RPU Journal of Business Administration

Editorial

Arpornranee Infahsaeng — 2026-06-25

Editor

Arpornranee Infahsaeng — 2026-06-25

Peer Reviewers

Arpornranee Infahsaeng — 2026-06-25

Content

Arpornranee Infahsaeng — 2026-06-25

The Influence of Country of Origin, Marketing Mix, and Brand Equity on Repurchase Intention toward Chinese Franchise Beverage Brands in Chiang Mai Province

Zhihong Song — 2026-06-25

This study aimed to: (1) examine the levels of country-of-origin image, marketing mix, brand equity, and repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province; and (2) investigate the influence of country-of-origin image, marketing mix, and brand equity on consumers’ repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province.

The sample consisted of 385 consumers in Chiang Mai Province who had previously purchased beverages from Chinese franchise brands and expressed an intention to repurchase. Data were collected using a structured questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed to analyze the data. Multiple regression analysis using the Enter method was conducted to examine the effects of the independent variables on repurchase intention.

The results indicated that consumers’ perceptions of country-of-origin image, marketing mix, brand equity, and repurchase intention were all at a high level. Furthermore, country-of-origin image, marketing mix, and brand equity significantly influenced consumers’ repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province at the 0.05 level of significance. These variables jointly explained 72.20% of the variance in repurchase intention.

The Influence of Perceived Value and Health Consciousness on the Purchase Intention of Ready-to-Drink Lemon Soda

Weraya Lalitkeattikul — 2026-06-25

The objectives of this research are to 1) examine consumers’ perceived value of ready-to-drink lemon soda beverages in the Bangkok Metropolitan Region and its vicinity 2) assess the level of consumers’ health consciousness and 3) analyze the influence of perceived value and health consciousness on consumers’ purchase intention toward ready-to-drink lemon soda beverages. The sample consisted of 400 consumers who had experience purchasing and consuming ready-to-drink lemon soda beverages within the past year and resided in the Bangkok Metropolitan Region and its vicinity. A non-probability sampling method, specifically purposive sampling, was employed. The research instrument used was a questionnaire. The statistical methods used for data analysis included descriptive statistics and multiple linear regression analysis.

The findings reveal that 1) the overall level of perceived value across the four dimensions is high, with quality value, price value, and emotional value perceived at a high level, while social value is perceived at a moderate level. quality value is the most highly perceived dimension. 2) the overall level of health consciousness is at a high level 3) the overall level of purchase intention toward ready-to-drink lemon soda beverages is also at a high level 4) all four dimensions of perceived value, including quality value, emotional value, social value, and price value, exert a statistically significant positive effect on purchase intention at the .001 level, with quality value exerting the strongest influence. In contrast, health consciousness does not exert a statistically significant effect on purchase intention. The model was found to have a predictive power of 62% regarding purchase intention.

Stimuli Influencing the Travel Decision-making of Mutelu Tourists in Thailand

Wuntika Hirunthet — 2026-06-25

This study aimed to (1) examine the relationships between marketing stimuli and the travel decision-making of Mutelu tourists, (2) examine the relationships between other stimuli and their travel decision-making, (3) analyze the effects of marketing stimuli on travel decision-making, and (4) analyze the effects of other stimuli on the travel decision-making of Mutelu tourists in Thailand.

The sample consisted of 400 Thai Mutelu tourists, selected using a convenience sampling method. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics, namely the Pearson correlation coefficient and multiple regression analysis: Enter Method, were employed to test the research hypotheses.

The findings revealed that marketing stimuli, consisting of product, price, place, and promotion, as well as other stimuli, consisting of economic, political, social, and technological factors, were significantly related to the travel decision-making of Mutelu tourists at the .01 level. Moreover, the results of the Enter multiple regression analysis showed that both groups of factors significantly influenced travel decisions at the .05 level. Among these factors, promotion and technology had the strongest influence, whereas political factors had no significant effect on travel decisions.

Factors Affecting the Decision to File Personal Income Tax Returns Online Among Taxpayers in Phayao Province

Chompoonuch Intecha — 2026-06-25

The objectives of this research were to study: 1) the levels of factors affecting the decision to file personal income tax returns online among taxpayers in Phayao Province, and 2) the factors influencing the decision to file personal income tax returns online among taxpayers in Phayao Province. This study employed a quantitative research methodology. The sample consisted of 382 personal income tax payers who decided to file their tax returns online in Phayao Province, selected through proportional stratified random sampling. Data collection was conducted using an online questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, specifically multiple regression analysis using the Enter method.

