Journal of Humanities and Social Sciences, Rajapruk University

Modern Management Administration: Predictive Behavior

2025-12-29T15:20:06+07:00

The article “Modern Management: Predictive Behavior” aims to explain the concept of Predictive Behavior as an effective managerial tool for Behavior analyzing and behavior forecasting analyzing in contemporary dynamic contexts. It serves as a mechanism that supports strategic decision-making through the utilization of big data, artificial intelligence, and behavioral modeling to predict trends among consumers, employees, and other stakeholders. The findings indicate that the application of predictive behavior in marketing enhances accuracy in responding to customer needs, in human resource management it facilitates the prediction of employee turnover and potential, and in organizational policy it helps reduce risks while increasing resilience to uncertainty. Nevertheless, certain limitations remain, particularly concerning data quality, transparency, and ethical considerations, especially the protection of personal information. Therefore, managers are encouraged to develop reliable data systems, establish clear governance mechanisms, and foster an organizational culture open to innovation in order to balance strategic effectiveness with social responsibility.

The role of Artificial Intelligence (AI) in Chinese language learning management

2025-12-30T17:31:29+07:00

This academic article aims to 1) study the role of artificial intelligence (AI) technology in Chinese language learning management; 2) analyze the application patterns of artificial intelligence (AI) technology in Chinese language learning management; and 3) provide policy and practical recommendations for the effective application of artificial intelligence (AI) technology in Chinese language learning management. The study was conducted through the collection, analysis, and synthesis of content from academic articles and related research both domestically and internationally from 2021 to 2025. This study aims to propose approaches for integrating technology into learning management in the digital age.

The results of the study according to the objectives 1) The role of artificial intelligence (AI) technology in Chinese language learning is divided into 6 areas: 1) Language conversation partner 2) Personal tutor 3) Teaching media creator 4) Tools and assessment 5) Cross-cultural learning bridge and 6) Assistant for teacher professional development 2) Application models of artificial intelligence (AI) technology in Chinese language learning are divided into 5 areas: 1) Teaching media creator assistant 2) Self-learning and training partner 3) Smart tutor 4) Collaborative teaching between teachers and AI 5) Tools for building cultural understanding and 3) Policy recommendations include 1) Establish a clear vision and establish a supervisory agency 2) Invest in infrastructure, create equal access to equipment 3) Improve the curriculum and teacher development, integrate AI in the curriculum and develop teacher skills 4) Establish an ethical framework, promote responsibility and protect personal data. And practical recommendations include 1) Teachers, change their roles from teachers to guides and use AI as a teaching tool. 2) Learners, focus on using AI as a personal tutor in learning.

Competency of Small and Medium Enterprises

2025-12-29T15:38:25+07:00

This article aims to present the competency of small and medium enterprises based on David C. McClelland (1973) concepts. The researcher found that entrepreneurs should have 1) competence and knowledge in strategic management, manufacturing, and marketing 2) Technical proficiency in decision-making and interpersonal skills and 3) innate competence for those who want immediacy, motivation, training, networking, and communication. 4) self-opinion competency A positive self-concept should be encouraged, self-conscious and knowing and understanding oneself., and 5) motive competency, Motivation and internal drives should be strengthened and developed. If entrepreneurs of small and medium enterprises have all five competencies, they will be able to solve problems and prevent risks that will occur with the business, survive in the midst of the global climate change crisis, and grow steadily and sustainably.

Strategies for Teaching Chinese Pragmatics to Thai Learners

2025-12-30T17:37:51+07:00

This academic article aims to fulfill three main objectives: (1) to propose the concepts and theories derived from studying the linguistic and cultural characteristics of Chinese Pragmatics; (2) to present the problems and obstacles identified through the pragmatic analysis of Thai learners of Chinese; and (3) to propose appropriate teaching strategies for Chinese Pragmatics for Thai learners, focusing on developing the ability to use the Chinese language accurately and appropriately according to socio-cultural contexts.The study findings reveal that Chinese Pragmatics possesses distinct characteristics that reflect Chinese social values, such as: (1) the emphasis on Face; (2) the Principle of Politeness; (3) the use of Indirect Speech; (4) High-context Communication; and (5) Group Harmony. These characteristics are distinctly different from Thai social norms. The main problem among Thai learners stems from Pragmatic Failure, which is caused by four key factors: (1) negative transfer from the mother tongue; (2) negative transfer from culture; (3) lack of in-depth linguistic knowledge; and (4) lack of a real communicative environment.

To address these issues, the article proposes three pedagogical principles: (1) the accuracy, practicality, and modernity of the content; (2) systematic, step-by-step instruction; and (3) appropriate grouping of learners. Furthermore, five specific teaching strategies are suggested: (1) Comparative Instruction; (2) Integration of Culture into Teaching; (3) Instruction using Simulated Situations; (4) Integration of Pragmatics Instruction with Other Language Skills; and (5) Integration of Social Media as a Real-World Data Repository. The latter aims to encourage learners to observe, analyze, and comprehend authentic language usage patterns. The conclusion indicated that the Comparative Instruction strategy was the most effective in reducing pragmatic failures among Thai learners and efficiently promoting their cross-cultural communication competence.

