Journal of Humanities and Social Sciences, Rajapruk University

Factors Affecting Decision to Order Food Using Eco-friendly Packaging via Food Online Application in Phuket Province

Pinrat Siripanpong — Wed, 29 Apr 2026 00:00:00 +0700

The purposes of this research were : 1) examine the level of decision-making in selecting eco-friendly packaged food on online food delivery applications in Phuket province; 2) investigate the influence of environmental conservation attitudes on the decision to order eco-friendly packaged food on online food delivery applications in Phuket; and 3) analyze the impact of marketing mix factors on the decision to order eco-friendly packaged food on online food delivery applications in Phuket. The sample consisted of 400 individuals residing in Phuket who had prior experience purchasing food through online platforms. The stratified random sampling method was employed. The research instrument was a questionnaire with an item-objective congruence (IOC) range of 0.67-1.00 and a reliability coefficient of 0.83. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings revealed that: 1) the overall level of decision-making in selecting eco-friendly packaged food on online platforms in Phuket was moderate ( =3.37, SD = 0.38); 2) environmental conservation attitude significantly influenced the decision to order food with eco-friendly packaging via food delivery applications in Phuket province at the .01 level of statistical significance (Adj R² = 0.367); and 3) the price factor within the marketing mix significantly affected the decision to order eco-friendly packaged food on online platforms in Phuket at the .01 significance level (Adj R² = 0.453). A policy recommendation from this research is that Phuket Province should promote environmentally friendly packaging practices (Island Tourism Eco-Packaging Framework).

Guideline for Promoting the Administation of the Student Care System According to the Quality Cycle of the School under Office of Nonthaburi Primary Educational Service Area Office 1

Natapon Kakaew, Vinutthaput Phophet — Wed, 29 Apr 2026 00:00:00 +0700

The research objectives were: 1) the study the administation of the student care system according to the quality cycle of the school ; 2) to compare the teachers’ opinion on the administation of the student care system according to the quality cycle of the school classified by gender, age, education level, work experience, and school size; and 3) to explore the guidelines for promoting the administation of the student care system according to the quality cycle of the school under Office of Nonthaburi Primary Educational Service Area Office 1. The samples consisted of 297 teachers selected by stratified random sampling according to school size. The research instrument was a questionnaire with content validity, IOC values between .67-1.00, a reliability value of 0.99, the researcher collected data through structured interviews with five experts. The data analysis used frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, LSD, and content analysis.

The results of the research were as follows; 1) study the administation of the student care system according to the quality cycle of the school was at the highest level overall and in specific aspects, ranked as student promotion and development, individual student recognition, prevention and problem-solving, student transferring, and student screening. 2) The comparison of teachers’ opinion classified by gender, education level, and school size showed statistically significant at the .01 level in overall and in specific aspects, classified by age showed significant differences at the .05 level overall but no difference in the aspect of individual student recognition, work experience, show no differences. 3) The guidelines for promoting the administation of the student care system according to the quality cycle of the school were: schools should develop and utilize comprehensive student information, continuously and clearly screen and classify students, promote positive interventions and group students according to their interests or aptitudes, foster the development of students’ potential based on their individual abilities, and should appropriately refer students to relevant support service

Organizational Culture Influencing Teacher Teamwork under Nakhon Pathom Primary Educational Service Area Office 2 in the BANI World Era

Settawut Kaewmanee, Pitchayapa Yuenyaw, Napaporn Yodsin — Wed, 29 Apr 2026 00:00:00 +0700

The purposes of this research were 1) to study the level of organizational culture school administrators and teachers; 2) to study the level of teacher teamwork; and 3) to analyze the organizational culture affecting teacher teamwork. The research sample were 312 organization teachers in the schools under the Nakhon Pathom Primary Educational Service Area Office 2, derived by proportional stratified random sampling as distributed by district. The research instrument was a questionnaire. Statistics for data analysis were frequency, percentage, mean, standard deviation, and stepwise multiple regression analysis.

The research results were as follows: 1) The organizational culture school administrators and teachers was overall at a high level. Particulerly, the aspect of human resource management was at the high level. The other aspects were at a high level, delegation of decision-making authority, tactics used, organizational leaders, conditions for success, and organizational characteristics, respectively. 2) The teamwork of administrators and teachers was overall at a highest level. Particulerly, the aspect of cooperation was at the highest level, coordination, communication, other aspects were at a high level, including continuous improvement, and creative breakthrough, respectively. 3) The organizational culture school administrators and teachers in the aspects of tactics used (X₅), conditions for success (X₆), human resource management (X₃), and organizational characteristics (X₁) had a statistically significant impact on the teamwork of administrators and teachers (Y_tot) at the .01 level. These aspects jointly predicted teamwork of administrators and teachers accounting for 54.00 (R²= 0.540) percent of the variance. The regression equation was: _tot = 9.75 + 0.52(X₃) + 0.47(X₆) +0.46(X₅) + 0.17(X₁).

Pattern and Amount of Smartphone Usage Among Older Adults Living in Nonthaburi Province

Jantiga Supapong, Soraya Ngamsnit — Wed, 29 Apr 2026 00:00:00 +0700

The objectives of this research were to study the patterns, amount, and contextual factors associated with smartphone usage among older adults in Nonthaburi Province. This study employed a Mixed Methods Research design, combining a survey and qualitative research. Data were collected from a sample of 400 older adults, followed by purposive sampling of 30 key informants. The research instruments included a questionnaire with an Index of Item-Objective Congruence (IOC) between 0.67 and 1.00 and an in-depth interview guide. Data were analyzed using descriptive statistics and content analysis based on pre-defined key themes.

The results revealed that smartphone usage patterns among older adults can be categorized into two primary groups: 1) The Smartphone-Control Group, characterized by proactive usage to fulfill instrumental needs for managing daily routines and transactions; and 2) The Smartphone-Dependent Group, characterized by reactive usage to fulfill affective needs, such as alleviating loneliness and building social connectivity. Regarding the contextual factors associated with usage patterns and amount, digital self-efficacy and living contexts—particularly living alone or lack of caregivers—acted as catalysts for self-reliance through smartphones. Additionally, older adults with high usage necessity employed compensatory adaptation mechanisms, such as font size adjustments and device settings, to maintain Active Ageing and social participation.

