Business Administration and Management Journal Review

กว่า我จะได้ชื่อ Mr.China

Pissanu Rienmahasan — 2026-06-16

The Influence Mechanism of Hotel Virtual Spokesperson Emotional Transmission on Consumers' Positive Emotions: An Empirical Analysis Based on Nanning Brand Hotels, China

Quanqiang Zhou — 2026-06-15

This study constructs and tests a multidimensional emotional transmission model of virtual spokespersons based on experiential marketing theory, exploring the direct effects of each dimension on the positive emotions of consumers at branded hotels in Nanning, China. Using a completely random sampling method, 252 valid questionnaires were collected and analyzed through structural equation modeling (SEM). The constructed model encompasses five core dimensions: sensory experience, emotional resonance, cognitive processing, behavioral responses, and relational interactions. The results show that all five dimensions have significant positive effects on consumers’ positive emotions. This study enriches the theoretical understanding of virtual spokespersons and provides practical implications for optimizing digital marketing strategies in the hotel industry.

A Study of the Mediating Role of Supportive Leadership in the Relationship Between Mental Health, Burnout, and Organizational Commitment Among Primary Teachers at the Singapore International School of Bangkok, Suvarnabhumi and Thonburi Campuses

Yang Liu — 2026-06-15

This study examined the relationships between teacher mental health, burnout, affective commitment, and supportive leadership among primary teachers at the Singapore International School of Bangkok. A cross-sectional online survey (n = 104) and validated scales were used for supportive leadership, mental health (DASS-9), burnout (MBI-ES9), and affective commitment. Confirmatory factor analysis indicated acceptable measurement properties, and structural equation modeling showed adequate fit on most indices (CMIN/DF = 1.93, CFI = .92, TLI = .90, SRMR = .069; RMSEA = .095). Poorer mental health related to lower perceived supportive leadership (β = −.569, p < .001) and to higher burnout (β = .641, p < .001) and lower commitment (β = −.259, p = .023), while supportive leadership related to lower burnout (β = −.237, p = .023) and higher commitment (β = .471, p < .001). Tests indicated that supportive leadership partially mediated mental health to burnout and commitment, causing both direct and indirect paths. Research highlights the important role of supportive leadership in multilingual, high-expectation environments. Findings suggest actionable steps, including regular well-being check-ins, enhanced counseling and peer support, systematic recognition, equitable workload distribution, and continuous monitoring using a brief well-being and commitment tool.

Dollar-Cost Averaging versus Lump Sum – What is the Best Investment Strategy for Chinese Stock Markets?

Parichat Jantori — 2026-06-15

Today, investment is no longer confined to domestic markets, as an increasing number of investors are turning to international markets to diversify risk and enhance return potential. China as the second-largest economy globally, is considered attractive by many investors for several strategic and economic reasons. This study analyzes two widely used investment strategies—Dollar-Cost Averaging (DCA) and Lump Sum (LS)—applied to the Shanghai Shenzhen CSI 300 Index and the Hang Seng China 50 Index. The objective is to determine which strategy generates higher returns, minimizes the duration of continuous losses, and outperforms risk-free investments, such as 1-year Thai government bonds. Data from 2006 to 2023 was collected on the indices and bond returns. Finding reveals that within the parameters of this research, only the Lump Sum strategy in the Shanghai Shenzhen CSI 300 Index produced higher returns compared to risk-free assets and had the shortest continuous loss period of 4 months.

Design of the Disbursement Process Using Electronic Signatures: A Case Study of the College of Arts, Media, and Technology, Chiang Mai University

Jonglak Somrang — 2026-06-15

This research aimed to 1) design a disbursement process using electronic signatures and 2) evaluate the efficiency of the Smart Office system. Conducted research in three steps: examining the payment details by analyzing the problems of the new procedures that support the use of electronic signatures, testing the prototype system with the efficiency of the College of Media Arts, considering the quantity of 40 people, and examining the group usage through inspection and data collection by analyzing the data with axes and standard values.

The research results found that 1) the design of the disbursement process with electronic signatures reduces approval time, increases convenience in document tracking, and reduces errors from using paper documents. 2) The evaluation of the efficiency of the disbursement process with electronic signatures showed moderate satisfaction (mean 2.47) with suggestions for improving document search and support for use on mobile devices. In conclusion, the use of electronic signatures significantly increases efficiency, transparency, and operational flexibility; however, the system still requires continuous improvement to meet user needs.

