Journal of Kanchanaburi Rajabhat University

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON SPORTS BRAND IMAGE PERCEPTION OF YOUTH IN SUPHAN BURI PROVINCE

Sasipimmas Hongsombud — 2025-12-28

This research examines the impact of each dimension of social media influencers, including content quality, credibility and expertise, communication skills, audience reach and engagement, and brand alignment, on the perception of sports brand image among youth in Suphan-buri Province. This research is a quantitative study using a simple random sampling method, with a total sample of 385 youths in Suphan Buri Province. The research instrument was a constructed questionnaire. Collected data were analyzed using Pearson’s correlation coefficient and multiple regression analysis. The results show that the dimensions of audience reach and engagement, as well as brand alignment, have a significant positive influence on youth’s perception of a sports brand. In contrast, the content quality, credibility and expertise, and communication skills had no significant positive influence on the perception of sports brand image among youth in Suphan Buri Province.

SOCIAL MEDIA USAGE AND COMMUNICATION ANALYSIS ON SOCIAL MEDIA OF USERS AT RISK OF DEPRESSION

patcharin boon — 2025-12-28

This study aims to: 1. examine the patterns and behaviors of social media usage, and
2. analyze the communication of words, messages, and images expressed through social media by users at risk of depression. Data were collected through interviews with psychiatrists regarding patients’ psychiatric information and media usage behavior. Subsequently, digital ethnographic observation was conducted through 1) Facebook pages and depression-related groups,
2) depression-related hashtags on X (formerly Twitter), and 3) images tagged with depression-related hashtags on Instagram. The severity of words and messages was categorized, and hidden meanings in communication were analyzed. The findings revealed five distinct modes of social media usage: 1) posting, 2) sharing, 3) using emoticons, 4) using hashtags, and 5) location check-ins. Regarding social media usage behavior, it was found that X (Twitter) was the most frequently used platform, followed by Facebook groups and Instagram, respectively. Most posts were made at night and commonly contained content reflecting negative thoughts, emotional expression, attention-seeking behavior, or self-harm—such as cutting or drug overdose. The analysis indicated that positive words, messages, or images were often posted from a state of conscious awareness, while negative words, messages, or images posted from the preconscious, semi-conscious, or unconscious mind, respectively. The severity of the messages was inversely correlated with the individuals’ level of self-worth. For instance, highly severe content (e.g., “I want to die,” “bored,” “sad,” “suffer,” “fear of living,” “crying,” “unable to attain happiness”) reflected low self-worth, whereas content with low or no severity (e.g., “self-love,” “relief,” “smiling,” “encountering positive experiences,” “feeling understood”) indicated high self-worth. Furthermore, the analysis of communicative meanings revealed that messages often carried implicit connotations. The users who with severe depression or that currently undergoing treatment tended to post negatively connoted messages related to death and a desire not to live. In contrast, those in recovery or with improved conditions often transitioned into the role of supporters or advisors to others, posting positive messages to encourage themselves and their communities.

WARERING: AN INNOVATIVE IOT PLATFORM FOR REAL-TIME CONTROL AND VISUALIZATION IN LEARNING CONTEXTS

suphitcha chanrueang — 2025-12-28

This research aimed to develop and evaluate a prototype Internet of Things (IoT) platform for practical instruction in higher education. The design focused on ease of use, scalability for large numbers of users, and the ability to control devices and visualize sensor data in real time. The study began with an analysis of the limitations of existing platforms, which were found to be unsuitable for classroom environments due to their complexity and limited capacity to manage multiple devices concurrently. To address these issues, the research team developed “WARERING,” applying Agile Software Development principles within the Scrum framework to enable iterative development and continuous improvement based on user feedback. Key technologies integrated into the platform include MQTT for data transmission, WebSocket for real-time visualization, MongoDB for unstructured data storage, and Kubernetes for cloud-based system management. Performance testing through simulated real-world usage demonstrated that the platform could support up to 500 concurrent users with an average response time of less than 500 milliseconds and an error rate of less than 1%. User satisfaction assessments indicated a very high level of satisfaction, with a mean score of 4.45 and a standard deviation of 0.53. Notably, the aspect of ease of learning the system received the highest satisfaction rating, with a mean score of 4.63 and a standard deviation of 0.34. These findings suggest that the WARERING platform effectively supports real-time, hands-on learning and demonstrates strong potential for broader adoption across educational institutions.

