Journal of Administration and Social Science Review

The Relationship between Path-Goal Theory of Leadership of School Administrators and Teamwork of Teachers Under Chiang Rai Primary Education Service Area Office 3

2024-11-24T11:33:40+07:00

The purposes of this research were 1) to study the path-goal theory of leadership of the school administrators, 2) to study teamwork of teachers, and 3) to study the relationship between the path-goal theory of leadership of the school administrators and teamwork of teachers. This was a quantitative research study. The target group consisted of 327 school administrators and teachers under Chiang rai Primary Education Service Area Office 3. The research instruments were questionnaires, percentage, mean, standard deviation and Pearson Product Moment. Also, the correlation coefficient analysis was used.

The results were as below

The sample group was mainly female, between 41-50 years old, with the master's degree, position of teachers and less than 5 years of work experience.
The overall path-goal theory of leadership of the school administrators under Chiang Rai Primary Education Service Area Office 3 was at a high level.
The overall teamwork of teachers under Chiang Rai Primary Education Service Area Office 3 was at the highest level.
The result of comparison of the relationship between the path-goal theory of leadership of the school administrators and teamwork of teachers under Chiang rai Primary Education Service Area Office 3 was at the positive level with the statistical significance at .01.

The relationship between creative leadership and academic service in education opportunity expansion schools under the office of nan primary Educational Service Area 1

2024-11-25T05:51:12+07:00

The objectives of this Quantitative research were to study: 1) the creative leadership of school administrators and the academic service of the school administrators, and 2) the relationship between the creative leadership and the academic service of the school administrators at the educational opportunity expansion schools under Nan Primary Educational Service Area Office 1. A research sample consisted of 226 teachers by simple random sampling. The instrument used was a questionnaire. Statistical instrument used in data analysis included Pearson’s Product Moment Correlation.

The results of the research showed that 1) the overall level of the creative leadership of school administrators was at the highest, with an average of mean = 4.55 and standard deviation = 0.54, and the overall level of the academic service of the school administrators was at the highest, with an average of mean = 4.63 and standard deviation = 0.52; and 2) there was a significant positive correlation between the creative leadership and the academic service of the school administrators in the educational opportunity expansion schools under Nan Primary Educational Service Area Office 1, with the high positive with the statistic significant (r_xy = 0.957 , P<.01).

Online Social Media Marketing and Brand Image Affecting the Decision to Choose Community Products of Chiang Rai through Online Media

2024-11-26T12:59:49+07:00

This research aimed to study: 1) the level of online social media marketing, brand image and the decision to choose community products; and 2) online social media marketing and brand image affecting the decision to choose the community products of Chiang Rai through online media. The study used a quantitative research approach. The sample size consisted of 400 people. The instruments were the questionnaires, online social media marketing, brand image and the decision to choose the community products of Chiang Rai through the online media. The statistical tools used in data analysis were percentage, mean, standard deviation and multiple regressions of Stepwise regression method.

The results showed that 1) the online social media marketing, as a whole and an individual, was at a high level (mean = 4.479); the level of Brand Image, as a whole and an individual, was at the highest level (mean = 4.530); and the decision to choose the community products, as a whole and an individual, was at a high level (mean = 4.441); as well as, 2) for the online social media marketing (X₁) and brand image (X₂), all factors were affecting the decision to choose the community products of Chiang Rai through the online media in overall (_tot). The correlation coefficient was equal to 0.792. Effectiveness in the prediction was 62.5 %, and the standard deviation of the prediction was 0.130. Its statistical significance was at .01 level. It was written as the following equation regression analysis was below.

_tot= 1.083 + 0.320 (X₁) + 0.425 (X₁)

The Relationship between Visionary Leadership of School Administrators and the Core Competency of Teachers under Trang Primary Educational Service Area Office 2

2024-11-28T20:26:32+07:00

This research study aimed to: 1) investigate the visionary leadership of school administrators, 2) study the core competencies of teachers, and 3) study the relationship between the visionary leadership of school administrators and the core competencies of teachers. This was a quantitative research approach. The sample group consisted of 302 teachers from the Trang Primary Education Service Area Office 2 in the 2024 academic year. Research tools were the visionary leadership questionnaire for the school administrators, and the research of the core competencies questionnaire for teachers. The statistical instruments used for data analysis were frequency, percentage, mean, standard deviation, and correlation coefficient.

Research findings revealed that: 1) the visionary leadership of the school administrators, overall, was at a high level. 2) The core competencies of teachers, overall, were at a high level. Also, 3) the Relationship between the visionary leadership of the school administrators and the core competency of the teachers was highly positive (r = 0.752**), and was statistically significant at the 0.01 level.