Value and Meaning Creation Strategies of Huen Ai Em Woven Textiles: Learning Center for Tai Dam Wisdom in Ban Na Pha Nat, Khao Kaeo Subdistrict, Chiang Khan District, Loei Province

2025-12-29T15:55:10+07:00

This academic article aims to examine the strategies employed to create value and meaning through handwoven textiles of Huern Ai Em, a local learning center preserving the wisdom of the Tai Dam ethnic group in Ban Na Pa Nat, Khao Kaeo Sub-district, Chiang Khan District, Loei Province. Guided by the concepts of creative folklore and cultural communication, the study utilized a qualitative research methodology. Data were collected from both documents and fieldwork through in-depth interviews and participant observation with five local experts, which was selected who have knowledge in weaving. using structured interview forms and observation guidelines.

The findings reveal that Huern Ai Em, founded by Mrs. Samlan Kromthong, the first weaver and pattern designer of the traditional “Nang Han” motif- is a key center for cultural transmission and identity reinforcement in the Tai dam Community. The strategies use to generate value and meaning in its textile production can be categorized into five dimensions: (1) storytelling and legends, (2) weaving techniques, (3) symbolic patterns, (4) culturally meaningful colors, and (5) cultural tourism and learning activities. These practices reflect the intertwine worldview, beliefs, and way of life of the Tai Dam people, deeply connected to nature. Moreover, they offer a promising foundation for economic and cultural development through the application of creative folklore.

Full Paper

2025-12-29T20:39:51+07:00

Editorial

2025-12-29T20:18:07+07:00

Editorial department

2025-12-29T20:22:50+07:00

List of experts who considered the article

2025-12-29T20:25:38+07:00

2025-12-29T20:27:37+07:00

Factors Affecting the Success of OTOP Enterprise Entrepreneurs for Competition in Digital Era

2025-12-29T16:11:29+07:00

The objectives of this research were examine 1) of opinions regarding variables related to management, production management, and digital marketing, 2) investigate the levels of opinions regarding variables related to the success of OTOP entrepreneurs in the digital era, and 3) Analyze the factors influencing the success of OTOP entrepreneurs. The sample group used in this research consisted of 427 OTOP entrepreneurs registered with the Community Development Department as of 2023. These included individual and SME group enterprises from all regions across five categories: food, beverages, textiles/clothing, household items/decorative accessories, and non-food/non-medicinal herbal products. Simple Random Sampling was employed to select the samples. The statistical methods used for data analysis included percentage, frequency, mean, standard deviation, and multiple regression analysis.

The research findings indicate that digital marketing factors (X₃), production management factors (X₂), and general management factors (X₁) significantly influence the success of OTOP entrepreneurs, in that order. Specifically, in the context of the digital era, digital marketing factors exhibited the strongest influence on entrepreneurial success (β = 0.464), followed by production management factors (β = 0.293), and general management factors (β = 0.127). It can be expressed in the form of a raw score equation and a standardized score equation as follows. Raw score equation = 0.364 + 0.494 (X₃) + 0.303 (X₂) + 0.120 (X₁) Standardized score equation Z_Y= 0.464 (X₃) + 0.293 (X₂) + 0.127 (X₁). The digital marketing factor had the greatest influence on the success of OTOP entrepreneurs in the digital era (Adjusted R² = 0.630), which is consistent with the research hypothesis and statistically significant at the 0.05 level.

Fairness in Artificial Intelligence Technology: A Case Study of Food Delivery Platform Businesses

2025-12-29T16:15:49+07:00

This research aims to: 1) Analyze the design and application of artificial intelligence (AI) technology in the food delivery platform business concerning issues of fairness. 2) Examine the role of the Contract Theory of Ethics as a conceptual framework for fostering fairness in the use of AI technology within the food delivery platform business. This study explores issues of fairness in AI technology by primarily employing John Rawls' Theory of Justice within the framework of the Contract Theory of Ethics. The analysis will be conducted using a documentary research methodology.

The research reveals that: 1) the design and use of AI technology in the food delivery platform business directly impacts the fairness experienced by platform workers, known as "riders." Simply citing mutual consent to the terms and conditions of employment between the platform owner and the rider is insufficient for ensuring fairness. Instead, these agreements must be founded on the principle of "fairness as justice," as conceptualized by Rawls. Furthermore, the issues of fairness can be more clearly understood by applying the principle of equal liberty and the difference principle. 2) The Contract Theory of Ethics can be used as an ethical framework to foster fairness in the application of AI technology within the food delivery platform business. Moreover, the case study suggests a need to consider the role of AI technology that is not only fair but also more user-friendly and mindful of human dignity.

The influence of reference groups on the decision making process of purchasing motorcycle parts online in the upper southern region of Thailand

2025-12-29T16:20:46+07:00

This research aims to 1) study the level of importance of the characteristics of reference groups according to the opinions of motorcycle users in the upper southern region of Thailand. 2) study the level of importance of the decision-making process of online purchasing motorcycle parts in terms of problem awareness, information seeking, alternative evaluation, decision-making and purchasing and post-purchase behavior based on opinions of motorcycle users in the upper southern region of Thailand.
3) Study the influence of reference groups on the decision-making process in terms of problem awareness, information seeking, alternative evaluation, decision-making and purchasing, and behavior after purchasing motorcycle parts on the online purchasing in the upper southern region of Thailand. This study is quantitative research, The population is motorcycle users and motorcycle parts buyers in the upper southern region of Thailand, of which the exact population number is unknown. Therefore, the sample size was calculated using Cochran's formula (Cochran, 1977). The sample consisted of 385 motorcycle users and motorcycle parts buyers in the upper southern region of Thailand. The instruments used for data collection were multiple choice questionnaires. Statistics used for data analysis included frequency, percentage, mean, standard deviation, VIF and Tolerance analysis, and multiple regression analysis.

