Journal of Graduate Studies in Northern Rajabhat Universities

1 Confirmatory Factor Analysis of Servitization of Manufacturing SMEs in the Northern Region of Thailand

Ploynutcha Dechasetsiri — 2024-04-26

This research aimed to analyze the first and second confirmatory factors of servitization in SMEs in the manufacturing sectors in the northern region of Thailand. The sample group was SMEs in the manufacturing sectors in the 17 northern provinces of Thailand. The key informants were 422 entrepreneurs, executive committees, or managers involved in the business process of SMEs in the manufacturing sectors. Data were collected using a questionnaire. Data were then analyzed using SPSS and AMOS programs. The research results revealed that the model was consistent with the empirical data (p-value = .064, χ2/dƒ = 1.204, RMR = .016, GFI = .966, AGFI = .947, NFI = .968, CFI = .994, RMSEA = .022 & Hoelter = 428). The factors of servitization in SMEs in the manufacturing sectors in the northern region consisted of six factors, including 1) organizational governance, 2) activities, 3) strategic management, 4) mobilization of resources and capability, 5) marketing presentation, and 6) focus on senior executive services with factor loading values of 0.928, 0.905, 0.846, 0.801, 0.756 and 0.743, respectively. The research findings can be used to plan and formulate policies to change business processes in the service manufacturing sectors even more.

2 THE SOCIAL RETURN ON INVESTMENT (SROI) EVALUATION OF CULTURAL ENTREPRENEUR DEVELOPMENT ACTIVITIES IN BAN PHO DISTRICT, CHACHOENGSAO

Worapat Mekkhachorn — 2024-04-26

The objective of this research was to evaluate the social return on investment (SROI) of cultural entrepreneur development activities in Ban Pho District, Chachoengsao. The research used a mixed-method approach including both qualitative and quantitative research. The sample was 110 residents and people engaged with the research area who volunteered to participate in the research. The research instruments were basic information records, local stakeholder questionnaires, and social return on investment (SROI) assessment forms. The focus group and in-depth interview were used to collect the data. Data were then analyzed by calculating the social return ratio from an investment compared to the value of an investment in the project budget for every 1 Baht spent, calculated from various information and instruments, including 1) basic information and evaluation scope; 2) impact value chain; 3) proxy of the impact value chain; and 4) base case scenario. Content analysis was also used for data analysis. The research findings revealed that the overall social return value from investment was 1 : 6.58, which meant that a Baht investment yielded a social value of 6.58 Baht. The outcomes of all activities increased social value.

3 CASH FLOW, PROFITABILITY AND GUIDELINES FOR VALUING SHARES OF LISTED FINANCIAL INDUSTRY GROUPS IN THE STOCK EXCHANGE OF THAILAND

Theerawat Thawanratphokin — 2024-04-26

This research aimed to study 1) cash flow and profitability that affect the valuation of shares in the financial industry groups, and 2) guidelines for valuing shares of stocks in the financial industry groups listed on the Stock Exchange of Thailand. The sample groups studied were the financial industry groups listed on the Stock Exchange of Thailand 2018-2022, totaling 14 companies. Data was collected using information from the website of the Securities and Exchange Commission of Thailand, namely financial statement data from the SETSMART system database. Data was analyzed using stepwise multiple regression analysis. The research findings were as follows:

1. Cash flow from operating activities (CFO) is on average in the negative direction whereas cash flow from investing activities (CFI) is on average in the negative direction. Cash flow from financing activities (CFF) on average is in a positive direction due to the business expansion phase. The return on equity (ROE), return on assets (ROA), and net profit margin (NPM) are at a high level. The stock price (Price), dividend yield (DY), market price to net profit ratio (PE), and market price to book value ratio (PBV) are in line with other factors in a positive direction.
2. Guidelines for valuing shares of stocks in the financial industry groups listed on the Stock Exchange of Thailand include the comparable approach, income approach, asset approach, and other valuation methods including using other financial information that affects a stock's value, such as financial ratios, investment returns, and risk premiums.

4 AN ENTREPRENEURSHIP INTENTION MODEL OF UNIVERSITY STUDENTS UNDER RAJABHAT UNIVERSITY IN THE ERA OF THAILAND 4.0

Ratchanok Panyasupat — 2024-04-26

This research aimed to (1) explore social norms, attitude towards entrepreneurship, qualifications of entrepreneurs, perception of entrepreneurial self-efficacy in Thailand 4.0 era and intention to be entrepreneur, (2) analyze components of social norms, attitude towards entrepreneurship, perception of entrepreneurial self-efficacy in Thailand 4.0 era and intention to be entrepreneur, (3) analyze direct influence of social norms, attitude towards entrepreneurship and perception of entrepreneurial self-efficacy in Thailand 4.0 era affecting intention to be entrepreneur (4) find the model of intension to be entrepreneur in Thailand 4.0 era of Rajabhat University students. The sample consisted of 1,140 students in the 4^th year of 38 Rajabhat Universities, each with 30 participants. The research instrument was a questionnaire. Statistics used in this research were descriptive statistics including percentage, mean, standard deviation, and inferential statistics including confirmatory factor analysis; causal influence analysis, and structural equation model analysis.

