UBRU International Journal

An Analyzing of The Tactical Performance Characteristics of Spain’s Goals in The 2024 Uefa European Championship

Dongzheng Li — 2026-04-24

The purpose of this study was to analyze the goal-scoring characteristics of the Spanish national team in the UEFA Euro 2024. A total of 19 goals from 7 official matches were examined, focusing on four key variables: goal time, goal location, goal method, and pre-goal organizational patterns. Data were collected from official match videos and analyzed using heat map visualization and descriptive statistical methods.

The results were as follow:

1. Goal time: The results revealed a distinct “double-peak” pattern in goal timing, with the 16^th-30^th and 46^th-60^th minute intervals each contributing 27% of total goals (54% combined).

2. Goal location: In terms of spatial distribution, Zone 2 was the main scoring area with 10 goals (67%), while Zone 1, despite only three attempts, achieved 3 goals with a remarkable 75% conversion rate.

3. Goal method: Regarding goal methods, First-Time Shots demonstrated the highest efficiency with a 24% conversion rate and left- footed shots not only had the highest frequency (44.7%) but also achieved a conversion rate of 13%, slightly outperforming right- footed and header attempts.

4. Pre-goal organizational patterns: For pre-goal organizational patterns, positional attacks accounted for 53%, with 53% of goals initiated from the defensive third and 60% completed within five passes, reflecting a strategy of rapid and efficient offensive transitions.

This study was limited by the small sample size and descriptive analysis design. Nevertheless, the findings offer practical implications for coaches and trainers in developing training programs that emphasize timing-specific drills, central finishing efficiency, and rapid offensive transitions in football.

Behaviors, Attitudes, and Knowledge of Exclusive Breastfeeding for 6 Months. In Health Service Zone 10

Supawadee Nontapot — 2026-04-24

The objectives of the quantitative research were to: 1) Study the level of behavior, attitude, and knowledge 2) Study the relationship between behavior, attitude, and knowledge of breastfeeding for 6 months of postpartum mothers in Health Service Zone 10, a sample of 514 people, randomized by strata between June 2023 and January 2024. Statistical significance is set at 0.05.

The results of the study showed that a total of 56.31% of postpartum mothers breastfed their babies for 6 months and 46.69 percent who were breastfeeding for less than 6 months. Postpartum mothers have an overall breastfeeding behavior level of more than 70.00 percent. ginger tea It has the highest frequency of the practice level. 95.91 percent. There was a high level of attitude about breastfeeding for 6 months, and the overall level was very high
( = 4.47, S.D. = 0.46). 50.39 percent is very high. 47.08 percent, respectively. The overall score was the highest ( = 21.92, S.D. = 1.74). 94.16 percent, medium knowledge level,
5.84 percent, respectively

The relationship between behavior attitudes and knowledge were found to be about breastfeeding It was found that behavior, attitudes, and knowledge were statistically significant correlated with breastfeeding at the level of 0.05. Proper attitude and knowledge for mothers after giving birth so that breastfeeding alone can be completed for the next 6 months.

Public Satisfaction and Policy Implications of The National Fitness System Under The Healthy China Strategy

Hui Wang — 2026-04-24

This study aimed to 1) examine the level of public perceptions of the national fitness system based on satisfaction-related indicators in China, and 2) To examine demographic differences in public perceptions of the national fitness system based on satisfaction-related indicators. The study emphasizes satisfaction dimensions and their implications for governance and public service delivery under the Healthy China strategy. A quantitative survey design was adopted, and data were collected through a structured questionnaire administered to 1,034 respondents in Zhejiang Province using a random sampling approach. Descriptive statistics, independent-samples t-tests, and one-way analysis of variance (ANOVA) were employed
to analyze the data using SPSS version 27.0.