The results found that 1) the level of importance of the characteristics of reference groups according to the opinions of motorcycle users in the upper southern region of Thailand overall, had the highest average ( =4.30), ranked from highest to lowest as follows: Attractiveness, Expertise, Trustworthiness/Reliability, Similarity to the Target Group, and Respect. 2) the level of importance of the decision-making process for purchasing motorcycle parts in the upper southern region of Thailand overall, had the highest average ( =4.29), ranked from highest to lowest as follows: Problem Perception Post-purchase behavior, information search, alternative evaluation, and purchase decision respectively, and 3) The influence of reference groups on the decision-making process of purchasing motorcycle parts on online purchasing in the upper southern region of Thailand is very high in all aspects with statistical significance at .05.

A Study of Factors Influencing the Development of 21st-Century Learning Skills among Students at Angthong Technical College

2025-12-29T16:26:51+07:00

This study aimed to examine the level of 21st-century learning skills among students at Angthong Technical College and to investigate the factors influencing their development. The sample group consisted of 328 respondents, comprising vocational education administrators, teachers, and students. They were selected using stratified random sampling. Data were collected through a questionnaire and analyzed using descriptive statistics, Pearson’s Simple Correlation Coefficient, and Stepwise Multiple Regression Analysis.

The results indicated that students' 21st-century learning skills were rated at a high level across all dimensions. Furthermore, Pearson’s Simple Correlation Coefficient analysis revealed that all factors were significantly and positively associated with 21st-century learning skills (r = .399 - .440, p < .05). Furthermore, stepwise multiple regression analysis identified two statistically significant predictors: educational management ( = .308) and partnerships with external organizations ( = .173). Both factors had a positive influence on 21st-century learning skills at the .05 significance level. Together, these two factors accounted for 20.6% of the variance in 21st-century learning skills (R = .454, R² = .206, p < .05).

Logistics activities affecting warehouse management: Case study of CP B&F (Thailand) Co., Ltd.

2025-12-29T16:30:57+07:00

This research aims to: 1) study the current state of warehouse management in the daily operations of CP B&F (Thailand) Co., Ltd., 2) analyze problems and prioritize critical issues affecting warehouse efficiency, and 3) propose solutions to enhance warehouse performance and reduce waste. A qualitative research approach was employed through semi-structured interviews, observations, and internal document analysis. The sample group consisted of 10 warehouse-related employees.

The results revealed that 1) the existing system was informal, lacking clear zoning, signage, and systematic product arrangement. This disorganization led to delays, increased product damage, and on-time delivery failures., 2) the highest-priority issue was the absence of designated storage areas by product category. This prioritization enabled the formulation of targeted and effective improvement strategies., and 3) using logistics management principles resulted in significant improvements: over 65% reduction in search and picking time, more than 60% reduction in movement distance, and over 80% cost reduction from product damage and losses. These changes also enhanced inventory accuracy, organization, and reduced issuing errors. The overall effect was a more efficient warehouse system with reduced waste and improved operational quality, contributing to enhanced customer satisfaction and competitive advantage.

The impact of motivation, organizational commitment, and organizational citizenship behavior on the job performance of employees in automotive parts manufacturing company in Amata city industrial estate, Chonburi

2025-12-29T16:34:59+07:00

This research aimed to 1) study the level of motivation, organizational commitment, organizational citizenship behavior and work performance, 2) analyze the impact of motivation, organizational commitment and organizational citizenship behavior on employee work performance. This research is a quantitative research. Data were collected using a questionnaire. The questionnaire had content validity of 0.865, construct validity of 0.76-1.00, and overall reliability of 0.9821.The sample consisted of 420 employees of an automotive parts manufacturing company in Amata City Industrial Estate, Chonburi. The convenience sampling method was used. The statistics used for data analysis were mean, percentage, standard deviation, and multiple linear regression analysis.

The results showed that; the level of opinions on motivation was at a high level ( =4.42,S.D = 0.21) organizational commitment was at a high level ( = 4.43,S.D = 0.36) organizational citizenship behavior was at a high level ( = 4.40,S.D = 0.23) and work performance was at a high level ( =4.45,S.D = 0.23) . The results of the hypothesis test found that the effects of motivation, organizational commitment, and organizational citizenship behavior on work performance of employees of an automotive parts manufacturing company in Amata City Industrial Estate, Chonburi with statistical significance at the 0.05 level.

