Journal of Humanities and Social Sciences, Rajapruk University

Editorial

Arunee Sumpaothong — 2024-01-12

Editor

Arunee Sumpaothong — 2023-12-31

Peer Reviewers

Arunee Sumpaothong — 2023-12-31

Content

Arunee Sumpaothong — 2024-01-12

Journal Manual

Arunee Sumpaothong — 2023-12-31

Full Paper

Arunee Sumpaothong — 2024-01-12

The Integration of Government Policies for Small and Medium Enterprises in the Automotive Industry

Udomsak Muadchimkaew — 2023-12-31

This article studied the problem of access to the government-supporting policy for small and medium enterprises (SME) in the automotive industry. The article present why the government supporting policy for SME does not achieve and provide solution guidelines for integrating government policy implementation that is suitable for SME in the automotive industry which is the main industry that is important to Thailand’s economic system. The results of the study assumed that the government supporting policy for SME was not achieved because of the limitations of the government agencies that were unable to implement policies universally for entrepreneurs and the government agencies must integrate working together by taking action to cover all dimensions and not redundant. As a result, SME in the automotive industry can access government policies completely and can solve problems promptly. This caused the development to change until it was successful and became important in driving Thailand's economy in the future.

Factors Influencing Thai People’s Consumption of Organic Food Products Behavior

Kornjira Khao-men Rungsriworawat — 2023-12-31

The objectives of the research were to 1) investigate a model of the influence factors on knowledge about organic agriculture; psychological factors; social factors; and marketing mix factors on organic food consumption behaviors of Thai people, 2) investigate the model of linkage between the interaction effects of food safety awareness and the benefit perception of organic food products, influencing action between predictive variables affecting the consumption behaviors of organic food products of Thai people. This research was conducted using a quantitative research methodology. The data were collected from 1,100 customers around the country. The questionnaire was used as a tool to collect data. The descriptive statistical data consisted of percentages, confirmatory factor analysis and hierarchical regression.

The research results showed that: 1) the structural model of all factors had a significant direct positive influence on consumer behaviors. The theoretical corroboration obtained from the literature review contained in the model was weighted for both direct and moderating influences. As for the interaction of moderating variables, the quantitative findings supported the conceptual model. 2) The statistical analysis results concluded that the variables according to the model can predict the consumers' consumption behaviors of organic food products by approximately 67.8 percent (R²=0.678).

Enhancement Process of Performance Agreement Abilities by Using Principles of Assessment for Learning and Profession

Ditharat Leevarangkul — 2023-12-31

The objectives of this study were to 1) synthesize the principles of the enhancement process of performance agreement abilities, and 2) synthesize the enhancement process of performance agreement abilities by using principles of assessment for learning and the professional learning community. The target groups used in the study were: 1) documents and research related to assessment for learning and the professional learning community that were published during the years 2002–2021, and 2) seven experts in education administration and assessment for learning and the professional learning community. The instruments used to collect information were: 1) a record form of the synthesis of the principles of the enhancement process of performance agreement abilities, and 2) an appropriateness evaluation form of the enhancement process of performance agreement abilities. The data was analyzed by content analysis. In terms of principles of the professional learning community and assessment for learning, process principles were synthesized to consider the appropriateness of the enhancement process of performance agreement abilities with median and interquartile range.

The findings of this study were as follows: 1) The principles of the process consisted of five principles: 1. provide opportunities for teachers to set goals to improve learners' learning outcomes; 2. provide opportunities for teachers to practice observation and analysis skills; 3. encourage teachers to exchange knowledge; 4. encourage teachers to self-assess and peer assess; and 5. provide opportunities for teachers to be thought leaders and make academic decisions. This led to the process of enhancing operational capability in 5 steps, as follows: 1. self-development creation community 2. Performance goal setting 3. Performance planning 4. performance implementation, and 5. performance appraisal. 2) The experts had a consistent opinion that the enhancement process of performance agreement abilities by using principles of assessment for learning and professional learning communities was appropriate at the highest level. The success of the process is that the administrator should be aware of the importance of a performance agreement for developing and participating in work and should support it throughout the process.

Leadership in the 21st Century for School Administrators Under the Secondary Educational Service Area Office Nonthaburi

Natthiya Gacharoen — 2023-12-31

The objectives of this research were to 1) study leadership in the 21^st century for school administrators under the Secondary Educational Service Area Office Nonthaburi, and 2) compare leadership in the 21^st century for school administrators under the Secondary Educational Service Area Office Nonthaburi, classified by general information of teachers. The sample was 323 teachers, using stratified random sampling by school sizes. The research tool was a questionnaire that has content validity with an IOC value of 0.67-1.00, and a reliability value of 0.86. Statistics used in data analysis were frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and LSD.

