Journal of Multidisciplinary in Humanities and Social Sciences

A Study on School-Enterprise Collaborative Education Mechanisms from the Dual-Subject Governance Perspective

Zhi Wang — 2026-02-27

This article aimed to (1) identify the key characteristics of successful dual-subject cooperation between vocational colleges and enterprises; (2) explore the main obstacles that hinder such cooperation; and (3) evaluate the explanatory power of the proposed mechanism model for assessing the effectiveness of this collaboration. The research employed a mixed-methods approach, with 20 key informants including administrators, enterprise managers, faculty members, and industry mentors interviewed in five vocational schools and their cooperative enterprises in the western, eastern, and southwestern regions of Sichuan Province. Additionally, 286 participants from 15 vocational schools and enterprises took part in a quantitative survey. Data were collected using semi-structured interviews (qualitative phase) and a structured questionnaire based on the Likert scale (quantitative phase). The analysis utilized descriptive statistics, content analysis, exploratory factor analysis, and structural equation modeling. The findings revealed that 1) mutual trust, shared goals, and collaboratively developed curricula were essential for effective school-enterprise cooperation, fostering alignment between schools and enterprises; 2) governance logic differences, poor communication, and unequal benefit distribution were significant obstacles that led to uneven participation and unclear roles; and 3) the proposed dual-subject mechanism model effectively explained the collaborative efficacy, emphasizing institutional reciprocity, dynamic co-governance, and policy frameworks in sustaining successful collaboration. The results suggest that effective school-enterprise collaboration requires trust, agreement, and jointly built systems, supported by policies and active management to resolve participation discrepancies.

A Study on the Living Transmission Strategies of Chaozhou Opera as Intangible Musical Heritage in Guangdong under the Perspective of Cultural-Tourism Integration

Miao Liu — 2026-02-27

This study examined the dynamic inheritance of Chaozhou opera (Chaoju) within the context of cultural-tourism integration, focusing on the preservation of its authenticity and sustainable development. The research objectives included investigating strategies for Chaozhou opera’s transmission in tourism, analyzing the balance between cultural authenticity and public engagement, and evaluating the role of multi-stakeholder collaboration in heritage preservation. Using qualitative methods, including interviews with 32 stakeholders from Chaozhou, Shantou, and Jieyang, and data analysis through content analysis and case studies, the study revealed key findings: (1) The vitality of Chaozhou opera relied on adaptive performance forms, diverse presentation platforms, and digital engagement with younger audiences; (2) Challenges such as limited intergenerational transmission and tensions between commercialization and authenticity persist; (3) A balanced multi-stakeholder model combining state support, market participation, and digital strategies can enhance sustainable transmission. These findings contributed to strategies for safeguarding intangible cultural heritage while promoting its integration into regional tourism, offering actionable insights for cultural practitioners and policymakers.

Corporate Culture, Job Satisfaction, Employee Engagement, and Organizational Performance of Human Resources

Li XueYong — 2026-02-27

This study was to examine the relationships between corporate culture, job satisfaction, employee engagement, and organizational performance, with a particular focus on labor dispatch workers in China. Using a cross-sectional survey design and structural equation modeling (SEM), the research analyzed data from 400 employees across 200 human resources companies to explore the structural linkages among these variables. It should be noted that while SEM allows for the testing of hypothesized causal pathways, the cross-sectional nature of the data limits the ability to establish strict causality; the findings should be interpreted as indicating associative rather than causal relationships. The main objectives included assessing the influence of corporate culture on job satisfaction and employee engagement, evaluating the effects of job satisfaction and engagement on organizational performance, and examining the potential mediating role of employee engagement. Results indicated that corporate culture was positively associated with both job satisfaction and employee engagement, which in turn were positively associated with organizational performance. Employee engagement also appeared to play a mediating role in the relationship between corporate culture and performance. These results deepened the understanding of how corporate culture and employee attitudes interact in labor dispatch settings, particularly within the Chinese context. They also gave suggestions to human resources firms seeking to improve the management of dispatched workers and enhance organizational outcomes through cultural and engagement-based initiatives.

Development of Youth’s Sustainable Social Volunteerism through Buddhist Integration

Ornsiri Maithong — 2026-02-27

This study aimed to 1) study opinions regarding the promotion of volunteer behavior among students in schools under the Bangkok Metropolitan Administration; 2) analyze the sustainability of Bangkok Metropolitan Administration students regarding volunteering towards society according to the principles of Buddhist integration; and 3) propose strategies for the sustainable development of Bangkok Metropolitan Administration students regarding volunteering towards society based on this integrated approach. This mixed-methods research design was employed. Quantitative data were collected from 364 Bangkok Metropolitan Administration students using a structured questionnaire. Qualitative insights were gathered through in-depth interviews with parents, teachers affiliated with Bangkok Metropolitan Administration schools, and experts in volunteer development and Buddhist principles. For quantitative data, descriptive statistics (percentage, mean, standard deviation) were used, and for qualitative data, content analysis was used. The research results were found as follows: 1) Overall perceptions of promoting volunteer behavior were high, with the highest-rated aspect being recognition of community benefits, followed by motivation for volunteering, social sacrifice, helping others, commitment to development, and community responsibility; 2) The integration of Buddhist principles, specifically the Four Divine States of Mind (Brahmavira) and the Four Bases of Social Solidarity (Sangahavatthu), was identified as a viable foundation for sustainable volunteerism. However, significant obstacles persist, including a lack of intrinsic motivation, a superficial understanding of volunteerism, and insufficient support systems, which collectively undermine sustainability; and 3) for long-term success, the promotion of student volunteerism should systematically embed Buddhist principles into both formal and extracurricular learning processes to foster an internalized and enduring volunteer consciousness. The study concluded that embedding culturally resonant Buddhist ethics into educational practices is crucial for transforming volunteerism from a sporadic activity into a sustainable, intrinsic value among Thai youth, thereby contributing to a more socially responsible and resilient society.

