https://so03.tci-thaijo.org/index.php/RMUTT-Gber/issue/feed RMUTT Global Business and Economics Review 2022-06-30T19:07:03+07:00 ดร.กฤษดา เชียรวัฒนสุข globalbusinessjournal@rmutt.ac.th Open Journal Systems <p><strong>RMUTT Global Business and Economics Review</strong> เป็นแหล่งเผยแพร่ผลงานวิชาการทางด้านบริหารธุรกิจและเศรษฐศาสตร์ให้แก่นักวิชาการตลอดจนผู้ที่สนใจทั้งในภาครัฐและเอกชน สามารถนำไปอ้างอิงและนำองค์ความรู้ไปใช้ประโยชน์สำหรับบุคคล องค์กร ทั้งในระดับชาติและระดับนานาชาติ</p> https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/262014 INTO THE MAGIC SHOP 2022-06-30T19:07:03+07:00 Chanattee Poompruk Chanattee.m@gmail.com 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ชเนตตี พุ่มพฤกษ์ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/258291 EMPLOYEES’ PERSPECTIVE ON ROBOTIC ADOPTION IN THE HOTEL BUSINESSES: SUPPORT OR STEAL JOBS FROM HUMAN? 2022-05-19T14:22:26+07:00 Pornrat Sadangharn pornrat@buu.ac.th <p>This study aimed at investigating the stakeholders’ opinion toward robot adoption in the hotel businesses at the Eastern Economic Corridor (EEC). Mixed-methods research was conducted by employing a sequential exploratory strategy. Starting from a qualitative research method, thereafter, based on the findings from qualitative research, the survey questionnaire was drafted for using in the quantitative research method. Findings from the qualitative stage revealed that stakeholders in the hotel businesses at the EEC accepted the robot adoption. Factors involving in robot acceptance were human, robot, and organization. These three factors also related to the human-robot interaction. According to the survey, in quantitative findings, employees of hotels in the EEC accepted the robot at a moderate level. Regarding factors involving in robot acceptance, respondents agreed with robot factor at a high level, and agreed with organzizational factor and human factor at a moderate level. Respondents also agreed with human-robot collaboration at a high level.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 พรรัตน์ แสดงหาญ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/255867 A STUDY OF YOUTH AGRICULTURE ENTREPRENEURSHIP CHARACTERISTICS ACCORDING TO THE PHILOSOPHY OF SUFFICIENCY ECONOMY 2022-05-26T15:26:38+07:00 Saksake Pacharadit spacharadit@gmail.com Marut Patphol rutmarut@gmail.com Danulada Jamjuree danulada@swu.ac.th <p>This research aimed to study the characteristics of youth agriculture entrepreneurship according to the Philosophy of sufficiency economy and study conditions of the characteristics of youth agriculture entrepreneurship according to the Philosophy of sufficiency economy of agricultural science students. The data were collected using mixed methods which qualitative research methods were applied with document analysis and in-depth interviews with 10 key informants. The data was verified through a focus group of 10 experts. After that, quantitative research methods were applied with a sample group of 308 agricultural science students. The Index of Item Objective Congruence (IOC) and the Alpha-Coefficient Cronbach were used to verify a questionnaire. Data were analyzed using research techniques; content analysis, mean, and standard deviation. The finding of this research showed that the characteristics of youth agriculture entrepreneurship according to the Philosophy of sufficient economy were consisted of 4 characteristics which characteristics 1 was seeking business opportunities based on your abilities, characteristics 2 was agricultural management, characteristics 3 was creativity and applying modern innovations to develop agriculture, and characteristics 4 was risk management and resilience based on the market situations. The results of the study of 4 characteristics condition of youth agriculture entrepreneurship of agricultural science students found that overall characteristics 1 of students in seeking business opportunities based on your abilities were high (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\fn_cm&amp;space;\bar{x}" width="9" height="11" /> = 4.028 S.D. = 0.785) characteristics 2 of students in agricultural management was moderate (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\fn_cm&amp;space;\bar{x}" width="9" height="11" /> = 2.834 S.D. = 0.774) characteristics 3 of students in creativity and applying modern innovations to develop agriculture were moderate (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\fn_cm&amp;space;\bar{x}" width="9" height="11" /> = 2.964 S.D. = 0.752), and characteristics 4 of students in risk management and resilience based on the market situation were moderate (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\fn_cm&amp;space;\bar{x}" width="9" height="11" /> = 2.988 S.D. = 0.744) respectively. This information was useful for higher education institutions in learning design, and extracurricular skills applied local wisdom developed students to have agricultural entrepreneurship characteristics that in line with the changing of an era.