Analysis of Readiness Assessment Dimensions for Exporting Products among SMEs: A Case Study of the Cosmetics Manufacturing Industry in Thailand

2025-12-29T18:38:08+07:00

This research aims to: 1) study the factors affecting the export capability of SMEs in the cosmetics industry, 2) examine the dimensions for assessing the export readiness of SMEs in cosmetics, and 3) develop an export readiness assessment model for SMEs in Thailand's cosmetics manufacturing industry. This study adopts a qualitative research approach, collecting data through in-depth interviews using semi-structured questionnaires with a sample group of 12 individuals, including cosmetics manufacturers, export academics, and representatives from government agencies involved in export promotion. Data analysis was conducted using content analysis and word grouping techniques.

The research findings reveal that the factors affecting the export capability of cosmetics SMEs include: product and innovation factors, economic condition factors, government policy and international trade regulation factors, and social factors. Meanwhile, the dimensions for assessing the export readiness of SMEs in cosmetics consist of: product, production process, finance and investment, export knowledge, transportation and logistics, understanding of foreign markets, and risk management.

Factors affecting the reduction of pollution and transportation costs of entrepreneurs: A CASE STUDY OF XYZ Co., Ltd.

2025-12-29T18:43:31+07:00

This study is a qualitative study. The objective was 1) examine approaches to reduce pollution and transportation costs for entrepreneurs in the case study company; 2) analyze comparative data on the cost effectiveness and breakeven point of electric trucks versus diesel trucks within the organization, and 3) evaluate the benefits of implementing the Green Logistics approach within the company. The participants in this qualitative research included seven key informants—comprising one manager, two supervisors, and four truck drivers from the case study company. Data was collected using purposive sampling through in-depth interviews and focus group discussions, and comparative data analysis was conducted accordingly.

The study's findings revealed that: 1) Replacing diesel trucks with electric trucks significantly reduced CO₂ emissions by 6,530.05 kilograms per specified usage cycle.; 2) Electric trucks demonstrated superior performance with a maximum driving distance of 400 kilometers per day, yielding a monthly cost savings of 9,459 baht. The fuel/energy cost per kilometer was 1.72 baht lower than diesel trucks, resulting in an average operating cost of 4.48 baht per kilometer. The electric trucks also showed a higher internal rate of return (IRR) of 7.93%, leading to annual cost savings exceeding 71,015.24 baht.; and 3) Implementing green logistics enabled XYZ Co., Ltd. to manage operational costs more efficiently while reducing environmental impact. This strategic shift created a competitive advantage aligned with both national and international sustainability policies. Additionally, the company benefited from reduced long-term fuel expenses and lower maintenance requirements due to the simpler design of electric truck engines, ultimately improving operational efficiency and supporting the company’s long-term sustainable development goals.

Factors Affecting the Digital Marketing Competitiveness of OTOP SMEs Entrepreneurs

2025-12-29T18:49:54+07:00

The objectives of this research were 1) to study the level of opinions regarding digital marketing, integrated marketing communication through digital media, and product development of OTOP SMEs’ entrepreneurs, 2) to study the level of opinions regarding the digital marketing competitiveness of OTOP SMEs’ entrepreneurs, and 3) to examine the influence of digital marketing, integrated marketing communication through digital media, and product development on the digital marketing competitiveness of OTOP SMEs’ entrepreneurs. The sample group used in this research consisted of 228 OTOP SMEs’ entrepreneurs. The research tool used for data collection was a questionnaire. The statistical methods used for data analysis included percentage, frequency, mean, standard deviation, and multiple regression analysis.

The results of the research found that 1) The overall level of opinion regarding digital marketing, integrated marketing communication through digital media, and product development was at the highest level, 2) The overall level of opinion regarding the digital marketing competitiveness among OTOP SMEs’ entrepreneurs was at the highest level, and 3) The results of the multiple regression analysis showed that 1) The digital marketing: website marketing, content marketing, search engine optimization (SEO), and social media marketing, 2) The integrated marketing communication through digital media: digital advertising and public relations, and 3) The product development: innovation, technology, and creativity, all significantly affected the digital marketing competitiveness of OTOP SMEs’ entrepreneurs with statistical significance at 0.05.

Digital Technology Work Competency Affecting Work Performance Efficiency of Personnel under the Chachoengsao Provincial Administration

2025-12-29T18:55:04+07:00

The objectives of this research were: (1) to examine the level of digital technology work competency of personnel in the Chachoengsao Provincial Administration Office, (2) to investigate the level of work performance efficiency of personnel in the Chachoengsao Provincial Administration Office, and (3) to study the digital technology work competency that affects the work performance efficiency of personnel in the Chachoengsao Provincial Administration Office. A questionnaire was employed as the research instrument to collect data from 250 personnel. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis using the Enter method.

The results indicated that the four dimensions of digital technology competency knowledge of digital technology, use of digital technology, problem-solving with digital tools, and adaptability to digital technology changes were positively correlated with each other and collectively significantly predicted the work performance efficiency of the personnel at the 0.05 significance level. The multiple correlation coefficient (R) was 0.787, and these competencies jointly accounted for 61.9% of the variance in work performance efficiency (R² = 0.619). The remaining 38.1% was attributed to other factors, with a standard error of estimate of 0.29639.

FACTORS AFFECTING USERS’ SATISFACTION TO CHOOSE AN INTERNATIONAL FREIGHT FORWARDER A CASE STUDY OF ABC CO., LTD.

