Hatyai Academic Journal

Validation and Psychometric Properties of the Thai Version of Phubbing Scale in Adolescents

Yejin Kim — 2024-07-31

This study aimed to validate and assess the psychometric properties of the Thai version Phubbing Scale in adolescents. With the proliferation of smartphone use, the phenomenon of “phubbing”, or snubbing someone in favor of one’s phone, has become increasingly prevalent. To address this, a reliable and culturally appropriate measurement tool was essential. The Thai Phubbing Scale, consisting of eight items, was translated following established guidelines, and tested among 280 Thai participants.

The results indicated that the scale demonstrated good internal consistency, with Cronbach’s alpha coefficients of 0.80 for the total scale, 0.76 for Communication Disturbance, and 0.77 for Phone Obsession. Exploratory factor analysis confirmed a consistent two-factor structure, accounting for 59.9 percent of the total variance. Confirmatory factor analysis (CFA: CMIN/DF = 3.097, GFI = .950, RMSEA = .087, CFI = .940, NFI = .915, PNFI = .621, and TLI = .911) supported the scale’s construct validity. These findings suggested that the Thai version of the Phubbing Scale is a reliable instrument for assessing phubbing behaviors among Thai adolescents.

A Structural Equation Modeling of The Relationship Between Micro Influencers, Customer Engagement, Brand Trust and Purchase Intention of Mechanical Keyboard in The Thai Market

Worapoj Sirichareechai — 2024-07-31

The aims of this research were as follows: 1) to investigate the influence of micro-influencers, customer engagement, and brand trust on purchase intention, and 2) to analyze the influence of serial mediation variables of customer engagement and brand trust on the relationship between micro-influencers and purchase intention for a mechanical keyboard. In this study, a questionnaire was used as the data collection tool. The samples of this study were 252 people who used mechanical keyboards in Thailand, who had seen or heard content from micro-influencers, and who had tried real mechanical keyboards within the past year. The data was analyzed using Structural Equation Modeling (SEM).

The study found that micro-influencers had a direct impact on purchase intention, customer engagement, and brand trust. While the influence of micro-influencers on reliability, content quality, and parasocial interaction had an indirect impact on purchase intention through customer engagement and brand trust in serial. The results of the study were useful for marketers and marketing agencies in utilizing the data from the analysis for designing marketing communication strategies through micro-influencers, and for selecting micro-influencers that are suitable for the type of keyboard products.

Business Models that Affecting Competitive Advantage Strategy of Small and Medium Enterprise of Restaurants in Nonthaburi Province

Bulanchai Smathanares — 2024-07-31

The objectives of this research were to study the level of business model, the level of competitive advantage strategy, and the business models affecting the competitive advantage strategy of small and medium restaurant enterprises in Nonthaburi Province. The sample group involved 250 small and medium restaurant entrepreneurs registered as juristic persons in Nonthaburi Province and used proportional stratified random sampling. The tool used for the research was a questionnaire with a reliability level of 0.916. Stepwise multiple regression analysis was employed to analyze the data. The study revealed that the business model and the competitive advantage strategy were at a high level. The business model of key activities, key resources, and value propositions was positively affected by the competitive advantage strategy. However, an exception was customer segmentation that negatively affected competitive advantage strategies. The variables could collaborate to predict the competitive advantage strategy for (Adjusted R²) 78.40% and statistical significance at .05 level. Research findings allow restaurant entrepreneurs to create a model that is suitable for business; that is, providing products and services that meet the needs of consumers to gain a competitive advantage.

Management and Personal Financial Management Behavior of Gen Y Teenagers in the Central Region

Patamaporn Kumchuen — 2024-07-31

The purposes of this research were to 1) study the level of personal financial management of Gen Y adolescents, 2) compare the personal financial management of Gen Y adolescents by personal factors, 3) study the level of personal financial management behavior of Gen Y adolescents, and 4) analyze the components of Gen Y adolescents’ personal financial management behavior. The sample group in this study was 400 Gen Y adolescents through the accidental sampling technique. A questionnaire with a reliability of 0.87 was used as a data collection tool. Data were analyzed by percentage, mean, standard deviation, t-test, one-way ANOVA, Exploratory Factor Analysis, and Pearson’s correlation analysis.

