Journal of Global of Perspectives in Humanities and Social Sciences

THE EFFECT OF MATERIALISM MINDFULNESS AND FOOD SAFETY CONCERN ON CONSCIOUSNESS FOR SUSTAINABLE CONSUMPTION OF CONSUMERS PURCHASE ORGANIC FOOD IN THAILAND

Kanokkan Sasiwimonrit, Kanchana Sukanthasirikul — Sat, 20 Dec 2025 00:00:00 +0700

The purposes of this research were 1) to study the levels of materialism, mindfulness, food safety concern, and consciousness for sustainable consumption among organic food consumers in Thailand, and 2) to examine the influences of materialism, mindfulness, and food safety concern on consciousness for sustainable consumption among organic food consumers in Thailand. Data were collected from 389 consumers who purchased organic food in Thailand using a 67-item questionnaire. The index of item-objective congruence (IOC) ranged from 0.8 to 1.0, and Cronbach’s alpha coefficient was 0.91. The data were analyzed using descriptive statistics and multiple regression analysis to test the research hypotheses.

The findings revealed that 1) consumers demonstrated the highest levels of mindfulness, food safety concern, and consciousness for sustainable consumption. Moreover, 2) materialism, mindfulness, and food safety concern significantly influenced consciousness for sustainable consumption among organic food consumers in Thailand (p < 0.01).

FACTORS INFLUENCING THE COMPETITIVE ADVANTAGE AND BUSINESS PERFORMANCE OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THE WHOLESALE AND RETAIL SECTOR OF THAILAND

Kanyarat Tirathanachaiyakun — Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to 1) study the causal factors influencing competitive advantage and business performance of small and medium-sized enterprises (SMEs) in Thailand's wholesale and retail trade sector; 2) examine the impact of these causal factors on competitive advantage and business performance of SMEs in the same sector; and 3) develop a causal model illustrating the influence of these factors on competitive advantage and business performance in Thailand's wholesale and retail SME sector. The sample consisted of 420 SME entrepreneurs or employees holding supervisory positions or higher, aged 20 years and above, working in SMEs within the wholesale and retail trade sector who were members of the Thai Small and Medium Enterprise Association. Data were collected using a questionnaire with a validity coefficient of 0.76 and a reliability coefficient of 0.87. Data analysis was conducted using statistical software with a significance level of 0.05. Statistical methods included frequency, percentage, mean, standard deviation, confirmatory factor analysis (CFA), and goodness-of-fit testing to examine the consistency between the research model and empirical data.

The research findings revealed that 1) the factors influencing competitive advantage included digital technology, modern management and administration, and business networks. In addition, 2) the factors affecting business performance were competitive advantage, digital technology, modern management and administration, and business networks. Moreover, 3) digital technology, modern management and administration, and business networks exerted both direct and indirect effects on business performance. The developed causal model of factors influencing competitive advantage and business performance of SMEs in Thailand's wholesale and retail trade sector demonstrated good fit with the empirical data.

DEVELOPMENT ACTIVITIES AND PROGRAMS OF COMMUNITY BASE RIVERSIDE TOURISM IN NONG SUANG VILLAGE, KRACHAENG SUB-DISTRICT, BANG SAI DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Kanmanee Waiyakrud, Patcharaporn Jantarakast — Sat, 20 Dec 2025 00:00:00 +0700

The objectives of this research were to 1) study the tourism potential of Nong Suang Village, and 2) develop and evaluate community-based riverside lifestyle tourism activities and programs in Nong Suang Village, Krachaeng Sub-district, Bang Sai District, Phra Nakhon Si Ayutthaya Province. This study employed Participatory Action Research (PAR). Data collection involved 15 participants, including tourism group members, community leaders, and researchers. The development of tourism activities and programs was conducted through training and focus group discussions with 30 participants, comprising tourism group members, community leaders, and interested residents, selected through purposive sampling. A trial tour involved 43 participants selected through purposive sampling, including government agency representatives, academics, and tourists. The research instruments consisted of interview guides and questionnaires. Data were analyzed using descriptive and statistical analysis.

The research findings revealed that 1) the community had tourism potential in culture and history, including riverside attractions, facilities, and quality environmental management, and 2) the community developed 11 tourism activities and 3 tourism programs. The evaluation results showed that the developed activities and programs received a high level of satisfaction ( = 4.33). Recommendations include that community organizations and tourism promotion agencies should improve transportation routes and systems, promote online media usage, develop service skills, and establish networks with nearby communities to enhance economic opportunities and sustainable tourism.

STUDY GUIDELINES FOR SOLVING DIGITAL BUSINESS MANAGEMENT USING CHATBOT INNOVATION

Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to study approaches to solving digital business management problems using chatbot innovation. This mixed-methods research was conducted by integrating artificial intelligence under a Human-in-the-Loop (HITL) framework, combined with traditional qualitative research methods, to achieve more accurate and precise research results. The study consisted of four components:
1) Documentary research with a sample of 35 credible documents; 2) Content analysis of 25 business websites and social commerce platforms with prominent chatbot integration; 3) Online case study research involving 5 digital businesses; and 4) Chatbot creation platform research involving 2 chatbot creation platforms. All samples were selected through purposive sampling based on predetermined criteria. The research tools included: (1) artificial intelligence tools; (2) specialized tools comprising keyword research tools and web scraping tools; and (3) structured and unstructured data recording forms. Data were analyzed and interpreted using inductive analysis combined with constant comparative analysis. Data reliability was verified through triangulation in various dimensions, and the findings converged in the same direction.