Do Male Stereotypes Exist in Marketing Communication of Male Luxury Products?: An Analysis of Marketized Descriptions of Male Perfumes Using Corpus-based Approach

Krishna Kosashunhanan — 2026-02-27

This study investigated how masculinity is constructed and represented in the marketized descriptions of male luxury perfumes and whether such portrayals reinforce or resist traditional gender stereotypes. A collection of 1,469 words was created from the descriptions of 69 perfumes sold as “for men” or “for homme” in Thailand's Eve and Boy stores. Frequency and concordance analyses focused on content words including nouns, verbs, adjectives, and adverbs to identify recurring themes. The results highlighted ten dominant keywords encompassing man, masculine, power, powerful, bold, woody, freshness, fresh, modern, and elegance that shaped male identities in fragrance marketing. The discourse constructed masculinity along two axes: traditional traits of strength, dominance, and ruggedness; and emerging qualities of freshness, refinement, and modernity. While hegemonic masculine ideals remain central, subtle resistance is evident in references to sophistication and vitality, indicating an evolving representation of men in luxury advertising. These results have improved scholarship on gender, discourse, and marketing by showing how linguistic choices in perfume descriptions both reproduce stereotypes and cautiously accommodate more diverse masculinities.

Dynamic Evolution of Tourism Economic Resilience in the Pearl River Delta, China

Xiaoxiao Yi — 2026-02-27

With the rapid growth of global tourism, tourism economic resilience has become a key metric for assessing a region's ability to withstand external shocks and sustain development. Resilience transitions reflect shifts in this capacity over time. This study aimed to examine the spatiotemporal evolution of tourism economic resilience in the Pearl River Delta (PRD), focusing on (1) overall temporal trends, (2) spatial patterns and aggregation, and (3) spatial dynamic transitions. A comprehensive evaluation system, with indicators weighted using the entropy weight method to reduce subjectivity, was developed to measure tourism economic resilience. The study employed kernel density estimation and spatial Markov chain models to analyze temporal changes, spatial distributions, and dynamic transitions from 2003 to 2022. The analysis revealed four development phases, showing overall improvement but persistent polarization in low-resilience areas. Spatially, resilience followed a "strong north, prominent central-southeast, weak periphery" pattern, with limited spillover from core cities. Markov results showed high-resilience cities remained stable, while most transitions occurred among lower-resilience cities, suggesting limitations in traditional spillover assumptions.

Factors Influencing Online Pork Purchase Decisions in Bangkok: An Integration of Quantitative and Qualitative Analysis

Arinrada Chankasem — 2026-02-27

This article aimed to (1) study and analyze factors influencing online pork purchasing decisions in Bangkok and (2) demonstrate guidelines for developing marketing strategies that focus on factors influencing online pork purchasing decisions. The study methodology utilized a mixed-method, quantitative survey with a sample of 400 individuals from all districts of Bangkok using quota sampling. Exploratory factor analysis was conducted using principal component analysis to explore the relationship structure of the variables and multiple regression analysis to analyze the influence of independent variables on the dependent variables to support objectives 1 and 2. Qualitative research utilized in-depth interviews with academics, entrepreneurs, and consumers to address objective 3.

The research results were as follows: 1) The variables within the conceptual framework included perceived risk, brand equity, innovation, and trust. This relationship was consistent with empirical data; 2) The factors that significantly influence online pork purchase intention in Bangkok were brand equity at the .01 level and innovation at the .05 level; 3) Strategic development approaches included reducing consumer risk perception, promoting brand equity and customer trust, innovating to enhance brand image, and creating a customer experience. The research findings suggested strengthening financial security, developing quality standards and cold chain logistics, building brand value through communication and innovation, and leveraging trust to support sustainable purchasing decisions.

Illuminating the Black Box: The Transformative Role of Explainable AI Across Humanities, Social Sciences, Arts, and Engineering

Abdul Jabbar Perumbalath — 2026-02-27

The field of Explainable AI (XAI) has risen to meet this need, creating tools that help us understand how an AI reaches its conclusions. This paper looks at how these explanation tools are being used far beyond just computer science. For instance, historians use them to discover fresh patterns in ancient texts, and engineers are using them to make new systems safer before they are even built. The study explores how XAI serves as a collaborative tool in the humanities, social sciences, artistic creation, and human-centered design. In brief, these explanation tools build a crucial bridge between human experts and powerful technology. They build trust by making the AI's "thinking" clear for everyone to see. This clarity allows people to question its results, check for fairness, and use it to improve their own creative and investigative work. The real-world examples in this paper show that making AI understandable is the key to a successful and responsible partnership between people and machines in almost any field.