Waste Reduction for Hospital Cyclical Pharmaceutical Demand Forecasting Mean Squared Error Reduction

Chatpon Mongkalig — 2026-06-15

The objective of this research was to analyze the appropriate forecasting techniques for the case study hospital pharmaceutical products cyclical demand forecasting mean squared error reduction, and comparison between the proposed forecasting method and the current forecasting method of the case study hospital using Paired t-Test for the confirmation test. This research focused on the important pharmaceutical products using ABC analysis to identify class A, which the inventory value was more than 70 % with cyclical or seasonal demand (31 SKUs). Randomized complete block design (RCBD) was applied in the design of experiments in this research. According to the experimental results, the forecasting techniques had significant effects on the mean squared deviation (MSD). The most appropriate forecasting technique was Winters’ method with 12 months seasonal length. Mean squared deviation of the Winters’ method was significantly smaller than moving average with 3 months moving average length which was the forecasting method used by the case study hospital planners. The MSD of the proposed forecasting method decreased by 35.32 %.

The Influence of Learning Organization on Job Performance via Quality of Work Life as a Mediator: A Case Study of Energy and Petroleum Businesses in Bangkok

Pichsinee Tachasrivorakul — 2026-06-15

This research aimed to 1) study the level of learning organization, quality of work life, and job performance 2) study the influence of learning organization on job performance, and 3) study the mediating role of quality of work life on the relationship between learning organization and job performance. This quantitative research collected data from 400 employees of energy and petroleum companies in Bangkok. The results of this study indicated that 1) the level of learning organization and job performance were high while the level of quality of work life was very high. 2) learning organization had a statistically significant and positive influence on job performance, and 3) quality of work life partially mediated the relationship between learning organization and job performance.

Intention to Purchase Chinese POP MART Brand on E-commerce Platform of Thai Customers

Zixuan Huang — 2026-06-15

With the rapid development of global e-commerce and the popularity of art toys, POP MART has become a leading Chinese brand expanding into international markets, including Thailand. This study investigated how consumer characteristics, brand perception, and e-commerce platform factors influence Thai consumers’ intention to purchase POP MART products online. Quantitative research was conducted through a questionnaire survey of 361 Thai consumers who were familiar with the brand. Multiple Regression analysis was employed to examine the relationships between variables. The results shown that demographic characteristics, brand awareness, and e-commerce platform quality had significant positive impacts on purchase intention. Specifically, the number of platforms used had a significant negative impact on purchase intention (β = -3.201, p < 0.05). Whereas, brand loyalty and brand equity had a positive impact on purchase intention (β = 0.211, p < 0.05 and β = 0.419, p < 0.05). Meanwhile, convenience enhances consumer confidence and satisfaction (β = 0.3252, p < 0.05). These findings provided insights for Chinese cultural brands to optimize digital marketing strategies and strengthen cross-border brand management. The study contributed to the understanding of consumer behavior in cross-border e-commerce and enriches research on digital brand perception in emerging markets.

The Influence Factors of Cosmetic Platform for the Intention of Thai Customer Buying Cosmetic Online

Qiulin Su — 2026-06-15

With the rise of the digital age, the rapid growth of the Internet has transformed many fields. Online purchasing has become a new shopping channel, offering consumers convenience, diverse product choices, competitive prices, and personalized options. In fact, the e-commerce market value is projected to reach $32 billion by 2025, with mobile devices accounting for over 80% of total online sales. According to the results, influence factors on customer intention in terms purchasing online, 4Cs to consumer, purchase cost, communication on the platform between seller and customer, and convenience, had positively correlated with online purchasing intention. Reliability analysis results showed that the Cronbach's α coefficient for the factors influencing purchase intention was 0884, the Cronbach's α coefficient for influence factors on customer intention in terms of purchasing online was 0.853, and the Cronbach's α coefficient for Acceptance of using online purchasing platforms and its relation to purchase intention was 0.847. The reliability of all scales was higher than 0.7, indicating that the selected scales had good reliability. This study focuses on the online shopping decisions of Thai cosmetics consumers, examining how their personality, attitude, perception, and external environments influence their purchasing behavior.

The Affect of Motivation Factors for Physicians in Public Hospital on Employee Performance — A Case Study of Qianxi People’s Hospital

Xinrui Ma — 2026-06-15

This research focus on the affect of motivation factors for physicians in public hospital on employee performance, a case study of Qianxi People’s Hospital. The research uses a quantitative research method. The research type is a survey. A total of 200 questionnaires were distributed to physicians at the hospital. 172 valid questionnaires were obtained. The Cronbach's Alpha values of 0.93 for the independent variables and 0.90 for the dependent variables. Descriptive statistics and multiple regression analysis were performed using software. The results demonstrated that all three proposed hypotheses were supported: extrinsic motivation factors including salaries (β = 0.31, p < 0.05), bonuses (β = 0.28, p < 0.05) and benefits (β = 0.25, p < 0.05) have a positive impact on employee satisfaction; career development factors including training (β = 0.30, p < 0.05), promotion (β = 0.29, p < 0.05) and personal growth plans (β = 0.26, p < 0.05) have a positive impact on employee engagement; internal motivation factors including praises (β = 0.30, p < 0.05), online public recognition (β = 0.27, p < 0.05) and awards (β = 0.25, p < 0.05) have a positive impact on work efficiency.

