https://so04.tci-thaijo.org/index.php/journalmbsmut <p>วารสารบริหารธุรกิจเทคโนโลยีมหานคร เป็นวารสารวิจัยและวิชาการของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร มีกำหนดออกปีละ 2 ฉบับ คือ ฉบับที่ 1 (มกราคม – มิถุนายน) และ ฉบับที่&nbsp; 2 (กรกฎาคม – ธันวาคม) ซึ่งมีการจัดทำเล่มวารสารอย่างต่อเนื่องตั้งแต่ปี 2546 (ISSN 0859-9750 ฉบับตีพิมพ์) และ เผยแพร่ทางออนไลน์เมื่อปี 2554 ( ISSN 2697-4347 Online) โดยประสงค์เปิดรับบทความที่มีเนื้อหาทางด้านบริหารธุรกิจ ได้แก่ การจัดการ การตลาด การจัดการอุตสาหกรรม การเงินการธนาคาร การบัญชี คอมพิวเตอร์ธุรกิจ การจัดการโลจิสติกส์ และนิเทศศาสตร์สารสนเทศ โดยเขียนเป็นภาษาไทยหรือภาษาอังกฤษ และต้องเป็นบทความที่มีคุณภาพที่สามารถใช้ประโยชน์ทั้งในเชิงทฤษฎี หลักการหรือแนวความคิดได้ โดยนักวิชาการ นักวิจัย นิสิต นักศึกษา หรือผู้สนใจสามารถนำไปเพิ่มพูนความรู้เพื่อให้ทันต่อการเปลี่ยนแปลง หรือนำไปพัฒนาต่อยอดเป็นองค์ความรู้ใหม่ๆ ได้ และ/หรือเชิงการนำไปปฏิบัติ (ผู้ประกอบธุรกิจสามารถนำไปประยุกต์ใช้ในการบริหารธุรกิจได้) &nbsp;โดยมีวัตถุประสงค์ ดังนี้</p> <ol> <li class="show">1. เพื่อเป็นสื่อกลางในการเผยแพร่ผลงานทางวิชาการด้านบริหารธุรกิจของนักวิชาการ นักวิจัย และบุคคลผู้ที่มีประสบการณ์รวมถึงความเชี่ยวชาญทางด้านบริหารธุรกิจ จากทั้งภายในและภายนอกมหาวิทยาลัยเทคโนโลยีมหานคร</li> <li class="show">2. เพื่อเป็นแหล่งข้อมูลสำหรับบุคคลทั่วไปและผู้ที่สนใจองค์ความรู้ทางด้านบริหารธุรกิจ</li> <li class="show">3. เพื่อแสดงศักยภาพทางวิชาการของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร</li> </ol> คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร en-US MUT Journal of Business Administration 0859-9750 <p>ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร</p>บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273390 <p>This article “Utilizing Gamification to Enhance Communication and Participation in the Digital Age Society” tries to investigate the concept of gamification as the application of basic principles of game design and gameplay mechanics to be applied in a context that has different objectives in a way that is not directly playing the game. Its main aim is to increase engagement, interest, and be able to motivate players through various methods. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;The distinctive features and elements of gamification that were adapted for use in today's digital age society. Therefore, it leads to a review of literature related to gamification to see the use of gamification shows the importance and relationship of using gamification to communicate and create participation in today's society. This literature review found that the research has been published over 22 years (AD 2003 - 2024). It can be divided into 3 important areas: (1) educational technology, (2) marketing and business management and (3) creating social benefits. Using gamification for communication is another communication tool that helps create participation and results that are beneficial and appropriate for today's society. Moreover, it is also possible to create conditions for players to develop desired behavior according to their goals.</p> Rujsawat Krongbhumin Pornphan Sheoychitra Apinya Ingard Natthaporn Karnjanapoomi Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 258 277 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273379 <p>The objectives of this study were to study 1) the relationships between attitude towards YouTuber’s characteristics, attitude towards program content, viewing behavior and YouTube channel loyalty among Generation Z in Bangkok and its vicinity; and 2) the effects of attitude towards YouTuber’s characteristics, attitude towards program content and viewing behavior on YouTube channel loyalty among Generation Z in Bangkok and its vicinity.<br>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The samples in this study were Generation Z (born between 1997 and 2007) living in Bangkok and its vicinity. In this study, a total of 400 copies of questionnaire were used as the research instrument in the data collection and the data analysis was performed using inference statistics. The hypothesis testing was performed using Pearson’s product moment correlation coefficient and multiple regression analysis. The results showed that the attitude towards YouTuber’s characteristics, attitude towards program content and viewing behavior were positively correlated with YouTube channel loyalty among Generation Z in Bangkok and its vicinity. The correlation coefficients of these relationships in descending order were as follows: attitude towards program content (r=0.684), attitude towards YouTuber’s characteristics (r=0.632), and viewing behavior (r=0.426). The multiple regression analysis revealed that the attitude towards YouTuber’s characteristics, attitude towards program content and viewing behavior influenced YouTube channel loyalty among Generation Z. The effect sizes (β) in descending order were as follows: attitude towards YouTuber’s characteristics (β=0.429), attitude towards program content (β=0.269), and program viewing behavior (β=0.148).</p> Kantalas Thongboonma Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 1 23 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273380 <p>This research on public awareness of cultivation, possession and use of cannabis extracts for medical use is intended to investigate the general public's perception of cannabis and to analyze and compare factors affecting the level of public awareness of cannabis. The data were collected from 432 participants aged 18 years old and above using an online questionnaire with the one-way analysis of variance (ANOVA) with post-hoc test and multiple regression analysis.