Romphruek Journal of the Humanities and Social Sciences

Waste Reduction in Work Processes to Enhance Purchasing Efficiency of Monopy (Thailand) Co., Ltd.

Jakaphan Yamkajang — 2026-08-28

Monopy (Thailand) Co., Ltd. operates a 13-step procurement process. A baseline time study based on at least five repeated observations produced an average total process time of 62,623.32 seconds, compared with the organizational KPI of 43,600 seconds. Major time-consuming points involved supplier search and comparison, approval waiting, and repeated document handling, including printing, sorting, scanning, and file renaming.

This applied case study used time study, value stream mapping (VSM), a cause-and-effect diagram under a 4M framework, and ECRS principles to analyse and redesign the procurement workflow. The existing Enterprise Resource Planning (ERP) system was used to support data integration, supplier quotation collection, and approval. Performance was assessed from operational purchase-order records in two periods using descriptive statistics. Before the improvement, 75 of 115 purchase orders were delayed (65.22%). After the improvement, 4 of 149 purchase orders were delayed (2.68%). The number of delayed orders decreased by 71 orders, or 94.67% relative to the pre-improvement delayed-order count, while total delay time decreased from 1,964 to 37 minutes, a 98.12% reduction.

The changes followed the removal or consolidation of repetitive document work, revised approval routing, and greater use of integrated data. The cloud-based ERP workflow included an AI-assisted function for calculating and comparing supplier price information as decision support, while responsible personnel retained review and approval authority. The reported outcomes therefore represent the performance of the redesigned process as a whole within this case.

The Impact of Financial Report Quality and Stock Market Price on Firm Value of Service Industry Companies Listed on the Stock Exchange of Thailand

Whonnchai Ieemkhunthong — 2026-08-28

This research aims to study the impact of financial reporting quality and stock market prices on the corporate value of service industry companies listed on the Stock Exchange of Thailand (SET). Secondary data were collected from annual registration statements (Form 56-1), financial statements, and databases disclosed by SETSMART and the DBD Data Warehouse between 2020 and 2024, covering a total period of 5 years. The research sample was selected using purposive sampling, consisting of 91 companies in the service industry listed on the Stock Exchange of Thailand. Descriptive statistics were used to analyze the preliminary characteristics of the data. Correlation coefficient analysis was employed to test the relationships between independent variables, and multiple regression analysis was used to test the research hypotheses.

The findings revealed that financial reporting quality, specifically total current accruals to total assets, cash flow from operations to total assets, and cash flow from operations to shareholders' equity, had a statistically significant positive impact on corporate value, measured by return on equity (ROE) and return on assets (ROA), at the 0.01 level. However, these factors did not affect stock value or revenue growth rate. Furthermore, the ratio of cash flow from operations to total liabilities had a statistically significant positive impact on ROA at the 0.05 level, but showed no impact on stock value, revenue growth rate, or ROE. Cash flow from operations to shareholders' equity also had a statistically significant positive impact on ROE at the 0.01 level, but did not affect stock value, revenue growth rate, or ROA. Additionally, the study found that stock market price indicators, particularly earnings per share (EPS), had a statistically significant positive impact on corporate value as measured by stock value, ROE, and ROA at the 0.01 level, though it did not affect the revenue growth rate. Meanwhile, the price-to-earnings (P/E) ratio did not have a significant impact on corporate value across any of the measures, including stock value, revenue growth rate, ROE, or ROA.

Development of a Road Accident Reporting Prototype Based on Personnel Safety Management Principles in Transportation to Promote Safety and Well-being in the Logistics Transportation Sector

Chayapol Phupatt — 2026-08-28

This research aims 1) to investigate the problems and solutions of road accident reporting systems in the logistics transportation sector, 2) to conduct a confirmatory factor analysis of the relevant factors, and 3) to develop a road accident reporting prototype based on personnel safety management principles in transportation (TSM). A mixed methods approach was used. The first phase involved in-depth interviews with 14 practitioners (managers, safety personnel, and truck drivers) to synthesize problems and develop 7 components with 21 indicators: accident reporting system and workflow, report utilization and learning loop, data quality and integration, loading data and technical factors, vehicle operation and route risk, human factors and safety culture, and technology and prototype requirements. The second phase involved collecting data from 414 questionnaire respondents. All variables received high agreement (means 4.19–4.36), with the reporting format that built drivers' confidence to report facts truthfully and the integration of digital evidence rated highest. Confirmatory factor analysis (CFA) confirmed that all components met convergent validity and composite reliability criteria, with AVE between 0.581 and 0.690 and CR between 0.806 and 0.870. The findings led to a comprehensive road accident reporting prototype that integrated multidimensional data to promote safety and well-being in the logistics transportation sector sustainably.

