Journal of Management Science Chiangrai Rajabhat University

Stability of profit quality of listed companies in the SET 100 index of the Stock Exchange of Thailand

Phairoj Phorncharoen — Tue, 15 Jul 2025 00:00:00 +0700

งานวิจัยนี้นำเสนอความเสถียรภาพคุณภาพกำไรของบริษัทจดทะเบียนในกลุ่มดัชนี SET 100 ของตลาดหลักทรัพย์แห่งประเทศไทย โดยมีวัตถุประสงค์ 1) เพื่อศึกษาวิเคราะห์ระดับความเสถียรภาพคุณภาพกำไร 2) เพื่อศึกษาวิเคราะห์ความแตกต่างความเสถียรภาพคุณภาพกำไร
3) วิเคราะห์และทดสอบความสัมพันธ์ระหว่างความเสถียรภาพคุณภาพกำไรกับมูลค่าหลักทรัพย์ จัดเก็บรวบรวมข้อมูลทุติยภูมิงบการเงินรวมของบริษัททุกกลุ่มอุตสาหกรรมในกลุ่มดัชนี SET100 ตั้งแต่ปี พ.ศ. 2562 ถึงปี พ.ศ. 2566 วิเคราะห์ข้อมูลสถิติเชิงพรรณนาใช้ค่าความถี่ ค่าร้อยละ ค่าเฉลี่ย และส่วนเบี่ยงเบนมาตรฐาน สถิติเชิงอนุมานใช้การวิเคราะห์ความแตกต่างและวิเคราะห์ความสัมพันธ์ใช้วิธีวิเคราะห์ความถดถอยเชิงพหุในการทดสอบสมมติฐาน ผลลัพธ์ของงานวิจัย พบว่า มีระดับความเสถียรภาพคุณภาพกำไรอยู่ในระดับน้อยมากจำนวน 3 บริษัทคิดเป็นร้อยละ 3.20 มีระดับความเสถียรภาพคุณภาพกำไรอยู่ในระดับน้อยจำนวน 23 บริษัทคิดเป็นร้อยละ 24.70 มีระดับความเสถียรภาพคุณภาพกำไรอยู่ในระดับปานกลางจำนวน 61 บริษัทคิดเป็นร้อยละ 65.60 มีระดับความเสถียรภาพคุณภาพกำไรอยู่ในระดับดีจำนวน 6 บริษัทคิดเป็นร้อยละ 6.50 และไม่พบบริษัทที่มีระดับความเสถียรภาพคุณภาพกำไรอยู่ในระดับดีมาก ความเสถียรภาพคุณภาพกำไร
มีความแตกต่างกันของกลุ่มอุตสาหกรรมสินค้าอุตสาหกรรม กลุ่มอุตสาหกรรมธุรกิจการเงิน
กลุ่มอุตสาหกรรมอสังหาริมทรัพย์และก่อสร้าง กลุ่มอุตสาหกรรมทรัพยากร กลุ่มอุตสาหกรรมบริการ และกลุ่มอุตสาหกรรมเทคโนโลยีที่ระดับนัยสำคัญทางสถิติ .05 และความสัมพันธ์ระหว่างความเสถียรภาพคุณภาพกำไรกับมูลค่าหลักทรัพย์มีความสัมพันธ์เชิงบวกระหว่างอัตราส่วนราคาต่อมูลค่าตามบัญชีกับมูลค่าหลักทรัพย์ ที่ระดับนัยสำคัญทางสถิติ .003 และมีความสัมพันธ์
เชิงบวกระหว่างมูลค่าทางบัญชีต่อหุ้นกับมูลค่าหลักทรัพย์ ที่ระดับนัยสำคัญทางสถิติ .002

Causal Factors Influencing Perceived Brand Equity of Chiang Rai Province as Tourism Destination

Thatphong Namwat, Tanaporn Sinchai, Prapaphun Chaiyanont — Wed, 16 Jul 2025 00:00:00 +0700

This research aims to (1) study the relationship between electronic word-of-mouth, integrated marketing communication (IMC), and organization factors on perceived brand equity of Chiang Rai Province as a tourism destination, and (2) examine organization factors as a mediator variable which link to integrated marketing communication (IMC) and perceived brand equity. The researchers used quantitative method collecting data from 400 Thai tourists who travel to Chiang Rai province and analyzed by descriptive statistics mean, percentage, SD and inferential statistics Structural Equation Model (SEM) analysis.

