Journal of Multidisciplinary in Humanities and Social Sciences

Strategic Leadership Paradigms in Organizational Change Management for Sustainability

2026-02-25T14:06:07+07:00

The globalization era is complex and uncertain. Organizational leaders play a crucial role in driving the success of the organization. Ultimately, leaders with strategic leadership qualities are able to effectively guide their organizations towards achieving their goals. This article aims to analyze the strategic leadership paradigms in organizational change management for sustainability. A review of various documents provides a conceptual framework for this action. Findings regarding the strategic leadership paradigms, including setting direction and developing organizational strategies, linking operational strategies, innovative creativity, and supporting factors for change, communication, the use of technology and teamwork, and building a sustainable organizational culture, are key paradigms impacting organizational change management to achieve sustainability goals.

Development of a Management Practice Framework for Social Enterprises: A Conceptual Synthesis

2026-02-03T00:30:56+07:00

This academic article aimed to conceptually synthesize and develop a management practice framework for social enterprises. A review of the literature indicated that although research on social enterprises had increased steadily, most studies primarily focused on social impact, business models, or the role of entrepreneurial ecosystems. In contrast, research explaining internal management mechanisms through which social missions were systematically translated into business operations remained limited. This situation highlighted a gap in the literature regarding management practices that support the long-term sustainability of social enterprises. This study employed a literature review and conceptual synthesis of research related to social enterprises, organizational management, and organizational sustainability in order to develop a systematic conceptual framework. The synthesis resulted in the proposal of a management practice framework for social enterprises consisting of eight key dimensions: 1) clearly defined social mission identity, 2) human resource management in the specific context of social enterprises, 3) developing entrepreneurial competencies in employees, 4) social enterprise innovation, 5) social marketing, 6) entrepreneurial ecosystem management, 7) sharing with competitors, and 8) resilience development. The proposed framework represented a novel contribution to the literature by presenting a practice-oriented management perspective that systematically integrated mission, strategy, operations, and performance measurement. The framework explained mechanisms through which social enterprises generated social impact while maintaining economic sustainability and provided guidance for managerial practice and future research.

AI Literacy Needs Assessment and Development Guidelines for Secondary School Administrators in Thailand

2026-03-14T14:59:35+07:00

This study aimed to (1) study the needs assessment for developing artificial intelligence (AI) literacy among secondary school administrators under the Office of the Basic Education Commission in Thailand, and (2) study the guidelines for developing AI literacy among secondary school administrators in Thailand. The sample consisted of administrators from secondary schools under the Office of the Basic Education Commission (OBEC). Using Yamane’s formula (1973) at a 95% confidence level, a sample of 342 schools was determined. Multi-stage sampling was employed by stratifying schools by region and school size. Data were collected using a needs assessment questionnaire on AI literacy and semi-structured interview guidelines for exploring development approaches. Quantitative data were analyzed using descriptive statistics and the Modified Priority Needs Index (PNI_Modified), while qualitative data were analyzed through content analysis. The research results were found as follows.

1. The overall needs assessment for developing AI literacy among secondary school administrators in Thailand showed a needs index (PNI_Modified = 0.351). When considered by individual aspects, the area with the highest need for development was using AI (PNI_Modified = 0.361), followed by knowing AI (PNI_Modified = 0.360), understanding AI (PNI_Modified = 0.353), evaluating AI (PNI_Modified = 0.352), and AI ethics (PNI_Modified = 0.327), respectively.

2. A study on guidelines for developing AI literacy among secondary school administrators in Thailand derived from this research encompassed four key components: a development principle grounded in the 70-20-10 learning model; three development methods comprising expert briefing, workshop, and field study trip; a four-level evaluation framework based on the Kirkpatrick Model; and success conditions including adequate resource allocation, continuous professional learning, and a culture of embracing innovation.

Developing a Process Drama-Based Instructional Model to Enhance English-Speaking Ability of English for Specific Purposes (ESP) Students in Chinese Vocational Colleges

2026-02-11T02:01:53+07:00

This article aimed to: 1) study the current problems in the English-speaking ability, and 2) develop and validate an instructional model based on social constructivist theory, collaborative learning, and process drama. Participants included 240 second-year tourism management students and 6 English teachers selected through purposive sampling to identify core pedagogical gaps. Additionally, five experts in curriculum and instruction validated the model. Data were collected via structured questionnaires and semi-structured interviews. The validation of the research instruments was confirmed using the Index of Item-Objective Congruence (IOC), while the model's suitability was assessed using a 5-point Likert scale (1=Lowest, 5=Highest). Results indicated that students face significant linguistic barriers and affective factors like high anxiety. The developed model, titled the SCPD Model, consists of three stages
(Pre-activity, While-activity, and Post-activity) and nine instructional steps. Expert validation yielded a high mean score of 4.31 (SD = 0.52). The research provides a validated framework for enhancing oral communication in vocational ESP contexts.