Inheritance and Protection of Grass Cloth from the Perspective of Cultural Ecology

Yuqi Xiong — 2026-02-27

This paper examined the inheritance and protection of grass cloth from a cultural ecology perspective. Through a field survey of the core production areas of grass cloth in Jiangxi Province, this study provided a comprehensive analysis of the cultural ecology of grass cloth development and local protection initiatives in Wanzai and Fenyi. The study involved data collection from 10 participants, including grass cloth inheritors, cultural center staff, enterprise founders, and factory employees, using unstructured observation and semi-structured interviews. The analysis used qualitative coding methods to uncover key themes concerning inheritance methods, policy measures, and cultural ecological changes, along with a chronological examination of development phases. The core findings revealed that the integration of culture and tourism, regional branding, and inheritance support mechanisms has facilitated the sustainable preservation and transformation of grass cloth techniques, overcoming challenges such as declining numbers of artisans and market competition. It was found that Wanzai and Fenyi have constructed a systematic path for ecological protection and diversified development by constructing a three-in-one inheritance strategy of “systematic protection of cultural ecology, characteristic branding development, and support mechanism for inheritors,” achieving the systematic protection and modern transformation of traditional crafts while providing a model for local characteristic cultural industry upgrading.

Music-Based Relaxation in Community Wellness Tourism: Effects on Elderly Tourists’ Experience and Well-Being in Thailand

Prapon Leksuma — 2026-02-27

This study aimed to 1) develop music relaxation activities for community-based wellness tourism and 2) evaluate their impact on elderly tourists' experiences and well-being. A mixed-methods approach was employed: 1) music activity development utilized focus group discussions with 16 stakeholders from wellness tourism communities in Bang Luang Market Community and Ban Hua Ao Community, Nakhon Pathom Province. Participants were selected through non-probability purposive sampling based on expertise in wellness tourism or music therapy. Data analysis employed content analysis, and 2) activity evaluation was conducted with 400 elderly tourists. The research instrument comprised a questionnaire assessing tourists' experiential outcomes and well-being post-participation in community-based wellness tourism activities. Data analysis utilized descriptive statistics, including means and standard deviations.

Findings revealed that: 1) The developed music relaxation activity, titled "Retreat," applied music psychology principles with a tempo of 76 BPM corresponding to normal heart rate, employed consonant sounds avoiding tension, and featured an ABA' structure in G major with a 4/4 time signature. A "4 Pitched Percussion" instrument was created from brass with four pitch levels (G-D and G-D separated by one octave), designed using only common tones harmonizing with all chords, enabling participation without musical knowledge. 2) Tourists reported high overall satisfaction with the music and relaxation activities, with the mental dimension rated most positively, followed by environmental, physical, and spiritual aspects. Across well-being outcomes, activities had a strong impact on holistic wellness, particularly enhancing hedonic well-being, alongside notable improvements in eudaimonic, physical, and social well-being.

The research contributed the CALMS model—comprising Common Tone Stability, Appropriate Tempo, Low Dissonance Design, Merging Community Wisdom, and Shared Participation—as a novel theoretical framework for music-based wellness tourism.

Regeneration and Development of Local Wisdom Fabric Patterns to Promote Community-Based Tourism in Tha Mai Sub-district, Chum Saeng District, Nakhon Sawan Province

Thanida Jomyim — 2026-02-27

This article examined the regeneration and development of traditional fabric patterns rooted in local wisdom to promote sustainable community-based tourism in Tha Mai Sub-district, Chum Saeng District, Nakhon Sawan Province, Thailand. Traditional fabric weaving, which had virtually disappeared from the community for nearly three decades, was successfully revitalized through a mixed-methods research design involving surveys of 392 local residents and 385 tourists, complemented by in-depth interviews with 14 key stakeholders. The study successfully revived three traditional patterns—Pha Khao Ma, 9-lam Ikat fabric, and 11-lam Ikat fabric—while developing two innovative patterns: “Tor Tan” (Palm Trunk Heritage Textile) and “Dok Tan” (Palm Flower Heritage Textile), deliberately designed to reflect the community’s identity as palm sugar producers. These findings enhanced tourist experiences and strengthened local cultural identity. Statistical analysis revealed that 87.5% of local residents recognized the value of fabric pattern regeneration in preserving cultural heritage, while 91.2% of tourists expressed purchase intentions for products featuring these distinctive patterns. A significant positive correlation (r = 0.782, p < 0.001) emerged between the integration of community-based tourism principles with fabric weaving revitalization and community economic development indicators, demonstrating that cultural preservation and economic advancement were complementary rather than competing objectives. The development of natural dyeing techniques using locally sourced materials achieved sustainable production with minimal environmental impact, representing a viable alternative to chemical-dependent manufacturing processes.

Research on the Cultural Value Characteristics and Contemporary Design Translation of Bai Ethnic Wedding Attire

Xi Ya — 2026-02-27

As an important component of ethnic culture, Bai ethnic wedding costumes not only carry rich historical memory and ethnic identity but also reflect distinctive aesthetic styles and ritual functions. Taking Dali Bai Autonomous Prefecture's Dali city as a case, this study adopted methods such as literature analysis, field investigation, and questionnaire surveys to systematically examine the cultural value system, expressive forms, and structural characteristics of Bai wedding attire. It further explores innovative strategies for contemporary design translation. The findings revealed that Bai wedding costumes possess significant value in terms of ritual heritage, emotional expression, and cultural identity, characterized by symbolic garment structures, patterns, colors, and craftsmanship. In contemporary contexts, modern design can revitalize such traditions through East-West fusion, material and technique innovation, and user participation. This research provided both a theoretical foundation and practical approach for the contemporary expression of traditional attire and offers insights into the revitalization of intangible cultural heritage and regional culture.

