UBRU International Journal

The Factor Influencing Satisfaction and Loyalty in Public Library: A Case Study of Fuzhou Library

2025-07-12T12:34:33+07:00

This research aimed 1) to analyze library user interaction patterns in public libraries to assess their impact on user satisfaction, 2) to examine how these interactions influence user loyalty, and 3) to explore strategies that effectively enhance both satisfaction and loyalty through participatory activities, feedback mechanisms, and digital interactions. The study employed a quantitative research approach, collecting data from a sample of 398 public library users in Fuzhou Municipal Library, Fujian Province, China, selected through random sampling. The questionnaire used in the research had been tested for validity and reliability. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis.

The findings revealed the following 1) in analyzing library user interaction patterns and their impact on user satisfaction, all investigated factors participatory activities, seminars and workshops, social media usage, feedback channels, personalized services, and digital interactions demonstrated significant positive correlations with user satisfaction. Digital interactions exhibited the strongest positive impact (β=0.201), followed by personalized services (β=0.129) and feedback channels (β=0.132), 2) regarding the examination of how these interactions influence user loyalty, all studied factors similarly showed significant positive correlations with user loyalty. Personalized services exerted the strongest positive impact (β=0.175), followed by feedback channels (β=0.166) and participatory activities (β=0.143), and 3) Concerning the exploration of strategies to effectively enhance both satisfaction and loyalty, multiple regression analysis confirmed that all aforementioned factors significantly influenced both user satisfaction and loyalty. The models elucidated 38.7% (Adj R2 = 0.387) of the variance in user satisfaction and 40.7% (Adj R2 = 0.407) of the variance in user loyalty, thereby indicating that prioritizing digital interactions, personalized services, feedback mechanisms, and participatory activities constitutes key strategic approaches for improving user experience and fostering stronger patron relationships.

The results underscore the importance of various factors in shaping user satisfaction and loyalty in public libraries. Libraries should prioritize digital interactions, personalized services, feedback mechanisms, and community engagement activities to enhance user experiences and foster stronger relationships. Understanding these factors will enable libraries to develop strategies to improve their services and create more engaging and fulfilling experiences for their users.

Impact of Entrepreneurial Passion on The International Performance of New Venture - Mediating Role of Entrepreneurial Bricolage and Innovation

2025-02-28T10:26:15+07:00

This study aims to investigate how entrepreneurial passion can affect international performance, explicitly examining indirect effects mediated by entrepreneurial bricolage and innovation behaviors. This study adopts a quantitative research methodology, using a judgmental sampling approach to collect data from a target population of founders, founding team members, chairpersons, general managers, or senior managers of import and export enterprises in Shandong Province, China. Data are collected using a questionnaire survey. The data have been analyzed using SPSS and PLS-SEM. Findings reveal that entrepreneurial passion sensibly impacts enterprises' international performance, and this relationship is further strengthened by the mediating effects of entrepreneurial bricolage and innovation behaviors. These results provide theoretical foundations and practical guidance for entrepreneurs and policymakers on leveraging entrepreneurial passion to enhance international performance. Research enriches the literature by extending the application of social cognitive theory. It also provides novel perspectives and strategic recommendations for improving international performance during the internationalization of new ventures.

Academic Leadership of School Administrators Affecting Change Management in Schools Under the Secondary Educational Service Area Office Nakhon Phanom

