ACADEMIC JOURNAL BANGKOKTHONBURI UNIVERSITY

Development of Mobile Application to promote skills in understanding and use of digital technology for undergraduate students Faculty of Education Bangkokthonburi University

laddawan kongsombuun, pongsakorn phongam, Sudarat Premchun — Sun, 17 Dec 2023 00:00:00 +0700

The objectives of this research are 1) to study the quality level of mobile applications to promote understanding and Use of digital technology for undergraduate students Faculty of Education Bangkokthonburi University 2) To compare knowledge before and after learning with mobile application applications for undergraduate students. Faculty of Education Bangkokthonburi University The sample group consisted of undergraduate students. Faculty of Education, 60 people, used a pre-study test - a post-study test to collect data. Statistics used in data analysis include mean and standard deviation, independent t-test.

The results of the study found that 1) Mobile applications to promote skills in understanding and using digital technology for undergraduate students. Faculty of Education Bangkokthonburi University The quality of the media is at a very good level (with a mean of 4.71, SD =0.21) 2) Comparison of knowledge before and after learning with mobile application applications for undergraduate students. Faculty of Education Bangkok Thonburi University found that scores after studying were higher than scores before studying. Statistically significant at the .05 level.

Causal Factors Influencing the Customer Efficiency of Road Freight Transportation Service Agents in the Fruit and Vegetable Central Market of Thailand

Sun, 17 Dec 2023 00:00:00 +0700

This research has to study the objectives: (1) To study the customer efficiency of road freight transportation service agents in Thailand's fruit and vegetable central market. (2) to study the direct, indirect, and total influence path model of the unified service factors through customer satisfaction, trust, and customer engagement to customer efficiency. (3) To examine the consistency of the customer efficiency model of road freight service agents in Thailand's fruit and vegetable central market with empirical data. Where the design of this research methodology was based on a quantitative research approach, questionnaire-based research is a research instrument for collecting data from the entrepreneurial population. Wholesalers who use the road freight transportation service agents in the fruit and vegetable central market throughout all regions of Thailand. The sampling was 750 people. The data analysis shows the hypothesis testing results of the influence path coefficients for direct, indirect, and total influences by the Structural Equation Modeling (SEM). The results of structural equation modelling analysis found that the hypothesized correlation with the empirical data by the goodness-of-fit index underlies a criterion of acceptance. Which is an explained variance of the latent variables; customer satisfaction can be defined by providing the unified service factors with the highest value. In addition, the findings arising from customer engagement having a direct positive influence on the intent to continue using the service have the highest positive direct path coefficient. Moreover, unified service variables positively and indirectly influence customer engagement through trust and customer satisfaction, with the highest positive indirect path coefficient.

Innovation in treating psychiatric disorders via online system

Pongsakorn Swatdiparp, Apirat Kangsadanporn — Sun, 17 Dec 2023 00:00:00 +0700

This research is qualitative research. Conducted by focus group discussions and in-depth interviews (Indepth Interview). intended for 1) To study the online psychiatric treatment process. 2) to study the technology system for providing treatment for psychiatric disorders through online system. 3) to study the attitudes of psychiatric patients treated online. 4) To present innovative treatment for mental disorders via online system. The main information in this research There are a number of key informants 9 people. It consists of key informants for group discussions: Psychiatrist 1 person, Psychologist 2 person, 2 activists and 2 computer engineers. The study of attitudes of Recipients of online psychiatric treatment are: Patients with experience receiving psychiatric treatment via online system for 2 people.

The results showed that 1) The online service process found that most of them had a positive view on the online service process. both in terms of access to treatment quickly that meets the needs of service users and to facilitate both treatment providers and psychiatrists. 2) Technology systems for providing online services found that most had views on the efficiency and effectiveness of the online system in terms of accessing the system's security. Confidentiality of patient and treatment information the design of the system is easy for all types of users to use. Design that conveys feelings to the user. so that users feel trusted. 3) Online psychiatric treatment patients' attitudes are very helpful in treating patients. Especially the speed of receiving the service that meets the needs of those who want to receive the service very well. This is due to the modernization of technology and online communication systems that can make it easier to treat psychiatric treatment online. 4) Innovation in treating psychiatric disorders through online system This is a challenge for service providers who want to develop a medical and psychiatric treatment system that is modern and easily accessible. not just Focus on helping service recipients not only with mental health problems but may also cover aspects of promotion and prevention Long-term mental health problems rather than cure.

