BUS-04. บทความที่ประชุมวิชาการ (ระดับนานาชาติ)
URI ถาวรสำหรับคอลเล็กชันนี้
เรียกดู
การส่งล่าสุด
รายการ Quality of Work Life Affecting Employees’ Intention to Stay in a Food Export Company in Bangkok(มหาวิทยาลัยราชภัฏบ้านสมเด็จเจ้าพระยา, มหาวิทยาลัยราชภัฏเทพสตรี, มหาวิทยาลัยราชภัฏจันทรเกษม, มหาวิทยาลัยราชภัฏวไลยอลกรณ์, มหาวิทยาลัยภาคตะวันออกเฉียงเหนือ, สำนักวิจัย มหาวิทยาลัยนอร์ทกรุงเทพ, Czestochowa University of Technology, Poland, University of Presov, Slovakia, สถาบันนวัตกรรมทางการศึกษา, สมาคมส่งเสริมการศึกษาทางเลือก, สมาคมเครือข่ายส่งเสริมการวิจัยทางมนุษย์ศาสตร์และสังคมศาสตร์, 2566-07-27) Asst.Prof.Dr. Suthinee Mongkol; Mrs. Rangsrichan SuwansatiskornThe objectives of this research were: 1. To study employees’ intention to stay in a food export company in Bangkok. 2. To compare the level of employees’ intention to stay in a food export company in Bangkok, classified by personal factors. 3. To study quality of work life elements that influence employees’ intention to stay in a food export company in Bangkok. The sample group used in this study was 300 employees of a food export company in Bangkok. Quantitative research method was used for this study the 5 point Likert scale questionnaire was used as a data collection tool. The results showed that the overall quality of work life elements was at a high level. For the overall employees’ intention to stay, it was at a high level. There was a significant and positive correlation between employees’ intention to stay in a food export company in Bangkok and their quality of work life statistical significance at level 0.05. Personal factors including monthly income, marital status, duration of work, and job position influenced employees’ intention to stay. However, gender, age, and education level did not influence employees’ intention to stay statistical significance at level 0.05.รายการ Airlines’ Strategic Response to COVID-19 Pandemic: A Case Study of Thai Air Asia(Faculty of Humanities and Social Sciences, Burapha University, Faculty of Humanities, Prince of Songkhla, Faculty of Humanities and Social Sciences, Mahasarakram University, Ramkamhaeng University, and Hankuk University of Foreign Study, 2565-07-01) Tammanoon Wisitsak; Suthinee MongkolThe COVID-19 pandemic significantly disrupted the world aviation industry. In order to pass through this difficulty, each airline reacted or responded to the crisis differently. Thai Air Asia is one of the badly affected airlines but never stop its efforts in continuing all the operations. There are new products and services that Thai Air Asia created and offered to the passengers during the pandemic. The purpose of this research is to study Thai Air Asia’s strategic response to the COVID-19 pandemic by having the 7Ps marketing mix theory as a principle. Data collection are firstly from in-depth interviews with two groups of participants, passengers and employees, and secondly from a Thai Air Asia publication transcribing. When referring to the 7Ps marketing mix theory, the result shows Thai Air Asia’s capability in business continuation as well as the increase in passenger and employee’s satisfaction during the COVID-19 pandemic.รายการ FACTORS AFFECTING THE INTENTION OF DIGITAL TRANSFORMATION OF THAI AGRICULTURAL ENTREPRENEURS(The 7th International Sripatum University Conference, 2565-10-27) Assistant Professor Dr.Ravipa Akrajindanon; Assistant Professor Dr.Anupong Avirutha; Assistant Professor Dr.Prasert Sitthijirapat; Assistant Professor Supawadee Hamanee; Monton Tongpanung; Supreeya Sangthong; Uachit ThasnaparkThe objective of the study is to examine the relationship among the perceived of digital technology, perceived of attributes of innovation, and digital readiness affect to and the intention of digital transformation in the Thai agricultural entrepreneurs. A total of 300 usable samplings of Thai agricultural entrepreneurs are obtained. Descriptive, frequency, percentage distributions, means are used to describe and report the information collected affecting to individual variables and demographic information. Furthermore, the data obtained is analyzed by Stepwise Multiple