The results of the research revealed as follows. (1) The respondents had opinions towards all aspects including social norms, attitude towards entrepreneurship, qualifications of entrepreneur, perception of entrepreneurial self-efficacy in Thailand 4.0 era, and intention to be an entrepreneur at a high level. (2) The confirmatory factor analysis showed that the weighted values of standard components of observed variables ranged between 0.74 and 0.98, confirming the model's circularity with empirical data. (3) The factor that perception of entrepreneurial self-efficacy in Thailand 4.0 era the most was the social attitudes. This was followed by qualifications of entrepreneurship and norms, with influence sizes of 0.64, 0.21 and 0.15 a correlation of 96% (=0.96), and the factor that influenced entrepreneurial intentions the most was the qualifications of entrepreneurship. This was followed by social attitudes and norms, with influence sizes of 0.42, 0.41 and 0.16, a correlation of 93% (=0.93) statistically significant at the level of 0.05. (4) The structural equation model with 5 latent variables and 21 observed variables developed for the intentions of university students to become entrepreneurs in the Thai 4.0 era showed good conformity with empirical data (=49.55, df=39, p=.11, GFI=1.00, AGFI=0.98, CFI=1.00, RMSEA=0.01, SRMR=0.00).

5 A STUDY OF THE COMPONENTS OF COUNSELING COMPETENCIES FOR GUIDANCE TEACHERS IN VUCA WORLD

Apichat Mookdamuang — 2024-04-26

The aims of this research were 1) to study the components of counseling competencies for guidance teachers in the VUCA world and 2) to examine the consistency between the model of the components of counseling competencies for guidance teachers in the VUCA world developed by the researcher with empirical data. The research informants consisted of a group of 10 interview respondents to study the characteristics of counseling competencies for guidance counselors in the VUCA world and guidance teachers in secondary schools under the Office of the Basic Education Commission, academic year 2021, totaling 266 persons in the lower northeastern provinces obtained through multi-stage random sampling, used in confirmatory factor analysis. The research instruments were an interview questionnaire regarding counseling competencies for guidance teachers and a questionnaire for counseling competencies for guidance teachers, with a reliability value of 0.86. The research findings were as follows: 1) counseling competencies for guidance counselors in the VUCA world consisted of 4 components: knowledge in counseling, skills in counseling, attitude towards counseling, and characteristics of being a counselor, and 2) as for the measurement model, counseling competency components were consistent with empirical data (=0.19, df=1, p=.66, GFI=1.00, AGFI=1.00, CFI=1.00, RMSEA=0.00, SRMR=0.00). The measurement model had the following component weight values: qualifications of being a consultant had the highest component weight value of 0.81, followed by attitude towards counseling (0.79), counseling skills (0.78), and knowledge in counseling (0.34), respectively.

6 THE DEVELOPMENT OF A TRAINING PROGRAM TO ENHANCE STUDENTS’ GRIT AT RAJABHAT LAMPANG UNIVERSITY

CHARUNRAK PUNYAMOONWONGSA — 2024-04-26

The objectives of this research were to study the characteristics of grit and ways to enhance students’ grit, develop a training program to enhance students’ grit, and examine the effects of using the training program. The participants were 30 undergraduate students of Lampang Rajabhat University, selected by voluntary selection. The instruments used in the research include interviews, a grit test, and a training program to enhance grit. Data were analyzed using basic statistics, including percentage, mean, standard deviation, and repeated measures ANOVA. The results showed that the grit of Lampang Rajabhat University students consisted of interest, deliberate practice, purpose, and hope. The guidelines for enhancing students’ grit included building self-awareness, enhancing necessary skills for learning, managing learning focusing on experience, learning from successful models, and empowering learning. In addition, the training program consisted of the development of training program purpose, creating a lesson plan, and an evaluation plan. The evaluation of the program showed that it was at a high level, and the students' grit after the experiment, and follow-up, was higher than that before the experiment. Also, there was a difference between the students' grit in terms of interest and hope with statistical significance at 0.05

