PAYAP UNIVERSITY JOURNAL

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Chonthicha Rungsattra — 2023-12-12

The Need for Lifelong Learning of the Elderly in Upper-North of Thailand

Jitnatee Ritchie — 2023-12-12

This research aimed to investigate the need for lifelong learning among the elderly from the upper north of Thailand: Chiang Mai, Lamphun, Mae Hong Son, and Lampang, in 3 components, which are physical and mental health, safety and security, and communication technology. The participant group was a group of 470 elderly people in the upper-north, selected by purposive sampling. The research instrument was a structured interview with content validity of 0.90 and reliability of 0.82. The results showed that 55.11% of the elderly were interested in lifelong learning. Furthermore, 87.45% of the elderly were interested in learning about health whereas 19.79% were interested in learning about communication technology. The three leading reasons for deciding to attend classes were 1) affordable education fee (64.68%) 2) convenience of location (60.43%), and 3) the opportunity for self-development (53.83%).

Satisfaction Level of Customers in Ride-Hailing Services through the Application in the Upper Northern Region

Sarun Pudon — 2023-12-12

This research study aims to examine satisfaction level of customers in ride-app hailing services in the upper northern region by comparing income level of consumers. A total of 385 valid samples were collected. Accidental sampling method was used to collect data via online questionnaires. The t-test was employed to identify differences between two income groups.
The results showed that the income groups demonstrate different satisfaction in the sub-factors of rate price distance, and car quality. In addition, the income groups exhibit different satisfaction levels in the sub-factors of first-time users discount and incentive for patronage. Furthermore, the drivers’ politeness, clean attire, price route picking, car condition, following local traffic regulation, and fare notification prior to service were also found at a significance level of 0.05.

Factors Influencing Self-Advocacy Behaviour of Children and Youths in Mueang District, Chiang Mai Province

Juthamat Siti — 2023-12-12

This research has studied factors influencing the self-advocacy behaviours of adolescents in Mueang District, Chiang Mai Province. Participants in this study were randomly selected through multi-stage sampling and included 442 teenagers, aged 13 - 18 years, studying at secondary schools in Mueang District, Chiang Mai Province. The research instrument was a questionnaire, and a MIMIC model was used to analyse the data.
Results reveal that the developed model is consistent with empirical data and all path coefficients are statistically significant at .05 levels. This study also found that causal factors such as social support and self-esteem can explain variability of self-advocacy behaviours at a level of 59% predictability. Furthermore, the findings indicate that social support has the most influence on self-advocacy behaviours, showing total effects of .66, whereas total effects of self-esteem are .10. Therefore, to make young people in Mueang District, Chiang Mai Province, have appropriate self-advocacy behaviours, be able to protect their rights and have suitable means of self-expression, self-esteem among young people should be promoted, and socially supported by parents, teachers, guardians, schools and friends.

Promoting the Use of Information Technology Systems for Budget Management of Ban Na Klang School

Apinan Uttawong — 2023-12-12

The objectives of this study were 1) to study the use of information technology systems for budget management, 2) to compare the use of information technology systems for budget management classified by gender, educational background, and teaching experience, and 3) to suggest ways to promote the use of information technology systems for budget management. The target population was 60 teachers of Ban Na Klang School in the academic year 2022. The research tool was a 3-section questionnaire with a content validity of 0.66 - 1.00 and a Cronbach reliability method of 0.891. The data were analyzed by frequency, percentage, standard deviation, and t-test statistics.
The results revealed that: 1) The use of information technology systems for budget management overall was at a moderate level.2) The use of information technology system for budget management were not significantly differences in gender, educational background, and teaching experience, and 3) The guidelines for the use of information technology system for budget management were to provide training and knowledge about budget management to teachers continually.

Guidelines for the Management of the Competency-Based Curriculum of School Administrators of Innovative Pilot Schools in the Chiang Mai Primary Educational Service Area Office 3

