Procedia of Multidisciplinary Research

THE NARRATIVE CONNOTATION OF FASHION ELEMENTS IN ANIMATION PERFORMANCES UNDER THE VISUAL SYMBOLIC THRESHOLD

Dandan ZHU, Nataporn RATTANACHAIWONG — Fri, 11 Oct 2024 00:00:00 +0700

This paper explores the narrative connotation of fashion elements in animation under the theory of visual semiotics. Through the analysis of three classic animation works, "Mulan," "Paradise Kiss," and "Spirited Away," it reveals that fashion elements not only enhance visual aesthetics but also convey characters' inner worlds and emotional states through sign systems, driving the story forward. For example, in "Mulan," the transformation of costumes symbolizes her struggle between family and social expectations; in "Paradise Kiss," fashion choices reflect characters' personalities and psychological states; in "Spirited Away," clothing changes showcase character growth. Visual semiotics provides an effective method to interpret these elements, revealing their deeper meanings.

ULTRASONOGRAPHY CERVICAL VOLUME AS A PREDICTOR OF SUCCESSFUL INDUCTION OF LABOR IN PREGNANT WOMEN WITH INDUCTION OF LABOR, A SYSTEMATIC REVIEW AND META-ANALYSIS.

Potsanop Kassayanan, Prame Chantabal, Monchai Suntipap — Fri, 25 Oct 2024 00:00:00 +0700

Numerous sonographic cervical assessments have been used to predict successful induction of labor (IOL), but the definitive assessment to use in clinical practice remains inconclusive. This systematic review and meta-analysis (SRMA) studied a novel cervical assessment, cervical volume, to evaluate diagnostic performance and compare the association between successful and failed IOL in pregnant women who underwent IOL. This SRMA was registered before the study was conducted, and data were searched via electronic bibliographic databases including Embase, MEDLINE, Scopus, and Google Scholar, from inception until September 15, 2024. Of the 269 eligible studies, 7 studies met the inclusion criteria. Data analysis was done for cervical volume with or without cut-off values. The results show that two studies with a cut-off value of cervical volume indicate it is a strong predictor for successful VD within 24 hours, with an odds ratio of 7.19 (95% CI; 3.31, 15.64), but with wide precision. Six studies also show that a smaller cervical volume by 1.32 cm³(95% CI; -6.37, 5.72) and 5.73 mm³ (95% CI; -10.64, -0.81) in the group with successful vaginal delivery (VD) and achieving the active phase of labor within 12 hours, respectively. In addition, subgroup analysis of 3 studies in VD without time showed that moderately smaller cervical volume by 6.88 cm³ (95% CI; -14.6, 0.83) was associated with successful VD, with low heterogeneity. In conclusion, cervical volume is a potential parameter to predict successful IOL, with a smaller cervical volume being associated with successful IOL.

FACTORS AFFECTING THE PURCHASE DECISION OF BYD ELECTRIC VEHICLES IN BANGKOK AND SURROUNDING AREAS

Pinyada BOONNAK, Noppong KERDNGERN — Fri, 11 Oct 2024 00:00:00 +0700

This research aims to study the personal factors such as gender, age, marital status, education level, occupation, and average monthly income along with factors related to technology acceptance and brand image that influence the decision to purchase BYD electric cars among the population in Bangkok and its metropolitan area. The study follows a quantitative research design and employs a non-probability, accidental sampling method. Data was collected through 298 online questionnaires and 102 self-administered questionnaires, totaling 400 samples. Statistical methods used for data analysis include mean, standard deviation, Independent Samples t-test, One-Way ANOVA (F-test), and multiple regression analysis. The findings indicate that
1) personal factors do not significantly affect the decision to purchase BYD electric cars among the population in the study area, 2) technology acceptance factors, including perceived benefits (Sig = 0.000) and perceived ease of use (Sig = 0.000), significantly influence the decision, and 3) brand image factors, including value (Sig = 0.000), user (Sig = 0.000), and culture (Sig = 0.001), have a significant effect on the decision to purchase BYD electric cars at a significance level of 0.05. However, factors related to attributes, benefits, and personality do not significantly influence the decision.

EFFICACY AND SAFETY OF TOPICAL PURE SAW PALMETTO (SERENOA REPENS) EXTRACT LOTION IN ANDROGENETIC ALOPECIA

Phyo Zaw AUNG — Fri, 11 Oct 2024 00:00:00 +0700

This open-label study evaluates the efficacy and safety of a lotion containing pure Saw Palmetto (Serenoa repens) extract in treating androgenetic alopecia (AGA) in 20 male participants. The participants applied the lotion twice daily over a 12-week period. Hair counts and global photographic assessments were conducted at baseline and during follow-up visits at weeks 4, 8, and 12. Statistical analysis showed a significant increase in mean hair count from 49.8 at baseline to 55.9 by week 12. Additionally, participant satisfaction scores rose over time, with 83% of participants reporting high satisfaction by the study’s conclusion. Importantly, no adverse effects were observed, supporting the lotion's safety. The study concludes that pure Saw Palmetto extract lotion is an effective and well-tolerated treatment for male AGA, though further research with larger sample sizes and longer follow-up periods is recommended.

DESIGN OF CAMPUS SOUVENIR BASED ON ART AND CULTURE EVALUATION OF SHANDONG IN CHINA

Kai ZHANG — Fri, 11 Oct 2024 00:00:00 +0700

From the perspective of consumer perception, this paper selects the campus souvenirs of Zibo Vocational College as the research objective, and constructs a comprehensive index evaluation system for campus souvenirs. Combined with the artistic and cultural characteristics of Shandong, this paper extracts six key perception factors, including culture, regionality, artistry, collection, innovation and practicability, which have a significant impact on the evaluation of campus souvenirs. By using factor analysis, this paper conducts an in-depth and objective quantitative analysis of the indicators of these six perceptual factors. At the same time, by surveying consumers' satisfaction with souvenirs and discussing related issues in detail, it aims to provide empirical support and clear direction guidance for subsequent product improvement and optimization design.

LUNAR MARCH 3 FOLK CULTURE AND ART OF THE ZHUANG TRIBE, GUANGXI

Han ZHOU — Fri, 11 Oct 2024 00:00:00 +0700

The historical, cultural and artistic value of Lunar March 3 folk culture of Zhuang people in Guangxi, China, is the formation and development of the folk culture of Zhuang people. This research aims to explore the historical, cultural and artistic value of Lunar March 3 folk of the Zhuang tribe from the dimension of connotation. How to describe, analyze, draw on historical, cultural, and artistic values to tell stories through the Lunar March 3 folk culture. In terms of culture, it was found that Lunar March 3 folk culture of Zhuang people in Guangxi. It is also an important issue in inheritance of social history. Cultural and artistic aspects of Zhuang people. To show the modernization process and social transformation of Zhuang people. In terms of art, the artistic value of Lunar March 3 folk culture of Zhuang people in Guangxi is reflected through its rich folk activities and unique cultural symbols. Zhuang people have a variety of artistic expressions. But the parchment ball is also the embodiment of arts and crafts. Each plaid ball is meticulously crafted and decorated with lucky symbols and traditional patterns. Beating the bronze drum is a way for Zhuang people to express their joy and pray for blessings. It shows the understanding and respect for nature, history, and society of Zhuang people. These art forms are not only a medium for the continuation of Zhuang culture, but also a medium for the continuation of Zhuang culture. It also helps Zhuang art to transcend time.

THE CULTURAL LANDSCAPE OF HONGSHIYA VILLAGE, HENAN PROVINCE, CHINA

Beibei WANG — Fri, 11 Oct 2024 00:00:00 +0700

In the process of modernization and urbanization, this study examines the cultural landscape of Hongshiya Village, Henan Province, China. The research focuses on the village's residential areas, agricultural zones, and natural resource regions. A qualitative research method, utilizing descriptive analysis, was employed to explore how the cultural environment can inform the design of souvenir products. Key findings highlight the village's cultural value, including the preservation of traditions like annual festivals and crafts such as pottery and weaving, which reflect cultural pride and heritage. Symbolism is evident in the connection between humans and nature, with mountains and rivers viewed as sacred. The village also maintains a strong belief system centered on deities and natural spirits, with rituals and seasonal ceremonies being significant. The aesthetic aspects are showcased through traditional decorations, folk art, and nature-inspired creations.

