INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN MUNICH 2023

Introduction Book

Chayanan Kerdpitak — Thu, 11 May 2023 00:00:00 +0700

ATTITUDES AND DIGITAL MEDIA EXPOSURE BEHAVIORS OF PROGRAM VIEWERS TOWARDS DIGITAL TV

Somsak Klaysung — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this study was to study the relationship between digital TV channel exposure, knowledge, attitude and behavior towards digital TV of digital TV viewers in Bangkok. This research is a quantitative research using a questionnaire as a tool to collect data from a sample of digital TV viewers living in Bangkok, aged 18 years and over, totaling 400 people. The statistics used in the analysis were mean, standard deviation and Pearson correlation coefficient. The results of the research revealed that digital TV viewers with sex, age, education level and occupations have different exposures to digital TV channels. In addition, the research found that viewers' knowledge towards digital TV was positively correlated with viewers' attitude towards digital TV at a moderate level. Attitude toward digital TV had moderate positive relationship with audience's behavior toward digital.

ANTECEDENT FACTORS AND SUCCESS OF ENTREPRENEURS IN SEAFOOD EXPORTING INDUSTRY IN THAILAND

Chutima Klaysung, Nattapong Techarattanased, Bundit Pungnirund — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this study was to present the conceptual framework of antecedent factors of innovative leadership, organizational agility management, innovation knowledge management and learning organization that affects the success of entrepreneurs in the seafood export industry in Thailand. The research was formulated a mixed methods research using both quantitative and qualitative research methodology in order to achieve the strengths of each method to support the quality of research better. A systematic review of the literature with scope was carried out according to the scoping review process. The researcher studied various documents, theories and concepts as well as relevant research on the seafood export industry in Thailand and theoretical concepts about the variables that affect the success of entrepreneurs consisting of Innovative leadership, Organizational agility management, Innovation knowledge management and learning organization, including the causal relationship between the variables used in the study to formulate a conceptual framework for research. The sample is entrepreneurs in the seafood export industry in Thailand, total of 460 samples using multistage sampling method. The statistical analysis used structural equation modeling (SEM) to verify the congruence between the developed structural equation model and the empirical data.

FACTORS INFLUENCING STUDENTS' DECISIONS TO STUDY IN HIGHER EDUCATION INSTITUTIONS

Pongsawee Supanonth — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study the factors affecting the students' decisions to study in higher education institutions. The sample group used in the study was 400 first-year undergraduate students in the academic year 2021 of Suan Sunandha Rajabhat University, using stratified sampling method. The research tool is a questionnaire. Statistics used in data analysis were frequency, percentage, mean, standard deviation and multiple regression analysis. The results of the research revealed that factors affecting students' decisions to study undergraduate degrees in Suan Sunandha Rajabhat University, overall opinions were at a high level. The image of the university is the most important factor, followed by curriculum and teaching management, instructors and personnel, social influence, public relations, and physical environment, respectively. In addition, the results of the hypothesis test revealed that the factors affecting the students' decisions to study undergraduate degrees were the image of the university, curriculum and teaching management, instructors and personnel, and physical environment with the statistically significant at 0.05. While the factor of public relations and social influence had no influence on the students' decisions to study undergraduate degrees in Suan Sunandha Rajabhat University.

MEDIA EXPOSURE BEHAVIOR TOWARD INFLUENCERS ON SOCIAL MEDIA OF GENERATION Z

Pitimanus Bunlue — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study the media exposure behavior toward influencers on social media of generation Z. The sample group was 385 people using purposive sampling and convenience sampling from people in popular social networking groups including Facebook, Twitter, Instagram, Line and YouTube. 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 respondents emphasized on the aspect of the Content had the most average, followed by the aspect of Context, Channels, Clarity, Capability, Continuity and Consistency, and Credibility, were at a high level in all aspects. In addition, the results revealed that personal data, including gender, age, status, educational level, and occupation have different exposure of influencers in social media of generation Z.

STUDENT SATISFACTION TOWARDS THE SERVICE QUALITY OF EDUCATIONAL MANAGEMENT SERVICES

Khajeerat Phumphruk — Thu, 11 May 2023 00:00:00 +0700

Abstract— This research aims to study the quality of service that affects student satisfaction towards the service quality of educational management services units in Suan Sunandha Rajabhat University. The sample group used in the research was 400 students who came to use the services of the educational service units in Suan Sunandha Rajabhat University, obtained by stratified sampling method. The tool used was a questionnaire with a reliability value of .95. Data were analyzed using statistics, mean, standard deviation, Chi-square test and multiple regression analysis. The services quality of educational services units in terms of reliability, responsiveness, confidence, empathy, and in term of tangible as the whole opinions were at a high level. In addition, the results showed that the quality of service affected the satisfaction of students who came to use the service of the educational service unit at a statistical significance level of 0.05, which was service quality in the aspect of reliability, empathy, and tangible. All service quality variables could affect the satisfaction of students who use the services of educational units at 56.45 percent.