Kongkiet Wongthong — 2023-12-12

This is a mixed-method research to study the guidelines for the management of the competency-based curriculum of innovative pilot school administrators in the Chiang Mai Primary Educational Service Area Office 3. The target group of this study consisted of 348 school administrators and educational personnel from 19 schools. The research tools were a 5-scale questionnaire and a structured interview. The collected data were analyzed by the statistical methods of average, frequency, standard deviation, and content analysis. The result revealed that the management of the competency-based curriculum of innovative pilot school administrators in the Chiang Mai Primary Educational Service Area Office 3, in overall, was at the highest level. When classified into each aspect, it was found that the management of the competency-based curriculum by the administrators, the classroom curriculum setting up and the implementation of the results of the curriculum to complete the curriculum framework improvement were at the highest level. The use of the curriculum and the learners’ development to competence were at a high level. It is concluded that the data analysis of the competency-based curriculum management from the structured in-depth interview found that school administrators should organize teacher trainings on the following competencies 1) assessment to develop a comprehensive evaluation of graduation criteria, reporting of learning outcomes 2)preparation of course descriptions, course, learning units, projects, activities, learning outcomes and learning content 3) planned instruction, emphasis on active learning, assessment for development during teaching, assessment of learning, and 4) creating awareness and understanding of the curriculum.

Guidelines for the Development of the Efficient Material Supplies Management, School of Tourism Development, Maejo University

Piyaphorn Daengchat — 2023-12-12

The objectives of this research were: 1) to study the satisfaction of supply management in the School of Tourism Development at Maejo University, 2) to analyze the factors that affect efficient supply management of supplies officers in the School of Tourism Development at Maejo University, and 3) to establish development guidelines for efficient supply management in the same school. The research was conducted using a quantitative research method. The population for this study consisted of 27 stakeholders involved in supply management. Questionnaires were used for data collection, and the collected data were analyzed using descriptive statistics and stepwise multiple regression analysis.
The results indicated that the factors affecting the efficiency of supply management were as follows: the factors determining demand were the most influential, followed by planning factors and supply procurement factors, respectively. Moreover, demand determination was identified as a crucial factor contributing to supply management aligned with the faculty's objectives, aiming to maximize benefits. Additionally, development guidelines for efficient supply management were established, comprising four key points: 1) addressing maintenance delays in learning and teaching activities, 2) resolving purchasing restrictions with department stores/stores/companies that have credit with the government sector, 3) tackling the issue of relatively cramped storage facilities, and 4) ensuring the maintenance and modernity of learning equipment, including computers.

The Development of Instructional Model in Social Studies by Using the Co-operative Learning to Enchance Student Teachers’ Social Skills.

Attaya Merdthaisong — 2023-12-12

This study aims to develop and evaluate a social studies teaching model that utilizes collaborative learning to enhance the social skills of student teachers. The sample group is the 55 third-year students majoring in social studies enrolled in the “Teaching Methodology for Social Studies” course during the second semester of 2022. The research utilizes various tools, including a learning management plan incorporating co-operative learning to enhance social skills. In addition, a social skill assessment and a survey were also employed to measure students' opinions on collaborative learning for improving social skills. In addition, data analysis techniques were employed by means, standard deviations, and dependent statistic t-tests.
The findings revealed 1) the key components of the developed social studies teaching model: principles, objectives, learning activities based on the IPPR Model (preparation and interaction, practice and participation in groups, and reflective evaluation), learning materials, and assessment methods. 2) The findings indicate that student teachers' social skills improved after using the co-operative learning method. The post-learning score of 88.40 was significantly higher than the pre-learning score
of 77.64 (p < .05). 3) Finally, the student teachers gave positive feedback on the social studies teaching method that involves co-operative learning, with an average rating of 4.45 (standard deviation = 0.62)

Disclosure of Employee Engagement Factors Among Generation Z Employee : A Case Study of Provincial Area, Thailand

Kangwan Yodwisitsak — 2023-12-12

This paper aimed at 1) evaluating the level of employee engagement amongst Gen-Z staff in the provincial area, Thailand, and 2) investigating factors affecting employee engagement amongst Gen-Z staff in the provincial area, Thailand. The questionnaire was used as research instrument for data collection. Four hundred (400) completely filled in questionnaires were collected amongst Gen-Z Staff in the provice area, Thailand. Descriptive statistics and Multiple regression analysis was conducted to examine which variable had the most predictive power on employee engagement. The results of this study were as followed: 1) The level of employee engagement amongst Gen-Z staff in the provincial area was “High”. 2) The results also indicated that six factors including “job security” ( = 0.196) was the most powerful predictor of employee engagement, followed by “nature of the job” ( = 0.129), “pride of the organization”( = 0.119), “physical working environment” ( = 0.101), “management and policy” ( = 0.083) and “relationship with colleagues” ( = 0.075), respectively. It is reasonable to conclude that there are several means to increase employee engagement level. Relevant actions should be taken to design interventions which specifically focus on raising employee engagement level.