Development and Pilot Evaluation of an Instructional Model Integrating Metacognition Theory and Collaborative Learning for English Writing Instruction among Chinese Non-English Major Undergraduates

2026-02-03T00:36:20+07:00

This study aimed to: 1) develop an instructional model integrating Metacognition Theory and the Collaborative Learning Approach to support English writing instruction for non-English major undergraduates in China, and 2) conduct a pilot evaluation of the developed instructional model based on expert evaluation and supporting evidence from pilot implementation. The model, structured across Pre-Writing, While-Writing, and Post-Writing phases, was implemented over a two-week intervention with 50 first-year non-English majors who were enrolled in the first semester of 2025 at a Chinese university, selected via purposive sampling. A one-group pre-test/post-test design was employed. Data were collected through expert evaluation forms and English writing tests, analyzed using descriptive statistics and a paired-samples t-test. The research results are as follows: 1) Expert validation confirmed the model's high appropriateness (M = 4.47, SD = 0.76). 2) The pilot implementation demonstrated a statistically significant improvement in students' writing performance, with post-test scores (M = 68.7, SD = 8.2) surpassing pre-test scores (M = 62.3, SD = 9.5), t (49) = 5.80, p < .001. Pedagogically, the model fostered enhanced self-regulated learning, evidenced by more systematic planning, ongoing self-monitoring, and reflective revision, facilitated through structured peer interaction. The findings provide preliminary evidence that the integrated model, by cultivating metacognitive strategies and collaborative engagement, can enhance English writing ability, offering a promising alternative to traditional instructional practices.

Development and Research on the Art Element Database Teaching Model in Higher Art Education

2026-03-10T14:33:41+07:00

Against the backdrop of the strategy of cultural confidence, the contemporary influence of traditional art and culture has been on the rise, forging a strong sense of cultural identity and consciousness of inheritance among young people in particular. Integrating it into modern art education has thus become a core research topic in the field of higher art education in China.

Focusing on the improvement of higher art education quality and the pain points in art talent cultivation, this paper proposes an innovative integration path of “Traditional Art Element Database + ADDIE Teaching Method”, and constructs a student-centered (SC) Art Element Database Teaching Model with practical value, aiming to accurately empower students’ creative generation and creative skill enhancement.

The research adopts the Delphi method to establish the framework of the teaching model, collects empirical data through multiple methods such as questionnaire surveys (targeting students majoring in higher art) and in-depth expert interviews (covering art education scholars and industry creators), and completes data verification and model effectiveness validation by means of SPSS statistical analysis and ANOVA (Analysis of Variance).

The research results show that this teaching model not only exerts a significant positive impact on fostering the cultural literacy and innovative ability of students majoring in higher art, but also infuses cultural genes into China’s higher art education, promoting its transformation towards openness, innovation, and diversity. This study provides an operable practical paradigm for the educational inheritance of traditional art, as well as data support and theoretical reference for the teaching reform of higher art education.

Effect of Green Human Resource Management on Corporate Environmental Performance: The Mediating Role of Green Innovation and Organizational Citizenship Behavior in Chinese Telecom Enterprises

2026-02-01T00:03:44+07:00

This article aimed to study: 1) to explore the effects of green human resource management (GHRM), green innovation (GI) and organizational citizenship behaviour (OCB) on corporate environmental performance (CEP) in Chinese Telecommunication Enterprises. 2) to explore the effects of green human resource management (GHRM) through green innovation (GI) and organizational citizenship behaviour (OCB) that impact the corporate environmental performance (CEP) in Chinese Telecommunication Enterprises. A mixed-methods research approach was employed, integrating quantitative survey analysis with qualitative semi-structured interviews. In the quantitative phase, 369 valid responses were collected from employees across multiple Chinese telecommunication companies using structured questionnaires designed to measure green human resource management, green innovation, organizational citizenship behavior, and corporate environmental performance. The qualitative phase involved in-depth interviews with managers and employees, providing nuanced insights into the mechanisms by which green human resource management practices and green initiatives are implemented and experienced within organizations. The findings indicated that green human resource management, green innovation, and organizational citizenship behavior all exert significant positive effects on corporate environmental performance, with green innovation demonstrating the strongest direct influence, emphasizing its strategic role in driving environmental improvements. Organizational citizenship behavior also positively contributed to corporate environmental performance and further enhanced it indirectly by promoting green innovation. Green human resource management’s effect on corporate environmental performance was largely mediated through organizational citizenship behavior and green innovation, highlighting the systemic importance of cultivating employee engagement and innovation in green practices. Qualitative insights corroborated these results, revealing that effective green human resource management practices, including recruitment, training, and performance appraisal aligned with sustainability objectives, fostered a culture of environmental responsibility and enabled employees to actively participate in green innovation initiatives.

Research on the Social Service Competency Strategies for University Students in Yunnan Province

2026-03-10T14:20:21+07:00

As universities are increasingly expected to demonstrate tangible social impact, social practice has become a key pathway for cultivating students’ social service competency. However, many programs remain activity-driven rather than competency-driven, with fragmented frameworks and weak evaluation mechanisms. This study aims to (1) clarify the dimensional structure of university students’ social service competency, (2) construct a competency-based strategy system for students in Yunnan Province, and (3) evaluate its feasibility and perceived effectiveness. An explanatory sequential mixed-methods design was employed. A stratified survey of 382 undergraduates from four universities in Yunnan examined a proposed 10-dimension competency model. Reliability analysis and confirmatory factor analysis were conducted using SPSS and AMOS. Subsequently, a focus group (n = 7) and semi-structured interviews with students (n = 20) and service recipients (n = 10) were used to refine and validate the strategy system.