7 THE RESULTS OF USING INNOVATIVE ART LEARNING BOXES TO PROMOTE ARTISTIC CREATIVITY SKILLS FROM WASTE MATERIALS OF ELEMENTARY SCHOOL STUDENTS

Patipon Pardoung — 2024-04-26

This research aims to study the artistic creativity skills using recycled materials through the innovative art learning boxes, and to study the satisfaction of primary school students and teachers using the innovative art learning boxes. The sample consisted of 26 students from Grades 1 to Grade 3 at Makhamaen School in Ratchaburi Province and 2 teachers, selected by purposive sampling. The research tools included innovative art learning boxes from recycled materials, an assessment form for artistic creativity skills using recycled materials, a satisfaction assessment form, and a group discussion recording form. The data were analyzed by using mean and standard deviation. The research findings indicated that the students’ creative skills were at a very good level, with the highest mean on confidence in work, creating work according to the problem, and the selection of a variety of media materials, respectively. Also, the overall satisfaction of students and teachers with the art learning box innovation was at a high level. From the group discussion, students could practice using their creativity with a variety of materials, and they could help and share things with friends.

8 THA SAP OLD TOWN : SCENARIO PLANNING ANALYSIS AND MECHANISMS FOR DRIVING THE LEARNING CITY THROUGH CULTURAL CAPITAL

Sakawrat Boonwanno — 2024-04-26

The research objectives were: 1) to study cultural capital, 2) to analyze the scenario, and 3) to study the mechanisms for driving the learning city. The selected area was Tha Sap Old City, Mueang District, Yala Province. The Key Informant consisted of community leaders, community groups, youth groups, representatives of government officials, and representatives of private-sector officials, a total of 37 persons. The research tools included interviews, survey guidelines, and data collection methods included in-depth interviews, creating a community action plan through the activity “Tha Sap, Building Oneself on Cultural Capital.” Data were analyzed by content analysis and explanation of phenomena that occurred through descriptive analysis.

The research results revealed three issues. First, cultural capital is in the embedded forms, objects, and institutionalized systems form of embedded, material, and institutional aspects in the form of a system of values, beliefs, customs, traditions, and relationships among people in the community that can be built upon. Second, receiving information and being proactive about both long-term impacts on the community and the strategic choice of Tha Sap can raise the level of urban development. Third, a social learning city takes into account the conservation and careful use of its cultural capital through joint learning using research-based development techniques, appropriate management of community enterprise groups managed by groups of all ages, designing media programs through action plans, and coordinating in driving the dissemination through information systems about community stories.

9 THE INFLUENCE OF INFLUENCERS AND BRAND AWERENESS ON INTENTION TO PURCHSE COSMETIC PRODUCTS THROUGH ONLINE PLATFORMS IN THAILAND

atchara meksuwan — 2024-04-26

This study aimed to examine the influence of influencers and brand awareness on the intention to purchase cosmetics products through online platforms in Thailand. Data was collected through online questionnaires from a sample group of 385 people who purchased cosmetic products through online platforms following influencers. Statistics used in data analysis included mean, standard deviation, and multiple regression analysis using the Stepwise method.

Research findings reveal that influencers and brand awareness affected the intention to purchase cosmetics through online platforms in Thailand at a statistical significance of 0.05, which could accurately predict the intention to purchase through online platforms in Thailand with an accuracy of 83.80 percent. The result shows that the role of influencers in the age of online society is important and must be used appropriately in the situation along with creating awareness of the product brand.

Journal of Graduate Studies in Northern Rajabhat Universities

editor editor — 2024-04-26

10 THE RESILIENCE QUOTIENT EMPOWERMENT FOR DISABLED STUDENTS

ammaret netasit — 2024-04-26

The Resilience Quotient (RQ) is the ability to adjustment and recover when a person faces difficulties or life crisis. It leads the person to pass the event and gain knowledge with a strong mind and live happily. When the crisis passes, people who have the RQ can use their crisis as a good opportunity, elevate their minds, and continue their better lives. The Department of Mental Health provides a 4 adjustment 3 addition approaches to empower good mental health; the adjustment in mood, thought, action, and goal; and the addition in trust, friends, and tolerance. The Department of Mental Health also provides other ways to empower good mental health; research on Resilience Quotient empowerment, an activity to empower disabled students’ RQ, and mental health empowerment support in families, teachers, and communities. This article aims to promote the understanding of the RQ meaning and its elements, provide how to empower disabled students’ RQ to pass their crisis, adjust and recover when they face their difficulty, gain a positive viewpoint, gain immunity, and live happily. Moreover, instructors, involved persons, and higher education institutions can apply this article for the disabled students’ empowerment