Journal of Business Administration The Association of Private Higher Education Institutions of Thailand

Causal Factors Affecting Willingness of Thai Consumers to Pay More: A Case Study of a Thai Cosmetic Brand

2025-03-03T11:03:03+07:00

The objectives of this research were to: (1) study Thai consumers' willingness to pay a higher price for a Thai brand of cosmetics, and (2) study the causal factors of brand image brand loyalty, brand equity, and purchase decisions towards Thai consumers' willingness to pay higher prices. of a Thai brand of cosmetics. This research is quantitative research by using a survey as well as distributing online questionnaires via Google Form to collect data via the Instagram inbox of a sample group of consumers. The sample of 400 customers of purposive sampling has purchased and is followers of a Thai cosmetic brand on the brand's official Instagram platform. The statistics used in the research consist of descriptive statistics, including frequency, percentage, mean, and standard deviation, and structural model analysis consistent
with empirical data. The data collection period was from March to May 2024. The research results found that (1) Thai consumers are willing to pay a higher price for a Thai cosmetic brand, and (2) the structural model analysis was consistent with the empirical data with a weight of 0.27 – 0.67 (Chi-Square = 467.964, DF = 241, CMIN/DF = 1.942, RMSEA = 0.049, RMR = 0.034, GFI = 0.912, CFI = 0.932, IFI = 933 and TLI = 0.922). The relationship among the variables was found brand image to brand loyalty and purchase decisions (β= 0.650, 0.454), brand loyalty to brand equity (β = 0.992) and brand equity to purchase decisions and the
willingness to pay a higher price (β = 0.563, 0.840). from the result of study, Thai cosmetic brand should use the strategy of creating a brand image that looks good, modern, safe and reflects good taste to create brand value for the brand, which will result in consumers being willing to pay a higher price.

Exploratory Factors Analysis of Characteristics of Graduates in Accounting By Establishment’s Requirement in Rayong Province

2024-06-19T11:37:45+07:00

The objectives of this study were to: 1. study the characteristics of accounting graduates according
to the needs of business establishments in Rayong Province, and 2. Investigate the Exploratory Factor Analysis of the characteristics of accounting graduates according to the needs of business establishments in Rayong Province. The population used in the research was 2,542 factories in Rayong Province. For the sample group, the researcher determined the size according to the Comrey and Lee concept by selecting 500 factories and using the purposive sampling method. The sample representatives who answered the questionnaires were the heads of accounting graduates working in the establishments. The statistics used
for data analysis included percentage, mean, standard deviation, and Exploratory Factor Analysis.
The research results found that 1. The level of importance of the characteristics of accounting graduates
according to the needs of business establishments in Rayong Province was overall at a high level of importance. 2. The appropriate value of the correlation matrix between variables (KMO) was = .979. The result of factor analysis of the survey showed 4 components: (1) Analytical and Interpersonal Skills with a weight of .699; (2) Morality and Ethics with a weight of .771; (3) Knowledge with a weight of .730; and (4) Intellectual Skills with a weight of .672. The model of factor analysis of graduate characteristics passed the evaluation criteria and was consistent with empirical data. This research is beneficial to graduates in preparing them to enter the workforce with quality and efficiency.

Creative Tourism for Distributing Income to Secondary Cities from the Resources of the Yonwithi Community, Ban Khok Muang, Prakhonchai District, Buriram Province

2025-02-13T16:08:30+07:00

The objectives of the study were to study and analyze the condition of tourism management based on local identity, and study the potential of communities that influence the management and success of creative tourism models, including developing creative tourism models to distribute income to secondary cities from the resource base of the Yonwithi community. This study is mixed research. The data collection was divided into two phases: 1) Quantitative data collection by using questionnaires as a research tool. The sample group was 400 tourists, who came to visit Ban Khok Mueang, Buriram Province by using a simple random sampling method. The data analysis statistics were descriptive statistics and structural equation model analysis. The hypothesis was verified by the Partial Least Square statistical data analysis method, and 2) Qualitative data collection by using the focus group discussion method, 11 stakeholders were selected by purposive sampling. The results revealed that: 1) The strengths of the community are its diverse tourism resources and cultural capital; 2) Community potential in terms of cultural capital, creativity, specialized skills, and technology have a direct influence on management. The independent variable can explain the variation of management by 35.00 percent and had an indirect influence on the creative tourism pattern, whereas
the mediating variable (management) had a direct influence on creative tourism by 51.00 percent, and 3) The development of creative tourism models should be developed through the PDCA process, by allowing tourists to be involved in designing activities and finding results by themselves from the upstream, midstream, and downstream. The research results can be used as policy recommendations to drive tourism management based on local identity and develop community potential to support sustainable tourism.