2025-12-29T19:04:17+07:00

This study aimed at 1) To study the demographic factors influencing customer satisfaction with the international shipping services of ABC Co., Ltd., and 2) identify key determinants of satisfaction among entrepreneurs who selected the company’s services. The sample comprised 45 customers or entrepreneurs who had used the company’s international shipping services for at least two years, representing 90.00% of the target population. Data was collected from November 2024 to February 2025 and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple linear regression analysis).

The research results found that the demographic factor related to the level of education was the factor that had the most influence on the satisfaction in choosing to use the international freight forwarders of the case study company, the most important factor that had the most influence on the satisfaction of the entrepreneurs in general was the aspect of customs formalities services and debt collectors, followed by, document services, after-sales service, decision-making, and complaint management, respectively, with a statistical significance level of 0.05. Additionally, the education level significantly affected satisfaction with the company’s document-related services, with a significant level of 0.01.

The Academic Administration in the Digital Era by School Administrators in the Chalermprakiat School Group under Her Majesty Queen Sirikit, the Queen Mother

2025-12-29T19:12:21+07:00

The objectives of this research aims (1) Study teacher’s opinions on digital-era academic administration in the Digital Era by School Administrators in the Chalermprakiat School Group, her Majesty Queen Sirikit, The Queen Mother. (2) Compare teachers’ opinions on digital-era academic administration of school administrators in this group based on personal information, work experience, and school size. This is quantitative research study. The sample consists of 311 teachers, selected using stratified random sampling based on school size. The research instrument is a questionnaire using a five-point rating scale. The data were analyzed using descriptive statistics, including frequency distribution, percentage, mean, and standard deviation as well as inferential statistics, including t-test, one-way ANOVA, and Least Significant Difference (LSD) test for pairwise comparisons.

The findings revealed that; (1) The overall and individual aspects of digital-era academic administration among school administrators were a high level. The aspect with the highest mean score was research for educational quality development, followed by guidance and student support, learning process development and local curriculum content development or implementation, respectively. (2) The comparative analysis found that gender differences among teachers did not lead to significant differences in overall opinions. However, teachers with less than 10 years of work experience had significantly different opinions compared to those with 11–20 years and more than 20 years of experience. Moreover, teachers in extra-large schools had significantly different opinions compared to those in small and medium-sized schools at the .01 statistical significance level.

The Influence of Hybrid Working on Operational Efficiency of Employees for Small and Medium Enterprises in Pathum Thani Province

2025-12-29T19:17:27+07:00

The objective of this research were to: 1) study the opinions on hybrid working model and operational efficiency factors of employees for Small and Medium Enterprises in Pathum Thani province, 2) compare operational efficiency factors of employees for Small and Medium Enterprises in Pathum Thani province classified by personal factors and 3) examine the influence of hybrid working model on operational efficiency of employees for Small and Medium Enterprises in Pathum Thani province. This research was quantitative research. The sample group consisted of 400 employees from SMEs in Pathum Thani province selected by convenience sampling method. Data were collected using a questionnaire. Statistical methods employed for analysis included frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and multiple linear regression analysis.

The results were found that: 1) the overall opinions on hybrid working model and operational efficiency factors were at the highest level, 2) personal factors in aspect of gender, marital status, and job position did not show statistically significant differences in the overall operational efficiency. However, personal factors with difference in age and education level all significantly influenced on the overall operational efficiency at the statistical significance level of 0.5 and 3) working model in aspect of flexible working hours, flexible workplace, flexible benefits, and flexible dress all significantly influenced on the overall operational efficiency at the .05

The Factors Influencing Organizational Commitment of Vocational Teachers in the Private Vocational Education Administration in the Digital Era (Bangkok and Metropolitan Areas.)

2025-12-29T19:24:23+07:00

This research aimed to investigate: (1) the levels of job satisfaction, organizational factors, and organizational commitment among vocational teachers, and (2) the influence of job satisfaction and organizational factors on organizational commitment. The sample consisted of 365 vocational teachers in Bangkok and the metropolitan area, selected using simple random sampling. Data were collected using a questionnaire with a Cronbach’s Alpha reliability coefficient of 0.960. Data analysis involved percentage, frequency, mean, standard deviation, t-test, one-way ANOVA (F-test), and multiple regression analysis.

The research findings were as follows 1) The overall levels of job satisfaction, organizational factors, and organizational commitment were found to be at a high level. 2) The results of multiple regression analysis showed that organizational factors and job satisfaction significantly influenced the organizational commitment of vocational teachers under the Office of Private Vocational Education Commission in the digital age at the 0.05 level of statistical significance.

Guidelines for Promoting the Management of the School Lunch Program in Schools under the Office of The Nakhon Pathom Primary Educational Service Area Office 2

2025-12-29T19:29:11+07:00

The objectives of this research were to 1) study the Management of the School Lunch Program in Schools under the Office of The Nakhon Pathom Primary Educational Service Area Office 2 2) to compare the Management of the School Lunch Program in Schools under the Office of The Nakhon Pathom Primary Educational Service Area Office 2 classified by gender ,education, work experience, and School size and 3) to propose guidelines the management of the school lunch program in schools under the jurisdiction of the Nakhon Pathom Primary Educational Service Area Office 2. The sample size was calculated by Taro Yamanae formula and consisted of 300 teachers from schools under the jurisdiction of the Nakhon Pathom Primary Educational Service Area Office 2 in the 2024 academic year, selected through stratified random sampling according to school size. The research instruments included a questionnaire with content validity ranging from .67 to 1.00 and reliability of .99, as well as an open-ended interview. The data were analyzed using descriptive statistics such as frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), LSD pairwise comparison, and content analysis.

