SSRU Graduate Studies Journal

Editorial Note

SSRU Graduate Studies Journal Suan Sunandha Rajabhat University — Thu, 28 Dec 2023 00:00:00 +0700

A Study of Guidelines for the Development of Buriram Municipality to be a Smart City for Smart Mobility

Kanjana Achuayram, Manirath Wongsim — Thu, 28 Dec 2023 00:00:00 +0700

The objectives of this study were: 1) to examine the determinants influencing the drive towards smart cities in the domain of smart mobility, and 2) to investigate the correlation between factors influencing the advancement of intelligent transportation in smart cities and the level of success in realizing the status of a smart city with intelligent transportation infrastructure. The research employed a questionnaire as the primary data collection instrument, administered to a sample group comprising 356 government personnel actively engaged in transportation-related initiatives. The analytical methods encompassed descriptive statistics including mean, standard deviation, frequency, and percentage, alongside inferential statistics through Multiple Regression Analysis. The findings can be summarized as follows:

1. The majority of respondents were female (50.9%), aged between 25 and 35 years (35.6%), married (52.8%), held a bachelor's degree (65.9%), worked as government officers (24.7%), held permanent employment (24.7%), and reported a monthly income ranging from 15,001 to 25,000 baht (41.6%). The majority were affiliated with the Department of Highways in Buriram Province (46.9%), held various positions (32.8%), and were engaged in general administrative duties (32.8%).

2. Factors driving the smart city initiative in smart mobility within Buriram Municipality indicated that leadership exhibited the most significant influence, with an average score at a high level ( = 4.05, S.D. = 0.76), followed by public participation, also rated at a high level ( = 3.9, S.D. = 0.74). In contrast, research and development in technology and innovation demonstrated the lowest impact, but still registered at a high level ( = 3.72, S.D. = 0.79).

3. The outcomes of the multiple regression analysis revealed that two factors, namely infrastructure (INF) and political will (POL), exhibited significant effects at a significance level of 0.05 (p-value < 0.05) on the success of smart city intelligent transportation, particularly in terms of facilitating access to public transport networks (Accessibility: ACC), accounting for 14.70% of the variation. Other factors not addressed in this study were found to influence the remaining variance.

Integrated Marketing Communications Technology Acceptance and Safety Attitudes That Affect Intent to Use Dating Applications.

Narudom Torthienchai, Nutnicha Choksumlitpol, Witchaya Boonsuwan — Thu, 28 Dec 2023 00:00:00 +0700

Currently, the proliferation of smartphones, coupled with widespread internet access and the prevalence of social media, is on the rise. Simultaneously, there is a growing incidence of cybercrimes, including romance scams through dating apps. This trend significantly influences user behavior in the adoption of dating applications. This research is guided by the following objectives: 1) to investigate the relationship between marketing communications and the decision-making process in the use of dating applications, thus impacting user adoption. This study adopts a quantitative research model, employing a questionnaire as the primary data collection tool. The sample encompasses a total of 400 respondents with prior experience using dating applications. Hypotheses were tested using the Pearson correlation coefficient. The analytical methods applied to study data involved descriptive statistics, including frequency, percentage, mean, and standard deviation.

The research findings indicate a significant correlation between integrated marketing communication factors and the decision to employ dating applications, with a statistical significance level of 0.05. Notably, word-of-mouth communication exerts the most substantial influence, followed by public relations efforts, and the dissemination of information through event marketing and advertising, respectively. Regarding the safety attitude factor, a statistically significant relationship with the decision to use dating applications was observed at a significance level of 0.05. In this context, behavioral considerations exerted the most pronounced impact, followed by emotional responses and knowledge-based considerations, respectively. Emphasis should be placed on ensuring the secure use of dating applications, particularly by focusing on the technological infrastructure that safeguards user interactions. Providing users with confidence in the application's safety can be achieved through targeted marketing efforts, encompassing advertising, public relations initiatives, word-of-mouth endorsements, and strategic event marketing. These endeavors collectively serve to cultivate a positive user perception of the dating application, thereby catalyzing the decision-making process.

The development of an activity-based learning management process WPCES along with visual arts learning activity set: Hooppatid Tai Lom with scraps of local materials creatively for enhancing the key competencies for Grade 6 students. Bansakngoi Municipality School, Division of Education, ministry of interior.

