STOU Academic Journal of Research and Innovation (Humanities and Social Science)

Factors Affecting Student’s Decision to Study Vocational Certificate at the College of Agriculture and Technology Bangsai Arts and Crafts centre, Phra Nakhon Si Ayutthaya

Kanokorn Kongmee, Jakkrapan Kittinorarat, Angkarn Kachawangsie — Sat, 28 Feb 2026 00:00:00 +0700

The objectives of this study were (1) to examine the current state of public relations media and the decision to continue studying at the vocational certificate (VC) level among students at the College of Agriculture and Technology Bangsai Arts and Crafts Centre in Phra Nakhon Si Ayutthaya, (2) to compare their decisions based on demographic characteristics, and (3) to investigate the influence of public relations media on students’ decisions to continue studying. This quantitative research collected data from 121 students via questionnaires. The data were analyzed using descriptive statistics, and hypotheses were tested using the t-test, one-way analysis of variance, and multiple regression analysis.
The findings showed that most respondents were male, aged 15–18, residing outside Phra Nakhon Si Ayutthaya Province, with a previous GPA of 2.51–3.00, and predominantly enrolled in the Food and Nutrition program. Overall perception of public relations media was at a moderate level, with personal media and online media rated moderate, while print media was rated low. When comparing decisions to continue studying among different demographic groups, “domicile” had a statistically significant effect at the .05 level. Other factors including gender, age, previous GPA, and current majors showed no significant differences. Multiple regression analysis indicated that personal media and print media had a statistically significant influence on the decision to study further, whereas online media had no significant effect.

The Future of Marketing for Gen Alpha: Strategic Brand Development to Address Emerging Consumer Behaviors in Thailand

Chanattee Poompruk — Sat, 28 Feb 2026 00:00:00 +0700

This study aims to examine the behaviors and values of Gen Alpha consumers that influence purchasing decisions and brand engagement in the digital era. It also analyzes appropriate brand development and marketing strategies, while proposing approaches to promote social values aligned with the emerging consumer generation. A mixed-method research design was employed, combining quantitative data collection from 400 respondents through an online structured questionnaire and qualitative data from in-depth interviews with 10 marketing and branding experts. The research instruments included structured questionnaires and open-ended interview guides. Quantitative findings revealed that Gen Alpha actively engages with digital platforms such as YouTube and TikTok and shows a statistically significant preference (p<0.01) for brands that leverage AI and personalized content. Qualitative results highlighted that participatory marketing, AI-driven customization, and the communication of sustainability values are critical strategies for fostering long-term brand loyalty. The study proposes that businesses adapt their marketing strategies to effectively respond to Gen Alpha’s consumption behaviors and align brand identity with their core values.

Learning Happiness Supporting Factors for Bangpleeratbamrung School Students, Bang Phli District, Samut Prakan Province

Napitchanun Sawetwisut, Pennapha Koolnaphadol — Sat, 28 Feb 2026 00:00:00 +0700

This research aimed to study the factors that promote happiness in learning of lower secondary school students at Bangplee Rat Bamrung School, Bangplee District, Samut Prakan Province. The sample group used in this research was lower secondary school students at Bangplee Rat Bamrung School, Bangplee District, Samut Prakan Province, academic year 2024, totaling 686 people using the sample size determination according to the table of Krejcie and Morgan (1970). The research instrument was questionnaire. Data were analyzed using percentages, means, and standard deviations.
The research results found that there were 4 factors that promoted happiness in learning in this study as follows: 1) Each child was accepted by friends and teachers; 2) Teachers were kind, sincere, and gentle to all children; 3) Children loved and were proud of themselves; and 4) Each child had the opportunity to choose to study according to their abilities and interests. Overall, the factors that promoted happiness in learning were all at a moderate level ( = 3.23, S.D. = 0.26). When considering each aspect, it was found that Factors that promote happiness in learning in aspect 4) Each child has the opportunity to choose to study according to their aptitude and interests at a high level ( = 3.91, S.D. = 0.29), followed by aspect 1) Each child is accepted by friends and teachers at a moderate level ( = 3.01, S.D. = 0.25), aspect 2) Teachers are kind, sincere, and gentle to all children at a moderate level ( = 3.26, S.D. = 0.24), and aspect 3) Children have love and pride in themselves at a moderate level ( = 2.76, S.D. = 0.29). The results of this study can be used as basic information for teachers and educational personnel to be a guideline for promoting happiness in learning effectively in the future.