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 สักก์เสก พัชรดิฐ, มารุต พัฒผล, ดนุลดา จามจุรี https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/251837 WAREHOUSE SERVICE PROVIDERS SELECTION BASED ON GIS A CASE STUDY OF AN AUTOMOTIVE PARTS MANUFACTURER 2021-12-29T10:18:19+07:00 Chayut Tabtieng 62920277@go.buu.ac.th Juthathip Suraraksa juthathip@go.buu.ac.th <p>The objectives of this research were (1) to analyze and compare the distance and delivery time from each warehouse service provider and (2) guidelines for deciding the warehouse service providers for the case study company. This research applied a geographic information system (GIS) to analyze the locations of 4 warehouse service providers selected by the case study company, the locations of Laem Chabang Port and the location of the case study company which is an auto parts factory. By specifying the conditions for selecting a logistics operator based on the shortest transport distance and the least transport period. The result revealed that warehouse A, currently chosen by the case study company, was the most suitable warehouse under the conditions of the shortest transportation distance. However, warehouse D showed the shortest total lead time under the minimum lead time conditions. In addition, when analyzing inbound - outbound freight transport model using the frequency of transport. It was shown that the selection of warehouse D for inbound logistics and warehouse A for the outbound logistics had the total shortest transport distance of 1,648.71 km and the total transport period was 3,706.12 minutes. Therefore, if the case study company chooses this alternative, it would be able to reduce the total transport distance. The case studied company could reduce the total transport distance of 849.96 kilometers and the total transport period is reduced by 983.79 minutes. It can also reduce the cost of inbound-outbound transportation by 32,555.00 Baht.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ชยุต ทับเที่ยง, จุฑาทิพย์ สุรารักษ์ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/256893 COMMUNITY BENEFITTING THROUGH TOURISM (CBTT DASTA MODEL) AN INTEGRATED APPROACH 2022-06-16T14:10:40+07:00 Punnee Pimapunsri punnee@go.buu.ac.th Jutamas Wisansing perfectlink1@yahoo.com <p>Community based tourism (CBT) has been used as a participatory approach to achieve a better quality of life for local communities. This paper synthesized extensive information on impact evaluations and indicators that can be applicable to measure various aspects of social, economic and environmental sustainability at a community level. Incorporating the existing approaches with lessons learned from a pilot project in 6 designed areas in Thailand, an integrated monitoring system called “linkages &amp; leakages” has been developed. The purpose of this research was to look into the structure and function of a tourism promotion club, tourism management as well as the administration of tourism-related income and benefits (CBTT Model). A comprehensive and local friendly tool was leveraged by a multi-stakeholder’ co-creation and facilitated by the Designated Areas for Sustainable Tourism Administration (DASTA). It has been designed as a locally owned and led process for monitoring, managing, and enhancing the sustainability of CBT initiatives. Three intertwined sustainable dimensions; ecologically, socio-culturally and economically sustainable and equitable environment enable community leaders to delineate the need for empowerment and capacity building programs, local sourcing strategies, starting up community enterprises and their social capital building structures (social networks and trust).</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 พรรณี พิมาพันธุ์ศรี, จุฑามาศ วิศาลสิงห์ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/255526 PRODUCTIVITY TECHNIQUES, COMPETITIVENESS AND WEALTHNESS: EVIDENCE FROM COMMUNITY ENTERPRISE IN SAKON NAKHON 2022-06-14T13:50:57+07:00 Supawita Intarapanich supawita.in@rmuti.ac.th Thanya Pakpian thanya_pak@outlook.com Chattawat Limpsurapong famcwl@csc.ku.ac.th <p>This study aims to 1) To investigate the impacts of productivity techniques on operational capability. 2) To investigate the impacts of productivity techniques on competitive capability. 3) To investigate the impacts of operational capability on competitiveness. 4) To investigate the impacts of operational capability on wealthness. 