MOTIVATION FACTORS AFFECTING ORGANIZATIONAL COMMITMENT OF ACADEMIC SUPPORTING PERSONNEL

Chanpen Meenakorn — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study factors of motivation that affected organizational commitment of academic supporting personnel. The sample of 200 academic supporting personnel at Suan Sunandha Rajabhat University selected using stratified sampling method. This research uses a quantitative research approach. 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 had the greatest influenced on organizational commitment, followed by responsibility, recognition, and work itself, respectively. Whereas work motivation in the aspect of advancement did not affect organizational commitment of academic supporting personnel at a statistically significant level of .05.

FACTORS INFLUENCING GENERATION Y CONSUMERS' MOTIVATION TO BUY ELECTRIC CARS

Ladaporn Pithuk — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research is to study marketing factors, government policy factors and environmental awareness factors affecting the motivation to buy electric cars of Generation Y people in Bangkok and its vicinity. The sample used in the research was the consumers of Generation Y in Bangkok and its vicinity, totaling 300 people, using a questionnaire as a data collection tool. Statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the analysis showed that the sample group had opinions on marketing factors, government policy factors and environmental awareness factors that affect motivation to buy electric cars were all at high level. In addition, the hypothesis testing by using multiple regression analysis were found that the marketing factors in term of products, prices, distribution channels, as well as government policy factors and environmental awareness factors affected the motivation to buy electric cars of Generation Y consumers in Bangkok and its vicinity at statistical significance level of .01. While marketing mix factor in term of marketing promotion did not affect the motivation to buy electric cars of consumers in Generation Y in Bangkok and its vicinity.

ONLINE MARKETING MIX AFFECTING DECISION TO BOOK ACCOMMODATION VIA ONLINE TRAVEL AGENTS

Poramatdha Chutimant — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study the decision-making behavior to book accommodation via Online Travel Agents (OTA) of traveler compared by demographic characteristics, and to study the online marketing mix factors that affected the decision to book accommodation via Online Travel Agents of traveler. The sample consisted of 350 Thai traveler who had used online booking service through a questionnaire as a data collection tool. Statistics used in data analysis were percentage, mean, standard deviation, and multiple regression analysis. The results showed that demographic factors such as age, education level and incomes had differently affected the decision to use online booking service. In addition, the research found that the online marketing mix factors in terms of product, price, distribution channels, and marketing promotion affected the decision to use the booking service through online hotel booking service with a statistical significance level of .05. However, the online marketing mix factors in terms of personalization, and privacy factor did not affect the decision to use the online hotel booking service.

FINANCIAL PLANNING FOR SUSTAINABILITY IN RETIREMENT OF UNIVERSITY EMPLOYEE

Yuthapoom Thanakijborisut — Thu, 11 May 2023 00:00:00 +0700

Abstract—This research aimed to study personal financial planning for the economic sustainability in retirement of university employee which the universities were located in Bangkok, and to study the relationship between personal factors and personal financial planning for economic sustainability of employee which the university located in Bangkok. The results revealed that university employee had a high level of knowledge in personal financial planning and personal financial planning attitude, while personal financial planning behavior was at a moderate level. Moreover, the results of the relationship between personal factors with personal financial planning and financial planning attitude for the economic sustainability in retirement, it was found that duration of work, job title and number of family members were related to financial planning knowledge with statistically significant at the level of 0.05. In addition, liabilities, operational period, number of family members, and job position were correlated with financial planning attitude with statistical significance at the 0.05 level.

SERVICE MARKETING MIX FACTOR AND CONSUMER BEHAVIOR OF THE LOW-COST AIRLINES

Ittipoom Promma — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research to study 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 385 sampled of the passengers who have ever used the low-cost airline services. The descriptive statistics shown that the respondents had attitudes of the marketing mix of low-cost airlines included products and services, prices, place, promotion, personnel, process and physical evidences at the high level. The 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 service marketing mix factors of the low-cost airline services in the aspect of personnel and physical evidence had not related to the consumer behavior on the aspects of duration of service and frequency of service.

FACTORS AFFECTING RE-PURCHASE DECISIONS THROUGH FOOD DELIVERY APPLICATIONS

Kanittha Seskhumbong — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study demographic factors and marketing mix factors affecting consumers' re-purchase decisions through food delivery applications. The samples used in the study were 400 consumers using mobile food delivery applications and living in Bangkok and its vicinity. The instrument used was a questionnaire and data were analyzed by descriptive statistics, Chi-square statistics and Multiple regression analysis. The results showed that different personal factors of gender and marital status did not differ in the effect of repeat use of mobile food delivery applications service. In addition, personal factors of age, education level, occupation, and monthly income have repeated using of different mobile food delivery applications service at the statistical significance level of 0.05. Moreover, it was also found that the service marketing mix factors in the aspect of product, price, place or distribution channels, marketing promotion, and process factors affecting consumers' repeat using mobile food delivery applications service at a statistical significance level of 0.05. While service marketing mix factors in the aspect of person and physical evidences did not affect consumer re-purchase decisions through food delivery applications.