The research findings revealed that: 1) the levels of attitude, motivation, perceived ease of use, service quality, and the decision to file personal income tax returns online among taxpayers in Phayao Province were all at a high level; 2) attitude, motivation, perceived ease of use, and service quality statistically significantly affected the decision to file personal income tax returns online among taxpayers in Phayao Province at the .01 level. Together, these four variables accounted for 72 percent of the variance in the decision to file personal income tax returns online.

Perceived Safety, Trust, and Perceived Service Quality on User Loyalty in Ride-Hailing Applications in Thailand

Supapit Saengklang — 2026-06-25

This study aims to examine the effects of perceived safety on trust, perceived service quality, and user loyalty toward ride-hailing applications in Thailand, as well as to propose strategic guidelines for developing applications that foster sustainable customer loyalty. A quantitative research method was employed, collecting data from 400 users through an online questionnaire. Purposive sampling was used to ensure that respondents had used a ride-hailing application at least once during the past three months. The data were analyzed using Structural Equation Modeling (SEM).

The results indicate that perceived safety influences both trust and perceived service quality. However, perceived safety does not directly lead to user loyalty; rather, it affects loyalty indirectly through trust and perceived service quality that users experience. Additionally, the findings suggest that ride-hailing service providers should strengthen safety communication and continuously improve service quality to build trust and cultivate long-term user loyalty.

The Influence of Work Autonomy and Competence on Organizational Commitment of personnel under the Office of the Suphanburi Primary Educational Service Area 2

Atorn Sapachai — 2026-06-25

This research aimed to: 1) examine work autonomy of personnel under the Office of the Suphanburi Primary Educational Service Area 2; 2) examine personnel competence; 3) examine organizational commitment; and 4) examine the influence of work autonomy and competence on organizational commitment. The population consisted of personnel under the Suphan Buri Primary Educational Service Area Office 2. The sample included 374 participants selected through stratified random sampling. The research instrument was a questionnaire. Data were analyzed using percentage, mean, standard deviation, multiple regression analysis, and hypothesis testing.

The results showed that: 1) overall work autonomy was at the highest level
2) overall competence was at the highest level 3) overall organizational commitment was at the highest level and 4) work autonomy and competence significantly explained the variance in organizational commitment at the .05 level of statistical significance. The findings confirm the role of intrinsic motivational factors under Self-Determination Theory in explaining organizational commitment in the public sector context and provide guidance for policy and human resource management to strengthen sustainable organizational commitment.

The Influence of Sustainability Report Disclosure, Board Roles and Responsibilities, and Capital Structure on the Rate of Return of Technology Companies Listed on the Stock Exchange of Thailand

Naraporn Narak — 2026-06-25

This study aims to investigate the influence of sustainability reporting disclosure, board roles, and capital structure on the return on investment of technology companies listed on the Stock Exchange of Thailand. Secondary data was collected between 2020 and 2024 from annual reports, information disclosure statements, and the SETSMART database. The sample consisted of 49 technology companies listed on the Stock Exchange of Thailand. Statistical analyses included descriptive statistics, correlation coefficient analysis, and multiple regression analysis.

The research findings reveal that environmental disclosure in sustainability reporting has a positive influence on company returns, as measured by the dividend payout ratio, at a statistically significant level of 0.05. Regarding board responsibilities, board size has a negative influence on the dividend payout ratio at a statistically significant level of 0.01. However, both factors do not influence the return on equity (ROE) or the price-to-earnings (P/E) ratio.In terms of capital structure, the debt-to-equity ratio has a negative influence on ROE, while the debt-to-total assets ratio has a positive influence on both the P/E ratio and dividend payout ratio at a statistically significant level of 0.01. Additionally, the study found that sustainability reporting disclosure in social and go vernance aspects, board responsibilities regarding the proportion of independent directors and the frequency of board meetings, as well as firm size, have no influence on company returns across all three measurement dimensions.

Factors Affecting Savings and Investment of Employees: A Case Study of the Government Savings Bank in the Suphan Buri Area

Thanisorn Ritkanto — 2026-06-25

This mixed-methods research aimed to 1) examine the opinions of employees and contract workers of the Government Savings Bank toward saving and investment, 2) investigate patterns of saving and investment, and 3) propose guidelines for promoting saving and investment among employees and contract workers of the Government Savings Bank in Suphan Buri area. A stratified random sampling method was employed to select 105 participants. The research instruments consisted of a questionnaire with a reliability coefficient of 0.886 and in-depth interviews form. Data were analyzed using frequency, percentage, mean, standard deviation, and content analysis.

