Journal of Graduate Studies Valaya Alongkorn Rajabhat University

THE RELATIONSHIP BETWEEN DIGITAL LEADERSHIP WITH TEAMWORK OF THE STUDENT LEADER OF BURIRAM RAJABHAT UNIVERSITY

Piyapat Klumgen — 2025-08-24

The purposes of this research were 1) to study the level of digital leadership of student leaders at Buriram Rajabhat University, 2) to study the level of teamwork of student leaders, 3) to compare digital leadership levels based on faculty, and 4) to analyze the relationship between digital leadership and teamwork of student leaders. The samples comprised 205 student leaders from seven faculties: the Faculty of Education, Faculty of Humanities and Social Sciences, Faculty of Management Sciences, Faculty of Science, Faculty of Industrial Technology, Faculty of Agricultural Technology, and Faculty of Nursing Sciences, including members of the student council, student organizations, and student clubs in the academic year 2024. A questionnaire was used as the research instrument with a reliability coefficient of 0.984. Data were analyzed using frequency, percentage, mean, standard deviation, one-way ANOVA, and Pearson's correlation analysis.

The results revealed that 1) the overall level of digital leadership of student leaders was at a high level, across all dimensions, 2) the overall level of teamwork of student leaders was also at a high level across all dimensions, 3) the comparative analysis of digital leadership levels indicated statistically significant differences at the .05 level based on faculty, and 4) there was a statistically significant positive correlation between digital leadership and teamwork at the .01 level.

ANTECEDENTS AFFECTING THE WORK EFFICIENCY OF EMPLOYEES IN THE COFFEE FRANCHISE BUSINESS

Krisada Chienwattanasook — 2025-08-24

The objectives of this research were to study the factors of human resource management, job satisfaction, organizational commitment, and work efficiency of personnel in coffee franchise businesses, and to establish guidelines for human resource management, job satisfaction, and organizational commitment to enhance work efficiency of personnel in coffee franchise businesses. The sample group consisted of 400 employees working in coffee franchise businesses. The study employed quantitative research design using questionnaires for data collection. The statistics used for data analysis were frequency, percentage, mean, and standard deviation. Hypothesis testing used PLS-SEM analysis to analyze the relationships between latent variables and observable variables in a reflective model, with statistics following the criteria for measuring the external model or measurement model and the criteria for measuring the internal model.

The analysis of influences between external latent variables and internal latent variables revealed significant relationships between human resource management, job satisfaction, organizational commitment, and work efficiency, with the highest total influence on job satisfaction (0.631), followed by organizational commitment (0.588), and work efficiency (0.531), respectively. All were statistically significant at P < .000. Job satisfaction had a significant direct influence on organizational commitment, with a high influence value of 0.697 (P < .000), demonstrating the importance of satisfaction in creating organizational commitment. Organizational commitment had a direct influence on work efficiency, with an influence value of 0.278 (P < .003), which, although lower than other factors, was still statistically significant. Job satisfaction had both direct and indirect influences on work efficiency, with a total influence of 0.471 (P < .000), comprising a direct effect of 0.277 and an indirect effect of 0.193.

FACTORS AFFECTING INTENTION TO PURCHASE FROM TRADITIONAL RETAIL STORE OF CONSUMERS IN MUANG DISTRICT, SURAT THANI PROVINCE

Kamonpan Rattanabut — 2025-08-24

This research aimed to study the marketing mix factors (7Ps), consisting of product, price, place, promotion, people, process, and physical environment, along with trust factors that affected consumers' purchase intention from traditional retail stores in Mueang District, Surat Thani Province. Employing quantitative research methodology, data were collected from a sample of 385 consumers prior purchasing experience at traditional retail stores using questionnaires as instruments. The statistics used for data analysis included frequency distribution, percentage, mean, standard deviation, and hypothesis testing using partial least squares regression analysis.

The research results showed that over half of the respondents were male, aged between 16-25 years, held a bachelor's degree, and had an average monthly income of 15,001-20,000 baht. Hypothesis testing indicated that three factors significantly affected consumers' purchase intention from traditional retail stores in Mueang District, Surat Thani Province, ranked in order of importance: trust, physical environment, and promotion, at a significance level of .05. Factors that did not significantly affect the purchase intention included product, price, place, people, and process.