5) To investigate the impacts of competitiveness on wealthness. Data were collected from 400 community enterprises in Sakon Nakhon province, using simple random sampling to gather data. Questionnaire is used to collected data. And multiple regression is used to analyze all hypotheses. The results found that productivity techniques including technology focus, employee focus, product focus, job improvement, and inventory management focus have positive relate on operational capability. Accordingly, group participation focus, employee focus, product focus, job improvement, and inventory management focus have positive relate on competitiveness. On the other hand, the operational capability such as mass customization capability, exploitative innovation capability, and exploratory innovation capability have positive relate on competitiveness. Whereas exploitative innovation capability, and exploratory innovation capability have positive relate on wealthness. The competitiveness, including change capability, reciprocal engagement-based capability, trust-based capability, and influence-based capability have positive relate on wealthness.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 สุภาวิตา อินทรพาณิชย์, ธัญญา พากเพียร, ฉัฐวัฒน์ ลิมป์สุรพงษ์ https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/257325 DETERMINANTS OF ENTREPRENEURIAL INTENTIONS AND THE INFLUENCE ON ENTREPRENEURIAL BEHAVIOR OF STUDENTS AND GRADUATES OF THE ENTREPRENEURSHIP PROGRAMS IN THAILAND 2022-02-26T12:31:10+07:00 Natha Charuwannadetch natha.charu@gmail.com Tippawan Pinvanichkul natha.charu@gmail.com <p>It is assumed that behavioral intention predicts the entrepreneurial behavior of a person while the intention is influenced by the personal Attitude Toward Behavior (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC) which follows the Theory of Planned Behavior (TPB). This study aims to explain entrepreneurial intentions and the entrepreneurial behavior of students and graduates of the Entrepreneurship Programs in Thailand with the influence of ATT SN and PBC. Four hundred samples of questionnaire results were collected from students and graduates of the entrepreneurship program of the universities in Thailand. Structural Equation Model (SEM) is applied. Result of the confirmatory factor analysis (CFA) and the correlation between variables within the SEM hypothesis support the hypothesis of measurement model and the structural model. The results of this study indicate a direct effect of the personal ATT, SN, and PBC as the antecedents of entrepreneurial intention and indirect effect on entrepreneurial behavior through entrepreneurial intention. The hypothesis of the direct effect of PBC on entrepreneurial behavior was rejected. The results reflecting that entrepreneurship program could play an important role in the development of entrepreneurship intention by providing students the competency and skills necessary to be an entrepreneur whether by creating a learning atmosphere to help promoting positive attitude towards entrepreneurship behavior. Business practicing or entrepreneurial workshop or laboratory for improvement of individual perception of entrepreneurial behavioral control should be encourage.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ณฐา จารุวรรณเดช, ทิพวรรณ ปิ่นวนิชย์กุล https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/253869 POTENTIAL DEVELOPMENT FOR COMPETITIVENESS ENHANCEMENT OF COMMUNITY ENTERPRISES IN THAILAND’S SOUTHERN BORDER PROVINCES 2022-05-25T14:21:42+07:00 Taksaya Sangayotin taksaya@buu.ac.th <p>The objective of this research were to analyze the problems of community enterprises and propose the guidelines for the potential development for competitiveness enhancement of community enterprises in Thailand. This was the qualitative research method using the in-depth interview with the entrepreneurs of community enterprises and the Outside-in. The study is in the southern borderal provinces of Thailand. The research results revealed that the operations of Community Enterprises in Thailand’s Southern Border Provinces showed the problems of labor shortage in manufacturing process and manufacturing technology, the lack of digital marketing knowledge and product development, and also the lack of channel of distribution. In term of finance and accounting, it did not have the appropriate base costing system, and accessing the proper funding sources, the lack of management knowledge, and attitude adjustment of members for accepting the change, lack of participation of networks and problem solving by increasing competition advantage. In term of production, it should give knowledge and necessary skills for development, promoting the leadership to members. In term of demand, it should produce goods towards the customer needs, building brand salience. In term of related industries, cooperating with building of business ecosystems. In term of strategies, organization, and competition, it should make the highlight to the online marketing and build the innovative communication throughout the platform, storytelling through the identity and the local wisdom, building creative economy within the community, and the government sector should support all useful areas and also develop any possible advantages. Moreover, the Outside-In approach was used to build the professionalism and sustainability within the community enterprises.