The research results showed that chatbot innovation could solve digital business management problems in various areas, including: 1) Customer support, 2) Sales and marketing, 3) Data analytics, 4) Project management, and 5) Human resources management.

THE RELATIONSHIP BETWEEN TRANSFORMATIONAL LEADERSHIP OF SCHOOL ADMINISTRATORS AND THE MOTIVATION OF TEACHER PERFORMANCE UNDER THE SAMUT PRAKAN PRIMARY EDUCATIONAL SERVICE OFFICE 2

Chatchonnanee Chuenban, Kanyamon Indusuta — Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to study 1) the level of teachers' opinions regarding the transformational leadership of school administrators under the Samut Prakan Primary Educational Service Area Office 2, 2) the level of teachers' opinions regarding their work motivation in schools under the Samut Prakan Primary Educational Service Area Office 2, and 3) the relationship between the transformational leadership of school administrators and teachers' work motivation in schools under the Samut Prakan Primary Educational Service Area Office 2. This study employed a survey research method. The sample consisted of 306 teachers from schools under the Samut Prakan Primary Educational Service Area Office 2 during the 2023 academic year, determined using Cohen et al. sample size table at a significance level of .05. The sample was selected through multi-stage sampling and simple random sampling proportional to the population of each school group. The research instrument was a 5-point Likert scale questionnaire with an index of item-objective congruence (IOC) ranging from 0.60 to 1.00 and a reliability coefficient of 0.983. Data were analyzed using percentage, mean, standard deviation, and Pearson's correlation coefficient.

The findings revealed that 1) the transformational leadership of school administrators under the Samut Prakan Primary Educational Service Area Office 2 was overall at the highest level ( = 4.62, SD = 0.49); 2) motivation in work performance of teachers in schools under the Samut Prakan Primary Educational Service Area Office 2 was overall at the highest level ( = 4.58, SD = 0.50); and 3) the transformational leadership of school administrators and teachers' work motivation in schools under the Samut Prakan Primary Educational Service Area Office 2 showed a high positive correlation (r_xy = .832) with statistical significance at the .01 level.

ACADEMIC LEADERSHIP AND EFFECTIVENESS OF ACADEMIC ADMINISTRATION IN THE DIGITAL ERA OF SCHOOL ADMINISTRATORS UNDER THE LOEI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to examine: 1) the level of academic leadership in the digital context among school administrators under the Loei Primary Educational Service Area Office 1; 2) the level of effectiveness in academic administration in the digital era among school administrators; and 3) the relationship between academic leadership and the effectiveness of academic administration. The sample consisted of 196 participants, including 44 administrators and 152 teachers from 54 schools, selected through proportionate stratified random sampling. The research instrument was a 5-point Likert scale questionnaire. The content validity was evaluated by three experts, with index of item-objective congruence values ranging from 0.67 to 1.00. The reliability coefficients were 0.979 for the academic leadership questionnaire and 0.987 for the academic administration effectiveness questionnaire. Data were analyzed using descriptive statistics and Pearson's product-moment correlation coefficient.

The findings revealed that 1) school administrators exhibited the highest level of academic leadership in the digital context, with the highest mean score in promoting the appropriate use of information and communication technology among personnel, while the lowest mean score was found in the use of technology in academic administration. Moreover, 2) the overall effectiveness of academic administration in the digital era was at a very high level. The most prominent strength of administrators was the ability to acquire and support digital resources in schools, followed by the development of educational innovations. The lowest score was found in the application of technology for instructional management. In addition, 3) there was a high positive correlation between academic leadership in the digital era and the effectiveness of academic administration, with statistical significance at the .01 level.

THE INFLUENCE OF THAI DRAMAS ELEMENTS ON TOURISM SOFT POWER IN THAILAND

Chonchanok Chidprasert, Susaraporn Tangtenglam — Sat, 20 Dec 2025 00:00:00 +0700

This qualitative research aimed to study the influence of Thai drama components on tourism soft power in Thailand. The study gathered data from 10 purposively selected key informants with knowledge and experience in Thai drama filming location tourism and tourism service operators. A semi-structured interview guide was used as the research instrument, and data were analyzed using thematic analysis.

The key findings revealed that the main theme is the creation of shared experiences and inspiration through content and production, which was divided into four sub-themes: 1) the portrayal of beautiful locations and imagery; 2) storylines and performances that create emotional engagement, with well-written scripts that resonate with audiences and skilled actors who build connection and emotional resonance; 3) the use of meaningful language and soundtrack, with natural and emotionally expressive dialogue and story-linked music that build connection and emotional engagement; and 4) the desire to visit and experience real filming locations. All these components collectively lead to the desire to be a part of the story and travel to actual filming sites. The research also found that visual factors (spectacle), such as famous tourist attractions and realistic filming techniques, significantly influenced travel decision-making. Overall, this research demonstrated that Thai dramas have the potential to be a powerful tool for driving tourism. The various elements present in dramas, including the use of real filming locations, the portrayal of local culture and wisdom, and the influence of actors and their fan bases, all contribute to inspiring and stimulating drama-induced tourism behavior. Therefore, tourism operators and related agencies can effectively utilize Thai dramas as a marketing tool to add value to tourist attractions and drive the national economy.

