Sarasas Journal of Humanities and Social Science

BUSINESS FUNDRAISING AND BUSINESS EFFICIENCY IN THAILAND'S ONLINE BUSINESSES

2025-11-30T14:58:50+07:00

Thailand’s online economy has scaled into a data-driven phase in which social live commerce, AI-enabled customer operations, and logistics capabilities shape firm competitiveness. Against this backdrop, this article synthesizes contemporary evidence (2023– 2025) to clarify how fundraising choices translate into business efficiency for Thai online firms. Using a structured review of recent regional reports and peer-reviewed finance studies, we propose a practical link between capital access, data-driven capital allocation, risk-adjusted portfolio diversification, and liquidity discipline, and their impacts on financial performance. Efficiency is operationalized through revenue growth, contribution/profit margins, EBIT, ROA, and ROE. We highlight mechanisms whereby capital structure supports business-model innovation and working-capital design (e.g., tight cash-conversion cycles), which in turn improve profitability and resilience. The article distills a three-pillar framework for Thai online enterprises: (1) diversify supervised capital sources (e.g., regulated crowdfunding, bank/VC), (2) gate every baht of investment by measurable payback and unit economics, and (3) maintain liquidity buffers sized to campaign and inventory cycles. The framework offers managers and policymakers actionable guidance to convert fundraising into durable, measurable efficiency in Thailand’s online sector.

THE ROLE OF TEACHERS IN USING QUESTIONS TO CREATE A LEARNING ENVIRONMENT THAT PROMOTES SPEAKING SKILLS IN EARLY CHILDHOOD

2026-02-04T13:54:17+07:00

This academic article aims to examine and synthesize concepts, theories, and related literature concerning the role of teachers in using questioning techniques to promote speaking skills among young children. The study integrates key theoretical foundations, including Piaget’s theory of cognitive development, Vygotsky’s sociocultural theory, Bruner’s concept of language scaffolding, inquiry-based learning approaches, as well as perspectives on language-rich environments for early childhood, and the integration of language, cognition, and emotion in the learning process.

The synthesis reveals that the development of young children’s speaking skills is not solely dependent on physiological factors, but emerges from the interaction among language, experiences, thinking processes, and emotional states within a supportive learning environment. Teachers play a crucial role as language facilitators, employing high-quality questioning to stimulate thinking, exploration, and meaningful communication.

This article proposes new insights into teachers’ use of questioning across five dimensions: (1) gentle questioning that encourages thinking and opens spaces for exploration; (2) creating a warm and emotionally supportive dialogue environment; (3) extending conversations thoughtfully to promote higher-order thinking; (4) connecting language to real-life experiences to support inquiry-based learning; and (5) modeling refined and positive language that fosters social and emotional development.

These dimensions contribute to transforming the classroom into a learning community that supports integrated development in thinking, communication, and emotional growth. As a result, children become more confident, expressive, and capable in their speaking abilities, forming a strong foundation for lifelong learning.

THE INNOVATION OF POTENTIAL DEVELOP IN MEDIUM AND SMALL-SIZED ENTREPRENEURS FOR EXPORT THAI SEASONINGS TO THE WORLD MARKET

2025-12-14T09:30:56+07:00

This academic article aims to present an integrated framework for developing the potential of Small and Medium-sized Enterprises (SMEs) entrepreneurs in Thailand's food export industry to achieve international professionalism. Through a systematic literature review of theories on competency, human capital, and strategic planning, combined with empirical evidence from recent research and the current industry context, the study finds that the success of SME entrepreneurs in an increasingly complex and digitally-driven global market depends not only on production capabilities but also on a balanced development of multidimensional potential. The article synthesizes an "Integrated Framework for Professionalism," which consists of three main pillars: 1) Development of Core Entrepreneurial Competencies, covering managerial, entrepreneurial, and functional competencies, particularly in international marketing; 2) Enhancement of Human Capital as the most critical strategic asset, requiring the development of intellectual, social, and emotional capital; and 3) Utilization of Growth-Driving Strategies through the adoption of digital transformation and manufacturing alliances (OEM) to enhance competitiveness and overcome resource limitations. This framework serves as a practical guide for entrepreneurs in planning their personal and organizational development and provides policy recommendations for government agencies to design targeted and effective support programs.

A STUDY AND DEVELOPMENTAL GUIDELINES FOR THE BEHAVIORAL EXERCISE OF POWER BY FEMALE EDUCATIONAL ADMINISTRATORS UNDER THE RATCHABURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2025-03-31T19:33:41+07:00

The objective of this research was to 1) study the behavior of using power of female school administrators under the Office of the Primary Education Service Area 1, Ratchaburi, according to the opinions of teachers; 2) compare the behavior of using power of female school administrators according to the opinions of teachers, classified by gender, work experience, and school size; and 3) study the guidelines for developing the behavior of using power of female school administrators under the Office of the Primary Education Service Area 1, Ratchaburi. A 5-level rating scale questionnaire with a reliability of .987 was used to collect data on the behavior of female school administrators and teachers in schools with 229 female school administrators. Statistics were used as percentages, means, and standard deviations. Hypotheses were tested using One-way Analysis of Variance, t-test, focus group discussion, and content analysis. The results of the research found that 1) the behavior of using the power of female school administrators under the Office of the Primary Education Service Area 1, Ratchaburi, was at a moderate level overall. When considering each aspect, it was found to be at a moderate level across all aspects. Except for the aspect of coercive power, it was high. 2) Teachers of different genders had different opinions on the behavior of female school administrators exercising power. Teachers with less than 5 years and 5-10 years of working experience, and those with 5-10 years and more than 10 years of working experience, had different opinions on the behavior of female school administrators when exercising coercive power. Teachers who worked at large and small educational institutions had different opinions about the behavior of female school administrators exercising power through expertise. 3) There should be training and development so that female administrators have the following characteristics: 1) Be a good role model in achieving work results. 2) Be a good friend in order to create a work atmosphere in which they and their colleagues are happy. 3) Develop themselves to be academically accepted. 4) Create an organizational culture that upholds rules, regulations, laws, and discipline. 5) Use legal authority appropriately within the framework of roles and responsibilities. 6) Create motivation / give rewards with transparency for results. 7) Do not show devaluation or pressure others physically, verbally or mentally. 8) Have academic leadership. 9) Have communication skills, use art more than science in management. 10) Be a person with morality, ethics, and good governance.

