Arts of Management Journal

The Risks of Adopting Artificial Intelligence Systems in Thai Law Firms

Wisarut Bungutoom — 2025-12-31

The academic article aimed to investigate the risks associated with the implementation of Artificial Intelligence (AI) systems in law firms operating in Thailand. The study sought to systematically identify, classify, and analyze the resultant core operational, legal, and ethical risks. The findings revealed several significant risks stemming from the application of this technology, categorized as follows 1. Risks from the application of Automated AI Systems in Law Firms: 1.1 Errors caused by unforeseen situations or “Edge Cases,” which may lead to Professional Malpractice liability. 1.2 Risks regarding data security breaches and privacy violations under the Personal Data Protection Act B.E. 2562 (PDPA), especially concerning cross-border data transfer scenarios. 1.3 Ethical risks arising from Algorithmic Bias which could potentially compromise fairness within the justice system. 2. Risks stemming from the Ambiguity of the Regulatory Framework Governing AI in Thailand: 2.1 The unresolved legal status of AI personhood (legal personality). 2.2 Challenges related to jurisdictional clarity, which typically relies on the domicile of the parties or the place where the cause of action arose. 2.3 Potential conflicts between the PDPA and the Bar Council regulations concerning client confidentiality, where transferring personal data to an AI platform for analysis could be interpreted as an unauthorized disclosure of client secrets to service providers. In conclusion, the research summarizes the findings by proposing a risk management approach utilizing the principles of the NIST AI Risk Management Framework (AI RMF 1.0). This framework serves as a practical guideline for Thai legal practitioners to develop their business, services, and continuous risk control mechanisms.

The Problems of Mediation in Administrative Cases Concerning Actions of Local Administrative Organizations

Sitikorn Saksang — 2025-12-31

Mediation in administrative cases involving the actions of local government organizations (LGOs) in Thailand was established following the amendment of the Administrative Court Establishment and Administrative Case Procedure Act B.E. 2542 (1999). This amendment empowers both the Administrative Court of First Instance and the Supreme Administrative Court to mediate disputes on a case-by-case basis. Research findings reveal that mediation in these cases has been largely unsuccessful due to several critical issues: a lack of legal flexibility within LGOs, resulting in an inability to reach monetary settlements or modify contractual conditions; the absence of local council resolutions, which renders agreements void; and the high financial value of disputes, which often necessitates formal judicial adjudication. Furthermore, a limited understanding of mediation laws among local officials deters them from utilizing these channels. Crucially, intensive scrutiny by oversight agencies, such as the State Audit Office (SAO) and the National Anti-Corruption Commission (NACC), creates a fear that compromise settlements may be construed as causing damage to the state. To enhance mediation efficiency and promote local development, this research recommends: implementing training programs for local officials to clarify mediation procedures and legal authority; establishing internal guidelines that allow local executives to reach preliminary agreements without awaiting council resolutions; and requiring oversight agencies (the Office of the Auditor General and the Department of Local Administration) to issue joint guidelines supporting administrative compromise settlements. Finally, the Department of Local Administration should mandate practical guidelines for pre-litigation mediation to reduce the administrative burden relative to post-litigation negotiations significantly.

Knowledge Management of Technology to Enhance Management Efficiency in Digital-Age Organizations

Sukanya Mingmuang — 2025-12-31

This scholarly article aims to present the conceptual framework and practical guidelines for the application of Technology-based Knowledge Management (KM) to enhance administrative efficiency within organizations in the digital era, with a specific focus on the context of private higher education institutions in Thailand, including Pathum Thani University, Nakhon Ratchasima College, and Northern College. The study synthesizes relevant concepts, theories, and research to underscore that KM is a critical process in which organizations must leverage personnel knowledge and experience to achieve optimal benefits. The study highlights essential KM processes: knowledge creation and acquisition, storage, sharing, and application, which are vital for establishing a competitive advantage and transforming the organization into a learning institution. In the digital age, information technology has emerged as a core tool that efficiently supports the KM process, mitigating time and location constraints, thereby enabling personnel to access and utilize organizational knowledge fully.

