ARU Research Journal Humanities and Social Sciences

Guidelines for Building Ayutthaya Community Branding towards Global Success: Integrating Culture and Sustainability of Ayutthaya Patterned Fabrics

2025-06-25T10:23:04+07:00

This article presented guidelines for creating brands for Ayutthaya community products to succeed in the global market by integrating the culture and sustainability of Ayutthaya patterned fabrics. Entrepreneurs should understand and emphasize cultural values, creativity, and unique identities through storytelling. The design products have been contemporary, accessible to consumers, and suitable for modern usage. Promoting sustainability in the community should be selected by natural and environmentally friendly materials. Consumers have recognized Ayutthaya-patterned fabric products to lessen environmental impact. The initiative fostered collaboration at both community and organizational levels by developing local skills, supporting community economies, and providing training in weaving methods, natural coloration, and contemporary design. It supported local employment, primarily for seniors and stay-at-home mothers, to provide income for community members. Government agencies should support the implementation of crucial government-led initiatives. The results highlighted the importance of discovering community identities, stories, crafting engaging narratives, and content emphasizing sustainability and cultural relevance to succeed in the global market.

Prescription according to the Tortious Liability of Officials Act B.E. 2539 In case of Calling the Beneficiary to Pay Compensation

2025-05-08T16:21:45+07:00

According to the Tortious Liability of Officials Act B.E. 2539 (1996), the statute of limitations has been established for exercising the right to hold officials liable for wrongful acts committed in the course of their duties, either towards a government agency or an external individual. In cases where a government agency has the right to demand that the official who committed the offence indemnify the agency with monetary compensation. If the official who committed the wrongful act later passes away, the law originally stipulated that the official would not be held liable for the act. If the offending officer subsequently passes away, the original law stipulates that the officer is no longer held liable for the incident. Following this, the law dictates that the beneficiaries must be responsible for compensating for any losses incurred. Their liability must not exceed the amount of the inheritance they have received. Afterwards, the law requires heirs to make amends for any harm caused, with the caveat that this responsibility should not surpass the inheritance they are entitled to. This uses the prescription period under Section 1754, third paragraph of the Civil and Commercial Code to sue the heirs within the inheritance prescription period, without specifying a particular time frame within which the action must be taken. A subsequent ruling by the Supreme Administrative Court prohibited heirs from being sued after a 10-year statute of limitations had elapsed, counting from the date of the infringement as per Section 48, paragraph one of the Civil and Commercial Code. This issue must therefore be studied for further analysis to ensure fairness for the heirs of officials who commit torts, as well as for the government agencies that suffer damage.

Legal Measures Presenting News Related to Justice Process

2025-05-26T09:00:37+07:00

In the social situation from the past to the present, the presentation of news on the justice process is important to create public understanding and to enhance transparency in the trial process. However, this presentation may affect the rights and freedoms of people in the news. It is still in the justice process, such as suspects, defendants, witnesses, including state officials, in the justice process, which leads to the violation of the rights of individuals. It affects the credibility of the justice process. This article seeks to examine the legal methods employed in Thailand to regulate the dissemination of news, which represents a conflict between media freedom and the safeguarding of personal rights of individuals impacted by news coverage. It is related to the country's justice system, comparing international legal standards, offering recommendations for the formulation, and enhancement of relevant legislation. The results reveal that Thai legislation contains provisions related to news presentation within the justice system in various forms, which began with the Constitution of the Kingdom of Thailand B.E. 2560, the Code of Criminal Procedure, the Witness Protection Act in Criminal Cases B.E. 2546, the Printing Act B.E. 2550, the Broadcasting and Television Business Act B.E. 2551, and the guidelines set by media professional organizations. A lack of clarity still exists in enforcement, with no specific provisions in place to systematically safeguard individual rights and international legal principles. Under the International Covenant on Civil and Political Rights (ICCPR), states are required to guarantee the right of individuals to a fair trial, along with freedom of expression of the media. This article recommends that there should be specific laws to regulate the reporting of news about the judicial process that take into account the balance between media freedom and the human rights of individuals involved in the case, as well as promoting the role of media professional organizations in controlling the ethics of news reporting to meet international standards.