FACTORS INFLUENCING PURCHASING DECISIONS THROUGH CROSS-BORDER E-COMMERCE PLATFORMS

Wanpiti Fangrith — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study online marketing factors that influence purchasing decisions through Cross-Border E-commerce platform. The study sample consisted of 385 consumers who had buy or used services through Cross-Border E-commerce platform using snowball sampling method. Online questionnaires were used as a data collection tool from consumer groups in social networking. 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, and occupation affected the purchase decision through Cross-Border E-commerce platform differently. In addition, the online marketing mix factors that influenced the purchase decision through Cross-Border E-commerce platform were marketing mix factors from the customer perspectives in term of consumer cost to satisfy, convenience to buy, and communication with statistical significance at 0.05 level. While online marketing mix factors from the customer perspectives in term of consumer needs did not affect the purchase decision through Cross-Border E-commerce platform.

JOB SATISFACTION AND ORGANIZATIONAL COMMITMENT OF ACADEMIC STAFF IN HIGHER EDUCATION INSTITUTION

Siri-orn Champatong — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purposes of this research were to study job satisfaction and organizational commitment of academic staff in Higher Education Institution and to study the relationship between job satisfaction and organizational commitment of academic personnel. The sample group in this research was 385 academic staff of Suan Sunandha Rajabhat University. The research tool for collecting data was a questionnaire and the collected data was analyzed by using a statistical package. The statistics used were frequency, percentage, mean, standard deviation. and Pearson product moment correlation coefficient. The research results showed that academic staff were satisfied with their work, overall average was at a high level. When considering each aspect, it was found that all aspects had a high average level of satisfaction except salary and benefits and working conditions, the average is at the moderate level. For organizational commitment among academic staff, it was found that academic staff had a commitment to the organization, overall average was at a high level. When considering each aspect, it was found that all aspects had a high average level of engagement except for continuity, the average level of commitment was at a moderate level. In addition, the research results showed that the job satisfaction of university personnel was positively correlated with organizational commitment, both in overall and in each aspect at a statistical significance of 0.01.

CAUSAL FACTORS OF SERVICE INNOVATION OF TOURISM BUSINESS IN THAILAND

Bundit Pungnirund — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study the relationship of causal factors consisting of entrepreneurial orientation, marketing orientation, and co-production services affecting service innovation of tourism business which were consistent with the empirical data. The sample in this research was tourists of tourism business which located in Bangkok, totaling of 400 people using snowball and convenience sampling method. Online questionnaires were used as a data collection tool. Statistics used in data analysis were Structural Equation Model (SEM) analysis by using statistical packages for analysis. The results showed that the model had good consistent with the empirical data with the level of statistical significance at 0.05. The results of the causal factors of service innovation of tourism business revealed that entrepreneurial orientation, market orientation, and service innovation had direct influence on satisfaction with the services of travel service businesses. while the co-production services had no direct influence on the satisfaction of service of the travel service business.

FACTORS INFLUENCING RE-PURCHASE INTENTION OF CLEAN FOOD AMONG GENERATION Y CONSUMERS

Nattapong Techarattanased — Thu, 11 May 2023 00:00:00 +0700

Abstract—This research aimed to study the consumption value factor that influence re-purchase intention of clean food among generation Y consumers. The samples were 400 consumers of generation Y who have ever bought the clean food products, 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, and multiple regression analysis. The research results revealed that customer expectations, perceived quality of products or services, and perceived value of products had a statistically significant effect on re-purchase intention of clean food among generation Y at 0.05 level with a predictive power of 63.9 percent. The predictors with the highest multiple regression coefficients were perceived value of products (=0.357), followed by perceived quality of products or services (=0.226), and customer expectations (=0.184), respectively.

CAUSAL RELATIONSHIP OF PURCHASE INTENTION THROUGH SOCIAL NETWORKING APPLICATIONS OF GENERATION Y CONSUMERS

Wanida Suwunniponth — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to establish and validate a causal relationship model of purchase intention through social networking applications of generation Y consumers, and to verify the consistency of model with empirical data. The sample consisted of 400 consumers who had bought online before. A questionnaire was designed and used to collect data. A structural equation model analysis was applied for the data analysis. The research results revealed that the causal relationship model of purchase intention through social networking applications of generation Y consumers was consistent with the empirical data. The results of the study can be concluded that online purchase intentions are most influenced by online marketing, followed by technology acceptance and perceived brand value, respectively, which these factors can be used as part of determining marketing strategies.

FACTORS INFLUENCING KNOWLEDGE AND PERFORMANCE OF ACCOUNTANTS TOWARDS ELECTRONIC FINANCIAL STATEMENT SUBMISSION

Pranee Tridhoskul — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study factors influencing knowledge and performance of accountants including professional knowledge of accounting, professional ethics, and accounting professional skills that influence on the submission of electronic financial statements (DBD e-Filing). The samples used in this study were 200 accountants in Bangkok and its vicinity using a questionnaire as a tool used to collect data. Statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the study revealed that the factor of professional knowledge of accounting, professional ethics, and accounting professional skills influenced the delivery of electronic financial statements (DBD e-Filing) information for business, preparation and presentation of financial statements, and accounting information for management with statistical significance at the 0.01 level.

