PAYAP UNIVERSITY JOURNAL

Bibliography

2021-02-03T10:48:15+07:00

The Development of Product Cost Reduction Process and Product design of Fermented Mushrooms of Pracharak Sueksa School, Khlong Khlung District, Kamphaeng Phet Province

2021-03-02T10:48:12+07:00

The aims of this research are twofold: 1) to develop the process of reduction cost of fermented mushroom production and 2) to develop the product design for fermented mushrooms of Pracharak Suksa School, Klong Khlung District, Kamphaeng Phet Province. The data were collected through interview form and field notes. Participants were 15 teachers and students, 2 product designers, and 50 customers. The research found that the cost reduction in raw materials can be done through buying mushrooms from the nearby areas and through planting mushrooms at the school itself. The cost reduction regarding labor management can be done through an effective time management which includes the clarification of the labor’s job description and providing a training of production skills for the labors. The production cost has increased because of the cost of new packaging that can satisfy the customers. The product design developments consist of the packaging, taste, color, texture, and smell. The packaging consists of brand, modernity, durability, beauty, size, attractiveness, and the differences between former and new packaging designs which can impress the customers.

Factor Analysis of the Desirable Characteristics of Graduates from the Bachelor of Business Administration Program in Medical Secretary according to Thailand Qualifications Framework for Higher Education

2021-03-02T10:49:52+07:00

The purpose of this research was to study the characteristics of desirable graduates of the Bachelor of Business Administration Program in Medical Secretary according to Thailand Qualifications Framework for Higher Education. The sample consisted of 248 participants including physicians, nurses, and personnel at private hospitals in Nakhon Pathom Province. The instrument used in this research was a 5 rating scale questionnaire. The reliability of the research questionnaire in the form of Cronbach’s alpha coefficient was 0.838. The statistical research data analysis used for this research were frequency, mean, percentage, standard deviation and confirmatory factor analysis. The research findings were as follows: The desired graduate characteristics of the Bachelor of Business Administration Program in Medical Secretary are a) ethics and morality, b) knowledge, c) cognitive skills, d) interpersonal skills and responsibilities, and e) numerical analysis, communication and information and digital technology skills. The results of the structural validity test of the Desirable Characteristics of Graduates from the Bachelor of Business Administration Program in Medical Secretary according to Thailand Qualifications Framework for Higher Education model showed that Chi-square (χ² ) = 4.286, df = 4, χ² /df (CMIN/DF) = 1.071, RMR = .003, RMSEA = .017, GFI = .993, AGFI = .974, TLI=0.999 และ CFI = 1.000. From the research findings, program administrators should emphasize on the development of teaching and learning to foster graduates with characteristics needed by hospitals, and the most important characteristic is cognitive skills.

Social Media Content Marketing that affects to Nike Shoes Buying Decision

2021-02-08T10:03:41+07:00

The purpose of this study was to study content marketing on social media that can influence NIKE shoes buying decision, to compare NIKE shoes buying decision on social media classified by personal information, and to find the correlation between content marketing on social media and the NIKE shoes buying decision. The population was active users on Facebook social media, and 400 people were selected to participate the study. A questionnaire was utilized as a data collection tool. The collected data were analyzed by the following statistics: percentage, mean, t-test, (One-Way ANOVA), Correlation, and Regression Analysis. The study found that most participants were male, aged between 21-30 years, and single. Most hold a Bachelor’s Degree and has an average income less than 15,001 baht. Most were school students and university students. Content marketing on social media had a significant influence on Nike buying decision at the significant level of .05, while different factors of age, education, income and occupation influenced different decisions. Content marketing on social media correlated with NIKE shoes buying decision on a high level in the same direction. The suggestions were that entrepreneurs should create up-to-date contents with beautiful illustrations to convey their goods’ story to target customers by selecting suitable persons to present the goods along with prices must be clearly specified to be useful for target customers in making buying decision.

Development Pro-active Public Relations Model for Capacity Increasing Promoting Tourism in Phetchabun forThailand 4.0

2021-02-08T10:04:44+07:00

This research is mixed methods research based on the quantitative research and qualitative research. The purposes were to 1) develop the pro-active public relations model and 2) present the pro-active public relations model in increasing the potential for tourism promotion in Phetchabun for Thailand 4.0. The data gathering instrument were questionnaire and focus group. The samples were 400 tourists in Phetchabun by accidental sampling and 20 government and private personnel in tourism management by purposive sampling. The statistics for data analysis were percentage and mean. The results found that most of tourists saw the public relations model for tourism promotion in Phetchabun on Youtube. For overall, the pro-active public relations for tourism in Phetchabun was at high level. The media of Internet, Print Media, Broadcasting Media, Specialized Media, and Personal Media that were used to promote tourism in Phechabun were at high level. Digital media model for tourism public relations including Facebook, Youtube, Tourism Website, Line, and Instagram were at high level, whereas Twitter was at moderate level. For tourism public relations, most of tourist preferred digital media at high level, whereas Instagram and Twitter were at moderate level. This research is also found that the present of pro-active public relations model for capacity increasing tourism in Phetchabun for Thailand 4.0 that the stakeholders can use are 1) thinking strategy of tourist behavior, 2) media strategy for target users, and 3) selling point strategy of the use of still image and animation for pro-active public relations that most of entrepreneurs have preferred.