An Empirical Study of Digital Innovation Literacy Skills that Affect the Orientation and Benefits of Developing Appropriate Digital Innovation Literacy Skills of People in the Northeastern Region of Thailand

Trairat Pleumpitichaikul — Sun, 17 Dec 2023 00:00:00 +0700

This research aimed to investigate personal factors and media consumption behaviors' impact on digital literacy skills and to explore strategies for developing appropriate digital literacy skills among the population in the Northeastern region of Thailand. The study involved a sample of 400 individuals aged 18 and above from the Northeastern region and employed surveys and interviews as data collection tools. Statistical analysis techniques, including percentages, averages, standard deviations, t-tests, and one-way ANOVA, were used for data analysis. The study revealed the following key findings: 1) Personal factors, specifically age and province, significantly influenced the digital literacy skills of the population in the Northeastern region of Thailand. 2) Different media consumption behaviors did not have a significant impact on digital literacy skills in the same population, and 3) The recommended strategies for enhancing digital literacy skills in this region include increasing the use of digital technology in daily life and work through online training. This could create new job opportunities and additional income streams in digital-related fields, benefiting the population in seeking employment and increasing their income. Additionally, the promotion of lifelong learning and adaptability to technological changes is essential for effective digital technology utilization in various aspects of life in the Northeastern region.

The way of life according to the Sufficiency Economy Philosophy for the community, in Thawi Watthana District, Bangkok under Covid 19 Virus

Prakan Geerdmeesuk — Tue, 26 Dec 2023 00:00:00 +0700

The purposes of this research were to study :To study the level of knowledge and understanding Behavioral and thinking level See about living a way of life according to the Sufficiency Economy Philosophy of the community in Thawi Watthana District, Bangkok. During the COVID-19 virus. A sample population of 420 people from 6 communities. The research tools include 3 tests: 1. A test to measure knowledge and understanding using a true-false questionnaire. 2. A questionnaire to measure behavior. It is a 3-level rating scale and 3. is an opinion questionnaire. Statistics used include percentages, averages, standard deviations, and t-test and One-way statistics are used. The results of the research found that 1) The community has an overall high level of knowledge and understanding of living according to the principles of the Sufficiency Economy Philosophy. When considering each community. It was found that every community had a high level of knowledge and understanding. 2) Thawi Watthana district communities had a high level of behavior in living a way of life according to the sufficiency economy philosophy. Overall at a high level (1) Moderation (2) The aspect of reasonableness and (3) The aspect of immunity. 3) The community has the opinion that living a way of life according to the principles of the sufficiency economy philosophy during covid-19 should have a clear operational plan, including saving, saving. Know how to live a self-sufficient life and promote folk wisdom. This should be supported by the government and private sectors.

Analysis of standards of contemporary Thai artists exhibiting works at international art festivals between 2002-2022

Mathasit Addok, Suchat Thaothong, Suriya Chayacharoen — Tue, 26 Dec 2023 00:00:00 +0700

The objective of this article is to analyze the standards of contemporary Thai artists exhibiting their work at international art festivals between 2002-2022. The results lead to factors in promoting Thai artists in publishing contemporary art works in international art festivals.

It was found that the standards of contemporary Thai artists exhibiting work at international art festivals between 2002-2022 According to the analysis of the characteristics of the factors qualifying Thai artists to enter the international art festival stage, it consists of 7 characteristics: (1) the style of the art work is contemporary with international standards (2) the content of the art work is in line with shared social trends. (3) History of the artist's continuous display of art works, (4) relationship of the artist with networks in the art industry, (5) support for artists by government organizations, (6) support for artists by the private sector, and (7) Supporting artists from networks in the contemporary art industry. In the case study of 3 Thai artists, namely (1) Sutee Kunavichayanont, (2) Sakarin Krue-On and (3) Arin Rungjang, it was found that all 3 Thai artists have elements that are consistent with the characteristics of the 7 factors qualifying Thai artists to enter the international art festival stage, which can be assumed that Factors for qualifying Thai artists to enter the international art festival stage consist of 7 characteristics, which are analytical findings to guarantee guidelines for considering the standards of artists entering the international stage.

Factors that effect on Development Model for Management Standards

Chanpen Wisonyakhajorndej, Natee Padchimma — Tue, 26 Dec 2023 00:00:00 +0700

The objective of this research is 1. Studydirect and indirect factors that effect on development model for management standards of the nursing home business. 2. ‍To study the hypothesis of relationship of service quality, marketing mix and management processes that influence the development of management standards for the nursing home business.

In this study, mixed method was used. Quantitative study was used to know the basics data including marketing mix, management process quality of service and the development of management of the nursing home business that had an influenced-on development of management standards of the nursing home business. Qualitative study was used to get an insights data from experts and stakeholders who involve with setting standards for Thai elderly care facilities.