ACCEPTANCE OF TECHNOLOGY AFFECTING INTENTION AND ACTUAL USING MOBILE PAYMENT SERVICE

Krisada Sungkhamanee — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study the acceptance of technology that affect intention to use and actual using mobile payment service of consumers in Bangkok. The sample group used in this research was 400 general consumers who were interested in using electronic wallets and lived in Bangkok by using multi-stage sampling method. Questionnaires was used as a data collection tool which 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 the aspect of subjective norm, perceived usefulness, perceived ease of use, and attitude toward using positively affected intention to use and actual using mobile payment service with statistical significance at 0.05. In addition, the standardized coefficients in the aspect of perceived usefulness had the highest coefficients, followed by perceived ease of use, and attitude toward using, respectively. While technology acceptance in the aspect of subjective norm has not affected intention to use and actual using mobile payment service.

PUBLIC RELATIONS THROUGH SOCIAL MEDIA TO ENHANCE THE IMAGE OF THE UNIVERSITY

Somdech Rungsrisawat — Thu, 11 May 2023 00:00:00 +0700

Abstract—The objectives of this research were to compare awareness of public relations through social media and image of Suan Sunandha Rajabhat University through social media, and to study the relationship between perception of public relations through social media and the image of the university. This study was a quantitative study. The sample group is 400 students studying in Suan Sunandha Rajabhat University by using stratified random sampling and using a questionnaire as a tool to collect data of 400 sets. The statistics used are frequency percentage, mean, standard deviation, t-Test, one-way ANOVA, and Pearson's correlation. The results of the study revealed that most of the respondents perceived the news releases through the university's Facebook page the most and had a good view of University's overall image. In addition, the research results showed that different ages, faculties and years of study of students making the news awareness level publicize through different online media and make different perspectives on the image of the university at the statistical significance level of .05. Including the perception of public relations related to the image of Suan Sunandha Rajabhat University at the statistical significance level of .01.

PERCEIVED BRAND EQUITY INFLUENCING INTENTION BEHAVIOR OF OTOP NAWATWITHI TOURISM COMMUNITY

Akapong Inkuer — Thu, 11 May 2023 00:00:00 +0700

Abstract—This research aimed to study perceived brand equity that influence intention behavior of OTOP Nawatwithi tourism community. The sample was 385 general consumers interested in the product of OTOP Nawatwithi tourism community by 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, and Multiple regression analysis. The results of the research revealed that the respondents emphasized on perceived brand equity in all aspects at high level. 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 intention behavior of OTOP Nawatwithi tourism community which the variables can jointly forecast with significant at .05. The highest multiple regression coefficients were brand awareness, followed by perceived brand quality, brand association and brand association, respectively. While the perceived brand equity in the aspect of brand loyalty did not affect intention behavior of OTOP Nawatwithi tourism community.

FACTORS INFLUENCING THE SUCCESS OF WASTE MANAGEMENT IN COMMUNITY

Preecha Pongpeng, Pleumjai Sinarkorn — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study the process innovation, community participation and community leadership roles that affect the success of waste management in communities located in Bangkok. The research approach uses quantitative research. The sample group was people who have lived in communities located in Bangkok, comprising 300 people, using a simple random sampling method. The statistics used in the analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that the level of process innovation, community participation, community leadership roles and the success of waste management in the community were at a high level. The analysis of the influence of process innovation, community participation and community leadership roles that affected the success of waste management in communities located in Bangkok was found that all factors can together predict the success of waste management which all variables could account for the variance of waste management success in community at 54.76 percent. The factors that affect the success of waste management the most was community leadership roles, followed by process innovation and community participation, respectively.

EXPECTATIONS TOWARDS AUDIO-VISUAL EQUIPMENT SERVICES OF STUDENTS IN HIGHER EDUCATION INSTITUTIONS

Jinjutha Srihera, Pichamon Chansuchai — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study and develop audio-visual equipment loan-return services that affect student expectations in case of the students studying in higher education institutions, in case of the Faculty of Management Sciences, Suan Sunandha Rajabhat University. This research used a quantitative research method. The sample used in this study was students studying in the Faculty of Management Sciences, Suan Sunandha Rajabhat University, a total of 100 people used to collect data by questionnaires. The statistics used for data analysis were percentage, mean, and standard deviation. The results of the study showed that the factor of service process in term of convenient, fast and uncomplicated was at the most satisfied level, in terms of providing services with accuracy on time was at very satisfied level, in term of service time and equipment in the classroom are appropriate was at very satisfied level, and in terms of borrow - return the equipment on time was at very satisfied level. In addition, the study found that the factor of service staff in term of attentive and willing to serve was at the most satisfied level, in term of providing services with courtesy, gentleness and friendly was at very satisfied level, in term of providing services for troubleshooting audio equipment in the classroom as notified and corrected in a timely manner was at very satisfied level, and willingly listen to the problems of service users and ready to make improvements in time was at very satisfied level.

