Journal of Innovation and Management

The Influences of Perceived Organizational Culture, Organizational Climate and Trust in Supervisors on the Job Performance of Operative Employees in Hotel Residence Service Industry in Chon Buri Province

Sutthiroj Petchaisak — 2025-06-24

This study aimed to investigate the levels of organizational culture perception, organizational climate perception, and trust in supervisors, and their influence on the job performance of operational-level employees in residential hotels in Chonburi province. The research employed a quantitative approach using questionnaires to collect data from 386 operational-level employees, selected through accidental sampling. The researcher defined specific qualifications for the respondents to ensure suitability for the study and included initial screening questions. Data collection took place between December 2024 and January 2025. The data analysis was divided into two parts: (1) descriptive statistics, including frequency distributions and percentages, to describe demographic characteristics and the use of mean and standard deviation to summarize respondents’ opinions; and (2) inferential statistics, using multiple linear regression analysis to test hypotheses and evaluate relationships among variables. The findings showed that employees rated organizational climate perception the highest ( = 4.49), followed by trust in supervisors ( = 4.47) and organizational culture perception ( = 4.42). All three factors positively influenced job performance, indicating that employees who perceive a supportive organizational climate, trust their supervisors, and recognize a strong organizational culture tend to exhibit improved job performance. These findings provide a foundation for human resource management strategies aimed at sustainably enhancing service efficiency in the hotel industry.

Design and Develop Website Prototype for Amateur Illustrators in Thailand

Kornkanok Sirimoon — 2025-06-24

The objectives of this study are twofold: to explore the factors influencing the design and development of a prototype website and to design and develop a prototype website specifically for amateur illustrators in Thailand. The researcher conducted in-depth interviews with three target groups: three well-known illustrators, seven novice illustrators, and three commissioners who hire illustrators. By analyzing and synthesizing the data, a prototype website for amateur Thai illustrators was designed and developed. The Design Thinking and Double Diamond Model methodologies guided this research. The findings were categorized into two sections: (1) A study of factors related to website prototype design and development, which revealed that creating wireframes, designing the user interface, selecting colors, and developing prototypes were crucial in reducing errors and improving accuracy in website development for amateur Thai illustrators. (2) The design process began by gathering the requirements of the target group, creating wireframes, and developing a prototype. The target group evaluated and provided feedback, allowing for iterative improvements to ensure the prototype website was optimized to meet both usability and aesthetic goals.

Opportunities and Challenges of Thailand in Medical Tourism for Visitors from the Middle East

Suepphong Glasueg — 2025-06-24

This research explored the opportunities and challenges of Thailand in medical tourism for visitors from the Middle East, using national interest concept as analytical frameworks. This qualitative research gathered data through seven in-depth interviews with Middle East experts and Arabic interpreters using open-ended questions, along with a review of related literature. The findings revealed that following the restoration of diplomatic relations between Thailand and Saudi Arabia, an opportunity arose from increased tourist numbers from Gulf Cooperation Council countries. In response, Thailand has focused on establishing itself as a medical hub in Asia, with the government and healthcare providers implementing targeted policies and promoting investment in medical facilities and technology to enhance healthcare quality and attract medical tourists. (Deb, 2024) However, Thailand still faces challenges in language, culture, and competition from other countries in the region.

Factors Affecting Purchase Intention in Virtual Makeup Try-on Using AR-AI Technology

Natthicha Kumpan — 2025-06-24

This study aims to investigate the factors influencing purchase intention in virtual makeup try-on using Augmented Reality (AR) and Artificial Intelligence (AI) technology. The sample consisted of 400 individuals who had previously purchased and experienced cosmetic products. Data were collected through an online questionnaire and analyzed using multiple regression with the IBM SPSS version 29. The variables examined included ease of use, technological realism, engagement and satisfaction, trust and transparency, emotional and sentimental connection, compatibility with consumer lifestyle, and social influence. These factors were analyzed in relation to purchase intention, purchase interest, and purchase inclination. The findings indicate that technological realism (β=0.333, p<0.001), engagement and satisfaction (β=0.184, p<0.001), compatibility with consumer lifestyle (β=0.329, p<0.001), and social influence (β=0.156, p<0.001) significantly enhance purchase intention. Conversely, ease of use negatively impacts purchase inclination (β=-0.072, p<0.05), while trust and transparency show no significant effects. These results imply that businesses should prioritize hyper-realistic AR-AI interfaces and lifestyle-integrated marketing strategies to optimize consumer decision-making.

Service Marketing Mix Factors Influencing Decision Making of Using Restaurants Service in Nong Khai

Siribodee Seetaboot — 2025-06-24

This research aimed to study the general demographic characteristics of restaurant service users in Nong Khai Province, including gender, age range, education level, occupation, monthly income, and marital status, as well as to examine the level of users’ opinions on the service marketing mix factors of restaurants in the area and to analyze the influence of these factors on the decision to use restaurant services. Data were collected through questionnaires administered to a sample of 400 restaurant service users in Nong Khai Province, selected using convenience sampling. The statistical methods employed included frequency, percentage, mean, standard deviation, and t-test, while hypothesis testing was conducted using one-way analysis of variance and multiple regression analysis. The results revealed that differences in age range significantly affected the decision to use restaurant services in Nong Khai Province at the 0.05 level of significance. In addition, the overall opinions of service users toward the service marketing mix factors were found to be at a high level. Furthermore, the factors related to product, price, personnel, process, and physical evidence were found to have a statistically significant influence on the decision to use restaurant services in the province at the .05 level.