2025-04-06T17:25:07+07:00

This research aims to 1) study and compare the school administrators’ academic leadership classified by status and school size, 2) study and compare change management in schools classified by status and school size, 3) study and compare the relationship between school administrators’ academic leadership and change management in schools, and 4) study the predictive power of school administrators' academic leadership affecting change management in schools under the Secondary Educational Service Area Office Nakhon Phanom. There were 277 samples including 64 school administrators and 213 teachers under the Secondary Educational Service Area Office Nakhon Phanom in academic year 2024, determined by Boonchom Srisa-ard’s table. The research instrument is a 5-level Likert scale questionnaire. The statistics used include percentage, mean, standard deviation, Pearson's correlation analysis, and stepwise multiple regression analysis. The research findings are as follows: 1) the overall school administrators’ academic leadership was at the high level.
2) The overall change management in schools was at the high level. 3) The school administrators’ academic leadership and change management in schools revealed high significant positive correlation at the .01 level. 4) There were 5 variables of school administrators’ academic leadership that affected change management under the Secondary Educational Service Area Office Nakhon Phanom: Personnel development (X₅), establishing relationships with teachers, students and community (X₆), supervision (X₄), vision, goal, and mission setting (X₁) and Curriculum and teaching management (X₂) can be predicted with statistical significance at the .01 level. They could be predicted up to 77 percent and the Standard Error of estimate is ± .14.

The Effect of Advanced Technology on Human Resource Recruiting in Higher Education

2025-07-12T12:29:23+07:00

This study aimed to identify and analyze the impact factors of advanced technologies on human resource recruitment in Chinese higher education institutions, focusing on recruitment efficiency, candidate experience, diversity and quality of hires, and retention rates of new hires. Utilizing a quantitative research design, data were collected from a sample of 205 recruitment officers and human resource (HR) managers across fifteen diverse universities in China, selected through a purposive sampling method. A structured questionnaire was used, the validity and reliability of which were established using Cronbach's alpha coefficient at the 0.8 level. Multiple linear regression analyses were employed to examine the relationships between AI-driven screening tools, virtual interview platforms, data analysis evaluation techniques, automated applicant tracking systems, and each dependent variable.

The results showed that all four technologies were positively associated with recruitment efficiency, candidate experience, diversity and quality of hires, and retention rates. Specifically, AI-driven screening tools had the largest unique contribution to recruitment efficiency (β = .284, p = .000), while data analysis evaluation techniques had the largest unique contribution to both candidate experience (β = .251, p = .000) and retention rates (β = .237, p = .001). Virtual interview platforms had the largest unique contribution to diversity and quality of hires (β = .213, p = .003). These findings underscore the strategic value of advanced technologies in enhancing organizational capabilities, aligning with the Resource-Based View, and their crucial role in optimizing human capital acquisition and retention, as posited by Human Capital Theory. The study concluded that the integration of advanced technologies can significantly enhance various aspects of the recruitment process in higher education institutions. However, it also emphasized the importance of addressing potential challenges related to data security, fairness, and transparency.

The Correlation between the Attributes of Contemporary School Administrators and the Competencies of the 21st-Century Teachers under Songkhla Primary Educational Service Area Office 2

2025-02-21T11:19:23+07:00

This research aimed to: 1) study the attributes of contemporary school administrators under Songkhla Primary Educational Service Area Office 2, 2) study the competencies of the 21^st-century teachers under Songkhla Primary Educational Service Area Office 2, and
3) explore the correlation between the attributes of contemporary school administrators and the competencies of the 21st-century teachers under Songkhla Primary Educational Service Area Office 2. The research sample was 297 teachers under Songkhla Primary Educational Service Area Office 2, selected according to Krejcie and Morgan’s sample size table. Following by simple random sampling using the lottery method. The research instrument was a 3-part questionnaire with a 5-level scale. The statistics were percentage values. average standard deviation and the Pearson correlation coefficient.

The results of the research found that: 1) The overall of the attributes of contemporary school administrators was at a high level. 2) The overall of the competencies of the 21^st-century teachers was at a high level. 3) The correlation between the attributes of contemporary school administrators and the competencies of the 21^st-century teachers under Songkhla Primary Educational Service Area Office 2 was is moderately positive with statistically significant at the .01 level.

Factors Fostering A Research and Innovation Culture: A Case Study of A Technological College in Mianyang, China

2025-07-12T12:45:43+07:00

The objectives of this research were 1) to investigate the factors that fostered a research and innovation culture within an educational institution, and 2) to assess the impact of these factors on research output, innovation adoption, and cultural change. The methodology employed was quantitative. The population and sample consisted of 200 faculty members from Technological College in Mianyang, China. They were selected using a simple random sampling method, calculated by Yamane's formula. A questionnaire was used as the research instrument, and its content validity was verified by experts , yielding a Cronbach’s alpha reliability coefficient of 0.81. The statistical methods used for data analysis included descriptive statistics, correlation analysis, and regression analysis.