According to the data from 400 andthen were analyzed with Structural Equation Modeling (SEM). The results found that all quality of service, marketing mix and the management process had a positive influence on the development of management standards of the nursing home business. For factor of quality of service, the most important variable was customer confidence (CC) and the customer service (CS). For factor of management process, the most important variable was organizational management (OG). The least was planning factor (PN). For factor of configuration of elderly care management, the most important variable was the development of human resources (DV) and the least was the factor of quality development (QD).

Causal Factors Affecting the Success of Entrepreneurs’ Small Businesses Management in Bangkok Area.

Peerapong Tipanark, Chanaphorn Panyakanphon, Wisitsak Boonjit — Tue, 26 Dec 2023 00:00:00 +0700

The objectives of this study were 1) to study the level of small businesses success in Bangkok. 2) to examine a causal factors effecting the success of small business in Bangkok zone by using questionnaires as a tool to collect information from 303 small business owners in Bangkok. The statistics used in the data analysis were descriptive statistics and MIMIC-Model analysis.

The results showed that 1) Overall, the success of small businesses in Bangkok was at a high level, it was found that all aspects were also at a high level in descending order of average, namely finance, stakeholders. internal management process, learning and growing respectively. 2) MIMIC-Model analysis revealed that the organizational management, leadership, and self-awaweness directly effecting the success of small businesses in Bangkok, together could predicted at 82%

The relationship between work interferes with family life and family interferes with work. Job satisfaction of the Labor-Intensive sectors employees in Bangkok and vicinity

Kittipong Poonchob, Pongthep Srisophachit, Chanyanat Krimjai — Tue, 26 Dec 2023 00:00:00 +0700

The challenge of managing the operational efficiency of a labor intensive business is an issue that business executives must face and find innovative ideas to manage. which leads to a competitive advantage in today's era.

The objective of this study was to investigate the influencing factors that affecting on worker’s job satisfaction of labor-intensive sector. This quantitative research used cross-sectional data and randomly selected by stratified random sampling method, 375 persons.

The instrument used in this research was a self-administration questionnaire, Sequential Multiple Regression as a testing statistic. Results: 364 completed questionnaires were returned, representing 97.06%. Marital status, workload and work interfering with family life could jointly to explain the variability of job satisfaction by 13.6 percent.

The results of the study will help to understand the context of labour intensive organization and to formulate a more appropriate work interfering with family life policy. The implications for work interfering with family life and for enhanced responsibilities of organizations are discussed.

Model Causal Relationship of Factors Affecting Loyalty Group Business Food and Beverage in Thailand

Teerawut Kaewphayot, Suchart Prakthayanon, Buraporn Kumboon, Sirachaya Karawek — Tue, 26 Dec 2023 00:00:00 +0700

The objectives of this research: 1) to study the direct influence indirect influence and overall influence 2) to analyze the causal relationship of factors influencing the Loyalty group business food and beverage in Thailand 3) to develop a structural equation model of variables influencing the Loyalty group business food and beverage in Thailand.

This research is a mixed research. The quantitative research used the method to determine the sample size according to the criteria of Hare et al. from the population of 1,435, which the sample group consisted of 300 entrepreneurs. and qualitative research. A random sampling method was used for 15 participants, including Loyalty group business food and beverage in Thailand and marketing. The instrument used for data collection was a questionnaire. The statistics used in this research were percentage, mean, standard deviation and structural equation model analysis by Semi-Structural Equation Modeling (SEM).

Major findings: (1) social responsibility service quality confidence and satisfaction Directly and indirectly influence the loyalty of food and beverage business groups in Thailand the model coherence index (χ2/df=0.53, RMSEA=0.00, GFI=0.99, AGFI=0.97, RMR=0.00, SRMR=0.00, NFI=0.99, CFI=1.00. (2) factors affecting the loyalty of food and beverage business groups in Thailand were social responsibility. service quality confidence and satisfaction and (3) the fidelity of the model. Food and beverage business group There is a mutual link with social responsibility. service quality confidence and satisfaction.

Online Marketing Communications and Value Creation of Business

Nuttaporn Prangngampleng, Chatchawan Wongmasoe, Pongtanawat Noundee — Tue, 26 Dec 2023 00:00:00 +0700

The objective of this research is 1. To study factors of online marketing communication strategies and Value Creation of business. 2. To study ways to add value to brands and products. Population and sample in this research are a group of consumers who purchase goods and services online Random sample of 500 people in Bangkok area. researcher uses quantitative research to survey opinions using questionnaires. From the sample population. Statistics used in data analysis include percentage values to measure personal characteristics of respondents, mean and standard deviation.

The research results found that: Brand understanding Most respondents There is a preference for understanding brands and products to define a clear position. Overall, it is at a high level. Which brand positioning is the most average? Understanding the target group Clear communication and access to all consumer channels at a high level in every aspect.