STRATEGIC GUIDELINES FOR SOLVING FAKE NEWS PROBLEMS OF THE PROVINCIAL PUBLIC RELATIONS OFFICE IN THE UPPER NORTHEASTERN REGION 1

Chalisa Chomphoorat, Supagrit Pitiphat, Bussagorn Suksan, Prapaporn Supanya — Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to 1) study the level of fake news literacy among people in Upper Northeastern Region 1, and 2) present strategic guidelines for solving the fake news problem for Provincial Public Relations Offices in Upper Northeastern Region 1. The research was conducted in 2 phases. Phase 1 involved collecting data via a questionnaire consisting of 20 items from people living in Upper Northeastern Region 1. The index of item-objective congruence (IOC) ranged from 0.80 to 1.00, and the Cronbach's alpha coefficient (α) for the entire questionnaire was 0.859. The sample size was determined using Yamane's formula at a 5% margin of error**, yielding 400 respondents**. Cluster sampling was used, stratified by 5 provinces and proportionate to the population. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (one-way ANOVA) using a statistical software package for social sciences. Phase 2 focused on developing strategies for solving the fake news problem. The target group of 15 experts was selected through purposive sampling, focusing on those with at least 5 years of experience in communication related to fake news. Workshop records were used to collect data from brainstorming sessions among experts. Data from the workshop, including opinions and suggestions, were categorized and analyzed using content analysis techniques, strategic positioning analysis, and SWOT analysis to develop draft strategic guidelines for solving the fake news problem for Provincial Public Relations Offices in Upper Northeastern Region 1.

The research findings revealed that 1) people in Upper Northeastern Region 1 had a high level of fake news literacy. People from different provinces, age groups, and education levels showed statistically significant differences in fake news literacy levels at the 0.01 level**, and** 2) the proposed strategic guidelines for solving the fake news problem were classified into 3 strategies: promoting and developing mechanisms and processes for verifying fake news; creating a society with fake news literacy to build immunity and promote safe media use; and elevating the office to become a highly effective agency for solving fake news problems.

A STUDY OF VOCABULARY QUANTITY AND THE COMPARISON OF VOCABULARY CONSISTENCY IN CHINESE TEXTBOOKS FOR FIRST-YEAR STUDENTS OF THE CHINESE BUSINESS LANGUAGE PROGRAM AT THE FACULTY OF ARTS OF DHURAKIJ PUNDIT UNIVERSITY WITH THE HSK 2.0

Chotikan jiraluksakul — Sat, 20 Dec 2025 00:00:00 +0700

This research was conducted with three primary objectives: (1) to assess the volume of vocabulary acquisition by students in the Business Chinese Language Program upon completion of their first academic year; (2) to analyze and compare the consistency of vocabulary extracted from the textbooks with the Chinese Proficiency Test (HSK 2.0) standards, Levels 1–6; and (3) to establish empirical data derived from the HSK 2.0 vocabulary coverage analysis for curriculum adjustment and planning in preparation for the new HSK 3.0 standards. The study employed a quantitative methodology, utilizing three core compulsory textbooks from 4 courses used in first-year instruction. A total of 924 unique vocabulary items were extracted and analyzed against the HSK 1–6 levels, adopting the screening methodology established by Kaewyod, which counts only newly introduced vocabulary that does not overlap with lower HSK levels.

The findings are presented according to the three objectives: 1) Vocabulary Volume: First-year students acquired a total of 924 vocabulary items, which exceeded the program's expectation of 700 words. 2) HSK 2.0 Consistency: A total of 641 vocabulary items were found to align with the HSK 2.0 standards. The coverage analysis demonstrated "very high" coverage for HSK Level 1 (96%) and HSK Level 2 (89%). 3) Empirical Data for HSK 3.0 Planning: The analysis revealed that students successfully acquired up to 442 words from HSK Level 3, which accounts for 73.67% of the standard requirement. This empirical data serves as a crucial planning base, indicating precisely that the curriculum needs to focus on adding only the remaining 26.33% (158 words) of the HSK 3 vocabulary to achieve complete HSK 3 competences. This foundational information is most essential for adjusting the curriculum and preparing for the new HSK 3.0 standards. The results provide a vital foundation for the program to strategically plan teaching and learning and adjust learning outcomes in alignment with the Chinese Proficiency Grading Standards for International Chinese Language Education (HSK 3.0).

