Journal of Humanities and Social Sciences, Rajapruk University

Editorial

2025-04-28T14:50:56+07:00

Editorial department

2025-04-28T14:53:36+07:00

List of experts who considered the article

2025-04-28T14:55:10+07:00

2025-04-28T15:05:40+07:00

Full Paper

2025-04-28T15:12:18+07:00

The attitudes and satisfaction of Thai men in Nonthaburi province towards the selection of surplus soldiers to serve in the active duty army.

2025-04-29T21:06:41+07:00

This research is a survey research. The objectives are to study the attitudes of Thai men in Nonthaburi Province towards the selection of military conscripts to join the military service and to study the satisfaction of 400 Thai men. The data collection instruments are questionnaires. The statistics used in the research are percentages, means, and Pearson's product moment correlation coefficient, which are processed using a ready-made statistical program.

The results of the research found that the sample group had attitudes towards military conscription in various issues according to the objectives as follows: 1. Life and family: The sample group had attitudes towards military conscription in issues that reduced their quality of life, such as unemployment from their previous jobs (Mean 4.43 SD 2.58). 2. Social: The sample group had attitudes towards military conscription in issues that military conscription provided jobs to those without jobs (Mean 4.19 SD 0.78). 3. Political: The sample group had attitudes towards military conscription in issues that military conscription resulted in the military having the greatest role in politics (Mean 4.23 SD 0.70). 4. Military: There should be a lot of soldiers to make the army administration fast and without obstacles (Mean 4.30 SD 0.73). The sample group was satisfied with the military recruitment in various aspects as follows: 1. In terms of the selection process and steps, the sample group was most satisfied with the selection process and steps of the military recruitment, which was the posting of announcements or notifications of information about the steps and duration of the selection of the military recruitment (Mean 4.37 SD 0.64), followed by the order of the steps (Mean 4.34 SD 2.57). 2. In terms of service officers, the sample group was most satisfied with the service in terms of officers dressing cleanly and neatly (Mean 4.40 SD 0.72). The next was that officers had knowledge and ability to provide services, such as being able to answer questions, clarify doubts, and provide clear advice (Mean 4.36 SD 0.71). 3. In terms of facilities, the sample group was most satisfied with having symbol signs. Public relations inform service points (Mean 3.71 SD 1.00), followed by having convenient service channels (Mean 3.64 SD 1.01). The results of the hypothesis testing found that the attitudes and satisfaction of Thai men in Nonthaburi Province towards the selection of military conscripts to join the military service were statistically significant at the 0.01 level, therefore it was in accordance with the hypothesis.

Quality Team Management of Chalermrushwittayakom School, Mae Hong Son Province.

2025-04-28T11:56:06+07:00

This research aimed to study the management of quality teamwork and the guidelines for the development of the quality team management of Chalermratwittayakom School, Mae Hong Son Province. The target group was the administrators, teachers, educational personnel and parents, a total of 50 people by using purposive sampling. The tools used were a questionnaire and group discussion. The data were analyzed by statistical methods of arithmetic averages, standard deviations and content analysis.

The result revealed that the quality team management of Chalermratwittayakom School, Mae Hong Son Province, in overall, was at the highest level (μ=4.54), consisting of planning, compliance with the plan, monitoring, evaluation, and improvement and development. The guidelines for the development of the quality team management of Chalermratwittayakom School, Mae Hong Son Province were that there should be budget allocation in line with the project by adhering to the protocol, supervising, and monitoring that everyone should participate, allowing all stakeholders to participate, express their opinions, and use the research process to develop and improve the management of the school to be effective.

The Relationship Between Participatory Management of Administrators and Internal Quality Assurance Work in Colleges under the Office of the Vocational Education Commission in Chonburi Province.

2025-04-28T12:04:36+07:00

The objectives of this research were to: 1) study the level of participatory management of administrators in colleges under the Office of the Vocational Education Commission in Chonburi Province, 2) study the implementation of internal quality assurance work in colleges under the Office of the Vocational Education Commission in Chonburi Province, and 3) examine the relationship between participatory management of administrators and internal quality assurance work in colleges under the Office of the Vocational Education Commission in Chonburi Province. The sample consisted of 282 administrators and teachers from private vocational colleges under the Office of the Vocational Education Commission in Chonburi Province for the academic year 2023. By means of stratified random sampling, classified according to location. and confidence value (Reliability) of the entire questionnaire was equal to .932. Data were collected using a questionnaire, and the relationship between participatory management and internal quality assurance was analyzed using Pearson’s Product-Moment Correlation Coefficient.

The research findings revealed that: 1) The overall level of participatory management of college administrators under the Office of the Vocational Education Commission in Chonburi Province was very high. When analyzed by individual aspects, the highest average was in participation in evaluation, followed by participation in decision-making, with participation in implementation having the lowest average. 2) The overall implementation of internal quality assurance work in colleges under the Office of the Vocational Education Commission in Chonburi Province was very high. When analyzed by individual aspects, the highest average was in the development of educational institution plans, with the lowest average in the establishment of educational standards. 3) There was a statistically significant positive correlation at the 0.01 level between participatory management of administrators and internal quality assurance work in colleges under the Office of the Vocational Education Commission in Chonburi Province, although the correlation was low.