DEVELOPMENT OF ROLES AND RESPONSIBILITIES OF EXECUTIVE SECRETARIES IN EDUCATIONAL ORGANIZATIONS

Arissara Songkroh, Mananya Meenakorn — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study the perception of the meaningful work of executive secretary in educational organizations, and to study the problematic conditions of working as an executive secretary that affect the perception of the value of work, in case of Suan Sunandha Rajabhat University. This research was a qualitative research. The key informant used in this study was personnel who acted as executive secretaries at Suan Sunandha Rajabhat University in the amount of 5 people by collecting data by semi-structured interview method and using questions developed according to the question structure of Steger et al. (2012), the Work and Meaning Inventory (WAMI) assessment form. This research made the discovery that each person's perception of the meaningful work of being a personal secretary was different based on various factors that affected perceptions of the meaningful work of being an executive secretary. There was a total of 3 factors, namely the senior management factor, the progression factor and job security, and the balance between work and personal life factor. In this regard, the factor of senior management was considered an important factor and affected the perceived value of the meaningful work of being an executive secretary. Followed by the intrinsic motivation factor, was found that employees who act as personal secretaries of senior executives need to have passion for their work, responsibility and enthusiasm for work, and willingness to perform assigned tasks. In addition, this study also revealed problematic conditions of working as an executive secretary that affected the perceived value of meaningful work which various problems were obstacles that make employees who acted as executive secretaries did not recognize the value in the work.

AN ANALYSIS OF FACTORS AFFECTING THE DISSEMINATION OF RESEARCH RESULTS AT THE NATIONAL LEVEL OF UNDERGRADUATE STUDENTS

Kanmanas Muensank, Somphoom Sawaengkun — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study factors affecting the dissemination of research results at the national level of undergraduate students in case of the students of Faculty of Management Sciences, Suan Sunandha Rajabhat University. The study factors consisted of the topics/plots studied by the advisors, presentation stage and as part of the graduation of students. The sample used in this study was 100 students studying in the Faculty of Management Sciences. Data were collected by questionnaires and statistics used to analyze the data were percentage, mean, standard deviation. and multiple regression analysis. The results showed that the respondents' opinions on the factors affecting the dissemination of research results at the national level were the topics/substances that were studied and were part of graduation were at a very good level, and the advisors and presentation stages at good level which has overall opinions in all 4 aspects at a very good level. In addition, the results of the hypothesis test showed that factors affecting the dissemination of research results at the national level as a whole and each aspect were being a part of graduation and advisors had an effect on dissemination of research results at the national level in term of experience in attending national academic conferences. As for the factors that affect the dissemination of research results at the national level as a whole and each side were advisor and the study topics/substances had an effect on the dissemination of research results at the national level in terms of participation time (hours/times) with a statistical significance at the .01 level.

SATISFACTION WITH RESEARCH CLINIC SERVICES OF TEACHERS AND STUDENTS IN UNIVERSITIES

Araya Yordchim, Pannarungsri Inpayung — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study and develop the service of research clinics that affectก the satisfaction of teachers and students in universities, in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University, including the service process and service of officials. The sample used in this study were lecturers and students from the Faculty of Management Science, Suan Sunandha Rajabhat University, a total of 100 people used to collect data by questionnaires. The statistics used to analyze the data, including percentage, mean, standard deviation. The results of the study showed that the process of providing services, consisting of steps for providing services, was found to be convenient, fast, and uncomplicated with an average of 4.35, in the most satisfied level, followed by providing services with accuracy on time with an average of 3.84, in a very satisfied level, including the service time and equipment in the room was appropriate with an average of 3.73, in a very satisfied level and the benefit meets the needs with an average of 3.62, at a very satisfied level. In addition, in terms of service of staff was found that paying attention and willing to serve with an average of 4.28, in the most satisfied level, and providing services with politeness, gentleness, and friendliness with an average of 4.18, in a very satisfied level.

FACTORS AFFECTING THE PROMOTION AND DEVELOPMENT OF PUBLIC RELATIONS EXPOSURE WITHIN HIGHER EDUCATION INSTITUTIONS

Kanyakorn Sujarittnetikarn, Anocha Rojanapanich — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study the behavior of internal public relations media exposure of personnel in university in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University, and to study the need for news and information from internal public relations media in university. The samples used in this study were administrators, teachers, staff and students of the Faculty of Management Science, Suan Sunandha Rajabhat University, a total 200 people. The results showed that most of the sample were female and aged between 21 – 30 years old. Channels for receiving news and public relations was receiving through Social Media of the Faculty of Management Science which has many channels, including facebook, imstagram, twitter, youtube, tiktok the most. The reason for receiving the news was to get as much information as possible and to exchange views with colleagues. How to receive news was carefully reading only the media that interest. The problem in receiving internal public relations news was that the form of public relations was not comprehensive and interesting. The media design was the attractive design, and the format was multimedia. In addition, the need for news and information from internal public relations media in university found that there was a need for public relations media through the website and social media the most and the least is the public relations board and mail merge. The type of news to receive was news about student recruitment the most, followed by training/seminars, organizing activities, awarding of personnel and students and activities open to personnel and student participation.

PREPARATION OF A PROCUREMENT MANUAL BY A SPECIFIC METHOD FOR EDUCATIONAL ORGANIZATIONS

Payao Numrungran, Pramjai Ouejit — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to prepare a procurement manual by a specific method for educational organizations in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University, and to apply as a manual for the operation of supplies of the Faculty of Management Sciences, Suan Sunandha Rajabhat University. This study is a quantitative research. The sample used in this study were academic and academic support personnel of the Faculty of Management Science and academic support personnel in various departments within Suan Sunandha Rajabhat University, a total of 100 peple. The results showed that most of the subjects were female. aged between 30 - 39 years old, single and having a bachelor's degree and their work periods ranged from 6 to 10 years. of the parcel officer Suan Sunandha Rajabhat University overall was at a high level with an average of 4.01. Considering each item, it was found that the manual clearly defined the operation with the average of 4.24, followed by a manual had clearly details the principles of procurement and the steps have a clear continuity, respectively.