The research findings revealed that 1) the factors fostering a research and innovation culture within the educational institution, comprising leadership style, resource allocation, professional development opportunities, and collaborative networks, all had a significant positive influence, and 2) the assessment of the impact of these factors showed that: leadership style significantly influenced cultural change (β=0.225), research output (β=0.167), and innovation adoption (β=0.160), resource allocation demonstrated the strongest positive influence on innovation adoption (β=0.350), cultural change (β=0.253), and research output (β=0.305), professional development opportunities significantly influenced research output (β=0.250), innovation adoption (β=0.217), and cultural change (β=0.181), and collaborative networks significantly impacted cultural change (β=0.261), innovation adoption (β=0.147), and research output (β=0.125). These research findings collectively underscored the importance of leadership style, resource allocation, professional development opportunities, and collaborative networks in fostering a strong research and innovation culture within the studied institution. These factors were found to contribute significantly to creating an environment that supported research, encouraged innovation, and facilitated cultural change, ultimately leading to improvements in educational quality. The research recommends that educational institutions prioritize effective leadership, ensure appropriate resource allocation, provide ample professional development opportunities, and cultivate strong collaborative networks to enhance their research and innovation capabilities, which will benefit the overall quality of education.

The Analysis of Cause Related Marketing Factors Value Creation Marketing and Purchase for Laundry Product in Thailand

2025-04-23T15:00:11+07:00

This research aimed to: 1) examine the personal factors influencing consumers' decisions to purchase laundry products, 2) investigate consumers' opinions on cause-related marketing, marketing value creation, and purchasing decisions, and 3) analyze the influence of cause-related marketing on value creation and purchasing decisions for laundry products. A quantitative research design was adopted, and data were collected using a structured questionnaire from a sample of 400 consumers across five provinces in the lower northeastern region of Thailand. Descriptive statistics-comprising percentage, mean, and standard deviation-were employed alongside inferential statistics. Structural Equation Modeling (SEM) was used to test causal relationships based on a theoretical framework incorporating the Company-Cause-Consumer Fit Model, the Elaboration Likelihood Model, and Value creation theory.

The questionnaire demonstrated strong reliability (Cronbach’s alpha = 0.969) and content validity (IOC range = 0.67-1.00). SEM results showed excellent model fit indices (χ²/df = 1.347, RMSEA = 0.044, CFI = 0.921, GFI = 0.970), confirming model adequacy. Findings indicated that cause-related marketing had a significant indirect effect on purchasing decisions through marketing value creation. Cause-related marketing accounted for 66.6% of the variance in marketing value creation (R² = 0.666), while the combined influence of cause-related marketing and value creation explained 72.8% of purchasing decisions (R² = 0.728). Major influencing factors included consumer concern for social issues, perceived price-value, and word-of-mouth recommendations.

The study highlights the critical importance of integrating cause-related marketing strategies with value-based communication to effectively promote eco-friendly laundry products. These insights offer valuable implications for marketers aiming to influence environmentally conscious consumer behavior in emerging markets.

The Impact of Customer Relationship Management (CRM) on Customer Loyalty: A Study Case of the W Automobile Sales Company

2025-07-04T12:51:07+07:00

This study investigated the impact of Customer Relationship Management (CRM) on Customer Loyalty at W Automobile Sales Company, a Toyota 4S dealership in Beihai, Guangxi, China. The research aimed to analyze how specific CRM dimensions influence customer loyalty, addressing a critical need for data-driven strategies in the automotive sector. The research employed a quantitative approach, utilizing a questionnaire survey to collect data from a random sample of 450 customers, with the analysis based on 380 responses from current customers, determined using a Sample Size Calculator with a 5% margin of error and a 95% confidence level. The study focused on five key CRM dimensions: Personalization, Customer Service, Communication, Technology Adoption, and Customer Experience. Prior to data collection, a pre-test was administered to evaluate the suitability of the questionnaire, and its validity and reliability were established using Cronbach’s alpha coefficient, with an overall alpha of 0.942. The analytical techniques utilized included descriptive analysis, Cronbach’s alpha coefficient, Pearson correlation analysis, and multiple linear regression.