The results of the research were as follows: 1) Leadership in the 21^st century for school administrators under the Secondary Educational Service Area Office Nonthaburi, according to the teachers' opinions, was at a high level in all aspects. The highest mean was the aspect of cognition, followed by human relations, community networking, decision-making, innovation and technology, cooperation, moral and ethical, creativity, planning, analytical, vision, and communication, respectively, and 2) the comparison of leadership in the 21^st century for school administrators under the Secondary Educational Service Area Office Nonthaburi according to teachers' opinions classified by gender, education level, age, work experience, and school size found different with statistically significant at the .01 and .05 levels.

Marketing Mix Factors Influencing Purchase Decision Process of Clothes through Online Marketing Channels in Bangkok

Krit Darnsubsri — 2023-12-31

The purposes of this research were to 1) study the consumers’ purchase decision process of clothes through online marketing channels in Bangkok, 2) study the marketing mix factors affecting the consumers’ purchase decision process of clothes through online marketing channels in Bangkok, 3) study the relationship between marketing mix factor and purchase decision process of clothes through online marketing channels in Bangkok, and 4) study the marketing mix factors influencing purchase decision process of clothes through online marketing channels in Bangkok. The sample consisted of 385 consumers from 50 districts in Bangkok using the multi-stage sampling method. The data collecting tool was the questionnaire. The analytic statistics included frequency, percentage, mean, standard deviation, Pearson Product Moment Correlation Coefficient, and Stepwise Multiple Regression Analysis.

The research results found that: 1) the purchase decision process of clothes through online marketing channels overall was at a high level. 2) The marketing mix factors affecting the purchase decision process of clothes through online marketing channels overall at a high level. The highest aspect that affected the purchase decision process of clothes through online marketing channels was the product aspect, followed by distribution channels, marketing promotion, and price, respectively. 3) Marketing mix factors overall have a positive correlation with the decision process of clothes through online marketing channels in Bangkok, with statistically significant at level .01. 4) The marketing mix factors in the channel (X₃), price (X₂), product (X₁), and promotion channel (X₄), can 86.90% cooperatively predict the purchase decision process of clothes through online marketing channels in Bangkok.

Marketing Mix Factors and Reference Group Factors Influencing the Buying Decision of Latex Mattress Consumers in the Bangkok Metropolitan Region

Wanchai Sarnlao — 2023-12-31

The objectives of this research were to 1) study the differentiation of demographic characteristic factors such as gender, age, status, educational level, occupation, and average monthly income that influence the buying decisions of latex mattresses by consumers in the Bangkok Metropolitan Region. 2) Study marketing mix factors such as product, price, place, and promotion that influence the buying decisions of consumers in the Bangkok Metropolitan Region. 3) Study reference group factors that influence the buying decisions of consumers in the Bangkok Metropolitan Region. This method of research used questionnaires with 400 respondents. The statistical analysis were frequency, percentage, mean, and standard deviation, t-test, One-way ANOVA, and Multiple Linear Regression Analysis.

The research results found that: 1) differences in demographic characteristic factors such as gender, age, status, educational level, occupation, and average monthly income affect the buying decisions of latex mattress consumers in the Bangkok Metropolitan Region. 2) The marketing mix factors, which are promotion, influence the buying decisions of consumers in the Bangkok Metropolitan Region. 3) All of the reference group factors; family, friends, internet users, and influencers affect the buying decisions of consumers in the Bangkok Metropolitan Region. at the .05 statistically significant level.

Guidelines for Student Council Administration of Schools under the Bangkok Secondary Education Service Area Office 2

Suriyan Lapyen — 2023-12-31

The objectives of this research were to study 1) the current situation, the desirable situation of student council administration 2) the priority needs of student council administration. 3) provides guidelines for student council management for schools in the secondary educational service area office Bangkok 2. The samples of quantitative research consisted of 156 students, random from the Student Council Committee of 156 people using the questionnaire as a research tool. The samples for qualitative research selected specific samples from 12 students who have experience in student council administration. The tool was an in-depth interview. The research results were analyzed using mean, standard deviation, Essential Needs Priority Index (PNI_modified), and content analysis.

The eesearch results found that: The priority needs (PNI_modified) can be arranged as follows: 1) student council networking and participation 2) integration of student council activities into learning subject groups 3) formulation and student council meeting 4) proposal of student council projects or activities 5) assessment of student council activities 6) student council structure 7) determination of the origin of the student council and the development of guidelines for student council administration of schools under the Secondary Educational Service Area Office Bangkok 2 regarding the determination of student council origin, the determination of the student council structure, and the determination of the form and student council meeting. The school administrators should provide school charter or regulations of student council administration and give clear instructions. In terms of building a student council network and participation, integration of student council activities into the learning department, the proposal of student council projects or activities, and the student council activity assessment. The school administrators should formulate policies and create an action plan for the school to operate, supervise, monitor, and require the student council to continually summarize their performance reports.

