INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE ICBTSESTONIA2026

Introduction Book

Chayanan Kerdpitak — 2026-03-13

A NEEDS ANALYSIS OF ENGLISH LANGUAGE USE AMONG THAI UNIVERSITY STUDENTS IN PART-TIME SERVICE EMPLOYMENT

Napasri Suwanajote — 2026-03-13

This study investigates English use, workplace communication challenges, and
perceived curriculum relevance among Thai Business English students engaged in part-time
employment. Using a quantitative research design, data were collected through a structured
questionnaire administered to 51 undergraduate Business English students from the Faculty of
Humanities and Social Sciences, Suan Sunandha Rajabhat University, all of whom had
experience using English in part-time jobs. Descriptive statistical analysis was employed to
examine patterns of English use, required communication skills, workplace challenges, and
students’ perceptions of curriculum relevance. The findings reveal that English use in part-time
jobs is predominantly oral and interaction-driven, with speaking and listening skills most
frequently employed in customer-facing situations such as welcoming customers, taking
orders, and recommending products. Vocabulary limitations, difficulty understanding diverse
accents, and lack of communicative confidence emerged as the most significant challenges.
Although students perceived that university English courses were generally relevant to
workplace demands, their confidence in real-time communication remained at a moderate
level, suggesting a gap between classroom instruction and the dynamic nature of workplace
communication. The study highlights the importance of practice-oriented and context-specific
English instruction that reflects authentic workplace interactions. The findings provide
pedagogical implications for English for Specific Purposes (ESP) curriculum development,
emphasizing the need to integrate real-world communication tasks, intercultural awareness,
and spoken interaction practice to better prepare students for part-time and future professional
work.

A STUDY OF FIGURATIVE LANGUAGE IN CHILDREN’S SONGS LYRICS FROM COCOMELON

Patcharaphan Susamawathanakun — 2026-03-13

Abstract—This study aims (1) to examine the types of figurative language frequently found in 25 children’ s songs from the CoComelon channel, and ( 2) to explore possible explanations for the observed patterns in figurative language use . Using purposive sampling and a quantitative approach, 77 instances of figurative language were identified and classified into nine categories according to Kennedy and Gioia (2007), along with three additional categories proposed by Leigh (1994). The findings, arranged from the most to the least frequent, show that Repetition ( 31. 16%) and End Rhyme ( 29. 87%) were the dominant devi ces, followed by Onomatopoeia (22.07%) , Hyperbole (5.19%) , and Apostrophe (3.89%). The least frequent types, namely Simile, Metaphor, and Personification, were found with equal frequency (2.59% each), while Paradox, Metonymy, Synecdoche, and Understatement were not identified ( 0% ) . The observed patterns suggest that CoComelon songs rely heavily on simple, sound- based devices that support young children’s language development, memorization, and cognitive processing. Overall, the predominance of these forms indicates that figurative language in children’s music plays a significant role in enhancing linguistic, conceptual, and emotional learning.

FROM CHALLENGES TO FACILITATING FACTORS: THAI LANGUAGE LEARNING AMONG FOREIGN RESIDENTS

Angvarrah Lieungnapar — 2026-03-13

Abstract— With the increasing number of foreign residents living in Thailand, the ability to use Thai has become essential for daily communication, social participation, and workplace interaction. Previous research on Thai as a foreign language has largely focused on identifying learner needs, motivations, or linguistic difficulties, often examining these aspects in isolation. This study moves beyond identifying challenges by examining how learner -perceived facilitating factors interact to support Thai language learning among foreign residents . Adopting a learner -centred perspective, th e study investigates (1) the challenges foreign residents experience in learning Thai, (2) the facilitating factors they perceive as supporting more effective learning, and (3) the relationship between challenges and facilitating factors . Data were collected through an online questionnaire administered to 51 foreign residents living in Thailand . The questionnaire included two open -ended questions focusing on learning challenges and learner -perceived facilitating factors . Qualitative data were analysed using thematic content analysis, followed by a mapping analysis to examine the alignment between challenge categories and facilitating factors . The findings reveal that foreign residents face multiple interconnected challenges, particularly in relation to Thai tones and pronunciation, the Thai writing system, grammatical and lexical difficulties, instructional and resource -related issues, and contextual constraints such as limited time and practice opportunities . Learner- perceived facilitating factors include pr actice-based and experiential learning, instructional quality and teacher expertise, structured curriculum design, a focus on functional daily -life communication, access to learning resources, and exposure to Thai in everyday environments. The analysis demonstrates that effective Thai language learning is shaped by the combined influence of pedagogical, experiential, and environmental factors rather than by isolated instructional solutions. The study contributes a conceptual model that highlights the interaction between challenges and facilitating factors, offering implications for the design of Thai language programmes for foreign residents.

