INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN HONG KONG 2024 http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024 <p><strong>INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN HONG KONG 2024</strong></p> <p>Hong Kong, the People's Republic of China</p> <p><br>7 – 10 May 2024</p> <p><br>ICBTS 2024</p> <p>&nbsp;</p> <p>Organized by<br>ICBTS Conference Center &amp; IJBTS International Journal of Business Tourism and Applied Sciences</p> ICBTS INTERNATIONAL MULTIDISCIPLINE RESEARCH CONFERENCE WORLDWIDE en-US INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN HONG KONG 2024 Introduction Book http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1339 Dr. Chayanan Kerdpitak Copyright (c) 2024-05-10 2024-05-10 THE STUDY OF TECHNOLOGY ADAPTATION IN OFFICE: A CASE OF THE LANGUAGE INSTITUTE, SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1340 <p>In the Language Institute offices of the main campus, there is new and updated<br>technology changing very rapidly and adaptation fast is a must for every member of staff. High<br>or low level of job performance is clearly and directly related to the ability of staff in the office<br>to adapt to the use of technology. The objective of this research was to search for any significant<br>factors that lead to the efficiency and effectiveness of job performance in modern office<br>management, especially in technology adaptation as well as to offer many useful but practical<br>recommendations to create a better guideline for the best practices in modern office. The<br>population of this research was all faculty members and staff members at Suan Sunandha<br>Rajabhat university and about 20 samples were collected by using a random probability<br>sampling method. A method of qualitative analysis was conducted to reach the findings.<br>Training and development are one of the most important key of success in the process of<br>technical adaptation in the modern office.</p> Boontin Thongyot Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 1 5 THE STUDY OF EMPLOYEE MORALE THAT AFFECT SUAN SUNANDHA RAJABHAT UNIVERSITY STAFF’S COMPETENCY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1341 <p>The objectives of this study were to investigate employees’ morale in terms of an<br>important factor that affects staff’s performance as well as to investigate other important factors<br>that affect the staff’s competency in the campus of Suan Sunandha Rajabhat University. The<br>main focus of the population of this study were all employees which are faculty and staff<br>members of Suan Sunandha Rajabhat University. About 20 sample groups were selected to<br>gain the findings from the method of qualitative. The findings revealed that employee morale<br>significantly affects both staff and organizations. High morale leads to increased job<br>satisfaction, engagement, retention, and well-being among employees, while also contributing<br>to organizational productivity, performance, culture, customer satisfaction, and reputation.</p> Chintana Dumrongsuntithum Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 6 10 PROBLEMS WITH OBSOLETE VISION IN MODERN ORGANIZATION http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1342 <p>Certainly, there are many benefits of creating and following vision. However, the<br>problems happen because of the fast-changing environment in modern globalization. This<br>means vision can be obsolete and it is not working as intended. Therefore, what are the<br>problems of having an obsolete vision can be important research questions. The purposes of<br>this research were to investigate the problems of having an obsolete vision in modern<br>organizations and to examine the opportunities loss of fixing with old vision. By using an in-<br>depth interview with three different participant groups which were managers, staff, and<br>shareholders of various organizations, the possible findings can be summarized from the<br>discussion with participants. By using qualitative technique, the ranking of level of importance<br>in terms of problems of obsolete vision can be summarized. The findings revealed that the top<br>five important problems can be ranked as follows: First is the lack of alignment with market<br>realities, second is the loss of employee motivation and engagement, and third is the poor<br>strategic planning in the long run</p> Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 11 15 ©ICBTS Copyright by Author(s) |The 2024 International Academic Multidisciplines Research Conference in Hong Kong 16 FACTORS OF MOTIVATION IN OFFICE: A CASE OF STAFF AT SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1343 <p>The objectives of this research were to investigate any significant factors of motivation<br>in modern office management of higher education and to provide some important suggestions<br>to office managers to meet their office target. The population of this study focused on staff<br>members at Suan Sunandha Rajabhat university and about 20 samples were randomly collected<br>by using both stratified and probability sampling methods. The qualitative method was<br>conducted to gain the findings. Literature review and discussion are the main techniques using<br>to reach the findings and conclusion for this paper. Many ideas of motivation in organization,<br>job satisfaction, and high performance of organization were conscientiously discussed among<br>panel group of in-depth interviews to gain qualitative findings. By focusing on these success<br>factors, organizations can create a motivating work environment that enhances employee<br>engagement, satisfaction, and performance.</p> Natthanicha Witthayathaworn Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 16 20 THE STUDY OF ATTITUDE AND BEHAVIOR OF ENGLISH TRAINING ONLINE: A CASE STUDY UNDERGRADUATE STUDENTS, SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1344 <p>English Training is vital to the success of modern students in Thailand. However, there<br>are many different attitudes and behavior and skills that contribute to the success of<br>undergraduate students. The purpose of this research was to investigate key factors of success<br>creating attitude and positive behavior to modern students and to offer some important<br>recommendations to pave the way for students to successful in their training with English. The<br>population of this study included attitude and the behaviors of students in various organizations<br>of higher educations in main campus of Suan Sunandha Rajabhat University, Bangkok,<br>Thailand. An in-depth interview was conducted to gain insight and comprehensive<br>understanding from the participants from three different groups: students, faculty members,<br>and advisors. Moreover, literature review was conducted extensively to offer the insight results<br>for this paper. The findings revealed that learners' attitudes towards online learning platforms,<br>instructors, technology, and the learning process significantly influence their behavior,<br>engagement, and overall success in online English training programs. Understanding and<br>addressing learners' attitudes is essential for designing effective instructional strategies and<br>fostering positive learning experiences</p> Prapatsorn Tawongsa Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 21 25 GUIDELINES FOR COMPETENCY DEVELOPMENT OF THE LANGUAGE INSTITUTE, SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1345 <p>In modern organizations, staff can improve and develop their competency by regular<br>training, both formal training and self-training. The significant of development of competency<br>will be the advancement of the career path of employees. The main objective of this research<br>was to utilize an in-depth interview with sample groups of staff to understand their needs and<br>wants as well as the best way to create an improvement and development plan for them more<br>effectively than in the past. Informants of the in-depth interview included three groups of staff:<br>staff who were the members of management, staff who were working in direct services in the<br>campus activities, and staff who were in computer lab. In addition, to use the findings from<br>this study and provide a complete guideline for competency development to reach staff who<br>were working in the Language Institute, Suan Sunandha Rajabhat University. The findings<br>from the study revealed that competency development in organizations requires a systematic<br>and strategic approach aligned with organizational goals, supported by targeted training and<br>development initiatives, continuous learning opportunities, and effective measurement and<br>evaluation mechanisms.