Srinakharinwirot Research and Development Journal of Humanities and Social Sciences

editorial board

2024-10-31

A VOCAL SKILL LESSON PLAN FOR THE YOUNG STUDENT WITH THE PRONUNCIATION AND BREATHING PROBLEMS

Pornchand Janaporn — 2024-10-31

This research is a AB single-case design methodology. The objective was to develop a vocal skill lesson plan for the young student with pronunciation and breathing problems by using adaptation method. Research participant was a 6 years old student with pronunciation and breathing problems. The tools used in the research were vocal lesson plan for young student with pronunciation and breathing problems, evaluation rubric chart and after class teaching record. The analysis result found that student has higher score on intervention: B than baseline: A in every topic. On baseline: A student got 0-2 score in each topic and on intervention: B student got 3-4 score. The result and after class teaching record showed that lesson plan can help student improve skill and problems, and adaptation method is suitable for developing an individual lesson plan.

THE IDENTITY OF MUDMEE SILK PATTERNS: CULTURAL WISDOM HERITAGE OF KHON KAEN FOLKLORE MASTERS

Khunyarin Chaijan — 2024-10-31

This research studies the identity and symbols patterns of traditional Mudmee silk and applied Mudmee silk patterns, and the interpretation of mudmee silk patterns in the context of folklore masters in Chonnabot District, Khon Kaen Province by qualitative research, in-depth interviews, participant observation of stakeholders and documentary research analysis. Purposive sampling was used to select well-known regional folklore masters in the area aged over 40 with over 20 years of continuous experience in making Mudmee silk. The goal swas to compile a significant database of Mudmee silk patterns by folklore masters as intangible cultural heritage to add value to local culture in future. Results were that Chonnabot District was considered the center of Mudmee silk in Khon Kaen Province. Nationally recognized Mudmee silk has been registered by geographical indication (GI). The identity of Mudmee silk consisted of patterns and weaving techniques. Creation of Mudmee silk patterns by folklore masters was seen as craft wisdom requiring skill and accumulated experience to achieve proficiency. Pattern identities inherited and considered as prototypes of the Madmee silk of Chonnabot District included Kong, Khan Mak Beng, Phra Thep, and Choeng Thian. Original unique colors included tamarind seed, red, purple, and green. The current identity of Mudmee silk patterns results from applying traditional patterns, drawing inspiration from surroundings, lifestyles, the environment, plants and animals, tools, appliances, and jewelry, media, religious beliefs, and local identities. These lead to development of a range of multidimensional colors.

THE DEVELOPMENT OF POLICY PROPOSALS FOR DRIVING THE COMMUNITY-BASED TOURISM INDUSTRY TO ENHANCE THE QUALITY OF LIFE AND THE CREATIVE GRASSROOTS ECONOMY OF RACHABURI PROVINCE

Panuschagone Simakhajornboon — 2024-10-31

The province of Ratchaburi is close to Bangkok and has a variety of cultures, historical sites, and natural features. As a result, it has the potential to become a popular tourist destination. The goal of this study was to use qualitative methodologies to provide a policy plan for encouraging the community-based tourism sector to improve the quality of life and the creative economy in Ratchaburi Province. In-depth interviews, professional seminars, and policy meetings make up the three stages of data collecting. The 114 key informants include government organizations in charge of tourism, hotels and resorts, restaurants, community enterprises in the province of Ratchaburi, as well as senior and family tourists. A triangular method of data collection was employed to obtain the data while applying the Case Study and the Phenomenological approach. The research's findings policy proposal fall into five categories: 1) Elements of the growth of the tourism industry's quality. 2) Developmental aspects of tourist attractions. 3) Culturally distinct tourist development dimensions. 4) Community-based tourism networks 5) Marketing dimensions for tourism promotion.