GUIDELINES FOR DEVELOPING COMMUNITY LEARNING RESOURCES BASED ON CULTURAL CAPITAL: A CASE STUDY OF WAT CHAROEN SUKHARAM WATTHANANUWAT SCHOOL, BANK KHONTHI DISTRICT, SAMUT SONGKHRAM PROVINCE, THAILAND

Siriman Wattana — 2026-03-13

Abstract— This study aims to investigate and propose approaches for developing community learning resources based on cultural capital, using Wat Charoensukharam Wattananuwat School in Bang Khonthi District, Samut Songkhram, Thailand, as a case study. The research employs a qualitative methodology, which includes document analysis, in -depth interviews, and participatory observation . The key informants include schoo l administrators, teachers, community leaders, local intellectuals, and representatives from community organizations. The research findings indicate that the community’s cultural capital consists of: (1) tangible cultural capital, such as temples, local ar chitecture, and riverine cultural landscapes, and (2) intangible cultural capital, including local knowledge, traditions, ways of life, and community values. An appropriate approach for developing community learning resources should focus on integrating schools, temples, and communities, promoting participatory learning, and utilizing cultural capital as the foundation for creating a sustainable learning identity . Developing community learning resources based on cultural capital not only strengthens learnin g within the community but also helps preserve and promote the community ’s cultural identity sustainably.

AN ASSESSMENT OF STUDENTS' PERCEPTIONS OF HYFLEX LEARNING IN HIGHER EDUCATION

Pailin Klinkesorn — 2026-03-13

Abstract—This study investigates students ’ perceptions of the effectiveness of Hybrid - Flexible (HyFlex) learning in higher education. A total of 400 undergraduate students from the Faculty of Humanities and Social Sciences at Suan Sunandha Rajabhat University were selected using simple random sampling . Data were collected through an online questionnaire developed from relevant theoretical frameworks and validated by three experts . Descriptive statistics, including percentage, mean, and standard deviation, were used to analyze the data. The findings indicate that stude nts hold highly positive perceptions toward HyFlex learning. They particularly value its flexibility, the ability to choose learning modalities, and the convenience of remote access. Students also reported benefits such as time and cost savings, as well as the opportunity to review recorded lectures at their own pace . Moreover, the technological support provided by the university—especially live-streaming systems and lecture recordings—contributed to a more accessible learning experience. However, several c hallenges were identified . Students expressed concerns about limited social interaction, feelings of disconnection from peers, technological difficulties, and decreased motivation in self-directed online learning environments. These issues highlight the need for instructional strategies that enhance social presence and learner engagement across different modalities. Overall, the study suggests that HyFlex learning is an effective and relevant instructional approach for contemporary higher education, but it requires continuous improvement in interaction design, technological support, and motivation enhancement to optimize student learning experiences.

FACTORS AFFECTING THE EFFICIENCY OF SUPPLIES MANAGEMENT AT THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Charoenporn Detmanee — 2026-03-13

Abstract— This research, titled “Factors Affecting the Efficiency of Supplies Management at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University,” aimed to study the level of supplies management, its efficiency, and the factors influencing it. The sample consisted of 196 academic support personnel from the university. The findings revealed that the overall efficiency of supplies management at the faculty was at the highest level. When considering specific aspects, all were rated at the highest level, ranked as follows from highest to lowest: Value for Money (Mean = 4.82), Transparency (Mean = 4.78), Efficiency and Effectiveness (Mean = 4.70), and Auditing (Mean = 4.64). Furthermore, the analysis of factors influencing efficiency found that supplies management efficiency (Y) had a statistically significant positive relationship (p < .05) with both Personal Characteristics (Degree) and Process Factors (FacC), which together explained 17.9% of the variance in supplies management efficiency, with a standard error of estimate of 0.1833. The predictive equation in raw scores indicates that the factors within supplies management that significantly affect its efficiency are Supplies Management Planning and Information Systems for supplies control.

