Procedia of Multidisciplinary Research

ปัจจัยที่ส่งผลต่อการตัดสินใจซื้อกาแฟออนไลน์ของนักศึกษามหาวิทยาลัยในกรุงเทพมหานคร

สุรวิญณ์ จรโคกกรวด, สุชาติ เหล่าปรีดา — Thu, 19 Dec 2024 00:00:00 +0700

การวิจัยนี้มีวัตถุประสงค์เพื่อ 1) ศึกษาศึกษาระดับการตัดสินใจซื้อกาแฟออนไลน์ของนักศึกษามหาวิทยาลัยในกรุงเทพมหานคร 2) เปรียบเทียบระดับดังกล่าว จำแนกตาม ปัจจัยส่วนบุคคล ได้แก่ เพศ อายุ ระดับการศึกษา และรายได้เฉลี่ย และ 3) ทดสอบความสัมพันธ์ระหว่างปัจจัยส่วนประสมทางการตลาด กับระดับข้างต้น เก็บรวบรวมข้อมูลจากนักศึกษามหาวิทยาลัยในกรุงเทพมหานคร จำนวน 400 คน ด้วยแบบสอบถามและวิเคราะห์ข้อมูลด้วยสถิติ ประกอบด้วย ความถี่ ค่าเฉลี่ย ร้อยละ ส่วนเบี่ยงเบนมาตรฐาน การทดสอบค่าที การวิเคราะห์ความแปรปรวนทางเดียว และเปรียบเทียบค่าเฉลี่ยรายคู่ด้วยวิธี LSD รวมถึง การวิเคราะห์ค่าสัมประสิทธิ์สหสัมพันธ์แบบเพียร์สัน โดยกำหนดระดับนัยสำคัญที่ .05 ผลการวิจัยพบว่า กลุ่มตัวอย่างส่วนใหญ่เป็นเพศหญิง อายุไม่เกิน 20 ปี การศึกษาต่ำกว่าปริญญาตรี รายได้เฉลี่ยต่อเดือนต่ำกว่า 15,000 บาท และโดยภาพรวม ระดับของการตัดสินใจซื้อกาแฟออนไลน์อยู่ในระดับมาก โดยมี เพศ อายุ ระดับการศึกษา และรายได้เฉลี่ย แตกต่างกัน มีระดับของการตัดสินใจซื้อกาแฟออนไลน์ ไม่แตกต่างกัน ที่ระดับนัยสำคัญที่ .05 และปัจจัยส่วนประสมทางการตลาดมีความสัมพันธ์กับการตัดสินใจซื้อกาแฟออนไลน์ของนักศึกษามหาวิทยาลัยในกรุงเทพมหานคร

SYEKH YUSUF AL-MAKASSARI AND BEYOND CONTINENTAL SCHOLAR: THE BRIDGE OF SOUTHEAST ASIA AND AFRICA

Ismail Suardi Wekke — Thu, 19 Dec 2024 00:00:00 +0700

Syekh Yusuf Al-Makassari, a prominent 17th-century Islamic scholar from Makassar, Indonesia, played a pivotal role in fostering cultural and intellectual exchange between Southeast Asia and Africa. Exiled to South Africa by the Dutch colonial authorities, he established a significant presence in the Cape Town region, where he disseminated Islamic knowledge and founded a thriving Muslim community. His teachings, rooted in the Sufi tradition, resonated with the local population, contributing to the development of Islam in South Africa. Through his writings and personal influence, Syekh Yusuf Al-Makassari left an enduring legacy that continues to shape the Islamic landscape of both regions. His story serves as a testament to the interconnectedness of cultures and the transformative power of individual figures in shaping history.

NEW PUBLIC MANAGEMENT: THE USE OF AI IN DEPARTMENT OF CORRECTIONS, THAILAND

Srirath GOHWONG — Sun, 15 Dec 2024 00:00:00 +0700

The aim of this study was to investigate the strategic application of laws and artificial intelligence by the Thai government in tackling the issues related to kakistocracy and the marketing of governmental power. The research utilized documentary analysis techniques. Findings indicated that Thai legislation played a crucial role in alleviating the negative effects of kakistocracy and governmental power marketing by establishing a robust legal framework that promoted data protection, transparency, and accountability. Moreover, it regulated media, protected intellectual property, and addressed cybercrime and financial integrity. Following this, the Thai government could have used AI and legal rules to reduce the dangers of corrupt government and abuse of power by protecting personal data, increasing transparency, fighting misinformation, and improving governance with data-driven choices. Nevertheless, AI and Thai laws significantly hinder the effectiveness of governance.