EFFECTS OF ANTHROPOMORPHISM THROUGH ILLUSTRATION, NEED FOR COGNITION, AND ARGUMENT QUALITY ON ATTITUDES TOWARD USING REUSABLE WATER BOTTLE OF COLLEGE STUDENTS

Rattanakorn Kaewwanich — 2024-10-31

The present research aims to study effects of anthropomorphism, need for cognition, and argument quality on attitudes toward using reusable water bottle of college students on campus. In this experiment, 222 undergraduate students reported their need for cognition, then were randomly assigned to read either strong or weak argument in a persuasive message, with either anthropomorphism or non-anthropomorphism illustration before completing a measure of attitudes toward using reusable water bottle on campus, and a thought-listing task. A conditional process analysis via PROCESS [1] showed that there is a significant three-way interaction between anthropomorphism, need for cognition, and argument quality on attitudes toward using reusable water bottle (b = -.05, p<.05). Simple slope tests show significant effects of need for cognition on attitudes toward using reusable water bottle when the message contains weak argument and anthropomorphism illustration (b = .03, p<.01), and also when the message contains strong argument quality and non-anthropomorphism illustration (b = .04, p<.05). These findings are important for understanding the effects of anthropomorphism on pro-environmental attitudes.

THE RELATIONSHIPS BETWEEN SOFT SKILLS AND RISK MANAGEMENT IN GOLDEN JUBILEE MEDICAL CENTER

Treerat Promplui — 2024-10-31

The objectives of this research were 1) to study the Soft Skills level of Golden Jubilee Medical Center of Mahidol University 2) to study the level of risk management of Golden Jubilee Medical Center 3) The relationships between Soft Skills and risk management of Golden Jubilee Medical Center. The sample was 285 personnel working in the Golden Jubilee Medical Center. Faculty of Medicine Siriraj Hospital. Sample were randomly selected by stratified random sampling. The study instrument was questionnaire, divided into 3 parts. 1) Personal characteristics. 2) Personnel Soft Skills level 3) Risk management level of Golden Jubilee Medical Center. Personnel data were collected from May to July 2022 and analyzed by percentage, mean, standard deviation and Spearman’s correlation. The results of the research were as follow: 1) The soft skills level of Golden Jubilee Medical Center personnel overall was high level that ethics skill has the highest level Followed by lifelong learning and ability to adapt respectively. 2) The level of risk management of Golden Jubilee Medical Center was high. In term identification, it was the highest level. Followed by risk management. assess the risk and evaluate the results of risk management respectively. 3) Soft Skills of Golden Jubilee Medical Center personnel was a positive correlation with risk management of the Golden Jubilee Medical Center that statistical significance level of 0.05.

HEM VEJAKORN : LIFE AND WORKS IN THAI IDENTITY

Sathit Thimwatbunthong — 2024-10-31

The objective of this research is to study the development of Thai Contemporary Art through the study of Hem Vejakorn’s life, experiences, and works using documentary research methodology. The research criteria are: 1) the concepts in the stories and forms that show Thai Identity and 2) the principles, composition and the use of color. It is found that Hem Vejakorn did not pursue his art knowledge conventionally. His first art teacher was an Italian painter name Carlo Rigoli. Hem came from a broken family but he was extremely gifted. His works impressed and were widely praised by the public. His Majesty King Rama IX was greatly impressed by his work and Hem became an artist under the royal patronage. The lists of the pictures used in this research are as follows: 3 illustrations from SunthornPhu's autobiography: I Watch the World in Sorrow; In Poverty, There Wasn't Even One Place I Can Live and The Taste of Life. 6 illustrations of the heroines from the following stories: Pimpilalai, Khaki, Kraithong, Matsee, PraPuenPra Pang, and Rotjana.Thai Ghosts. I Already Stop. When Will You? When Life Flows by Like a Song. These illustrations are the representatives of his whole works, which are around forty thousand pictures. Although they were just illustrations in the newspapers and books back then, they are highly treasured and valued today. From an ordinary person, Hem Vejakorn has created the masterpieces that are valuable to the art world. His “mere illustrations” have transcended time and have become the priceless works of art that reflect limitless ideas and imagination.