The results of a study found that antecedent variables influenced perceived brand equity of Chiang Rai Province as a tourism destination including organization factors (TE = 0.517), followed by integrated marketing communication (TE = 0.494) and electronic word-of-mouth (TE = 0.271). The three latent variables jointly predicting perceived brand equity of Chiang Rai Province as a tourism destination as 68.8 percent. Organization factors are partial mediation effect between integrated marketing communication (IMC) to perceived brand equity (indirect effect = 0.088).

The Moderating Effect of Mindfulness on The Relationship Between Technostress and Conflict of Each Working Generation

Thanachote Wongsripisan, Jul Thanasrivanitchai — Sun, 27 Jul 2025 00:00:00 +0700

This research study aims to 1) examine the relationship between technostress and conflict of each generation in the workplace and 2) investigate the moderating effect of mindfulness on the relationship between technostress and conflict of each generation in the workplace. The sample consists of employees from both the public and private sectors. The study employs a quantitative research approach, collected data by using a convenience sampling method. Data were collected through paper and online questionnaire by 412 responses. The reliability test reported a Cronbach’s alpha coefficient values ranging between 0.714 and 0.916. Descriptive statistics were used to analyze, including frequency, percentage, mean, and standard deviation. Additionally, inferential statistics were applied, utilizing multiple regression analysis. The findings revealed that technostress, particularly in areas such as techno-invasion, techno-insecurity and techno-uncertainty had a significant positive relationship with organizational conflict across all age groups. However, the study also found that mindfulness helped reduce the strength of the relationship between technostress and conflict in some areas. These results can be used as a guideline for developing and improving organizational technology policies as well as encourage employee mindfulness and stress management that preventing or mitigating potential conflicts within organization.

Marketing Mix (7Ps) Factors Influencing Generation Z Consumers' Decision to Select Café in Mahasarakham Province

Siwadol Papirom, Bhattaraporn Senkraigul — Sun, 27 Jul 2025 00:00:00 +0700

This research aimed to: (1) examine the level of consumer opinions toward service marketing mix elements, (2) examine the level of consumer opinions regarding the decision to use café services, and (3) analyze which elements of the service marketing mix influence consumers' decisions to use café services. This quantitative study collected data from 400 members of Generation Z (aged 18–28 years) in Maha Sarakham Province who had previously used café services. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, with hypothesis testing conducted through multiple linear regression

The findings revealed that: (1) Generation Z consumers perceived the overall service marketing mix at a high level; (2) their decision-making behavior in selecting café services was also rated at a high level; and (3) the service marketing mix elements that had a statistically significant positive influence on café selection decisions at the 0.05 level included place, promotion, and physical evidence. In contrast, price and process had a significant negative influence, while product and people showed no statistically significant effect on the decision-making of Generation Z consumers regarding café service usage.

Added Value Model for Vegetable and Fruits Products to Modern Trade Markets with Cold Chain Logistics System under BCG Model Concept in Nakhon Ratchasima Province, Northeastern Economic Corridor Area

Chayapol Phupatt, Netchanok Buanak, Ekarat Ekasart, Jiraphat Tophol — Sun, 27 Jul 2025 00:00:00 +0700

This research aims to develop a value-added model for the agricultural products, particularly vegetables and fruits, to enter the modern trade market through the cold chain logistics system under the BCG (Bio-Circular-Green) Model concept in Nakhon Ratchasima Province, Northeastern Special Economic Zone. The target groups were included with the vegetable and fruit farmers, the vegetable and fruit consumers, and the stakeholders. A mixed-method research approach was employed. The quantitative research was conducted with a sample group of 400 vegetable and fruit consumers in Nakhon Ratchasima Province. The qualitative research utilized a focus group discussion with 20 vegetable and fruit farmers and stakeholders in Nakhon Ratchasima Province. The research findings revealed that all respondents, who are vegetable and fruit farmers, expressed a desire to upgrade their produce to enter the modern trade market, with the highest preference for selling through department stores (55.00%). The primary motivation was to increase marketing channels (30.00%). Furthermore, 55.00% of respondents indicated a preference for entering into contracts with modern trade businesses with specified conditions, and 60.00% sought to improve their compliance with GAP (Good Agricultural Practices) standards. The overall product quality was rated at the highest level, with a mean score of 4.29. In terms of marketing communication, the most preferred method was promotional campaigns through online purchasing systems with home delivery services, achieving the highest mean score of 4.80. Additionally, the study developed a model for adding value to vegetable and fruit agricultural products for entry into the modern trade market through a cold chain logistics system, based on the BCG (Bio-Circular-Green Economy) model, specifically applied in Nakhon Ratchasima Province within the Northeastern Special Economic Zone. A total of one model was developed.