ENHANCING THE SKILLS AND WORK EFFICIENCY OF SECRETARIES IN THE DIGITAL ERA

Atcharapun Daiporn — 2026-03-13

Abstract—The research on Enhancing the Skills and Work Efficiency of Secretaries in the Digital Era aimed to develop guidelines for applying information technology to secretarial work and enhancing the effectiveness of secretarial management . The sample group of this study was 46 secretaries of Suan Sunandha Rajabhat University, using purposive sampling. The data was gathered by using the quest ionnaire, and the statistics for data analysis were percentage, mean (x̄), and standard deviation (S.D.). The findings revealed that all 46 respondents to the questionnaire, aimed at improving the skills and work efficiency of secretaries in the digital e ra, were females (100.00%), with 28 individuals (60.87%) aged between 21 and 30 years old . Among the respondents, 18 persons (39.13%) were aged 31 -40 years; 24 persons (52.17%) attained a bachelor ’s degree; 22 persons (47.83%) held a master’s degree; and 31 persons (67.39%) had 0-5 years of work experience. 6-10 years of work experience total : 5 persons (10.87%) 11-15 years of work experience total : 6 persons (13.04%); 16 -20 years of work experience total : 4 persons (8.70%); worked for the president total: 3 persons (6.52%); and worked for each executive total: 1 person (2.17%). The overall rating for the program "Enhancing the Skills and Work Efficiency of Secretaries in the Digital Era" was high, with a mean score of 3.71 and a standard deviation of 0.7069. Most of them emphasized the use of Google Drive to assist in collecting and disseminating information within the group/project (x̄ = 4.20, S.D. = 0.4573), the use of Google Meet to facilitate internal group/project meetings (x̄ = 4.07, S.D. = 0.2523), and the use of Google Forms to collect information within the group/project (x̄ = 3.87, S.D. = 0.7454).

DEVELOPMENT OF AN ACHIEVEMENT TEST FOR THE GENERAL EDUCATION COURSE

Sureeporn Panyangam — 2026-03-13

Abstract—This research study focuses on the development of an achievement test for the general education course GEN0117 ( Survival Science ) . The development process involved the following steps : 1) Content Validity Analysis using the IOC ( Index of Item Objective Congruence) value calculated from the opinions of 3 experts on 80 initial items; 2 ) Item Analysis to determine the difficulty index (p) and the discrimination index (r); and 3 ) Reliability Analysis using the KR-20 (Kuder-Richardson Formula 20) to select items meeting standard criteria for the item bank. A trial run was conducted on a sample group of 400 students using a 60 -item test. Data analysis, based on comparing the top 27% (approximately 108 students) as the High Group (H) and the bottom 27 % (approximately 108 students ) as the Low Group (L), revealed that the difficulty index ( p) ranged from 0 . 31 to 1 . 00, indicating the items ranged from moderately difficult to moderately easy. The discrimination index (r) ranged from 0.00 to 0.83, suggesting the items had low to acceptable discriminatory power . The KR -20 reliability coefficient for the achievement test was found to be 0 . 646, which means the test set is at an acceptable level for measuring student learning achievement.

PROACTIVE PUBLIC RELATIONS MODEL THROUGH SOCIAL MEDIA TO PROMOTE THE IMAGE OF THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Kanyarat Kankaew — 2026-03-13

This research aimed to 1 ) study the current state and needs regarding a proactive public relations model through social media to promote the image of the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, 2) develop the proactive public relations model, and 3 ) present and validate the developed model . The sample groups consisted of the Faculty's personnel, experts in public relations, social media, and image promotion, and relevant executives . The research instruments included an online questionnaire, structured interviews, and a model evaluation/validation form. Data analysis employed percentage, mean x̄ and standard deviation (S.D) The research findings revealed : 1. The sample group's overall opinion on the Faculty's current public relations performance was at a high level (x̄ =3.71) , but the ove rall level of information awareness was at a moderate level (x̄ =3.05) . The news most sought after by the sample group was student activities and operations . 2. The overall level of awareness through PR media or channels was at a moderate leve (x̄ =2.94). The most popular channel was the Facebook group. 3. The appropriate proactive public relations model through social media, as evaluated by experts, should consist of 1) Analysis and study of image-promotion activities, 2) Strategic planning with a clear and motivating structure, 3 ) Creative communication using social media, and 4 ) Continuous and sustainable evaluation and monitoring . The appropriateness of the model was rated at a high level (x̄ - 4.28, S.D. - 0.09)

