GRA-01. บทความวิชาการ/วิจัย (วารสารระดับนานาชาติ)
URI ถาวรสำหรับคอลเล็กชันนี้
เรียกดู
การส่งล่าสุด
รายการ Study Of The Market Potential Of Rubber Pillows For Community Enterprises Nakhon Si Thammarat Province(2566-10) Nilubon SivabrovornvatanaPurpose of study 1. Studying for potential target markets 2. To know the behavior and needs of the target market (Customer Insight) 3. To promote the marketing potential and make a strategic marketing plan for the rubber pillow community enterprise Nakhon Si Thammarat Province Qualitative research methodology by collecting data from interviews of 7 community enterprise groups in Nakhon Si Thammarat province. Regarding the quality of the product, it was found that the sleeping pillows were soft and comfortable. Highly flexible, helps support the pressure of the body while sleeping and has many ventilation holes which help to release moisture. Good ventilation, and ergonomic design helps protect the spine and neck Helps to reduce snoring and helps to sleep more deeply demand for the rubber pillows market is found to be the product of the Chinese market, which is both the main market and the big market worth 50, 000 million baht / year. Marketing problems in this case are; most of them will produce rubber pillows. (Recliner pillows) make rubber pillows are no different because they have the same characteristics, only use different brands that make customers cannot clearly determine the product position. For production process of rubber pillows is 'handmade', with production costs around 270-280 baht, making it unable to compete on price with rubber pillows of the injection industry. Therefore, since rubber pillows are sold in the same products, they differ only in price. Recommendation for Rubber Pillow Community Enterprise Nakhon Si Thammarat province should have strategy deficit to suit their own potential to be able to compete in the future.รายการ UTILIZING NET PROMOTER SCORE TO ASSESS CUSTOMER SATISFACTION AND BRAND LOYALTY IN THE REAL ESTATE INDUSTRY OF THAILAND(2566-10) Nilubon SivabrovornvatanaThis research aimed to examine the net promotion score to gauge customer satisfaction and brand loyalty of Real Estate businesses in Thailand. This research was focused on assessing the loyalty and satisfaction of customers towards the business of residential houses. In Thailand, the real estate market is expected to rise by 6 percent in 2018. The core aspects that lead the housing market comprise of global economy that tend to enhance exports to enhance public investments. The research was emphasized on studying the Net Promoter Score of Home and Condominium businesses. The research adopted a quantitative research method to examine the objectives of the study. The research applied random sampling techniques based on the selective sampling in each region which is urban with housing estates and condominiums dense in the region based on the East, Central, North, West and South. The research comprised of the simple sampling of two housing projects in each provide along with six projects in Bangkok and within its vicinity including around 18 projects. The information for the research paper was collected from the customers who live within housing estates and condominiums in Bangkok. The open-ended research questionnaire was designed based on 5-10 level questionnaire based on customer loyalty and satisfaction. The research concluded that based on customer perspective, this aspect need to be enhanced to have maximum service satisfaction in entire 5 aspects. It is revealed that with high satisfaction level, it would drive to high degree of acceptance, word-of-mouth and recommendation outcome in higher NPS which was confirmed by research that determined the relationship and impact of satisfaction, indicating the statistically significant influence of brand loyalty.