SEARCH FOR CULTURAL DIMENSIONS, BELIEF PATTERNS, LIFESTYLES, AND AESTHETICS TO DESIGN CULTURAL AND CREATIVE PRODUCTS IN GUANGDONG, CHINA

Zhi ZHAN — Fri, 11 Oct 2024 00:00:00 +0700

The Song Dynasty was the heyday of Chinese history, and painters painted with a wide range of brushstrokes, from magnificent natural landscapes to the subtleties of grasses, trees, insects and butterflies. Among them, the fan culture is particularly unique, although the fan surface is small, but it can be a delicate display of the urban prosperity, the serenity of the farmhouse and the characters. The custom of giving fans at the Dragon Boat Festival was prevalent, and the imperial brush inscriptions on the fans added to the supreme honor. Fans were not only a way to beat the summer heat, but also became a symbol of status and taste. The fan culture of the Song Dynasty is unique in the history of Chinese painting and calligraphy. This study focuses on the fan culture of the Song Dynasty and explores its development and artistic essence. With the help of high-quality digital images of Song Dynasty paintings and calligraphy, we devote ourselves to the innovative graphic design of cultural and creative products, aiming to satisfy the growing cultural needs of the contemporary public, and at the same time, conforming to the trend of the digital era, providing novel materials for the regeneration of Song Dynasty paintings and calligraphy. Through qualitative research and descriptive analysis, this study aims to deeply analyze the fan culture of the Song Dynasty and skillfully integrate it into thematic cultural creative product design, so as to contribute to the inheritance and innovation of traditional culture.

THE ART OF WOODBLOCK NEW YEAR PAINTINGS IN ZHUXIAN TOWN, CHINA FROM THE CULTURAL DIMENSIONS OF CONNOTATION, BELIEFS, SYMBOLS AND FOLK ART

Yuanyuan LI — Fri, 11 Oct 2024 00:00:00 +0700

As a national intangible cultural heritage, the woodblock New Year paintings of Zhuxian Town, China are known as the treasures of Chinese traditional culture. This study aims to explore the art of woodblock New Year paintings in Zhuxian Town, China from the cultural dimensions of connotations, beliefs, symbols and folk art. Qualitative research methods and descriptive analysis methods were used to conduct an in-depth study of Zhuxian Town woodblock New Year paintings from four cultural dimensions of connotation, beliefs, symbols and folk art. Through literature review and field investigation in Zhuxian Town, combined with observations and in-depth interviews with local artists and residents, the researchers selected more than twenty representative New Year paintings for analysis to reveal their profound traditional values and culture idea. These works not only reflect the artistic charm and cultural connotation of Zhuxian Town woodblock New Year pictures, but also reflect their important role in the inheritance of beliefs, symbol systems and folk art.

THE CULTURAL AND VISUAL ART DIMENSIONS OF KHITAN CERAMICS

Tianyou WU — Fri, 11 Oct 2024 00:00:00 +0700

Khitan ceramics were handmade by craftsmen in the Liao Dynasty during the existence of the Liao Dynasty. They were daily-use ceramics and decorative ceramics with typical Khitan national style and characteristics of grassland nomadic life for local people's daily life. In order to apply the unique Khitan ceramic art style to the local cultural and creative industry, this study aims to explore the characteristics of Khitan ceramics and the local natural environment, living customs, national beliefs and visual arts. In the field of descriptive analysis, this study adopted a qualitative approach. Taking the Khitan ceramics from Chifeng City, Inner Mongolia Autonomous Region as the research object, combined with the local natural environment and the culture and beliefs of the Khitan people, the shape, modeling lines, colors and pattern layout of Khitan ceramics are analyzed, and the visual art of Khitan ceramics is understood and displayed. The research results show that Khitan ceramics have diverse shapes, smooth lines, natural colors, and simple and elegant patterns. The decorative patterns of Khitan ceramics reflect the cultural beliefs and daily life of the Khitan people. Applying the unique Khitan ceramic art to the local cultural and creative industries will not only help protect and inherit the Khitan cultural heritage, but also provide inspiration and reference for the development of modern cultural industries. This study has important academic value and practical significance for understanding the artistic value and cultural significance of Khitan ceramics.

SATISFACTION OF USERS OF BEAUTY CLINICS IN BANGKOK

Chonrasit PUKPRASONG — Fri, 11 Oct 2024 00:00:00 +0700

This research is further 1) to study more about beauty business services for consumers in Bangkok. 2) To compare satisfaction with beauty business services in Bangkok classified by personal factors as quantitative research. The population used in this research is people living in Bangkok. The exact population is not known by using a convenience random sampling method to select the sample, and send the link to the sample group by scanning a QR Code. The sample group was 400 people. The statistics used were, S.D. and Analysis of Variance (T-Test, ANOVA). The study found that 1) Overall satisfaction in using beauty clinic services in Bangkok is at a high level ("X" ̅ = 3.94, S.D. = .600). When considering each aspect, it was found that the quality of products/services that customers received was at the highest level ("X" ̅ = 4.18, S.D. = .658), followed by customer loyalty and the aspect with the lowest average value was customer complaints, respectively. 2) Satisfaction in using beauty clinic services in Bangkok classified by personal factors, including gender, age, occupation, education level and monthly income, showed that age and monthly income were different. Affecting satisfaction in using beauty clinic services in Bangkok with statistical significance at the .05 level.

MOTIVATION FOR CHOOSING TO STUDY THAI AMONG CHINESE STUDENTS AT NORTH BANGKOK UNIVERSITY

Xia HUANG — Fri, 11 Oct 2024 00:00:00 +0700

The objective this article to study the extrinsic and intrinsic motivations in choosing to study Thai language among Chinese students at North Bangkok University, Rangsit Campus. The sample consisted of 80 people. Questionnaires were used to collect data, and mean and standard deviation were used to analyze the data.
The research finding ware as follows: 1) External motivations for choosing to study Thai include:
1.1) Educational institution, overall at a high level, with the highest mean item being that teachers listen to students’ opinions on various issues and encourage students to learn and develop further in the future at a high level, followed by the university-provided teachers who are knowledgeable at a high level, and the lowest mean item being that teaching materials are consistent with the subject matter and sufficient for use. 1.2) Social aspect, overall at a high level, with the highest mean items being that there is increased opportunity for employment and wanting to understand Thai culture more at a high level, followed by wanting to make new friends in society at a high level, and the lowest mean item being able to communicate better with people in society at a high level, respectively. 1.3) Family aspect, overall at a high level, with the highest mean item being that the family has high expectations for employment after finishing studying Thai, and the lowest mean item being that the family supports studying Thai at a high level, respectively. 2) Internal motivation in choosing to study Thai language is at a high level overall. The item with the highest mean value is being interested in Thai language, wanting to use Thai language as an additional language besides Chinese and English, at a high level. Next is having various careers related to Thai language, at a high level. And the item with the lowest mean value is not having enough knowledge of Thai language for work, at a medium level, respectively.

MARKETING MIX FACTORS THE PURCHASE A DETACHED HOUSE OF CONSUMERS IN NONTHABURI PROVINCE

Phacharakamon PRANNUER — Fri, 11 Oct 2024 00:00:00 +0700

This research aims to 1) Study the marketing mix factors in the selection of single-detached houses by consumers in Nonthaburi Province. 2) To compare the marketing mix factors classified by personal factors of consumers who purchase single-detached houses in Nonthaburi Province. This is a quantitative research. The population used in this research is people in Nonthaburi Province. The sample group was 400 people, by using a convenience random sampling method to select the sample, and send the link to the sample group by scanning a QR Code. The statistics used were "X" ̅, S.D. and Analysis of Variance (T-Test, ANOVA). The results of the research found that 1) The marketing mix factors in the selection of single-detached houses by consumers in Nonthaburi Province, etc., were at the highest level overall ("X" ̅ = 4.79, S.D. = .326). When considering each aspect, it was found that the physical aspect was at the highest level ("X" ̅ = 4.83, S.D. = .344), followed by the work process aspect, and the aspect with the lowest average value was price, respectively. 2) The marketing mix factors classified by personal factors of consumers who purchase single-detached houses in Nonthaburi Province, when classified by personal factors, including gender, age, education level, occupation, status, monthly income, and number of family members, found that gender, age, occupation, status, and monthly income The differences significantly affect the purchasing decision of single-detached houses of consumers in Nonthaburi Province at the .05 level.

ENHANCING STUDENT ENGAGEMENT THROUGH MEANINGFUL ‘FORWARD-WASH’

Tim CORNWALL — Thu, 17 Oct 2024 00:00:00 +0700

This research involved assessing, negotiating with, and supporting two small classes at two different Thai universities as to what they would need to be able to do with English after graduating with an undergraduate degree and looking for an internship or their first job. Based on examining their expectations and applying a negotiated needs assessment or ‘forward-wash,’ student engagement was supported during the course. With an overwhelming amount of online advice and support available, a myriad of career interests, and a never-ending combination and permutation of specific job opportunities and their application requirements, students were purposely led through a chaotic and constantly changing scenario. With the relatively small class sizes 14 and 16, differentiated support and direction were provided to individuals or smaller groups based on their English skills, personal background, and career expectations. This case study found that when students knew exactly what they needed to be able to do and were provided with the tools to achieve this based on their varying abilities, the two courses could be defined as having been successful. In addition, it was determined that while students were often confused or frustrated as to what was being undertaken, on completion of the course, most could see the benefit of having experienced this in a safe and non-threatening environment. Finally, despite a reluctance to practice repeatedly, students came to appreciate that knowing how to monitor and control their speaking speed enables them to control one manifestation of nervousness: speaking quickly.