Factors Affecting the Sustainable Organizational Development of Small and Medium Enterprises (SMEs) after the COVID-19 Pandemic in Nonthaburi Province.

2025-04-28T12:08:52+07:00

This research has the objective to study the factors affecting the sustainable organizational development of small and medium-sized enterprises (SMEs) after the outbreak of the coronavirus disease 2019 in Nonthaburi Province. The sample group used in the research was small and medium business entrepreneurs that is registered as a legal entity in Nonthaburi Province A total of 420 cases were used using a multistage random sampling method. Statistics used in the research were frequency, percentage, mean and standard deviation. And analyzed multiple regression equations (Multiple Regression Analysis). The research results found that goal setting factors affect organizational development in finance (Adjust R2 = 0.022). Business opportunity seeking factors Affecting organizational development Environmental factors (Adjust R2 = 0.089), but the factors did not affect organizational development. Social aspects and quality management and business efficiency factors affected overall organizational development (Adjust R2 = 0.034) after the situation of the outbreak of the virus infection. Corona 2019 in Nonthaburi Province At least one primary variable influences the dependent variable. This is consistent with the research hypothesis set at statistical significance at the 0.05 level.

Community-Based Learning Curricular Development to Enhance the Local Career Skills on the Rice Cracker and Traditional Doughnut at Ban Wiang Haeng School under the Chiang Mai Primary Educational Service Area Office 3.

2025-04-28T12:11:44+07:00

This research aimed to explore the need for curriculum development to establish, monitor, test and evaluate the use of community-based learning management curriculum to enhance the local career skills on the rice cracker and traditional doughnut at Ban Wiang Haeng School under the Chiang Mai Primary Educational Service Area Office 3. The population consisted of 60 Pratom Suksa 1/2 students, parents, administrators, teachers, educational personnel, the school committees, and local wisdom teachers. The curriculum development needs surveys, appropriateness assessment, curriculum composition consistency assessment, learning management plan, and curriculum satisfaction assessment. The data was analyzed by the statistical methods of arithmetic averages, standard deviation, and content analysis.

The results showed that 1) the curriculum development needs of students, parents, administrators, teachers and educational personnel, the school committees and local wisdom teachers were at the highest level. The curriculum structure consisted of the curriculum destination, the structure of the content/ learning time, learning standards, expected learning outcomes, learning subjects, learning management practices, course descriptions, materials/resources, measurement and evaluation, quality assessment, 2) curriculum appropriateness, the overall average was at a high level. The consistency of the curriculum, all issues were consistent. 3) The results of the curriculum trial showed that the performance skills, career skills, and academic achievement averages were at an excellent level. and 4) The overall curriculum satisfaction assessment was at the highest level.

Administrative skills of School Administrators in the 21th Century Influencing School Effectiveness under the Nongbualamphu Primary Educational Area 2.

2025-04-28T12:27:42+07:00

This research aims to study 1) the administrative skills of school administrators in the 21^st century 2) the school effectiveness 3) the relationship between the administrative skills of school administrators in the 21^st century and school effectiveness. 4) The predictive power of administrative skills of school administrators in the 21^st century that affects school effectiveness. The sample group in this research was school administrators and teachers under the Nong Bua Lamphu Primary Educational Area 2. Stratified random was used by sampling to determine the proportion of educational institutions to school size 285 people. The research instrument was a questionnaire with a consistency index between 0.80-1.00 and management skills of school administrators in the 21st century, the reliability value was 0.89, and in terms of school effectiveness the confidence value is equal to 0.90. Statistics used in data analysis include mean, standard deviation Pearson’s product - moment correlation coefficient and Stepwise Multiple Regression Analysis.

The research results found that: 1) Administrative skill level of educational institution administrators in the 21^st century and school effectiveness Overall there were at a high level. 2) Administrative skills of school administrators in the 21^st century (X) and overall school effectiveness (Y) were found to have a positive relationship with statistical significance at .01.and 3) Administrative skills of school administrators in the 21^st century. Nong Bua Lamphu Primary Educational Service Area Office, Area 2 has 5 predictor variables (X): social and cross-cultural skills X₃, educational skills X₅. Leadership and responsibility skills X₄ Information skills Media and technology X₁ Creativity and independence skills X₂. That together affect the predicting of variance in school effectiveness (Y) of Nong Bua Lamphu Primary Educational Service Area Office, Area 2 at 47.60 percent (R²=0.476) with statistical significance at the .05 level with statistical significance at the .05 level, can be written as an equation in the form of raw scores and standard score equations are as follows. In terms of educational skills in the 21^st century Educational institution administrators should use the research results. To encourage teachers to progress academically and there was regular supervision and monitoring of teaching and learning.

The Potential of Community-Based Tourism Management at Lard Gor-Jan, Phuket Province.

2025-04-28T12:32:56+07:00

This research aimed to 1) study the potential of community tourism management in Lard Gor-Jan, Phuket Province, and 2) propose strategic recommendations to enhance the potential of community tourism management in Lard Gor-Jan, Phuket Province. This research employs a qualitative research. The main informants were selected purposively and interviewed using focus group discussions with 2 representatives of Phuket City Municipality, 2 members of the Forty Rooms Community Committee, 2 members of the Soi Ton Pho Community Committee, and 4 members of the Forty Rooms and Soi Ton Pho Communities, totaling 10 people. Data were analyzed using descriptive content analysis .