A Development of School Administration Strategy for Promoting the Student Care and Support System in the Spread of the Coronavirus Disease 2019 (COVID-19) Situation

Suriya Chansanong — 2023-12-31

The objectives of this study were to 1) study the needs assessment of school administration for promoting the student care and support system in the spread of the Coronavirus disease 2019 (COVID-19) situation, and 2) develop the school administration strategy for promoting the student care and support system in the spread of the Coronavirus disease 2019 (COVID-19) situation. The samples consisted of 4 deputy school directors and 103 teachers, totaling 107 people. The instruments used to collect information were a five-point rating scale questionnaire. The data was analyzed using average, standard deviation, and content analysis, and evaluated the needs using the PNI_modified index value. The strategies were made by using SWOT Analysis techniques and then taking the analysis results to make a draft strategy and examining a strategy through focus group discussion with 12 experts in educational administration, student care and support system and outbreak of coronavirus disease 2019 (covid-19).

The finding of this study was as follows: 1) The need for school administration to develop student care and support system: the initiative was to ask, talk, and exchange opinions on the problems and needs of student screening, the planning was to set policies, plans, and projects related to student screening, the operation was the budget aid, and the evaluation was to exchange opinions or attend the performance assessment meeting as planned regarding the development and promotion of students. 2) The school administration strategy for promoting the student care and support system in the spread of the Coronavirus disease 2019 (COVID-19) situation included 4 strategies and 20 methods: the first strategy was to develop a management system for student care and support system, which included 7 methods, the second strategy was to promote fun teaching and learning in a safe and happy way, which included 5 methods, the third strategy was to develop participation and network partnerships such as Kalayanamitta, which included 4 methods, and the fourth strategy was to develop a technology system for the management of the student care and support system, which included 4 methods.

Modern Accounting Competencies on Practice Success of Bookkeepers in Suphan Buri Province

Pitan Sanpakdee — 2023-12-31

The objectives of this research were to 1) study the level of opinion on modern accounting competence and operational success and 2) study modern accounting competencies that affect the success of bookkeepers in the area of Suphan Buri Province. The sample group consisted of 208 accountants in the area of Suphan Buri province registered accountants from the Department of Business Development. Data were collected using a questionnaire that was certified in human ethics. Statistics used in data analysis include the average, standard deviation, multiple correlation analysis, and multiple regression analysis.

The research results showed that: 1) overall modern accounting competency was at the highest level (mean=4.29), where the aspect with the highest mean was professional ethics (mean=4.30) and the aspect with the least mean was internal control and the preparation and presentation of accounting information for decision-making (mean=4.27) and overall work success was at the highest level (mean=4.35), with the aspect with the highest mean being the operational process (mean=4.37) and the aspect with the least mean being the satisfaction aspect. User satisfaction (mean=4.33) 2) Modern accounting competencies, including the preparation and presentation of accounting information for decision-making, knowledge and skills in accounting professional ethics it affected the success of the bookkeepers in the area of Suphan Buri Province by 45.80 percent (R²=0.458) with statistically significant at the .05 level. The most important variables were professional ethics (=0.255), followed by the preparation and presentation of accounting information for decision-making (=0.242), and accounting knowledge and skills (=0.204), respectively. Factors in financial planning and control ( =0.085) and internal control (=0.039) did not affect the success of the bookkeepers in Suphan Buri province.

Integrated Marketing Communication Factors and Reference Group Affecting the Buying Decision of Wall’s Ice Cream of Consumers During COVID-19 Pandemic

Sorawan Kittiamornrat — 2023-12-31

The objectives of this were to 1) study the differences in demographic characteristic factors affecting buying decisions at Wall’s ice cream during the COVID-19 pandemic, 2) study the factors of integrated marketing communication that affect buying decisions at Wall’s ice cream during the COVID-19 pandemic, and 3) study the factors of the reference group that affect buying decisions at Wall’s ice cream during the COVID-19 pandemic. The questionnaire was used as a tool to collect 400 samples. The research sample was selected from consumers who used to eat Wall’s ice cream in Thailand. Descriptive statistics included frequency, percentage, mean, and standard deviation; independent sample t-test, One-way ANOVA, and Multiple Regression Analysis.

The research results showed that: 1) the differences in demographic characteristic factors affect the buying decision of Wall’s ice cream during the COVID-19 epidemic situation. 2) Integrated marketing communication factors, advertising, marketing, and sales by individuals to give confidence to service users. There was an effect on the decision to buy ice cream brands. 3) The factors of the reference group were family, friends, Internet users, and influencers. There was an effect on the buying decision of Wall’s ice cream during the COVID-19 epidemic situation with a statistically significant level of .05.

