INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN GENEVA 2022

Introduction Book

ICBTS — 2022-10-06

Quality of Work Life and Work Efficiency of Government Employees

Luedech Gridwichai — 2022-10-06

This research aimed to study quality of work life and work efficiency of government employees. The target population used in this research were government employee who works within Suan Sunandha Rajabhat University. The sample size consisted of 300 employees and sampling with using a simple random sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation and Pearson correlation coefficient analysis. The results of the research revealed that the overall quality of working life of government employee who works within Suan Sunandha Rajabhat University is at a moderate level. The quality of working life in each aspect was at high level, namely adequate and fair compensation, safe and healthy working conditions, opportunity to use and develop human capacities, future opportunity for continued growth and security, future opportunity for continued growth and security, social integration in the work organization, and social relevance of the work life. The quality of life at work at the moderate level was constitutionalism in the work organization, and social relevance of the work life. In addition, the overall quality of working life of government employees was positively correlated with work efficiency at a statistically significant level of .05.

Relationship Between Human Capital Management and Organizational Commitment of Academic Employee

Chutikarn Sriviboon — 2022-10-06

The objectives of this research were to study the level of human capital and the level of organizational commitment among academic employees, and to study the relationship between human capital and commitment of academic supporting personnel. The research approach uses quantitative research. The sample group used in this research was 300 representatives of one government organization with using a simple random sampling method. The data collection used questionnaires that were tested for the validity and reliability of the questionnaires. Statistics used in the analysis were frequency, percentage, mean, standard deviation, and correlation analysis. The results revealed that the level of human capital, overall was at a high level. The human capital in the aspects of knowledge capital was the most importance, followed by cultural capital, innovation capital, creativity capital, and emotional capital, respectively. As well as the level of organizational commitment was at the high level. The results revealed that human capital was positively correlated with organizational commitment of academic employees was a moderately positive correlation (r=0.587) with statistical significance at the 0.01 level. When considering the relationship of overall human capital and organizational commitment in each aspect, it was found that human capital was positively correlated with organizational commitment in the aspect of Continuity (r=0.587) at the most with moderate level, followed by Affective (r=0.448) and Normative (r = 0.363), respectively.

The Influence of Social Media Innovation on Decision to Use Online Travel Services

Somsak Klaysung — 2022-10-06

This research aimed to study the influence of social media innovation on decision to use online travel services. The sample group consisted of 400 tourists who are interested or intent to use online travel services through social media and live in Bangkok, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on Subjective norm, Perceived usefulness, Perceived ease of use, Perceived trust, Attitude towards using and Intention to use be able to jointly predict the decision to use online travel services, which all variables were able to explain the variance of decision to use online travel services 67.40 percent. The multiple regression coefficients as standard scores, it was found that the highest multiple regression coefficients were perceived usefulness (=0.257), followed by perceived ease of use (=0.226), attitude towards using (=0.187), intention to use (=0.159), and subjective norm (=0.124) respectively.

Perceived OTOP Product Innovations Influencing Consumer Purchase Decisions

Akapong Inkuer — 2022-10-06

This research aimed to study the perceived OTOP product innovations influencing consumer purchase decisions. The sample group consisted of 350 consumers who have used Thai community products, selected from the population using cluster sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, and Multiple regression analysis. The results of the research revealed that the respondents emphasized on product innovation and perceived brand. The respondents emphasized on product innovation and each aspect at moderate level. Including the respondents emphasized on perceived brand equity and each aspect at high level. In addition, the hypothesis testing revealed that the perceived brand equity in the aspect of brand awareness, perceived brand quality, brand loyalty and brand awareness have positively affected the purchasing decision of Thai community products which the variables can jointly forecast with significant at .05 and were able to explain the variance at 50.7 percent. The highest multiple regression coefficients were brand awareness, followed by perceived brand quality, brand association and brand loyalty, respectively. While product quality, product design, product utilization did not influence purchasing decisions of Thai community products.