Pattanagorn Budrach — Thu, 28 Dec 2023 00:00:00 +0700

The objective of this research was to investigate the current situation, identify challenges, and determine the requirements for augmenting crucial competencies among students. Additionally, the study aimed to develop a collaborative learning process incorporating WPCES activities in conjunction with cultural art activity sets. This investigation scrutinized the effectiveness of enhancing key competencies in Grade 6elementary school students through the creation and assessment of collaborative learning processes involving WPCES activities and cultural art activity sets. The sample groups were categorized based on the research objectives: (1) 21 teachers and administrators from the 2021 academic year, alongside 50 parents and students selected through simple random sampling. (2) 15 experts were also involved. (3) 24 Grade 6 students from the 2022 academic year were selected using cluster sampling. (4) Grade 6 parents and students from the 2022 academic year (24 per group) were chosen through cluster sampling of Grade 6 students and parents. The reporting teacher was responsible for instructing the art subject and overseeing the innovative learning management process, which included developing learning management plans focused on the topic of "Creativity with Local Materials." Data collection tools encompassed competency assessment forms, interviews, questionnaires, tests, behavior assessments, and work performance evaluations. Content analysis, employing measures such as means, standard deviations, frequencies, percentages, and developmental comparisons, was employed to scrutinize the data. The research findings were as follows: 1) Both students and teachers expressed a strong desire for enhancing critical competencies through a learning management process involving active student participation in collaborative activities. Evaluation and assessment were centered on tasks and outcomes derived from these activities. The learning management process that garnered the highest demand pertained to students' ability to produce work of professional caliber. The teacher facilitated ongoing thought and practical application, enabling students to collaboratively design works with their peers and actively engage in hands-on learning; 2) The collaborative learning process, integrating WPCES activities with cultural art activity sets to enhance crucial competencies in Grade 6 students, comprised five stages: Warm-up (W), Plan (P), Cooperative learning (C), Evaluation (E), and Show (S). The overall appropriateness, accuracy, feasibility, and utility of the process were rated at the highest level; 3) The results of enhancing students' crucial competencies through the collaborative learning process, which incorporated WPCES activities and cultural art activity sets, indicated marked improvement across various domains including communication, critical thinking, problem-solving, life skills, and technology utilization. The competencies demonstrated a higher level of achievement, reaching 100 percent; and 4) The evaluation of the collaborative learning process employing WPCES activities in conjunction with cultural art activity sets to enhance key competencies, as assessed by stakeholders including students and parents, reflected a high level of satisfaction.

Qualifications of Desirable Accountant of Enterprises in the Digital Era

Prangthip Soeykrathoke — Thu, 28 Dec 2023 00:00:00 +0700

The objectives of this research were: 1) to study the qualifications of desirable accountants in enterprises in the digital era; and 2) to conduct a comparative analysis of desirable accountant attributes, categorized by business model, registered capital, and experience in establishing businesses in the special economic zone of Mueang Nakhon Phanom District. The sample size was determined to be 268 participants using the Taro Yamane formula. The research employed a combination of a questionnaire and a focus group discussion guide. Data analysis approaches involved descriptive statistics, comprising percentages, averages, and standard deviations. Inferential statistics encompassed independent sample t-tests, One-Way ANOVA, and the Scheffe double test, all at a statistical significance level of 0.05. The research findings revealed that the level of agreement among establishments regarding the characteristics of desirable accountants in the digital era was very high. When considering each aspect, it was found that the most crucial qualifications establishments seek in accountants are skills and individual characteristics, particularly caution and suspicion as a practitioner. The hypothesis test results showed that establishments with different levels of business experience had varying requirements for the qualifications of desirable accountants, particularly in terms of interaction skills and communication, with a statistical significance of 0.05.

Service Marketing Mix Factors Affecting the Decision to Use Services Through the GrabFood Application of Mahasarakham University Students

Kanlaya Pinbut, Aukkarawit Robkob, Areerat Pansuppawatt — Thu, 28 Dec 2023 00:00:00 +0700

The aim of this study is to examine the influence of service marketing mix components on service intent via the GrabFood application among students of Mahasarakham University. The research adopts a quantitative approach, involving the collection of data from students enrolled at Mahasarakham University. The sample group was determined using Krejcie and Morgan's formula, employing a stratified random sampling method with a confidence level of 95%, a margin of error of 0.05, resulting in a sample size of n = 381. To ensure adequacy, data was gathered from 400 individuals through a structured questionnaire. The analysis of the data encompassed descriptive statistics, hypothesis testing, and multiple regression analysis.