รายการ Proposed policy for developing social innovations to create value for the aging(Kasetsart Journal of Social Science, 2566-06) Sirinthorn Sinjindawong; Ranida Nuchniyom; Korakot PakakaewThis paper has its objectives: (1) to study the aging wisdom in terms of arts and crafts, arts of agricultural culture, and education; and (2) to create policy proposals for developing social innovations to create value for the aging.Snowball sampling was used to recruit the target group consisting of 6 senior citizens from Pathum Thani province, together with 10 experts in the development and transmission of aging-related wisdom. The research tools used were unstructured in-depth interviews and a group discussion. The IOC consensus values were from 0.6–1.0. The data analysis applied content analysis.The results showed that: (1) In the field of arts and crafts, there is embroidering Sabai Mon and Mon cloth. Similarly, in the sphere of arts and culture, there are a hundred monks, Lam Pa Khao San, and Loi Krathong festivals. Additionally,in the study of agriculture, there is farming combined with fish farming, and for the education segment, there is educating the children, the youth, and the people. The policy proposal for social innovation development was to create values for the aging consisting of 3 issues: (1)Organizing systems and mechanisms for agencies are roles in strengthening the aging in self-development and ready to transfer wisdom with eight measures; (2) Promoting and developing the potential of people of all ages to be competent by using learning resources and wisdom of the aging with six measures; and (3) Promoting family and community networking for working together for the wisdom for youths with six measures.รายการ Users’ Opinions on Telecom Mergers and Acquisitions in a Developing Country(2566-01) Yarnaphat Shaengchart; Tanpat Kraiwanit; Somchai Virunhaphol; Veraphong Chutipat; Supin ChaisiripaiboolDue to the global economic recession and rising inflation, many telecom companies have had operational challenges; thus, mergers with other companies are a common alternative (Thairath Online, 2022). Mergers and acquisitions (M&As) will have a substantial influence on consumers and companies who use telecommunications services, in addition to having an effect on finance and investment (Puapongsakorn, 2021). This study aims to investigate the elements that influence Internet users’ perceptions of M&As of Internet service providers in Thailand as well as the degree to which Internet users view such mergers. Using regression analysis, the data was analysed. According to the findings, Thai Internet users have the highest mean opinion level about the CAT-TOT M&A. For CAT-TOT mergers, marital status, and monthly Internet costs are significant factors, whilst gender is decisive for TRUE-DTAC and AIS-3BB mergers. The paper proposes that administrators and regulators should include merger criteria in policy recommendations to ensure that the merger has no detrimental impact on consumers.รายการ The Relation between Quality of Working Life and Work Motivation of Judiciary Officers of the Court of Justice in Khon Kaen Province.(Sripatum University, Khon Kaen, 2565-01) Manutsanun Siripaiboon; Nontipan Prayurhong; Niwat ChantharatThe purposes of this study were: 1) To study the quality of working life of judiciary officers of the Court of Justice in Khon Kaen Province. 2) To study the work motivation of judiciary officers of the Court of Justice in Khon Kaen Province. 3) To study the work motivation of judiciary officers of the Court of Justice in Khon Kaen Province classified by personal factor variables. 4) To analyze the influence of quality of working life on work motivation of judiciary officer of the Court of Justice in Khon Kaen Province. The populations were 189 judiciary officer of the Court of Justice in Khon Kaen Province, obtained by simple random sampling. The instruments used for data collection were questionnaires. The statistics used for data analysis were percentage, mean, standard deviation, and multiple regression analysis. The results showed that most of the samples were a female total of 116 people, at the age between 36-40 years old. The 57 officers with the highest level of education was a bachelor's degree. The 103 people had a type of position in knowledge worker position of 103 people with a monthly income of THB 30,001 to 40,000. The 47 people and a period of work between 3 to 6 years, 47 people, the quality of working life of judiciary officers of the Court of Justice in Khon Kaen Province in all eight areas, overall the average was at a high level (x̅ = 4.37). The work motivation for judiciary officers of the Court of Justice in Khon Kaen Province in all ten areas, overall the average was (x̅ =4.45) in a high level. The results of a comparative analysis of the work motivation of judiciary officers of the Court of Justice in Khon Kaen Province classified variables, different personal factors, had the same work motivation, and by analyzing the influence of quality of working life on work motivation of judiciary officer of the Court of Justice in Khon Kaen Province. The results of the study found that the quality of working life had a significant positive effect on work at the level of .01.