</p> <p>The results of study revealed that the level of public awareness about cannabis on cultivation was the highest at 5.50 and possession 4.96. In addition, the results of the comparative analysis of public awareness of cultivation, possession and use of cannabis extracts for medical use showed that the group of inexperienced people with cannabis (or hemp) use had a level of public awareness about the cultivation aspect, possession aspect and the use of extracts and their utilization for alternative medicine to be an economic plant significantly less than those who experienced different forms of cannabis use. Moreover, the results from the multiple regression equation found that gender, education, area of ​​residence, experience and demanding behavior using marijuana had an effect on people's public perception.</p> Non Vorlapanit Akaranant Kidsom Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 24 52 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273381 <p>The purposes of this study were: 1) to study the context of community tourism management of the OTOP Nawatwithi, the large agricultural land plot Choke Anan mango farmers group in Sri Nakorn District of Sukhothai Province, 2) to study its potential in managing the community tourism, 3) to analyze its potential in managing the community tourism, and 4) to develop strategies for the community tourism management for this community. This research was qualitative. The study was conducted in a form of an interview by organizing focus groups with community leaders and representatives from government agencies. The data were collected from a group of committee consisting of 10 farmers. The results of the study revealed that 1) the large Chokanan mango plot farmer group is an important tourism community of Sukhothai province, which grows most Chokanan mangoes in Thailand. 2) The community is interesting in terms of agriculture because it is the model community that won an award for outstanding large plots at the national level. 3) It has the potential to manage and develop tourism. Also, it is a tourist attraction. According to the agricultural context, the local identity of the community is determined by the application of local wisdom. Technology and innovation are used to improve production efficiency, resulting in the quality of agricultural products and generating income for the community by linking it with tourism as a learning center that disseminates knowledge that promotes learning and experiences in agriculture to tourists, comprising planting using the method of planting in proximity andusing drones in agriculture: innovative processes for sorting mangoes, etc. 4) An important strategy as a guideline for developing the tourism management potential of the community is that there should be a plan for the development of tourist attractions to be linked with operations in every component of community tourism byy integrating with government and private sector agencies involved in driving the strategy to achieve development in tourism in the community for sustainability.</p> Kanjana Tawinunt Montri Thammapattanakul Suwaj Dansomboon Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 53 79 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273382 <p>การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษา ปัจจัยที่มีอิทธิพลต่อการยอมรับเทคโนโลยี E-payment ของประชาชนในเขตภาคเหนือตอนบน&nbsp; ในยุคการขับเคลื่อนเศรษฐกิจดิจิทัลในประเทศไทย&nbsp; โดยใช้การสุ่มตัวอย่างแบบแบ่งชั้น จำนวน 430 ราย เครื่องมือสำหรับการเก็บข้อมูล คือ แบบสอบถาม โดยแบ่งเป็น 4 ส่วน ประกอบด้วย สภาพทั่วไปของผู้ตอบแบบสอบถาม&nbsp; ปัจจัยที่มีอิทธิพลต่อการยอมรับเทคโนโลยี E-payment การยอมรับเทคโนโลยี E-payment และข้อเสนอแนะ ซึ่งมีความเหมาะสมกับการวิเคราะห์ข้อมูลด้วยการใช้เครื่องมือทางเทคนิคสถิติสมการ โครงสร้าง (SEM) โดยการวิเคราะห์เส้นทาง (Path analysis) ด้วยโปรแกรม SMARTPLS V.3.3.3</p> <p>ผลการศึกษาชี้ให้เห็นว่า ปัจจัยสิ่งอำนวยสะดวก (FAS) มีอิทธิพลทางอ้อมสูงสุดโดยผ่าน ปัจจัยการรับรู้ความยากง่ายในการใช้งาน(PEOU) และปัจจัยการรับรู้ประโยชน์(PU)&nbsp; ข้อค้นพบจากการศึกษา ประชาชนในเขตภาคเหนือตอนบนมีการใช้งานอินเตอร์เพื่อการทำธุรกรรมทางการเงินให้ความสำคัญกับปัจจัยสิ่งอำนวยความสะดวก มากที่สุดเนื่องจากการใช้บริการ E-payment เป็นเรื่องใหม่สำหรับประชาชน การที่ประชาชนจะยอมรับและเริ่มต้นใช้งานเทคโนโลยี E-payment นั้นจำเป็นต้องอำนวยสะดวกและใช้งานง่าย</p> Ladda Pinta Phichapop Panpare Vanasanan Pongpaw Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 80 110 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273384 <p>The objective of this research was to explore the components of service quality in GrabFood application in Thailand. This was quantitative research. A questionnaire was used to collect the data. The 240 samples were from the people who had never used the GrabFood application. The results statistically tested the research hypothesis using structural equation analysis and second-order confirmatory component analysis. The results from the exploratory component analysis of the GrabFood application Thailand on service quality indicated 6 components and 21 sub-components. The confirmatory component analysis indicated 6 components: 1) fulfillment, 2) privacy, 3) system availability, 4) responsiveness, 5) design, and 6) efficiency. &nbsp;The statistic results were as follows: χ2/df = 1.27, CFI = 0.98, GFI = 0.93, NFI = 0.92, TLI = 0.96, and RMSEA =0.03, which indicated the consistency and harmony of the model and empirical data.