THE STUDY ON AN INEQUALITY ISSUE IN MOTORCYCLE SAFETY: A CASE STUDY OF BANGKOK

Pawinee Iamtrakul — 2024-10-31

The increasing number of road accidents and its negative impact has become a major concern issue across the undeveloped and developing countries. The main purpose of the study is to understand transportation inequalities and road safety by collecting several sets of data from different dimensions which include socio-economic background, traveling patterns, modes, and problems related to travel. To reflect the inequality of current safe travel in Bangkok, 1,040 samples (1,000 from questionnaire, 40 from focus group) from various groups including government agencies and private sectors in Bangkok were interviewed followed by a questionnaire and focus group. However, the analysis results indicated that low levels of safety issues are being experienced by motorcyclists, bicycle riders and pedestrians; and these categories are the most vulnerable commuters. This study also found that the unequal access position of safe traveling not only depends on the users’ ability to pay but also in most cases, it occurs due to a lack of sound policy as well as poor safety measures management from the policy level.

INFORMATION PERCEPTION ABOUT THE PREVENTION OF CORONAVIRUS 2019 EPIDEMIC OF PEOPLE IN BANGKOK

Chotima Watana — 2024-10-31

This research article was to study information perception and problems about the prevention of the Coronavirus 2019 epidemic of People in Bangkok. The sample was people aged 18 years and over 400 people in Bangkok. No knowledge and experience of the Coronavirus 2019 is required. Using the purposive sampling method with non-probability and Purposive sampling. The instruments for data collection were 5-level rating scale questionnaires. which the validity was between 0.64-1.00 and the reliability was 0.69. and the data were analyzed by frequency, percentage, mean, and standard deviation. The result of the study showed that 1) Most people’s perception of the information on the holiday, use new media such as the Internet, websites, and social media, with the main purpose of up-to-date, content about the prevention of Coronavirus 2019. 2) Perception problems of the receiver is no time to follow up, perception problems of the content of unreliable information, perception problems of the print Media is no printed media to read because they do not subscribe or buy their own, perception problems of the broadcast radio is no radio to listen to. perception problems of the television is broadcast time. perception problems of the personal media is not having enough time / little time to meet, talk, give advice, and perception problems of the new media is false information, and fake news. Suggestions for improving the information perception such as there should be the disclosure of news information and Knowledge like the first round of the epidemic. should have an SMS alert. And should have data verification agency news information published by new media.

PROBLEM BASED LEARNING MODEL DEVELOPMENT AND COMMUNITY PRODECT UPGRADE: A CASE STUDY BENEFITS AND OUTCOMES TO THE MANAGEMENT OF PRODUCTION COSTS

Pimpavee Maneewong — 2024-10-31

The purposes of this research were to: 1) evaluate youth learning and the concept of upgrading community products for shared benefits and outcomes, 2) develop a problem-based learning model incorporating a coaching approach to leverage community products for shared benefits and outcomes, and 3) Study the results of the development of a problem-based learning model to manage the production costs of community products for the benefits and shared outcomes of community enterprises. The sample used in the research was a group of youths in Pranburi District, 370 people and community enterprises, 29 people. Choose a convenient randomization method. The data was collected with a questionnaire and interviews. The data was analyzed with statistics for frequency, percentage, mean, standard deviation, and analysis of linear regression. The research results were as follows: 1) Learning outcomes according to the process of adopting a model that should be used to drive shared benefits according to the concept of youth groups had 4 important integrated factors: the project factor within the community; psychological factor physical health factors social relationship factors, 2) The youth's learning style and the concept of community product upgrading have latent factors, namely, competitive advantage. online marketing enterprise potential and packaging development and the results of the evaluation of the overall model found that the average was at a high level. When considering each side, it was found that the benefits and joint outcomes had the highest mean at the high level, followed by the projects within the community. social relations physical health and psychological aspects respectively, and 3) The results of developing a problem-based learning model revealed that Projects within the community, mental health, physical health, Social relationship had a positive effect at the 0.01 level of significance and management of production costs, including using raw materials (pineapples) from the community and improving the recipe to be less sweet

THE USE OF MEMORY TRAINING APPLICATION FOR MEMORY REHABILITATION OF ELDERLY WITH DEMENTIA USING MONTESSORI-BASED ACTIVITIES

