Economics and Business Administration Journal Thaksin University

Editorial

Anuwat Songsom — Wed, 29 Jan 2025 00:00:00 +0700

The Application of Penalty-Reward Contrast Technique to Analysis Satisfaction of Visitors in Chiang Kang Walking Street, Loei Province

Akarapong Untong, Kansinee Guntawongwan, Kitthanya Krueloma — Wed, 29 Jan 2025 00:00:00 +0700

This article analyzes the satisfaction structure of visitors to Chiang Khan Walking Street using a three-component analysis of consumer satisfaction. The study applies the Penalty-Reward Contrast technique and Ordinary Least Square with Bootstrapping method to analyze data sourced from a survey of 301 Thai visitors who have experienced Chiang Khan Walking Street. The findings reveal that reasonable prices, traditional wooden houses and buildings, informative signage, overall safety, effective waste management, and general cleanliness constitute the anticipated aspects for visitors exploring Chiang Khan Walking Street. In contrast, the food and beverage shops, along with the ease of traffic conditions, significantly contribute to visitors’ comprehensive satisfaction. Moreover, the overall ambiance plays a crucial role in augmenting the appeal of tourism in the Chiang Khan Walking Street vicinity, thereby granting it a competitive edge. The recommendation is to uphold justifiable price points for products and services while safeguarding the integrity of the wooden structures. This is crucial as any shortfall in meeting visitor expectations in these areas could lead to a reduction in overall satisfaction. Simultaneously, the overarching atmosphere of Chiang Khan Walking Street should be preserved to cultivate a leisurely environment conducive to strolling and sightseeing, amplifying visitor satisfaction and stimulating the area's tourism competitiveness.

The Development of Learning Activities to Enhance Soft Skills of Accounting Students in the Research Methodology Course

Chanida Yarana — Wed, 29 Jan 2025 00:00:00 +0700

Soft Skills are essential for accounting professionals. This study employed a quasi-experimental research design. The goal was to design learning activities to improve the soft skills of accounting students enrolled in research methodology courses and to compare the soft skills of accounting students before and after utilizing the designed learning activities. The learning activities were developed by incorporating the framework derived from reflection theory. Using project management techniques and implementing organizational strategies through bullet journaling (BUJO) methods. The population and sample comprised 100 accounting students enrolled in a research methodology course at a Phitsanulok Province university. The sample was divided into 50 experimental and 50 control groups. Non-probability Sampling was used to randomize the classification so that students with varying levels of academic achievement would have the opportunity to collaborate.

After utilizing the devised learning activities, the experimental group's perceptions of their soft skills, particularly interpersonal and communication skills, were higher than those of the control group. Regarding cognitive skills, practical academic skills, and job duties, the students in the experimental group believed that their soft skills were superior. Individual and interpersonal skills significantly improved compared to before the implementation of learning activities, at a statistical level of 0.05. The findings of this study hold theoretical significance in terms of incorporating educational theories into the development of learning activities. Furthermore, this approach can be implemented in the context of accounting education.

An Examination of the Technology Adoption Factors Influencing Participants’ Intention to Use Online Training Programs Funded by the Government

Waranpong Boonsiritomachai — Wed, 29 Jan 2025 00:00:00 +0700

The study’s goal was to investigate and examine factors that influenced the intention of unemployed adults to participate in government-sponsored online training. The study population consisted of unemployed adults who took part in the University to Tambon (U2T) program run by the Thailand Ministry of Higher Education, Science, Research, and Innovation. The training program was designed for unemployed adults to develop the necessary knowledge and skills to survive in the 21st century. Purposive sampling was utilized in this study to gather data from a sample of 392 people via an online questionnaire. Data was analyzed using frequency, percentage, mean, standard deviation, and multiple regression analyses. The results of the study showed that 5 out of 7 factors in the research framework affected intention to use online training courses in the U2T program, namely perceptions of one's own computer self-literacy, facility condition, perceived benefits, attitude towards online training courses, and intrinsic motivation. The perceived ease of use and the social influence factors did not affect the intention to use online training courses. The findings of this study will be helpful to those trying to comprehend participants motives for online training. It serves as an outline for the development of online training programs, particularly those supported by government organizations, that will better suit the demands of training participants.