IMMEDIATE EFFECTS OF AN AI-BASED SPEAKING PLATFORM (SPEECHACE) ON THAI EFL STUDENTS’ SPEAKING PERFORMANCE

Sasithorn Noppraphai — 2026-03-13

Abstract— This study examined the immediate effects of an AI - based speaking platform, Speechace, on English speaking performance among Thai EFL university students . A quasi - experimental one - group pretest -posttest design was employed with 60 undergraduate English major students at a public university in Thailand . Participants completed a speaking task via the Speechace we bsite before and immediately after receiving automated AI - generated feedback focusing primarily on pronunciation and fluency . Speaking scores generated by the system were analyzed using descriptive statistics and paired - sample t- tests. In addition, a quest ionnaire was administered to explore students ’ perceptions of the platform in terms of usability, perceived impact, and satisfaction. The findings indicated a statistically significant increase in students’ post-test speaking scores compared to their pre - test performance, suggesting immediate performance gains following AI - assisted feedback. Questionnaire results revealed positive student perceptions toward Speechace, particularly regarding its usefulness for speaking practice and ease of use . While this study does not claim long-term improvement in overall speaking proficiency, the results highlight the potential of AI- supported platforms to facilitate short - term speaking performance adjustment and learner engagement in EFL classroom contexts . The study contributes classroom- based evidence from a Southeast Asian EFL setting and suggests that AI - based speaking tools can serve as effective supplementary resources for speaking practice rather than as standalone assessment instruments.

BELIEFS AND WORSHIP OF CHINESE DEITIES AMONG THE OVERSEAS CHINESE IN BANGKOK

Jeeranan Sangsrijan — 2026-03-13

Abstract— The migration of overseas Chinese to Thailand has contributed to significant cultural and religious interactions, resulting in the incorporation of Chinese beliefs and ritual practices into Thai society . Bangkok has consequently become one of the most importa nt centers of Chinese shrines in Thailand. This study examines the beliefs and worship of Chinese deities among overseas Chinese communities in Bangkok . The findings indicate that such beliefs originate from Chinese religious traditions and cultural heritage, and are reflected in the various types of deities Worshiped in major Chinese shrines across the city . The religious practices found in these shrines demonstrate that they function not only as spiritual centers for overseas Chinese, but also as important elements of cultural heritage that continue to influence contemporary Thai society. These results are consistent with recent scholarship emphasizing the localization, adaptation, and transformation of Chinese religious practices in overseas contexts (Xiao & Li, 2021; Zhang & Zhao, 2022; Li, 2023).

A STUDY OF THE EFFECTIVENESS OF HYFLEX LEARNING IN AN INTERMEDIATE JAPANESE LANGUAGE COURSE

Walee Rungratthawatchai — 2026-03-13

A b s t r a c t— This study aimed to examine the effectiveness of HyFlex Learning in an intermediate Japanese language course . The sample consisted of 88 undergraduate students enrolled in the intermediate Japanese course during the semester in which the study was conducted. The participants were selected using purposive sampling. The research employed a quasi- experimental design, specifically a one - group pretest -posttest design . The research instruments included pretest and posttest achievement tests adm inistered before and after the implementation of HyFlex Learning . Data were analyzed using descriptive statistics and a paired- samples t- test. The results indicated that after the implementation of HyFlex Learning, students’ learning achievement was significantly higher than before instruction at the .05 level of significance. The mean pretest score was 18 .58 , while the mean posttest score was 22 .19 . These findings suggest that HyFlex Learning is an effective instructional approach and is well suited to intermediate Japanese language courses with large numbers of students. Moreover, it can effectively address limitations related to time and opportunities for practicing language skills.

THE EDUCATIONAL USE OF CHATGPT IN AN INTERMEDIATE-LEVEL JAPANESE WRITING COURSE: A SURVEY-BASED STUDY OF STUDENT PRACTICES, PERCEIVED BENEFITS, AND PEDAGOGICAL CAUTIONS

Mei Haruna — 2026-03-13

Abstract—This study investigates how university students used ChatGPT in an intermediate Japanese writing course and what learning effects and instructional concerns emerged when its use was permitted under explicit conditions. The participants were 21 third-year Japanese-major students at Suan Sunandha Rajabhat University who attended the course for approximately five months. After the course, a questionnaire was administered via Google Forms, and the results were analyzed using descriptive statistics. The findings show that many students used ChatGPT mainly for supportive purposes, such as grammar checking and paraphrasing into more natural Japanese, and reported benefits including reduced psychological burden toward writing and improved understanding of errors. At the same time, some students expressed concerns about overuse, dependency, and a potential decline in independent thinking. In addition, a strong need for teacher guidance on “how to use ChatGPT effectively” was identified, suggesting that when generative AI is introduced into foreign-language writing education, it is essential to clarify the scope of permitted use, provide concrete guidance on prompting, and foster learners’ ability to evaluate AI outputs critically rather than banning the tool uniformly.

