Journal of Suvarnabhumi Institute of Technology (Humanities and Social Sciences)

FACTORS AFFECTING THE DECISION-MAKING PROCESS TO PURCHASE AN ELECTRIC VEHICLE

Penrung Jumpatong , Montri Songthong, Paramin Khositkulporn, Atipan Vansuriya — Sun, 30 Jun 2024 00:00:00 +0700

This research has a purpose. 1) To study the level of opinions towards attitude factor, psychology, 4P's marketing mix and brand value affecting the decision making process to purchase an electric vehicle. 2) To study the influence of attitude factor, psychology 4P's marketing mix and brand value affecting the decision making process to purchase an electric vehicle. Data were collected through online questionnaire via google form. The sample is inexperienced and experienced people used electric vehicle for 400 examples. Derived by stratified sampling technique from 5 groups facebook related to electric vehicle. Data were analyzed by using descriptive statistics such as percentage mean standard deviation and multiple linear regression analysis. The results showed that psychology factor, 4P's marketing mix factor and brand value factor affecting the decision making process to purchase an electric vehicle with the statistical significance at the 0.05 level. The factors studied can explain the decision-making process for electric car purchases at 61.15%. From the research results, it is suggested that electric vehicle operators should raise awareness of the use of clean energy and reducing environmental impact. Including the highlight of the cost that is more economical than the use of cars that use gasoline. In addition, attention should be paid to product warranty and after-sales service, including the availability of adequate repair centers. as well as developing salespeople to have knowledge and understanding of electric cars and can recommend answer customer questions expertly.

THE DEVELOPMENT OF INTEGRATED CURRICULUM OF SINUAN’S HERBS UNDER MODERATE CLASS MORE KNOWLEDGE POLICY FOR GRADE SEVEN STUDENTS OF NASINUANPITTAYASAN SCHOOL

ทรงศักดิ์ โฉมเฉลา — Sun, 30 Jun 2024 00:00:00 +0700

The purposes of this research were to: 1) study the fundamental data; 2) develop and the integrated curriculum; 3) study the effect of the integrated curriculum; and 4) evaluate and improve the integrated curriculum of Sinuan’s herbs under moderate class more knowledge policy for grade seven students of Nasinuanpittayasan School. The research instruments were 1) a questionnaire of needs the integrated curriculum, 2) an evaluation form for integrated curriculum, 3) an evaluation form for integrated curriculum’s handout, 4) the learning achievement test, 5) a set of satisfaction, and 6) a questionnaire for the appropriateness for the integrated curriculum.

The results revealed that 1) the results of studying fundamental data about the needs of the integrated curriculum in overall was at the highest level. 2) the results of developing the integrated curriculum were consisted of 8 components. The results of the quality evaluation of the integrated curriculum found that the integrated curriculum was suitability at a highest level. 3) the effects of trying out the integrated curriculum were found that the efficiency of the integrated curriculum of Sinuan’s herbs was 82.07/82.46, students’ learning achievement post-test mean score was higher than the pre-test mean score with the statistically significant difference at .05 level and the satisfaction toward learning through the integrated curriculum of Sinuan’s herbs in overall was at the highest level, and 4) the results of evaluation’s appropriateness for the integrated curriculum showed the appropriateness and possibility for real situations application.

FACTORS THE AFFECTING ONLINE SHOPPING DECISIONS OF CONSUMERS IN THE SOUTHERN

Nannapat Rodthong, Rapeephat Srisilaruk — Fri, 05 Jun 2567 00:00:00 +0700

This research is aimed at studying social influences in terms of marketing mix factors 7 P’s of consumer behavior and digital marketing communication tools that affect consumer decision-making on online media in the South collect data via online questionnaires via Google from. The sample is a consumer who uses online shopping services from 400 online users according to research, the social influence of 7P’s marketing mix and digital marketing communication tools has resulted in a statistically significant decision to buy online products at the level of 0.05 multiple correlation coefficients are large (R = 0.831), with 69.0 percent forecasting power, and the standard error of the forecast is 0.33461 (see 0.33461) the most influential factor in online purchasing decisions is the market equation. The second is digital marketing tools and social influences. The regression coefficient is 0.523 0.402 and 0.126, respectively.

SUPPLY CHAIN MANAGEMENT OF SNACKS IN BANGKOK

Sun, 30 Jun 2024 00:00:00 +0700

This research article has 3 objectives: 1) to study snack supply chain management in Bangkok, 2) to compare personal factors affecting snack supply chain management in Bangkok, and 3) to study approaches managing the snack food supply chain in Bangkok This research was mixed research using quantitative and qualitative research. The informants were 400 snack business operators, and an interview form was used for snack business operators. There were 30 people selected by purposive sampling method. Statistics used were mean, standard deviation, t-test, and one-way analysis of variance. The results showed that 1) the overall management of the snack food supply chain in Bangkok was at a high level. 2) Personal factors did not significantly differently affect the snack business supply chain management with statistically significant at the .05 level and 3) the snack business supply chain management guidelines in Bangkok are as follows: (1) Customer demand forecasting should be a development of inspection of products that the market needs mainly. (2) Customer service should be improved information is always up-to-date. (3) inventory management should be the preparation of inventory appropriately. (4) Purchasing technology should be adapted for convenience and speed. (5) Warehouse management should be developed in terms of transportation distance and (6) Communication in logistics should be prepared in terms of communication systems.