The research results found that: 1. Potential for community tourism management of Lard Gor-Jan, Phuket Province 1.1) In terms of attractions, it is a historical area with Bang Yai Canal, which was used as a route in the past. It has a relaxing landscape. 1.2) In terms of facilities, it is supported infrastructure by Phuket City Municipality. 1.3) In terms of activities, the main products of the community are local food and snacks. 1.4) In terms of public relations, the municipality created a community page, including a public relations sign. 5) In terms of community cooperation, it was good, but since the community leader resigned, there was a lack of a main leader. 2. Guidelines for enhancing the potential for community tourism management 2.1) In terms of attractions, the landscape should be improved to be beautiful. 2.2) In terms of facilities, public toilets, lights along Bang Yai Canal, and bridges should be built. 2.3) In terms of activities, community product manufacturing enterprise groups should be promoted. 2.4) In terms of public relations, page administrators should be designated by sending them to various training agencies to gain expertise in using such tools. 2.5) In terms of community cooperation, the community participation in various activities should be promoted systematically.

Keywords: Potential of community tourism management, Community tourism, Lard Gor-Jan

School Administration with Good Governance Principles of School Administrators in Burapa Pratuengwit Educational Quality Development Center in Mae Ai District under the Chiang Mai Primary Educational Service Area Office 3.

2025-04-28T12:38:31+07:00

This research aimed to study the School Administration with Good Governance Principles of School Administrators in Burapa Pratuengwit Educational Quality Development Center in Mae Ai District under the Chiang Mai Primary Educational Service Area Office 3. The samples included 80 teachers in the Burapa Pratuengwit Educational Quality Development Center for the academic year 2022 by a simple random method and 6 school administrators in the Burapa Pratuengwit Quality Development Center by a specific selection method. The tools used included questionnaires and interviews.

The results of the study showed that school administration according to Good Governance principles of school administrators in Burapa Pratuengwit Educational Quality Development Center in Mae Ai District under the Chiang Mai Primary Educational Service Area Office 3 in overall was at a high level ( =4.03, SD=0.14), when considered individually, with the average values in descending order, the factors order was as followed; the cost-effectiveness was at a high level ( =4.44, SD=0.53), the morality was at a high level ( =4.15, SD=0.50), the participation was at a high level ( =4.13, SD=0.48), the responsibility was at a high level ( =4.02, SD=0.62), the jurisprudence was at a high level ( =3.94, SD=0.48), and the transparency was at a moderate level ( =3.48, SD=0.67), respectively. The guideline for school administration according to Good Governance principles of school administrators in Burapa Pratuengwit Educational Quality Development Center in Mae Ai District under the Chiang Mai Primary Educational Service Area Office 3 was adopting good governance principles in school management to ensure transparency and accountability.

A Study of Factors and Intentions of Craft Beer Consumption among Generation X and Generation Y in Thailand: An Extension of the Theory of Planned Behavior with Concepts of Self-identity and Desire for unique consumer products.

2025-04-28T12:43:19+07:00

This research aimed to investigate the factors influencing craft beer consumption intention among Generation X and Generation Y in Thailand, extending the Theory of Planned Behavior with concepts of identity and the need for unique products. The study employed purposive sampling, collecting data from 500 consumers of Generation X and Generation Y in Thailand, born between 1965 and 1996. Data were collected via a Google Forms questionnaire, and descriptive statistical techniques were utilized for data analysis.

The results showed that the majority of the sample were female (57.80%), aged between 31 and 35 years old (22.80%), with a bachelor's degree or equivalent (83.60%), employed in the private sector (50.40%), having a monthly income of 30,001 - 45,000 baht (41.40%), and residing in the central region of Thailand (63.40%). The investigation into factors and intentions influencing craft beer consumption among Thai Generation X and Y consumers, extending the Theory of Planned Behavior to incorporate the concepts of Self-identity and Desire for unique consumer products, revealed that respondents exhibited a high level of agreement regarding Attitude, Subjective norms, Perceived behavioral control, Self-identity, Desire for unique consumer products, and intention to consume craft beer (mean = 3.89, 3.83, 3.96, 3.63, 3.84, and 3.78, respectively). These results provide valuable insights for businesses to enhance and innovate their craft beer offerings to align with consumer preferences.

The Creation of Gastronomy Tourism Route in Bang Kruai District, Nonthaburi Province.

2025-04-28T13:10:50+07:00

This research aims to 1) study general condition and context of Gastronomy Tourism attractions in Bang Kruai District, Nonthaburi Province and 2) create the Gastronomy Tourism Route in Bang Kruai District, Nonthaburi Province. The sample used in this study comprises 25 people who are stakeholders in creating Gastronomy Tourism routes of Bang Kruai District Nonthaburi Province from government sector, private sector, tourist, and local people. The sample was selected Non-random by purposive sampling and the tool for collecting data is an interview. The researcher analyzed qualitative data by content analysis and description.

The research findings indicate that Bang Kruai District, Nonthaburi Province, features a lowland landscape with numerous canals, which has led to the distinctiveness of waterborne transportation in the area. Despite occasional flooding issues, the transformation from agricultural land to residential and industrial zones has increased the number of restaurants. The local cuisine of the district is characterized by the use of coconut milk and predominantly sweet flavors. Although the popularity of traditional local food has declined, food tourism has gained increasing interest, particularly from tourists drawn to local cuisine and reviews from influencers. As a result, Bang Kruai has become a well-known food tourism destination. The researcher developed four food tourism routes for Bang Kruai District, Nonthaburi Province, namely: Route 1 – "Tasting the Past by the Canal," Route 2 – "Retro Chic: A Click of Happiness by the Canal," Route 3 – "Hot Pot, Fresh Vegetables, and Delicious Rice Porridge," and Route 4 – "Following the Culinary Legends: From Crispy Pork Rice to Bear-themed Cafes." Each route encompasses three food tourism categories: 1) Food tours or routes, 2) Street food tourism, and 3) Local food tourism.

Learning Management according to Active Learning Method of Tung Hua Chang Pittayakom School in Lamphun Province.

2025-04-28T13:14:50+07:00

The objectives of this research were to; 1) study level of learning management according to active Learning method of Tung Hua Chang Pittayakom school in Lamphun province, and 2) study the guidelines for promoting the Learning management according to active learning method of Tung Hua Chang Pittayakom school in Lamphun province. The population was 2 school administrators, 25 teachers, 6 teaching trainee students in second semester, the academic year of 2022, and 13 school committees, a total of 46 people. The research tool was a questionnaire and the data were analyzed by the statistical methods of percentage, mean, standard deviation. The content of interview form was analyzed and synthesized.

The result revealed that; 1) the learning management according to active learning method of Tung Hua Chang Pittayakom school in Lamphun province, in overall was at the highest level (µ=4.67), when considering individually, with the average values in descending order, the factors order were as followed;. the policy setting on the Learning management process according to the active learning concept, followed by the supervision of teaching according to the active learning concept of teachers and educational personnel within the school, the encouragement for teachers and educational personnel to assess and evaluate and evaluate the results of the Learning management according to the active Learning concept, and the encouragement for teachers and educational personnel to have the knowledge and ability to perform the learning management process according to the active learning concept, respectively.
2) The guidelines for promoting active learning management of Tung Hua Chang Pittayakom school in Lamphun province were that school administrators should formulate policies to encourage teachers to manage Learning according to the active learning concept. Teachers and educational personnel should plan projects or activities as planned. The school administrators will monitor, follow up and evaluate the results and hold meetings to reflect the performance and bring the results to analyze and develop further.

Factors Affecting The Decision of Generation X and Y Consumers in Purchasing Eco-Friendly Products in The Eastern Economic.

2025-04-28T13:18:43+07:00

This research aims to 1) study knowledge about eco-friendly products, 2) investigate awareness of environmental issues, 3) explore attitudes towards environmental conservation, 4) examine purchasing behavior for eco-friendly products, and 5) identify factors influencing the purchasing decisions for eco-friendly products among Generation X and Generation Y consumers in the Eastern Economic Corridor. Data were collected from 270 Generation X consumers and 270 Generation Y consumers, totaling 540 participants, using a multiple stage sampling method. The data collection tool was a level-based questionnaire. Statistical analysis included percentage, mean, standard deviation, Pearson correlation coefficient, and multiple regression analysis using the Enter method.

The research findings revealed that 1) knowledge about eco-friendly products influenced the purchasing of Generation X consumers in the Eastern Economic Corridor; however, this knowledge did not affect the purchasing decisions of Generation Y consumers in the same area. 2) Environmental awareness impacted the purchasing of Generation X consumers in the Eastern Economic Corridor, while it did not affect Generation Y consumers' purchasing. 3) Attitudes toward environmental conservation influenced the purchasing of both Generation X and Generation Y consumers in the Eastern Economic Corridor. 4) Generation X consumers demonstrated moderate purchasing behavior, while Generation Y consumers showed a high level of purchasing behavior. 5) Factors such as knowledge, awareness, and attitudes influenced the purchasing of Generation X consumers, while attitudes affected purchasing decisions among Generation Y consumers.

A Study on the Greenhouse Gas Emissions from the Personal Vehicle Commuting Behavior of Rajapruk University Students.

2025-04-28T13:22:25+07:00

The research article aims to (1) study the greenhouse gas emissions from the personal vehicle commuting behavior of Rajapruk University students, Nonthaburi Campus, and (2) analyze the carbon footprint and assess the amount of greenhouse gas emissions. This study utilized a survey methodology to collect data on the use of personal vehicles for commuting between the residences and Rajapruk University, Nonthaburi Campus. During the second semester of the academic year 2023, from a sample group of 400 people with purposive sampling, data were gathered using a questionnaire divided into 2 parts: 1) General information of respondents and 2) Commuting behavior information, including vehicle type, engine type, fuel type, and distance information, were then calculated using the Emission Factors (EF) determined. The sum, percentage, and mean are used in data analysis using basic statistics.

The research findings revealed that motorcycles were the most commonly used mode of transportation among the students, accounting for 58.75%. This was followed by sedans at 34.75% and pickup trucks at 6.5%, respectively. The average round-trip distance between residence and university was 15,102.10 kilometers, or 7,551.05 kilometers per trip, with an average travel distance of 18.88 kilometers per person per trip. The total greenhouse gas emissions from the students’ commuting activities amounted to 1,511.96 kilograms of carbon dioxide equivalent (kgCO₂eq). Sedans contributed the highest greenhouse gas emissions at 819.45 kgCO₂eq, or 54.20%. This was followed by motorcycles at 456.66 kgCO₂eq, or 30.20%, and pickup trucks at 235.85 kgCO₂eq, or 15.60%, respectively. The average greenhouse gas emissions per student amounted to 3.78 kgCO₂eq per person. The impact of commuting serves as a key indicator, highlighting that the use of personal vehicles within the organization contributes significantly to the overall greenhouse gas emissions.