Findings supported a stable 10-factor competency structure. Students demonstrated relatively stronger communication, teamwork, and social responsibility, but showed greater developmental gaps in innovation, leadership, cultural sensitivity, and practical execution. Based on these gaps, a three-level closed-loop strategy system (school–student–social ecosystem) was constructed and positively evaluated by stakeholders. The strategy system provides universities with an actionable framework linking competency diagnosis, targeted intervention, mentoring, and multi-source evaluation to improve both student development and service quality. Enhancing social service competency requires structured mentoring, role-based participation, and evidence-based assessment. A competency-oriented and ecosystem-supported model can strengthen the sustainability and effectiveness of social practice education in Yunnan universities.

Strategies for Managing Educational Collaboration Networks in Schools under the Bueng Kan Primary Educational Service Area Office

2026-02-01T11:18:57+07:00

This article aimed to: 1) study the components of managing educational collaboration networks of schools under the Bueng Kan Primary Educational Service Area Office, 2) examine the current and desirable conditions of network management, 3) develop strategies for managing educational collaboration networks, and 4) evaluate the suitability, feasibility, and utility of the developed strategies. The study employed a mixed-methods approach conducted in three phases: studying components and needs, developing strategies through expert group meetings, and verifying the suitability, feasibility, and utility of the strategies. The sample consisted of 340 school administrators and teachers selected through multi-stage random sampling. Research instruments included questionnaires, interviews, and expert group discussions. Quantitative data were analyzed using descriptive statistics and the Modified Priority Needs Index (PNI_Modified), while qualitative data were analyzed through content analysis. The findings revealed that the components of managing educational collaboration networks comprised eight aspects: 1) collaborative planning, 2) implementation of plans, 3) coordination among network partners, 4) capacity building of the network, 5) interaction and communication, 6) participation of the network, 7) supervision and monitoring of collaboration, and 8) evaluation and improvement. The developed strategies consisted of six key elements: vision, mission, goals, strategic practices, projects/activities, and indicators. Expert evaluation confirmed that the strategies were rated at the highest level in terms of suitability, feasibility, and utility. Therefore, schools should adopt these strategies as guidelines for improving educational quality. Educational service areas should provide resources and coordination, while the Ministry of Education should establish policies to promote educational collaboration networks, thereby enhancing the quality of primary schools.

Competitive Advantage Strategies of the Retail Business of Industrial-grade IT Equipment in Thailand

2026-02-27T15:01:39+07:00

This research aimed to: (1) examine the fit of a causal factor model influencing competitive advantage and business performance with empirical data; (2) investigate causal factors influencing competitive advantage and business performance; and (3) identify the most appropriate competitive advantage strategies. A mixed-methods research design was employed, with the research context being the retail business of industrial-grade IT equipment in Thailand. For the quantitative phase, the sample consisted of 440 small enterprise operators selected through proportional quota sampling. Data were collected using questionnaires and analyzed using descriptive statistics and structural equation modeling. For the qualitative phase, 15 key informants were selected through purposive sampling, with data collected via in-depth interviews and analyzed using inductive content analysis.

The results indicated that the model demonstrated a good fit with the empirical data. The knowledge-based perspective is the strongest influence on competitive advantage, followed by dynamic capabilities and technology and innovation management. Competitive advantage has the strongest influence on business performance, functioning as a full mediator for dynamic capabilities and technology and innovation management, whereas the knowledge-based perspective demonstrates both direct and indirect effects. Qualitative findings confirm that knowledge constitutes the most critical strategic resource, that technology implementation is more important than technology exploration, and that a focus strategy combined with differentiation is most appropriate for this business context. This study contributes to the academic literature by integrating three theoretical perspectives within a single framework and provides practical guidance for entrepreneurs to formulate competitive strategies based on specialized knowledge.

Business Strategies for Enhancing Competitive Advantage of Maritime Freight Forwarding Agents in Thailand

2026-02-08T07:55:55+07:00

This article aimed to: 1) examine the level of strategic factors; 2) test the goodness-of-fit of the structural equation model; 3) investigate the influence of these factors on competitive advantage; and 4) formulate business strategies for freight forwarding agents in Thailand. This study employed a mixed-methods research design based on the concepts of marketing strategy, environmental turbulence, market orientation, and service quality. The research area focused on freight forwarding agent businesses in Thailand. The quantitative sample consisted of 420 entrepreneurs selected through quota sampling, while qualitative data were obtained from 10 experts. Data were collected using questionnaires and in-depth interviews. Quantitative data were analyzed using descriptive statistics and Structural Equation Modeling (SEM), while qualitative data were analyzed through content analysis. 1) The results indicated that marketing strategy, environmental turbulence, market orientation, and service quality were at a high level. 2) The structural equation model showed a good fit with the empirical data. 3) Marketing strategy and service quality had significant positive direct effects on competitive advantage, with the model explaining 87.70% of the variance. Service quality was found to have the strongest influence. 4) The findings led to the development of the PRIDER Model, which consists of six strategic components: People Integration, Reliability & Service Quality, Insight-driven Customer Focus, Differentiated Value-based Marketing, Efficient Cost Management, and Risk Management. The study contributes a strategic framework, the PRIDER Model, which can be applied to enhance competitive advantage and support sustainable development in the maritime logistics industry.