Enhancing Tourism Economic Growth through Provincial Tourism Innovation: An Empirical Study Based on Patent Authorisations Across 30 Chinese Provinces (2010–2022)

JiaoLong Ruan — 2026-06-15

Based on panel data from 30 provinces in China from 2012 to 2022, this study quantifies the level of tourism innovation in each province using the number of patent authorisations. It then empirically analyses the mechanisms by which tourism innovation promotes tourism economic growth and its regional heterogeneity. The study finds that tourism innovation has a significant positive impact on tourism economic growth, and that economic development positively moderates this relationship. The impact of tourism industry structure on economic growth varies across regions: the eastern region has the most significant impact, followed by the central region, and the western region is relatively weak. Furthermore, the tourism industry's efficiency partially mediates the relationship between innovation and economic growth. Based on these findings, this paper proposes policy recommendations, including strengthening investment in tourism innovation, implementing differentiated regional policies, optimising industrial structure, improving tourism infrastructure, and establishing a monitoring mechanism, to promote high-quality development of the regional tourism economy and enhance regional sustainable development resilience.

The Role of Causal Factors in the Relationship between Human Resource Management and Transformational Leadership Affecting Organizational Commitment of Software Development Employees in Bangkok

Jutarat Pramsri — 2026-06-15

This research aims to study the factors affecting organizational commitment among software developers in Bangkok by examining the relationships between transformational leadership, human resource management, and job satisfaction. The study employs quantitative research methodology by collecting data through questionnaires from 425 software developers. The collected data were analyzed using the PLS-SEM technique to investigate the causal relationships between the variables and to determine the strength of these relationships.

The findings reveal that human resource management exerts the highest direct influence on job satisfaction (β = 0.725) and shows the highest total effect on organizational commitment (β = 0.540). In contrast, transformational leadership displays a stronger direct effect on organizational commitment (β = 0.292) than its indirect effect through job satisfaction (β = 0.042). Collectively, all the studied variables explain 69.4% of the variance in organizational commitment among employees.

Based on these results, the research suggests that organizations should prioritize the development of effective human resource management systems. At the same time, efforts to promote transformational leadership and to enhance job satisfaction are crucial in order to significantly strengthen employee organizational commitment. These insights offer valuable guidance for practitioners and decision-makers aiming to improve organizational performance and employee engagement.

College Students' Local Feelings and Return Home Green Entrepreneurial Intention in Shandong Province, China: The Roles of Community of Shared Future for Mankind and Teacher Endogenous Dynamics

Lei LI — 2026-06-15

Green entrepreneurship is an important way to develop a local future economy, and native sentiment is associated with returning to one's hometown to start a business, so the relationship between college students' local feelings and return home green entrepreneurial intention, and the moderating roles of the community of shared future for mankind and teacher endogenous dynamics were investigated in Shandong Province, China. In this study, data were collected from teachers and college students in 28 colleges and universities in Shandong Province, China, through a purposive sampling method, and 291 valid paired questionnaires were collected (validity rate 89.53%). The results showed that the Chinese college students’ local feelings were positively correlated with return home green entrepreneurial intention; the community of shared future for mankind had a significant positive moderating effect, and there was no facilitating effect of teacher endogenous dynamics in Shandong Province, China. Finally, it is suggested that in entrepreneurship education in Shandong province colleges and universities, the focus should be on fostering students' hometown sentiment and human coexistence beliefs to enhance college students' future green entrepreneurial practices adequately.

Enhancing Work Efficiency Through the Use of Power Automate in Cooperative Education: A Case Study of Huachiew Chalermprakiet University

Kittiya Aiemkaew — 2026-06-15

This study investigates the use of Power Automate to enhance operational efficiency in cooperative education at Huachiew Chalermprakiet University. The research focuses on streamlining workflows, reducing processing time, and minimizing paper consumption in job approval and placement request processes. Based on data from 360 participants, the implementation significantly optimized operations; specifically, the time required for letter issuance decreased from 5,845 to 1,485 minutes, and paper usage was reduced by 1,032 sheets. User satisfaction was rated at a high level overall, with the reduction in processing time receiving the highest rating. Additionally, participants rated data accessibility, retrieval speed, and system utility highly. These findings indicate that digital automation effectively promotes administrative agility and resource sustainability in educational settings.