PROMOTING EFL STUDENTS SPEAKING WITH A FLIPPED CLASSROOM MODEL IN THONGSOOK COLLEGE

Akhil AUGUSTINE, Mohamed S. JABERI-HAJI, Akarawut AONSATIT — Thu, 17 Oct 2024 00:00:00 +0700

This research explored the impact of a Flipped Classroom Model on promoting English as a Foreign Language (EFL) speaking skills among Thai students at Thongsook College, Bangkok. The study involved 100 students enrolled in an online course on the ReallyEnglish platform, divided into two groups. One group used the flipped classroom model, while the other group followed traditional methods without prior practice before class. Over a period of three weeks during their second semester, the first group engaged in pre-class preparation and actively participated in class activities, while the second group attended class without any prior preparation. The research methodology involved both a survey and interviews. A 20-item questionnaire was administered before and after the activities, and interviews were conducted during the final week, with sessions recorded via camera. The data were analysed using a five-point Likert scale, ANOVA, and interview analysis. The findings highlighted the positive effects of the flipped classroom model on students' speaking skills. Those who engaged in pre-class activities and participated in class showed significant improvements in their speaking abilities compared to those who did not. The study suggests that the flipped classroom approach, supported by online platforms, is an effective pedagogical strategy for enhancing EFL students' speaking skills. These results underscore the value of further research on flipped learning models and their implications for language teaching.

DISCIPLINING THE RESPONSES TO CROSS-BORDER SUBSIDIES: THE CASE STUDY OF EU TRADE REMEDY INVESTIGATION AGAINST PRODUCTS FROM INDONESIA AND IMPLICATIONS FOR THAILAND

Jiazhen Cen — Thu, 17 Oct 2024 00:00:00 +0700

The escalating geopolitical tensions between China and the United States have intensified competition in the trade field, with subsidies playing a significant role. This dynamic is particularly relevant for Indonesia and Thailand, both of which are strategically positioned in global trade relations with China, the EU, and the US. On the one hand, both countries have emerged as the most attractive destinations for China’s BRI investment in ASEAN; on the other hand, they are increasingly subjected to trade remedy investigations by the EU and the US. This research explores how trade remedy rules are applied to cross-border subsidies, focusing on the practices of the EU in the BRI context. By analysing existing WTO subsidy rules and the EU’s actions against products from Indonesia, this research sheds light on the implications for Thailand in securing its economic interests in the global market. The analysis reveals that, while WTO rules offer remedies for certain subsidies, cross-border subsidies pose unique challenges due to their transnational nature. Case studies indicate that the EU has expanded the application of WTO trade remedy rules to address these issues under the BRI. A WTO-consistent approach to cross-border subsidies must strike a delicate balance between mitigating their trade-distortive effects and facilitating development. For Thailand to remain competitive as a leading investment destination in ASEAN, leverage the benefits of the BRI, and assist its industries to move up the value chain, it is crucial to prioritize development needs in its proposal for WTO subsidy rule reforms.

THE STUDY OF CROSS-CULTURAL GRAPHIC DESIGN: THE ROLE OF GRID-BASED TECHNIQUES IN INTEGRATING CHINESE AND THAI PATTERNS

Yihan LI, Somying SA-ADCHOM — Thu, 17 Oct 2024 00:00:00 +0700

This study applied graphic design principles to blend Chinese elements with the traditional Thai pattern, Pha Lai Yang. Using grid-based analysis, it reviewed historical and contemporary patterns from both cultures, emphasizing their visual and cultural significance. A grid system was used to organize and deconstruct the patterns, while vector graphics software aided in extracting and recombining elements. The final hybrid designs were showcased on product mockups through digital prototyping. Design experts evaluated the patterns, confirming their cultural authenticity and commercial appeal. This research highlighted the role of graphic design in cross-cultural visual synthesis, offering innovative methods for pattern creation. Compared to previous studies focused on direct pattern adaptation, this research emphasized the role of graphic design methodology in cultural fusion. The use of grid systems and digital tools for pattern analysis and creation represented an innovative approach in this field.
The outcome demonstrated the effectiveness of graphic design in bridging cultural aesthetics, resulting in versatile patterns applicable to diverse product designs. This research contributed to the graphic design field by offering new perspectives on cross-cultural visual synthesis and pattern creation methodologies.

GUIDELINES FOR DEVELOPING THE WORK EFFICIENCY OF EMPLOYEES IN THE ELECTRONICS AND ELECTRICAL APPLIANCE INDUSTRY

Thu, 17 Oct 2024 00:00:00 +0700

This research aims to explore Guidelines for developing employees' work efficiency of employees in the electronics and electrical appliance industry. Key informants include 5 executives from electronics and electrical appliance companies, 5 human resources from the same sector, and 5 employees working in these industries, totaling 15 key informants. The results of the study found that guidelines for developing the work efficiency of employees should consider the issues of Welfare Benefits, work process development, developing employee skills, managing workload, staff shortage resolution, and having good supervisors and colleagues. By adhering to these guidelines, organizations in the electronics and electrical appliance industries can help employees improve their work efficiency and enable these organizations in this industry to achieve their goals.

A SURVEY OF TASKS WITH ENGLISH SKILLS AMONG THAI DON-MUENG RAIWAY STAFF

Thanaporn OVASIT, Abhinan WONGKITTIPORN — Thu, 17 Oct 2024 00:00:00 +0700

This study examined Thai Don Mueng Railway staff’s English skills and activities that needs English in their professions. This study was a purposive sampling method. The sample was ten full-time employees at Thai Don Mueang Railway Station. The instrument in this study was an in-depth interview. The results showed that the participants had the with listening and speaking difficulties. When talking to foreigners, it was difficult for them to catch the foreigners’ accents. Even though they could employ basic conversations, it was so difficult for them to respond their interlocutors immediately. This leads one to have speaking anxiety. Some participants could read in English in general, but unfamiliar words were the causes of misunderstanding the texts. Most participants could write basic English with simple sentence structures. Most participants knew general vocabulary to perform their everyday tasks, such as ticket sales, but they could not explain complex travel destinations once asked by foreign passengers. Accordingly, most employees at Thai Don Mueng Railway need to develop their English skills, especially in speaking to be able to communicate with foreign passengers more effectively. This leads to their better services for foreign passengers visiting Thailand.

COMMITTING SUICIDE: A BUDDHIST PERSPECTIVE

Chamnong KHANTHIK, Sudaporn KHIEWNGAMDEE — Thu, 17 Oct 2024 00:00:00 +0700

Death is the most frightening for ordinary people. Even death is scary, there are still several people decide to commit suicide. That shows that, for them, death is not the most frightening thing. There is something more terrifying than death, so they decide to end their lives. In Buddhism, there are more implications than it is generally known. Therefore, it is a matter worthy for the study. The results of the study are: 1) There is a kind of suicide to escape from suffering and boredom. 2) Suicide occurred due to insane delusion or Saññā vippalāsa (distortion of perception). 3) Suicide is committed as a method of achieving a specific goal or a special method. 4) Suicide is considered a means of death of some Arahants. 5) Suicide is believed to be the highest act of worship that may help one become a Buddha in the future. In all of these, ordinary people may fall into suffering, but only the noble ones do not suffer from any kind of suffering. As for direct teaching on suicide prevention, it has been found yet. In the cause of setting forth the third code of conduct in Pārājika, the Buddha criticized the suicide as something that should not be done, but there are teachings that mitigate and eliminate suffering, such as the teaching not to have attachment, the teaching on how to consider the disappointment of separation as a normal condition. That can be considered as an indirect teaching to prevent committing suicide.

AI IN THAILAND’S MANUFACTURING INDUSTRY FROM PEACE STUDY POINTS OF VIEW

Thu, 17 Oct 2024 00:00:00 +0700

This article is part of 8th Peace Studies program in Doctor of Philosophy, Graduate School, Mahachulalongkornrajavidyalaya University (MCU), Semester 3, Academic Year 2024, which requires students in Types 1.1 and 1.2 to publish academic article. It is a compilation of knowledge about experiences in bringing Artificial Intelligence (AI) to support the manufacturing industry in Thailand through various activities organized or co-organized by the Sustainable Manufacturing Center (SMC) with the science and art of peace studies to present at the 8th Society Humanities and Social Science Research Promotion Network National and International Conference organized and exchange ideas before developing the curriculum for transformation leaders towards an industrial society 5.0 by Buddhist peace methods and conducting training in the Eastern Economic Corridor to support the next major change.

CAUSAL RELATIONS BETWEEN PUBLIC PARTICIPATION AND THE SUCCESS OF PROJECT MANAGEMENT OF NAKHON RATCHASIMA MUNICIPALITY

Worapit MEEMAK, Prayong TEMCHAVALA — Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to describe success level of Nakhon Ratchasima Municipality in managing its projects and level of public participation in project management of Nakhon Ratchasima Municipality, examine causal relations between public participation and project management success, and compare public discernments on project management success classified by personal factors. The population included household heads residing in communities of Nakhon Ratchasima Municipality. Data were collected from a sample of 200 people through questionnaire and analyzed via mean, standard deviation, multiple regression analysis, and three-way analysis of variance. The findings revealed that the level of both the success and public participation in project management of Nakhon Ratchasima Municipality were at a moderate level. The public participation influenced project management success of Nakhon Ratchasima Municipality. Different genders caused dissimilar opinions on project management success of Nakhon Ratchasima Municipality, with statistical significance at the 0.05 level.

