakhon Si Thammarat Province. The research instrument was a structured interview, and data were collected through in-depth interviews with 376 pig farmers in the province who were business owners. The sample size was calculated using Yamane’s formula, then stratified random sampling was applied across districts, followed by purposive selection of farmers registered with the district livestock office who resided in the study area, maintained continuous pig raising, and had complete cost and return data for the production cycles studied. Data were analyzed using descriptive statistics, including percentages and calculations of pig farming costs and revenues. Financial tools were applied to evaluate the project using seven methods: gross profit margin, net profit margin, break-even point, payback period, net present value, return on investment, and internal rate of return. In addition, qualitative data were analyzed using content analysis to interpret and draw conclusions.

The study found that pig farmer in Nakhon Si Thammarat Province had a total pig raising cost of 368,716.42 baht/year, consisting of fixed costs of 34,696.42 baht/year and variable costs of 334,020.00 baht/year. The income from pig raising was 449,520.00/year. The returns from pig raising were as follows: the gross profit margin was 24.48%, the net profit margin was 19.14%, the break-even point was 25 animals pigs or 140,000.00 baht, the payback period was 1 year, 8 months, and 21 days, the net present value was positive at 540,644.41 baht, the return on investment was 47.80%, and the internal rate of return was 64.34%.

Developing Challenges for Physical Education Student Teachers Based on 21st Century Skills and Competencies

Chatsakorn Kongcheewasakul — 2026-01-15

This study on the challenges in producing physical education student teachers with 21^st-century skills and competencies aimed to: 1) examine the problems and obstacles in producing physical education student teachers, 2) investigate the competencies of physical education student teachers in the 21st century, and 3) explore the guidelines for developing physical education student teachers based on effective skills and competencies. Content analysis was employed to collect and analyze data from relevant academic sources.

The results of the study revealed that: 1) The main problems and obstacles in producing physical education student teachers include learning management, teaching, academic knowledge, sports coaching, technology use, teamwork, creativity, integration of local identity, shortage of resources, insufficient teaching equipment, and the changes in technology and society, all of which affect effective teaching and learning. 2) The study of competencies showed that student teachers need to develop learning management, teaching, academic knowledge, sports coaching, technology use, teamwork, creativity, integration of local identity, technology skills, learning design skills, assessment, and classroom management skills to meet the demands of teaching in the digital age. 3) The guidelines for development emphasize improving learning management, teaching, academic knowledge, sports coaching, technology use, creativity, integration of modern local identities, practical teaching, and building partnerships with external partners such as schools, communities, and sports organizations, in order to strengthen skills and competencies relevant to the 21^st century. This research is crucial for planning and developing the preparation of quality physical education teachers to support future educational and social development.

Outcome-Based Curriculum Development to Enhance High-Level Professional Competencies for Entrepreneurship in the ASEAN Industrial Market: A Study of Vocational Education Institutions in Thailand’s Three Southern Border

Hafizuddin Jeme — 2026-01-15

This study aimed: 1) to develop an outcome-based curriculum to enhance high-level professional competencies for entrepreneurship in the ASEAN industrial market for vocational education institutions in Thailand’s three southern border provinces; 2) to implement and test the effectiveness of the outcome-based curriculum designed to enhance such competencies; and 3) to evaluate student satisfaction and gather feedback for curriculum improvement. This research employed a Research and Development (R&D) methodology. The target group consisted of 40 students from Kanchanapisek Technical College, Pattani, selected through purposive sampling. The research instruments included: 1) the outcome-based course, 2) a document analysis form, 3) an interview guide, 4) a course evaluation form, and 5) a course validation form. Data were analyzed using mean, standard deviation, and the t-test.

The research findings revealed that: 1) The curriculum comprised six components: curriculum principles, curriculum objectives, curriculum structure, learning activities, learning resources, and learning assessment. The overall curriculum quality was rated at a high level (M = 4.48, SD = 0.61). 2) After implementation, students in the experimental group demonstrated significantly higher scores in professional competencies and entrepreneurial potential than those in the control group, at the .05 level of significance. 3) Regarding curriculum evaluation and recommendations for improvement, student satisfaction was rated at the highest level (overall mean = 4.50). Furthermore, the curriculum was validated by 11 experts, who agreed that it was suitable for practical implementation.

