Romphruek Journal of the Humanities and Social Sciences

The Influence Consumers' Intention to Purchase Products Through The Tiktok Shop Shopping Center Channel in Bangkok and Metropolitan Region

Waraporn Lueangvilai — 2024-12-18

The purpose of this research is to study the causal factors that influence consumers' intention to purchase products through the TikTok Shop Shopping Center channel in Bangkok And Metropolitan Region. The population and sample consisted of consumers in Bangkok and Metropolitan Region who had purchased products through the TikTok Shop Shopping Center channel. The sample size 400 samples. The instrument used to collect data was a 5-level estimation scale assessing causal variables that influence intention to purchase products. Data were analyzed using causal Structural Equation Modeling analysis. It was found that 1) the causal relationship model influencing product purchase intention studied was empirically consistent. This determination was made based on the statistics used in the inspection to meet the specified criteria, including; the Chi-Square statistic (c ²) with degrees of freedom: df equal to 1.28 and p-value of 0.07. Moreover, the Comparative Fit Index (CFI) was 0.98, the Goodness of Fit Index (GFI) was 0.98, the Adjusted Goodness of Fit Index (AGFI) was 0.96, the Root Mean Square Error of Approximation (RMSEA) was 0.03 and finally, the Root Mean Square Residual (RMR) was 0.01 2) The relationship between the 4E’s marketing mix strategy variables has a positive direct influence on trust. The direct and total effect size is equal to 0.50, which is statistically significant. It has an indirect effect on intention to purchase products, with an indirect effect size of 0.28 and a total effect of 0.49, which is statistically significant. 3) Trust has a direct, positive influence on intention to purchase products. The size of the direct effect and total effect is equal to 0.56, which is statistically significant. Finally, 4) An important finding was that the size of the indirect effect of the 4E’s marketing mix strategy variable on intention to purchase products is higher than the direct effect. It is statistically significant with the trust variable, which acts as a mediator in the model researched with R-SQUARE (R²) equal to 0.79.

The Impact of Integrated Marketing Communications on Consumers’ Purchasing Decision Process through Social Networks in Phuket, Thailand

Suchada Senanoi — 2024-12-18

The objectives of this research were to; 1) examine the importance of integrated marketing communications’ effects on consumer’s decision-making process in buying products through social networks in Phuket province, 2) analyze the decision process in buying products through social networks of consumers in Phuket province, and 3) analyze the impacts of integrated marketing communications on the decision process in buying products through social networks of consumers in Phuket province. The participants were 420 consumers who had bought products via online social networks in Phuket by using a Stratified random sampling and convenience sampling.techniques. The research tool was the questionnaire. The research results found that: 1) The overall important level of the integrated marketing communications affected the majority of the respondents’ decision process in buying products through social networks in Phuket province was found at a high level. When considering each aspect in descending orders of average, they were Advertising, Sale Promotion, Personal Selling, Publicity and Public Relations, and Direct Marketing, respectively. 2) The overall decision-making process in buying products through social networks of the respondents was at the highest level. 3) The impact of integrated marketing communications on the decision-making process when buying products through social networks, the results of the multiple regression analysis sorted by the effect weight in descending orders showed that Sale Promotion (Beta=.397), Advertising (Beta=.243), Publicity and Public Relations (Beta=.211), Direct Marketing (Beta=.194), and Personal Selling (Beta=.062) at statistically significant level of .05., since all independent variables were able to explain the variation of dependent variables at 62.4 %.

Online Media Development to Publicize the Tourist Attractions at the Khorat Geopark, Soung Sung Noen District, Nakhon Ratchasima Province