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ทักษญา สง่าโยธิน https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/253874 FACTORS AFFECTING THE SELECTION OF TRANSPORT SERVICES CASE STUDY OF THE TRANSPORTATION COMPANY SERVICE 2022-05-18T15:20:42+07:00 Chuleekorn Chuchuttaworn chuleekorn_c@rmutt.ac.th <p>The objectives of this study were 1) To study the user's use of Transport service 2) to study the factors that affect the choice Transport Services. The researchers collected questionnaire data using survey techniques based on Revealed Preference Method (RP). The size of the population-aware sample is small, determining the size of the sample by using Krejcie and Mrogan. The sample size was 200 people from 371 people of users toward the case study of Transportation Services, in the Khlong Luang area of Pathum Thani province. The researchers used Chi-Square Test of Independence determines whether there is an association between categorical variables, finding that 1) factors that influenced the choice of shipping companies in all of them. The user has a very high level of satisfaction. Income demographic factors Correlated with the behavior of freight service users The area chosen to use the transportation service has the most frequent cargo. Satisfied shipping time When there is a need for the service, and if there is another transportation service available, Statistically significant at the level of 0.05 occupational demographic factors. Correlation to the behavior of freight service users in the most frequently used area transport factors. Statistically significant at level 0.05 2) factors affecting the choice of freight services. It has no relation to the behavior of freight service users in all factors.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ชุลีกร ชูโชติถาวร https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/256284 THE DEVELOPMENT OF SLOW TOURISM PROGRAMS FOR ELDERLY TOURIST IN CHACHOENGSAO 2022-06-02T08:05:24+07:00 Supasit Lertbuasin supasitlbs2010@gmail.com <p>The research objectives are 1) to explore suitable tourist spots, 2) to study tourists' behavior and develop slow tourism programs for elderly tourists. This research is the quantitative method by distributing questionnaire with 385 Thai elderly tourists equal to and over 60 years by convenience sampling. The data analysis is descriptive statistics as frequency, percentage, mean, and standard deviation, and inferential statistics as independent sample t-test, ANOVA F-test. The results illustrate that from observing 47 places of attraction in Chachoengsao, there were 24 places which can be the destinations for elder tourists. Hypothesis solving stated that the suitable programs for elderly tourist were religious place which can offer for all genders and ages. Agricultural places can be offered in travelling route for all genders but suitable for tourists whose age between 60-75 years old. Medical places can be offered in the route as well for all genders but suitable for tourists whose age between 76-80 years old. Female tourists were interested in historical places more than male tourists and it should be offered to tourists whose age between 65-70 years old and 71-80 years old. Natural places had more desire for female than male tourist and it should be offered for tourists whose age between 71-80 years old.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 ศุภสิทธิ์ เลิศบัวสิน https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/252515 The INFLUENCE OF PERSONAL EMOTION ON CROSS-NATIONAL COMMUNICATION BARRIERS; THE ENCODING, DECODING AND TRANSMITTING OF MESSAGES AS MEDIATING VARIABLES 2021-12-29T10:19:18+07:00 Wang Gao wang.gaoch@gmail.com Zhongwu LI zhongwu.li@nida.ac.th Chih-Cheng Fang (Francis) francis.fang@gmail.com <p>This research is to explore influence of communicators’ personal emotion on cross-national communication barriers through mediating variables of messages’ encoding, decoding, and transmitting. Numbers of companies’ employees within The Eastern Economic Corridor (EEC) zone of Thailand provided 516 questionnaire papers as the data resources for this research. Under the analysis of SEM (Structural Equation Modeling), this research has found that personal emotion indirectly affects the strength of the cross-national communication barriers through encoding and decoding. Transmitting of messages is useless in the sense of how much the emotion would be influenced on the cross-national communication barriers. Noticeably, encoding of messages plays the most important role in diminishing the strength of cross-national communication barriers. With respect to diminish the strength of the cross-national communication barriers, communicators, who will be communicating with foreigners, need to develop their capability of messages’ encoding and appropriately adjust their personal emotion. Some forms of the expression of proper emotion can improve the capability of messages’ encoding for diminishing the strength of cross-national communication barriers. On the contrary, improper expression of emotion will likely pose a threat on decoding massage to cause cross-national communication barriers.