</p> Siwakorn Dadaung Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 26 30 PERCEPTION TOWARDS THE CEFR BASED ENGLISH PROFICIENCY TEST: A CASE OF COLLEGE OF LOGISTICS AND SUPPLY CHAIN, SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1346 <p>A prevalence of need to taking English test is based on the university requirement. The<br>perception of the test often reflects on the information available and comprehension of<br>employees who are providing direct services. In the modern management of any campus, the<br>perception of students towards English proficiency test is important and significantly revealed<br>a quality of information which is so important that related to level of customer satisfaction. The<br>main purposes of this research were to examine important perception of students toward the<br>English proficiency test as well as to offer some useful suggestions to achieve a better and<br>positive perception. The population of this research includes all undergraduate students from<br>college of logistics and supply chain, Suan Sunandha Rajabhat university were collected by<br>using a simple random probability sampling method. A qualitative analysis was utilized to<br>reach the findings. The findings revealed that perceptions toward English proficiency tests play<br>a significant role in shaping individuals' experiences, motivations, and outcomes related to<br>language learning and assessment. Understanding and addressing these perceptions are<br>essential for developing fair, valid, and effective language proficiency assessments that support<br>learners' linguistic development and achievement</p> Thipphawan Prichamat Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 31 35 THE IMPACT OF BLENDED LEARNING ON THE TEACHING EFFECTIVENESS OF BUSINESS ENGLISH STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1347 <p>The research aims to explore the impact of blended learning on the teaching<br>effectiveness of Business English major students at Suan Sunandha Rajabhat University. In<br>2015, Suan Sunandha Rajabhat University implemented online instructional strategies and<br>produced electronic learning media. Previous research found that online learning is ineffective,<br>has incompatibility with the development of studies, and also inequality in terms of socio-<br>economic factors (Thongsawang, 2022). Other researchers also found that the face-to-face<br>teaching method has been replaced by blended learning, and there are some challenges, such<br>as incapable online materials, student absence engagement, inconsistent upskilling and reskill,<br>lack of support from the university, etc (Ronnaritivichai, Reshaping Strategies: The<br>Pedagogical Continuity In Higher Education During Post-Covid-19, 2022). This research<br>applied mixed methods with a total sample of 135 correspondences chosen by purposive<br>sampling. The results, blended learning brings effectiveness to the teaching method in the<br>Business English programme shown by results that blended learning creates new learning<br>environments to encourage students’ engagement and active participation; students show the<br>improvement of their study interest and focus for their future carrier and education, blended<br>learning bring high participation to the results of students’ tasks and projects, and also bring<br>student satisfaction with learning systems</p> Saeful Maulana Napasri Suwanajote Anantachai Aeka Jeerasak Meesuksabai Copyright (c) 2024-05-10 2024-05-10 36 40 DIRECTING A STAGE PLAY “KARM PAYABATH” http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1348 <p>This article aims to study principles of analysis, interpretation, and concepts of directing<br>a stage play Karm Payabath. This play was restaged as a thesis project of Theatre Arts student<br>at Suan Sunandha Rajabhat University (SSRU) for the 2023 academic year. It is an adaptation<br>of Agatha Christie’ best-selling mystery novel named “And then there were none.” Research<br>methods include studying the play analysis and documented data, analyzing and casting the<br>performers, observing the stage design process, rehearsals and performances, interviews,<br>recording of photos and videos of the stage performance. The researcher found that directing<br>of Karm Payabath in 2023 can communicate the main idea of the story for the audience<br>effectively. By utilizing the analysis of the play script and key performance elements of<br>Aristotle’s Poetics such as plot, character, thought, diction, music and spectacle, the director<br>can create powerful stories that move and inspire Thai audiences. This research results will<br>serve as guidelines for the study of directing and can be applied to directing other stage play.</p> Kanyarat Naokaew Sun Tawalwongsri Copyright (c) 2024-05-10 2024-05-10 41 48 GAME-BASED LEARNING ACTIVITIES IN ENHANCING SEVENTH-GRADE STUDENTS’ ENGLISH VOCABULARY RETENTION http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1349 <p>According to the current Basic Education Core Curriculum in Thailand, lower<br>secondary learners are expected to possess proper knowledge of vocabulary, which is one of<br>the crucial pillars of good communication skills. However, the decline in seventh-grade<br>students’ scores on vocabulary retention indicates a need for improvement. In an effort to<br>address this problem, game-based learning strategies were adopted to determine their effects<br>on students’ English vocabulary retention. To address the research problem, this study was<br>designed to examine students’ vocabulary retention immediately after participation and<br>fourteen days later, and to investigate their satisfaction with the game-based activities. Forty<br>seventh-grade students from a public school in Pathum Thani, Thailand were selected as<br>research participants. The instruments used included a post-test and a satisfaction<br>questionnaire. The findings showed that game-based learning activities can enhance students’<br>retention of vocabulary, as their retention rates immediately after participation and fourteen<br>days later showed statistical dissimilarity. Moreover, the students reported the highest level of<br>satisfaction with game-based learning activities.</p> Kankawin Phumi-in Pintipa Seubsang Copyright (c) 2024-05-10 2024-05-10 49 53 ORGANIZATIONAL CULTURE THAT AFFECTS EMPLOYEE PERFORMANCE http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1350 <p>This research aims to study organizational culture that affects employees' work<br>efficiency. The population used in the research to examine employees' work efficiency was 240<br>state enterprise employees. Questionnaires were used to collect data by sampling 160 sets and<br>analyzing and processing them with a statistical computer program. Statistics used in data<br>analysis include number, percentage, mean, standard deviation, maximum, minimum,<br>Pearson's simple correlation coefficient, Tolerance, VIF, and stepwise multiple regression<br>analysis. Statistical significance was set at the 0.1 level.<br>The research found that: 1. There were 240 employees, most male, 36 years and over,<br>with a bachelor's degree level, working age 6 -10 years, and average monthly income. 20,001-<br>25,000-baht, marital status 2. Overall, organizational culture is at the highest level. First order<br>of cultural unity Adaptation aspect Participation The last part Cultural aspect, unity aspect 3.<br>Overall, work efficiency is at a high level. First, in quality of work and amount of work. Lastly,<br>time 4. All factors include culture and mission: cultural unity, the culture of participation, and<br>the culture of adaptation Influence employees' work efficiency. The relationship was found to<br>be not more than .80 (Stevens,1996), making every independent variable in this research. There<br>was no multiple relationship between the factors. (Multicollinearity), so every independent<br>variable can be used in multiple regression analysis. 5. Model of organizational culture that<br>affects employee work efficiency. The results are as follows: Employee work efficiency =<br>5.616 + (.979* Mission culture) + 2.168 + (.423* Adaptation culture) + 2.317+ (.252 *<br>Participation culture) percent. 99.7 and has a standard error in forecasting equal to ± .241</p> Chutiman Boonngam Oraphan Decha Copyright (c) 2024-05-10 2024-05-10 54 61 EVALUATING LARVICIDAL EFFICACY OF COMMERCIAL CLOVE OIL (SYZYGIUM AROMATICUM) AGAINST AEDES AEGYPTI FOR DENGUE CONTROL http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1351 <p>Essential oils, as natural products, offer a promising alternative for controlling the<br>dengue vector population, specifically targeting the immature stages of Aedes aegypti that<br>develop in water containers. Previous research has shown that clove oil is effective against a<br>variety of insects, including rhinoceros beetles, red flour beetles, and mosquitoes. This study<br>evaluated the larvicidal activity of commercial clove essential oil (Syzygium aromaticum)<br>against Aedes aegypti, a critical vector of dengue, over various exposure durations: 12, 18, 24,<br>and 48 hours. The LC25 values recorded at 12, 18, 24, and 48 hours post-exposure were 0.05,<br>0.05, 0.05, and 0.04 ppm, respectively. Similarly, LC50 values were 0.07, 0.06, 0.06, and 0.06<br>ppm, respectively, for the same time points. The LC90 values at these time intervals were 0.11,<br>0.10, 0.10, and 0.12 ppm, respectively. These results contribute to the existing body of<br>knowledge by confirming the potential of clove essential oil as an alternative approach for<br>controlling the dengue vector</p> Tanisorn Wanpetch Sedthapong Laojun Nantana Suwandittakul Pongmada Damapong Peerada Damapong Arina Abdulloh Tanawat Chaiphongpachara Copyright (c) 2024-05-10 2024-05-10 62 66 MAKING A MOVIE USING THE CONCEPT OF SENSE OF PLACE IN THE MOVIE “PLACE” http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1352 <p>The study of Making a movie using the concept of Sense of place In the movie at the<br>“Place” was born from the writer's personal frustration with the childhood home he once lived<br>in. It is a center of many cultures, religions, and various ways of life mixed together in it. The<br>writer's purpose in making this film was beyond exploring one's identity and space. The author<br>also wanted to make a film that was entertaining in the sense of an art film. Therefore, the<br>creation process must be meticulous. In order to integrate the essence along with the<br>entertainment in a balanced way.