Development of Training Program for Life Skills by Experiential Learning for Ethnic Youth in Chiang Rai Province

2021-03-02T10:46:41+07:00

The purpose of this research is to study life skills by experiential learning for ethnic youth in Chiang Rai Province. The research population was 1,808 ethnic youths under the Office of Private Education in Chiang Rai. The sample group included 328 ethnic youth under the Office of Private Education in Chiang Rai. Using stratified random sampling set sample proportion by school district. The instrument used in the study was a questionnaire. The data were analyzed by using frequencies, percentage, mean and standard deviation, t-test, F-test, and one-way ANOVA. Instrument inspection method by searching for the conformity index (IOC), the IOC was 0.95 and the reliability has a confidence value of 0.89. The results of the study revealed that life skills by experiential learning for ethnic youth in Chiang Rai province were at the degree of high level for overall. And all aspects including cognitive skills, decision making skills and problem solving skills, communication and social skills, emotional control and stress management, and self-awareness were at the degree of high level. The results of hypothesis testing were also found that the differences of gender, education level, study plan and cumulative grade point average of ethnic youth had life skills by experiential learning differences significantly at level of .05.

Distinctive Capability Determinants that Impact the Success of Small and Medium Enterprises

2021-02-08T10:05:41+07:00

This research aimed to study the impact of the distinctive capability determinants on the success of Thai Small and Medium Enterprises (SMEs). The sample numbers, obtained as referred to Krejcie & Morgan table at 95 % confidential intervals, consist of 385 SMEs entrepreneurs in Bangkok Metropolis. The research tool was the questionnaire, and the statistics used for data analysis were descriptive statistics and multiple regression analysis. Most respondents were male, aged between 31-40, have bachelor’s degree education, and 2-4 total staff. The businesses were mostly 3-5 years old. The result shows that the distinctive capability determinants, the Connection/Networking positively impacts the success of Thai SMEs both financial view and non-financial view with a significant level at .05. In contrast, Reputation and Innovation have a negative influence on the success of Thai SMEs. There are more distinctive capabilities for different businesses. The entrepreneur should analyze their business and know what their distinctive capabilities are to promote and contribute to the competitive advantage, resulting in business success.

Backside

2021-03-02T10:54:48+07:00

Cover in Vol.30 No.2

2021-03-02T10:56:09+07:00

Preventative Measures to Reduce Social Stigma in Universities in Thailand During the COVID-19 Pandemic

2021-02-08T10:00:39+07:00

The social stigma associated with foreign students or any suspected group during the COVID-19 pandemic is related to fear of exposure to the disease, lack of knowledge of the disease, and a general negative attitude toward the suspected group. The effects of social stigma are fear of each other, isolation from each other, non-attendance of classes, and the tendency to deny assistance to each other. The objective of this article is to suggest two main measures to prevent and reduce social stigma in universities in Thailand as follows: 1.) The 4S structural measure including Shape our teams, Survey of opinions, Speak out, and Surrounding support and 2.) The 1S and 2P individual measures including “Sang” - raise people^,s awareness; “Prap” - mindset changing and “Pluk” - recall our sense of dignity as human beings. Implementing these measures can help our universities’ students and staff have a positive response to the COVID-19 pandemic by raising their awareness to treat others appropriately in order to prevent and reduce the problems of social stigma.

Hi! So-Cial: Poetic Narrative

2021-03-02T10:50:26+07:00

The objective of this article was to study, by components of a short poetry, entitled Hi! So - Cial by Khwankhaw Khwanriam-Aoey, using the knowledge called “narratology,” the science of studying narrative text. The theory of narratology was used in the analysis in order to show that a short poetry can be narrative. Narrative once appeared only in a long poetry and prose such as short stories and novels. The study showed that even though the poetry, Hi! So - Cial, is a short poetry, it comprises all elements of narrative text including plot, character, setting, theme, and points of view. The narrative theory used by the poet associates past and present events in order to present two main concepts: changes caused by modernization and illusions caused by social media.

Childhood Ideologies Reflected Through Digital Literacy Learning

2021-02-08T10:01:43+07:00

This article discusses the belief in good child ideology that has been shaped through children's online media experience in Thai society and the criticism on educational policy and teaching and learning in the aspect of digital literacy. From this study, it was found that children and young people have high level of freedom in online world. They also have the audacity to encounter challenges at online risks. Furthermore, some children showed the capabilities to cope up with risks and become digitally resilient. However, in offline world social agencies, especially educational institutions, state, family, and media institutions seem to shape bad and weak child ideology to cope up with risks from online media. Therefore, several measures to control and limit the use of media have been issued. However, it was demonstrated that media literacy teaching has been framed by the good child ideology from a universal concept. Further studies on a concept and a process for creating digital resilience for children and youth are needed.

Notice on Periods of Time for the Donee Regarding an Act of Ingratitude

2021-03-02T10:49:00+07:00

The revocation of a gift due to “an act of ingratitude” is prescribed under Section 531 of the Civil and Commercial Code. As this law does not restrict the time duration regarding such claim for the revocation of a gift, it is effective at the time that the act of giving is fully done, causing the uncertainty among the donee whose right of gift may be revoked or reclaimed without any time restriction. The law only stipulates the right of a gift donor to exercise such right of revocation within the prescription pursuant to Section 533, describing that the revocation can be exercised when the act of ingratitude comes to the knowledge of the person entitled within six months and no action can be taken later than ten years after such act, which is considered a different time period since the completion of such giving. According to the study on court judgments and explanations related to time periods regarding the right of revocation, these problems are still not brought into consideration or mentioned. It is perhaps a traditional belief in Thai society whereby the donee must always recognize the gratitude of the donor. This paper therefore analyzes the guidelines for determining the time periods to solve such problems in a multi-dimensional way regarding whether or not these problems can be successfully addressed. It also includes suggestions on law amendments regarding the certain time periods for such claim of revocation.