A Study of Information Searching Skills using Search Engines among Undergraduate Students at Rajamangala University of Technology Krungthep

Chadachan Choknirundonchai — Wed, 29 Apr 2026 00:00:00 +0700

This study pursued four objectives: 1) to examine students’ use of academic search tools; 2) to assess their information-seeking skills; 3) to identify problems encountered when searching with academic search engines; and 4) to compare information-seeking behaviors, skills, and problems by sex, faculty, and year of study among undergraduate students at Rajamangala University of Technology Krungthep (RMUTK). The population comprised 12,415 full-time undergraduates (Years 1-4) across seven faculties. A stratified random sample of 373 students was selected. Data were collected using a five-point Likert-type questionnaire and analyzed with descriptive statistics and one-way ANOVA.

The study found that students of different genders, faculty, and year of study were significantly associated with students’ search behaviors, skills, and problems (p < .05). Students reported high internet use frequency and predominantly relied on Google ( =4.69, SD =0.562). The most common mode of learning to search was self-directed, through hands-on experience (40.8%). Query formulation typically involved entering keywords in the search box (54.2%), and result exploration commonly proceeded by scanning available headings/lists (62.2%). Despite these practices, the overall mean score for information-seeking skills was low ( =2.18, SD =0.082). In selecting results to view, students most often prioritized the title presented by the search engine (29.2%). Students used the internet more than ten times per week chiefly for entertainment, and the formats of information accessed were predominantly text and images.

A Design and Development of Mathematics Learning Outcomes on Fractions Through the 5E Inquiry-Based Learning Model Integrated with Board Games for Grade 5 Students

Gampon Nepglang, Sirinthorn Sinjindawong — Wed, 29 Apr 2026 00:00:00 +0700

This research article aims to: (1) designing a mathematics learning management approach for teaching fractions to Grade 5 students using the 5E inquiry-based learning model integrated with board games and (2) compare students’ learning outcomes before and after participating in the instructional activities based on the 5E model and board games. This research adopts a quantitative approach using a one-group pretest-posttest format. The conceptual framework was grounded in the 5E inquiry-based learning model and constructivist learning theory. The sample consisted of 32 Grade 5 students enrolled in the first semester of the 2025 academic year at Ruammitwitthaya School, under the juriSD iction of the Buriram Primary Educational Service Area Office 1. Participants were selected through simple random sampling. Research instruments included: (1) ten instructional activity plans, (2) a board game on fractions, and (3) pretest and posttest assessments of learning achievement. Data analysis utilized basic statistics, mean and standard deviation, and inferential statistics, specifically paired-sample t-tests.

The findings revealed that: (1) lesson plan for Mathematics activities on fractions using the 5E inquiry-based model integrated with board games were rated as highly appropriate and (2) students’ post-learning achievement scores were significantly higher than their pre-learning scores at the 0.05 level of statistical significance. The knowledge gained from this study suggests that integrating inquiry based learning activities with board games can effectively enhance mathematics learning achievement, particularly in the topic of fractions.

Tourist Behavior and Satisfaction towards Logistics Management for Tourist Attractions in Koh Kret Community, Nonthaburi Province

Nuttavut Wiset — Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to 1) examine appropriate tourism logistics management to enhance tourist satisfaction in Koh Kret Community, Nonthaburi Province; 2) investigate the relationship between tourism logistics management and tourist satisfaction; and 3) explore tourist behavior in Koh Kret Community, Nonthaburi Province. The population consisted of 891,280 Thai tourists visiting Koh Kret. A sample of 400 respondents was selected using convenience sampling. The research instrument was a five-point Likert scale questionnaire, which was validated by experts and tested for reliability at an acceptable level. Data were collected through questionnaires distributed via QR codes and online links. The data were analyzed using frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient.

The results revealed that overall tourist behavior was at a high level. The aspects of tourist attractions/accommodation and products and services were rated at high to highest levels, particularly in terms of price discounts, seasonal activities, and facilities. The personnel aspect was rated at the highest level in all items. The overall efficiency of tourism logistics management was at a high level, with travel convenience and facilities rated at the highest level. Furthermore, hypothesis testing indicated that tourist behavior in terms of decision-making factors, products and services, and personnel had a positive relationship with tourism logistics management efficiency at a statistically significant level of .01, with correlation coefficients (r) of 0.702, 0.697, and 0.732, respectively, indicating a high level of relationship.

Language Strategies and Cultural Reflections that Appear in the Phra Procession Songs, Koh Phangan District, Surat Thani Province

Suwimoon Vetviroj, Sutthatip Aramsak — Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to 1) analyze language strategies and 2) analyze the cultural reflections that appear in the Phra Procession songs in Koh Phangan District, Surat Thani Province. This is qualitative research with a population and key informants consisting of 6 singers and chorus members. Key informants were purposively selected. The research tools included video recordings of boat song performances, documents, and field observations.

The research results found that 1) the language strategies that appear in the Phra Procession song can be divided into 2 aspects: first, the use of words, in which the composer has chosen words with purpose in terms of sound, meaning, and identity creation and 2) the use of figures of speech and the choice of figurative language that helps elevate the local language to a profound and imaginative literary art, including metaphors, personifications, similes, onomatopoeia, antithesis, symbols, and rhetorical questions. Second, the cultural reflections that appear in Phra Procession songs are divided into 4 aspects: First, the language reflects the culture of belief, including Buddhist beliefs and superstitions. Moral principles regarding sacred things. Second, the language reflects the culture of local wisdom, including the way of life in nature, customs and traditions, and Phra Procession architecture. Third, the language reflects the cultural language that appears in the Phra Procession songs, including the use of words to refer to people or relationships, and the use of Thai words such as nouns, pronouns, verbs, and adjectives, southern dialects, and borrowing words from English, Pali, and Sanskrit. Fourth, the language reflects the cultural values, including choosing a partner, the beauty of women, and the family institution, which is a language that reflects the way of life of the community, beliefs, and local identity of the people in the upper South.

