UBRU International Journal

Research on the Knowledge Sharing Process of University Teachers

Ao Chen — 2025-12-25

In the knowledge economy era and the context of the "Double First-Class" initiative, universities, as core hubs for knowledge creation and dissemination, are crucial for the efficiency of knowledge flows within them. University faculty are the primary bearers of knowledge capital, and knowledge sharing among them is a key process for enhancing universities' overall innovation capabilities, teaching quality, and disciplinary development. However, knowledge sharing among university faculty is not simply a matter of information transfer; it is a complex socio-psychological and organizational behavioral process influenced by multiple factors. This paper aims to systematically explore the connotations and characteristics of knowledge sharing among university faculty, constructing an integrative analytical framework encompassing three dimensions: antecedents, processes, and outcomes. First, the paper defines the concept of knowledge sharing among university faculty and analyzes its unique characteristics, including its implicit nature, mutual benefit, and disciplinary cultural dependence. Second, it conducts an in-depth analysis of the key factors influencing faculty knowledge sharing willingness and behavior from the individual, group, organizational, and technological perspectives. Next, the knowledge sharing process is deconstructed into three core stages: knowledge externalization, knowledge transfer, and knowledge internalization. The operating mechanisms of both formal and informal sharing channels are explored. Finally, the paper demonstrates the positive effects of knowledge sharing on individual faculty professional development, the quality of student training, research team innovation, and the improvement of university organizational effectiveness. Finally, based on the above analysis, we propose management and practical recommendations for promoting effective knowledge sharing among university faculty from four perspectives: fostering a sharing culture, optimizing institutional design, building a technological platform, and promoting interdisciplinary approaches.

English Oral Communication Apprehension among Myanmar Graduate Students in Thailand

Nang Ei Nyein Nandar — 2025-12-27

This study investigates the level of English oral communication apprehension (OCA) among Myanmar graduate students. Oral communication is a crucial skill in language learning, and apprehension in speaking often hinders students’ academic success and participation.
This research aimed to explore the level of oral communication apprehension among Myanmar graduate students studying in Thailand. To achieve the objectives, the study employed
a quantitative methods design. The Personal Report of Communication Apprehension
(PRCA-24) was utilised as the main instrument to collect data from a sample of 100 Myanmar graduate students from two universities in Thailand. The findings revealed that a majority
of students experienced moderate levels of oral communication apprehension, particularly
in public speaking situations and unfamiliar academic contexts.

Compulsory English Textbook Evaluation Based on Byram’s Intercultural Communicative Competence (Icc) in Alignment with Chinese English Curriculum Standard (Cecs) Educational Policy

Haoxin Ge — 2025-12-27

This study aims to investigate the alignment of the intercultural component of Byram’s (1997) Intercultural Communicative Competence (ICC) and Chinese English Curriculum Standards (CECS, 2022). ICC represents the international intercultural perspective, and CECS represents the Chinese intercultural perspective. This study answers 3 Objectives based on 3 research questions: 1. To conduct how compulsory English textbooks incorporate the intercultural dimensions of Byram’s ICC framework. 2.To evaluate the alignment between compulsory English textbooks and the intercultural elements of the CECS educational policy. 3.To systematically examine the representation of knowledge, attitudes, and intercultural skills in textbooks and assess their alignment with CECS intercultural goals.

There are five dimensions of ICC: Knowledge, Intercultural Attitudes, Skills of interpreting and relating, Skills of discovery and interaction, and Critical Cultural Awareness. There are four dimensions of CECS: linguistic competence, cultural awareness, thinking capacity, and learning ability.

Content analysis method of qualitative research is adopted, using ICC dimensions and CECS as the initial coding templates, 465 contents in 12 English textbooks were encoded and allocated separately, and frequency and percentage statistics were performed in all dimensions. The key finding of this article is: The data reveals that the two frameworks have a high overlap in the knowledge base (ICC-Knowledge/CECS-Cultural Awareness), while the critical dimension (ICC-Critical Cultural Awareness/CECS-Learning Ability) has a significant weakening.

The conclusion of this study is to obtain three results by 12 books on content analysis of the 5 dimensions of ICC and four dimensions of CECS: Height Alignment, Moderate alignment and Low alignment.