Causal Factors Influencing Continuous Purchase Intention of Fashion Products on the Shopee Application of Generation Y Consumers in Thailand

2025-05-06T11:23:01+07:00

The article aimed 1) to develop and validate a causal relationship model of the continuous purchase intention of fashion products on the Shopee application of Generation Y consumers in Thailand; and 2) to study causal factors influencing the continuous purchase intention of fashion products on the Shopee application among Generation Y consumers in Thailand. This study was quantitative research. The tools were online questionnaires. The sample was 372 consumers who bought fashion products on the Shopee application and resided in Thailand, aged between 29 and 44 years. The statistics used in the data analysis were frequency, percentage, confirmatory factor analysis, and structural equation model. The results of this research were the development of the causal relationship models consisting of 4 components: 1) social media marketing, 2) perceived value, 3) immersive experience, and 4) continuous purchase intention. The model was consistent with the empirical data to a great extent. The statistic shows that CMIN/df = 2.045, GFI = 0.938, AGFI = 0.901, SRMR = 0.033, and RMSEA = 0.060. The final model yielded a predictive coefficient of 0.82, indicating that the variables in the model can explain 82% of the variance in the continuous purchase intention of fashion products on the Shopee application among Generation Y consumers. It found that the factors of creating a social media marketing and immersive experience had a direct influence on the continuous purchase intention for fashion products. Entrepreneurs should prioritise creating a social media marketing and immersive experience to foster long-term purchase intentions.

Quantitative Evaluation of Genius Loci in High-Tech Science Parks Using the Analytic Hierarchy Process (AHP): a Case Study of Qilu Software Park

2025-05-08T16:34:38+07:00

In the development of modern science and technology parks, spatial design has empirically prioritized functionality and technological expression while overlooking the cultivation of cultural identity and emotional connection. Although Qilu Software Park possessed a solid spatial foundation, it remained insufficient in terms of cultural depth, ecological design, and user perception, resulting in a weak articulation of its genius loci. This study performed Qilu Software Park as a case study. It employed the AHP to identify the key factors influencing genius loci across three dimensions: cultural significance, spatial environment, and user perception. The findings revealed that "public participation activities", "spring water culture", "integration of technology, nature, and the humanities," and "sponge city design" were perceived by users as the most influential elements, highlighting the central role of cultural identity and ecological awareness within the context of science and technology parks. The study affirmed the applicability of AHP in evaluating genius loci through multidimensional spatial cognition. It not only extended the practical application of architectural phenomenology in landscape design but also provided scientific support and quantitative reference for future spatial regeneration, cultural integration, and ecological decision-making in science parks, demonstrating substantial theoretical and practical value.

Current Condition, Problems, and Conservation and Inheritance Guidelines for “Khon” among Children and Youth in Phra Nakhon Si Ayutthaya Province

2025-05-08T09:53:05+07:00

This research aimed to 1) examine the current status and challenges in the conservation and inheritance of Khon; and 2) explore guidelines for conserving and transmitting Khon among children and youth in Phra Nakhon Si Ayutthaya Province. The study employed a qualitative research approach, utilizing document analysis and in-depth interviews with five key informants: (1) two local master teachers and experts in Khon, and (2) three scholars specializing in the history of Khon performance. The research instrument was a semi-structured interview form, and the data were analysed using a content analysis approach. The findings indicated that (1) The current condition and challenges of Khon conservation and inheritance involve ongoing efforts to promote, preserve, and revitalise Khon through collaborative networks among government agencies, the private sector, and local educational institutions. Organizations such as the Support Foundation, the Ministry of Culture, provincial authorities, and the Office of Tourism and Sports in Phra Nakhon Si Ayutthaya, along with academic institutions like Ang Thong College of Dramatic Arts and the Bunditpatanasilpa Institute, have played crucial roles in producing graduates and organising Khon-related education and performances. However, several problems persist, including: (1) shortage of specialised personnel, (2) the high cost of Khon performances, (3) the perception that Khon has been inaccessible or intimidating, and (4) other issues like the retirement, relocation of teachers, and administrators responsible for Khon activities in schools; and (2) Guidelines for conserving and inheriting Khon among children and youth have included (1) integrating Khon into school curricula as elective courses or co-curricular activities, organizing youth Khon camps, and incorporating Khon content into various academic subjects; (2) establishing Khon clubs or activity groups in schools; (3) Developing engaging digital and multimedia learning resources related to Khon; and (4) Promoting support from parents, communities, and relevant organizations to raise awareness and ensure the intergenerational transmission of Khon.