Regression. The findings reveal that the predictor variables of the perceived of digital technology, perceived of attributes of innovation, and digital readiness has positive relationship with the intention of digital transformation in the Thai agricultural entrepreneursรายการ Consuming Behavior of Elderly toward Online Shopping in Thailand(Sripatum University, 2564-10) Anupong AviruthaThis study attempts to study the purchasing behavior online shopping of elderly in Thailand. Elderly confronts several positive and negative aspects in their online shopping. The results of this study revealed that elderly consider the online shopping and their experience to be a positive factor. The respondents in this study must be residents of Bangkok, Thailand at the age between over 60 years old. The numbers of respondents are 250 respondents. The participants in this study are voluntary and anonymity. This study employed convenience sampling to collect data. The survey is expected to be responded by the one who has the experience with the online shopping. The numbers of respondents are 250 respondents. The most average spending for online shopping each time is 500 baths, the payment is made by credit card or debit card. The elderly shoppers have online shopping frequency more than once in a month. They mostly purchase product or service through online once a month for household supply and groceries. Most of elderly consumers have considered when online shopping of how and where they purchase that is comparing price, and low price is the motivation for their purchasing. There are a few problems that elderly customers still have to face while shopping online, and the most problem was reported is that searching a product / service is ranked as the most problemรายการ Customer Satisfaction toward the Marketing Mix of Big C Supercenter at Suwannaphum Branch in Roi Et Province(2565-01-15) Itsarin Tisantia; Kingkeaw Pornapiraksakul; Natsapan PaopunThis research aims to study demographic factors and measure levels of customer satisfaction toward the marketing mix of Big C Supercenter at Suwannaphum Branch in Roi Et Province. The research hypothesis is that customers of different genders, ages, statuses, education levels, occupations, and average monthly incomes have different levels of satisfaction toward the marketing mix. The researcher carried out a customer satisfaction survey, applied purposive sampling, and collected data from questionnaires that were filled in by 400 customers. The data were analyzed using T-Test and F Test (One-Way ANOVA). The analysis of demographic data showed that most of the respondents were female students who were single and under the age of 20. The majority of the respondents whose education levels were lower than a bachelor’s degree had an average monthly income of no more than 10,000 baht. The analysis of customer satisfaction toward the marketing mix (7Ps) revealed that the overall satisfaction stood at 4.36 ( X ). “Product” gained the highest satisfaction, followed by “People,” “Price,” “Place,” “Promotion,” “Physical Evidence,” and “Process” respectively. As for the results of the hypothesis test, customers of different genders had the same level of satisfaction; however, customers of different ages, statuses, education levels, occupations, and income levels had different levels of satisfaction at a significance level of 0.05.รายการ Quality of Service That Affects the Satisfaction of Our Customers Bank for Agriculture and Agricultural Cooperatives Sahaskhan Branch, Kalasin Province(2565-01-15) Orapan Kerdtaweekit; Kingkeaw Pornapiraksakul; Natsapan PaopunThis study aims to: (1) To study the personal factors of customers who use the loan service of the Bank for Agriculture and Agricultural Cooperatives, Sahaskhan Branch, Kalasin Province (2) to study the level of opinion of the quality of customers who use the loan service of the Bank for Agriculture and Agricultural Cooperatives. Sahaskhan Branch, Kalasin Province (3) to study the level of customer satisfaction at the Bank for Agriculture and Agricultural Cooperatives. Sahaskhan Branch, Kalasin Province (4) to study personal factor relationships affecting Quality and satisfaction of customers using bank loans for agriculture and agricultural cooperatives Sahaskhan Branch, Kalasin 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 were The majority of respondents were male, with 282 males, representing 71.39 percent, while females were 113, representing 28.61 percent. Between 41 and 50 years old, 168 people represented 42.53% of them with a high school/diploma level. 