The research findings were as follows 1) The management of the school lunch program in schools under the jurisdiction of the Nakhon Pathom Primary Educational Service Area Office 2, based on teachers' opinions, had an overall high average score, with the highest to lowest averages in the areas of improvement, followed by inspection, planning, and implementation. 2) The comparison of the school lunch program management across schools under the jurisdiction of the Nakhon Pathom Primary Educational Service Area Office 2 was significant differences in teachers' opinions based on gender, education level, work experience, and school size at the .05 and .01 levels. 3) guidelines for school lunch program in educational institutions were including with (1) “plan” by setting clear objectives and goals and allocating appropriate personnel. (2) “do” nutritious food is provided to boost energy for learning. (3) “Check” the details of the daily menu are recorded and the nutritional value is calculated to meet the needs of students. (4) “act” the results of the work must be closely monitored and progress reports must be made.

The Factors Influencing the Decision of Generation Z to Join the Organization in Saraburi Province

2025-12-29T19:33:24+07:00

This research aimed to study : 1) the demographic factors influencing the decision of Generation Z to join the organization in Saraburi province, 2) motivation factors influencing the decision of Generation Z to join the organization in Saraburi province, and 3) hygiene factors influencing the decision of Generation Z to join the organization in Saraburi province. This research employed a quantitative method. The sample group used in this research consisted of 400 people from Generation Z aged range between 18 – 29 years old and living in Saraburi province area. Questionnaire used as a data collection tool. The statistics used in the data analysis were frequency, percentage, mean and standard deviation. The hypothesis was tested using Independent Samples t-test, One-Way ANOVA, and multiple linear regression analysis.

The research results were found that : 1) the difference in gender, age, educational level, and occupation had the difference in the decision level of Generation Z to join
the organization, 2) motivation factors influencing the decision of Generation Z to join the organization in aspect of corporate reputation, recognition, work itself, and possibility of growth and learning, and 3) hygiene factors influencing the decision of Generation Z to join the organization in aspect of benefits and welfare, interpersonal relationships, policy and administration, work life balance, and job security.

Factors Influencing the Returns of Megatrend Funds in Thailand

2025-12-29T19:37:39+07:00

The research aims to study the Factors Influencing the Returns of Megatrend Funds in Thailand, registered for retail investors under the supervision of Asset Management Companies (AMCs) licensed by the Securities and Exchange Commission (SEC). The study draws on five years of performance data from eight funds, spanning January 2019 to December 2023. It employs both fixed-effects and random-effects regression models to examine eight variables: Systematic Risk (beta), the Dow Jones Industrial Average (DJIA), the USD/THB exchange rate, West Texas Intermediate (WTI) crude oil prices, the type of megatrend, fund age, net asset value (NAV), and fund return.

The research findings reveal that the net asset value (NAV) has a statistically significant influence on the return of megatrend funds at the 0.05 level. In contrast, systematic risk, measured by the Dow Jones Industrial Average (DJIA), the USD/THB exchange rate, and the West Texas Intermediate (WTI) crude oil price, together with the type of megatrend and fund age, reveals no significant influence on fund returns.

The Relationship between Good Corporate Governance and the Performance of Companies in the SET50 Index on the Stock Exchange of Thailand

2025-12-29T19:42:28+07:00

The objectives of this research are: (1) to examine the relationship between good corporate governance and the return on assets (ROA) of companies listed in the SET50 Index on the Stock Exchange of Thailand, and (2) to investigate the relationship between good corporate governance and the return on equity (ROE) of companies listed in the SET50 Index on the Stock Exchange of Thailand. This study employs a quantitative research approach. The sample consists of 44 companies listed in the SET50 Index, which complete financial data available from 2020-2022. The sample selection was conducted using purposive sampling, ensuring that only companies with full data throughout the study period were included. The research utilizes secondary date sources, which were collected and recorded using specialized financial software. The dataset includes information from the Stock Exchange of Thailand’s database, annual financial reports (Form 56-1), and corporate governance assessment reports of listed firms. The data were analyzed using descriptive statistics, including mean, standard deviation, minimum and maximum values, as well as inferential statistics, employing Pearson’s correlation coefficient to test the hypotheses.

The research found that (1) Good corporate governance is found to have a weak negative correlation with return on assets (ROA), with a correlation coefficient of -0.187 at a significance level of 0.05., and (2) Good corporate governance shows no statistically significant correlation with return on equity (ROE). Contributions and Implications; This study provides valuable insights for investors seeking to make informed investment decisions regarding companies listed in the SET50 Index on the Stock Exchange of Thailand. Additionally, corporate executives should prioritize good corporate governance to enhance investor confidence and promote sustainable business growth.