<br>The objective of this thesis is to study the role of the film director in the film preparation<br>process, from the process of finding information to writing the script. Filming planning process<br>to the filming process throughout the preparation for making the movie The author gained a lot<br>of experience through trial and error, research and thinking in making such films. By applying<br>the concept of Sense of Place to take it from the writer. And then put it into the screenplay. To<br>make it a movie that can tell the story and can be a work that can tell the identity of the writer<br>very well. By coming to various points that the audience will receive and be able to be<br>entertained with the movie</p> Nontarat Unmueang Tonphon Sapnirund Copyright (c) 2024-05-10 2024-05-10 67 72 IMPROVING RAW MATERIAL PICKING EFFICIENCY IN THE WAREHOUSE: A CASE STUDY OF ABC COMPANY LIMITED http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1353 <p>This research studies raw material warehouses and focuses on raw material waste. This<br>research aim to 1) study the warehouse management of ABC Company Limited, 2) to analyze<br>internal problems in the warehouse management of ABC Company Limited, and 3) to<br>guidelines for improving the warehouse management efficiency of ABC Company Limited.<br>The data was collected from interviews and analyzing the flow of activities and causes of<br>problems using a Flow Process Chart and Why-Why Analysis. The result found that the lack<br>of item location labeling on the storage shelves resulted in unclear storage positions and<br>delayed picking activities. Therefore, the researchers applied warehouse management concepts<br>by setting location names on the shelves and using Stock cards as tools to improve raw material<br>picking efficiency. The study results showed that it was possible to reduce costs and minimize<br>work delays, thus enhancing warehouse management efficiency and customer satisfaction</p> Naruethep Chansorot Kraiwit Sinthukhammoon Karnnapat Chumkad Copyright (c) 2024-05-10 2024-05-10 73 77 THE DEVELOPMENT OF AN INNOVATIVE SUNSCREEN GEL FROM THE ACANTHUS EBRACTEATUSVAHLEXTRACT PRODUCT TO PREVENT OXIDATION AND ESTABLISH A COMMUNITY SPA FOR SUSTAINABILITY MANAGEMENT AT COLLEGE OF ALLIED HEALTH SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY, SAMUT http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1354 <p>This research focuses on the development of an innovative sunscreen gel using extracts<br>from Acanthus ebracteatus Vahl. The study has several objectives. Firstly, it aims to develop<br>natural extracts from Acanthus ebracteatus Vahl. Secondly, it intends to investigate the<br>antioxidant activity, anti-inflammatory effect, antimicrobial effect, and total phenolic content<br>of the extracts. Thirdly, the research examines the stability of the product. Finally, the study<br>aims to determine suitable formulations for the sunscreen gel using the Acanthus ebracteatus<br>Vahl extracts.<br>The research begins with the selection of raw materials and the preparation of extracts<br>to determine the total phenolic content. The antioxidant activity is assessed using the DPPH<br>assay method, while the anti-inflammatory effect is evaluated through tests such as nitric oxide<br>production inhibitory activity, inhibition of LPS-induced TNF-α secretion, and COX-2 anti-<br>inflammatory activity.<br>Once a suitable formulation is developed, tests are conducted to ensure the safety and<br>physical properties of the sunscreen gel product. This includes a skin irritation test involving<br>10 volunteers to assess its effectiveness and safety. The results of the product stability study<br>indicate that the sunscreen gel containing Acanthus ebracteatus Vahl extracts does not exhibit<br>phase separation. Furthermore, the irritation test on the volunteers after 12 hours of product use<br>shows no allergic reactions, itching, or irritation.<br>In addition, toxicity tests confirm the absence of cytotoxicity. The anti-inflammatory<br>effect test demonstrates potent anti-inflammatory properties when tested on RAW 264.7<br>macrophage cells. It is important to note that this study solely focuses on the development of<br>an innovative sunscreen gel using extracts from Acanthus ebracteatus Vahl and does not cover<br>other aspects of skincare or cosmetic products.</p> Montrasiri Jerasilp Narin Kakatum Wipakon Sonsnam Copyright (c) 2024-05-10 2024-05-10 78 82 FACTORS INFLUENCING THE DECISION TO USE THE BOLT APP IN BANGKOK http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1355 <p>Bangkok stands as a vibrant centre of tourism and economic activity in Thailand,<br>boasting a large metropolitan population where efficient transportation is paramount. A<br>plethora of transportation systems, including trains, buses, electric trains, vans, motorcycle<br>taxis, and taxis, cater to the diverse travel needs, spurred by urban sprawl. However, public<br>transportation, notably taxis, often presents challenges, with taxi refusal alone constituting<br>37.10% of complaints, affecting 33,718 individuals (Transportation Statistics Group, Planning<br>Division, 2014). Technology permeates modern life, offering convenience and efficiency. The<br>proliferation of smartphones and internet connectivity has revolutionized daily routines,<br>business practices, and communication channels. Consequently, the emergence of ride-hailing<br>applications addresses the demand for streamlined transportation services in urban landscapes.<br>This study aims to scrutinize the marketing factors pivotal in influencing user adoption<br>of the Bolt application in Bangkok. By elucidating these factors, the research endeavours to<br>offer insights for refining service provision and aligning it with the evolving preferences of<br>Bangkok's populace. Through this investigation, the study aims to enrich the academic<br>discourse on the marketing dynamics shaping service utilization in the ride-hailing sector, with<br>a focal point on Bangkok's distinctive milieu</p> Pritsana Suamark Keattisak Chankaew Sathapath Kilaso Copyright (c) 2024-05-10 2024-05-10 83 89 CREATIVE AND INNOVATIVE SERVICES THAT LINK THE LOCAL CULTURE OF THE PROVINCE GROUP "NAKHRA THANI" TO PROMOTE COMMUNITY TOURISM http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1356 <p>The present study aims to 1 ) investigate the unique cultural practices of the "Nakhra<br>Thani" province group. 2) to research the requirements visitor expectations and experiences in<br>the "Nakhra Thani" provinces and surrounding areas, and 3 ) to create a model for innovative<br>service delivery by connecting the local cultures of the "Nakhra Thani" provincial group.<br>Qualitative research is the research paradigm to makes use of the ideas of culture, community<br>tourism, innovation, and creative services. In Udon Thani Province, sports and tourism<br>constitute the primary research areas. Thailand's Tourism Authority Udon Thani Office<br>Provincial culture: Udon Thani, Nong Khai, and Bueng Kan, as well as local government<br>officials and business owners Udon Thani Provincial Tourism Business Association, Nong<br>Khai, Bueng Kan, 400 tourists, a sample group of 12 persons, and travelers in the Nakara Thani<br>group in-depth interviews were used as a research tool. According to the study's findings,<br>innovative approaches can be used to improve and sustainably alter the environment in the<br>research provinces by combining information from both service innovation and research to<br>improve the province's residents' standard of living in the research region to promote<br>sustainability. This involves advocating for policies that have a broad influence and developing<br>a new kind of community that serves as an example for other communities and provinces in<br>the vicinity. Knowledge from the local wisdom culture transformed into innovation moving<br>toward being an artistic community.