Pitchaporn Opas — 2024-10-31

This research aimed 1) to establish a memory training application for memory rehabilitation of elderly with dementia using Montessori-based activities, 2) to investigate the memory scores before and after the trial of the mentioned memory training application for memory rehabilitation of elderly with dementia, and 3) to examine the satisfaction of elderly with dementia towards the mentioned memory training application for rehabilitating their memory. The sample group consisted of 100 elderly who were selected using purposive sampling method. They were required to have education from elementary school onwards, and be able to help themselves. Moreover, they had to be screened by implementing the Thai Mental State Examination (TMSE) and the result scores must be less than 23 points. The research instrument for treatment was the memory training application for memory rehabilitation of elderly with dementia using Montessori-based activities, whereas the research instruments for collecting data were TMSE and a satisfaction questionnaire on the use of the memory training application for memory rehabilitation of elderly with dementia using Montessori-based activities. The data were statistically analyzed for mean and standard deviation. The researchers developed an application called “Brain Booster” on the Android operating system. The findings showed that after using the memory training application for memory rehabilitation of elderly with dementia using Montessori-based activities, the memory score of the elderly with dementia was significantly higher than before the experiment at the .01 level. Moreover, the overall satisfaction of the participating elderly was at a high level, with the mean of 4.44 and the standard deviation of 0.53. In addition, it was observed that most of the elderly had fun playing the brain training games from the application. Besides, the application was designed to be easy to use and uncomplicated, so it did not cause problems in using the application for the elderly.

ATTITUDE OF CLINICAL MEDICAL STUDENTS IN FAMILY MEDICINE PRACTICE

Passorn Rotpenpian — 2024-10-31

Family medicine is one of the courses provided in Thailand's doctor of medical program. Based on the setting of each institution, learning management system improvements vary and continuously. There were some challenges, particularly the students’ attitude. The aim of this study was to compare attitude of clinical medical students in family medicine practice course. This was a prospective comparative study. In the second semester of the academic year 2022, a questionnaire was administered to fifth-year clinical medical students of Srinakarinwirot University before and after they attended a family medicine practice course. The questionnaire's content validity was confirmed, with an Index of item objective congruence (IOC) value of between 0.50 and 1.00 and an approval quality. Reliability using Cronbach's alpha coefficient formula is 0.72. The data were analyzed by descriptive statistical method with frequency, percentage, mean, standard deviation, maximum, minimum and analytic statistical method with Paired simple T-test. 78 respondents (90.69%) answered the questionnaire. The findings demonstrated that following the study period, student attitude scores were significantly increased (p-value 0.002). Each aspect was studied, as it showed that getting a positive attitude in all questions, there was a significant change between the before and after sessions (p-value < 0.05). Changes in negative attitude before and after sessions. But for all questions, there was no statistically significant (p-value>0.05). It demonstrates after studying family medicine practice of the medical students, there were higher self-assessed scores in attitude.

EFFECT OF APPLICATION USING FOR HEALTH BEHAVIOR TRACKING ON HEALTH BEHAVIORS, AND HEALTH PSYCHOLOGICAL CAPITAL OF THE WORKING ADULTS AT RISK OF NCDs

Vitanya Vanno — 2024-10-31

The number of working adults with non-communicable diseases or NCDs are continuously increase. This is an important health issue leading to illness and premature death of working adults. The objectives of this research were to study the effect of application using for health behavior tracking on health behaviors and health psychological capital of the working adults at risk of NCDs. The participants were 41 working adults at risk of NCDs. These participants were assigned to the experimental group and the control group by simple random sampling. The manipulated variable was the application using/no using and the dependent variables were the NCDs-related health behaviors and the NCDs-related health PsyCap. The instruments were the mobile application for health behavior tracking, the NCDs-Health Behaviors Scale (Alpha = .782), and the NCDs-Health PsyCap Scale (Alpha = .897). The Pretest-Posttest Control Group Design was used in this study. The data were analyzed by using mean, standard deviation, and t-test. Result showed that the score of the NCDs-related health behaviors of working adults was increased after using the application at the statistically significant level of .001. The result also found that the difference in pretest and posttest score for the NCDs-related health behaviors of working adults in the experimental group was significantly higher than those in the control group at the statistically significant level of .01. However, no significant difference was found in the score of the NCDs-related health PsyCap between before and after using the application. Furthermore, no significant difference was found between working adults in the experimental group and the control group on the score of difference in pretest and posttest for the NCDs-related health PsyCap. This research revealed the effectiveness of the application only on the NCDs-related health behaviors. This application should be improved in the part of the NCDs-related health PsyCap enhancement before using in the future.