The results indicate that overall public satisfaction with the national fitness system is at a moderate to relatively high level. However, statistically significant differences in satisfaction were observed across age groups, educational backgrounds, and residential environments, while no significant differences were found by gender. In particular, younger respondents and individuals with higher educational attainment reported greater satisfaction, whereas middle-aged groups and urban residents expressed comparatively lower levels of satisfaction. These findings provide empirical evidence for improving the effectiveness of national fitness policies, optimizing public service provision, strengthening governance coordination, and promoting more equitable access to national fitness resources in support of the Healthy China strategy.

An Intelligent Drip Irrigation Innovation for The Sustainable Development of Large Bird’s Eye Chili Farming Communities

Jirapong Gosalavita — 2026-04-24

This study aimed 1) to develop an intelligent drip irrigation system for large bird’s eye chili production in order to enhance the potential of large-scale chili farming communities, and 2) to transfer knowledge and raise awareness of the importance of technology in developing the intelligent drip irrigation system for large bird’s eye chili production to strengthen the capacity of large-scale chili farming communities. The target group consisted of 32 farmers from large-scale chili farming communities, selected through purposive sampling. To evaluate the system’s performance and the success of the knowledge transfer and technology awareness, the Black Box Testing method was employed, with five experts serving as evaluators. Additionally, the results of the satisfaction assessment regarding the knowledge transfer were analyzed using descriptive statistics, specifically mean and standard deviation.

The research findings are:

1. The developed system for knowledge transfer and promoting technological Awareness comprising a NodeMCU ESP microcontroller that controls sensors detecting temperature, humidity, water flow, water usage rate, and electricity consumption, as well as reporting environmental data from the cultivation area and handling system errors such as lack of water flow through a developed web application-achieved an overall efficiency at the highest level ( = 4.71, S.D. = 0.50)

2. The evaluation of participants’ satisfaction with the training on knowledge transfer regarding the development of the intelligent drip irrigation system for large bird’s eye chili production indicated that overall satisfaction in all aspects was at the highest level ( = 4.72, S.D. = 0.57)

A Descriptive Study of Mental Toughness in Youth Woodball Players

Ekasak Hengsuko — 2026-04-24

This study aimed to describe the mental toughness profile of youth woodball players using a multidimensional approach. A total of 86 youth woodball athletes with 1-3 years of experience in the National Youth Games were selected through purposive sampling. Mental toughness was assessed using the Thai version of the Psychological Performance Inventory. Descriptive statistics, including mean and standard deviation, were employed for data analysis.

The findings indicated that overall mental toughness among youth woodball players was at a good level. Motivation demonstrated the highest mean score, followed by attitude control, negative energy control, self-confidence, positive energy, and attentional control,
all of which were interpreted at good levels. Imagery showed the lowest mean score and was interpreted at a moderate level. These findings suggest that mental toughness in youth athletes may reflect a developing psychological profile shaped by competitive exposure and sport-specific demands rather than a fixed psychological attribute.

The results provide baseline descriptive evidence that may assist coaches and practitioners in understanding psychological characteristics of youth athletes in a precision-based, self-paced sport. Further research may explore developmental trajectories and intervention-based approaches to enhance specific psychological components.

Startup Sustainability as A Governance Outcome: Funding Dynamics, ESG Legitimacy, and Institutional Amplification in Emerging Asia

Taisith Kruasom — 2026-04-24

This study examines startup sustainability in Emerging Asia from an ecosystem-level perspective, with particular attention to Southeast Asia. Rather than relying on firm-level explanations, it investigates how funding dynamics, survival constraints, ESG orientation, and institutional quality jointly shape startup outcomes. Using secondary ecosystem-level indicators and benchmark data across Southeast Asian economies and selected Emerging Asian comparators, the study applies a descriptive-comparative and benchmark-based analytical approach to identify systemic patterns in startup sustainability. The analysis reveals four main findings. First, startup funding has remained under prolonged contraction since the 2021 peak, accompanied by heightened volatility and a pronounced shift toward later-stage capital allocation. In the first half of 2025, total equity investment in Southeast Asia fell to USD 1.85 billion, intensifying early-stage financing constraints. Second, survival benchmarks indicate structural fragility: approximately 72% of startups survive beyond one year, but survival declines to around 55% by the third year and to roughly 20–30% by the fifth year, with the greatest failure risk concentrated at pre-seed and seed stages. Third, ESG-oriented startups account for about one-quarter of ecosystem activity on average, although with substantial cross-ecosystem variation. Their apparent survival advantage is best interpreted as a legitimacy-stabilization effect rather than direct performance enhancement. Fourth, this ESG-related advantage is conditional on institutional quality: stronger governance environments enhance the credibility and effectiveness of ESG signals, whereas weaker institutional contexts reduce their survival relevance. Overall, startup sustainability in Emerging Asia is best understood as a systemic governance outcome shaped by the interaction of capital allocation, legitimacy mechanisms, and institutional capacity.