The results revealed that 1) financial literacy, economic, political, and legal conditions, as well as advice from acquaintances and financial institution staff, had a high level of influence on saving and investment behaviors, 2) the most popular forms of saving and investment were saving through bank deposit accounts or government savings lottery products, followed by endowment life insurance and investment in valuable assets or real estate, and 3) guidelines for promoting saving and investment should focus on developing financial products and supportive measures that are aligned with the context of early-career employees, emphasizing flexibility, low initial investment requirements, accessibility through digital channels, and systematic enhancement of financial literacy. The findings can be utilized as a guideline for developing financial policies and products, as well as for fostering sustainable saving and investment discipline within organizations.

The relationship between Cash Flow and Profitability and Return on Investment of Listed Companies Agricultural and Food Industry on the Stock Exchange of Thailand

Irin Choosang — 2026-06-25

The objectives of this research were twofold: 1) to investigate the relationship between cash flow and profitability efficiency of companies in the Agricultural and Food Industry sector listed on the Stock Exchange of Thailand (SET), and 2) to examine the relationship between profitability efficiency and return on investment within the same sector. The sample consisted of 46 companies, yielding a total of 230 firm-year observations. The secondary data were collected over a five-year period from 2020 to 2024. Data collection instruments included Annual Information Forms, Annual Reports, and Form 56-1 One Reports (Structured Data Reports). The statistical methods employed for data analysis included descriptive statistics (minimum, maximum, mean, and standard deviation), correlation coefficient analysis, and multiple regression analysis to test the hypotheses across five equations.

The research findings were as follows: Firstly, regarding the relationship between cash flows and profitability efficiency, the results revealed that operating cash flow, investing cash flow, and financing cash flow exhibited a statistically significant positive relationship with core operating profit and ROA. Conversely, net cash flow demonstrated a statistically significant negative relationship with both core operating profit and ROA. Furthermore, concerning ROE, only operating cash flow showed a significant positive relationship, whereas investing cash flow, financing cash flow, and NCF had no statistically significant relationship with ROE. Secondly, regarding the relationship between profitability efficiency and return on investment, ROA was the only factor that was positively and significantly associated with both PRI and DY.

Factors Affecting Intention to Stay of Doctors in the Bureaucratic System through Job Satisfaction and Employee Engagement : A Case Study of the Department of Medical Services

Chudaporn Phurahong — 2026-06-25

The objective of this research was to examine the causal factors affecting doctors' intention to stay within the bureaucratic system. This study investigated six antecedents: job characteristics, compensation, promotion, supervisors, relationships with teams and coworkers, and the work environment. Furthermore, it explored the mediating roles of job satisfaction and organizational commitment in the relationship between these antecedents and the intention to stay. The sample consisted of 204 government physicians under the Department of Medical Services, selected through purposive sampling. The sample size determination was based on the "rules of thumb" conceptual guidelines recommended by Tabachnick and Fidell (2001) and Kline (2011), which state that a sample size of approximately 200 cases is sufficient and acceptable for conducting structural equation modeling. The research instrument utilized was an online questionnaire. The statistic employed for hypothesis testing was Structural Equation Modeling (SEM).

The research results revealed that: 1) the causal relationship model fitted well with the empirical data, with goodness-of-fit statistics of χ²/df = 1.127, CFI = 0.971 and RMSEA = 0.025 2) compensation and promotion factors had a positive influence on job satisfaction, while the work environment factor had the highest influence in the model on organizational commitment; and 3) job satisfaction was the only variable that had a significant direct influence on retention intention, whereas organizational commitment was insufficient to influence the retention decision within the context of this sample.

Factors Influencing Investment Behavior of Young Investors in Bangkok

Pirawan Khenwong — 2026-06-25

The objectives of this research were 1) to analyze the influence of financial knowledge and risk. perception, technological factors, and social factors on the investment behavior of young investors in Bangkok, and 2) to compare the levels of influence among these factor groups and identify the predictor with the strongest influence on investment behavior. The sample consisted of 446 young investors aged 20–35 years residing in Bangkok with at least 6 months of investment experience in securities or mutual funds, selected via convenience sampling. The research instrument was an online questionnaire. Data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations, as well as inferential statistics, specifically multiple linear regression, at a significance level of 0.05.