The Potential of Phuket Province as a Creative City of Gastronomy

2025-12-29T19:45:33+07:00

This study aimed to examine the potential of Phuket Province as a Creative City of Gastronomy by analyzing three key dimensions: tourism management, creative activities, and competitive advantage through the lens of the VRIO framework. This research employs a qualitative methodology. Data were collected through in-depth interviews with 13 key informants representing four key stakeholder groups: the public sector, the private sector, academia, and the community sector. The informants were purposively selected. Data collection was conducted through face-to-face interviews, with audio recordings and systematic transcription to ensure data accuracy and completeness. The data were analyzed using content analysis, focusing on synthesizing findings and interpreting the data.

The research findings reveal that in terms of tourism management, Phuket utilizes local food resources in ways that reflect cultural identity. However, the study reveals a lack of integration mechanisms and the absence of centralized food tourism database, hindering effective collaboration. In terms of creative activities, although there is a variety of food-related events such as cooking workshops and cultural activities connecting tourists with communities, these activities still lack continuity, systematic promotion, and long-term support from the government. Regarding competitive advantage, Phuket’s food resources are valuable, rare, and difficult to imitate according to the VRIO framework. However, they still require a management system that can enhance strategic and sustainable advantage. From the study, it can be concluded that Phuket Province has outstanding potential in maintaining and further developing its status as a Creative City of Gastronomy, especially when cultural capital, local identity, and creative experiences are integrated in ways that genuinely allow community participation. The researcher analyzed Phuket’s potential into five main aspects: the potential in cultural and experiential design, the potential in creative collaboration within the community, the potential in participation and authenticity, the potential in sustainability within the creative economy dimension, and the potential in systematic policy-based management. All of these reflect Phuket’s readiness to develop sustainable food tourism approaches that can create cultural value alongside while simultaneously enhancing culture value and promoting a strategically aligned and sustainable local economy.

Guidelines for Developing Administration towards World-Class Standard School under The Secondary Educational Service Area Office Phra Nakhorn Si Ayutthaya

2025-12-29T19:51:33+07:00

The objectives of this research were to 1) study the administration toward World-Class Standard School under The Secondary Educational Service Area Office Phra Nakhorn Si Ayutthaya, 2) compare the teachers’ opinions toward World-Class Standard School, classified by gender, education level, work experience, and school size; and 3) propose the guidelines for administration toward World-Class Standard School. The sample consisted of 285 teachers from schools in The Secondary Educational Service Area Office Phra Nakhorn Si Ayutthaya, selected through stratified random sampling based on school sizes and 5 school administrators, selected through purposive sampling. The research instruments were a questionnaire with content validity, IOC values between .67-1.00, a reliability value of .99 and an interview form. The data were analyzed by using frequency, percentage, mean, standard deviation, t-test, One-way ANOVA and content analysis.

The results of the research were as follow 1) the administration toward World-Class Standard School under The Secondary Educational Service Area Office Phra Nakhorn Si Ayutthaya was at a high level overall and particular aspects, ranking as fellow: administration supported by a quality system, teaching and learning management comparable to international standards, and students with the potential to become global citizens. 2) The results of a comparison of teachers’ opinions on school management guidelines based on international standards revealed that teachers’ opinions, when classified by gender and work experience showed no significant differences, while the opinions classified by educational level were statistically significant differences at the .01 and .05 levels and the opinions classified by school size were statistically significant differences at the .01 levels. 3) The guidelines for developing school administration in accordance with international standards include: developing curricula and teaching methods that align with international standards, promoting management systems that emphasize results and student competencies in language, technology, and global citizenship, and strengthening the capacity of teachers and administrators to understand school administration consistent with international standards.

Academic Leadership of School Administrators in Extra-Large Schools under the Samut Prakan Secondary Educational Service Area Office

2025-12-29T19:56:03+07:00

The objectives of this research were: 1) to study the academic leadership of school administrators in extra-large schools under the Samut Prakan Secondary Educational Service Area Office; and 2) to compare the academic leadership of school administrators in extra-large schools under the Samut Prakan Secondary Educational Service Area Office, classified by gender, education level, age, and working experience. The sample group consisted of 327 selected by multi-level random sampling.
The research instrument was a questionnaire with content validity, IOC values between
.67-1.00, a reliability value of .98. The data analysis used frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and Scheffé’s method.

The results of the research were as follows; 1) the academic leadership of school administrators in extra-large schools under the Samut Prakan Secondary Educational Service Area Office was at a high level overall. 2) The comparison of the academic leadership of school administrators in extra-large schools under the Samut Prakan Secondary Educational Service Area Office ,classified by gender ,educational level, age and work experience showed no difference.