Taoist Philosophical Ideas Reflected in Jingdezhen Ceramics

2025-06-13T15:27:40+07:00

This research aimed to 1) examine the impact of Taoist aesthetics on ceramic creation; and 2) investigate the patterns in which Taoist concepts have been represented in Jingdezhen ceramics. This qualitative research used documentary research and fieldwork to collect data for analysis. Taoist aesthetics influenced the creation of ceramics. The three main Taoist esthetics were as follows: 1) following nature; 2) non-attachment and letting go; 3) emptiness and tranquillity; and freedom; 3) truthfulness. Furthermore, the analysis revealed that the patterns of Taoist concepts depicted in ceramics could be categorised into two primary forms: indirect expression, which was an abstract representation, and direct expression, which was a concrete representation.

Utilization of Area along the Mae Suk Canal, Mae Jai District, Phayao Province

2025-06-13T16:16:50+07:00

The study entitled “Utilization of the area along the Mae Suk Canal, Mae Jai District, Phayao Province” aimed to 1) study the physical characteristics and utilization of the Mae Suk Canal area before and after the renovation; 2) propose architectural design guidelines; and 3) develop the use of the area on both sides of the canal. The study on the characteristics of using the Mae Suk canal area employed a specific questionnaire with the population and community leaders living along the Mae Suk canal area. The findings showed that the features of the original Mae Suk Canal were characterized by the sloping ground into the canal, with the continuous utilization of the canal area. It was changed to a concrete canal with a perpendicular pattern to the canal edge, making it more convenient to conduct the canal area than before the renovation. Based on the stated patterns and characteristics, the use of the area along the Mae Suk Canal has been proposed. It was summarized in two approaches: 1) promoting the use of the canal area improved by building bridges and stairs to connect the two sides of the canal, and 2) promoting the use of the canal area that has not been improved in the future. Proposing the area utilization model and raising awareness of the important canal areas to the community in the early stage of renovation, community participation would altogether lead to the determination of canal use areas in various locations, consistent with the characteristics of use and the community’s needs, appropriately.

The Aesthetic Identity and Cultural Significance of Mise Ceramics from Shanglin Lake during the Late Tang Dynasty

2025-06-06T13:19:59+07:00

The objectives of this research were 1) to examine the historical development of Mise ceramics from Shanglin Lake in Zhejiang Province; and 2) to analyze their aesthetic identity and cultural significance during the late Tang Dynasty (A.D. 847–903). The research employed qualitative methodologies, including documentary research, field surveys, and expert interviews. The results indicated that the historical development of Mise ceramics from Shanglin Lake could be divided into four phases: the origin period, the development period, the golden age, and the period of decline and termination of kiln production. The aesthetic identity of Mise ceramics was categorized into four main aspects: 1) dense and refined clay texture, achieved through meticulous selection and preparation of raw materials; 2) forms and shapes inspired by nature, such as bowl rims modeled after various flower types; 3) a jade-like translucent green glaze with a smooth surface free from black specks or air bubbles; and 4) decorative motifs reflecting stylistic diversity. The analysis of their cultural significance revealed that Mise ceramics functioned as ritual vessels with important roles in Tang Dynasty Esoteric Buddhism. They became symbols of imperial authority and embodied a synthesis of philosophical thought and spiritual aesthetics of the Tang era.