THE CONSTRUCTION OF ACTIVE CITIZENSHIP DISPOSITIONS SCALE FOR UPPER SECONDARY STUDENTS

Nardnutcha Chauymark, Suwimon Kritkharuehart, Dendow Chollawit — Sat, 20 Dec 2025 00:00:00 +0700

The purpose of this research was to develop, validate, and establish school-level norms for the active citizenship dispositions scale for upper secondary school students based on the framework of Enchikova et al. The sample consisted of 542 students from grades 10 to 12 at Triam Udom Suksa School under the Bangkok Secondary Education Service Area Office 1, selected through stratified random sampling. Data were collected using a situational-based scale with 46 items consisting of nine components: political interest (5 items), democracy (4 items), justice (5 items), citizenship (9 items), tolerance (7 items), social worries (3 items), trust in social and political institutions (5 items), political self-efficacy (4 items), and identity (4 items), each offering four response options based on Kohlberg's moral development. Data were analyzed using descriptive statistics including mean, standard deviation, and percentage, and inferential statistics using Confirmatory Factor Analysis to assess construct validity.

The research findings indicated that the developed scale had an index of item-objective congruence ranging from 0.60 to 1.00. The discrimination index ranged from 0.20 to 0.53, and the reliability coefficient was 0.89. Confirmatory factor analysis confirmed that the construct validity was acceptable and aligned with empirical data (χ² = 1237.10, df = 909, χ²/df = 1.36, GFI = 0.90, AGFI = 0.88, CFI = 0.92, RMR = 0.04, RMSEA = 0.02, AIC = 1581.10, ECVI = 2.92). The established norms for assessing active citizenship dispositions among upper secondary students were categorized into four levels: excellent scores of 162 and above (P₇₅ and above, T₅₈ and above), high scores from 148–161 (P_50.00to P_74.99, T₅₁ to T₅₇), moderate scores from 132–147 (P_25.00 to P_49.99, T₄₂ to T₅₀), and low scores below 132 ( < P_{25.00 ,}< T₄₂).

DEVELOPMENT OF FUTURE PROBLEM-SOLVING INSTRUCTIONAL MODEL WITH VIRTUAL WORLD TO ENHANCE CREATIVE THINKING OF UNDERGRADUATE STUDENTS

Bussakorn Cheawjindakarn — Sat, 20 Dec 2025 00:00:00 +0700

The purposes of this research were 1) to develop a future problem-solving instructional model with virtual world to enhance creative thinking of undergraduate students, 2) to study the results of using the future problem-solving instructional model with virtual world to enhance creative thinking of undergraduate students, and 3) to propose the future problem-solving instructional model with virtual world to enhance creative thinking of undergraduate students. The sample was selected through purposive sampling, consisting of 27 undergraduate students. The research instruments consisted of lesson plans, virtual world media, a creative thinking test, and a student's satisfaction questionnaire. Data were analyzed by frequency, percentage, mean, standard deviation, and t-test.

The results of this research were as follows: 1) The developed model comprised 5 components as follows: (1) learning objectives, (2) roles of learners and instructors,
(3) learning activities based on the future problem-solving process, (4) virtual world media, and (5) measuring and evaluating creativity. The learning activities according to the model were divided into 3 phases: Phase 1 - Pre-learning procedures, Phase 2 - During-learning procedures, and Phase 3 - Post-learning assessment. Moreover, 2) the results of the model implementation found that the average score of creative thinking after learning was significantly higher than before learning at the statistical level of .05, and students' satisfaction with learning through the future problem-solving instructional model with virtual world to enhance creative thinking was at the highest level overall ( = 4.61, SD = 0.5), and 3) the validation of the model by qualified experts found that the model was at the highest level of appropriateness ( = 4.56, SD = 0.55).

DEVELOPING A TRAINING PROCESS TO ENHANCE RESEARCH INSTRUMENTATION COMPETENCY OF MASTER OF EDUCATION STUDENTS IN CURRICULUM AND INSTRUCTION PROGRAM, RANGSIT UNIVERSITY

Phibun Tanyabut — Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to 1) study the current situation and needs for developing research instrumentation competency among Master's degree students in Curriculum and Instruction at Rangsit University; 2) develop a training process to enhance research instrumentation competency; 3) evaluate its effectiveness; and 4) explore students' experiences and opinions regarding the training process. The sample comprised 11 Master's degree students in Curriculum and Instruction at Rangsit University, enrolled in the second semester of the 2024 academic year**, representing the entire population**. Research instruments included a survey on current situation and needs, an appropriateness evaluation form, a competency assessment (pre- and post-training), and an in-depth interview guide. Instrument quality was verified, with all items achieving an IOC value of 1.00, and the survey and assessment tools demonstrating high reliability (Cronbach's Alpha of 0.95 and 0.97, respectively). Data were analyzed using descriptive statistics (, SD), the Modified Priority Need Index (PNI** <sub>modified</sub>**), Normalized Gain (<g>), and content analysis.

The research findings revealed that 1) the overall research instrumentation competency of Master's students was at a high level ( = 3.73, SD = 0.04), with a high need for development ( = 4.16, SD = 0.02), particularly in instrument design (PNI = 0.16) and research report writing (PNI = 0.14). Moreover, 2) the training process was evaluated as being at the highest level of appropriateness ( = 4.70, SD = 0.22). In addition, 3) following the training, Master's students' research instrumentation competency significantly improved ( = 4.77, SD = 0.07), with high levels of development (<g> ranging from 0.71-0.98). 4) Master's students reported positive experiences, with strengths including instructor expertise, hands-on practice, and comprehensive content. Noted weaknesses were time constraints and overly dense content. Recommendations included extending the training duration and offering advanced training sessions.