Factors Affecting Thai Tourists’ Cultural Tourism Decision: A Case Study of Nasatta Thai Park Museum Ratchaburi

Wed, 29 Apr 2026 00:00:00 +0700

The purposes of this study were: 1) to examine the demographic characteristics of respondents and their perceptions of marketing mix factors, 2) to compare cultural tourism decision-making across different personal factors, and 3) to investigate the influence of marketing mix factors on cultural tourism decision-making. Convenience sampling was employed to collect data from 385 Thai tourists visiting the NaSatta Thai Park Museum in Ratchaburi Province. Data were gathered using a structured questionnaire and analyzed using descriptive statistics (percentage, mean, and standard deviation), t-tests, one-way ANOVA, factor analysis, and multiple regression analysis.

The results revealed that 1) the majority of respondents were female, aged 21-35 years, married, held a bachelor’s degree, worked as company employees, and earned an average monthly income between 15,001 - 30,000 Baht. Overall, the respondents’ perception of marketing mix factors was rated at a highest level ( = 4.55, SD = 0.53). 2) Personal factors: age, occupation, education, and income significantly influenced cultural tourism decision-making (p < .05). In addition, 3) marketing mix factors: price, promotion, personnel, physical evidence, and process had a statistically significant influence on cultural tourism decision-making (p < .05). The regression model explained 58% of the variance in cultural tourism decision-making.

Guidelines for Promoting Community Tourism through the Belief in Pu U-Luen Nakarat: A Case Study of Ban Sok Phok - Ban Sok Pho, Bueng Khong Long Subdistrict, Bueng Khong Long District, Bueng Kan Province

Rujirage Komintarachat, Rattiya Komintarachat, Phatcharawadee Phengsrakate — Wed, 29 Apr 2026 00:00:00 +0700

This study aimed to 1) to examine the belief in Pu U Lue Nakarat as a driving factor in promoting community -based tourism, and 2) to explore tourist purchasing behaviors regarding products and services within the Pu U Lue Nakarat tourism community. Key informants included community leaders from Ban Sok Pho, officials from the Bueng Khong Long Wildlife Sanctuary, ritual set vendors, and boat operators. Qualitative data were collected through in-depth interviews and analyzed using conceptual and theoretical linkages, while quantitative data were obtained from 50 tourists who visited the Pu U Lue Nakarat shrine and purchased products or services, using a structured questionnaire.

The findings revealed that belief in Pu U Lue Nakarat is significant in three dimensions: (1) as a spiritual founder, (2) as a community protector, and (3) as a source of faith and blessings. This belief plays a vital role in supporting community tourism, particularly in boat transportation and income generation through belief-related products and services such as ritual sets, amulets, and ceremonies, as well as general businesses including restaurants and accommodations. Quantitative analysis indicated that faith in Naga deities (x̄ = 4.48) and related legends (x̄ = 3.98) influenced tourist purchasing behavior, especially regarding belief-related products (x̄ = 4.24). In conclusion, the belief in Pu U Lue Nakarat significantly contributes to promoting community-based tourism and influences tourist behavior in both spiritual and economic dimensions of the local context.

The Influence of Market Orientation on The Performance of Retail Business in Bangkok

Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to investigate the influence of Market Orientation (MO) on the performance of retail businesses in the Bangkok Metropolitan Area. Bangkok serves as the largest commercial hub in Thailand, fostering intense competition characterized by a constant influx of new entrants and simultaneous market exits. The competitive edge in this sector extends beyond mere cost and location; it critically involves marketing capabilities essential for responding to increasingly diverse consumer demands, ultimately guiding the businesses towards sustained success and prosperity. A sample of 399 retail businesses within the Bangkok area was selected using a multi-stage random sampling technique. The primary research instrument was a validated questionnaire, thoroughly checked for reliability and content validity. Data was collected through the distribution of these questionnaires to the selected retail businesses. Statistical analyses employed included mean, standard deviation, multiple correlation analysis, and multiple regression analysis.

The key findings revealed that: 1) The majority of respondents were female, aged 51-60 years, with an average monthly income between 50,001-70,000 Baht. They typically held a bachelor’s degree, operated as business owners, and had a registered capital of 1-5 million Baht. 2) The perception regarding market orientation (both overall and by dimension) was at the highest level. 3) The perception regarding business performance (both overall and by dimension) was also rated at the highest level. 4) Correlation coefficients between Customer Orientation, Competitor Orientation, and Inter-functional Coordination with business performance ranged from 0.212 to 0.643, all statistically significant at the 0.01 level. 5) All market orientation dimensions—Customer Orientation, Competitor Orientation, and Inter-functional Coordination—were found to have a positive influence on business performance. Furthermore, these three dimensions collectively accounted for 82.00% of the variance explained in business performance, a finding that was statistically significant at the 0.01 level.

Guidelines for the Development of Community-Based Tourism in Ban Koh Lon, Phuket Province

Arunee Kasemmi — Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to: 1) examine the perceived importance of community-based tourism components, 2) compare the levels of importance according to personal factors, and 3) identify development guidelines for community-based tourism in Ban Koh Lon, Phuket Province. A mixed-methods approach was applied, integrating both quantitative and qualitative methods. The sample comprised 206 residents of Ban Koh Lon, selected using simple random sampling. Data were collected through questionnaires and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation), inferential statistics (independent samples t-test and one-way ANOVA), and content analysis.

The findings revealed that respondents rated the overall importance of community-based tourism components at a high level. Tourism activities received the highest mean score, followed by facilities, accessibility, accommodation, and tourist attractions, respectively. When comparing results by personal factors-age, income, education level, and occupation-statistically significant differences were found at the 0.05 level. Working-age respondents and those with higher education levels attached greater importance to tourism activities and facilities than other groups. Key development strategies include promoting activities that highlight local identity, improving and maintaining infrastructure, upgrading the quality of facilities and accommodations to meet standards, implementing proactive publicity measures, and establishing systematic mechanisms for local community participation to ensure sustainable economic, social, and cultural development.