Pheerawish Khamcharoen — 2024-12-18

This research was objected to develop the online media, to evaluate the online media effectiveness and to publicize Khorat Geopark Tourist Attraction, Sung Noen District, Nakhon Ratchasima Province. The mixed methodology was conducted. For the qualitative method, the interview form was used. The key informants were 12 persons, included with the representatives of the relevant government agencies, the community entrepreneurs in Sung Noen District and the representatives of the Khorat Geopark Office. Then the content was analyzed. For the quantitative method, the questionnaire was the tool to evaluate the effectiveness of the online media with 10 key informants, consisted of the communication academics. and the representatives from the Khorat Geopark Office. Means, and Standard Deviations were used for the data analysis. The results revealed that 1) the development of the online media in the form of video clips for publicizing the tourist attractions at the Khorat Geopark was consisted of 3 elements : 1) the content elements, 2) the production elements, and 3) the creative elements. The researcher then applied the elements to design and to produce the online media in the form of 5 video clips ,for the tourist attraction promotion at the Khorat Global Geopark, Sung Noen District, included with Wat Thammachak Semaram,Prasat Mueang Khaek and Prasat Non Ku, Srichanasa Learning Center at Sung Noen School ,Wat Prang Mueang Kao and the source of stone cutting at Ban Som Kok Ngam. These were the important historical sites of Sung Noen District and they are the information collection sources of Sung Noen District. Nakhon Ratchasima Province and 2) for the evaluation of the online media effectiveness in the form of video clips publicizing the tourist attractions at the Khorat Global Geopark, It was found that the overall of the Khorat Global Geopark video clips for the public relations was at a good level ( = 4.33, S.D = 0.54). Considering each aspect, it was found that content of the online media was at a good level ( = 4.48, S.D = 0.55). For the online media production, the quality was at a good level ( = 4.32, S.D = 0.54) and for the benefits of the online media aspect, the quality was respectively at a good level ( = 4.2, S.D = 0.53). All the video clips can be effectively worked for the public relations.

The Image and Attitude of Foreign Tourists Towards Food Tourism that Influences Repeat Visits to Thailand

Tuaenjai Srichada — 2024-12-18

The image and attitude of foreign tourists towards food tourism are thought to be significant for provincial and national tourism planning. However, little research has been done on foreign visitor groups, which could result in fewer opportunities to promote food tourism. Therefore, this research aims to 1) investigate how foregn visitors perceive and feel about food tourism and 2) assess the factors that influence the image perception and attitude of foreign tourists to repeat visits for food tourism. This research was a quantitative study using a questionnaire as a tool to collect information from 400 foreign tourists who had visited Thailand and either consumed Thai food or had a chance to participate in Thai food-related activities. The results of the research found that local people had a favorable overall image perception of food tourism at a high level. In terms of attitude of Thai food tourism, the most popular factor was tasting local food, which scored the highest. The respondents also expressed their desire to repeat visits Thailand to participate in food tourism. Nevertheless, the image and attitude of the respondents also affected the repeat visiting intention to Thailand at statistically significant level of .05.

The study of factors influencing the success of implementing the 10,000 baht digital money policy from the perspective of people in Phra Nakhon Si Ayutthaya Province

Phathombut Keawsomnuk — 2024-12-18

The research aims to study policy factors that influence the success of the Thai government's 10,000 baht digital currency policy in Phra Nakhon Si Ayutthaya Province. Using quantitative research using an online questionnaire with a sample size of 324 samples, the data analysis method was multiple regression. The results found factors are affecting the success of the Thai government's 10,000 baht digital wallet policy in Phra Nakhon Si Ayutthaya Province. If the policy is successful, it must rely on factors comprising two variables: the response to the policy from the citizens (0.553) and the benefit of the policy (0.260). This analysis can predict the success of the government's 10,000 baht digital wallet policy in Phra Nakhon Si Ayutthaya Province at 68.2 percent.

Factors Affecting Customer Relationship Management in the New Normal Era of Japanese Food Business in Bangkok

Toungtong Lapcharoensap — 2024-12-18

This study aims to investigate three factors affecting the customer relationship management in the New Normal era of Japanese food business in Bangkok. These three factors are: 1) customer behavior 2) customer loyalty and 3) customer trust. The sample group consisted of 400 individuals who lived in Bangkok, placed orders more than six times, and used the food delivery services between January and March of 2024. The study instrument used to gather data was a questionnaire. Descriptive and inferential statistics, including multiple linear regression to test the hypothesis, were employed in the data analysis. The research results indicated that the behavior of the respondents affecting the customer relationship management in the New Normal era of Japanese food business in Bangkok at a high level. Before placing their order, they evaluated the costs of food delivery from each establishment. Regarding customer loyalty, the majority of respondents preferred the restaurant brand's acceptable quality. In terms of customer trust, the restaurant possessed a distinctive trademark. As far as the customer relationship management was concerned, the restaurant kept complaints confidential. According to the results of the hypothesis testing, customer behavior, customer loyalty and customer trust affected customer relationship management in the New Normal era of the Japanese food business in Bangkok. Accordingly, these factors could predict 14.40, 44.30 and 53.20 percent, respectively. Regarding the customer relationship management guidelines, the result showed that the entrepreneurs required to prioritize their customers. Employees should be honest, have a service mindset and be attentive in order to deliver services.