A Study of Factors Related to Student Dropout in the Distance Learning System in the Field of Curriculum and Instruction at Sukhothai Thammathirat Open University

Sita Yiemkuntitavorn, Chatchai Puttirungroj — Sat, 28 Feb 2026 00:00:00 +0700

In the aftermath of the COVID-19 pandemic, the demand for open and distance education has surged. However, this instructional modality continues to grapple with significant challenges, notably high student dropout rates. This study aims to investigate the underlying reasons prompting students to discontinue their studies, focusing on the students' perspectives. Data were collected through semi-structured in-depth interviews with 15 master's degree students who withdrew from the distance education program in Curriculum and Instruction, majoring in English and Mathematics, at Sukhothai Thammathirat Open University. The researcher developed guiding questions to explore factors associated with student withdrawal and conducted online interviews via Microsoft Teams. Data analysis was guided by Rovai's (2003) framework and then analyzed through content analysis. The study identified four primary factors influencing students' decisions to withdraw from their studies: internal factors, external factors, student characteristics, and student skills. It was noted that some students may be affected by more than one of these factors simultaneously. Nonetheless, certain reasons for withdrawal could potentially be mitigated through support and guidance from academic advisors and the university. Such interventions may help alleviate students' concerns and assist in finding appropriate solutions. Consequently, this research could serve as a valuable resource for institutions and academic advisors to recognize and address challenges faced by students in distance education systems.

The Effects of Self-Directed Learning Program on Goal Setting for Learn of Secondary Education Grade 3 Students

Pannavich Moungdit, Prayut Thaithani — Sat, 28 Feb 2026 00:00:00 +0700

This experimental study investigated the effects of a self-directed learning program on academic goal setting among Mathayom 3 (Grade 9) students. The sample consisted of 37 Mathayom 3 (Grade 9) students from schools in the Pho Thale 02 Educational Coordination Center, under the Phichit Primary Educational Service Area Office 2, during the second semester of the 2024 academic year. The subjects were selected using cluster random sampling and randomly assigned to experimental and control groups. The research instruments included a self-directed learning program, which included 10 activities, and a learning goal setting questionnaire. Data were analyzed using t-tests.
The results revealed that: 1) After the experiment, students in the experimental group set higher academic goals than before the experiment, with statistical significance at the .01 level. 2) After the experiment, students in the experimental group set higher academic goals than the control group, with statistical significance at the .01 level.

Influence of Brand Equity and Political Party Voting Intention to Select Political Candidates in the 2023 Election of Members of the House of Representatives in Thailand

Sornkrit Ponlookin, Chompunuch Punyapiroje — Sat, 28 Feb 2026 00:00:00 +0700

The objective of this study was to examine the influence of political parties’ and political candidates’ brand equity as well as political party voting intention, on voters’ intention to select political candidates in the 2023 election of members of the House of Representatives in Thailand. This study employed a survey research design. The sample consisted of 427 Thai citizens aged 20 years and older who were eligible voters and exercised their voting rights in the Thai general election held on May 14, 2023. The samples was selected using multistage sampling and convenience sampling techniques. Data were collected through online and face-to-face surveys. Descriptive statistics and inferential statistics, specifically stepwise multiple regression analysis, were used for data analysis.
Stepwise multiple regression analysis was conducted to identify the best predictors of the sample’s intention to select political candidates. The results indicated that the multiple correlation coefficient (R) was 0.858, with a coefficient of determination (R²) of 0.736, indicating that 73.6% of the variance in voters’ intention to select political candidates could be explained by the model. The standard error of estimate was 0.5347. The analysis revealed that three variables were statistically significant predictors of voters’ intention to select political candidates at the 0.05 significant level: intention to vote for a political party, political party brand equity in terms of brand loyalty, and political candidate brand equity in terms of brand loyalty.