Graduate College of Managenent

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https://dspace.spu.ac.th/handle/123456789/64

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ตอนนี้กำลังแสดง1 - 20 ของ 623

A Case Study of the Impact of Covid-19 to Parents.
(วิทยาลัยบัณฑิตศึกษาด้านการจัดการ มหาวิทยาลัยศรีปทุม, 2563-12) Supin Chaisiripaibool
The Ministry of Public Health of Thailand announced the coronavirus disease 2019, or "Covid-19 " as a dangerous communicable disease, effective on 1 March, 2020. Bangkok Metropolitan Administration ordered the closure of 26 types of public places such as shopping malls, markets, restaurants, fitness, massage, spas, boxing stadiums, parks, entertainment venues and educational institutions at all levels from March 22, 2020. Therefore, this study of the effects on the epidemic of the Covid-19 virus which had surveyed the parents of the children developmental center, Kids Plus, in Bangkok as the respondents. The data was collected between 25-27 April, 2020 which the Covid-19 virus epidemic situation had improved with the lower number of new infected cases. Basically, the Covid-19 has decreased the respondents’ household incomes while its has increases their household expenses. The74.05% of respondents felt the most to moderate stressful from the Covid-19 situation. To reduce the risk of infection with Covid-19 virus, the Work from Home (WFH) is widely adopted. About 66.75% of respondents rated their WFH’s performance at the highest to moderate effectiveness and efficiency. In addition, the parents have to take care their children at home which almost 75% of respondents felt exhausted, busy, and burdened at the highest to moderate level. The large number of parents (79.60%) are willing to wear mask, wash hands, and keep physical distance at the highest level. There were no one rated this willingness at the low to lowest level. Anyhow, the 53.65% of respondents would like the government allowing some public places (department stores, restaurants, barbers) to reopen on 3 May, 2020. But about 61.46% of respondents encouraged the schools’ reopening on 1 July, 2020 as the government’s announcement. Lastly, the largest number of respondents of 242, counted as 60.96% would like to stay at home, work at home and refrain from outside home activities such as shopping at malls, and eating at the restaurants for another year from now if there is no vaccine against the Covid-19 virus. Here, it can say that respondents are quite ready to adjust themselves to live with the Covid-19 virus as the new normal.
A Guideline on the Change Management in Thai Language Programs at Universities in Yunnan Province, China.
(International Journal of Management, Business, and Economics (IJMBE),, 2565-12) Li Yang; Waraporn Thaima; Sirinthorn Sinjindawong
An important problem in the development of Thai language department at present is a number of executive’s lack of management leadership that reflects on educational management. The objectives of this research were to: 1) study the change management in Thai language discipline of universities in Yunnan, China, 2) find a guideline for the change management in Thai language discipline of universities in Yunnan, China; and 3) assess a management guideline for the change in Thai language courses of universities in Yunnan Province, China. A group chat was used as quantitative research, using a questionnaire. The 5-level estimation scale was a tool for collecting data. Samples in this research study were administrators, teachers and staffs. A total of 126 participants were randomized using multistage randomization. Data were analyzed using descriptive statistics by mean and standard deviation and content analysis. The results of the research revealed that a study on the change management in Thai language discipline of universities in Yunnan, China.An overall picture was that when considering the aspect from the highest to the least average, it was found that the top 4 were leadership of the executives, vision of the executives, personnel in change management, and change management structure, respectively. In addition, an assessment of the appropriateness and feasibility of the change management in Thai language discipline of universities in Yunnan, China found that the overall average was at a high level. Article 3 translates the vision of Thai language discipline into policies, plans, strategies, work plans, structures and activities, with approach questions number 6 open to opportunities. Engaging personnel to participate in the promotion and development of potential had the highest average with the highest mean, followed by the first approach defining a vision that facilitates change. Managing work were resulted from the participation of personnel and Article 5 had a policy to create incentives set environment and create engagement of personnel. There were high averages.The guidelines for the change management in Thai language discipline of universities in Yunnan,China were 6 items. In an overall, all items were appropriate and feasible.