Study on the Competency Components and Influencing Factors of “Double-Qualified” Teachers in Civil Construction Majors of Higher Vocational Colleges in Yunnan Province

Ying Hu — 2026-02-27

This study aimed to explore the components and indicators of "double-qualified" teachers’ competencies in civil construction programs at higher vocational colleges in Yunnan Province, assess the current competency levels and variations across demographic and professional profiles, and identify key factors influencing competency development. A sample of 202 teachers from 17 public institutions was selected through snowball sampling to ensure diversity in institutional type, teaching experience, and professional background. Data were collected via a validated structured questionnaire with high internal consistency (Cronbach’s alpha > 0.90) and analyzed using descriptive statistics, t-tests, one-way ANOVA, and content analysis. The results revealed that the competency framework consisted of four dimensions—professional knowledge, vocational skills, IT literacy, and professional attitude—with professional knowledge and vocational skills being the highest-rated areas, while IT literacy scored the lowest, indicating an imbalance in competency development. No significant differences were found in competency levels based on gender, age, or educational background. However, industry training participation and school–enterprise cooperation were positively correlated with higher scores in vocational skills and information literacy. Additionally, policy support at both provincial and institutional levels was identified as a key enabler across all competency domains, with industry training being the strongest predictor of vocational skills and school–enterprise cooperation the most influential factor for enhancing information literacy. These findings provided a solid evidence base for designing targeted professional development strategies and policy interventions to strengthen the competency profiles of "double-qualified" teachers in civil construction fields.

Participatory Communication in Community Enterprise Toward to Success of Coffee De Mong, Nan Province

Raksita Tharakan — 2026-02-27

The objectives of this research were to examine the factors of participatory communication in the De Mong Coffee Community Enterprise in Nan Province and to study the factors of participatory communication in the community enterprise that affect the success of the De Mong Coffee brand. The research instrument used was a questionnaire to collect data from 80 members of the De Mong Coffee Community Enterprise in Nan Province. Stepwise multiple regression analysis was employed. The research findings revealed that the factors of communication style, content, communication goals, and communication channels were at the highest level of agreement, while the audience was at a high level and the level of participation with the sender was moderate and low, respectively.

Meanwhile, it was found that recipient factors (β = 0.367) and communication goal factors (β = 0.245) influenced the success of the De Mong coffee brand, with a prediction coefficient of 23.4% (R² = .234). This reflected the ability of recipients to understand and apply the knowledge gained to maximize benefits, following clearly defined communication guidelines. This process contributes to the development of member potential and community operations, which can effectively lead to the success of the De Mong coffee brand.

The Collaborative Governance Approach to Cultural and Educational Activities in Major Sporting Events: An Empirical Study Based on the Artistic Empowerment Practice of the Nanjing Youth Olympic Games

Yuan Huan — 2026-02-27

This study aimed to address the research gap in the theoretical interpretation of arts empowerment within collaborative governance systems for major sporting events. It specifically examined the mechanisms and pathways through which arts empowerment facilitates multi-stakeholder collaboration in cultural-educational activities, using the 2014 Nanjing Youth Olympic Games as an empirical case. A qualitative exploratory case study approach was employed, utilizing multi-source data collection including in-depth semi-structured interviews with 42 core stakeholders (government officials, educators, artists, volunteers, and youth participants), supplemented by participant observation and document analysis. Thematic analysis was conducted using NVivo software following Braun and Clarke's six-step framework, with triangulation applied to ensure credibility and reliability.

The research identified four core functions of arts empowerment (cultural transmission/value guidance, cross-cultural exchange, youth development, and social participation cultivation) and revealed a multi-layered collaborative governance structure with government leadership. Four pathway mechanisms were established: emotional connection, value identification, capacity enhancement, and network construction, with emotional connection emerging as the most critical driver. Arts empowerment effectively serves as a universal communication bridge that eliminates cultural barriers and promotes deep emotional exchange among diverse stakeholders, though successful collaboration requires differentiated strategies and normalized coordination mechanisms.

This work demonstrated that arts empowerment systematically enhances collaborative governance in major sporting events' cultural-educational dimensions through identifiable mechanisms and pathways. The findings provided a theoretical framework for understanding how cultural variables can be embedded in event governance networks, offering practical insights for optimizing multi-stakeholder collaboration in future mega-events.