The Marketing Mix Factors through Mobile Marketing that Influence the Purchasing Decisions of Elderly Consumers in the Phra Nakhon District of Bangkok.

2025-04-28T13:27:07+07:00

The aims of this research are to : 1) investigate the significance of marketing mix elements in mobile marketing on purchasing decisions, 2) assess the extent of purchasing decisions, and 3) analyze the marketing mix factors in mobile marketing that affect the purchasing decisions of elderly consumers, who have previously engaged in mobile marketing purchases, in the Phra Nakhon district of Bangkok. The sample consists of 400 people aged 60 and older. The data was collected using a questionnaire, and statistical analyses, including percentage, mean, standard deviation, and hypothesis testing, were carried out using multiple regression.

The findings are as follows: 1) The importance of the marketing mix elements was highly valued, with an average score of 3.37. The most ranked factor is privacy protection, with an average of 3.83, followed by sales promotion (3.43), distribution channels (3.38), pricing (3.37), product (3.10), and personal service (3.09). 2) The overall rating of purchase decisions was strong, averaging 3.29. The primary factor was information search (3.37), succeeded by recognition of needs (3.35), evaluation of alternatives (3.33), post-purchase behavior (3.24), and purchasing decision (3.17). 3) The research of the marketing mix factors revealed that the product component strongly affects the purchasing decisions of older consumers at a 0.05

Intention to Purchase Fresh Gricultural Products Via Online Platforms in Bangkok and its Vicinity.

2025-04-28T13:31:41+07:00

This research aims to study the intention to purchase fresh agricultural products through online platforms in the Bangkok Metropolitan Region and its vicinity. It examines the intention to buy fresh agricultural products online, influenced by self-identity, long-term consumer trends, consumer ethical values, and consumer social group engagement. These factors affect the purchasing intentions of consumers, who tend to prioritize group benefits and expected social values in buying fresh agricultural products. Data was collected through questionnaires from 400 respondents in Bangkok and its vicinity, and multiple regression analysis was conducted.

The results show that all four variables significantly positively impact purchasing intentions, with consumer long-term outlook having the most substantial effect. This implies that consumers' perceptions of future benefits and long-term trends play a crucial role in influencing their purchasing intentions. Therefore, Thai farmers and agricultural marketers can influence consumer purchasing intentions and promote sustainable consumption practices by focusing more on these factors in their marketing and communication strategies.

The Professionalism and Accounting Services of Accountants Affecting the Quality of Financial Reports of Small and Medium-Sized Enterprises (SMEs) in Nonthaburi Province.

2025-04-28T13:37:46+07:00

This study aims to examine: 1) the level of professionalism and accounting service quality of accountants in small and medium-sized enterprises (SMEs) in Nonthaburi Province, 2) the quality level of financial reports of SMEs in Nonthaburi Province, and 3) the impact of accountants' professionalism and accounting service quality on the quality of financial reports of SMEs in Nonthaburi Province. A quantitative research method was employed, collecting data from a sample of 200 accountants using simple random sampling. The research instrument was a questionnaire, and data were analyzed using descriptive statistics, including percentage, frequency, mean, and standard deviation, as well as inferential statistics through multiple regression analysis at a significance level of 0.05.

The research findings indicate that the levels of accountants' professionalism, accounting service quality, and financial report quality were all at a high level. Hypothesis testing confirmed that the levels of accountants' professionalism and accounting service quality significantly impact the quality of financial reports at the 0.05 significance level. Based on the research findings, it is recommended that accountants and accounting firms should continuously undergo training on professional ethics and standards. Regulatory bodies should certify accountants' professionalism in accordance with international professional standards and promote the use of digital accounting technology to minimize errors in financial report preparation.

Administrative Factors Affecting the Efficiency Students-Center Learning Management of Teachers in Schools Under Chachoengsao Primary Educational Service Area Office 1.

2025-04-28T13:41:44+07:00

The purpose of this research was to study 1) the level of administrative factors 2) the level of efficiency students-centered learning management 3) the relationship between administrative factors and the efficiency students-centered learning management and 4) Administrative factors affecting the efficiency students-centered learning management of teacher in schools under Chachoengsao Primary Educational Service Area Office 1. The sample group used in this research included 313 administrators and teachers in educational institutions. The tool used to collect data was a questionnaire. The reliability of the entire questionnaire was .99. Statistics used in data analysis included: Frequency Percentage Mean Standard Deviation Pearson correlation coefficient and multiple regression analysis.