Factors of Marketing Mixed and Brand Image Influencing on the Customer Satisfaction Service Quality at Shabu Buffet Restaurant in Muang District, Chiang Rai

2024-11-30T08:14:33+07:00

This objective research aimed to study: 1) the level of factors of marketing mixed, brand image and the customer satisfaction service quality; and 2) factors of marketing mixed and brand image influencing on the customer satisfaction service quality at Shabu Buffet Restaurant. The study employed a quantitative research approach. The sample group consisted of 400 people. The instruments were the questionnaires, factors of marketing mixed, brand image and the customer satisfaction service quality at Shabu Buffet Restaurant. Data were collected through Google form. The statistical tools used in data analysis were mean, standard deviation, percentage and multiple regressions.

The results showed that 1) the level of factors of marketing mixed, as a whole and an individual, were at a high level (mean = 4.424); the level of brand image, as a whole and an individual, were at a high level (mean = 4.430); and the customer satisfaction service quality at Shabu Buffet Restaurant, as a whole and an individual, was at a high level (mean = 4.432). Also, 2) all factors of marketing mixed (X₁) and brand image (X₂) were influencing on the customer satisfaction service quality at Shabu Buffet Restaurant in overall (_tot). Effectiveness in the prediction was 78.4 %. The correlation coefficient was equal to .886. Its statistical significance was at .01 level and the standard deviation of the prediction was 0.106. It was written as the following equation regression analysis was below.

_tot = .524 + .807 (X₁) + .077 (X₂)

Student care and support system that affects the quality of students in non-formal education at the basic education level of the educational institution, Under the jurisdiction of the Phetchabun Office of Learning Encouragement

2024-12-01T21:22:28+07:00

The purposes of this study were: 1) to study the level of the student support system and quality of students in non-formal education at the basic education level of district learning encouragement under Phetchabun Provincial Office of Learning Encouragement; 2) to study the relationship between the student support system and quality of students in non-formal education at the basic education level of district learning encouragement under Phetchabun Provincial Office of Learning Encouragement; and 3) to create an equation for predicting the operation of the student support system predicting the quality of students in non-formal education at the basic education level of district learning encouragement under Phetchabun Provincial Office of Learning Encouragement. It was a quantitative research approach. A sample consisted of 255 teachers in non-formal education at the basic education level of district learning encouragement under Phetchabun Provincial Office of Learning Encouragement. The research instrument was a five-rating-scale. The statistic was analyzed using frequency, percentage, mean, standard deviation, Pearson correlation coefficient and analysis of multiple regression equations.

The results of the study were as the following. 1) The overall student support system and quality of students in non-formal education at the basic education level of the district learning encouragement under Phetchabun Provincial Office of Learning Encouragement was at a high level. 2) The student support system was related to the quality of students in non-formal education at the basic education level of the district learning encouragement under Phetchabun Provincial Office of Learning Encouragement, with a correlation coefficient between .674 - .768 with statistical significance at the .01 level. Aso, 3) the student support system, promotion and development of students, prevention and problem solving were able to predict the quality of students in non-formal education at the basic education level of the district learning encouragement under Phetchabun Provincial Office of Learning Encouragement with the 65.70%, statistical significance at the .01 level.

= 0.983 + .276 (X₄) + .332 (X₃)

= .328(z₄) + .350(z₃)

A Study of the Attitudes of Individuals towards the Development of Human Resource Management of Bang Rak District Office

2024-12-01T21:12:35+07:00

The research objectives were: 1) to study the attitude of Bang Rak District Office personnel towards human resource management development; 2) to compare demographic factors and the attitude of Bang Rak District Office personnel towards human resource management development; and 3) to study the relation between motivation factors and the attitude of Bang Rak District Office personnel towards human resource management development. The research employed a quantitative research methodology and collected data from Bang Rak District Office personnel, using a questionnaire. The statistics instruments were percentage, mean, S.D., t-test, One-way ANOVA, and Pearson’s Moment Product Correlation.

The results were as the following. 1) Overall, the attitude of Bang Rak District Office personnel towards human resource management development was at the high level. 2) The different demographic factors such as years of working, income level had different attitude of Bang Rak District Office personnel towards human resource management development at the statistical significance level of 0.05. Also, 3) motivation factors had a relationship with the attitude of Bang Rak District Office personnel towards human resource management development at the statistical significance level of 0.05.

