Journal of Innovation and Management https://so03.tci-thaijo.org/index.php/journalcim <p>Journal of Innovation and Management Suan Sunandha Rajabhat University is an academic journal and the main objective of the journal is to promote and disseminate quality and innovative academic research in the humanities and social sciences within 3 specific disciplines, namely</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; (1) Business Administration, Commerce, Accountancy, and Management</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; (2) Political science and public administration</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; (3) Interdisciplinary</p> <p>We welcome research papers, case studies, conceptual papers, academic articles, empirical research, and reviews Articles. Those who are interested can make a submission online (<a href="https://so03.tci-thaijo.org/index.php/journalcim/about/submissions">https://so03.tci-thaijo.org/index.php/journalcim/about/submissions</a>)</p> <p>&nbsp;</p> <p>ISSN (Print) 2465-4477<br>ISSN (Online) 2697-6277</p> en-US <p>See Publication Ethics <a href="https://so03.tci-thaijo.org/index.php/journalcim/Ethics">https://so03.tci-thaijo.org/index.php/journalcim/Ethics</a></p> <p>&nbsp;</p> journalcim@ssru.ac.th (ผศ.หทัยพันธน์ สุนทรพิพิธ) journalcim@ssru.ac.th (กัษมารา ศรสวรรค์) Tue, 28 Jun 2022 00:00:00 +0700 OJS 3.3.0.8 http://blogs.law.harvard.edu/tech/rss 60 Establishing Legal Relations for Advertising Products and Services to Onlined Social Media Influencers https://so03.tci-thaijo.org/index.php/journalcim/article/view/253871 <p>This research aims to (1) study the history, concepts, theories and rules of law relating to creation of legal relations under Thai law, (2) study rights, duties and results of the legal relations between social media influencers and brands, and (3) to compare the establishment of legal relations under Thai law and foreign laws for the benefit of further legal development through conducting qualitative research. The results found that the relationship between the brands and social media influencers, who urged other people to use the brands’ products or services through social media, under Thai, Swedish, and American laws; are legally binding agreements since the parties intend to enter into a contract. According to the doctrine of freedom of contract, this creates contractual rights and obligations between the parties. However, there is no specific provision establishing the legal liability of social media influencers for their misleading advertisements posts to the brand consumers. It has no specific statute requiring public disclosure of legal relations between social media influencers and brands' owners. Similar discussions took place in the United States of America, where it has the Federal Trade Commission (FTC) whose principal mission is to promote consumer protection. The FTC deal with those influencers who provide reviews and endorsements of products or services through social media without disclosing their commercial relationship to brands when promoting or endorsing products through social media. Therefore, this research suggests that there should be rules to ensure that brands’ owners and social media influencers will deliver merely clear and legitimate messages, and disclose their legal relations to their consumers. Moreover, there is a need to prohibit any misleading marketing messages delivered to the consumers, so-called unfair practices; and to make certain that the messages they delivered do no harm to society. Also, government organizations should be set up to monitor and investigate this matter.</p> Kamonwan Yoowatta, Natasorn Auekarn Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/253871 Tue, 28 Jun 2022 00:00:00 +0700 Effect of the Development of Learning Management Competencies Using Research-Based Learning Management for Student Teachers of Early Childhood Education Program at Suan Sunandha Rajabhat University https://so03.tci-thaijo.org/index.php/journalcim/article/view/255015 <p>This research was based on the quasi-experimental method. The objective were to study the learning management competencies of early childhood education's pre-service teacher by using research-based learning management, and to compare the learning management performance of students in the field of early childhood education before and after experimenting with research-based learning management. The target group for this study was the 1<sup>st</sup> year of Early Childhood Education program’s students, consisted of 36 students in the academic year 2020 by using Cluster Random Sampling. The research instruments used in this study were lesson plans by using research-based learning management and the learning management competency assessment form on learning management planning. The statistics used in this data analysis were mean and standard deviation. The research results showed that (1) the research-based learning management could develop students' competency about plan of learning management and (2) students had learning management competency in Learning management on learning management planning that higher after experimenting with research-based learning management. The scores from the post-test assessment form were averaged 20.39 with a high level of competency which was higher than before the trial, and had mean score of 14.14. The competency was at a moderate level, and when considering each aspect, it was found that every aspect had a higher level of competency in planning for learning management after the experiment than before the experiment were at a good level in all items. The use of media/innovation and learning resources had the highest post-test performance level and the least aspect was organizing the learning environment with the learning evaluation aspects which were of the same average at a good level.