</p> Pattamaporn Chailert Teerarat Amnartcharoen Thanadol Armartpon Copyright (c) 2024-05-10 2024-05-10 90 94 ANALYZING JOB ADVERTISEMENTS TO IDENTIFY QUALIFICATIONS NEEDED IN DIFFERENT POSITIONS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1357 <p>Professions serve as the cornerstone of society, influencing various facets of our lives<br>and economy. In today's job market, emphasis is placed on individuals' actual abilities and self-<br>competence, necessitating a clear understanding of job prerequisites and competencies.<br>Efficient work, driven by effective time management and teamwork, is crucial for enhancing<br>productivity, while continuous learning ensures employees remain competent in the face of<br>organizational changes and emerging technologies. This study aims to analyze desirable<br>qualities across different fields and contribute to a clearer understanding of market needs. Data<br>were collected from job advertisements in four distinct fields: Marketing, Sales, Customer<br>Service, and Cabin Crew, with 100 advertisements examined for each field, a total of 400 job<br>ads. Through the analysis of job advertisements from online platforms, including LinkedIn and<br>Indeed, this research identifies qualifications and skills required for these positions. Key<br>findings highlight the significance of tailored job applications and profession-specific<br>requirements in the evolving job market. Despite limitations in data collection and contextual<br>information, this study underscores the importance of understanding varied qualifications<br>across professions for effective career development and organizational growth.</p> Piyachat Sawaddisan Angvarrah Lieungnapar Chinchira Bunchutrakun Copyright (c) 2024-05-10 2024-05-10 95 99 ENHANCING COMPUTER EQUIPMENT PROCUREMENT THROUGH THE INTEGRATION OF 3D COMPUTER HARDWARE MODELS WITH ONLINE PLATFORM http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1358 <p>Nowadays, the online market has seen substantial growth. Thus, enhancing efficiency<br>in online platform becomes importance. Specifically, the sale of computer equipment has<br>shifted predominantly to online platforms, necessitating a method that allows buyers to select<br>and purchase computer equipment effectively. Consequently, this research involved<br>developing a 3D model in conjunction with an online trading platform. The objectives of this<br>research are to create 3D models resembling computer equipment to aid in decision- making<br>during product purchases and to develop web application systems for the online selling of<br>computer equipment. The objectives of this research are to create 3D models resembling<br>computer equipment to aid in decision- making during product purchases and to develop web<br>application systems for the online selling of computer equipment. Researchers conducted a<br>thorough analysis of consumer needs, followed by the design and development of 3D computer<br>equipment models. This included establishing an online selling platform as a web application<br>and assessing the efficiency of the system based on feedback from actual users. The findings<br>revealed high levels of user satisfaction, demonstrating that incorporating 3D models into<br>online selling platforms can enhance consumer satisfaction with their purchases. This is<br>particularly true in terms of providing detailed information and product characteristics before<br>a purchase decision is made. This approach serves as an innovative method for presenting<br>products online and fosters a positive online shopping experienc</p> Pisit Watchararattanavalee Arif Ngoh Ammarin Somrang Santipong Voraratchikul Pijitra Jomsri Dulyawit prangchumpol Shutchapol Chopvitayakun Copyright (c) 2024-05-10 2024-05-10 100 107 SATISFACTION LEVEL FROM COMMUNITY GROUP LEARNING http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1359 <p>The community group leaning is the way that local people form a group study and<br>receive English training from the university as free service. The main objectives of the research<br>paper were to identify and understand the meaning of their level of satisfaction from the<br>training and find out what should be needed to improve to make community group learning<br>more effective in the future. The population was the local community that received the free<br>services in terms of training short courses in English from Suan Sunandha Rajabhat University.<br>Literature review is the most important method, along with discussion with the panel method<br>utilized with the questionnaire to elicit the information from the sample group. The findings<br>revealed that group satisfaction plays a crucial role in facilitating positive learning experiences,<br>fostering motivation and engagement, and ultimately contributing to the effectiveness and<br>success of English training programs</p> Pakinee Buapetch Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 108 112 INFLUENCE OF MODERN ORGANIZATIONAL CULTURE ON THE SUCCESS OF INTERNATIONAL BUSINESS MANAGEMENT OF TAPIOCA STARCH PRODUCTION COMPANIES IN THAILAND http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1360 <p>The objectives of this study were to: (1) examine the impact of demographic factors on<br>the success of international business management, noting that different factors influence<br>success variably; (2) assess the level of success across various dimensions within the<br>international business management of the case study companies; and (3) identify the aspects of<br>organizational culture that contribute to success in international business management. The<br>research utilized a sample of 200 employees from ABC Company, a cassava starch exporting<br>firm located in Nakhon Ratchasima Province. Data collection was conducted through a<br>questionnaire. In terms of organizational culture's impact on the success of international<br>business management, a results-oriented culture was identified as having a significant positive<br>effect, with a P-value of 0.000* and a beta coefficient of 0.783. Conversely, an adaptive culture,<br>with a P-value of 0.207 and a beta coefficient of -0.109, and a kinship culture, with a P-value<br>of 0.522 and a beta coefficient of 0.059, were not found to have a statistically significant impact<br>on the success of managing international business</p> Makasiri Promsuk Ittipoom Promma Somsak klaysung Copyright (c) 2024-05-10 2024-05-10 113 117 LEVEL OF SATISFACTION OF STUDENTS WHO ARE TAKING ENGLISH TEST, SSRU-TEPRATSAMIMAI http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1361 <p>In the high impact world of fasting changing social media, students often focus on<br>getting their information by using social media and it is more effective than any other<br>traditional public relations. The main purposes of this research were to examine the meaning<br>of level of satisfaction with sample groups of students who are taking English test to understand<br>their needs and wants as well as the best way to give them an English test more effectively than<br>any other traditional public relation tools. The survey method was the use of social media to<br>reach students and interview three groups of students: students who were members of the<br>student body, students who participated in the campus activities, and students who were in the<br>senior year. In addition, to use the findings from this study and offer a better guideline for<br>social media development to reach students who were taking English test or SSRU-TEP test.<br>The findings from the study revealed that the fastest way or the most effective way to reach<br>students was by Line group. It has no costs and can be shared among different groups of<br>students instantly.</p> Ratsamimai Buaroi Kevin Wongleedee Copyright (c) 2024-05-10 2024-05-10 118 121 GHOST STORIES: SPATIAL DESIGN WITHIN THE MUSEUM SPACE http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1362 <p>In the past, people believed that natural phenomena were caused by some force causing<br>them to happen. By calling things beyond description "Ghosts." In Southeast Asia, the most<br>revered ghosts are "ancestor ghosts." This research explores the shift in perceptions of ghosts<br>in Southeast Asia, particularly Thailand, from revered entities to objects of fear. The study<br>identifies design factors influencing museum spaces through qualitative methods like case<br>studies, interviews with museum designers, and visitor observations. It emphasizes integrating<br>storytelling, technology, and design theory to accommodate evolving visitor behaviors and<br>perceptions. The findings advocate for museum designs that reflect contemporary attitudes<br>toward ghosts while acknowledging their cultural significance. Designers can create immersive<br>experiences that resonate with audiences by incorporating functional elements aligned with<br>visitor expectations. This research sheds light on how cultural beliefs shape societal attitudes<br>and how museum designs can adapt to reflect changing perceptions while honoring tradition.