Journal of KMITL Business school

Factors affecting users satisfaction of regional innovation activity management website (NIA Regional Connect)

Pattarapong Sakulwong — 2024-12-24

This research aims to study and analyze the Factors Affecting Users Satisfaction of Regional Innovation Activity Management Website (NIA Regional Connect). The study sample comprises users of the NIA Regional Connect website who responded to the research questionnaire via the website, totaling 384 individuals. The research methodology involved the use of questionnaires and data analysis using statistical tools such as frequency analysis, percentages, means, standard deviations, and multiple regression analysis. The study found that out of 5 hypotheses, 5 were accepted, indicating the following relationships: 1) System quality factors have a positive effect on website user satisfaction. 2) Information quality factors have a positive effect on website user satisfaction. 3) Service quality factors have a positive effect on website user satisfaction. Positively affects the satisfaction of website users. 4) The factor of perceived usefulness has a positive effect on the satisfaction of website users. 5) The factor of perceived ease of use has a positive effect on the satisfaction of website users. The researcher can analyze and apply it to develop, improve, and use the information to provide website services to meet the needs of users of the regional innovation activity management system website (NIA Regional Connect).

Developing the search section and recommending measurement data for the Wat Portal application

songserm petchsuphamit — 2024-12-24

This research aims to develop the search and recommendation features of the Wat Portal web application. The search is conducted using the Similarity concept as a tool to measure the resemblance between datasets for comparison. Additionally, the similarity between user search terms is measured. The study also involves the development of functions to recommend relevant metrics, providing users with information tailored to their needs.

After completing the development, the researcher conducted an efficiency assessment of the newly developed functions on the Wat Portal web application. To gather feedback, a questionnaire was distributed to a sample group of 400 individuals who have previously used the search and recommendation features on Wat Portal. The study tool employed was a questionnaire titled "Efficiency Measurement in Using Search and Recommendation Features Based on Similarity Concept on the Wat Portal Web Application." The collected data was analyzed and summarized using descriptive statistics, including percentages and frequency distribution.

Trends towards central tendencies were examined through mean testing, and the variation was measured using standard deviation. The obtained data provides insights into the efficiency of the developed functions. This information will be used to further enhance the application in future versions, ensuring its continuous improvement and adaptation to user needs.

Design and development of an electronic ability testing system, a case study of EMWORK group company limited.

Krerkkiat Sermsakskul — 2024-12-24

This research aims to analyze and identify the problems of the traditional ability testing process, design and develop an electronic ability testing system in the form of a web application, and evaluate the efficiency of the electronic ability testing system in the form of a web application. The sample group used in this study was people involved in the ability testing process. The research instrument used was a questionnaire. The data was analyzed using frequency, percentage, mean, and standard deviation.

The results of the study showed that the overall level of opinion on the efficiency of the electronic ability testing system in the form of a web application was at the highest level. When considering each aspect, it was found that the system efficiency aspect had the highest overall level of opinion, and the display aspect had the second highest overall level of opinion.

Characteristics of agricultural entrepreneurs affecting their ability to repay debts: A case study of customers of the bank for agriculture and agricultural cooperatives (BAAC)

wantanee charoensap — 2024-12-24

The research aims to examine the characteristics of agricultural entrepreneurs affecting their ability to repay loans to agricultural banks and agricultural cooperatives (BAAC). The study investigates two groups of loan customers Performing Loan (PL) and Non-Performing Loan (NPL) groups, totaling 457 participants engaged in agriculture, including farming, industry, commerce, and services. This quantitative research utilizes a questionnaire as a data collection tool. Statistical analysis encompasses both descriptive and inferential statistics. Descriptive statistics utilized in this study include frequency, percentage, mean, and standard deviation. Inferential statistics are applied to test hypotheses concerning the relationships among independent variables. Binary Logistic Regression Analysis is employed to examine variables measured on a nominal scale. This method categorizes loan customers into two groups: those with a normal account status, indicating their ability to repay debts (n = 246), and those with an overdue account status, indicating their inability to repay debts (n = 211). The research findings indicate that agricultural entrepreneurs' characteristics, such as 1. risk-taking propensity 2. intention to learn and self-develop, and 3. business ethics, can predict whether bank loan customers have the ability to repay debts or not.