</p> Suphanwadee Waiyaroop , Panuwat Sivaskunraj Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/255015 Tue, 28 Jun 2022 00:00:00 +0700 The Management of Schools in the Eastern Economic Corridor https://so03.tci-thaijo.org/index.php/journalcim/article/view/260081 <p>The purposes of this research were to identify the factors of the management of schools in the Eastern Economic Corridor and the confirmation results of the management of schools in the Eastern Economic Corridor on issues of accurate, appropriate, feasible and applicable. The sample group used in the research was school administrators, assistant director or head of academic affairs and teachers of the Office of the Basic Education Commission in the Eastern Economic Corridor totally of 270 respondents. The instruments for collecting the data were semi-structured interview, opinionnaire and confirmative form. The results of the research showed that the factors of the management of schools in the Eastern Economic Corridor were including 7 factors: (1) Strategic Management (2) Develop teachers to use information technology (3) Promote the creation of teaching and learning innovations (4) Network-assisted education administration (5) Promote positive workplace culture (6) Create a curriculum linking to integrate education management and (7) Organize the personnel management system. The five experts confirmed the result of 7 elements that it was accurate, appropriate, feasible, applicable and consistent with theory and research conceptual framework.</p> jureeporn raksabai, Nuchnara Ruttanasiraprapa Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/260081 Tue, 28 Jun 2022 00:00:00 +0700 Factors Effecting on the Knowledge Management of Academic Staff in Ramkhamhaeng University https://so03.tci-thaijo.org/index.php/journalcim/article/view/255197 <p>The three purposes of this research were (1) to study the level of knowledge management of academic staff in Ramkhamhaeng University, (2) to study the level of factors that affect the knowledge management of academic staff in Ramkhamhaeng University, and (3) to study the relationship between knowledge management and leadership, corporate culture, information technology and measurement and evaluation. Questionnaires were the tool to collect data from academic staff in Ramkhamhaeng University. Force by using simple sampling method and categorizing samples which were which were equal to 330 people. The statistical methods used in data analysis were mean, standard deviation, person correlation. The study found that (1) quality of overall knowledge management as a whole was the highest, (2) the level of factors effecting the knowledge management of academic staff education effective shows that factors affecting knowledge management had a positive relationship with knowledge management of academic personnel Ramkhamhaeng University, the highest level, and (3) relationship between knowledge management and leadership, corporate culture, information technology and measurement and evaluation are at the overall picture was statistically significant at 0.01 level.</p> Chetsanee Butdam Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/255197 Tue, 28 Jun 2022 00:00:00 +0700 The Value Relevance of Accounting Information on Stock Price: Empirical Evidence of Companies Listed on the Stock Exchange Thailand https://so03.tci-thaijo.org/index.php/journalcim/article/view/260124 <p>The purpose of this research was to study the value relevance of accounting decisions as measured by the book value per share (BVPS) and earnings per share (EPS) to stock prices (SP) and compare the incremental value relevance of companies listed on the Stock Exchange of Thailand. Data were collected for 5 years between 2017 and 2021 for 2,522 firm-year observations. The data were analyzed by statistical analysis using Pearson's Correlation Coefficient, Multiple Regression analysis and Incremental value relevance coefficient analysis. The results of the study found that Relevance to decision making using a combination of book value and earnings per share had a positive correlation with the change in stock prices at a significance level of .01, BVPS is a variable that affects the change in a stock's price more than EPS. For the incremental value relevance common, the coefficient of value relevance represents the efficiency of an equation that uses BVPS and EPS as a combination of variables that can best describe a stock's price. Therefore, it can be concluded that accounting information is relevant to investor decisions.</p> Wanida Chutimagul, Bunjongrut Phomsuwansiri, Surin Promnurakkij Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/260124 Tue, 28 Jun 2022 00:00:00 +0700 Influential Factors on Border Trade Value between Thailand and Neighboring Countries ( Myanmar, Laos, Cambodia, and Malaysia) https://so03.tci-thaijo.org/index.php/journalcim/article/view/260534 <p>The value of Thailand<em>’</em>s border trade tends to grow every year<em>. </em>Border trade refers to developing good relationships through economic, social, and security cooperation with neighboring countries <em>(</em>Myanmar, Laos, Cambodia, and Malaysia<em>). </em>Many studies of border trade have focused on a specific area<em>/</em>neighboring country<em>. </em>Some work has been carried out to investigate how economic community, consumer purchasing behavior, and promotion policy affect the strategic plan for border trade, border trade promotion, and export development. Previous works have not comprehensively examined factors affecting total border trade value, border trade export value, and border trade import value. Therefore, the objectives of the study are to identify factors affecting Thailand<em>’</em>s total border trade value, border trade export value, and border trade import value<em>. </em>The method used to investigate factors affecting border trade value is multiple regression and ordinary least square (OLS)<em>. </em>Data were collected from the National Statistical Office, the Department of Foreign Trade, and the Thailand Board of Investment from 2009 to 2021<em>. </em>The multiple regression and ordinary least square (OLS) were applied to test the model<em>. </em>The results revealed the growing population of border provinces and the increasing number of border provinces affecting Thailand<em>’</em>s total border trade value of 4<em>.