Practical Accounting and Taxation Issues of Individual Taxpayers in Online Business

2025-03-25T09:48:56+07:00

This research aims to study (1) causes of the problems, (2) practical problems, and (3) recommendations for solving problems, with an emphasis on accounting and taxation. This research is a qualitative study, using in-depth interviews and focus group discussions of 30 individual online business operators. The study found that (1) the causes of the problems are due to the lack of knowledge and understanding of online business operations, investment planning, finance, marketing, freight management, accounting, taxation, and related laws, and the lack of ethics of some entrepreneurs, such as false advertising, the sale of low-quality products, and counterfeit products, which are illegal, (2) practical problems are mainly accounting problems, as there are no regulations requiring individuals to keep accounts like juristic people. As for legal
and taxation problems, there is a lack of clarity in the application of laws and penalties related to online business operations for all offenses. There are also problems of inequality and unfairness between online business operators who are in the taxation system and those who are not in the system and evade taxes. There are still challenges in law enforcement and tax collection from online businesses, and (3) recommendations for solving problems, entrepreneurs must have complete and systematic accounting and document collection. They should open a separate bank account for their business and follow up on news, regulations, and laws related to their products and intellectual property laws to ensure correct practices and keep up with continuous changes. They also must register for e-commerce to show their identity and build trust with
customers and comply with relevant tax laws, e-payment tax, personal income tax, and value-added tax. In addition, addressing inequality, good governance and supervision, and fairness in business practices should also be considered.

Organizational Learning for the Establishment and Development of Enterprises

2024-11-01T10:12:16+07:00

Enterprises were significant organizations for job creation and economic development. In Thailand, the advancement of enterprises was promoted through government policies that encouraged the utilization of knowledge for enterprise development. However, there were few studies related to organizational learning (OL) in the TCI database over the past ten years. This effort is sought to generate income for the population and stimulate economic circulation. This research recognized the importance of establishing and developing enterprises and thus studied 1) the characteristics of organizational learning (OL) in the establishment and development of enterprises, and 2) the challenges encountered in OL during the establishment and development of enterprises from successful enterprises. The study selected co-founders or managers experienced in the early or early-expansion stages from enterprises established for 5 to 10 years. The enterprises were operating in the digital era that had successfully received government tax support as targeted businesses. Semi-structured, in-depth interviews with a dynamic interviewing approach were
employed, and data saturation was reached at 17 informants. From the thematic analysis, the findings
revealed that OL during enterprise establishment and development was divided into three stages:
the early stage, the expansion stage, and the maturity stage. Key roles were played by co-founders, top-level
executives, senior managers, mid-level managers, and operational employees at each respective stage.
The results explained the OL processes, the challenges faced in each stage, and how obstacles were overcome. It also presented a model for establishing and developing enterprises in Thailand through OL.

The Mediating Role of Sustainability Performance in the Relationship Between Firm Characteristics and Corporate Performance: Empirical Evidence from the Stock Exchange of Thailand

2025-04-05T14:12:18+07:00

The research aims to examine the direct and indirect effects of business characteristics on company performance through the sustainability performance of Thai Stock Exchange listed companies by using a partial least squares regression analysis method. Data from listed companies in all industrial sectors except the financial sector with complete sustainability performance data in the Bloomberg database, totaling 111 companies, were studied over the last three years, from 2021 to 2023, by categorizing business
characteristics into physical and financial characteristics. The results found that only financial factors had a direct positive impact on the company's performance and had no indirect influence through sustainability performance. However, sustainability performance had a direct and negative impact on the company's performance. Furthermore, the size of the firm, a control variable, had a positive impact on sustainability performance but a negative impact on corporate performance. It implies that, from 2021 to 2023, the company's performance would be positively impacted by financial characteristics and impacted adversely by sustainable performance. This research might lead investors to shift their investing priorities, focusing on companies with lower sustainability performance. As a result, the Stock Exchange of Thailand should take actions to increase investor understanding of using company sustainability performance data in investment decisions, as well as make recommendations to companies on how to communicate the importance and benefits of long-term sustainability operations to the public.