VOICE-ACTIVATED INNOVATIONS MODEL FOR FUTURE BUSINESSES

Kosol Jitvirat — 2025-08-24

This research aimed to study and analyze the innovation model of voice commands for future businesses. The research was conducted using artificial intelligence in research under a human-in-the-loop framework, combined with traditional qualitative research methods to obtain more accurate and precise results. It consisted of content analysis, participatory observation, and keyword research. Methods included collecting data from big data analysis, entrepreneur websites, online communities, and participatory observation. The research tools included data recording forms combined with artificial intelligence tools such as large language models, natural language processing models, and specialized tools such as web scraping tools and keyword research tools. There was a systematic review of data, analysis and interpretation using inductive analysis and comparative event analysis, with data reliability verification using triangulation methods. The findings appeared to be in the same direction. The research results showed that the innovation model of voice commands for future businesses worked through five major applications: 1) Voice-activated customer service, 2) Voice-commanded shopping, 3) Voice-activated workplaces, 4) Voice-activated data analysis, and 5) Voice-activated marketing.

GUIDED ATTERCTING TEACHER PROFESSIONAL COMPETENCY ASSESSMENT ACCORDING TO PROFESSIONAL STANDARDS OF TEACHERS’ COUNCIL OF THAILAND, FACULTY OF ARTS EDUCATION BUNDITPATANASILPA INSTITUTE OF FINE ARTS

Jariya Talangwit — 2025-08-24

This research aimed to: 1) investigate the problems in evaluating teachers' professional competencies in areas of work performance and professional conduct according to the Professional Standards of the Teachers Council of Thailand and 2) study the guidelines for evaluating teachers' professional competency in work performance and professional conduct of student teachers practicing teaching in educational institutions of the Faculty of Fine Arts, Bunditpatanasilpa Institute. The target group consisted of 26 professional competency evaluators. The research instrument was an interview form on problems and guidelines for evaluating teachers' professional competency in work performance and professional conduct according to the Professional Standards of the Teachers Council of Thailand. Qualitative data analysis was conducted using typological analysis by using taxonomy analysis.

The results of the research showed that: 1) problems in evaluating teachers' professional competency in work performance and professional conduct according to the professional standards of the Teachers Council were as follows: (1) the student teaching practice evaluation system was complex. Accessing information involved multiple steps. The evaluation system lacked stability and took considerable time to process results, causing inaccuracies in evaluation. (2) the evaluation criteria and assessment periods were excessive, particularly in evaluating sub-competencies, behavioral indicators, and detailed quality levels, causing confusion in evaluation. And 2) guidelines for evaluating teachers' professional competency in work performance and professional conduct of student teachers practicing teaching in educational institutions were as follows: (1) develop instruction manuals and provide continuous training for using the student evaluation system and reduce access steps to make it more accessible. (2) reduce the evaluation frequency because the current three-evaluation requirement is excessive and causes confusion for those involved, and (3) reduce details of sub-competencies, behavioral indicators, quality criteria, and score proportions to be appropriate and ensuring that the workload covers the indicators and quality criteria with a focus on integration to address more than one sub-competency and behavioral indicator.

THE EFFECTS OF COMPLEMENTARY LEARNING IMPLIMENTATION THROUGH MATHEMATICAL HANDS-ON TASKS NO MATHEMATICAL COMMUNICATION ABILITY IN FRACTIONS FOR GRADE 6 STUDENTS WITH ATTENTION DEFICIT HYPERACTIVITY DISORDER

Janchai Chimboon — 2025-08-24

This research aimed to study the effects of learning implementation through mathematical hands-on tasks on mathematical communication ability regarding fractions for 3 grade 6 students with attention deficit hyperactivity disorder from a small primary school in Phitsanulok Province in the second semester of academic year 2023. The researcher used three cycles classroom action research methodology and used a total of 12 hours. The research instruments included three lesson plans, activity sheets, and a mathematical communication ability test. Data were analyzed using content analysis and percentage.

