Research and Development Journal, Loei Rajabhat University https://so05.tci-thaijo.org/index.php/researchjournal-lru <p>Research and Development Journal, Loei Rajabhat University (LRUJ) is a national journal promoting and publicizing quality academic articles, thesis articles and research articles from scholars, lecturers, and students in the fields of humanities and social sciences and interdisciplinary in humanities and social sciences. Its span includes anthropology, communication arts, journalism, economics, business administration and management, history, jurisprudence, political science, sociology, linguistics, social development, and community development. Accepted articles will be assessed by 3 peer reviewers from Loei Rajabhat University and other educational institutes under a double-blind peer revision scheme.</p> <p><strong>Publication period</strong>: 4 issues a year; 1<sup>st</sup> issue (January-March); 2<sup>nd</sup> issue (April-June); 3<sup>rd</sup> issue (July-September); and 4<sup>th</sup> issue (October-December)</p> en-US Research and Development Journal, Loei Rajabhat University 2774-1109 <p>ข้อความที่ปรากฎในวารสารฉบับนี้เป็นความคิดเห็นของผู้เขียนแต่ละท่าน สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย และกองบรรณาธิการ ไม่จำเป็นต้องเห็นด้วยและไม่มีส่วนรับผิดชอบใดๆ</p> <p>สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย ขอให้ผู้อ่านอ้างอิงในกรณีที่ท่านคัดลอกเนื้อหาบทความในวารสารฉบับนี้</p> Cognitive of the Role of Accountants in the Digital Era from the Perspective of Professional Accountants in the Lower Northern Region https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/267507 <p>The purpose of this research was to study cognitive of the role of accountants in the digital era from the perspective of professional accountants in the lower northern region and studying personal factors affects cognitive of the role of accountants in the digital era. The sample used in this research were 302 professional accountants in the lower northern region. The instrument used for data collection was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, t-test and F-test, with a statistical significance level of .05. When differences were found, pairs were compared using Scheffe's method.</p> <p>The research results found that accounting professionals in the lower northern region have the highest level of opinion regarding the role of accountants in the digital era, indicating that accounting professionals in the digital era should have knowledge, understanding and importance of the accountant's role in every aspect. The role of accountants in the digital era is divided into 4 areas, in order: professional ethics, legal aspects, technology, and skills.</p> <p>Professionals in the lower northern region of different genders had similar opinions about cognitive roles of accountants in the digital era. Era Individual Factors education level and different experiences in accounting have different opinions about the cognitive of the role of accountants in the digital era. Statistically significant at the .05 level.</p> Thanaphat Chaiyachat Pattaraporn Pongsaporamat Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 60 68 Driving and Developing Local Handwoven Cotton Fabric of Loei Province by Loei Rajabhat University as a University for Local Development https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/268495 <p>This academic article aims to investigate driving and developing processes for Loei Province's local handwoven cotton fabric by Loei Rajabhat University as a university for local development. The data was collected from documentary and field studies, and the obtained data was analyzed using on content analysis. The findings showed that Loei Rajabhat University had driven and developed local handwoven cotton fabrics through the academic service projects of the Faculty of Science and Technology, the research and development, and the strategic project for local development. The driving and development were conducted through fabric weaving workshops, coaching, meetings for exchanging and sharing knowledge, and consulting. The operation processes were: 1) searching for developing issues; 2) surveying the area to investigate the context and problems; 3) writing the proposal to apply for supporting funds; 4) outlining the project plan and operation; 5) following up; and 6) evaluating. The results of the development of driving processes were: 1) potential of local enterprise group; 2) quality products; 3) creative thinking skill and imagination; 4) prototype of woven fabrics and products; 5) environment projection system; 6) learning center and resources; 7) collaboration network; 8) body of knowledge; 9) patent and copyright; 10) driving economics of community and province; 11) local wisdom conservation; and 12) creation of participatory process.</p> Thairoj Phoungmanee Marisa Phiromtan De Bels Charuwan Rakmanee Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 1 15 An Analysis of the Potential of Entrepreneur Institutions and Rubber Collectors and Processors in Loei Province https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/265469 <p>This research aimed to: 1) study the potential levels of entrepreneur institutions and rubber collectors and processors in Loei province.; and 2) analyze the potential of the entrepreneur institutions and rubber collectors and processors in order to create the strategy for trading development in Loei province. This research is a mixed method research. The samples, selected by using purposive sampling technique, were 10 entrepreneur institutions and processors in agricultural industry in Loei province to participate in the project and 6 officers working for rubber development who had experience, were expert, and were responsible for this. The research tools comprised an interview and a structural questionnaire. The data was analyzed with descriptive statistics namely percentage, mean, and standard deviation, and the strategy was evaluated from SWOT Analysis.