Business Administration and Management Journal Review

การเรียนรู้วิธีดำเนินธุรกิจ นำเข้า-ส่งออก ครบวงจร

ผู้ช่วยศาสตราจารย์ สุเมษ เลิศจริยพร — Mon, 15 Dec 2025 00:00:00 +0700

ช่วงภาวะปี ค.ศ.2020 เป็นช่วงปีแห่งความยากลำบากของการดำเนินธุรกิจทั้งภายในประเทศและระดับโลกจากสถานการณ์การแพร่ระบาดของไวรัส COVID-19 ทำให้ทั้งการนำเข้าและส่งออกทำได้ยากลำบากยิ่งขึ้น แต่ถึงกระนั้นการเตรียมพร้อมสำหรับการฟื้นตัวของการค้าระหว่างประเทศยังเป็นเรื่องสำคัญ ทั้งเรื่องระเบียบการค้าระหว่าง การรับรองแหล่งกำเนิดสินค้าจากการเจรจาการค้าระหว่างประเทศ การบริหารความเสี่ยงด้วยรูปแบบการชำระเงินที่เหมาะสม การใช้สินเชื่อจากธนาคารเพื่อสนับสนุนการทำธุรกิจ การจัดการการขนส่งสินค้าทั้งขาออกและขาเข้า การบริหารความเสี่ยงด้วยการประกันภัยการขนส่งสินค้า และที่สำคัญที่สุดคือในวันที่ 1 มกราคม ค.ศ. 2020 เป็นการเริ่มต้นการเปลี่ยนเงื่อนไขราคาและการส่งมอบสินค้าจาก INCOTERMS2010 เป็น INCOTERMS2020 จึงต้องทำความเข้าใจเนื้อหาที่มีการปรับเปลี่ยนเพื่อให้ทันกับการเปลี่ยนแปลงของการค้าระดับโลก ซึ่งทุกอย่างที่กล่าวมานั้นถูกบรรจุเป็นเนื้อหาที่เข้มข้นชึ้นในหนังสือการเรียนรู้วิธีดำเนินธุรกิจนำเข้า-ส่งออกครบวงจรเล่มนี้ ซึ่งมุ่งมั่นให้เป็นหนังสือที่ผู้อ่านได้รับประโยชน์สามารถนำไปประยุกต์กับการใช้งานการดำเนินธุรกิจได้มากที่สุด

Concepts and Factors Affecting Agricultural Products Manufacturing Industry for Sustainable Supply Chain Management

Roongthip Thamsena, Piyachat Jarutirasarn, Chouwalit Hamontree — Mon, 15 Dec 2025 00:00:00 +0700

This academic article aims to present factors affecting the agricultural products manufacturing industry for sustainable supply chain management. Based on literature synthesis and academic sources, it was found that logistics and supply chain capabilities, product manufacturing, raw material management, and warehouse and inventory management of agricultural products production affect sustainable environmental development in the agricultural products manufacturing industry and competitive advantage.

This sustainable development is a multi-dimensional process that focuses on integrating economic, social, and environmental aspects together, which directly impacts the competitive advantage of products in terms of quality, uniqueness, and reliability. Furthermore, it is closely linked to supply chain efficiency, seamlessly integrating components, leading to long-term sustainable organizational performance for the agricultural products manufacturing industry by balancing business growth, social responsibility, and environmental preservation.

Technologies for Enhancing Efficiency in Transportation Management

Jintana Seahapong, Nantawan Boonraksa — Mon, 15 Dec 2025 00:00:00 +0700

This article aims to present the application of technology, including Barcode, RFID, GPS, ERP, EDI, and TMS, in enhancing transportation management efficiency. Transportation is a critical process that links production sources with consumers by facilitating the movement of goods from their origin to locations where they are needed or consumed, thereby creating value in terms of time and place. Technology plays a vital role in ensuring accuracy and timeliness in receiving and delivering goods, enabling real-time tracking and monitoring of shipment status, reducing operational costs, and maintaining service quality.