Promoting Scientific Process Skills and Learning Achievement through Activity-Based Learning on the Topic “Changes in Substances” among Grade 5 students

Nucharee Lebnoo — 2026-01-15

This research aims to: (1) compare students’ scientific process skills with the established criterion after implementing Activity-Based Learning; (2) compare students’ science learning achievement with the criterion after implementing Activity-Based Learning; and (3) examine students' satisfaction toward this learning approach. The sample group was selected through purposive sampling. The research instruments consisted of: five activity-based lesson plans (totaling 12 hours), a 20-item science achievement test, a 20-item scientific process skills test covering observation, hypothesis formulation, experimentation, and data-based conclusion skills, and a 15-item satisfaction questionnaire on Activity-Based Learning.

The research findings indicated that, when comparing the students' scientific process skills after implementing Activity-Based Learning with the standard criterion, students demonstrated significantly higher skills than the criterion at the .01 level of statistical significance. Similarly, students’ science learning achievement was significantly higher than the 70% criterion at the .01 level of statistical significance. Furthermore, students’ satisfaction with Activity-Based Learning was found to be at a high level. These results suggest that Activity-Based Learning is an effective instructional approach for enhancing both students’ scientific process skills and their academic achievement.

A Participatory Mechanism through the Shura Process for Driving the Halaqah Circle toward the Creation of a Virtuous Society in Thailand's Three Southern Border Provinces

Abdullateh Saleah — 2026-01-15

This qualitative research aimed to study a participatory mechanism using the Shura process to drive the Halaqah circle toward creating a virtuous society in Thailand’s three southern border provinces. The main informants consisted of 80 epresentatives from partners organizations nvolved in developing policy recommendations for promoting a virtuous society among Muslim youth in Pattani, Yala, and Narathiwat Provinces. These participants included Fatoni University (6 persons), Assalam Institute Coordination Center (6 persons), Provincial Islamic Committee Office (6 persons), Provincial Private Education Office (6 persons), District Private Education Office (24 persons), Assalam Quality School Network Association (2 persons), and private Islamic schools in the three southern border provinces (30 persons). The research instruments included interviews, knowledge-sharing sessions using the Knowledge Management (KM) process, and focus group discussions. Data were analyzed using descriptive analysis and content analysis.

The findings revealed that the participatory collaboration among network partners in promoting a virtuous society operated through three key mechanisms: 1) Government agencies managed and supported Halaqah circle activities, adapting them to local contexts and positioning them with the needs of educational institutions. 2) Educational institutions implemented Halakah activities in accordance with the objectives of the Halaqah Circle curriculum and were responsible for selecting suitable Halaqah mentors. 3) Civil society and community sectors promoted moral values among local people by using mosques as centers for moral development within the community through the Halaqah process.

The Effects of Rehabilitation Activities on the Quality of Life of Formerly Detained Individuals under the Internal Security Act in Thailand’s Southern Border Provinces

Jiraporn Ruangying — 2026-01-15

This research aimed to examine the nature and effects of rehabilitation activities designed to improve the quality of life of individuals formerly detained under special laws in Thailand’s southern border provinces. An experimental intervention was implemented over a five-week period with 21 participants who were former detainees. The research instruments included focus group discussion guides, semi-structured interview forms, and the Thai Happiness Inventory. The rehabilitation program consisted of two key dimensions: enhancing psychological resilience, and fostering social learning for community coexistence and sustainable livelihood development. These dimensions were operationalized through two main components—activities aimed at strengthening mental well-being and activities focused on reshaping attitudes toward communal living and income generation for self-reliance. The results showed that participants developed better interpersonal relationships with peers and facilitators, gained more positive perspectives toward life, and improved their problem-solving abilities. They also expressed constructive attitudes toward income generation, despite being aware of their limitations in knowledge and capital. A repeated-measures ANOVA revealed that participants’ happiness levels increased steadily and significantly, rising from an initial score comparable to the general population (M=44.57) to a higher level (M=47.19). These findings highlight the effectiveness of the rehabilitation activities in promoting the sustainable reintegration of former detainees into society.

