SSRU Graduate Studies Journal

Cover

2025-06-30T15:02:35+07:00

Content

2025-06-30T15:07:42+07:00

Factors Influencing Condominium Purchase Intention through Virtual Reality Video Viewing

2025-04-17T09:59:43+07:00

This study aimed to examine the factors associated with the intention to purchase a condominium after viewing a virtual reality (VR) video and to compare this intention across different generational groups: Baby Boomers, Generation X, Generation Y, and Generation Z. A quantitative research methodology was employed, collecting data via questionnaires from 541 Thai participants aged 20 years and above. All participants were eligible to own property and had no prior experience using VR technology for condominium selection. The research instrument demonstrated high reliability, with a coefficient exceeding 0.70. Data analysis involved descriptive statistics (means and standard deviations) and inferential statistics, including the Kolmogorov–Smirnov test, Spearman Rank Correlation, and the Kruskal–Wallis test.

The findings revealed that factors associated with purchase intention varied by age group. Overall, trust was the most significant correlating factor (r=0.545, p<.001), followed by VR stimulation, and then hedonic and utilitarian values. Specifically, Baby Boomers showed a strong correlation with trust. For Generations X and Y, both trust and utilitarian value were significantly correlated. In contrast, Generation Z's purchase intention correlated only with trust and VR stimulation. Group comparisons indicated a statistically significant difference in purchase intention among generations (p<.001), with Generation Z exhibiting the highest mean rank, followed by Generation Y, Generation X, and Baby Boomers, respectively. These results highlight a higher purchase inclination among younger generations when exposed to VR for condominium viewing.

Needs Assessment of the 21th Century Competencies of School Administrators Under Sakon Nakhon Primary Educational Service Area Office 1

2025-05-14T08:18:41+07:00

This study aimed to assess the essential needs for developing 21st-century competencies among school administrators. The sample comprised 327 school administrators and teachers from the Sakon Nakhon Primary Educational Service Area Office 1, selected via multistage random sampling during the 2024 academic year. Data were collected using a five-point rating scale questionnaire. The instrument demonstrated strong psychometric properties, with validity ranging from 0.60 to 1.00, discrimination power between 0.17 and 0.87, and a reliability coefficient of 0.98. Statistical analyses included frequency, percentage, mean, standard deviation, and the priority needs index (PNImodified).

The research findings revealed that the current overall competency level of school administrators was high, while their desired overall competency level was at the highest possible. Regarding the needs for competency development, the overall PNImodified was 0.097. Areas with PNImodified values higher than the overall average were identified as visionary leadership, self-development, and service excellence, indicating a greater need for development in these specific areas. Furthermore, the study proposed guidelines for enhancing 21st-century school administrator competencies, specifically focusing on visionary leadership, continuous self-improvement, and service excellence. These proposed guidelines were evaluated as highly appropriate.

Guidelines for the development of strategic change management of administrators in educational opportunity expansion schools under Nakhon Phanom Primary Educational Service Areas Office

2025-05-15T07:59:24+07:00

This research aimed to assess the development needs for strategic change management among administrators in educational opportunity expansion schools under the Nakhon Phanom Primary Educational Service Areas Office. The study was conducted in two phases. Phase 1 investigated the current and desired states of strategic change management and evaluated the development needs of school administrators. The sample consisted of 321 school administrators and teachers from opportunity expansion schools in Nakhon Phanom, selected through multistage sampling. A five-point Likert scale, paired-response questionnaire was used, with data analyzed using mean, standard deviation, and the priority needs index (PNI). Phase 2 focused on formulating strategic guidelines for developing change management among these school administrators, with data gathered from five expert key informants using the same type of questionnaire. Mean and standard deviation were used for analysis in this phase.

The findings revealed that, for strategic change management among school administrators, the current state was rated high, while the desired state was rated at the highest level. The PNI indicated that vision creation was the most critical area for development, followed by sustaining change and environmental analysis, respectively. Furthermore, the proposed strategic development framework for change management consisted of three domains, three objectives, three strategies, 33 operational methods, and 11 success indicators. This framework was evaluated as highly appropriate overall and demonstrated the highest level of feasibility.

Development of Policy Proposals to Increase Educational Administration Efficiency Through Digital Technology of Educational Service Area Office

