Published: 2025-12-31

Research Articles

The Influence of Perceived Differentiation of Used Car Dealers in San Pa Tong District, Chiang Mai Province: A Comparative Analysis across Occupation, Salary, and Car Price

Theerakiti Navaratana, Chaleema Srisuwan, Renus Sermboonsang , Aticha Kwaengsopha

1 - 20

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Digital Transformation, Financial Efficiency, Financial Effectiveness and Firm Values

Mongkhol Moolkham, Pattanant Petchchedchoo, Siridech Kumsuprom, Panarat Panmanee

21 - 38

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Factors affecting Behavioral Intention of Generation-Y Investors in Online Stock Trading

Piyawan khamglad

39 - 58

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Relationship between SET ESG Ratings and Earnings Management of Listed Companies on the Stock Exchange of Thailand: Beneish M-Score Model

nantiya promtong

59 - 74

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The Happiness Structure of Community Hospital Personnel: A Multi-Group Confirmatory Factor Analysis and Policy Implications

Pirapong Prabripu, Kanchana Chokthaworn

75 - 88

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Factors Affecting Conservation Behavior of Early Adults in Natural Tourist Sites

Noppamash Suvachart

89 - 102

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A structural equation model of casual factors influencing the decision-making of solo travelers in Thailand

Benjawan Saenrat, Jinnapas Dominic

103 - 126

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Unveiling the Power of Live Streaming: Key Drivers of Consumer Purchase Intentions in Thailand

waranpong boonsiritomachai

127 - 144

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Materialism and Sustainable Consumption Behavior in Thailand: The Moderating Role of Income

Pradtana Muangprakaew, Tipparat Laohavichien

145 - 168

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