Developing a Digital Accounting Management Module to Enhance the Operational Capabilities and Effectiveness of Village Fund Groups in Chiang Rai Province

2026-02-25T15:03:37+07:00

Digital accounting management is a system for storing and processing information to facilitate operations suitable for the tasks or missions of village fund groups. This study has an important objective to develop a digital accounting management module to enhance the operational capabilities and effectiveness of the village fund in Chiang Rai province. Data collection was conducted through document analysis, system training, and questionnaire surveys with key informants, including staff and members of three village fund groups, totaling 150 people. The study results on the digital accounting management module consist of (1) use case diagram module, (2) activity diagram module, (3) sequence diagram module, and (4) class diagram module. Meanwhile, the module's performance is enhanced in terms of program design, data storage, data retrieval, and data presentation at the highest level. The relationship between the digital accounting management module and operational capabilities and effectiveness is significant at a p-value of 0.01. Furthermore, the impact of digital accounting management is important in increasing convenience, accuracy, and transparency, ensuring accurate and up-to-date data recording, and instilling confidence in group members to enhance their ability to perform effectively.

The Development of An Active Learning Model Through Su Ji Pu Li Activities with Metaverse Media for The Topic of Buddhist History to Enhance Critical Thinking Skills Among First-Grade Dhamma Studies Students at The Secondary Level

2026-02-18T23:50:30+07:00

This article aimed to: (1) investigate the existing learning conditions; (2) develop an active learning instructional model; (3) examine the effects of implementing the developed model; and (4) evaluate an active learning model using Su Ji Pu Li activities integrated with metaverse media on the topic of Buddhist history to enhance critical thinking skills among first-level Dhamma Studies students at the secondary level. This research employed a research and development (R&D) approach. The sample consisted of 30 first-level Dhamma Studies students from Kingphet School, Ratchathewi District, Bangkok. The research instruments included questionnaires, interview forms, a critical thinking skills assessment, and a student satisfaction questionnaire. Data was analyzed using mean, standard deviation, and inferential statistics through a dependent samples t-test.

The results revealed that: (1) prior to the implementation of the instructional model, students’ critical thinking skills were at a moderate level; (2) the efficiency of the active learning instructional model was 86.30/92.50, indicating that it met the established criteria; (3) the students’ critical thinking skills after learning were significantly higher than before learning at the .05 level (t = 14.72), with the post-test mean score ( = 23.60, S.D. = 2.70) higher than the pre-test mean score ( = 15.20, S.D. = 2.95); and (4) the students’ satisfaction with the instructional model was at the highest level ( = 4.55, S.D. = 0.52).

Technology Acceptance, Trust, and Perceived Risk Influencing Consumers’ Purchase Intention for Luxury Brands on Mobile Applications

2026-03-05T14:55:22+07:00

This study aims to examine the influence of technology acceptance factors, namely perceived usefulness and perceived ease of use, together with trust and perceived risk, on consumers’ purchase intention for luxury brands through mobile applications. The study addresses a research gap in the limited integration of the Technology Acceptance Model (TAM), trust, and perceived risk within the context of luxury consumption in mobile application environments, particularly among Thai consumers. A quantitative research design was employed. The sample consisted of 400 consumers aged 25 years and above who had prior experience purchasing luxury brands via mobile applications. Data were collected using a structured questionnaire with a five-point Likert scale. Pearson’s correlation analysis was conducted to examine the relationships between variables, followed by multiple regression analysis to test the combined influence of independent variables on purchase intention. The results revealed that perceived usefulness, perceived ease of use, trust, and perceived risk were all significantly correlated with purchase intention. However, when analyzed simultaneously using multiple regression, perceived risk was the only significant predictor of purchase intention, whereas the other variables did not show statistically significant effects. This finding suggests that, in the context of luxury products where transaction value and uncertainty are high, consumers place greater emphasis on risk evaluation than on technological convenience or perceived benefits. The study contributes to the literature by extending the application of TAM through the integration of perceived risk in high-involvement digital purchasing contexts. Practically, the findings highlight the importance of risk reduction strategies, such as transaction security, product authentication, and transparent policies, in enhancing consumers’ purchase intention.