</em>724 and 0<em>.</em>131, respectively<em>. </em>The results show that border trade export value is related to the growing population of border provinces and the increasing number of border provinces within 4.752 and 1.305, respectively. Furthermore, these findings support the growth of the population of border provinces, consisting of consumers and labors, and the importance of border province numbers that are essential border trade gateways affecting border trade import value within 5.092 and 1.843, respectively. The result of the study could provide a better understanding of the factors that affect the value of Thailand’s border trade.</p> Sudarat Sukloet, Pipattawade Wannaree, Sasawalai Tonsakunthaweeteam Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/260534 Tue, 28 Jun 2022 00:00:00 +0700 Antecedents and Consequences of Frontline Employee Emotional Labor When Dealing with Foreign Customer https://so03.tci-thaijo.org/index.php/journalcim/article/view/258094 <p>The purpose of this research was to examine the causal factors and the outcomes of emotive effort that leads to frontline employees’ action in accordance with the specific situation. The samples consisted of 332 hotel frontline employees in the central region who have experience in providing services to foreign customers. Data was collected by using questionnaires and was analyzed by percentage, mean, standard deviation and structural equation modelling. The results showed that most of the respondents were female. In the age, 21-30 is age ranges of the most respondents. Most of them hold bachelor’s degree. The hypothesis testing results identified the causal factors as display rule and effective cultural flexibility intelligence had a significantly positive effect on the emotive effort, whereas job autonomy had a statically insignificant positive effect on emotive effort. Moreover, the emotive effort was found to have a positive impact on emotional exhaustion and innovative work behavior of frontline employees.</p> Amarin Tawata, Chuanchuen Akkawanitcha, Wongladda Weerapaiboon, Tippawan Kamsirimongkol Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/258094 Tue, 28 Jun 2022 00:00:00 +0700 Development of Marketing Channel and Creating Value Added of One Tambon One Product in Khok Mang Ngoi Subdistrict, Khon Sawan District, Chaiyaphum https://so03.tci-thaijo.org/index.php/journalcim/article/view/260568 <p>The objectives of this research were (1) to study the model of marketing channels of One Tambon One Product and (2) to develop the marketing channels and creating value added of One Tambon One Product in Khok Mang Ngoi Subdistrict, Khon Sawan district, Chaiyaphum. The qualitative research was conducted with one group, appliance and decorate entrepreneur of purposive sampling key-informants of Ban Nong No Noi reed mat community enterprise. The semi-structured interview was conducted using questions with a correspondence index value of 1.00. The results revealed that the current marketing channel of Ban Nong No Noi reed mat community enterprise has only offline channel through trade expo and retail selling at firm. Therefore, in order to create the ability to compete in the current situation, there is a guideline for develop marketing channels and creating value added of product via online marketing channel using Facebook page as the main channel to communicate with target customers. Moreover, there are two approaches to create value added of the product were (1) upgrading the quality of the product and (2) product processing.</p> Umawadee Detthamrong, Dasarinpat Suthamdee Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/260568 Tue, 28 Jun 2022 00:00:00 +0700 Factors Affecting Admission Decision to Enroll in the Bachelor’S Degree at College of Social Communication Innovation, Srinakharinwirot University https://so03.tci-thaijo.org/index.php/journalcim/article/view/258107 <p>The purpose of this research is to study and compare the factors affecting admission decision to enroll in bachelor’s degree at College of Social Communication Innovation, Srinakharinwirot University for high school students. This study was used a mixed methods research process, consisting of qualitative research with data collected from education experts via five influential educational websites with over 100,000 followers on social media. The qualitative research was conducted using in-depth interviews and quantitative research with data collected from 500 high school students interested in studying at College of Social Communication Innovation who attend the open house and apply for admission, Srinakharinwirot University. The research was conducted with nine factors: the image, the public relations and media, the course, the physical environmental, the tuition fee, the admission system, the lecturer, the reputation and value, and the guidance and referral. The research results showed that among the samples of different ages, the opinions on factors affecting the choice of study did not differ. However, in terms of different genders, school types, academic plans, average family income, and interested majors, the opinions on factors affecting the choice of study were different. These factors affected the choice of admission to enroll and the highest mean was the course factor (= 4.43, SD = 0.477); followed by the physical environmental factor (= 4.41, SD = 0.527); reputation and value factor (= 4.40, SD = 0.542); image factor (= 4.40, SD = 0.447); lecturer factor (= 4.35, SD = 0.621); admission system factor (= 4.18, SD = 0.663); public relations and media factors (= 4.18, SD = 0.566); guidance and referral factor (= 3.80, SD = 0.836); and tuition fee factor (= 3.80, SD = 0.721) respectively.