STUDY OF PROBLEM-SOLVING ABILITY ON ADDITION, SUBTRACTION, MULTIPLICATION, AND FRACTION USING POLYA’S PROBLEM-SOLVING PROCESS WITH GRAPHIC ORGANIZER INSTRUCTIONAL MODEL FOR THIRD GRADE STUDENTS

Thanaporn Chinprasert — 2024-10-31

The purposes of this research were 1) study the ability and learning achievement of the third-grade students to solve problems on addition, subtraction, multiplication, and fraction after using Polya’s problem-solving process with Graphic Organizer Instructional Model. The sample group of this research was 30 of third-grade students in the first semester of 2022 academic year from Watsawangmanus School, Lang Suan District, Chumphon. They were selected by using Cluster Random Sampling. The instruments of this research were (1) the lesson plans on problem-solving questions of addition, subtraction, multiplication, and fraction of the third-grade students using Polya’s problem-solving process with Graphic Organizer Instructional Model, with an appropriateness average of 4.49 – 4.84, (2) a test of problem-solving ability, with the Index of Consistency (IOC) between 0.67-1.00, difficulty (p) between 0.47-0.63, discriminating power (r) between 0.27-0.63 and the reliability of the whole version equal to 0.74. and (3) learning achievement tests, with the Index of Consistency (IOC) between 0.67-1.00, difficulty (p) between 0.470-0.60, discriminating power (r) between 0.20-0.53 and the reliability of the whole version equal to 0.87. Statistics used in data analysis were percentage, mean, standard deviation, t-test for one sample and independent t-test for dependent samples. The research findings were as follows. The ability and learning achievement to solve problems on addition, subtraction, multiplication, and fraction of the third-grade students after being taught using Polya’s problem-solving process with Graphic Organizer Instructional Model were 75.36 and 80.00 respectively, was higher than the criterion of 70 percent with a statistically significant of the 0.05 level.

POWER RELATIONSHIP IN NATURAL RESOURCES MANAGEMENT OF NAN STAGE SINCE 1855-1932

Nitwadee Jedeetha — 2024-10-31

This research is historical research using documents from the National Archives, research documents, and the recollections of those who were present at various events. This study focuses on the power relations that were negotiated between Siam, England, and France as the colonization of Southeast Asia during the 19th century resulted in many countries becoming Western colonies. Even the prosperous and dominant Empire of Siam was threatened by the Western powers. The Empire of Siam had the advantage of numerous vassal states that could be negotiated with to preserve the independence of the majority of the empire's territory. To the north, the Lanna Empire shared its border with British-controlled Burma, while the important city of Luang Prabang was a French colonial city. At that time, the important city that was on the border with the two colonial rulers was the Nan State. Although the colonial influence of both nations expanded into Nan after Chiang Mai, the British teak concession was closely watched by the Siamese government from Bangkok. Moreover, Nan State had a border with Luang Prabang that had a disputed boundary over its rock salt resources, although Siam had learned lessons in forestry concessions from western Lanna. As the scope of concessions expands to the east, power cannot be avoided. The advantage of expanding influence allowed Siam to correct the same from other cities. There were resources in the area of Nan State such as forests, rock salt, or even resource areas as a condition for negotiations with the two superpowers, especially the management of forest concessions which were an important resource. As a result, Siam continued to maintain its own power status like other countries and was able to retain power that changed from Nan State to Nan Province of Thailand today.