The results of the correlation analysis revealed statistically significant positive relationships between all five CRM dimensions and customer loyalty. This finding aligns with previous research emphasizing the multifaceted nature of CRM and its impact on customer loyalty. The regression analysis conducted in this study identified Customer Experience (β = 0.211, p = 0.000) as the strongest predictor of customer loyalty, followed by Communication (β = 0.178, p = 0.000), Customer Service (β = 0.163, p = 0.001), Personalization (β = 0.142, p = 0.002), and Technology Adoption (β = 0.132, p = 0.007). The overall model explained 40.3% of the variance in customer loyalty (R² = 0.403, F = 59.901, p = 0.000), indicating a significant predictive power. The study also revealed significant differences in customer experience and technology adoption across different age and income groups. Younger customers (18-25 years old) reported lower levels of customer experience, suggesting a need for tailored strategies to engage this demographic. Overall, this study contributes to the growing body of literature on CRM and customer loyalty, particularly within the automobile industry. The findings underscore the importance of a holistic approach to CRM, encompassing personalization, customer service, communication, technology adoption, and customer experience. These insights provide actionable recommendations for W Automobile Sales Company to enhance customer loyalty and achieve sustainable competitive advantage. In conclusion, the findings confirm that Customer Relationship Management (CRM) significantly impacts Customer Loyalty by fostering stronger customer relationships and driving repeat business.

Development of a Strategic Model to Enhance Parent-School Collaboration for Facilitating Smooth Transition to Primary School in Frontier Areas of Yunnan Province, China

2025-04-24T08:49:26+07:00

The transition to primary school is a critical period for children, particularly in frontier areas of Yunnan Province, China. This research explores this transition’s influential pathway from the perspective of parent-school collaboration. It posits that active parental engagement and close collaboration with schools can lead to a more successful transition, though this relationship may be mediated by factors such as parental support, child-parent alienation, and parent empowerment.The study aimed to: (1) empirically test the direct and indirect effects of parent-school collaboration (PSC) on children’s transition success using Partial Least Squares Structural Equation Modeling (PLS-SEM); (2) explore the mediating roles of parental support (PAS), parent-child alienation (PCA), and parental empowerment (PEW) in this relationship; and (3) propose and validate a strategic model for facilitating smooth transition. Through literature review and in-depth interviews, four key factors influencing 1st graders’ school adaptation were identified: Parent-School Collaboration (PSC), Parental Empowerment (PEW), Parental Support (PAS), and Parent-Child Alienation (PCA). PLS-SEM was employed to analyze the relationships among these factors, including mediating and moderating effects. The study quantified the current levels of PSC, PEW, PAS, and PCA. PLS-SEM analysis revealed significant positive and negative relationships among these factors, confirming the mediating roles of PAS, PCA, and PEW between PSC and transition success. The proposed strategic model was implemented and empirically validated as effective. These findings offer valuable insights for educators, policymakers, and parents to collaboratively ensure a smooth and successful primary school transition. The validated strategic model provides a practical framework for enhancing transition outcomes in similar contexts.