IMPROVING KOREAN LOANWORD TRANSCRIPTION SKILLS THROUGH LEARNING THE KOREAN ROMANIZATION SYSTEM FOR THAI LEARNERS

In Hyuk Suh — 2026-03-13

Abstract—Korean loanword transcription poses challenges for Thai learners when they rely on Roman letters, because Korean and Thai employ different Romanization conventions that can cue different consonant categories . This study examined whether learning the Korean Romanization system improves Thai learners ’ ability to transcribe English -origin loanwords into Hangul, with particular attention to the choice of initial stop consonants . Nineteen Thai learners who completed a 60-hour Korean 1A course participated in a one -week study . Participants completed a Google Survey task involving ten English words and were evaluated only on the correctness of the initial consonant, categorized as correct (aspirated) or incorrect (tense or lax ). Group A received Romanization -rule instruction prio r to transcription, while Group B first attempted transcription using prior knowledge and then repeated the task after receiving the same instruction. Results showed that instruction improved performance, but the highest accuracy emerged when learners atte mpted the task first and received instruction afterward: accuracy increased from 72.9% (prior-knowledge attempt) to 87.1% after instruction, compared with 79.2% when instruction was provided before the first attempt . The findings suggest that a “try-first, then teach” sequence may enhance the effectiveness of Romanization - based instruction for Korean loanword transcription among Thai learners.

AN ANALYSIS OF LANGUAGE USE IN SLOGANS OF ELECTRIC VEHICLE BRANDS

Chinchira Bunchutrakun — 2026-03-13

Abstract—This study employed a quantitative content analysis of 11 4 slogans from 4 7 global electric vehicle (EV) brands to examine linguistic strategies, focusing on word frequency, slogan type, and adjective use . The findings reveal that the most frequent w ords “electric”, “future” and “performance” reflect the industry's focus on innovation and technological advancement. Persuasive slogans were the most dominant type, followed by descriptive and business slogans, indicating a strategic effort to actively influence consumer attitudes and build trust in emerging EV technologies. Furthermore, the use of adjectives such as “electric”, “smart” and “sustainable” reinforces brand identity centered on progress, intelligence, and ethical responsibility. The study concludes that language in EV slogans serves a dual function, acting as both a promotional tool and a linguistic expression of corporate ideology that shapes perceptions of innovation and sustainability.

KIDFLUENCING AND THE HYPERREAL CONSTRUCTION OF GIRLHOOD: A VISUAL DISCOURSE ANALYSIS FROM A CHILDREN’S RIGHTS PERSPECTIVE

Melisa Aysegul Cal Yumusak — 2026-03-13

Abstract—Kidfluencing has emerged as a prominent social media practice in which children gain visibility, popularity, and economic value through content managed by adults, most often parents. This study examines how kidfluencing practices construct the visual representation of girlhood on social media and how these representations relate to children’s rights as defined by the United Nations Convention on the Rights of the Child ( UNCRC). Using qualitative visual discourse analysis informed by Barthes’ semiotics and Mulvey’s gaze theory, the study analyses sixty Instagram posts shared in 2024 by two highly visible girl - focused kidfluencer accounts. The findings reveal that childhood is frequently framed as a hyper - real, gendered, and commercialised identity shaped by adult fashion aesthetics, algorithmic visibility, and marketing logics. Such representations normalise the erosion of children ’ s rights, particularly in relation to privacy, autonomy, protection from economic exploitation, and the principle of the best interests of the child . The study argues that kidfluencin g should not be understood merely as an outcome of individual parental choices but as a structural phenomenon situated at the intersection of platform economies, media ethics, and digital capitalism.