The Impact of Physical Exercise on Learning Engagement among Vocational College Students: The Mediating Role of Academic Self-Efficacy and the Moderating Role of Psychological Resilience

Mu Xiaokai — 2026-02-27

This study aimed to (1) investigate the impact of physical exercise on learning engagement among vocational college students; (2) examine the mediating role of academic self-efficacy in this relationship; and (3) explore the moderating role of psychological resilience in strengthening the link between self-efficacy and engagement. The sample consisted of 872 vocational college students from four institutions in eastern China. They were selected through a cross-sectional survey design. The instruments for data collection included the Physical Activity Rating Scale (measuring exercise levels) and standardized questionnaires for academic self-efficacy, psychological resilience, and learning engagement. Data were analyzed using structural equation modeling (SEM) and moderated mediation analysis (PROCESS Macro, Model 14) in SPSS. The research results were as follows:

Physical exercise was significantly and positively correlated with learning engagement (β = 0.32, p < .001), indicating that students who engaged in more physical activity reported higher levels of academic engagement. Academic self-efficacy partially mediated the relationship between physical exercise and learning engagement, accounting for 47% of the total effect. This suggests that exercise enhances engagement partly by boosting students’ confidence in their academic abilities. Psychological resilience moderated the mediating pathway, with the effect of self-efficacy on engagement being stronger among students with higher resilience. The model demonstrated excellent fit (CFI = 0.96, RMSEA = 0.042), supporting the proposed framework. These findings emphasize the importance of integrating physical activity and resilience-building programs into educational strategies to enhance student motivation and persistence.

Holistic Quality of Life Development Based on Theravada Buddhist Philosophy

Wiset Sangkanjanavanich — 2026-02-27

This study aimed to (1) investigate the concept of holistic quality of life development; (2) examine Theravada Buddhist philosophical principles related to holistic quality of life; and (3) analyze holistic quality of life development based on Theravada Buddhist philosophy. A hermeneutic qualitative methodology was utilized via documentary analysis of the Tipitaka, commentaries, and pertinent contemporary academic literature. The results revealed that the notion of quality of life had shifted from a narrow focus on physical and economic indicators toward a holistic perspective integrating physical, mental, social, and spiritual dimensions. These dimensions were consistent with the fourfold Buddhist cultivation (Bhavana 4): physical, moral, mental, and wisdom cultivation. Importantly, this research did not merely reaffirm existing Buddhist teachings but synthesized Pavana 4 with internationally recognized frameworks, particularly the WHOQOL and Human Flourishing models. This integration resulted in the “Pavana 4 Holistic Framework,” a new conceptual model that emphasizes mutual support among the four dimensions and provides practical applicability. The framework could be implemented at individual, familial, organizational, and societal levels, thereby contributing to sustainable well-being from the inside out. The hermeneutic interpretation had limitations in that it depended on the researcher’s context and experiences; therefore, the application of the developed framework should have been considered cautiously in other contexts.

The Development of Community Preparation Management Guidelines to Promote Exercise for the Elderly in Primary Care Units National Health Security Office (NHSO), Bangkok

Krisanapong Huangkit — 2026-02-27

This article aimed to 1) examine the development of management approaches to promote physical exercise among the elderly through community-based initiatives; 2) investigate the supporting factors that contribute to community readiness in promoting elderly exercise across various dimensions; and 3) propose management strategies to enhance community readiness for promoting physical activity among the elderly in Bangkok. A mixed-methods research approach was as follows: the quantitative research collected data from a sample of 400 elderly individuals using a questionnaire. The data were analyzed using statistical methods, including percentage, mean, standard deviation, and multiple regression analysis. The qualitative research involved in-depth interviews with 10 key informants, including representatives from government agencies, primary care service units in Bangkok, and service users. The data were analyzed through content analysis and organized based on relevant theoretical frameworks to derive conclusions and propose recommendations.

The research findings revealed that: 1) The rapidly increasing proportion of older adults maintaining good health and quality of life, enabling them to live peacefully in society, reflected the need for effective management approaches to promote physical activity among the elderly through community-based initiatives; 2) supporting factors for physical activity, the role of relevant agencies in promoting exercise among the elderly, community and elderly participation, and community management in preparation for promoting physical activity among the elderly were, overall, rated at a high level across various dimensions of community-based promotion of physical activity for the elderly; and 3) the management approach for preparing communities to promote physical activity among the elderly in primary care units under the National Health Security Office, Bangkok, yielded a coefficient of 0.675 (t=4.633, Sig. = 0.001), accounting for 88% (R²_Adjusted =0.088) of the explained variance, respectively.

The Development of Integrated Approach Instruction Model for Developing CEFR English Writing Skills of Pre-Service Teachers

Pichamon Jamrassri — 2026-02-27

This article aimed to 1) develop an integrated approach instructional model for developing CEFR English writing skills; 2) compare students’ English writing skills after implementing the integrated approach instruction model; and 3) study students’ satisfaction with the integrated approach instruction model. The sample group consisted of 24 third-year undergraduate students majoring in general science, selected through cluster sampling with the classroom as the sample unit. Four research instruments were employed, including (1) an evaluation form of the instructional model, (2) lesson plans, (3) a CEFR standards English writing assessment, and (4) a satisfaction questionnaire. Data were analyzed using mean, standard deviation (S.D.), and content analysis. The findings revealed that: 1) the integrated approach instruction model comprised four key components, with its overall appropriateness rated at a high level in all aspects. 2) Students’ post-test English writing scores were significantly higher than their pre-test scores at the 0.05 level. 3) Students’ overall satisfaction with the integrated approach to instruction was at the highest level. This study contributes to the body of knowledge by proposing a systematic integrated instructional model that can be effectively applied to develop English writing skills in alignment with the CEFR framework.