The Approaches for Teacher Development in Digital Era

Phachara Sinsomros, Thawatchai Oui-panich, Chaiwat Prasongsang — Mon, 15 Dec 2025 00:00:00 +0700

The objectives of this article are 1) to study the concept of teacher development and the concept of the digital era, and 2) to present the approaches for teacher development in digital era.

Nowadays, it is impossible to avoid technology in our daily activities such as ordering the food, working, and learning. Technology has become an integral part of our lives. Consequently, self-development has increasingly incorporated technology to enhance its effectiveness. This integration of technology into self-development is particularly evident in the education sector, where it is used to empower teachers with the knowledge, skills, and experience necessary to improve their instructional practices and enrich students' learning experiences. There are numerous methods for teacher development in the digital age, ranging from traditional and technology-enhanced approaches that facilitate easier learning. Drawing upon established concepts of teacher development and the digital era to present the approaches for teacher development in digital era as follows: 1) formal self- development, 2) informal self-development, 3) self-directed development, and 4) technology and innovation-driven development.

Use of Blockchain Agricultural Traceability Systems to Enhance the Sustainability of Agricultural Systems

Lanthom Jonjoubsong, Nathaporn Thammabunwarit, Puangchompoo Jones — Mon, 15 Dec 2025 00:00:00 +0700

Nowadays, consumers have been interested at safety food and environmentally friendly. Organic products standards have been more developed worldwide to endorse organic products for trust of consumer. However, the standards have have been accessed by only membership networks instead of traceability back to production and suppliers. Agricultural Traceability System (ATS) with blockchain technology would link any parties through out agricultural supply chain with transparency and trust regarding distributed ledgers that have used cryptography technology and immutable records, and smart contracts—consensus algorithms. Furthermore, agricultural traceability system with blockchain technology would enhance sustainability of agricultural systems in all dimensions including environment, society and economic, and at all levels—sustainability of production, economic and social sustainability, and social change. Every activity through out the supply chain has to apply ATS systems that could support consumers worldwide.

Digital Culture: From Hierarchical Management to Real-Time Collaboration in the Modern Organization

Chatcharawan Meesubthong — Mon, 15 Dec 2025 00:00:00 +0700

ในยุคที่เทคโนโลยีดิจิทัลได้เข้ามาเปลี่ยนแปลงการดำเนินธุรกิจอย่างรวดเร็ว รูปแบบการทำงานยุคใหม่ให้ความสำคัญต่อผลลัพธ์ที่มุ่งตอบสนองความต้องการของลูกค้าหรือผู้ใช้งานได้อย่างรวดเร็วทันเหตุการณ์มากกว่าการยึดติดอยู่กับรูปแบบการบริหารตามกระบวนการแบบลำดับชั้นที่เน้นอำนาจสั่งการจากบนลงล่างก่อให้เกิดความล่าช้าในการดำเนินงานและยังเป็นอุปสรรคต่อความคล่องตัวและนวัตกรรมนำไปสู่การสูญเสียความสามารถทางการแข่งขันขององค์การในทึ่สุด ต่างกับองค์การยุคใหม่อย่างเช่นองค์การดิจิทัลจะประสบความสำเร็จได้จากการสร้าง “ความเชื่อมโยง” ระหว่างผู้คน ทีมงาน และเทคโนโลยี ซึ่งก่อให้เกิดการทำงานแบบเครือข่าย (Network Organization) ที่ยืดหยุ่นรวดเร็ว เน้นความร่วมมือและการทำงานที่พยายามลดลำดับชั้นให้ได้มากที่สุดโดยการนำเทคโนโลยีเข้ามาใช้เพิ่มความแม่นยำและความรวดเร็วในการทำงาน เกิดวัฒนธรรมในการทำงานแบบใหม่ขึ้นมาที่เรียกว่า “วัฒนธรรมดิจิทัล (Digital Culture)” อันเป็นวัฒนธรรมที่หลอมรวมความคิดแบบเปิดกว้าง มุ่งเน้นนวัตกรรม มีการเรียนรู้ต่อเนื่อง และการใช้เทคโนโลยีเพื่อเพิ่มประสิทธิภาพการทำงาน