INDICATORS FOR MEASURING SUSTAINABLE DIGITAL MARKETING PERFORMANCE IN THE REAL ESTATE INDUSTRY: AN E-DELPHI TECHNIQUE APPROACH

Worawut LEELANAPASAK, Somchai LEKCHAROEN — Thu, 17 Oct 2024 00:00:00 +0700

The use of social media platforms with distinct characteristics and user-centric goals significantly impacts the selection of online channels and the design of digital marketing strategies in the real estate industry. These strategies aim to reach and attract target audiences while fostering long-term brand loyalty. This study sought to establish effective indicators for measuring sustainable digital marketing performance. Using the electronic Delphi technique, a qualitative research approach was employed with 21 purposively selected experts. The research identified six key indicators of sustainable digital marketing: 1) satisfaction with social media usage, 2) confidence in social media platforms, 3) willingness to recommend and share, 4) professionalism and ethical commitment, 5) satisfaction with user experience, and 6) desire to support the brand. These findings suggest that these six indicators should be incorporated into practical performance measurement designs for sustainable digital marketing, not only in the real estate sector but potentially across various industries in the future.

THAIRAKSA: A POST FEATURING A COLORIZED PORTRAIT OF KING RAMA VII WITH A FILM CAMERA

Pogkrong BOON-LONG — Thu, 17 Oct 2024 00:00:00 +0700

In a Facebook post titled Siam, published by Thairaksa on July 25, 2023, a portrait of King Prajadhipok (King Rama VII) holding a film camera was shared. The post acknowledges Khun Noom Rattana for his contributions to the colorization of the portrait. The accompanying text briefly refers to King Rama VII’s visit to the Northern Region in 1926, during which he met with local rulers and subjects. This research aims to analyze the meaning of the colorized portrait and the accompanying text in the referenced post, employing textual analysis as the primary method of study. Theories of representation and semiotics serve as the main tools for interpreting the data. The study finds that the post presents a medium through which the image of the Thai monarch is preserved using modern scientific and technological advancements, contributing to both societal and historical knowledge, particularly regarding King Rama VII's involvement in cinematic history. The accompanying text carries nationalist undertones, emphasizing the unity of the Siamese state and the Northern Region, as well as promoting an anti-colonial ideology. Such undertones may inspire further public interest in exploring this area of history in greater depth. A key finding of this research is the portrayal of the image of the modern Siamese man, particularly in relation to an interest in the arts, science, and technology, as represented by the figure of the monarch in the colorized portrait shared in the post.

IMAGES OF THE SEX WORKERS IN THE THAI FILM, NA-NHA-THONG

Pogkrong BOON-LONG — Thu, 17 Oct 2024 00:00:00 +0700

Na Nha Thong (2023), or Black Magic Mask, directed by Sathanaphong Limwongthong, depicts the lives of sex workers at a brothel located in a seedy motel in the heart of Bangkok. The characters within the film engage in fierce competition for male clients. To maximize their earnings, these characters resort to mystical rituals. This research employs a text-based analysis, focusing on the content of the film, and utilizes theories of representation and semiotics, as well as gender studies, as the primary analytical tools. The study reveals that the characters in Na Na Thong are diverse in both gender identity and age, including women, men, and individuals of various gender identities, spanning from adolescents and middle-aged individuals to the elderly. The images of these characters are shaped significantly by their gender identities and lifestyles, as well as the film's classification as a horror genre. The research highlights that the hierarchy and status among these special service professionals are conveyed through scripted dialogues, costume design, makeup, as well as the atmosphere and mise-en-scène of the film's settings. The narrative, deeply entwined with elements of mysticism, contributes to the film's marketability. Furthermore, Na Nha Thong is recognized as a cinematic work with potential as a form of soft power in the cultural sphere, particularly in the Southeast Asian film market.

BURNING SIAM, FAREWELL SCALA: LIDO CONNECT, DON’T LET YOUR GUARD DOWN

Pogkrong BOON-LONG — Thu, 17 Oct 2024 00:00:00 +0700

The Apex theater chain in Siam Square, comprising the Siam, Lido, and Scala, was established in the early 1960s and played a pivotal role in the national film industry as major venues for screening both Thai and international films. Unfortunately, all three theaters were unable to continue their operations in their original forms, each facing closure or transformation due to evolving socio-economic conditions. This study is driven by the discourse surrounding these theaters, as reflected in the article’s title. The research draws on data from online media, particularly news websites and entertainment platforms focusing on cinema, covering the period from 2010 to 2020. It also incorporates the researcher’s personal experiences as a patron of these cinemas since the late 1970s. The methodology employed includes content and contextual analysis, with key theoretical frameworks such as spatial and discourse analysis, as well as semiotics. The research reveals that media and public interpretations of these cinemas are multifaceted, encompassing meanings tied to their physical locations and symbolic significance. Furthermore, the discourses surrounding each theater are inextricably linked to historical and contemporary socio-political contexts that influenced their eventual closures or transformations. The key finding of this study, situated within the discourse context outlined above, highlights the political significance of the Apex theaters in shaping identity politics. This includes the identities of political activists, members of the artistic and cultural communities, public health advocates, and the LGBT community.

AN EXAMINATION OF GENDER ISSUES AT THE 2019 YAMAGATA INTERNATIONAL DOCUMENTARY FILM FESTIVAL

Pogkrong BOON-LONG — Thu, 17 Oct 2024 00:00:00 +0700

This research shares the title of the researcher’s individual project, which was supported by a grant allocated from the budget for the development of faculty members in the Master of Arts Program in Women, Gender, and Sexuality Studies, College of Interdisciplinary Studies, Thammasat University. The 2019 Yamagata International Documentary Film Festival, the 16th edition of this renowned event, took place from October 10-17, 2019, in Yamagata, Japan. This celebrated festival showcases documentaries created by filmmakers from various regions around the globe, including Japan. The researcher focused on examining gender issues at this festival by attending screenings of documentaries from October 11-15, 2019. The research methodology was based on textual analysis, employing critical tools such as theories of representation and semiotics, along with gender theories for data analyzation. The researcher viewed 34 documentaries during this period and discovered that the festival presented a diverse range of gender perspectives. The content and characters in these films addressed issues of gender in relation to women, men, and individuals of diverse sexual orientations. Furthermore, the films' gender representations intersected with issues of ethnicity and class. A key finding of the study highlights the significant role of women in documentaries portraying the aftermath of natural disasters affecting a small Japanese community, a circumstance that mirrors contemporary societal challenges Japan was facing at the time of the festival. Additionally, the researcher discovered that the content of several documentaries, particularly those that prominently addressed gender issues, especially those focusing on women and individuals of diverse sexual orientations, directly contributed to the researcher’s pedagogical work in the courses he is responsible for in the aforementioned program. Moreover, the researcher reflected on the impact of natural disaster and the COVID-19 crisis on the organization of international cultural activities in Asia, such as this film festival.

UNVEILING THE MYTH OF LOVE AND RELATIONSHIPS AMONG BISEXUAL AND SAME-SEX CHARACTERS IN THE THAI FILM, WIMAN NAM

Pogkrong BOON-LONG — Thu, 17 Oct 2024 00:00:00 +0700

The main plot of the highly successful Thai film Wiman Nam (2024), or The Paradise of Thorns, directed by Naruebeth Kuno, revolves around the tragic love and relationships of durian farmers in Mae Hong Son province. The key characters include two gay men, a bisexual man, a heterosexual woman, and an elderly disabled woman. This article aims to explore the dimensions of love and relationships among these characters, with a focus on deconstructing the myths surrounding the love and relationships of individuals with diverse sexual orientations. The study employs textual analysis, drawing on concepts such as representation, semiotics, and gender theory. The findings reveal that these characters, navigating their lives amidst sexual diversity and the intersecting factors of Northern Thai tribal ethnicity and working-class status, experience love and relationships significantly shaped by non-normative sexual dynamics. These dynamics are further shaped by material factors such as money, personal gain, and legal constraints, which take precedence over emotional attachment and commitment as romantic partners. Within this context, heterosexual relationships and familial ties bound by blood maintain a legally superior status over same-sex relationships. Moreover, the filmmaker implies that faith in the power of love may alleviate suffering and personal crises caused by greed and the exploitation of relationships. The film also raises viewers' awareness about the importance of safeguarding the rights and equality of diverse individuals in family life.