SERVICE MARKETING MIX THAT INFLUENCES PURCHASE DECISIONS FOR A FACIAL CARE PRODUCTS BRAND EVE'S VIA ONLINE CHANNELS

Sun, 30 Jun 2024 00:00:00 +0700

The purpose of this study is to investigate the influence of service marketing mix factors on the purchase decision of an EVE'S brand facial care product through online channels. This study is quantitative research. The questionnaire was used as an instrument to collect data from a sample of 313 people from the population of consumers who decided to purchase EVE'S facial care products and the statistics used to analyze the data were frequency, percentage, mean and standard deviation. Structural equations were used to test the hypotheses for structural and discriminant validity.
The results of the study showed that the opinion level was highest in terms of service-marketing mix and purchase decisions for a facial care product of EVE'S brand. And service marketing mix factors found that the marketing promotion factors, and physical characteristics factors influence the decision to purchase EVE'S skin care products through online channels at a significant level of .05. The research findings will be useful for entrepreneurs to know the influence on consumers' purchase decision for a face care product, and they will be able to use the research findings as recommendations to improve and develop product and service management to achieve effective integration with customers.

SATISFACTION OF PARENTS WITH ORGANIZING ACTIVITIES TO DEVELOP LEARNERS OF WITAYANONT SCHOOL UNDER THE OFFICE OF THE PRIVATE EDUCATION COMMISSION BANGKOK DISTRICT 2

Pholake Witayanont; Taneenart Na-soontorn; Manoon Tho-ard — Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research are to study and compare the satisfaction level of parents of students towards the student development activities of Witayanont School under the Office of the Private Education Commission Bangkok District 2 classified by gender, age, educational background, and occupation. The population sample was parents of students in Witayanont School Grades 1 – 6 in the academic year 2020, there were 214 people. A questionnaire served as the research instrument, while frequency, percentage, mean, standard deviation, independent sample (t-test), and ANOVA were the statistics used in the study.

The results of the research revealed that the satisfaction of parents of students towards the student development activities of Witayanont School was overall at a high level sorted by Student activities ( = 4.36, S.D. = .59), guidance activities ( = 4.32, S.D. = .59), and social and public benefit activities (= 4.22, S.D. = .63) respectively. There was a significant difference in the satisfaction of parents of students towards the activities of student development in different gender and occupations at a level of 0.05. As for the satisfaction of parents of students towards learning activities for student development of different ages had no significant difference. The satisfaction of parents of students with learning activities for student development with different educational backgrounds had the satisfaction of parents on student development activities significantly different at the level of 0.05 and 0.01

A STUDY PRINCIPAL’S OF ETHICAL LEADERSHIP COMPONENTS IN SCHOOL ADMINISTRATORS UNDER SAKHON NAKHON PRIMARY EDUCATIONAL SERVICE AREA OFFICE 3

Nontawee Chunlakhan, Apisit Somsrisuk, Suphiran Jantarak — Sun, 30 Jun 2024 00:00:00 +0700

The purpose of this research was to study the ethical leadership components of school administrators under Sakon Nakhon Primary Educational Service Area Office 3. Documentary research method was employed which was divided into two steps: 1) Studying relevant theories and fifteen related research papers for synthesizing research components and 2) Approving the components of school leadership directors by five experts. The research instruments are data analysis and synthesis form and a 5-point Likert scale questionnaire. The data was analyzed by using means and standard deviation.

The results showed that the ethical leadership of school administrators under Sakon Nakhon Primary Educational Service Area Office 3 consisted of 5 components: 1) Responsibility consisting of scoring highest at ( = 4.93, S.D. = 0.25 ) 2) Justice consisting of scoring highest at ( = 4.92, S.D. = 0.26 ) 3) Honesty consisting of scoring highest at ( = 4.90, S.D. = 0.28) 4) Reliability consisting of scoring highest at ( = 4.86, S.D. = 0.23 ) and 5) Respectability consisting of scoring highest at ( = 4.86 , S.D. = 0.23 )

POTENTIAL FOR CULTURAL TOURISM IN BAN DAN SUBDISTRICT ARANYAPRATHET DISTRICT SA KAEO PROVINCE

Sinittra Suksawat — Sun, 30 Jun 2024 00:00:00 +0700

This study aims to study the history of the local area. and the diversity of social and cultural capital from the cultural database and to study the potential of the community. Including community participation in managing cultural tourism in Ban Dan Subdistrict. Aranyaprathet District Sa Kaeo Province It is qualitative research. By conducting in-depth interviews with 20 key informants using semi-structured interviews and data recording forms.