Keywords— Community products, Perceived brand equity, Purchase decisions

Online Marketing Factors Influencing Shopping Decisions Through Cross-Border E-commerce Platform

Sun Lei — 2022-10-06

This research aimed to study online marketing factors that influence shopping decisions through Cross-Border E-commerce platform. The study sample consisted of 400 consumers who had buy or used services through Cross-Border E-commerce platform using cluster random sampling and convenience sampling. Online questionnaires were used as a data collection tool. The statistics used in the data analysis were frequency, percentage, mean, standard deviation, Independent sample t-test, One-way ANOVA and Multiple regression analysis. The results showed that different demographic factors including gender, age, education, occupation and income affected the purchase decision through Cross-Border E-commerce platform differently, including consumer behavior in term of purchase frequency different affected the purchase decision through Cross-Border E-commerce platform. In addition, the online marketing mix factors that influenced the purchase decision through Cross-Border E-commerce platform were online marketing mix factors in term of consumer cost to satisfy, convenience to buy, and communication with statistical significance at 0.05 level. While online marketing mix factors in term of consumer needs did not affect the purchase decision through Cross-Border E-commerce platform.

Keywords— Cross-Border E-commerce, Online marketing factor, Shopping decision

Factor Affecting User Satisfaction of Online Video Streaming Service

Pitimanus Bunlue — 2022-10-06

The purpose of this research was to study the factor affected satisfaction of online video streaming service of users in Bangkok. The sample used was 385 of video streaming user aged 13 years or over and living in Bangkok. The instrument used for data collection was a questionnaire. The statistics used in the data analysis were frequency, percentage, mean and standard deviation, including inferential statistics was multiple regression analysis. The results revealed that the marketing mix in the aspect of consumer wants and needs, consumer cost to satisfy, convenience to buy and communications can together predict customer satisfaction through video streaming media in Bangkok with statistical significance at F=52.725. All variables can explain the variability of user satisfaction through video streaming media in Bangkok (R2) accounted for 64.35 percent. The test results accept all hypothesis that consumer wants and needs, consumer cost to satisfy, and convenience to buy positively influenced user satisfaction through video streaming service in Bangkok.

Keywords— Marketing factor, Satisfaction, Video streaming service

Communication Exposure Behavior of Influencers in Social Networks

Pongsawee Supanonth — 2022-10-06

This research aimed to study online social media marketing consisting of entertainment, interaction, trendiness, customization, and electronic word of mouth influenced the satisfaction of purchasing through social media platform. The sample group consisted of 400 consumers who has shopped through social media platform, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on entertainment, interaction, trendiness, customization, and word of mouth be able to jointly predict the satisfaction of purchasing products through the social media platforms, which all variables were able to explain the variance of purchase satisfaction through the social media platforms 51.12 percent. The multiple regression coefficients as standard scores, it was found that the highest multiple regression coefficients were interaction (=0.257), followed by trendiness (=0.226), electronic word of mouth (=0.159), and entertainment (=0.124), respectively.

Keywords—Communication exposure behavior, Influencers, Social media

Acceptance of Food Delivery Application Influencing Consumer Purchasing Decisions

Ittipoom Promma — 2022-10-06

This research aimed to study the acceptance of food delivery factor consisting of that influence consumer purchasing decisions. The sample group consisted of 400 consumers who has shopped through social media platform, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on entertainment, interaction, trendiness, customization, and word of mouth be able to jointly predict the satisfaction of purchasing products through the social media platforms, which all variables were able to explain the variance of purchase satisfaction through the social media platforms 51.12 percent. The multiple regression coefficients as standard scores, it was found that the highest multiple regression coefficients were interaction (=0.257), followed by trendiness (=0.226), electronic word of mouth (=0.159), and entertainment (=0.124), respectively.

Keywords—Consumer purchasing decisions, Food delivery, Online marketing innovation

Integrated Marketing Communications and Brand Image Affecting Consumer Buying Behavior of Cosmeceutical Products

Nattapong Techarattanased — 2022-10-06

This research aimed to study integrated marketing communications and brand image affecting consumer buying behavior of cosmeceutical products. The sample group consisted of 400 consumers who have used and are using cosmeceutical products living in Bangkok, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of integrated marketing communications affecting consumer buying behavior of cosmeceutical products revealed that sales by employees, public relations, sales promotion and direct marketing had a statistically significant effect on consumers buying behavior of cosmeceutical products at 0.05 level with a predictive power of 63.9 percent. In addition, the results of brand image affecting consumer buying behavior of cosmeceutical products revealed that brand identity, brand attributes, attitude, benefits, and brand association preferences had a statistically significant effect on consumer buying behavior of cosmeceutical products at 0.05 level with a predictive power of 49.28 percent.