Creating Modern Marketing Channels of Grocery Store in Yang Chum Noi District, Sisaket Province

Jintana Onla, Nutthapakon Seehawongsakun, Nisakorn Suppalert — Wed, 29 Jan 2025 00:00:00 +0700

The research “Creating Marketing Channels for Grocery Store in Yang Chum Noi District Sisaket Province, in the district of Yang Chum Noi Sisaket Province” and to study methods for creating modern marketing channels for grocery store business in the district of Yang Chum Noi Sisaket Province of the owner of a grocery store business in the district of Yang Chum Noi Sisaket province classified by gender, age, level of education. Experience in grocery store business. The informants used in this research were grocery store operators. in the district of Yang Chum Noi Sisaket Province, 15 stores. Managers of modern retail stores, 2 stores. The tools used in this research were In-depth interviews and small group meetings qualitative data analysis. The results showed that Conditions of marketing problems of grocery store business in the district of Yang Chum Noi Sisaket Province found that the interviewee who was the owner of a grocery shop Most of them are male, aged between 36-45 years old, educated at high school or vocational certificate and bachelor's degree or higher. Experience in grocery store business between 6-10 years. Year Conditions of marketing problems of grocery store business in the district of Yang Chum Noi Sisaket Province, Product cost, management advertising and adjustment guidelines provides flexibility in accepting and learning new technologies. Some grocery stores have turned to focus on the memory channel both online and offline That is another way to create a memory channel to increase sales for the store. By having heirs, children and grandchildren bringing technology to use in order to keep up with changes. Affecting the operation and sales of the grocery store business. In each area Promotion to meet the needs of customers in each area. There are advertising media in conjunction with, for example. Making billboards, giving discounts, giving free gifts, etc. Store design and decoration Characteristics of a Grocery Store restaurant Inside and outside the store to be an attraction that creates. Impressions for consumers who have seen such as, for example, the signboard is important, the name of the store must be clear, so that you can easily and continuously shop for products.

Characteristics and Motivation Affecting to Entrepreneurial intention of the Elderly in Phuket

Phiphop Somwatee, Worapong Phoomborplub, Fatonah ็Hajeelateh — Wed, 29 Jan 2025 00:00:00 +0700

The research to investigates the characteristics and motivation affecting to Entrepreneurial intention of the elderly in Phuket Province. The objectives are to study the levels of characteristics, motivation, and intentions related to entrepreneurship among elderly individuals in Phuket and to examine the factors that impact their entrepreneurial intentions. This is a quantitative research study that utilizes questionnaires as a data collection tool from a sample of 400 participants. A multi-stage random sampling method was used by quota sampling and purposive sampling. Statistical analysis includes mean values, standard deviations, and stepwise multiple regression. The study revealed that, overall the entrepreneurial characteristics of elderly individuals were at a high level. Among the elderly, the highest priority was placed on learning enthusiasm and ability, followed by the achievement orientation and autonomy orientation. In terms of motivational factors, the overall level was also high. Key attraction factors included self-identity, allocating leisure time meaningfully, and recognizing opportunities or pathways to entrepreneurship. Regarding entrepreneurial intentions, the overall level was high as well. Elderly individuals displayed dedication to initiating businesses, setting entrepreneurial goals, and aspiring to establish their own ventures in the future.

Hypothesis testing results indicated that only motivational factors significantly influenced the entrepreneurial intentions of elderly individuals in Phuket province. However, entrepreneurial characteristics did not significantly impact their intentions to become entrepreneurs. In addition, the research results are used as guidelines for the development of the elderly, such as organizing training and seminars to help promote entrepreneurial skills and relevant agencies to formulate a strategic plan to support the elderly including the establishment of a service center for business creation and entrepreneurship for the elderly.

