Economics and Business Administration Journal Thaksin University

Editorial

Anuwat Songsom — 2025-10-27

Public Services and Quality of Life of the Elderly in the Southern Border Provinces: A Case Study of Sabai Yoi District, Songkhla Province, Thailand

Chaturaphat Chantith — 2025-10-27

The objectives of this research were as follows: 1) To study the current state of public services for the elderly, the quality of public service, the quality of life of the elderly, and the needs for public service and welfare for the elderly in Saba Yoi District, Songkhla Province. 2) To examine the factors of public service that affect the quality of life of the elderly. 3) To explore appropriate methods for enhancing the quality of life of the elderly based on the participatory approach of local administrative organizations. The research involved conducting in-depth interviews with 15 service recipients and welfare workers, as well as collecting questionnaire data from 400 samples to assess the quality of public service, the quality of life, the needs for public service and welfare for the elderly, and to analyze factors affecting the quality of life of the elderly using multiple regression analysis. The in-depth interviews and questionnaires were analyzed to provide recommendations for improving the quality of life. Key findings indicated that the average quality of public service is rated as low, while the average quality of life is rated as moderate. The factors of public service that significantly positively impact the quality of life, ranked by importance, were social security, health and medical, and income-related services. In contrast, the factors that had a statistically significant negative impact on the quality of life were housing and recreational services. Recommendations for improving the quality of life of the elderly included focusing on recreational activities based on religious principles, providing emergency housing services, developing a database system, and promoting their participation. These efforts aim to enhance societal benefits, reflecting an increase in social welfare as per the concept of welfare economics.

A Study of Structural Equations from the Perspective of Organic Food Consumers in Surat Thani

Rapeepan Paochoo — 2025-10-27

Consumers are increasingly interested in health care and food safety. Studying the factors that influence their decision to purchase organic food is crucial for gaining a deeper understanding of consumer behavior. This research aims to explore the influence of: 1) marketing mix on organic food purchasing decisions and attitudes, 2) attitudes on organic food purchasing decisions, and 3) marketing mix on organic food purchasing decisions with attitudes as a mediating variable. The study sample consists of 393 consumers who have purchased organic food within the past three months and reside in Mueang District, Surat Thani Province. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both marketing mix and attitudes have a direct positive influence on organic food purchasing decisions. Additionally, attitudes act as a mediating variable, enhancing consumers' decisions to purchase organic food in Surat Thani Province. This research provides new insights, both academically and commercially, regarding consumers' decision-making when purchasing organic food. Utilizing a structural equation modeling approach and supported by Behavioral Reasoning Theory (BRT), the study offers a detailed and comprehensive understanding of consumer behavior in the organic food market from the consumers' perspective.

Communicating Southern Local Identity Through Livestock Products from the Southern Border Region

Laphassawat Subphonkulanan — 2025-10-27

This article aims to investigate integrated marketing communication methods for promoting livestock products in the southern border region. This is a qualitative study, with key informants divided into two groups: Group 1 consists of 9 community enterprise leaders overseeing 15 products, and Group 2 includes 36 members. A purposive sampling method is used. Data collection employs semi-structured interviews, and the data are analyzed using thematic analysis.

The following results are found: (1) Creating awareness of livestock products in the southern border region: Awareness was created through an integrated approach with a joint mission, encouraging the target group to recognize the importance of participation in activities that promote product exhibitions. This approach aimed to create generational awareness to preserve the culture of local products. Products and services were promoted to community enterprise groups using social platforms as tools to convey the Southern local identity to the public. (2) Nine community enterprise groups conducted integrated marketing communications for 15 products through both online and offline channels. The impact was measured by over 2,216 page visits, a growth of 202%. Page engagement reached 537, growing by 524%, and video views increased 180 times, growing by 413%. These metrics indicate effective promotion and sales connectivity via social platforms to create awareness. 3. Guidelines for improvement: To create a supporting mechanism, it is essential to raise awareness among outsiders and instill understanding and pride in the local identity among the people. The strategies to improve and create awareness among outsiders, foster understanding and pride in local identity among the public, and encourage community involvement in promoting, preserving, and sustainably developing this identity. The results of this study are beneficial for entrepreneurs in selecting appropriate marketing tools for effectively communicating with consumers.