Keywords— Brand image, Buying behavior, Cosmeceutical products, Integrated marketing communications

Relationship Between Innovative Organization and the Performance of Small and Medium Enterprises

Wanida Suwunniponth — 2022-10-06

The aims of this research were to study the relationship between organizational culture, organizational creativity, organizational innovation and the performance of small and medium enterprises in Thailand. This research employed both the quantitative and qualitative research methodologies. The research sample for the quantitative study consisted of 300 entrepreneurs who were the small and medium enterprises in Thailand and were employed by stratified random sampling. A questionnaire was designed and used to collect data and a structural equation model analysis was applied for the data analysis. In the qualitative study, data were collected via in-depth interviews from the experts and stakeholders in SMEs and content analysis was used to analyze with a synthesis of interview results. The findings revealed that the causal relationship model of innovative organizational performance of SMEs in Thailand was consistent with empirical data and had the ability to predict the good acceptable. The influencing of the factors affecting performance of SMEs showed that the organizational culture had positive direct effect on organizational creativity and organizational innovation, while organizational culture had indirect effect on SMEs performance through organizational creativity and organizational innovation. Moreover, organizational creativity had positive direct effect on organizational innovation and performance of SMEs, and organizational innovation had a positive direct effect on SMEs performance.

Keywords—Innovative Organization, Performance, Small and Medium Enterprises

Service Quality Affecting Consumer Loyalty to Domestic Low-Cost Airlines

Chutima Klaysung — 2022-10-06

This research aimed to study service quality affecting consumer loyalty to domestic low-cost airlines. The sample group consisted of 300 consumers who used to use the service on the domestic low-cost airline, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on tangibility, responsiveness, assurance, and empathy be able to jointly predict the loyalty to domestic low-cost airlines, which all variables were able to explain the variance of loyalty to domestic low-cost airlines at 60.84 percent. The multiple regression coefficients as standard scores, it was found that service quality in term of tangibility, responsiveness, assurance, and empathy affected the loyalty to use a domestic low-cost airline service, whereas the service quality in term of reliability did not affect the loyalty to use the domestic low-cost airline service.

Keywords— Consumer loyalty, Low-Cost Airlines, Service quality

Factors affecting Consumer Purchase Decisions of Vitamin Beverages

Supattra Kanchanopast — 2022-10-06

The purpose of this research was to study different demographic characteristics affecting different consumers' purchasing decision of vitamin beverages in Thailand, and to study the marketing mix affecting consumers' purchasing decisions of vitamin beverages in Thailand. The sample group consisted of 385 consumers who bought vitamin beverages in Thailand using purposive sampling and convenience sampling. A questionnaire that is tested for validity and reliability is a data collection tool. The data were analyzed using descriptive and inferential statistics such as frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. The results showed that consumers with different gender, educational level, occupation and average monthly income had different decision to purchase vitamin beverages at a significance level of 0.05 while the consumer with different age and status had no different decision to purchase vitamin beverages. In addition, the results revealed that the marketing mix in the aspect of product, place and marketing promotion have affected consumers purchasing decisions of vitamin beverages while the marketing mix in the aspect of price has not affected consumers' decision to purchase vitamin beverages.

Keywords—Marketing mix, Purchase decisions, Vitamin beverages

Factors Influencing the Satisfaction of Mobile Banking Services

Charawee Butbumrung — 2022-10-06

The purpose of this research was to study demographic characteristics, and service marketing mix factors influencing the satisfaction of mobile banking services in Thailand. The sample group of 350 users were selected using cluster sampling and using questionnaires as a data collection tool. The statistics used in the data analysis were percentage, mean and standard deviation. The hypothesis was tested by using Independent Sample t-Test, One-Way Analysis of Variance, and Multiple Regression Analysis. The research results revealed that consumers with different levels of gender, age, education, occupations and monthly incomes had different satisfaction of using the mobile banking. In addition, the service marketing factors in term of product, place, promotion, process, physical evidence affected the satisfaction of using mobile banking at statistical significance of 0.05. While marketing factors in term of price and people did not affect the satisfaction of using the mobile banking.

Keywords— Mobile banking, Satisfaction, Service marketing mix

Marketing Mix factors Affecting Online Purchase Decisions on Social Media

Ladaporn Pithuk — 2022-10-06

This research aimed to study marketing mix factors affecting online purchase decisions on social media. This research uses a quantitative research approach. The target population is consumers who are interested in shopping on social media and live in Bangkok. A total of 385 samples were conducted using a multistage sampling method. The questionnaire was used as a tool for data collection. The statistics used for data analysis were percentage, mean, standard deviation, and Multiple regression analysis. The analysis of the influence of marketing mix factors on the decision to use food delivery service was found that the aspect of consumer needs, cost of the consumer, convenience to purchase, and communication influenced on the decision to use food delivery service. The highest multiple regression coefficient was the aspect of convenience to purchase, followed by consumer needs, cost of the consumer, and communication, respectively. All variables could be predicted together with statistically significant at 0.05 and could explain the variance in service satisfaction at 61.62 percent.