The Development of English Presentation Skills Through The Integration of Digital Technology and Team-Based Learning for Higher Vocational Certificate Students

Natthanan Taisrikhotr — 2026-04-25

This quasi-experimental study examined the development of English presentation competence through the integration of digital technology, particularly Canva as a tool for collaborative presentation development, and team-based learning for Higher Vocational Certificate students. Such competence is essential for vocational learners in digitally driven professional contexts. The objectives of this study were to: 1) compare students’ digital technology skills for presentation before and after instruction; 2) compare students’ English presentation skills before and after instruction; and 3) examine students’ satisfaction with the learning activities.

The sample consisted of 28 first-year Higher Vocational Certificate students majoring in Digital Business Technology. The research instruments included: 1) a learning management plan integrating digital technology with Team-Based Learning implemented over six weeks; 2) an assessment form for digital technology skills for presentation; 3) an English presentation skills assessment; and 4) a student satisfaction questionnaire. Quantitative data were analyzed using descriptive statistics, including means and standard deviations.

The findings revealed that students’ digital technology skills for presentation and English presentation skills after the intervention were significantly higher than before the intervention at the .01 level. In addition, students reported a high level of satisfaction with the learning activities. The results indicate that integrating digital technology with team-based learning is an effective approach for enhancing English presentation skills in vocational education contexts.

The Role of Self-Congruence in Active Social Media Engagement Among Lurkers

Phattharinthara Athiphatthananan — 2026-04-25

This research investigates the role of self-congruence in active social media engagement among users who typically exhibit lurking behavior. Drawing on Self-Congruence Theory and the COBRAs framework, the study proposes an integrated model to examine how dimensions of self-congruence are associated with active engagement among passive users.
A quantitative research design was employed, using survey data collected from 200 social media users, and multiple regression analysis was used to test the hypothesized relationships.

The results indicate that the proposed model explains 37.8% of the variance in active engagement. Influencer-product congruence emerged as the strongest predictor of active engagement ( = 0.455, p < 0.001), followed by consumer-influencer congruence ( = 0.179, p = 0.021). Consumer-product congruence, however, showed no significant effect. These findings suggest that lurkers may be more likely to report active participation when they perceive a strong alignment between the influencer and the endorsed product, as well as a sense of identity similarity with the influencer.

The research contributes to the literature by integrating three dimensions of self-congruence within the context of influencer marketing and by demonstrating their differential effects on active engagement among lurking users. Practical implications are provided for influencer selection and content strategy, highlighting the importance of identity alignment in fostering meaningful consumer engagement in contemporary social media environments.

The Influence of In-Store Experience and Product Assortment on Consumer Purchase Intention: A Case Study of 7-Eleven and CJ More

Patchayatida Pranee — 2026-04-25

This study aims to analyze and compare the influence of In-Store Experience factors namely Location, Personal Interaction, Color/Lighting, Layout/Display, and Product Assortment on consumers’ Purchase Intention in 7-Eleven and CJ More stores. The research methodology employed a quantitative approach using an online questionnaire survey administered to 385 respondents. The sample size was determined using Cochran’s formula at a 95% confidence level with a margin of error of±5%. A purposive sampling technique was applied, targeting individuals who had visited both stores at least once in the past month. Data were analyzed using descriptive statistics and multiple regression analyses.