2025-05-26T08:49:04+07:00

This research aimed to Development of Policy Proposals to Increase Educational Administration Efficiency Through Digital Technology of Educational Service Area Office aimed to The study had four main objectives: 1) to assess the needs for this enhancement, 2) to develop policy proposals, 3) to evaluate these proposals, and 4) to examine stakeholder opinions regarding the proposals. Employing a Policy Research methodology that integrated quantitative and qualitative data collection, the study was conducted in four phases: Phase 1 (Needs Assessment): Questionnaires were administered to 600 participants (comprising Directors of Distance Education Promotion, ICT Groups, Directors of Educational Supervision, Monitoring and Evaluation Groups, school directors, and teachers), selected from 150 ESAOs (4 individuals per ESAO) using multi-stage random sampling in the 2024 fiscal year. Phase 2 (Policy Proposal Development): This involved a focus group discussion with 8 ESAO directors recognized for best practices, and interviews with 5 experts in digital educational administration, both groups selected through purposive sampling. The proposals were then drafted by the researcher. Phase 3 (Policy Proposal Evaluation): Eleven purposively selected experts evaluated the draft proposals using an assessment form. Phase 4 (Stakeholder Opinion Study): Questionnaires were used to gather feedback from the same sample group as Phase 1.
Qualitative data were analyzed using Content Analysis, while quantitative data utilized frequency, percentage, mean, and standard deviation. PNImodified was used for needs assessment, and Intra Class Correlation (ICC) was employed to assess inter-rater consistency. The key findings are as follows:

1. The top five priority needs for enhancing educational administration efficiency with digital technology were: creating strategies for digital technology implementation in operations, followed by using digital technology to share work performance, using digital technology to evaluate work performance, developing a vision for digital technology adoption, and using digital technology for creative performance outcomes, respectively.

2. The developed policy proposals comprise five key policies: 1) Vision Setting, 2) Fostering a Digital Learning Culture, 3) Promoting Professional Excellence, 4) Implementing Systemic Improvement, and 5) Cultivating Digital Citizenship.

3. Expert evaluations of the policy proposals indicated an overall high level of acceptance across four dimensions: accuracy, appropriateness, feasibility, and utility. The highest inter-rater reliability (ICC) was found for utility (rated 'very good'), followed by feasibility (rated 'very good'), and then accuracy and appropriateness (both rated 'good').

4. Stakeholder opinions on the policy proposals showed an overall average rating at the highest level. The dimension with the highest average rating was appropriateness, followed by feasibility, utility, and consistency, respectively.

Perception and omni channel marketing factors affecting the choose of admission to private university in northern of Thailand

2025-06-04T09:36:31+07:00

This research aimed 1) to study concepts, theories, and related research concerning perception and omni-channel marketing factors influencing the decision to enroll in private universities in Northern Thailand, and 2) to empirically test the influence of these perception and omni-channel factors on enrollment decisions. A quantitative research design was employed, collecting data through a survey questionnaire from 404 first-year undergraduate students enrolled in private universities in Northern Thailand during the 2024 academic year. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, specifically multiple regression analysis.

The findings revealed that perception factors (R2=0.486), encompassing appeal, action (act), and advocacy (advocate) stages, significantly influenced the decision to enroll in private universities in Northern Thailand. Similarly, omni-channel factors (R2=0.645), comprising word-of-mouth, personal selling, Facebook presence, and website effectiveness, also significantly influenced this enrollment decision at the 0.05 statistical significance level.

Factors influencing consumer purchase decisions for art toys in the secondary market

2025-06-10T08:59:13+07:00

This research investigated the factors influencing purchasing decisions for art toys in the secondary market and aimed to provide business recommendations for entrepreneurs operating in this sector. A quantitative research methodology was employed, collecting data via questionnaires from 401 respondents who had made at least one art toy purchase in the secondary market. Data analysis utilized descriptive statistics (frequency and percentage) and inferential statistics, specifically multiple regression analysis.

The study revealed that most respondents were female, belonged to Generation Y (29–44 years old) and Generation Z (13–28 years old), worked as private company employees, and had monthly incomes ranging from 15,001–30,000 baht. Three factors positively and significantly influenced purchasing decisions: art toy-specific characteristics, price, and perceived value. Conversely, distribution channels and sales promotion factors did not significantly affect purchasing decisions. Collectively, the five independent variables explained 47.6% of the variance in secondary market art toy purchasing decisions. Based on these findings, it is recommended that entrepreneurs in the secondary art toy market prioritize rare products, provide comprehensive item details, and establish reasonable resale prices.

Brand Awareness and Service Satisfaction Affecting the Loyalty of Thai Commercial Bank Users in Bangkok

2025-06-09T09:00:36+07:00

This research aimed to examine the relationship between brand perception and service satisfaction influencing customer loyalty toward Thai commercial banks in Bangkok. Furthermore, the study analyzed the mediating effect of service satisfaction in the relationship between brand perception and customer loyalty. Employing a quantitative approach, the study collected data using a structured questionnaire from 200 customers of Thai commercial banks in Bangkok, selected through a combination of multistage and convenience sampling techniques. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with statistical software.

The findings revealed that brand perception had a positive and significant effect on service satisfaction, and service satisfaction, in turn, had a positive and significant influence on customer loyalty. Crucially, service satisfaction was found to significantly mediate the relationship between brand perception and customer loyalty (p<0.05). These results underscore the critical role of fostering service satisfaction as a mechanism to enhance customer loyalty within the banking sector. The study recommends that commercial banks prioritize brand development strategies and implement comprehensive service quality improvements to maintain their existing customer base and foster sustainable long-term loyalty.

Editorial Note

2025-06-30T15:11:16+07:00