First-Year Myanmar Students’ Perceptions of English Teachers’ TPACK Competence at A University in Ayutthaya

Mi Phoo Pwint Soe — 2025-12-27

This study examined first-year Myanmar students’ perceptions of English teachers’ Technological Pedagogical and Content Knowledge (TPACK) competence at A university
in Ayutthaya, Thailand. Grounded in Mishra and Koehler’s (2006) TPACK framework, with its extension to include Contextual Knowledge (XK), the study employed a quantitative survey design.
A total of 120 undergraduates completed a 33-item Likert scale questionnaire covering eight TPACK domains (CK, PK, TK, PCK, TCK, TPK, TPACK, and XK). Results indicated high ratings for content knowledge, pedagogical knowledge, and pedagogical content knowledge, but moderate perceptions
of technological knowledge, technological content knowledge, and overall TPACK competence. Contextual knowledge was also rated moderate, reflecting challenges such as limited infrastructure
and cultural adjustment. The findings highlight the need for targeted professional development, curriculum alignment, and institutional support to enhance technology integration.

Effect of Plyometric with Basketball Training Program on Leg Performance and Under the Basket Shot of Male Basketball Players in Ankang University

xiande wang — 2025-12-27

The purpose of this research is to study and compare the effects of plyometric training with basketball training program on leg performance and under the basket shot of male basketball players in Ankang University. The informants consisted of 15 basketball players from Ankang University who were purposively selected and participated in training for 8 weeks, 3 days per week. Measurements of leg muscle strength, leg muscle power, and under the basket shot were performed. Data were statistically analyzed, using mean, standard deviation, and a one-way repeated measures ANOVA at a statistically significant level of 0.05.

The results of the study found that the athletes' leg muscle strength, leg muscle power, and under the basket shot before plyometric training with basketball training program, between 4th week, 6th week, and after the 8th week, there was a statistically significant difference at the .05 level.
The research results concluded that plyometric with basketball training programe can increase leg muscle strength and leg muscle power. This has led to an increase in the shooting ability of basketball players at Ankang University. However, further studies are needed to compare it with other forms of training.

A Study on The Development Status of Campus Football in Anyi County, Nanchang City

Anxiang Liu — 2025-12-27

This study aimed to 1) examine the status of campus football development in Anyi County, Nanchang City, 2) analyze the correlations among related factors, and 3) identify the main factors affecting its development. The research was Design a survey study conducted in five primary schools using stratified sampling by stakeholder role to 100 students, 20 coaches, 50 parents, and 18 school leaders. Questionnaire validity was evaluated by five experts with an IOC average congruence index of 0.80-1.00 and reliability was confirmed with Cronbach’s alpha of 0.87. Statistical analyses included descriptive statistics, Pearson’s correlation, and multiple regression.

The results showed structural imbalances: 73% of schools lacked special funds, 76% of PE teachers were not football majors, and only 25% of students participated out of genuine interest. Parental support was mixed, with 46% willing to invest 1,000-2,000 RMB annually, while 26% opposed participation due to concerns about academics (68%) and injuries (32%). Correlation analysis revealed that school support (r = .72, p = .002) and resource investment (r = .81, p<.001) were strongly associated with football development, while coaching quality had no significant effect. The regression model (Adj.R² =.811) confirmed that resource input (β = 0.63, p<.001) and school support (β = 0.52, p<.001) jointly explained over 80% of developmental variation.

The research shows that the dilemma of campus football in Anyi County stems from weak policy implementation, unbalanced resource allocation, and the gap between popularization and quality. Recommendations include establishing special funds with social capital, building a multi-level coach training system, strengthening safety through family-school-medical collaboration, and correcting parental biases via cultural promotion and financial incentives.

Guidelines for Evaluating the Economic and Social Returns of Fundamental Research Grant Projects, Fiscal Year 2025, Rajamangala University of Technology Lanna

sasipat sunkolkit — 2025-12-27

This study aims to develop comprehensive guidelines and assessment tools for evaluating the economic and social returns of research projects funded by the Fundamental Fund at Rajamangala University of Technology Lanna. The assessment focuses on systematically measuring the empirical outcomes and impacts derived from basic research. The developed tools include a prototype economic and social return assessment program, a scoring rubric for selecting pilot projects, and an impact pathway diagram, which together facilitate a comprehensive analysis of the relationships between research outcomes and their resulting impacts. Application of these guidelines and tools to an actual research case study revealed a Social Return on Investment (SROI) ratio of 1:3.79, indicating that every 1 baht invested generated 3.79 baht in combined social and economic value. This result demonstrates the efficiency and value for money inherent in basic research investment. Furthermore, the developed tools proved effective in capturing and reflecting the value created within the specific context of Rajamangala University of Technology Lanna, whose vision emphasizes innovation for community development. The findings also highlight the importance of strengthening researcher capacity and supporting research projects that aim to generate sustainable socio-economic impact.