THE LEADERSHIP CHARACTERISTICS OF EDUCATIONAL ADMINISTRATORS THAT AFFECT THE PERFORMANCE OF TEACHERS IN THE KANCHANABURI SECONDARY EDUCATIONAL SERVICE AREA OFFICE

2025-02-24T21:03:43+07:00

This research aimed to 1) study the characteristics of transformational leadership of school administrators, 2) study the performance of teachers, and 3) study the characteristics of transformational leadership that affect teachers’ performance. The sample group used in the research comprised teachers in schools under the Office of the Secondary Education Service Area, Kanchanaburi, selected using the Crazy and Morgan sample size estimation table, totaling 310 people. Data were collected using a questionnaire with a reliability coefficient of 0.984. A total of 303 copies, or 97.74 percent, were returned. Data were analyzed using frequency, percentage, mean, standard deviation, and stepwise multiple regression. The results of the research found that:

The characteristics of transformational leadership of educational administrators, overall and in each aspect, are at the highest level. In order from most to least, the top 3 are: having ideological influence, taking into account individuality, and inspiring, respectively. The lowest level stimulates the use of intelligence.
The performance of teachers in educational institutions, overall and in each aspect, is at the highest level. The top 3 rankings, from most to least, are: acting as a good role model to students, followed by creatively cooperating with others in educational institutions, and creating opportunities for students to learn in every situation, respectively. The least important aspect is creative cooperation with others in the community.
The characteristics of transformational leadership that affect teachers' performance in terms of inspiration, intellectual stimulation, and individual consideration affect teachers' performance in the Kanchanaburi Secondary Education Area Office at a statistically significant level of .05.

THE GUIDELINES FOR PREVENTING STUDENT DROPOUTS OF OPPORTUNITY EXPANSION SCHOOL IN THE HANKHA EDUCATION COORDINATION CENTER GROUP, UNDER THE OFFICE OF CHAINAT EDUCATIONAL SERVICE AREAS

2025-03-01T16:50:23+07:00

This research aimed to study 1) the causes of dropout of students in the opportunity expansion schools in the Hankha Educational Coordination Center group, under the Office of the Primary Educational Service Area, Chainat, and 2) the guidelines for preventing dropout of students in the opportunity expansion schools in the Hankha Educational Coordination Center group. The population used in this research was 161 administrators and teachers of opportunity expansion schools in the Hankha Educational Coordination Center group, and 5 administrators of opportunity expansion schools were interviewed by purposive selection. The research instruments were questionnaires with a reliability value of 0.940 and structured interview forms. Data were collected using questionnaires, which were returned 146 copies, or 91 percent, and interviews with school administrators. Data were analyzed by finding frequencies, percentages, population means, population standard deviations, and content analysis. The results of the research found that:

The reasons for the dropout of students in extended opportunity schools in the Hankha Educational Coordination Center group are overall at a moderate level. When considering each aspect, it was found that the top 3 highest averages were family conditions, followed by the environment and the student, respectively.
Guidelines for preventing students from dropping out are as follows: 1) Follow up with students and talk to their parents to find ways to manage education. 2) Adjust learning management to be consistent with the needs of students. 3) Talk to parents of students at risk, organize training to educate students about the dangers of drugs, gambling, and vices. 4) Provide scholarships. 5) Develop students with vocational skills. 6) Develop a student support system. 7) Create good interactions between teachers and students. 8) Mobilize resources to support education. 9) Adjust the minds of people in the community to see the importance of education by involving the community. 10) Let people in the community help monitor youth in places where they hang out.

THE ENHANCEMENT HUMAN CAPITAL COMPETENCY WITH DIGITAL INNOVATION TO SUPPORT THE NEXT-GENERATION AUTOMOTIVE INDUATRY IN THE EASTERN ECONOMIC CORRIDOR

2025-04-02T15:44:33+07:00

This research aims to study approaches to enhancing human capital competency through digital innovation to support the Next-Generation automotive industry in the Eastern Economic Corridor. A qualitative case study research methodology was employed, utilizing in-depth interviews and focus group discussions. Purposive sampling was used to select participants, including representatives from the industrial sector, local workers, educational institutions, and government agencies, for a total of 31 individuals. The collected data were analyzed using descriptive analysis. The findings reveal that the primary challenges in human capital development in this area are the shortage of highly skilled labor in digital and advanced technologies, such as artificial intelligence (AI) and automation, which are essential for the modern automotive industry. Additionally, there is a lack of collaboration between the education and industrial sectors, resulting in curricula that do not align with labor market demands. Furthermore, limited access to digital innovation for training poses a significant obstacle to workforce skill development. This research proposes strategies for human capital development through digital innovation, including the use of online platforms to provide convenient and flexible training access, virtual reality-based training to create realistic learning environments, and the establishment of collaborative networks among the industrial sector, educational institutions, and government agencies to ensure effective and sustainable human capital development. The results of this study offer practical benefits for formulating policies and strategies to develop human capital in the area to support the modern automotive industry in the digital age. Moreover, the findings can be applied to other regions to create ecosystems that foster human capital development and enhance the country’s competitiveness.