รายการ 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 ChantharatThis 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 0.05รายการ Digital Marketing for E-Business with the Perspective of Supply Chain Visibility.(Sripatum University Press, 2563) Vichit U-onAs 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.รายการ การสร้างแบบจำลองความได้เปรียบทางการแข่งขันของโรงแรมขนาดเล็กในประเทศไทย(สมาคมรัฐศาสตร์แห่งมหาวิทยาลัยเกษตรศาสตร์, 2562) วรดิศ ธนภัทร; วิชิต อู่อ้นการวิจัยครั้งนี้มีวัตถุประสงค์เพื่อสร้างแบบจำลองความได้เปรียบทางการแข่งขันของกลุ่มโรงแรมขนาดเล็กในประเทศ ไทย วิธีการวิจัยรวมถึงประชากร กลุ่มตัวอย่าง และการสุ่มตัวอย่าง คือ โรงแรมขนาดเล็กในประเทศไทย จานวน 9,489 แห่ง กลุ่มตัวอย่าง จานวน 400 แห่ง ใช้การสุ่มตัวอย่างแบบหลายขั้นตอน เก็บข้อมูลตั้งแต่เดือนมีนาคม ถึงเดือน พฤษภาคม 2562 โดยใช้แบบสอบถามออนไลน์จานวน 400 ชุด อัตราการตอบกลับ ร้อยละ 100 การวิเคราะห์ข้อมูล ด้วยแบบจำลองสมการโครงสร้าง ผลการวิจัยพบว่า แบบจำลองความได้เปรียบทางการแข่งขันของกลุ่มโรงแรมขนาดเล็กสอดคล้องกับข้อมูลเชิงประจักษ์ โดยพิจารณาจากค่าดัชนีความกลมกลืนทั้ง 6 ดัชนีที่ผ่านเกณฑ์การยอมรับ คือ ค่าดัชนี X^2/df = 1.235, CFI = 1.00, GFI = 0.99, AGFI = 0.95, RMSEA = 0.024 และ SRMR = 0.021 The objectives of this study were to develop model of competitive advantage of small hotel in Thailand. Research methodology in clades with population sample size and sampling determination which are small hotel 9,489, a sample size was subject 400. This research study used purposive sampling for collecting data from March to May 2019. The response rate was 100% of 400 online questionnaires. For the data analysis, it appeared that the study used structural equation modeling in with the analysis. Findings from the research showed that model of competitive advantage of small hotel in Thailand simulations are consistent with empirical data based on a harmonized index of 6 indexes of accepted criteria. The index is: X^2/df = 1.235, CFI = 1.00, GFI = 0.99, AGFI = 0.95, RMSEA = 0.024 และ SRMR = 0.021.รายการ The Study on Efficiencies of Working Capital Management, Asset Management of Listed Companies in Stock Exchange of Thailand, Construction Industry.(Sripatum University, 2562-12) Seree Ongkasuwan; Natsapan PaopunA study the affect operation of the working capital management for the company listed on the construction industry in Stock Exchange of Thailand. The working capital management is an important to liquidity profitability of the company for company manage suitability of financing policy and manage of working capital. The cost of lose opportunity in treating damage of profitability and the payment to compensate profits, profitability and ability to pay off future liabilities.รายการ Factors Affecting to Decision-Making to use Mobile Banking Application of Siam Commercial Bank Public Company Limited In Bangkok(Sripatum University, 2562-12) Pinatda Pinyo; Natsapun PaopunThe purpose of this individualized study is to study factors affecting the decision to use mobile banking application of Siam Commercial Bank Public Company Limited of users in Bangkok. Sample group used in the study Is the group of users of the Mobile Banking application of Siam Commercial Bank Public Company Limited in Bangkok Questionnaires were used as a tool for collecting data from 400 samples and analyzed by using Multiple Regression Analysis. The results showed that most of the sample groups are female. Between the ages of 20-30 years, graduating with a bachelor's degree and having an average monthly income of 20,001-30,000 baht and work as a private company employee The results of the hypothesis testing showed that The different demographic characteristics of age and income affect the decision to use the Mobile Banking application of Siam Commercial Bank of users in Bangkok differently. As for the demographic characteristics of sex Differences in education and occupation affect the decision to use the Mobile Banking application of Siam Commercial Bank of users in Bangkok not different. Different behaviors affect the decision to use the mobile banking application. In addition, the hypothesis testing found that The service marketing mix factors affecting the decision to use the mobile banking application of Siam Commercial Bank Public Company Limited are physical factors As for the service marketing mix, most choose to use the money transfer service Because of convenience The rapidity of service usage affects the decision to use the Mobile Banking application.