Guidelines for Educational Management in the Next Era of Life at the Small Schools Under The Sukhothai Secondary Educational Service Area Office

2024-12-03T12:36:31+07:00

This research aimed to study: 1. the management problems at the small schools in the next era of life in Sukhothai Secondary Educational Service Area Office, and 2. the management guidelines at the small schools in the next era of life in Sukhothai Secondary Educational Service Area Office. This research was a mixed methods research approach. The population used in the research consisted of 5 school administrators and 62 teachers, totally 67 people. The research instruments were questionnaires, interview records, and appropriateness assessment questionnaires. Data collection was done by interviewing and answering questionnaires. The statistical instruments used for data analysis were percentage, mean, standard deviation, and content validity.

The research results showed the following. 1. The management problems at the small schools in the next era of life in Sukhothai Secondary Educational Service Area Office as a whole and in each aspect had a moderate level of the school management problems. 2. The results of the study on the management guidelines at the small schools in the next era of life in Sukhothai Secondary Educational Service Area Office found that in terms of resource management, resource management in the next era had to integrate clear planning, use of technology to increase efficiency, in terms of academic administration, use of technology in communication. The application of technology in communication and monitoring, in terms of networking, allowed educational institutions to provide opportunities for people involved in education to participate in school management, planning and promoting various aspects of school operations.

Factors Affecting the Implementation by the National Standard for Early Childhood Development 2019 at the Child Development Centers under Local Administrative Organization in Mueang Chiang Rai, Chiang Rai District

2024-12-03T12:39:45+07:00

This research aimed to study: 1) the level of factors. 2) the level of implementation by the national standard for early childhood development 2019. and 3) the factors affecting the implementation of the national standard for early childhood development 2019. It was a quantitative research approach. A sample consisted of 136 directors of the education division/acting, educators, and teachers. A questionnaire was used as a research tool. Statistical instruments for the data analysis were: mean, standard deviation, and multiple regression analysis.

The results of the research found that 1) the level of factor was high (= 4.33, S.D. = 0.39). 2) The implementation by the national standard for early childhood development 2019 was at high level (= 4.25, SD. = .43). 3) The factor in the quality of teachers was at a high level (β = 0.318) and the management child development center was at a high level (β = 0.342). Significantly affecting the implementation of the national standard for the early childhood development 2019 at the .05 level, these two variables together predicted 43.50 %.

The Study of Components of Teachers’Technology Skill Implementation at the Schools

2024-12-03T12:43:47+07:00

The objective of this research article aimed to study the components of technology skill implementation of the school teachers. It was a qualitative study, with the research design involving the review of 10 document sources of research, followed by the synthesis of the components and the evaluation of their appropriateness for the school teachers. The research process was divided into two steps: 1) synthesizing the components of technology skills for the school teachers from 10 relevant sources of documents and research, selecting components with a frequency of 5 or 50 percent; 2) evaluating the appropriateness of the identified components of technology skills for the school teachers by 5 experts. The research instruments used included a document synthesis form and a 5-point Likert scale questionnaire. The data analysis methods included frequency, percentage, mean, and standard deviation.

The research findings revealed that the components of technology skill implementation of the school teachers inclused 1) using the internet and network programs, 2) using computers and connected devices, 3) using media to create instructional materials, and 4) using digital tools for security and safety.

A Study of the Components of the Competency of Early Childhood Teachers

2024-12-13T05:59:45+07:00

This research aimed to study the components of early childhood teacher competency. The research method was to study 10 documents, to synthesize the components, and to evaluate their appropriateness. The research process was divided into two steps: component synthesis of early childhood teacher competency by studying 10 documents, theories, and related research studies; and evaluation of their appropriateness by five experts. The research instruments were document synthesis form, and a 5-level rating scale questionnaire. The statistical tools used for data analysis were frequency, percentage, mean, and standard deviation. The research results showed that there were four components of early childhood teacher competency: 1) morality, ethics, and professional ethics; 2) classroom management; 3) curriculum administration and learning management; and 4) self-development. All components were at the most appropriate level.

Media Exposure Behavior and Satisfaction with Public Relations Media of Bluport Hua Hin Shopping Mall Customers

2024-12-12T06:31:24+07:00

This research aimed to study: 1.the behavior of receiving public relations media of Bluport Hua Hin Department Store customers; 2.the satisfaction of public relations media of Bluport Hua Hin Department Store customers; and 3.the behavior of receiving media and satisfaction of public relations media of Bluport Hua Hin Department Store customers. This research used a quantitative research method through a survey (Survey Research) by collecting data via an online questionnaire during June to July 2024, with a sample of 160 respondents. The data were analyzed using descriptive statistics and correlation tests. The results of the study showed that the behavior of receiving public relations media of service customers often focused on the content of the media enriching knowledge about the department store. Service customers had a high level of satisfaction with public relations media, especially using the news to inform about various activities of the department store. Media exposure and satisfaction were correlated. The more media the service customers obtained; the more satisfied they were with the public relationship. In conclusion, the development of quality public relations media meeting the needs of service users will significantly increase satisfaction.

