Suranaree Journal of Social Science

Influential Factors in the Decision to Pursue a Bachelor’s Degree in Computer Engineering and Artificial Intelligence at the School of Engineering and Technology, Walailak University

Nattawan Kaewrat, Korakot Suwannarat — Mon, 02 Dec 2024 00:00:00 +0700

Background and Objectives: University education is essential for empowering individuals and fostering economic, social, and intellectual growth. In Thailand, fair and competitive university admissions are ensured across 75 institutions by the Thai University Center Admission System (TCAS). At the same time, each individual’s decision to pursue higher education is influenced by the quality of program’s curriculum and academic reputation, along with geographical considerations and parental guidance. This study investigates factors influencing the decision to pursue a bachelor's degree in Computer Engineering and Artificial Intelligence (CEAI) at Walailak University, focusing in particular on their revised curriculum. Insights gained aim to enhance curriculum alignment, boost recruitment, and meet the diverse needs of students.

Methodology: This study employed an exploratory approach, using descriptive statistics and multiple regression analysis. The population consisted of 126 students enrolled in the CEAI program at Walailak University in 2022. A sample of 96 participants were randomly selected and voluntarily completed an online questionnaire. The questionnaire, distributed via academic platforms and social media, elicited demographic information and explored factors influencing participants’ decision to pursue this degree.

Main Results: The results showed that curriculum factors had the greatest impact on the decision to pursue the program, followed by financial factors, educational institution factors, and personal reasons. The t-test results indicated that gender impacted decision regarding course enrollment and the total monthly income of the family affected the decision as to whether or not to enroll at a particular institution.

Discussions: This study revealed key factors influencing enrollment decisions for CEAI students at Walailak University. Curriculum relevance, faculty expertise, and financial considerations emerged as their primary concerns. Notably, female students valued curriculum aspects more highly than their male counterparts, yet they remain underrepresented, highlighting persistent gender stereotypes in engineering. Income-related differences significantly impacted perceptions of financial factors. To address these findings, we recommend: (1) curriculum-focused marketing emphasizing industry relevance, (2) targeted outreach to female students, (3) expanded financial support and transparency, and (4) enhanced public relations leveraging social media and outreach programs. These strategies aim to create a more diverse and inclusive program, aligning with global trends in STEM education and workforce development.

Conclusions: The study reveals that curriculum factors, particularly job market relevance and faculty expertise, are most important to students in Walailak University's CEAI program. Gender and income related differences significantly influence student perspectives. These insights can help improve program quality, develop targeted admission strategies, and better serve diverse student needs.

Safeguarding Indigenous Practices in the Family, Education, Agriculture, and Forest Conservation among the Ifugaos in the Philippines

Nancy Ann P. Gonzales — Sun, 01 Dec 2024 00:00:00 +0700

Background and Objectives: Indigenous Peoples (IPs) have a unique and vast wealth of traditional knowledge, practices, and beliefs. However, IPs from across the globe continue to experience discrimination, environmental destruction, deprivation, exploitation, and other problems. Therefore, this research aims to identify the extent to which indigenous knowledge has been practiced among the Ifugaos, specifically those who are parents of children at the elementary and high school levels. The study examines both past and present generations about the practice of indigenous knowledge in the areas of family, education, agriculture, and forest conservation. Consequently, the problems encountered by these parents in the promotion and preservation of indigenous practices were determined.

Methodology: The survey method was used and data were collected through a questionnaire. Descriptive statistics, such as mean, were utilized to determine the extent of the parents’ indigenous practices in the areas of family, education, agriculture, and forest conservation. Significant differences in the use of indigenous practices between the past and present were accounted for by the use of the t-test.

Main Results: Findings revealed that the Ifugao families practice their indigenous marriage and parenting roles frequently in both the past and present. Children in the past often observed traditional practices, however children today only sometimes practice them. A decline in indigenous practices in education, agriculture, and forest conservation is evident today. Factors contributing to the abandonment of cultural traditions include diminishing family values, children’s disinterest in education, fading traditional agricultural practices, and the denuding and destruction of forests.

Discussions: The Ifugaos are family oriented and concerned with maintaining relationships. At the same time, they would like to ensure that new couples are economically secure. Children help their parents and siblings perform agricultural tasks and rituals, which indicates they are values-oriented. However, there is a need to strengthen this orientation in order to preserve it. Parents now send their children away from home for school, unlike before. Indigenous agricultural and forest conservation practices are vanishing as the Ifugaos embrace the use of modernized farming technologies. Family problems, the disappearance of traditional agricultural practices, forest destruction, and the balding of mountains continues.