Resilience and Technology Adoption: A Narrative Study to Understand How Generation X Instructors Overcome Challenges in the Digital Era for Constructing Grounded Theory

Thammasorn Morawan — 2024-12-18

This research aimed to 1) study the stories of Generation X instructors overcoming challenges in the digital era society, and 2) develop a grounded theory on the resilience and technology adoption of Generation X instructors. It employed a qualitative approach using narrative methodology and grounded theory. The key informant was one Generation X instructor, along with two colleagues and four students from their class, selected through purposive sampling. Data was collected through in-depth interviews, observation, note-taking, and reviewing relevant documents. The findings revealed that 1) the key challenge for the Generation X instructor was the fear arising from a lack of technological proficiency and the complexity of technology use, which was overcome by having an open mind, continual learning, developing personal techniques though creating self-technology, hands-on practice, receiving social support from colleagues and the organization, as well as self-confidence in one's own potential. 2) Developing resilience and technology acceptance for the Generation X instructor consisted of three core components: Self, Support, and Structure, along with one enhancing component - Creating an Environment.

Exploring Success Stories: Journeys from Magazine Entrepreneurship to National Beauty Organizer in The Bangkok International Hair Show

Pichaya Tuntiaumpaiwong — 2024-12-18

This qualitative research employed a life history and narrative approach. The objective is to examine the successful business narrative of the organizer and entrepreneur of Bangkok International Hair Show, a nationally recognized in the beauty sector running for more than 20 years. The data were collected from the storytelling of the key informant, stakeholders, employees, and attendees. The main key informant is Mr. Tinnakorn Tuntiaumpaiwong, the business organizer's founder of Bangkok International Hair Show. The researcher used a triangulation method to check the reliability and the completeness of the information interpretation and the effectiveness of the story’s presentation. The findings found that the entrepreneur's journey began in 2002 when Hair & Beauty Magazine was published to offer news and insights on the beauty sector. Later the entrepreneur had started working as the organizer of the Bangkok International Hair Show until the business became successful and well-known in Thailand's beauty sector at present. In summary, the principle of running the organizer business could be achieved through the principle of the entrepreneurship, consisted of 6 aspects as follows: transformational leadership, resilient mindset, creativity, collaboration, content and customer experience.

The Successful Indicators of the Internal Drivers’ Salesforce In Thailand’s paint Industry

Sirinthorn Setthawiriyathada — 2024-12-18

The research aims to investigate the successful indicators of saleforce internal drive in the Thai painting industry. The main research objectives were to examine (1) the successful level of the salesforce internal drive in the Thai painting industry, and (2) the development and the content validity indicators of the successful salesforce internal drive in the Thai painting industry. The questionnaire was used to analyze the date from the sample of 600 salespeople in the Thai painting industry. The software of SPSS version 23.0 and Amos version 24.0 were used in this research. The data received were analyzed using frequency, percentage, arithmetic mean, standard deviation and the secondary order confirmatory factor analysis for research conclusion. The research results found that the sample salesforce responded with opinion toward the success of internal drivers’ salesforce in the Thai painting industry at highest level ( = 4.31). Regarding at each factor, the factor of sales expectations received the highest mean( =4.38). Next on down in descending orders, were the factors of sales team ( =4.36), sales process ( =4.31), sales motivation ( =4.28,) and organization engagement ( =4.24), respectively. The developing indicators from salesforce drivers’ in the Thai painting industry were created consistently with the empirical data consisting of 15 indicators on 5 components. Thus, as aforementioned, the value of construct reliability: ρc was 0.930 including the value of average variance extracted: ρv was 0.727 and exploratory factor loading value was over 0.40 at statistically significance at 0.05.