The Influence of Marketing Mix Factors on Consumers’ Decision to Use Café Services in Lat Krabang District, Bangkok

Tipamas Rattanaphitak, Paneeya Inthakad, Naret Luanpairin — Wed, 29 Apr 2026 00:00:00 +0700

This research aims 1) to study the level of opinions towards the decision to use cafe services of consumers in Lat Krabang District, Bangkok and 2) to study the influence of marketing mix factors on consumers' decision to use cafe services in Lat Krabang District, Bangkok, that is, 400 consumers who have used cafe services in Lat Krabang District, Bangkok, were selected using a simple random sampling method, a questionnaire was used as the survey tool, the statistics used in the analysis were percentage, mean, standard deviation (SD) and multiple regression analysis.

The research results found that consumers have opinions on the overall marketing mix factors at a high average level, when considering each aspect, it was found that the product factor had the highest average value and was at the highest level. Next, physical characteristics and marketing promotion had the lowest average values, at a high level, factors in deciding to use cafe services of consumers in Lat Krabang District, Bangkok. The research results found that consumers have a high level of opinion on their decision to use the services, when considering each aspect, it was found that the aspect of evaluation after using the service had the highest average value, at the highest level, followed by the aspect of decision to use the service, at a high level, and the aspect of evaluation of alternatives, at the lowest average value, at a high level. The influence of marketing mix factors on consumers’ decision to use cafe services in Lat Krabang District, Bangkok It shows that product factors, marketing promotion factors, physical characteristics factors, and process factors have a statistically significant effect on the use of cafe services by consumers in Lat Krabang District, Bangkok at the .01 level.

Integrated Marketing Communication and Decision-Making in Using Organizer Services from Perspectives of Entrepreneurs and Consumers in Nakhon Pathom Province

Thitaree Phonpreeyakun, Revita Saisud — Wed, 29 Apr 2026 00:00:00 +0700

This qualitative research aimed to 1) explore consumers’ perspectives on integrated marketing communication (IMC) factors influencing their decision to use organizer services, 2) examine entrepreneurs’ perspectives on IMC strategies for attracting and retaining customers, and 3) synthesize qualitative factors reflecting the relationship between IMC and decision-making behavior from both viewpoints. In-depth interviews were conducted with 16 key informants - 8 consumers and 8 entrepreneurs - selected through purposive sampling. The data were analyzed using content analysis and thematic analysis.

The findings revealed four main factors influencing consumers’ decision-making: 1) convenience and comprehensive services (One Stop Service), which reduce the burden of event planning; 2) credibility derived from word-of-mouth and online media; 3) creativity and service quality tailored to specific customer needs; and 4) interactive communication that fosters a sense of personalized care. From the entrepreneurs’ perspective, differentiation in services, the use of digital media for communication, and long-term customer relationship building were identified as key strategies. These results indicate that the integration of entrepreneurs’ communication strategies and consumers’ direct experiences plays a complementary role in shaping organizer service selection behavior. The study contributes to the academic discourse by highlighting the strategic role of IMC in enhancing value creation, credibility, and customer relationships in the organizer industry. It also provides practical implications for entrepreneurs to design communication strategies that align with evolving consumer behaviors in the post-COVID era and within the dynamic VUCA-BANI business environment.

Storytelling for Creating Sensory Experience through TikTok: A Case Study of Ence.perfume

Rachita Tanyongmas, Montira Tadaamnuaychai — Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to: 1) examine the brand’s storytelling formats on TikTok that effectively drive consumer engagement during the Middle Funnel and 2) investigate the brand’s storytelling approaches that successfully stimulate purchase decisions at the final stage of the marketing funnel. Data were collected through in-depth interviews with 10 customers, and the insights obtained were used to develop TikTok advertisements in both video and static image formats. These advertisements were designed based on the Before-After-Bridge (BAB) storytelling framework, integrated with sensory marketing techniques, and featured three mystical perfume scents. The advertisements, both images and videos, were tested by publishing them on TikTok Shop in three rounds over a period of 30 days. Qualitative data were analyzed using thematic analysis, while quantitative data were obtained from TikTok Ads Manager. The content was tested using A/B testing.

The research findings reveal that using advertising images for brand storytelling is most effective in generating consumer engagement during the consideration or engagement stage (Middle Funnel). Meanwhile, video advertisements that employ storytelling comparing the “before and after bridge” situations combined with consumer-insight-driven narratives and sensory marketing are the most effective format for motivating the target audience to make a purchase decision in the final stage of the marketing process.

Student Affairs Administration of a Extra Large School Bang Phli District Samut Prakan Secondary Educational Service Area Office

Sunisa Puangkaew, Niwat Noymanee, Jintana thakham — Wed, 29 Apr 2026 00:00:00 +0700

The purposes of this research were: 1) to study the level of student affairs administration of a extra large bang phli district Samutprakan secondary educational service area office and 2) to compare student affairs administration of a extra large bang phli district Samutprakan secondary educational service area office The sample size was classified by gender, education level, age, and working experience. The sample group used in this research was teachers in school at Samutprakan secondary educational service area academic year 2024. Obtained Got it from defining a sample of 113 people from Krejci and Morgan’s table. Conduct stratified random sampling by comparing the proportion of the population to a given sample and then simple random sampling. The tool of the research used to collect data was the 5 rating-scale questionnaire with The reliability of .96 data were analyzed using basic statistics, including frequency, percentage, mean, standard deviation, and reference statistics include t-tests. One-way analysis of variance (anova).

The research were found as follows; 1) The level of student affairs administration of a extra large bang phli district Samutprakan secondary educational service area office as a whole at the high level. 2)Comparison of the student affairs administration of a extra large bang phli district Samutprakan secondary educational service area office found that. The sample size was classified by gender, educational level, age and work experience as a whole aspect were different with no statistical significance.

The Organizational Culture of Extra-large Secondary Schools in Bang Phli District under the Samut Prakan Secondary Educational Service Area Office

Apisit Nakmusik, Kanporn Aiemphaya — Wed, 29 Apr 2026 00:00:00 +0700

The purposes of this research were to 1) study the organizational culture of large-sized secondary schools in Bang Phli District, under Samut Prakan Secondary Education Service Area; and 2) compare the organizational culture of large-sized secondary schools in Bang Phli District, under Samut Prakan Secondary Education Service Area, According to the teacher’s opinion classified by gender, educational qualification, school size, and work experience. The sample group used in this research consisted of teachers in educational institutions under the Samut Prakan Secondary Education Service Area in the academic year 2023. The sample size was determined using the Krejcie and Morgan table, yielding 113 individuals. Stratified random sampling was employed by proportionally matching the population to the determined sample size, followed by simple random sampling. The research instrument was a 5-level rating scale questionnaire with a reliability of .88. Data were analyzed using basic statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, namely the t-test and one-way analysis of variance.