Conclusions: The Ifugao people live in harmony with the environment and have a profound cultural heritage. Their indigenous knowledge and practices have directly contributed to both biological and cultural preservation and promotion. Parents and children have distinct cultural roles to play in perpetuating the family. Education, which was a challenge in the past, has now become a priority for parents. Evidence of agricultural and forest conservation practices like the Ifugao Rice Terraces (IRT) and the ethnic muyung system showcase the best practices of the Ifugaos in conserving biodiversity, reforestation, and environmental protection. However, evidence suggests that indigenous practices among the Ifugaos in the areas of family, education, agriculture, and forest conservation have changed in recent generations. These practices have become threatened by social and economic changes, modernization and technology, and the dwindling interest of the younger generation. This implies there is a need to safeguard indigenous practices that are relevant to today's generation. Careful attention needs to be paid to the inclusion of traditional knowledge and practices in the elementary and secondary levels.

Influence of Logistics Service over Affective Commitment and Customer Repurchase Intention in the Courier Business: Analysis with Structural Equation Modeling

Chanchai Meathawiroon — Mon, 09 Sep 2024 00:00:00 +0700

Background and Objectives: The courier service provider industry plays a crucial role in driving the national economy of Thailand, with demand for such services increasing as the nation transitions towards a digital economy. The logistics service of courier service providers is therefore essential in supporting the efficient operation of various businesses. This research aims to examine the logistics service of courier service providers, and to develop a causal model of logistics service, affective commitment, and customer repurchase intention in the courier service provider industry. These research objectives are intended to provide valuable insights and guidelines to assist courier service providers’ executives in making informed decisions to maximize operational efficiency.

Methodology: The sample of 280 individuals was selected through purposive sampling and all had experience using courier service providers. The research questionnaire utilized was validated for content validity, convergent validity, construct validity, and discriminant validity. Additionally, reliability was assessed using Cronbach's alpha coefficient. Data were analyzed using descriptive statistics including, mean, percentage, and standard deviation. Inferential statistics utilizing structural equation modeling (SEM) were employed to conduct path analysis and determine the effects of latent variables.

Main Results: The majority of respondents were female, aged 20-30 years, with a bachelor's degree and a monthly income below 15,000 baht. They primarily used currier service providers to send parcels to friends, relatives, or close acquaintances. The structural equation model demonstrated a good fit with the empirical data (χ2/df = 2.330, NFI = 0.958, TLI = 0.969, CFI = 0.976, GFI = 0.923, RMSEA = 0.069). The model revealed that the logistics service of courier service providers positively impacted customers’ affective commitment and repurchase intention. Affective commitment, in turn, positively influenced customers’ repurchase intention. Furthermore, logistics service indirectly affected customers’ repurchase intention through affective commitment.

Discussion: The logistics service of courier service providers, encompassing timeliness, customer responsiveness, communication, service assurance, service efficiency, and tangibles, plays a crucial role in fostering customers' affective commitment. This commitment is manifested through service usage, positive relationship building, customers' sense of authenticity during service interactions, and their perception of meaningful service experiences. Regarding customer repurchase intention, superior logistics service enables providers to retain customers in the face of competition, enhances the likelihood of future service utilization, promotes continuous patronage, and positions the provider as the primary choice for the customers' courier delivery needs. The findings further indicate that high-quality logistics service acts as a causal factor in developing customers' affective commitment, which subsequently leads to increased repurchase intentions in the future. This causal relationship underscores the importance of logistics service in building long-term customer relationships and ensuring sustained business performance in the courier service provider sector.

Conclusion: Courier service providers should prioritize the development of their logistics service quality across the six dimensions identified in this study: timeliness, customer response, communication, service confidence, service efficiency, and service tangibility. By enhancing these aspects, providers can deliver superior service to customers, thereby fostering increased affective commitment and repurchase intentions. This approach will contribute to long-term business sustainability. Furthermore, courier service providers can play a pivotal role in driving sustainable economic growth for the nation.

Green Product Strategy and Firm Successes: An Empirical Study of the Electrical and Electronics Industries of Thailand

Chatchai Inthasang, Pongnarin Pitjatturat — Mon, 09 Sep 2024 00:00:00 +0700

Background and Objectives: Over the past several decades, concern about corporate social responsibility and green management has become a significant public issue and also a crucial topic in academic research. In a rapidly changing business environment, the organization's role in developing novel products is crucial. Green marketing tools such as ecolabelling, eco branding, and environmental advertisements foster the perception of environmentally friendly product attributes, thus, steering consumers toward purchasing green products. The objectives of this study were to: (1) examine the dimensions of the green product effect on market acceptance, (2) investigate the factors behind the market acceptance effect on firm successes in the electrical and electronics industries in Thailand.