บทความนี้มุ่งอธิบายการเปลี่ยนผ่านจากระบบการบริหารแบบลำดับชั้นไปสู่วัฒนธรรมดิจิทัลขององค์การสมัยใหม่ โดยวิเคราะห์คุณลักษณะสำคัญของวัฒนธรรมดิจิทัล ปัจจัยผลักดันการเปลี่ยนแปลง และแนวทางในการสร้างวัฒนธรรมดิจิทัลที่คล่องตัว (Agile Digital Culture) ซึ่งส่งเสริมความร่วมมือ ความโปร่งใส นวัตกรรมและการเรียนรู้อย่างต่อเนื่อง เพื่อให้องค์การสามารถแข่งขันได้อย่างยั่งยืนในยุคดิจิทัล

Entrepreneurship in Thailand: A Panacea to Economic Growth?

Issara Suwanragsa, Pallapa Srivalosakul, Pathathai Sinliamthong — Mon, 15 Dec 2025 00:00:00 +0700

The present study provides insights into entrepreneurship in Thailand by (1) investigating Thailand’s entrepreneurial environment over the past two decades, (2) examining the contribution of entrepreneurship to employment and growth, and (3) recommending policy implications to foster a more robust entrepreneurial ecosystem and economic growth. By analyzing data from the Global Entrepreneurship Monitor, the World Bank, National Economic and Social Development Board, and the Bank of Thailand, findings indicated that Thailand had conductive environment for doing business resulting in the highest level of entrepreneurial activities in the world. Entrepreneurship significantly stimulated growth. However, job creation as a result of entrepreneurship was not significant. Thai’s entrepreneurs initiated their small-scale businesses with modest financial investments and lack of innovation. Due to the deficiency in innovation, expertise, and financial resources, Thailand have encountered challenges in transition toward innovation-driven economy. Resources and budget should be allocated to enhance innovation and R&D, rather than building infrastructure. Network and collaboration that facilitates the linkage between R&D and business enterprises must be established. Finally, the entrepreneurship education program should be incorporated into the primary and secondary school curriculum to nurture entrepreneurship ecosystem and foster economic growth.

Demand Planning and Forecasting for Hotel and Accommodation for Important Tourists Visiting Target Area in Bangkok after the COVID-19 Pandemic

Chatpon Mongkalig — Mon, 15 Dec 2025 00:00:00 +0700

The objectives of this research were to analyze the appropriate demand forecasting techniques for the forecasting of the number of tourists who visited and stayed in Bangkok. Design of experiments method was applied to determine the most appropriate forecasting method in the optimization experiment. For experimental design, a Randomized Complete Block Design (RCBD) was generated and Analysis of Variance was carried out. According to the ANOVA, the forecasting methods had statistically significant effect on the Mean Absolute Percentage Error (MAPE). According to the main effects plots, the appropriate forecasting method was the Winters’ method with 12 months seasonal length, which was a suitable forecasting method for the number of tourists in Bangkok forecasting with the seasonal demand. Additionally, the confirmation test was conducted using the Paired T-Test and it was found that the average of MAPE using the Winters’ method was significantly lower than the average of MAPE using moving average. It can be concluded that the average of MAPE using the Winters’ method decreased by 93.4% compared to the average of MAPE using moving average.