</p> Thidarat Mueandecha Kullaya Uppapong Chatchai Sucharit Sirikarn Tammayattiwong Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 111 129 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273385 <p>The objectives of this research were to 1) create a system to assess debt repayment capability and a system for determining the loan interest rate structure based on the credit quality of the cooperative, 2) measure the debt repayment ability and analyze the impacts that will occur on the cooperative and cooperative members participating in the project to defer debt repayment and 3) develop a ready-made program to assess the debt repayment capability and determine loan interest rates according to the quality of credit of members of&nbsp; Phrom Buri Agricultural Cooperative Limited.</p> <p>The research population was 113 members of Phrom Buri Agricultural Cooperative Limited who participated in the 2023 debt repayment deferment project. The data were collected from the entire population. The secondary data were collected from the credit department and geographic databases. The economic method was used to create logit model in order to develop into the debt repayment capability assessment system, loan interest rate structure determination system and software programs from Microsoft Excel.</p> <p>The results of the research revealed that the debt repayment capability assessment system and a system for determining the structure of loan interest rates based on loan quality classified debt repayment capability into 5 levels: 1(A), 2(B), 3(C), 4(D) and 5(F). It expected that out of 113 cooperative members participating in the payment deferment project, 108 cases (or 95.57%) will be able to repay the debts., , and 5 cases (4.43%) is unable to repay their debts, and the loan interest rate structure is 6.00%, 6.50%, 7.00%, 7.50%, and 8.00%, respectively.In addition, the results revealed that the system for determining the loan interest rate structure based on credit quality provided the cooperative with the ability to better generate income and make profits from loans than the current system that determined interest rates based on the original structure. Also, through the new system, the members of the cooperative received fair interest rates on loans which was consistent with the credit quality and risk. Additionally, the software program for debt repayment capability assessment and loan interest rate determination based on the credit quality of the cooperative members was developed from a ready-made spreadsheet program by linking data with Microsoft Excel. It consisted of 3 parts: data import section, data processing section and results display section. The information shown included (1) the credit score received, (2) the probability of defaulting the loan, (3) the chance of debt repayment, (4) the debtor’s class, (5) debt repayment capability and (6) yearly loan interest rate. The program can be applied to evaluate other cooperative members besides those participating in the debt repayment deferment project.</p> Siriluck Namwong Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 130 156 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273386 <p>This research article, Brand Communication and Promotional Media Management for Audiovisual Media Organizations, aims to study strategies of promotional media and brand communications for audiovisual media organizations and management of promotional media and brand communications for audiovisual media organizations. Using a qualitative research method, the research was conducted through interviews with key informants who have been working within the promotional media field in audiovisual media organizations which have been operating for at least five years. The total number of key informants was twenty, divided into two groups comprising of ten media executives and ten media officers. The study found that media organizations in this study have placed importance on promotional media management and the incorporation of brand communication through promotional media. Promotional spots are the most popular tool of promotional media; main elements usually focus on presenting stories, genre, and stars; and serving as a tool to promote ideas, contents, and services to the consumers. The role of promotional media is to link the target audiences and influence them to support media products and services. In terms of incorporating brand communication through promotional media, the study showed that a clear strategy is still lacking. In managing promotional media works and brand communication, the organizations only provided broad principles, with the guidelines emphasizing elements of the use of colors, shapes and lines that can be linked back to the corporate brands, leaving the practitioners to consider how to apply these in practice. Management and creative design of promotional media requires an integration of marketing perspectives, corporate communications, and the art of media production. Under the media convergent landscape, the forms and formats of presentation and cultural meanings of promotional media have altered. Therefore, in managing promotional media and brand communication of audiovisual media organizations, the content strategies must be congruent with the channels and platforms of the distribution. The best tool of promotional media is considered to be the one which is most appropriate for the target group of the organization.