Procedia of Multidisciplinary Research

DEVELOPING A CONCEPTUAL FRAMEWORK OF DIGITAL MEDIA USE AND LEARNING ATTENTION IN PRIMARY SCHOOL CHILDREN: THE MODERATING ROLE OF PARENTAL INTERACTION

Punyada VANITCHANONT — 2026-09-09

Despite growing research on children's digital media use, its relationship with learning attention remains conceptually fragmented and empirically inconsistent. This study develops a conceptual framework linking digital media use, parental interaction, and learning attention among primary school children through an integrative literature review. Evidence from 44 peer-reviewed studies was synthesised using a thematic comparative approach to identify recurring themes, conceptual relationships, and research gaps. The findings suggest that digital media use is best conceptualised through screen-time duration and digital media content, while learning attention comprises selective attention, sustained attention, and task focus. Parental interaction, represented by restrictive mediation, active mediation, and joint media engagement, is proposed as a moderating construct. The proposed framework provides an evidence-informed theoretical foundation for future empirical research on children's digital media use and learning attention.

Keywords: Digital Media Use, Learning Attention, Parental Interaction, Primary School Children, Integrative Literature Review

THE EFFECTS OF PHONETIC SYMBOL-ASSISTED READING ON ENGLISH PRONUNCIATION ACCURACY AMONG THAI EFL LEARNERS

Kamal BAHA — 2026-09-09

This research examines the impact of English spelling and phonetic-symbol-supported reading on pronunciation precision in Thai students learning English as a foreign language (EFL). It especially investigates whether phonemic representations derived from the International Phonetic Alphabet (IPA) can mitigate pronunciation inaccuracies linked to irregular English spelling-to-sound correspondences. Twenty second-year Digital Business students from Prince of Songkhla University, Phuket Campus, participated in a three-week quasi-experimental study using a within-subjects repeated-measures design. Participants filled out a background questionnaire, underwent an IPA knowledge assessment, and took a pretest of 27 English words displayed solely in orthographic format. They thereafter underwent six sessions of phonetic-symbol training before taking a posttest featuring 27 novel words presented in three formats: Orthography Only, IPA Only, and Orthography plus IPA. Test materials encompassed standard vocabulary, irregular or orthographically ambiguous terms, and words featuring phonemes that may provide difficulties for Thai students. Pronunciation was captured in audio format and assessed independently by two evaluators using phoneme precision, overall word accuracy, and error examination. The results showed that, the average phoneme accuracy was 66.5% for Orthography Only, 82.9% for IPA Only, and 89.3% for Orthography + IPA, with the most significant enhancement noted for irregular terms. These results indicate that traditional English spelling may not furnish adequate information for precise phonological decoding, especially when spelling-to-sound correspondences are inconsistent. Phonemic representations can thus act as an auxiliary resource for enhancing pronunciation precision and facilitating autonomous decoding of novel English vocabulary.

Keywords: English Pronunciation, Phonetic Symbols, Orthographic Influence, Thai EFL Learners, Phonological Decoding

POLITICAL COMMUNICATIONS OF DONALD TRUMP AND RISE OF INTRA-SOCIETAL INSTABILITY IN THE UNITED STATES

Marian EHRET — 2026-09-09

The purpose of this qualitative study was answering two research questions. How could Trump’s administration (2025-2029) likely impact the rise of intra-societal instability in the United States? How could Donald Trump’s political communications likely enable the impact of increasing intra-societal instability in the United States? Existing studies had not answered these research questions sufficiently or needed to expand the domestic focus. As a method, the theory of Historical Cycles of cultural-historical philosopher Oswald Spengler was applied in form of a political-historical comparison between the Gracchi movement from ancient Rome and Trumpism (2017-2029) in the US. Findings from the model-derived projection revealed that Trump could cause a more severe constitutional crisis than during his first presidency, leading to deeper US societal division. The most significant events could take place towards the end of Trump’s second administration. The political communications of media personality Trump, based on his social media and TV use, have the potential to contribute to deeper division in the USA. Trump could lose some media support towards the end of his presidency, in alignment with his declining popularity. Trumpism marked the first phase of a century-long internal conflict between populist forces and the US political establishment.

Keywords: Donald Trump, Political Communications, Intra-Societal Instability, Tiberius Gracchus, Oswald Spengler

THE INFLUENCE OF ONLINE TEACHING BEHAVIORS ON PERCEIVED LEARNING OUTCOMES AND COURSE SATISFACTION AMONG CULTURALLY DIVERSE TESOL STUDENTS

Akhil AUGUSTINE — 2026-09-09

This study examined the influence of Online Teaching Behaviors (OTB) on Perceived Learning Outcomes (PLO) and Course Satisfaction (CS) among culturally diverse TESOL students. A quantitative research design was employed involving 192 TESOL students from Thongsook College, Bangkok, Thailand and participants in international online TESOL conferences. Data were collected using a structured questionnaire measuring Online Teaching Behaviors, Perceived Learning Outcomes, and Course Satisfaction. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM), with bootstrapping of 5,000 resamples for hypothesis testing. The results showed that Online Teaching Behaviors had significant positive effects on Perceived Learning Outcomes (β = 0.642, p < .001) and Course Satisfaction (β = 0.248, p < .001). Perceived Learning Outcomes also had a significant positive effect on Course Satisfaction (β = 0.501, p < .001). Furthermore, Perceived Learning Outcomes partially mediated the relationship between Online Teaching Behaviors and Course Satisfaction (β = 0.322, p < .001). The model explained 41.2% of the variance in Perceived Learning Outcomes and 57.4% of the variance in Course Satisfaction. These findings indicate that communication, interaction, feedback, teacher presence, enthusiasm, organization, and learner support are important components of online TESOL instruction. Such teaching behaviors may support language interaction, motivation, perceived learning, and course satisfaction. Although participants represented diverse national and cultural backgrounds, cultural differences were not directly compared. Overall, the findings highlight the importance of interactive and supportive online teaching practices in enhancing Perceived Learning Outcomes and Course Satisfaction among the participants in this study.

Keywords: Online Teaching Behaviors, Perceived Learning Outcomes, Course Satisfaction, TESOL Students, Online TESOL Education

MANAGEMENT OF HOLISTIC STUDENT LEARNING AND MENTAL HEALTH AT GUANGXI TRAFFIC TECHNICIAN COLLEGE

Qin JINGKAI — 2026-09-09

This research aims: (1) To investigate the status and desired state of holistic student‑learning and mental‑health development among students at Guangxi Traffic Technician College; (2) To construct an empirically‑grounded, feasible integrated management framework for holistic student learning and mental health for the college. Stratified random sampling selected 200 students and 45 teachers; purposive sampling recruited three senior college administrative experts. Research instruments included student‑teacher questionnaires for holistic learning and mental health, plus an expert evaluation scale for framework appropriateness and feasibility. Data analysis adopted frequency, percentage, mean, standard deviation, Modified Priority Need Index (PNI‑modified), and content analysis. Results show that the overall current level of students’ holistic learning and mental‑health status was moderate‑to‑high, while the desired state reached a high level. Professional‑ability development and social‑ability development turned out to be the two core‑urgent improvement dimensions according to the descending order of PNI‑modified values, followed by personal‑ability development, emotional management, self‑awareness, and interpersonal relationships. The six‑step closed‑loop integrated management framework generated in this study includes: (1) joint diagnosis of holistic‑learning competence and mental‑health status; (2) formulation of tiered unified cultivation standards; (3) design of tiered development task packages; (4) implementation of thematic education and guidance programmes; (5) establishment of multi‑stakeholder collaborative feedback mechanism; (6) continuous optimisation via closed‑loop improvement. Expert evaluation verified that this framework possesses high appropriateness and practical feasibility for on‑campus implementation.

Keywords: Holistic Student Learning, Mental‑Health Management, Integrated Management Framework, Technical College, Modified Priority Need Index (PNI‑modified)

PARTICIPATORY PRODUCTION OF A DIGITAL GUIDEBOOK FOR PROMOTING ENVIRONMENTAL KNOWLEDGE FOR SUSTAINABLE DEVELOPMENT

Kornkanok NINDUM — 2026-09-09

This study aimed to develop participatory media to promote environmental knowledge for sustainability in Chiang Rai Province. A qualitative research methodology was employed using in-depth interviews and focus group discussions conducted through semi-structured interview protocols. Participants were selected through purposive sampling based on the predetermined characteristics relevant to the research objectives, in conjunction with participant observation. The findings revealed that Nang Lae Subdistrict is facing an increasing volume of solid waste, highlighting the need to promote knowledge and practices related to sustainable environmental management. This led to the development of a digital guidebook on low-carbon villages, covering low-carbon practices, the principles of zero waste and the 3Rs (reduce, reuse, and recycle), an innovative approach to plastic waste conversion using pyrolysis technology, and guidelines for community-level implementation.

