Romphruek Journal of the Humanities and Social Sciences

The Influence of Marketing Mix Factors on Purchasing Behavior Via Shopping Application of Consumers in The New Normal Era

Chattayaporn Samerjai

This research aims to 1) examine the marketing mix factor level of shopping applications, 2) examine the consumer purchasing behaviors via shopping applications, 3) compare the marketing mix factors of consumers classified by personal factors, 4) compare the consumer’s purchasing behavior via shopping applications classified by personal factors, and 5) analyze the marketing mix factors affecting consumers' purchasing behavior via shopping applications. An online questionnaire was used to collect data from 581 consumers, who had experiences on shopping applications chosen by convenience sampling method. The data were analyzed by frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, LSD, Dunnett C, and multiple regression analysis.

The results showed that the majority of the respondents gave high importance to the overall marketing mix and at each aspect. Regarding each aspect, the channel of distribution was at the highest level, followed by the privacy aspect, and the personal aspect was at the lowest level. As for the respondent purchasing behavior via shopping applications, the result was found at high level. The respondents who were from different age group and average monthly income had different opinions on the aspect of personnel. The respondents with different education levels had different purchasing behaviors via shopping applications at statistically significant level of .05. Using multiple regression correlation coefficients, the overall marketing mix factors had the power to identify the dependent variable 61 percent. In addition, the result showed that the aspects of process, marketing promotion, personnel, and prices affected the respondents’ purchasing behavior via shopping applications at statistically significant level of .01.

The Creation of Value-Added Water Hyacinth for Career Development through the Community Participation of Bang Bua Thong Sub-district, Nonthaburi

Paisarn Arunchoknumlap, Pitsinee Rattananupong , Saowanee Samantreeporn — Wed, 24 Jul 2024 00:00:00 +0700

This research is centered on the investigation and development of new occupational contexts related to utilizing the abundant aquatic plant, water hyacinth, to create value-added and sustainable livelihoods along the Klong Phra Pimol canal. The study revealed the potential for developing new sustainable occupations within the Klong Phra Pimol community. The enhanced value solved environmental problems brought on by the growth of water hyacinth in the canal and increased community income as well. The promotion of financial management skills and systematic record-keeping for community enterprises was essential for this development. Product development and market expansion were essential for realizing the potentiality of water hyacinth. Community cooperation and networking were vital for effective operations, and exploring new opportunities could significantly enhance local resources' value. This research had fostered the creation of knowledge and skills for cultivating and managing water hyacinth, diversifying its transformation into various products, and developing marketing and business management skills necessary for the community to effectively sell water hyacinth products. Moreover, it underscored the importance of community networking and cooperation to access broader markets and resources.

In conclusion, the research findings indicated that utilizing water hyacinth could significantly contribute to the economic sustainability and environmental conservation of the community. But in order to take full advantage of these prospects, the community needed to build strong networks and acquire a variety of skills. This research attempted to increase community revenue in addition to protect the local environment. The changes initiated by this research may lead to long-term sustainable development and strengthen the community.

The Effects of Using Learnin Package “Origami Transforming Paper” on Emotional Quotient of Early Childhood

Phetcharawalai Thirawanutpong

The objectives of this research are to 1) create and assess the effectiveness of the learning package. “Origami Paper” on Emotional Intelligence of Early Childhood Children, 2) examine the emotional intelligence of early childhood children by contrasting the data obtained from the "Origami Paper" learning set before and after, and to 3) present guidelines for developing emotional intelligence of early childhood children. The target groups for this study were boys and girls aged between 5-6 years living in Watcharapol 3 Community, Soi Chatuchot 20, Or-Ngoen Subdistrict, Sai Mai District, Bangkok, who received informed consent from the parents of the target children of 45 people. The tools used in the research were: Learning set "Origami Paper" along with a manual for using the learning set, and Emotional Intelligence Assessment for Early Childhood Children to develop emotional intelligence of early childhood children. Quantitative data were analyzed by means of average, standard deviation, and the qualitative data were analyzed by content analysis.

The results of the research revealed that using “Origami paper” to develop the emotional intelligence of early childhood children produced an efficiency of 82.47/84.42, meeting the 80/80 efficiency criteria. After the experiment, the early childhood students who were instructed to use "Origami Paper" learning packages to enhance their emotional intelligence scored on average higher than they had previously. According to the expert opinions on 1) the development of emotional intelligence in early childhood children, the findings indicated that teachers should help children to identify their own emotions by letting them play with their friends, modelling kindness, sharing knowledge, being helpful to others, and accepting of their mistakes; 2) the development of emotional self-control, the result revealed that teachers should teach children to be patient and learn to wait; 3) Understanding others, teachers should instill in their students empathy for others, teach them to live happy, and motivate them to engage in physical activity. and 4) the development of human relationship, the teachers should encourage children to take part in school activities with other students, teachers, and people in the community.