The results revealed that all students had overall mathematical communication ability at a very good level. When considering individual components, it was found that students had the highest ability in writing using pictures, accounting for 86.11%, followed by writing using mathematical symbols, accounting for 77.78%, and writing using text, accounting for 61.11%, respectively.

DEVELOPMENT OF A CAUSAL RELATIONSHIP MODEL OF SCHOOL EFFECTIVENESS AFFECTING SOCIAL OUTCOMES IN SECONDARY SCHOOLS

Chesinee Sawangsook — 2025-08-24

The objectives of this study were to: 1) develop a causal relationship model of school effectiveness in social outcomes of secondary schools, 2) examine the congruence between the development of the causal relationship model of school effectiveness and the empirical data, and 3) study the direct, indirect and total influential factors of the causal relationship model of school effectiveness on social outcomes in secondary schools. This was mixed methods research which was divided into 2 phases: Phase 1: establishing the research conceptual framework by analyzing relevant documents and research, and interviewing 54 school administrators, teachers and students from small, medium and large secondary schools, and Phase 2: testing the research hypothesis by collecting data using questionnaires with an overall reliability value of 0.98. The sample group consisted of 502 administrators and teachers from 108 secondary schools under Secondary Educational Service Area Office in the academic year 2022 and was selected by multi-stage random sampling. Data were analyzed by calculating frequency, percentage, mean, standard deviation, skewness, kurtosis, Pearson's correlation coefficient, first order confirmatory factor analysis, and structural equation model analysis.

The results of this research showed that: 1) the causal relationship model of school effectiveness in social outcomes of secondary schools consisted of 5 factors, which were: positive leadership of administrators, instructional leadership of teachers, school quality culture of the schools , learning management processes, and school effectiveness in social outcomes; 2) the causal relationship model of school effectiveness in social outcomes of secondary schools that was developed was consistent with the empirical data with the following statistical values: χ2= 17.72, P-value = 0.911, DF= 27, χ2/DF = 0.656, GFI = 0.995, AGFI = 0.980, RMR = 0.014, SRMR = 0.014, RMSEA = 0.000, CFI = 1.00, and CN = 1329.14. When considering the prediction coefficient (R2) of the 5 factors, it was found that they could together explain 90 percent of the variance of school effectiveness in social outcomes of secondary schools; and 3) factors with direct influence on school effectiveness in social outcomes of secondary schools, in descending order, were learning management processes and instructional leadership of teachers. Factors with indirect influence were: positive leadership of administrators had indirect influence through learning management processes; instructional leadership of teachers had indirect influence through school quality culture and learning management processes; and school quality culture had indirect influence through learning management processes. Total influences, in descending order, were learning management processes, instructional leadership of teachers, positive leadership of administrators, and school quality culture.

THE EFFECTS OF USING A PARENT PARTICIPATION PROGRAM FOR ENHANCING EXECUTIVE FUNCTION SKILLS OF YOUNG CHILDREN

Dusita Chantarason — 2025-08-24

This research aimed to study the effects of implementing a parent participation program to enhance Executive Function skills (EF) in early childhood. The target group consisted of 1) children aged 3–5 years enrolled in Pattana Nursery daycare during the second semester of the 2023 academic year, totaling 10 children, and 2) parents or guardians who wished to promote EF for their children aged 3–5 years and had basic technological skills for communication (via Line OA), with 10 participants. In each family, one parent participated in activities with the child and completed the assessments exclusively through the registered Line OA platform. 2) children aged 3–5 years enrolled in a daycare development nursery during the 2nd of the 2023 academic year, with 10 participants. The research instruments consisted of a parent participation program that promoted executive function skills in young children, a 12-item assessment form for executive thinking skills development in young children, and a parental satisfaction assessment form regarding the parent participation program for promoting executive thinking skills in young children. The data were analyzed using percentage, mean, and standard deviation.

The results showed that the average EF score of young children significantly improved after using the program, with a post-program average score of 34.10 compared to a pre-program score of 30.20. The improvements were observed in: working memory, where children could recall and accurately follow activity sequences in subsequent session, increased ability to focus and refrain from distractions, and successfully complete activities. Parents had satisfaction with the program at the highest level overall.