The Development of Supplementary Exercises for Inferential Statistics of Undergraduates Students in Christian University

Ratinan Chinda — 2023-12-31

The purposes of this research were to 1) study the learning achievement of the students before and after the study with the Supplementary Exercises for Inferential Statistics, and 2) study the students' satisfaction toward learning by using the Supplementary Exercises for Inferential Statistics. The instruments for the research were the Supplementary Exercises for Inferential Statistics, the 2 parallel sets of Learning Achievement Test before and after learning by using the Supplementary Exercises for Inferential Statistics, and the Student Satisfaction Questionnaire on the Supplementary Exercises for Inferential Statistics. Data were collected from a sample of 30 first-year students who enrolled in the TSTA3102 Principle of Statistics course by using convenience sampling. The scores of the 2 parallel sets of Learning Achievement Test before and after learning by using the Supplementary Exercises for Inferential Statistics were analyzed by using the nonparametric Wilcoxon matched-pairs signed rank test and the data from the Student Satisfaction Questionnaire on the Supplementary Exercises for Inferential Statistics were analyzed by using mean and standard deviation.

The research results found that: 1) the learners' scores from taking the learning achievement test after learning by using the Supplementary Exercises for Inferential Statistics were significantly higher than before (z=-4.79, p=0.00) at the level of .05, and 2) the learners' satisfaction on the Supplementary Exercises for Inferential Statistics overall was at a high level.

The Impact of Service Quality and Customer Satisfaction toward Loyalty Si Prachan Agricultural Cooperative Limited, Suphanburi Province

Thanatchon Jangkhum — 2023-12-31

This study aimed to study 1) the level of service quality and customer satisfaction. 2) service quality and customer satisfaction toward loyalty of Si Prachan Agricultural Cooperative Limited, Suphanburi Province. The sample was Si Prachan Agricultural Cooperative User. The instrument used was a questionnaire consisting of 400 people collected by accidental sampling. The average of the Item-Objective Congruence Index (IOC) was 0.78, and the reliability index was 0.89. The statistics used for data analysis were percentage, mean, standard deviation, and Stepwise Multiple Regression.

The findings were disclosed as follows: 1) Service quality and customer satisfaction of the members were at the highest level, and 2) Service quality factors that affect member loyalty were responsiveness factors to service providers. In terms of providing confidence to members, the member satisfaction factor that affected member loyalty was that members were satisfied when the cooperative had adequate and consistent service staff, based on public benefits as the main focus, and improved service quality. Performance To increase work efficiency regularly, with statistical significance at .05.

Online Social Media Usage Behavior among Students Majoring in Modern Business Management, Lampang Inter-Tech College

Sorrawat Somsawat — 2023-12-31

The objectives of this research were to 1) study the characteristics of using online social media among students majoring in modern business management, and 2) study the behavior of using online social media usage among students majoring in modern business management. The sample group was 100 students studying in years 1–4, enrolled in semester 1/2022, for the Modern Business Management major, Faculty of Business and Technology, Lampang Inter-Tech College. The data were collected through a questionnaire. The statistics used in the data analysis were percentage, mean, and standard deviation.

The research results showed that: 1) characteristics of using online social media among students indicated that the online social media platform most commonly and frequently used was Facebook, with average daily usage of more than 3–4 hours, commonly before bedtime from 18:00 to 24:00 hrs. The intention was to listen to music, watch clip, or watch movie. The place of use was found to be a home or dormitory and 2) the students' social media use behavior was classified according to the behavior of using online social networks; all 3 aspects were overall at a high level with an average of 4.06. The highest behavior in using social media was the communication aspect at a high level with an average of 4.08. Followed by the entertainment aspect, which had an average of 4.07 at a high level and academics and mass communication had an average of 4.02, at a high level, respectively.

Studying the Effectiveness of Innovative Learning Networks to Promote and Develop Agricultural Tourism Community Enterprises and Farmer Maid Networks in Samut Songkhram Province to Have the Capacity According to The King's Philosophy

Chumpon Rodjam — 2023-12-31

This research objective was to study the effectiveness of learning network innovations to promote and develop agritourism community enterprises and farmer maid networks in Samut Songkhram province according to the King's philosophy. The sample was divided into 2 groups: the first group was the development of innovative learning networks to promote and develop agritourism community enterprises, and farmer maid networks in Samut Songkhram province have the capability according to the King's Philosophy, which is a group of 5 experts; and the second group was the agricultural tourism community enterprise, which has 250 people in Samut Songkhram province. The interview data were analyzed using the mean, standard deviation, and content analysis.

The results of the assessment of accuracy, suitability, feasibility, and usefulness of learning network innovations to promote and develop agritourism community enterprises and farmer maid networks have the capability, according to the King's Philosophy of Samut Songkhram province. The overall average was at its highest level. The results of the evaluation of the suitability of each of the results of the documentation manual are reasonable, the overall average is at a high level, and the results of the satisfaction assessment of the training on the community enterprise marketer course show that the overall average satisfaction was at the highest level. In conclusion, learning network innovations to promote and develop agritourism community enterprises and farmer maid networks to have the capability according to the King's Philosophy of Samut Songkhram province. Accuracy, suitability, feasibility, and usefulness of the model.