Trustworthiness of Micro-Influencers Affecting Purchase Intention in Products and Services in Bangkok, Thailand

Thapanee Sritisan — Mon, 15 Dec 2025 00:00:00 +0700

This research investigates the trustworthiness of micro-influencers affecting purchase intentions for products and services in Bangkok. The objectives are to examine: 1) the importance of micro-influencer trustworthiness, 2) the importance of purchase intentions, and 3) the trustworthiness factors affecting the purchase intentions of consumers in Bangkok. Data were gathered through a questionnaire from a stratified sample of 400 individuals who have made purchases through micro-influencers in Bangkok. Statistical analysis, including percentages, means, standard deviations, and multiple regression, was used. Results indicate that the importance level of micro-influencer trustworthiness across five aspects is generally high, particularly consistency in brand alignment. Purchase intentions among consumers in Bangkok were generally high, with a preference for brands endorsed by micro-influencers. Hypothesis testing revealed that four trustworthiness factors—credibility, engagement and responsiveness, social proof, and consistency in brand alignment—significantly affect purchase intentions at the .05 significance level. These findings emphasize the crucial role of micro-influencers in shaping consumer behavior in Bangkok’s market, offering valuable insights for marketers and businesses to leverage trustworthiness in their digital strategies.

The Affecting of Personal Job-Fit and Job Crafting on Job Satisfaction of the University Staffs in Thailand

Veerasak Jinarat — Mon, 15 Dec 2025 00:00:00 +0700

This quantitative research aims to study the affecting of personal job-fit and job crafting on job satisfaction of the university staffs in Thailand. The researcher collected 440 respondents of the sample before analyzed the data by coefficient correlation and multi-regression analysis. The research results demonstrate that personal job-fit related significantly and positively to job crafting at r = .70 (Sig. .01). However, personal job-fit also related significantly and positively to job satisfaction at r = .60 (Sig. .01). The personal job-fit influenced and predicted significantly to job satisfaction at R² = .42, std. error = .72, F= 62.78 (Sig .000). In addition, job crafting influenced and predicted significantly to job satisfaction at R² = .42, std. error = .72, F= 77.82 (Sig .000). The results concluded that personal job-fit and job crafting impact on staffs’ job satisfaction level. Hence, the university administrators should improve staffs’ happiness in working for enhancing staffs’ productivities.

Financial Inclusion and Vulnerability in a Developing Nation: Role of Financial Literacy, Digital Finance, and Socioeconomics Spacing

Dwitya Aribawa — Mon, 15 Dec 2025 00:00:00 +0700

Financial inclusion is a crucial factor in promoting economic growth and reducing income disparities, particularly in developing countries. This study explores the determinants of financial inclusion, focusing on the roles of financial literacy, digital finance, and socioeconomics of households. By analyzing cross-sectional data from the Indonesia National Survey of Financial Literacy and Inclusion, this research bring novelty on seven types of financial services accessed by households. The results show that financial literacy plays a significant and positive role in promoting financial inclusion across different financial service categories. Additionally, digital finance emerges as a key factor in enhancing access to financial services, particularly for households with internet access. The study also highlights the importance of socioeconomic characteristics, such as income, age, education, and rural-urban divide, in influencing financial inclusion. Furthermore, the research addresses issue of financial vulnerability and impact on household financial stability, emphasizing the need for financial planning and education to mitigate risks and improve financial well-being. Ultimately, this study contributes to the existing literature on financial inclusion by providing insights into the factors that drive access to financial services in developing countries, offering implications for policymakers, financial institutions, and stakeholders to enhance financial inclusion initiatives and promote economic empowerment.