Keywords: Digital Guidebook, Low-Carbon, Waste Management

DIGITAL TRANSFORMATION AND DIGITAL TECHNOLOGY ADOPTION BEHAVIORS FOR SELF-HEALTH MANAGEMENT AMONG THE ELDERLY

Lavan TONESAKULRUNGRUANG — 2026-09-09

The rapid digital transformation of global healthcare infrastructures has opened new pathways for active aging, transitioning care paradigms from reactive clinical interventions to proactive, patient-centered self-health management. However, the efficacy of this shift remains heavily reliant on understanding the unique digital technology adoption behaviors of the elderly. This article synthesizes contemporary literature and socio-technical acceptance models, such as the Unified Theory of Acceptance and Use of Technology (UTAUT), to analyze the determinants of technology adoption among older adults. The review indicates that while digital tools- including mobile health (mHealth) applications, remote monitoring systems, and wearable sensors- significantly enhance seniors’ functional independence and internal locus of control, their implementation is heavily obstructed by distinct socio-cognitive and physical barriers. Factors such as high technology anxiety, low digital self-efficacy, aged related visual and cognitive declines, and data privacy concerns frequently culminate in technology friction and abandonment. The findings underscore that digital health integration for seniors is not merely an infrastructure challenge, but a nuanced behavioral process. Ultimately, to bridge the digital divide, stakeholders must move beyond generic designs toward universal, user-centric interfaces paired with structured technical education and robust social support networks, ensuring a dignified and autonomous digital health ecosystem for the aging population.

Keywords: Digital Transformation, Technology Adoption Behavior, Self-Health Management, Elderly

SUSTAINABLE INNOVATION MARKETING: DRIVING COMPETITIVE ADVANTAGE THROUGH CIRCULARITY, TRANSPARENCY, AND TECHNOLOGY INTEGRATION

Saowanee SAMANTREEPORN — 2026-09-09

Sustainable Innovation Marketing (SIM) is increasingly important as firms respond simultaneously to environmental pressures, changing stakeholder expectations, technological disruption, and stronger sustainability regulation. This conceptual article examines how marketing innovation can create sustainable competitive advantage when sustainability is embedded across the value chain rather than treated as a communication activity alone. The study employs a structured integrative literature review. Relevant literature was identified through searches organized around Scopus- and Web of Science-indexed scholarship, supplemented by publisher databases and official European Union legal sources. The search strategy used combinations of the terms "sustainable marketing," "marketing innovation," "circular economy," "greenwashing," "artificial intelligence," "dynamic capabilities," and "sustainable competitive advantage." Sources were screened for conceptual relevance, academic quality, publication traceability, and bibliographic verifiability. The synthesis integrates the Triple Bottom Line, dynamic capabilities, circular economy, responsible artificial intelligence, and anti-greenwashing perspectives. The findings indicate that SIM can be conceptualized through four mutually reinforcing mechanisms: circular value-chain design, transparent and evidence-based communication, responsible technology integration, and dynamic organizational capabilities. These mechanisms strengthen sustainable value creation and can contribute to competitive advantage and stakeholder loyalty. The revised Sustainable Innovation Marketing Advantage Framework is presented as a visual conceptual model. The article concludes with research propositions

Keywords: Sustainable Innovation Marketing, Circular Economy, Greenwashing, Artificial Intelligence, Dynamic Capabilities, Sustainable Competitive Advantage

A STUDY ON USER SATISFACTION WITH THE JOB APPLICATION AND RECRUITMENT INFORMATION SYSTEM FOR SENIOR CITIZENS IN NONTHABURI PROVINCE

Sedthapoom THOUCHAREE — 2026-09-09

This research aims to 1) study the general information of elderly people in the Prachaniwet 2 Phase 3 community, Bang Talat Subdistrict, Pak Kret District, Nonthaburi Province, and 2) create and evaluate an information system for job applications by elderly people in the Prachaniwet 2 Phase 3 community and for recruitment by employers in Nonthaburi Province. A purposive sampling method was used to select 150 elderly individuals. The Software Development Life Cycle (SDLC) was applied to design and develop a job application and recruitment information system. Satisfaction data regarding the website was collected using questionnaires and analyzed statistically. The results showed that the majority of respondents were female, aged 60-69, had a secondary school education (lower or higher), and were married. The website, https://prachaniwet2raya3.com/, had an overall user satisfaction score of 4.42, indicating a much level of satisfaction. The aspects with the highest to lowest scores were: usability and usefulness (4.68 - most), content/information (4.34 - much), and website design (4.26 - much).

Keywords: Satisfaction, Job Application and Recruitment Information System, Nonthaburi Province

BEYOND EXPLICITATION: AN EXPLORATORY STUDY OF WHY BEGINNER INTERPRETERS ADD CONTENT IN CONSECUTIVE INTERPRETING

Nunthika PUTHIKANON — 2026-09-09

This study examines addition, meaning target-language content with no matching expression in the source, in the consecutive interpreting (CI) output of 32 beginner Thai interpreting students. The source was an authentic English-language talk about condiments, divided into 16 content segments. We identified 22 addition instances and classified each by grammatical category, structural position, source segment, and likely reason. Reasons were coded using a decision-tree scheme built on Klaudy's Explicitation Hypothesis (Klaudy, 1998), the Communication Strategies literature (Tarone, 1980), and Schema Theory in interpreting (Guo, 2023). Addition clustered in segments packed with specific facts, such as named entities, quantities, and time spans, rather than in segments built around one simple idea. Two raters classified the likely reason behind each instance independently and reached substantial agreement (Cohen's kappa = .777). Within this coding framework and this particular source speech, no instances were classified as audience-directed Explicitation/Clarification or as Lexical Compensation, contrary to what the explicitation literature would predict. Instead, addition was most often judged consistent with Comprehension-based Elaboration (50.0%) and Fluency/Naturalness Adjustment (40.9%), with a smaller share judged consistent with Background Knowledge Insertion (9.1%). For beginner interpreters working with dense source content, addition appears to come more often from comprehension breakdown than from the deliberate, audience-directed clarification strategies seen among professional translators. Theoretical and pedagogical implications are discussed.

Keywords: Consecutive Interpreting, Addition, Beginner Interpreters, Comprehension Errors

ASSESSING RETURN ON INVESTMENT AND ECONOMIC IMPACT OF AREA-BASED INNOVATION RESEARCH PROGRAMS FOR STRENGTHENING THE GRASSROOTS ECONOMY: A CASE STUDY OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY SRIVIJAYA

Kanokrat RATTANAPAN — 2026-09-09

This study aimed to evaluate the return on investment (ROI), economic impacts, and knowledge utilization of the Area-Based Development Innovation Research Program implemented by Rajamangala University of Technology Srivijaya, as well as to formulate policy recommendations for future research funding management. A mixed-methods research design was employed to examine 21 research projects conducted in Trang and Songkhla provinces, covering 37 products and innovations. Quantitative data—including costs, revenues, net profits, and returns on investment—were analyzed using descriptive statistics and comparisons of ROI before and after project implementation. Qualitative data were collected from research reports, in-depth interviews with researchers and knowledge users, field observations, workshops, and data validation. Content analysis was then conducted to explain the pathways through which research outcomes and impacts occurred. The findings revealed that 27 existing products achieved higher ROI values following project implementation, nine newly developed products generated favorable returns, and one existing product experienced a decline in ROI. The greatest increase in ROI was observed in oysters cultivated using three-tier suspended plastic baskets. The ROI increased from 163.52% to 350.75%, representing an increase of 187.23 percentage points, as the cultivation system enhanced production capacity and total revenue. Among the newly developed products, sweetened pickled marian plum seeds achieved the highest ROI, at 279.63%. Furthermore, the research program contributed to knowledge transfer, innovation adoption and application, the enhancement of community skills and capabilities, increased product value, higher household incomes, and stronger collaborative networks within the target areas. These findings demonstrate that area-based research can generate tangible economic returns and effectively support grassroots economic development.

Keywords: Area-Based Research, Return on Investment, Economic Impact, Knowledge Utilization, Grassroots Economic Development

MODELS AND PROCESSES OF THAI ARTIST MANAGEMENT IN THE DIGITAL ERA: AN INTEGRATED STUDY FROM THEORY TO PRACTICE IN THE ENTERTAINMENT INDUSTRY

Sandusit BROREWONGTRAKHUL — 2026-09-09

This study aimed to examine the components and processes of Thai artist management in the digital era and to develop an integrated conceptual framework linking input factors, management processes, revenue outcomes, and governance factors related to law and ethics. A mixed-methods research design was employed, comprising in-depth interviews with 26 key informants, including artist managers, artists, and specialized support staff; a survey of 380 fan club members; and content analysis of the social media platforms of 12 selected artists. Qualitative data were analyzed using thematic analysis, while quantitative data were analyzed using descriptive and inferential statistics. The qualitative findings revealed that Thai artist management has adapted the POLC (Planning, Organizing, Leading, and Controlling) management framework to align with the digital ecosystem, placing strong emphasis on personal branding and platform-specific content strategies. The quantitative results indicated that personal branding strategy was positively correlated with fan engagement (r = .47, p < .001). Furthermore, different content types produced statistically significant differences in fan engagement levels (F = 5.92, p < .01). Independent artists also demonstrated significantly higher average fan engagement scores than artists affiliated with record labels (t = 2.14, p < .05). The overall findings led to the development of the "Input-Process-Outcome-Governance (IPOG) Framework," which integrates key factors influencing artist management in the digital entertainment industry. This framework provides practical guidance for artist managers, higher education institutions, and policymakers in advancing Thailand's entertainment industry.