Development of Quality Indicators and Evaluation Framework for Crime and Child News

Sakulsri Srisaracam — 2024-12-18

This research aims to develop quality indicators for crime and child news to serve as a framework for maintaining news quality amidst the competition for viewership and revenue. The study employed a qualitative research approach using document analysis, interviews, and focus group discussions. The findings established three levels of quality indicators for news: 1) Quality Indicators based on News Credibility: These indicators assessed the fundamental role of journalism in maintaining accuracy, balance, diversity, and understanding of events. 2) Quality Indicators based on Role Fulfillment and Ethics: These indicators were developed based on news reporting practices following the specific guidelines and ethical principles of crime and child news, emphasizing the key principles of protecting rights, avoiding the reproduction of violence, and promoting a rational understanding of events. 3) Quality Indicators based on Value Creation: these indicators evaluated the delivery of benefits/positive impacts to the audience, assessing whether the news content provided benefits at the individual level or whether the audience utilized the news information. Finally, the research proposed a three-pronged news evaluation system structure involving evaluation by experts, audience, and news organizations themselves. This framework aimed to ensure that the indicators serve as a guide for developing and enhancing news quality in line with shared expectations for journalistic values.

Legalization of Prostitution for Thailand

Pornphet Cholsaktrakul — 2024-12-18

The purposes of this research are to investigate and analyze the following topics: 1) rights and liberties of individuals who conduct prostitution as occupation, 2) the suitability of legalizing prostitution in Thailand, and 3) the forms of lawful prostitution in Thailand. The qualitative research was conducted by means of documentary research and in-depth interview. Additionally, quantitative research was conducted with a survey as its tool. According to the outcome of the research, it was found that those who conduct prostitution are entitled to the rights and liberties in conducting prostitution as their occupation. As such, the legalization of prostitution is therefore suitable to be applied in Thailand. Anyhow, it should be stipulated in the laws as to the forms of prostitution which are compatible to the context of the Thai society.

The Study of Innovative Process for Finding Social Capital base on Community-Base Tourism Concept: A Case Study of Ban Wai Community, Lom Sak District, Phetchabun Province

Treeyakarn Phromkham — 2024-12-18

This article aims to 1) examine the context and social capital of Ban Wai community, and 2) analyze the innovation process to find social capital within the community-based tourism concept. In terms of the qualitative research methodology, fifty key informants were selected by purposive sampling and participated in a focus group discussion and in-depth interviews. These key informants were formed into five groups, each of which included: nineteen community members, twelve tourists, six community-based tourism committees, seven government employees, and six private sector employees. Content analysis and event tree analysis were used to examine the data. Based on the findings, the Ban Wai community possessed the capacity to manage community-based tourism activities in accordance with the Community-Based Tourism (CBT) concept. Since the community possessed its own cultural and natural resources, equipped with the organization that runs tourism activities, community management, and learning activities for its residents. These elementrs could therefore result in the establishment of five types of tourism-related activities in the area: 1) local cuisine; 2) noteworthy landmarks; 3) accommodations; 4) natural resources or agricultural learning facilities; and 5) customs and cultural practices. However, the entire community must keep agriculture as its primary source of income, and each family should have many sources of income to spread the risk. In addition, participating in community tourism initiatives is only viable as a second employment.

The Study of Quality of life of the Members of Thasae Estate Cooperative Limited Chumphon Province