New Generation Entrepreneur’s Success in Selling Products through Facebook

Siri Poopongwatana — 2023-12-31

The objectives of the research were to 1) study key performance indicators of the success of new generation entrepreneurs in selling products through Facebook, 2) study marketing components such as marketing mix, competitors, and customers. Using qualitative research methods, 1) conducted in-depth interviews with 35 young entrepreneurs in Bangkok and Nonthaburi, and 2) analyzed the data using SWOT analysis and the Five Force Model.

The research results found that: 1) New generation entrepreneur using revenue and profit as main key performance indicators. And 2) minor key performance indicators were 1. need to survivor and business growth 2. benefit for social and family 3. entreprenure’s need such as pride, 2) Most of new generation entrepreneurs used marketing mix as a suitable tool. Product should difference from competitor. Using discount is a key factor. Selling products through Facebook and other social media such as IG, Line, website, YouTube and others. They had to make some promotion by events, advertising is necessary. There were many competitors and there were difference customers. The benefits of this research is for new generation entrepreneurs and others to apply for their business in the future.

Guidelines for Learning Resources Management in the 21st Century in Schools under the Secondary Educational Service Area Office Nonthaburi

Yatima Kosaisuwan — 2023-12-31

The objectives of this research were to 1) study learning resource management in the 21^st century according to the opinions of school administrators and teachers, 2) compare learning resource management in the 21^stcentury in schools classified by age, work experience, and the size of the school, and 3) study the guidelines for learning resource management in the 21^stcentury in schools. The research procedure included two stages. The first stage was a study of learning resource management in the 21^st century in schools. The sample consisted of 318 school administrations and teachers under the Secondary Educational Service Area Office Nonthaburi. The research instrument employed was a questionnaire. The reliability of the questionnaire was at 0.98. Statistical analysis was conducted using mean, standard deviation, One-way ANOVA, and LSD. The second stage was to present guidelines for developing learning resource management in the 21^st century in schools. The key informants, obtained from purposive sampling, included 5 experts. The research instrument was a semi-structured interview and analyzed the data with content analysis techniques.

The research results were as follows: 1) The overall learning resource management in the 21^st century in schools was at a high level. The step with the highest average value was the learning center management planning step, followed by the implementation step according to the learning center management plan, and the level with the lowest average was the conclusion and development of learning resources, 2) School administrators and teachers with different ages and work experience had different opinions on the learning resource management in the 21^stcentury in schools overall at statistical significance at the .05 level, the different sizes of the schools had no different opinion, and 3) Guidelines for learning resource management in the 21^st century consist of planning for learning resource management, implementing the learning resource management plan, inspecting, monitoring, evaluating, concluding, and developing the learning resources.

OBEC MODEL Administration in Wat Weruwan School, under Chiang Mai Primary Educational Area Office 4, Saraphi District, Chiang Mai Province

Worawat Singhad — 2023-12-31

This research aimed to study 1) the use of the OBEC Model and 2) the developing method of the use of the OBEC Model for administration in Watweruwan School, under Chiang Mai Primary Educational Service Area Office 4, Saraphi District, Chiang Mai Province. The sample for this study was 116 administrators and educational personnel, 5 key informants for interview. The research tools were a questionnaire and an interview. Then the data was analyzed using average, standard deviation, and content analysis.

The research results found that: 1) The overall use of the OBEC Model for Administration in Watweruwan School was at a high level. While the average inputs, environment, products, and processes were all at high levels, and 2) According to the OBEC Model, for the environment, we should create more understanding among teachers, students, and the community. For inputs, we should allocate proper administration resources. For this process, we should increase the number of online cooperative channels among teachers, students, and the community, as well as adjust them according to the situation. For products, we should increase activities that create learning skills and develop and promote students to be good people, generous, volunteers, and immunized toward the community and society.

Perceptions and Attitudes towards the Choice of Using 5G High-Speed Internet Network Technology among People in Bangkok and Nonthaburi Areas

Pariyawit Choochoed — 2023-12-31

The purposes of this research were to 1) study the level of perceptions and attitude towards the use of 5G high-speed internet network technology, 2) compare the respondent's perceptions toward the use of 5G high-speed internet network, classified by personal factors, 3) compare the respondent’s attitude toward the use of 5G high-speed internet network, classified by personal factors, and 4) study the relationship between perception and attitude towards the use of 5G high-speed internet network technology. The research tool was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, One-way ANOVA, and Pearson Correlation Coefficient analysis.

The research results were 1) the level of perception and attitude towards the use of 5G high-speed internet network technology was at a moderate level. 2) The respondents with different genders and monthly incomes had different levels of perception of 5G high-speed internet with a statistically significant level of .05. 3) The respondents with different marital statuses had different attitudes towards 5G high-speed internet network technology with a statistically significant level of .05. 4) The perception and attitude of 5G high-speed internet network technology had a positive correlation at a moderate level with a statistically significant at .01 level.