Keywords: Artist Management, Digital Entertainment Industry, Personal Branding, Artist Business Model, Fan Engagement

ACTIVE LEARNING MANAGEMENT TO DEVELOP STRONG CITIZENSHIP SKILLS IN THE AI ERA FOR PRE-SERVICE TEACHERS VIA SOCIAL MEDIA

Thawachinee RODNAWEE — 2026-09-09

This research aimed to: (1) study and synthesize the components and indicators of strong citizenship skills in the AI era for pre-service teachers, (2) develop and evaluate the quality of an active learning management model designed to enhance strong citizenship skills in the AI era via social media, (3) examine the effects of implementing the active learning model by comparing pre-service teachers' citizenship skills against the 75% criterion, and (4) assess pre-service teachers' satisfaction with the developed learning model. The study employed a Research and Development (R&D) methodology divided into 4 phases: Phase 1: Baseline study and framework synthesis; Phase 2: Learning model design and expert quality validation by 5 experts; Phase 3: Model implementation with a sample of 60 first- and second-year pre-service teachers at Teacher College over 8 class periods (60 minutes per period); and Phase 4: Model evaluation and refinement. Research instruments included the 6-step active learning model, an instructional manual with 8 lesson plans, an AI citizenship skills evaluation form, performance/rubric assessment forms, and student reflection logs. The findings revealed that:1) Strong citizenship skills in the AI era for pre-service teachers comprise 6 dimensions: (1) Critical thinking and AI literacy, (2) Responsibility and ethics in AI usage, (3) Communication and collaboration, (4) Respect for rights, diversity, and privacy, (5) Social and democratic participation, and (6) Leveraging AI for social benefit and problem-solving. 2) The social media-integrated active learning model consists of 6 sequential steps: (1) Stimulating and linking experiences, (2) Exploring and questioning, (3) Analyzing and knowledge sharing, (4) Hands-on practicing and creating, (5) Reflecting and decision making, and (6) Applying and engaging in society. The model was evaluated by experts as highly appropriate, congruent, and feasible. 3) The implementation results Pre-service teachers’ scores on strong citizenship skills in the AI era were significantly higher after learning than before learning at the .001 level of statistical significance. 4) Pre-service teachers' satisfaction toward the active learning model via social media was at a high level (Mean = 4.45), demonstrating that the developed model effectively enhances pre-service teachers' readiness, professional competence, and strong digital citizenship in the AI era.

Keywords: Active Learning, Strong Citizenship Skills, AI Era, Pre-Service Teachers, Social Media

THE MANAGEMENT PRACTICES OF RESIDENTIAL CONDOMINIUM BUILDING MANAGERS BASED ON THE FACILITY MANAGEMENT COMPETENCY FRAMEWORK

Pimpakarn NADEE — 2026-09-09

This research aims to (1) study the competencies of building managers and (2) study the essential skills for operating high-rise residential condominiums (23 meters or more in height, or with more than 8 floors) according to the Condominium Act B.E. 2522 (1979) and low-rise buildings. A qualitative research method was used, with a sample group of residential condominium managers. Data was collected through in-depth interviews using interview questionnaires, note-taking, and audio recording. The data was then analyzed using content analysis. The research found that building managers play a crucial role in managing personnel, work systems, and building resources according to the 12 competency principles and work skills of building managers. Specifically, high-rise building managers prioritize competencies in risk management, strategic planning, and budget management. While low-rise building managers prioritize building systems maintenance, property management, and resident communication, high-rise building managers emphasize planning and management skills, problem-solving analysis, leadership, and decision-making. Low-rise building managers, on the other hand, prioritize communication and coordination skills, problem-solving analysis, and work planning. Both groups agree that negotiation skills, resource management, and technology utilization are crucial in the modern workplace. Furthermore, most building management challenges in both types of buildings relate to inter-departmental communication, personnel management, resident compliance, and utility systems. The study found that low-rise building managers prioritize interpersonal and technical skills, while high-rise building managers emphasize conceptual skills for strategic planning and risk management. This aligns with the concept of Katz (1995) that managers should integrate all three skill areas and is consistent with the principles of Facility Management.

Keywords: Facility Management, Facility Manager, Core Competencies, TFMA

TOURISTS' PERCEPTIONS OF STRATEGIC DIGITAL COMMUNICATION MANAGEMENT BY COMMUNITY-BASED TOURISM DESTINATIONS IN CHANTHABURI PROVINCE

Jaray PHENGJAN — 2026-09-09

The research aims to 1) examine tourists' perceptions of strategic digital communication management by community-based tourism destinations in Chanthaburi Province, Thailand, and 2) compare these perceptions according to demographic characteristics, travel behavior, and digital media usage behavior. A quantitative design was employed with 400 Thai tourists aged 20 and above who had visited community-based tourism destinations in Chanthaburi and had accessed tourism information through digital media. Quota sampling was employed, with an equal number of samples selected from each tourism community using a convenience sampling method. Data were collected using a structured questionnaire with acceptable content validity and reliability, and analyzed using frequency, percentage, mean, standard deviation, independent samples t-test, and one-way ANOVA. The study found that overall perception was high (average 3.98). Among the five dimensions examined, storytelling quality received the highest mean score (average 4.13), followed by communication strategy (average 4.10), audience analysis (average 3.98) and communication channels (average 3.90), whereas stakeholder engagement received the lowest mean score despite remaining at a high level (average 3.79). Perceptions differed significantly by age, travel frequency, and digital media use frequency (p < .05), while no significant differences emerged for gender, education, income, domicile, digital platform used, or preferred content type.

Keywords: Strategic Communication, Digital Media, Tourist Perception, Community-Based Tourism

INFLUENCE OF TECHNOLOGY ACCEPTANCE, TRUST, AND AI-UTAUT ON USER SATISFACTION WITH ARTIFICIAL INTELLIGENCE IN ONLINE GOLD TRADING INVESTMENT IN THAILAND

Punyawat MITRAWONG — 2026-09-09

This research aimed to examine the factors influencing user satisfaction with the use of Artificial Intelligence (AI) in gold trading investment through online platforms in Thailand. The research integrated three theoretical perspectives: The Technology Acceptance Model (TAM), Trust Theory, and the Unified Theory of Acceptance and Use of Technology (UTAUT), adapted as AI-UTAUT. The study employed a quantitative survey research design. Data were collected from 400 respondents who had experience using AI for gold trading investment through online platforms in Thailand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results showed that the structural model explained 23.4% of the variance in User Satisfaction, with an R² of 0.234 and an adjusted R² of 0.228. AI-UTAUT had the strongest positive influence on User Satisfaction (β = 0.250, t = 6.049, p < .001), followed by Trust Theory (β = 0.221, t = 5.324, p < .001), and Technology Acceptance Model (β = 0.195, t = 4.371, p < .001). All three relationships were statistically significant. The Inner VIF values ranged from 1.141 to 1.173, while the reported Outer VIF values ranged from 1.784 to 2.193, indicating no problematic multicollinearity. The reliability results showed acceptable Cronbach’s alpha and composite reliability values. However, the AVE values of AI-UTAU and Trust Theory were below 0.50, indicating a limitation concerning convergent validity that should be considered when interpreting the measurement model.

Keywords: Artificial Intelligence, Gold Trading Investment, Online Platforms, User Satisfaction, Technology Acceptance Model, Trust Theory, AI-UTAUT

FACTORS AFFECTING ORGANIZATIONAL COMMITMENT OF EMPLOYEES IN A FERTILIZER MANUFACTURING COMPANY IN THAILAND: A CASE STUDY OF ABC COMPANY

Nathawut SATAPAT — 2026-09-09

This study aimed to examine the factors affecting organizational commitment of employees in a fertilizer manufacturing company in Thailand: a case study of ABC Company. The sample comprised 300 employees of a fertilizer manufacturing company in Thailand. Data were collected using a questionnaire and analyzed using descriptive statistics and multiple regression analysis. The results showed that the majority of respondents were female, aged 20-29 years, single, held educational qualifications below a bachelor's degree, had 1-5 years of work experience, and earned a monthly income of 15,000-25,000 THB. Overall, motivational factors were rated at a high level, with success in work receiving the highest mean score and advancement opportunities the lowest. Organizational commitment was likewise rated at a high level overall, with affective commitment recording the highest mean score and normative commitment the lowest. Hypothesis testing revealed that employees with different ages, marital statuses, educational levels, lengths of service, and monthly incomes showed significantly different levels of organizational commitment at the .05 level, whereas gender showed no significant effect. Five motivational factors—advancement opportunities, compensation and benefits, job security, interpersonal relationships within the organization, and nature of work—significantly influenced organizational commitment at the .05 level (R = .806, R² = .650, Adjusted R² = .637).