DEVELOPMENTAL GUIDELINES FOR RELIGIOUS TOURISM, BETONG SUB-DISTRICT, YALA PROVINCE

Kasetchai Laeheem — 2024-10-31

This study is qualitative research. It aims to study religious tourist attractions and study developmental guidelines for religious tourism in Betong Sub-district, Yala Province. Phenomenology was used, and data was collected from documents and fieldwork by observation, in-depth interviews as well as group discussion. Key informants were 6 tourism officials, 6 private entrepreneurs, 6 community leaders, 5 tourists, and 5 of those who were related to religious tourism, a total of 28 key informants. The result revealed that religious tourist attractions in Betong Sub-district, Yala Province was famous for tourists and can be connected to religious tourism route in the future. It was comprised of Wat Phothisatto Chaomae Kuan Im, Wat Phuttha Thiwat, and Betong Sub-district Foundation. Each attraction contained unique historical narratives and religious tourism activities such as celebration of Wat Phothisatto Chaomae Kuan Im, candlelight procession, fortune teller and lottery teller. The developmental guidelines for religious tourism in Betong Sub-district, Yala Province consisted of 6 suggestions which could be grouped to form the core of religious tourism development in 4 dimensions 1) Planning such as capability of tourism program; 2) Management such as capability of access to the activities; 3) Supervision such as services of tourist attractions and facilities; and 4) Coordination such as attractions. Consequently, governmental organizations should lead for the coordination and empowerment of synergy of working together as well as aware of the value of each religious tourist attraction. Finally, these guidelines would result in the future strengthening of the economic and social tourism community of Betong.

PERSONNEL DEVELOPMENT OF GREEN HOTEL UNDER CARBON NEUTRALITY IN SAMUI ISLAND AND PHUKET

Wisakha Phoochinda — 2024-10-31

This study aims to investigate the demand for developing the potential of green hotel personnel under carbon-neutral tourism and to develop curriculum for improving the potential of green hotel personnel based on the carbon-neutral tourism in Samui Island and Phuket. Data was collected from questionnaires of 410 hotel personnel in Samui Island and Phuket on the general information, as well as information on green hotel business services activities, e.g., environmentally friendly procurement, environmental and energy management, and local and community participation. And then, quantitative data was used to develop a curriculum for green hotel personnel under a carbon-neutral tourism. The study found that most of the personnel are operational and work at a room department. The demand or expectation for developing the potential of green hotel business under carbon-neutral tourism involves the mechanism for developing environmental friendly tourist attractions in the area. The contents that most of the sample groups needed to develop their potential include environmental management and sustainable energy in green hotels in which convenient channel for receiving training is online training. The curriculum structure for green hotel towards carbon-neutral tourism is divided into five issues: Environmental Friendly Service Policy, Human Resource Development, Public Relations Activities, Environmental Friendly Procurement, and Environmental and Energy Management. The curriculum emphasizes on resource management, services and safety for tourists, environmental responsibility, energy saving, as well as local awareness on social, cultural and economic aspects. The hotel staff could, therefore, apply this knowledge to manage good services with environmental concerns in their hotels and communities.

DISTRIBUTION CHANNELS INFLUENCING SATISFACTION AND LOYALTY ON CREDIT SERVICE ADOPTION OF SMALL AND MEDIUM-SIZED BUSINESS IN THAILAND

Palida Srisornkompon — 2024-10-31

The research on distribution channels that influence satisfaction and loyalty on credit service adoption of small and medium-sized business in Thailand aims to 1. study the level of opinions on distribution channels, satisfaction and loyalty and to 2. study the causal relationship of distribution channel factors influencing satisfaction and loyalty by collecting data from 400 samples of small and medium business entrepreneurs aged 35-45 years. Structural equation analysis, covariance-based SEM, Structural equation analysis of covariance test to find a relationship and the influence of independent variables on dependent variables. The results of the research in Objective 1 found that in terms of online distribution channels, small and medium-sized business operators want banks to provide online services with a convenient, fast and secure connection system in receiving services. On the offline side, the bank provides services with adequate branches and call center connections, and on the online mixed with offline side, services are provided at branches and linked online, ready to provide continuous advice. For satisfaction, entrepreneurs are satisfied with the speed when processing transactions. And loyalty means coming back to ask for more credit limits at the highest level. And the research results in objective 2 found that the distribution channel on the online mixed with offline services has an influence on satisfaction (a positive relationship) and also influences loyalty in using credit services. And all 3 channels also influence loyalty through the central variable of satisfaction. From the results of the study, it is recommended that bank operators focus on creating policies regarding integrated credit service channels in both formats in order to reach consumers seamlessly.