The results of the research were as follows: 1) The organizational culture of extra-large secondary schools in Bang Phli District under Samut Prakan Secondary Educational Service Area Office, was at a high level overall. When considering each aspect, the organizational culture of extra-large secondary schools was at a high level. Decision-making ranked first, followed by feeling of belonging, and acceptance ranked last. 2) Comparative results of the organizational culture of extra-large secondary schools in Bang Phli District under Samut Prakan Secondary Educational Service Area Office, showed that the organizational culture of extra-large secondary schools in Bang Phli District, Samut Prakan Secondary Educational Service Area Office, classified by educational qualifications, overall, was significantly different at the .05 level; otherwise, there was no difference.

Technology Acceptance Affecting the Operational Efficiency of Department of Corrections Officers

KingKan Buttra, Yupaporn Chaisena — Wed, 29 Apr 2026 00:00:00 +0700

This study aims to examine the relationships and effects of Technology Acceptance on the Operational Efficiency of Correctional Officers in the Department of Corrections. A questionnaire was used as the data collection instrument, with a sample of 211 correctional officers. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics consisted of multiple correlation analysis and multiple regression analysis.

The results indicated that components of Technology Acceptance, namely Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Perceived Risk, Intention to Use, and Actual Use, were related to operational efficiency. The multiple regression analysis revealed that the model was statistically significant (F = 32.040, p < 0.001), with a multiple correlation coefficient (R) of 0.697. The model explained 48.5 percent of the variance in operational efficiency (R² = 0.485), with an adjusted R² of 0.470. The results of the individual factor analysis showed that Intention to Use (β = 0.435, p < 0.01), Actual Use (β = 0.271, p < 0.01), and Perceived Ease of Use (β = 0.154, p < 0.05) had a statistically significant positive effect on operational efficiency. In contrast, Perceived Usefulness, Attitude Toward Using, and Perceived Risk did not have a statistically significant effect. The findings suggest that, in the context of public security organizations, promoting officers’ intention to use technology, designing technology that is easy to use, and supporting actual technology utilization are key factors in enhancing the operational efficiency of correctional officers.

Organizational Factors influencing the Procurement Performance of Personnel in the Western Group of Rajabhat Universities

Pichaya Tianphu — Wed, 29 Apr 2026 00:00:00 +0700

The objectives of this research were: 1) to study organizational factors and the performance efficiency of personnel in procurement operations, 2) to compare the procurement performance efficiency of personnel based on personal factors, and 3) to examine the organizational factors that influence the procurement performance efficiency of personnel. The sample consisted of 200 procurement personnel from Rajabhat Universities in the Western region, selected using a simple random sampling method. The research instrument was a questionnaire. The research instrument was a questionnaire, a reliability coefficient of 0.98. The data were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and multiple regression analysis.

The results revealed that: 1) overall, organizational and the procurement performance efficiency of personnel was also at a high level; 2) when comparing personnel with different educational levels, there was a statistically significant difference in procurement performance efficiency at the 0.05 level, whereas gender, age, income, and work experience did not show significant differences; and 3) organizational factors positively influenced procurement performance efficiency, particularly in the areas of organizational structure and roles, the adoption of technology and information systems, and stakeholder relationship management.

Lesson Plans for Early Childhood Music Activities Using Thai Traditional Songs

Amarin Morkon, Pattera Disua — Wed, 29 Apr 2026 00:00:00 +0700

This research aimed to develop lesson plans for music learning activities for early childhood using Thai songs. The study employed a research and development (R&D) methodology. Data were collected through a review of theories related to music learning activities for early childhood and the selection of Thai songs based on a previous study titled “An Analysis of Thai Songs Suitable for Early Childhood from the Book Siam Songs for Children”. The sample group consisted of five experts in early childhood music education using a structured interview form to gather their perspectives, and the data were analyzed using content analysis. The quality of the lesson plans was evaluated using a rating scale assessment form, and the data were analyzed using percentage and mean.

The results revealed that five lesson plans were developed based on five Thai songs appropriate for early childhood learners. The activities were designed to support six musical skills: listening, singing, movement, playing, creativity, and reading. Each lesson plan consisted of six components: concept, objectives, learning content, learning activities, learning materials, and assessment and evaluation. The expert interviews suggested that the concept should align with the objectives, activities, and assessment methods, with an emphasis on behavioral objectives and practical learning experiences rather than theoretical instruction. Activities should be organized progressively from simple to complex, using tangible learning materials. Suitable songs for early childhood should contain simple language, appropriate lyrics length, a pentatonic scale, and a consistent rhythm. The evaluation results indicated that all five lesson plans were rated at an excellent level, both individually and overall.

Information Seeking and Utilization of Bebe’s Exercise Vlogs on YouTube among Audiences

Tassnee Domkerngsak, Gaewganya Savagsuriyawong — Wed, 29 Apr 2026 00:00:00 +0700

The objectives of this study were: (1) to examine information-seeking behavior, (2) to investigate the utilization of Vlogs, and (3) to explore the relationship between information-seeking and utilization. This quantitative research employed a questionnaire with a sample of 400 participants. The research instrument was a structured questionnaire, and the statistical methods used included percentage, mean, and Pearson’s correlation coefficient, processed with statistical software. The findings revealed that the participants consistently watched Vlogs almost every week and continuously followed new content. They tended to watch for more than 15 minutes per session and paid close attention without skipping content, indicating purposeful and highly engaged media selection behavior. Regarding the utilization of Vlogs, viewers were able to apply the content from Bebe’s exercise Vlogs in various ways, such as scheduling workouts, practicing demonstrated routines, using Vlogs as a training guide, and gaining inspiration to seriously improve their health.