A Study of Reading and Writing Skills Hiragana and Katakana by Using YouTube Teaching Materials and Flipped Classroom for Thai Students
(The 10th Regional Conference on Graduate Research: Breakthrough Business Creativity, Leading Change, and Reengagement, 2565-08) Satomi Uchino; Sirinthorn Sinjindawong
The objectives of this research were:1)to develop effective Hiragana and Katakana YouTube teaching materials and flipped classroom for Thai students.2) to compare the reading skills of Hiragana and Katakana before and after study.3) to study the writing skills of Hiragana and Katakana.and 4)to study the students’ opinions after using YouTube teaching materials and flipped classroom for Thai students.The target group was new first-year high school38 students at Satrinonthaburi School.The research instruments were used are adingtest of Hiragana and Katakana, a writing test, and a questionnaire survey.The data analysis used frequency, percentage, mean, standard deviation,and t-test dependent.The research results found that 1)effective YouTube teaching materials were developed based on the ADDIE model and Mayer's multimedia design that includes 5 phases called A:Analyze, D:Design, D:Develop, I:Implement, and E:Evaluate.2)the reading skills of Hiragana and Katakana showed afterhigher than before the use of YouTube teaching materials with significant at level .05.3)Flipped classroom using YouTube teaching materials were also found to be effective for writing skills in Hiragana and Katakana.4) the students’ opinions after using YouTube teaching materials and flipped classroom were useful and of high quality.
A Study of the Relationship between Attitudes Affecting Loyalty in Online Shopping Decision Making of Consumers in Bangkok
(SRIPATUM UNIVERSITY, 2562-12) Natkamon Sujbruem; Niwat Chantharat
This research aims to study (1) to study the attitudes of customers and Factors affecting Thai consumer buying decisions towards purchasing products and services online, (2) to study the behavior of online purchase of products and services customers in Bangkok Metropolis and (3) to study the relationship between attitudes and factors affecting the loyalty of customers in online shopping. This study collecting data from survey with questionnaires distributed to 400 parents or other customers familiar with online shopping. The data was analyzed statistically using frequency, standard deviation and using the Pearson Chi-square statistic analysis. The respondents in this study are mostly females aged 20 – 29 years old with bachelor’s degree and work as corporate employees. The results showed that The respondents in this study was customers in Bangkok Metropolis that gender, age, education have difference. It was found that Demographically gender, age, education, had no effect on purchases in online shopping. The marketing mix influencing the online shopping at high level was safety for buying, save time, convenience, company's reputation, recognition and loyalty of customers in Bangkok Metropolis to online shopping had a significance positive impact on the customer behaviors in purchasing products and services correlatively at 0.01 level. Keywords
A Study on Corporate Public Relations and Marketing Strategies in Thailand.
(2564-08-08) Pingzu Sun; Vichit U-on; Supin Chaisiripaibool
With the globalization of the world economy, market competition is becoming more and more intense, and market competition is not only competition of products, but also competition of attention, of the people, of communication and competition. Public relations use various communication strategies, communication means and coordination methods to bring enterprise marketing into a realm of smoothness and quietness, and many enterprises have achieved obvious economic benefits in the practice of successfully applying public relations. Public relations are not only a magic weapon for enterprises to improve their image, but also an indispensable way for modern enterprise marketing. In this paper, the author discusses four chapters: the background, the significance and the research method of selecting the topic: the second chapter is mainly based on the theoretical review of public relations marketing, and how to use public relations tools for research. The third chapter mainly deals with the current situation and problems of public relations marketing. The fourth chapter deals with Thailand’s public relations marketing optimization strategies, which are mainly discussed in terms of the principle of optimizing countermeasures, adjusting organizational structure, improving public relations marketing, and assuming social responsibility.