FACTORS IN TRAVELING IN THE FORM OF "GLAMPING" FOR THAI TOURISTS TO EXPERIENCE A NEW TYPE OF ACCOMMODATION BUSINESS IN KANCHANABURI PROVINCE

2025-05-26T19:56:16+07:00

This research aimed to 1) study the behavior of Thai tourists who travel in glamping in Kanchanaburi Province, and 2) study the motivation of Thai tourists who travel in glamping in Kanchanaburi Province. This research was quantitative, using a questionnaire to collect data. The sample size was 400 people. The statistics used for data analysis were frequency, percentage, standard deviation, and mean. The comparison of data from 3 or more groups was done by using the F-test and multiple regression analysis. The level of statistical significance was set at 0.05.

The research findings reveal a predominant demographic profile of male respondents aged 18–25 who are single, hold bachelor's degrees, are currently enrolled as students, and report an average monthly income of THB 10,001-20,000. An analysis of travel behavior among Thai tourists indicates that the primary objective of travel is leisure and relaxation. The preferred mode of transportation is a private vehicle, and trips are typically undertaken with family. The destination's ambient atmosphere was identified as the principal attraction. The average duration of stay is two nights, with a per capita expenditure commonly falling between THB 2,001 and 4,000. Information regarding travel is primarily acquired through word-of-mouth recommendations from peers. Furthermore, the study on tourist motivations demonstrated a high overall mean score, indicating strong motivational drivers. When these motivations were disaggregated, 'pull' factors (destination attributes) exhibited a higher mean score than 'push' factors (internal desires). Crucially, a comparative analysis of travel factors, segmented by tourist behavior, found statistically significant differences (p < .05) in the following variables: mode of transportation, nature of travel companionship, principal attractions, duration of stay, per capita expenditure, and sources of information.

ACTIVITY-BASED COST ANALYSIS: A CASE STUDY OF AN ELECTRIC APPLIANCE MANUFACTURING FACTORY

2025-04-29T13:39:25+07:00

This study aims to analyze the production processes, cost structure, allocation methods, and cost calculation of the case study company in order to develop a more accurate costing method that reflects actual resource consumption. Data were collected through semi-structured interviews with executives and relevant employees, non-participant observation within the production line, and analysis of internal cost reports for the fiscal year 2024. The findings revealed that the traditional costing system has limitations that may lead to distortions in cost calculations. Accordingly, the study investigates the application of the Activity-Based Costing (ABC) method to improve the accuracy and appropriateness of cost allocation. A comparative analysis showed that, under the ABC system, the unit costs of 53 products increased, while those of 47 decreased, with statistically significant differences. The results suggest that the ABC provides a more reliable reflection of actual resource usage, resulting in cost information that better supports decisions on pricing, product refinements, and strategic planning. These improvements will enhance the organization's long-term competitiveness

WORK MOTIVATION INFLUENCING TEAMWORK SKILLS OF EMPLOYEES IN A PRIVATE COMPANY IN THE BUSINESS OF PRODUCING CONSUMER PRODUCTS

2025-04-29T13:51:04+07:00

The purposes of this research are to investigate the level of work motivation and teamwork skills, to study the influence of motivational factors on teamwork skills, and to study the influence of hygiene factors on teamwork skills among employees in a private company engaged in the production of consumer products. The population in this study comprised employees of a private company engaged in the production of consumer products, with a total of 4,352 personnel working in Thailand. The research instrument used was a questionnaire, which demonstrated a reliability coefficient of 0.976. A sample of 367 individuals was selected using Taro Yamane’s (1973) sample size determination formula and a simple random sampling technique. The statistical methods employed for data analysis included the mean, standard deviation, and multiple regression.

The research results revealed that the level of motivational factors overall was high. When considering each aspect, the ranking from highest to lowest was as follows: the work itself, achievement, responsibility, recognition, and career advancement. The overall level of hygiene factors was also high. When considering each aspect, the ranking from highest to lowest was as follows: supervision, working conditions, interpersonal relationships within the organization, salary and compensation, job security, and organizational policies and administration. In terms of teamwork skills, the overall level was high. The ranking from highest to lowest by aspect was as follows: communication, shared goals, collaborative decision-making, and role-based task assignment. The study found that motivational factors significantly influenced teamwork skills, with an R Square value of 25.2% and an Adjusted R Square value of 24.2%, and the results were statistically significant at the .00 level. Additionally, hygiene factors were found to significantly influence teamwork skills among employees in a private company producing consumer products, with an R Square value of 34.8% and an Adjusted R Square value of 33.7%, both statistically significant at the .00 level.