Human Resource Management in Small-Scale Hotel Businesses in Maha Sarakham Province

2025-02-10T10:34:25+07:00

The objectives of this research were: 1.to study the human resource management models of small hotel businesses in Maha Sarakham Province. 2. to analyze the factors affecting their human resource management; and 3. to propose guidelines for improving and developing their human resource management there. A qualitative research methodology was employed; the study conducted in-depth interviews with hotel executives. Data collection involved the in-depth interviews, using a semi-structured interview format. Data analysis comprised of several steps: data preparation, transcription of interview recordings and conversion of audio files into text, data validation, Verification of data accuracy. Reliability Check: Ensuring the consistency of data interpretation. and validity check (confirming the authenticity and relevance of the data within the research context).

The findings showed the following. 1) Most small hotels in the province were family-run businesses with no more than 60 rooms and 10-30 employees, catering primarily to business travelers, students, and their parents. 2) HRM practices in these hotels typically emphasized on the local recruitment, owner/manager-led selection processes, and on-the-job training. Factors influencing these practices included organizational structure, budget constraints, organizational culture, economic conditions, competition, and the characteristics of the local labor market. 3) The study recommended the development of standardized HRM systems, with organizational restructuring and the formalization of recruitment, selection, and training processes. Collaboration with local educational institutions was also proposed to enhance HRM effectiveness.

An Analysis of Tourists' Service Use at the Certified Tourist Accommodation in the Southern Andaman Coastal Region

2025-02-19T06:58:20+07:00

This research article aimed: (1) to analyse tourists' experiences in using the services at the certified tourist accommodation in the Southern Andaman coastal region, categorizing them into positive and negative experiences, and (2) to examine the factors determining tourists from returning to these certified hotels. The study investigated tourists’ experiences based on reviews from 55 certified hotels collected from Trip Advisor. Data were collected in December 2024. Content analysis and descriptive statistics were employed to present the data in terms of frequency and percentage.

The findings indicated that 1) positive experiences could be categorized into six key aspects (ranked from most to least mentioned): staff, room quality, food and beverage services, front desk, environment and ambiance, and activities or facilities. Similarly, negative experiences were classified into six main aspects (ranked from most to least criticized): room quality, staff, front desk service, food and beverage services, housekeeping, and facilities.
2) The study also identified five key factors influencing tourists' decisions not to revisit these hotels: hotel standards, staff and service, management, physical conditions, and cleanliness. The findings from this research may serve as valuable insights for hotel managers in enhancing service quality and improving hotel standards to better meet tourists' expectations

SWOT Analysis of Homestay Tourism in Thailand: the Approaches to the Strategies of Creative Homestay Tourism

2025-02-21T06:19:06+07:00

This research article had the following research objectives: 1) to analyze strengths, weaknesses, opportunities, and threats (SWOT) of homestay tourism in Thailand, 2) to analyze the tourism activities of homestays related to Thailand's soft power, and 3) to analyze the TOWS Matrix by integrating it with the soft power derived from homestay tourism in Thailand. This research collected data from secondary sources and used content analysis to analyze the data.

The research findings revealed that 1) the strengths of homestay tourism in Thailand include various aspects such as cultural uniqueness and local lifestyles, affordable accommodation prices, and the friendliness of local people. As for the weaknesses, there were several areas as well, such as the lack of accommodation standards, inconsistent service, and inadequate publicity and marketing. As for the opportunities for homestay tourism in Thailand, they include the growing trend of cultural tourism, the expansion of the tourism market, and the development of social media. However, homestay tourism might face obstacles from external factors such as weather conditions, natural disasters, and the expansion of standardized accommodations. 2) For homestay tourism activities with the potential to attract foreign tourists, there were several aspects related to soft power such as Thai food, culture, and traditions, etc. 3) For the TOWS matrix strategy, homestay operators should primarily focus on the strength & opportunity (SO) strategy. The research findings will be beneficial to the relevant agencies for developing homestay tourism strategies in each region of the country.

Service Marketing Mix Influences the Decision Making in Choosing the Convenient Laundry Shop in Khao Rup Chang Municipality, Songkhla Province

2025-02-22T06:58:21+07:00

This research’s objectives were to: 1) to study the personal factors and personal behavior on using self-service laundry facilities, and 2) to investigate the influence of service marketing mix factors on the decision to use self-service laundry facilities in the Khao Rup Chang Municipality, Songkhla Province. This quantitative research used questionnaires as a tool to collect data from 400 users using self-service Laundry within the Khao Rup Chang Municipality, Songkhla Province. The statistics used for data analysis included frequency, percentage, mean, multiple correlation analysis, and multiple regression analysis.

