Journal of the Association of Researchers

The Transition to Digital Government of Municipalities in Chachoengsao Province under the Context of the Eastern Economic Corridor

2025-12-08T00:12:03+07:00

This academic article aims to explain and understand “Digital Government Transformation” at the municipal level, a crucial mechanism for local governance in the current era. This transformation is not simply the application of technology to government work, but rather a process of structural and cultural changes in the public sector to create a more open, participatory, and transparent administrative system in the context of rapidly changing society, economy, and technology. In theoretical terms, this article integrates concepts from the Digital Governance Framework, which emphasizes data-based and transparent governance, with the concept of participatory governance, which emphasizes building trust and joint decision-making between the government and the public. In conclusion, the municipal digital government transformation represents a “paradigm shift in governance” that requires three main components: (1) visionary and collaborative digital leadership; (2) public participation in policy and public service design; and (3) a digital organizational culture that promotes learning and innovation. The article proposes that municipalities develop a “Municipal Digital Transformation Model” (MDT Model) as a strategic framework for assessing the readiness and driving Thai local governance towards sustainable participatory digital government. Thai local governance will truly move towards a “participatory digital government” that is transparent, equitable, and sustainable. It is a transition from a “closed system” where decision-making power is held at the top and bottom to a “state and people” system.

Enhancing the Operations of Community-Based Child Protection Centers under Local Administrative Organizations in Chachoengsao Province

2025-12-03T13:52:32+07:00

This research aims to improve the operations of community child protection centers in sub-district communities under the jurisdiction of local administrative organizations in Chachoengsao Province. The study examines the limitations of the child protection system in terms of structure, resources, and network integration, resulting in inconsistent and substandard responses to children's risks. The objectives are to study operational problems and propose development guidelines for greater efficiency and sustainability. A mixed-methods research approach is used, linking quantitative and qualitative data. The quantitative sample consisted of 350 members of the community child protection center committees, collected via questionnaires and analyzed using descriptive statistics (percentage, mean, and standard deviation). Qualitative data were obtained through in-depth interviews with stakeholders, identifying key issues and analyzing them using content analysis. The research findings indicate that overall operations are at a moderate level across all dimensions, with monitoring and follow-up of children and families at a moderate to high level. The conclusion is that upgrading the centers requires a child-centered approach and the integration of multidisciplinary teams between local administrative organizations, the Department of Social Development and Human Security, schools, public health agencies, and the community. This should be coupled with specific budget allocation, the establishment of central standards for assessment, tracing, returning children, proactive surveillance, and case-by-case follow-up systems. Expected benefits include policy recommendations to enhance equity in child protection and guidelines for managing regional networks. Tools for developing timely and continuous practical work, as well as strengthening resilience at the family and community levels, leading to an effective and sustainable child protection system.

The Development of Active Learning Innovation of Primary Schools in Bangkok Province

2025-12-29T21:59:07+07:00

This Research Article 1) To study the situation of improving the quality of teaching and learning management of educational institutions and schools in the Bangkok Education Area, and 2) To develop proactive learning innovations as a guide to further improve the teaching and learning of educational institutions. This study employs in educational institutions in Bangkok, 30 schools, using the format of in-depth interviews with administrators or instructors. Classified by type of school, they are: 1) Demonstration School. 2) 14 students in schools affiliated to the Bangkok Basic Education Office, including eight parents and two experts, a total of 40 people. The results showed that all schools attach importance to and implement proactive learning management at the primary level in accordance with Thailand's education reform policy. However, there are three obstacles in the implementation: 1) the expertise of education personnel, 2) the shortage of teaching and learning materials according to the active learning management approach, and 3) the management of classrooms with a large number of students. In developing an innovative hybrid learning platform, including the development of an online learning program for elementary school students. To create a medium base of learning materials that incorporates artificial intelligence programs to process learning and provide personalized recommendations for individual learning development. To encourage and suggest that learners expand their knowledge through techniques such as learning through games, aiming to become a practical learning medium for schools in Thailand for the future.