Keywords—Marketing Mix, Purchase decisions, Social Media

Motivation for Work Commitment of Government Employees

Khajeerat Phumphruk — 2022-10-06

This research aimed to study motivation and work commitment classified according to personal data and to study the relationship between corporate motivation and commitment of government employee. This research uses a quantitative research approach. The sample of 400 employee in private corporation selected using multi-stage sampling. The data were collected by using questionnaires tested for the validity and reliability. The statistics used in the analysis were frequency, percentage, mean, standard deviation, and correlation analysis. The results of the research revealed that work motivation was positively correlated with organizational commitment of employee in private company was a moderately positive correlation (r=0.587) with statistical significance at the 0.01 level. When considering the relationship of overall work motivation and engagement in each aspect, it was found that work motivation was positively correlated with organizational commitment in the aspect of Continuity (r=0.587) at the most with moderate level, followed by Affective (r=0.448) and Normative (r = 0.363), respectively.

Keywords— Government employees, Motivation, Work commitment

Community Participation to Increase Community Product Value

Yuthapoom Thanakijborisut — 2022-10-06

This research aimed to study individual factors affecting the participation of community members in creating OTOP product value and to study the influence of community member participation on satisfaction in OTOP product value. The results revealed that individual factors in education level, occupation, and average monthly income differently affected the participation of community members in creating OTOP product value differently, with statistically significant at the .05 level. Whereas, individual factors in gender, age, and marital status differently affect the participation of community members in creating OTOP product value not differently. In addition, the effect of community member participation on satisfaction in OTOP product value were participation in the aspect of participation in decision making, participation in the operation implementation, and participation in benefit had affected on satisfaction in OTOP product value while participation in the evaluation did not affect the satisfaction in OTOP product value.

Keywords— Community participation, OTOP, Product value

People's Attitudes Towards Service Quality of Government Agencies

Nattachai Aeknarajindawut — 2022-10-06

This research aimed to study the level of service quality provided by Government Agencies in Dusit area, Bangkok, and to compare the service quality classified by demographic Factors. The target population used in this research were people living in Dusit area. Total of 300 sample group was selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, t-test and ANOVA. The results of the research revealed that the respondents emphasized on assurance follow by tangibility, responsiveness, empathy, and reliability. The quality of service of government agencies in Dusit area classified by demographic factors found that there was difference in service quality according to public perception when classified by and average income, which are overall different in the aspect of tangibility, assurance, and empathy with statistically significant at the .001. As well as there was difference in service quality according to public perception when classified by and average income, which are overall different in the aspect of reliability and responsiveness with statistically significant at the .05.

Keywords—Online marketing innovation, Satisfaction of purchasing, Social media platform

Factors Influencing the Intention to Use Mobile Payment of Non-Bank Service Providers

Juneerat Jannit — 2022-10-06

The purpose of this research was to study factors influencing the intention to use mobile payment of non-bank service providers among consumers in Bangkok. The sample group used in this research was 385 general consumers interested in using mobile payment of non-bank service providers and living in Bangkok, selected by using cluster sampling and convenience sampling method. The data collection used questionnaires that were examined the validity and reliability of the questionnaires. The statistics used in the data analysis were percentage, mean, standard deviation, and hypothesis was tested by using multiple regression analysis. The research results revealed that the component of corporate image recognition in aspect of technology, security, facilities and communication positively affected intention to use mobile payment of non-bank service providers with statistical significance at F=55.214 and all variables can explain the variability of intention to use mobile payment of non-bank service providers (R2) accounted for 52.9 percent. When considering multiple regression coefficients in the form of a standard score, the aspect of facilities had the highest multiple regression coefficients ( =.315), followed by technology ( =.253), and communication (=.248), respectively. While technology acceptance in term of security has not affected intention to use mobile payment of non-bank service providers.