EXPECTATIONS TOWARDS RESEARCH AND ACADEMIC SERVICES OF HIGHER EDUCATION INSTITUTIONS

Patchara Kingkan, Runglaksamee Rodkam — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study teachers' expectation for research and academic service provision, a case study of research and academic service department in Faculty of Management Sciences, Suan Sunandha Rajabhat University. The sample used in this study were lecturers from the Faculty of Management Sciences, Suan Sunandha Rajabhat University, a total of 80 people. The collecting data used questionnaires and statistics used to analyze the data, including percentage, mean, standard deviation. The results of the study revealed that the sample group had expectations for the quality of service equipment/facilities were appropriate with an average of 4.73, at the most expected level. The aspect of receiving benefits meets the needs with an average of 4.62, at the most expected level. The aspect of providing services with politeness, gentleness and friendly with an average of 4.35, at the most expected level. The aspect of providing services process was convenient, fast, not complicated and on time with an average of 4.28, at the most expected level, and the aspect of providing services with accuracy and reliability with an average of 4.18, at a very expected level.

SATISFACTION OF STUDENTS TOWARDS EDUCATIONAL MANAGEMENT AND ACADEMIC SERVICES DURING THE OUTBREAK SITUATION OF COVID-19

Benjama Saiwijit, Kawinphat Lertpongmanee — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this research was to study and compare students' satisfaction towards academic management and services during the outbreak situation of Covid-19, case study of the Faculty of Management Sciences, Suan Sunandha Rajabhat University which classified by gender, field of study and year level. The sample group used in the study consisted of 400 students studying in the second semester of the academic year 2021. The instrument used for data collection was a 5-level questionnaire. The statistics used to analyze the data were percentage, mean, standard deviation, T-test and One-Way ANOVA. The results of the research revealed that the satisfaction of students towards the academic management and services of the Academic Department of Faculty of Management Sciences, Suan Sunandha Rajabhat University, the overall satisfaction was at a high level. When considering each aspect of educational management and academic services were at a high level. In addition, the results of comparison of student satisfaction classified by sex and field of study was found that students with different genders, subject areas and year levels had no difference in overall, academic management and academic services. Whereas, students with different year level had no difference in overall, academic management and academic services.

DEVELOPING THE EFFICIENCY OF FINANCIAL AND ACCOUNTING SERVICE CHANNELS OF EDUCATIONAL INSTITUTIONS

Weena Kunyeat, Natnichar Kleebbuabarn — Thu, 11 May 2023 00:00:00 +0700

Abstract—The purpose of this study was to study the satisfaction of financial and accounting service channels in case study of the Faculty of Management Sciences, Suan Sunandha Rajabhat University, and to improve the efficiency of financial and accounting service channels. The sample used in this study were academic personnel and academic support personnel of Faculty of Management, Sciences Suan Sunandha Rajabhat University, a total of 80 people. The study found that the sample group was satisfied with the efficiency of the financial and accounting service channels in terms of knowledge and understanding of financial and accounting services at high level. Communication in Financial and Accounting transactions was at moderate level. Important information and related documents can be forwarded or downloaded from various communication channels was at a high level. Social media communication such as LINE Official Account, E-Mail, and Website can facilitate and speed up the service was at a high level. Preliminary examination of documents disbursements took appropriate time at a high level. Having a communication channel or informing important news related to the finance and accounting department to be informed faster and more efficiently was at a high level. Suggestion for the study were efficiency of financial and accounting service channels should be developed in many channels and using modern and safe social media. In addition, information technology should be applied to develop document systems and various information related to the operations of all finance and accounting departments for greater efficiency and effectiveness.

DEVELOPING A JOURNAL PRODUCTION PROCESS TO ELEVATE JOURNALS TO INTERNATIONAL STANDARDS

Chartlikid Nimngam, Varangkana Chitraphan — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this study was to study guidelines for improving the quality of faculty academic journals and to be able to upgrade the journals to international databases in case of Faculty of Management Science, Suan Sunandha Rajabhat University. The population used in this study were lecturers from the Faculty of Management Science, Suan Sunandha Rajabhat University, a total of 80 people used to collect data by questionnaires and statistics used to analyze the data, including percentage, mean, standard deviation. The study found that the analysis of factors affecting the perception of the Journal of Management Science (JMS) consisted of a database aspect, knowledge, dissemination channel, and complementary aspect of graduation or requesting an academic position in education, and awareness of the importance were at a high level in every aspect. Moreover, in the aspect of journal quality, there is accuracy, completeness of the operation process and has been accepted in the n international database were at the highest level. Including the development of operations regularly and continuously, there are criteria for consideration of compliance with criteria for admission to an international base at the highest level and a complete and accurate understanding of international journal criteria at the highest level.