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 Wang Gao, Zhongwu LI, Chih-Cheng Fang (Francis) https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/254921 ENHANCING CAPABILITIES OF FROZEN PROCESSED FOOD EXPORTING ENTREPRENEURS DURING THE EPIDEMIC CRISIS THROUGH THE EASTERN ECONOMIC CORRIDOR DEVELOPMENT PROJECT 2022-05-18T14:45:15+07:00 Chotima Jotikasthira Chotima_j@rmutt.ac.th Preecha Wararatchai preecha.wa@ssru.ac.th <p>Enhancing export capabilities of frozen processed food during the pandemic by applying risk management based on value chains and competitive advantage is a concept that optimizes export in the Eastern Economic Corridor Development Project with a large number of enterprises. The objectives of this research were to study 1) the influence of value chains on the export efficiency of frozen processed food through the Eastern Economic Corridor development project, 2) the influence of value chains on export of frozen processed food through the Eastern Economic Corridor Development Project with competitive advantage as a mediating variable, 3) the influence of risks affecting export efficiency of frozen processed food through the Eastern Economic Corridor Development Project, and 4) the influence of risks affecting export efficiency of frozen processed food through the Eastern Economic Corridor Development Project with competitive advantage as a mediating variable. This is a quantitative research with 400 frozen food entrepreneurs as the sample group. Multistage sampling was utilized. The size of the group is 20 times of the observed variable. Questionnaires were used to collect data, and a structural equation model was used to analyze the collected data. The results showed that 1) value chain had a positive direct influence on competitive advantage at a significance level of .001, 2) value chain had an indirect influence on export efficiency of frozen processed food through competitive advantage at a significance level at .05, 3) risk management had a positive direct influence on the export efficiency of frozen processed food at a significance level at .001, and 4) risk management had a positive indirect influence on the export efficiency of frozen processed food with competitive advantage as a mediating variable at a significance level at .05 (Chi-Square/df=.820, df=35, p-value=.764, AGFI=.969, GFI=.991, CFI=1.000, RMR=005, RMSEA=.000). The results of this research can be used as a guideline to impose policies in public and private sectors, as well as to apply risk management strategies through the value chain and competitive advantage to enhance the export of frozen processed food business in Thailand.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 โชติมา โชติกเสถียร, ปรีชา วรารัตน์ไชย https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/251390 DETERMINING THE BRAND LOYALTY OF RICEBERRY PRODUCT IN YASOTHON OF THAILAND: MODERATING ROLE OF PERCEIVED QUALITY 2021-11-16T11:13:39+07:00 Kittisak Jermsittiparsert kittisak.jer@dpu.ac.th Thanaporn Sriyakul ajbamut@gmail.com Samanan Rattanasirivilai samanan24@gmail.com Pissanu Horakul pissanukong@hotmail.com <p>Brand loyalty is the positive feeling of the customer towards brand or product and customer repurchase and reuses it. In other words, it is called product addiction. Many related factors produce brand loyalty. The main aim of this study is to find out the different determinants of brand loyalty of Riceberry in Yasothon, Thailand with the moderation of perceived quality and value. Data is collected from the Rice industry in Yasothon, Thailand. Data is collected via the questionnaire by using e-mails of employees. The study is quantitative in nature and data is cross-sectional. After the collection of data, a statistical tool is applied to it. Results revealed that customer satisfaction, perceived quality, and value and preserves have a positive significant impact on brand loyalty of Riceberry. Moreover, perceived quality and value moderates the relation between customer satisfaction, preserves, and brand loyalty of Riceberry. This study suggested to managers of product companies of Riceberry that they have to focus on determinants like (customer satisfaction, perceived quality, and value and preserves) for increasing the brand loyalty of Riceberry.</p> 2022-06-30T00:00:00+07:00 Copyright (c) 2022 กิตติศักดิ์ เจิมสิทธิประเสริฐ, ธนพร ศรียากูล, ศมานันทน์ รัตนศิริวิไล, พิษณุ โหระกุล