School Safety Administration under the Office of the Private Education Commission in Lak Si District, Bangkok

Sasawat Thanunajarn — 2023-12-31

The objectives of the research were to study and compare the opinions of administrators and teachers regarding school safety management under the Office of the Private Education Commission in Lak Si District, Bangkok. The sample consisted of 215 administrators and teachers under the Office of the Private Education Commission in Lak Si District, Bangkok, using stratified random sampling. The research instrument was a questionnaire that the researcher made. The data were statistically analyzed using percentage, mean, standard deviation, t-test, One-way ANOVA, and LSD.

The research results were as follows: The opinions of administrators and teachers on school safety management were at a high level of practice both overall and in each of the 5 aspects and all items; and 2) the comparison of administrators' and teachers' opinions towards school safety management under the Office of the Private Education Commission in Lak Si District, Bangkok classified by a) age: it had a difference overall, and only one aspect was statistically significant at the .05 level; b) educational level: it did not have a difference overall and every 5 aspects, and c) school size: it had a difference overall and every 5 aspects were statistically significant at the .01 level. Administrators and teachers in small schools had different opinions from administrators and teachers in medium and large schools, with statistical significance at the level of .01. Administrators and teachers in medium and large schools had no different opinions.

The Sustainable Consumption Beheviors of Generation X and Generation Y Groups in Nonthaburi Province

Karanpat Imprasert — 2023-12-31

The purposes of this study were to 1) study the level of sustainable consumption behavior of generation X and generation Y in Nonthaburi province, and 2) to compare the sustainable consumption behavior of generation X and generation Y in Nonthaburi province. A questionnaire was used as a tool for collecting data from 400 samples. Statistics used in data analysis were frequency, percentage, mean, standard deviation, and t-test.

The research results found that: 1) the level of sustainable consumption behavior; the economic dimension, in general, was at the level of accomplishment every time. Social dimension, in general, was at the level of accomplishment often. The environmental dimension, in general, was at the level of frequent use. 2) Generation X and generation Y had different sustainable consumption behavior in the economic dimension, social dimension, and environmental dimensions statistically significant at the .05 level.

Floating Market Tourism Management

Sasikan Phlykhumphol — 2023-12-31

The objectives of this research were to 1) describe the context of sustainable management of floating market tourism in the central region, 2) identify the problem of sustainable management of floating market tourism in the central region, 3) present a sustainable management model for floating market tourism in the central region. This research using qualitative methods. The target group was 5 government representatives, 4 entrepreneur representatives, 6 tourist representatives, and 5 community representatives. Purposive sampling was used and collected data from documents, non-participant observation, and an interview. The data were analyzed using descriptive analysis.

The research results showed that: 1) Floating market management was implemented by the floating market committee and focused on creating economic sustainability by generating local income and showing social responsibility. 2) The sustainable management problem of floating market tourism in the central region is a structural problem of the system. This was a matter of clarity in the authority of the relevant agencies, including problems in coordination. 3) The floating market tourism management model is to create participation among government sectors, floating market administrators, and shop operators by holding regular brainstorming meetings and allowing the community to participate in expressing opinions and making decisions.

The Development of Blended Learning Activities between Realistic Mathematics with Online Learning to Enhance Problem-Solving Ability and Mathematical Reasoning for Grade 5 Students

Phitchayaphak Thongmuang — 2023-12-31

The objectives of this research were to 1) create and find the efficiency of the development of blended learning activities between realistic mathematics with online learning to enhance problem-solving ability and mathematical reasoning for grade 5 students, and 2) compare problem-solving abilities and mathematical reasoning it uses a blended learning activity that combines real-life math concepts with online learning. The sample group was grade 5 students in the second semester of the academic year 2021 at WatKokraet School, Kongkrailat District, Sukhothai Province, with 15 people. The tools used include a blended learning activity that combines real-life math concepts with online learning, and the quiz measures problem-solving and mathematical reasoning abilities. The statistic used to analyze the data was the mean, standard deviation, and t-test.

The results of the study showed that: 1) the development of blended learning activities between realistic mathematics with online learning to enhance the problem-solving ability and mathematical reasoning for grade 5, has four learning activities as follows, 1) percentage problem 2) price reduction problem 3) profit problem 4) loss problem the appropriateness was at the highest level. and the efficiency was 82.87/83.61, which was higher than the 80/80 criterion. 2) Grade 5 students could solve problems and reason in math. After class with blended learning activities between realistic mathematics with online learning higher than before with statistically significant at the .05 level.

Integrated Marketing Communications Factors Influencing the Buying Decision of BNK48 Goods of Consumers in Thailand

Jirunya Archavapongpanit — 2023-12-31

The objectives of this research were to 1) comparison the purchasing decisions of BNK48 goods classified by demographic factors of Thai consumers and 2) study the integrated marketing communication that influences the purchase decisions of BNK48 goods by Thai consumers. The questionnaire was used as a tool to collect data from 400 Thai consumers who had previously purchased BNK48 products. The descriptive statistical data consisted of percentage, average, standard deviation, t-test, One-way ANOVA, and Multiple Regression Analysis.