Scale Development of Barriers to Low Carbon Tourism in Thailand

Patteera Pantaratorn, Kannika Phoncharoen, Wongladda Weerapaiboon — Mon, 15 Dec 2025 00:00:00 +0700

This research aims to develop a scale development of Barriers to low carbon tourism in Thailand. This mixed-method research collected data through in-depth interviews with 17 key informants and questionnaires from 224 representatives of tourism-related organizations, tourism service providers, and academics specializing in tourism and environmental studies. The results of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) identified three dimensions of barriers to low-carbon tourism in Thailand. The structural constraints dimension comprises seven observable variables, the internal personal constraints dimension includes nine observable variables, and the interpersonal constraints dimension contains four observable variables. The confirmatory factor fit index of low carbon tourism barrier variables in Thailand found that the measurement model was consistent with empirical data well: X2 = 146.746, df = 128, X2/df = 1.146, p = .123, RMSEA = .026, RMR = 030, GFI = .939, AGFI = .900, CFI = .994. All statistical indices met the acceptable criteria, indicating that the model is consistent with the empirical data.

Logistics Efficiency and CSR: Enhancing Organizational Image, Trust, and Sustainable Loyalty for the Cold Chain Logistics Provider

Mon, 15 Dec 2025 00:00:00 +0700

Currently, Cold chain logistics and social and environmental responsibility play a very important role in developing organizational image, credibility and sustainable loyalty of stakeholders, especially in the food industry. The objective of this study was to study the influence and examine the consistency of empirical data of logistics performance and social responsibility on credibility, organizational image enhancement and sustainable loyalty for cold chain logistics service providers of XYZ Co., Ltd., Thailand. This study used a quantitative research approach with a questionnaire. The data were collected from 541 samples who were users of cold chain logistics services of XYZ Co., Ltd., Thailand. The data were analyzed by using structural equation modeling (SEM). The results of the study found that logistics performance and social responsibility affect sustainable loyalty through mediating variables, namely credibility and organizational image. In particular, credibility plays an important role in enhancing organizational image. These two important factors work together in an integrated manner to enhance sustainable loyalty to the organization and its stakeholders.

Factors Affecting the Political Participation Behavior of Undergraduate at Rattana Bundit University

Junpen Phungchim, Suriwipa Chaiyapan, Rassamee Onpreeda — Mon, 15 Dec 2025 00:00:00 +0700

The purposes of this research were 1) to study the level of opinions on political socialization factors and the level of political participation behavior. 2) To study personal factors affecting the political participation behavior and 3) to study political socialization factors affecting the political participation behavior of undergraduate at Rattana Bundit University. Sample group consisted of 374 people. The research instrument was questionnaires. The statistics used for descriptive statistics, including percentage, mean, S.D., t-test, F-test and multiple regression analysis. The findings revealed that 1) The level of opinions of students on political socialization factors, overall was at a moderate level. 2) The level of political participation behavior, overall was at a high level. 3) Summary the results of the comparison of political participation behavior, by personal factors found that gender, age, income from parents and monthly expenses have different effects on political participation behavior. ≤ 0.01 level. Factors of different years of study have no effect on the level of political participation behavior. And 4) Political socialization factors affecting the political participation behavior including friend group factors (X₂) (Beta =-1.269) have an efficiency value of forecasting and (R²) equal to 26.7 ≤ 0.01 level.

Factors Affecting Intention to Use Robots or Automation Systems in Manufacturing Electronic Component Parts in Laem Chabang Industrial Estate

Passakorn Jaruenroop, Nipa Niruttikul — Mon, 15 Dec 2025 00:00:00 +0700

This research aims to study the factors influencing the intention to use robots or automation systems. This quantitative study collected data using questionnaires from 420 employees in the electronic component manufacturing sector, who have the opportunity to use robots or automation systems in the Laem Chabang Industrial Estate. The data were analyzed using Structural Equation Modeling (SEM). The findings show that the structural equation model of factors influencing the intention to use robots or automation systems aligns well with the empirical data, with the following values: CMIN/df = 2.876, AGFI = 0.923, RFI = 0.967, IFI = 0.989, CFI = 0.989, and RMSEA = 0.067. The results indicate that perceived usefulness, perceived ease of use, and user trust influence attitudes toward usage. Perceived risk influences the intention to use, and attitudes toward usage significantly influence the intention to use, with path coefficients of 0.364, 0.157, 0.452, 0.389, and 0.576, respectively. All relationships are statistically significant at the 0.05 level.