Development of an Artificial Intelligence Learning Support System to Promote Analytical Thinking and Problem-Solving Skills of Undergraduate Students, Faculty of Education, Suan Sunandha Rajabhat University

Ganratchakan Lertamornsak — 2026-02-27

This article aimed to 1) compare the support of learning using AI in teaching and learning of undergraduate students; 2) compare the impact of using AI on learning and developing teaching skills of undergraduate students; and 3) analyze the process and form of learning management innovation that was appropriate for undergraduate students at the Faculty of Education, Suan Sunandha Rajabhat University. The research design was quantitative research. The sample group was 63 people. The statistics used in the research included frequency, percentage, mean, standard deviation, F-test (one-way ANOVA), and regression analysis. It was found that

1. Comparing the level of technology use in learning management classified by undergraduate students' perception of learning management innovation, respondents with varying levels of technology use in learning management showed no significant differences in their perception of learning management innovation.

2. Comparing the level of perception of learning management innovation classified by the process and model of modern learning management innovation among undergraduate students revealed that respondents with different perceptions of learning management innovations differed. There were no differences in the level of modern learning management innovation processes and formats among undergraduate students.

3. The perception of learning management innovation influenced the process and format of modern learning management innovation among undergraduate students, namely, readiness and attitude toward using learning innovation (β = .507). The multiple correlation coefficient between the independent and dependent variables was .532, the coefficient of determination was .283, and the coefficient of explanation was .247. The perception of learning management innovation influenced the process and format of modern learning management innovation among undergraduate students by 24.7 percent.

Developing the IDG Curriculum through Non-Technical Skills to Enhance the Competencies of Government Personnel

Dinh Supasamut — 2026-02-27

The development of Thai government personnel had still emphasized technical skills while lacking the enhancement of inner competencies essential for working in the VUCA era. This study aimed to integrate the framework of the Inner Development Goals (IDG) with non-technical skills (NTS) to design a prototype curriculum that responded to these challenges. The research employed a hermeneutic qualitative approach, using interviews, focus group discussions, and expert evaluations with 15 key informants. The findings indicated that developing an IDG curriculum based on NTS enhanced key competencies, including self-awareness, empathy, ethical action, and creative collaboration. It was concluded that the “IDG–NTS Integration” model and the 3P learning structure (Personal–Peer–Public) enabled government personnel to cultivate inner leadership and could be applied in sustainable policy-oriented training programs.

Using STEM Plus Astro Activity for Developing True Concept of Astronomy for Teaching Professional Students

Apichart Payakkhin — 2026-02-27

This article aimed to 1) design STEM Plus Astro activities that can develop correct astronomical concepts among pre-service teachers; 2) analyze misconceptions in astronomy among pre-service teachers; and 3) examine the effectiveness of STEM Plus Astro activities in correcting these misconceptions. The research model was quantitative research, with a sample group of 30 pre-service teachers selected through cluster random sampling. The research instruments included five lesson plans totaling 15 hours and an astronomical concept assessment. Analyze data using mean, standard deviation, and dependent t-tests. The research findings revealed that 1) the STEM Plus Astro activities demonstrated effectiveness according to the standard criterion of 75/75 (E1 = 76.90 and E2 = 78.35), with an Effectiveness Index (E.I.) of 0.6667 or 66.67%, which exceeded the minimum threshold. 2) The pre-test results indicated that the most common misconception among students was about seasonal changes, with a 60% misconception rate. Many believed that seasons were caused by the Earth's distance from the Sun and were also confused about the tilt of the Earth's axis. The misconception about the moon phases had a 56% rate, with students incorrectly believing that they result from the Earth's shadow covering the Moon. Misconceptions about the Sun’s motion were observed in 50% of students, with some still believing that the Sun orbits the Earth. The misconception about solar and lunar eclipses had a 46% rate, with students struggling to correctly identify the positions of the Earth, Moon, and Sun. 3) After learning through STEM Plus Astro activities, the participants’ average post-test score on correct astronomical concepts was 22.85, with a standard deviation of 2.85, compared to a pre-test average score of 8.75, with a standard deviation of 3.15. The t-test statistic was 26.45.

An Integrated Model of Innovation Acceptance, Service Quality, Marketing Mix, and Environmental Attitudes Influencing BEV Purchase Decisions in Thailand

Rawiwan Zhang — 2026-02-27

This article aimed to 1) examine the relationship between personal factors and the purchase decision of battery electric vehicles (BEVs) among working-age consumers in Bangkok, 2) analyze the influence of innovation acceptance, service quality, marketing mix, and environmental attitudes on BEV purchase decisions, and 3) develop strategic recommendations for entrepreneurs and relevant agencies. A mixed-methods research design was employed, comprising qualitative data collection from 24 key informants and quantitative data from 400 respondents. Data were analyzed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that 1) most respondents were female (67.25%), aged 30–39 years (41.00%), held a bachelor’s degree (58.00%), and had an average monthly income between 15,001 and 30,000 THB (32.00%). The level of BEV purchase decisions was very high. 2) Environmental attitudes had the strongest influence on purchase decisions, followed by the marketing mix. Service quality showed a negative influence, while innovation acceptance was not statistically significant. 3) The study demonstrated that the application of the SWOT–TOWS–Balanced Scorecard (BSC) framework effectively translated research findings into actionable strategic recommendations. At the business level, strategies included improving service quality and communicating environmental brand values. At the policy level, recommendations included long-term battery warranties, infrastructure support, and promoting collaboration among government, the private sector, and research institutions to foster the sustainable growth of the BEV industry in Thailand.