Key Factors of E-Service Quality Influencing Repeat Usage of Food and Beverage Delivery Applications in the Central Business District of Bangkok

2025-09-11T14:15:00+07:00

The online food and beverage delivery industry in Thailand has become increasingly competitive, driving platform providers to continuously upgrade their systems and implement strategies that address customer demands and strengthen competitive positioning. Enhancing electronic service quality has emerged as a pivotal priority in this context. This study investigates key dimensions of e-service quality influencing repeat usage of online food and beverage delivery applications among consumers in Bangkok’s central business district (CBD). Data were collected through a structured questionnaire administered to application users in the CBD, resulting in 328 valid responses, representing a response rate of 85.41%. The dataset was analyzed using descriptive statistics, while hypotheses were tested through multiple regression analysis. The results demonstrate that application efficiency, fulfillment, and customer support exert a significant and positive influence on repeat usage behavior (p < .05). In contrast, system availability, privacy protection, responsiveness, and compensation were found to be statistically insignificant predictors of repeat usage (p > .05). These findings underscore the importance of operational efficiency, reliability, and customer assistance in fostering user retention within highly competitive digital service platforms.

The Development of the Training Program on Learning Management Based on the Learning Reform Approach.

2025-10-29T20:53:39+07:00

This research article aims to (1) create a training curriculum on learning management according to the learning reform approach and (2) study the effectiveness of the training curriculum on learning management according to the learning reform approach. The research consisted of 4 steps. The sample group consisted of 30 trainees in educational institutions under the Office of the Secondary Education Service Area, Chonburi Rayong Area 1. The tools used were a learning management behavior assessment form according to the learning reform approach, a training attitude measurement form, and an evaluation form for the use of the training curriculum. The statistics used for data analysis were mean scores, percentages, standard deviations, and t-tests. The results of the research found that (1) the result of the training curriculum development focused on on-the-job training (OJT) and actual practice in educational institutions. It emphasized on the development of teachers' work in normal conditions and continuous professional learning community (PLC). (2) The results of the study of the effectiveness of the training curriculum in terms of productivity. The trainees' knowledge and understanding of learning management according to the learning reform approach before and after the training according to the curriculum were significantly different at the .01 level. The trainees had learning management behaviors according to the learning reform approach and attitudes toward training before and after the training according to the curriculum. The difference was statistically significant at the .01 level and the results of academic achievement before and after learning of the learners who learned from the development recipients who had been trained according to the curriculum were found to be statistically significant at the .01 level.

The Problem of Obtaining the Positions of Village Headman and Subdistrict Headman Under the Local Administration Act, B.E. 2457

2025-07-30T08:43:17+07:00

This Research article aims to examine the selection process and tenure of village headmen and Subdistrict Headman under the Local Administration Act B.E. 2457 (1914) and its latest amendment in B.E. 2552 (2009). The study design utilizes a review of relevant documents and research. It also analyzes relevant concepts and theories while comparing the tenure systems of local leaders in Thailand with those in other countries. The study focuses on the legal frameworks of nations operating under two major legal traditions: Common Law and Civil Law. The objective is to evaluate the effectiveness of Thailand’s current system and propose reforms that align with the country’s evolving social, cultural, and political context. The findings indicate that village headmen and Subdistrict Headman play a crucial role in local administration as state representatives responsible for maintaining public welfare and coordinating with government agencies. However, the current system, which allows them to remain in office until the age of 60, poses significant challenges: 1) Power monopoly, where prolonged tenure may lead to excessive political influence and favoritism; 2) Lack of administrative motivation, due to the absence of leadership rotation; and 3) Limited local development, as younger generations have fewer opportunities to participate in governance. A comparison with international practices reveals that many countries, such as the United Kingdom and the United States, implement fixed-term leadership models, typically spanning 4-5 years with regular elections. These models enhance transparency, mitigate power monopolization, and improve administrative efficiency.