The research results were as follows: 1) The consumers with differences in demographic factors such as age, occupation, income, and education had differences in their purchase decisions of BNK48 goods. 2) The integrated marketing communication factors that most affected the decision to purchase BNK48 goods were publicity and public relations, followed by personal selling and the least sales promotion, respectively.

Customer Satisfaction towards Service Quality of Mobile Phone Kiosk in Convenience Store in Bangkok

Phopnipit Sidee — 2023-12-31

The objectives of this research were to 1) study customer satisfaction towards service quality of mobile phone kiosks in convenience stores in Bangkok and 2) compare customer satisfaction towards service quality of mobile phone kiosks in convenience stores in Bangkok by personal factors. The sample consisted of 472 customers who made a service decision of the mobile phone kiosks in a convenience store in Bangkok. The statistical analysis consisted of percentage, mean, standard deviation, t-test, and One-way ANOVA.

The research results found that: 1) The customers were satisfied with the service quality of mobile phone kiosks in convenience stores in Bangkok at a high level and 2) The customers with different gender, age, career, and average monthly income had different customer satisfaction towards service quality of mobile phone kiosks in convenience stores in Bangkok. The comparison of person factors revealed that the different highest educational level affects customer satisfaction towards service quality of mobile phone kiosk in a convenience store in Bangkok with statistically significant at .05 level.

The Path of Influence on the Decision to Study in the Modern Trade Business Management Course of Students in 3 Border Provinces in Yala Rajabhat University

Manus Suttikan — 2023-12-31

The objectives of this research were to 1) analyze the influence path of a decision to study in the Modern Trade Business Management Course of students in 3 border provinces at Yala Rajabhat University and 2) test the relationship of the influence path on the decision to study in the Modern Trade Business Management Course of students in 3 border provinces at Yala Rajabhat University. The sample of 316 samples used consists of three schools, including Azizstan Foundation School (Pattani Province), Tham Wittaya Foundation School (Yala Province), and Attarkiah Islamiah Institute (Narathiwat Province), and uses multi-stage random sampling. Data were collected using a questionnaire through Google Forms. This research was statistically analyzed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) techniques.

The research results found that factors directly affecting the decision to study in the Modern Trade Business Management Course at Yala Rajabhat University were two factors: 1) internal decision-making behavior factors and 2) external decision-making behavior factors, while marketing strategies and perceived factors were influential factors supporting the final decision to study in the Modern Trade Business Management Course at Yala Rajabhat University.

The Factors Affecting the Efficiency of Online Learning During the Situation of COVID-19 Undergraduate Students in Chonburi

Thunyathorn Kerdjaroenporn — 2023-12-31

The objectives of this research was to study the factors affecting the efficiency of online learning during the situation of COVID-19 of undergraduate students in Chonburi. A questionnaire was administered to 420 undergraduate students in Chonburi. The statistical analysis data were frequency, percentage, average, standard deviation, Simple Linear Regression Analysis and Multiple Linear Regression Analysis.

The findings of the research were as follows: The flexible learning, interaction, tension, and responsibility influence the efficiency of online learning for undergraduate students in Chonburi. The relationship test found that flexible learning can be a mediator between tension and online learning efficiency for undergraduate students in Chonburi with a statistically significant at .05 level. The availability of media and equipment and learning environment are not efficient for online learning undergraduates in Chonburi.

The Development of Characteristics of being Social Media Influencers for High School Students

Ratthana Plewsrikaew — 2023-12-31

The objectives of this research were to 1) develop characteristics of being social media influencers for high school students and 2) assess characteristics of being social media influencers for high school students. The sample group was 13 high school students of Mathayomwatsing School who were interested in the characteristics of being social media influencers and applied to participate in the characteristics of being social media influencer activity. The research instrument was an interview form and an assessment form. The statistics used in the data analysis were mean and standard deviation.

The research findings were as follows: 1) The developing characteristics of being a social media influencer activity process are composed of six steps: 1. Get to know each other; 2. How to live life on social media?; 3. Ways of Influencer; 4. Workshop; 5. Sharing knowledge; and 6. Assessment of activities. 2) The assessment of characteristics of being social media influencers for high school students finds that: 1. After students participated in the developing characteristics of being social media influencer activity, they were self-assessed to possess the characteristics of being social media influencers at a high level. 2. After the students participated in the characteristics of being social media influencers activity, the researcher evaluated the students to have the characteristics of being social media influencers at the highest level.

The Standardization of the Models and Evaluation Process of Social Work Journal, Thammasat University

Suwaree Pincharoen — 2023-12-31

The purposes of this documentary research were to 1) study the evaluation process of journal publication in the Journal of Social Work, 2) analyze the model of journal assessment in the Journal of Social Work, and 3) explore assessment strategies for journals published in the Journal of Social Work. This study comprised three major issues: 1) the concept and content of selected academic papers from the Journal of Social Work, 2016 to 2018, 2) the analysis of the evaluation procedure utilized by former reviewers over academic papers published from 2016 to 2018, and 3) the model of the evaluation process based on journals available in the Journal of Social Work form.