The research results of Ban Dan Subdistrict have a relatively high level of social capital and cultural capital. It is unique. There are striking differences that arise from the combination of Cambodia and Thailand. Whether it is in terms of housing characteristics Language use Dressing Traditions, rituals, food, performing arts and architecture/belief/sacred things This is an important thing that leads to the further development of cultural tourism.

DEVELOPING THE LATHE WORK SKILLS IN A COURSE BASIC MACHINE TOOLS USING DEMONSTRATION LEARNING MANAGEMENT TOGETHER WITH PEER ASSISTANCE ACTIVITIES OF VOCATIONAL STUDENTS LEVEL 3 GROUP 5 ELECTRICAL POWER ENGINEERING SUPHANBURI TECHNICAL COLLEGE

Chawalit Thaokruemat, Chayarat Boonputtikorn , Jantima Hiranoon — Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research were 1) Developing the lathe work skills in a course basic machine tools using demonstration learning management together with peer assistance activities of vocational students level 3 and 2) To study the satisfaction of students towards demonstration learning management together with peer assistance activities. The samples was 18 vocational students level 3 group 5 electrical power engineering, Suphanburi Technical College in the first semester of the academic year 2023. The research instruments were
1) Lesson plan a course basic machine tools using demonstration learning management together with peer assistance activities of vocational students level 3, selected by specific
2) Assessment of lathe work skill 3) Evaluation of students towards learning. Statics for data analysis were mean (), Standarddeviation (S.D.) and percentage. The findings of the research were as follows 1) The lathe work skills of students in a course basic machine tools using demonstration learning management together with peer assistance activities as a whole was at the highest level and passing the criteria at 70 percent is considered as 100 percent. And 2) Students instructional satisfaction towards demonstration learning management together with peer assistance activities as a whole was at the highest level (= 4.59, S.D. = 0.53)

ADMINISTRATION AFFECTING THE LIFE QUALITY OF PEOPLE IN SURANAREE SUBDISTRICT MUNICIPALITY, MUEANG NAKHON RATCHASIMA DISTRICT, NAKHON RATCHASIMA PROVINCE

Arthit Puttisaksaeng, Samran Boonchareon, Chittiphak Srisurathikun — Sun, 30 Jun 2024 00:00:00 +0700

The research purposes were to study the administration levels of Suranaree Subdistrict Municipality, the life quality levels of people, and analyze the the administration levels of Suranaree Subdistrict Municipality affecting the life quality of people in area of Suranaree Subdistrict, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. The sample group was the 400 people aged 18 years and over who were eligible to vote in Suranaree Subdistrict, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. The research tool was the questionnaire. The data analysis statistics were the frequency, percentage, mean, standard deviation, the multiple regression analysis, and correlation analysis.

The research findings were:

The administration of Suranaree Subdistrict Municipality found the overall was at a high level; the highest mean of each aspect consideration was the infrastructure development aspect.
The life quality of people in area of Suranaree Subdistrict Municipality found the overall was at a high level; the highest mean of each aspect consideration was the social relationship aspect.
The results of multiple regression analysis on the quality of life of people in area of Suranaree Subdistrict with the statistical significance level .05 found:

Quality of life of people = .643 + .148X1 + .103X4 + .224X7 + .141X8 + .138X9 + .081X10

The results of the correlation analysis of the life quality of people with the administration of Suranaree Subdistrict Municipality found that all 10 aspects of administration had the positive relationship with the life quality of people in area of Suranaree Subdistrict at the statistical significance level .01.

PROBLEMS AND FACTORS AFFECTING EFFICIENCY THE EFFICIENCY OF LAND AND BUILDING TAX OF LAMPANG MUNICIPALITY

Nanthaphat Norraratpapon, Aussanee Na nan, Sacicha Wongchai — Sun, 30 Jun 2024 00:00:00 +0700

This research was aimed at studying problems and factors affecting efficiency of land and building tax collection by Lampang Municipality. The sample consisted of 400 land and building taxpayers registered in Lampang Municipality’s LINE Official messaging application. Data were collected using a questionnaire. Statistics used were frequency, percentage, mean, standard deviation, and simple linear regression.

The research findings were as follows. 1) The problems of land and building tax collection were rated including efficiency of tax administrators, consciousness of taxpayers, and characteristics of law, in descending order. 2) The factors affecting land and building tax collection were rated on average at the highest level, including tax collection services, operational protocols, and public relations, in descending order. 3) The efficiency of tax collection was rated on average at the highest level, including expenses, workload, quality of work, and timeframe. 4) Hypothesis testing found two statistically significant factors affecting the efficiency of land and building tax collection at .01 level: tax collection services and operational protocols. Both factors accounted for 15.70 percent of variation, and the other factors accounted for the rest.