Keywords— Corporate image, Intention to use, Mobile Payment

The Impact of Motivation on Commitment of Employees in Higher Education Institutions

Chumni Ninaroon — 2022-10-06

This research aimed to study organizational motivation that influenced employee commitment in higher education institutions. This research uses a quantitative research approach. The sample of 385 employee in higher education institutions located in Bangkok and sample was selected using multi-stage sampling method. The data were collected by using questionnaires tested for the validity and reliability. The statistics used in the analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that work motivation in the aspect of achievement (β=.287) had the greatest influenced on organizational commitment, followed by the work itself (β=.234), responsibility (β=.204), and Recognition (β =.199, respectively. Whereas job work motivation in the aspect of advancement did not affect organizational commitment of employee in higher education institutions, where all variables could explain the variance in service satisfaction at 64.16 percent, and were able to predict organizational commitment at a statistically significant level of .05.

Keywords— Commitment, Higher Education Institutions, Motivation

Community Participation Affecting the Success of OTOP Nawatwithi Community Tourism Management

Busara Srikanok — 2022-10-06

The purposes of this research were to study the community participation that affected the Success of OTOP Nawatwithi Community Tourism Management. The study was a quantitative research. The target population was people in the OTOP Nawatwithi Community Tourism Management in the responsibility of Suan Sunandha Rajabhat University, totaling 18 districts in Bangkok. The sample was chosen using multi-stage sampling method. The tool used for data collection in this research covered the content of the study of community participation in OTOP Nawatwithi community tourism management. Statistics used in data analysis were frequency, percentage, mean and standard deviation as well as the inferential statistical analysis was used to test research hypotheses by using t-Test, One-way ANOVA and Multiple regression analysis. The results revealed that the level of community members' participation in OTOP Nawatwithi community tourism management overall was moderately average. The results of the hypothesis of individual factors affecting community participation in the success of OTOP community management was found that individual factors in age, education level, and average monthly income differently affected the participation of community members in OTOP Nawatwithi community tourism management differently, with statistically significant at the .05 level, which were consistent with the research hypothesis. Moreover, the results found that the community participation that influenced the success of OTOP Nawatwithi Community Tourism Management was the community participation in the aspect of participation in implementation (=0.324) had the most positive influence, followed by participation in receiving benefits (=0.225), participation in decision making (=0.184), and participation in the evaluation (=0.139), respectively, at the statistically significant 0.05.

Keywords—Community participation, OTOP Nawatwithi tourism management, Success

Competitive Capability of Supply Chain Management in Case of Automotive Parts Industry

Amornvadee Klinjan — 2022-10-06

The objectives of this research were to study the influence of market orientation and supply chain management on competitive capability in case of the automotive parts industry in Thailand. This study employed by survey research and questionnaire was used to collect the data from 400 entrepreneurs in the automotive parts industry in Thailand. The descriptive statistics and multiple regression analysis were used to analyze data. The results revealed that the overall dimensions of marketing orientation, namely, responsiveness, intelligence generation, and intelligence dissemination were rated at the high level. As well, the overall dimensions of supply chain management, namely, collaboration, communication, trust, and commitment were also rated at the high level. Furthermore, the hypothesis testing results showed that supply chain management and market orientation affected competitive capability of the automotive parts industry in Thailand which these two variables could be combined to predict competitive capability of the automotive parts industry in Thailand by 31.5 percent.

Keywords—Automotive parts industry, Competitive capability, Supply chain management

Service Marketing Factor Affecting Decision Making in Using Fitness Centers of Working-Age Consumers

Siriporn Pomjaturas — 2022-10-06

The objectives of this research were to study the attitude of service marketing mix that affected decision making behaviors in using fitness service in case of working consumers in Bangkok, Thailand. This study employed by survey research and questionnaire was used to collect the data from 385 of working-age consumers who have used the service and interested in using the service in the future. The descriptive statistics and multiple regression analysis were used to analyze data. The results revealed that the attitude toward overall service marketing mix was at moderate level. For particulars, attitude toward product and service aspects were at good level, however, attitude toward price, place, promotion, people, physical evidence and service quality aspects were at moderate level. The hypothesis testing results showed that attitude toward each aspect affected word of mouth, however, attitude toward product and service, place, promotion, people and physical evidence affected tendency to use fitness service at .05 statistically significant level.

Keywords—Decision Making, Fitness Centers, Service Marketing, Working-Age

Satisfaction with the Quality of Parcel Delivery Service of Thailand Post Towards Online Shopping

Supaporn Prajongjai — 2022-10-06

The purpose of this study was to study service quality that affect the satisfaction in parcel delivery service of Thailand Post towards online shopping. The sample group of 385 residents used in the study came from people who used parcel delivery service of Thailand Post towards online shopping with using a multi-stage randomized sampling method. The instrument used in this study was a questionnaire. The statistics used in the data analysis were percentage, mean, standard deviation, and multiple regression analysis. The results of the study revealed that service quality in the aspect of responsiveness, reliability and assurance positively influenced customer satisfaction in parcel delivery service with statistical significance at F=43.89. All variables can explain the variability of customer satisfaction in parcel delivery service (R2) accounted for 52.56 percent. While service quality in the aspect of empathy and tangibles did not influenced customer satisfaction in parcel delivery service. When considering multiple regression coefficients in the form of a standard score, the aspect of responsiveness had the highest multiple regression coefficients, followed by reliability and assurance, respectively.