CAUSAL FACTORS INFLUENCING THE ACCEPTANCE OF HUMAN RESOURCE MANAGEMENT APPROACH IN GIG ECONOMY FROM THE VIEWPOINT OF HUMAN RESOURCE PRACTITIONERS IN CHONBURI PROVINCE

2025-06-24T14:17:57+07:00

This research aims to 1) investigate the level of attitude, perception and acceptance of human resource management approach in Gig Economy 2) examine goodness of fit between the developed causal relationship model for attitude, perception and acceptance of human resource management approach in Gig Economy, and 3) study the influence of attitude and perception on the acceptance of human resource management approach in Gig Economy and the empirical data based on a quantitative research. The samples included 281 human resource practitioners in Chonburi province. The statistics used in the study were frequency, percentage, mean, standard deviation, confirmatory factor analysis and the causal relationship model. The findings revealed that 1) the respondents had attitude, perception and acceptance of human resource management approach in Gig Economy at a high level. 2) Goodness of fit was found from the developed causal relationship model for attitude, perception and acceptance of human resource management approach in Gig Economy, And 3) the cause variables with the highest effects on acceptance of human resource management approach in Gig Economy included perception and attitude toward human resource management approach in Gig Economy, respectively. The causal factors in the model could describe the variation of acceptance of human resource management approach in Gig Economy at 60.2%.

THE DEVELOPMENT OF HIGH-PERFORMANCE ORGANIZATION INDICATORS OF SCHOOLS UNDER MUKDAHAN PRIMARY EDUCATIONAL SERVICE AREA OFFICE

2025-03-12T20:52:39+07:00

The purpose of this research were 1) Study the components of highperformance organizations of schools under the Mukdahan Primary Educational Service Area Office 2) Develop Indicators of high-performance organizations of schools under the Mukdahan Primary Educational Service Area Office 3) Check the consistency of the structural model of indicators of highperformance organizations of schools under the Mukdahan Primary Educational Service Area Office with empirical data. The samples of this study were school administrators and teachers 351 persons, selected by multi-stage sampling. The instrument for data collection was a rating scale questionnaire. The statistics used in data analysis include: Frequency Percentage Mean Standard Deviation Correlation coefficient by Pearson's method and parameter values by Maximum Likelihood Estimate. Data were analyzed using a static program.

The findings were as follows, 1) The highperformance organization of schools under the Mukdahan Primary Educational Service Area Office as a whole confirmed suitability by 5 experts. Agree 100 percent the 4 main components are: Personnel development Knowledge management Leadership and Stakeholders. 2) The highperformance organization of schools under the Mukdahan Primary Educational Service Area Office consists of 4 main components,15 sub-components, 86 Indicators. Categorized into 20 personnel development indicators, Knowledge management: 19 indicators, Leadership: 30 indicators and There are 17 stakeholders. 3) Structural model for indicators of highperformance organizations of schools under the Bureau Mukdahan Primary Educational Service Area Work The developed results are consistent with the empirical data (Chi-Square = 35.15, df = 28, p-value = .17, GFI = .99, AGFI = .94 RMSEA = .027), which is in accordance with the set assumptions.

THE INFLUENCE OF MARKETING STRATEGIES AND BRAND COMMUNICATION ON SERVICE SELECTION OF 3-STAR HOTELS IN NAKHON PATHOM PROVINCE

2025-07-02T13:34:02+07:00

This study proposes a strategic framework for the development of the marketing mix (7Ps) and strategic brand communication for 3-star hotel operators in Nakhon Pathom Province, with a primary focus on understanding the factors affecting consumer service selection decisions. A quantitative research approach was adopted, using a questionnaire to gather data from a sample of 400 participants. The data analysis involved descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, specifically One-way ANOVA for comparing group differences and Multiple Regression Analysis for examining relationships between variables.

The research results found the primary customer segment for 3-star hotels in Nakhon Pathom consists of females, aged 31-40, holding bachelor's degrees, and employed as company staff. Their main travel purpose is tourism, with a typical frequency of 3-4 hotel stays per year, and they predominantly rely on online channels for information gathering. Descriptively, the findings show that respondents rated both the overall marketing mix and brand communication (M = 4.03) and their decision to select a 3-star hotel (M = 4.18) at a high level. To identify the key predictors of hotel selection, a multiple regression analysis was conducted. The results indicated that among all marketing mix and brand communication variables, only Promotion had a statistically significant positive influence on the hotel selection decision (Note: Insert your specific results here, e.g., β = [value], p < .05). This core finding is particularly significant for the 3-star hotel market, where other aspects of the service offering may be perceived as homogeneous. However, it is crucial to note that other foundational elements such as the efficiency of the booking system, communication of service safety, completeness of amenities, and clarity of staff communication were consistently ranked as highly important by consumers. This suggests that while not being the decisive drivers, these elements function as essential 'qualifiers' that represent baseline customer expectations. The standard error of the estimate was 0.424. These insights inform the development of an actionable strategic framework designed to enhance competitiveness and foster sustainable growth for 3-star hotels in Nakhon Pathom and similar contexts.

FACTORS INFLUENCING PERSONAL LOAN OF PRIVATE TEACHERS

2025-07-01T13:29:34+07:00

This study aims to examine the current debt situation and the factors influencing indebtedness among private school teachers in Thailand. A quantitative research approach was employed using an online questionnaire completed by 400 respondents. The results revealed that the average debt per respondent was 542,841.57 baht, with the average monthly expenses exceeding their average income. Multiple linear regression analysis showed that debt purposes, such as housing loans, vehicle loans, credit card debt, and education-related debt, were found to have a statistically significant positive relationship with debt levels. In contrast, financial literacy and the influence of online media were not statistically associated with indebtedness. These findings reflect a financial burden that exceeds income among private school teachers and emphasize the need to promote structured financial planning and effective debt management to support long term financial stability

THE STUDY OF THE COMPONENTS OF THE SOCIAL SERVICE-BASED LEARNING MANAGEMENT MODEL FOR DEVELOPING LEARNING SKILLS AND INNOVATION IN SOLVING COMMUNITY PROBLEMS FOR STUDENTS OF BUNDITPATANASILPA INSTITUTE OF FINE ARTS.