The findings of the research reveal a positive and significant relationship between service marketing mix factors and the intention to use the GrabFood application for food orders among Mahasarakham University students. Specifically, six facets—product (β₁ = 0.181), place (β₃ = 0.123), promotion (β₄ = 0.293), people (β₅ = 0.241), process (β₆ = 0.133), and physical evidence (β₇ = 0.156)—in concert, can predict service intent with an explanatory power of 73.50%. These aspects exert a positive influence on service intent through the GrabFood application and demonstrate statistical significance at the 0.05 level.

The Deciding Factors to Study A Master’s Degree of Government Teachers and Educational Personnels at Faculty OF Education, Naresuan University

Tanakrit Ti-ud, Parkpoom Phimpho, Nuanpun Rodin, Nantima Nakaphong Asvaraksha — Thu, 28 Dec 2023 00:00:00 +0700

This research aimed to accomplish two principal objectives: First, to investigate the determinants influencing the pursuit of a master’s degree among government teachers and educational personnel. Second, to conduct a comparative analysis of these determinants, taking into account the variables of gender, age, and monthly income. The sample comprised 175 master's degree students, all of whom were government teachers and educational personnel enrolled at the Faculty of Education, Naresuan University, during the 2022 academic year. Data were collected using a 43 item questionnaire with an Index of Congruence (IOC) ranging from 0.67 to 1.00 and demonstrating a commendable reliability coefficient of 0.954. Analytical techniques included measures such as mean, standard deviation, independent sample t-test, and one-way ANOVA. The research findings are summarized as follows:

1. The determinants influencing government teachers and educational personnel in their pursuit of a master’s degree at the Faculty of Education, Naresuan University, encompass seven dimensions, namely: educational institution; financial considerations; curriculum; instructor qualifications; entrance examination system; university location; and application process. The collective assessment revealed a commendably high level of significance (Mean ( = 4.23, Standard Deviation (S.D.) = 0.40). Upon scrutinizing each dimension individually, it became evident that the three most influential factors were instructor qualifications ( = 4.29, S.D. = 0.53), succeeded by the application process ( = 4.28, S.D. = 0.46), and the entrance examination system ( = 4.27, S.D. = 0.48), respectively.

2. Gender, age, and monthly income exhibited no significant influence on the decisions of government teachers and educational personnel to pursue a master’s degree at the Faculty of Education, Naresuan University. The overall trends remained consistent across these demographic categories.

Factors Affecting Learning Achievement of Science Subject of Matthayomsuksa 3 Students in Uthaiwitthayakhom School

Thu, 28 Dec 2023 00:00:00 +0700

The objectives of this study were: 1) to investigate the factors influencing the learning achievements in science among Matthayomsuksa 3 students; and 2) to develop predictive equations for forecasting science learning achievements among Matthayomsuksa 3 students. The study involved a sample of 7 classrooms, comprising 208 Matthayomsuksa 3 students at Uthaiwitthayakhom School during the academic year 2022. The research tool utilized was a questionnaire comprising 53 items, demonstrating content validity with an Index of Congruence (IOC) ranging from 0.67 to 1.00, and a reliability of 0.799. Data analysis was conducted employing statistical methods including frequency, percentage, mean, standard deviation, and multiple regression using the Enter method. The findings are summarized as follows:
1. The factors influencing the learning achievements in science among Matthayomsuksa 3 students comprised five elements: Achievement Motivation (X1), Scientific Attitudes (X2), Classroom Environment (X3), Existing Knowledge (X4), and Teacher Teaching Quality and Learning Achievement (X5). All factors exhibited high average scores. In aggregate, the overall average was at a high level ( = 3.93, S.D. = 1.14).
2. All five factors collectively accounted for 68.40 percent of the variance in learning achievements in science subjects among Matthayomsuksa 3 students. Each factor exhibited a statistically significant impact on the learning achievements in science subjects among Matthayomsuksa 3 students, at the 0.01 significance level. In order of descending influence, they were as follows: Scientific Attitudes (X2), Achievement Motivation (X1), Existing Knowledge (X4), Teacher Teaching Quality and Learning Achievement (X5), and Classroom Environment (X3). The predictive equation can be expressed in terms of standard scores as follows:
Zy = .306ZX1* + .321ZX2* + .212ZX3* - .318ZX4* + .258ZX5*

cover