</p> Thitinan Boonpap Common Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 157 186 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273387 <p>This research aims to study influence of attitudes on Kratom usage behavior through both direct and indirect effects; the indirect effects were investigated through conformity to subjective norms and the ability to control behavior. The population used in the study was Kratom consumers in the area under the supervision of the Institute for Survey and Monitoring of Narcotic Crops, Office of the Narcotics Control Board (ONCB), in 135 villages/communities located in 8 provinces of the Southern Region namely Nakhon Si Thammarat, Krabi, Phang Nga, Surat Thani, Ranong, Chumphon, Trang, and Phatthalung and 2 provinces in the Central Region, namely Nonthaburi and Pathum Thani. The samples used in the research were 255 people aged 20 years and above who are consuming or had consumed kratom. The tool used for collecting the data was a questionnaire. The data were processed and analyzed by statistical package. The descriptive statistics analyzed basic statistical values such as frequency, percentage, mean, and standard deviation, while the inferential statistics analyzed the indices of conformity for the Structural Equation Model such as Related Chi square, Adjusted Goodness of Fit Index (AGFI), and Root Mean Square Error of Approximation (RMSEA), and analyzed the regression coefficients of variable. The results of the study revealed that attitudes towards the use of Kratom had the direct influence on consumer behavior, subjective norms, and perceived behavior control, but did not have an indirect effect on subjective norms, and perceived behavior control.</p> Suparerk Sooksmarn Pornlapas Suwannarat Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 187 211 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273388 <p>The main objectives of this study were to examine the role of consumer knowledge about broiler feed containing CBD extracted from hemp in intention to purchase broiler feed containing CBD extracted from hemp through trust in the product. Additionally, it aimed to compare differences between male and female consumers. The sample consisted of 239 consumers involved in raising broilers and/or broiler feed, including farmers, veterinarians, and animal husbandry professionals. The data were collected using questionnaires. The data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM), and the multi-group analysis was conducted using the Partial Least Squares-Multi-group Analysis (PLS-MGA). The main results of the study revealed that consumer knowledge about broiler feed containing CBD extracted from hemp has a significantly positive indirect impact on purchase intention through trust in the product. However, this impact did not significantly differ between male and female consumers.</p> Chitawanphat Weerasai Jatuporn Kajaysri Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 212 236 https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/273389 <p>This article aimed at identifying the success factors needed by community entrepreneurship in the Northern Thailand using the Structural Equation Model (SEM).A questionnaire was used to collect data.Validity and reliability were conducted to test the instrument and modelling.&nbsp; A quantitative data analysis was accomplished using SEM. The collected data were analyzed using LISREL. The samplings of this study were the community entrepreneurship located in Chiang Mai, Chiang Rai, Lampang, Nan, Tak, and Phitsanulok provinces. Free parameter variables of this study, after the validity and reliability methods, were thirty-nine items. These thirty-nine parameters were calculated by ten times per each parameter, 390 samplings in total. The stratified sampling was used to find the number of collecting data from each province. The returned and cleaned data remained 358 samplings for analyzing the constructed model using SEM through LISREL software. The thorough research study indicated that the most important success factors of community entrepreneurs were accessibility of financial which related to supporting asset evaluation systems used for loan collateral and fair competition among financial service providers which benefit to community entrepreneur.&nbsp; Based on the results found from this work, the first hypothesis (i.e., the needs of supporting on accessibility to financial), as well as the success factors of community entrepreneur on administrational skill and education through supporting on accessible to financial had an influence on the success factors of community entrepreneurs (i.e., the third hypothesis). It means that the community entrepreneur should be able to access an asset evaluation systems of loan collateral with financial provide by service provider fairly and benefit to operate their business based on community entrepreneurs’ perspective in the Northern Thailand.</p> Setasuda Prechanont Nisara Janjaroensuk Chadchadaporn Pukkaew Copyright (c) 2024 https://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-23 2024-06-23 21 1 237 257