DEVELOPMENT OF A WEB APPLICATION FOR MANAGING INFORMATION OF THE PALANGCHITTHANU PHAP INSTITUTE, BRANCH 58, WAT SIRIKANCHANARAM, MUEANG DISTRICT, KANCHANABURI PROVINCE.

ผศ.ธีรเดช เทวภาภินันท์ — 2025-12-28

This research aims to design and develop a web application for data management at the Willpower Institute, Branch 58, Wat Sirikanchana Ram, Kanchanaburi Province. The system was developed using the Blazor Server Framework with the C# programming language, connected to a SQL Server database. The user interface was designed with MudBlazor to be compatible with both desktop and mobile devices. The system's functionalities include managing member information, activity schedules, registration, learning progress, news dissemination, and user access rights. The research findings indicate that the system is fully functional and operates effectively, meeting the comprehensive needs of both administrators and general users.
A performance evaluation by three experts revealed a high level of agreement, with average scores ranging from 4.50 to 4.60 on a scale where "strongly agree" to "most strongly agree." Furthermore, a satisfaction survey of 15 trial users showed high satisfaction levels, with average scores from 4.47 to 4.80. The results of this study demonstrate the potential of applying web application technology to data management for civil society organizations. The developed system can be effectively expanded and implemented in other organizations with similar operational characteristics.

FACTORS INFLUENCING PURCHASE INTENTIONS: THE IMPACT OF BRAND LOYALTY, BRAND IMAGE, AND BRAND ATTITUDES TOWARDS INTERNATIONAL SPORTS SHOE BRANDS

Warisara Klomtooksing — 2025-12-28

The purpose of this research aimed to investigate brand loyalty, brand image, and brand attitudes that influence purchase intentions toward international sports shoe brands. This quantitative study employed an online questionnaire with screening questions administered to 386 consumers who intended to purchase these brands. The research instrument was validated for content validity by experts and demonstrated high reliability (Cronbach’s Alpha = 0.9125). Descriptive statistics and multiple regression analysis were employed to analyze the data. The results revealed that, in terms of demographics, most respondents with purchase intentions were female, aged 31 – 40 years, held a bachelor’s degree, worked as private employees, and were single. Regarding the analysis of independent variables, brand image exerted the strongest influence on purchase intention, followed by brand attitude and brand loyalty. The proposed model explained 86.7 percent of the variance in purchase intention (R² = 0.867).

EFFECT OF SPORTS SCIENCE STRATEGIES ON THAILAND NATIONAL SPORTS UNIVERSITY SUPHANBURI CAMPUS PERSONNEL’S MAXIMUM RATES OF OXYGEN CONSUMPTION

อธิวัฒน์ ดอกไม้ขาว — 2025-12-28

The purposes of this research were to investigate and compare the effect of sports science strategies (exercise based on sports science principles including exercising with bicycle, exercising with electric treadmill, and exercising by aerobic dance) on maximal oxygen consumption rate of Thailand National Sports University Suphan Buri Campus personnel. The forty samples used in this research were divided into four groups, each of which comprised ten subjects, Group 1 - control group, Group 2 - exercising with bicycle, Group 3 - exercising with electric treadmill, and Group 4 - exercising by aerobic dance. Each group was trained three days a week for eight weeks and the maximal oxygen consumption rate of each group was tested in pre-training, after the fourth and eighth weeks. The data analysis was conducted with mean, standard deviation, one-way analysis of variance, one-way analysis of variance with repeated measure, and pair comparison with LSD method at a significant difference level of .05.
The findings revealed as follows: No significant difference of maximal oxygen consumption rate among four groups was found after the fourth and eighth weeks. Within groups, significant difference of maximal oxygen consumption rate in Group 2 - exercising with bicycle, Group 3 - exercising with electric treadmill, and Group 4 - exercising by aerobic dance was found in pre-training, after the fourth and eighth weeks; however, no significant difference of maximal oxygen consumption rate in Group 1 - control group was found in pre-training, after the fourth and eighth weeks.
In conclusion, exercising with four sports science programs had no different effect on maximal oxygen consumption rate of Thailand National Sports University Suphan Buri Campus personnel. Different durations of exercising had an effect on better maximal oxygen consumption rate. The sports science strategies or exercise based on sports science principles can promote cardiovascular system and health.