Methodology: Marketing executives from 138 businesses in the electrical and electronics industries of Thailand were sampled for the study. A survey questionnaire was mailed to the participants. The content validity and reliability of this instrument were checked by an expert. The result of discriminant validity tested by factor analysis shows a value between 0.735 - 0.936, and the Cronbach’s Alpha Coefficient test of reliability shows a value between 0.791 - 0.892. Descriptive statistics were utilized to examine the data, including average and percentage, while multiple regression analysis was employed to examine the hypothesis.

Main results: The results showed that the overall opinions of respondents about green products (ecolabeling, green packaging, and clean production), market acceptance, and firm successes were at the highest level. The results of hypothesis testing found that: (1) green products (ecolabelling and green packaging) have a significant and positive effect on market acceptance, and (2) market acceptance has a significant and positive effect on firm successes in the electrical and electronics industries of Thailand. However, the research found that clean production had no positive influence on market acceptance.

Discussion: This empirical evidence demonstrated that green products could offer market acceptance by impacting the firm’s success. Businesses must develop their identity via goods that offer value and attract customers. Among these is the creation of eco-friendly products. Green product capabilities are an important aspect that produces a sustained competitive advantage. Accordingly, executives can support and promote green product strategies and utilize these concepts as valuable tools in order to advance best marketing practices and achieve their business goals in future operations.

Conclusion: This study emphasized the strategic marketing importance of green product initiatives in driving business growth and environmental protection, contributing a pathway towards a more sustainable future. However, the organization's role in the development of novel products is crucial. Hence, businesses need to focus on exceeding client expectations by developing eco-friendly initiatives and distinctive (green) products. This contributes to the establishment of a distinct brand and gains in competitive advantage, thereby helping to fulfill the requirements of new market segments. Furthermore, the entrepreneur will thus have to study how their packaging is produced. Examples include cutting consumption of inputs, ensuring that their products are reusable or recyclable, and putting in place measures to better manage packaging waste to reach net zero waste.

The Development of Connectivism Mobile Learning Expert System for Competency Advice on Job Positioning in Cooperative Education

Nirat Yamoat, Weerapong Polnigongit — Mon, 09 Sep 2024 00:00:00 +0700

Background and Objectives: A significant issue facing the Thai construction industry is the fact that civil engineers' actual performance falls below the industry standards. To address this issue, this research developed the mobile connectivism learning expert system that assists with dispensing requisite competency advice for users. It aims to help fulfill industry demands by offering competency advice that civil engineering graduates need to maximize their potential.

Methodology: The research samples were divided into two groups: (1) 410 civil engineering experts who supervised civil engineering students in a cooperative education program, and (2) 127 civil engineering students in a cooperative education program. A questionnaire was used to collect information. Statistical data analysis included the use of percentage, mean, standard deviation, and confirmatory factor analysis.

Main results: Firstly, the competencies that are significant for the self-assessment of cooperative education students in civil engineering consist of three main groups, including professional knowledge and skills, practical knowledge and skills, and attributes. Secondly, the expert system that was developed functions as a responsive web application, accommodating devices with varying screen sizes. It can be used on smartphones, tablets, mobile computers, and personal computers. It uses PHP language, developed mainly for use in smartphones, and users can choose from the following three types of use: (1) The evaluation of cooperative education positions, (2) The recommendations based on cooperative education job positions, and (3) competency-based recommendations. Thirdly, the connectivism mobile learning expert system offers a high level of connectivism in terms of autonomy, diversity, interaction, and openness. Fourthly, learning outcomes from the connectivism mobile learning environment in the expert system are rated at a high level. Regarding the usability testing of the expert system, the students agreed with the positive points and disagreed with or were not sure about the negative points.

Discussion: The connectivism mobile learning in this expert system allows students to develop competencies that are suitable for cooperative education positions without the limitations of place and time. The diversity in learning encourages learners to participate in a variety of readings. There are a variety of environments and diverse discussions. Learning independence encourages students to create a learning plan and track their own learning. Interaction is promoted between students and learners, and open participation removes restrictions that might hinder involvement. However, stimulation and assignment may be added during the use of the mobile associative learning specialist system to further support learning. Additionally, this connectivism mobile learning expert system aligns with the benefits of self-learning by encouraging students to create learning programs and closely evaluate their own progress. On the other hand, students participating in cooperative education must be passionate about creating their own lesson plans and reviewing what they have learned. It will be used effectively and efficiently, according to the connectivism mobile learning expert system.