A STUDY OF STRATEGIES FOR TRANSLATING SHORT POEMS FROM CHINESE TO THAI: A CASE STUDY OF TRANSLATING 100 SHORT POEMS BY ZENG XIN

Puthep Prapagorn — 2024-10-31

The objective of this research article is to study the techniques used in translating short poems by Zeng Xin (Mr. Kriangkrai Sattrawong) from Chinese into Thai. The translation was conducted by Mr. Niranon Nakhasuriyan. This research is a qualitative study and a document analysis research. The main source of data is the book containing 100 short poems titled 'Zeng Xin Xiao Shi Yi Bai Shou.' The researcher adopted a translation theory based on the concept of centuple filtering, as well as related research as a framework. The sample group in this study consisted of translated short poems not exceeding 6 lines by Zeng Xin, translated into polite verse by Niranon Nakhasuriyan. The research findings reveal that the most frequently employed technique involves adding words or phrases, totaling 81 instances. The second most common technique is reordering words or phrases, with 24 instances. Following that is the technique of reducing words or phrases, with 12 instances, and direct translation with 7 instances. Additionally, other techniques were also identified, including word variations or repetition, amounting to 5 instances. Among the original 100 poems, there are 28 translated poems in Thai utilized more than one translation technique. The researcher also found that a combination of direct translation and other translation methods was employed to preserve the meaning of the original poems and maintain the aesthetic appeal in the translated versions. The researcher discovered that the factors influencing the selection of these translation techniques include: 1. Factors from the original short poems, 2. Factors from the translator, and 3. Factors related to the characteristics of the poems and the publishing process.

FACTORS INFLUENCING THE DECISION TO PURCHASE PET INSURANCE IN BANGKOK METROPOLIS AND VICINITY

Wipawinee Wiriyaphol — 2024-10-31

The purpose of this research is to study and analyze the factors influencing the decision to purchase pet insurance in the Bangkok metropolis and vicinity. The study examines personal factors, pet information, marketing mix factors from the producer's perspective (7Ps), and marketing mix factors from the consumer's perspective (7Cs). The sample used in the research consisted of a total of 420 dog and cat owners, with data collected through online questionnaires. The data were analyzed using Binary Choice Models, specifically Logit Models. The study found that personal factors, such as monthly income, significantly influence the decision to purchase pet insurance. An increase of one unit in monthly income raises the probability of deciding to buy pet insurance by 3%. Pet-related factors, such as the price of the pet, also play a role, with a one-unit increase in pet price raising the probability of purchasing pet insurance by 2.5%. From the producer's perspective, marketing mix factors (7Ps), such as the service process, are critical. A faster and more appropriate claim processing time increases the likelihood of purchasing pet insurance by 4.8%. From the consumer's perspective, marketing mix factors (7Cs) also significantly influence the decision. The most important thing pet owners value is the care and attention of the employees, with a one-unit increase in the employee's ability to quickly give advice raising the probability of purchasing pet insurance by 4.4%, which is statistically significant at the 95 percent confidence level. This research identifies factors influencing the decision to purchase pet insurance, which can be used to provide recommendations to relevant private sector organizations. Owners' income, pet prices, and insurance company services, including speed of medical bill payment, employee care, which increase the chance of deciding to buy pet insurance. Therefore, marketing efforts should be targeted at groups with these characteristics. This information can be used to further develop and improve the private insurance sector by creating insurance plans and services that better align with consumer needs.