The results showed that most respondents were single female students, aged between 21-30 years and most of them were undergraduates. Their monthly income was not more than 10,000 Baht, and they stayed in dormitories. They used self-service laundry facilities between 6:00 PM-11:59 PM for both washing and drying. The main reason for using the service 2 times per week was lacking of free time and used 11-20 clothes for each laundry. The individuals influencing their decision to use the service were mostly friends or partners. The service marketing mix factors including product, price, place, promotion, people, physical environment, and process positively influenced the decision to use the service. Entrepreneurs should study consumer behaviors and adjust their service marketing mix strategies to align with consumer behaviors to meet their needs and enhance customer satisfaction.

Factors Influencing Generation Z’s Travel Decisions to Floating Markets in Central Thailand: A Case Study of Undergraduate Youth

2025-02-27T20:11:43+07:00

This research article aimed to: (1) study the pull factors attracting Generation Z to visit floating markets in the central region of Thailand; (2) examine the factors possibly discouraging Generation Z from traveling to floating markets; and (3) explore Generation Z’s perspectives on promoting floating market tourism in the present era. This qualitative research employed semi-structured interviews with 27 undergraduate students aged 16-24 from various faculties, academic years, and hometowns. The participants were selected using purposive sampling, and the data were analyzed through content analysis.

The findings revealed that the main pull factors attracting Generation Z to floating markets included the diversity of activities, the uniqueness of local culture, the availability of rare traditional foods, and the opportunity to take photographs for social media sharing. The key obstacles to floating market tourism among Generation Z included overcrowding, inconvenient transportation, and a lack of adequate facilities. Based on these findings, it is recommended that the development and promotion of floating markets to attract young travelers should focus on improving facilities, developing applications providing information and facilitating trip

The Analysis of Tourists’ Opinions and Studies Regarding Hot Spring Tourism in Ranong Province: Guidelines for Promoting Health Tourism

2025-02-27T20:32:17+07:00

This study aimed to analyze tourists' opinions on hot spring tourism in Ranong province and synthesize strategies to promote health tourism. The data was collected from reviews on TripAdvisor and relevant research over the past 15 years. The study employed document analysis and content analysis methods.

The findings indicated that positive factors included a relaxing natural atmosphere, clean mineral water, convenient transportation, and sufficient facilities. In contrast, obstacles included limited parking, overcrowding, and inconsistent water quality.The study proposed six key areas for developing health tourism in Ranong: 1) Marketing, 2) Tourism site development, 3) Resource management, 4) Administration, 5) Tourist satisfaction, and 6) Hot spring water quality.These findings served as recommendations to enhance the sustainability and alignment of Ranong's health tourism with current tourist demands.

Trust and Word of Mouth Affecting the Intention to Use the ISO 9001 Certification Services of Business Operators in the Manufacturing Sector in Mueang District, Samut Sakhon Province

2025-02-26T10:14:26+07:00

The objectives of this study were to investigate the impact of trust and word of mouth on the intention to use ISO 9001 certification services among business operators in the manufacturing sector in Mueang District, Samut Sakhon Province. This study was quantitative research. The sample group consisted of 325 business operators from the manufacturing sector in Mueang District, Samut Sakhon Province, selected by using simple random sampling. The research instrument was a questionnaire. Statistical methods used for data analysis included multiple regression analysis.

The results of the study revealed that the trust in expertise, honesty, reputation perception, and word of mouth significantly influenced the intention to use ISO 9001 certification services at the 0.05 significance level, with correlation coefficients ranging from 0.305 to 0.708. The multiple correlation coefficient (R) was 0.711, and the coefficient of determination (R²) was 50.50%, indicating the predictive power of the model.

Factors of Brand Image and Service Quality Affecting the Intention to Use the Peripheral Services of the Provincial Electricity Authority: A Case Study of Business Operators in the Samut Sakhon Industrial Estate

2025-02-26T10:50:48+07:00

This research article aims to study; 1) the factors of brand image affecting the intention to use the peripheral services of the Provincial Electricity Authority; and 2) the factors of service quality affecting the intention to use the peripheral services of the Provincial Electricity Authority: A case study of business operators in the Samut Sakhon Industrial Estate. It was a quantitative research approach. The sample consisted of 127 business operators in the Samut Sakhon Industrial Estate. Statistical methods used for data analysis included multiple regression analysis.