DEVELOPING INNOVATIONS IN LEARNING KING’S PHILOSOPHY BY USING STUDENTS' RECREATIONAL ACTIVITIES IN BASIC EDUCATION IN THE CHIANG MAI PROVINCE AREA

Pattalit Thanomsing, Wannawee Boonkoum, Vichit Imarom — Sun, 30 Jun 2024 00:00:00 +0700

The goal of the research project, Developing Innovations in Learning King’s Philosophy by Using Students’ Recreational Activities in Basic Education in the Chiang Mai Province Area, was to examine how basic school students in the province learn about king’s philosophy through their leisure time. The research used a combination of methodologies. In Prathom 4, Prathom 5, and Prathom 6, 188 participants were used as a sample group for quantitative research. Three levels of a questionnaire were used: very much, little, and very little. There were six students in each group of key informants from four different schools in the qualitative study.

Following were the study's findings: 1. From the first semester of the 2008 academic year onward, the concepts of the sufficiency economy philosophy were taught in king’s philosophy classes. 2. After 2017, instruction in king’s philosophy and other concepts started. 3. Despite studying it, the students do not yet comprehend. In order to foster enjoyment in the study of innovation and leisure learning, educators should employ game-based learning resources to help students comprehend king’s philosophy. They should also clarify the fundamentals of each game phase.

Students in Prathom 4, Prathom 5, and Prathom 6 had mastered the King's Principles at the same level, including Principle 8: be simple, thrifty, and maximize benefits; Principle 10: involvement; Principle 17: self-reliance; Principle 18: adequate food and shelter; Principle 19: sufficiency economy; Principle 20: mutual honesty and sincerity; and Principle 21: cheerful work.

Keyword: Developing, Innovations in Learning, King’s Philosophy, Recreational Activities,

Basic Education

THE DEVELOPMNET OF COMPETENCE MARKETING FOR PHOTHAENS MUSHROOM FARMING COMMUNITY ENTERPRISE USING DIGITAL MARKETING COMMUNICATION

Rujikarn Sanont, Nathamon Buaprommee — Sun, 30 Jun 2024 00:00:00 +0700

This research article aims to analyze the social capital and ability to operate mushroom farming community enterprises, including SWOT analysis, Business Model Canvas analysis, Five Force Model analysis, and business success factor analysis and to develop digital marketing and communication tools, qualitative research methods. By conducting in-depth interviews with 16 key informants and recording access to the Facebook Fan Page of the mushroom farming community enterprise. The tools used are semi-structured interview and data recording form.

The results of the research found that SWOT: strengths are price, quality, product variety, weaknesses are lack of online channels. Opportunities are continued promotion from the government, threats are many competitors. BMC: focus on sales activities online channels and expand customer groups to the group that promotes community products and people who like to test the new products. Five Force Model: Important pressures are, when digital marketing is developed it will allow you to enter a wider market and there are more competitors as well. Analysis of business success factors: Having good leaders, have a common goal and has supporting network partners. The next is develop digital marketing and communication tools. It was found that the developed Facebook Fan Page resulted in Omni channel marketing. The consumer or customer has come to engagement with the Facebook Fan Page, but when deciding to buy a product, this will be done through the offline system by calling or pick up the product at the store yourself.

GUIDELINES FOR IMPROVING THE RESOURCE MANAGEMENT PROCESS OF NEW PLAN ENGINEERING CO., LTD.

Sarunya Lertputtarak, Pasada Patchummee, Artit Treepob, Denis Samokhin — Sun, 30 Jun 2024 00:00:00 +0700

The purpose of this study is to examine problems and obstacles in the resource use management procedure and to provide guidance for New Plan Engineering Co., Ltd.'s resource use management procedure. With the help of in-depth interviews with fifteen important participants in the company's resource utilization process, this study is qualitative in nature. The study's findings indicate that problems and obstacles in the process of managing the use of resources (steel) include new client modifications that affect the quantity, size, and shape of resources used. The provider of raw materials is not a direct source of production and does not own an exhaustive list of items as specified in the purchase order. Before the work pieces were cut, the raw materials were not inspected, and the quality of the raw materials was below engineering norms, and employees without prior welding cycle inspection experience. A guidance for enhancing the resource use management procedure should be provided by the company. It is important to notify all parties concerned. It is recommended that workers be sent for further training in design knowledge. The company has to locate a product supplier that can supply every product. Locate a steel vendor who has the capacity to produce and supply raw materials on time. Prior to cutting the workpiece, a document verifying the accuracy of the raw material list should exist. Every item should have the necessary paperwork ready for delivery. At every stage, comprehensive documentation for the recipient and sender to review the workpiece should be created. Further instruction on weld inspection methods ought to be provided. Every three days, a work progress meeting should be convened to review the status of the job and address any issues. A check list for work delivery should also be created.

