Modern Management Journal

Factors Influencing Behavioral Intention of Thai Tourists in Wellness Tourism: A Case Study of Chon Buri Province

Kanyakorn Wongwitwichote, Jaruporn Tangpattanakit — Wed, 27 Dec 2023 00:00:00 +0700

The objective of this study was to examine factors influencing behavioral intention of Thai wellness travelers in Chon Buri Province by studying the influence among travel motivation, destination image, and behavioral intention. The convenience sampling method was used to collect data on 428 Thai visitors who visited Chon Buri Province for wellness tourism. The instrument for research was a questionnaire. To examine the causal relationship between travel motivation, destination image, and behavioral intention, data were evaluated using descriptive and inferential statistics, as well as structural equation modelling. The findings revealed that travel motivation has a direct beneficial impact on destination image (β = 0.827, p < 0.001) and behavioral intention (β = 0.531, p <0.001). The destination imagine has a direct and positive impact on behavioral intention (β = 0.352, p <0.01). The findings also revealed that destination images affect the relationships between travel motivation and behavioral intention (β = 0.291, p < 0.01).

Factor Analysis and Behavior Intention in Debit Card Using of Undergraduates

Klangjai Sangwichitr, Panern Intara — Wed, 27 Dec 2023 00:00:00 +0700

This research aims to analyze the factors influencing the behavioral intention of using debit cards among undergraduate students in Thailand. The researchers collected data through questionnaires from a sample group of 482 undergraduate students studying in Thai universities who used debit cards for transactions. The data was analyzed using statistical techniques such as Factor Analysis and Multiple Regression at a significance level of 0.05. From the Factor Analysis, five factors were identified as follows: service quality factor, social factor, product understanding factor, security factor, and confidence factor. Furthermore, the Multiple Regression analysis revealed that these factors significantly influenced the behavioral intention of using debit cards among Thai undergraduate students. The findings of this research can be used by banks to devise strategies to cater to their target group effectively.

The influence Factors Affecting Generation Y Consumers’ Buying Japanese Food through Anime Entertainment Media in Chonburi Province

Wed, 27 Dec 2023 00:00:00 +0700

This research is quantitative research that aims to study factors, which comprise of cultural factor, media exposure factor and psychological factor affecting generation y consumers' choice of Japanese food from anime entertainment media.

This research surveyed a sample of 400 people aged 21-30 years living in Chonburi province. This research used a convenience sampling method. The tool used to collect data is a questionnaire. The test of content validity of questionaire was employed before collecting the data.The data was analyzed using descriptive statistics, including mean, frequency, percentage, and standard deviation. Hypotheses testing was conducted by implementing reference statistics, which is a multiple-regression equation using SPSS ready-made statistical program to analyze the data.

The hypothesis test results concluded that the factors affecting Generation Y's Japanese food choices from anime entertainment media in Chonburi with the statistical significance level of 0.05 were revealed to be the two factors of media exposure and psychological factors.

Personal Financial Knowledge, Attitudes and Personal Financial Management Behavior

Prapaporn Kitdamrongtam , Chirayu Hantrakul — Thu, 28 Dec 2023 00:00:00 +0700

The objective of this research was to 1) examine the impact of personal financial management attitude on personal financial management behavior 2) examine the impact of personal financial literacy on personal financial management behavior 3) investigate the impact of personal financial literacy on the relationship between personal financial management attitudes and personal financial management behavior. Data were collected through a questionnaire, utilizing a specific purposive sampling method. The research sample comprised residents of the upper northern region in eight provinces, totaling 400 participants. The data were analyzed using multiple regression analysis. The findings of the study revealed the following: 1) Personal financial management attitude has a positive impact on overall personal financial management behavior, encompassing six dimensions: financial goal setting, income management, expense management, saving, investment, and debt management. 2) Personal financial literacy has a negative impact on personal financial management behavior in terms of financial goal setting, income management, savings, investment, and debt management. 3) Personal financial literacy has a positive impact on the relationship between personal financial management attitude and personal financial management behavior specifically in the area of debt management.