The Attitude and Participation in Cultural Tourism Development in Koksoong Subdistrict, Koksoong District, Sa Kaeo Province

Patcharaporn Jantarakast — 2025-10-27

This study aims to investigate attitudes and participation in cultural tourism development in Koksoong Subdistrict, Koksoong District, Sa Kaeo province. The quantitative research method was employed to gather data by questionnaires. The questionnaire format included a checklist for item verification, utilizing percentage calculation, and a rating scale for proportional estimation. Mean () and standard deviation (SD) were used to determine average values and measure variability, respectively. Convenience sampling was conducted among community members residing within all 11 villages of Koksoong Subdistrict, as well as who working within the subdistrict but residing outside its area, totaling 375 people. The results revealed that the attitudes towards cultural tourism development were at a high level in all aspect which are social attitudes, economic attitudes, cultural attitudes, and environmental attitudes. The results regarding participation in cultural tourism development discovered that participation in practices was high. Participation in benefiting, participation in monitoring and evaluation, and participation in decision-making was moderate. The findings of this study can provide critical data for local authorities in planning the development of tourist destinations that are appropriate to the community’s context, thereby contributing to the sustainable management of tourism in Koksoong subdistrict. Moreover, local educational institutions can use this data to plan training programs, improve or encourage the potential for community engagement, and foster awareness of the value of participation in local development, ensuring the preservation of local

Factors Influencing the Use of Communication Innovations Among Older Adults in Songkhla Province

Nattaya Chotikul — 2025-10-27

The objectives of this research were to 1) examine the communication innovation usage behavior among the elderly, 2) assess the levels of attitude and intention to use communication innovation among the elderly, and 3) analyze the factors related to the use of communication innovation among the elderly. The sample group consisted of 384 elderly individuals aged between 60-78 years, residing in Songkhla Province. The participants were purposively selected based on their regular use of communication innovations in daily life. Data were collected using questionnaires and analyzed using both descriptive and inferential statistics. Descriptive statistics included frequency, percentage, mean, and standard deviation. Inferential statistics were used to test the hypotheses through Pearson’s Product Moment Correlation Coefficient analysis.

The results revealed that most elderly participants used mobile phones for communication, primarily through Facebook and Line, to connect with both current and long-lost friends. Communication innovation was predominantly used during the daytime (between 11:01 AM-4:00 PM). Participants perceived communication innovations as modern, enjoyable, and relaxing, enabling them to directly share information and foster close relationships. Their intention to continue using communication innovations for communication purposes was found to be high, as it brought them happiness and access to various sources of information and knowledge, helping them stay up-to-date with current events. The analysis of factors related to the use of communication innovations indicated that communication, information management, online social interaction, security, integration into daily life, and ethics, morality, and attitudes all had statistically significant correlations at the 0.01 level. The strength of correlations, ranked from highest to lowest, were as follows: online social interaction (r=0.929) information management (r=0.911) integration into daily life (r=0.905) security (r=0.840) communication (r=0.788) ethics morality and attitudes (r=0.646)

Factors Influencing Faculty Members’ Success in Obtaining Academic Ranks at Prince of Songkla University, Pattani Campus

Vassana Seelapkuea — 2025-10-27

This study examined 1) the extent to which various factors influence faculty members’ success in obtaining academic ranks and 2) the factors that significantly affect and form the predictive equation for such success at Prince of Songkla University, Pattani Campus. A survey research design was employed using a questionnaire administered to 178 faculty members. Data were collected over a three-month period, from May to July 2024, and analyzed using statistical methods. The results showed that 1) the extent to which factors influence faculty members’ success in obtaining academic ranks was rated at a high level overall, with support and encouragement from faculty administrators receiving the highest mean score ( = 4.16, SD = 0.66); and 2) the factors that significantly affected the success in obtaining academic ranks were (X₁) support and encouragement from faculty administrators, (X₂) organizational culture and values, (X₄) working environment and facilities, and (X₅) self-development. These four factors jointly accounted for 43.50% of the variance in success in obtaining academic ranks.

AI Technology Factors Affecting the Performance Efficiency of Accountants in Local Administrative Organizations in Songkhla Province

Firadao Yamae — 2025-10-27

This study aims to 1) examine the factors of AI technology and the performance efficiency of accountants and 2) investigate the relationship between AI technology factors and the performance efficiency of accountants within local administrative organizations in Songkhla Province. This quantitative research utilized questionnaires for data collection from a sample group comprising 118 accounting personnel from local administrative organizations in Songkhla Province, selected through simple random sampling. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while multiple regression analysis was employed to examine relationships at a significance level of 0.05.

The findings indicate that, overall, AI technology factors are at a high level, particularly in personal and technological aspects, which had the highest means. The accountants' performance efficiency was also found to be at a high level overall, with speed in task execution and resource efficiency demonstrating the highest average scores. Furthermore, technology acceptance significantly and positively influenced performance efficiency of accounting practitioners within local administrative organizations in Songkhla Province. The outcomes of this research contribute to enhancing the effective integration of AI technology into accounting practices of local administrative organizations, thereby improving public service quality and efficient budget management.