FACTORS AFFECTING THE RESILIENCE OF STUDENT TEACHERS AT RAJABHAT UNIVERSITY

Mesa Nuansri, Kullachat Pantuworakul — Sat, 20 Dec 2025 00:00:00 +0700

The purposes of this research were to 1) study the level of factors affecting the resilience of student teachers at Rajabhat University, 2) study the level of resilience of student teachers at Rajabhat University, and 3) analyze factors affecting the resilience of student teachers at Rajabhat University. Samples were 360 students randomized through multi-stage random sampling. The research instrument was a 4-level rating scale questionnaire with Cronbach's alpha reliability of 0.867. Data were analyzed using descriptive statistics (frequency, percentage), Pearson product-moment correlation coefficient, and stepwise multiple regression analysis.

The research findings were as follows: 1) Factors affecting the resilience of Rajabhat University student teachers were at a high level overall ( = 3.00, SD = 0.48). 2) The overall resilience of Rajabhat University student teachers was at a fairly high level ( = 3.15, SD = 0.42), and 3) the factors of values and beliefs (X5), planning ability (X2), social support (X1), and social and communication skills (X4) could jointly predict the resilience of Rajabhat University student teachers with statistical significance at .05, accounting for 46.90% of the variance.

STRATEGIES FOR DEVELOPING TRANSFORMATIONAL LEADERSHIP OF TEACHERS AND EDUCATIONAL PERSONNEL

Rewat Kaewthongmoon — Sat, 20 Dec 2025 00:00:00 +0700

This mixed-methods study aimed to investigate the current status and needs for developing transformational leadership among teachers and educational personnel at Wiang Pa Pao Technical College and to formulate strategies for developing transformational leadership of teachers and educational personnel at Wiang Pa Pao Technical College, Chiang Rai Province. The target group consisted of 49 teachers and educational personnel, along with 5 experts. The research instruments consisted of a questionnaire with a reliability of .858, a group discussion record form, and an appropriateness assessment form. Data were analyzed using frequency, mean, standard deviation, priority needs index (PNI), and content analysis.

The findings revealed that the overall current status of transformational leadership development was at a high level, with the highest mean score in idealized influence. Four main strategies for developing transformational leadership were identified as follows: 1) Vision mobilization to strengthen idealized influence, 2) Fostering a culture of learning organization and sustainable innovation development, 3) Enhancing transformational leadership capabilities, and 4) Developing systems and mechanisms for sustainable personnel capacity building to mobilize the organization toward excellence.

THE DEVELOPEMENT OF LEARNING ACHIEVEMENT USING INQUIRY-BASED LEARNING COMBINED WITH ONLINE COMPUTER LESSONS IN COMPUTING SCIENCE FOR EIGTH- GRADE STUDENTS AT BANHARN CHAEMSAI WITTHAYA 3 SCHOOL

Winai Phengpinyo, Nuttapong Into — Sat, 20 Dec 2025 00:00:00 +0700

The purposes of this research were to 1) evaluate the quality of the inquiry-based learning model with online computer lessons in computing science, 2) determine the efficiency of the inquiry-based learning model with online computer lessons, 3) compare students' learning achievements before and after learning with the inquiry-based learning model with online computer lessons, and 4) study students' satisfaction with the inquiry-based learning model with online computer lessons. The sample consisted of 30 eighth-grade students from Banharn Chaemsai Witthaya 3 School, selected through purposive sampling. The research instruments consisted of lesson plans, online computer lessons, an achievement test, and a satisfaction questionnaire. The statistics used in the research were percentage, mean, standard deviation, and t-test.

The results showed that 1) the quality evaluation of the inquiry-based learning model with online computer lessons revealed that content quality was at a high level ( = 4.49, SD = 0.60), and media production techniques were at a high level ( = 4.43, SD = 0.58). Moreover, 2) the efficiency of the inquiry-based learning model with online computer lessons in computing science was 82.60/81.23, which exceeded the standard criterion of 80/80. In addition, 3) students' learning achievement after learning with the inquiry-based learning model with online computer lessons in computing science was significantly higher than before at the statistically significant level of .05, and 4) Students' overall satisfaction towards learning with the inquiry-based learning model with online computer lessons in computing science was at a high level ( = 4.44, SD = 0.53).

CUSTOMER CO-CREATION MARKETING IN THE DIGITAL ERA: A CASE STUDY OF KRU PENSRI CANDY

Sahapon Yeetunsee , Pathama Satavethin , Chanansara Oranop Na Ayutthaya — Sat, 20 Dec 2025 00:00:00 +0700

This research examines the phenomenon of brand value co-creation. The objectives to 1) study the brand value co-creation of Kru Pensri candy, and 2) analyze the components of co-creating brand value for Kru Pensri candy. The study involves document analysis of materials related to the co-creation process through digital content marketing, including electronic documents, online news, academic articles, business articles, project presentations, and social media listening across all platforms, covering all types of content from databases spanning from 2017 to 2024. The researcher employed purposive sampling by requesting relevant documents from the company and selecting documents from electronic databases such as PubMed, Medline, SCOPUS, thesis databases, and search engines, using the keyword "co-creation of value." The data were analyzed in detail and compared to formulate questions for in-depth interviews with key informants from WOPE Co., Ltd., categorized into two groups: Group 1 consisted of executives, and Group 2 consisted of production teams from the business development departments of Workpoint Entertainment Public Company Limited and WOPE Co., Ltd., totaling 12 participants. Semi-structured questionnaires were used for the interviews. The collected data from both methods were recorded and analyzed using content analysis. The findings were compared from the perspectives of each key informant and summarized through descriptive writing to explain the research findings based on the study's objectives and research questions.