Factors Affecting Job Satisfaction and Job Performance of LGBTQ+ Employees under Human-Oriented Leadership

2025-08-08T08:12:40+07:00

The acceptance of individual diversity in the workplace, particularly regarding LGBTQ+ employees, has gained increasing attention in recent years, as it directly impacts employees’ quality of life and job satisfaction. Although Thailand is often perceived as an open and tolerant society concerning sexual orientation and gender identity, LGBTQ+ individuals continue to face widespread discrimination within organizational settings. Creating an inclusive and equitable work environment has thus become essential for enhancing both employee performance and organizational commitment in meaningful ways. This study aims to examine the factors influencing the job satisfaction of LGBTQ+ employees, focusing on five key dimensions: fairness, openness, collaboration, support, and empowerment. Additionally, the study investigates the role of human-oriented leadership in shaping job satisfaction and job performance outcomes among LGBTQ+ employees. Data were collected from a sample of 700 LGBTQ+ employees working in various organizations and businesses. Statistical analyses were conducted using SPSS software, and regression equations were employed to test the relationships among the variables. The findings reveal that only support and empowerment have a statistically significant impact on job satisfaction. Furthermore, job satisfaction was found to have a significant positive relationship with job performance. Notably, human-oriented leadership plays a moderating role, influencing the relationship between support and empowerment and job satisfaction, but not other factors.

The Role of Brand Authenticity and Story in Enhancing Experience, Perceived Brand Globalness, and Preference in Thai Cosmetic Brands

2025-08-20T07:18:54+07:00

This research article to study explored the relationships among brand story, perceived brand authenticity, perceived brand global Ness, brand experience, and brand preference in the Thai cosmetic industry. With rising interest in emotional branding and consumer engagement, the research examined how storytelling and brand perceptions influence consumer behavior. Survey data from 436 Thai consumers were analyzed using Partial Least Squares Structural Equation Modeling. The results showed that brand story and perceived brand authenticity positively influenced brand experience and perceived brand global Ness. Moreover, brand experience and perceived brand global Ness served as key mediating variables in the relationship between brand story and perceived brand authenticity and brand preference. These findings highlight the strategic importance of storytelling and brand traits in enhancing consumer experience and building brand loyalty. The study contributes to branding theory and offers practical guidance for Thai cosmetic brands aiming to strengthen their global market position. Suggestions for future research should explore longitudinal or experimental designs to track changes in perceptions of brand story, authenticity, and global Ness over time or after marketing interventions. Cross-cultural studies can test the model’s generalizability, while applying it to other sectors like fashion, food, or tech may reveal industry-specific patterns. Researchers should examine moderating factors such as ethnocentrism, personal values, and brand familiarity. Additionally, the impact of digital storytelling especially via influencers and user-generated content warrants attention. Finally, deeper investigation into emotional and cognitive mechanisms can enrich branding theory. Implications for Practice. This study provides key insights into branding in emerging markets like Thailand. Theoretically, it shows that brand story and authenticity shape brand experience and perceived global Ness, influencing brand preference through emotional and cognitive paths. Brand experience and globalness act as mediators, reinforcing consumer-based brand equity. Practically, the findings stress the value of authentic storytelling, symbolic global cues, and strong brand experiences.

Guidelines for Managing Elderly Welfare Affecting Quality of Life of Elderly People in Thailand’s Private Sector: A Case Study of Bangkok and Metropolitan Areas

2025-09-21T14:49:51+07:00

This research aimed to study: 1) the level of the private sector elderly welfare management in Thailand, 2) the level of quality of life of the elderly in the private sector, and 3) analyze the relationship between welfare management and the quality of life of the elderly in the private sector in Thailand. This study employed a mixed-methods research design.
The population consisted of 400 elderly people in the private sector. The research instrument was a questionnaire with a reliability coefficient of 0.733, and for the qualitative component, 16 informants were interviewed using semi-structured interviews. Descriptive statistics used for data analysis included mean, percentage, frequency distribution, and standard deviation. Inferential statistics employed Multiple Regression Analysis. Research findings revealed that:
1) Government welfare management comprised welfare planning, implementation of welfare plans, monitoring of welfare plan implementation, and improvement of the welfare management system, with an overall high level. 2) The quality of life of elderly people consisted of self-reliance in physical, psychological, income, and social relationship aspects, with an overall moderate level, especially lowest in income. 3) Elderly welfare management affected the quality of life of elderly people in the private sector in Thailand. All four independent variables (government welfare planning, implementation of government welfare plans, monitoring of government welfare plan implementation, and improvement of the government welfare system) influenced the quality of life of elderly people in the private sector in Thailand, accounting for 9.3 percent with R² = 0.93, thus accepting the research hypothesis.

