Vol. 14 No. 1 (2025): January - June 2025

Research Articles

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

  Praeploy Prutphong , Dr. Amarin Tawata

  11 - 29

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

  Dr. Nattapol Phumsiri

  30 - 43

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

  Kanmanee Karin*, Dr. Kanokklao Klaeokla , Sayfon Urai

  44 - 63

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  Practical Accounting and Taxation Issues of Individual Taxpayers in Online Business

  Dr. Amara Tirasriwat, Dr. Wuttipong Srichaitranon

  64 - 80

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  Organizational Learning for the Establishment and Development of Enterprises

  Dr. Chayapon Soontornwiwattana

  81 - 96

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

  Dr. Siraprapha Sriviroj, Dr.Nimnual Visedsun, Wattanee Rammapor, Poramin Ngamrabiab

  97 - 114

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

  Dr. Ratanasuda Punnahitanond, Salas Supalakwatchana*, Xin Fan

  115 - 133

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

  Dr. Napawan Kananurak, Akenarin Chocknakawaro, Narinee Wechviriyakul

  134 - 147

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

  Thared Santatiwongchai*, Dr.Kittima Acaranupong, Dr.Sirinuch Nimtrakoon

  148 -171

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