รายการ 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 ChantharatThis 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. Keywordsรายการ Technology Adoption Factors and Demographic Factors Related to the Behavior of the Mobile Banking Service to Pay for Online Purchases(SRIPATUM UNIVERSITY, 2562-12) Kulawadee Sriphannapong; Niwat ChantharatThe purpose of this Independent Study was to study of Technology acceptance in 2 topics including Perceived Usefulness and Perceived Ease of Use, and Demography factors affect to Mobile application actual use. The sample group used in the research was General public aged 18-60 years, both male and female were having behavior that used to buy products online and live in the Bangkok area of 400 people. The questionnaires as a tool in Data collection of the statistics used for data analysis are Frequency, Mean, Percentage and Standard Deviation and Pearson Correlation was used to test the relationship between variables in each hypothesis. T-test and One-Way ANOVA were used to test the sub-hypothesis. The result of the study found that the majority of the respondents are aged between 21-29 years, in bachelor's degrees ,and most majority income around 10,000-26,000. Technology Acceptance factors found out in Perceived Usefulness shown customers agree with the opinion that Mobile Banking helping customers easier and more convenience than usual. Based on the data analysis results for testing, the research hypothesis showed the benefits of the use of Mobile Banking, a factor of ease of use to Mobile Banking and education. Users who use a lower degree of Mobile Banking, compared to a higher degree of Mobile Banking Services, are based on statistically significant predicted assumptions at confidence level of 95%. Keywordsรายการ สภาพความเป็นจริงและความ คาดหวัง ของผู้ปกครองที่มีต่อการจัดการเรียนการสอนของศูนย์ศึกษาพุทธศาสนาวันอาทิตย์โรงเรียนวัดบางนาใน เขตบางนา กรุงเทพมหานคร(มหาวิทยาลัยเกษตรศาสตร์, 2562-07) พระมหาบรรจง จันทร์จำรัส; ปิยากร หวังมหาพรรายการ การวิเคราะห์รางวัลธรรมาภิบาลของประเทศไทย(มหาวิทยาลัยเกษตรศาสตร์, 2562-07) ปิยากร หวังมหาพรรายการ สภาพความเป็นจริงและความ คาดหวัง ของผู้ปกครองที่มีต่อการจัดการเรียนการสอนของศูนย์ศึกษาพุทธศาสนาวันอาทิตย์โรงเรียนวัดบางนาใน เขตบางนา กรุงเทพมหานคร(มหาวิทยาลัยเกษตรศาสตร์, 2562-07) พระมหาบรรจง จันทร์จำรัส; ปิยากร หวังมหาพรรายการ การวิเคราะห์รางวัลธรรมาภิบาลของประเทศไทย(มหาวิทยาลัยเกษตรศาสตร์, 2562-07) ปิยากร หวังมหาพรรายการ 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-onThe 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 assessmentรายการ 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-onThis 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.รายการ 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 SimmondsThis 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.รายการ Factors Affecting Quality of Life of the Elderly in Thailand(2561-12-18) Piyakorn Whangmahaporn; Phongsak Simmonds; Benya WhangmahapornThis article is intended for educational purposes in the quality of life of the elderly in Thailand, factors affecting quality of life in the elderly in Thailand and suggestions for the needs of the elders in Thailand. Sample of this research are 1,436 elderly people who are in the name list of the elderly club in the province of Thailand and use the World Health Organization quality of life test as research instrument. Data analysis are frequency, percentage, mean, standard deviation and multiple linear regression analysis to determine all variables in the regression. The result indicate that the quality of life of the elderly in Thailand was at a moderate level ( = 3.43, S.D. = 0.37) and the factors that affected the quality of life of the elderly were 0.87 (R2 = 0.87), it means that independent variables can describe the quality of life of the elderly in Thailand 87.00%. The most effective factors in order on the quality of life of the elderly in Thailand are Health promotion behaviors: Social behavior, Health promotion behaviors: Living behavior, Materials, finance and labor support. Suggestions of Elderly in Thailand are the needs to increase the premium for the elderly that suit the economic conditions, vocational training for the elderly and participate in social events.