The research findings revealed that 1) the co-creation strategy for Kru Pensri candy focuses on consumer feedback and public reception, which sparked the co-creation process. This led the brand to evolve from product attributes to co-creating value under the Kru Pensri candy brand, and 2) the key components of this co-creation process include collaborative design, teamwork, error correction, and presentation, all of which contribute to the development of Kru Pensri candy products. The co-creation approach is driven by consumer preferences, enabling understanding from multiple dimensions through modern digital marketing communication.

THE DEVELOPMENT OF ACADEMIC SERVICE MODEL IN COOKING FOR STUDENTS WITH HEARING IMPAIRMENT: DESIGN, IMPLEMENTATION, AND EVALUATION

Surakiat Tadawattanawit, Saranya Rattanakornsap, Patsa Parattanawong — Sat, 20 Dec 2025 00:00:00 +0700

This study aimed to develop an academic service model in culinary arts for students with hearing impairments and to investigate the outcomes of applying the designed model. The study specifically aimed 1) to compare the culinary skill levels of students with hearing impairments before and after the implementation of the designed academic service model, and 2) to evaluate the satisfaction of students with hearing impairments toward the use of the designed academic service model. The sample consisted of 43 students with hearing impairments, aged between 13 and 17 years, from schools under the Office of the Special Education Administration, and 3 stakeholders involved in learning management (teachers and school administrators). The research instruments consisted of questionnaires and interview guides. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as t-test statistical analysis.

The findings revealed that 1) the developed academic service model in culinary arts consisted of two cooking instruction activities: teaching fresh-made spaghetti with carbonara and preparing salad rolls, covering key content such as ingredient selection, food preparation, and safe food storage. Moreover, 2) the outcomes of implementing the model were as follows: 2.1) The comparison of cooking skills of students with hearing impairments revealed that their post-service cooking skill levels increased significantly at the 0.01 level, both overall and across individual aspects and 2.2) The satisfaction survey of participating students indicated that overall satisfaction was at the highest level ( = 4.53), with the application of knowledge dimension rated highest, followed by the academic service providers dimension, and the facilities and time allocation dimension, respectively. This research could be utilized to design culinary arts teaching curricula for students with hearing impairments in order to enhance vocational skills and promote social equity.

NEEDS, IMPACTS, AND COMPENSATION MEASURES FROM TRAIN CANCELLATIONS OF THE STATE RAILWAY OF THAILAND

Orapin Bunsin, Phakrawee Vanpetch, Akara Thammathikul — Sat, 20 Dec 2025 00:00:00 +0700

This research aimed to 1) study the needs and impacts from the cancellation of public services by the State Railway of Thailand, 2) analyze and compare the impacts on service users from the cancellation of public services, and 3) analyze alternative public service measures. A mixed-method research approach was used. Quantitative research involved a sample of 384 train users, selected through non-probability snowball sampling. Qualitative research included focus group discussions with 7 purposively selected participants, consisting of 3 train operation executives and 4 train operation staff. The research instrument was a questionnaire with an IOC ranging from 0.80 to 1.00 and a Cronbach's alpha coefficient of 0.75. Quantitative data were analyzed using descriptive and inferential statistics.

The research findings revealed that 1) service users wanted the SRT to study the potential impacts on users every time before implementing a train cancellation policy ( = 4.05), followed by publicizing train cancellations widely across all channels ( = 3.93), adjusting the schedule of replacement trains ( = 3.74), and reinstating cancelled trains ( = 3.69), respectively. As for the impacts of train cancellations, most service users were moderately affected (44.7%). The impacts included extended travel time (20.9%), train schedules not matching travel needs (20.5%). The groups most affected were the general public (47.0%), followed by students (41.4%). The impacts led service users to switch to other modes of transportation at a moderate level (41.2%), and replacement trains made it impossible for passengers to travel as originally scheduled (44.9%). Moreover, 2) service users on different train lines, train types, and frequencies were affected differently with statistical significance at the .05 level. Different types of trains affected service users differently, with a Gamma value of .483, indicating that local train service users were affected more than users of other train types. In addition, 3) the guidelines or measures that the State Railway of Thailand implemented included arranging alternative trains, setting new operating times, and scheduling new passenger boarding and alighting times at stations along the way, which helped reduce the impacts on service users.