Sivakorn Pholsukkarn — 2024-12-18

This research have a purpose (1) To study the factors of personal quality of life of the members of Tha sae Estate Cooperative Limited, (2) Quality levels of life of members of Tha sae Estate Cooperative Limited.and (3) Comparison of the quality of life of the members of Tha sae Estate Cooperative Limited., based on demographic characteristics in term of sex, age, occupation, income, marital status, education level and housing characteristics. The total 354 samples under simple random sampling are studied. The questionnaires are utilized to collect the data. Data analysis and statistics procedure is descriptive statistics. The research results show that 1) The majority of the sample are male who are in the age betwee 40 to 49. There are 123 samples. 216 samples of the total samples have educational level in primary school. 297 sample of the total samples are in marriage status. The samples who receive the average monthly income between 10,001 - 20,000 baht are 170 samples . There are 281 samples who are farmers / gardeners. 314 samples live in their own houses. The information of the quality level of life in various aspects also shows as follows. 2) The value of the quality of life in term of family is the highest at the value at of ( = 3.97, S.D. = 0.64) The value of the quality of life in term of health is ( = 3.39, S.D. = 0.63. the value of the quality of life in term of economic security is ( = 3.16, S.D. = 0.61) the value of the quality of life in term of community life is ( = 3.25, S.D. = 0.64) the lowest value of the quality of life in term of working life is ( = 2.82, S.D. = 0.67) 3) Comparing the quality of life of members of the Tha Sae Settlement Cooperative Limited, it was found that differences between gender, age, education level, status, occupation, residential have the same quality of life. Different monthly incomes have different quality of life. The testing of the difference is statistically significant at 0.05 level.

An Empirical Study of the Influencing Factors of Intangible Cultural Heritage Inheritance Based on Principal Component Analysis

Jiabei Li — 2024-12-18

Small opera is an important manifestation of the cultural diversity of the Chinese nation, and also very essential for its development and legacy. Jiangsu Dan- Opera（丹剧）is currently in good condition, but there are still many bottlenecks in the process of inheritance. Therefore, based on the principal component analysis, this paper discussed the influencing factors of intangible cultural heritage inheritance, and proposed innovation measures through a number of paths, so as to provide certain reference for the inheritance and development of Jiangsu Dan- Opera.

Saudi Arabia Vision 2030 towards the Opportunities of Halal Industry in Thailand

Bandit Aroman — 2024-12-18

The article on “Saudi Arabia Vision 2030 towards the Opportunities of Halal Industry in Thailand” aims to examine the vision 2030 of Saudi Arabia and evaluate the halal industries of Thailand in Saudi Arabian’s market. The trend of Thai-Saudi relations appears to be on the rise after the return of their relationship in 2022, which brings more opportunities for the two countries to collaborate in all dimensions. The methodology of this study was primary involved collecting data from the documents, government policies and analyzed the scenario of international relations. The study found that Halal industries in Thailand have been prepared for Saudi’s market by the Central Islamic Council of Thailand which is the main body responsible for establishing standards and preparing Thailand's halal sectors to received the permission from the Saudi Food and Drug Authority (SFDA). As a result, the products under the verification from the CICOT have also been permitted to export to the Saudi’s market which could encourage more entrepreneurship to engage in the halal exporting and enhance the increasing trend.

The Practical Significance of Dong Zhongshu’s Thought of Rites and Music: Music salvages the drought

Lianzhi Zhou — 2024-12-18

Dong Zhongshu(董仲舒)summarized the calligraphy, disaster and difference of drought recorded in the Spring and Autumn Annals(《春秋经》) as well as the causes of drought. He also discussed how to manage the drought in time after its occurrence from a practical standpoint, offering Emperor Wudi（汉武帝）useful guidance techniques for managing disaster and new ideas for Western Han（西汉）scholars studying disasters. Dong Zhongshu believed that the drought was caused by the imbalance between Yin and Yang（阴阳）and the excess of Yang. As reflected by the personnel listed above. it is shown that the king lacks sufficient moral cultivation, dogmatic, disregards ministerial counsel, and acts out of time. On the one hand, Dong Zhongshu’s thought reflected the virtue of man and monarch through disaster, which enabled the king to reflect on his own actions and make timely corrections. On the other hand, it is a good solution to link disaster with persons to prevent human resources from changing or reversing the disaster. The two-way interaction between disasters and individuals makes them promote and influence each other.. In addition to enabling the king to pursue his own virtue and apply the rule of virtue, disasters can also be mitigated and even eliminated by the monarch's personnel changes and corrections. Music and dance played an active role in praying for rain, and if the country was in a severe drought, it would let a group of witches dance to perform rituals. Dong Zhongshu believes that people of different ages and identities will be used in the rain ceremony in different seasons to perform music and dance, so as to achieve a powerful means to please the gods and communicate with heaven and man. In the rain ceremony, the instrument “drum” will also be used in it, and at this time the drum is not only a musical instrument, but also as a magical tool. The purpose of praying for rain can be achieved only when a variety of utensils are used.