Keywords: Motivational Factors, Organizational Commitment, Fertilizer Manufacturing Company in Thailand

THE INFLUENCE OF DIGITAL LEARNING AGILITY ON OPERATIONAL PERFORMANCE THROUGH DIGITAL JOB CRAFTING: A CASE STUDY OF A SMART ELECTRONICS MANUFACTURING FACTORY IN CHONBURI PROVINCE

Kritsanadon CHUMSAI NA AYUTAYA — 2026-09-09

This research aimed to examine the influence of digital learning agility on operational performance, mediated by digital job crafting. Employing a quantitative research design, data were collected via questionnaires from a sample of 200 personnel working in production lines and interacting with advanced manufacturing technologies at a smart electronics manufacturing factory in Chonburi Province. The data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, and Structural Equation Modeling (SEM). The findings revealed that the structural model demonstrated a fit to the empirical data (CMIN/DF = 1.519, RMR = 0.005, RMSEA = 0.051, and CFI = 0.991). The hypothesis testing demonstrated that digital learning agility directly and positively influenced digital job crafting (β = 0.721, p < .001) and operational performance (β = 0.558, p < .001). Furthermore, digital job crafting had a significant direct positive effect on operational performance (β = 0.352, p < .001), while also serving as a significant partial mediator in the relationship between digital learning agility and operational performance (Indirect Effect = 0.254, p < .001). The findings can be used as a guideline for developing employees’ ability to learn and adapt their work practices, thereby supporting digital transformation and sustainably improving production efficiency.

Keywords: Digital Learning Agility, Operational Performance, Digital Job Crafting, Electronics Manufacturing Factory, Digital Transformation

THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS AND FINANCIAL LITERACY ON WILLINGNESS TO PAY A PREMIUM AMONG GENERATION Z CONSUMERS IN THAILAND

Pirada PATTARAKIJCHAROEN — 2026-09-09

This research examined the influence of social media influencers and financial literacy on willingness to pay a premium among Generation Z consumers in Thailand. Data from 298 respondents were analyzed using multiple regression analysis. The results showed that media consumption behavior and attitudes toward influencer credibility did not significantly affect willingness to pay a premium, whereas responses to influencer communication had a significant positive effect. Financial literacy had a significant negative effect on willingness to pay a premium. These findings suggest that Generation Z consumers who respond more strongly to influencer communication tend to show greater willingness to pay a premium, while those with higher financial literacy tend to show lower willingness. Educational institutions, financial institutions, and relevant organizations can use these findings to promote financial and media literacy, particularly in budgeting, value comparison, and careful evaluation of marketing information, to support appropriate purchasing decisions and long-term financial discipline.

Keywords: Social Media Influencers, Financial Literacy, Willingness to Pay a Premium, Generation Z

FACTORS AFFECT THE DECISION TO CONSUME USING MARKET: A CASE STUDY OF MUEANGPHITSANULOK DISTRICT PHITSANULOK PROVINCE

Patcharaprapa BOONCHUEN — 2026-09-09

This study aimed to analyze consumer behavior in selecting market services and to examine the factors influencing market selection in Mueang Phitsanulok District, Phitsanulok Province. The study employed a quantitative research approach. Data were collected using a structured questionnaire administered to 400 consumers who had experience using fresh markets, supermarkets, and supercenters in Mueang Phitsanulok District, Phitsanulok Province. The data were analyzed using descriptive statistics and inferential statistics, including the independent samples t-test, Chi-square test, and Binary Logistic Regression Analysis. The results indicated that the majority of respondents were female, aged between 26 and 35 years, had three family members, were single, held a bachelor's degree, and were employed in the government or state enterprise sector. Most respondents (81.8%) had previously used market services. They purchased goods more than once per week, spent between 100 and 500 Baht per shopping trip, and preferred shopping during the period of 5:00 p.m. to 8:00 p.m. Fresh food, vegetables, and fruits were the most frequently purchased products. Regarding factors influencing market selection, respondents rated price, sales promotion, and attitudes and preferences as highly important. The results of the Binary Logistic Regression Analysis revealed that age was a statistically significant determinant of market selection at the 0.05 significance level. Older consumers were more likely to use market services than consumers aged below 25 years. In particular, consumers aged over 55 years were 13.328 times more likely to use market services than the reference age group. Family size was significant at the 0.10 significance level, indicating that households with more than five members were less likely to use market services than households with one to two members (Exp(B) = 0.394). In contrast, economic factors were not found to have a statistically significant effect on market choice. Furthermore, the model demonstrated a good fit to the data (Hosmer-Lemeshow p = 0.913, Nagelkerke R² = 0.175), The overall classification accuracy of the model was 82.0 percent. The findings suggest that market selection is driven primarily by consumers' age groups rather than by price-related factors or sales promotion activities. Therefore, fresh markets should prioritize the development of marketing strategies aimed at attracting younger consumers, who represent the lowest proportion of market users, in order to sustain and expand their customer base in the long run.

Keywords: Fresh Market, Supermarket, Super Center, Price, Sales Promotion, Attitude, Taste

FACTORS AFFECTING SPENDING DECISION-MAKING BEHAVIOR IN TIKTOK LIVE PK AMONG USERS IN THAILAND

Phattharanarin MUEANRIT — 2026-09-09

The study analyzed spending behavior in TikTok Live PK and examined how demographics, social influence, and gamification were related to this behavior among users in Thailand. It also examined whether spending behavior differed across demographic groups. Data were collected through an online survey of TikTok users aged 20-50 years who lived in Thailand, had watched TikTok Live PK within the previous six months, and had purchased coins or sent virtual gifts. After data cleaning and quality checks, 569 responses were included in the analysis. Descriptive statistics, one-way ANOVA, Welch’s ANOVA, correlation analysis, and multiple regression analysis were used. The results showed that spending decision-making behavior differed across gender and age groups, while no significant differences were found for education, occupation, income, or region of residence. Gamification had a significant positive effect on spending decision-making behavior ( = .633, < .001). Social influence did not have a significant unique effect when it was considered together with gamification ( = -.004, = .920). The model explained 39.8% of the variance in spending decision-making behavior ( = .398). The results suggest that gaming elements in Live PK are associated with users’ decisions to spend on virtual gifts.

Keywords: TikTok, Live PK, Gamification, Social Influence, Spending Decision-Making Behavior, Virtual Gifts

ESPORTS ECOSYSTEM SUSTAINABILITY IN THAILAND THROUGH GOVERNANCE AND STAKEHOLDER COLLABORATION

Phubeat PANYADHIRA — 2026-09-09

This quantitative research aimed to examine the levels of governance, stakeholder collaboration, and sustainability of the esports ecosystem in Thailand, and to analyze the roles of governance and stakeholder collaboration in influencing the sustainability of the Thai esports’ ecosystem. The sample consisted of 400 stakeholders involved in the esports ecosystem in Thailand, selected through purposive sampling combined with quota sampling according to stakeholder categories. The research instrument was a questionnaire. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that the overall level of opinions toward the independent variables was high. Governance had the highest mean score, followed by stakeholder collaboration. When considering the components of governance, integrity and rule compliance had the highest mean score, followed by fairness. Regarding the components of stakeholder collaboration, shared goals had the highest mean score, followed by trust. The results of multiple regression analysis indicated that governance and stakeholder collaboration jointly predicted the sustainability of the esports ecosystem in Thailand at 59.90 percent with statistical significance at the .05 level.

Keywords: Governance, Stakeholder Collaboration, Sustainability

AGE VERIFICATION MEASURES FOR CHILDREN AND YOUTH ACCESSING SOCIAL MEDIA

Kanokporn KHUNCHUM — 2026-09-09

This research article aims to analyze the legal mechanisms and regulatory gaps regarding children's access to social media, in order to propose appropriate legal reforms for Thailand. It emphasizes a comparative analysis between Thai law and international measures, specifically those of the Commonwealth of Australia and the French Republic. The study finds that Thailand continues to face legal gaps due to the absence of specific, centralized standards for user age verification. The system still relies on ineffective consent mechanisms and self-declaration of age, compounded by the complexity of applying Section 20 of the Personal Data Protection Act B.E. 2562 (2019) (PDPA) in conjunction with the Civil and Commercial Code. The study recommends that Thailand enact dedicated legislation to establish a tiered protection framework ("Age-based Access Model") divided into three levels based on developmental stages and maturity:(1) Children under 13 years of age are prohibited from using social media.(2) Children aged 13-15 are permitted to use social media subject to Verifiable Parental Consent.(3) Youths aged 16-18 are permitted independent access under Safety/Privacy by Design safeguards. Furthermore, the study proposes integrating Double Anonymity technology and an Age Token system with the state's Digital ID infrastructure to balance and reinforce online safety with privacy protection, in accordance with the Principle of Proportionality and the Best Interests of the Child.

Keywords: Age Verification, Social Media, Child and Youth Protection, Principle of Proportionality, Right to Privacy, Digital Platform Regulation

IDEALIZED COGNITIVE MODELS OF HAPPINESS AND SADNESS IN THAI: A COGNITIVE LINGUISTICS APPROACH

Jessada SRIWATTANAMETAKUL — 2026-09-09

This study presents a systematic investigation of the Idealized Cognitive Models (ICMs) of happiness and sadness in Thai and contributes to research in Cognitive Linguistics. It examines how these emotions are conceptualized through ICMs in literary works that received the Southeast Asian Writers Award (S.E.A. Write Award). The data were collected from award-winning literary works published between 1979 and 2023. The analysis is based on the framework of Cognitive Linguistics, particularly the theory of Idealized Cognitive Models and cognitive approaches to emotion. Conceptualizations of happiness and sadness provide a basis for classifying ICMs among Thai language users into five models: bodily state; fluid; natural phenomenon; possession; and orientation. Overall, this study provides linguistic evidence of how cognitive systems construct emotional concepts in Thai. It also sheds light on the conceptual structures and cultural knowledge reflected through propositional structures, image schemas, metaphorical mappings, and metonymic mappings in Thai.