Keywords—Customer satisfaction, Parcel delivery service, Service quality, Thailand Post

Job Satisfaction and Organizational Commitment When Working from Home During COVID-19 Pandemic

Jinjutha Srihera — 2022-10-06

This research aimed to study the influence of job satisfaction on organizational commitment when working from home during Covid-19 pandemic. This research uses a quantitative research approach. The sample group is government employee in the government organizations and located in Bangkok with 300 samples selected from the population using cluster sampling. The data were collected by using questionnaires tested for the validity and reliability. The statistics used in the analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research revealed that job satisfaction in the aspect of nature of work (β=.22) had the greatest influence on organizational commitment, followed by opportunity and advancement (β=.18) and compensation (β=.14), respectively. Whereas job satisfaction in the aspect of supervisor satisfaction and colleague satisfaction did not affect the efficiency performance of accountant in private company located in Bangkok. The job satisfaction consisted of nature of work, compensation, and opportunity and advancement, where all three variables could explain the variance in service satisfaction at 52.71 percent, and were able to predict organizational commitment at a statistically significant level of .05.

Keyword—Government employee, Job satisfaction, Organizational commitment

Professional Accounting Skills Affecting Performance of Accountants in Small and Medium Enterprises

Parichut Junnuan — 2022-10-06

The purpose of this research was to study the accounting professional skills affecting efficiency performance of accountants in small and medium enterprises. The sample group consisted of 200 accountants in SMEs located in Bangkok and selected using purposive sampling method. The instrument used for data collection was a questionnaire. The statistics used in the data analysis were frequency, percentage, mean and standard deviation, including inferential statistics consist of a t-Test, One-way ANOVA and Multiple regression. The results of the study found that the overall accounting professional skills of accountants in SMEs located in Bangkok were at the highest level as well as the overall efficiency performance of accountant in SMEs located in Bangkok was at a high level. In addition, differences in gender, age, and experience of accountants affected the efficiency performance of accountants differently. While differences in education level and average monthly income did not affect the performance of SMEs accountants in Bangkok differently. Moreover, the accounting professional skills that affected efficiency performance of accountants in SMEs were professional in skills, knowledge and ethics which professional skills had the greatest influence, followed by professional in knowledge and ethics with statistically significant level at .05.

Keywords— Performance, Professional accounting skills, Small and medium enterprises

Acceptance of Technology Affecting Actual Using E-Wallets

Weena Kunyeat — 2022-10-06

The purpose of this research was to study acceptance of technology affecting actual using E-wallets among consumers in Bangkok. The sample group used in this research was 385 general consumers interested in using electronic wallets and living in Bangkok, selected by using multi-stage sampling method. The data collection used questionnaires that were examined the validity and reliability of the questionnaires. The statistics used in the data analysis were percentage, mean, standard deviation, and multiple regression analysis. The research results revealed that the component of technology acceptance in aspect of perceived usefulness, perceived ease of use, and attitude toward using positively affected actual using e-Wallet application which has consistent with the research hypothesis with statistical significance at F=52.891 and all variables can explain the variability of actual using e-Wallet application (R2) accounted for 50.69 percent. When considering multiple regression coefficients in the form of a standard score, the aspect of perceived usefulness had the highest multiple regression coefficients ( =.319), followed by perceived ease of use ( =.273), and attitude toward using (=.205), respectively. While technology acceptance in term of subjective norm has not affected actual using e-Wallet application which has inconsistent with the research hypothesis.

Keywords—Actual usung. E-Wallets, Technology Acceptance Model

Marketing Mix, Motivation and Consumer Decision Making in Buying Condominium

Phakaporn Detanant — 2022-10-06

This research aimed to study the relationship between marketing mix attitudes, motivation of buying decision and consumer decision making in buying the condominiums in Thailand. This study employed by survey and quantitative research. The questionnaire was used to collect the data from 400 sampled of customers who interested in buying condominium in Bangkok. The descriptive statistics and Pearson’s correlation coefficient analysis were used to analyze data. The research found that marketing mixed factors in terms of product and price were related to buying decision making tendency in terms of price and room size. Marketing mixed factors in terms of price, place and promotion were related to buying decision making tendency in term of word of mouth. Consumers’ buying motivation in terms of social acceptance, self-esteemed and self-actualization were related to buying decision making tendency in term of room size. In addition, motivation in self-esteemed was related to buying decision making tendency within a year.