ENHANCING THE EFFICIENCY OF ACADEMIC STAFF PERFORMANCE

Jibing LIU, Xin LIU, Uhsa TEVARATTIKAL — Thu, 17 Oct 2024 00:00:00 +0700

This study aims to: 1) examine the significance levels of perceived organizational support, internal organizational processes, learning and growth, and performance efficiency among academic personnel at private higher education institutions in Thailand; 2) investigate learning and growth as a mediating variable between perceived organizational support and performance efficiency of academic personnel at private higher education institutions in Thailand; and 3) examine learning and growth as a mediating variable between internal organizational processes and performance efficiency of academic personnel at private higher education institutions in Thailand. The sample group consists of 300 academic personnel from private higher education institutions in Thailand. Data analysis used frequency distribution, percentage, mean, standard deviation, and structural equation modeling. The study results indicate that: 1) Personnel perceived organizational support at a moderate level, with job security being perceived at a higher level than other aspects. 2) Personnel demonstrated high-performance efficiency, with job knowledge rated higher than other aspects. 3) Personnel with different personal factors did not show significant differences in performance efficiency. 4) Among the various aspects of perceived organizational support, emotional support had the most significant influence on the performance efficiency of personnel. Second to emotional support is the working conditions. Based on the study's findings, institutional administrators should support personnel emotionally by recognizing and praising their achievements through various activities or channels. For example, they could announce outstanding personnel, award prizes, present plaques of honor, or publicize achievements in institutional journals or publications. Such measures can foster a sense of pride and willingness to perform tasks, thereby enhancing performance efficiency.

SATISFACTION AND ORGANIZATIONAL IMAGE IN THE PERCEPTION OF SERVICE QUALITY

Chao LYU, Xin LIU, Uhsa TEVARATTIKAL — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this research are 1) to study the significance level of service quality perception, satisfaction, organizational image, and success of Thai higher education institutions, and 2) to examine satisfaction and organizational image as mediating variables in the perception of service quality leading to the success of Thai higher education institutions. The sample group consists of 300 students from Thai higher education institutions. The instrument used is a questionnaire. Data were analyzed using frequency distribution, percentage, mean, standard deviation, and structural equation modeling analysis. The results of the study found that respondents have a high level of agreement in terms of service quality perception, perceived value from teaching and learning, satisfaction with the private higher education institution they are currently attending, and willingness to provide information to others about the private higher education institution they are currently attending, across all aspects. The structural equation model analysis revealed that perceived value from teaching and learning and perceived service quality have a direct positive influence on satisfaction. Furthermore, satisfaction has a direct positive influence on the willingness to provide information to others. Additionally, perceived service quality and perceived value from teaching and learning indirectly positively influence the willingness to provide information to others through satisfaction.

INTENTION TO USE ONLINE LEARNING MANAGEMENT SYSTEMS AMONG UNIVERSITY STUDENTS

Suibing ZHAI, Xin LIU, Uhsa TEVARATTIKAL — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this research are as follows: 1) To study the factors influencing students' perceptions of benefits, ease of use, satisfaction, and intention to use the online learning management system at the institution of higher education. 2) To investigate satisfaction as a mediating variable between perceived benefits and intention to use the online learning management system among students at the institution of higher education. 3) To examine satisfaction as a mediating variable between perceived ease of use and intention to use the online learning management system among students at the institution of higher education. The study population comprises 500 students from the institution of higher education. Data was collected through questionnaires and analyzed using descriptive statistics, including frequency distribution, percentage, mean, and standard deviation. Inferential statistical analysis used frequency distribution, percentage, mean, standard deviation, and structural equation modeling techniques. The study findings reveal that perceived benefits do not significantly influence students' satisfaction with online learning. Perceived benefits have no statistically significant effect on student's intention to use the online learning management system at the institution of higher education. However, perceived ease of use significantly affects students' satisfaction with online learning at a significance level of 0.05.

THE INFLUENCE OF LEADERSHIP HUMAN RESOURCES CORPORATE POLICY AND MANAGEMENT INNOVATION AFFECT COMPANY PERFORMANCE

Chunhong WANG, Peerawee TEPPRATUANGTIP, Xin LIU — Thu, 17 Oct 2024 00:00:00 +0700

This research aims to 1) evaluate the leadership level, human resources, organizational policies, management innovation, and operational efficiency of companies, 2) describe the variables influencing the operational efficiency of companies, and 3) build a model for the operational efficiency of companies. The research findings can be summarized as follows: Leadership positively influences company performance and management innovation. Human resources also have a positive influence on management innovation. Corporate policy positively influences management innovation and company performance efficiency. Lastly, management innovation has a positive influence on company performance efficiency. These findings have significant practical implications for entrepreneurs and administrators, providing them with actionable insights to enhance their company's performance. For instance, understanding the positive influence of leadership on company performance can guide entrepreneurs in their leadership strategies. In contrast, the influence of human resources on management innovation can inform administrators in their HR policies.

PREPARING HOTEL EMPLOYEES IN KANCHANABURI PROVINCE FOR THE TRANSITION TO ARTIFICIAL INTELLIGENCE TECHNOLOGY

Jiajun MAI, Preecha WORARATCHAI, Xin LIU — Thu, 17 Oct 2024 00:00:00 +0700

This research aims to study the readiness, awareness, and acceptance of hotel employees in Kanchanaburi province towards the transition to artificial intelligence technology. The findings revealed that: 1) The overall awareness and acceptance of hotel employees in Kanchanaburi towards the transition to artificial intelligence technology were moderate. 2) The preparedness of hotel employees in Kanchanaburi for the transition to artificial intelligence technology was also moderate. 3) Awareness impacted the preparedness for the transition to artificial intelligence technology among hotel employees in Kanchanaburi, while acceptance did not affect their readiness. 4) An increase of 1 unit in the awareness variable would result in a 0.645 unit increase in preparedness for the transition to artificial intelligence technology among hotel employees in Kanchanaburi.

EFFECTS OF WAREHOUSE MANAGEMENT FACTORS ON COAL BUYERS SATISFACTION IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Surasak JANTHASEN, Nopphong KERDNGERN — Thu, 17 Oct 2024 00:00:00 +0700

The research aims to 1) study the satisfaction level of coal purchase of entrepreneurs, 2) study personal factors, including gender, age, education level, work experience, and average monthly income, that affect the satisfaction of coal purchase of entrepreneurs, and 3) study the factors of warehouse management, including goods receipt, goods storage, goods picking, goods delivery, and goods delivery, that affect the satisfaction of coal purchase of entrepreneurs. This research used a quantitative research design with 400 self-administered questionnaires from coal buyers in Phra Nakhon Si Ayutthaya Province. The analysis was performed using a ready-made computer program for statistical analysis, including descriptive statistics and inferential statistics. The research results found that 1) the overall satisfaction level in purchasing coal was 4.30, which concluded that coal buyers had the highest satisfaction in purchasing coal. 2) Personal factors, including gender (Sig 0.729), education level (Sig 0.200), and work experience (Sig 0.106), did not affect the satisfaction in purchasing coal of entrepreneurs. However, age (Sig 0.010) and average monthly income (Sig 0.038) affected the satisfaction in purchasing coal of entrepreneurs. 3) Warehouse management in terms of product delivery (B = 0.307, Sig = 0.000), product receipt (B = 0.240, Sig = 0.000), and product distribution (B = 0.212, Sig = 0.001) were factors affecting the satisfaction in purchasing coal of entrepreneurs. The storage aspect (B = 0.051, Sig = 0.475) and the picking aspect (B = 0.063, Sig = 0.377) did not affect the satisfaction of the entrepreneurs in buying coal. It can be concluded that the factor of receiving goods that increased by one unit affected the satisfaction of the entrepreneurs in buying coal by 24.00 percent, the factor of distributing goods that increased by one unit affected the satisfaction of the entrepreneurs in buying coal by 21.20 percent, and the factor of delivering goods that increased by one unit affected the satisfaction of the entrepreneurs in buying coal by 37.70 percent.

THE INFLUENCE OF CORPORATE GOVERNANCE PRACTICES ON FIRM’s SUSTAINABLE GROWTH: A CASE STUDY OF THAILAND SUSTAINABILITY INVESTMENT FIRMS (THSI) IN THE STOCK EXCHANGE OF THAILAND AND THE MARKET FOR ALTERNATIVE INVESTMENT (MAI)

Thu, 17 Oct 2024 00:00:00 +0700

This study aims to investigate the impact of corporate governance on the sustainable growth of companies listed in the Thailand Sustainability Investment (THSI) index on the Stock Exchange of Thailand (SET) and the Market for Alternative Investment (MAI). Secondary data from annual reports, corporate governance reports, and Form 56-1 were collected for the period 2015-2022. Corporate governance variables studied include board size (BODSIZE), the proportion of independent directors (IND), the proportion of shares held by executives (PSED), the duality of CEO and chairman (CDUAL), meeting frequency (TIME), existence of a risk committee (RC) and Sustainability Excellence Awards (SSR). The sustainable growth rate (SGR) was used as the dependent variable. Descriptive statistics and multiple regression analysis (Enter method) were employed to analyze the data. The results revealed that at the 95% confidence level, the existence of a risk committee (RC) significantly positively impacted sustainable growth (SGR). At the 99% confidence level, board size (BODSIZE) and Sustainability Excellence Awards (SSR) were found to have a significant negative impact on sustainable growth (SGR), contrary to expectations. Other corporate governance variables examined did not show a significant relationship with sustainable growth (SGR).