A Comparative Study of Project Deliverable Efficiency and Quality in Thai Government Software Development Projects: ISO/IEC 29110 vs. 3-Phase Quality Inspection Method with ISO/IEC 29110

Praphan Surapapha — 2024-12-24

A significant number of government software development projects in Thailand encounter delays in budget disbursement due to contractors failing to deliver projects on time. This issue is partly attributed to inefficient project management, despite the existence of software development process standards disseminated by domestic and international professional organizations. To address this, the researcher conducted a comparative study on the efficiency and quality of project delivery in Thai government software development projects. The study compared the deliverables efficiency and quality of using the ISO/IEC 29110 standard alone against a 3-Phase Quality Inspection Method with ISO/IEC 29110. The study included an analysis of project deliveries from 31 projects conducted between 2011 and 2014, with a total of 97 deliverables, compared to 77 projects conducted between 2015 and 2022, with a total of 241 deliverables. Using z-test for statical analysis to compare the differences between the two methods. The findings revealed efficiency and quality of that project deliverables using the 3-Phase Quality Inspection Method with ISO/IEC 29110 showed significantly difference in delivery performance and quality. Specifically, these projects met their contractual deadlines without incurring penalties, and 99.2% of deliverables were of high quality. This represents a statistically significant improvement over the ISO/IEC 29110 standard alone, with a significance level of .01 (z = -2.930, p = .003) For future research, it is recommended to experiment with the three-phase quality inspection method in conjunction with the ISO/IEC 29110 standard, applying it in automated or semi-automated workflows while clearly identifying the factors affecting efficiency and quality. Comparative studies with other standards, such as CMMI, should also be conducted to understand the advantages and disadvantages of each, allowing for the selection of the most suitable standard. Additionally, further research should be implemented in an automated or semi-automated work process. The research should focus on identifying more factors that impact on efficiency and quality in order to apply the method to broader projects.

The Model of Marketing Strategies for Building Brand Equity of Natural Cosmetic Products for the Elderly in Thailand

Pariyada Visutthipat — 2024-12-24

This research aims to find the model of marketing strategies for building brand equity of natural cosmetic products for the elderly in Thailand. This research quantitative, studying 600 elderly people aged 56-70 years who had purchased 3 Thai natural cosmetics brands was Oriental Princess, Abhaibhubejhr and Tropicana by using systematic random sampling Techniques. The data was collected by questionnaires. The statistics used in the research were descriptive statistics and the Structural Equation Model: SEM was used to test the marketing factors model. The research found that (1) there were 2 variable factors, the marketing mix factors and customer relationship management of influencing brand equity. The marketing mix factors had a direct effect on brand equity in terms of brand awareness, perceived quality and brand association. In addition, marketing mix factors indirectly effects brand loyalty through the mediating brand awareness, perceived quality and brand association. Furthermore, customer relationship management had a direct effect on brand equity in terms of brand awareness, brand association and brand loyalty. In addition, customer relationship management indirectly effects brand loyalty through the mediating brand awareness, perceived quality and brand association. (2) The model of marketing strategies for building brand equity of natural cosmetics in Thailand found that the marketing mix factors of integrated marketing communications is the most important factor. The most important factors of customer relationship management is building relationships by providing specialized knowledge. In addition, the most important of brand awareness is brand recognition. The most important of perceived quality is property, and the most important of brand association is perceived value.

Factors Influencing Behavioral Intentions In Maritime Cargo Transport Services At Bangkok Port : Service Users’ Perspectives

Suwimol Jakparinyakul — 2024-12-24

This research aims to (1) examine the factors influencing transaction satisfaction with maritime cargo transport services at the Port of Bangkok from the users’ perspective and (2) examine the factors influencing behavioral intentions, including empathy, reliability, assurance, tangible, responsiveness and satisfaction in providing maritime cargo transport services at the Port of Bangkok from the perspective of service users. The study is quantitative with 380 sample size service users selected through simple random sampling. The statistical methods used include descriptive statistics and multiple regression analysis.

The research findings indicate that logistics service quality, including empathy, assurance, tangible service, and responsiveness, significantly influences transactional satisfaction. Additionally, tangible service, responsiveness, and transactional satisfaction significantly positively influence behavioral intentions. This study provides valuable insights for researchers, companies, and organizations involved in cargo transportation services to enhance logistics service quality and positively influence behavioral intentions.

Keywords: Logistics service quality, Transaction satisfaction, Behavioral intention

Participation Strategies in The Project Management Process of Improving The Potential to Protect People's Lives and Property of The People, Public and Private Sector Networks