2025-05-06T14:07:58+07:00

This research aimed to: 1) study the components of a service-learning management model for developing learning and innovation skills in community problem-solving among students, and 2) examine the appropriateness of the components of the service-learning management model for developing learning and innovation skills in community problem-solving among students. The sample consisted of three experts selected through purposive sampling. The research instrument was an appropriateness assessment form for the learning management model. Data were collected by soliciting expert opinions. The statistics used for data analysis were mean and standard deviation.

The findings of the study revealed that:

The components of the service-learning management model for developing learning and innovation skills in community problem-solving among students comprised five elements: (1) principles, (2) objectives, (3) content, (4) learning management process—which consists of four steps: Step 1: Preparation, Step 2: Action, Step 3: Knowledge creation and application in real situations, and Step 4: Performance evaluation, and (5) assessment and evaluation.
The appropriateness of the components of the service-learning management model for developing learning and innovation skills in community problem-solving among students was found to be at the highest level overall (mean = 4.89). When considered by component, the means were: (1) principles (mean = 4.80), (2) objectives (mean = 4.92), (3) content (mean = 5.00), (4) learning management process (mean = 4.89), and (5) assessment and evaluation (mean = 4.89).

THE IMPACT OF LEARNING SKILL DEVELOPMENT FOR STUDENTS TOWARDS SUSTAINABLE DEVELOPMENT THROUGH SERVICE-LEARNING

2025-05-21T14:49:59+07:00

The objectives of this research were: 1) to develop students’ learning and innovation skills for community problem-solving toward sustainable development through service-learning; and 2) to study the effects of developing students’ learning and innovation skills for community problem-solving. The research employed a quasi-experimental design. The sample consisted of 30 second-year undergraduate students from the Faculty of Fine and Performing Arts, selected through multi-stage sampling. The research instruments included: 1) a learning management model, 2) nine lesson plans, and 3) a learning skills assessment form, with a content validity index of 0.80. Data were analyzed using mean, standard deviation, and one-way repeated measures ANOVA.

The findings revealed that: 1) Learning skills for students consisted of (1) problem-solving skills, (2) communication skills, and (3) information technology skills. 2) The service-learning model for developing learning and innovation skills for community problem-solving comprised five components: (1) principles, (2) objectives, (3) content, (4) instructional process—divided into four steps: Step 1: Preparation, Step 2: Action, Step 3: Knowledge construction and real-world application, and Step 4: Performance evaluation—and (5) assessment and evaluation. The overall quality evaluation of the learning management model was at the highest level (= 4.89, S.D. = 0.18). 3) The effects of developing learning and innovation skills for community problem-solving showed that students’ skills in all three areas—problem-solving, communication, and information technology - significantly increased in each phase at the .05 level.

THE FACTORS INFLUENCING THE INTENTION TO PURCHASE SMART SINGLE-DETACHED HOUSES (SMART HOMES) IN RAYONG PROVINCE

2025-07-08T15:38:19+07:00

This research aimed to study consumer behavior and examine the marketing mix factors influencing the purchase decision trends for smart single-detached houses (Smart Homes) in Rayong Province. It employed a quantitative research approach by collecting data through questionnaires from 400 respondents.

The research findings revealed that most consumers decided to purchase smart single-detached houses in Rayong Province for asset accumulation purposes (41.8%). The key influencers on their decision-making were parents (30%). The preferred house style was contemporary (47.5%), with most opting for homes with 3 bedrooms and 2 bathrooms (51.2%) and parking space for 3 cars (49.3%). In terms of smart home features, the majority preferred a smart lighting system (30.8%). The consideration period for making a purchase decision was between 2 to 6 months (40.3%).

The hypothesis testing indicated that marketing mix factors—specifically price and promotion—had a statistically significant influence on the purchase decision trends for smart single-detached houses in Rayong Province at the 0.05 level.

CONCEPTUAL METAPHORS IN THE THAI PICHAI-SONGKHRAM TEXTBOOK AND THE VISION IN ADMINISTRATIVE STRATEGIC PLANS

2025-01-22T21:13:51+07:00

The aims of this research to analyze and compare the communication patterns using conceptual metaphors that appear in the Thai Pichai-Songkhram literature of past war strategy texts with the visions in the current management strategy plans. The research method is qualitative research. The samples are documents of Thai Pichai-Songkhram Textbooks from the Fine Arts Department Library, the visions in the strategies of 100 organizations, and 10 experts in strategy development. The research instruments are inductive content analysis and focus group discussions. The data are analyzed using inductive content analysis.