Factors Influencing Chinese Students’ Enrollment Decisions at Thai Private Universities

Dinggen Zhang — 2026-02-27

This article aimed to (1) examine the influence of personal factors, individual reasons, institutional image, and curriculum-related factors on Chinese students’ decisions to pursue higher education at Thai private universities; (2) analyze the relationships among these variables; (3) investigate causal effects using multiple regression analysis; and (4) synthesize strategic recommendations. A mixed-methods design was employed, grounded in theories of personal reasoning, curriculum, institutional image, decision-making, and SWOT and TOWS matrix frameworks. The research was conducted in Thai private universities with a sample of 381 Chinese students selected through convenience sampling. Two instruments were utilized: a questionnaire and a structured interview. Quantitative data was analyzed using descriptive and inferential statistics, while qualitative data was examined through thematic content analysis and narrative description. The findings revealed that (1) curriculum-related factors were prioritized most highly, followed by institutional image and personal reasons; (2) independent variables demonstrated strong correlations with decision-making (r = 0.758–0.876; p < 0.001); (3) the regression model was robust (R = 0.884; R² = 0.782; F = 449.693; p < 0.001), with curriculum exerting the greatest influence (β = 0.621; p < 0.001); and (4) SWOT/TOWS synthesis suggested that universities should leverage curriculum strengths and partnerships with Chinese institutions to develop proactive strategies and specialized support services to mitigate risks and barriers. The key insight is that curriculum quality and alignment serve as the primary drivers of decision-making, while institutional image reduces uncertainty, and personal reasons exert a positive but secondary influence.

Mobile Banking Behavior in the Digital Age Among the Elderly in Bangkok

Phrakhrusiriphurinithat Phurinat Ditsawan — 2026-02-27

This article aimed to 1) study factors influencing mobile banking behavior in the digital age among the elderly; 2) study financial behaviors that influence the adoption of mobile banking in the digital age among the elderly; and 3) explore approaches to implementing mobile banking innovations via mobile phones in the digital age among the elderly. The research design utilized a mixed-methods approach. The sample consisted of 398 elderly individuals aged 60 and over residing in Bangkok. Convenience sampling was used. Two research instruments were used: 1) questionnaires and 2) interview forms. Quantitative research analyzed data using percentages, frequencies, means, standard deviations, t-tests, and F-tests. One-way ANOVA was used for analysis of variance (ANOVA). Hypothesis testing was performed using statistical regression analysis. Qualitative research utilized in-depth interviews with stakeholders using a purposive sampling method. Triangulation was used for data analysis, interpretation, and inductive conclusion generation. Content analysis was conducted on documents and interviews, using descriptive text. The results revealed that the factor influencing mobile banking behavior among the elderly had a coefficient of explanation of only 22.7%, and the financial behavior affecting acceptance was only 0.2%. The appropriate approach was to build understanding and confidence among the elderly through training, manuals, easy communication, user-friendly applications, large fonts, and clear menus, along with staff assistance and continuous public relations to promote positive attitudes, safety, and increased sustainable access to digital services.

Structural Equation Model of The Success of Exporting the Fresh Durian Business of Thailand to China Under the Creative Economy Strategy and Competitive Advantage

Phairhoote Phiphopaekasit — 2026-02-27

This article aimed to (1) study the level of success in exporting the fresh durian business of Thailand to China under the creative economy strategy and competitive advantage and (2) develop and validate the structural equation model of the success of exporting the fresh durian business of Thailand to China under the creative economy strategy and competitive advantage. The sample group was fresh durian export entrepreneurs, 320 people, and the instrument for collecting data used in this research was a questionnaire. The data were analyzed using mean, percentage, standard deviation, and structural equation model analysis. The research results were as follows: (1) The levels of success of exporting the fresh durian business of Thailand to China under the creative economy strategy and competitive advantage in overall were at the highest level, and (2) the structural equation model of the success of exporting the fresh durian business of Thailand to China under the creative economy strategy and competitive advantage was consistent with the empirical data: Chi-square (χ²) = 73.931, P-value = .480, GFI = .973, AGFI = .951, CFI = 1.000, and RMSEA = 0.000. The influence of factors affecting the success of exporting the fresh durian business of Thailand to China under the creative economy strategy and competitive advantage found that the competitive advantage (CA) has the most positive direct influence on the success in exporting fresh durian businesses (SB), equal to .467. The findings of this research indicated that competitive advantage had the strongest positive direct influence on success in exporting fresh durian businesses. Therefore, the fresh durian export entrepreneurs in Thailand should continuously develop their competitive advantage.

Models of Health Promotion for the Elderly in Bangkok Through the Process of Creating Knowledge on Health by the Elderly Club

Shuphitchaya Raveechothirunkun — 2026-02-27

This article aimed to 1) examine the healthcare behaviors of elderly people who are members of elderly clubs in Bangkok; 2) explore models of health promotion for the elderly in Bangkok through the process of creating knowledge about health by the elderly clubs; and 3) propose models of health promotion for the elderly in Bangkok through the process of creating knowledge on health by the elderly clubs. Mixed-methods research approach in this study, which comprised quantitative research methods. Questionnaires were used as tools to investigate the data collected from 390 participants. Data analysis was conducted using descriptive statistics, including percentage, mean, and standard deviation, as well as correlation analysis to examine the relationships between variables. A correlation matrix was generated to support the structural equation modeling (SEM). Qualitative research employed in-depth interviews with 30 key informants. Content analysis was conducted, and data were presented descriptively.