REC MODEL: Development of Guidelines driving for developing educational development plan of the Eastern Province Group 2 (2023-2027)

Sun, 30 Jun 2024 00:00:00 +0700

This research aims 1) to study the conditions and problems 2) the development and 3) Make policy recommendations of Guidelines for developing educational development plan of the Eastern Province Group 2 (2023-2027) using REC MODEL; Mixed methods research It presents both quantitative and qualitative aspects. The samples were committees total of 175 into 3 groups: 1) Executive group 2) planning practitioner group and 3) educational community group. The instruments used were two issues of five-rating scale questionnaires with the and .972 and .944 reliability.

The results of research were found that 1) the conditions and problems in driving the regional educational development strategic plan (2020-2022) using the REC MODEL overall is at a high level, consistent in the same direction, 2) Results of the development consistent with the 20-year national strategy, according to the educational strategy, there is a positive relationship with education for the development of regional education as overall were significantly different at the .01 level and 3) there should be a clearly established agency responsible for coordinating the implementation of policies at the agency level for example, providing learning in a friendly and critical manner. feedback information Integrated work Creating a professional learning community and collaborative investigation. Finally, specific training programs are needed to develop professional mentors.

MOTIVATION OF RELIGIOUS TOURISM IN BANG PHLI YAI SUBDISTRICT, BANG PHLI DISTRICT, SAMUT PRAKAN PROVINCE,

Sun, 30 Jun 2024 00:00:00 +0700

This research has the objective of studying behavior and motivation and comparing the motivations of religious tourism, in Bang Phli Yai Subdistrict, Bang Phli District, Samut Prakan Province, classified by gender, status, and age. The study method used quantitative research. Collected questionnaires from Thai tourists traveling for religious tourism in Bang Phli Yai Subdistrict, Bang Phli District, Samut Prakan Province, totaling 385 people. Statistical data were analyzed by finding frequency, percentage, mean, and standard deviation. Test of attitude (t-test) and one-way analysis of variance (One-way ANOVA). The results found that The sample group was female. Are between 20 - 30 years old, have single status, and have the purpose of traveling to pay homage/ask for blessings from sacred things. Traveling for the first time During the weekend Use your car/motorcycle to travel. Travel expenses are less than 500 baht and most receive information from social media such as Facebook, Line, Tiktok, Instagram, etc. Emotional and emotional motivations. When comparing religious tourism motivations between gender and age, there was no difference and when comparing status, it was found to be significantly different at the 0.05 level.

FACTORS INFLUENCING THE PURCHASE INTENTION OF ELECTRIC VEHICLE OF THE VISITORS TO THE MOTOR EXHIBITIONS IN BANGKOK THAILAND

Blanca Shulan Huang, Rawin Vongurai — Sun, 30 Jun 2024 00:00:00 +0700

Purpose: This research aimed to examine the factors influencing the purchase intention of electric vehicle (EV) of the visitors to the 2 motor exhibitions held in Bangkok Thailand. The outcomes of the study can server as indicators for the EV industry development in Thailand. The conceptual frame consists of 10 variables. Research design, data, and methodology: This study used survey research design. Before distributing the questionnaire, Item-Objective Congruence and pilot test of Cronbach's Alpha were used to test the content validity and reliability. The questionnaire was then distributed online to target population. Nonprobability sampling was applied to screen the qualified respondents who passed all 4 screening questions. Then nonprobability quota sampling was applied to decide the number of qualified respondents to be randomly selected from each subgroup of datasets to form the 500 samples for this study. Data was analyzed by utilizing Confirmatory Factor Analysis and Structural Equation Modeling to validate model’s goodness of fit and examine the relationship among variables for hypothesis testing. Results: The results of the study confirm that consumers’ technological knowledge about EV has significant influence on their perceived usefulness and perceived ease of use of EV, and perceived ease of use has significant influence on perceived usefulness of EV; however, perceived usefulness of EV has no significant influence on consumers’ attitude toward behavior. In addition, consumers’ perceived ease of use of EV has significant influence on their attitude toward behavior which then significantly influences on the purchase intention of EV. Moreover, ascription of responsibility has significant influence on personal norms, and personal norms has significant influence on the purchase intention of EV. Finally, the research findings also confirmed that range anxiety, price sensitivity, and financial factors all have significant influence on the purchase intention of EV. Conclusions: This research has successfully proved to confirm 10 out of 11 hypotheses in the conceptual framework which can provide both theoretical and practical guidance to automotive manufacturing companies, car dealers, and government agencies to better understand consumer’s purchase decision making factors so that better as well as more appropriate strategies and policies can be formulated and implemented accordingly and with synergy in order to boost consumer purchase intention of EV in Thailand.

INVESTIGATING FACTORS IN THE TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE) MODEL THAT PROMOTE SMALL AND MEDIUM-SIZED BUSINESSES (SMES) IN THE FOOD INDUSTRY TO ADOPT E-COMMERCE

Siriporn Ueasathapornkit, Poonphon Suesaowaluk — Sun, 30 Jun 2024 00:00:00 +0700

E-commerce as a medium for online transactions by business actors can increase the productivity of small to medium-scale food businesses (SMEs). This work is research on determinants adopted by e-commerce food small to medium-sized businesses (SMEs) based on the technology-organization-environment model. The results of data collection by using Smart PLS with the results of the technological indicators, perceived benefit and perceived compatibility have a significant affect the technology in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs). Organizational indicators, firm size and organization readiness have a significant affect the organization in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs), but culture has not significant. Moreover, environmental indicators, customer pressure, competitor and external support have a significant affect the environment in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs). The data that has been generated can be used by the small to medium-scale food business management agency in Bangkok, Thailand to formulate strategies for increasing the productivity of food industries.