The 2CTE Model: A New Approach to AI Skill Training for Local Enterprises

Supathep Satiman — 2025-12-27

Thai local entrepreneurs suffer from a digital skills gap standing in the way of their online competitiveness, which is exacerbated by generative AI. This research has attempted to confront this problem with the following objectives: 1) Create the 2CTE model, a new workshop mode for technology training of skills for local entrepreneurs, aimed at resolving Basic digital illiteracy limitations to compete adequately. 2) to conduct a hands-on workshop, integrate the 2CTE Model as training entrepreneurs in Ubon Ratchathani province on the use of AI, present new ideas, and generate digital content with product advertising images. The workshop used the curated generative AI tools, and results were judged through an entrepreneur satisfaction survey. The results were highly positive. The mannose model was well validated by experts. The workshop attendees reported being delighted with the AI-generated images, stating that they were especially appealing in terms of quality ( = 4.80) and speed of content development ( =4.73). The latter led to high positive contentment ( =4.60) and empowering that minimized dependence on the professional designers. In summary, the 2CTE Model has proven to be a successful model for addressing the AI knowledge and skills gap. Similarly,
it efficiently applies the adoption model and the TAM in the practical marketing of local products.
It can also be effectively applied to community development projects. The most notable contribution of this study is the innovative merging of two theories, the Technology Acceptance Model (TAM) and the Elaboration Likelihood Model (ELM), to practical teaching. This specialized knowledge enables community developers to address the digital divide by promoting psychological adoption of technology and empowering them to build persuasive branding. This is a sustainable approach to upgrading local organizations into digital organizations. In summary, the 2CTE Model is a verified effective framework for filling the AI skills gap. It effectively adopts technology acceptance and training modes for local enterprises about practical marketing, and should be further utilised in community development projects.

A Study of Ho Chi Minh City Tertiary Students’ Perceptions and Intentions on Chatgpt’s Usage for English Language Learning

Minh Le Nhut — 2025-12-27

This study investigated the perceptions of 428 first-year tertiary students from 17 universities in Ho Chi Minh City, Vietnam, representing public, private, and international institutions across different regions. Guided by the Technology Acceptance Model (TAM), a quantitative survey using
a 22-item Likert-scale questionnaire examined two key dimensions: Perceived Ease of Use (PEOU) and Perceived Usefulness (PU). Results revealed high overall agreement, with students recognizing ChatGPT as a convenient and effective tool for language learning, particularly in writing tasks, idea organization, and summarization of complex texts. Students valued its ability to enhance productivity, autonomy, and engagement in their learning. However, concerns emerged regarding overdependence, potential reduction in critical thinking, and long-term academic integrity issues, as students prioritized immediate benefits over sustained learning outcomes. These findings suggest that while ChatGPT holds significant promise in supporting tertiary-level language education, its integration should
be accompanied by structured guidance, digital literacy training, and clear ethical frameworks to ensure responsible, effective, and sustainable use.

A Case Study of Applying Logic Pro X To Enhance Pin (Isan Lute) Performance Skills of Isan Folk Music Majors at Roi Et Rajabhat University

Thammachat Thamaphan — 2025-12-31

This research investigates the application of Logic Pro X to enhance Pin (Isan Lute) performance skills among Isan Folk Music majors at Roi Et Rajabhat University. The study addresses traditional pedagogy limitations by integrating Digital Audio Workstation (DAW) technology into the instructional framework to modernize folk music education. Utilizing an action research methodology, the process involved a specific sample of music students practicing through systematic recording, rhythmic looping, and digital amplifier simulation features. To rectify previous structural errors identified during the peer review process, this version clearly defines the research design and the specific pedagogical intervention tools used to facilitate comprehensive self-guided practice and technical skill acquisition.

The results demonstrate that Logic Pro X’s visual feedback and high-fidelity sound synthesis significantly improve students’ technical precision and rhythmic consistency compared to conventional methods. Specifically, the ability to analyze recorded performances in real-time allows for immediate corrective feedback, leading to measurable gains in instrumental proficiency. The findings suggest that blending technological innovation with traditional training maximizes educational effectiveness and addresses the diverse learning needs of contemporary students. Furthermore, this integration provides a robust and scalable model for modernizing folk music education in higher education contexts, ensuring the preservation of cultural heritage through modern digital tools.

The Influence of Hedonic Gratifications, Habit, and Regret on Binge-Watching Engagement of Vertical Short Drama on Tiktok

Tharathep Meesangnin — 2025-12-31

This research aimed to examine the influence of hedonic motivation, habit, and anticipated regret on the continuous viewing behavior of short vertical dramas on the TikTok platform. Specifically, it analyzed hedonic motivation in terms of entertainment and passing time, as well as anticipated regret and habit. Data were collected from 385 respondents through an online questionnaire, using a
non-probability purposive sampling method. Descriptive and inferential statistics were employed, alongside Process Model 4 to test indirect effects.