Guidelines for Promoting Pre-Retirement Financial Planning Using the Six Thinking Hats Theory for Teachers Registered in OBEC Debt Clinic System

polpipat wattanasettanukul — 2026-01-15

This research aimed to develop and examine the effects of implementing guidelines for promoting pre-retirement financial planning based on the Six Thinking Hats theory for teachers registered in the OBEC Debt Clinic system. The key informants included nine experts and nine teachers, all selected through purposive sampling. The target group consisted of 30 teachers, also selected purposively. The research instruments included: 1) a situation and needs assessment form, 2) focus group discussions for designing the guidelines, 3) an appropriateness evaluation form for the guidelines, 4) a pre-retirement financial planning behavior scale, and 5) focus group discussions for evaluating the effects of implementing the guidelines. Quantitative data were analyzed using percentage, mean, standard deviation, and the t-test, while qualitative data were analyzed using content analysis.

The research findings revealed that: 1) The developed guidelines comprised six components: (1) teachers gather essential planning information, (2) teachers reflect on their own feelings about money, (3) teachers assess potential risks and obstacles, (4) teachers identify possibilities and future opportunities, (5) teachers develop new approaches to strengthen financial discipline, and (6) teachers manage their own financial planning process systematically; and 2) Teachers’ scores on pre-retirement financial planning behavior significantly increased after applying the guidelines, with statistical significance at the .01 level.

Development of Analytical Thinking Skills in al-Quran and al-Tafsir Subjects Using the Learning Together (LT) Cooperative Learning Technique for Year 1 Secondary Islamic Studies Students

Rusdee Sanngah — 2026-01-15

This study aimed to: 1) evaluate the effectiveness of learning management plans based on the 70/70 efficiency and measure the development of students’ analytical thinking skills after using the cooperative learning process with the Learning Together (LT) technique; 2) compare students’ analytical thinking skills before and after instruction; 3) compare students’ learning achievement before and after instruction; and 4) examine students' satisfaction. This research employed a quasi-experimental design, using a pretest-posttest format. The sample consisted of 23 Year 1/4 Secondary Islamic Studies students during the second semester of the 2023 academic year at Darulmaarif Foundation School, selected through cluster random sampling. The research instruments were: 1. learning management plan, 2. an analytical thinking skills test, 3. a learning achievement test, and 4. a student satisfaction questionnaire. Data were analyzed using mean IOC, mean, standard deviation, and the dependent t-test. The findings revealed that: 1. the learning management plans achieved an efficiency level of 80.36/85.16, which exceeded the established 70/70 criterion; 2. students’ analytical thinking skills after instruction were significantly higher than before instruction at the .001 level of significance; 3. students’ learning achievement after instruction was also significantly higher than before instruction at the .001 level; and 4. students reported a high level of satisfaction with the learning management approach.

Learning Management in the al-Fiqh Subject to Enhance Academic Achievement through Game-Based Learning for Year 3 Intermediate Islamic Studies Students

Sulkipli Toma — 2026-01-16

This research was an experimental study employing a one-group pretest–posttest design. The objectives were: (1) to develop and determine the effectiveness of game-based lesson plans for the al-Fiqh subject according to the 80/80 efficiency criterion; (2) to compare students’ learning achievement before and after instruction; and (3) to examine students’ satisfaction with the game-based learning process. The sample consisted of 36 students from Year 3/6 of the Intermediate Islamic Studies program during the second semester of the 2024 academic year at Attarkiyah Islamiyah School, selected through cluster random sampling. The research instruments included: (1) game-based lesson plans, (2) game-based learning achievement tests, and (3) a student satisfaction questionnaire. Data were collected through a pre-test, followed by game-based learning activities, and then a post-test along with a satisfaction survey. Data were analyzed using mean, standard deviation, and t-test statistics. The findings revealed that: (1) the game-based lesson plans in the al-Fiqh subject achieved an efficiency level of E1/E2 = 84.03/87.85, exceeding the 80/80 standard criterion; (2) students’ post-test learning achievement was significantly higher than their pre-test results at the .001 level of statistical significance; and (3) students reported a high level of satisfaction with the game-based learning approach, with a mean score of 4.50 and a standard deviation of 0.56.