The results of the correlation analysis showed a very high relationship (r = .873, p < .01) between information-seeking behavior and the utilization of Bebe’s exercise Vlogs. This implies that individuals who follow the content attentively and regularly are highly likely to apply it in real life, including exercising, adopting healthier behaviors, and sharing information with others.

“Koh Larn Community Health Charter” Policy Implementation in Koh Larn Area,Pattaya City, Chonburi Province

Veera Nasap , Satit Niyomyaht, Chuuchee Beadnok, Kamolporn Kalyanamitra — Wed, 29 Apr 2026 00:00:00 +0700

This research objectives were 1) to study the problems and obstacles of “Koh Larn Community Health Charter” Policy Implementing in Koh Larn Area, Pattaya City, Chonburi Province, 2) the factors contributing to its success, and 3) to propose guidelines for policy implementation in the area. The research was qualitative. Key informants included government agency administrators, local administrators, school administrators, hospital administrators, academics, community entrepreneurs, community leaders, and residents of Koh Larn, totaling 22 key informants using a purposive selection. Data was collected through in-depth interviews and analyzed using descriptive methods.

The research results found that 1) the main problem in policy implementation lied in communication and understanding mechanisms, which were affected by the high population turnover and diverse stakeholder groups in tourist areas, resulting in inconsistent policy message dissemination and public awareness; 2) the success of the health charter initiative stems from network-based work, with community leaders acting as central coordinating mechanisms between the government, local authorities, businesses, and the public, under the shared goal of maintaining a balance between health and the tourism economy; and 3) the approach to policy implementation in Koh Larn context should focus on designing a continuous multi-channel communication system, creating permanent coordination spaces between sectors, and empowering community leaders as institutional intermediaries, rather than solely relying on directive measures. Overall, the research findings demonstrated that the tourist area context was a key variable determining the form and success of policy implementation.

Mastery of Dual-Sword Combat for the Preservation of Thai Cultural Heritage (Soft Power)

Wed, 29 Apr 2026 00:00:00 +0700

This study aimed to enhance students’ knowledge and skills in the art of dual-sword combat through self-directed learning, and investigate their satisfaction regarding their awareness of cultural values and the preservation of Thai national arts and cultural heritage. Thai national arts and culture for posterity. The sample, selected though purpose sampling, comprised of 36 students from Ramkhamhaeng University who took the Dual-Sword Combat course during the second semester of the 2024 academic year.

The research instrument employed in the study was a semi-structured interview with questions regarding knowledge and skills in dual-sword combat and cultural appreciation. Qualitative data analyzed through content analysis revealed that students possessed knowledge and skills in the art of dual-sword combat which they could apply to their daily lives. They also recognized its cultural value influencing positive mental attitudes. Furthermore, the art of dual-sword combat was conveyed through performances at the Thai Cultural Heritage (Soft Power) event, creating pride and ensuring its preservation and dissemination for further recognition.

Identity Development of Wellness Tourism Resources Based on Local Wisdom of Ban Nam Man Community, Uttaradit Province

Ladna Sriamphon-ekkul, Songkran Tungkaew — Wed, 29 Apr 2026 00:00:00 +0700

This research aims to studied the identity and guidelines for identity development of wellness tourism resources based on local wisdom in Ban Nam Man Community, Uttaradit Province. The study was the qualitative research under a case study research paradigm collecting data from 27 purposively selected key informants representing local communities, government agencies, and private sectors. Research instruments consisted of in-depth interviews, along with the use of policy meeting, non-participant observation and documentary research.

The results revealed three prominent dimensions of wellness tourism resource identity in Ban Nam Man Community: (1) a therapeutic landscape identity derives from post-flood ecological restoration areas; (2) an herbs and local food identity, particularly organic galangal and healthy food menu; and (3) a local lifestyle identity that preserves traditional wisdom and way of life. These strategic elements contribute to the development framework of the “TGL-Therapeutic, Gastronomy & Herb, Lifestyles”, which emphasizes healing landscapes and meaningful tourism experiences based on authentic community identity. The study further recommends that government and local sectors promote zoning policies for therapeutic forest conservation areas, establish intellectual property protection for organic galangal wisdom, and develop youth potential as local tour guides to foster a genuinely community-owned tourism ecosystem.

Factors Related to the Competency in Basic and General Emergency Medical Operations of Emergency Medical Responders in Nonthaburi Province

Suwaree Noykumsin, Tassanee Silawan, Doungjai Buntup — Wed, 29 Apr 2026 00:00:00 +0700

This study aimed to: 1) assess the level of competency in basic and general emergency medical operations among emergency medical volunteers in Nonthaburi Province; 2) describe their demographic characteristics, experience, as well as internal and external factors; and 3) examine the relationships between demographic and experiential factors, internal factors, external factors, and competency in basic and general emergency medical operations. This research employed a cross-sectional descriptive design. The sample consisted of 150 registered basic-level emergency medical volunteers, selected using proportional stratified random sampling. Data were collected using a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to describe the variables. Inferential statistics, including the Chi-square test and Pearson’s correlation coefficient, were employed to analyze the relationships among variables. The level of statistical significance was set at .05.

The results showed that: 1) the overall competency in basic and general emergency medical operations was at a moderate level (73.34%, Mean = 47.61, SD = 9.51), 2) the emergency medical volunteers varied in their demographic characteristics and experience, including gender, age, educational level, and duration of service, while internal factors (knowledge, attitudes, leadership, and motivation) and external factors (organizational culture and teamwork) were at a moderate level, and 3) overall internal factors and work motivation were positively associated with competency at a moderate level with statistical significance (r = .423, p < .001; r = .461, p < .001, respectively), whereas knowledge and attitudes were positively associated with competency at a low level with statistical significance (r = .245, p = .003; r = .240, p = .003, respectively). Demographic and experiential factors, as well as external factors, were not significantly associated with competency (p > .05). These findings highlight the importance of enhancing work motivation alongside the continuous development of knowledge, attitudes, and emergency medical practice skills among emergency medical volunteers.