287% of the 72.66% had farmers' careers, 60.25% of them had monthly income of 10,001 – 15,000 baht, 187% of them 47.34%. Only the quality population resulted in a statistically significant level of 0.052, statistically significant at 0.05 customer satisfaction at the bank's credit service for agriculture and agricultural cooperatives. 0.816 (R = 0.816) at statistical significance level 0.05.รายการ Relationship Between Quality of Work Life and Organizational Commitment of Personnel Regional Prosecutor’s Office in Khon Kaen Province(Sripatum University Press, 2565-01-15) Kunchaya Choltjittraporn; Natsapan Paopun; Prasert SitthijirapatThe objectives of this study is to (1) study personal factors affecting engagement to the organization of personnel of the Public Prosecutor's Office Region 4 in Khon Kaen Province (2) study the opinion level of quality of work life affecting the organizational commitment of personnel of the Public Prosecutor's Office Region 4 in Khon Kaen Province (3) find the relationship between quality of work life and organizational commitment of personnel of the Public Prosecutor's Office Region 4 in Khon Kaen Province. The population used in this research were 136 personnel of the Public Prosecutor's Office Region 4 in Khon Kaen Province. The instrumental used in this research was an experimental questionnaire (try out) used with a non-target population but with an characteristics, a total 30 people were analyzed for confidence. The questionnaire by finding the alpha coefficient of Cronbrach's Alpha.รายการ Service Marketing Mix Affecting Customer Decision Making of Domestic Private Express Courier Service(Sripatum University, 2564-10) Ravipa Akrajindanon; Anupong AviruthaThis study attempts to study the relationship between service marketing mix and customer decision making of domestic express courier service. This study employed convenience sampling to collect data. A total of 400 usable samplings of e-marketplace customers are obtained. The findings reveal that the predictor variables of service (β = 0.356, t = 6.341, P = 0.000), and place (β = 0.363, t = 4.872, P = 0.000), people (β = 0.168, t = 3.187, P = 0.002), and process (β = 0.151, t = 3.317, P = 0.001) are achieved significance.รายการ Entering International Markets - A Case Study of Thai Food SMEs(Siam University, Thammasat University (School of Global Studies), Singapore University of Social Sciences, 2564-11-27) Asst.Prof.Dr. Suthinee Mongkol, Mrs. Rangsrichan SuwansatiskornThis research examines SMEs’ entering international markets including the international market entry experience and the impacts on the firms. The analysis is focused on market entry and exporting/internationalization decisions. Thai food industry is selected for this research because it is one of the important industries in Thailand as can be seen from the Thai government's "Kitchen of the World" policy to accelerate Thailand's plan to become a major world food exporter. The methodology involves 15 case studies, based on multiple interviews with SMEs. The finding could be categorized into two groups. The faster-internationalizing group also has an export sales share of slightly more than twice the slower-internationalizing group. Slower internationalizing firms also did have somewhat lower export sales in some cases. This suggests that one insight to be gained from the findings is that the speed of exporting/internationalization does appear to be associated with export market involvement. The later stagely internationalizing (slower) firms were not necessarily slower in terms of growth, with several firms showing increased export sales share. The research also shows that on average, the later stage internationalization pattern firms were larger in terms of their employee count and sales than the born global internationalization pattern. In addition, not all firms classified in the “born global” internationalization pattern were actually intending to immediately enter the international market. Instead, in many cases this market entry was opportunistic or even accidental. For the later stage firms, the decision to begin exporting was more likely to be deliberately made in response to market pressures.