The research results found that there were 101 metaphors used in Thai Pichai-Songkhram textbooks, with the most being nouns at 92 words and mostly animal names at 31 words, with concepts linked to the characteristics and beliefs about the animals as metonymy and symbols. As for the vision in the strategy of the administrative organization, it appeared that most of them used adjectives at 87 words, with the most repeated words being the words sustainable and stable at 63 words, with the concept image being the desired outcome in the future as the main focus. When comparing them, it can be seen that the source domain and target domain destination concepts are different in that the use of metaphors in Thai war strategy textbooks is linked to the beliefs of that era. As for the administrative organization, words that clearly state the goals are used, while the future image was similar in general: the success of the army requires building morale to lead to victory, and the success of the administrative organization requires sustainability on a solid foundation by driving with principles

ANTECEDENT AND CONSEQUENCE FACTORS OF STRENGTHS USE FOR TEAM EFFECTIVENESS OF GOVERNMENT TEACHERS AND EDUCATION PERSONNEL

2025-07-23T22:08:24+07:00

This study aimed to examine the antecedent and consequence relationship model of strengths use for team effectiveness among government teachers and education personnel. The sample are 421 secondary school teachers and educational personnel under the Office of the Secondary Education Area, Bangkok, Area 1 and Area 2. The research employed a questionnaire measuring five variables: team growth mindset, team-member exchange (TMX), grit, strengths use for team effectiveness, and team performance. Data were analyzed using Structural Equation Modeling (SEM). Research finding found that the antecedent and consequence relationship model of strengths use for team effectiveness among civil servant teachers and educational personnel was consistent with empirical data (Chi-square = 63.2, df = 13, CFI = 0.988, SRMR = 0.038, RMSEA = 0.096). Team growth mindset, team-member exchange (TMX), and grit have a direct positive influence on strengths use for team effectiveness. In turn, strengths use for team effectiveness has a direct positive influence on team performance.

FACTORS AFFECTING JOB MOTIVATION AND EMPLOYEE ENGAGEMENT TO BE EMPLOYEE JOB SATISFACTION OF A COMPANY IN SAMUTPRAKARN PROVINCE

2025-10-05T13:56:12+07:00

This study attempted to study the level of job motivation, employee engagement and job satisfaction. The data were collected using questionnaires. The subjects were 179 employees from a company in Chon buri Province. The statistics utilized in this study were descriptive statistics including frequency, percentage, mean and, standard deviation as well as inferential statistics including Independent sample t-test, One-way ANOVA and Multiple regression analysis.

The findings on the job motivation showed that work performance classifying by gender and age had no influence on work motivation whilst education, policy and administration factors, relationship with colleagues, relationship with inferior employees had impacted on work motivation. In addition, average monthly income, it correlated to relationship with colleagues, monthly income and welfare, success at work, work description and, work responsibility had influenced work performance. Classifying by length of work, factors of supervision had an influence on work performance. Job motivation of the supervision had an impact on employee engagement. For the feeling, job motivation of relationship with supervisors and career advancement had influenced employee engagement in the aspect of continuality. Success at work of job motivation influenced employee engagement in the aspect of social norms whilst employee engagement in the aspect of feeling had an impact on satisfaction in job performance.

DEVELOPMENT GUIDELINES FOR SCHOOL TOILET SANITATION IN PRIVATE EDUCATIONAL INSTITUTIONS UNDER HAS STANDARDS

2026-01-12T12:07:16+07:00

This study aimed to evaluate the sanitary conditions of school restrooms in a private school in Samut Prakan Province based on the National Public Toilet Standard (HAS) of the Department of Health (2023) and to assess the contamination of coliform bacteria in restroom areas. The objectives were to determine the current sanitation level and propose improvement guidelines suitable for the school context. A total of 180 restrooms were evaluated using the HAS assessment tool, covering three main components: cleanliness (Healthy), adequacy (Accessibility) and safety (Safety). In addition, coliform contamination was tested using a Single Indicator-2 (SI-2) reagent at 15 high-risk points.

The results showed that cleanliness achieved an average score of 84%, with the highest performance observed in the cleanliness of waste bins and sanitary fixtures, while the lowest scores were related to insufficient toilet paper and poor ventilation. Accessibility scored an average of 37.15%, indicating inadequacy, particularly in the lack of facilities for persons with disabilities, which met the criteria in only 0.3% of cases. Safety achieved the highest scored at 94%. No coliform contamination was detected in any samples. The overall sanitation score averaged 81.27%, which was classified as very good according to the HAS criteria.

However, improvement is still needed in providing accessible toilets for persons with disabilities, ensuring adequate sanitary supplies and enhancing restroom ventilation. These improvements would help raise the standards and reduce health risks among students teachers and staff.

UNDERSTANDING ONLINE LEARNING SATISFACTION AND CONTINUANCE INTENTION AMONG POSTGRADUATE MATERIALS SCIENCE STUDENTS AT PUBLIC UNIVERSITIES IN CHENGDU

2025-04-20T15:50:51+07:00

This study investigated the impact of key factors on satisfaction and continuance intention toward online courses among postgraduate students in Materials Science at three public universities in Chengdu, China. A structured questionnaire was distributed, yielding 481 valid responses. Data were analyzed using Confirmatory Factor Analysis (CFA) to validate the measurement model, followed by Structural Equation Modeling (SEM) to test the hypothesized relationships. Results confirmed that all independent variables significantly influenced satisfaction, which in turn strongly predicted continuance intention. These findings support the robustness of the proposed model and offer actionable insights for improving online course design. The study concludes that enhancing learner satisfaction is essential for sustaining postgraduate engagement in digital learning environments and advancing institutional competitiveness in higher education.