LEVERAGING THAI LAWS AND ARTIFICIAL INTELLIGENCE IN PUBLIC SERVICES: COMBATING KAKISTOSCRYPTOCRACY AND GOVERNMENTAL POWER MARKET-ING IN THE VU-CHAOS WORLD

Srirath GOHWONG — Sun, 15 Dec 2024 00:00:00 +0700

IDENTIFYING CHANGES ARISING FROM GENTRIFICATION TOWARDS LOW-INCOME COMMUNITIES IN THE INNER ZONE OF BANGKOK, THAILAND

Thanita CHANCHITPREECHA, Borvorn SUBSING, Kingkan JONGSUKKLAI — Sun, 15 Dec 2024 00:00:00 +0700

Gentrification has happened as a part of globalization process. In Bangkok, the urbanization induced gentrification has led to transformation of the neighbourhoods, causing the rising of economic pressure, changes and impacts on social class, particularly residents in low-income communities. This article explores 1) the extent to which how urbanization along Rama IV road in Bangkok has been evolved since 2014, leading to gentrification, and 2) what changes are the consequences towards slum communities, located in inner Bangkok, e.g. Phra Chen, and Pattana Bonkai communities. The gentrification and urbanization framework based on Davidson and Lees (2005) is applied in identifying changes in the communities regarding three dimensions, i.e. economic, social, and physical dimension. Data collection was conducted by semi-structured interviews with 80 households representing both communities. Findings indicated that changes in community are perceived differently among the residents. It was suggested that significant changes shade light on, capital reinvestment, social upgrading, indirect displacement of low-income people, and landscape changes. The community members are experiencing changes and uncertainties in various aspects, including land lease agreement, cost of living, sense of place, and the anxiety of being displaced. Despite the challenges, most of the respondents in this study are long-term residents, and there is a sense of hope as they believe they can adapt and coexist with the changes affecting their neighborhoods.

ANALYSIS OF THE IMPACT OF CHINA'S 'ONE BELT, ONE ROAD' INITIATIVE ON ECONOMIC DEVELOPMENT AND ENVIRONMENTAL SUSTAINABILITY IN THE MEKONG RIVER BASIN: A CASE STUDY OF CAMBODIA AND LAOS

Srinda MALISUWAN — Sun, 15 Dec 2024 00:00:00 +0700

This research employs a mixed-methods approach, integrating both quantitative and qualitative methodologies, to analyze the impact of China’s Belt and Road Initiative (BRI) on economic development and environmental sustainability in the Mekong River Basin, specifically focusing on Cambodia and Laos. The primary objectives of the study were to assess the economic benefits of the BRI projects and to examine the environmental challenges they present. Data collection was conducted from January to June 2024, utilizing questionnaires for quantitative data and in-depth interviews for qualitative insights. Quantitative data were analyzed using descriptive statistics and regression analysis, while qualitative data were interpreted through content analysis and deep thematic interpretation. The findings reveal that while the BRI has positively contributed to economic development in both Cambodia and Laos, it has also resulted in significant negative impacts on environmental sustainability, particularly in terms of water quality, biodiversity, and forest cover. The study recommends policy reforms aimed at promoting sustainable development and enhancing community participation in decision-making processes to ensure that BRI projects align with both economic and environmental objectives in a balanced manner.