6-Dimensional Perspective based on CAMELS Analysis For Savings Cooperative Management

Rungrudee Rattanawilai — 2026-06-15

A savings cooperative is a type of financial institution established without a profit-making objective, but rather to provide mutual assistance among its members to alleviate hardship and improve their quality of life. It is managed by a board of directors elected to represent the members. The primary businesses of savings cooperative are deposits and loans. The board of directors analyzes financial ratios using CAMELS Analysis to provide early warning systems, mitigate risks, determine strategic direction, reflect the cooperative's performance, build confidence among members and stakeholders, and serve as a guideline for current and future operational planning. This benefits all users of financial statements and stakeholders.

Soft Lean and Hard Lean Implementation for Logistics and Supply Chain

Adirek Tikampornproet — 2026-06-15

Lean management is a crucial approach for reducing waste and enhancing organizational efficiency. However, focusing solely on technical tools (Hard Lean) without considering human and cultural factors (Soft Lean) may limit the sustainability of outcomes. This article aims to explain the concepts of Soft Lean and Hard Lean within the framework of the Toyota Production System and to present their advantages, limitations, and applications. Through a systematic literature review conducted in the automotive and manufacturing industries, it was found that the integration of Soft Lean and Hard Lean can reduce inventory, shorten lead times, improve production quality, and increase customer satisfaction. Furthermore, the study proposes standard practices for lean management in logistics and supply chain systems. In summary, the integration of Soft Lean and Hard Lean is a key strategy for developing logistics and supply chain systems that are both efficient and sustainable, with the recommendation to incorporate digital technologies to strengthen competitiveness amid rapidly changing industrial environments and consumer demands.

ESG Concept and Sustainable Business Operations: Value Creating in the New Century

Pranom Laongnual — 2026-06-15

This article presents the ESG (Environmental, Social, and Governance) concept as an essential operational framework for modern businesses. It highlights the importance of shifting from traditional, profit-focused business models to a sustainability-oriented approach. The article explains the three components of ESG Environmental, Social, and Governance and provides examples of indicators and implementation by leading Thai companies, such as The Siam Cement Public Company Limited (SCG), PTT Public Company Limited, and Bangchak Corporation Public Company Limited. The framework helps foster business sustainability by mitigating long-term risks, bolstering stakeholder confidence, and unlocking new opportunities for business growth and innovation. Furthermore, the article addresses the limitations and challenges faced by Small and Medium-sized Enterprises (SMEs) in adopting ESG principles, particularly concerning resource constraints, a deficit in knowledge and understanding, and regulatory hurdles

Guochao and the Rise of Consumer Nationalism in China: Implications for Foreign Brands

Anchali Sombun — 2026-06-16

This paper examines the emergence of the Guochao phenomenon and the rise of consumer nationalism in China, analyzing their impact on the development of foreign brands in the Chinese market. With the expansion of the middle class and the rise of younger generations, Chinese consumption patterns have shifted from a functional orientation toward cultural identity and emotional drivers. Guochao represents not only the integration of traditional elements with modern design, but also an expression of cultural confidence and national value recognition, enabling domestic brands to transform from “Followers” into “Leaders” At the same time, consumer nationalism—fueled by historical memory, geopolitical tensions, and digital media—has continued to intensify, creating a social climate that favors domestic products while resisting foreign ones. Against this backdrop, domestic brands such as Huawei and Li-Ning have secured advantages through technological innovation and cultural symbolism, while foreign brands like Nike and H&M have faced challenges due to insufficient cultural sensitivity and recurring public opinion crises. The findings indicate that cultural value has become a critical variable in brand competition. For foreign brands to achieve sustainable growth in China, they must enhance localization capabilities, establish rapid crisis-response mechanisms, and strike a balance between global strategies and local practices.

Community Business Entrepreneurship towards Sustainability Based on the Sufficiency Economy Philosophy

Utterpon Thumpiboon — 2026-06-15

Co3mmunity entrepreneurs play a vital role in driving the nation's grassroots economy towards stability and sustainability. Through collaboration among community members, led by strong, visionary leaders with entrepreneurial skills, they create jobs, generate income, and improve the quality of life for local residents. They identify business opportunities based on local wisdom, social values, and culture. The efficient allocation of local resources creates unique community products that convey local wisdom to consumers, building awareness through these products. This fosters balance in three aspects: social, economic, and environmental, leading to self-sufficiency, moderation, resilience, knowledge, rationality, and morality, in accordance with the philosophy of the Sufficiency Economy. This ultimately results in sustainable economic growth for both the community and the nation. To achieve the national development objectives as outlined in the 13th National Economic and Social Development Plan.

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ผู้ช่วยศาสตราจารย์สถาพร ปิ่นเจริญ — 2026-06-16