FACTORS INFLUENCING THE WORK PERFORMANCE OF CIVIL SERVANTS IN THE BUREAU OF REGISTRATION ADMINISTRATION, DEPARTMENT OF PROVINCIAL ADMINISTRATION

Sukontha Intharatvorakul — 2025-12-28

This study aimed to examine the levels of motivation factors, hygiene factors, and work performance of civil servants at the Bureau of Registration Administration, as well as to compare work performance across personal factors and to investigate the inŴuence of motivation
and hygiene factors on performance. The sample consisted of 139 civil servants at the Bureau of
Registration Administration selected through multistage sampling. The research instrument was a
ųve-point Likert scale questionnaire. Data were analyzed using frequency, percentage, mean,
standard deviation, t-test, one-way analysis of variance (ANOVA) with Scheffé post hoc test,
and multiple regression analysis.
The ųndings revealed that motivation factors were rated at a high level (χ = 4.10, S.D. =
0.60), with achievement showing the highest mean score, while hygiene factors were alsoat a high
level (χ = 4.08, S.D. = 0.59), withinterpersonal relationshipsemergingas the most prominent factor.
Work performance was likewise found to be at a high level overall (χ = 4.18, S.D. = 0.56).
Comparison across personal factors indicated that educational level signiųcantly affected
cost-related aspectsof work performance(F = 3.60, p < .05), whereasnosigniųcant differences were
found for gender, age, position, years of service, or monthly income. Motivation factors explained
57.2% of the variance in performance (Adjusted R²= .572), with achievement, recognition, and the
natureof work being the key predictors. Hygiene factors explained 46.7% of the variance (Adjusted
R² = .467), with career status and interpersonal relationships being the signiųcant predictors.
The results highlight the importance of enhancing intrinsic motivation and improving
the workenvironment to maximizeemployee potential.Theseųndings serveas practical guidelines
for formulating effective and sustainable human resource management policies.

SYNTHESIS OF A CONCEPTUALFRAMEWORK FORPROJECT-BASED LEARNING INTEGRATED WITH GAMES TO ENHANCE CREATIVITY

wasana suksanguan — 2025-12-28

This research aimed to 1) synthesize a conceptual framework for project-based learning
integrated withgames toenhancecreativityand 2)evaluatetheappropriatenessof thesynthesized
conceptual framework using a panel of ųve experts were selected through purposive sampling.
The research instruments included relevant documents, previous studies, and an evaluation form
designed to measure the appropriateness of the proposed framework. The data were analyzed
using mean and standard deviation. The research ųndings revealed that: 1) The synthesized
conceptual framework for project-based learning integrated with games to enhance creativity
consists of six steps: (1) problem identiųcation (2) instructional structure (3) problem-solving
implementation (4) veriųcation (5) presentation (6) evaluation and 2) reŴection the evaluation of
the conceptual framework’s appropriateness showed that it was rated at the highest level of
suitability. (M = 4.65, S.D. = 0.50)

A STUDY OF THE NECESSARY REQUIREMENTS FOR ACTION RESEARCH IN THE CLASSROOMS OFLEAD TEACHERSIN THEEDUCATION FUND PROJECT OF KANCHANABURI PROVINCE