DEVELOPMENT OF VIRTUAL INQUIRY SCIENCE LABORATORY AND SCAFFOLDING INSTRUCTION MODEL TO ENHANCE SCIENTIFIC LITERACY OF SECONDARY SCHOOL STUDENTS

Napasorn Srisombat — 2025-08-24

This was a research and development study, and this study aimed to: 1) develop a virtual inquiry-based science laboratory and scaffolding instruction model to enhance scientific literacy of secondary students, and 2) study the effects of using the developed model of virtual inquiry-based science laboratory and scaffolding instruction to enhance scientific literacy of secondary students. The research sample consisted of 39 grade 10 students. The research instruments included 1) semi-structured interview form for experts, 2) lesson plans according to the developed instructional model, 3) scientific literacy tests, and 4) a virtual science laboratory website. The data were analyzed using mean, standard deviation, and t-test.

The research results showed that 1) the developed instructional model consisted of four components: (1) technology media, (2) learning activities, (3) learning scaffolding, and (4) assessment. The instructional steps consisted of five stages: (1) posing questions, (2) planning, (3) conducting laboratory work, (4) presenting results, and (5) drawing conclusions. Five experts evaluated the quality of the developed instructional model as very appropriate ( = 4.65, SD = 0.64), and it could be implemented. 2) The effects of using the developed instructional model showed that students who learned with the developed instructional model had significantly higher mean scientific literacy scores after the experiment than before the experiment at the .05 level of statistical significance.

DEVELOPMENT OF PROBLEM-SOLVING ABILITY USING FLIPPED CLASSROOM TOGETHER WITH INQUIRY-BASED LEARNING ON THE TOPIC OF GAS FOR 11TH GRADE STUDENTS

Phatchara Champana — 2025-08-24

This was an action research study that aimed to develop problem-solving ability using the Flipped Classroom concept together with the Inquiry-Based Learning model on the topic of Gas for 11th-grade students to pass the criteria of 70 percent. The target group consisted of 32 11th-grade students in the first semester of the 2023 academic year at Jaturamit Witthayakhan School, Khon Kaen Province. The research instruments were 1) four Lesson plans of Flipped Classroom together with Inquiry-Based Learning, 2) problem-solving ability tests, 3) student learning behavior observation forms, and 4) student reflective journals. Data were analyzed using descriptive statistics, including percentage, arithmetic mean, and standard deviation.

The research results showed that after implementing learning management using the Flipped Classroom concept together with the Inquiry-Based Learning model, students developed their problem-solving ability as follows: Action Cycle 1: 23 students did not pass the 70% criteria, with a total score of 49.74% ( = 11.94, SD = 6.04). In Action Cycle 2, 17 students did not pass the 70% criteria, with a total score of 59.06% ( = 14.17, SD = 3.65). In Action Cycle 3, 6 students did not pass the 70% criteria, with a total score of 70.10% ( = 16.82, SD = 2.72), and in Action Cycle 4, all students passed the 70% criteria, accounting for 100%, with a total score of 78.47% (= 18.83, SD = 1.17). The number of students who did not pass the criteria decreased in every action cycle, indicating that learning management using the Flipped Classroom concept together with the Inquiry-Based Learning model could develop students' problem-solving abilities.

THE CREATION OF HAPPY WORKING GUIDELINES FOR SCHOOL ADMINISTRATORS UNDER THE OFFICE OF SAKON NAKHON PRIMARY EDUCATIONAL SERVICE AREA