Conclusion: This connectivism mobile learning expert system can be applied so that students can evaluate job positions that are suitable for their own competencies and receive advice on developing competencies to be suitable for cooperative education positions effectively.

Development of a Dissolved Oxygen (DO) and Electrical Energy Monitoring System for an Aquaculture Pond by Using NB-IoT Technology

Kewwalin Yatin, Chawaroj Jaisin, Thongchai Maneechukate — Fri, 18 Oct 2024 00:00:00 +0700

Background and Objectives: One major issue faced by the intensive aquaculture farming of fish is the dissolved oxygen (DO) in pond, which is particularly critical at nighttime and exacerbated by power outages. Such incidents can significantly reduce DO levels. This research aimed to achieve two objectives: (1) to develop a DO monitoring system, and (2) to establish a system for monitoring the electrical status and for communicating wirelessly via Narrow Band (NB) networks to transmit data and report results to stakeholders.

Methodology: The equipment utilized in the experiment consisted of a DO monitoring system designed as a buoy-type measuring device. Solar panels were installed on top to provide power for driving the motor and the monitoring system, which utilizes the DO Meter model az 8403 to send RS232 data to a microcontroller unit (ATmega328p). This unit is connected to an ESP8266 via I2C communication, and the ESP8266 is connected to an NB board to transmit measurement results to a Cloud server. Meanwhile, the electrical status monitoring and notification system relies on the ESP8266 microcontroller unit, which connects to the SDM120CT monitoring device through RS485 Modbus RTU protocol. This setup sends measurement results to the Cloud server and sends notification about the electrical status via the LINE application.

Main results: During the experiment, it was found that the DO concentration was below 4 mg/L from 01:00 to 10:00. After this period, the DO gradually increased until 12:00, reaching a peak of approximately 12 mg/L during the day. Subsequently, it began to decrease after 17:00, dropping below 4 mg/L again by 01:00. Consequently, the operating time of the aerator needed adjustment. Normally, aeration in aquaculture is carried out for 18 hours per day, but it was reduced to only 9 hours per day.

Discussion: The results of the DO measurements influenced the management and operation of the aeration system in the fish farming pond. There was a reduction in aeration time by up to 9 hours per day, which is equivalent to a 50% reduction in electrical costs, resulting in maximum savings of 12,474 baht per cultivation cycle. Additionally, the system included notifications for electrical status, alerting if there was a voltage drop or if the voltage fell below 205V, which occurred 230 times within one month.

Conclusion: The DO level is directly proportional to the degree of light intensity. When the DO value exceeds the standard, the aeration system can be managed and adjusted accordingly. By considering the aeration system operating time based on the DO level, it is possible to save 15.40 kWh/day, which equates to 9,702 baht or 38.88% per cultivation cycle using management method 1. Meanwhile, management method 2 can help farmers save up to 19.80 kWh/day, which equates to 12,474 baht or 50.0%.

Perceptions towards English as an International Language: A Study of International Students at a Thai University

Xiaofang Zhang, Ying Liu — Fri, 18 Oct 2024 00:00:00 +0700

Background and Objectives: Amid the backdrop of globalization, English has become an international language that people use for various purposes in multilingual and multicultural communication. In teaching practices, British and American English are traditionally recognized as the target models. However, these models have incurred broad criticism for failing to guarantee effective communication. Thus, many studies have been done to investigate students’ perceptions towards English as an international language (EIL). However, limited research has been conducted among international students. Therefore, the present study aims to investigate the perceptions of international students at a Thai university towards EIL, and to uncover the reasons underlying their perceptions.

Methodology: This study employed a mixed methods research design to fulfill its research objectives, incorporating both quantitative and qualitative data. To capture international students’ perceptions towards EIL, a questionnaire was used. A total of 98 international students were initially recruited, but only 83 questionnaires were valid. To unveil the reasons underlying their perceptions, a semi-structured interview was carried out, involving a purposive selection of six international students. The questionnaire data were analyzed using statistical software to calculate the mean, standard deviation, and frequency of each item of the questionnaire. Content analysis was employed to analyze the interviews.