INNOVATIVE COMMUNICATION INFLUENCING EFFECTIVENESS OF EDUCATIONAL INSTITUTE

Yosita Deeprai, Chutima Klaysung — Thu, 11 May 2023 00:00:00 +0700

Abstract—The objectives of this research were to study the innovative communication that affect effectiveness of educational institute in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University. The research approach uses quantitative research. The sample consisted of 100 personnel of Management Sciences, Suan Sunandha Rajabhat University, selected by 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 level of communication innovation within the organization, overall was at a high level. The level of operational effectiveness was at a high level. Moreover, the results revealed that the innovative communication in terms of target grouping, the use of technology, the use of content, the use of context and the use of personal influenced effectiveness performance of Faculty of Management Sciences, Suan Sunandha Rajabhat University. While the use of context did not influence the effectiveness of the operation which was inconsistent with the research hypothesis.

MOTIVATION FACTOR AND ORGANIZATIONAL COMMITMENT IN EDUCATIONAL INSTITUTION

Thanakit Phipatsakunkamon, Somsak Klaysung — Thu, 11 May 2023 00:00:00 +0700

Abstract— The purpose of this research was to study the relationship of motivation factor and organizational commitment in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University. This research uses a quantitative research approach. The sample of 100 personnel in Faculty of Management Sciences, Suan Sunandha Rajabhat University was selected using simple random 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 correlation analysis. The results of the research revealed that motivation factor was positively correlated with organizational commitment was a moderately positive correlation with statistical significance at the 0.01 level. When considering the relationship of overall motivation factor and organizational commitment in each aspect, it was found that motivation factor was positively correlated with organizational commitment in the aspect of Continuity at the most with moderate level, followed by organizational commitment in the aspect of Affective and Normative, respectively.

WAGE DETERMINATION OF THE THAI PEOPLE

Siriwan Saksiriruthai — Thu, 11 May 2023 00:00:00 +0700

Abstract— This paper aims at examining current factors influencing wages of Thai people. With the estimation using Thailand Labor Force Survey data, the result declares the positive relationship between wage and income since wage takes the largest s hare of Thai people’s earning. Education positively affects individual wages, which corresponds to the finding that higher wage earned as age rises. Workers whose occupation requiring longer years of schooling; professionals and technicians, receive greater wages. Employees in manufacturing industry comparatively gain more earnings than those in agricultural ones. People living in urban area, especially in big cities, possess greater chances for more wages. The findings lead to recommendations in further studies on wage gaps between male and female and between workers in urban and rural area. To increase wages, policymakers have to promote in-school education and provide skills that meet the need of the labor market.

COMMUNITY’S CULTURAL CAPITAL IN THE ARCHAEOLOGICAL SITE: CASE OF COMMUNITY IN PHRA NAKHON CITY WALL

Thanapol Wattanakul, Tanapol Kortana, Somboon Suksamran — Thu, 11 May 2023 00:00:00 +0700

Abstract— Building the traditional cultural management of the community in conservation, rehabilitation, and adaptation to the change of globalization era to develop the lifestyle, culture, customs, archaeological site, and historical area to be the community’s cultural capital of Thailand. This should apply the innovation to build the effective community’s cultural capital in Phra Nakhon City Wall in conservation, inheritance, and enhancement. The innovation would describe and communicate the culture to people and the community including it would conserve, inheriting, and enhance the community's cultural capital effectively, stably, and sustainably. The research findings could create a model of conservation, inheritance, and enhancement by emphasizing the result of enhancing cultural inheritance, people participation, and stable and sustainable living.

THE IMPACT OF THE AGRITOURISM SERVICE MANAGEMENT TOWARD THE SATISFACTION OF FOREIGN TOURISTS IN YUNNAN PROVINCE, CHINA

Ran Xiong, Chayanan Kerdpitak — Thu, 11 May 2023 00:00:00 +0700

Abstract—This research aims to identify the current agritourism service management in Yunnan Province, China, and examine its impact on foreign tourists' satisfaction. It surveyed twenty-five cities and selected five locations from five cities through sample selection by raffle, and 400 questionnaires were used to collect data from four tourists from five different places and cities in Yunnan Province, China. Data analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as multiple regression analysis. This study examined tourist satisfaction in five famous tourist areas in China. The findings demonstrated that technology may enhance autonomy, security, and automated service possibilities. The study discovered that Service design thinking and customer service have a significant impact on foreign tourists' satisfaction in Yunnan Province, China, with empathy, tangibles, and responsiveness contributing to this relationship. Service design thinking and customer service have a substantial impact on the satisfaction of international tourists in Yunnan Province, China. According to the findings, space preservation and agritourism services such as road signs and meeting point services are important variables that contribute to international tourists' pleasure when visiting the region. To attract and satisfy international tourists, tourism enterprises should prioritize the preservation of natural places and provide agritourism services. Enterprises in Yunnan Province should prioritize customer service and create better experiences for international visitors to improve satisfaction and promote tourism revenue.