The research findings revealed that the overall levels of perception towardfinancial knowledge and risk perception, technological factors, social factors, and the participants' investment behavior were all at a high level across all dimensions. Hypothesis testing indicated that social factors were the only independent variable with a statistically significant positive influence on young investors' investment behavior at the 0.01 level (beta = 0.123, p = .009), with the influence of family and friends exhibiting the highest mean score. Conversely, financial knowledge and risk perception, along with technological factors, had no statistically significant influence on investment behavior. Overall, all independent variables in the model collectively explained 1.2% of the variance in the investment behavior of young investors. (Adjusted R² = .012).

The Impact of Brand Equity on Baby Bath Purchase Intention: International vs. Local Brand

Nachanon Winijchai — 2026-06-25

This study aims to 1) Examine the purchasing behavior of baby bath products among mothers with children aged up to 9 years old 2) Assess the perceived levels of four brand equity dimensions and purchase intentions towards both international and local brands and 3) Investigate the influence of the four brand equity dimensions on purchase intentions of baby bath products, comparing international and Thai brands. This study adopted a quantitative research approach, utilizing an online questionnaire to collect data from two groups of consumers (1) mothers with children aged up to 9 years old who purchased international brands of baby bath product within the past six months (n = 200), and (2) mothers with children aged up to 9 years old who purchased Thai brands of baby bath product within the past six months (n = 200). Data were analyzed using descriptive statistics and multiple linear regression analysis. The models can predict purchase intentions of foreign and Thai brands of baby bath product at 31% and 48%, respectively.

The results reveal that 1) Mothers with prior purchase experience of international brands of baby bath product have a purchase frequency of every three months, prioritize product quality, and purchase mainly through specialized mother and baby retail stores. Meanwhile, mothers with prior purchase experience of local brands of baby bath product have a purchase frequency of once a month, emphasize product quality, and purchase primarily through department stores. 2) Perceived brand equity of international brands of baby bath product was higher than that of local brands across all four dimensions. For international brands, brand response has the highest mean, while for local brands, brand relationship scores the highest. 3) For international brands of baby bath product, three dimensions positively influence purchase intention, with brand meaning exerting the strongest effect, followed by brand response. and brand identity. For local brands of baby bath product, all four dimensions have significant positive effects on purchase intention, with brand identity having the strongest impact, followed by brand response, brand relationship and brand meaning. Therefore, marketers of baby bath products should develop marketing communication strategies that align with the brand equity dimensions prioritized by consumers across brand categories. International brands should emphasize “brand meaning” through superior quality and product performance, whereas local brands should strengthen “brand identity” by developing a distinctive brand image and enhancing brand salience that reflect an understanding of Thailand’s climate and Thai children’s skin. These strategies can enhance brand differentiation and elevate consumers’ purchase intentions.

The Marketing Mix Factors Affecting Consumer Purchase Decisions for Ice Cream in Bangkok

Chujai Suphaphattharaphisan — 2026-06-25

This research aimed to 1) study the marketing mix factors affecting ice cream purchase decisions of consumers in Bangkok; 2) study the ice cream purchase decision behavior of consumers in Bangkok; and 3) examine the marketing mix factors that influence ice cream purchase decisions of consumers in Bangkok. The sample group consisted of 400 consumers who had previously purchased ice cream in Bangkok. A questionnaire was used as the data collection instrument, with instrument quality verified through the Item-Objective Congruence (IOC) index and reliability coefficient. Statistics used included percentage, mean, standard deviation, and multiple regression analysis.

The research findings revealed that all marketing mix factors affecting ice cream purchase decisions of consumers in Bangkok were rated at the highest level overall, particularly in terms of process, product, price, physical evidence, place, people, and promotion. Ice cream purchase decisions of consumers in Bangkok were also at the highest level overall, especially regarding evaluation of alternatives, need recognition, purchase decision, information search, and post-purchase behavior. The multiple regression analysis revealed that physical evidence (β = 0.468), product (β = 0.152), place (β = 0.146), and promotion (β = 0.122) were significant predictors. The combined predictive coefficient of these four factors (R² = 0.851) demonstrated strong predictive validity and could explain consumer ice cream purchase decisions in Bangkok (R) at 92.40%, with a standard error of prediction (SE) of 27.24, at a statistical significance level of 0.01.