</p> <p>The study showed that the potential of internal factors of entrepreneur institutions and rubber collectors and processors in Loei Province had the strength that there was a certain market for selling rubber products. The potential was at a high level. The weakness was bargaining power with the market for rubber products to resell, and insufficient financial loans to create liquidity. The potential was at a low level. There was a chance that the government offered funding support. The government had policies and measures to help continuously, rubber product buyers made sufficient income to support their family wealthily, and farmers used technologies that promote the production of a variety of rubber resulting in buying rubber products with a high potential. For obstacle, the current economic situation affected the income from the sale of rubber products with a low level of potential. There were 4 strategies obtained: 1) Market development strategy for buying rubber products; 2) Local marketing strategy; 3) Capital support strategy; and 4) Network building strategy. Loei Provincial Finance Executive Board as well as agencies involving in rubber promotion can apply these strategies to develop trade development projects in the area.</p> Nikorn Noiprom Yanin Thongmak Narong Kamonchit Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 16 28 Guideline to Green Logistics Management for Sustainable Development in Industrial Estates in Chonburi Province https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/264961 <p>This research aimed to study on the guideline to green logistics management for sustainable development and to compare the differences in green logistics management components for sustainable development. The sample groups in this research were 314 organizational executives of industrial estates in Chonburi province. It was found from the study results that the most important item on the aspect of change leadership was to stimulate the personnel to see and aware of the environmental problems. The most important item on the aspect of integrated management was to set for the requirement on environmental practices for suppliers. The most important item on the aspect of internal organizational cooperation was to arrange for the activities to promote and stimulate for environmental awareness. The most important item on the aspect of logistics technology for the environment was to adopt tracking system to keep transport vehicles on the route. The comparison results on differences among influential factors in green logistics management for sustainable development in industrial estates district in Chonburi province overall had no statistical significance at the level of .05.</p> Chaweng Sawanglaptham Prahuschai Ramart Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 29 37 The Development of Electronic Commerce: A Case Study of Gift Card Shop, Loei Province https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/266879 <p>The objectives of this research were to: 1) Development of Electronic Commerce: A case study of Gift Card Shop, Loei Province; 2) assess the system’s quality; and 3) study the satisfaction of user who are users of the system. This system was developed as a web application using MySQL database. The representatives used in this study consisted of 5 experts and 384 users selected based on the sample size determination method for populations of uncertain size to evaluate user satisfaction. The data were then analyzed using statistical techniques such as percentage, average, and standard deviation. The research results showed that the overall evaluation of the experts' effectiveness was at a good level, (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}" /> = 4.48, S.D= 0.62). Similarly, the sample of users also had a good level of satisfaction, (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}" /> = 4.47, S.D= 0.68)</p> Nitchanan Kawiwangsakul Patamawadee Khamthong Panisa Khwantem Wapirada Moolsri Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 38 48 Production Management by Applying PERT/CPM Techniques and Lean Concepts of OTOP Entrepreneurs: A Case Study of Aunt Nang Nam Prik Nam Ngiao, Mueang Chiang Rai District, Chiang Rai Province https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/266878 <p>The purpose of this research was to study the curry paste production process by analyzing and creating a network of the curry paste production process and to apply the Lean concept to improve the process efficiency of OTOP Entrepreneurs: A Case Study of Aunt Nang Nam Prik Nam Ngiao, Mueang Chiang Rai District, Chiang Rai Province. This research was a qualitative research based on participatory action by using in-depth interview with semi-structured, business diagnosis and participatory observations. The results showed that there are 4 major production process which were raw material preparation, raw material grinding, chili roasting, and curry paste packaging. When analyzing the activity network of the production process by using PERT/CPM techniques, it was found that 12 production activities were critical activities that caused by time wasted. Therefore, the researcher applied the Lean Production Concept to decrease production process wasting by eliminating unnecessary process with ECRS that caused the raw material preparation process to spend less time from 420 minutes to 210 minutes. This will help to improve the production process efficiency.</p> Taneenuch Reokarn Nichaphan Pitiniyomrot Chamaipon Ratanacharoenchai Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 49 59 The Effect of Controlling Procurement and Procurement Efficiency for Public Higher Education Institutions in Thailand https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/267931 <p>This research aimed: 1) to study the controlling procurement and procurement efficiency for public higher education institutions in Thailand; and 2) to study the effect of controlling procurement on procurement efficiency for public higher education institutions in Thailand. The sample group of was 156 administrators at public higher education institutions in Thailand. The research methodology consisted of the method data collected by questionnaire. Statistical techniques were percentage, mean, standard deviation, multiple correlation analysis and multiple regression analysis. The results of the research showed that: 1) administrators at public higher education institutions in Thailand showed a high degree of agreement toward the controlling procurement and procurement efficiency; and 2) controlling procurement in term of procurement planning, purchasing, contract administration, and internal control positively affects overall procurement efficiency with statistical significance at the .05 level.