Development of Virtual Learning Environment Management Model Using Flipped Classroom Techniques for Teacher Students in the 21st Century

Chalabhorn Suwansumrit — Wed, 29 Apr 2026 00:00:00 +0700

The objectives of this research were 1) to develop the virtual learning environment management model using flipped classroom techniques for teacher students in the 21^st Century with the 80/80 efficiency criterion index, 2) to study the learning achievement, and 3) to study the satisfaction of teacher students. The research samples were Graduate Diploma Program in Teaching Profession Students in Rajapruk University. The sample consisted of 50 participants, selected using the cluster random sampling method. The research instruments were the learning management plans, the achievement test had an Index of Item-Objective Congruence (IOC) ranging from 0.60 to 1.00, discrimination indices between 0.27 and 0.89, and a reliability coefficient of 0.81, and the quality of the satisfaction assessment questionnaire had an Index of Item-Objective Congruence (IOC) ranging from 0.60 to 1.00, and a reliability coefficient of 0.88. The data analysis was statistically analyzed by using percentage, mean, standard deviation, and the hypothesis testing was tested by the t-test for dependent samples.

The results of the research were as follows: 1) the development of virtual learning environment management model using flipped classroom techniques consisted of Learning Objectives, Contents and Activities, Learning Resources, Practice, and Measurement and Evaluation, and showed that the efficiency criterion equaled 82.11/84.92 according to the 80/80 efficiency criterion index, 2) teacher students were studied by this model, which the learning achievement of the posttest scores was higher than the pretest ones at the statistically significant differences of .01, and 3) the satisfaction of teacher, the overall average was 4.57, which was at the highest level.

Editorial

Arunee Sumpaothong — Wed, 29 Apr 2026 00:00:00 +0700

Editorial department

Arunee Sumpaothong — Wed, 29 Apr 2026 00:00:00 +0700

List of experts who considered the article

Arunee Sumpaothong — Wed, 29 Apr 2026 00:00:00 +0700

Full Paper

Arunee Sumpaothong — Wed, 29 Apr 2026 00:00:00 +0700

Green UX: An Innovative Approach to Driving Sustainable Consumption

Chaleeya Yang-Ngam — Wed, 29 Apr 2026 00:00:00 +0700

This paper presents to 1) explain the concepts and principles of Green User Experience (Green UX) design as a mechanism to foster sustainable consumption behavior among digital consumers, 2) develop design approaches for Green UX by integrating the Theory of Planned Behavior (TPB), Nudge Theory, and Digital Habit formation with digital technologies, and 3) establish practical guidelines and measurable indicators for evaluating environmental impacts, consumer behavior, and business performance through case analysis. The study analyzes psychological and social frameworks to inform UX design that motivates environmental intentions and translates them into sustainable behavioral practices. It further proposes concrete strategies such as implementing Eco-Feedback Dashboards, reducing cognitive load, and applying artificial intelligence to continuously enhance user experience. Performance indicators are defined across environmental, behavioral, and business dimensions. Case studies, including Google and eBay, are used to demonstrate the potential and outcomes of Green UX in transforming consumer behavior and creating sustainable value. The findings indicate that technology-driven Green UX design, when aligned with consumer behavioral insights and integrated with corporate strategies, can serve as a catalyst for advancing digital business toward long-term sustainability.

Learning Chinese as a Foreign Language in the Digital Age through Computer and Mobile Applications

Yuanhang Shang, Chattayaporn Samerjai — Wed, 29 Apr 2026 00:00:00 +0700

This academic article aims to analyze and synthesize knowledge related to Chinese language learning in the digital era through computer and mobile applications. It focused on examining key issues including the landscape of digital technologies used for Chinese language learning, the effects of digital applications on learners’ language proficiency, learner and teacher attitudes toward the integration of technology in Chinese language education, and the development of the Integrated Digital Pedagogy for CFL conceptual model based on relevant literature synthesis. The study employed a Systematic Literature Review (SLR), involving the processes of searching, selecting, and analyzing empirical studies that meet established quality criteria. A total of 23 empirical studies published between 2020 and 2025 were analyzed based on major themes: types of digital technologies, learning outcomes, and attitudinal factors among learners and teachers. The synthesis revealed that digital technologies used in Chinese language learning can be categorized into three main groups: social collaboration platforms, dedicated language-learning applications, and specialized tools for micro-skill development. These technologies play significant roles in enhancing learners’ vocabulary, listening, pronunciation, motivation, and self-directed learning abilities, while also functioning as sociocultural mediating tools that foster meaningful interaction and authentic language use. The findings underscored the crucial role of teachers in designing learning activities that ensure effective and context-appropriate technology integration.

The synthesis led to the proposal of the “Integrated Digital Pedagogy for CFL”, a conceptual framework that integrates CALL and MALL to support systematic and sustainable development of Chinese language proficiency. The model emphasized the interconnection between social interaction-based learning, structured skill practice, and micro-skill enhancement to strengthen learners’ comprehensive language competency in the digital age.

Buddhist Doctrines and Acceptance of Change: A Psychological Empowerment Approach for Early Older Adults in the Aging Society

Natchanan Traiwattanawong — Wed, 29 Apr 2026 00:00:00 +0700

This study aims to analyze and synthesize an integrated conceptual framework that combines Buddhist doctrines, particularly the Three Characteristics of Existence and the Four Foundations of Mindfulness, with modern psychological concepts, namely Acceptance and Commitment Therapy and Mindfulness, in order to enhance psychological empowerment among early older adults in the context of the transition to a complete aging society. The study employed a documentary analysis approach, reviewing 30 relevant documents published between 2020 and 2025.

The findings reveal that the Three Characteristics of Existence are conceptually consistent with key principles of Acceptance and Commitment Therapy. Specifically, anicca corresponds with the acceptance of life’s uncertainty, dukkha reflects the concept that experiential avoidance contributes to suffering, and anatta aligns with the notion of self-as-context. Meanwhile, the Four Foundations of Mindfulness correspond with mindfulness concepts in modern psychology. Kayanupassana relates to body observation techniques, vedananupassana corresponds with emotional awareness, cittanupassana aligns with awareness of cognitive processes, and dhammanupassana corresponds with values clarification. Based on this synthesis, the study proposes a three-dimensional integrated framework consisting of (1) Understanding, which focuses on developing insight into the nature of life’s changes (2) Practice, which emphasizes systematic training in the Four Foundations of Mindfulness and (3) Application, which involves applying knowledge and skills to manage real-life challenges. These three dimensions are interconnected and mutually reinforcing in a continuous process.