<br>The study underscores the importance of responsive museum design that balances cultural<br>heritage with contemporary sensibilities, ensuring engaging and meaningful experiences for<br>visitors within the evolving landscape of belief and perceptio</p> Wanna Neamthong Natapon Anusorntharangkul Preechaya Krukaset Kittisak Techakanjanakit Jitravadee Roongin Kunkar Copyright (c) 2024-05-10 2024-05-10 122 127 GUIDELINES FOR DESIGNING AREAS FOR RELAXATION AND PRACTICING MUAY THAI http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1363 <p>The guidelines for designing projects that are residential and areas for practicing Muay<br>Thai combined in similar proportions. As for the residences, there will be a long layout of<br>rooms with a single corridor allowing each residential room to fully receive the best view from<br>the project area including dividing the proportion of the area for practicing Muay Thai but they<br>can also be connected by using space for jogging by designing as a garden with shade trees as<br>a divider for the proportion of the area, usability, and distance to protect the noise practicing<br>Muay Thai to affect the residential area.</p> Waritnan Kasiloek Chanokporn Phathaisittikul Copyright (c) 2024-05-10 2024-05-10 128 132 INVENTORY MANAGEMENT ACCORDING TO EOQ CONCEPT: A CASE OF TOZEN INDUSTRIAL CO., LTD http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1364 <p>The objective of this research was to analyze for the economic order quantity (EOQ) of<br>rubber flexible coupling, which was the product with the highest annual demand, of Tozen<br>Industrial Company Limited by using historical inventory data for 1 year. The group of<br>informants consisted of 1) a factory manager, 2) a sales staff, 3) two warehouse staff, and 4) a<br>purchasing staff. The research methods included 1) studying the existing inventory<br>management information, and 2) analyzing for EOQ. After analyzing the rubber flexible<br>coupling inventories for EOQ, it was found that the ordering cost, inventory carrying cost,<br>EOQ, and the number of economic orders per year were 399 Baht/time, 4,322 Baht/unit/year,<br>10.99 unit/ order, and 59.51 orders/ year, respectively. The inventory costs of those in the<br>existing inventory management environment were 175,355 Baht, while those under the EOQ<br>condition were totally equal to 47,495 Baht, accounting for 72.91 percent cost reduction if such<br>an EOQ concept was pursued</p> Warisa Charoensuk Sawai Siritongthaworn Pongrapee Kaewsaiha Phuphas Paphanaphaphum Ruedee Niyomrath Aran Kwanpan Thammarak Srimarut Copyright (c) 2024-05-10 2024-05-10 133 137 CHARACTERIZATION, ANTIOXIDANT AND ANTIMICROBIAL ACTIVITY OF SILVER NANOPARTICLES SYNTHESIZED WITH THE GUAVA FRUIT EXTRACT http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1365 <p>Silver nanoparticles (AgNPs) can be synthesized using biomolecules derived from<br>different plant components and microbial species. In this case, silver nanoparticles that have<br>been produced can be made physiologically active by using plant extracts that contain bioactive<br>cmpounds like polyphenols, flavonoids, or tannins. In this study, biocompatible silver<br>nanoparticles were synthesized from aqueous extract of guava (Psidium guajava Linn.) fruit.<br>The formation of nanoparticles (AgNPs-Gv) was confirmed by the color change and by UV-<br>vis spectrometry. The structural and morphological properties of AgNPs-Gv were confirmed<br>by Transmission electron microscope (TEM) and Energy Dispersive X-ray Spectrometer<br>(EDX) analysis and exhibited that particles were spherical in shape with size smaller than 50<br>nm. The antioxidant activity of AgNPs-Gv was investigated by DPPH method. The<br>antibacterial activity of the synthesized AgNPs-Gv against Gram-negative E. coli and Gram-<br>positive S. aureus was also examined. The result showed that the synthesized biocompatible<br>silver nanoparticles had high antioxidant and antibacterial propertie</p> Saranya Chommantree Poonyaphat Sangjun Jitlada Chumee Saowanee Kumpun Sirilak Namwong Ploysai Ohama Copyright (c) 2024-05-10 2024-05-10 138 143 COGNITION AND BEHAVIOR OF MOTORCYCLING RELATE TO SAFETY MANAGEMENT AT COLLEGE OF ALLIED HEALTH SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY, SAMUT SONGKHRAM CAMPUS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1366 <p>The research focuses on the knowledge, comprehension, and behavior of students'<br>driving, specifically in relation to the management of driving safety among students. The<br>objectives were to 1) study personal background factors, including motorcycle riding<br>experience and accidents resulting from operating a motorcycle. 2) expertise in motorcycle<br>driving and cognition; and 3) motorcycle driving behavior. The study included a total of 260<br>people. The data analysis employed descriptive statistics, including Chi-Square and Pearson<br>correlation statistics. The research findings indicated that the majority of female respondents<br>were aged between 20 and 21 years old in the 3rd year of study. They have had driving<br>experience ranging from 1 to 3 years and have never been involved in a motorcycle accident.<br>With a considerable amount of driving experience, they possess a high level of proficiency in<br>operating a motorcycle. The proficiency in motorcycle operating and knowledge were<br>determined to be significantly elevated. Upon analyzing the conduct and attitude of motorcycle<br>drivers, it was discovered that the majority were cognizant of their carelessness while operating<br>motorcycles.</p> Siraprapa Janjueakaeo Phannee Rojanabenjakun Jatuporn Ounprasertsuk Tipvarin Benjanirat Julalak Karam Pongsak Jaroenngarmsamer Roongtawan Moungmoon Jirawat Sudsawad Copyright (c) 2024-05-10 2024-05-10 144 148 BEHAVIOR AND SATISFACTION TOWARDS THE USE OF TIKTOK OF TEENAGERS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1367 <p>This research aims to study the behavior and satisfaction with the use of TikTok media<br>among teenagers in Bangkok. Using survey research ( Survey Research ) and questionnaires<br>as a tool to collect data from a sample of 200 people, the sample was 18 - 24 years old and<br>were users of the TikTok application.<br>The results of the study found that The majority of TikTok application users are<br>female, aged 19 years , with the highest number of students studying in their second year.<br>Income is less than 10,000 baht. Regarding the behavior of viewing clip content in the TikTok<br>application, most are open to content. Entertainment type and there was a high level of<br>satisfaction in using TikTok media , and most of the sample group had purchased products on<br>TikTok<br>Hypothesis testing results It was found that teenagers with different demographic<br>characteristics have different behavior in using the TikTok application and purchasing<br>behavior on TikTok . The behavior of using the TikTok application media of teenagers is<br>related to satisfaction in using the TikTok application media at a statistical significance of<br>0.05 and satisfaction is related to purchasing behavior. Products in TikTok among teenagers<br>have a statistical significance of 0.05.</p> Siraphatson Phibun Sawitree suvanno Copyright (c) 2024-05-10 2024-05-10 149 154 DEVELOPMENT OF THE PORTABLE ARECA NUT CUTTER http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1368 <p>This research aims to develop The Portable Areca Nut Cutter. The data was collected<br>through in-depth interviews and focus groups with 5 Dried areca nut farmers in Phuket,<br>Thailand and 1 expert in mechanical engineering related to product design and development.<br>The analysis of efficiency in terms of time, cost, and reliability revealed that using a traditional<br>big knife for cutting 50 areca nuts results in an average time of 16 minutes and 33 seconds. In<br>contrast, utilizing a Portable Areca Nut Cutter for the same quantity takes an average time of 2<br>minutes and 43 seconds. Regarding cost, the labor cost for cutting 1,000 areca nuts before<br>having the Portable Areca Nut Cutter was 5 hours and 56 minutes, equivalent to labor wages<br>of 255.76 Baht per day. After having the Portable Areca Nut Cutter, the time was reduced to 1<br>hour and 19 minutes, resulting in labor wages of 54.74 Baht per day, leading to a total labor<br>cost reduction of 201.02 Baht. In terms of reliability, the Portable Areca Nut Cutter achieved<br>100% accuracy, areca nuts that meet specified standards, exhibiting a beautiful appearance and<br>without any damage.