FACTORS INFLUENCING THE FINANCIAL FREEDOM OF TEACHERS IN MUEANG DISTRICT, PHAYAO PROVINCE

Sat, 20 Dec 2025 00:00:00 +0700

The objectives of this study were to 1) examine the levels of debt causation, debt management, and economic conditions in relation to the financial freedom of teachers in Mueang District, Phayao Province, and 2) investigate the influence of debt causation, debt management, and economic conditions on the financial freedom of teachers in Mueang District, Phayao Province. This quantitative research employed a sample of 264 teachers currently teaching in schools in Mueang District, Phayao Province, selected through multi-stage sampling. A questionnaire was utilized as the research instrument, with a reliability coefficient of 0.81. The statistical methods applied included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics using binary logistic regression analysis.

The findings revealed that 1) the overall mean level of debt causation from basic needs was low, whereas the mean levels of debt management and awareness of economic conditions were high, and 2) debt causation was found to have a negative influence on financial freedom, while debt management and economic conditions had a positive influence on financial freedom, with statistical significance at the 0.05 level. Furthermore, it was observed that the sample group had incurred debts in various forms, with the majority involving general personal loans. Regarding debt management practices, most teachers demonstrated a good level of debt management; however, they lacked sufficient knowledge in income–expenditure planning and negotiating with creditors, which are crucial for effective debt management. Proper planning, therefore, is considered essential in enabling teachers to manage their debts more efficiently.

ROAD ACCIDENT RISK POINT MANGEMENT GUIDELINES IN KHUHA TAI SUB-DISTRICT COMMUNITY, RATTAPHUM DISTRICT, SONGKHLA PROVINCE

Sat, 20 Dec 2025 00:00:00 +0700

This research article aimed to 1) study road accident risk points in the community of Khuha Tai Subdistrict, Rattaphum District, Songkhla Province, and
2) propose guidelines for managing road accident risk points in the community of Khuha Tai Subdistrict, Rattaphum District, Songkhla Province. The key informants were selected through purposive sampling, including 10 community committee members, 1 Khuha Tai Subdistrict Municipality member, 1 Khuha Tai Subdistrict Learning Center (ศกร.) representative, 1 Rescue Foundation representative, 2 Khao Kuha Community Rights Protection Association (Rattaphum District) members, and 1 Subdistrict Community Council representative, totaling 16 people. The research instruments included structured interviews, focus groups, brainstorming, participatory observation, with data analyzed using content analysis and presented descriptively.

The research findings revealed that 1) there were 11 road accident risk points in the community, consisting of 3 curved road sections and 9 intersections. In 2023 (B.E. 2566), there were 7 accidents, resulting in 1 death and 4 injuries. From observation of driving behavior, the researcher found that motorcycle riders did not wear helmets and rode bicycles against traffic flow. In terms of car driving behavior, it was found that drivers did not use turn signals or activated turn signals suddenly at distances less than the legally required 60 meters. The physical environment at risk points obstructed visibility, lacked traffic signs, and the community lacked promotion of safe vehicle use. Moreover, 2) guidelines for managing road accident risk points in the community were classified into 2 approaches which were (1) community-based management, such as promoting participatory knowledge of traffic and safety, and (2) referral to relevant agencies for development and accident prevention at risk points to ensure safety.

THE INFLUENCE OF SOCIAL NETWORK SITES USE ON THE QUALITY OF LIFE AND DEPRESSION IN THE ELDERLY: THE MEDIATING ROLE OF LONELINESS AND SOCIAL CONNECTIVITY

Araya Pontanya, Tassanee Homklin, Chaiyun Sakulsriprasert — Sat, 20 Dec 2025 00:00:00 +0700

The purpose of this research was to examine the influence of social network sites use on the quality of life and depression in the elderly, with loneliness and social connectivity as mediating variables. The sample, selected by purposive sampling technique, consisted of 284 older adults aged 60 years and over, using social network sites and living in Mueang District, Chiang Mai Province. The data were collected by questionnaires, which included a demographic data questionnaire, a social network sites use questionnaire, an intensity of social network sites questionnaire, a loneliness questionnaire, a social connectedness questionnaire, a quality-of-life questionnaire, and PHQ-9. The data were analyzed using structural equation modeling (SEM).

The study found that the causal relationship model of factors affecting quality of life and depression in older adults after model adjustment was significantly consistent with empirical data (χ2 = 11.825, df = 1, p = .00, GFI = .984, CFI = .965, SRMR = .039, χ2/df = 11.825). The intensity of social network sites use had a statistically significant total effect on loneliness. Loneliness had both total and direct effects on depression and quality of life with statistical significance. Social connectedness also showed significant total and direct effects on loneliness, depression, and quality of life. In terms of indirect effects, social connectedness influenced quality of life through the mediating role of loneliness.

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Thida Yotakun — Sat, 20 Dec 2025 00:00:00 +0700

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Thida Yotakun — Sat, 20 Dec 2025 00:00:00 +0700

GUIDELINES FOR DEVELOPING MULTI-TASKING SKILLS FOR PRODUCTION EMPLOYEES IN INDUSTRIAL FACTORIES

Kathawuth Kessara, Prachuab Klomjit — Sat, 20 Dec 2025 00:00:00 +0700

The development of multi-tasking skills for production employees in industrial factories is crucial for enhancing efficiency and flexibility within production processes. This article presents essential skill development approaches to enable employees to manage various responsibilities effectively. The key approaches consist of 5 methods: 1) cross-training, 2) job rotation, 3) technology integration to support work processes, 4) problem-solving skill development, and 5) promotion of communication and teamwork skills. Emphasis is placed on practical training in real-world environments, necessary skill analysis, suitable training program design, and the utilization of effective tools and technologies. The article demonstrates that these skill development practices enhance work flexibility, reduce production process risks, and strengthen employees' adaptability to industrial changes significantly.