ภูชิต ภูชำนิ — 2025-12-28

This research aimed to study the necessary requirements for conducting action research
in the classroom of lead teachers in the Education Fund Project in Kanchanaburi Province.
The populationconsisted of87lead teachers from schoolsunder theEducationFund Projectacross
ųve districts in Kanchanaburi Province: Nong Prue District, Lao Khwan District, Huai Krachao District,
SangkhlaBuri District,and ThongPhaPhumDistrict.Theresearchinstrument wasaneedsassessment
for action research in the classroom of lead teachers in the Education Fund Project of
Kanchanaburi Province. The statistics used in the research included mean, standard deviation, and
Priority Needs Index (PNI _Modiųed).
The results of the research revealed that:
1. In terms of knowledge needs in classroom action research, the item with the highest
PNI _Modiųed value was basic knowledge about classroom action research (0.217), followed by ethics
in classroom action research (0.171).
2. Intermsof skillneeds inclassroom actionresearch, the item withthehighest PNI
_Modiųed value was researchreport writing (0.246), followed by applicationof technology inresearch(0.244),
and innovation design (0.242), respectively.
3. In terms of attitudinal needs in classroom action research, the item with the highest
PNI _Modiųedvalue was attitude toward classroom action research (0.197).

GUIDELINES FOR DEVELOPING AN INTEGRATED COMMUNITY WELFARE SYSTEM TO REDUCE INEQUALITY FOR THE ELDERLY IN UTTARADIT PROVINCE

ชลธิดา อุเทศนันท์ — 2025-12-28

This research utilized a mixed methods approach to: 1) study the operations of
community welfare for the elderly in the Khorum sub-district fund in Phichai district, Uttaradit
province; 2) identify success factors in community welfare provision in Khorum sub-district;
3) synthesize guidelines for developing an integrated community welfare system to reduce
inequality for the elderly in Uttaradit province. The research population consisted of elderly
individuals aged 60 and above who are members of the community welfare fund in Khorum
sub-district, totaling1,696 people.Theresearchersused random sampling toselect324 participants
for quantitative analysis and conducted in-depth interviews with 20 key informants, including the
local administrative organization president, fund leaders, elderly members, health promotion
hospital leaders, volunteer caregivers, and community welfare committee members. The ųndings
revealed: 1. The community welfare operations for the elderly in Khorum sub-district consist of
three models: 1) social insurance, 2) social services, 3) social assistance. The fund provides
comprehensive welfare covering ten areas, catering to all age groups and vulnerable populations,
including children, youth, working-age individuals, the elderly, disabled individuals, and those
affected by disasters within social, cultural, and economic contexts. 2. Success factors in the
community welfare fund’s operations encompass seven aspects: 1) community context,
2)networking,3) collaboration,4) acceptance,5) government policies,6) budget, and 7) leadership.
3. Guidelines for developing an integrated community welfare system to reduce inequality for the
elderly in Uttaradit province include: 1) empowering key leaders, 2) enhancing fund regulations to
meet community needs across all dimensions, 3) strengthening networks both within and outside
the community, 4) promoting public relations, and 5) encouraging participation at all levels. These
ųve guidelines lead to collaborative practices within the community welfare fund involving all
stakeholders in Uttaradit province.