FACTORS IMPACTING PUBLIC UNIVERSITY STUDENTS' SATISFACTION WITH THE CREATION AND EXHIBITION OF INTELLIGENT 3D ARTWORKS: A CASE STUDY OF ART EDUCATION IN A COLLEGE, CHENGDU, CHINA

2025-07-16T11:11:03+07:00

The researcher carried out a case study on the impact of art education at a university in Chengdu, China. The aim was to investigate the factors influencing student satisfaction with developing and presenting advanced 3D artwork at a public university. The study investigates the influence of five independent variables (Perceived Benefits, Sense of Goal Achievement, Personalization, Two-Way Communication, Rewarding, Utilitarian, and Satisfaction on) on one dependent variable (Satisfaction on). Additionally, it aims to identify significant differences between variables. The research utilized the Index of Item-Objective Congruence (IOC) for validity and a Cronbach's Alpha in a pilot test (n=30) for reliability. Four hundred valid responses from students at a College of Science and Technology in Chengdu, China, were analyzed through multiple linear regression to verify the significant relationship among variables. Subsequently, 30 students underwent a 12-week Intervention Design Implementation (IDI). Subsequently, the quantitative outcomes from post-IDI and pre-IDI were compared in the paired-sample t-test. In multiple linear regression, the study revealed that behavior-focused, Sense of Goal Achievement, Personalization, Two-Way Communication, Rewarding, and Utilitarian The above quantitative results showed that there were significant, while Perceived Benefits had no significant impact on creativity. Additionally, the results from the paired-sample t-test for comparison demonstrated a significant difference in both Perceived Benefits and Rewards between the post-IDI and pre-IDI stages. The researcher meticulously conducted a comprehensive and in-depth case study regarding the profound influence of art education at a prestigious university in the vibrant city of Chengdu, China.

FACTORS IMPACTING STUDENTS’ SATISFACTION WITH A DIGITAL LEARNING APPLICATION FOR KNOWLEDGE TRAINING IN CHENGDU, CHINA

2025-09-12T08:49:44+07:00

This study investigates the factors influencing student satisfaction with training knowledge applications among high school students in Chengdu, China. A quantitative research design was adopted, utilizing a structured questionnaire distributed to a sample of 367 students. Content validity was assessed using Item-Objective Congruence (IOC), and reliability was confirmed through a pilot test with Cronbach’s alpha values exceeding the acceptable threshold. Multiple linear regression analysis revealed that service quality, information quality, system quality, social component and individual growth, and academic performance significantly influenced satisfaction (p < .05), with the model explaining 68.5% of the variance (R² = 0.685). Service quality (β = 0.272) and social component and individual growth (β = 0.256) were the most impactful predictors. Based on these findings, a strategic intervention was designed and implemented with a subgroup of 80 students. Paired sample t-test results showed significant improvements in all variables and overall satisfaction post-intervention (p < .001), confirming the effectiveness of the strategic plan. The study offers practical implications for educators and system developers. Enhancing user-centered features, content quality, and opportunities for interaction and growth can substantially improve student satisfaction and the effectiveness of training knowledge applications in secondary education.

WHAT FACTORS DRIVE EDU-TOURISTS’ REVISIT INTENTIONS TO INTANGIBLE CULTURAL HERITAGE SITES IN JIANGXI, CHINA?

2025-09-21T10:49:35+07:00

This study explores the factors influencing tourist satisfaction and revisit intention at intangible cultural heritage sites. It also examines how satisfaction mediates the relationship between psychological and perceptual factors and revisit behavior. A total of 500 valid questionnaires were analyzed using structural equation modeling (SEM) with AMOS. Confirmatory factor analysis (CFA) confirmed the reliability and validity of the measures, and path analysis tested the proposed hypotheses. The results show that attitude, subjective norm, and perceived behavioral control significantly enhance tourist satisfaction. Perceived service quality and destination image also contribute to positive impressions and higher satisfaction. Satisfaction, in turn, strongly predicts revisit intention, highlighting its mediating role in shaping behavioral outcomes. This study extends previous research by applying these relationships to intangible cultural heritage tourism. It offers insights for heritage protection and sustainable tourism development by showing how tourist perceptions and experiences can support both satisfaction and loyalty.

COLLABORATIVE MANAGEMENT MODEL FOR TEACHERS OF SINO-GERMAN EDUCATIONAL COOPERATION AT HIGHER EDUCATION INSTITUTIONS IN GUIZHOU PROVINCE, CHINA

2025-08-28T20:37:29+07:00

This study examines the collaborative management model for teachers in Sino-German educational cooperation within higher education institutions in Guizhou Province, China, against the backdrop of over 40 years of Sino-German vocational education collaboration and initiatives, such as the Sino-German Advanced Vocational Education Cooperation Project (SGAVE). Focusing on 12 higher education institutions (HEIs) in Guizhou, which has growing internationalization needs but limited cross-cultural collaboration experience, it adopts a mixed-methods approach combining confirmatory factor analysis (CFA) and qualitative interviews to develop a conceptual framework integrating eight latent variables (Conflict Resolution, Workforce Diversity, Cross-Cultural Competence, Emotional Intelligence, Social Competence, Knowledge Management Competence, Power Distance, and Trust Level). Hypothesis testing confirms these variables significantly reflect and influence collaborative management effectiveness, with findings revealing unique challenges for Guizhou's HEIs educators due to limited international exposure, providing actionable insights for improving sustainable Sino-German higher education cooperation, especially in developing regions.

ORGANIZATIONAL COMMITMENT AND JOB SATISFACTION INFLUENCING EMPLOYEE RETENTION AT BEIJING CAISHIKOU DEPARTMENT STORE CO., LTD.