Research Delays toward Research Ecosystem Development: A Systemic Analysis in the Context of Prince of Songkla University, Pattani Campus

2026-02-11T01:49:50+07:00

This study aims to investigate the factors, compare the differences, and analyze the systemic relationships contributing to research delays; explain the complex mechanisms of these delays through the balance of job demands and resources using the Job Demands-Resources (JD-R) Model; and propose guidelines for developing a research ecosystem in higher education institutions to promote timely research completion. A mixed-methods design was employed. Data were collected from academic staff and researchers at Prince of Songkla University, Pattani Campus, who received internal research funding between 2017 and 2024, using structured questionnaires and in-depth interviews. Quantitative findings reveal that all contributing factors were significantly and positively interrelated, indicating a systemic pattern of research delay. A particularly strong association was identified between research process factors and research outcome factors. No statistically significant differences were found across gender, educational level, or academic rank; however, prior experience in receiving internal research funding emerged as a significant determinant shaping researchers’ perceptions of obstacles, specifically in relation to personal and funding-condition factors. Qualitative findings further confirm that research delays should not be attributed solely to individual limitations but reflect a systemic imbalance between academic workload, inflexible administrative regulations, and productivity pressures that exceed available institutional resources. The study therefore proposes the development of a research ecosystem framework that shifts institutional emphasis from document-centered compliance toward process-based research support, including academic mentorship and workload reduction, to create an environment conducive to successful and timely research completion in higher education institutions.

The Relationship Between ESG Scores and Firm Value of Listed Companies in the Stock Exchange of Thailand and the Indonesia Stock Exchange

2026-03-21T01:16:57+07:00

This study aims to examine the relationship between Environmental, Social, and Governance (ESG) performance scores and firm value (Tobin’s Q) and compare this relationship between listed companies on the Stock Exchange of Thailand (SET) and the Indonesia Stock Exchange (IDX). Adopting a quantitative research approach, the study utilizes a sample of 1,129 firm-year observations from both exchanges. Data analysis was conducted using descriptive statistics, correlation analysis, and panel data regression with a Fixed Effects Model.

The findings reveal that 1) ESG scores have a statistically significant positive relationship with firm value. This reflects that sustainability performance effectively creates value added and enhances stakeholder confidence. 2) There is no statistically significant difference in the relationship between ESG scores and firm value between Thailand and Indonesia. This indicates that capital market mechanisms in both countries respond to ESG factors with a consistent direction and magnitude. Research Findings and Implications:

The results suggest that capital markets in ASEAN emerging economies are moving toward a unified integration of sustainability valuation standards. These findings are beneficial for executives in establishing ESG as a core corporate strategy to enhance firm value. Furthermore, they provide a framework for regulators to collaborate on defining regional disclosure standards to effectively attract international sustainable investment.

The Relationship Between Ethics and Credibility with Media Exposure Behavior Created with Generative Artificial Intelligence

2026-02-11T01:55:48+07:00

This Article aimed to study 1) To examine differences between demographic characteristics and receptivity to media generated by generative artificial intelligence. 2) To investigate the relationship between perceived ethics of using generative artificial intelligence and receptivity to generative artificial intelligence–produced media. 3) To investigate the relationship between perceived credibility of generative artificial intelligence and receptivity to generative artificial intelligence–produced media. And 4) To assess the influence of perceived ethics and media credibility on receptivity to generative artificial intelligence–produced media. The research employed quantitative design. The sample comprised 400 individuals with experience using social media and viewing creative-AI–generated works in the forms of images, animations, and videos, selected by non-probability sampling. Data was collected via an online questionnaire and analyzed using t-tests, one-way ANOVA, simple correlation analysis, and multiple regression analysis.

The findings indicate that differing educational levels and occupations exhibit significantly different behaviors in the exposure to creatively generative artificial intelligence–produced media (statistically significant at the .05 level). Perceived ethics in the use of generative artificial intelligence did not exert a significant influence on exposure behavior to generative artificial intelligence produced media, whereas perceived credibility of generative artificial intelligence–produced media significantly influenced exposure behavior to such media (statistically significant at the .05 level), with a standardized regression coefficient of 0.48. This study can inform improvements in practices for producing creative outputs via generative artificial intelligence, guide the development of curricula and training on ethics related to the use of generative artificial intelligence, and contribute to the scholarly knowledge on generative artificial intelligence for academic advancement.

The Experiences of Career Transition to New Occupations Among the Retired Elderly

2026-02-08T08:01:59+07:00

This research aims to study the experiences of career transition to new occupations among the retired elderly. Utilizing a qualitative descriptive phenomenological approach, the study involved eight Thai retirees residing in Thailand, selected through purposive sampling, with in-depth interviews serving as the primary data collection tool. The findings revealed five core themes regarding these transition experiences: 1) Reasons for retirement, comprising organizational policies and regulations, family caregiving responsibilities, and personal aspirations; 2) Post-retirement career planning, involving both planned and unplanned transitions; 3) Motivations for transitioning to new occupations, including income supplementation, supporting loved ones, and pursuing dream-driven work; 4) Conditions for a successful career transition, consisting of family upbringing and experiences, professional expertise from past work, resilience against obstacles, and receiving support from family and close associates; and 5) The value and meaning of new occupations, encompassing happiness in working, providing help and care to others through work, fostering relationships, and achieving self-sufficiency. These findings provide a deeper understanding of the transition process and can serve as a guideline for psychological counseling services and the development of support systems to promote employment among the elderly.