The findings showed that: 1) the process for evaluating academic articles was an initial screening according to the form provided. The author fills in details to confirm information for consideration for publication before submitting it to the Journal of Social Work. To enter the process of evaluating articles in social work journals The author followed the format specified in the Journal of Social Work. 2) The model of journal assessment in the Journal of Social Work was an analytical study according to the principles of 3-way evaluation in order to see the completeness of the article evaluation: 1. The topic that the author studied was related to knowledge in the subject, 2. The expertise and experience of the peer reviewers, and 3. The results of article evaluation for publication in the journals. 3) Although the usage of appraisal strategies applied in social work journals was inappropriate to the actual process, the correlation between reviewers’ expertise and keywords If reviewers had knowledge of defined keywords, the quality of their assessment would be at a good (B) level.

Marketing Mix Factors and Consumer Satisfaction Affecting on Decision Making of Grab Food Application in the Bangkok Metropolitan Region

Jagrapob Siritup — 2023-12-31

This research aimed to study 1) marketing mix factors (4P’s) that affect the decision-making of grab food applications in the Bangkok Metropolitan Region, and 2) consumer satisfaction level affecting the decision-making of grab food applications in the Bangkok Metropolitan Region. The samples of this research were 400 people aged 18 years and older in the Bangkok Metropolitan Region who used the Grab Food application with random sampling. The online questionnaire was used as a research instrument. The statistical analysis data were frequency, percentage, mean, standard deviation, and multiple linear regression analysis.

The research revealed that: 1) marketing mix factors (4P’s) affecting decision-making, promotion factor (b=.313), product factor (b=.194), price factor (b=.138), and place factor (b=.112) affecting decision-making of Grab food application in the Bangkok Metropolitan Region. And 2) Consumer satisfaction affecting decision-making perceived usefulness factor (b=.251), safety for consumers' factor (b=.228), reliable factor (b=.128), and perceived ease of use (b=.124) affecting decision-making of Grab food application in the Bangkok Metropolitan Region at a statistically significant level at .05 level.

The Relationship between Work Motivation and Job Efficiency of Supply Analysts at Higher Education Institutions in Mahasarakham Province

Chalermchai Utakarn — 2023-12-31

This research aimed to 1) study the work motivation of supply analysts at higher education institutions in Mahasarakham Province, 2) study the job efficiency of supply analysts at higher education institutions in Mahasarakham Province, and 3) study the relationship between work motivation and job efficiency of supply analysts at higher education institutions in Mahasarakham Province. The sample group consisted of 92 supply analysts at higher education institutions in Mahasarakham Province. The data collected by questionnaire. The statistical techniques were means, standard deviation, and Pearson correlation coefficient.

The results of the research showed that: 1) Supply analysts at higher education institutions in Mahasarakham Province showed a high degree of agreement toward overall work motivation. 2) Supply analysts at higher education institutions in Mahasarakham Province showed a high degree of agreement toward overall job efficiency. 3) Work motivation was positively correlated with overall performance at a high level (r=0.81). When considering each aspect in order of relationship from highest to lowest, as follows: In terms of work itself, there was a high correlation (r=0.83); in terms of achievement, there was a high correlation (r=0.76); in terms of recognition, there was a high correlation (r=0.75); in terms of advancement, there was a moderate correlation (r=0.63); and in terms of responsibility, there was a moderate correlation (r=0.62), respectively, with statistical significance at the .01 level.

Approach to Development of Local Economic Capital to Increase the Capacity of Community Enterprise Entrepreneurs in The Lower Northern Region of Thailand

Kaewta Phiwphun — 2023-12-31

The research objectives were to: 1) analyze the causal relationship paths influencing local economic capital, 2) create guidelines for the development of local economic capital, and 3) examine guidelines for the development of local economic capital to increase the capacity of community enterprise entrepreneurs in the lower northern region of Thailand. The sample in this research was divided into 3 groups; the first was 360 people from community enterprises in the lower northern region of Thailand, the second was 5 key informants, and the third was 9 experts. Three types of research tools were used, comprising a questionnaire, a semi-structured interview form, and an assessment form. The data were analyzed using statistical techniques, structural equation modeling, mean, standard deviation, and content analysis. The results showed that 1) The causal correlation path analysis model was fairly consistent with the empirical data, considering the Chi-square Probability Level of 161.389, Relative Chi-square of 1.416, Goodness of Fit Index of .956, and Root Mean Square Error of Approximation of .026. 2) The development of local economic capital had a causal relationship with increasing competitiveness. As for the strategy of marketing mix and social capital, there was a direct causal relationship with local economic capital, and there was an indirect causal relationship with increased competitiveness transmitted through local economic capital. and 3) The guidelines in terms of the aspects of accuracy, appropriateness, feasibility, and usefulness overall were at the highest average level.