Keywords—Condominium, Marketing mix, Motivation, Consumer decision making

Perceived Brand Equity Affecting Consumer Buying Decision of IKEA Stores

Arissara Songkroh — 2022-10-06

This research aims to study difference in demographic characteristics have difference in consumer buying decision of IKEA stores, and to study perceived brand equity affecting consumer buying decision of IKEA stores. This research was a quantitative research. The sample group used in this research was 400 consumers who came to use the service at IKEA Mega Bangna branch and IKEA Bang Yai branch. The sampling used a convenience sampling method and used questionnaires as a tool to collect data. The statistics used in the data analysis were percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, and multiple regression analysis. The hypothesis testing results showed that difference in demographic factors including age, education, occupation, and income have different consumer buying decision of IKEA stores. In addition, perceived brand equity in terms of brand awareness, perceived brand quality, and brand loyalty influenced consumer buying decision of IKEA stores. While perceived brand equity in terms of brand association did not influence consumer buying decision of IKEA stores. The forecaster with the highest multiple regression coefficient was brand awareness, followed by brand loyalty, and perceived brand quality, respectively, which all variables can together predict consumer loyalty by 50.41 percent.

Keywords— Consumer buying decision, IKEA stores, Perceived brand equity

Adaptation and Survival of Community Enterprises During COVID-19 Pandemic

Kanyakorn Sujarittnetikarn — 2022-10-06

The purpose of this research was to study the adaptation and survival of community enterprises during COVID-19 Pandemic of community enterprises in Bangkok. This research used mixed methodology approach both qualitative research and quantitative research. Statistics used in data analysis, the researcher used descriptive statistics to describe the demographic characteristics and opinions on the adaptation and survival of community enterprise. The results showed that the level of impact of community enterprises from the epidemic situation of COVID-19, overall was moderately affected. The results of the in-depth interviews have guidelines for revisions consisting of people, resources, innovations and ideas, marketing, operations and finance. The adaptation approach concludes that community enterprises need to reduce unnecessary expenditure on all parts of both employees' personal and organizational levels, and turning unused assets into income. Community enterprises must turn to online marketing platforms, producing products to meet the needs of consumers during the Covid-19 period and increasing channels to facilitate customers to retain customers. Including community enterprises affected financially should receive assistance from relevant government agencies to achieve financial liquidity.

Keywords—Adaptation and survival, Community enterprises, COVID-19 Pandemic

Adoption of Technology Affecting Purchasing Decision Through Social Media of Thai Elderly People

Thanakit Phipatsakunkamon — 2022-10-06

This study aimed to study adoption of technology that affected purchasing decision through social media of Thai elderly people. This research uses a quantitative research approach. The sample group was 385 elderly people who used the social media for purchasing decision by using multi-stage sampling. The data was collected by questionnaires and data analysis used descriptive statistics and multiple regression analysis. The research results were found that the influence of adoption of innovation in the aspect of comparative advantage, compatibility, complexity, and observability affected purchasing decision through social media of Thai elderly people with statistically significant at F=54.451, and were able to explain the variance in the adoption of innovation affecting purchasing decision through social media of Thai elderly people 50.69%. The highest multiple regression coefficient was comparative advantage ( = 0.372), followed by complexity ( = 0.256), compatibility ( = 0.178), and observability ( = 0.145), respectively.

Keywords— Adoption of Innovations, Elderly people, Purchase decision, Social media

Factors Affecting Quality of Residual Waste Management in Community

Kanmanas Muensank — 2022-10-06

The purpose of this study was to study the level of community participation, process innovation service innovation and the level of quality of residual waste management in the community of Dusit district in Bangkok. Including there are to study the participation of the community process innovation service innovation affecting the quality of residual waste management in the community of Dusit district in Bangkok. The research approach uses quantitative research. The sample group used in this research was 240 people in the community in Dusit District, Bangkok, selected from the population by a simple random sampling method. The statistics used in the analysis were descriptive analysis and multiple regression analysis. The results showed that the level of community participation, process innovation, service innovation and quality of waste management, were a high level in all factors. with process innovation being the most average, followed by service innovation, community participation and quality of residual waste management, respectively. The results of the analysis of the influence of community participation process innovation service innovation that affect the quality of residual waste management found that the community participation, process innovation and service innovation affecting the quality of residual waste management with statistically significant at F = 66.462. All variables could explain the variability of residual waste management quality 52.13%.