Punlop Khampromma — 2025-08-24

The purposes of this research were: 1) to study workplace happiness, 2) to find guidelines for creating workplace happiness, and 3) to evaluate guidelines for creating workplace happiness of school administrators under the Office of Sakon Nakhon Primary Educational Service Area. The research was conducted in 3 phases. Phase 1 aimed to study happiness. The sample consisted of 231 school administrators under the Office of Sakon Nakhon Primary Educational Service Area obtained through simple random sampling. The research instrument was a self-measurement happiness scale, Happinometer, with a reliability coefficient of .934. The data were analyzed using frequency and percentage. Phase 2 aimed to find guidelines for creating happiness. The informants were purposively selected, totaling 9 people. Data were collected through semi-structured interviews. Data were analyzed using content analysis, and the guidelines were confirmed by the same group of 9 informants using a data confirmation form. Data were analyzed using percentage by using semi-structured interview. Content analysis was used to analyze data by percentage. Phase 3 aimed to evaluate guidelines for creating happiness. The confirmed guidelines from Phase 2 were used to create an evaluation form, which was assessed by 5 purposively selected experts in terms of usefulness, feasibility, appropriateness, and accuracy/comprehensiveness. The data were analyzed using mean and standard deviation.

The results were as follows : 1) Workplace happiness of school administrators under the Office of Sakon Nakhon Primary Educational Service Area was at a high level, 2) Guidelines for creating workplace happiness of school administrators under the Office of Sakon Nakhon Primary Educational Service Area in 9 areas were confirmed and evaluated as applicable for all guidelines, and 3) Guidelines for creating workplace happiness of school administrators under the Office of Sakon Nakhon Primary Educational Service Area had usefulness, feasibility, appropriateness, and accuracy/ comprehensiveness at the highest level.

MODEL OF PARTICIPATION OF BASIC EDUCATIONAL COMMITTEE IN ADMINISTRATION THE SMALL SCHOOLS UNDER THE OFFICE OF THE BASIC EDUCATION COMMISSION

Peerapong Boonnan — 2025-08-24

The purposes of this research were to 1) study the current conditions and needs of basic education school committees for participation in administering small schools, and 2) develop a participation model of basic education school committees in administering small schools under the Office of the Basic Education Commission. The sample groups consisted of 1) 121 school administrators selected through stratified random sampling, and 2) 11 experts selected through purposive sampling. The research instruments were questionnaires with an overall reliability coefficient of 0.98 and an assessment form. The statistics used in the research included mean and standard deviation.

The results of the research showed that 1) the current conditions of basic education school committee participation in administering small schools were overall at a moderate level. The needs for basic education school committee participation in administering small schools were overall at a high level, and 2) the developed model was a school administration model covering 6 areas: (1) school curriculum, (2) budget, (3) educational resource mobilization, (4) teacher and educational personnel development, (5) school development policies and plans, and (6) relationships between schools and communities. The model used a 4-step participation process: 1) participation in planning, 2) participation in decision-making, 3) participation in implementation, and 4) participation in evaluation. The model had overall appropriateness at the highest level.

WORLD-CLASS STARNDARD SCHOOL ADMINISTRATION MODEL OF SCHOOLS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE SURIN

Pattanachai Huangkaew — 2025-08-24

This research aimed to create a world-class standard school administration model for schools under the Surin Secondary Educational Service Area Office. This was mixed-methods research. The sample group consisted of 520 participants, including administrators, government teachers, and educational personnel under the Surin Secondary Educational Service Area Office. Data were collected using stratified sampling. Five experts were interviewed, and the model was evaluated by 10 specialists. Research instruments included questionnaires, interview forms, and evaluation forms. Statistics used included mean, standard deviation, percentage, confirmatory factor analysis, and correlation coefficient analysis.

The results showed that the model consisted of 5 components: quality management system administration, student potential, personnel quality, world-class standard learning management, and OBECQA world-class standard schools, with a total of 18 indicators. All components had mean scores at a high level. The model development results showed that the relationships among all 153 pairs of variables were correlated, and all variable pairs had relationships in the same direction. The correlation coefficients between the variables showed positive relationships. The magnitude of the relationships or correlation coefficients ranged between 0.201 to 0.798, all with statistical significance at the 0.01 level. Chi-Square (χ²) = 65.23, df=54, p-value = 0.141, χ²/df = 1.21, GFI=0.99, AGFI=0.96, RMR=0.012, SRMR= 0.021, RMSEA=0.020, CFI=1.00, all of which met the specified criteria. The measurement model of all components was consistent with the empirical data, and the model evaluation results for all aspects were at the highest level and could be implemented.