The findings revealed that 1) brand image factors related to brand reputation and logo significantly influenced the intention to use PEA’s peripheral services, with correlation coefficients ranging from 0.509 to 0.640. The multiple correlation coefficient (R) was 0.665, and the coefficient of determination (R²) was 44.30%, indicating moderate predictive power; and 2) service quality factors, including tangibility, assurance, reliability, and responsiveness, significantly influenced the intention to use PEA’s peripheral services, with correlation coefficients ranging from 0.467 to 0.629. The multiple correlation coefficient (R) was 0.731, and the coefficient of determination (R²) was 53.40%. The research suggests that brand image plays a crucial role in building trust. Additionally, when the PEA delivers services that meet high-quality standards, it can enhance satisfaction and create positive experiences for business operators. Furthermore, when customers are satisfied with those services, they are more likely to have a stronger intention to continue using the PEA's peripheral services

Marketing Mix Factors Affecting Customer Satisfaction in Service Use at Thai Toray Synthetics Co., Ltd

2025-02-20T07:03:21+07:00

This research aimed to: 1) examine the marketing mix factors, 2) assess the level of customer satisfaction with the services of Thai Toray Synthetics Co., Ltd., 3) compare customer satisfactory levels based on business characteristics, and 4) investigate the marketing mix factors influencing customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. This study employed a quantitative research approach, utilizing 60 sets of the questionnaire as the primary data collection instrument. The scale of the questionnaire has a validity coefficient of 0.955 and a reliability coefficient of 0.826. The statistical methods applied included percentage, mean, hypothesis testing through t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.

The research findings indicated that 1) the overall importance of marketing mix factors in utilizing the services of Thai Toray Synthetics Co., Ltd. was at a high level; 2) the overall level of customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. was also high; 3) a comparison of customer satisfaction levels, categorized by business characteristics, revealed no significant differences; and 4) the marketing mix factors that significantly influence customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. Were pricing and distribution channels.

Development and Evaluation of User Satisfaction of the E-Commerce System for AK Cosplay

2025-02-19T07:09:51+07:00

The research objectives aimed to study 1) to develop an e-commerce system for AK Cosplay, and 2) to investigate the satisfaction of users of the e-commerce system. The system development utilized HTML, CSS, PHP and MySQL. Visual Studio Code was used as the development environment and a system development lifecycle was operated. This was a quantitative research. The sample group consisted of 50 users of the e-commerce system for AK Cosplay selected through accidental sampling. A satisfaction survey was used as the research instrument. The data was analyzed by mean, standard deviation and chi-square.

The results of this research were: 1) the e-commerce system for AK Cosplay consisted of four main components: product management, membership registration, product selection and payment, and reporting and 2) the overall user satisfaction with the e-commerce system was found to be very high, with =4.19. The users expressed the highest satisfaction with the website's design and layout, with =4.25, followed by the website content, with =4.18, and usability and accuracy, with =4.04. In conclusion, a simple, clear website design with systematic layout of elements led to understand and use the website quickly. The chi-square test revealed that customer age does not significantly influence system satisfaction at a .05 significance level. Consequently, efforts should focus on enhancing user experiences tailored to diverse target groups and fostering strong customer relationships by aligning product identity with customer emotions.

The Effects of Brand Loyalty and Its Antecedents on Customer Advocacy of Luxury Fashion Products in Bangkok Metropolitan

2025-03-01T12:39:34+07:00

This study aimed to examine; 1) the effects of perceived value on complaint handling and brand loyalty. 2)the effects of complaint handling on brand loyalty and customer advocacy; and 3) the effects of brand loyalty on customer advocacy of luxury fashion products in Bangkok Metropolitan. It was a quantitative research approach. Samples in this study included 500 customers buying luxury fashion products in Bangkok Metropolitan. The tools used for data collection included a questionnaire. Statistics used in this study were means, standard deviation (SD) and structural equation model.

Findings showed that 1) perceived value positively affected complaint handling and brand loyalty at a statistically significant level. 2) complaint handling positively affected brand loyalty and customer advocacy at a statistically significant level; and 3) brand loyalty positively affected customer advocacy at a statistically significant level

The Needs Assessment for Internal Supervision Development at Schools under the Bueng Kan Primary Educational Service Area

2025-03-10T17:56:05+07:00

The purposes of this research were: 1. to study the components of the internal supervision process, 2. to study the actual and ideal conditions of the internal supervision process, 3. to study the needs for developing the internal supervision process, and 4. to find a way to develop the internal supervision process of the educational opportunities for the school expansion under the Office of the Primary Educational Service Area, Bueng Kan Province. It was a quantitative and qualitative research approach. The sample comprised 261 school administrators and teachers in the 2022 academic year. The research method consisted of 3 phases: 1) studying the components of the internal supervision process, 2) studying the actual and ideal conditions, and 3) studying the needs. The statistical instruments used in data analysis were frequency, percentage, mean, standard deviation, and the index of the priority of needs.