Keywords: Idealized Cognitive Models, Happiness, Sadness, Language and culture

CREATING IDENTITY OF GENERATION Z INFLUENCERS ON TIK TOK

Suphanit WONGTHANGSAWAT — 2026-09-09

This qualitative research collected data through in-depth interviews with a sample of 22 individuals. The selected participants were Generation Z influencers with 10,000 or more followers on TikTok (Micro Influencers) up to 1,000,000 or more (Mega Influencers). They were not previously involved in the entertainment industry, ensuring their follower count was generated through their own channel development. A Semi-structured questionnaire consisting of 22 questions was used for data collection. Data was collected between February 17th-June 22nd, 2026. Thematic analysis was used to summarize key points from the interview data and provide a descriptive analysis of the findings. The research concludes that most participants started their channels by unintentionally experimenting with content or without prior planning as influencers. They later went through trial and error to find their preferred approach, drawing on feedback from viewers and close acquaintances to develop their content progressively. They chose TikTok because they saw it as a growing platform, easily memorable, and a tangible way to generate supplementary income. They could present content that reflected their unique characteristics, such as showcasing talents, appearance, and fashion sense. Once they found a suitable style, they mostly maintained it.

Keywords: Creating Identity, Generation Z, Influencers, Tik Tok

THE JAKHE AND THE DIRECTION OF SUSTAINABILITY: AN ETHNOMUSICOLOGICAL ANALYSIS OF SYMBOLISM, CRAFTSMANSHIP KNOWLEDGE, AND THE DYNAMICS OF A THAI STRING INSTRUMENT AMID ARTIFICIAL INTELLIGENCE

Sippavich KINGKAEW — 2026-09-09

This article analyzes the relationship between craftsmen's tacit knowledge and the technical capabilities of artificial intelligence in the case of the “jakhe,” a key Thai plucked string instrument, using its historical origins, organology, tuning system, and performance practice as grounding before turning to directions for sustainable conservation. Using a qualitative ethnomusicological approach, the study combines document analysis with in-depth interviews with an expert craftsman and a performance scholar, applying Merriam's Concept-Behavior-Sound framework as the synthesizing thread. Findings show the jakhe's structure and materials embody acoustic knowledge accumulated through experience — from selecting sixty-year-old jackfruit heartwood to a hybrid tuning system negotiating Thai and Western scales. Knowledge transmission faces sustainability risks as voicing techniques remain undocumented tacit knowledge that varies across craftsmen schools. The study proposes concrete directions for AI to decode the acoustic algorithm of the instrument's characteristic timbre and to simulate the acoustic properties of jackfruit heartwood, while still falling short of an artist's aesthetic judgment. A sustainable future for the jakhe therefore rests on a balance between tradition and innovation, with AI supporting the behavior and sound dimensions of the framework without encroaching on the concept dimension — the spiritual core of the art — in line with the theme “Artificial Intelligence for Humanity, Society, and a Sustainable Future.”

Keywords: Jakhe, Ethnomusicology, Tacit Knowledge, Artificial Intelligence, Cultural Sustainability

FACTORS INFLUENCING CUSTOMERS’ REPURCHASE INTENTION FOR COFFEE SHOPS IN THE NARESUAN UNIVERSITY AREA, PHITSANULOK PROVINCE

Siriwimon SILAON — 2026-09-09

This study aimed to examine the factors influencing customers’ repurchase intention for coffee shops in the Naresuan University area, Phitsanulok Province. The research focused on three key factors: service quality, customer experience, and product quality. This study employed a quantitative research approach using a questionnaire as the research instrument. Data were collected from 400 respondents who had previously used coffee shop services in the study area. The data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, while multiple regression analysis was employed to test the research hypotheses at the statistical significance level of 0.05) The findings revealed that the majority of respondents were female, aged 25-34 years, single, held a bachelor’s degree, and were employed in private companies. The hypothesis testing indicated that service quality, customer experience, and product quality significantly influenced customers’ repurchase intention for coffee shops in the Naresuan University area at the 0.05 significance level. Regarding the dimensions of each factor, service quality consisted of tangibility, responsiveness, and empathy, with responsiveness having the strongest influence on repurchase intention. Customer experience comprised cognitive experience, behavioral experience, and social interaction experience, with cognitive experience exerting the greatest influence. Product quality included product attributes, product benefits, and product image, among which product image had the strongest influence on customers’ repurchase intention.

Keywords: Service Quality, Customer Experience, Product Quality, Repurchase Intention, Coffee Shops

THE EFFECTS OF INFLATION AND POLICY INTEREST RATES ON CONSUMER SPENDING

Vishal PANDEY — 2026-09-09

This study aimed to (1) examine the relationships among inflation, interest rates, and consumer expenditure, and (2) analyze the effects of inflation and interest rates on consumer expenditure. The study employed a quantitative research approach using secondary annual time-series data covering the period from 2010 to 2026, comprising 17 observations. Multicollinearity was assessed using the Variance Inflation Factor (VIF) and Tolerance statistics, with a VIF of 1.0435 and a Tolerance value of 0.9583, indicating no evidence of multicollinearity among the independent variables. The stationarity of the time-series data was examined using the Augmented Dickey-Fuller (ADF) test, which indicated that all variables were stationary at the first-difference level. Multiple regression analysis was subsequently employed, with statistical analyses including the t-test, Pearson’s correlation coefficient (R), and the coefficient of determination (R²). The results revealed a very strong positive relationship between consumer expenditure and headline inflation. The findings also confirmed that headline inflation and the policy interest rate did not exhibit multicollinearity. Among the explanatory variables, headline inflation had the strongest effect on consumer expenditure, with a standardized regression coefficient of β = .981, which was statistically significant at the .01 level. Overall, the regression model demonstrated a very strong relationship between headline inflation and consumer expenditure and explained 96.3% of the variance in consumer expenditure. The findings suggest that inflation is a particularly important macroeconomic factor influencing consumer expenditure and should therefore be taken into consideration in the formulation of economic and monetary policies aimed at maintaining household purchasing power and economic stability.

Keywords: Inflation, Interest Rate, Consumer Spending

THE PUBLIC SERVICE QUALITY OF REGISTRATION SECTION, VADHANA DISTRICT, BANGKOK METROPOLITAN ADMINISTRATION

Narocha KHWANCHUAI — 2026-09-09

The objectives of this research were to study: 1) The public service quality of the Registration Section, Vadhana District, Bangkok Metropolitan Administration, and 2) To compare the opinions of the public service quality of the Registration Section, Vadhana District, Bangkok Metropolitan Administration, classified by personal factors. This study employed a quantitative research method. The sample consisted of 334 persons who received services from the registration section, Vadhana District. Data were collected using a questionnaire and the statistics used in data analysis including frequency, percentage, mean, Standard Deviation and hypothesis testing by t-test, One-way Analysis of Variance and comparative tests performed using Fisher's method. The results of research found that: 1) The people who received services from the registration section, Vadhana District, most of them were females, aged 30-39 years old, with a Bachelor's degree level, working as a government official/state enterprises employee, and having an average monthly income between 20,001-30,000 Baht. 2) The public service quality of the Registration Section, Vadhana District overall was at a highest level, when considering each aspect; the highest average was found in Reliability, followed by Assurance, Tangibility of service, Empathy, and Responsiveness to customers, respectively. 3) The comparative results of the opinions of service recipients classified by personal factors, revealed that the respondents with different genders, educational levels, and occupations did not have statistically significant differences in their opinions toward the public service quality. However, respondents with different ages and average monthly incomes had statistically significant different opinions toward the service quality at the 0.05 level.

Keywords: Quality of Service, Public Service, Registration Department

ECONOMIC FACTORS AFFECTING AUTOMOBILE SALES IN THAILAND

Sirayapha RODMANEE — 2026-09-09

This study aimed to (1) examine the relationships between economic factors and automobile sales in Thailand and (2) analyze the effects of economic factors on automobile sales. A quantitative research approach was employed using secondary time-series data on an annual basis covering a 35-year period from 1992 to 2026. The economic factors examined included gross domestic product (GDP), inflation, interest rates, unemployment rates, and oil prices. The data were analyzed using Pearson correlation analysis, the Augmented Dickey-Fuller (ADF) test for stationarity, multicollinearity diagnostics using the Variance Inflation Factor (VIF) and Tolerance, and multiple regression analysis. The findings revealed that inflation and oil prices had strong negative relationships with automobile sales in Thailand, consistent with economic demand theory. The stationarity test indicated that all variables were non-stationary at the level but became stationary at the first difference, indicating that the variables were integrated of order one, I(1). The multicollinearity analysis, with inflation controlled in the model, indicated no substantial multicollinearity problems for the interest rate and unemployment rate, whereas GDP and oil prices exhibited relatively high multicollinearity with other independent variables. The multiple regression analysis further indicated that inflation had a statistically significant negative effect on automobile sales in Thailand at the .01 significance level. These findings suggest that increasing inflation can reduce consumers’ real purchasing power and consequently discourage purchases of durable goods such as automobiles. The results highlight the importance of macroeconomic stability, particularly price stability, in supporting automobile demand and sustaining the development of Thailand’s automotive industry.