Factors Influencing Electronic Word of Mouth, Risk Perception, and Trust in the Intention to Purchase Computer Devices via Facebook Pages in Thailand

2026-03-04T23:12:43+07:00

This research aimed to: 1) develop and examine the goodness-of-fit of a causal relationship model of purchase intention for computer equipment on Facebook pages, and 2) investigate the direct and indirect influences affecting consumers' purchase intention for computer equipment on Facebook pages in Thailand. A quantitative research design was employed, using an online questionnaire as the research instrument. The sample consisted of 429 individuals who had previously purchased computer equipment through Facebook pages and resided in Thailand. Data were analyzed using frequency, percentage, confirmatory factor analysis, and structural equation modeling. The findings revealed that the developed causal relationship model comprised four dimensions: 1) electronic word-of-mouth, 2) perceived risk, 3) trust, and 4) purchase intention, and demonstrated a good fit with the empirical data. The factor with the greatest direct influence on purchase intention was perceived risk (β = 0.649), followed by electronic word-of-mouth and trust, respectively (β = 0.272). Business operators should therefore focus on reducing consumers' perceived risk in purchasing products or services, and foster active consumer engagement on Facebook pages, in order to enhance purchase intention for computer equipment through this platform.

Factors of Public Sector Organizational Behaviors that Affect the Personnel Performance Under Sustainable Dynamics of the 21st Century in Nakhon Pathom Provincial Administrative Organization

2026-03-20T23:36:03+07:00

Problems with organizational behavior in the public sector often stem from traditional bureaucratic structures and culture that emphasize rules and centralization of power. This affects the productivity of personnel. This study aims to investigate the factors of public sector organizational behaviors that affect the personnel performance under sustainable dynamics of the 21^st century, using the Nakhon Pathom Provincial Administrative Organization as a case study. A mixed-methods sequential design approach, incorporating qualitative studies from document analysis, the interviews among 10 key informants, and a quantitative study using questionnaires with 210 sample groups. The study revealed that public sector organizational factors, including sustainable creative organizational culture, sustainable transformational leadership, sustainable diversity management, and sustainable talent management, have a direct positive influence on sustainable high-performance public sector organizations at the statistically significant level of 0.01. However, a proactive culture, transformational leadership, value-based performance, and a digital mindset are key to effective application.

Causal Factors Influencing the Purchase Intention of Cosmetics on the TikTok Shop Application of Consumers in Bangkok and Metropolitan Areas

2026-03-20T23:18:50+07:00

This research aims to 1) develop and validate the consistency of a causal relationship model with empirical data, and 2) investigate the causal factors influencing the purchase intention of cosmetics on the TikTok Shop application among consumers in the Bangkok Metropolitan Region. This quantitative study collected data via online questionnaires from a convenience sample of 430 consumers who had previously purchased products on the platform. The data were analyzed using descriptive statistics, Confirmatory Factor Analysis, and Structural Equation Modeling. The results revealed that the developed model fitted well with the empirical data. Awareness had the most significant direct effect on purchase intention ( = 0.424), followed by Engagement ( = 0.326), and Social Media Marketing ( = 0.262), respectively. Based on these findings, it is recommended that entrepreneurs focus on creating short-form video content featuring actual product demonstrations and user-generated reviews, alongside leveraging live streaming features. These actionable strategies will effectively stimulate consumer awareness and engagement, ultimately leading to higher purchase intention.

Causal Factors Influencing Loyalty to Buying Cosmetics with Mutelu Beliefs on Facebook Pages of Consumers in Bangkok and Metropolitan Areas

2026-03-10T14:48:51+07:00

Nowadays personal belief and beauty product have been combined and led to a “Mutelu" (spiritual belief-based) cosmetics market gaining significant popularity on social media platforms. Amidst the rapid expansion of e-commerce, consumer loyalty has become a key factor in competitive benefit. This research article aims to investigate the causal factors influencing consumer loyalty toward purchasing Mutelu cosmetics via Facebook pages among consumers in Bangkok and its vicinity. Employing a quantitative research approach, data were collected using an online questionnaire from a sample of 416 respondents. Data analysis was conducted utilizing Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) The findings revealed that the developed causal relationship model, comprising four main constructs—Service Quality, Perceived Value, Satisfaction, and Loyalty—demonstrated a good fit with the empirical data. Service Quality and Perceived Value exhibited the highest direct effects on Loyalty regarding the purchase of Mutelu cosmetics, respectively. Furthermore, both variables exerted a significant indirect effect on Loyalty through Satisfaction, which functioned as the primary mediator. The conclusion suggests that the success of Mutelu cosmetic businesses in the digital era depends heavily on prioritizing prompt and comprehensive service quality as a core driver of customer loyalty alongside with enhancing the perception of price-value and overall satisfaction to retain a long-term customer base. The results of this study provide valuable insights for entrepreneurs in formulating effective marketing strategies to foster sustainable consumer loyalty.