Factors Influencing Purchase Decisions for Online Learning Products among Undergraduate Students in Nonthaburi Province, Thailand

Wiphawadi Phonkhoksung — 2026-08-28

This study examines the factors influencing purchase decisions for online learning products among undergraduate students in Nonthaburi Province, Thailand. A quantitative survey was conducted with 400 undergraduate students selected using Cochran's sampling formula and simple random sampling. (Cochran, 1997). Data were analyzed using SPSS Version 22, employing descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis at the .05 significance level. The results indicated that the overall marketing mix (7Ps) significantly influences purchase decisions (β = .788, p < .001). When analyzed individually, process, customer experience, promotion, and product significantly and positively affected purchase decisions, while price, place, and people show no significant impact. The model explained 69.1% of the variance in purchase decisions. The findings highlights the importance of efficient processes and positive digital experiences in shaping student purchasing behavior. This study contributes to digital consumer behavior literature and offers managerial implications for online learning product providers in emerging markets.

Trust Building Strategies and Service Selection Decision-Making for Business Support Services via Facebook Platform

Sita Kunakonphisit — 2026-08-28

This qualitative research primarily aims to: 1) examine and analyze the strategic factors influencing perceived trustworthiness of customers toward utilizing business support services via social media, 2) analyze the behavior and chronological stages within the service selection process of entrepreneurs, focusing on the relationship between credibility perception and risk mitigation, and 3) synthesize and propose a strategic trust-building model for business support organizations on social media platforms to foster sustainable competitiveness. Adopting an in-depth case study methodology, data was gathered through semi-structured interviews with 12 key informants consisting of business owners with consistent experience in utilizing business support services. Data were rigorously analyzed using thematic analysis techniques.The findings indicate that: 1) successful trust-building strategies rely on the integration of ability, benevolence, and integrity of the service provider; 2) the customer decision-making journey is driven by risk mitigation through the Zero Moment of Truth (ZMOT) and the Messy Middle stages, where humanized conversational voice and prompt responsiveness serve as the final decisive catalysts; and 3) the most effective trust-building framework is the Triple-T Model, comprising Targeted Knowledge, Transparent Process, and Tactful Engagement. This model functions as a strategic mechanism that transitions the service provider's role from a conventional contractor to a sustainable strategic partner in the digital economy.

Factor Affecting Job Retention of Lao Labors in Thailand’s Construction Industry

Arisara Saharat — 2026-08-28

The objectives of this study are: (1) to investigate the direct effect of job satisfaction and organizational commitment on job retention of Lao labors, (2) to investigate the direct effect of job satisfaction and organizational commitment, and (3) to explore the mediating role of organizational commitment in the relationship between job satisfaction and job retention of Lao labors in Thailand’s construction industry. This quantitative study utilized a questionnaire to collect data from a sample of 400 Lao labors who have worked in Thailand’s construction industry. The descriptive analysis and simple linear regression, including the Sobel test, at a significance level of 0.05 were employed for data analysis. The results of the study revealed that: (1) job satisfaction was positively related to and had a direct effect on job retention of Lao labors in Thailand’s construction industry, (2) job satisfaction was positively related to and had a direct effect on organizational commitment, (3) organizational commitment was positively related to and had a direct effect on job retention of Lao labors in Thailand’s construction industry, and (4) organizational commitment mediated the relationship between job satisfaction and job retention of Lao labors in Thailand’s construction industry. Therefore, these findings confirmed that job satisfaction and organizational commitment played a crucial role in enhancing job retention of Lao labors in Thailand’s construction industry.

Adolescents' Attitude of Taboo Recreational use Cannabis in the Context of Thailand

Kanlapruk Polsorn — 2026-08-28

This research aimed to study adolescent attitudes, link legal practices to prohibited recreational cannabis use, and analyze the impact of prohibited recreational cannabis use among adolescents. The sample consisted of adolescents aged 18-21 years who enrolled in the course 01174231 Introduction to Recreation in the second semester of the 2024 academic year. The researcher used a purposive sampling method, consisting of 25 participants. Semi-structured interviews were used to collect data and analyze the results through narrative description.