Development of Critical Reading Ability with the SQP2RS Strategy, and Six Thinking Hats Technique of Higher Vocational Certificate Students, Lampang Technical College

2025-06-17T15:32:14+07:00

This research aimed to 1) compare the critical reading ability of higher vocational certificate students at Lampang Technical College before and after participating in learning activities based on the SQP2RS strategy combined with the Six Thinking Hats technique; and 2) study the students’ satisfaction with the implementation of these learning activities. The sample consisted of 30 higher vocational certificate students enrolled in the second semester of the 2024 academic year at Lampang Technical College, selected using cluster sampling. The research instruments included 1) eight lesson plans based on the SQP2RS strategy combined with the Six Thinking Hats technique. The assessment results had an average of 4.73, 2) a critical reading ability test, with a reliability coefficient of 0.43, and 3) a satisfaction questionnaire regarding the learning activities. Data were analyzed using the arithmetic mean, standard deviation (S.D.), and a dependent t-test. The research findings were as follows: 1) The students’ critical reading ability after participating in the learning activities was significantly higher than before at the .05 level. 2) The students’ satisfaction with the learning activities based on the SQP2RS strategy and the Six Thinking Hats technique was at the highest level. (𝑥̅ = 4.59, S.D. = 0.36)

Relationship between the Components of Corporate Governance and Audit Fees of Listed Companies in the Stock Exchange of Thailand, sSET Index

2025-07-25T12:06:50+07:00

This study aimed to examine the relationship between corporate governance components and audit fees of listed companies in the Stock Exchange of Thailand's SET Index. The sample consisted of 83 companies, excluding those in the financial sector and those with incomplete data, covering the period from 2020 to 2023 (a total of 332 firm-years). Data were collected from annual reports (Form 56-1, one report). The independent variables were corporate governance components, while the dependent variable was audit fees. The data were analyzed using descriptive statistics, inferential statistics (correlation analysis), and multiple regression. The findings revealed that the proportion of independent directors was positively associated with audit fees, reflecting their role in demanding higher audit quality through the appointment of high-quality and independent auditors. Conversely, the size of the audit committee was negatively associated with audit fees, as larger audit committees tended to enhance internal control effectiveness and reduce audit risk, leading to reduced audit effort and lower audit fees. Additionally, audit firm size was positively related to audit fees, which reflected the reputation and quality of audit services provided by larger firms. Other variables such as board size, board meeting frequency, board compensation, and debt-to-asset ratio showed no significant relationship with audit fees. These findings have supported the principles of corporate governance, agency theory, and the audit risk model.

A Paradigm Shift in the Delinquency Prevention of Crimes and Social Problems among At-risk Children and Youths

2025-07-07T08:59:27+07:00

The objectives of this research were to 1) shift paradigms, develop habits, correct risky behaviours, and integrate a desirable social environment to prevent delinquency and social problems among at-risk children and youth; and 2) establish a collaborative network between government and private agencies to provide assistance and develop life skills for at-risk children and youth. The target groups were Group 1, consisting of 100 at-risk children and youth leaders who have been in the justice system due to committing offences and currently under consideration by the Juvenile and Family Court, on bail, have subjected to special measures during the trial, or have detained in juvenile and child observation and protection centres; Group 2, consisting of 200 at-risk children and youth in the community who have not committed any offences before; and Group 3, a joint workshop between officials from each network partner agency involved in the seamless monitoring of children and youth in the justice system, with content analysis. The results found that 1) A paradigm shift occurred through training, knowledge dissemination, and various activities provided by instructors, enabling children and youth to experiment, resulting in a positive change in the paradigm. The post-activity life force and energy level assessment scores increased across all target groups, with the following details: (1) Children and youth participating in the life force and energy-boosting activities in Nakhon Ratchasima had a life force and energy level after the activities at the highest level (86.73%); (2) Children and youth participating in the life force and energy-boosting activities at the Juvenile Observation and Protection Centre in Samut Prakan had a life force and energy level after the activities at the highest level (84.57%). Children and youth participating in life force and energy-boosting activities at Wat Mali School and nearby communities in Bangkok experienced the highest life force and energy levels after the activities (87.33%); and 2) The network of cooperation between government and private sector agencies in providing assistance and developing life skills for at-risk children and youth has been divided into 3 stages as follows: (1) Upstream has consisted of the general public and local government organisations (LGAs). (2) The midstream level has included schools, educational institutions, mass media, and foundations, and (3) the downstream level has included police, prosecutors, courts, juvenile detention and protection centres, juvenile training and education centres, and probation.