Quality Level and Factors Affecting to Intention and Satisfaction of Using the “MohPrompt” System: A Case Study in Bangkok

Burin Santisarn , Sitthapawee Thanasottigulnun , Prachya Wongwaree — Wed, 24 Jul 2024 00:00:00 +0700

The “MohPrompt” application is a system developed by the Ministry of Public Health of Thailand to communicate information of the coronavirus disease 2019 (COVID-19) in Thailand and to administer the COVID-19 vaccine to the public. The “MohPrompt” application, therefore, is a one-stop-service system that covers the service of booking appointments, reporting side effects after vaccination, and requesting vaccination certificates. The objectives of this study are to 1) examine the level of quality affecting user intention to use and satisfaction on the “MohPrompt” application in Bangkok, 2) analyze the factors influencing the user’s intention to use and satisfaction on the “MohPrompt” application in Bangkok, and 3) collect suggestions to develop the quality of the “MohPrompt” application.

This study employed a quantitative research approach. The population was 6.5 M users who used the application in Bangkok with 400 samples calculated from Yamane (1973) formula. A multi-stage sampling method was used to collect data. The statistics used for this research were percentages, means, standard deviations, influence coefficient (), and squared Multiple Correlation (R2) with the structural equation modeling (SEM) based on the research conceptual framework at the significance level of .05.

The results showed that the mean level of quality factors affecting user intention to use and satisfaction with the “MohPrompt” application in Bangkok were high (mean = 3.75). When considering each level of quality, it was found that all levels of quality’s means were high: Information Quality (IQ) mean = 3.90, Data Quality (DQ) mean = 3.86, System Quality (SQ) mean = 3.78, Net Benefit (NET) mean = 3.77, Perception Security Privacy (PSP) mean = 3.67, User Satisfaction (SAT) mean = 3.66, and Intention to Use (USE) mean = 3.62 (lowest). However, it was revealed that only 8 out of 10 factors had statistically significant influence coefficients () at the .05 level. In other words, Perception Security Privacy (PSP), Information quality factors (IQ), and Data quality factors (DQ) had an impact on the quality that affected the intention to use the system (USE) with influence coefficients () of 0.42, 0.37, and 0.19, respectively with the R² of 0.59. Furthermore, Information quality factors (IQ), Perception Security Privacy (PSP), and Data quality factors (DQ) had an impact on the quality that affected system satisfaction (SAT) with influence coefficients () of 0.42, 0.41, and 0.17 respectively with the R² of 0.64. While The USE and SAT factors influenced the quality that affected the perceived net benefits (NET), with an influence coefficient (b) of 0.29 and 0.92 respectively. Nevertheless, two factors that did not have statistically significant influence coefficients () at the .05 level were system quality (SQ) having no influence on the quality that affected the intention to use the system (USE) with an influence coefficient () of 0.09 (P = 0.178) and system quality (SQ) having no influence on the quality that affected the satisfaction of using the system (SAT) with an influence coefficient (b) of 0.11 (P = 0.077).

The Occupational Promotion and Development for the Elderly by the Community Participation in Strengthening the Community Economy of Klong Bang Bua Community Network, Bangkhen District, Bangkok

The objectives of this research are to 1) review the occupational situation of the elderly in Klong Bang Bua community network, 2) search for the community’s occupational promotion and development guideline for the elderly in the community, 3) develop the occupational group for the elderly by the community participation, and 4) develop the format and the production system, sales distribution, and management for the community’s elderly occupational group. This research used the community-based research methodology. The focus was on encouraging the community members to be the researchers, and using the participatory approach in managing the research project from the upstream, the midstream to the downstream. The research findings on the occupational situation of Klong Bang Bua Community revealed that the community members used to have the local wisdom for culinary, but has now been extinct. Concerning the guidelines for the occupational promotion and development for the elderly in the community, these included the development of potential and competency for the elderly members of the occupational group in Klong Bang Bua. In terms of the development of the elderly occupational group with the community participation, it was participated by people from three stages of life, these were elderly, middle-aged, and youth. In order to develop the format and the production system, the sales distribution, and the management for the occupational group of the elderly in the community, it had to assign duties and responsibilities in accordance with the organizational structure, for example: the divisions of purchasing, raw materials and production, accounting and finance, online and offline marketing.