THE DEVELOPMENTAL PROCESS OF CO-CREATION LIFE SKILLS PROMOTION ACTIVITIES FOR EARLY PRIMARY SCHOOL STUDENTS IN THUNG KHRU - BANG KHUN THIAN DISTRICT

Sirikoy Chutataweesawas — 2025-08-24

This research aimed to 1) identify the life skills needs of elementary school students and develop community-based learning activities for participatory life skills development in the Thung Khru-Bang Khun Thian area, and 2) evaluate and summarize activities organized jointly with stakeholder groups in the learning ecosystem. The conceptual framework for activity development was based on the 4H principles and participatory design. The sample consisted of Phase 1 – 24 teachers, 25 parents, and 33 students, totaling 82 participants. Phase 2 – 4 learning area entrepreneurs, 26 parents, and 26 students, totaling 56 participants, purposively selected from four types of education: government schools, private schools, alternative schools, and home schools. Phase 3 consisted of 4 teachers, 8 parents, 4 learning area entrepreneurs, and 2 community stakeholders, totaling 18 participants. Research instruments included interview forms, learning activity plans, life skills assessment forms, activity assessment forms, behavioral observation forms, and student group discussion record forms. The research was divided into three phases: Phase 1 – literature review, learning area study, and interviews; Phase 2 – development of learning activity plans; and Phase 3 – community forum with stakeholders.

The research results showed that 1) Students' life skills needs consisted of seven areas: appropriate emotional self-management, viewing themselves and others positively, empathy, accepting differences between themselves and others, observation and questioning with seeking answers, discovering their own preferences, aptitudes and abilities, and imaginative thinking. 2) Life skills assessments by parents, students' self-assessments, and community forums for exchanging information about activity organization reflected positive changes in all student groups. Recommendations included transferring activity organization lessons to other learning sources, developing curricula to enhance learning source entrepreneurs' competencies for independent activity organization, developing networks of learning source entrepreneurs within communities, creating community learning development approaches to propose policies and increase collaboration with the government for sustainable learning management systems and effectiveness.

PROJECT BASED LEARNING A CASE STUDY: DEVELOPMENT OF THE EMPEROR GRASS CHOPPER WITH COMMUNITY MEMBERS

Saichon Panjamat — 2025-08-24

The objectives of this research were to 1) study the demand for using Jakrapat grass choppers among community members in Ban Bueng Wichai Village, Bueng Wichai Subdistrict, Mueang District, Kalasin Province, 2) develop the Jakrapat grass chopper using the project-based learning process, and 3) test the efficiency of the Jakrapat grass chopper using the project-based learning process. The target groups included teachers, lecturers in educational institutions, and farmer groups who raise animals as supplementary occupations, who were selected using purposive sampling. Research instruments included interviews, surveys, participant observation, and opinion questionnaires. Data were analyzed using inductive interpretation from observed phenomena, mean, and standard deviation.

The research results showed that 1) there was 1 household that accepted participation in developing the existing grass chopper to eliminate machine vibration, 2) data analysis results based on SWOT theory showed that developing grass chopper blades using AISI 1045 steel surface hardening process was most appropriate. The results from the implementation showed that the steel structure changed from pearlite to martensite, with hardness values increasing from an average of 44.8 HRC to 62.0 HRC, and 3) experts expressed consistent opinions about operational efficiency at the highest satisfaction level with a mean of 4.58 and standard deviation of 0.52. For the learning process efficiency, farmer groups had satisfaction from knowledge and wisdom transfer and supporting factors, while experts from educational institutions had satisfaction from knowledge transfer and support of materials, equipment, and machinery used in this research.

GUIDELINE OF PLACE-BASED EDUCATION FOR DEVELOPMENT OF CREATIVE PROBLEM SOLVING AND SENSE OF PLACE ON THE PHENOMENON OF THE WORLD AND NATURAL DISASTERS FOR GRADE 6 STUDENTS

Sudarat Joysrithong — 2025-08-24

The purposes of this action research were to 1) study good practice guidelines for place-based education, 2) study the development of creative problem-solving abilities, and 3) study the results of promoting sense of place regarding world phenomena and natural disasters of sixth-grade students. Participants included 9 sixth-grade students from a primary school in Uttaradit Province. The research instruments included place-based education lesson plans for Ban Sam Bo, learning management reflection forms, activity sheets, creative problem-solving ability tests, and sense of place assessments. Data were analyzed using content analysis and reliability was verified using triangulation of data sources and data collection methods. Data were collected through 3 cycles of action research.