Moodjalin Ngammeuan — 2024-12-24

การศึกษาครั้งนี้ มีวัตถุประสงค์เพื่อ (1) ศึกษาการมีส่วนร่วมในกระบวนการบริหารโครงการเพิ่มศักยภาพใน การป้องกันชีวิตและทรัพย์สินของประชาชน ของเครือข่ายภาครัฐ ภาคเอกชน และภาคประชาชน (2) วิเคราะห์จุดแข็ง จุดอ่อน โอกาส และภัยคุกคามของการมีส่วนร่วมในกระบวนการบริหารโครงการเพิ่มศักยภาพในการป้องกันชีวิตและทรัพย์สินของประชาชน ของเครือข่ายภาครัฐ ภาคเอกชน และภาคประชาชน (3) นำเสนอกลยุทธ์การมีส่วนร่วมในกระบวนการบริหารโครงการเพิ่มศักยภาพในการป้องกันชีวิตและทรัพย์สินของประชาชน ของเครือข่ายภาครัฐ ภาคเอกชน และภาคประชาชน โดยเป็นการวิจัยเชิงคุณภาพ ใช้วิธีเก็บรวบรวมข้อมูลจากเอกสาร การสัมภาษณ์โดยใช้แบบสัมภาษณ์แบบมีโครงสร้าง การสนทนากลุ่ม และการสังเกตการณ์ ใช้วิธีคัดเลือกผู้ให้ข้อมูลแบบเจาะจงจากภาครัฐ ภาคเอกชน และภาคประชาชน จำนวน 33 คน สำหรับการวิเคราะห์ข้อมูลใช้วิธีการวิเคราะห์เฉพาะเรื่อง และการวิเคราะห์เนื้อหา

ผลการศึกษาพบว่า (1) ผู้ให้ข้อมูลส่วนใหญ่มีส่วนร่วมในการวางแผนโครงการ การดำเนินการโครงการ และ การประเมินผลโครงการระดับมาก และมีความคิดเห็นต่อการมีส่วนร่วมในการดำเนินการโครงการมากที่สุด (2) การมีส่วนร่วมของเครือข่ายมีจุดแข็งมากที่สุดคือ ความรู้และศักยภาพของบุคลากร จุดอ่อนมากที่สุดคือ การประชาสัมพันธ์ข้อมูลโครงการไม่ทั่วถึง โอกาสมากที่สุดคือ การนำเทคโนโลยีที่ทันสมัยมาใช้และมาต่อยอดโครงการ และภัยคุกคามมากที่สุดคือ กฎหมายหรือระเบียบที่ไม่ยืดหยุ่นและการไม่สนับสนุนจากผู้บริหารท้องถิ่นในบางพื้นที่ และ (3) กลยุทธ์การมีส่วนร่วมในกระบวนการบริหารโครงการ ได้แก่ 1) กลยุทธ์เชิงรุก ประกอบด้วย การขยายบริการด้านการป้องกันชีวิตและทรัพย์สินด้วยระบบเทคโนโลยีสมัยใหม่ การเพิ่มช่องทางออนไลน์ให้นักท่องเที่ยวและประชาชนดูภาพสดจากกล้อง CCTV บริเวณที่สำคัญในจังหวัด และการเพิ่มศูนย์บริการประชาชนในการดูภาพจากกล้อง CCTV ได้ที่ อปท. ในพื้นที่ 2) กลยุทธ์เชิงรับ ประกอบด้วย การสร้างพันธมิตรกับเครือข่ายในพื้นที่ช่วยสอดส่องในการดูแลรักษาทรัพย์สิน และการถ่ายทอดความรู้ เสริมสร้างความเข้าใจเกี่ยวกับข้อมูลส่วนบุคคล และแนวทางการมีส่วนร่วมให้กับภาคีเครือข่าย 3) กลยุทธ์เชิงพัฒนา ประกอบด้วย การทำบันทึกข้อตกลงร่วมกับเครือข่ายในพื้นที่ในการเชื่อมโยงสัญญาณภาพกล้อง CCTV ให้ครอบคลุมยิ่งขึ้น การใช้เทคโนโลยีในการเผยแพร่ข้อมูลข่าวสารให้เครือข่ายรับทราบเพื่อส่งเสริมการมีส่วนร่วมมากขึ้น และการนำปัญญาประดิษฐ์มาใช้ในการวิเคราะห์ภาพจากกล้องวงจรปิด และ 4) กลยุทธ์เชิงถอนตัว ประกอบด้วย การให้เอกชนเข้ามาดูแลระบบและแก้ไขปัญหาทางเทคนิค และการขอรับงบประมาณสนับสนุน จากส่วนกลาง หรือกรมส่งเสริมการปกครองท้องถิ่น เพื่อพัฒนาผู้ให้บริการและการบริหารงาน

The Impact of Marketing Mix Factors on Consumers’ Perspective to Wards Buying Decision of Second-Hand Cars in Mueang District, Chachoengsao Province

Thanadech Kangsawat — 2024-12-24

This research aims to: 1) Study the marketing components from the customer perspective in the Mueang District, Chachoengsao Province. 2) Investigate the relationship between marketing components and the decision-making process for purchasing second-hand cars. and 3. Examine the influence of marketing components from the customer perspective on the decision-making process for purchasing second-hand cars. The research population consists of customers who have purchased second-hand cars from 12 car dealerships in, Chachoengsao Province. The sample size of 384 individuals was determined using an unknown population size formula. The sample was conveniently selected from customers who bought cars from second-hand car dealerships in Mueang District, Chachoengsao Province. The data were analyzed and statistical techniques such as Descriptive Statistics, Multiple Correlation Analysis, and Multiple Regression Analysis were employed.