</p> Supakit Prangpitak Waraporn Muansripeng Teetuch Jongsuk Jantalakha Niyompong Umapron Thongdonphun Sirion Son-ong Copyright (c) 2024-05-10 2024-05-10 155 159 SERVICE MARKETING MIX AND ADVERTISING ON TIKTOK INFLUENCING DECISION TO PURCHASE FASHION CLOTHES THROUGH TIKTOK APPLICATION AMONG CONSUMERS IN BANGKOK http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1369 <p>The objectives of this research were to study factors in the service marketing mix that<br>influenced on the decision to purchase fashion clothes through TikTok application, and to study<br>the relationship between advertising on Tiktok and the decision to purchase fashion clothes<br>through Tiktok application. This research employed quantitative surveys and questionnaire was<br>designed and used to collect data. The sample consisted of 400 consumers who had previously<br>purchased or were interested in fashion clothing through TikTok application and live in<br>Bangkok. Data analysis was performed using descriptive statistics, correlation and regression<br>analysis. The results revealed that different levels of education and average monthly income<br>had different effects on the decision to purchase fashion clothes, while different gender, age,<br>and occupational status had different effects on the decision to purchase fashion clothes through<br>Tiktok application with significantly different at the 0.05 level. In addition, the results found<br>that the service marketing mix factors in terms of physical characteristics, process, and<br>marketing promotion significantly influenced the decision to purchase fashion clothes through<br>Tiktok application at the 0.05 level. Moreover, advertising on Tiktok was significantly related<br>to the decision to purchase fashion clothes through the Tiktok application at the 0.01 level.</p> Suchanat Songsiri Chutima Klaysung Nattapong Techarattanased Copyright (c) 2024-05-10 2024-05-10 160 165 ILLUSTRATED BOOK DESIGN : RECORDING THE STORY OF JAPANESE SWEETS FESTIVAL http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1370 <p>In Japan, festivals and seasons hold profound significance, with desserts playing a<br>pivotal role in these cultural celebrations. Certain sweets serve as cherished symbols of these<br>festivals, embodying centuries-old traditions. This research delves into the design of an<br>illustrated book chronicling the narratives of Japanese festival sweets, aiming to disseminate<br>knowledge about seasonal confections and promote the rich heritage of Japanese traditional<br>sweets. The primary objective is to explore the preferences and requirements of Gen Z readers<br>regarding books on Japanese sweets culture and to establish design principles for creating<br>captivating and accessible illustrated works on seasonal Japanese confections.<br>Through a comprehensive inquiry and analysis of diverse information sources, this<br>study distilled key insights to inform the design process. The outcome is a meticulously crafted<br>illustrated book series, comprising one volume sized A5 with 80 pages, meticulously curated<br>to capture the essence of Japanese festival sweets. Central to the design concept is the narrative<br>framework of the "Sweet Hidden Box," which unfolds the enchanting tales of two<br>schoolchildren, Alua and Ping, as they discover the captivating world of Japanese festival<br>sweets.<br>Drawing from the perspectives of experts, students, and designers, this research<br>employed a questionnaire as its primary research tool to elucidate design guidelines. The<br>synthesis of research findings reveals that illustrated book designs documenting the stories of<br>Japanese festival sweets effectively convey information and evoke the cultural nuances of<br>these confections. Furthermore, there is potential for the adaptation of these designs into<br>animated formats, offering opportunities to amplify awareness and engagement.</p> Sudarut Napraiwan Kreetha Thumcharoensathit Panuwad Kalip Copyright (c) 2024-05-10 2024-05-10 166 171 NEW PRODUCT FROM REDUCING THE AMOUNT OF WASTE FROM THE PRODUCTION PROCESS USING THE LEAN CONCEPT http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1371 <p>The objective of this research is to create added value from leftover waste by producing<br>new products within the community enterprise group to meet customer demand. The aim is to<br>address the problem, and find ways to dispose of and manage the leftover waste. It is one<br>method that can reduce the amount of waste left over from the production process, thereby<br>reducing various pollutants according to the concept of lean concept.<br>This research reduce the amount of waste left over from the production process.<br>Initially, there were 50 grams of lingzhi mushroom residue left over and the waste from<br>discarding lingzhi mushroom residue is valued at 45 baht. After applying the lean concept to<br>the production process, it was possible to reduce the amount of leftover lingzhi mushroom<br>residue and It is possible to reduce waste from discarding lingzhi mushroom stems. The<br>percentage reduction that can be achieved is calculated to be 100% because the leftover lingzhi<br>mushroom residue can be used as raw materials to create a new product (Soft scrub soap) which<br>meets current customer preferences for herbal soap.</p> Sudarat Luesathan Amornrat Muenjitnoy Phirayu Seanbudda Copyright (c) 2024-05-10 2024-05-10 172 177 PROPER BUILDING PLACEMENT FOR PALLIATIVE CARE FOR TERMINALLY ILL PATIENTS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1372 <p>The guidelines for building placement as a quasi- hospital with an area for palliative<br>care for terminally ill patients as designed to provide an environment that is most conducive to<br>terminally ill patients covering all aspects whether physical, mental, social, and spiritual, by<br>using the naturalness and religious rituals that provide both peace, tranquility and soothe the<br>mind in designing architectural elements; using curves to create humility, and horizontal lines<br>to convey stillness for building placement to embrace the mind of terminally ill patien</p> Adunwit Wongtungsiri Korkiat Nimmol Pawin Suttinont Copyright (c) 2024-05-10 2024-05-10 178 182 DEVELOPMENT OF ENGLISH GRAMMAR ACHIEVEMENT IN PAST SIMPLE TENSE USING THE 2W3P MODEL WITH KAHOOT GAME FOR GRADE 7 STUDENTS AT DEMONSTRATION SCHOOL OF SUAN SUNANDHA RAJABHAT UNIVERSITY http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1373 <p>The purpose of this classroom action research was to investigate the effectiveness of<br>the 2W3P Model with Kahoot Game in enhancing the English grammar achievement of Grade<br>7 students. The study also aimed to examine the students' satisfaction with the model. The<br>research sample consisted of 32 students who were selected through Cluster Random Sampling.<br>The research tools used in this study included 5 lesson plans in the 2W3P Model, a Past Simple<br>Tense test consisting of 30 items, and satisfaction questionnaires. The data analysis was<br>performed using means, standard deviations, and t-tests. The results of the study revealed that<br>the post-test score ( ????̅ =22.81, SD=5.64) was significantly higher than the pre-test score<br>(????̅ =16.38, SD=5.72), indicating that the implementation of the 2W3P Model with Kahoot<br>Game was highly effective in improving the students' English grammar achievement.<br>Additionally, the students rated their satisfaction with the 2W3P Model with Kahoot Game as<br>the highest level (????̅ =4.91, SD=0.24), suggesting that the model was well-received by the<br>students. In conclusion, this study has shown that the 2W3P Model with Kahoot Game is an<br>effective method for enhancing students' English grammar achievement. Moreover, the<br>students' satisfaction with the model indicates that it is a well-designed and engaging approach<br>to learning</p> Anada Chalanukroh Sasiporn Phongploenpis Copyright (c) 2024-05-10 2024-05-10 183 187 Development in Public Health Personnel Working in the Medical Department http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1374 <p>The objective of this research is to study Development in Public Health Personnel<br>Working in the Medical Department found Organizational engagement is an important factor<br>that can determine an organization's success or failure. Therefore, the organization must seek<br>to create a bond between the staff and the organization in order to achieve its mission.<br>Commitment to an organization in which officers, practitioners represent themselves as being<br>in harmony with the objectives of the organization, have the same values as members. Other<br>organizations and willing to work hard to carry out the mission of the organization, with<br>individuals with high organizational engagement will be able to perform better duties than<br>individuals with low organizational engagement. In addition, organizational engagement can<br>also be used to predict migration rates. And Organizational engagement is extremely<br>important because any organization, if its members have high engagement with the<br>organization, it will be easier for that organization to achieve its goals and objectives. This is<br>because engagement is the strength of self-presence and dedication to the organization, which<br>is expressed in the form of faith and acceptance of the goals and values of the<br>organization.They are ready to drive the country's development forward to its full potential.