Main Results: Based on the analysis of the five components of EIL perceptions (cultural realism, linguistic and cultural disposition, ownership of English, EIL posture, and localization), the findings revealed that international students held positive perceptions about EIL. Concerning cultural realism, the majority of international students were willing to learn from different cultures when learning English. In terms of linguistic and cultural disposition, international students possessed disputable views towards cultural homogenization and heterogenization. Regarding ownership of English, most international students believed that English belongs to all the users who speak the language, not only native speakers. From the aspect of EIL posture, they recognized the important roles that the English language plays in the world. As for localization, they regarded English as a means to present their own cultures and identities to others in the world. The underlying reasons are that English is a universal language and its users are all from different cultures, and that mutual intelligibility is key for international communication.

Discussions: This study underscores international students’ willingness and desire to embrace different varieties of English and enhance their global cultural awareness, and it highlights the significance of incorporating cultural elements into English language education. Compared to previous studies, international students in this study demonstrate a much greater awareness of EIL due to their overseas learning experiences.

Conclusions: Some pedagogical implications are resultant from this research. English teaching materials should not only be western-culture-oriented but should include a multiplicity of cultures. Different varieties of English should be acceptable in the evaluation and assessment process in the English classroom, and content should be given priority over grammar.

Weak Utopianism in Education: From Political Theory to Pedagogical Practice (By Michael P. A. Murphy)

Theptawee Chokvasin — Mon, 25 Nov 2024 00:00:00 +0700

Defining Electronic Bureaucracy and Bureaucratism

Oleg Shovkovyy — Fri, 18 Oct 2024 00:00:00 +0700

Introduction: The widespread adoption of information technologies and artificial intelligence (AI) in society and organizations reshapes management and decision-making processes, driving increased informatization and automation. Public administration is no exception. The transition to electronic government (e-government) aimed to enhance service quality, transparency, and efficiency, with the goal of reducing bureaucracy and bureaucratism. However, practical experience reveals that while information technologies were initially seen as tools to streamline bureaucratic processes, they often give rise to automated, electronic, or digital bureaucracy. This digital transformation has not necessarily simplified interactions with the state; instead, it has introduced new complexities, such as navigating intricate online forms and coping with system failures—frustrating experiences for users.

Consequently, the issue of bureaucratism has migrated to the digital realm, prompting the need for precise definitions of e-bureaucracy and e-bureaucratism. Despite extensive scholarly exploration, consensus remains elusive. For instance, e-bureaucracy is characterized as the automation of traditional bureaucratic actions using AI and algorithms.

This paper aims to bridge this gap by proposing clear definitions and examining how e-bureaucracy and e-bureaucratism manifest in the digital age, shedding light on their broader impact within public administration and governance.

Content: This qualitative study aims to define electronic bureaucracy and bureaucratism, identifying signs of bureaucratization in the e-governments of Russia, Ukraine, and Poland. Using grounded theory and autoethnography, the author’s personal experiences in 2021 serve as primary data. Despite varying development levels, these e-governments share issues of complexity and user-unfriendliness. Common bureaucratic traits identified include specialization, strict rules, impersonality, and hierarchy. Duplication, rigid protocols, and impersonal interactions hinder efficiency. E-governments, mirroring traditional bureaucracies, show bureaucratic inefficiencies leading to bureaucratism, characterized by alienation, ritualism, and inertia. Signs of e-bureaucratism include duplicated actions, unfinished solutions, formalism, poorly designed interfaces, unnecessary procedures, irrelevant offerings, limited choices, lack of personalization, detachment from users, and excessive complexity. The study found that e-governments have not eliminated bureaucracy but transformed it digitally, necessitating improvements to align with Weber’s ideal bureaucracy principles and enhance the overall user experience.

Conclusion: An examination of e-government services in Ukraine, Russia, and Poland reveals enduring bureaucratic traits, including specialization, strict rules, impersonality, and hierarchy. Despite the digital transformation, e-bureaucracies still inherit negative aspects from traditional bureaucracies. E-bureaucracy is defined as a rational-based management system that utilizes AI and computer-assisted data processing to enhance decision-making, service delivery, and communication. E-bureaucratism refers to practices within e-bureaucracies that hinder efficiency and effectiveness, such as alienation, ritualism, and inertia. These practices result in a loss of flexibility and weaken the connection with the external environment, ultimately leading to organizations failing to effectively meet their clientele’s needs.

The findings suggest that merely digitizing bureaucratic processes is insufficient. A more effective approach involves leveraging modern technologies like blockchain and creating new systems through public-private partnerships, allowing digitalization and deregulation to coexist. This study underscores the need for modern organizational theories to focus on combating bureaucratization and e-bureaucratism, rather than solely adopting digital tools. The definitions for e-bureaucracy and e-bureaucratism aim to contribute to academic discourse and improve the efficiency of future bureaucratic systems.