The research results found that. 1) Level of administrative factors. The average overall and each aspect was at a high level. Arrange the average values from highest to lowest, including working atmosphere. Organizational structure Administrative policy and practice and personnel, respectively 2) Level of efficiency students-centered learning management. The average overall and each aspect was at a high level. Arrange the average values from highest to lowest including measurement and evaluation of learning outcomes. Technical aspects and teaching methods and Media use information technology and learning resources, respectively 3) Administrative factors. There is a high level of positive relationship. Statistically significant at the .01 level. 4) Administrative factors of school administrators that affect the effectiveness of student-centered learning management, arranged in descending order of predictive power, include: working atmosphere; Organizational structure Administrative policy and practice and personnel received 65 percent. The forecast equation can be written in standard score form, which is Z´Y = .506Z₂ + .395Z₁ + .203Z₄ - .138Z₃

Service Innovations Affecting the Decision of the Generation C to use Supermarket Service in Bangkok.

2025-04-28T13:48:51+07:00

The research topic is about “Service Innovations Affecting the Decision of the Generation C to use Supermarket Service in Bangkok” aim to study 1) the behavior of Generation C consumers in using supermarket services in Bangkok 2) the level of importance of service innovation for Generation C consumers when deciding to use supermarket services in Bangkok 3) the level of importance of decision-making factors in using supermarket services for Generation C consumers in Bangkok and 4) the service innovations that influence Generation C consumers' decisions to use supermarket services in Bangkok. The sample consists of 400 Generation C consumers in Bangkok, selected using the Stratified Random Sampling method. Data were collected using a questionnaire. The statistical methods used for analysis include frequency, percentage, mean, standard deviation, and Multiple Linear Regression Analysis using the Enter method.

The research findings revealed that 1) Most respondents shopped at supermarkets, spending an average of no more than 1,000 baht per visit, purchasing consumer goods near their residence, typically after work or school. They chose to use the service mainly because their regular products had run out. The decision to shop was made independently, with the most influential factor being the supermarket's reputation. 2) Respondents placed the highest importance on the environment, followed by technology, processes, and information. 3) The purchase decision stage was given the most importance, followed by need recognition, information search, post-purchase behavior, and evaluation of alternatives. 4) Information, processes, technology, and the environment significantly influenced supermarket choice decisions at a statistical significance level of .05.

Factors in deciding to study further of students at Eastern Technological College (E.Tech).

2025-04-28T13:53:50+07:00

This research aims to study the factors influencing students' decisions to pursue further education at Eastern Technology College (E. Tech). A questionnaire was used as the data collection tool, with a sample size of 367 participants. The sample size was calculated using the Krejcie and Morgan table, and the stratified random sampling method was applied. The sample consisted of 132 first-year vocational certificate (Vocational Certificate - Vocational Education Level) students and 235 first-year high vocational certificate (Higher Vocational Education - Vocational Diploma Level) students. The reliability of the questionnaire was tested, and the Cronbach's alpha coefficient for the factors influencing students' decisions to continue their studies at Eastern Technology College (E. Tech) was 0.991, while the IOC value was 0.95. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation.

The research finding revealed that the overall factors influencing students' decisions to pursue further education at Eastern Technological College (E. Tech) under the Office of the Vocational Education Commission in Chonburi Province, were rated highly ( =4.20, S.D.=0.76). When examined by specific aspects, the highest average score was found in the institution's image ( =4.2, S.D.=0.72), followed by the curriculum ( =4.2, S.D.=0.73), while the lowest average was in the impact of the country's image ( =4.18, S.D.=0.78).

Efficiency of Artificial Intelligence (AI) Technology Implementation in Ground Passenger Services of Airlines Operating at Don Mueang Airport.

2025-04-28T13:57:40+07:00

The Purposes of this research were 1) to examine the effectiveness of artificial intelligence in providing ground services to passengers at Don Mueang Airport, and 2) to compare the effectiveness of artificial intelligence in providing ground services to passengers at Don Mueang Airport. This study is a quantitative research, with a sample size of 75 people, determined using the Taro Yamane formula (1973). A questionnaire was used as a tool for data collection from ground service staff providing Artificial Intelligence services to passengers at the airport. Data were analyzed using descriptive statistics and independent t-test statistics to compare the effectiveness of Artificial Intelligence in providing ground services to passengers at Don Mueang Airport.

The study results showed that most of the respondents were female, under 30 years of age, single, with a Bachelor's degree, and had more than 5 years of work experience. The majority worked in the check-in department. Regarding the effectiveness of Artificial Intelligence in providing ground services to passengers at Don Mueang Airport, the top three aspects considered most important were: service quality, followed by applicability, and decision-making and analysis. When comparing the effectiveness of Artificial Intelligence in providing ground services to passengers at Don Mueang Airport, significant differences were found in the areas of personalized customer service, decision-making and analysis, applicability, and service quality at the .05 significance level. The hypothesis test revealed that there were differences in the effectiveness of artificial intelligence in providing ground services based on the respondents' marital status.

Enhancing English Consonant Reading Skills through the Application of Picture Me Reading Technique of Second Grade Students.

2025-04-28T14:01:02+07:00

The objectives of this research were to: (1) compare students’ performance of English consonant reading before and after learning using Picture Me Reading technique and (2) to survey the students’ satisfaction with the learning through the Picture Me Reading technique. A purposive sample of 10 second-grade students from a single classroom at Thumbonkhumthong (prachauthit) School, Khum Thong subdistrict, Lat Krabang district, Bangkok, participated in the study during the second semester of the 2023 academic year. The research instruments were nine lesson plans incorporating the Picture Me Reading technique, an English consonant reading test, and a questionnaire to survey the students’ satisfaction with the use of the Picture Me Reading technique. Descriptive statistics for data analysis including mean, standard deviation, and dependent t-test were used.