A Management Model of Scout Activities for Enhancing Life Skills of Students in Opportunity Expansion Schools, Nong Bua Lamphu Province

2026-02-03T00:43:30+07:00

This article aimed to: 1) examine the current state, desirable state, and priority needs of Scout activity management in opportunity expansion schools; 2) develop a management model for Scout activities to enhance students’ life skills; and 3) evaluate the propriety, feasibility, and effectiveness of the developed model. This study employed a research and development (R&D) design, conducted in three phases: situational and problem analysis, design and development, and evaluation. The sample consisted of 300 participants, including school administrators, teachers, and students, selected through multi-stage random sampling. The research instruments comprised questionnaires, in-depth interviews, a three-dimensional model evaluation form, and a life skills assessment scale. All instruments were validated for content validity, reliability, and construct validity. Quantitative data were analyzed using mean and standard deviation, while qualitative data were analyzed through content analysis. The findings indicated that while most schools followed prescribed Scout activity guidelines, they faced significant constraints regarding personnel and resources. A substantial number of responsible teachers lacked specialized Scout training. Furthermore, schools expressed a high demand for a clear management model and assessment tools that accurately reflect life skills development. The developed model consists of eight core components: 1) Planning, 2) Organizing, 3) Leading, 4) Controlling, 5) Monitoring and Evaluation, 6) Scouting Method Implementation, 7) Scout Personnel Development, and 8) Budget and Resource Allocation. Expert evaluation and field testing demonstrated that the propriety, feasibility, and effectiveness of the model were at the highest level. Additionally, students’ life skill scores increased significantly at a statistically significant level.

An Effective Academic Administration Model in the Digital Era for Municipal Schools in Udon Thani Province

2026-02-01T11:12:08+07:00

This study aims to: 1) examine effective academic administration components in the digital era, 2) investigate current and desired conditions of schools under Udon Thani Municipal Administration, 3) develop an effective digital academic administration model, and 4) evaluate the model. Mixed-methods research was employed using questionnaires, interviews, evaluation forms, and focus group discussions. Quantitative analysis used means and standard deviations, while qualitative analysis employed content analysis. Findings revealed: 1) Eight components: digital technology integration in curriculum and instruction, digital leadership and vision, digital competency development, learner achievement and competency focus, data-driven decision making, change management and digital culture creation, professional digital learning communities, and ethical technology use. 2) Current conditions were moderate while desired conditions were high, with highest need in learner achievement focus. 3) The model comprised eight components with clear implementation guidelines and success mechanisms. 4) Evaluation showed highest levels of appropriateness, feasibility, and benefits.

A Model of Effective School Administration in Schools under the Secondary Educational Service Area Office Loei, Nong Bua Lamphu

2026-02-03T00:46:15+07:00

This article aimed to: 1) examine the current conditions, desirable conditions, and priority needs for effective school administration in schools under the Loei-Nong Bua Lamphu Secondary Educational Service Area Office; 2) develop a model for effective school administration and 3) evaluate the model for effective school administration. The research employed a mixed-methods design conducted in three phases. The research site covered schools under the Loei-Nong Bua Lamphu Secondary Educational Service Area Office. The study participants consisted of 129 school administrators and 211 teachers. The school administrators were elected through purposive sampling. For the teachers, a stratified random sampling technique was employed, using academic clusters (interdisciplinary campuses) as strata. Proportional allocation was applied to each stratum, followed by simple random sampling via a lucky draw method to identify the final participants. Four research instruments were used: 1) questionnaires, 2) interview guides, 3) evaluation forms, and 4) data record forms. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed through content analysis. The findings revealed that: 1) The current conditions of effective school administration were at a moderate level overall, while desirable conditions were at a high level. The priority needs index ranked administrative structure as the top priority. 2) The developed model consisted of six components with 60 indicators. 3) The overall evaluation of the model for effective school administration showed high levels of appropriateness and feasibility.

The Effective School Administration Model in Accordance with the “One District, One Quality School” Policy under the Secondary Educational Service Area Office Phayao

2026-02-01T11:25:27+07:00

This study aimed to: (1) examine the components and current conditions of effective school administration under the “One District One Quality School” policy in schools under the Secondary Educational Service Area Office Phayao; (2) develop a model of effective school administration aligned with the policy; and (3) evaluate the appropriateness and feasibility of the developed model. A mixed-methods research design was employed, guided by the quality management framework of the PDCA (Plan–Do–Check–Act) cycle integrated with the Ministry of Education’s “One District One Quality School” policy. The research setting comprised schools under the Secondary Educational Service Area Office Phayao. Key informants for the interviews included nine participants selected through purposive sampling. The sample used to validate the model components and evaluate its appropriateness and feasibility consisted of 255 participants, including educational administrators, school administrators, and teachers, selected through simple random sampling. Research instruments included an interview form, questionnaire, focus group discussion guidelines, and an evaluation form. Data were analyzed using mean, standard deviation, and descriptive content analysis.

The findings revealed that: 1) Effective school administration consisted of five key components: infrastructure and student support systems, school administrators, teachers and educational personnel, administrative management, learning management, and students. 2) the developed administrative model comprised five main elements—principles, objectives, operational processes, evaluation, and success conditions—implemented through the IAMLS mechanism under the PDCA cycle. 3) The evaluation results revealed that the proposed model achieved the highest level of appropriateness and feasibility. This study contributes to the body of knowledge by proposing the IAMLS Model, an effective school administration framework that integrates system theory, the PDCA cycle, and the CIPP evaluation model in a practical manner. The model provides a systematic guideline for improving and strengthening schools under the “One District One Quality School” policy, particularly in promoting systematic management, stakeholder participation, and sustainable improvement in student quality.