An Influence of Online Marketing Affecting the Decision Making to Use Applied Thai Traditional Medicine Delivery
(2565-08-07) Patcharapont Karnbanjong; Natsapun Paopun
The study of The Influencing of Online Marketing that affects decision making to use Applied Thai Traditional Medicine delivery, Have the objective to study Online Marketing factors, Decision Making factors, and Relations between Online Marketing that affect decision making to use Applied Thai Traditional Medicine delivery. This research was conducted as quantitative research, using the survey research model that uses questionnaires to collect data from a sample population in the Bangkok area of 400 people. Statistics used for Data Analysis and testing the Hypothesis in this research is Descriptive Statistics such as frequency, percentage, mean, and standard deviation., and Inferential Statistics such as t-test, F-test, and Regression Analysis. The results of a comparative study of the decision to use Applied Thai Traditional Medicine delivery classified by personal factors have found that at different educational levels the decision to use Applied Thai Traditional Medicine delivery was Statistical significance different. As for other personal factors, the decision to use Applied Thai Traditional Medicine delivery was not different. The results of the test on Influencing of Online Marketing that affects decision making to use Applied Thai Traditional Medicine delivery can be explained that online marketing has a Statistical significance positive effect on the decision to use the Applied Thai Traditional Medicine delivery.
An Analysis of Accounting Risk for Executive Descision Making of Listed Companies in the Stock Exchange of Thailand
(SRIPATUM UNIVERSITY, 2562-04) Patcharin Boonsawad; Vichit U-on
This research aims to analyze the accounting risk factors for executive decision making of listed companies in the Stock Exchange of Thailand, to study the influence of accounting risk factors and develop accounting risk models.
Assessing Determinants of Public Perception on Satellite Internet in Thailand
(2567-06) Yarnaphat Shaengchart; Supin Chaisiripaibool; Tanpat Kraiwanit
This paper delves into the various factors shaping public perception on satellite internet in Thailand, examining the interplay between demographic characteristics, internet usage behaviors, and social media engagement. The study utilized a quantitative research methodology to collect data from 1,200 Thai individuals who spent more than one hour daily online. Convenience sampling was employed to gather the sample. For data analysis, the study employed several statistical methods including percentages, means, and Analysis of Variance (ANOVA). ANOVA is used to analyze the variability within a regression model, helping to identify significant differences between groups. This approach provides a robust framework for understanding the impact of different factors within the data set. The study’s findings revealed that perceptions of satellite internet are significantly influenced by several factors. Older adults and males, along with users of desktops, tablets, and wearable devices—who benefit economically—are more inclined to adopt it. Similarly, active users of Facebook and TikTok, as well as those using the internet for educational or professional purposes, also show a higher intention to use satellite internet. In contrast, individuals with higher education, higher income, and frequent YouTube users may perceive less benefit, reducing their likelihood to adopt this technology. These insights can guide targeted strategies to foster adoption where the potential is greatest.
Behavior and Satisfaction of Customers Who Come to Cheng Cheng Restaurant, Khon Kaen Province.