The results of the market component analysis from the customer perspective in Mueang District, Chachoengsao Province, reveal the following: Customers in Mueang District, Chachoengsao Province, predominantly prefer purchasing second-hand Toyota sedans, which are primarily manufactured in Japan. The price range of 300,001-400,000 Thai Baht is the most favored among customers when making decisions to buy second-hand cars. Statistical hypothesis testing demonstrates that the influence of market components, as perceived by customers, significantly affects the decision-making process to purchase second-hand cars. Specifically, the factors related to success in meeting customer needs and convenience play a statistically significant role in the decision-making process to buy second-hand cars in Mueang District, Chachoengsao Province, with a significance level of 0.01. Additionally, the convenience factor also holds statistical significance at a significance level of 0.05.

Marketing Mix and Consumer Behavior Affecting Decision Making of Shabu Buffet Restaurant

Ajcharapan Tangjaturasopon — 2024-12-24

The purposes of this study are 1. to study personal information of consumers that affects their decision to use shabu buffet restaurants; 2. to study consumer behavior that affects the decision to use shabu buffet restaurants; 3. to study the level marketing mix factors affecting the decision to use the shabu buffet restaurant; 4. to study the level decision to use the shabu buffet restaurant; and 5. to study the relationship between factors and decision making of shabu buffet restaurant. The samples were 385 consumers in the Nakhon Ratchasima Province. Analytical statistics used in the study were frequency, percentage, standard deviation, mean, linear correlation, Pearson product moment correlation coefficient, and multiple regression analysis (MRA). All statistical analyses were performed using SPSS software. The results showed that: the marketing mix factors, Process, Promotion and Price, has a positive correlation with the decision making of shabu buffet.

Factors Influencing the Price of Rubber in Thailand

Tidadao Khunsaratham — 2024-12-24

In this study aims to: (1) for examine the impact of economic factors in the retail oil prices in Thailand, (2) for study the relationship between economic factors and the retail oil prices in Thailand, and (3) explore the trend of retail oil prices in Thailand in the future. The study uses data from January 2017 to December 2021, covering a period of 60 months. The economic factors analyzed include crude oil prices, the inflation rate, and the exchange rate. Using correlation analysis, it was found that crude oil prices in the global market, inflation rates in Thailand, exchange rates, and the retail oil prices in Thailand all have a positive correlation.

The results of this study can serve as a reference for policymakers in Thailand to understand the relationship between economic factors and retail oil prices in Thailand, which can assist in adjusting policies that influence the pricing of goods and services, thus benefiting the people and serving as a guideline for improving the agricultural economy in Thailand.

Keywords: economic factors, retail oil prices in Thailand

Economic Viability Analysis of Processed Dragon Fruit Products: A Case Study of Dragon Fruit Kimchi and Dragon Fruit Bread Stick

warintorn tophan — 2024-12-24

Due to the oversupply of dragon fruits and the resulting drop in prices, the large-scale dragon fruit agricultural enterprise in Rong Chik Subdistrict, Phu Ruea District, Loei Province, sought ways to increase the value of their produce by processing it into dragon fruit kimchi and dragon fruit bread stick. To assess whether these products are worth investing in, this research aims to analyze the economic viability of processed dragon fruit products. This quantitative research targeted 20 members of the dragon fruit agricultural enterprise in Rong Chik Subdistrict, Phu Ruea District, Loei Province, selected through purposive sampling. Data were collected using raw material records, production processes, and interviews.
The analysis focused on costs, returns, breakeven points, payback periods, and the economic viability of both products through net present value, internal rate of return, and benefit-cost ratio at a discount rate of 4.34%.

The results showed that, over a 5-year period, dragon fruit kimchi had an average cost of 54.22 Baht per jar, with a selling price of 109 Baht per jar. The breakeven point was 76 jars, and the payback period was 6 months. The net present value was 38,481.98 Baht, which is positive. The internal rate of return was 196%, exceeding the discount rate, and the benefit-cost ratio was 1.80, greater than 1. Meanwhile, dragon fruit bread stick had an average cost of 7.83 Baht per pack, with a selling price of 10 Baht per pack. The breakeven point was 3,122 packs, and the payback period was 8 months. The net present value was 33,776.32 Baht, which is positive. The internal rate of return was 120%, exceeding the discount rate, and the benefit-cost ratio was 1.21, greater than 1. Therefore, both products were found to be economically viable. However, it should be noted that this assessment was based on a dragon fruit price of 7 Baht per kilogram. If the price increases, the potential risk due to higher production costs should be considered.