FACTORS AFFECTING DEBTOR'S REAL ESTATE DEBT REPAYMENT BEHAVIOR IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to analyze the factors affecting the debt repayment behavior of real estate borrowers in Hat Yai District, Songkhla Province, using data from a sample of 311 people collected via an online questionnaire. The results of the study found that the factors affecting debt repayment behavior were personal factors (real estate loan borrowers), economic factors, financial institution factors, debtor factors, financial skills factors, and financial motivation factors. It also found that debt repayment flexibility and support from banks play an important role in reducing non-performing loans (NPLs) in the financial system. This study will help understand the debt repayment behavior of real estate borrowers in the area and can be used to develop credit policies that are appropriate for the borrowers’ needs in the future. Keywords: Real estate loans, Financial skills, Non-performing loans (NPLs)

DEVELOPMENT OF ENVIRONMENTAL COST ACCOUNTING SYSTEMS TO PROMOTE SUSTAINABLE CONSUMPTION AND PRODUCTION (SDG 12) IN THE LOWER NORTHEASTERN REGION OF THAILAND

Piyachat THONGPAENG — Thu, 17 Oct 2024 00:00:00 +0700

This research aims to develop an environmental cost accounting system that can promote sustainable consumption and production in the context of the Sustainable Development Goals (SDG 2), focusing on the Lower Northeastern region of Thailand. The study employs a mixed-methods approach, combining quantitative data collection through questionnaires and qualitative data collection in-depth interviews with industrial entrepreneurs, government agencies, and local communities. Data analysis was conducted using basic statistics and content analysis to gain insights into the challenges and opportunities of implementing an environmental cost accounting system in this region. The research findings reveal that entrepreneurs in the Lower Northeastern region of Thailand lack sufficient understanding of using environmental cost accounting systems to manage resources and reduce environmental impacts. However, both entrepreneurs and relevant agencies showed interest in adopting such systems, provided that there is adequate support from the government and proper training. Additionally, the study found that implementing environmental cost accounting systems could encourage more environmentally friendly production and help reduce long-term costs. This study proposes guidelines for developing an environmental cost accounting system that aligns with the economic and social context of the Lower Northeastern region, emphasizing the need for improved training and government support to enhance entrepreneurs' capabilities in effectively utilizing the system. The research outcomes can be applied in planning and developing public policies aimed at sustainable regional development, in line with the United Nations' SDG 12.

EMPLOYEE ENGAGEMENT AMONG THAI FEMALE FLIGHT ATTENDANTS OF AIR CARRIERS IN THAILAND

Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to 1) study organizational factors affecting the engagement of female flight attendants, 2) compare these factors, and 3) develop guidelines for enhancing their organizational engagement. The sample included 254 female flight attendants, with data analyzed through frequency, percentage, mean, standard deviation, t-test, and one-way ANOVA. The findings revealed that 1) key factors influencing engagement were work environment, job characteristics, supervisors, team/colleagues, salary and fringe benefits, career advancement, and work-life balance. 2) Team/colleagues, job characteristics, and supervisors were rated as the most important factors. 3) Recommendations for promoting engagement include revising compensation and benefits, adjusting employment contracts, developing career paths, revising work schedules to improve work-life balance, enhancing the work environment, and organizing team-building activities. 4) Significant differences were found in the importance of factors such as work environment, team/colleagues, salary and fringe benefits, and work-life balance at the 0.01 level. 5) The comparison of flight attendants with different levels of job happiness revealed statistically significant differences in factor importance at the 0.01 level in at least one pair.

THE DIGITAL LEADERSHIP OF SCHOOL ADMINISTRATORS AND EFFECTIVENESS OF SCHOOLS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE NONTHABURI

Nitcha SAMANBUTR, Nalinee SUTSAVADE — Thu, 17 Oct 2024 00:00:00 +0700

This research objective was to: 1) study the digital leadership of school administrators under the Secondary Educational Service Area Office Nonthaburi; 2) study the effectiveness of school under the Secondary Educational Service Area Office Nonthaburi; and 3) study the relationship between the digital leadership of school administrators and the effectiveness of school under the Secondary Educational Service Area Office Nonthaburi. The research results found that: 1) The level of digital leadership of educational institution administrators is overall at a high level. When considering each aspect, it was found that the aspect of supporting teaching and learning using digital technology had the highest average value, followed by the aspect of leadership and vision of digital technology, and the aspect of supporting the use of digital technology in management, respectively. 2) The level of effectiveness of school administrators is at a high level. When considering each aspect, it was found that the aspect of teacher job satisfaction had the highest average value, followed by the aspect of teachers' use of media, innovation and technology, and the aspect of efficient resource allocation, respectively. 3) The relationship between the digital leadership of school administrators and the effectiveness of school institutions found that the overall correlation coefficient was positively and statistically significant at the 0.01 level, which is a high level of relationship, with a correlation coefficient of 0.743.

FLIPPED CLASSROOM ACTIVITIES DEVELOPMENT VIA ONLINE MEDIA AFFECT TO SELF-DIRECTED LEARNING FOR SENIOR STUDENTS IN CAREER AND TECHNOLOGY SUBJECT AT GUANGXI MEDICAL UNIVERSITY, CHINA

Bo PANG, Ratchanee JAMSAI — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to develop flipped classroom teaching activities via online media affecting self-directed learning, 2) to study learning achievement of senior students with flipped classroom activities via online media affect to self-directed learning, 3) to compare pretest and posttest sere, self-directed learning ability of senior students learning with flipped classroom activities via online media affects self-directed learning, and 4) study senior high school students’ opinions on learning with flipped classroom activities via online media affect to self-directed learning. This research methodology was quasi-experimental research. The conceptual framework was applied from flipped classroom teaching activities of Yu Xin’s study. The population consisted of 120 senior students at Guangxi Medical University, China in the first semester of the academic year, 2022. The samples of 92 students were determined by Krejcie and Morgan table. The instruments used in the study were 1) self-directed learning ability test, 2) the achievement test, and 3) a questionnaire form on student’s opinions. The statistics used for data analysis were percentage, mean, standard deviation, and t-test. The study results revealed that 1) the results of the development of flipped classroom teaching activities via online media affect to self-directed learning was at a much level. 2) The results of learning achievement of flipped classroom teaching activities via online media affect to self-directed learning was at a much level. 3) The self-directed learning ability of flipped classroom teaching activities via online media of senior student’s posttest was higher than pretest with the statistically significant level of .05. 4) The results of student’s opinions to flipped classroom activities via online media affect to self-directed learning was at a much level.

STUDENTS’ ACHIEVEMENT ELECTRONIC BOOK AND COMMUNICATION SUBJECTS AT GUANGXI MEDICAL UNIVERSITY, CHINA

Zongyu QIN, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study electronic book on communication subject for students with the criteria of 80/80, 2) to compare learning achievement results of post-test of students by using electronic book and 3) to study attitudes of students towards the electronic book on communication subject. This research methodology was quasi-experimental research. The conceptual framework was applied from Yuyao’s study. The population consisted of 100 students in Guangxi Medical University, China. The samples of 80 students were determined by Krejcie and Morgan table and divided into 2 groups experimental group and control group were of 40 students in each class determined by purposive sampling. The instruments used in the study were the multiple-choice test, and aptitude test for electronic book. The statistics used for data analysis were mean, standard deviation, and a t-test. The study results revealed that 1) the electronic book showed an efficiency level of 82.06/80 according to the criteria value of 80/80. 2) The learning achievement after participating in the lessons with learning from electronic book, the students revealed their higher post-test results than studied in the class by traditional approach, and 3) the students’ attitudes towards the electronic book and showed an average level of 4.06 with a high standard deviation at .75.

TEACHING METHODS IN HISTORY STORY TO ENHANCE STUDENTS’ INTEREST OF HIGH SCHOOL AT SHUDU VOCATIONAL AND TECHNICAL SCHOOL IN CHONGQING, CHINA

Yilin YANG, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to compare teaching methods in history story to enhance students’ interest English speaking before and after receiving experiential teaching method,
2) to compare history story with the criterion set at 70 % of total score after experiential teaching method and 3) assess the students’ satisfaction in experiential teaching method. This research methodology was quasi-experimental research. The conceptual framework was applied from Teaching Methods of Wenqing’s study. The population consisted of 172 first-year students Interest at Shudu Vocational and Technical School in Chongqing, China in academic year 2022. The samples of 40 were selected by cluster random sampling. The instruments used in the study were 1) English speaking ability test, and 2) student satisfaction questionnaire. The statistics used for data analysis were mean, standard deviation, and a t-test. The study results revealed that 1) teaching methods in history story to enhance students’ interest English speaking pre and post with experiential teaching method was higher than post learning. 2) English speaking ability of the students post learning through the experiential teaching method was higher than the 70 % criterion. 3) The mean score of the students’ satisfaction after learning through the experiential teaching method was at the highest level.