The results of the research revealed that the overall level of personal financial management was at a high level (= 3.78, S.D. = 0.31). Gen Y with different genders had no difference in financial management. Gen Y with different average monthly income, educational background, and the proportion of savings or investment allocation had an

overall difference in financial management with a statistically significant difference at 0.05. The overall level of financial management behavior was at a high level (= 3.85, S.D. = 0.32). Furthermore, the management of personal money had two components: the form of savings or investment and the saving goal or investment. The results of the research can be used as a guideline to instill and build immunity among adolescents and youth of Gen Y to see the importance of financial management. This is an important basis for determining guidelines that will lead to financial management in the future.

Consumer Attitudes Toward Social Media Influencers Affecting Brand Image and Online Purchase Intentions

Shanyapat Amphansookko — 2024-07-31

This research aimed to study the attitude of consumers on social media influencers which had an impact on brand image and online purchase intentions. The participants consisted of 385 consumers, aged 20 and over, who have known social media influencers. The research instrument for collecting data was an online questionnaire with an index of item objective congruence over 0.50 and a total reliability of 0.866. Statistics used for data analysis were mean, standard deviation, and multiple regression analysis. The research revealed that consumers’ attitudes toward social media influencers and brand image were at a good level while online purchase intention was at a high level. The participant’s attitudes toward social media influencers in terms of respect, similarity, and expertise represented a significantly positive impact on brand image. Attitudes, in terms of similarity, respect, and trustworthiness, showed a significantly positive impact on online purchase intentions. Moreover, brand image in all aspects had a significantly positive impact on online purchase intentions with the most impactful aspect being brand attitude, followed by brand benefits and attributes, respectively. The information from this research can be useful for brand owners in selecting suitable social media influencers for conducting marketing activities.

Factors Affecting on Consumers’ Product Purchase Intention through TikTok

ฺBamrungphong Phongphanich — 2024-07-31

TikTok plays an important role for communication today. Merchandisers have used TikTok as a channel for selling products by content marketing and brand identity communication, which can increase customers’ perception. This research aimed to investigate the factors that influenced consumers’ intention to buy products through TikTok. The sample consisted of 400 customers who shopped from TikTok. The research instrument was an online questionnaire. Data was analyzed via frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that content marketing, which consisted of functional information, social interaction, and brand interaction, as well as brand identity had a statistically significant effect on consumers’ purchase intention at 0.05. Moreover, the findings will be beneficial for merchandisers to develop and communicate through content marketing and brand identity in order to create interest and attract consumers. On the other hand, consumers can use information of content marketing and brand identity that merchandisers communicate to make purchase decision. Entrepreneurs or related agencies can use the results of this research to improve brand identity in order to respond to customer needs and train content marketing and brand identity for merchandisers on TikTok.

Peacebuilding Strategies for Multicultural Society in the Literature of Islamic Supplementary Lessons Named “Learning for Understanding”

Warid Charoenrad — 2024-07-31

This research aimed to study the peacebuilding strategies in terms of lesson content and language used in the literature of Islamic supplementary lessons named “Learning for Understanding”. The resources of this research included six books of the literature of Islamic supplementary lessons named "Learning for Understanding" and one book of reprint edition, totaling at seven books. The primary data collecting and analysis had been conducted as a research method and objectives. The result showed that the writers had used five strategies in lesson content for peacebuilding. It presented the core of peace in Islam comprising with 1) the peace free from denying and deceiving; 2) the peace free from all vices and sins; 3) the peace free from Sharia and all kinds of unusual behaviors; 4) the peace free from injustice and violation; and 5) the peace free from torture in hell and vicious habitat in the underworld. In terms of language, there are four strategies used in these sample groups, namely, Referential form, Describing form, Modality form, and Arab transliteration form. This result also reflected various and interesting ways to perform the peacebuilding strategies. The readers could understand the core of the Islamic religion and Islam people’s thinking easily and significantly.