Community Festival Communication for the Sam Peng Festival: Full Moon of the Third Lunar Month, Lanna Tradition Worshiping Phra That Saeng Chan to Enhance and Create Local Identity for Cultural Tourism Promotion in Suthep Subdistrict, Mueang District, Chiang Mai Province

Sun, 27 Jul 2025 00:00:00 +0700

This research aimed 1) to study the potential of Suthep Subdistrict, Mueang District, Chiang Mai Province; 2) to investigate communication guidelines for community festivals; 3) to produce communication media for community festivals; and 4) to evaluate the communication effectiveness of the Sam Peng Festival: Full Moon of the Third Lunar Month, Lanna Tradition Worshiping Phra That Saeng Chan, with the goal of enhancing local identity and promoting cultural tourism. This study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. The qualitative component involved the participatory engagement of 75 key stakeholders, including community leaders, local entrepreneurs, tourists, academics, and media personnel. Data were collected through focus group discussions using structured discussion guides and analyzed via content analysis. For the quantitative component, data were gathered from 100 conveniently sampled tourists at the festival venue using questionnaires to survey their satisfaction with the community festival communication. Quantitative data were analyzed using descriptive statistics, specifically percentages, means, and standard deviations.

The research findings revealed that 1) Suthep Subdistrict possesses significant potential in natural resources, culture, and traditions, suitable for promoting cultural tourism; 2) communication guidelines for community festivals should focus on integrating local identity through both offline and online media; 3) the design and production of communication media for community festivals comprised both online and offline platforms, utilizing content and formats that reflect the community's unique identity; and 4) the evaluation of tourist satisfaction regarding the usefulness of public relations media showed a mean score of 4.46 (xˉ = 4.46, S.D. = 0.56), indicating a high level of satisfaction.

The Effect of Financial Literacy and Financial Behavior on Retirement Planning: A Case Study of Working-age People in Hatyai Songkhla

Wed, 30 Jul 2025 00:00:00 +0700

This study aimed to understand the effect of financial literacy and financial behavior on retirement planning: a case study of working-age people in Hatyai Songkhla. The purposes of this study were to measure financial knowledge and financial behaviors; the difference between demographic data and retirement planning; the difference between financial knowledge and retirement planning; and the impact of financial behavior to retirement planning. The researcher used a questionnaire to collect data on samples of 385 participants. The data was analyzed using descriptive statistics (frequency distribution, mean, and standard deviation) and inferential statistics, including T-test, one-way ANOVA, and simple regression analysis at significance level of 0.05

The study found that most of the sample were women, aged 31-40 years, married, and had 3-4 family members. Most of the respondents held a bachelor’s degree, earned an average monthly income of 40,001 THB or more, and worked in private companies. It was also found that most of the sample had a high level of financial knowledge, and they agreed that their financial behaviors and retirement planning aligned with their needs. The hypotheses testing revealed that the education level, revenue, and financial knowledge level have differing effect to retirement planning as well as financial behaviors had a significant influence on retirement planning at the 0.05 level.

The Development of Academic Staff’s Participatory Performance of the Knowledge Management Practices: A Case Study of Faculty of Liberal Arts and Management Science at Kasetsart University

Thippawun Phanjantuek, Laddaporn kunkeaw, Worasit Wongadisai — Tue, 19 Aug 2025 00:00:00 +0700

This research investigates the development of staff’s participatory performance in knowledge management: A case study of the Faculty of Liberal Arts and Management Science at Kasetsart University. The objectives of the study aims to examine the factors influencing personnel participation in knowledge management practices, identify existing problems and obstacles, and propose strategies for improvement. A mixed-methods approach was employed, collecting data from all 80 personnel in the faculty and 19 key informants who are members of the faculty’s strategic management committee. Data collection methods included online questionnaires and focus group discussions. Descriptive statistics such as percentage, mean, and standard deviation, as well as inferential statistics including difference analysis, Pearson’s correlation coefficient, and multiple regression analysis were used. The findings revealed that the type of staff significantly influenced participation in knowledge management practices (p < 0.05). Information technology was also found to be a significant factor affecting participation (p < 0.05). A key obstacle identified was a lack of understanding regarding knowledge management policies and plans.