The results obtained: 1) the role of elderly clubs, the process of organizing health literacy activities, the level of health literacy, and health promotion were all aligned with the health care behaviors of elderly individuals who are members of elderly clubs in Bangkok; 2) the models of health promotion for the elderly in Bangkok by health promotion were most directly influenced by the process of organizing health literacy activities, followed by the role of elderly clubs and the level of health literacy. When considering the overall influence, it was found that the role of elderly clubs had the greatest overall impact on health promotion among the elderly, followed by the process of organizing health literacy activities and health literacy, respectively; and 3) the development of health literacy appropriate for the elderly population focused on several key components: access to health information, understanding of the content, decision-making, behavioral change, and peer recommendation. These elements reflect models of health promotion for the elderly in Bangkok through sustainable health literacy development processes implemented by elderly clubs, contributing to improved quality of life in an urban society.

The Strategies Management and the Successful of Aged Care Business Providers in Bangkok Metropolitan Areas

Danial Siriphat — 2026-02-27

This article aimed 1) to examine the characteristics of the aged care business providers in Bangkok and the metropolitan area, 2) to investigate the key factors contributing to the success of managing the aged care business providers, and 3) to identify the strategic management and success of the aged care business providers in Bangkok and the metropolitan area. This research employed a mixed-methods approach, incorporating both quantitative and qualitative methodologies; the quantitative component involved data collection from a sample of 390 participants using questionnaires. The data were analyzed using percentage, mean, standard deviation, and multiple regression analysis; the qualitative component consisted of in-depth interviews with a total of 30 key informants, and content analysis was conducted, and the data were organized and presented in a descriptive form.

The research findings were as follows: 1) the current conditions, namely, political, economic, pandemic-related, and technological factors, had influenced the operations of the aged care business providers in Bangkok and the metropolitan area, particularly in terms of adaptation and preparedness. However, the number of such facilities remains relatively low compared to the growing elderly population; 2) human resource management, the strategic management and success of the aged care business providers, service quality management, and the characteristics of elderly care home entrepreneurs have influenced the characteristics of the success of the aged care business providers in Bangkok and the metropolitan area by predictive equation accounts for 72% of the variance; and 3) practical guidelines, including problem-solving approaches that were not overly constrained by organizational regulations, along with customer referrals and the establishment of business credibility, enhance customer confidence in operational efficiency. These factors directly influenced the strategic management and success of the aged care business providers in Bangkok and the metropolitan area, respectively.

Purchase Intention in Chinese Social Commerce: Synthesis of Gamification, Technology Acceptance, and Cultural Dimensions

Mohammadamin Dadras — 2026-02-27

As the e-commerce landscape continues to evolve, social media platforms and online shopping are increasingly merging to keep up with trends and meet consumer demands. Given China’s large population and high social media usage, it's essential to understand what drives consumer behavior. This knowledge enabled marketers to develop strategies that genuinely connect with Chinese shoppers, ultimately enhancing engagement and sales in the competitive world of social commerce. This narrative review synthesized evidence on how gamification, technological acceptance, and cultural values shaped purchase intentions in Chinese social commerce. The article linked platform design using gamification features to technology perceptions (usefulness, ease of use, and hedonic motivation), which generated psychological states (enjoyment and flow) that drive purchase intention. The findings showed that gamification, technological perceptions, and cultural factors positively influenced purchase intentions in social commerce. These elements boosted engagement, created enjoyable experiences, and aligned digital interactions with users' cultural expectations, enhancing purchase intentions. Consumer responses to gamification and hedonic features vary based on personal preferences, cultural backgrounds, and shopping motivations. Businesses must therefore develop adaptable strategies that accommodate diverse user behaviors. Practically, the findings can guide the design of gamified systems for s-commerce markets, ensuring they are inclusive and effective for Chinese culture. Additionally, it enhances the understanding of gamification and technological features by providing insights into their impact on purchase intentions in China's social commerce market.

Law Development to Promote Holding Company Establishment in the Digital Economy

Siwaporn Saowakon — 2026-02-27

The development to promote holding company establishment in the digital economy aimed to investigate concepts related to promoting holding company establishment in the digital economy and explore legal measures related to promoting holding company establishment in the digital economy of Thailand and foreign countries through documentary research and related research, analyzing and presenting the results according to the research objectives. The findings revealed that the business sector adopted technologies to increase efficiency and build added value to business conduct in terms of manufacture, transportation, distribution, and service, which were considered strategies of the business world in the new era. Although the holding businesses earn an income mainly from holding shares in other companies, they do not conduct their own business significantly. At present it was found that it tended to grow continuously in the digital economy because it was the type that reinforced the shareholding structure and risk management. However, Chapter 4: Limited Companies (Title XXII, Book III) in the Civil and Commercial Code does not clearly separate the status of holding companies from general limited companies. This leads to the failure to establish specific rules in regulating, monitoring, or specifying the measures to promote investment appropriate with specific characteristics of holding companies efficiently. Therefore, to promote holding company establishment in the digital economy, the researcher would like to propose the amendment of the Civil and Commercial Code by adding the definition of holding company, shareholding structure, regulation, and data disclosure, as well as business conduct.