High School Students’ and Teachers’ Perceptions of Global Englishes in China: Implications for English Language Teaching

2025-07-31T08:52:57+07:00

This study explores the perceptions and ideologies of Global Englishes among high school students and teachers in Pu’er No. 1 Middle High School, Yunnan Province, China, and their implications for English Language Teaching (ELT). Grounded in sociolinguistic theories, including Jenkins’ English as a Lingua Franca (ELF) and Kachru’s Three Circles Model, the research assesses how Global Englishes are understood and valued in an educational system traditionally focused on native-speaker norms, such as British and American English. Employing a mixed-methods design, data were collected through semi-structured interviews with 10 teachers and 20 students, alongside a questionnaire survey involving 133 students. The findings reveal that while students recognize the importance of Global Englishes for future career opportunities and international communication, many still prefer Standard English due to curricular emphasis and teacher influence. Teachers exhibit mixed ideologies; some support incorporating local varieties like Chinese English, whereas others avoid them, citing their perceived lower status globally. The study highlights the need for an inclusive curriculum that embraces diverse English varieties and teacher training programs that promote linguistic flexibility. Furthermore, it calls for revised assessment practices that prioritize communicative competence over strict native-speaker standards, ultimately preparing students for real-world, global communication.

Social Media Marketing and E - Commerce Tea Sales (Based on The SICAS Model): A Case Study of SL Company, China

2025-07-12T12:56:33+07:00

This study investigated the impact of social media marketing on consumer engagement and e-commerce sales for SL Tea Company in China, utilizing the SICAS model as its foundational framework. The primary objectives were to evaluate the effectiveness of social media marketing on consumer purchasing decisions, to analyze the influence of influencer collaborations on consumer engagement, and to identify challenges faced by brands in implementing social media strategies. A mixed-methods approach was employed, integrating both quantitative and qualitative research techniques. Quantitative data were collected through an online survey from a purposive sample of 200 SL Tea Company customers who actively engaged with the brand’s social media platforms and had prior experience with online purchases. Qualitative data were gathered via in-depth interviews with 10 marketing professionals from SL Tea Company and digital marketing experts. The reliability of the survey instruments was confirmed using Cronbach’s alpha (α>.70), and data validity was ensured through triangulation, cross-verifying survey results with qualitative insights and content analysis. Statistical analysis employed descriptive statistics, correlation analysis, and multiple regression analysis.

The research findings empirically supported the hypothesis that each stage of the SICAS model positively influences consumer engagement with the brand. Specifically, all five stages were identified as significant positive predictors of consumer engagement: Share (β = .315, p < .001), Sense (β = .302, p < .001), Communications (β = .274, p < .001), Action (β = .211, p < .001), and Interest & Interactive View (β = .132, p = .007). This study highlights that SL Tea Company can significantly enhance brand visibility and reach a wider audience by creating engaging content, fostering collaborations with influencers, and executing targeted advertising campaigns on social media platforms. These findings offer valuable empirical insights into the effective use of social media marketing to enhance consumer engagement and drive e-commerce sales within the tea industry, thereby affirming the SICAS model as a robust framework for understanding consumer engagement in this dynamic context.

A Theoretical Review of Translanguaging and The Teaching and Learning Cycle and Its Implication on The Development of Chinese First-Year University Students' Argumentative Writing Ability

2025-07-21T16:18:36+07:00

This theoretical review explores the integration of translanguaging and the Teaching and Learning Cycle (TLC) as complementary frameworks for developing argumentative writing skills in multilingual learners, particularly first-year Chinese university students. Translanguaging allows students to use their linguistic repertoire, drawing on their native language and English, to enhance cognitive engagement, critical thinking, and comprehension. The TLC provides a scaffolded approach to writing instruction, guiding students through stages such as building background knowledge, joint construction, and independent writing. Together, these approaches foster a more inclusive and flexible learning environment, helping students navigate the complexities of argumentative writing in a second language. By integrating translanguaging into each stage of the TLC, students are empowered to produce more coherent, persuasive essays while developing metacognitive awareness of their language use. The paper concludes with pedagogical implications and best practices for teachers to implement these frameworks in teaching argumentative writing.

A Study on The Current Situation for The Badminton Elective Course at Minnan Normal University

2025-07-22T17:42:57+07:00

This study examines how the badminton elective course at Minnan Normal University is currently taught, with an emphasis on student engagement, instructional efficacy, and implementation challenges. Stratified sampling based on grade levels was used to gather data from 259 students using a mixed-methods approach that includes questionnaire surveys, field observations, and interviews. The findings show that although badminton is still a very popular elective, a number of serious problems still exist, such as a lack of qualified teachers, inadequate facilities, and antiquated teaching strategies. Students' perceptions of different course elements, including inspiration, teaching quality, emotional engagement, interaction, and perceived impact, did not significantly correlate with their age, according to Pearson correlation analysis. Students between the ages of 18 and 24 share this consistency.