A Model for Enhancing AI-Driven Active Learning Competencies of Private University Lecturers in the Digital Era

2026-03-04T23:42:48+07:00

This article aimed 1) to study the components and indicators for enhancing AI-driven active learning competencies; 2) to develop a model for such enhancement; and 3) to propose guidelines for enhancing AI-driven active learning competencies for private university lecturers in the digital era. This study employed a mixed-methods research design, incorporating both qualitative and quantitative approaches. The research sample consisted of 380 full-time private university lecturers, selected through multi-stage random sampling. Three types of research instruments were used: 1) semi-structured interviews, 2) 5-point Likert scale questionnaires, and 3) focus group discussion topics. Quantitative data were analyzed using percentages, means, standard deviation, and Confirmatory Factor Analysis (CFA), while qualitative data underwent content analysis. The research findings are as follows: 1) The model for enhancing AI-driven active learning competencies of private university lecturers in the digital era consists of three main components with a total of 21 indicators. 2) The developed model demonstrated an excellent fit with empirical data. 3) Guidelines for enhancing AI-driven active learning competencies consist of three main strategies. This research contributes systematic knowledge regarding the structure of active teaching competencies that integrate artificial intelligence ethically. It serves as a conceptual framework and policy tool for developing private university faculty, as well as a guideline for designing training curricula to sustainably elevate the quality of instruction in the digital age.

The Influence of Social Media Marketing, Trust, Perceived Value and Preference on Intention to Study Undergraduate of Students at Rangsit University

2026-03-10T14:54:28+07:00

The purposes of this paper aims to 1) develop and examine the consistency of the structural equation modeling regarding the intention to study an undergraduate program at Rangsit University and 2) investigate the causal factors influencing the intention to study in undergraduate programs at Rangsit University. This quantitative study focuses on social media marketing, trust, perceived value, preference and intention to study in an undergraduate program. The samples were collected from 502 undergraduate students at Rangsit University using convenience sampling, and the data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results indicated that the structural model demonstrated a good fit with the empirical data. Preference exerted the most significant direct effect on the intention to study, followed by perceived value. Conversely, trust had no direct effect but exhibited an indirect effect on the intention to study, mediated by preference. Additionally, social media marketing indirectly influenced the intention to study through the mediating roles of trust, perceived value, and preference, with a mediation proportion of 43.7%. mediating effect ratio. University administrators should prioritize social media marketing strategies to systematically build trust and perceived value, thereby gaining preference for driving intention to study an undergraduate program.

The Influence of Social Media Marketing on the Intention to study at Private Universities in Thailand: The Role of Trust and Image

2026-03-04T22:58:34+07:00

This article aims to 1) validate a structural equation model of the intention to study at private universities in Thailand, and 2) analyze the direct and indirect effects of mediating variables on the intention to study at private universities in Thailand, thereby addressing the academic gap regarding digital platform influences which differ from traditional offline contexts. This quantitative research examined social media marketing, image, and trust. Data were collected via online questionnaires from 446 Grade 12, vocational certificate, and high vocational certificate students using convenience sampling. The data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results revealed that the model fit the empirical data. Image had the highest direct effect, followed by trust, whereas social media marketing had a low direct effect. However, image and trust significantly functioned as partial mediators (variance accounted for of 74.3 percent) with indirect effects of 0.098 and 0.104, respectively. This resulted in a substantial total effect of 0.272 for social media marketing. Consequently, private universities should create relationship-based content on social media to convert perceptions into image and trust, which are the primary mechanisms driving enrollment decisions.

The Influence of Workplace Spirituality and Organizational Culture on Job Performance among Employees in Private Companies in Nonthaburi Province

2026-03-24T00:46:25+07:00

This study pursued two primary objectives: (1) to examine the levels of workplace spirituality, organizational culture, and job performance among employees of private companies in Nonthaburi Province; and (2) to analyze the influence of workplace spirituality and organizational culture on job performance among employees of private companies in Nonthaburi Province. A quantitative research methodology was employed. The sample consisted of 384 employees from private companies in Nonthaburi Province, selected through proportionate stratified random sampling across six districts, with accidental sampling applied at the company level. Data were collected via a structured questionnaire and analyzed using descriptive statistics—including means and standard deviations—as well as multiple regression analysis.

The findings revealed that all three variables were rated at a high level overall. Organizational culture yielded the highest mean score, followed by workplace spirituality and job performance, respectively. Both variables exerted a statistically significant positive influence on job performance (p < .001), jointly accounting for 76.8% of the variance in job performance (R² = .768). Workplace spirituality demonstrated a stronger effect than organizational culture (β = .534 and β = .388, respectively). The findings indicate that employee job performance is shaped by the integration of individual-level internal factors and organizational contextual factors, with workplace spirituality possessing significantly greater predictive power.