EXPRESSION AND APPLICATION OF YAO CULTURE IN NORTHERN GUANGDONG, CHINA IN THE DESIGN OF TRADITIONAL VILLAGE ENVIRONMENT

Ti LI, Rosjana CHANDHASA, Pisit PUTIEN — Sun, 15 Dec 2024 00:00:00 +0700

Guangdong Province Guangdong Province, as one of the leading areas in China's reform and opening up, is facing challenges of unbalanced urban-rural development and cultural decline. The region is famous for its rich Yao culture, but due to the acceleration of the process, Modernization, the landscape of the traditional villages has been severely affected, and the geographical culture has become more and more homogeneous. In order to cope with this dilemma, this research aims to explore the expression and application of Guangdong Yao culture in the design of rural environment from the perspectives of landscape conservation and environmental improvement, combined with the characteristics of art design disciplines. This research uses a variety of research methods, such as literature review, field survey, questionnaire survey, and in-depth interviews, combined with qualitative and quantitative data, to conduct a comprehensive analysis of the current situation of Yao culture in northern Guangdong. The results show that although the traditional culture of the Yao ethnic group has been preserved in some villages, the overall cultural inheritance faces challenges, the cultural identity of the residents is declining, and the impact of tourism development on the traditional villages needs urgent attention. Yao culture has many elements that can be refined and applied in the design of Yao rural environment, so as to improve the enjoyment of local residents and preserve local ethnic culture.

INHERITANCE OF TECTONIC AESTHETICS AND CULTURAL SIGNIFICANCE OF DOUGONG STRUCTURE IN CONTEMPORARY PUBLIC SPACE INSTALLATION ART DESIGN IN MING AND QING DYNASTIES

Weiwei JIANG, Rosjana CHANDHASA, Pisit PUNTIEN — Sun, 15 Dec 2024 00:00:00 +0700

As an important part of ancient Chinese architecture in the Ming and Qing dynasties, the dougong structure shows the complex mortise and tenon joint skills and rich cultural connotation. Dougong is not only unique in structure, but also has an irreplaceable position in visual beauty and symbolism. With the development of modern design, the integration of this traditional element into the art design of contemporary public space installations has become a key topic in the field of architectural design. This research aim to analyzes the structural aesthetics, formal language and decorative elements of the dougong, and deeply explores the inheritance of the structural aesthetics and cultural significance of the dougong structure in the contemporary public space installation art design. Through a combination of quantitative and qualitative methods. On this basis, combined with the design needs of modern public space, the inheritance and innovative application path of dougong structure in contemporary design are discussed, and its new vitality and cultural value in modern design are demonstrated. Through the analysis and practice of cases, this paper attempts to provide a theoretical basis and practical reference for the transformation of traditional architectural elements into modern design.

CULTURAL IDENTITY AND COMMEMORATIVE PRODUCT DESIGN OF DOUMEN ANCIENT STREET FROM THE PERSPECTIVE OF USER EXPERIENCE AND PRODUCT SEMIOTICS

Xiaopeng YUAN, Rosjana CHANDHASA, Pisit PUNTIEN — Sun, 15 Dec 2024 00:00:00 +0700

Guangfu culture and Tanka culture in Doumen District of Zhuhai City are rich, and it is a famous hometown of overseas Chinese in China. However, at present, the utilization and development mode of intangible cultural resources in Doumen area is relatively backward, especially the relevant characteristic folk culture of Doumen Ancient Street has not been well developed and integrated. This research aims to analyze the cultural identity of the ancient street architecture of Doumen, Guangdong Province, China through the user experience and product symbols, and integrate it into the design of tourism souvenir products. In this research, a combination of qualitative and descriptive analysis was used to study the application of cultural environment in souvenir product design by means of literature review, product observation and analysis, and interviews with inheritors and experts. The research results show that the current development of intangible cultural heritage products has problems such as single user experience mode, insufficient influence and insufficient depth of cultural experience. In response to this phenomenon, this study puts forward a new idea of integrating cultural symbols of Doumen Ancient Street into modern digital virtual product design. It provides the corresponding guidance and reference for the research on the development mode of the intangible culture of the ancient street of Doumen Town based on user experience.

RESEARCH ON COMMUNITY DAY CARE CENTERS FOR THE ELDERLY IN CHINA

Yansen CHE, Pisit PUNTIEN, Akapong INKUER, Chanoknart MAYUSOH — Sun, 15 Dec 2024 00:00:00 +0700

This study is concerned with elderly people’s community day care center design which is one of the contents to support the elderly in the community. This study aimed to designed and arrange a safety and comfortable community day care center. The research instruments were the questionnaires and the interview, and use muti-methodologies and collected data to improve the community day care center for elderly and to understand the interior environments form can provide health care and rehabilitation, exchange and entertainment space, use it can achieve the elderly entrusted to the community during the day. The findings revealed that the community day care center for the elderly the scale is different, the location layout is not standard, the space is simple, the composition content is insufficient, the function housing is missing and limited the development community day care centers. In order to facilitate an improvement in this research a whole.