The research findings revealed that: (1) the students’ English consonant reading scores after learning were significantly higher than those before learning at a level of 0.05 and (2) the students’ overall satisfaction scores were high.

The Influence of E-commerce Components on the Decision-Making of Thai Generation Z Tourists in Using Airbnb

2025-05-06T20:39:30+07:00

This study aims to investigate The Influence of E-commerce Components on the Decision-Making of Thai Generation Z Tourists in Using Airbnb. The objectives are: 1) To study the demographic factors influencing the decision to use Airbnb services among Thai Generation Z tourists. 2) To examine the e-commerce component factors of the Airbnb platform that affect the decision to use Airbnb services among Thai Generation Z tourists. The study collected data from 400 Generation Z tourists using a structured questionnaire. The data were analyzed using descriptive statistics to summarize the demographic profiles of respondents and inferential statistics, including One-Way ANOVA and Multiple Regression Analysis.

The majority of respondents were female, aged 21–25 years, students at the undergraduate level, and had an average monthly income of less than 15,000 THB. Hypothesis testing revealed that demographic factors such as gender, occupation, and monthly income significantly influence the decision to use Airbnb (p < 0.05). Furthermore, the e-commerce components, specifically content, commerce, and security, were found to have a significant impact on booking decisions. Among these, security (β = 0.247) was identified as the most influential factor. The findings of this study can be applied to enhance the development of websites and applications for online accommodation booking platforms to better meet the needs of young travelers. Additionally, they provide insights for marketing strategy formulation, aimed at increasing competitive advantages, expanding the customer base, and encouraging repeat usage of Airbnb services in the future.

Conspiracy Theories of Flight Ticket Prices Post Covid-19.

2025-04-28T14:08:35+07:00

This research aims to 1) study the conspiracy theory by analyzing economic factors and airline operating costs on airfare after COVID-19 and 2) study the opinions of travelers and experts on airfare after COVID-19. The sample groups are economic factors and airline operating costs on airfare and travelers and airline business experts. This research uses a mixed-method research method with econometric model analysis and focus group discussions. The quantitative research uses ARIMA model and Structural Break Analysis to analyze historical airfare data between Australia and Thailand during 2020–2023. The data is collected from public sources such as airline websites and industry databases, and GRETL program is used for analysis. The model quality is checked with Chow Test and CUSUM Test. The qualitative research uses focus group discussions (FGDs) with experts from various fields in the aviation industry and passengers to analyze the content from the main themes of price changes after COVID-19.

The quantitative research results show that airfare prices have increased due to inflation, fuel costs, economic recovery, border openings, and increased operating costs. Economic factors significantly impacted price changes across all airlines studied in the post-COVID period, consistent with significant conspiracy theories. Qualitative findings suggest that rising airfares after COVID-19 have dissatisfied travelers, with experts pointing to fuel and labor costs as key factors. Some travelers believe that airlines are raising prices unnecessarily and lacking transparency, which has changed travel behavior, with general travelers reducing their trips and business travelers being less affected. Conspiracy theories suggest that airlines are taking advantage of the fallout from the pandemic to artificially adjust prices based on economic and cost factors and raise prices collusively. Airlines should therefore increase transparency in their pricing strategies and improve their communication with consumers to build trust in airfares.

Guidelines for Developing Marketing Communication Through Social Media Influencing Decision-Making in Selecting Eco-Friendly Hotels in Bangkok.

2025-04-28T14:12:26+07:00

This research article aims to develop a strategic framework for enhancing marketing communication through social media to influence the decision-making process of selecting environmentally friendly hotels in Bangkok. A mixed-methods approach was employed. Quantitative data were collected from 400 Thai tourists who had used environmentally friendly hotel services in Bangkok via questionnaires. Qualitative data were obtained through semi-structured interviews with 15 experts in the hotel industry and hotel executives. Quantitative data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics including ANOVA and multiple regression analysis. For qualitative data, content analysis was employed. The research findings revealed that the majority of tourists were male, aged between 31 and 40, held a bachelor’s degree, worked as company employees, and earned more than 50,001 Baht per month. Most tourists preferred to use Facebook and Online Travel Agents (OTAs) for information search and hotel bookings, spending an average of 3–4 hours per day on social media, with peak usage between 18:01 and 22:00. Hypothesis testing indicated that differences in personal factors significantly affected decisions regarding environmentally friendly hotel services. Moreover, variations in social media marketing communication behaviors significantly influenced all aspects of social media marketing factors for eco-friendly hotels. Regression analysis showed that sales promotions, advertising, and public relations significantly influenced the decision to choose environmentally friendly hotels in Bangkok. Additionally, the researcher developed the Green Connect Model, a new body of knowledge aimed at guiding the development of social media marketing communication strategies to influence decisions regarding eco-friendly hotel services. This model comprises six key components: (1) EcoPromote, (2) GreenTales, (3) TrustVibe, (4) GreenClockPost, (5) EcoExperiAct, and (6) AgeGreenConnect.

Factors in the modern marketing mix from the perspective of customers that affect the decision to purchase products through online shopping channels in Lat Krabang District Bangkok.