Feasibility Study for Opening a Construction Business in Mueang Loei District, Loei Province

Narinsak Dawongsa, Pattarawadee Pearmwanichagun — Wed, 27 Dec 2023 00:00:00 +0700

Feasibility study for opening a construction business in Mueang Loei District, Loei Province. The objective is to study the feasibility of marketing, technical, management and finance. In the study, questionnaires were collected from a sample of 400 samples, data were analyzed using descriptive statistics. The results of the study can be summarized as follows: In terms of marketing feasibility, five aspects were studied: consumer buying behavior, general environmental analysis, competitive environment analysis, strengths, weaknesses, opportunities, and threats analysis, and marketing mix analysis. The results revealed that marketing factors support investment. Technical feasibility analysis encompassed location analysis, office space design, workflow processes, and tools used in operations. Management feasibility involved work plan development, organizational structure establishment, defining employee qualifications to ensure a skilled workforce, performance evaluations, job Evaluation, directing, and controlling. Financial feasibility findings indicated an initial investment of 1,000,000 baht, representing the entire shareholder's equity. The project duration is 5 years with a weighted average cost of capital of 2.90%. The net present value is 19,129,914 baht, showing a positive value. The internal rate of return is 218%, and the payback period is 7 ‍months, and 16 days. In conclusion, it can be inferred that there is feasibility in making an investment in the construction business.

The Causal Factors of human resource management to employees' organizational commitment

Sitthiporn porahong, Prachak Mahasawat — Wed, 27 Dec 2023 00:00:00 +0700

The objective of this research is 1. To study the factors of organizational human resource management that affect the commitment of people to the organization. Management and employees Collected data from employees in a number of industries. 385 people and use questionnaires as tools Statistics used in data analysis include: Descriptive Statistics (Descriptive Statistics) consists of Frequency value (Frequency) Percentage value (Percentage) Average (Mean) and standard deviation (Standard Deviation)

The research results found that: Factors of organizational human resource management that affect the commitment of executives and employees to the organization. Respondents were satisfied with the recruitment and selection aspect. Training and development Performance evaluation and compensation and benefits are at a high level

The Marketing Guidelines of the "Happy Sunday" Online Cosmetic Store

Warinporn Srisutheerat, Ruchirat Patanathabutr — Wed, 27 Dec 2023 00:00:00 +0700

The objective of this study is to analyze the environmental management factors of the Happy Sunday cosmetics brand, identify key marketing components, define, and contextualize the elements of the cosmetics business, and establish effective marketing strategies for the Happy Sunday cosmetics brand.

The study employed a survey-based component analysis approach to condense the number of marketing components in the cosmetics business from 33 to 8 components, which can be explain 76.099 % of the cosmetics marketing.

The definitions and meanings of contemporary online cosmetic store components are as follows: 1) Contemporary online cosmetic store 2) Optimization online cosmetic store 3) Satisfied online cosmetic store 4) Memorable online cosmetic store 5) Emotional online cosmetic store 6) Tangible online cosmetic store 7) Incredible online cosmetic store and 8) Competitive online cosmetic store.

In addition, the presentation of marketing strategies for the cosmetic business involved engaging in brainstorming sessions with the business owners and employees of the Happy Sunday brand. The objective was to establish the "COSMETIC" framework, which defines it as an "online cosmetic store that consistently surpasses customer expectations, leaving a lasting impression." This framework serves as a comprehensive marketing guideline specifically tailored to the Happy Sunday cosmetic brand, aligning seamlessly with the demands of the target consumer group.

The Marketing Guidelines of Minimal Clothing Business on Online Store “alittles.s” for Generation Y Women

Jidapa Dokmai, Ruchirat Patanathabutr — Wed, 27 Dec 2023 00:00:00 +0700

This mixed method research aims to study the marketing elements, definitions and the essence of marketing elements, and marketing orientations of the minimal clothing business on online store “alittles.s” for generation Y women. The marketing components study was based on 35 observable variables which derived from documentary research. The observable variables were applied into a form of questionnaire to survey samplings size of 500 persons and to analysis by Exploratory Factor Analysis (EFA) statistical method. The marketing components are decreased to 8 components which can describe 79.741 percentage of marketing success for the minimal clothing business on online store “alittles.s” for generation Y women as follows; (1) Attributional online clothing store, (2) Lifestyle online clothing store, (3) Identity online clothing store, (4) Tangible online clothing store, (5) Talent online clothing store, (6) Leverage online clothing store, (7) Easy to access online clothing store, and (8) Super minimal online clothing store. After brainstorming method, the marketing team can create the marketing approaching the customer to feel as friends dress for friends “ALITTLES”.