Factors Affecting Acceptance of the People in Bangkok about Ex-Prisoner Returning into the Communities

Supnipa Tantichainusorn — 2023-12-12

The purposes of this study were to: 1) examine the attitudes and acceptance of individuals in Bangkok towards the released prisoners; 2) compare the variations in the acceptance of ex-prisoners among Bangkok residents based on their personal factors; and 3) investigate the relationship between the perceptions of Bangkok residents and their acceptance of former prisoners. Data were collected from 400 participants in Bangkok area. The statistical analysis consisted of percentage, mean, standard deviation, t-test, f-test and Chi-square test with statistical significance level of 0.05.
The results showed that most of the participants had positive attitudes towards the released prisoners. They believed that ex-prisoners could live with people in a community (x̅ = 3.34). However, certain control measures should be enforced for ex-prisoners with a history of severe crimes (x̅ = 4.60). The findings also revealed that released prisoners should have equal rights as those of ordinary people (x̅ = 4.03). In addition, the majority of the respondents strongly agreed that the government should provide assistance to enable individuals to live happily (x̅ = 3.96). In terms of the hypothesis test, it was found that the factors affecting Bangkok residents’ acceptance towards ex-prisoners returning to community included age, occupation, and channels of obtaining prisoner’s information. These personal factors were found to be in accordance with the hypothesis at the statistical significance level of 0.05.

The Potential and Quality Control Factors Affecting the Success of Accounting Firms in Northern Thailand

Kantapat Yota — 2023-12-12

The purposes of this research are 1) to examine the potential and quality control of accounting firms in the upper northern region, and 2) to investigate the potential and quality control that impact the success of accounting firms in the upper northern region. Data were collected from a sample of 386 respondents. Frequency, Percentage, Mean, Standard Deviation, and Multiple Linear Regression were used for data analysis.
The results of the study revealed that the potential of the accounting firms that had 6 - 10 years of operation as either individuals or groups of individuals, served 30 to 50 clients, and had 5 - 10 bookkeepers yielded the highest level of success in terms of regulation in ethics and responsibility of the executives, while the highest level of success of accounting firms was business process perspective and customer perspectives.
The quality control of accounting firms in terms of customer-related processes, document management, and resource management was forecasted to be factor affecting the success of such firms in the upper northern region, which was 70%., with a statistical significance of 0.05. The coefficient of multiple correlation coefficient was 0.838.

Sexual Assault Victimization by Biological Fathers: Causes, Effects, and Adaptation

Waranya Rattanasakorn — 2023-12-12

This qualitative research study aimed to explore the causes, effects, and adaptation of offspring who have experienced sexual assault perpetrated by their biological fathers. In-depth interviews and focus groups were conducted with six officers from the Equality Promotion Foundation (EPF) to gather primary data. The research findings revealed that significant factors contributing to sexual assault victimization are as follows: (1) victims were manipulated into normalizing the misbelief in biological paternal love; (2) a victim’s mother ignored the incident; and (3) the victim accepted the abuse, feeling compelled to consent. The following effects of rape and sexual assault on the victims were reported: (1) physical, (2) emotional, (3) social, (4) educational, and (5) financial effects. Through participation in rehabilitation programs and engaging in group activities organized by the EPF, the victims experienced improvements in their psychological well-being, enabling them to adapt and seek support from various stakeholders. The victims were empowered to speak out, reintegrate into society, and address ongoing challenges. They have secured employment and achieved financial independence, allowing for successful reintegration into society and a state of happiness.

The Marketing Strategies during the Covid-19 Pandemic Affecting the Spa Customers Service in Muang District, Chiang Mai Province

Nitcharat Arintanachot — 2023-12-12

The aims of this study were to examine the service usage behaviors of customers who utilized spa services during the 2019 Coronavirus outbreak in Muang District, Chiang Mai Province, and to study marketing strategies the 2019 Coronavirus outbreak on customers who utilized spa services in Muang District, Chiang Mai Province. Data were collected from 384 individuals using accidental sampling as the sampling method. The data were analyzed using descriptive and inferential statistics, including percentages, means, standard deviations, Pearson's correlation coefficient analysis, and stepwise multiple regression analysis.
The study found that the majority of spa service users were females age 20 to 30 with bachelor’s degree, employed in private companies, and earning a monthly income of 15,000 to 25,000 baht. They used spa services regularly (1 to 2 times per month) to relieve stress and they preferred full body massages costing less than 1,000 baht. The customers highly valued the location aspect of the marketing strategy. Significant factors influencing their choice of spa services during the 2019 Coronavirus outbreak in Muang District, Chiang Mai Province, included marketing strategy, price, marketing promotion, personnel, and forecasting. The findings had a statistical significance of 32.6 percent at the 0.05 level, with a multiple correlation coefficient of 0.567.