<br>"Thai people in the future must be ready physically, mentally, intellectually, well-developed<br>and well-being at all ages. responsible to society and others, Madhyasth, Frugal, generous,<br>Be disciplined, maintain morals and be a good citizen of the nation, have the right mindset,<br>have the necessary skills. In the 21 century, have communication skills in English and 3rd<br>language and preserve the local language, Have a habit of learning and continuous self -<br>improvement throughout life. To become a highly skilled Thai, an innovator, thinker</p> Thataphron Banhansuppawat Tawee Jamjumrus Samneang Maneechai Copyright (c) 2024-05-10 2024-05-10 188 190 Development of holistic health services of the Bangkok http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1375 <p>The objective of this research is to study development of holistic health services of the<br>Bangkok Found The "COVID-19" phenomenon that has occurred in Bangkok has left no beds,<br>There are no doctors, and there are people waiting for death at home. The outbreak of the<br>Delta variant in mid-2021 is a reflection of the severity of Bangkok's public health system.<br>And until earlier this year, the omicron mutated variant of the virus had spread among tens of<br>millions of vaccinated people, It reflects that Bangkok's public health system is 'critical', when<br>people are unable to contact for information or enter the medical system, both factors .<br>Reflecting that Thailand's public health system still has significant vulnerabilities, Bangkok<br>has a large population of 10 million people, with both primary and latent populations<br>circulating in the 10 million mark but there is no public health system From the background<br>and significance of such issues. This makes the researcher interested in studying the<br>development of holistic health services of the Bangkok. In order to be in line with the lifestyle<br>of people in today's society. In response to the problem of rushing in today's society, many<br>people do not have time to pay attention to taking care of themselves. including facing<br>worsening environmental conditions, It causes stress easily and leads to many different<br>diseases. Therefore, the researcher is interested in conducting a research study. Impro ving<br>holistic health services to address people's health problems today.</p> Panchita Rasameesurawuttikun Tawee Jamjumrus Samanan Rattanasirivilai Copyright (c) 2024-05-10 2024-05-10 191 193 THE IMPACT OF SERVICE INNOVATION, PERCEIVED VALUE, AND BRAND IMAGE TOWARD USING MOBILE HEALTH SERVICE OF STUDENTS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1376 <p>This article demonstrates how Chinese students use mobile health and service<br>innovations, with a particular emphasis on the variables influencing service uptake. Consumer<br>decision-making is significantly influenced by perceived value, and user behaviour is<br>understood through the use of the Technology Acceptance Model (TAM). Improving service<br>innovation and brand image requires addressing issues like information blockage and<br>interoperability. The adoption of mobile health services (mHealth) faces challenges like data<br>security, privacy, training, and provider support. Successful implementation requires<br>collaboration, interoperability, and continuous monitoring. Factors like brand image, user-<br>friendly interfaces, and positive reputations influence adoption. Female university students are<br>more likely to use mHealth for tracking physical activities and calorie intake. Future studies<br>should concentrate on the cooperation of patients, app developers, and healthcare providers.<br>Furthermore, cultural differences and privacy concerns may potentially impact the acceptance<br>of mobile health services among Chinese students. It's critical that healthcare providers modify<br>their offerings to suit this demographic's unique requirements and preferences</p> XINHONG LI Dr.Chalermpol Tapsa Copyright (c) 2024-05-10 2024-05-10 194 209 THE IMPACT OF HUMAN CAPITAL, ORGANIZATIONAL CULTURE AND PRODUCT INNOVATION ON ENTREPRENEURIAL PERFORMANCE IN E-COMMERCE SMALL – MEDIUM ENTREPRISES http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1377 <p>This article highlights the significance of small and medium-sized enterprises (SMEs)<br>by showcasing their substantial influence. The COVID-19 epidemic has considerably<br>diminished the longevity of small and medium enterprises (SMEs), hence compromising their<br>viability. The success of SMEs is influenced by factors like institutions, technology, human<br>capital, and corporate culture. A balance between government support and SMEs expansion is<br>crucial for long-term economic stability, with China's e-commerce boom undergoing<br>acceleration, standardization, and globalization. For a corporation to achieve success, it is<br>crucial to have a strong organisational culture, valuable human capital, high employee<br>performance, and a focus on product innovation. For lasting competitive advantages, it is<br>crucial to have cultural cohesion, strong human capital, effective HRM practices, a focus on<br>organisational learning, and a commitment to innovation. Small and medium-sized enterprises<br>(SMEs) in China, encounter difficulties when it comes to carrying out innovation initiatives<br>because of their restricted resources, informal organisational frameworks, and limited financial<br>capacities. By using available resources and cultivating a culture that encourages creativity and<br>originality, small and medium-sized enterprises (SMEs) can not only succeed in highly<br>competitive markets but also position themselves as frontrunners in their respective industries.<br>The study reveals that human capital, organizational culture, product innovation, and employee<br>performance positively impact entrepreneurial performance in small and medium-sized e-<br>commerce, with employee performance mediating.</p> Dan Liao Chaithanaskorn Phawitpiriyakliti Sid Terason Copyright (c) 2024-05-10 2024-05-10 210 227 THE INFLUENCE OF TEAM SYNERGY CHARACTERISTICS ON PRODUCT INNOVATION SUCCESS OF THE SMALL AND MEDIUM- SIZED ENTERPRISES CHINA http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1378 <p>The purpose of the research was to investigate the components of team cohesion and<br>product innovation in Chinese SMEs, the components of team synergy, and the link between<br>demographic characteristics and product creativit y. The research uses data from 345<br>respondents from e-commerce giants Alibaba, Suning, JD, and Pinduoduo to evaluate the<br>effect of the digital economy and open innovation on Chinese SMEs. According to the survey,<br>big e-commerce platforms should concentrate on building team collaboration and product<br>innovation in order to succeed. The information gathered will aid in identifying possible<br>connections and trends in Chinese employees' attitudes and behaviors. Using questionnaires,<br>this research investigates employee attitudes toward product innovation in Chinese SMEs.<br>The survey also looks at demographics, with 345 respondents, mostly women, accounting for<br>49.9% of replies. The research gives useful information on the gender distribution and<br>educational qualifications of the respondents. The purpose of the research was to investigate<br>the components of team cohesion and product innovation in Chinese SMEs. The findings<br>revealed that the most essential aspects were effective communication, creative inspiration,<br>and fresh creative distinction. Individuals on the team accepted personal responsibility for<br>creative inspiration, resulting in a collaborative atmosphere that motivated them to thrive.<br>Product innovation, packaging, and customer assistance all received top marks for innovation<br>effectiveness. The e-commerce experience was shown to be critical for ranking improvement,<br>with high scores in cost per innovation effort and establishing devoted consumers. On the<br>other hand, the average number of hours spent on innovation efforts and the time necessary to<br>produce an inventive notion obtained lower grades, suggesting that these areas may require<br>more attention and improvement. According to the survey, good communication, creative<br>inspiration, and product distinctiveness are critical variables in improving the e-commerce<br>experience, developing a strong feeling of success, and increasing consumer loyal</p> Jiawan Li l AKRAMANEE SOMJAI Copyright (c) 2024-05-10 2024-05-10 228 242 DIGITAL TRANSFORMATION OF THE SUPPLY CHAIN, ENVIRONMENTAL UNCERTAINTY AND SUPPLY CHAIN DYNAMIC CAPABILITY TO INFLUENCE THE COMPETITIVE ADVANTAGES OF ENTERPRISES IN MANUFACTURING INDUSTRY IN CHINA http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1379 <p>Based on the previous research results, this dissertation takes the supply chain digital<br>transformation of manufacturing enterprises as the starting point, and focuses on the impact<br>and path of the supply chain digital transformation on the competitive advantage of<br>manufacturing enterprises in an uncertain environment, Striving to answer: Firstly, why<br>should manufacturing enterprises carry out supply chain digital transformation? How does<br>the supply chain digital transformation affect the competitive advantage? Secondly, what role<br>do supply chain dynamic capabilities play in the process of supply chain digital<br>transformation? Thirdly, how does environmental uncertainty affect the relationship between<br>supply chain digital transformation, supply chain dynamic capabilities, and competitive<br>advantage?