Keywords: Economic Factors, Automobile Sales

THE USE OF DIGITAL TECHNOLOGY IN THE WORK PERFORMANCE OF PERSONNEL AT SAIMAI DISTRICT OFFICE, BANGKOK METROPOLITAN ADMINISTRATION

Nuttawat JEAMDEE — 2026-09-09

The objectives of this research were: 1) to study the level of digital technology in the Work Performance of Personnel at Saimai District Office, Bangkok Metropolitan Administration; and 2) to compare the levels of digital technology adoption classified by personal factors. The sample consisted of 148 personnel at the Saimai District Office, determined using the Taro Yamane (1973) formula. Data analysis was conducted using percentage, mean, standard deviation, and hypothesis testing via t-test and One-way ANOVA. In cases where significant differences were identified, post-hoc comparisons were performed using the LSD method at a statistical significance level of .05) The results of the study revealed that 1) Most personnel at the Saimai District Office were female, aged between 41-50 years, single, held a bachelor's degree, and served as Bangkok Metropolitan Administration (BMA) civil servants. 2) Overall, the adoption of digital technology in the workplace was at a high level. When considering individual dimensions, "Acceptance of Digital Technology Systems" had the highest mean, followed by "Perceived Usefulness of Digital Technology," "Attitudes Toward Using Digital Technology," and "Digital Technology Usage Behavior," respectively. The dimension with the lowest mean was "Perceived Ease of Use of Digital Technology." 3) Hypothesis testing: Personnel with different ages, marital statuses, and educational levels exhibited statistically significant differences in their levels of digital technology adoption at the .05 level. Conversely, differences in gender and personnel type did not result in significant variations in digital technology adoption. Research Recommendations. The organization should prioritize streamlining digital technology systems to be less complex and more user-friendly. A technical support system for basic troubleshooting should be established to minimize operational obstacles. Furthermore, digital skills training programs should be designed with consideration for age differences and educational backgrounds to ensure that all groups of personnel can effectively transition into a digital organization

Keywords: Digital Technology, Work Performance, Saimai District Office, Technology Acceptance

ATTITUDES TOWARD JOB SELECTION AMONG GENERATION Z: A CASE STUDY OF KASEM BUNDIT UNIVERSITY STUDENTS

Panadda PONSIM — 2026-09-09

This study aimed to (1) compare Generation Z students’ attitudes toward job selection based on personal factors and (2) identify human resource management strategies that align with Generation Z’s needs and behaviors. The sample comprised 400 Generation Z students from Kasem Bundit University, selected using Cochran’s formula. Data were collected through questionnaires and analyzed using frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and Fisher’s LSD test. The findings showed that most respondents were female, aged 18-23 years, pursuing a bachelor’s degree or equivalent, earning 10,001-20,000 Baht per month, and having less than one year or no work experience. Overall, attitudes toward job selection were at a high level. Respondents most valued organizations offering motivational factors that foster positive attitudes and work motivation, followed by jobs related to their field of study, opportunities to achieve life goals, alignment with abilities and interests, convenient commuting locations, and personal preferences. Significant differences were found at the .05 level.

Keywords: Generation Z, Job Selection Attitudes, Work Motivation, Kasem Bundit University Students

QUALITY OF WORK LIFE OF OFFICIALS OF VADHANA DISTRICT, BANGKOK METROPOLITAN ADMINISTRATION

Poolsap SUKED — 2026-09-09

The objectives of this research were to study: 1) The Quality of work Life of Officials of Vadhana District, Bangkok Metropolitan Administration and 2) Compare the opinions of the Quality of work Life of Officials of Vadhana District, Bangkok Metropolitan Administration, classified by personal factors. This study employed a quantitative research method. The populations for in this research were officials of Vadhana District totaling 124 persons. Data were collected using a questionnaire and the statistics used in data analysis including frequency, percentage, mean, Standard Deviation and hypothesis testing by t-test, One-way Analysis of Variance and comparative tests performed using Fisher's method. The results of research found that: 1) The officials of Vadhana District, Bangkok Metropolitan Administration, most of them were female, ages in 40 to 49 years old, education with a bachelor's degree, Practitioner Level, and an average monthly income not exceeding 20,000 Baht. 2) The quality of work life of officials of Vadhana District, Bangkok Metropolitan Administration overall was at a high level, when considering each aspect; the highest average was found in the social relevance of the work life, followed by the growth and security, the development of human capacities, the social integration, the organizational constitutionalism, the safe and healthy environment, the balance between work and personal life, and the adequate and fair compensation, respectively. 3) The Comparative analysis of the quality of work life of officials of Vadhana District, Bangkok Metropolitan Administration, classified by personal factors revealed that the officials with different genders and ages did not have statistically significant differences in their opinions toward the quality of work life. However, respondents with different educational levels, positions, and average monthly incomes had statistically significant different opinions toward the quality of work life at the 0.05 level.

Keywords: Quality of Work Life, Officials, Vadhana District

OPINIONS OF KASEM BUNDIT UNIVERSITY ATHLETES ON THE DECISION TO WORK IN THE PUBLIC SECTOR AMONG GENERATION Z

Maneeya THETSARAT — 2026-09-09

This research aimed to study the level of opinions of Kasem Bundit University athletes toward the decision to work in the public sector among Generation Z. as well as to examine the problems and obstacles affecting such decision-making. The sample consisted of 193 Kasem Bundit University athletes. Data were collected using a questionnaire developed based on relevant concepts, theories, and related research. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. The findings revealed that 1) most respondents were female, aged 19-22 years, football athletes, currently studying at the undergraduate level, with a monthly income not exceeding 10,000 baht 2) the overall level of opinion toward working in the public sector among Generation Z was at the highest level. When considering each aspect, the highest mean score was found in job security. followed by relationships with colleagues and work values respectively. The lowest mean score was in compensation and welfare. 3) Regarding problems and obstacles, respondents expressed concerns about slow career advancement, seniority-based promotion systems, inadequate compensation relative to expectations, and limited work flexibility. However, job stability and welfare benefits in the public sector remained key factors influencing the decision to work in this sector. The results of this study can be used as guidelines for improving human resource management in public sector organizations, particularly in career progression systems, compensation, and work arrangements, to better align with the needs of Generation Z.

Keywords: Public Sector Employment Decision, Generation Z, Kasem Bundit University Athletes

THE IMPACT OF HAWKERS AND STALLS REORGANIZATION POLICY IN NONGKHAEM DISTRICT, BANGKOK METROPOLITAN ADMINISTRATION

Luksiam KAEWDEE — 2026-09-09

This research aimed to investigate the impacts, problems, obstacles, and approaches to mitigating the effects of street-vending regulation in Nong Khaem District, Bangkok. The sample consisted of 180 street vendors operating outside designated permitted areas. Data were collected through questionnaires and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The findings showed that most respondents were female, aged 40 years and over, had a monthly income of 10,000-20,000 baht, had an education level below a bachelor’s degree, were from Bangkok, and had engaged in street vending for more than 10 years. Overall, the policy had a high level of impact on vendors (Mean = 3.93, S.D. = 0.758). The income aspect had the highest impact (Mean = 4.33), followed by the physical environment (Mean = 3.82) and occupation (Mean = 3.64). Major problems included limited knowledge of relevant laws, lack of alternative occupations, and fewer customers at new vending areas, resulting in reduced income. Recommended approaches include vocational training, suitable vending locations, stakeholder meetings, and public participation in policymaking.

Keywords: Impact, Hawkers and Stalls Reorganization Policy, NongKhaem District

QUALITY OF WORK LIFE OF MUNICIPAL OFFICIALS IN PHRAEKSA TOWN MUNICIPALITY, SAMUT PRAKAN PROVINCE

Irada JANNAGEN — 2026-09-09

This research aimed to study the quality of working life, problems, obstacles, and recommendations for improving the quality of working life of employees of Phraeksa Municipality, Samut Prakan Province. This quantitative study involved 147 employees. Data were collected using a questionnaire with an overall reliability coefficient of 0.97 and analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that most respondents were female, aged 31-40 years, single, held a bachelor’s degree, had a monthly income of 10,000-15,000 baht, and had 1-5 years of work experience. Overall, their quality of working life was at the highest level (Mean = 4.34, S.D. = 0.829). The highest-rated aspect was knowledge and competency development, followed by safe working conditions, career advancement and job security, and compensation, respectively. Recommendations included improving compensation and welfare, strengthening safety measures and training opportunities, clarifying work assignments, and establishing transparent and fair career advancement pathways.