The results showed that the majority of adolescents were female, 19 years old, Buddhist, and in their second year of study. They mostly studied in the Faculty of Education. They had positive attitudes and perceptions of the dangers and impacts of recreational cannabis use, including connections to relevant laws. Awareness and access to information on both the benefits and dangers of cannabis are essential for adolescents in Thailand.

Legal Issues Concerning Land with Certificates of Utilization

Pramote Intagool — 2026-08-28

This research article employs a qualitative research methodology with the following objectives: (1) To study the principles, concepts, and theories relating to possessory rights and land with certificates of utilization; (2) To examine and analyze the problems, legal issues, and limitations of laws concerning land with certificates of utilization; (3) To study and compare the laws relating to possessory rights over land with certificates of utilization in Thailand, Australia, and Singapore; and (4) To explore approaches for improving, amending, and developing laws concerning land with certificates of utilization.

The findings reveal that the Land Code does not explicitly recognize the legal status of holders of a Certificate of Utilization. Consequently, such holders possess only possessory rights rather than complete ownership rights. The study further identifies legal problems regarding the transfer of possessory rights, which may be conducted either through registration before a competent official or through actual delivery of possession. This dual system creates legal uncertainty, as transferees by actual possession may, in certain circumstances, acquire rights superior to those of registered transferees. Such issues adversely affect the reliability of the land registration system, the verification of land rights, and may lead to disputes among private parties.

Moreover, the research identifies problems relating to dispossession and the limitation period for filing actions to recover possession. The existing legal provisions are inconsistent with practical circumstances and may result in unfairness toward bona fide possessors. Therefore, it is necessary to improve and amend the relevant legal provisions to ensure clarity, legal certainty, and fairness in the protection of possessory rights relating to land with a Certificate of Utilization.

Multilingual Talent Development in Chinese Universities under the Belt and Road Initiative: Educational Planning and Curriculum Transformation

Bei Lu — 2026-08-28

This study aims to examine the current situation of foreign language education planning in Chinese universities within the context of the Belt and Road Initiative and to propose strategies for improving multilingual talent development. The research employed a qualitative approach through document analysis and in-depth interviews with policymakers, foreign language instructors, students, and enterprise representatives. A total of 4 policymakers, 4 foreign language instructors, 5 students, and 3 enterprise representatives were selected using purposive sampling, covering five language areas including English, Russian, Korean, Thai, and Arabic (see Research Methodology section for details). The findings indicated that foreign language education planning in many universities still focused primarily on English, while the development of non-common languages remained limited. In addition, the shortage of qualified teachers and the weak connection between curriculum design and industrial needs reduced the effectiveness of language education. The evaluation system also emphasized theoretical knowledge rather than practical intercultural communication skills. In response to the above problems, this study set three interrelated research objectives. The study suggests strengthening multilingual education policies, promoting interdisciplinary curricula combining language and professional knowledge, and enhancing cooperation between universities and industries. These strategies can support the cultivation of multilingual and intercultural talents required for international cooperation under the Belt and Road Initiative.

The Dynamics of Disseminating Chinese Online Literature in Thai Society: A Contemporary Cultural Analysis

Naris Wasinanon — 2026-08-28

This article analyzes the dynamics of Chinese online literature dissemination in Thai society from 2000 to 2025 within the framework of contemporary China studies. It examines the development of Chinese online literature as a form of cultural production and communication in a transnational context. The analysis focuses on dissemination mechanisms through digital platforms, the role of translation, and the cultural factors influencing the perception and acceptance among Thai readers.

The findings indicate that Chinese online literature in Thailand is characterized by diverse genres, the rapid expansion of digital channels, and a growing readership among younger generations. These trends reflect the adaptability of contemporary Chinese literature to different cultural environments. However, its dissemination in Thai society faces structural constraints, such as inconsistent translation quality, challenges in cultural adaptation, and copyright protection issues. This article offers an analytical discussion on strategies to enhance the dissemination of Chinese online literature in Thailand, contributing to the field of China studies regarding the transmission and reception of contemporary Chinese culture in Thai society.