An Analysis of the Phenomenon of Adapting Online Literature into Chinese Web Short Dramas

Xiamiao Liang, Qiong Wu — Mon, 15 Dec 2025 00:00:00 +0700

Online literature, as a key medium for cultural transmission, has also flourished and gradually become a significant source of creative inspiration for web short drama production. This study selected 30 web short dramas from the trending lists of the three major platforms—iQIYI, Youku and Tencent Video—resulting in a total of 90 web short dramas as research samples. Employing sample analysis and literature review approaches, the study examines the phenomenon of adapting online literature into Chinese web short dramas and proposes corresponding strategies. The findings reveal three main issues with these adaptations: first, the serious repetition and homogenization of genres; second, the "formulaic" nature of the content; and third, the poor artistic quality of the adaptations, which can mislead public values. It reflects the issues of limited innovation in adapted works, a lack of cultural depth, and the potential negative impact on the audience's aesthetics and values. The study suggests breaking free from genre constraints, exploring content diversification, emphasizing positive value output, improving adaptation quality, and advancing the healthy progress of both Chinese web short dramas and online literature.

Purchase Intention and Online Purchase Behavior Case Study of Online Purchases by Students in Bangkok and Surrounding Areas

Jirachai Muenlit, Issarapong Poltanee — Mon, 15 Dec 2025 00:00:00 +0700

This study examines the causal relationships among factors influencing online purchasing behavior (PB) and online purchase intention (OPI) among 422 university students in Bangkok and its metropolitan area. Utilizing the integrated generalized structured component analysis (IGSCA), the findings reveal that OPI is the primary determinant of PB and is significantly influenced by perceived usefulness (PU), attitude (AT), ease of use (EOU), and buying impulse (BI), with path coefficients of 0.332 and 0.231, respectively. Furthermore, the study highlights that providing accurate and reliable information about online products and services significantly enhances purchase intention and ultimately influences consumer behavior. Therefore, organizations should prioritize effective communication strategies to foster awareness and cultivate positive consumer attitudes toward online shopping.

Creative Innovation of Thai Local Woven Product in Phetchaburi Province

Nataorn Mahatamnuchok, Sopaporn Klamsakul — Mon, 15 Dec 2025 00:00:00 +0700

This research aims to 1) create a prototype product from local sarongs and 2) transfer knowledge on marketing development for the community. This is a mixed-method research. The main informants are the Tha-Lo local weaving community enterprise in Phetchaburi province. The research instruments are interviews and questionnaires. The statistics used for data analysis are mean, percentage, frequency, and standard deviation. The research results found that using scraps of local hand-woven sarongs using the fabric cutting and splicing method, called Patchwork, to form new prototype products, consisting of Model 1: Lotus-necked sarong Model 2: Women's sarong Model 3: Three-quarters sarong Model 4: Sarong skirt Model 5: Spider-web-patterned sarong bag Model 6: Multi-colored sarong shoulder bag with patchwork pattern Model 7: Square-shaped shoulder bag Model 8: Watermelon sarong shirt and pants set Model 9: Rainwater flowing sarong set It was found that the role of online marketing, such as selling products through online platforms and managing online stores, photography techniques for selling products, and techniques for presenting product images online, affect the profits of community businesses.

Causal Variables of Service Innovation Capability, Resources Availability, Market Leadership and Competitive Intensity that Influences Service Performance in the Hotel Businesses on the Andaman Sea Coast of Thailand

Jongdee Limchuchua — Mon, 15 Dec 2025 00:00:00 +0700

This study aimed to study the direct influence, indirect influence and combined influence on service performance in the hotel business on the Andaman coast of Thailand and to develop a causal model of service performance in the hotel business on the Andaman coast of Thailand by using quantitative research methodology. The questionnaire was used as a tool to collect data from 320 hotel industry operators and analyzed by descriptive statistics. The data were collected and analyzed by using statistical analysis and Structural Equation Model (SEM). The results of the research found that the structural equation model of the variables affecting service performance in the hotel business on the Andaman coast of Thailand was consistent with the empirical data. The model was statistically significant at the .05 level. However, the service performance factors were positively affected by the intensity of competition factor, the service innovation capability factor, and the market leadership factor with statistical significance.