The findings reveal that Layout/Display, Color/Lighting, and Product Assortment have a statistically significant positive effect on Purchase Intention for both brands. In contrast, Location does not significantly influence Purchase Intention in either case. Personal Interaction was found to have a significant effect only in the case of 7-Eleven. Notably, Product Assortment emerged as the strongest predictor in both models.

The theoretical contribution of this study lies in extending the understanding of the Stimulus-Organism-Response (S-O-R) model within the context of modern small-format retail businesses. From a managerial perspective, the results suggest that retailers should prioritize Product Assortment as a key strategic focus, alongside the design of the store atmosphere,
to achieve a sustainable competitive advantage.

Enhancing Creative Writing Ability Through AI-Integrated Learning Activities Among 10th-Grade Students

Jaturaporn Norasarn — 2026-04-25

The main three objectives of this research were to develop AI-supported creative writing lessons for Grade 10 students that met the 80/80 effectiveness standard, examine how students’ writing skills improved after learning with AI, and assess students’ satisfaction with this teaching approach. Within the Thai educational context, creative writing instruction often faces significant challenges. Traditional teaching methods frequently focus on the final product rather than the process, leaving students struggling with a lack of inspiration, the "blank page syndrome," and limited vocabulary. These issues contribute to writing anxiety and low engagement. This study aimed to demonstrate how AI-integrated learning serves as a critical intervention to bridge these pedagogical gaps by providing personalized support, immediate feedback, and cognitive scaffolding throughout the writing process.

We used a quasi-experimental design with 10th-grade students from Weerawatyothin School in Thailand. The experimental group consisted of 32 students, while the Control group had 30. Students in the experimental group completed 15 hours of instruction using a six-stage teaching model that incorporated AI tools.

The results were positive. The AI activities achieved an effectiveness rate of 84.53/83.59 (E1/E2) effectiveness, exceeding the 80/80 benchmark. Students' creative writing improved significantly after the intervention ( < .05). They also reported very high satisfaction with the approach. These findings suggest that using AI in creative writing classes can meaningfully help secondary school students write better, stay more engaged, and overcome common writing challenges by providing essential scaffolding within their zone of proximal development.

Potential Analysis of Creative Community-Based Tourism in The First Sunrise Area, Ubon Ratchathani Province

Kulvadee Lamaijeen — 2026-04-28

This qualitative research aimed to 1) study the potential of creative community-based tourism in the First Sunrise area of Ubon Ratchathani Province, and 2) analyze the potential of creative community-based tourism in the First Sunrise area of Ubon Ratchathani Province in accordance with the needs of creative tourists. The target group consisted of thirty key stakeholders relevant to the development of community-based creative tourism, including two community leaders, ten local residents, ten local entrepreneurs, and eight government officials. Participants were selected using purposive sampling, and data were collected through observation and in-depth interviews.

The findings revealed that the community’s potential for creative tourism development can be categorized into twelve dimensions: cultural capital, human resources, spatial potential, management, participation, self-reliance, creative tourism activities, tourism routes, souvenir products, accommodation management, community storytellers, and problem-solving and overcoming obstacles. The analysis highlighted that Mueang Saeng Raek community possesses distinctive cultural capital, particularly cotton cultivation along the Mekong River and traditional hand-weaving, which reflect historical continuity, organic practices, and inherited natural dyeing wisdom. Furthermore, the existence of more than thirty homestays allows visitors to experience rural riverside lifestyles intimately. Simultaneously, fishing, bamboo weaving, and local cuisine based on Mekong fish represent unique local identities that enhance the community’s attractiveness and provide a strong foundation for the sustainable development of creative tourism.