A STUDY OF TRANSLATION STRATEGIES FOR TABOO WORDS IN THE SUBTITLES OF THE SERIES “THE BOYS”

Ganchanit Kosolwatthana — 2026-03-13

Abstract— The rapid growth of cross -cultural media consumption has heightened the importance of subtitle translation, particularly regarding the delicate balance between original fidelity and cultural appropriateness when handling taboo words . This study investigates the translation strategies for taboo words in the Thai subtitles of the series The Boys (Season 1). The research objectives were to identify the frequency of the most common taboo words and analyze the specific strategies employed to render them from English to Thai . Using a mixed- methods approach, data were collected from eight episodes streamed on Amazon Prime Video. The analysis utilized established taboo word translation frameworks and standardized offensive language lists to categorize the findings. Results indicate that "fucking" was the most prevalent taboo word, appearing 217 times (29.60% of total instances) across 31 distinct translation pairs. A total of 733 translation instances were documented and classified into four main strategies . Substitution emerged as the primary method (37.79%), followed by taboo-for-taboo translation (34.24%), censorship (19.24%), and the application of euphemisms (8.73%). The findings conclude that translators prioritize substitution to maintain the emotional weight of the source material while ensuring the content remains suitable for the target culture's linguistic norms . Future research should consider comparative studies between subtitling and dubbing to further explore these linguistic shifts.

INTERACTIVE LEARNING DESIGN FOR CHILDREN WITH SPECIAL NEEDS: IMPROVING EVERYDAY COMMUNICATION THROUGH TECHNOLOGY ENHANCED COURSEWARE

Jarumon Nookhong — 2026-03-13

Abstract— This study aims to design and develop interactive courseware for children with special needs to enhance their everyday communication skills . Using the ADDIE instructional design model, the research followed five stages : Analysis, Design, Development, Implementation, and Evaluation . The case study was conducted at Watchaiyaprucksamala School, Bangkok, in an inclusive classroom setting. The courseware was designed to stimulate communication development through multimedia -based content, including graphics, animations, voiceovers, and interactive assessments . The courseware’s content focused on real -life scenarios to help learners apply communication skills in daily contexts. The research involved nine students with special needs and incorporated pre - and post-learning assessments to measure learning achievement. Evaluation criteria followed the 80/80 standard. The results indicated an efficiency of 85.56/86.67 (E1/E2), exceeding the targeted criteria. Expert evaluations from seven professionals in special education and UX/UI design showed a high level of satisfaction (mean = 4.07, SD = 0.69). These findings confirm that the interactive courseware effectively supports communication skill development and promotes learner engagement. The study recommends further improvements in visual design and incorporating auditory repetition to enhance learning retention. This research contributes a practical model for instru ctional design tailored to children with communication difficulties, suggesting significant implications for inclusive education and personalized learning technology.

ACADEMIC SUPPORT NEEDS AND PREFERENCES OF PROSPECTIVE UNDERGRADUATE STUDENTS IN THE CREDIT BANK SYSTEM OF BUSINESS ENGLISH PROGRAM, FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Jeerasak Meesuksabai — 2026-03-13

This study investigated the academic support needs and preferences of 15 prospective Myanmar undergraduate students enrolled in the Credit Bank Business English Program at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. Data were collected via a structured questionnaire covering demographic information, perceived academic challenges, awareness and use of support services, preferred support formats, priority support areas, and reasons for choosing to pursue a bachelor’s degree in Thailand. Overall, respondents reported moderate levels of difficulty with course content, language barriers, study skills, time management, academic writing, and classroom participation, indicating a broad need for integrated academic support rather than a single, isolated area of concern. The most frequently selected priority support areas were English language improvement, study skills and time management, subject content understanding, and preparation for English proficiency tests such as EnglishScore, TOEIC, and SSRU-TEP. Learners showed strong preferences for one-on-one tutoring, small group workshops, online self-paced resources, and peer study groups as preferred support formats, highlighting the value of flexible, multi-modal support. Open-ended responses underscored time management, balancing coursework with self-study, and access to learning resources (e.g., library) as key ongoing challenges. Regarding study destination and institutional choice, safety and stability, career opportunities in Thailand, proximity to Myanmar, cost compared to Western countries, language and cultural learning, internships or industry links, and scholarships/financial support were commonly cited motivations for choosing to study in Thailand and at SSRU. The findings suggest that a targeted support framework combining language development, study skills training, content-focused assistance, and clear pathways to careers and financial support would be responsive to the specific needs and aspirations of this student group. Keywords:1 Academic support needs 2 Business English 3 Learning preferences

COMMUNITY RIGHTS VIOLATION BY GOVERNMENT OFFICERS INFLUENCING TO LIFESTYLE, QUALITY OF LIFE, AND SAFETY OF RESIDENTS: A CASE STUDY OF HOUSING ESTATE COMMUNITY IN EASTERN BANGKOK