The research results found that

The components of the internal supervision process of the educational opportunities for the school expansion consisted of 4 components: supervision planning, studying the current problems and needs, supervision operations, and evaluation of supervision results. All components were at the most appropriate level.
The actual conditions of the internal supervision process of the educational opportunity for the school expansion under the Office of the Primary Educational Service Area, Bueng Kan Province, were at a high level overall. The conditions should be at the highest level overall.
The necessity for developing the internal supervision process of the educational opportunity for the school expansion overall had the index of 0.083
The guidelines for developing the internal supervision process of the educational opportunity for the school expansions consisted of 2 aspects: evaluating the supervision results and the supervision planning aspect.

The Comparison of Forecasting Models for Individual Rider Insurance Premiums: Health Insurance Type

2025-03-06T06:31:44+07:00

This research aimed to 1) forecast the individual rider insurance premiums: health insurance type using Box–Jenkins method: ARIMA Model and Multiple Linear Regression method 2) to compare the forecasting methods for health insurance premiums, and examine the accuracy of forecasting methods via the criteria of Mean Absolute Percentage Error (MAPE) and Root Mean Square Error (RMSE). The data were the individual rider insurance premiums: health insurance type from the website of The Thai Life Assurance Association during January 2020 to September 2024, totally 57 months; a forecasting model, from October 2024 to September 2025, totally 12 months, was constructed to test and compare its accuracy. This study was quantitative research utilizing R Studio software for data analysis by the Box–Jenkins method: ARIMA Model and multiple linear regression method.

The results of the research found that following.

1. Box–Jenkins method: ARIMA Model gave accuracy at 98.27% RMSE of 85.37% MAE of 63.77% and MAPE of 1.73% and Multiple Linear Regression method gave accuracy at 91.80% RMSE of 93.65% MAE of 89.32% and MAPE of 8.29%.

2. Box–Jenkins method: ARIMA Model was the appropriate method and had the highest forecasting accuracy of the minimum RMSE and MAPE was at 1.73% for the health insurance premiums in 12 months. Therefore, it was accurate and appropriate for this purpose.

Self-Improvement Needs of Faculty at College of Arts, Media and Technology, Chiang Mai University

2025-03-16T13:24:10+07:00

This research article aimed to 1. study the current problems in self-development,
2. examine the self-development needs, and 3. explore solutions to the issues surrounding the self-development of the faculty at the College of Arts, Media, and Technology, Chiang Mai University. This study employed a quantitative research methodology using a survey approach. The population consisted of 63 faculty members from the College of Arts, Media, and Technology, Chiang Mai University who responded to the questionnaire. The data were analyzed using statistical software to calculate percentages and standard deviations. The findings revealed that personal factors influencing problems in self-development included age, while the factors influencing self-development needs were job position, which showed statistical significance in relation to training and seminars. Years of employment had statistical significance in relation to teaching and training and seminars. Current salary showed statistical significance in relation to training and seminars. The study identified five areas of self-development needs: teaching, training and seminars, research, achieving academic positions, and conducting post-doctoral research. The overall level of self-development needs was high.

A Study of Needs Assessment and of the Academic Management Development Approach in Early Childhood Education in Watbot District

2025-03-18T08:30:10+07:00

The objectives of this research article were: 1) to study the needs for the development of academic management at the preschool level in schools in Wat Bot District, 2) to explore approaches for developing academic management at the preschool level in schools in Wat Bot District It was a mixed research study using both quantitative and qualitative data collection methods. The data collection tool was an interview, with the information sources comprising five experts. The data collection tool was an interview, with the information sources comprising five experts with at least a master's degree and experiences in educational administration or school management. The data collection tool was a 5-point Likert scale questionnaire with paired-response options. The statistical methods employed in data analysis included percentage, mean, standard deviation, and the importance-performance index for identifying development needs.

The findings of the research showed that 1) regarding the study of the needs for the development of academic management at the preschool level in schools in Wat Bot District, the importance-performance index for the overall need was found to be 0.39 With consideration of the individual aspects, assessment and evaluation had the highest importance index. 2) Approaches for developing academic management at the preschool level in schools in Wat Bot District, as agreed upon by the experts, included the following. (1) Curriculum development: School administrators and teachers should implement a curriculum aligning with the developmental stages of students. (2) Learning experience design schools should organize activities promoting the learning process, appropriate for the emotional development of students. (3) Assessment and evaluation schools should utilize assessment results to enhance and guide the development of students. (4) Development of innovative media schools should develop age-appropriate innovative media and ensure sufficient resources for their utilization. (5) Educational supervision administrators and teachers should plan to provide support for the management of learning and ensure that educational goals are achieved