The results showed that 1) good practice guidelines for place-based education learning management to develop creative problem-solving abilities and promote sense of place included: stimulating student interest using videos with problem situations about Ban Sam Bo; field surveys of problem-reflective areas including banana gardens, garbage incinerators, rice fields, and Doi Tan; information seeking to identify causes; proposing diverse and novel problem solutions; writing comprehensive problem-solving methods for situations; collaborative planning with the community for problem-solving approaches; jointly summarizing opinions and making improvements; and disseminating to community members, 2) students' creative problem-solving abilities increased from moderate to high levels , and 3) students' sense of place levels after learning were higher than before learning.

FACTORS AFFECTING PURCHASE INTENTION OF SOCIAL ENTERPRISE PRODUCTS

Supada Sirikutta — 2025-08-24

This research aimed to study 1) attitudes toward social enterprise products, attitudes toward social enterprises, and brand credibility that affected the purchase intention of social enterprise products, and 2) ethical perception, environmental perception, perceived functional value, perceived emotional value, and perceived social value that affected the purchase intentions of social enterprise products. Questionnaires were used as instruments to collect data from a sample group of consumers who were interested in purchasing social enterprise products, totaling 400 individuals. Purposive sampling was used, specifically targeting Facebook pages of online communities interested in social and environmental products. The statistics used in the analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The research results showed that 1) attitudes toward social enterprise products, attitudes toward social enterprises, and brand credibility affected the purchase intention of social enterprise products at a statistically significant level of .01, and 2) perceived emotional value, ethical perception, and perceived social value affected the purchase intention of social enterprise products at a statistically significant level of .01.

FACTORS INFLUENCING THE DECISION TO PURSUE UNDERGRADUATE STUDIES IN THE FACULTY OF EDUCATION AT VALAYA ALONGKORN RAJABHAT UNIVERSITY UNDER THE ROYAL PATRONAGE

Suwit Faisong — 2025-08-24

This research aimed to: (1) examine the awareness of admission information, (2) study the significance level of factors influencing the decision to pursue undergraduate studies, and (3) compare the factors influencing the decision to pursue undergraduate studies in the Faculty of Education, categorized by academic programs. The population of this study consisted of undergraduate students from the Faculty of Education at Valaya Alongkorn Rajabhat University under the Royal Patronage in the academic year 2024. Data were collected through a five-point Likert scale questionnaire with a reliability coefficient of 0.96. The sample consisted of 300 students obtained through stratified random sampling. Data were analyzed using frequency analysis, percentage, mean, standard deviation, t-test, and one-way ANOVA.

The research findings revealed that 1) students primarily obtained admission information from friends or acquaintances, the university website, and social media, respectively, 2) the factors with the most influence on the decision to pursue further education were personal factors, which had the highest significance level (e.g., attitudes towards the teaching profession and interest in the teaching profession), followed by social factors (e.g., social acceptance and family influence), cultural and environmental factors, institutional factors, and economic factors, respectively, and 3) comparison results of factors influencing undergraduate study decisions by academic programs showed statistically significant differences at .05 level though when overall pairwise comparisons revealed no different group pairs. These research results are beneficial for the Faculty of Education in planning public relations and serve as information for students in choosing to pursue further education.

A MODEL FOR DEVELOPING ENGLISH TEACHERS AT THE PRIMARY LEVEL UNDER THE JURISDICTION OF THE EDUCATIONAL SERVICE AREA OFFICE OFFICE OF THE BASIC EDUCATION COMMISSION

Atsawin Sawaengphon — 2025-08-24

The purposes of this research were to 1) study the current conditions and needs for developing English teachers at the primary education level, and 2) develop a development model for developing English teachers at the primary education level under the Educational Service Area Offices of the Office of the Basic Education Commission. The target groups studied included 1) school administrators and English teachers, totaling 540 people, and 2) 11 experts. The research instruments included 1) questionnaires and 2) assessment form. The statistics used to analyze data were 1) mean and 2) standard deviation.