(Sripatum University, Khon Kaen, 2565-01) Manassavee Waingthong; Nontipan Prayurhong; Niwat Chantharat
This study aims to: Objective (1) To study the personal factors of chengcheng restaurant visitors in Khon Kaen province (2) to study the level of behavioral opinions of customers who visit Cheng Cheng Restaurant in Khon Kaen Province (3) to study the level of customer satisfaction reviews for cheng cheng restaurants in Khon Kaen province (4) to study the relationship between behaviors affecting customer satisfaction at Cheng Cheng Restaurant. Khon Kaen Province 400 persons The tools used in the study were rating scale measurement meters. With a sentiment value of 0.965, the statistics used to analyze the data are percentage, average, standard deviation. It found that 400 respondents, with the majority of respondents, were among the most likely to be surveyed. Females were 224, representing 56%, while 176 males, 44 percent between the ages of 31 and 41, were 167, representing 41.8 percent. Have a career Business Owner/Self-Employed 125% of the 31.3% with a level of education between secondary schools of 286, representing 71.5% with an average income of more than 30,000 baht. 135% of them, representing 33.8 percent. Only different monthly incomes behaved differently, which did not result in a statistically significant level of 0.05, statistically significant at 0.05, behaviors that affected customer satisfaction at ChengCheng restaurants in Khon Kaen province. 0.905 (R = 0.905) at statistical significance level 0.05
Care-for-the-Older Persons-at-Home Volunteers’s Citizenship Affecting Participation in the Older Persons Care of Thailand
(2561-12-18) Piyakorn Whangmahaporn; Benya Whangmahaporn; Phongsak Simmonds
This research has three objectives. 1) To study the level of participation in older persons care of Care-for-the-Older Persons-at-Home Volunteers in Thailand. 2) To study the type of citizenship factors and characteristics of the Care-for-the-Older Persons-at-Home Volunteers’s citizenship affecting participation in the older persons care. 3) To create discriminant function of the type of citizenship factors and characteristics of the Care-for-the-Older Persons-at-Home Volunteers’s citizenship affecting classification of participation in the older persons care in Thailand. The sample size used in this study were 1,373 Care-for-the-Older Persons-at-Home Volunteers in Thailand who were identified using G * Power program and multi-stage random sampling.The instrument used to collect data was quantitative research by questionnaire at the reliability was 0.87. Statistics used in data analysis were frequency, percentage, mean, standard deviation, canonical correlation analysis and discriminant analysis on all variables into the function. The results of this study revealed that the level of participation in the older persons care of the Care-for-the-Older Persons-at-Home Volunteers in Thailand was at a high level (x ̅ = 3.80, S.D. = 0.59). Then, factors affecting the classification of participation in older persons care of Care-for-the-Older Persons-at-Home Volunteers in Thailand were 12 factors. Finally, the discriminant function type of participation in older persons care of Care-for-the-Older Persons-at-Home Volunteers in standardize was "z" ̂_Participation " " = 0.10x1 + 0.12x2 + 0.11x3 + 0.09x6 + 0.12x7 + 0.31x8 + 0.16x9 + 0.09x10 + 0.19x11 + 0.17x12 + 0.35x13 + 0.14x14.
CASUAL FACTORS AFFECTING COMPETITIVE ADVANTAGES AND BUSINESS PERFORMANCE OF RESTAURANT ENTREPRENEURS IN THAILAND : THEORIES AND CONCEPTUAL FRAMEWORK
(2566-04-02) PEARAYA SUKKITJEA, PRAPHAN CHAIKIDURAJAI
The Objectives of this research are as follows: 1) To study the causal factors affecting the competitive advantage of restaurants in Thailand 2) To study the influence of competitive on restaurant business performance in Thailand. 3) To model the causal factors that affect competitive advantage and restaurant business performance in Thailand. The review literature by documentary research from 250 articles can be used for 120 articles, with the source of the articles from numerous databases. The research methodology is the mixed method through conducting of quantitative and qualitative research for data collection. The quantitative research is an analysis of the structural equation modeling (SEM) and the in depth interview as part of the qualitative research.
Casual Factors Affecting to Market Readiness Assessment and Business Performance of small and Medium Enterprisse (SMES) in Thailand
(SRIPATUM UNIVERSITY, 2562-04) Khunkorn Guergoson; Vichit U-on
The objectives of this research werw to (1) stydy factors of Market Readiness Assessment on Business Performance of Thailand's Small and Middle-Sized Enterprises (SMEs) (2) to examine factors on Market Readiness Assessment of Thailand's SMEs entrepreneurs (3) to build up modeles of SMEs entrepreneurs's Market Readiness assessment
Causal Factors of Quantum Marketing Strategy Affecting the Marketing Performance in Higher Education Sector
(2565-12) Korakot Pookayaporn; Vichit U-on
The problem of the decline in the number of students in the education system is due to the declining birth rate. Each year a student leaves the basic education system midway. The highest exit rate was at the lower secondary school level followed by high school and the least is the primary school and students have difficulty entering the compulsory education system from the beginning. Today, technology is changing the world so quickly that the market has to change as any organization. We are entering the transition to 5.0 of the marketing paradigm that traditional ideas, tools and strategies will not work, the world of quantum marketing. It will help build a brand that won the hearts of consumers as technology is rapidly changing at the quantum level. The objectives of this research were 1) to study causal factors affecting quantum marketing strategy and market performance in higher education sector, 2) to study the influence of causal factors of quantum marketing strategy affecting and 3) to model the causal factors of quantum marketing strategies affect performance. The researcher collected data from interviews and collected online questionnaires from higher education institutions. Addresses of the Office of the Commission on Higher Education from January 2023 to March 2023 amounting to 440 cases for professional benefits. Higher education institutions can use the results of research studies to develop research. as well as develop a progressive market management system resulting in promoting quantum marketing strategies and modifying the marketing performance of higher education institutions.