FACTORS INFLUENCING ATTITUDE, PURCHASE INTENTION AND PURCHASE BEHAVIOR OF ELECTRIC VEHICLES IN THAILAND

Qintao Zhang, Rawin Vongurai — Sun, 30 Jun 2024 00:00:00 +0700

Purpose: This research aims to investigate the factors which have influence on attitude, purchase intention and purchase behavior of electric vehicles in Thailand. The conceptual framework contains 8 variables, including environmental concern, knowledge, attitude, subjective norm, perceived behavioral control, price sensitivity, purchase intention and purchase behavior. Research design, data and methodology: The study used survey research design and collected valid sample from people who are 18 years old and above, eligible to drive a car (according to the Thai laws), and who have interests in cars and also recently visited the two biggest automotive exhibitions in Thailand. The researcher applied nonprobability sampling technique; judgmental, quota and convenience sampling via online and offline channels. To analyze the data, a confirmatory factor analysis was used where it examined the associations between items and constructs. Afterward, structural equation model (SEM) was applied to investigate the relationships between the constructs. Results: The results established environment concern has a significant influence on knowledge and attitude toward electric vehicle. In addition, attitude, subjective norm and price sensitivity have a significant influence on purchase intention. Furthermore, purchase intention has a significant influence on purchase behavior. On the other hand, knowledge related to electric vehicle was not found to have a significant influence on attitude and perceived behavioral control does not have a significant influence on purchase intention.

Conclusions: This research provides a theoretical and practical guidance for the automotive companies, car dealers and government agencies to have a better understanding of consumer’s purchase decision making process and ultimately implement an appropriate strategy to increase the Thai consumer’s willingness of purchasing an electric vehicle.

THE EFFECT OF WORK ENVIRONMENT AND TEAMWORK ON EMPLOYEE EFFICIENCY: A CASE BEIJING UNIVERSITY INTERNATIONAL HOSPITAL, PEOPLE'S REPUBLIC OF CHINA

Jiahui Fu, Poompichai Tarndamrong — Sun, 30 Jun 2024 00:00:00 +0700

In this study research the effect of work environment and teamwork on employee efficiency: a case Beijing university international hospital, people's republic of China. The population in Beijing, China with a total of 400 samples. Use questionnaires as a tool to collect data. The data were analyzed by frequency, percentage, mean and standard deviation. A hypothesis was tested with the Enter method of multiple regression analysis using purposive sampling and descriptive statistical analysis consisting of frequency, percentage, mean, and standard deviation. The level of statistical significance was set at the 0.05 level.

The results showed that the respondents' opinions have a high level of overall and individual opinions. Considering the average, the majority of respondents had the highest opinion on the physical environment, followed by compensation and the least quality of work life and team work data analysis Concludes that respondents have a high level of overall and individual opinions. On a case-by-case basis, the majority of respondents had the highest opinions on Collaboration with a willingness to work, it could predict at a significant level of 0.001, which has a forecasting power of 70.9%. They summarize these recommendations based on the work environment and teamwork on employee efficiency.

EFFECT OF INTELLECTUAL CAPITAL ON THE PERFORMANCE OF LAW FIRMS IN BEIJING, CHINA

Xiang Huang, Poompichai Tarndamrong — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to study the effect of intellectual capital on the performance of law firms in Beijing, China. The population is law firms in Beijing, China with a total of 320 samples. Use questionnaires as a tool to collect data. The data were analyzed by frequency, percentage, mean and standard deviation, Beta, t-value, p-value, Cronbach's alpha(α) and Cohen’s F2, and the hypothesis was tested with a t-test, p-test, and PLS-SEM. The results found that: 1) the overall reliability of the questionnaire in this study was very high (Cronbach’s Alpha values of the questionnaire were greater than 0.990, far greater than 0.7). 2) the Path Coefficient of Intellectual Capital Factors in terms of Human Capital was 0.432 (t = 9.383, p-value = .000), and Structural Capital was 0.208 (t = 5.436, p-value= .000), and Relational capital was 0.429 (t = 10.444, p-value = .000), which all 3 components affected the performance of law firms in Beijing, China at a statistically significant level. 000 and together predicted up to 73.9% (R² = 0.739). 3) The factors that have the most influence on the performance of law firms in Beijing, China are Human capital, Relational capital, and Structural capital the least.