The Impact of Korean and Chinese Cultural Presentations on Cultural Preferences of Thai Audiences in Generational Differences

2025-04-12T16:07:28+07:00

This study examined the cultural preferences of Thai audience in seven areas: idols, music, series/films, food, language, travel, and products in three age groups of audiences, which were influenced by the presentation of Korean and Chinese culture in entertainment media. This research used an online survey with 404 Thai respondents aged 12-59 years, who had viewed both cultures in entertainment media for their exposure to Korean cultural media. Generation X respondents had the highest media exposure level (x̄ = 3.51), followed by Generation Y (x̄ = 3.42), and Generation Z (x̄ = 2.98). Similarly, Generation X had the
highest exposure to Chinese cultural media (x̄ = 3.45), followed by Generation Y (x̄ = 3.26), and Generation Z
(x̄ = 2.80). The results of the study found that hypotheses 1 and 2 that exposure to the presentation of both cultures significantly influenced the cultural preferences of Thai audiences. However, the comparative results showed that hypotheses 3 and 4 were partially supported, as viewers preferred Korean culture in terms of series, travel, and products. However, Chinese culture was more popular in terms of idols, music, food, travel, and products. Generation Z and Generation X had a higher preference for Korean culture and were influenced by emotional connections through the media. However, Generation Y tended to pay balanced attention to both cultures. The result of the study indicated a highlight of the economic implications
towards audiences' cultural preferences, particularly in the entertainment and tourism industries. In addition, insights from the study findings provide strategic guidance to businesses and government agencies to promote
Thai culture in entertainment media to cater to international target audiences of different age groups.

Factors Influencing Pro-Circular Behavior of a Population in Bangkok Metropolitan Region

2025-01-07T14:09:57+07:00

This research aimed to study the behavior and factors influencing the support of the circular economy of the population in Bangkok and its vicinity. The research was quantitative, using a questionnaire with a sample of 425 people aged 18-59 years. The data were analyzed by frequency distribution, mean, and multiple regression analysis at the 0.05 significance level. The results of the study found that most consumers support the circular economy by separating waste and donating unused items. The sample group expressed the most opinions about environmental degradation and considered ways to improve environmental quality. Among the factors influencing the support of the circular economy, awareness of the circular economy had the most statistical influence, followed by the framework of the circular economy and external factors. These variables together predicted 49.1 percent of the behavior. This study emphasizes that setting a clear direction and framework for a circular economy can drive green consumption and promote environmentally friendly consumer behaviors, as well as presenting a modern business concept that addresses environmental issues and sustainable development by producing products that take into account the value of resources efficiently and maximize their benefits.

The Relationship between Ownership Structure and Audit Fees of Listed Companies on the Market for Alternative Investment (mai)

2025-05-05T10:26:33+07:00

This research aimed to study the relationship between ownership structure and audit fees of listed companies in the Market for Alternative Investment (mai) by collecting data from 122 sample groups during 2020-2023, totaling 488 firm-year observation, and analyzing them using multiple regression analysis. The results of the research found that foreign ownership had a statistically significant positive
relationship with audit fees, indicating that foreign ownership may require stricter auditing to reduce the risk of information asymmetry. In contrast, institutional ownership had a statistically significant negative relationship with audit fees, which may be a result of institutional investors’ expertise in corporate governance that reduces audit risks. However, the results of the research did not find a relationship between ownership concentration and family ownership and audit fees. For the control variables, it was found that the size of the business, the number of subsidiaries, the use of Big 4 auditors, the revenue growth rate, and the presence of operating losses were all positively and statistically significant with audit fees. In addition, there were differences in audit fees between industry groups, reflecting differences in business complexity and risks. The results of this research are useful for stakeholders in understanding the factors affecting audit fees in the context of emerging markets and can be applied to develop appropriate corporate governance
mechanisms for companies with different ownership structures. It also serves as a guideline for auditors in
determining appropriate audit fees.