Guidelines for the Needs of the People in the Four Regions Regarding the Television Programs of Thailand's Terrestrial Digital Television Stations

Weerinraphat Ruckthum — 2023-12-12

This study aimed to examine the guidelines for the needs of the people in the four regions regarding the television programs of Thailand’s terrestrial digital television stations. It utilized a qualitative research approach. Focus group interviews with stakeholders associated with the television programs of Thailand’s terrestrial digital television stations in the four regions were used as a data collection tool for this research. The study was conducted in eight provinces, including Chiang Mai, Phitsanulok, Khon Kaen, Ubon Ratchathani, Chanthaburi, Kanchanaburi, Surat Thani, and Phuket, and involved 83 participants.
The research findings revealed three key guidelines for program needs. 1) The needs for program types, content, news and television program presentation formats included localization, content trustworthiness and news sources, language usage, news anchors and program hosts, broadcast timing, news content, presentation format, and budget allocation. 2) The needs for online platform television programs included language usage, program content, and presentation format in each region. And, 3) the development of community involvement in society included providing feedback, planning and producing programs, and broadcasting them. The research findings provided guidelines for those in charge of producing programs for Thai television stations and online media content. It also facilitated genuine community participation to meet the true needs of the public.

Problems of liability for defects in freebies

Tanunchai Tipayamonton — 2023-12-12

Nowadays, marketing promotion technique such as giving freebies is being widely used. However, Legal measures regarding freebies only prescribe rules, methods, obtaining freebies, and controlling types of products that could be freebies but do not specify liability for freebies givers. When the freebies are clearly and specifically defective, it is necessary to consider the status of the freebies contract and whether the liability for defectiveness can be enforced, which in some cases may cause uncertainty and be a gap of law. Therefore, implementing the Consumers Protection Legal measure to a contract or service that offers a freebies is a controlled contract. Moreover, it empowers the Contract Committee to have the authority to determine the character and agreement of giving freebies, as well as applying the Liability for Defect, which will benefit and protect those receiving freebies so that entrepreneurs must be aware of using a Freebies Marketing Promotion and pay attention to the quality of given freebies.

Upstream Supply Chain Management of Cannabis Products by Community Enterprises towards Sustainable Development

Phuwakorn Anantarak — 2023-12-12

The objective of this article is to present guidelines for the sustainable management of the upstream cannabis supply chain in community enterprises. Cannabis is a new economic plant that has received government support due to its high medicinal and economic value. However, since the production (growers) of community enterprises is legally controlled, a lack of knowledge and understanding of upstream supply chain management is causing problems related to production costs, price uncertainty, and product quality. To develop the operational potential of cannabis products with community enterprises, upstream supply chain management towards sustainable development is absolutely necessary, with supervision throughout the production process. Starting from the procurement of raw materials to production, transportation, and delivery, all three aspects of impact management need to be balanced, including the economic, social, and environmental factors. By implementing sustainable upstream supply chain management for community enterprise producers, the business’s competitiveness can be enhanced. This can be achieved by increasing productivity and potential opportunities, reducing costs and the associated risks, and guiding the cannabis production industry towards long-term sustainability.

Content Marketing to Convert Prospects into Customers

Saisunee Kasem — 2023-12-12

Content marketing is a type of marketing that involves creating and sharing content in various ways to provide valuable content to the target audience and to attract the attention of the target audience that has the potential to become customers. Clear target audience needs to be studied and identified by studying the information presented using marketing funnels. Behavior of the target audience can be understood through the analysis of the composition of the target audience and a simulation of the target audience’s travel routes. Marketing objectives are established a focus on the content to be communicated. The created content must be clear, useful, and reliable according to the needs of the target group, which will attract them. The content should be differentiated to encourage interaction, participation, brand engagement, and effective dissemination through various formats and presentation channels. A quick access to the presentation channel will maintain customer engagement and encourage repeat purchases or referrals. The consequence of customer interactions is a positive impression and a positive attitude. The content presentation must build relationships with customers by creating impressions and fostering positive attitudes. Presenting content should address issues directly and deliver content that is relevant.

Cover in Vol.33 No.2

Chonthicha Rungsattra — 2023-12-12

Bibliography

Chonthicha Rungsattra — 2023-12-12