Keywords: Quality of Work Life, Municipal Officials, Town Municipality

FACTORS AFFECTING DIGITAL INTELLIGENCE OF GEN-Z STUDENTS AT MAHANAKORN UNIVERSITY OF TECHNOLOGY

Nunthida ANUNTACHAI — 2026-09-09

The objectives of this study were 1) to study the level of Digital Intelligence of GEN-Z students at Mahanakorn University of Technology and 2) to study factors predicting Digital Intelligence of GEN-Z students at Mahanakorn University of Technology. The sample consisted of 400 students at Mahanakorn University of Technology. The research instruments were the questionnaires measuring about general personal factors, Student Questionnaires, Digital Intelligence Test, Happiness Assessment Test, Stress Test. The data collected were analyzed by using a computer package program. The statistical analysis was percentage, mean, standard deviation, correlation coefficient and stepwise multiple regression analysis. The results of the study indicated that 1) The overall average of Digital Intelligence of GEN-Z student at Mahanakorn University of Technology was at a high level. 2) Digital Intelligence had predictive power of 8.40 percent. There were predicted by Happiness (β = 0.223) Academic achievement (β = 0.184) Year of study (β = 0.150) and Average monthly income (β = 0.125) respectively.

Keywords: Digital Intelligence, Happiness, Stress

FROM TELEVISION TO STREAMING: THE TRANSITION OF THE THAI DRAMA INDUSTRY AND ITS IMPACT ON ACTING CAREERS IN THE DIGITAL PLATFORM ERA

Nichaphat CHAIWONG — 2026-09-09

This study aimed to (1) analyze patterns of transition among Thai actors and producers from traditional broadcast television to streaming platforms, (2) examine impacts on actors' career structures and income, and (3) identify factors determining the success of Thai content on international platforms. A Mixed-Methods Research design was employed, comprising in-depth interviews with 18 key informants’ actors, directors, and producers a survey of 340 viewers, and Content Analysis of 12 productions on Netflix, iQIYI, and WeTV between 2019 and 2025) Qualitative data were analyzed using Thematic Analysis, while quantitative data were analyzed using descriptive and inferential statistics including Pearson Correlation, Independent t-test, and One-way ANOVA. Qualitative findings revealed four transition patterns: full-transition actors, parallel-track actors, platform-discovered actors, and adapting producers. Quantitative results indicated that production quality was positively correlated with viewer satisfaction (r = .52, p < .001); streaming viewers demonstrated significantly higher content engagement scores than television viewers (t = 3.14, p < .01); and different streaming platforms produced statistically significant differences in viewer engagement levels (F = 4.87, p < .05). The study proposes an Integrated Streaming Transition Framework (ISTF) with implications for actors, producers, and Thai entertainment industry policymakers.

Keywords: Streaming Platforms, Thai Drama Industry, Netflix, iQIYI, WeTV, Digital Transition, Acting Career

THE IMPACT OF PARTICULATE MATTER FROM OPEN BURNING ON PEOPLE IN LAT KRABANG DISTRICT, BANGKOK METROPOLITAN ADMINISTRATION

Witthaya RITKAEO — 2026-09-09

The objectives of this quantitative research were: 1) to study the impact of particulate matter from open burning on people in Lat Krabang District, Bangkok Metropolitan Administration and 2) to compare this impact when classified by personal factors. The sample group consisted of 400 residents living in Lat Krabang District, selected using Taro Yamane’s sampling formula. The instrument used for data collection was a questionnaire. The statistics used for data analysis included frequency, percentage, mean, Standard Deviation, and for hypothesis testing: the t-test and One-way Analysis of Variance (ANOVA). The results found that: 1) The personal factors, most respondents were male, aged 20 to 30 years, married and living together, held a bachelor's degree, resided in Khlong Song Ton Nun Subdistrict, and worked as private company employees. 2) The overall impact of particulate matter from open burning on people in Lat Krabang District was rated at a high level, when considering each dimension, the impacts were also at a high level in all aspects. Sorted averages from highest to lowest as follows: the Psychological, followed by Environmental impact, Social impact, and Physical impact, respectively. 3) The comparative analysis of the impact of particulate matter from open burning on people in Lat Krabang District, classified by personal factors revealed that people in Lat Krabang with different genders, marital statuses, and occupations were not different in impact with statistically significant at the .05 level. However, people in Lat Krabang with different ages, educational levels and residential areas were different in impact with statistically significant at the .05 level.

Keywords: Impacts, Particulate Matter, Open Burning, Lat Krabang District

MOTIVATIONAL FACTORS OF SUPPORTING STAFF AT SIRINDHORN HOSPITAL UNDER THE MEDICAL SERVICE DEPARTMENT, BANGKOK METROPOLITAN ADMINISTRATION

Aunlapon SANBAN — 2026-09-09

The research entitled “Motivational Factors Affecting the Job Performance of Support Personnel at Sirindhorn Hospital under the Bangkok Metropolitan Administration’s Medical Service Department” was a quantitative study. The objectives were to examine the level of work motivation, problems and obstacles, and recommendations regarding job performance. The sample consisted of 172 support personnel. The research instrument was a questionnaire, and the data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that: 1) Most of the respondents were female, aged 31-40 years, held a bachelor’s degree, were married, were temporary employees, had 5-10 years of work experience, and earned a monthly income of 15,001-25,000 baht. 2) Overall work motivation was at a high level ( = 3.84, S.D. = 0.94). All motivational factors were at a high level, including achievement ( = 4.09), recognition ( = 3.96), responsibility ( = 3.84), and advancement ( = 3.57). The hygiene factors were also at a high level, including working environment ( = 3.99), interpersonal relationships ( = 3.96), organizational policies and administration ( = 3.66), and compensation and welfare benefits ( = 3.64).The recommendations included establishing clear goals and guidelines, providing adequate resources and support, promoting recognition and participation, assigning appropriate responsibilities, providing opportunities for career advancement and development, improving welfare benefits, and promoting a suitable and supportive working environment.

Keywords: Motivational Factors, Supporting Staff, Sirindhorn Hospital, Bangkok Metropolitan Administration

THE PERFORMANCE EFFICIENCY OF GENERAL ADMINISTRATION OFFICERS AND ADMINISTRATIVE OFFICERS WITHIN THE OFFICE OF THE SECRETARY, THE OFFICE OF THE ATTORNEY GENERAL

Nattasit NGAMJAROEN — 2026-09-09

The objectives of this study were: 1) to investigate the performance efficiency of General Administration Officers and Administrative Officers within the Office of the Secretary, the Office of the Attorney General; and 2) to identify the problems and obstacles encountered during their performance of duties. The data were collected via questionnaires from a sample group of 100 personnel. The research instrument was a structured questionnaire, and the data were analyzed using percentage, mean and standard deviation (S.D.), complemented by content analysis of open-ended questions. The findings of the study were as follows: 1) The most of the respondents were female, aged between 30-40 years, single, and held a Bachelor’s degree. Most occupied practitioner-level positions with an average monthly income ranging from 20,001-30,000 Baht and had less than 5 years of work experience. 2) Overall, the performance efficiency of General Administration Officers and Administrative Officers was found to be at a high level ( = 4.20, S.D. = .526). When considering individual dimensions, ranked from highest to lowest mean scores, the results were: 1) Quality of Work, which was at the highest level ( = 4.35, S.D. = .450); 2) Timeliness, at the highest level ( = 4.20, S.D. = .284); 3) Cost-effectiveness and Resource Efficiency, at the highest level ( = 4.24, S.D. = .640); and 4) Quantity of Work, which was at a high level ( = 3.88, S.D. = .747). 3) Problems and Obstacles: The primary issues identified included: 1) ambiguity in the organizational definition of workloads and responsibilities; 2) perceived inequity in work distribution; 3) excessive adherence to rigid procedures, which hindered decisive action outside of manual guidelines and consequently delayed public service; and 4) a lack of technological proficiency among some personnel, leading to an inefficient use of resources.

Keywords: Work Performance Efficiency, General Administration Officer, Administrative Officer, Office of the Secretary, Office of the Attorney General

QUALITY OF WORK LIFE OF FIREFIGHTING AND RESCUE PERSONNEL OF OPERATION DIVISION 4 BANGKOK FIRE AND RESCUE DEPARTMENT BANGKOK METROPOLITAN ADMINISTRATION

Surasak SANISURIWONG — 2026-09-09

The objectives of this research were: 1) to study the level of quality of working life (QWL) of officers in Fire and Rescue Operations Division 4, and 2) to compare QWL based on personal factors of officers in Fire and Rescue Operations Division 4 Fire and Rescue Department, Bangkok Metropolitan Administration. The sample consisted of 144 officers, determined by Taro Yamane’s formula (1973) from a population of 225. Data were collected via a questionnaire with an overall reliability coefficient of 0.978, and analyzed using frequency, percentage, mean, standard deviation, t-test, and One-way ANOVA. Post-hoc comparisons were to be conducted using the Scheffé method where significant differences were found, at the .05 level of statistical significance.The research findings indicated that: 1) Most of the respondents were male, aged 41-50, holding a bachelor's degree, with a monthly income exceeding 30,000 Baht, stationed at Lat Krabang Fire Station, and having over 20 years of service. 2) The overall quality of working life was at a high level. Individually, social integration and social relevance of work life received the highest scores. Conversely, constitutionalism (administrative style), adequate and fair compensation, and total life space (work-life balance) received lower scores, remaining at a moderate level. Key areas of concern included the perceived inadequacy of compensation relative to risky missions and insufficient rest periods. And 3) Hypothesis testing revealed that personal factors—including gender, age, education level, monthly income, workplace station, and years of service—did not result in statistically significant differences in QWL at the .05 level.