</p> Alongkon Ammawongchit, Srirath Pakdeeronachit, Noppadol Inchan Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/258107 Tue, 28 Jun 2022 00:00:00 +0700 Hypothesis Testing between Demography Characteristics with the Desires of Elderly Tourists in Accommodation Service in Ranong Province https://so03.tci-thaijo.org/index.php/journalcim/article/view/252078 <p>This study was quantitative research using a questionnaire as a research tool to collect data from sample groups. A total of 400 sets of descriptive statistics were used to summarize demographic characteristics and elderly tourist behavior, and inferential statistics used to test the hypothesis were t-test and f-test. The study found that (1) most of the tourists were female. They are under 60 years of age, single status, with bachelor's degree education, self-employed, and earning more than 30,000 baht per month, (2) when choosing to travel during public holidays and choose accommodation in the price range of 1,001-1,500 baht, in the comments section of comfort, sufficiency of accommodation, suitability for accommodation prices and sufficiency of facilities as in, and (3) the results of the hypothesis testing between demographic characteristics and hospitality needs of the accommodation business showed that different ages, status, income, education and occupation had no different requirements for management, service and environment and building. While different gender characteristics have different administrative and environmental needs and the facility, except for the service of the hotel, they are not different.</p> Benjaporn Yaemjamuang, Narin Yuenthon Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/252078 Tue, 28 Jun 2022 00:00:00 +0700 Factors Affecting Decisions of Working-Age Population to Purchase Dietary Supplements from Convenience Stores in Bangkok https://so03.tci-thaijo.org/index.php/journalcim/article/view/259382 <p>This research aimed to study personal factors and marketing factors affecting decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok. The probability sample technique was used to select 400 consumers who had purchased dietary supplements. Data was collected using the questionnaires that passed the validity test and the reliability test. Data analysis was performed using descriptive statistics and hypothesis testing. Differential analysis of the mean from 2 sampling groups and analysis of variance of the mean from at least 3 sampling groups were employed for hypothesis testing. Pearson Product Moment correlation and multiple linear regression from hypothesis testing found that the personal factors including education level and income affected decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok. As for the marketing factors that affected decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok, it was found that product (0.000), marketing promotion (0.000), website (0.000), social media (0.000) and price (0.028) at the statistically significant levels of 0.01 and 0.05 could together forecast at 47.70 percent.</p> Waleerat Nunthaegapong, Saiphin Panthong Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/259382 Tue, 28 Jun 2022 00:00:00 +0700 Why Likert? https://so03.tci-thaijo.org/index.php/journalcim/article/view/259482 <p>The rating scale is a research tool that used in quantitative research in the social sciences, especially in the context of social science research in Thailand, it is widely used. The objectives of this article are (1) to describe the concepts and key principles of quantitative research tools, (2) to describe the characteristics of the Likert's original rating scale, and (3) to propose the alternative rating scales in social science research. This article is based on a study of relevant documents on the concepts, principles and characteristics of the rating scales. This gives researchers the option to use a variety of the rating scale for using in social science research that researchers can choose to adapt accordingly.</p> Subin Yurarach Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/259482 Tue, 28 Jun 2022 00:00:00 +0700 Research Skills of Research Teachers to Develop Teaching and Learning https://so03.tci-thaijo.org/index.php/journalcim/article/view/258058 <p>This academic article aims to present a substantive approach to the research skills of research teachers and academic scholars to improve their teaching and learning capabilities<strong>. </strong>There consists of the meaning and significance of research skills for research teachers to enhance their teaching skills, the essential elements of research, and processes needed to conduct research which are able to apply the research findings to their lessons and techniques from their experience in research chapters writing<strong>. </strong>The issue presented in this article will help to promote and guide research teachers to develop learning styles that are appropriate to learners<strong>. </strong>Besides, the research teachers will be examining and developing the new teaching methods to suit their learners and the individual differences of learners as a guideline for learners' success in the future<strong>. </strong>The research for teachers is considered an innovative process that plays a vital role in improving their potential to learn management, learner<strong>’</strong>s development, and professional development to be consistent quality level<strong>.</strong></p> Patcharaporn Pilasombat, Duangkamol Chongcharoan Copyright (c) 2022 Journal of Innovation and Management https://creativecommons.org/licenses/by-nc-nd/4.0 https://so03.tci-thaijo.org/index.php/journalcim/article/view/258058 Tue, 28 Jun 2022 00:00:00 +0700