Additionally, qualitative responses indicate that students value badminton for developing life skills like teamwork, perseverance, and emotional resilience in addition to its physical benefits. The study points out flaws in the way the curriculum is currently designed and assessed, pointing out a lack of technological integration and a dependence on summative assessments. Three main suggestions are put forth to address these issues: 1) streamlining the curriculum using a modular, tiered teaching approach catered to various ability levels, 2) moving toward more experiential and interactive teaching methods, like flipped classrooms and gamified learning; and 3) raising the bar for teacher preparation and qualification in order to guarantee high-quality instruction. With wider ramifications for the advancement of holistic student development and campus sports culture, the findings are intended to offer practical suggestions for enhancing university elective sports education.

Toward A Unified Ticketing System in Thailand: Integrating Financial Logistics and Transportation Through Conceptual Review and Mathematical Modelling

2025-08-03T17:58:25+07:00

This study introduces a Unified Ticketing System (UTS) as a strategic solution to address inefficiencies in Thailand’s fragmented public transportation network and financial logistics structure. By combining global best practices with detailed local analysis and mathematical modeling, the research develops a comprehensive feasibility roadmap for an integrated fare system. It focuses on vital areas including technical interoperability, equitable financial services, cybersecurity, and robust user adoption. Disjointed fare systems currently increase operational costs, inconvenience commuters, and contribute to environmental degradation. In contrast, a unified approach employing contactless payment technology, centralized data platforms, and inclusive fare models promises to streamline travel experiences, support data-driven planning, and enhance financial oversight. Modeling uncovers significant benefits: a cost-benefit analysis projects a Net Present Value of +77.2 billion THB over ten years with an estimated Return on Investment of 67 percent, indicating strong economic viability. User adoption forecasts predict roughly 10.8 million daily riders within five years, demonstrating widespread public support. Aligning with Thailand’s smart mobility agenda, the study proposes practical strategies such as fostering enhanced public-private partnerships, phased deployments, and coordinated regulatory alignment. Overall, this research offers a clear and actionable roadmap to modernize Thailand’s public transportation, promote digital inclusion, and achieve sustainable urban mobility.

The Moderating Role of Islamic Knowledge-Seeking Behavior on Online Purchasing Through Hedonic and Utilitarian Motivation

2025-08-11T16:09:19+07:00

The rapid growth of online shopping, particularly following the Covid-19 pandemic, has made e-commerce an essential part of consumer behavior. This study investigates the influence of hedonic and utilitarian motivations on online purchasing behavior among Muslim consumers, with a focus on whether Islamic knowledge-seeking behavior moderates these relationships. The research objectives are twofold: 1) to examine the role of Islamic knowledge-seeking behavior as a moderating variable in the relationship between hedonic motivation and online purchasing behavior, and 2) to explore the moderating effect of Islamic knowledge-seeking behavior on the relationship between utilitarian motivation and online purchasing behavior. Data were collected from 240 Muslim consumers through an online questionnaire. The findings reveal that hedonic motivation significantly influences online purchasing behavior, while utilitarian motivation does not. Additionally, Islamic knowledge-seeking behavior does not exhibit a moderating effect on either type of motivation in relation to online purchasing behavior. The results suggest that, in this sample, pleasure-seeking and enjoyment play a more significant role in driving online purchases than utilitarian considerations, and that Islamic knowledge-seeking behavior does not significantly alter this relationship. This study contributes to a better understanding of the factors influencing online shopping behaviors among Muslim consumers and offers insights for future research in consumer behavior and e-commerce.