Guidelines for Promoting Cooperation between Small and Medium Enterprises and the Local Government/Private Networking toward the Opportunity Entering the Southern China Market

Patchara Phochanikorn, Chutira Rabob, Pannarai Saengwichian, Zhao Jingyan — Mon, 15 Dec 2025 00:00:00 +0700

China places importance on expanding trade routes to the south and it is a good opportunity for small and medium enterprises (SMEs) to develop their potential and enter the southern Chinese market. This research aimed to 1) Study problems and obstacles of SMEs to the southern Chinese market. 2) Study the cooperation between SMEs and the Local Government/Private Networking and 3) Analyze business opportunities via the Local Government/Private Networking. 44 samples consisted of 14 administrators and 30 entrepreneurs. Research instruments are interview and questionnaire by using content analysis and descriptive statistics. Research results reveal that the most common problems encountered SMEs in trading with China southern province are trade regulations, customs clearance. The nature of cooperation between SMEs and networks are state leads the private sector. The desirable pattern is private sector leads and support by the government sector and decentralize to local in decision-making. Business opportunities to access the Chinese southern market is focus on the cooperation network, promote entrepreneurs participate in network membership, provide in-depth knowledge about Chinese market, finding cross-border logistics and transportation management solutions to reduce problems.

The Consumer Awareness of TEMU and Perception Toward TEMU Online Advertising: A Case Study in Bangkok Metropolitan

Liang Tingbin, Pimsiri Phutrakul — Mon, 15 Dec 2025 00:00:00 +0700

This study aims to understand Thai consumers’ awareness on the cross-border e- commerce platform of TEMU and the difference of perception online advertising of TEMU e- commerce platform. The research objectives are 1) to study the level of Thai consumer awareness of TEMU, 2) to study Thai customer’s perception towards TEMU online advertising, and, 3) to study the difference of awareness and perception of TEMU online advertising among different demographic attributes (Gender, Age, Education level and Income level).surveys of consumers in the Bangkok Metropolitan area who have experience purchasing from e-commerce platforms. The survey was conducted using Google Forms and a total of 392 valid samples were obtained. Descriptive analysis (percentage, frequency, mean and standard deviation) and inferential statistics were used in this study, and analyzed the use of Independent Sample t-test and ANOVA. The results indicate no significant differences in consumer awareness and perception online advertising based on gender. However, significant differences exist across age, education level, and income groups. consumers with higher education levels show more positive perception toward online advertising, and variations are also observed among different income groups.

The Effects of Social Media Influencer’s Attributes on Thai Student’s Online Purchase Intentions in the Skincare Industry – A Case Study of Huachiew Chalermprakiet University

Shen Rongli, Pimsiri Phutrakul — Mon, 15 Dec 2025 00:00:00 +0700

The rapid growth experienced in Internet technology and social media play an important role in the lives of individuals today, causing influencer marketing to become a key strategy for business. This paper aims at examining the effects of social media influencer’s attributes on consumers’ online purchase intention. The objectives of this study are: 1) to examine Huachiew Chalermprakiet University (HCU) students’ purchase intention and 2) to examine the impact of attributes of social media influencer on HCU students’ purchase intention. This study utilized a quantitative research method as the research approach, availing of purposive sampling to collect the data from HCU students through Google Form. In total, 385 valid samples were collected. Descriptive statistics and inferential statistics were used in this study to process the data. The results of this study indicate that the overall purchase intention of HCU students is relatively high, with a mean value of 3.75. With regard to the attributes possessed by social media influencers, all the variables (credibility, authenticity, expertise, and attractiveness) have a statistically significant impact on consumers’ purchase intention.