Development of An Educational Board Game on Storyboarding to Enhance Learning Achievement in The Digital Media Production Course for Vocational Certificate Grad 3 Students

Krittanai Kaewkaithai — 2025-06-24

This research aimed to: (1) develop an educational board game on “Storyboarding” to enhance the learning achievement of vocational certificate (Grade 3) students in the Digital Media Production course, (2) compare students’ pre- and post-learning achievement using the educational board game, and (3) examine students’ satisfaction with learning through the board game. The research instruments included the educational board game, a learning achievement test, a media quality assessment form, and a student satisfaction questionnaire. Data were analyzed using descriptive statistics: mean, standard deviation and t-test to compare pre- and post-test scores. The results revealed that: (1) the developed educational board game was evaluated to be of “very good” quality in terms of both content and media; (2) students’ learning achievement improved significantly after using the board game. The mean pre-test score was 10.27, while the mean post-test score was 17.60, indicating a statistically significant increase in learning outcomes; and (3) students’ satisfaction with the board game was at a “high” level, with an average score of 4.08.

Factors Affecting the Decision to Use GPS Tracking Installation Services of ABC Company

Amnat Srijumroen — 2025-06-24

This research aimed to study the factors influencing the decision to use real-time satellite-based object tracking system installation services provided by ABC Company. The study employed a quantitative research methodology. The research was conducted at ABC Company, with the sample group comprising 393 customers who had used the company’s real-time object tracking system installation services. The sample size was determined using a formula for an unknown population, with a confidence level of 95%. The research instrument was a questionnaire consisting of 22 items. Data were analyzed using basic statistical methods, including mean and standard deviation. The findings revealed that the most influential factor in the decision to use the satellite-based real-time tracking system was perceived usefulness. This was followed by responsiveness to user needs, ease of use, system reliability, and service quality. All five factors received a high average satisfaction rating from users. The research indicates that customers place high value on the outcomes they gain from using the system—particularly ease of installation, user-friendly operation, and intuitive interface. These aspects significantly influence their decision to use the service. Furthermore, service quality, including after-sales support, consultation, and warranty provisions, plays a critical role in building customer trust and satisfaction with ABC Company.

The Influence of the Five Forces Factors on the Competitive Advantage of The Packaging Industry

Nipawan Chaiyanam — 2025-06-24

This research examines five forces factors influencing the competitive advantage of cost leadership and differentiation strategies in Thailand's packaging industry. Using a quantitative approach, it surveyed 400 executives and marketing heads through a structured questionnaire. Descriptive statistics-percentages, means, and multiple regression analysis—assess relationships among factors. Findings show that competitive pressure in Thailand's packaging industry is at its peak, with substitute product pressure as the most significant factor impacting competitive advantages. Hypothesis testing revealed two critical insights: (1) Pressure from existing competitors in the industry, Pressure from buyers' bargaining power, and Pressure from the bargaining power of raw material suppliers have a statistically significant influence on the cost leadership strategy at the 0.05 significance level. (2) Pressure from existing competitors in the industry, Pressure from the bargaining power of raw material suppliers and Pressure from the bargaining power of raw material suppliers have a statistically significant influence on the differentiation strategy at the 0.05 significance level. Benefits of the Research the findings help executives and policymakers pinpoint key competitive pressures and address the dominant impact of substitutes. Adopting refined cost and differentiation strategies supports better resource allocation and promotes sustainable growth in Thailand’s packaging industry.

Research on Intuitive Eating among Male College Students: an Experiment Based on the Perspective of Gratitude and Body Appreciation

Zhenqiao Liang — 2025-06-24

Health training is a new concern for schools and businesses in China to train students and staff. This study used a randomized controlled trial design experiment to explore the health intervention from the perspective of intuitive eating, that based on gratitude and body appreciation among Chinese men (N=107, Average age=19.37). The ANCOVA results showed that the 7 sections of online gratitude group counseling anchored in body appreciation could significantly improve the level of intuitive eating, gratitude and body appreciation among Chinese men. This study formed a set of simple, convenient and effective intervention methods suitable for men, In the future, they could be used to promote levels of gratitude, body appreciation, and intuitive eating among men.

The Impact of Social Anxiety and Loneliness on Problematic Social Media Use: The Mediating Role of Maladaptive Cognition

Shaoqing Xiong — 2025-06-24

Given the accelerated growth of social media, problematic social media use has emerged as a research hotspot in the field of psychology, especially among university students. The objective of this investigation is to explore the influence mechanism of social anxiety and loneliness on problematic social media use, and focuses on examining the mediating role of maladaptive cognition in this process. Based on the data analysis of 463 Chinese college students, this study uses structural equation modeling (SEM) for verification. The results show that both social anxiety and loneliness significantly and positively predict problematic social media use, while maladaptive cognition plays a partial mediating role in this process. This finding not only reveals the potential psychological mechanism of problematic social media use but also highlights the key role of maladaptive cognition, providing new theoretical basis and practical implications for the innovative education and management intervention of problematic social media use.

Leveraging Artificial Intelligence for Efficient Quotation Management: A Performance Analysis of Custom GPT vs. Traditional Methods

Manisra Baramichai — 2025-06-24

This study explores the application of artificial intelligence (AI), specifically Custom GPT, in automating quotation document management. The research focuses on extracting product details, product codes, and other relevant information from PDF documents and converting them into structured Excel formats. A total of 18 quotation samples from two major customers were analyzed. The primary objectives are to compare the performance of AI-driven processing with manual data entry and to develop methods for reducing redundant tasks in document handling. Experimental results demonstrate that Custom GPT significantly reduces processing time. Performance analysis indicates that ChatGPT improves efficiency by 70–90% in automating product data entry compared to manual input by employees. The findings suggest that AI technology enhances operational efficiency, minimizes errors, and allows employees to focus on higher-value tasks such as market analysis and customer relationship management. This research also provides guidelines for integrating AI into document management processes, offering a foundation for future AI-driven business applications.