Factors Affecting Decision Watch Series Video Streaming Applications in Muang District, Nakhon Ratchasima Province

2025-10-10T20:37:26+07:00

This research aimed to examine personal data, decision-making behavior, and technology acceptance factors that influenced the decision to watch series via video streaming applications in Mueang District, Nakhon Ratchasima Province. The sample consisted of 385 data collected January–February 2025 from users of video streaming applications in Mueang District, Nakhon Ratchasima Province. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to analyze the data, and inferential statistics, including multiple regression analysis enter method, were used. The results: the user is female, aged 25-40 years, working as a private company employee, single, with an income of 20,001-30,000 baht. watches series through video streaming applications 2-5 times per week, watching for 1-3 hours, by tablet, and the mode received is the foreign film category. The level of technology acceptance factors affecting the decision to choose to watch series through video streaming applications includes the perceived ease of use, attitude toward using, and the perceived usefulness. Revealed that technology acceptance factors—perceived ease of use, attitude toward use, and perceived usefulness—revealed statistical significance of 0.001 and predicted 47%.

Powers and Duties of the Securities and Exchange Commission under the Securities and Exchange Act B.E. 2535

2025-10-09T07:17:37+07:00

This research Article aims to study the powers and duties of the Securities and Exchange Commission under the Securities and Exchange Act B.E. 2535 (1992), including an analysis of relevant concepts and theories. It also compares these powers and duties with those of securities and exchange commissions in other countries by examining the legal frameworks of both common law and civil law systems. The objective is to evaluate the effectiveness of the current system and propose improvements that align with the evolving social, economic, and capital market contexts of Thailand. The study found that the Securities and Exchange Commission (SEC), established under the Securities and Exchange Act B.E. 2535 (1992) as the principal regulatory body responsible for overseeing and promoting fairness in Thailand’s capital market, still faces several limitations in performing its duties. These limitations are particularly evident in the use of proactive measures to effectively prevent damage to the capital market system. Specifically, the current Securities and Exchange Act B.E. 2535 lacks clear provisions regarding the authority to suspend transactions or securities offerings in cases involving disputes over share ownership or when there is a lack of transparency in the disclosure of information by securities issuers. As a result, the SEC is often unable to take timely preventive action to protect investors from potential harm. To strengthen the powers of inspection and investigation, the provisions relating to investigations, specifically Sections 58 and 264, should be amended to allow the Securities and Exchange Commission to access information without court approval and to have the power to conduct preliminary investigations and order a suspension of transactions during the investigation process.

Consumers’ Perceived Value and Word of Mouth in Omnichannel Marketing: The Mediating Role of Flow Experience

2025-12-17T10:38:18+07:00

The era of omnichannel retail has arrived, and it is breaking the boundaries between online and offline channels to provide seamless shopping experiences. To stay competitive, enterprises are increasingly adopting omnichannel strategies, making consumer research especially crucial. Perceived value, as the basis for understanding consumer behavior, is vital for decision-making and gaining competitive advantage. Yet, how consumers assess shopping value and how its dimensions affect word-of-mouth remain underexplored. This study examines Generation Z consumers in Henan Province’s apparel industry through a quantitative approach, analyzing the relationship between perceived value and word-of-mouth in omnichannel contexts, with flow experience as a mediator. Results show that utilitarian, hedonic, and social values significantly influence word-of-mouth, and flow experience mediates these effects. The study recommends that enterprises should refine the management of each dimension of perceived value and strive to enhance consumers’ overall perceived value. At the same time, creating flow experience should be regarded as a key objective in omnichannel service design, guiding its transformation into positive word-of-mouth behaviors and thereby supporting the sustainable development of enterprises.