Journal of Global of Perspectives in Humanities and Social Sciences

THE EFFECT OF MATERIALISM MINDFULNESS AND FOOD SAFETY CONCERN ON CONSCIOUSNESS FOR SUSTAINABLE CONSUMPTION OF CONSUMERS PURCHASE ORGANIC FOOD IN THAILAND

FACTORS INFLUENCING THE COMPETITIVE ADVANTAGE AND BUSINESS PERFORMANCE OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THE WHOLESALE AND RETAIL SECTOR OF THAILAND

DEVELOPMENT ACTIVITIES AND PROGRAMS OF COMMUNITY BASE RIVERSIDE TOURISM IN NONG SUANG VILLAGE, KRACHAENG SUB-DISTRICT, BANG SAI DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

STUDY GUIDELINES FOR SOLVING DIGITAL BUSINESS MANAGEMENT USING CHATBOT INNOVATION

THE RELATIONSHIP BETWEEN TRANSFORMATIONAL LEADERSHIP OF SCHOOL ADMINISTRATORS AND THE MOTIVATION OF TEACHER PERFORMANCE UNDER THE SAMUT PRAKAN PRIMARY EDUCATIONAL SERVICE OFFICE 2

ACADEMIC LEADERSHIP AND EFFECTIVENESS OF ACADEMIC ADMINISTRATION IN THE DIGITAL ERA OF SCHOOL ADMINISTRATORS UNDER THE LOEI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

THE INFLUENCE OF THAI DRAMAS ELEMENTS ON TOURISM SOFT POWER IN THAILAND

STRATEGIC GUIDELINES FOR SOLVING FAKE NEWS PROBLEMS OF THE PROVINCIAL PUBLIC RELATIONS OFFICE IN THE UPPER NORTHEASTERN REGION 1

A STUDY OF VOCABULARY QUANTITY AND THE COMPARISON OF VOCABULARY CONSISTENCY IN CHINESE TEXTBOOKS FOR FIRST-YEAR STUDENTS OF THE CHINESE BUSINESS LANGUAGE PROGRAM AT THE FACULTY OF ARTS OF DHURAKIJ PUNDIT UNIVERSITY WITH THE HSK 2.0

THE CONSTRUCTION OF ACTIVE CITIZENSHIP DISPOSITIONS SCALE FOR UPPER SECONDARY STUDENTS

DEVELOPMENT OF FUTURE PROBLEM-SOLVING INSTRUCTIONAL MODEL WITH VIRTUAL WORLD TO ENHANCE CREATIVE THINKING OF UNDERGRADUATE STUDENTS

DEVELOPING A TRAINING PROCESS TO ENHANCE RESEARCH INSTRUMENTATION COMPETENCY OF MASTER OF EDUCATION STUDENTS IN CURRICULUM AND INSTRUCTION PROGRAM, RANGSIT UNIVERSITY

FACTORS AFFECTING THE RESILIENCE OF STUDENT TEACHERS AT RAJABHAT UNIVERSITY

STRATEGIES FOR DEVELOPING TRANSFORMATIONAL LEADERSHIP OF TEACHERS AND EDUCATIONAL PERSONNEL

THE DEVELOPEMENT OF LEARNING ACHIEVEMENT USING INQUIRY-BASED LEARNING COMBINED WITH ONLINE COMPUTER LESSONS IN COMPUTING SCIENCE FOR EIGTH- GRADE STUDENTS AT BANHARN CHAEMSAI WITTHAYA 3 SCHOOL

CUSTOMER CO-CREATION MARKETING IN THE DIGITAL ERA: A CASE STUDY OF KRU PENSRI CANDY

THE DEVELOPMENT OF ACADEMIC SERVICE MODEL IN COOKING FOR STUDENTS WITH HEARING IMPAIRMENT: DESIGN, IMPLEMENTATION, AND EVALUATION

NEEDS, IMPACTS, AND COMPENSATION MEASURES FROM TRAIN CANCELLATIONS OF THE STATE RAILWAY OF THAILAND

FACTORS INFLUENCING THE FINANCIAL FREEDOM OF TEACHERS IN MUEANG DISTRICT, PHAYAO PROVINCE

ROAD ACCIDENT RISK POINT MANGEMENT GUIDELINES IN KHUHA TAI SUB-DISTRICT COMMUNITY, RATTAPHUM DISTRICT, SONGKHLA PROVINCE

THE INFLUENCE OF SOCIAL NETWORK SITES USE ON THE QUALITY OF LIFE AND DEPRESSION IN THE ELDERLY: THE MEDIATING ROLE OF LONELINESS AND SOCIAL CONNECTIVITY

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GUIDELINES FOR DEVELOPING MULTI-TASKING SKILLS FOR PRODUCTION EMPLOYEES IN INDUSTRIAL FACTORIES