ANALYSIS OF SATISFACTION AND CONTINUANCE INTENTION OF POSTGRADUATES TOWARD ONLINE DESIGN LEARNING IN CHENGDU, CHINA

Hong Dong — Sun, 30 Jun 2024 00:00:00 +0700

In this study, 495 graduate students majoring in art from four public universities in Chengdu, China, were surveyed about their satisfaction and intention to continue their studies. The researchers used online traditional craft learning as a scenario and combined the TAM and ISS models. The sampling method involves judgmental, quota and convenience sampling. Confirmatory Factor Analysis and Structural Equation Model were used to establish the association between study variables through quantitative research. The model and hypothesis were validated using SPSS and AMOS tools. According to research findings, user satisfaction and perceived usefulness are directly connected with students’ propensity to use online design education consistently. As a result, to support the long-term growth of traditional craft design education, teachers and teaching management departments in online design education should concentrate on helping students recognize the value of their knowledge and skills and enhance the service quality of online teaching in numerous ways.

THE APPLICATION OF EXPERIENTIAL TEACHING METHODS TO ENHANCE STUDENT PERFORMANCE: A CASE OF VOCATIONAL COLLEGES IN GUANGZHOU, CHINA

Jiasheng Jiang — Sun, 30 Jun 2024 00:00:00 +0700

This study aims to examine the significant impact of perceived ease of use, perceived usefulness, use attitude, social influence, use intention, convenience, and use behavior on student performance in the context of experiential teaching methods in the curriculum of labor education at Guangzhou Vocational Colleges. Questionnaires and quantitative analysis were used to collect sample data. The validity and reliability of the questionnaire were tested before it was issued. The data were analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM) to verify the model's goodness of fit, confirm the causality and influence degree among variables, and test hypotheses. The study found that behavioral intention has the strongest impact on the use behavior, and use behavior significantly impacts Students' performance.

GRAMEEN BANK’S ROLE IN DECREASING POVERTY IN BANGLADESH THROUGH ENTREPRENEURSHIP CREATION: A CASE STUDY BASED ON POLITICAL ECONOMIC ANALYSIS

Nawazeesh Muhammad Ali, Wanakiti Wanasilp, Todsanai ChumwatanaWanasilp — Sun, 30 Jun 2024 00:00:00 +0700

The study aims to assess the impact of a non–scheduled bank i.e., Grameen Bank’s role in poverty reduction in Bangladesh through entrepreneurship creation aligned with political economic analysis. As such research question is Whether Grameen Bank is helping in poverty reduction through creating entrepreneurship as aligned with political economy. The study is qualitative in nature and ten case studies were prepared based on field visits to five branches of Grameen Bank. Authors observed that Grameen Bank includes the arrangement of training which is not fully satisfied by the need-based as commented by the beneficiaries but its activities to offer capital to low-income business owners who were barred from the conventional banking system to access both credit and loan schemes. Authors suggested that Grameen bank’s micro-credit model needs to be modernized and new technological innovation and also need to address the poor communities’ current problem-solving method to align with political economy which is very much appreciable.

PROBLEMS AND SUCCESS FACTORS FOR INDUSTRY EDUCATION COOPERATION

Fu Xianquan, Kittirat Thansuwansni, Sombat Teekasap, Nukul Sarawong — Sun, 30 Jun 2024 00:00:00 +0700

The deep industry education cooperation is an important feature of higher vocational education and an important path for talent cultivation in higher vocational education. To understand the current problems and key success factors of industry education cooperation in Sichuan, 21 experts from universities, enterprises and educational administrative departments were consulted by using questionnaires, and the conclusions were confirmed by 5 experts from universities who are good at industry education cooperation, enterprise management or data analysis. The results show that there are some problems in industry education cooperation, such as lack of favorable cooperation environment support, insufficient resource sharing, poor communication and coordination, insufficient cooperation and coordination, and insufficient organizational support; The investment and support from universities, enterprises, and governments, the social and industrial structure in the external environment, technological innovation and transformation, policies and systems in the external environment, and the operation, communication, and organizational guarantee mechanisms in industry education cooperation are the key factors that affect the success of industry education cooperation.

ANALYZING FACTORS INFLUENCING BENEFICIARIES’ INTENTION TO USE E-LEARNING OF NON-PROFIT ORGANIZATION IN THAILAND

Anna Kazanskaia — Sun, 30 Jun 2024 00:00:00 +0700

This study investigates the factors which are computer self-efficacy, perceived usefulness, perceived ease of use, user satisfaction, personal innovativeness, and attitude that influence intention to use e-learning management systems among 500 vulnerable women attending non-profit organizations in developing countries. Employing a quantitative research design, the study involved the distribution of self-administered questionnaires to the target population for data collection. The index of item-objective congruence (IOC), pilot testing, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were employed to analyze the data to conclude research findings. The study confirmed the hypotheses concerning the significant influence of computer self-efficacy, attitude, user satisfaction, and personal innovativeness on the Intention to use e-learning systems. However, the hypotheses related to the influence of perceived ease of use, perceived usefulness, and the relationship between perceived usefulness and attitude were not supported in this study. In conclusion, findings highlight attitude's significance, necessitating positive technology views. Personal innovativeness and computer self-efficacy emerge as key, emphasizing tailored training. User satisfaction's role in adoption and user-centric design's importance for intuitive platforms were underscored. Contrary to expectations, ease of use's impact was complex. This research guides e-learning implementation in non-profits, promoting empowerment through education for beneficiaries of a non-profit organization.