The results indicated that all four factors entertainment, passing time, anticipated regret, and habit had a significant positive effect on the intention to continue viewing. Habit exhibited the strongest influence, followed by anticipated regret, passing time, and entertainment, respectively. Furthermore, habit and viewing intention significantly influenced actual continuous viewing behavior, with intention partially mediating the relationship between habit and behavior.

These findings can inform the development and design of short vertical dramas that align with audience motivations and viewing behaviors, thereby enhancing engagement and attention in contemporary digital media environments.

Examining The Direct and Indirect Effects of Social Media Advertising Benefits on Impulse Buying Behavior Through Privacy Concern Among Generation Z Consumers

Wut Sookcharoen — 2025-12-31

This quantitative research investigates the influence of social media advertising benefits on impulse buying behavior among Generation Z consumers, with privacy concern incorporated as a mediating construct. Data were obtained through a structured self-administered questionnaire distributed via online snowball sampling, yielding 461 valid responses. Structural equation modeling (SEM) was employed to examine the hypothesized relationships, and the measurement model demonstrated an excellent fit (CMIN/DF = 1.243, CFI = 0.999, RMSEA = 0.023). The results reveal that advertising benefits exert a significant positive direct effect on impulse buying (β = 0.228, p < 0.001) and a significant positive effect on privacy concern (β = 0.111, p = 0.020). Conversely, privacy concern negatively influences impulse buying (β = −0.155, p < 0.001). The indirect effect mediated by privacy concern is slightly negative, indicating partial mediation. Overall, the findings highlight that the affective appeal of social media advertising enhances spontaneous purchasing tendencies, whereas heightened privacy awareness introduces cognitive restraint, thereby mitigating impulsive purchase behaviors.

Promoting Social Sciences Research Article Comprehension and Writing Skills Through Concept-Oriented Reading Instruction (CORI) for Graduate Diploma in Teaching Profession Students

Angcharin Thongpan — 2025-12-31

The purposes of this research were to investigate the Concept-Oriented Reading Instruction on graduate diploma in teaching profession students’ social sciences research articles comprehension, and to investigate the Concept-Oriented Reading Instruction on graduate diploma in teaching profession Students’ writing skills. The sample consisted of 30 of graduate diploma in teaching profession students who were drawn from cluster random sampling for one classroom as a sampling unit. The experiment was carried out for 6 weeks, 6 hours each, 36 hours in total. The research instruments employed in this research were 1) 6 lesson plans using Concept-Oriented Reading Instruction (CORI), 2) Reading comprehension test, and 3) Writing skills test. The data was analyzed using mean, standard deviation and the paired samples t-test.

The results of the study were: 1) the students acquired better social sciences research articles comprehension after the implementation of the Concept-Oriented Reading Instruction, at a statistically significant 0.05. 2) the students gained writing skills after the implementation of the Concept-Oriented Reading Instruction, at a statistically significant 0.05. Moreover,
the results of the writing skills in each aspect after the treatment of the Concept-Oriented Reading Instruction was converted that, mechanics and grammar received the highest score, topic sentences, and supporting detail sentences respectively. Conversely, students gained the lowest scores as elaborating detail sentences.

Develop An Educational Innovation for A Training Set on Embedded Iot: Learning Skills for High School Students

Udomdet Tarahom — 2025-12-31

This research addresses the scarcity of hands-on IoT learning resources in secondary education, which hinders students' practical and problem-solving skills. The study focuses on developing and evaluating an educational innovation with two objectives: 1) to develop an IoT-based embedded system training package for upper secondary students, and 2) to assess its efficiency.
The participants in this study consisted of 15 experts and instructors. The research instruments included: (1) a content suitability evaluation form, (2) the educational innovation package for
IoT-based embedded system learning, and (3) a practical skills assessment form. The statistical methods employed for data analysis comprised item validity, item difficulty, item discrimination, reliability, arithmetic mean, standard deviation, and efficiency values based on the E1/E2 criterion.

The research findings revealed that:

The educational innovation package for IoT-based embedded system learning for upper secondary school students consisted of three main components: (1) instructional materials, (2) a prototype training model for practical skills, and (3) a user manual for the educational innovation package.

The educational innovation package demonstrated an efficiency value of 81.25/82.00, which exceeded the established standard criterion of 80/80.