Determinant of Thailand's Finished Steel Production

Phichai Teeramad, Patchree Chayakornsopit — Wed, 29 Jan 2025 00:00:00 +0700

This research aims to study the determinant of Thailand's finished steel production. The factor of this study were collected by using the iron and steel industry of Thailand. The research were quarterly time series data from Q1-2014 to Q4-2 0 2 2, a total of 36 quarters. The data were also analyzed by percentage, mean, minimum, maximum, median, standard deviation, Pearson’s product moment coefficient of correlation, and enter multiple regression analysis. The results showed that labor productivity index, gross fixed capital formation, finished steel consumption quantity, finished steel export price average, the exchange rate, and finished goods inventory index factors had positive relationship with Thailand's finished steel production quantity at the significance level of 0.05. The finished steel import quantity, capacity utilization rate, and finished steel import price average factors had negative relationship with Thailand's finished steel production quantity at the significance level of 0.05. Every factor could explain the overall relationship at 89.30% with a relative coefficient (R) at the level of 0.945 and finished steel export quantity factor had no significance with Thailand's finished steel production quantity. The result can be used as guideline for promoting the steel consumption from production of the domestic steel industry and steel import reduction from the international steel industry and then, for developing efficient with the Thai steel industry and can compete the world steel industry sustainably. This research will also be beneficial for the steel industrial enterprise to apply as a guideline of Thailand's finished steel production forecasting and opportunity or limitation of manufacturing technology development in order to benefit both domestic steel consumption and foreign steel consumption.

Factors Influencing the Decision to Apply for VIP Membership on the YOUKU Online Video Application of Gen Z Consumers in Songkhla Province

Kamonthip Rattanapaen, Kittima Nguanson, Wilawan Jansri — Wed, 29 Jan 2025 00:00:00 +0700

This research aims to study the factors influencing Generation Z's decision to apply for VIP membership in the YOUKU online video application in Songkhla province. The sample consists of 250 people from Generation Z, aged 18-25 years, who previously subscribed as VIP members of YOUKU in Songkhla province. The research applies purposive sampling and employs a questionnaire as a research tool. Data analysis is conducted using Smart PLS for Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the research found that content variety, perceived ease of use, product quality, and perceived usefulness influence Generation Z's decision to apply for VIP membership on the YOUKU online video platform in Songkhla province. The results of this research will be valuable to entrepreneurs who design applications that fit the preferences of their target audience.

Stochastic Frontier Analysis of Technical Efficiency in swine Production in Nakhon Si Thammarat Province

Kornkamon Sena, Pongsapak Saeliow — Wed, 29 Jan 2025 00:00:00 +0700

This study has the following objectives: (1) To measure the level of technical efficiency in swine production, (2) To examine the production factors affecting the quantity of swine production, and (3) To investigate the factors contributing to inefficiency in swine production. Data were collected from interviews with 300 swine farming households in Nakhon Si Thammarat province, and the technical efficiency of swine production was analyzed using the Stochastic Frontier Analysis (SFA) model by estimating the production function in the form of the Cobb-Douglas Production Function using the Maximum Likelihood Estimation method.

The study found that breeding stock, farm size, labor, medicines and veterinary supplies, feed, and utility costs all positively influence the flexibility of pig production. The average technical inefficiency in pig production was found to be 0.70, reflecting a low level of technical efficiency. Regarding the factors affecting inefficiency in production, the study found that farmers' income has a positive effect on technical inefficiency in pig production. In addition, years of education and age negatively impact production inefficiency. These findings are beneficial to pig farmers in improving production efficiency through proper sanitary practices. At the same time, government agencies can use this information to develop capacities and improve policies to enhance the country's economic potential

Problems in Budget Management of Local Administrative Organizations in Songkhla Province

Wed, 29 Jan 2025 00:00:00 +0700

This study compares the situation of problems caused by personal factors and the administrative relationships of local government organizations in the Songkhla province with a sample group of offenders involved in the budget process of local governance organizations with administrative status in the province and municipalities in the Songkhla province, consisting of a board of directors, board members, local councillors, and 106 employees. The statistics used include percentages, mathematical averages, standard deviations, T-test and F-test values.