รายการ Consuming Behavior of Elderly toward Online Shopping in Thailand(2564-10-28) Anupong Avirutha, Supawadee Hamanee, Rachata Rungtrakulchai, Prasert Sitthijirapat, Oyjai MaliwanThis study attempt to study the purchasing behavior online shopping of elderly in Thailand. Elderly confronts several positive and negative aspects in the online shopping. The results of this study revealed that elderly consider the online shopping and their experience to be a positive factor. The respondents in this study must be residents of Bangkok, Thailand at the age between over 60 years old. The numbers of respondents are 250 respondents. The participants in this study are voluntary and anonymity. This study employed convenience sampling to collect data. The survey is expected to be responded by the one who has the experience with the online shopping. The numbers of respondents are 250 respondents. The most average spending for online shopping each time is 500 baths, the payment is made by credit card or debit card. The elderly shoppers have online shopping frequency more than once in a month. They mostly purchase product or service through online once a month for household supply and groceries. Most of elderly consumers have considered when online shopping of how and where they purchase that is comparing price, and low price is the motivation for their purchasing. There are a few problems that elderly customers still have to face while shopping online, and the most problem was reported is that searching a product / service is ranked as the most problem.รายการ การตัดสินใจซื้อสินค้าออนไลน์ในยุคดิจิทัลของผู้สูงอายุ เขตกรุงเทพมหานคร และปริมณฑล(สถาบันวิจัยพุทธศาสตร์ มหาวิทยาลัยมหาจุฬาลงกรณราชวิทยาลัย, 2564-04) อรนิษฐ์ แสงทองสุขวิจัยครั้งนี้ มีวัตถุประสงค์เพื่อสำรวจความคิดเห็นของผู้สูงอายุที่มีต่อการตัดสินใจซื้อสินค้าออนไลน์ในยุคดิจิทัลของผู้สูงอายุ เขตกรุงเทพมหานคร และปริมณฑล โดยผู้วิจัยกำหนดกลุ่มตัวอย่างที่ใช้ในการศึกษาวิจัยเชิงคุณภาพครั้งนี้ เฉพาะผู้สูงอายุสัญชาติไทย ที่มีอายุ 60 ปีขึ้นไปและเป็นสมาชิกชมรมผู้สูงอายุ เขตกรุงเทพมหานคร และปริมณฑล จำนวนทั้งสิ้น 40 คน และใช้วิธีการเลือกกลุ่มตัวอย่างโดยการสุ่มแบบเจาะจง เครื่องมือที่ใช้ในการเก็บรวบรวมข้อมูลเป็นแบบสัมภาษณ์กึ่งโครงสร้าง (Semi-structural interview) ที่ประกอบด้วยหัวข้อการสัมภาษณ์ถึงการตัดสินใจซื้อสินค้าออนไลน์ในยุคดิจิทัลของผู้สูงอายุ ประกอบด้วย (1) การรับรู้ถึงความต้องการ (2)การค้นหาข้อมูลข่าวสาร (3) การประเมินทางเลือก (4) การตัดสินใจซื้อสินค้า และ (5) พฤติกรรมหลังการซื้อ และวิเคราะห์ข้อมูลโดยใช้เทคนิคการวิเคราะห์เนื้อหา (Content Analysis) ผลการวิจัย พบว่า การตัดสินใจซื้อสินค้าออนไลน์ในยุคดิจิทัลของผู้สูงอายุนั้น ผู้สูงอายุให้ความสำคัญ 3 อันดับแรก ได้แก่ ความสะดวก รวดเร็ว และความง่ายในการซื้อสินค้าออนไลน์ การที่ได้ค้นหาและเปรียบเทียบราคาสินค้าด้วยตัวเอง และการประชาสัมพันธ์สินค้าและการอัพเดทข้อมูลอย่างสม่ำเสมอของผู้ผลิต มีความสำคัญเป็นอันดับสอง สุดท้ายคือการได้อ่านความคิดเห็นของผู้อื่นจะส่งผลให้ตัดสินใจซื้อสินค้าออนไลน์ได้ง่ายขึ้นรายการ ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อสินค้าออนไลน์ของผู้สูงอายุเขตกรุงเทพมหานครและปริมณฑล(วิทยาลัยเทคโนโลยีภาคใต้ อาเภอทุ่งสง จังหวัดนครศรีธรรมราช, 2564-02) อรนิษฐ์ แสงทองสุขการวิจัยครั้งนี้ มีวัตถุประสงค์ เพื่อเปรียบเทียบระดับความคิดเห็นที่มีอิทธิพลต่อการตัดสินใจซื้อสินค้าออนไลน์ ของผู้สูงอายุ เขตกรุงเทพมหานครและปริมณฑล และศึกษาความสัมพันธ์ระหว่างพฤติกรรมการใช้สื่อสังคมออนไลน์ กับการตัดสินใจซื้อสินค้าออนไลน์ของผู้สูงอายุ เขตกรุงเทพมหานครและปริมณฑล ตลอดจนศึกษาอิทธิพลของปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อสินค้าออนไลน์ของผู้สูงอายุ เขตกรุงเทพมหานครและปริมณฑล กลุ่มตัวอย่างที่ใช้ คือ ผู้สูงอายุสัญชาติไทย ที่มีอายุ 60 ปีขึ้นไป ที่เป็นสมาชิกชมรมผู้สูงอายุ เขตกรุงเทพมหานคร และปริมณฑล จำนวนทั้งสิ้น 384 คน มีการเก็บรวบรวมข้อมูลโดยใช้แบบสอบถาม ที่มีค่าความเชื่อมั่นทั้งฉบับ เท่ากับ 0.870 จำนวน 384 ฉบับ วิเคราะห์ข้อมูลโดย ใช้โปรแกรมสำเร็จรูปทางสถิติ ประกอบด้วย ค่าความถี่ ค่าร้อยละ ค่าเฉลี่ย ค่าเบี่ยงเบนมาตรฐาน สถิติที สถิติเอฟ และ การวิเคราะห์ถดถอยพหุคูณ ผลการวิจัย พบว่า พฤติกรรมการใช้สื่อสังคมออนไลน์มีอิทธิพลต่อการตัดสินใจซื้อสินค้าออนไลน์ ของผู้สูงอายุ ทั้ง 7 ด้านอยู่ในระดับมาก โดยด้านที่มีค่าเฉลี่ยสูงที่สุด คือ ด้านสถานที่ที่ใช้เครือข่ายสังคมออนไลน์ รองลงไป คือ ด้านวัตถุประสงค์ในการใช้เครือข่ายสังคมออนไลน์ ด้านความบ่อยในการใช้เครือข่ายสังคมออนไลน์ ด้านช่องทางการใช้เครือข่ายสังคมออนไลน์ ด้านเครือข่ายสังคมออนไลน์ที่นิยมใช้ ด้านระยะเวลาที่ใช้เครือข่ายสังคมออนไลน์ และด้านช่วงเวลา ที่ใช้เครือข่ายสังคมออนไลน์ ตามลำดับ ทั้งนี้ผลที่ได้จากการวิจัยทำให้ได้แนวทางในการให้ความรู้ด้านการใช้งานสื่อสังคมที่สอดคล้องกับความต้องการและเป็นประโยชน์ต่อผู้สูงอายุและทำให้ได้ข้อมูลสำหรับธุรกิจต่าง ๆ ที่จะพัฒนาโปรแกรมการใช้งานบนสื่อสังคมออนไลน์ ให้เหมาะสมกับการใช้งานของผู้สูงอายุ ตลอดจนทำให้ธุรกิจต่าง ๆ พัฒนาธุรกิจของตัวเอง เพื่อขายออนไลน์ให้กับกลุ่มผู้สูงอายุรายการ Technological Factor That Affect the Decision to Buy Sports Shoes Online of Consumers in Bangkok.(Graduate College of Management, Sripatum University, 2563-08) Yossapol Wattana; Natsapun Paopun; Kingkeaw PornapiraksakulIn this independent study, the objective is to study technological factors that affect the decision to buy sports shoes online of consumers in Bangkok. In each area, such as availability and accessibility of the internet, download duration, display of images and colors, ease of use, accessibility/ convenience and privacy and data security. By which the sample is the population in Bangkok Who used to buy sports shoes online. The research instruments were questionnaires and statistics used in the research, including mean, percentage, frequency, standard deviation, T-test (Independent-Samples T-test), F-test (One-Way ANOVA) and Regression analysis (LinearRegression) from the study found that Most of the respondents are female. Between the ages of 26 -35 years old, have an education level Bachelor degree, career, student/ student And have a monthly income of 10,001 - 20,000 baht per month and when studying and testing various hypotheses such as gender, age, education level Different occupations Does not affect the decision to buy sports shoes online via consumers In Bangkok With statistical significance at the level of 0.05 and demographic factors the monthly income is different. Affecting the decision to buy sports shoes online via consumers in Bangkok with statistical significance at the level of 0.05 and technological factors affecting the decision to buy sports shoes online via consumers in Bangkok. From the study found that Technological factors include availability and access to the internet, download times, displaying images and colors, ease of use, accessibility/ convenience And privacy and data security Affects the decision to buy sports shoes online via consumers in Bangkok differently.รายการ Satisfaction Factors of Fitness Center Users in Bangkok and Metropolitan Areas.(Graduate College of Management, Sripatum University, 2563-08) Sirithep Pussadu; Natsapun Paopun; Kingkeaw PornapiraksakulIn this independent study, the objective is to study technological factors that affect the decision to buy sports shoes online via consumers in Bangkok. In each area, such as availability and accessibility of the internet, download duration, display of images and colors, ease of use, accessibility/ convenience and privacy and data security. By which the sample is the population in Bangkok Who used to buy sports shoes online. The research instruments were questionnaires and statistics used in the research, including mean, percentage, frequency, standard deviation, T-test (Independent-Samples T-test), F-test (One-Way ANOVA) and Regression analysis (LinearRegression) From the study found that Most of the respondents are female. Between the ages of 26 -35 years old, have an education level Bachelor degree, career, student I student And have a monthly income of 10,001 - 20,000 baht per month and