The Impact of Working Capital Management, Liquidity and Debt Management on the Profitability of Commercial Sector in Stock Exchange of Thailand

2025-07-14T09:56:26+07:00

The impact of working capital management, liquidity and debt management on the profitability of the commercial sector in the Stock Exchange of Thailand is a quantitative study based on secondary data. The study data consisted of various variables in the form of cross-panel data, a total of 19 companies, collected every quarter from quarter 1 of 2018 to quarter 2 of 2024 for a total of 26 quarters. The purpose of this study was to identify the econometric relationship using a multiple regression equation. The results showed that the factors of working capital management, aspects of liquidity, and debt management affect the profitability of the commercial sector. The current ratio had a positive relationship with the return on assets. The debt-to-asset ratio had a positive relationship with the return on equity. Inventory days had a negative relationship with the return on assets and return on equity, while payable days had a positive relationship with the return on assets and return on equity. The result increased the empirical evidence on this issue in the case of the Stock Exchange of Thailand.

Social Return on Investment (SROI) and Operational Guidelines for Wastewater Treatment at Klong Lam Phak Chi: A Case Study of Ying Charoen Market

2025-07-15T16:06:19+07:00

This study aimed to 1) examine the key contextual factors influencing wastewater treatment at Klong Lam Phak Chi, using Ying Charoen Market as a case study, 2) assess the Social Return on Investment (SROI) of the Khid Jak Khlong canal project, and 3) develop operational guidelines for effective wastewater treatment in the area. A mixed-methods approach was employed, incorporating qualitative and quantitative research techniques. The qualitative component involved semi-structured interviews and focus group discussions with five key informants, while the quantitative data were collected from 400stakeholders using purposive sampling. Content analysis was conducted to evaluate inputs, activities, outputs, outcomes, users, and the overall impact of the Klong Lam Phak Chi project. The SROI calculation was based on four key factors: (1) deadweight, (2) attribution, (3) displacement, and (4) drop-off at a 3.5% discount rate. The findings reveal that between 2021 and 2024, the SROI for the Khid Jak Khlong canal project at Klong Lam Phak Chi was 5.2260, indicating that every 1 Baht invested in wastewater treatment yielded a social return of approximately 5.2260 Baht in terms of social benefits and sustainability. This research highlights the adaptability of SROI as a measurement tool, demonstrating its applicability across different organizations, investment contexts, and currencies. The proposed framework could be modified to suit specific projects, providing a valuable tool for decision-makers seeking to enhance social and environmental outcomes.

A Comparative Study of Phrases and Sentences in Chinese Textbooks for Massage and Spa Industry

2025-07-30T09:10:40+07:00

Recently, Thailand’s health and wellness tourism industry has grown steadily, with traditional Thai massage and spa services gaining high popularity among Chinese tourists. The ability to communicate in the Chinese language has become an essential skill for service sector workers. Numerous Chinese textbooks have been developed for specific purposes to support this need. However, this study found that many textbooks that relied on traditional teaching methods have primarily focused on vocabulary and grammar, lacking attention to pragmatic features such as politeness strategies, tone, and appropriate language use in real service contexts. This research analyzed the language used in three widely adopted Chinese textbooks for vocational learners in Thailand. Using frameworks from applied linguistics and intercultural communication, the study examined the appropriateness of phrases and sentence patterns in terms of politeness, professionalism, and cultural relevance to Thai service settings. The findings reveal a significant gap between the textbook language and the flexible, polite, and culturally sensitive expressions commonly used in actual massage and spa establishments. Examples include soft-toned commands and empathetic statements reflecting attentiveness to customer comfort. The study suggested that Chinese language textbooks should be redesigned to incorporate authentic language use, emphasize learner-centred approaches, and reflect the real-world communicative demands of cross-cultural service encounters. Development would better equip learners with practical language skills necessary for effective communication in professional settings.