Suwit Khongsong — 2026-03-13

This research aims to investigate the patterns and methods of community rights violations by government officials that affect the lifestyle, quality of life, and safety of residents in housing estate communities, using a case study of a housing estate in Eastern Bangkok. This study utilizes a qualitative research methodology, collecting data through in-depth interviews with 31 key informants, including community leaders, residents, and relevant government officials. This was conducted alongside participatory and non-participatory observations, small group discussions, and a comprehensive literature review, employing the triangulation technique for data validation. The findings reveal that community rights violations stem from the abuse of authority and the neglect of law enforcement through a network of interests between political capital and government officials. Key issues identified include: 1) Violations of rights regarding common property and legal embezzlement, whereby developers intentionally refrained from registering common assets and instead utilized them as collateral for personal gain, as well as leasing common areas to third parties for commercial use; 2) Violations of project master plans, in which government officials permitted the construction of high- density apartments and industrial factories within residential zones; and 3) Exploitation of infrastructure, by allowing heavy trucks to use community roads as thoroughfares and collecting fees with the facilitation of local police. These violations have led to a sub-standard quality of life for residents, who must endure pollution and a deteriorating environment. Furthermore, there is a distinct lack of safety for life and property due to increased crime rates and severe criminal incidents. The community also lacks bargaining power because the developer intentionally failed to establish a housing estate juristic person in accordance with the law. These findings reflect a systemic failure of government agencies in oversight and law enforcement, highlighting the urgent need for a reform of monitoring mechanisms to ensure transparency and genuine public participation.

UNDERGRADUATE STUDENTS' VIEWS ON VOCABULARY LEARNING THROUGH ED SHEERAN'S SONGS

Pirada Anuwech — 2026-03-13

This present study was conducted to investigate how Thai EFL undergraduate students perceived usage of Ed Sheeran’s song to learn vocabulary according to vocabulary learning framework of Nation (2024). This quantitative survey study was equipped with online questionnaire inquiries in order to collect data from 314 Thai undergraduate students studying in English related majors in a Rajabhat university in Bangkok derived through snowball sampling technique. Data obtained were analysed using descriptive statistics of average and standard deviation and interpreted according to 5-Likert-scale interpretation. It could be observed in the results that songs of Ed Sheeran were perceived to be appropriate for vocabulary learning at high level (mean = 3.79, S.D. = 0.94) especially in terms of focus learners’ attention on vocabulary learning (mean = 3.82, S.D. = 0.95).

A SURVEY OF INTERNATIONAL FACULTY MEMBERS’ OPINIONS TOWARDS THE SERVICES OF THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Nutchanart Pengsuriya — 2026-03-13

The objective of this research was to investigate and assess the levels of opinion among foreign lecturers regarding the services provided by the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University ( SSRU) , as part of the institution's internationalization strategy. The study employed a quantitative research design using an online questionnaire as the primary instrument for data collection from a sample of 7 international faculty members. Data were analyzed using percentage, mean (????̅), and standard deviation (S.D.). The findings revealed that the overall opinion toward the Faculty’s services was at a high level (????̅ = 4.02). When categorized by dimension, Academic and Teaching Support received the highest score (????̅ = 4.29), followed by Communication (????̅ = 4.07) and Administrative Support and Coordination (????̅ = 3.93). Conversely, Buildings and Environment received the lowest mean score (????̅ = 3.79), though it remained within the high-level range. The results indicate that while the Faculty effectively supports its core academic mission, there is a “service gap” in physical infrastructure and the workplace ecosystem that requires strategic enhancement. Policy recommendations focus on modernizing facilities with bilingual support and internationalizing administrative processes to sustainably retain high-quality international talent.

PERSONNEL SATISFACTION WITH FINANCIAL AND ACCOUNTING SERVICES: FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Pimchanok Daengkona — 2026-03-13

The objectives of this research were 1) to study the satisfaction level of personnel toward the financial and accounting services at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, and 2) to assess the personnel’s knowledge and understanding regarding budget reimbursement regulations. The sample consisted of 45 academic and support staff members from the Faculty of Humanities and Social Sciences. This quantitative research utilized a 5-point Likert scale questionnaire as the research instrument. Data were analyzed using percentage, mean, and standard deviation. The research findings revealed that the overall satisfaction with financial and accounting services was at a High level (X̅ = 3.79, S.D. = 0.62). When considering each dimension, Service Outcomes achieved the highest mean score (X̅ = 4.06), followed by Facilities (X̅ = 3.86). Process and Procedures and Service Staff dimensions shared the same mean score (X̅ = 3.69). Regarding the assessment of reimbursement regulation knowledge, personnel demonstrated a high level of overall knowledge. However, specific areas such as accommodation expenses (X̅ = 3.44) and travel per diem (X̅ = 3.27) remained at a moderate level of understanding. The research suggests that organizing practical workshops and developing infographic-style communication materials are necessary to enhance regulatory understanding. Furthermore, increasing thoroughness in document screening is recommended to reduce processing time.