Communication and Digital Marketing Strategies of Online Stores Affecting the Customer Purchasing Decision in Bangkok
(2565-08-07) Kawalin Doomluck; Vichit U-on; Supin Chaisiripaibool
Digital marketing could affect consumers' purchasing decisions; therefore, digital marketing communication theory and decision-making process theory will be applied to this research to study the influence of digital marketing communications that affects people's online shopping decisions in Bangkok. This is advantageous to all involved and might even be adopted as a marketing communication strategy for the organization itself. As well as a guideline for application to process purchasing stimulation, making the right consumer purchasing decisions. The research conducted an inquiry into the opinions by sampling 350 participants within the Bangkok area. Using the survey as a method to gather data on online media (google form) to collect the data. Using the data analyzed with the SPSS program, the results showed that respondents commented on how marketing communications affected purchasing decisions on a high level. The results of the individual analysis include: digital advertising has shown that sales by employees through digital media and direct marketing through digital media are also on a high level. Demographic factors such as gender, age, qualification, status, job title, and income were not significantly affected consumers' purchasing processes.
Consumer Behavior Affect Delivery Ordering Application in Bangkok.
(วิทยาลัยบัณฑิตศึกษาด้านการจัดการ มหาวิทยาลัยศรีปทุม, 2563-08-23) Anchana Changkam; Supin Chaisiripaibool
This independent research was to study marketing mix factors(7Ps) affecting delivery ordering application in Bangkok in different aspect composed of product, price, place, promotion, people, physical environment and process. To study service quality factors affecting consumer behavior using delivery ordering application in Bangkok. The factors included objectiveness, trustworthy, respond to clients, reliability and compassion. A sample was residents in Bangkok who use delivery ordering application in Bangkok. The research implements were questionnaire. Statistics used for this research were Mean, Percentage, Frequency, Standard deviation, T-test (Independent Samples T-test), F-test (One way ANOVA) and Linear-Regression. The study found that respondents were mostly female between 26-35years old. Their material status were single, educational status were bachelor degree. They were housewives/ househusbands. Average salary were 20,001-30,000 per month. The study and hypothesis were tested according to different factors which were gender, age, material status, educational status, careers and found that the factors did not affect consumer behavior who used delivery ordering application in Bangkok. There was no statistical significance at 0.05. Demographic concerning various salary which affected consumer behavior who used delivery ordering application in Bangkok had statistical significance at 0.05.
CULTURAL DIFFERENCES FACTORS RELATED TO SERVICE MANAGEMENT OF TOURIST FROM MIDDLE EAST OF TRAVEL BUSINESS IN THAILAND
(2563-07-17) Uthairat Muangsan
The objective of this study is to study the cultural dimension factors related to service management for Middle Eastern tourists of tourism business in Thailand the sample group in this study was entrepreneurs of inbound tourism business. The sample group in this research is entrepreneurs entered in a total of 305 people. The instrument used in this research was a five-level rating estimation questionnaire. Statistics are used in the test were mean and standard deviation. The results of the research showed that the cultural dimension factor in the overview is at a high level. Considering each aspect in ascending order, it was found that the dimension of emotional expression was followed by the dimension of long-term focus and the dimension of uncertainty avoidance is at a high level respectively. When analyzing the relationships of cultural dimensions, it was found that the avoidance dimensions of uncertainty dimension to see long-term results and the dimension of emotional expression is related to service management for Middle Eastern tourists of tourism businesses in Thailand.