Application of Lean Technique to Eliminate Waste from Delays in Document Management Process Through Electronic Document Management System: Case Study of AAA Company, Bangkok

Kunakorn Wiwattanakornwong — Wed, 24 Jul 2024 00:00:00 +0700

This study aims to investigate the existing document management of the case study and to apply lean techniques to eliminate waste from delays in the document management process through an electronic document management system: A case study of Company AAA, Bangkok. The samples for this study were 30 transactions in electronic document management using cause-and-effect diagram, value stream mapping, lean waste elimination techniques with ECRS, data flow diagram, E-R diagram, electronic document management design, and SPSS during December 2022 and July 2023. The result showed that the company lacked the principle existing document management system, resulting in delays of up to 351.21 minutes per month. The total value-added time was 3.00 minutes, and the non-value-added time was 26.25 minutes. Subsequently, a method was developed to use Lean techniques to eliminate waste in the work process. Before the improvement process, there were a total of 13 steps in Pre-Lean. After the improvement, the 11 out of 13 steps should be improved through analysis, design, and development of electronic document systems to ensure the system development success and ready to use. After improvements were made, a post-Lean value stream map of the work process was created, using the time from submitting a document draft request to the end of document storage after approval, at 3.23 minutes per transaction, from a standard time of 4.20 minutes per transaction. Regarding the testing of the use of Lean techniques to eliminate waste from delays in the process before and after improvement, the result showed that the steps before improvement were a total of 13 steps, which were reduced to 7 steps after improvement, accounting for a 46.15% reduction. The test results before and after using Lean techniques to eliminate waste from delays were significantly different at the .05 statistical level. Therefore, using Lean techniques to eliminate waste from delays in the document management process with an electronic document system, a case study of Company AAA, Bangkok, resulted in increasing work efficiency.

A Guideline to Promote Cultural Tourism by the Community in Lam Pho Sub-District Bang Bua Thong District, Nonthaburi Province

Wed, 24 Jul 2024 00:00:00 +0700

The objectives of this study are to 1) assess the natural and cultural tourism resources of the Lam Pho Sub-district community, Bang Bua Thong District, Nonthaburi Province in order to promote the cultural tourism, 2) examine the establishment of the community participation mechanism in the area’s development as a cultural tourism attraction in Lam Pho Sub-district, Bang Bua Thong District, Nonthaburi Province, and 3) propose the guideline that would promote the development of jobs in cultural tourism in Lam Pho Sub-district, Bang Bua Thong District, Nonthaburi Province. A community-based research CBR) was the research methodology. The research team's monthly meetings were managed, the project introduction and meeting to exchange information about local tourist attractions was organized, a forum to share knowledge about strategies for community tourism development was held, a study trip to a model tourist community was planned, the community development to promote cultural tourism was evaluated, the preliminary cultural tourism route was planned, the results were summarized, a lesson learned forum was held with the community, an information return forum was set up for the community, and research reports were distributed.

According to the research's findings, the cultural tourist resources of the Lam Pho community were in line with the five categories of community capitals: experiential, symbolic, social, cultural, and economic. The outcome of the Lam Pho community involvement demonstrated that the locals had taken part in identifying problems related to tourism, planning, making decisions, allocating investments, adhering to the plan, controlling, monitoring, and assessing the outcomes. In addition, the results regarding the creation of employment opportunities in cultural tourism indicated that local business owners and community members had devised a plan for setting up three different kinds of water tourism routes as well as Chinese language instruction for schoolchildren interested in becoming young tour guides for current tourist destinations.

The Influence of Work Stress and Burnout on Turnover Intentions of Private Office Workers in Nonthaburi Province

Poowadol Polchai — Wed, 24 Jul 2024 00:00:00 +0700

This research aims to investigate 1) the factors of work stress, 2) the burnout state, 3) the turnover intention, 4) the relationship between the work stress factors and the burnout state, 5) the burnout state that influences the turnover intention; and 6) the work stress factors that influence the turnover intention in private office workers in Nonthaburi Province. A questionnaire was used to collect data from 394 office workers, chosen by convenience sampling method. The data received were analyzed by frequency, percentage, mean, standard deviation, Pearson's correlation coefficient, and multiple regression analysis with statistically significant at the 0.05 level.