The Role of Self-efficacy and Personality Diversity: Towards Strategic Management Guidelines for Business Presentations

Khatesiree Sripoothorn, Rattana Sittioum — Wed, 29 Apr 2026 00:00:00 +0700

This academic article aims to: 1) examine the influence of self-efficacy on business presentation competence; 2) synthesize the distinct characteristics and unique strengths of extrovert, introvert, and ambivert personalities affecting presentation styles; and 3) propose strategic personality diversity management guidelines to optimize presenter performance. The study emphasizes that presentation skills are a critical strategic tool in the business world; however, presenters frequently encounter obstacles such as public speaking anxiety and one-size-fits-all training models that fail to address individual differences. Consequently, this research integrates the Big Five Personality Traits theory and the concept of self-efficacy to establish a new conceptual framework for authentically unlocking the unique potential of presenters.

The findings reveal that: 1) self-efficacy serves as a vital mechanism for managing anxiety, with optimum efficacy levels reducing the risk of one-way communication and enhancing credibility; 2) presenter strengths vary significantly by personality type, with extroverts excelling through the social presence, introverts possessing strengths in in-depth preparation, and ambiverts demonstrating the highest levels of behavioral flexibility and balance; and 3) Strategic management should focus on designing flexible communication channels, including both synchronous and asynchronous formats, while promoting psychological safety. Furthermore, organizations must shift their culture from overvaluing mere assertiveness toward appreciating data accuracy and adaptability, which are essential for supporting a sustainable competitive advantage.

Human Resource Development to Promote Innovative Entrepreneurship

Wed, 29 Apr 2026 00:00:00 +0700

This article on human resource development to promote innovative entrepreneurship aims to 1) study the characteristics and components of innovative entrepreneurship and 2) study human resource development approaches to promote innovative entrepreneurship.

Key elements of innovative entrepreneurship include networking, effective communication, marketing strategy, motivation, innovation development, creativity, strategic management, team building, personal character, project management, future orientation, content knowledge and practical skills, leadership, financial savvy, negotiation, time management, and change management. Therefore, human resource development in business organizations should follow an approach encompassing training, education, organizational development, and career paths. This aims to enhance the entrepreneurial potential of subordinates, ultimately utilizing these capabilities to drive business operations more efficiently.

Journal of Humanities and Social Sciences, Rajapruk University

Factors Affecting Decision to Order Food Using Eco-friendly Packaging via Food Online Application in Phuket Province

Guideline for Promoting the Administation of the Student Care System According to the Quality Cycle of the School under Office of Nonthaburi Primary Educational Service Area Office 1

Organizational Culture Influencing Teacher Teamwork under Nakhon Pathom Primary Educational Service Area Office 2 in the BANI World Era

Pattern and Amount of Smartphone Usage Among Older Adults Living in Nonthaburi Province

A Study of Information Searching Skills using Search Engines among Undergraduate Students at Rajamangala University of Technology Krungthep

A Design and Development of Mathematics Learning Outcomes on Fractions Through the 5E Inquiry-Based Learning Model Integrated with Board Games for Grade 5 Students

Tourist Behavior and Satisfaction towards Logistics Management for Tourist Attractions in Koh Kret Community, Nonthaburi Province

Language Strategies and Cultural Reflections that Appear in the Phra Procession Songs, Koh Phangan District, Surat Thani Province

Factors Affecting Thai Tourists’ Cultural Tourism Decision: A Case Study of Nasatta Thai Park Museum Ratchaburi

Guidelines for Promoting Community Tourism through the Belief in Pu U-Luen Nakarat: A Case Study of Ban Sok Phok - Ban Sok Pho, Bueng Khong Long Subdistrict, Bueng Khong Long District, Bueng Kan Province

The Influence of Market Orientation on The Performance of Retail Business in Bangkok

Guidelines for the Development of Community-Based Tourism in Ban Koh Lon, Phuket Province

The Influence of Marketing Mix Factors on Consumers’ Decision to Use Café Services in Lat Krabang District, Bangkok

Integrated Marketing Communication and Decision-Making in Using Organizer Services from Perspectives of Entrepreneurs and Consumers in Nakhon Pathom Province

Storytelling for Creating Sensory Experience through TikTok: A Case Study of Ence.perfume

Student Affairs Administration of a Extra Large School Bang Phli District Samut Prakan Secondary Educational Service Area Office

The Organizational Culture of Extra-large Secondary Schools in Bang Phli District under the Samut Prakan Secondary Educational Service Area Office

Technology Acceptance Affecting the Operational Efficiency of Department of Corrections Officers

Organizational Factors influencing the Procurement Performance of Personnel in the Western Group of Rajabhat Universities

Lesson Plans for Early Childhood Music Activities Using Thai Traditional Songs

Information Seeking and Utilization of Bebe’s Exercise Vlogs on YouTube among Audiences

“Koh Larn Community Health Charter” Policy Implementation in Koh Larn Area,Pattaya City, Chonburi Province

Mastery of Dual-Sword Combat for the Preservation of Thai Cultural Heritage (Soft Power)

Identity Development of Wellness Tourism Resources Based on Local Wisdom of Ban Nam Man Community, Uttaradit Province

Factors Related to the Competency in Basic and General Emergency Medical Operations of Emergency Medical Responders in Nonthaburi Province

Development of Virtual Learning Environment Management Model Using Flipped Classroom Techniques for Teacher Students in the 21st Century

Editorial

Editorial department

List of experts who considered the article

contents

Full Paper

Green UX: An Innovative Approach to Driving Sustainable Consumption

Learning Chinese as a Foreign Language in the Digital Age through Computer and Mobile Applications

Buddhist Doctrines and Acceptance of Change: A Psychological Empowerment Approach for Early Older Adults in the Aging Society

The Role of Self-efficacy and Personality Diversity: Towards Strategic Management Guidelines for Business Presentations

Human Resource Development to Promote Innovative Entrepreneurship