Perception of Korean Stop Consonants in the Seoul Dialect by Thai Learners of Korean as a Foreign Language

2025-12-29T20:36:32+07:00

The purpose of this study was to examine the perception of Korean stop consonants in the Seoul dialect—aspirated, lenis, and fortis—at the bilabial, alveolar, and velar places of articulation, by Thai students learning Korean as a foreign language. The participants were 32 Thai undergraduates, aged between 18-23, all from southern provinces of Thailand. They were bidialectal speakers of Thai (Southern Thai and Bangkok Thai) and had no prior experience in learning Korean before entering university. The research instruments consisted of (1) a list of sample words for constructing auditory stimuli, (2) a discrimination task comprising 50 items, (3) an identification task (AXB) comprising 60 items, totaling 110 test items, and (4) answer sheets. All instruments underwent acoustic quality control of the stimuli and content validity evaluation by three experts: specialists in phonetics and native speakers of Seoul Korean. The statistical methods used in this study were percentage and the Chi-square test. The results showed that the participants were able to discriminate and identify the differences between aspirated and lenis stops, as well as between aspirated and fortis stops, with a high degree of accuracy. However, they exhibited statistically significant confusion (p < .05) in distinguishing between lenis and fortis stops, with a higher proportion of incorrect responses compared to other stop contrasts. These findings indicate that Thai learners of Korean face specific limitations in perceiving Korean stop consonants, particularly in distinguishing lenis from fortis.

Mechatronics and Robotics Program, according to the National Qualification Framework toward International Standards at IRPC Technological College, Rayong Province

2025-12-29T20:02:30+07:00

This research aimed to 1) investigate the needs for curriculum development,
2) develop and evaluate a draft curriculum, and 3) gather feedback from stakeholders on the competency-based curriculum for the Mechatronics and Robotics program at IRPC Technological College, Rayong, ensuring its alignment with international standards. This study employed a qualitative research approach, collecting data through interviews with
4 entrepreneurs and 8 educational personnel. The curriculum's quality was then evaluated by 3 experts using the Index of Item-Objective Congruence (IOC). The curriculum was developed based on occupational standards and a five-stage Competency-Based Education (CBE) framework.

The findings revealed five key needs for curriculum development 1) integration of modern technologies (IoT, PLC, AI); 2) development of international competencies (4Cs skills and English proficiency); 3) alignment of competencies with labor market demands;
4) promotion of active learning; and 5) establishment of industry collaboration networks. The developed curriculum comprises five essential components (1) conceptual frameworks and foundational knowledge, (2) objectives and mission statements, (3) core disciplinary content, (4) assessment and evaluation methodologies, and (5) curriculum management and administration. The totaling 82 credits, was rated "most appropriate" by experts (Mean=4.92), equivalent to 90.57%. Public hearing results from 16 stakeholders indicated the curriculum was "appropriate" with three key recommendations instructor competency development, course modernization, and an integrated internship system. In conclusion, the developed curriculum aligns with international educational trends and responds to Industry 4.0 demands. It emphasizes developing learners into Active Learners with Digital Literacy and Global & Ethical Citizen attributes, which will help bridge the skills gap and prepare them for the future labor market.

Competency-Based Development of Tour Guides in Phuket, Thailand

2025-12-29T20:06:03+07:00

This research aimed to (1) investigate the current conditions and development needs of tour guides in Phuket Province based on a competency framework, (2) analyze key and specific competencies required for professional performance in the tourism context of Phuket, and (3) propose a competency-based capacity development framework for tour guides. The study employed a mixed-methods research design, combining quantitative and qualitative approaches. Quantitative data were collected from 210 licensed tour guides registered in Phuket using a questionnaire that had been validated for content accuracy (IOC = 0.67–1.00) and reliability (Cronbach’s Alpha = 0.95). Data were analyzed using descriptive statistics-percentage, mean, and standard deviation—and inferential statistics, including the t-test and One-way ANOVA, at a 0.05 significance level to examine differences in competencies among groups with different characteristics. Qualitative data were obtained from in-depth interviews with 15 key informants and analyzed using content analysis to identify key themes, synthesize perspectives, and interpret insights from stakeholders to complement and enrich the quantitative findings.

The results indicated that the overall competency level of tour guides was high (= 4.58, S.D. = .425). The highest mean score was in personality (= 4.73), followed by ethics and morality (= 4.69), skills ( = 4.49), and knowledge ( = 4.39). Statistical tests revealed significant differences by age, education, license type, and work experience (p < 0.05). Guides aged 31 and above or with more than five years of experience showed higher competency perceptions than other groups. The most critical areas requiring improvement were digital technology utilization, creative communication, and crisis management skills. Based on the findings, a systemic competency-based development framework was proposed, consisting of (1) practical training aligned with essential competencies, (2) mentorship systems and professional networks, and (3) continuous competency assessment for sustainable professional growth.

The role of the media in creating media to improve the quality of life of Thai elderly people

2025-12-29T20:09:19+07:00

This research aims to analyze television content regarding media creation for enhancing the quality of life among the Thai elderly, and to examine the roles and functions of media in fostering such creative content. This study employs a qualitative research design, utilizing content analysis of both online and offline media platforms. The sample is categorized into two types: offline media, represented by Thai PBS and Workpoint TV; and online media, specifically the 'Manoon Tang Wai' (Humans of Ageing) channel broadcast via Facebook Fanpage.

The research findings reveal that content aimed at enhancing the elderly's quality of life is present in both offline and online media, with a notable prominence in online platforms, particularly 'Manoon Tang Wai.' This program presents narratives that bridge generational gaps through diverse life perspectives, utilizing an in-depth yet accessible documentary storytelling approach. Regarding the roles of media, online platforms play a significant part in providing diverse content that reaches the elderly digital audience. Conversely, offline television programs remain critically essential for the elderly demographic, maintaining a higher level of influence and accessibility compared to online media.