</p> SHUHANG LI KRISADA SUNGKHAMANEE Copyright (c) 2024-05-10 2024-05-10 249 249 NEW FORM OF EDUCATION UNDER THE COVID-19 PANDEMIC ONLINE EDUCATION http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1380 <p>Since 2020, the changes in the social environment have made students and teachers at all<br>levels of education adapt to online learning and teaching rapidly, and the practical demand and<br>application scope of online education have been greatly improved, which also forces the rapid<br>improvement and development of major live streaming platforms. In addition, due to the<br>sudden COVID-19 pandemic, students are taking online classes instead of offline classes,<br>which is a big change in education methods. This article will "Internet +" era, online education,<br>online education and traditional offline traditional education, in combination with the era<br>background of the "Internet +" to the requirement of creative talents of science and technology<br>and society, students, office workers need to accept education of different levels such as<br>population and the demand of the aspects of teachers, school, a comprehensive analysis of the<br>advantages and disadvantages of online education and facing challenge, It is the only way for<br>the development of new education in the future to explore reasonable and efficient teaching<br>strategies that organically combine online and offline education</p> Zezheng He AKARAMANEE SOMJAI Copyright (c) 2024-05-10 2024-05-10 250 260 EXPLORING EGOCENTRISM, NEED FOR UNIQUENESS AND MOTIVATED CONSUMER INNOVATIVENESS TO INFLUENCE THE CONSUMERS’ BEHAVIORAL INTENTION OF INNOVATIVE FITNESS PRODUCTS http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1381 <p>National fitness is crucial to the national strategy as people's income and health awareness<br>improve. This has led to a rise in health-related spending, expanding and diversifying the<br>fitness market. The use of intelligent technology provides new opportunities for health<br>management. However, most research on smart product adoption has focused on the technical<br>aspects, with little consideration given to the impact of consumer characteristics. This study<br>explored the impact of individual consumer characteristics on the behavioral intention of smart<br>fitness products. This study adopted a mixed research methodology, combining an explanatory<br>sequential design, questionnaires, and semi-structured interviews as research tools. The<br>findings show that individuals with solid egocentrism and a need for uniqueness are more likely<br>to accept smart fitness products. Motivated consumer innovativeness plays a key mediating<br>role in the influence of egocentrism and the need for uniqueness on smart fitness products'<br>behavioral intention. This study not only enriches the theoretical research in the field of smart<br>product behavioral intention, but also provides valuable references and insights for the fitness<br>market and practical applications in the field of smart technology</p> ZHIJING ZHUANG KRISADA SUNGKHAMANEE Copyright (c) 2024-05-10 2024-05-10 261 269 THE SOCIAL MEDIA USAGE AND TRUST ON THE CHINESE PERSPECTIVE ON NEWS VALUE http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1382 <p>The objective of this article is to offer insights into social media interactions, news<br>consumption, and media trust among Chinese students, with the intention of shedding light on<br>their media perception patterns that may prove valuable in the context of future media<br>awareness. Social media platforms have significantly impacted education, enhancing learning<br>opportunities and boosting enrollment. In China, social media platforms like Weibo and<br>WeChat play an important role in shaping public opinion and disseminating news. The<br>government closely monitors and censors these platforms, leaving people sceptical of the<br>information shared. Despite this, many Chinese citizens continue to rely on social media for<br>news due to the limitations of traditional media sources. The Chinese public's perception of the<br>importance of news has shifted as a result of growing concerns about the validity and<br>trustworthiness of the information shared on these platforms. However, fake news and<br>disinformation can affect trust, necessitating fact-checking and verification of information<br>sources. Trust in social media is based on consistency, compassion, communication, and<br>competency, and news values influence perception. Social media platforms like Facebook,<br>Instagram, Pinterest, LinkedIn, and Twitter can help colleges and universities promote<br>education, recruit students, and improve alumni relations. However, reputation is crucial for<br>student success. Trust in these platforms is based on consistency, compassion, and competency.<br>Fact-checking, engaging in constructive discussions, and developing critical thinking skills are<br>essential for success. Balancing online and offline interactions is essential for healthy social<br>connections. Journalist professional development is crucial for journalism in China, with<br>university students being the most active users.</p> Kai Hu Somsak Klaysung Copyright (c) 2024-05-10 2024-05-10 270 279 AN ANALYSIS OF THE ISSUES AND CONTEXT SURROUNDING LOCAL PERSONNEL ADMINISTRATION BASED ON THE DECENTRALIZATION PRINCIPLE AND THE MERIT SYSTEM http://icbtsproceeding.ssru.ac.th/index.php/ICBTSHongKong2024/article/view/1383 <p>The goal of this research is to provide strategies for managing local staff in line with<br>the merit system by examining the context and problems associated with local personnel<br>management from a decentralization perspective. The method used is documentary research,<br>which is gathering information from documents and examining pertinent topics. This include<br>scholarly articles from Thailand and outside as well as theoretical papers, concepts, and related<br>research. To extract information from analysis and conclusions, the data is processed.<br>According to the research findings, a single local executive exercises personnel<br>management authority in the framework of local personnel management, which is the outcome<br>of the decentralization of power to local administrative bodies. This causes a large percentage<br>of local staff management to be based on patronage. The majority of the time, civil servants<br>carry out their work to appease local executives. The following are the two main categories of<br>issues with local personnel management: the lack of employees required to run local<br>administrative organizations and personnel management that seriously impairs those<br>organizations' ability to function. The activities of local administrative organizations are<br>somewhat impacted by problems with personnel management, corruption in the administration,<br>and elected local leaders, who are chosen every four years. There should be an ongoing merit-<br>based hiring procedure for both operational and executive public service jobs in order to<br>guarantee that local personnel management adheres to the decentralization principle. To avoid<br>local executives having complete control over who gets appointed to executive posts,<br>recruitment duties should be fairly distributed among the central, regional, and local<br>administrative entities. To directly supervise and audit local personnel management and help<br>civil workers who are subjected to unjust treatment in the course of their work, a committee or<br>agency ought to be constituted. The two-term limit (not to exceed eight years) should be<br>eliminated from pertinent regulations pertaining to the election of local executives.<br>Furthermore, it should be mandatory for local leaders to annually encourage civil servants to<br>receive ongoing training, development, and skill upgrade. In summary, in order to guarantee<br>that local personnel management complies with the decentralization principle's merit system,<br>a continuous hiring process for executive and operational roles should be in place, with duties<br>being fairly distributed among central, regional, and local administrative organizations. In<br>addition, term limits in pertinent election laws should be removed, a committee or agency<br>should be established to supervise and audit local personnel management, and local executives<br>should be mandated to support yearly training, skill development, and knowledge enhancement<br>for civil servants.</p> Whutivit Rachamanee Copyright (c) 2024-05-10 2024-05-10 280 288