A Study of Flluency and Flexbility in Fraction Learning among Grade 4 Students Using the Open Approach

Natechanok chalophathom — 2026-01-16

The objectives of this research were: 1) to examine students' fluency and flexibility of thinking in learning fractions, and 2) to investigate students' behaviors related to fluency and flexibility of thinking in fraction learning. The sample consisted of 28 Grade 4 students in the first semester of the 2025 academic year at the Demonstration School of Srinakharinwirot University, Prasarnmit (Elementary Level), selected through cluster random sampling. The research instruments included: 1) twelve Open Approach lesson plans, 2) a test measuring fluency and flexibility of thinking, and 3) a behavior observation form. Data were analyzed using the Z-Test for population proportion.

The research findings revealed that: 1) students demonstrated fluency and flexibility of thinking in fraction learning, with 78.57% of the sample scoring at least 60% of the total score, which was significantly higher than the hypothesized 60% criterion at the .05 level of significance; and 2) students showed increased behaviors in both fluency and flexibility of thinking, specifically demonstrated by their ability to generate a large number of solutions within a limited time, use various methods, adapt their thinking approaches according to the situation, and categorize the solutions from different perspectives.

The 4Es Marketing Mix and Influencer Effects on the Decision-Making for Purchasing Cosmetics via TikTok Shop among Consumers in Mueang and Hat Yai Districts, Songkhla Province

Anuwat Songsom — 2026-01-16

This study aims to (1) examine the 4Es marketing mix that influences consumers’ cosmetics purchase decisions via the TikTok Shop platform in Mueang and Hat Yai Districts, Songkhla Province and (2) to examine the influence of influencers on consumers’ cosmetics purchase decisions via the TikTok Shop platform in Mueang and Hat Yai Districts, Songkhla Province. The study sample consisted of 385 customers who had previously purchased cosmetics through the TikTok Shop platform, selected using purposive sampling. The research instrument was a questionnaire comprising multiple-choice items and a five-point rating scale. Statistical methods used for data analysis included percentages, means and standard deviations, correlation analysis, and multiple regression analysis. The results showed that the 4Es marketing mix, which consists of experience, exchange value, accessibility, and evangelism, had a statistically significant positive effect on cosmetics purchase decisions via the TikTok Shop platform at the 0.05 significance level. The corresponding regression coefficients were 0.28, 0.15, 0.21, and 0.13, respectively. Meanwhile, influencer-related factors such as attractiveness, trustworthiness, expertise, respectability, and similarity to the target audience had a statistically significant positive effect on cosmetics purchase decisions via the TikTok Shop platform at the 0.05 significance level, with corresponding regression coefficients of 0.27, 0.25, 0.19, 0.16, and 0.24, respectively. These findings offer practical implications for online sellers in formulating marketing strategies that emphasize the creation of positive consumer experiences and the selection of influencers who are well aligned with the target audience.

Factors Affecting the Implementation of Internal Educational Quality Assurance in the Faculty of Management Sciences, Princess of Naradhiwas University

Muhammadrosalee Bueraheng — 2026-01-16

This research article aims to (1) examine the implementation of internal educational quality assurance in the Faculty of Management Sciences, Princess of Naradhiwas University, and (2) investigate the factors affecting the implementation of internal educational quality assurance in the Faculty of Management Sciences, Princess of Naradhiwas University. Data were collected using a questionnaire from the target population of 45 personnel working in the Faculty of Management Sciences, Princess of Naradhiwas University. The data were analyzed using mean, standard deviation, and multiple regression analysis employing the enter method, in which all variables were entered into the model simultaneously.

The findings revealed that (1) overall, the factors related to the implementation of internal educational quality assurance were at a high level. When disaggregated by dimension, the personnel dimension recorded the highest mean score, while the dimensions of administrators and policy, management, resources and support, and organizational culture were also rated at a high level. With regard to the implementation of internal educational quality assurance based on the PDCA (Plan–Do–Check–Act) quality cycle, the overall level was high. When examined by dimension, the highest mean scores were found for planning and monitoring and evaluation, while implementation according to the plan and the use of evaluation results for improvement were also rated at a high level. The findings further indicated that (2) management and personnel factors significantly affected the implementation of internal educational quality assurance in the Faculty of Management Sciences, Princess of Naradhiwas University, jointly accounting for 73.80% of the variance at the 0.05 level of statistical significance. In contrast, resources and support, organizational culture, and administrators and policy factors did not have a significant effect on the implementation of internal educational quality assurance.