Project-Based Learning Management in Collaboration with Local Enterprises to Enhance Students' Entrepreneurial Skills

Parada Boonrom — 2026-04-28

The objectives of this research were 1) to develop a project-based learning management model in collaboration with local enterprises to enhance students’ entrepreneurial skills; 2) to assess students’ entrepreneurial skills; and 3) to evaluate the satisfaction of local business establishments toward the developed learning model. The sample consisted of 80 undergraduate students enrolled in the Digital Business Entrepreneurship course and entrepreneurs from the Agarwood Community Enterprise in Ubon Ratchathani Province. The research instruments included the learning management model, an entrepreneurial skills assessment form, and a satisfaction questionnaire. Data were analyzed using mean, standard deviation, and paired samples t-test. The research findings revealed that

1.The developed learning management model consists of six stages, known as the P-P-I-D-P-E Model.

2. Students’ entrepreneurial skills after the implementation (X̄ = 41.59) were significantly higher than the pre-test scores (X̄ = 18.44) at a .05 level of statistical significance. The Cohen’s d effect size was 5.22, indicating an exceptionally large effect size. Specifically, the communication and collaboration dimension yielded the highest mean score (X̄ = 4.76).

3. The local business establishments’ satisfaction toward the learning management model was at the highest level (X̄ = 4.59), confirming that the model effectively bridges the gap between academic theory and real-world community practice. Keywords: Project-Based Learning, Entrepreneurial Skills, Local Enterprises.

The Influence of Social Media on Impulsive Buying Decision Behavior Among Female Consumers in The Pre-Retirement and Retirement Age Groups in Thailand

Thanadda Thawut — 2026-04-29

This study examines how social media influences impulsive buying decision behavior among pre-retirement and retired female consumers in Thailand. It focuses on the effects of promotion factors, emotional factors, and urge to buy impulsively on impulsive buying decision behavior. A quantitative approach was employed, with data collected from 125 female respondents using structured questionnaires administered both offline and online. The sample size was determined using Yamane (1967), and convenience sampling was applied. Data were analyzed using descriptive statistics and multiple regression analysis.

Most respondents were aged 50-59, held a bachelor’s degree, and had a monthly income of 15,001-30,000 baht. The results indicate that the influence of influencers, limited-quantity scarcity, online visual merchandising, and flash sales significantly affect impulsive buying decision behavior. emotional factors, including both positive and negative emotions, as well as self-control, were also found to play important roles. In addition, urge to buy impulsively factors-namely, cognitive impulse and intolerance of uncertainty-significantly contribute to impulsive buying decision behavior.

Mean scores ranged from 3.060 to 3.928, indicating a moderate to strong level of influence. Regression analysis showed that positive emotions had the strongest significant effect ( = .376, p = .000), followed by cognitive impulse ( = .248, p = .007) and self-control ( = .215, p = .014).

Overall, promotion, emotional, and urge to buy impulsively factors significantly influence impulsive buying decision behavior. The findings provide practical implications for marketers in developing effective strategies through emotional engagement and psychological triggers, while contributing to consumer behavior literature in digital contexts.

Effects of Circuit Training Program on Improving The Physical Fitness of The Grade 6-Boys in Primary School

Jie Chang — 2026-04-29

This study investigated the impact of a circuit training program on the physical fitness of grade 6 boys. Using a quasi-experimental design, 60 boys from Dongfeng Road Primary School were divided into an experimental group (n=30) and a control group (n=30) via matched-pairs assignment. The experimental group underwent an 8-week circuit training program (3 times/week, 40 min/session), while the control group performed traditional physical training. Physical fitness was assessed via the 50-meter sprint (speed), standing long jump (muscle power), and 1000-meter run (cardiorespiratory endurance). Data were analyzed using one-way repeated-measures ANOVA and independent samples t-tests. The investigation revealed that after 8 weeks, both groups showed significant improvements (p < 0.05). Notably, the experimental group achieved significant improvement in the 1000-meter run after only 4 weeks (mean improvement:10.3 seconds, p < 0.05), whereas the control group showed no significant change. At 8 weeks, the experimental group significantly outperformed the control group in the standing long jump (189.83 cm vs. 182.17 cm, p < 0.01). These findings demonstrate that circuit training is more efficient than traditional physical training, particularly in enhancing muscle power and cardiorespiratory endurance, providing an effective optimization strategy for primary school physical education.