SUSTAINABLE DEVELOPMENT (ESG) OF THE ORGANIZATION THROUGH THE PROCESS OF IMPROVING THE CORPORATE CULTURE OF PUBLIC COMPANIES ON THE STOCK EXCHANGE OF THAILAND.

Piya Vittayavarotkit, Anamai Damnet — Sun, 30 Jun 2024 00:00:00 +0700

The rapid changes and business uncertainty have led large businesses to increasingly rely on raising capital from investors. Pursuing sustainable development aligned with the organization's ESG (Environmental, Social, Governance) principles has become crucial. These three dimensions, encompassing the environment, society, and governance, serve as indicators of global and Thai business sustainability. This sustainability, in turn, is something that large corporations in The Stock Exchange of Thailand must consider as the best practice. Therefore, the key factors that contribute to sustainability cannot be achieved without elevating the organization and fostering sustainability from within to the outside through a culture of unity and collaboration. In this culture, everyone within the organization collectively practices and develops common goals to ensure the sustainable growth of the organization's ESG in the future.

MODERN ENTREPRENEUR: FITNESS BUSINESS FOR ELDERS

Smita Julakate, Thirawut Saengmaneedech — Sun, 30 Jun 2024 00:00:00 +0700

This academic article objective aims to study how to be a Fitness Business for seniors in Thailand in the areas of 1) The entrepreneur with ideas and knowledge in Fitness Business for the seniors in the modern entrepreneur 2) The entrepreneur with perspectives, concepts, and new attitudes towards the seniors in present era and future. Fitness Business for the Seniors in Thailand. At the moment, this is a very interesting business in the social environment and one that should not be overlooked, when the world society is about to enter a fully ageing society. This is a group that has more influence and a role in the economic and social situation, causing entrepreneurs to turn their attention to the fitness business for the elderly. This article will present the perspectives of fitness business operators for seniors in Thailand and for the person involved to use as basic information for conducting businesses with similar characteristics. Practice guidelines can be used to prepare. and prepare for adjustment. Moreover, to creates a competitive advantage in business and the survival of the organization in the future.

STRATEGIES OF FUNERAL-THEMED PORRIDGE RESTAURANT ENTREPRENEURS: A VIEWPOINT FROM THE PRACTICE OF SEMIOLOGY

Ratchada Ruangsarakul, Chananchida Thipyan, Sironee Tohsan — Sun, 30 Jun 2024 00:00:00 +0700

This academic article examines the strategies used by funeral-themed porridge restaurant entrepreneurs to navigate the competitive restaurant industry and the pressures of consumer society. It explores how semiotics in modern marketing influence consumer perception and word-of-mouth communication, leading to societal trends and digital media coverage. In a Buddhist cultural context, the funeral theme—constructed through objects, images, and words—carries both explicit and implicit meanings that require cultural interpretation. The study shows that business and experiential strategies related to sign interpretation demonstrate society's role in shaping business practices. This leads to the efficient use of resources and the achievement of business goals in the modern restaurant industry.

CREATING AN IMPRESSIVE EXPERIENCE FOR CHINESE CUSTOMERS TO MAKE THEM DECIDE TO BUY USING SALES COMMUNICATION CHANNELS ON THE ALIPAY AND WE CHAT APPLICATIONS IN CHINESE

Chanyanut Nanthakwang, Anamai Damnet — Sun, 30 Jun 2024 00:00:00 +0700

Chinese tourists are considered the main customer group that helps drive and drivethe Tourism market in Thailand to grow significantly. The most popular products are products processed from Thai fabric or Thai handicraft products. Creating an impressive experience for Chinese customers to make them buy products. It is one way to increase the opportunity to generate business income for entrepreneurs who can adapt quickly. Including the ability to choose appropriate channels for approaching customers to provide information and guidelines for entrepreneurs to improve and organize souvenir shops, that can meet the real needs of Chinese tourists. By developing new methods for reaching more groups of service recipients. Many stores try to increase the sought to enhance the customer's experience of their brands to differentiate themselves from competitors that offer similar products and services. The strategies that are used to create a good experience for customers, it create a good image for buyers. By creating the impression that customers will receive from the brand. Whether the employees communicate in Chinese, Including using the AliPay and We Chat applications. They are platforms that are popular with Chinese tourists as communication channels for online purchases and convenient and fast payment methods. This characteristic is alike a one-stop shop. That helps impress customers and can answer the needs of travelling in Thailand. It affects the feelings and decisions of customers about returning to use the Thai fabric processed products business again. Including attracting more purchasing decisions from new customers in the future.