A Study of Problems and Needs for Strengthening Competencies in Effective Teaching and Learning Management among Teachers at Mosque-Based Islamic Education Centers (Tadika) in the Three Southern Border Provinces of Thailand

Mutsalim Khareng — 2026-01-16

This research is a quantitative study with three objectives: (1) to examine the problems and obstacles in teaching and learning management among teachers at mosque-based Islamic education centers (Tadika); (2) to examine the needs of teachers at the mosque-based Islamic education centers (Tadika) for strengthening their competencies in classroom teaching and learning management; and (3) to propose a model for strengthening teaching and learning management competencies of teachers at the mosque-based Islamic education centers (Tadika) in order to promote students’ reading, writing, and analytical thinking skills. The instruments used in this research consisted of: (1) a questionnaire with a reliability coefficient of 0.725, which was administered to a sample of 1,051 teachers from the mosque-based Islamic education centres (Tadika), selected from a total population of 12,263 teachers in 1,771 mosque-based Islamic education centres (Tadika). The sample comprised 346 teachers from Yala Province, 351 from Pattani Province, and 354 from Narathiwat Province. The sample size was determined using the Krejcie and Morgan theory. The research data were analysed using descriptive statistics, namely means and standard deviations. (2) In addition, a set of evaluation instruments was used to assess the appropriateness and feasibility of the teaching and learning management competency enhancement model. These evaluation instruments were administered to a specific group of 10 experts. The data were analysed using descriptive statistics, namely means and standard deviations. The research findings indicated that: (1) the problems and obstacles in teaching and learning management among teachers at mosque-based Islamic education centres (Tadika) in all three provinces were at a low level. The mean scores were 2.47 (SD = 0.79) in Narathiwat Province, 2.44 (SD = 0.75) in Yala Province, and 2.43 (SD = 0.75) in Pattani Province. (2) The needs of teachers at mosque-based Islamic education centres (Tadika) for strengthening competencies in classroom teaching and learning management in all three provinces were at a high level. The mean scores were 4.35 (SD = 0.79) in Narathiwat Province, 3.95 (SD = 0.77) in Yala Province, and 4.34 (SD = 0.75) in Pattani Province. (3) The teaching and learning management competency enhancement model for teachers at mosque-based Islamic education centres (Tadika) showed a high level of appropriateness (Mean = 4.03, SD = 0.64) and a highest level of feasibility (Mean = 4.45, SD = 0.69).

The 4Es Marketing Mix Factors Affecting Purchase Decisions through the TikTok Application among Students of Princess of Naradhiwas University

Soraiya Binbubla — 2026-01-16

This research aimed to examine the 4Es marketing mix factors affecting purchase decisions through the TikTok application. The population consisted of students of Princess of Naradhiwas University. The sample comprised 400 students from certificate, diploma, and bachelor’s degree programs (Years 1–4) across 11 academic units under the supervision of Princess of Naradhiwas University. The sample was selected using multistage sampling. The research instrument was a questionnaire divided into two parts. The marketing mix (4Es) questionnaire had a reliability coefficient of 0.894, while the questionnaire on purchasing decisions through the TikTok application had a reliability coefficient of 0.787. Data were analyzed using frequency, percentage, mean, standard deviation, and simple regression analysis.

The research findings revealed that the 4Es marketing mix factors which are Experience, Exchange, Everywhere, and Evangelism, had a statistically significant effect on students’ purchasing decisions through the TikTok application at the 0.05 level of significance, with an overall influence at the highest level, respectively. Most respondents made purchasing decisions based on promotions and discounts, particularly for fashion and clothing products. Ease of use in purchasing products, along with high-quality product presentation through video content, including product demonstrations and reviews, enhanced the credibility of products and sellers. In addition, these factors also increased confidence in transaction security, which was found to have the strongest influence on purchasing decisions, respectively.