THE UNIQUENESS OF YINGGE MASKS AND REGIONAL CULTURAL IDENTITY: A COMPARATIVE ANALYSIS OF DIVERSE MASK CULTURES

Xiaoxue CHEN, Pisit PUNTIEN, Akapong INKUER, Chanoknart MAYUSOH — Sun, 15 Dec 2024 00:00:00 +0700

This research aims to compare Chaozhou Yingge masks with masks from other regions, examining their uniqueness in terms of cultural background, design elements, and symbolic significance. As an important cultural symbol, masks not only play a key role in theater and rituals but also reflect the social structures and religious beliefs of each region. Through an in-depth analysis of Yingge masks, Chinese opera masks, Indian Kathakali masks, Japanese Noh masks, Italian Venetian masks, African tribal masks, and Thai Khon masks, this study summarizes the historical evolution and cultural implications of various types of masks. The research adopts a combined method of literature review and case analysis to systematically categorize the design characteristics of different masks, such as shape, color, and patterns, and explores the cultural meanings and functions they embody. The findings reveal that Yingge masks in traditional theater not only hold aesthetic value but also carry rich local cultural and social histories. This study contributes to a better understanding of Chaozhou culture and its intangible cultural heritage, supporting the preservation and development of Yingge masks in modern culture. Future research could further explore the application of these masks in contemporary art and design, providing new ideas for the development of the cultural and creative industries.

RESEARCH ON THE CULTURAL VALUE OF TRADITIONAL OVERSEAS CHINESE VILLAGES IN LINGNAN

Lihong LONG, Pisit PUNTIEN, Akapong INKUER, Chanoknart MAYUSOH — Sun, 15 Dec 2024 00:00:00 +0700

As a representative cultural heritage in southern China, the traditional villages of overseas Chinese in Lingnan embody the wisdom and emotions of overseas Chinese, presenting a unique architectural style and profound cultural connotation. At different stages of the historical development of overseas Chinese, these villages have not only retained the essence of the Central Plains culture, but also integrated cultural elements from overseas, forming unique multicultural characteristics such as architecture, folk customs, beliefs, food and language. However, with the acceleration of urbanization and the impact of globalization, these traditional villages are facing severe challenges such as cultural heritage faults, architectural destruction and disappearance of style. To this end, this paper conducts a comprehensive analysis of the cultural value of the traditional villages of overseas Chinese in Lingnan through literature research and field investigation, and deeply explores its cultural expressions in architecture, folk customs, beliefs, etc., aiming to reveal the potential cultural resources of these villages in the context of cultural and tourism integration. The research not only provides a theoretical basis for the protection and revitalization of traditional villages of overseas Chinese, but also provides strategic support for their sustainable development and practical application of cultural and tourism integration.

A PRELIMINARY STUDY OF THE EMOTIONAL TURN IN UNIVERSITY IDENTITY SYSTEM (UIS)

Deng YICHU, Rosjana CHANDHASA, Pisit PUNTIEN — Sun, 15 Dec 2024 00:00:00 +0700

As an important means to enhance the comprehensive strength and competitiveness of universities, the importance of University Identity System (UIS) is becoming more and more prominent with the development of higher education. Traditional UIS is facing homogenisation and other problems in China, making it difficult to meet the higher demands for "spirit" and "temperature" of university teachers, students and the public in the new era. Emotional design, as a design method emphasising personal perception and emotional appeal, is gradually becoming a new direction for the innovative development of UIS. This research aims to analyze the evolution, composition system and research hotspots of the university image identity system, and explores the academic and rational connection between it and emotional design, aiming to explore the cultural characteristics of the university through this contact method, and finally apply it to corporate image design. In this paper, we firstly review the development history, theoretical foundation and current research status of University Identity System (UIS) at home and abroad, and then analyse the research process and main theories of emotional design, especially the three-level theory proposed by Donald A. Norman. This research mainly adopts qualitative research methods. Finally, the intrinsic connection between UIS and affective design is discussed, and it is pointed out that affective design acts on the visual identification (VI), behavioural identification (BI) and conceptual identification (MI) of UIS through the instinctive level, the behavioural level and the reflective level, respectively, to construct the uniqueness of the university's image and the sense of identity with the goal of emotional resonance. The purpose of this paper is to provide theoretical support and practical guidance for the emotional shift of UIS under the threshold of multidisciplinary perspectives, and to promote the innovation and breakthrough of image recognition of Chinese universities in the construction cycle of "double first-class".