The research results showed that 1) the current conditions for developing English teachers at the primary education level were overall at a high level, and the needs for developing English teachers at the primary education level were overall at a high level, and 2) the development model for English teachers at the primary education level under the Educational Service Area Offices of the Office of the Basic Education Commission that was developed had 5 components: (1) Principles, (2) Objectives , (3) Implementation methods, (4) Implementation evaluation, and (5) Success conditions. The model had overall appropriateness at a high level.

COMMUNICATION OF IDENTITY OF CHET SAMIAN SUBDISTRICT, PHOTHARAM DISTRICT, RATCHABURI PROVINCE FROM THE PERSONALITY OF THE AREA

Atchareeya Chotklang — 2025-08-24

The purpose of this research was to study the perceptions and identity communication of the Chet Samian community, Potharam District, Ratchaburi Province, through area-specific personalities from groups of tourists, public agencies, community leaders, local sages, cultural entrepreneurs, and consumers of community products, totaling 660 people. The research instruments included 1) surveys, 2) focus group discussions, and 3) satisfaction assessment forms with recording. Data were analyzed to determine analyzed using frequency, percentages, means, and standard deviations through computer programs, with descriptive content analysis.

The research results found that products that could be used to communicate identity included radish products, Tani banana products, temples, community history, and young coconut cake. The community communicated its area-specific personality through 3 identity patterns, including 1) the Chet Samian Thai-Chinese Relationship pattern, which represented interdependence; 2) the Chet Samian Worship pattern, which referred to temples that served as centers for dissemination and spiritual gathering; and 3) the Chet Samian Auspicious pattern, which was a collection of auspicious elements to symbolize stability and abundance. For the community's identity communication, it was found that communication could be achieved in four dimensions: reflecting the locality of the community, communicating the origin of the production source, using symbols from products available, and applying patterns through appropriate design. For communicating with consumers through new products, it was found that the participatory process aspect could be communicated the most, followed by distribution, usability, identity, and beauty aspects, respectively.

Cover In

Thida Yotakun — 2025-08-24

THE NATURE OF SCIENCE UNDERSTANDING FOR PRESCHOOLERS

Pasrampai Choicharoen — 2025-08-24

Understanding the nature of science is a key element of science literacy, which is a critical characteristic of children and youth that Thailand expects in today's era of rapid scientific and technological change. Developing understanding of the nature of science in preschool children leads to good attitudes towards science, cultivates good habits in knowledge-seeking like scientists, and enhances children's experiences in participating in science. This article therefore aims to present definition of the nature of science, the importance of understanding the nature of science for preschool children, the components of understanding the nature of science, as well as guidelines for enhancing understanding of the nature of science that are appropriate for the development of preschoolers, in order to reinforce awareness and provide guidelines for preschooler teachers or related personnel to apply in organizing experiences or further research studies.

THE ROLES OF PARENTS IN SUPPORTING THEIR CHILDREN'S ENGLISH LEARNING IN THE NEW NORMAL ERA

Onwipa Durongtham — 2025-08-24

The COVID-19 pandemic in 2020 necessitated the closure of schools, prompting English language teaching instructors, parents, and stakeholders to reassess roles, goals, and learning approaches, and adapt teaching methods to the situation. This crisis also enabled parents to take a more active role in their children's learning, shifting from mere financial supporters to direct involvement. This article aims to present perspectives and exchange experiences from the viewpoint of university-level English language instructors, discuss the importance, propose empathic communication approaches, and collaborative approaches between teachers and parents suitable for the current situation. The article addresses the realities of current English language teaching, which has been impacted by various factors affecting teaching perspectives and roles. It also explores the role of parents, particularly the general perspective of Thai parents, who recognize the importance of involvement in English learning and desire to participate in learning beyond financial support, despite varying English language abilities. The article suggests empathic communication strategies to foster sustainable learning motivation, create a positive learning environment, and strengthen family relationships, enabling parents with diverse English abilities to effectively support their children's English learning in the new normal.

Editorial Note