The findings indicated that: 1) the factors associated with work stress were at moderate level. The aspect of role and duty came in first, then organizational advancement, and interpersonal ties came in last. 2) The burnout state was at a moderate level. The feeling of exhaustion came in first, followed by the aspect of indifference, and the ability to work was the last. 3) The turnover intention was found at high level. The aspect of looking for a new job in the near future came in first, followed by thinking of resigning from their current job, and would leave this organization as soon as possible, respectively. 4) The factors of work stress had a moderate positive relationship with the burnout state. 5) Factors of work stress in terms of roles, work-life balance, advancement in the organization, and organizational characteristics affected the turnover intention with the prediction power of 38.8 percent. Lastly, 6) the burnout state in terms of exhaustion and cynicism affected the turnover intention with the prediction power of 47.5 percent.

A Development Model of Service Marketing Mix Expectations Affecting Technology Acceptance on Purchase Intent and Purchasing Decision Through Social Media of the Students of Generation Z in Bangkok Metropolitan Region

Prapasri Phongthanapanich

This research aims to 1) examine the service marketing mix expectation factors affecting technology acceptance on purchase intent and purchase decisions through social media of the generation Z students in the Bangkok metropolitan region. 2) develop the model of service marketing mix expectation affecting technology acceptance on purchase intent and purchase decisions through social media of the Generation Z students in the Bangkok metropolitan region. The population were undergraduate students from universities in the Bangkok metropolitan region. The sample consisted of 1,504 undergraduate students studying in the fields of science, humanities and engineering drawn by multistage random sampling. The research tool was the questionnaire (rating scale). The baseline data were analyzed using descriptive statistics, straightforward analysis structure by confirmatory component analysis, and the quality of precision instrument was analyzed using Cronbach's alpha coefficient.

The results indicated that three latent variables—service marketing mix expectation, technology acceptability, and social media purchase decisions—affected the relationship between the service marketing mix expectation model and technology acceptance and decision-making. The latent variables were valid in the range of .842 - .897. According to the tool quality for structural validity by confirmatory factor analysis, It was found that the developed service marketing mix expectation model influencing technology acceptance on purchase intent and purchase decisions through social media developed was consistent with the empirical data, with chi-square= 48.13, df= 33, p=0.043, GFI=1.00, AGFI=0.98, RMR=0.0058, RMSEA=0.017.

Prevalence and Factors Affecting Depression in Online Learning among Undergraduate Students in Bangkok

Wed, 24 Jul 2024 00:00:00 +0700

This qualitative study aims to 1) evaluate the depression prevalence and contributing factors in online learning among undergraduate students in Bangkok, and to 2) analyze the factors associated with depression in online learning among undergraduate students in Bangkok. Data were collected between July 2021 and November 2021. 30,288 students were selected as samples using sampling the sample according to the proportion of the population and using a simple sampling method. The online questionnaire was the research tool. The data collected were analyzed by 1) descriptive statistics to describe the characteristics of depressed person, 2) simple logistic regression analysis to analyze single variables by pairs, and 3) multiple logistics regression analysis to analyze multivariate relationships by the adjusted odds ratio (OR_adj) and 95% CI at a significance level of 0.05.

The results showed that there were 230 out of 352 students with depression from online learning. The prevalence of online learning depression was 65.3 percent. Correlation analysis for single variables factors associated with depression were found with statistical significance. These included having identity (OR=2.48; 95%CI=1.16-5.33); moderate stress from studying online (OR=5.78; 95%CI=2.24-14.94); high stress from studying online (OR=15.76; 95%CI=5.96-41.68); moderate self-esteem (OR=1.58; 95%CI=0.51-4.87); and high self-esteem (OR=1.37; 95%CI=0.46-3.84). Furthermore, the result of the correlation analysis of logistic regression variables found that the factors associated with the incidence of depression were statistically significant, including: moderate stress from studying online (OR_adj=4.94;95%CI=1.78-13.69); high stress from studying online (OR_adj=13.78; 95%CI=4.82-39.39); low stress from studying online (OR_adj=21.57; 95%CI=2.78-167.49); and moderate self-esteem (OR_adj=5.06; 95%CI=3.01-8.53).

Management of Learning Thai as a Foreign Language of the Faculty of Foreign Languages Nanjing Tech University Pujiang Institute People's Republic of China

Teavakorn Khumsat, Lu XinHui — Wed, 24 Jul 2024 00:00:00 +0700

The objective of this article aims to describe the management of work-based learning for Thai language instruction at the Faculty of Foreign Languages, Nanjing Tech University Pujiang Institute, People's Republic of China. The curriculum consisted of an educational basis based on work, which concentrated on classroom education. Besides, the students obtained working experience in the actual operating site. The results found that 1) the curriculum included a practice session for every year of university enrollment reflecting the students’ Thai language speaking ability in a short period by simulating virtual reality 2) Thai language students would be granted to receive internships in CP ALL and its Subsidiaries where Chinese students with Thai language proficiency were highly sought after. Thus, it made the curriculum management team aware of the need of using the curriculum as a guide for preparing students to fulfill the demands of Chinese society, particularly the likelihood that these students will be highly qualified for employment.