Analysis of Consumer Purchasing Decision Behavior for Sachet Lipstick in Nonthaburi Province

Wanpansa Sairahu — 2026-06-25

The objectives of this research were to: 1) analyze the level of consumers' purchase decision behavior towards sachet lipstick in Nonthaburi Province; and 2) analyze the influence of economic motivation, emotional motivation, attitude, and packaging and labeling on consumers' purchase decision behavior towards sachet lipstick in Nonthaburi Province. The sample consisted of 138 Thai consumers who had purchased a sachet of lipstick in Nonthaburi Province within the past 3 months. Since the exact population size was unknown, the sample size was determined using the G*Power software, yielding 138 respondents. Consequently, a quota sampling technique was applied to proportionally select 23 participants from each of the 6 districts in Nonthaburi Province, combined with purposive sampling. The research instrument was an online questionnaire with a Cronbach's alpha coefficient of 0.965. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The research findings revealed that: 1) the overall purchase decision behavior towards sachet lipstick of consumers in Nonthaburi Province was at a high level. When considering individual dimensions, the top two highest means were at the highest level: repeat purchase and post-purchase behavior, followed by rational decision-making behavior, respectively. Emotional decision-making behavior was also at a high level. 2) Hypothesis testing indicated that economic motivation, attitude, and packaging and labeling had a statistically significant positive influence on consumers' purchase decision behavior towards sachet lipstick at the 0.05 level. Conversely, emotional motivation had a statistically significant negative influence. Together, all independent variables accounted for 90.50% of the variance in sachet lipstick purchase decision behavior. The predictive equation in raw scores can be formulated as follows: with economic motivation exerting the greatest influence on the purchase decision.

Factors Influencing Tourists’ Intention to Visit Sam Chuk Community Market in the Digital Era

Sipnarong Kanchanawongpaisan — 2026-06-25

The objectives of this research were: 1) to examine tourists’ levels of opinion toward digital factors related to visiting Sam Chuk Community Market; and 2) to study the digital factors influencing tourists’ intention to visit Sam Chuk Community Market in the digital era. The sample consisted of 384 tourists visiting the Sam Chuk Community Market in Suphan Buri Province, selected through accidental sampling. The research instrument utilized for data collection was a questionnaire. Data were analyzed using frequencies, percentages, means (M), standard deviations (SD), and multiple linear regression.

The research findings revealed that: 1) tourists’ opinions toward the factors influencing their intention to visit Sam Chuk Community Market, both overall and for each individual aspect, were at a high level. The aspect with the highest mean score was the perceived benefit of the digital market, followed by consumers’ experience in technology utilization and the market image from the consumers’ perspective, respectively. 2) The hypothesis testing demonstrated that the digital factors of market administrators and entrepreneurs yielded a multiple correlation coefficient (R) of .818 and a predictive power of 65.90% (Adjusted R² = 0.659) with statistical significance. Specifically, two independent variables exerted a statistically significant positive influence on the intention to visit Sam Chuk Community Market at the .05 level, namely, digitally aligned cultural tourism experience (X6) and trust in the security of online trading in the market (X5), whereas the other factors showed no statistically significant influence on the dependent variable. The predictive equations in raw score and standardized score forms were formulated as follows:

Potential Analysis of Ban Phang Thia Community Enterprise Based on the Department of Agricultural Extension Standards for Readiness toward the Thailand OTOP Product Champion Selection Program

ภัทริยา สังข์น้อย — 2026-06-25

The objectives of this research were to: 1) analyze the potential of Ban Phang Thia Community Enterprise based on the standardized criteria of the Department of Agricultural Extension; 2) analyze the problems and obstacles faced by Ban Phang Thia the community enterprise in preparing to enter the OTOP Product Champion project; and 3) propose guidelines for developing the potential of Ban Phang Thia Community Enterprise and other community enterprises with similar contexts, in order to prepare for participation in the OTOP Product Champion project. This study employed a qualitative research methodology, collecting data through in-depth interviews with five key informants who were selected via purposive sampling based on maximum variation criteria. Data were analyzed using content analysis in conjunction with standardized criteria evaluation.

The research findings revealed that the overall potential of Ban Phang Thia Community Enterprise was at a "good" level. The key dimensions serving as significant strengths driving the organization were Member Management and Product or Service Management. Conversely, the structural weaknesses requiring urgent development were Marketing Management and Operational Results. The primary obstacle and constraint was that the production site and products had not yet received standard certifications, specifically from the Good Manufacturing Practice (GMP) criteria and Food and Drug Administration (FDA), which are the core mandatory conditions for entering the 1–5 star OTOP Product Champion selection process. Regarding the guidelines for potential development to align with the project's criteria, the community enterprise should focus on upgrading its production chain to comply with food safety standards. This should be implemented alongside developing knowledge in strategic marketing management through a mentoring system, supported by continuous proactive integrated cooperation with local government agencies. Furthermore, these practical recommendations can be applied to other community enterprises with similar contexts to enhance competitiveness and efficiently prepare for entry into the national selection project in the future.

Full Paper

Arpornranee Infahsaeng — 2026-06-25