INFLUENCE OF BLENDED TEACHING MODELS ON LEARNING OUTCOMES A CASE STUDY OF CHONGQING COLLEGE OF FOREIGN TRADE AND ECONOMICS

Huiyi LAI, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study influence of blended teaching models on students' academic performance compared to the traditional mode, and 2) to study students' satisfaction with the blended mode of instruction as compared to the traditional mode. This research methodology was quantitative research. The conceptual framework was applied from blended teaching of Xin Hue’s study. The population of the study consisted of 130 students in the first year of Chongqing College of Foreign Trade and Economics. The samples were 97 students of class 1 and class 2 that similar in all aspects and were divided into two groups determined by Krejcie and Morgan table. The research instrument was a 5-rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, and standard deviation. The results of the study show that 1) the implementation of blended teaching mode is positively correlated with students' academic performance compared with traditional teaching methods. 2) The comparative on traditional teaching methods, blended teaching mode is positively correlated with students' satisfaction compared with traditional teaching methods.

EXPERIENTIAL TEACHING METHOD TO ENHANCE ENGLISH SPEAKING ABILITY OF BUSINESS ENGLISH STUDENTS AT YUNNAN BUSINESS VOCATIONAL COLLEGE, CHINA

Fuchun LI, Pornrat LANGKASOOT — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to compare English speaking ability of Business English students pre and post learning experiential teaching method, 2) to compare English speaking ability of Business English students with the criterion set at 70 % of pre learning score experiential teaching method, and 3) to assess the students’ satisfaction on experiential teaching method. The research methodology was experimental research. The population consisted of 40 first-year business English students at Yunnan Business Vocational College, China on academic year 2022. The instruments used in this research were 1) Business English speaking ability test, and 2) student’s satisfaction questionnaire on experiential teaching method. The statistics used for data analysis were percent, mean, standard deviation, and t-test. The study results revealed that 1) English speaking ability of Business English students post learning through experiential teaching method were higher than pre learning with a statistically significant level of .05. 2) English speaking ability of the students post learning through the experiential teaching method was higher than the 70 % of criterion set. 3) The students’ satisfaction on post learning through the experiential teaching method was at the high level.

INFLUENCE OF MIXED TEACHING MODE ON THE LEARNING OUTCOMES TO UNDERGRADUATE PIANO COURSES AT YUNNAN TECHNOLOGY AND BUSINESS UNIVERSITY, CHINA

Sixuan LI, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to explore the influence of mixed teaching on the learning effect, 2) to improve the teaching quality of undergraduate piano courses, 3) to provide reference basis and improvement strategies for universities to improve and promote mixed teaching. The research methodology was quantitative research. The conceptual framework of this research was applied from constructivism theory of Xi Yuan’s study. The population consisted of 450 students who enrolled in undergraduate piano course at Yunnan Technology and Business University, China. The samples of 207 students were determined by Krejcie and Morgan table. The instruments used in this research was a 5-rating questionnaire. The statistics used for data analysis were percent, mean, standard deviation, and t-test. The study results revealed that 1) the influence of mixed teaching on the learning effect, the overall the teaching quality of undergraduate piano courses was at a much level. 2) Students 'learning characteristics, teachers' teaching factors and learning platform factors have a positive influence effect on the learning effect of undergraduates. 3) The high level of interactive behavior, self-regulation and psychological preparation in the mixed teaching mode, partly reflects the good fitness of undergraduates in the mixed teaching. In addition, undergraduates showed evaluation of teachers' mixed teaching ability and learning platform at the high level.

TEACHING AND STUDYING BY ONLINE LESSON WITH CASE STUDY APPROACH FOR ENHANCE SOLVING-PROBLEM SKILL OF STUDENTS AT CHONGQING COLLEGE OF INTERNATIONAL BUSINESS AND ECONOMIC, CHINA

Yihao ZHANG, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

This research aim to compare the solving-problem skill score before and after studying on online lesson of case study approach for students at Chongqing College of International Business and Economic, China. The population consisted of 80 of the first-year students of at Chongqing College of International Business and Economic, China. The samples were 66 students selected by sample random sampling. The research instrument were 1) online learning plan, 2) online lesson, 3) solving -problem skill online test, and 4) the satisfaction questionnaire. The study was statistic calculated by percentage, mean, and standard deviation. The result of the study were 1) The score of solving-problem skill of the sample after online lesson is higher than before the online lesson statistic significantly at .01.

INFLUENCE OF PARENTAL INVOLVEMENT ON THE ACADEMIC PERFORMANCE OF GRADES 1-4 STUDENTS AT QUJING NO. 1 HIGH SCHOOL, YUNNAN PROVINCE

Yan SHOU, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study the parental involvement of grades 1-4 at Qujing No. 1 high school, Yunnan province, and 2) to study impact the academic performance of grade grades 1-4 at Qujing No. 1 High School, Yunnan Province. The research methodology was quantitative research. The conceptual framework of this research was applied from parental involvement of Wu Tan’s study. The population consisted of 150 senior years in the first semester of the academic year, 2022. The samples of 105 students were determined by Krejcie & Morgan table. The instruments used in this study were 1) the achievement test and 2) a questionnaire form on Parental Involvement. The statistics used for data analysis were percent, mean, standard deviation. The study results revealed that 1) the parental involvement of grades 1-4 at Qujing No. 1 high school, Yunnan province as a whole was at a much level. When considering each aspect from highest to lowest that the parental involvement greatly influences, students' academic performance due to their influence on their children and the expectation of their children’s attainment respectively. 2) The results of impacted academic performance of grade grades 1-4 at Qujing No. 1 High School, Yunnan Province found that students perform was higher than academic performance because of the influence of parental involvement was at a much level.

INFLUENCING JIANGSU CHINESE TOURISTS OF MOTIVATION AND DESTINATION IMAGE ON TOURIST SATISFACTION IN BANGKOK, THAILAND

Tingting ZHU, Savong SAWETWATANA — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were: 1) to study influencing Jiangsu Chinese tourists of motivation on tourist satisfaction, and 2) to study influencing Jiangsu Chinese tourists of destination image on tourist satisfaction. This study was quantitative research. The population in the total population in Jiangsu was 80.4 million people. The sample size was 400 employees determined by Taro Yamane formula. The research instrument was a 5-rating scale questionnaire through their electronic device. Statistics frequency, percentage, mean and multiplied. The research results revealed that: 1) Travel motivation consists of two factors, which are the causes of push and pull. There is a total of 20 items. Except for the item of the tourism promotion is very attractive was at the strongly agreed level, and the others were at the agreed level, and 2) The destination image (Mean = 3.95, SD = 0.687), which was considered as agree level. It contains four factors, such as natural environment, infrastructure, social environment, and entertainment. It was distributed to 12 items; they were all ranked in agree level. The natural environment (Mean = 3.88, SD = 0.689), the infrastructures (Mean = 3.99, SD = 0.634), the social environment (Mean = 3.95, SD = 0.726) and the entertainment (Mean = 3.91, SD = 0.7).

FACTORS AFFECTING CONSUMER CHOICE OF MOBILE SERVICE PROVIDER IN KUNMING, CHINA

Yiyuan LI, Savong SAWETWATANA — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were: 1) To study the marketing mixed toward customer choice in using the service of Telecommunication in Kunming, China. 2) To study the consumer behavior toward customer choice in using the service of Telecommunication in Kunming, China. And 3) To study the relationship of factor that influence the customer choice in using the service of Telecommunication in Kunming, China. Population consists of in Kunming was 6.626 million. The samples were 400 peoplein Kunming, China as determined by Taro Yamane formular. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, standard deviation and correlation coefficient.
The research results revealed that: 1) the marketing mix 7Ps were significant to influence with consumer choice of the telecommunication service provider in Kunming, China. 2) Consumer behavior can significantly influence a customer’s choice of telecommunication service providers in Kunming, China. It’s determined that if China Telecom, China Unicom, and China Mobile operators strive to improve the factors of consumer behavior, they will get the benefit of attracting customers' attention and making purchase decisions. and 3) make decisions based on marketing mixed and reliability are the most acceptable and it is found that consumer behavior has a high positive relationship with the decision to use mobile phone network services at a statistical significance at the 0.001, environment (Mean = 3.84, SD = 0.615) and the entertainment (Mean = 3.80, SD = 0.6).