The Effect of Phenomenon-Based Learning Experience Provision for The Development Problem-Solving Skills in Early Childhood

Wed, 24 Jul 2024 00:00:00 +0700

The purpose of this study is to arrange early childhood problem-solving experiences through the use of phenomenon-based learning experiences. The target group consisted of 25 male and female, age 4 to 5 pre-school children, who were studying in kindergarten level 2 in the first semester of the academic year of 2023 in Ban Pa Wang Kwang School, Saraburi Primary Educational Service Area Office 2.The research tools included 24 phenomenon-based experience plans, and a form to assess the problem-solving skills of early childhood children. Quantitative data analysis using the average, standard deviation, and qualitative data were analyzed by content analysis and descriptive analysis.

The results of the study found that the early childhood children who received a phenomenon-based experience had higher problem-solving skills, both overall and in particular area than they had prior to the organized activity. The step with the highest average score after the experiment was the implementation and review of guidelines, followed by problem identification, searching for ways to solve problems, and brainstorming to find solutions, respectively.

Tax Challenges of E-Commerce in the Marketing 6.0 Era

Vida Sattayarom, Siraprapha Sriviroj — Wed, 24 Jul 2024 00:00:00 +0700

In today's world, concepts such as big data, social media, corporate social responsibility, and e-commerce have become part of consumers’ lives, thus the shift to Marketing 6.0 is happening faster than ever before One of the most important activities affecting consumer purchasing decisions is e - commerce, which affects business revenue and expenses that generate business income. E-commerce has therefore become an increasingly important issue in the process of various business transactions. Included are the accounting and tax matters that businesses have an obligation to do correctly. In this study, a literature review was conducted to show the change in business model from traditional to e-commerce business. Potential issues arose in the tax treatment of e-commerce businesses. As a result, e-commerce businesses had to adapt to these changes, and follow the rules and regulations of accounting and taxes correctly, including income tax, and value-added tax.

The Protection and Reparation System for Female Rape Survivors : A case study of England

Anongrath Konglarp, Narong Jaiharn — Wed, 24 Jul 2024 00:00:00 +0700

In respect to victims of rape cases, the victims should receive a special protection and compensation. Currently, Thailand victim's protection do not cover the fundamental rights as required by the international law standard. The victims of rape cases have not received legal remedy, rights protection system and government welfare in appropriate duration. More ever, the victims may receive repeatedly abused by the criminal justice process. Therefore, this article will present a study of the system and mechanisms for providing remedy to victims of rape cases in England for improving the victims providing remedy system of rape cases in Thailand. The results showed that, organizations in England involved in the protection and remedy of victims at all stages of the criminal justice process. Among these were the collaborations between different organizations, including organizations in the judicial and extrajudicial processes and non-government organizations. In addition, the systems, mechanisms, and methods to help victims in rape cases have been provided during the pre-trial period, the trial period and after the trial period, especially focusing on psychological restoration than other damages.

Gösta-Esping-Andersen’s Social Welfare

Pongthep Suntigul, Pailin Suntigul

"Three Worlds of Welfare Capitalism" has an impact and influence on formulation, education, and implementation of welfare policies. The categorization of social welfare regimes, the exposition of the notion of de-commodification of social welfare, the use of the employment issue as an analytical variable within the framework of a post-industrial society, and the findings and suggestions, are different from those of earlier social welfare scholars. This resulted in changing social welfare management guidelines in order to prevent risks to people's livelihoods, and raise awareness to reduce the disparity between existing social classes and the negative effects of social welfare.

New Public Governance with Local Development

Natta Kertsup, Patcharee Klommeung

This academic article aims to present a new public governance model to be applied in local development. It was discovered that this new public governance model opened up the opportunity for cooperation of all local sectors to participate in the policy process and the delivery of public services or other public activities in order to empower and strengthen the people and localities which consisted of 1) the ability of local government organizations to adapt to local contexts, 2) their capacity to evolve structurally, and 3) their proficiency in managing public participation. Regarding the aspects of new public governance that were crucial in the transformative process, these included society and politics, public policy, administration, contracting, and network.