KNOWLEDGE, ATTITUDE, AND BEHAVIOR TOWARD WASTE MANAGEMENT OF CHITRALADA TECHNOLOGY INSTITUTE’S STUDENTS

ตฤษณา โสรัจจ์ — 2025-12-28

The objective of this research is to study the level and the correlation between the
knowledge, the attitude, and the behavior of Chitralada Technology Institute’s students toward
wastemanagement.Thesampleconsisted of334students who wereselected applyingconvenience
sampling. The questionnaire wasused as a researchtool tocollect data. Descriptive statistics were
analyzed based on percentage, frequency, mean,and standard deviation, whereasPearsoncorrelation was applied to inferential statistics analysis.
Thestudyshows that1) most students possessahighlevelof knowledgeregarding waste
management (85.9%), while 14.1% demonstrates a moderate level, and none indicates a low
levelof knowledge. 2) the students have a very good attitude toward waste management, with an
average score of 3.99 (χ = 3.99, S.D. 0.43), and their behavior toward waste management practices
is at a high level, with an average score of 3.46 (χ = 3.46, S.D. 0.57). 3) the relationship analysis
between knowledge and attitude shows a low positive relationship (r = .112) was statistically
signiųcant at the .05 level., a low negative relationship (r = .197) between knowledge and behavior
with statistical signiųcance at the .05 level., and a low positive relationship (r = .136) between
attitude and behavior with statistical signiųcance at the .05 level. However, even though most
students’ knowledge scores on waste management are at a high level, the results show no
signiųcant relationship with their practices.

CITY OF THE THREE FLAVORS: CULINARY CULTURAL CAPITAL AND LOCAL DEVELOPMENT TOWARDS THE UNESCO CREATIVE CITIES NETWORK OF GASTRONOMY IN PHETCHABURI PROVINCE.

์NATEE HEMMANT — 2025-12-28

The academic article entitled “The City of Three Flavors: Culinary Cultural Capital and Local Development toward the UNESCO Creative Cities Network in Gastronomy, Phetchaburi Province” aims to investigate the culinary cultural capital of Phetchaburi and examine the processes of local development toward becoming a Creative City of Gastronomy under the framework of UNESCO. This qualitative research employs non-participant observation and documentary research based on theoretical concepts of cultural capital and local development. Documentary analysis related to the Creative Cities Network in Phetchaburi Province is conducted, after which the obtained data are interpreted, categorized, systematized, compared, and synthesized into descriptive analysis.
The findings reveal that Phetchaburi Province possesses diverse culinary cultural capital rooted in the abundance of local natural resources. This is reflected in the province’s distinctive tri-flavor palette: sourness from Manao Paen (local lime), sweetness from Nam Tan Tanod (palm sugar), and saltiness from sea salt. These ingredients signify not only the richness of the natural environment but also serve as strategic cultural symbols for promoting gastronomy-based identity, marketing communication, and tourism. The collaborative participation among local communities, government sectors, and private organizations plays a crucial role in advancing Phetchaburi Province toward becoming a UNESCO Creative City of Gastronomy. Such development enhances the value of local resources and indigenous knowledge, transforming them into cultural capital that generates economic opportunities and income for the community, while also strengthening cultural tourism potential and promoting the province’s global image on the foundation of sustainability.

ARTIFICIAL INTELLIGENCE AND BUSINESS REVOLUTION FOR SURVIVAL: STRATEGIC ADAPTATION FOR COMPETITIVE ADVANTAGE IN THE DIGITAL TRANSFORMATION ERA

นิรุตต์ จรเจริญ — 2025-12-28

This academic article aims to examine the role of Artificial Intelligence in driving strategic business management during the digital transformation era. The study focuses on presenting the interrelationships between the application of artificial intelligence, its multidimensional impacts, and strategic management approaches that promote business sustainability. Artificial intelligence is recognized as a digital innovation developed to acquire the capability to learn, analyze, and make decisions based on large-scale data in order to generate knowledge and simulate logical reasoning processes similar to those of human cognition. The findings reveal that the adoption of artificial intelligence in business operations yields several positive outcomes, including enhanced operational efficiency, improved competitiveness, and the creation of innovative products and services. Nevertheless, certain negative impacts and key limitations are also identified, such as the reduction of human labor roles, data security risks, technological inequality, and ethical concerns related to data usage and autonomous decision-making. Appropriate strategic management practices should therefore emphasize the effective and ethical utilization of artificial intelligence. Organizations are encouraged to develop robust data infrastructures, strengthen employees’ digital competencies to adapt to technological changes, and design dynamic, real-time strategic decision-making processes. Such measures will enhance the organization's ability to respond to market demands effectively and sustain competitive advantages in the long term.