Digital Marketing and Purchase Behavior: The Theory of Planned Behavior
(2565-01-15) Panjamaporn Pholkerd; Vichit U-on; Yongyut Homthong
This study aimed to apply the Theory of Planned Behavior and Digital Marketing concept to be reviewed and analyzed according to marketing practice in the digital context. The reviewed literature reveals that behavior rises from 3 factors, thus, 1) positive attitude towards digital marketing; 2) information acceptance from the trusted subjective norms; and 3) perceived behavioral control via the digital platform. The Millennial is the quickest consumer group in respondents to research information about the products before making a purchase decision, also, choosing information from various reliable online sources and eventually create purchase behavior. After gathering information from different trusted sources and when the amount of information is satisfied, Millennial customers intended to form a positive attitude towards the products and along with the confidence from their trusted reference group, purchase behavior derived. The conclusion is the prediction of customers’ purchase behavior in the present market situation derived from customers’ research through digital media during their decision-making process.
Digital Marketing for E-Business with the Perspective of Supply Chain Visibility.
(Sripatum University Press, 2563) Vichit U-on
As digital marketing continues to grow, it has become more vital for any companies to succeed. Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. Several companies and entrepreneurs have made their business transactions by using electronic business (E-business). Ebusiness is broader than e-commerce; including the transaction based e-commerce businesses and those who run traditionally but cater to online activities as well. An e-business can run any portion of its internal processes online, including inventory management, risk management, finance, human resources. For a business to be e-commerce and e-business, it must both sell products online and handle other company activities or additional sales offline. Across a range of business to customer (B2C) and business to business (B2B) clients, it may results in accelerating revenue growth by tightening the coordination of the end-to-end experience. Nevertheless, the digital economy has forever transformed the role of supply chain management (SCM). The aims of the study were to: 1) synthesize theory and practice to deliver and manage tactical digital marketing and e-business with a supply chain perspective; 2) critically evaluate alternative tactical campaign choices and apply a management process in the digital marketing and e-business context; and 3) develop coherent and persuasive arguments for the adoption of innovative digital marketing and e-business strategies. This study also proposed a model of digital marketing for e-business based on SCM that was derived by considering previous independent models of digital marketing, e-business, and SCM. As well, it is necessary to establish a theoretical framework and methodology that may serve as a direction for further research of this topic.
e-portfolios Development
(มหาวิทยาลัยเกษตรศาสตร์, 2551-02-28) ภาวิณี ศรีสุขวัฒนานันท์
Factors Affecting Consumers’ Decision to Purchase Organic Products in Kalasin Province
(2564-08-08) Suthamat Khunurat; Uthairat Muangsan
The objectives of this study were (1) to study the personal factors affecting the consumer's decision to purchase organic agricultural products in Kalasin Province; and (3) to study the relationship between personal factors and marketing ingredient factors affecting consumer choice of organic products in Kalasin Province. The population in this research was consumers who had bought or participated in the decision to purchase organic products in Kalasin Province.a total of 400. The instrument using an online questionnaire as a data collection tool and One-Way Anova Ftest and Pearson product-moment correlation coefficient. The results of the research showed that Consumers who used to buy or participated in the decision to buy organic products in Kalasin province. From a sample of 400 people, most of them were female. Age range from 31 - 40 years, education level, diploma, personal business career and monthly income less than 15,000 baht. Results of the analysis of factors affecting the decision to buy organic products of consumers in Kalasin Province At the statistical significance level of 0.05, it was found an occupational factors were different. Affects consumers' decision to purchase organic products in Kalasin Province. In terms of marketing mix factors, it was found that product factors and producer business model factors The difference affects consumers' decision to buy organic products in Kalasin Province the most.

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