EFFECTIVENESS OF GAMIFIED TEACHING FOR DEVELOPING OF EARLY CHILDHOOD MATHEMATICS AT XINHUA KINDERGARTEN IN HECHUAN, CHONGQING

Sujuan HE, Phitoon BHOTISARN — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study the level of effectiveness of gamified teaching for developing of early childhood mathematics at Xinhua Kindergarten in Hechuan, Chongqing, and 2) to study mathematics games among effectiveness of gamified teaching for developing of early childhood at Xinhua Kindergarten in Hechuan, Chongqing. This research was quantitative research. The conceptual framework was applied from gamified teaching of Piaget's theory. The population consisted of 120 students from 12 classes at Xinhua Kindergarten in Hechuan, Chongqing. The samples of 97 students were determined by Krejcie and Morgan table. The instrument used in the study was a 5-rating scale questionnaire. The statistics used for data analysis were mean, standard deviation, and t test. The study results revealed that 1) effectiveness level of gamified teaching for developing of early childhood mathematics at Xinhua Kindergarten in Hechuan, Chongqing was at a much level. When considering each aspect from highest to lowest, it found that praising its mental health and physical development aspect was at the highest level, followed by could develop early childhood 's ability to perceive, ability to develop and enhance early childhood 's senses, motor abilities, body control and coordination respectively. 2) The level of mathematics games among effectiveness of gamified teaching for developing of early childhood at Xinhua Kindergarten in Hechuan, Chongqing was at a much level.

AGRICULTURAL BUSINESS MANAGEMENT TO HIGH-VALUE AGRICULTURE OF AGRIBUSINESS ENTREPRENEURS

Sukhontarod NAMWONG, Panamas TREEWANNAKUL, Metta RENGKOUNKWAY — Thu, 17 Oct 2024 00:00:00 +0700

This research aims to study personal characteristics, agricultural business characteristics, the decision making in innovation and technology, high-value agricultural knowledge, and agricultural business management to elevating the business to high-value agriculture and finding the factors related agricultural business management. The Example was 142 agricultural business entrepreneurs. Collected data by questionnaires. Data were analyzed using descriptive statistics, including frequencies, percentages, arithmetic mean, Chi-square and correlation coefficient. The results indicated that agricultural business entrepreneurs were male with and average age of 47 years. They had an average 17 years of experience in agriculture. They graduated with a bachelor's degree and had an average 7 years of high-value agricultural business. The most type of business were collected and processed. Mostly do agricultural business/farming by using human labor. They invested to start agricultural businesses less than 500,000 baht and have fixed asset value less than 1,000,000 baht. They gain the profit range between 1-1,000,000 baht/year. Agribusiness entrepreneurs have a high level of innovation/technology decision making. They had a high level of high value agriculture knowledge. They managed agribusiness is quite good. The factors related agricultural business management to elevating the business to high-value agriculture are high value agricultural knowledge and innovation/technology decision making and the agricultural business management

ATTITUDE THE GENDER DIVERSITY AND WORK CULTURE OF PROVINCIAL POLICE TRAINING CENTER REGION 3

Thanat YANTHONG, Naitawan KUMHOM, Thanthip WANNAPHROM — Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to study 1) attitudes, culture, and maintenance and development of working potential of the gender diverse group of the Police Training Center Region 3 and 2) guidelines for enhancing acceptance of gender equality and gender diversity of the Police Training Center Region 3 using qualitative research methods. The research instruments used were in-depth interviews, random sampling using the referral method with individuals and experts. The results of the research found that 1) opinions on childhood experiences and social conditions by asking them to tell their childhood experiences found that they were overlapping families, coming from gender diverse families. They had seen lesbian couples since childhood. Their neighbors had daughters who were gender diverse. Gender diversity is a social identity of a group of people based on relationships between each other. 2) opinions on work culture found that working together would be more effective. Teammates helped improve the team’s work process and promoted good group collaboration. They used skills when interpreting language. 3) guidelines for enhancing acceptance of gender equality and gender diversity found that there were differences, especially among gender diverse groups who had complex identities, ideas, and values. Each person was connected to the organization in various ways.

ETHNOGRAPHY OF THE EFFECTIVE IN PERFORMING DUTIES FOR SOCIETY OF ADMINISTRATIVE DEPARTMENT NAKHON RATCHASIMA PROVINCIAL POLICE

Thanat YANTHONG, Naitawan KUMHOM, Siriwan PHENGPANYA — Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to study the ethnography of police officers and the efficiency of performing social duties of the administrative division, Nakhon Ratchasima Provincial Police. The research results found that; 1) The ethnography of police officers in the administrative division, Nakhon Ratchasima Provincial Police, found that the ideological experience in performing social duties, believing that police officers develop themselves to be mindful and alert at all times, inspiring themselves to perform social duties, and police life and career must have life goals; 2) The efficiency in performing social duties found that helping to advise others on what is right and proper, cooperating with others to develop society, good police officers should be good examples, showing respect for others with good examples, being role models in showing respect and listening, and giving polite advice. Good police with public spirit is thinking and wishing well of individuals who will do something to benefit the public; 3) Approaches to developing police ethnography and the efficiency in performing social duties of the administrative division, Nakhon Ratchasima Provincial Police. Police ethnography is an approach that is both a science and an art of explaining the way of life, customs, traditions, and specific cultures of police ethnicities in order to deeply understand police culture. It is a tool for studying thoughts, ways of life, values, and religious beliefs that affect family care.

CHARACTERISTICS OF PROFESSIONAL ADMINISTRATORS THAT AFFECT MANAGEMANT EFFECTIVENESS NONG BUNMAKPRASONG WITTAYA SCHOOL NONGBUNMAK DIDTRICT NAKHON RATCHASIMA PROVINCE

Thanat YANTHONG, Naitawan KUMHOM, Ploypailin PALATSRICHUAL — Thu, 17 Oct 2024 00:00:00 +0700

This research aimed to study the characteristics of professional administrators that affect the effectiveness of the administration of Nong Boon Mak Prasong Witthaya School, Nong Boon Mak District, Nakhon Ratchasima Province. The research results found that 1) the characteristics of professional administrators of Nong Boon Mak Prasong Witthaya School, Nong Boon Mak District, Nakhon Ratchasima Province were at a high level overall. When considering each aspect, it was found that morality, ethics, and ethics of leaders were at a high level. 2) The level of administrative effectiveness of Nong Boon Mak Prasong Witthaya School, Nong Boon Mak District, Nakhon Ratchasima Province was at a high level overall. When considering each aspect, it was found that general administration was at a high level. 3) The relationship between the characteristics of professional administrators and the effectiveness of the administration of Nong Boon Mak Prasong Witthaya School, Nong Boon Mak District, Nakhon Ratchasima Province found that the aspect with a very high relationship was morality, ethics, and ethics of leaders and general administration (rXY = .969). When tested using the multiple regression method, it was found that communication skills and good human relations had a multiple correlation coefficient (R) of .957, with a predictive power of 91.50 percent (R2 = .915).

APPLICATION OF BASKETBALL CURRICULUM IN GUANGZHOU VOCATIONAL AND TECHNICAL UNIVERSITY OF SCIENCE AND TECHNOLOGY BASED ON BLENDED TEACHING METHODOLOGY

Zilei CHEN, Ratchanee JAMSAI — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study whether blended learning method was applicable to undergraduate basketball classes and, 2) to compare the blended learning method more effective than traditional teaching methods in improving students' skill learning. This research was quantitative research. The conceptual framework of this research was applied from Motor learning, theory constructivist theory and learning assessment theory of Ducan, Xi Yang’s studies. The population consisted of 65 students in Class 1 and class 2 of the Computer Science program at G University. The samples of 28 students in Class 1 and Class 2 of the Computer Science major at Guangzhou Vocational and Technical University, totaling of 56 students. Class 1 was the experimental class, and Class 2 was the control class as selected by purposive sampling. The instrument used in the study was an achievement test. The statistics used for data analysis were percentage, frequency, mean, standard deviation, and t-test. The result of this study found that 1) the blended learning method can be applied to undergraduate basketball teaching and is generally superior to traditional teaching methods, and the research hypothesis was valid, 2) the blended learning method has a significant effect on improving basketball skills. In the post test, all indicators of the experimental group were better than those of the control group; in the pre-test and post-test, both classes showed significant improvement in various posttests compared to the pre-test.

ENGLISH SENTENCE COMPOSING SKILL DEVELOPMENT WITH USING KAHOOT APPLICATION OF GLOBAL BUSINESS TRADE STUDENTS IN CHONGQING COLLEGE OF INTERNATIONAL BUSINESS AND ECONOMIC, CHINA

Hongmei WANG, Tawee WAJASAT — Thu, 17 Oct 2024 00:00:00 +0700

The objectives of this study were 1) to study effectiveness of the learning plan to be effective, 2) to search the effectiveness index for learning management, and 3) to compare English sentence composing skill development with using Kahoot application. The conceptual framework was applied of Ying Xi’s study. This research methodology was experimental research. The population consisted of 140 global business trade students in Chongqing College of International Business and Economic in the academic year 2023. The samples of 103 students were determined by Krejcie & Morgan table, and selected by simple random sampling with drawing. The instruments used in this research were 1) learning achievement test, and 2) question of sentence composing with Kahoot application. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and a t test. The study results revealed that 1) the learning plan had an efficiency level of 83.28 / 85.00 according to the criteria value of 80/80. 2) The learning management effectiveness index of the learning management plan was at 0.70 and showed student s' knowledge had increased at 69.79%. 3) Global business trade students in Chongqing College of International Business and Economic, China who studied with learning management plan with using Kahoot application for sentences composing development, the ability and sentences composing skill found that post study was higher than pre study with the statically significant level of .05.