MATERIAL MANAGEMENT SYSTEM DEVELOPMENT FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Yupin Kaewkum — 2026-03-13

The objectives of this research were: 1) to investigate the current state and user satisfaction of the material management system, and 2) to explore the development requirements for the Material Management System at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The sample group consisted of 40 personnel from the faculty, selected through purposive sampling. The research instrument was a 5-point Likert scale questionnaire. Data were analyzed using percentage, mean (????̅), and standard deviation (S.D.). The research findings revealed that: 1) Current System State: Overall satisfaction with the current material management system was at a “High” level (????̅ = 3.81, S.D. = 0.85). The highest-rated aspect was personnel’s knowledge and understanding of supply regulations (????̅ = 4.38). Conversely, material storage received the lowest score, falling within the “Moderate” level (????̅ = 3.25), and 2) Development Requirements: Overall demand for system development was at a “High” level (????̅ = 3.65, S.D. = 0.97). The top priority for development was personnel training to accommodate new technology (????̅ = 4.25), followed by the enhancement of requisition and auditing processes (????̅ = 4.00). In conclusion, the development of the material management system should focus on upskilling personnel’s digital competencies alongside optimizing the physical and digital storage framework. Addressing these areas will enhance organizational supply management efficiency, transparency, and operational agility.

PRACTICAL APPLICATIONS OF AI FOR OPTIMIZING ADMINISTRATIVE TASKS AND PRODUCTIVITY

Worapol Limsiriwong — 2026-03-13

Every administrative department plays a crucial role in driving organizational goals; however, many office functions-predominantly routine tasks-often face challenges such as processing delays, unnecessary complexity, outdated presentation formats, and an imbalance between heavy workloads and limited workforce capacity. This study aims to investigate the practical application of Artificial Intelligence (AI) innovation to mitigate these operational bottlenecks and enhance both the efficiency and effectiveness of office administration. Adopting a quasi-experimental design, this research compared the performance of traditional manual workflows against AI-assisted processes across selected administrative tasks. The empirical results indicated a significant transformation in productivity; AI integration reduced the average task completion time by approximately 75% (reducing duration to one-fourth of the original time), while simultaneously minimizing human error and enhancing data accuracy. Moreover, the study recorded a substantial increase in stakeholder satisfaction regarding the modernization and quality of work outputs. Consequently, this research concludes that AI serves as a pivotal instrument for digital transformation, empowering administrative personnel to elevate their operational competency in the digital era.

COMMUNICATION MODELS FOR KNOWLEDGE MANAGEMENT AT THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Kunphattha Hongphattharachan — 2026-03-13

This study aimed to investigate faculty staff members’ knowledge and understanding of knowledge management principles, assess the communication channels employed for knowledge management, and propose strategies to enhance communication practices appropriate for staff within the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The research population comprised academic and academic- support staff, totaling 56 individuals. Data were collected through an online questionnaire and analyzed using descriptive statistics, including mean, standard deviation, and percentage. The results revealed that the majority of participants were female and academic staff, demonstrating a high level of understanding of knowledge management principles. The communication channels that received the highest satisfaction ratings were the faculty website/CMS (Mean = 4.75) and Facebook Page/groups (Mean = 4.70), reflecting the significance of digital platforms for knowledge dissemination and sharing. The main barriers to effective knowledge management were a lack of motivation and the absence of an evaluation or reward system for knowledge-sharing activities. Knowledge management was found to enhance work efficiency, particularly in terms of task coordination and operational convenience. Furthermore, satisfaction with communication channels showed a positive correlation with the application of knowledge in daily work. The study recommends developing user-friendly digital platforms to support knowledge exchange, fostering a culture of knowledge sharing, improving staff communication skills, and establishing clear evaluation and reward mechanisms to encourage sustained and active participation.