2025-10-15T20:22:32+07:00

The objective of this study was twofold: (1) to investigate the influence of organizational commitment on employee retention and (2) to investigate the influence of job satisfaction on employee retention at Beijing Caishikou Department Store Co., Ltd. The study employed a quantitative research approach, using a structured questionnaire as the primary instrument. The population comprised 931 employees from various departments and positions, and a sample of 260 participants was determined using a ratio of 20 to 13 observed variables. The sampling method was purposive sampling, where the company’s Human Resources Manager selected suitable respondents based on job diversity, tenure, and willingness to participate. Data were analyzed using descriptive statistics to summarize demographic characteristics and opinions, while inferential analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the causal relationships among variables.

The findings revealed that both organizational commitment and job satisfaction had a statistically significant positive influence on employee retention at the .001 level, explaining 56.1% of the variance in employee retention. Job satisfaction exerted a stronger effect than organizational commitment, indicating that employees who are more satisfied with their work environment, compensation, and career opportunities are more likely to remain with the organization.

TRANSFORMATIONAL LEADERSHIP AND TEAMWORK AFFECTING EMPLOYEE PERFORMANCE AT TRIP.COM GROUP IN CHINA

2025-10-15T20:32:53+07:00

The purpose of this study was twofold: (1) to investigate the impact of transformational leadership on employee performance, and (2) to explore the effect of teamwork on employee performance at Trip.com Group in China. The study employed a quantitative research design using a structured questionnaire as the primary data collection instrument. The population comprised 45,000 employees from various departments, including support, customer service, information technology, marketing, and human resources. The sample size was determined based on the ratio of twenty times the number of observed variables (16), resulting in 320 participants selected through a convenience sampling method. Data were collected via an online questionnaire and analyzed using descriptive and inferential statistics. The inferential analysis was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM) using ADANCO software to examine causal relationships. The results revealed that both transformational leadership and teamwork had a significant positive effect on employee performance at the .001 level. Furthermore, teamwork exerted a stronger influence than transformational leadership, emphasizing the critical role of collaboration in driving employee effectiveness within a large-scale, technology-driven organization.

PROFESSIONAL MORALITY MANAGEMENT MODEL FOR TEACHERS IN PRIVATE UNIVERSITIES IN HAINAN PROVINCE

2025-10-05T16:11:54+07:00

This study investigates the construction of a normative management model for teacher morality in private universities in Hainan Province, with the aim of addressing the challenges of professional morality under the pressures of marketization and institutional transformation. The objectives of this research were to 1) study the level of professional morality management for teachers in private universities in Hainan Province;2)To study the exploratory factor analysis of the professional morality management for teachers in private universities in Hainan Province.3)To propose professional morality management model for teachers in private universities in Hainan Province.The sample consisted of 500 teachers from private universities in Hainan Province, and nine administrative leaders were selected for in-depth interviews. The research instruments included structured questionnaires and semi-structured interviews. A mixed-methods approach was employed, A mixed method was employed, combining exploratory factor analysis (EFA) to determine the model and thematic content analysis to interpret qualitative interview data.The results of the study can propose the teachers’ professional morality management model for in private universities in Hainan Province.The instrument was designed around seven dimensions: teaching behavior morality, teacher–student moral risk, academic integrity, compliance with management systems, adaptation to the private university environment, enhancement of moral competence, and conflict of interest management.

THE INFLUENCE OF JOB CHARACTERISTICS ON JOB PERFORMANCE THROUGH QUALITY OF WORK LIFE AMONG EMPLOYEES AT GOHIGH NETWORKS CO., LTD.

2025-10-15T20:35:45+07:00

This study aimed to examine the influence of job characteristics and quality of work life (QWL) on the job performance of employees at Gohigh Networks Co., Ltd., and to analyze the mediating role of QWL in the relationship between job characteristics and job performance. A quantitative research design was employed using a structured questionnaire as the main data collection instrument. The sample consisted of 320 employees selected through purposive sampling from various departments of the company. The questionnaire was developed based on relevant theories and previous studies, and its content validity and reliability were verified through expert evaluation and pilot testing. Data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both measurement and structural models. The results indicated that job characteristics had a positive and significant direct influence on job performance, while QWL also had a positive direct effect on job performance. However, job characteristics did not significantly affect QWL, suggesting that QWL did not act as a mediating variable in this relationship.

MOTIVATIONAL AND HYGIENE FACTORS AFFECTING EMPLOYEE PERFORMANCE AT LENOVO (BEIJING) CO., LTD.

2025-10-15T20:41:25+07:00

The objectives of this study were (1) to examine the influence of motivational factors on employee performance and (2) to investigate the impact of hygiene factors on employee performance at Lenovo (Beijing) Co., Ltd. The population consisted of 5,627 employees across various departments within the organization. Based on Hair et al. (2021), the sample size was determined using the criterion of 20 times the number of observed variables, resulting in 320 respondents. Data were collected using a structured questionnaire divided into five parts, measuring motivational factors, hygiene factors, and employee performance using a five-point Likert scale. The questionnaire’s content validity was verified by three experts, yielding an Index of Item-Objective Congruence (IOC) above 0.60, while the reliability test from a pilot group of 30 participants produced Cronbach’s Alpha values exceeding 0.70, confirming internal consistency. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized. The results indicated that both motivational and hygiene factors had a statistically significant positive influence on employee performance at the .01 and .001 levels, jointly explaining 74.3% of the variance. Among the two, hygiene factors exerted a stronger influence than motivational factors.