COLOR CHARACTERISTICS AND CULTURAL CONNOTATION IN THE TEMPLE MURALS OF MING DYNASTY

Wenhong LI, Pisit PUNTIEN, Akapong INKUER, Chanoknart MAYUSOH — Sun, 15 Dec 2024 00:00:00 +0700

With the continuous development of cultural heritage preservation and artistic creation, in-depth research on the colors of temple murals and their application in modern society has become particularly urgent. This research analyzes the main color features of Ming Dynasty temple murals and the cultural connotations behind them, and explores their symbolic meanings. The symbolic meaning of color in religious art is explored. In the research process, qualitative research methods such as literature research, interviews, field observation, and design practice are used to study in depth the color connotation and emotional expression of Ming Dynasty temple murals. Quantitative research methods were used to conduct a questionnaire survey to study the impact of color connotation on emotions and to collect people's emotional responses and perceptions of Ming Dynasty mural painting colors. The results of the study found that the study of mural painting color helps to deepen the understanding of temple mural paintings, analyze the impact of different colors on the viewer's emotion and cognition, find out the rules and trends of color use, and provide new ideas and methods for cultural heritage protection and artistic creation. Conclusion, the study of the color of Chinese Ming Dynasty murals complements and improves the construction of the color system of Chinese murals, and provides certain references and help for the protection and restoration of murals. At the same time, this ancient color system is used to create new paintings, so that new art works can be integrated into contemporary cultural creation.

CULTURAL IDENTITY OF WUXI, CHINA: EXPLORING AESTHETIC EXPRESSIONS THROUGH LIFESTYLE AND ARCHITURAL HERITAGE FOR TOURISM PRODUCT DESIGN

Haijun SHEN, Rosjana Chandhasa, Pisit Puntien — Sun, 15 Dec 2024 00:00:00 +0700

The rapid development of global tourism has heightened the focus on integrating cultural heritage into the design of local tourism souvenirs, particularly in Wuxi, a city emblematic of Jiangnan's historical and aesthetic legacy. This research aims to explore the cultural identity of Huishan, Jiangsu Province, China, and analyze the main cultural features of Wuxi, including its ancestral hall traditions, traditional crafts, folk festivals, religious practices, and architectural adornments, and to explore the symbolic meaning embedded within these cultural elements as expressed in local religious and secular art. Through qualitative research methods, including field studies, literature analysis, and expert interviews, the study examines key visual symbols in Wuxi's lifestyle and architectural heritage. The research results found that Wuxi's cultural identity is deeply rooted in family reverence, aesthetic sophistication, and symbolic representation of well-being, which are effectively reflected in architectural details, festive customs, and artisan craftsmanship. The findings demonstrate that Wuxi's nuanced cultural expressions can serve as a rich resource for tourism product design, promoting both cultural continuity and market competitiveness. This research provides insights into translating regional aesthetics into tangible products, enhancing the cultural appeal of Wuxi's tourism offerings while fostering a broader understanding of Jiangnan's unique heritage.