2025-04-28T14:17:55+07:00

This research aims 1) to study the level of opinions on modern marketing mix factors from the customers' perspective that affect the decision to purchase products through online shopping channels in Lat Krabang District, Bangkok 2) To study customer perspectives that influence purchasing decisions via online shopping channels in Lat Krabang District, Bangkok, 3) To compare modern marketing mix factors from the customer perspective that influence purchasing decisions through online shopping channels in Lat Krabang District, Bangkok, The sample group consisted of 400 consumers who purchased products through online shopping channels in Lat Krabang District, Bangkok, Convenience Sampling was used. The survey and data collection tools were questionnaires. Statistics used for analysis included frequency, percentage, mean, and standard deviation. Multiple Regression was used for comparison, The research results found that the factors of the modern marketing mix in the customer perspective that affect the decision to buy products through online shopping channels of consumers in Lat Krabang District, Bangkok, overall, the opinions of the respondents were at the highest level, When considering each aspect, there were three aspects with the highest opinions: Cost, Convenience, and Comfort, There were high levels of opinions in four areas: Caring, Communication, Customer Value, and Completion, Factors in deciding to purchase products through online shopping channels of consumers in Lat Krabang District, Bangkok. The research results found that overall, the opinions of the respondents were at the highest level, When considering each aspect, there were opinions at the highest level in 3 aspects: problem awareness, post-purchase behavior, and information seeking. There were opinions at the highest level in 2 aspects: alternative evaluation and purchase decision, Multiple Regression Analysis The research results found that the modern marketing mix factors from the customer's perspective in terms of the value that customers will receive (Customer) have an effect on the decision to buy products through online shopping channels in Lat Krabang District, Bangkok, with statistical significance at the .01 level.

Guidelines for Developing Teaching Management Through Cooperative Education and work Integration with Appropriate Learning for Organizations Employing Graduates in the Tourism and Hotel Industry.

2025-04-28T14:22:41+07:00

This study aims to: (1) examine the needs of the tourism and hotel industry regarding the integration of work-integrated education (CWIE) and (2) develop guidelines for implementing CWIE in this sector. The methodology used qualitative research approach, this study gathers insights from key informants, including hotel executives, government officials, private sector representatives, academics, and students. Data were collected through interviews and analyzed using content analysis. The findings reveal that the tourism and hotel industry requires graduates to possess essential workplace competencies, including interpersonal communication, customer service management, task coordination, and problem-solving in complex situations. Notably, the ability to work under pressure and adapt to rapidly changing environments is highly valued. The study further highlights that an effective CWIE program should establish a strong connection between theoretical learning and practical application. Key components such as internships, industry-focused seminars, and collaborative projects with tourism and hospitality enterprises are critical in bridging this gap. Moreover, curriculum development should prioritize industry-specific competencies, emphasizing communication, real-world problem-solving, and teamwork. Additionally, the research underscores the importance of fostering strong collaboration between educational institutions and industry stakeholders to design curricula that align with labor market demands. Strengthening this partnership is essential for ensuring that CWIE programs effectively prepare graduates for careers in the tourism and hospitality industry.

Factors affecting the efficiency of management in admitting students to further studies Bachelor's degree of the Northern Vocational Education Institute 4.

2025-04-28T14:27:05+07:00

This research aimed to (1) study the level of opinions regarding the efficiency of undergraduate student admission management at Northern Vocational Education Institute Region 4, (2) compare opinions on the efficiency of such management classified by personal factors, and (3) examine factors influencing the efficiency of undergraduate student admission management. The sample consisted of 234 administrators, government teachers, and educational personnel selected using stratified sampling. The research instrument was a questionnaire with content validity (IOC ≥ 0.50) and overall reliability of 0.978. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation), and inferential statistics including t-test, one-way ANOVA with LSD for pairwise comparisons, and multiple linear regression analysis.

The findings indicated (1) generally high perceptions of management efficiency among staff, (2) significant statistical differences in perceptions based on age, seniority, and position, and (3) contributing factors included values, strategies, skills, systems, and structures, which explained 84.70% of the management efficiency variance. Predictive equations were provided in raw score (Y = .420 +.308X₇ +.099X₂ +.252X₄ +.143X₃ +.112X₁) and standardized score (Z = .314X₇ +.136X₂+.254X₄ +.183X₃+.139X₁)

Guidelines for Applying Microlearning in Ubiquitous Learning.

2025-04-28T14:36:44+07:00

Learning and education in the digital age have changed to be flexible and responsive to the needs of learners. Ubiquitous learning and microlearning are important and consistent with Thailand's educational policy that emphasizes the use of digital platforms to support learning. The characteristics of microlearning in a ubiquitous learning context emphasize the design of simple, flexible content tailored to individual learner needs, supporting use on various devices such as smartphones, tablets, and computers to enhance accessibility and reduce learning limitations. This concept aligns with the Cognitive Load Theory, which helps reduce unnecessary burden and supports continuous learning for maximum learning efficiency. However, the challenges lie in practical implementation and designing effective microlearning content that is consistent with diverse learning contexts. The objective of this article is to propose guidelines for designing microlearning in conjunction with ubiquitous learning, whereby readers will gain insights into designing content that can be adapted for teaching and learning or the development of digital learning resources to achieve maximum learning effectiveness.

Competency of Small and Medium Enterprises.

2025-04-28T11:32:09+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.