</p> Chalermchai ๊Utakarn Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 69 79 Food Delivery Service Marketing Mix Factors Affecting Purchasing Intention of Gen Z https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/263392 <p>This research aimed to 1) study level of service marketing-mix factors affecting purchasing intention of Gen Z consumers in Bangkok metropolitan and the vicinity 2) analyze the relationship between the service marketing-mix factors affecting purchasing intention of Gen Z consumers and 3) analyze the service marketing-mix factor influencing purchase intentions of Gen Z consumers using multiple regression analysis. The 400 samples were generation Z, born in 1995-2010 and living in Bangkok metropolitan and the vicinity. The instruments used for measurement were Pearson’s Coefficient Correlation analysis of service marketing-mix factors and the second order influence of the factors. The results are that 1) Product, process, and promotion are top three level of all 6 service marketing-mix factors affecting purchasing intention of Gen Z consumers. 2) all six service marketing-mix: promotion, product, process, price, person, and place, are significantly related to the purchasing intention of Gen Z consumers, and 3) the promotion of service marketing-mix is positively influencing purchasing intention of Gen Z consumers.</p> Thareethip Laowirojanakul Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 80 89 Guidelines for the Development of Food Tourism of Local Fisheries Groups Chiang Khan District, Loei Province https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/265317 <p>The objectives of this research were: 1) to study the local food tourism activities of the local fishery groups. Chiang Khan District, Loei Province; and 2) To study the guidelines for the development of food tourism for the local fisheries group. Chiang Khan District Loei Province, 3 main target groups these include: 1) leader of local fishermen group; 2) a group of housewives who mainly cook local food; and 3) who take care of tourist attractions, totaling 18 people collecting data from observations. Interviews and Group Discussions In the area of ​​the Mekong Agricultural Tourism Community Enterprise Group, the local fisheries Chiang Khan District, Loei Province.</p> <p>The results of the research were as follows: 1) Food tourism activities of local fishermen group include sunset cruises. Visit and taste local food, participate in local culture and lifestyle, buy goods or souvenirs related to food, taste food, understand local lifestyle, and local communities and tourists try food together; and 2) Guidelines for the development of food tourism, the Chiang Khan local fishery group has established a route (route) that connects the surrounding tourist areas. Promote food tourism activities related to "Fisherman's Way" Organize tourism activities in accordance with the seasons or festivals, develop new tourism activities. Disseminate information to the target audience, Promote tourism through online media, create added value for local food products, develop local food patterns to be more diverse raw material processing, organize tourism programs, elevate local food to fine dining to enhance the body of knowledge for the villagers, training group members on how to help tourists when drowning and create food using natural materials.</p> Boonyaporn Kenkum Patcharee Sopa Suppamas Suetae Piyathida Junthapaeng Warakorn Jainoi Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 90 100 Behavior and Satisfaction of Customers Using the Services at Phu Kham Place, Loei Rajabhat University https://so05.tci-thaijo.org/index.php/researchjournal-lru/article/view/266244 <p>This research objective were to study the behavior and satisfaction of customers who use Phu Kham place services and to compare their satisfaction in using Phu Kham services classified by personal factors. The sample group consisted of 151 customers who came to use Phu Kham Place service, using a questionnaire as a tool for collecting data. The statistics used in the analysis include percentage, mean, standard deviation, t-test and F-test.</p> <p>The research results found that most of the customers who use the service are female, age range of 20 – 30 years, Bachelor's degree level, students, monthly income less than 10,000 baht and Loei Province residents. The reason for using Phu Kham Place service is cheap rooms. They stay 1 night, check-in during 4:00 PM to 8:00 PM, choose to use a single bed room type, stay alone, reserve by the mselves (Walk in) and stay for the first time. As for satisfaction in using Phu Kham Place services, it found that overall satisfaction was at a high level. Especially, place is the most average, followed by the staff, the physical evidence, the rooms, the price, the process and the promotion respectively. In addition, the results of the comparative analysis of the satisfaction of customers who use Phu Kham Place service, It was found that customers’ satisfaction with different genders, ages, education levels, occupations, monthly incomes and domiciles is not significantly different and when comparing each dimension, it was found that customers from different domiciles had different satisfaction in using Phu Kham Place service in terms of staff and physical evidence with significantly different of .05.</p> Laphatrada Pitchayatheeranart Chincheng KaewKa Satiya Klinsukhon Copyright (c) 2024 Research and Development Journal, Loei Rajabhat University https://creativecommons.org/licenses/by-nc-nd/4.0 2024-04-01 2024-04-01 19 67 101 108