Keywords— Community participation, Process innovation, Residual waste management, Service innovation

The Impact on the Quality of Life of Residents in Low-cost Housing

Yosita Deeprai — 2022-10-06

The objectives of this research were to study the impact on quality of life of residents who lived in the low-cost housing in Bangkok, Thailand. This study employed by quantitative research and the questionnaire was used to collect the data from 350 sampled of the residents in low-cost housing projects in Bangkok, Thailand. The descriptive statistics and multiple regression analysis were used to analyze data. The research results revealed that economic status of residents, government’s policy on dwelling places, leadership of community leaders, environmental condition of the community, and the quality of life were rated at the good level, while the participation of residents, and the knowledge and understanding of community members were rated at the high level. Furthermore, the environmental condition, the government’s policy on dwelling places, knowledge and understanding of residents, leadership of community leaders, economic status of the residents, and participation of community members had significantly affected the quality of life of residents in the low-cost housing.

Keywords—Community leadership, Community participation, Low-cost housing, Quality of life

Factor Influencing Intention to Revisit in Hotel of Foreign Tourists

Chartlikid Nimngam — 2022-10-06

This survey research aimed to study the influence of attitude in services, product, and marketing mix affected intention to revisit in hotel of foreign tourists in Bangkok, Thailand. The total 300 sets of closed-ended questionnaires were utilized for conducting data from foreign tourists who come to Boutique hotel and can communicate in English. The descriptive statistics and multiple regression analysis were used to analyze data. The research found that Tourists’ attitude towards the service of check in and check out process, food and beverage, guest room and other facilities affected in opportunity of revisiting, recommending to others and possibility of revisiting in the future at 0.05 statistically significant levels. Tourists’ attitude towards service and marketing mix in term of people, physical evidence, price, process and channel of distribution could forecast intention to revisit in term of recommending to others and intention to revisit in the future at 0.05 statistically significant levels.

Keywords— Foreign tourists, Revisit, Service marketing mix

Marketing Mix Factor and Consumer Behavior of the Low-Cost Airlines Service

Sarocha Binabdulloh — 2022-10-06

This research aimed to investigate the relationship between attitude towards marketing mix and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics shown that the respondents had attitudes of the marketing mix of low-cost airlines included products and services, prices, distribution channels, marketing promotion, personnel or employees, service process and physical attributes at the moderate level. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the marketing mix of the low-cost airline services in the aspect of personnel or the staff and physical evidence had not related to the consumer behavior on the aspects of duration of service and frequency of service.

Keywords— Consumer behavior, Marketing mix, Low-Cost airlines

Customers' Perception Towards the Service Marketing Mix and Repurchase of Thai Dessert

Charinthip Hirannukhrao — 2022-10-06

This research aimed to study the relationship between attitudes toward marketing mix and customers repurchase intention of Thai dessert. This study employed by survey and quantitative research and the questionnaire was used to collect the data from 385 sampled of customers who visited at Thai desert shop in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation coefficient analysis was used to analyze data. The research found that the customers’ perception on the overall and individual aspects of attitudes toward marketing mix include products, prices, promotions, and physical characteristics were at very good level, but distribution channels, staffs, and management process were at good level. Furthermore, the hypothesis tests found that attitudes toward overall marketing mix had relationship with individual aspects of intention that were the repurchase intention, willingness to recommend others to repurchase, and possibility to repurchase with statistical significance level of 0.01.

Keywords—Repurchase, Service marketing mix, Thai dessert

Internal Communication in Organizations and Work Performance

Treenuch Numsimok — 2022-10-06

The objectives of this research were to study internal communication in organization that affected work performance which the study was conducted by employees of one government organization in Thailand. The research approach uses quantitative research. The sample consisted of 300 personnel of government employee using a simple random sampling method. The data collection used questionnaires tested for the validity and reliability of the questionnaires. Statistics used in the analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that the factors of internal communication in organization that affect the work performance with a statistical significance at the 0.05 level are communication within the organization in terms of target grouping, the use of technology, the use of content, and the use of personal. While the use of context did not affect the work performance.

Keywords— Government Employee, Internal Communication, Work performance