The results of the research showed that local government budget management in Songkhla province generally had medium-level budget management problems. The results compared the gender, educational level, work experience, and overall and departmental positions of local government organizations. Staff within and outside the local government, as well as members of the local council, should encourage this while possessing knowledge of regulations, mandates, manuals, guidelines, guidance, and proper implementation of departmental administration. Precision, policy implementation, policy orientation at all levels, direction, budgeting of the administrative department, and coverage of mandates and powers. Including having a mechanism for supervising, monitoring, and inspecting efficient budget management.

The Influence of Board Characteristics on Waste Disclosures: Evidence from ASEAN Region Countries

On-anong Sattayarak, Rojana Khunkaew, Jittima Wichianrak — Wed, 29 Jan 2025 00:00:00 +0700

This research aims to study board characteristics and waste disclosures, the differences in waste disclosures, and the influence of board characteristics on waste disclosures of listed companies on the stock exchange from ASEAN region countries consisting of Thailand, Indonesia, Malaysia, and the Philippines. The sample size is 790 samples from 2010 to 2019.The board characteristics consist board size, female board members, CEO duality, foreign board, and CSR board committee. Descriptive analysis, one-way ANOVA, and multiple regression have been used to analyse. The results found that the average amount of waste recycled is 0.44996 million tones. There is a significant difference among the study groups. Cultural factor and CSR committee factor have a positive influence on waste disclosures whereas board size has a negative influence, while women board members and dual deputy factor have no influent on waste disclosures in the holistic ASEAN countries view. Furthermore, in the additional test of individual country views, the results found that 1) board size and female board members have positive influence on waste disclosures in Thailand, 2) cultural factor has a positive influence on waste disclosures in Thailand and Indonesia, and 3) CSR committee factor has a positive influence on waste disclosures in Indonesia. This research provides evidence in the ASEAN countries context to demonstrate the agent board member’s characteristics affect the corporate disclosure and operation for their sustainability.

Benchmarking of Machine Learning for Predictive Model for Faculty Selection

Prajak Chertchom — Wed, 29 Jan 2025 00:00:00 +0700

This study employed the Gradient Boosted Trees Machines Algorithm and conducted benchmarking of machine learning techniques for predictive modeling in faculty selection among students in Southern Thailand. The dataset included 12,125 students with variables such as High School GPA, blood group, district, province, and parent background. Key factors influencing model performance encompassed academic history, province of residence, and parental attributes. The Gradient Boosted Trees model achieved an impressive accuracy of 85% and precision of 87%, effectively identifying chosen faculties. Precision and recall metrics were 0.594 and 0.460 respectively, with an F1 Score of 0.518, underscoring the model's robustness in predicting student choices. Analysis of the SVM model revealed significant coefficients for features such as "BEFOREGPA" and "BLOODGROUP", influencing predictions positively or negatively. The SVM model achieved an F1 score of 0.33, indicating moderate performance in predicting student choices. The outcomes of the Gradient Boosting model demonstrate its effectiveness in predictive tasks, leveraging an iterative tree-building approach to correct errors systematically. However, careful monitoring of model performance is crucial, particularly when significant errors occur, to mitigate potential issues such as overfitting. In addition, from our analysis, it's evident that students' decisions regarding faculty selection are influenced by a complex interplay of various factors. Among these, province of origin and Grade Point Average (GPA) stand out as pivotal determinants shaping students' educational journeys.