ELECTION, RELIGIOSITY, AND DEVELOPMENT IN CONTEMPORARY INDONESIA POST-REFORMATION

Ismail Suardi WEKKE — Sun, 15 Dec 2024 00:00:00 +0700

In post-Reformation period, Indonesia has undergone substantial changes as it transitioned from authoritarianism to democracy. This era has been marked by pivotal elections that have reshaped the political landscape and influenced the country's development path. This analysis delves into the complex interplay between elections and development in modern Indonesia, within the Southeast Asian context. Key electoral milestones, including the significant elections of 1999, 2004, 2009, 2014, 2019, and 2024, are examined to understand their impact on Indonesia’s democratic evolution. The paper investigates factors affecting voter behavior, such as socioeconomic status, religious and ethnic identities, and party platforms. Furthermore, it assesses the crucial role of electoral bodies like the Independent Election Commission (KPU) and the Constitutional Court in safeguarding the integrity of elections. A core theme is the influence of electoral results on development policies, addressing economic growth, poverty alleviation, and social welfare programs. The paper evaluates how elections have contributed to political stability and institutional advancement. By analyzing electoral politics in other Southeast Asian countries like the Philippines and Thailand, the paper offers insights into regional dynamics, highlighting the distinctive challenges and opportunities Indonesia faces in its democratic journey. The study concludes that elections have been vital to Indonesia's development post-Reformation. Despite ongoing issues like corruption, clientelism, and regional inequalities, democracy provides a mechanism for citizens to demand accountability and better governance. Strengthening democratic institutions and enhancing civic engagement are essential for Indonesia to continue progressing towards a more prosperous and equitable society.

GUIDELINES FOR DECISION-MAKING IN SELECTING SUPPLIERS OF RAW MATERIALS FOR GEMS AND JEWELRY INDUSTRY IN THAILAND

Napattsorn RATTANASAKOLPATT, Srochinee SIRIWATTANA, Nattarikan KAEWKORATHR — Sun, 15 Dec 2024 00:00:00 +0700

In today’s dynamic business environment, gems and jewelry entrepreneurs require the efficient supply chain management to remain competitive advantage in the market. The decision to select raw material suppliers is considered one of the main issues that entrepreneurs in the industry must thoroughly concern. Supplier selection for raw materials plays pivotal roles which directly impacting the cost, quality, productivity as well as future business performance. The aim of this research is to study guidelines for decision-making in selecting suppliers of raw materials for gems and jewelry industry in Thailand. This research employed a qualitative approach. Data was collected through in-depth interviews. Sixteen people were interviewed, including 1) ten entrepreneurs registered with the Department of Business Development of the Ministry of Commerce, 2) two committee members of Thai Gem and Jewelry Association,
3) two committee members of The Jeweller Association and 4) two committee members of The Gem and Jewelry Institute of Thailand. The findings of the research revealed that the factors must be considered when making the decision in selecting suppliers of raw materials for gems and jewelry industry in Thailand, including the quality of raw materials, the reliability and reputation of suppliers, good relationships between entrepreneurs and suppliers, price and value, standard practice and social responsibility, supplier sourcing ability to meet customer’s requirement, supplier flexibility in sourcing, after-sales service and support, financial status check of suppliers and continuous evaluation and improvement of supplier selection process. Following some guidelines will assist entrepreneurs to develop strategic decision effectively to accomplish sustainable supplier management, implement entrepreneurs’ performance as well as strengthen the gems and jewelry industry.

GUIDELINES FOR STRENGTHENING COMMUNITY ENTERPRISES IN NAKHON NAYOK PROVINCE, THAILAND

Ratchaya SOPOLAPIKUL, Srochinee SIRIWATTANA, Rachada FONGTANAKIT — Sun, 15 Dec 2024 00:00:00 +0700

Community enterprises are an important mechanism for developing local economies and strengthening communities at the local level. This helps communities improve their well-being and become self-reliant, especially in Nakhon Nayok province, which has high development potential but still faces many challenges in strengthening community enterprises. The development and strengthening of community enterprises in this area therefore requires comprehensive and appropriate approaches to achieve success. This research aims to study approaches to strengthen community enterprises in Nakhon Nayok province. This research uses qualitative research methods. The key informants are: 1) Director-General of the Department of Agricultural Extension, 2) Director-General of the Cooperative Promotion Department, 3) Former Deputy Minister of Agriculture and Cooperatives, 4) Governor of Nakhon Nayok Province, 5) Deputy Governor of Nakhon Nayok Province, 6) Two Chairpersons of Community Enterprises, 7) Two Vice Chairpersons of Community Enterprises, totaling 9 key informants. The research findings show that strengthening community enterprises in Nakhon Nayok province requires comprehensive and diverse actions, ranging from developing members' skills, adding value to products, financial management, developing management systems, building cooperation and networks, to support from government and related organizations. Serious implementation of these approaches will help community enterprises grow and develop strength sustainably.