Marketing Mix Factors from the Consumer Perspectives Affecting Consumer Decisions in The After Yum Restaurant Service Use

2025-07-03T18:52:18+07:00

The research purpose was to study marketing mix factors from consumer perspectives (4c's) affecting consumer decisions in the After Yum restaurant service use. The research instrument used was a questionnaire to collect data from a group of 425 people who used and did not use the service of After Yum. The statistics used were: frequency, percentage, mean, standard deviation, simple linear regression analysis, and multiple linear regression analysis. The different incomes of After Yum service users affected different service uses. According to the inferential statistic, the data analysis from people who used and did not use the service of After Yum revealed a 0.005 level of statistical significance. The research and hypothesis testing results concluded that the marketing mix factors from the consumer perspectives (4c's) affecting consumer decisions to use the After Yum restaurant service were convenience, followed by income and communication, respectively. It also found that consumer demand didn't affect consumer decisions in the After Yum restaurant service use

Perceptions on Attitudes of Current EFL Students, Pre-service English Teachers, and In-Service Teachers Towards Computer-Assisted Language Learning (CALL)

2025-07-12T12:24:25+07:00

This study investigates the attitudes of EFL students, pre-service English teachers, and in-service English teachers toward Computer-Assisted Language Learning (CALL)
at a university in Kunming, China. Grounded in the Technology Acceptance Model (TAM) and Social Learning Theory (SLT), it examines how perceived usefulness, ease of use, and prior exposure influence CALL adoption. A quantitative approach was used to survey 49 EFL students, 19 pre-service, and 20 in-service teachers. The study addressed two research questions: 1) What are their attitudes toward CALL? 2) How do these attitudes differ? Findings indicate that EFL students exhibit moderately positive attitudes but hesitate in practical implementation. Pre-service and in-service teachers express more skepticism, attributing their reluctance to limited training and concerns over CALL replacing traditional methods. A one-way ANOVA revealed a statistically significant difference among the groups (F (2,85) = 5.38, p = 0.0063). The study underscores the need for CALL training in teacher education and professional development, emphasizing institutional support for effective integration. These findings contribute to ELT research by identifying barriers to CALL adoption and offering recommendations for improving CALL-based pedagogy.

Factors Influencing Millennials’ Motivation to Purchase Online Mystery Boxes in Thailand

2025-08-11T20:38:55+07:00

This study aims to examine the factors influencing Millennials’ motivation to purchase online mystery boxes in Thailand. A quantitative research approach was employed, with a sample of 400 Millennials selected for the study. Data were collected through an online questionnaire and analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, namely multiple regression and simple regression analyses. The results revealed that innovation adoption, curiosity, conformity to reference groups, expectation, and perceived price value significantly influenced Millennials’ motivation to purchase online mystery boxes.

The Enhancement Product of Hom Mali 105 Rice Flour Through a Participatory Action Research Process in Ban Lao Community, Nong Kae Subdistrict, Mueang Roi Et District, Roi Et Province

2025-07-22T17:47:57+07:00

Community enterprises in Thailand often struggle with limited product innovation and weak marketing strategies, leading to low competitiveness and unsustainable growth. This study addresses this gap by focusing on the Ban Lao community enterprise producing Hom Mali 105 rice flour. The research aimed to evaluate management potential, develop a prototype product, apply the marketing mix (4Cs), design a Business Model Canvas, and examine the relationship between management capacity and marketing strategies. A mixed-methods approach was employed: qualitative data were collected through interviews with 46 members, a two-month product development experiment with 25 participants, and focus group discussions with 60 stakeholders, while quantitative data were obtained from 400 consumers. Results indicated that the enterprise demonstrated strong management capacity and that prototype product development was effectively driven by participatory processes. The marketing mix and Business Model Canvas were both rated highly, reinforcing strategic planning and community engagement. Statistical analysis confirmed that management capacity significantly correlated with and influenced the marketing mix, particularly in areas of customer service, reputation, product value, quality of life, and environmental factors. These findings highlight that strengthening management potential and integrating participatory approaches are critical for enhancing competitiveness and sustainability of community enterprises.