Keywords: Quality of Working Life (QWL), Firefighters, Fire and Rescue Operations Division 4, Bangkok Metropolitan Administration (BMA)

CREATING AND APPLYING THE BUSINESS MODEL CANVAS FOR MANAGING JOB APPLICATION AND RECRUITMENT INFORMATION SYSTEMS AND PLANNING COMMUTE ROUTES FOR SENIOR CITIZENS IN NONTHABURI PROVINCE

Sedthapoom THOUCHAREE — 2026-09-09

This research aims to study the general characteristics of elderly people in the Prachaniwet 2 Phase 3 community, Bang Talat Subdistrict, Pak Kret District, Nonthaburi Province, including age, gender, education level, and marital status, and to create, apply, and evaluate a Business Model Canvas business plan with the website https://prachaniwet2raya3.com/ and Google Maps. The results showed that the majority of respondents were female, aged 60-69 years, had a secondary school/equivalent education level, and were married. The overall satisfaction score with the Business Model Canvas, website https://prachaniwet2raya3.com/, and Google Maps was 4.04, indicating a high level of satisfaction. The top three aspects with the highest average scores were: customer group (4.59, highest level), value offered (4.54, highest level), and customer access channels (4.43, high level).

Keywords: Website, Google Maps, Nonthaburi Province

THE APPLICATION OF GOOD GOVERNANCE PRINCIPLES ON WORKING OF OFFICIALS OF THE DEPARTMENT OF BUSINESS DEVELOPMENT, MINISTRY OF COMMERCE

Naryntra THUMPONG — 2026-09-09

The objectives of this research were: 1) To study the implementation of good governance principles in the performance of officials at the Department of Business Development, Ministry of Commerce; and 2) To compare the levels of implementation of good governance principles in the performance of these officials, categorized by personal factors. The study sample consisted of 200 officials from the Department of Business Development, Ministry of Commerce. Data were collected through the utilization of a questionnaire. The statistics utilized for data analysis included frequency, percentage, mean, and standard deviation, while hypothesis testing was conducted using the t-test and One-way Analysis of Variance (ANOVA). The findings revealed the following: 1) Regarding personal factors, the majority of the officials at the Department of Business Development, Ministry of Commerce, were female, aged between 31 and 40 years, held a bachelor's degree, earned a monthly income of 20,001-30,000 Baht, and had a work tenure of 4-6 years. 2) The overall implementation of good governance principles in the performance of the officials at the Department of Business Development, Ministry of Commerce, was at a high level. When considering each dimension individually and ranking them from highest to lowest mean scores, the results were as follows: 1) The principle of participation (at the highest level), followed by 2) The principle of morality, 3) The principle of transparency, 4) The rule of law, 5) The principle of accountability, and 6) The principle of value for money, respectively. 3) The comparative analysis of the implementation of good governance principles among the officials, categorized by different personal factors — namely gender, age, educational attainment, average monthly income, and work tenure —showed no statistically significant differences at the .05 level.

Keywords: Good Governance, Officials of the Department of Business Development, Ministry of Commerce

PREPAREDNESS OF THE THAILAND WOMEN'S NATIONAL FOOTBALL TEAM FOR THE 33RD SEA GAMES B.E. 2568 (2025) IN THAILAND

Piyathida LATHAM — 2026-09-09

This research aimed to 1) study the preparedness of the Thailand Women’s National Football Team for the 33rd SEA Games B.E. 2568 (2025) in Thailand, and 2) examine the problems and obstacles related to team preparedness. The population consisted of 40 athletes, coaches, and team officials of the Thailand Women’s National Football Team participating in the 33rd SEA Games. Data were collected using a questionnaire, with all 40 questionnaires returned, representing a 100 percent response rate. The data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that the overall preparedness of the Thailand Women’s National Football Team was at a high level (x̄ = 3.82, S.D. = .930). Among the five aspects examined, training and competition equipment had the highest mean score (x̄ = 3.91, S.D. = .839), followed by training facilities (x̄ = 3.88, S.D. = .925), training (x̄ = 3.85, S.D. = .900), budget and welfare (x̄ = 3.85, S.D. = 1.031), and athlete selection (x̄ = 3.62, S.D. = 1.246), respectively. Regarding problems and obstacles, the major issues concerned budget and welfare. Women’s football received less financial support than men’s football due to lower commercial value and sponsorship support, affecting the adequacy of welfare and athletes’ career security. Other limitations included the athlete selection system, athlete databases, standard training facilities, and the use of sports technology. The study recommends increasing budgetary and welfare support, developing a systematic national athlete database, and promoting the use of sports science and modern technology to enhance athletes’ potential.

Keywords: Preparedness, Thailand Women’s National Football Team, Team Preparation, 33rd SEA Games

A STUDY OF PROFESSIONAL CAREER DECISIONS AMONG STUDENT-ATHLETES AT KASEM BUNDIT UNIVERSITY

Panwasa KINGTHONG — 2026-09-09

This research aimed to examine the level of decision-making regarding pursuing a professional athletic career and the problems and obstacles encountered by athletes at Kasem Bundit University. The population consisted of 154 university athletes. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that the majority of the respondents were female, aged 20 years or younger, first-year undergraduate students, had an average monthly income of no more than 10,000 baht, and had more than six years of athletic experience. Overall, the level of decision-making regarding pursuing a professional athletic career was at a high level. The factors significantly influencing the decision at the .05 level were, in descending order, love and interest in the sport and individual aptitude, honor and reputation, future career advancement, job security, and financial compensation. The study recommends that sports clubs and associations provide appropriate support in terms of compensation, equipment, and training, as well as establish systems for promoting athletes’ physical and mental health, preventing injuries and burnout, and developing skills in sports psychology, management, and networking alongside their education. In addition, insurance coverage, standardized contracts, assistance funds, and transparent management systems should be provided to protect athletes’ rights and promote long-term career security.

Keywords: Decision-Making, Professional Athletes, Professional Athletic Career

A COMPARISON OF INVESTMENT RETURNS USING PRICE-TO-EARNINGS RATIO AND PRICE/EARNINGS-TO-GROWTH RATIO IN THE ELECTRONIC COMPONENTS INDUSTRY LISTED ON THE STOCK EXCHANGE OF THAILAND

Viriyapohn CHAISENA — 2026-09-09

This independent study aimed to (1) examine the Price-to-Earnings (P/E) Ratio and Price/Earnings-to-Growth (PEG) Ratio of companies in the electronic components industry listed on the Stock Exchange of Thailand, (2) compare investment returns from stock selection using the P/E Ratio versus the PEG Ratio, and (3) determine which ratio was more effective in generating returns. The four-year average (2018-2021) P/E and PEG Ratios of eight listed companies were used to form a P/E portfolio (HANA, METCO, SVI, TEAM) and a PEG portfolio (SMT, SVI, TEAM), and quarterly returns were tracked over 20 quarters (2021 Q1-2025 Q4). Paired-samples t-tests and Wilcoxon signed-rank tests compared average returns at a .05 significance level. Results showed the P/E portfolio's average return (4.45%) was not significantly different from the PEG portfolio's (3.70%) (t = 0.760, df = 19, p = .456), and neither portfolio significantly outperformed the market (P/E vs. market: t = 1.420, p = .172; PEG vs. market: t = 1.074, p = .296). The findings do not support the hypothesis that the PEG Ratio generates higher returns than the P/E Ratio in this industry.

Keywords: P/E Ratio, PEG Ratio, Investment Return, Electronic Components Industry

DEVELOPMENT OF INSTRUCTIONAL MEDIA ON ONLINE CRIME FOR UNIVERSITY STUDENTS USING ARTIFICIAL INTELLIGENCE AND A DIGITAL LEARNING GAME ON THE ZEP QUIZ PLATFORM

Preechaya RUNGWIKRIKARN — 2026-09-09

This research aimed to: (1) develop a learning game on online crimes using the ZEP Quiz platform; and (2) investigate students’ satisfaction with the developed learning game. The research process was divided into three phases. Phase 1: Analysis and determination of online crime content relevant to students’ daily lives, particularly types of scams and deceptive practices that students are likely to encounter. Phase 2: Development of the content into a mission-based learning game on the ZEP Quiz platform. Generative AI was applied to assist in drafting 10 true-or-false questions, after which the researcher reviewed and verified the accuracy and appropriateness of the questions. Phase 3: Testing and evaluation of students’ satisfaction with the developed learning game. The target group consisted of 50 first-year students majoring in Forensic Science at Rangsit University. The participants were selected using purposive sampling from students majoring in Forensic Science who were enrolled in the Police Administration course.The results revealed that overall satisfaction with the learning game was at the highest level (= 4.51, S.D. = 0.60). When considering each dimension, usefulness for daily life achieved the highest mean score (= 4.58, S.D. = 0.57), followed by question content appropriateness (= 4.54, S.D. = 0.58), fun (= 4.50, S.D. = 0.58), ease of use (= 4.48, S.D. = 0.58), and attractiveness (= 4.46, S.D. = 0.68), respectively.

Keywords: Online Crime, Artificial Intelligence, Digital Learning Game, ZEP Quiz, University Students