The Marketing Mix Factors Affecting Consumer Purchase Decisions of Desporte Futsal Shoes in Thailand

2025-03-17T05:10:35+07:00

This research aimed to: 1) study the marketing mix factors influencing the purchase of Desporte futsal shoes, 2) examine the decision-making level in purchasing Desporte futsal shoes, 3) compare purchasing decisions for Desporte futsal shoes based on personal information, and 4) identify the marketing mix factors affecting the decision to purchase Desporte futsal shoes. This study employed a quantitative research approach, using a questionnaire as the data collection tool, with a total of 400 respondents. Statistical methods used for data analysis included percentage, mean, t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis. The findings revealed that: 1) the overall importance of the marketing mix factors in purchasing Desporte futsal shoes was rated as very high; 2) the overall decision-making level for purchasing Desporte futsal shoes was rated as highly agreeable; 3) with comparisons of the purchasing decisions based on personal information, there were differences in the decision to purchase Desporte futsal shoes; and 4) the marketing mix factors, including product, price, and marketing promotion, significantly influenced the decision to purchase Desporte futsal shoes.

The Attitude towards the Political Party Membership Registration in Laksi District, Bangkok

2025-03-13T20:59:49+07:00

This research article aimed to 1) study the public attitude toward the political party membership registration in Laksi district, Bangkok, 2) compare the public attitude toward the political party membership registration in Laksi district, Bangkok, classified by personal factors including gender, age, income and occupation, and 3) study relations between political participation and the public attitude toward the political party membership registration in Laksi district, Bangkok. It was quantitative research. The sample consisted of 400 people by accidental sampling and the questionnaire for the data collection. The statistical techniques were percentage, mean, standard deviation, One-Way ANOVA and Pearson’s Moment Product Correlation.

The research found that the public attitude toward the political party membership registration in Laksi district, Bangkok, was high level. Sex and occupation had significant impacts on different levels of public attitudes toward political party membership registration in Laksi District, Bangkok, at a significance level of 0.05 Additionally, political participation was related to people's attitudes toward political party applicants in Laksi District, Bangkok, at a significance level of 0.05.

A Study of Factors and the Development of Standardized Assessment Criteria for Clarity and Transparency in Evaluation

2025-03-23T09:00:36+07:00

This research article aimed to: (1) study the factors influencing the clarity and transparency of assessment criteria in Information Systems courses and (2) design and develop standardized assessment criteria appropriate for Information Systems courses. This study employed a quantitative research approach. The population consisted of undergraduate students enrolled in IS courses. The research instrument was a questionnaire regarding the assessment criteria, and data were collected through Google Forms. The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that the factors influencing the clarity and transparency of assessment criteria included the use of standardized rubrics, consistency of grading among instructors, diverse and personalized assessments, and the integration of various assessment methods. The results of the multiple regression analysis (Y = 2.063 + 0.389X1 − 0.261X2 − 0.195X3 + 0.749X4) indicated that the integration of diverse assessment methods applied consistently across the class (X4) had a significantly positive impact on the clarity and transparency of assessment criteria. In contrast, grading consistency among instructors (X2) and diverse and personalized assessments (X3) exhibited a negative effect. Therefore, this research proposes guidelines for designing a more appropriate and standardized assessment system to enhance the quality of teaching and improve student learning outcomes in the future.

Learning Leadership of Directors Affecting the Being of Learning Organization at Schools under the Secondary Educational Service Area Office Buengkan

2025-03-25T20:46:19+07:00

The purposes of this research were to study: 1.the components of learning leadership, 2.the level of learning leadership, 3.the level of being a learning organization, 4.the relationship between learning leadership, 5.the predictive power of understanding leadership, and 6.the development approach of learning leadership. It was a mixed-methods research approach. The sample consisted of 278 administrators and teachers. The research instruments included: 1.the component confirmation questionnaire 2.the research questionnaire 3.The development approach questionnaire. The data collection was divided into 3studying phases: 1.the components of learning leadership 2.the learning leadership and 3.the development approach of learning leadership. The statistical tools were: frequency, percentage, mean, and standard deviation.

The research results were as follows:

1.Learning leadership included team learning integration a learning-friendly environment the use of modern technology in work and creativity.

2.Learning leadership, overall and in each aspect, was at a high level.

3.Being a learning organization, overall and in each aspect, was at a high level.

4.Learning leadership and being a learning organization had a high level of positive relationships.

5.Learning leadership had the power for a learning organization, consisting of 3 variables: creativity, using modern technology in work, and integration.

6.The guidelines for developing learning leadership had 3 aspects: integration, creativity, and using modern technology in work.