The Influence of Online Recruitment Platform on Job-Seeking Behavior of College Students from Weifang University of Science and Technology

Huayu Jia, Chatcharawan Meesupthong — Mon, 15 Dec 2025 00:00:00 +0700

The purpose of this study is to determine the influence of online recruitment platforms on college students’ job-seeking behavior. This article conducts a literature review on the influencing factors of online recruitment platforms and job-seeking behavior. Based on quantitative research method, 412 students of Weifang University of Science and Technology in China were surveyed by online questionnaire. The study used multiple linear regression analysis to analyze the relationship between Perceived Platform Quality, Individual Characteristics, and Job-Seeking Behavior. The results of hypothesis testing show that Ease of Use and Variety of Content have statistical significance at the 0.05 level positive effects on Browsing Behavior and Application Frequency, while Platform Trust and Variety of Content have statistical significance at the 0.05 level positive effects on Continued Use Intention and Communication Behavior. These findings show that online recruitment platforms can have a positive impact on college students’ job-seeking behavior.

Challenges and Opportunities for Huachiew Chalermprakiet University Challenges and Opportunities for Huachiew Chalermprakiet University Students within the Gid Economy Students within the Gid Economy Students within the Gid Economy

Yuelin Cai, Chatcharawan Meesubthong — Mon, 15 Dec 2025 00:00:00 +0700

This study explores the challenges and opportunities faced by Huachiew Chalermprakiet University (HCU) students within the gig economy, where the rapid expansion of digital platforms and flexible work models in Thailand has led more university students to engage in part-time and freelance work for income supplementation and experience gain. While the gig economy brings benefits like career exploration, income generation, employment access, and skill accumulation, students encounter obstacles such as study–work imbalance, lack of rights and interests protection, unstable income, and health-related stress. Through an online questionnaire, 396 valid responses were collected from HCU students, and descriptive statistics and multiple linear regression analyses were used to examine their understanding of the gig economy, perceived challenges and opportunities, and influencing development factors. Results show that six variables—personal will, bargaining power, platform fairness, education quality, laws and regulations, and work experience—significantly affect outcomes, including study–work balance, income, health, brand building, and rights and interests protection. In contrast, gender and age exhibit no significant influence. The findings offer insights for HCU students to make informed decisions, support universities and platforms in formulating targeted strategies, and provide academic value for future research on student participation in the gig economy.

The Influence Factors of Customer Satisfaction On Cosmetics Purchasing Through Live Streaming

Chen Cai, Lanthom Jonjoubsong — Mon, 15 Dec 2025 00:00:00 +0700

The rapid growth of e-commerce live streaming in China has transformed consumer behavior, particularly in the cosmetics industry. China's deep internet integration fuels massive online shopping. E-commerce live streaming is driving a surge in impulse purchases (especially cosmetics), predicted to grow further. Businesses need to understand this behavior in live streams to succeed, but research specifically linking live streaming to impulse purchasing is lacking and urgently needed. This study investigates how customer characteristics (age, gender, education) and the feature of live streaming influence impulsive purchase of cosmetics purchase in live streaming, and then cognitive impulsive stimulation and psychological impulsive stimulation affect customer satisfaction of cosmetics purchase through live streaming. Quantitative data from 400 cosmetics consumers reveal that: 1) Special offers and professional streamer are primary drivers of impulse purchases; 2) Psychological stimuli outweigh cognitive factors in triggering unplanned buying; 3) While price satisfaction scores highest, product quality satisfaction remains low. The findings demonstrate that the live streaming model excels at capturing attention but requires robust quality governance to sustain consumer loyalty. Future success hinges on balancing hedonic immediacy with substantive value delivery.