The Impacts of Central Bank Digital Currency on Economy

Apinya Wanaset, Rachanee Toarj — Thu, 28 Dec 2023 00:00:00 +0700

The objectives of this study were to 1) study the development of Central Bank Digital Currency (CBDC) in different countries. 2) study the impact of Central Bank Digital Currency. It employed qualitative research to study the situation of CBDC in terms of concepts, developments and current situations in different countries. This has been compiled from various sources that are organized by agencies/individuals both within and outside the country, such as the Bank of Thailand, the International Monetary Fund, related articles, and information from the Internet, etc.

The results of this study showed that 1) central banks in many countries such as the United States, Canada, Sweden, China, and Japan are increasingly interested in research and development of CBDCs, including Thailand. However, most countries are still in the research phase on this issue. There are only some countries that have started using it, such as China, Bahamas, Nigeria, Jamaica and Caribbean islands. 2) CBDC is affected differently in various sectors. People benefit from convenience, safety and speed, with lower transaction costs. The business sector can manage their business money more efficiently. And can be further developed into new financial innovations. At the same time, commercial banks benefit from better liquidity and reduce fees for cross-border money transfers. But they may face challenge in investing to support digital transactions and the declining role of financial intermediaries. The central bank benefits from lowering the burden and cost of printing banknotes. He can better control the amount of money in the system, however, a CBDC may impair the efficiency of monetary policy.

Safety Elevation for Spa Business Operators After COVID-19 Pandemic in Nakhon Pathom and Phetchaburi Province

Wed, 10 Jan 2024 00:00:00 +0700

This participatory action research aimed to 1) develop the competency and potential for Spa service providers and Spa business operators in Nakhon Pathom and Phetchaburi Provinces and 2) study the approach for proactive preparation in providing Spa business in Nakhon Pathom and Phetchaburi Provinces. The samples were 45 Spa service providers and 5 Spa business operators. The questionnaire was constructed according to SHA. For qualitative data, the instruments were participatory observation; group discussion; in-depth interviews; and workshop. Descriptive statistics were used to analyze quantitative data and content analysis, interpretation, and summarizing causal links were used to analyze qualitative data. The results revealed that 1) self-protection efficacy of Spa service providers against the spread of coronavirus disease 2019 of service providers had the lowest mean score (X=1.30, S.D. 0.56); and 2) the proactive preparation could be achieved through training; the ability development and Spa service provider preparation according to Safety & Health Administration urgently needed to build understanding with Spa business operators. These findings suggested that Spa business operators should make partnership agreement with health facilities or educational institutes to oversee and ensure that the cleanliness and hygiene meet the SHA standards.

A Causal Model of Factors Influencing Compliance of Corporate Income Tax Law of Small and Medium Enterprises (SMEs) in the Northeast of Thailand

Surisa Jatuchai, Supagrit Pitiphat — Wed, 17 Jan 2024 00:00:00 +0700

This research aimed to examine the effect of perceived tax fairness, moral of taxpayer, and tax knowledge on the compliance of corporate income tax law. A sample of 421 small and medium enterprises (SMEs) in the northeast of Thailand were selected by simple random sampling. Data were analyzed by confirmatory factor analysis, and path analysis. The results revealed that the model fits with the empirical data. Factor that has the most positive effect on the compliance of corporate income tax law is moral of taxpayer factor. Tax knowledge factor and perceived tax fairness factor also have positive effect on the compliance of corporate income tax law consequently. In addition, factors in the model can explain variance on the compliance of corporate income tax law by 65%.

Perceptions of Work Safety and Organizational Commitment of Low-Cost Airline Personnel after COVID-19 Pandemic

Ranee Esichaikul, Chatchapon Songsoonthronwong, Wutipark Poonbua — Wed, 31 Jan 2024 00:00:00 +0700

The purposes of this research were (1) to examine perceived work safety and organizational commitment of low-cost airline personnel after COVID-19 Pandemic, and (2) to propose guidelines of how to build work safety of low-cost airline personnel after COVID-19 Pandemic. This research is a mixed method research. Population were management executives and employees in three low-cost airlines in Thailand. A questionnaire was used as an instrument to collect data from 390 personnel by simple random sampling. In-depth interviews were conducted with 6 management executives and 13 employees through purposive sampling. The results showed that (1) the analysis of perceived work safety of low-cost airline personnel after COVID-19 Pandemic was at a high level while organizational commitment of low-cost airline personnel was at a high level. (2) Guidelines of how to improve work safety of low-cost airline personnel include special health care for employees, budget allocation, management support and confidence, and continued sincere communication.