THE INFLUENCE OF ORGANIZATIONAL INNOVATION CLIMATE, CORPORATE CULTURE AND TEAM SYNERGY ON THE INNOVATIVE LEADERSHIP OF SPORTS COACHES IN CHINESE UNIVERSITY

Zhonghua Xia, Chayanan Kerdpitak — Thu, 11 May 2023 00:00:00 +0700

Abstract—The reform and development of competitive sports in Chinese colleges and universities should adhere to the national system and explore a sports development model with Chinese characteristics. Active innovation has emerged as an efficient method for businesses to improve their performance and bolster their advantages over their rivals. Organizations need to pay attention to the role of knowledge reciprocity and social networks in influencing the innovative behavior of individual coaches. Young coaches need experience and education to develop desirable mental traits and focus on innovation. Coaches should be good at learning and gaining empirical knowledge from others' mistakes and successes and develop stable emotions, strong wills, and strong resilience in their work. Transparent teams use resources, collaborate, and produce. Leaders must promote teamwork to maximize results. A "culture of innovation" refers to an organization's shared assumptions, conventions, and beliefs, which contribute to a greater proclivity to seek out new knowledge, develop new skills, and create inventive solutions to issues. Team synergy can be promoted in five ways: competitiveness, team culture creation, team vision and goals, self-determination, and recognizing team triumphs. A risk-taking culture in the workplace helps employees perform better, so encouraging team culture and self-determination can foster an environment in which employees feel comfortable taking risks. Celebrating team successes can strengthen the bond between team members and increase their motivation to work towards common goals. It is critical for institutions to foster a climate that stimulates creativity and supports their coaches, leading to the creation of a creative and innovative culture within the university.

INFLUENCING FACTORS OF COLLEGE STUDENTS' EMPLOYMENT COMPETITIVENESS BASED ON COLLEGE EMPLOYMENT GUIDANCE SERVICE SYSTEM, CHINA

Yuan yuan Zhao, Chayanan Kerdpitak — Thu, 11 May 2023 00:00:00 +0700

Abstract— With the popularization of higher education, the importance of college students to the structural allocation of human resource market is becoming more and more prominent, and the quality view of talent demand of high quality, high matching and high professionalism is being renewed, and the improvement of college students' employment competitiveness has become an important issue for the development of college student management and the whole society.
To address this issue, this paper regards the employment management work of colleges and universities as a systematic work, uses the model of "innovation structure of college employment management system" to further research and analyze the employment guidance service system in the model from the perspective of college student management, and analyzes the three factors of employment guidance service system: employment service team, employment guidance course and employment information platform. The research method includes case study, questionnaire survey, and the analysis of the employment information platform. The research methods include case study, questionnaire survey and data analysis.
The purpose of this study was to investigate the employment service team, employment guidance courses and employment information platform have a positive influence on the employment competitiveness of college students. This study will put forward reasonable suggestions for improving the employment guidance service system in colleges and universities in anticipation of improving college students' employment competitiveness.

QUALITY DEVELOPMENT AND APPLICATION FOR PRODUCT STANDARD CERTIFICATE OF LOCAL FISHERY PRODUCTS

Kuncharee Kakhai, Supattra Pranee, Poramet Saeng-on, Nathakorn Kumpetch — Thu, 11 May 2023 00:00:00 +0700

Abstract— Research on quality development and application for product standard certificate of local fishery products. The aim of this article is to study consumer behavior in purchasing products that have been certified by Ranong province's standards. The sample group is consumers who buy local fishery products in Ranong province, 400 people. Collect data by using a questionnaire. Analyze data using descriptive statistics. The results showed that most respondents were females with an average age of 21-30 years, single status, occupation as an employee of a private company, and an average monthly personal income of more than 25,000 baht. The media that makes know friends recommend the product. The person who influences the decision to buy a product is the consumer themself. The sample decided to buy the product as a souvenir. The place to buy products is a store/souvenir shop. The product chosen for purchase is a food product category. The factor that chooses a product is the standard quality product—the standards related to products that make consumers decide to buy our food, drug administration, and halal. Most choose to buy only those that are certified to the standard.

ELECTRONIC SPORT MANAGEMENT INNOVATION AND GAMING BUSINESS GROWTH ANALYSIS IN THAILAND

Wichar kunkum, Pachoke Lert-asavapatra, Chompoo Saisama, Mooktra Thongves — Thu, 11 May 2023 00:00:00 +0700

Abstract— Nowadays, games are becoming more socially acceptable on a global scale. Nevertheless, the question that remains in the minds of many remains. Regardless of where the game can go, how serious can people be so serious about the game that they can make a living steadily? Games that have evolved have become consoles and computers; to this day, it is already a sport. Therefore, competition is a must-have. Industry matters e-sport is gaining attention from all businesses and is growing in many Thai gaming businesses that are very interested in this business.
Furthermore, the industry will be able to regain its revenue. This is evident from cooperation with hardware and software manufacturers and participation in many competition activities in thailand and internationally. The following esports are not just kids' games anymore. It is a matter for adults to understand, not to understand what a game is, but to understand how to develop it so that all sectors understand the game because of the growth of Thailand's gaming business.
This article is written to inform readers about esports management, so it focuses on two key issues: 1) innovation in esports management and 2) analysis of the growth of the gaming business in Thailand.