when studying and testing various hypotheses such as gender, age, education level Different occupations Does not affect the decision to buy sports shoes online via consumers In Bangkok With statistical significance at the level of 0.05 and demographic factors the monthly income is different. Affecting the decision to buy sports shoes online via consumers in Bangkok with statistical significance at the level of 0.05 and technological factors affecting the decision to buy sports shoes online via consumers in Bangkok. From the study found that Technological factors include availability and access to the internet, download times, displaying images and colors, ease of use, accessibility / convenience And privacy and data security Affects the decision to buy sports shoes online via consumers in Bangkok differently.รายการ The Digital Literacy of the Small and Medium Business Workforces in Thailand(Sripatum University, 2563-12) Anupong Avirutha; Ravipa AkrajindanonThe problems and challenges faced on the road to becoming digital and analyses a new approach for business industries to initialize their digital transformation. Business owners or executives must consider about their business transforming to the digital era, crafting strategy for the purpose of achieving sustainable innovation in the face of the reshaping of the industry and the market and how companies can overcome these obstacles and become digital. Digital literacies and skills are another significant consideration focused on developing the human capital force. The findings reveal that the predictor variables of photovisual (β = 0.174, t = 2.357, P = 0.000), reproduction (β = 0. 211, t = 2.579, P = 0.000), branching (β = 0.243, t = 4.857, P = 0.000), information (β = 0.155, t = 4.582, P = 0.000), and socioemotional (β = 0.257, t = 2.248, P = 0.000) are achieved significance at the 0.05 level.รายการ The Digital Literacy of the Small and Medium Business Workforces in Thailand(Sripatum University, 2563-12) Ravipa Akrajindanon; Anupong AviruthaThe problems and challenges faced on the road to becoming digital and analyses a new approach for business industries to initialize their digital transformation. Business owners or executives must consider about their business transforming to the digital era, crafting strategy for the purpose of achieving sustainable innovation in the face of the reshaping of the industry and the market and how companies can overcome these obstacles and become digital. Digital literacies and skills are another significant consideration focused on developing the human capital force. The findings reveal that the predictor variables of photovisual (β = 0.174, t = 2.357, P = 0.000), reproduction (β = 0. 211, t = 2.579, P = 0.000), branching (β = 0.243, t = 4.857, P = 0.000), information (β = 0.155, t = 4.582, P = 0.000), and socioemotional (β = 0.257, t = 2.248, P = 0.000) are achieved significance at the 0.05 level.รายการ FACTORS ENABLING THE DIGITAL CHANGE ON DIGITAL TRANSFORMATION FOR SMALL AND MEDIUM BUSINESSES(2562-12-19) Assistant Professor Dr. Anupong AviruthaThe purpose of this research is to study the factors affecting the digital change which significantly lead to the digital business transformation. The research design is designed as a quantitative research. Structural equation modeling (SEM) is used to analyze the survey responses. Using SEM is to specify, test, and modify the measurement model. The results of measurement model analysis and path model analysis are presented. The data set of 400 samples are collected. The results of structural path analysis indicate that there are the effects among digital infrastructure, digital disruption, and digital change. Furthermore, there is significant and positive relationship between digital change and digital business transformation.รายการ Causal Factors Influencing Service Quality of Hotels in Chonburi Province(2561-08-26) Pimsiri Dujda; Sukunya Thipa; Pornwan Nunthaphadรายการ Fa ctors Effecting MyMo Application Service Decision of Government Saving Bank's Customer in Bangkok Metropolis(2561-08-26) Arisa Poomchart; Sukunya Thipa; Pornwan Nunthaphad