Comparison Influencing on Consumers Repurchase Decisions for Cosmetics between Traditional Marketing and AR Make-up Try on

Thitiporn Sasang — 2025-10-27

This research aims to 1) study the factors affecting the repurchase decision of cosmetics in traditional marketing, 2) study the factors affecting the repurchase decision of cosmetics in AR Make-up Try on, and 3) compare the influencing on repurchase decisions of consumers between traditional marketing and AR Make-up Try on. The researcher employed a quantitative research methodology through empirical research, using a questionnaire as a tool to collect data from 400 consumers who have previously purchased cosmetics from both traditional marketing and AR Make-up Try on by convenience sampling. The statistical methods used for data analysis included means, standard deviations, and multiple regression analysis at the .05 level of statistical significance. The research findings indicated that 1) factors affecting the decision to repurchase cosmetics of traditional marketing include perceived emotional value, perceived financial value, and perceived convenience value. All three factors affect the decision to repurchase cosmetics of traditional marketing by 65.90 percent. 2) Factors affecting the decision to repurchase cosmetics of AR Make-up Try on include experiential marketing, word-of-mouth marketing, perceived financial value, and perceived emotional value. All four factors affect the decision to repurchase cosmetics of AR Make-up Try on by 70.50 percent. 3) Comparing the influencing on consumers’ decision to repurchase cosmetics between traditional marketing and AR Make-up Try on, it was found that the prediction equation for repurchase cosmetics of AR Make-up Try on has a higher Adj. R² value than the prediction equation for repurchase cosmetics of traditional marketing by 4.60 percent. This is a result of experiential marketing, word-of-mouth marketing, perceived emotional value, and perceived financial value. The results of the research will be a guideline for entrepreneurs in the cosmetics business to select appropriate marketing strategies, whether they are traditional marketing or AR Make-up Try on, to make it easier for consumers to make decisions to repurchase cosmetics.

Impact of Information System Environment of Credit on Fee Base Income of Bank for Agriculture and Agricultural Cooperatives

Methawee Sowapas — 2025-10-27

The purpose of this research is to study the impact of the credit information system environment on service income of credit department executives of the Bank for Agriculture and Agricultural Cooperatives. By collecting data from 105 credit department executives of the Bank for Agriculture and Agricultural Cooperatives, questionnaires were used as a tool for data collection.

The results of the study showed that : 1) The credit information system environment of credit. data structure system of had positive relationship with and effects on fee base income, loan service revenue. 2) The credit information system environment of credit. information quality. of had positive relationship with and effects on fee base income, deposit account service revenue. 3) The credit information system environment of credit. data management of had positive with and effects on fee base income, loan service revenue, deposit account service revenue, other service revenue. 4) The credit information system environment of credit. data security policy had positive relationship with and effects on fee base income, loan service revenue. The results obtained from the research can used as an indication of the credit information system environment of credit. To study the trend of bank fee base income, and the information obtained from the credit information system environment of credit. Can also be applied to analyze problems and obstacles in operational efficiency and support decision-making in business operations to achieve efficiency.

Cross-Culture Youth Entrepreneurial Education and Entrepreneurship: A Delphi and Empirical Analysis

Zheyun Zheng — 2025-10-27

This study examines the impact of demographic characteristics on youth entrepreneurial education and entrepreneurship. Utilising a modified Delphi method, the study gathered expert opinions from 12 experts to establish the evaluation framework. Exploratory and confirmatory factor analyses were conducted on 200 students. An additional 287 students were used for difference and relationship analyses. The results showed significant birthplace differences in entrepreneurial education and notable age-related variations in entrepreneurship levels, with older students (26-35 years) demonstrating higher entrepreneurial tendencies. Furthermore, the study found a significant positive relationship between entrepreneurial education and entrepreneurship, suggesting that enhanced entrepreneurial education can positively influence youth entrepreneurship.

Exploring the Impacts of COVID-19 and Strategies for Restaurant Operations in Phuket, Thailand

Piraporn Jindawattanapong — 2025-10-27

Amid the COVID-19 pandemic, the global tourism industry, including the renowned tourist destination of Phuket in Southeast Asia, experienced significant challenges. The restaurant sector, being a cornerstone of the local tourism economy, bore a disproportionate impact. This study aims to document the impacts of the pandemic particularly on restaurants and explore their crisis strategies in addressing these challenges. From the interviews of 20 local restaurant owners or managers, the thematic analysis reveals four-dimensional impacts: financial challenges, operational costs, government policies, and human resource management. In response to these challenges, restaurants implemented crisis strategies focusing on financial management, operational cost reduction, new marketing activities, and balancing employees’ expenses and welfare. Furthermore, the study contributes to addressing the limited research on crisis management strategies in the restaurant industry by expanding the dimensions of crisis impacts and supporting existing crisis strategies in the hospitality industry. It also provides practical insights for restaurants in tourist-driven destinations to better respond to future crises, focusing on financial challenges, kitchen operations, online marketing, and customer behaviour shifts. Additionally, it enhances the understanding of crisis management in a tourist-driven economy, particularly relevant to island destinations like Phuket.