Community Participation in Community-Based Tourism Management at Pattani Bay

Darinna Khahong — 2024-07-31

This study aimed to study 1) patterns of community participation in community-based tourism (CBT) management at Pattani Bay, and 2) the level of community participation in community-based tourism management. This study was regarded as mixed methods research. For the qualitative method, the data were gathered from 17 key informants who directly involved with Pattani Bay CBT through in-depth interviews using a semi-structure interviewing form. The data were analyzed using content analysis to organize and code the data. As for the quantitative method, data were gathered from participants aged 20 and above who lived in the Pattani Bay area, which included Muang District and Yaring District in Pattani Province. The questionnaires were utilized to collect data from 343 samples using a simple random sampling technique based on household ratio. The data were analyzed with descriptive statistics, namely, percentage, frequency, mean, and standard deviation. Moreover, the R statistical software package were used to analyze the data. The findings demonstrated that the Pattani Bay CBT participation pattern was a mixed participation pattern that included both induced and natural participation. The overall participation level in the management of Pattani Bay CBT was moderate (Mean = 2.98, S.D. = 1.40) and significantly different. In addition, the results could help relevant organizations promote procedures to encourage participation in developing sustainable CBT.

A Causal Relationship Model of Digital Citizenship Behavior among Undergraduate Rajabhat University Students

Pacharee Tiwsikhares — 2024-07-31

This research aimed to study Rajabhat undergraduate students’ digital citizenship behavior concerning the causal relationship model. This was in the form of quantitative research. The sample contained 847 undergraduate students from Rajabhat universities. The research instrument was a questionnaire on factors affecting digital citizenship behavior with the reliability value between 0.87-0.97. Descriptive statistics were employed to study information of the samples. Inference statistics were used to analyze the causal relationship by analyzing the structural equation model. The research findings revealed that the causal relationship model of digital citizenship behavior was matched with the empirical data ( = 163.22, df = 137, /df = 1.19, p = 0.063, RMSEA = 0.015, RMR = 0.014, GFI = 0.98, AGFI = 0.96, CFI = 1.00, and NFI = 0.98) as 71 percent of all variables could predict the digital citizenship behavior (R² = 0.71). Factors which directly influenced digital citizenship behavior were performance expectancy (β = 0.41), effort expectancy (β = 0.25), behavior intention (β = 0.20), and facilitating conditions (β = 0.19). The findings were useful for educational institutions to determine ways for developing digital citizenship behavior of university students.

Factors Predicting COVID 19 Prevention Behavior among Recipients of COVID 19 Vaccines at King Narai Hospital, Lop Buri Province

Sirinan Tansodthee — 2024-07-31

This was a cross-sectional analytical study aimed to examine the factors which anticipated prevention behavior towards COVID 19. The sample received COVID 19 vaccines at King Narai Hospital, Lop Buri Province. A two-stage cluster sampling was conducted to select the sample of 478 people. Data were collected by self-administered questionnaires designed based on the PRECEDE – PROCEED model from December 2022 to March 2023. Frequency, percentage, mean, standard deviation, inferential statistics, the Chi-square test, Pearson correlation coefficient, and Stepwise multiple regression analysis were used to analyze the data.

The results revealed that most of the sample had a good level of COVID 19 prevention behavior. There were seven factors that could statistically predict COVID 19 prevention behavior up to 33.2 percent (R² = 0.332, p < 0.001). These factors were the perceived risk of COVID 19 infection (β = 0.151, p < 0.001), traveling by private cars (β = 0.112, p = 0.004), receiving information about COVID 19 prevention from neighbor/community leaders and television (β = 0.085, p = 0.037; β = 0.099, p = 0.013, respectively), having adequacy of a face shield and antigen test kid (ATK) (β = 0.103, p < 0.001; β = 0.118, p = 0.006, respectively), and receiving social support from friends (β = 0.381, p < 0.001). The findings could be utilized to develop channels for increasing the accessibility of information about the disease, its severity, and how to prevent COVID 19. Additionally, organizing a preventive campaign against COVID 19 while using public transportation or accessing high-risk areas was recommended.