The findings suggest that effective Short-term KM Management should prioritize developing user-friendly digital platforms that actively promote staff participation. The primary focus is on clearly defining the role and significance of technology-based KM across administrative domains, including decision-making, innovation, and personnel development. Furthermore, the article proposes actionable recommendations for developing a more efficient technology-based KM system, serving as a valuable resource for administrators and organizations in planning and implementing a sustainable KM system.

Human-AI Synergy Driving Performance: The Mechanism of Empowering Leadership, Human-AI Processes and Ambidextrous Innovation in Intelligent Manufacturing

Ziliang He — 2025-12-31

This Article aimed to study the mechanism by which leadership style affects production performance through ambidextrous innovation and the human-AI process. The sample was intelligent manufacturing teams. Specifically, data were collected from 41 teams (203 employees) in the automotive parts, electronics assembly, and equipment manufacturing sectors. A “time-lagged + multi-source paired” hybrid design was employed. This design combined leader, member, and objective data sources across three waves. Data collection was conducted in three phases to reduce common method bias. The data were analyzed using descriptive statistics and content analysis. The research results were found as follows: (1) empowering leadership has a significantly stronger promoting effect on production flexibility and exploratory innovation than transformational and transactional leadership; (2) human-AI process (including the three dimensions of technical trust, collaborative fluency, and fault co-management) is a key moderating variable - when its level is high, the effect of empowering leadership on exploratory innovation increases by 79%; (3) The path of ambidextrous innovation is situationally differentiated: exploitative innovation is driven by transformational/transactional leadership and improves efficiency and quality, while exploratory innovation relies on the synergy of "empowering leadership + high human-AI process" to enhance flexibility. Research shows that intelligent manufacturing companies need to prioritize the development of technology-empowering leadership, simultaneously optimize the quality of human-machine collaboration, and provide a new dimension of "human-AI process" for team process theory. This study thus offers a validated framework for enhancing performance in intelligent manufacturing through the synergistic interplay of leadership and human-AI collaboration.

Factors Influencing Faculty Readiness in Integrating Sustainable Development Goals into Teaching and Research in Higher Education

Omthong Phattanaphong — 2025-12-31

This study examined factors influencing faculty readiness to integrate the Sustainable Development Goals (SDGs) into teaching and research in higher education institutions, employing a quantitative research methodology. Data were collected via questionnaires from a sample of 412 faculty members at public universities, using a multistage random sampling design. Data were analyzed using descriptive statistics and multiple regression analysis. The research results revealed a high level of faculty readiness for integrating the SDGs into teaching and research. Five independent variables—knowledge and understanding of the SDGs, attitudes toward the SDGs, administrative support, institutional policy, and perceived challenges—together predicted faculty readiness by 62.4 percent (R² = .624, p < .001). The factor with the most significant positive influence on faculty readiness was attitude toward the SDGs (β = .401), followed by administrative support (β = .194), knowledge and understanding of the SDGs (β = .158), and institutional policy (β = .105). Meanwhile, perceived challenges had a negative influence (β = -.150). The research results suggest that promoting SDG integration in higher education requires a holistic approach that focuses on fostering positive attitudes and educating faculty, coupled with creating a supportive organizational ecosystem through administrative support and clear policies, and reducing operational barriers.

Key Success Factors of Chinese SMEs Entrepreneurs in Manufacturing Sector

Bo Tian — 2025-12-31

This quantitative study investigates how six entrepreneurial traits influence business success. Using survey data from 458 successful entrepreneurs in Zhengzhou and Structural Equation Modeling (SEM), the analysis reveals that five factors—need for achievement, innovativeness, self-efficacy, industry experience, and social capital—significantly enhance business success. Furthermore, five traits—need for achievement, innovativeness, self-efficacy, educational background, and industry experience—positively affect organizational resilience, with the first three having the most potent effects. Notably, educational background does not directly affect success, nor does social capital enhance resilience. Organizational resilience also mediates the relationship between most entrepreneurial characteristics and success, except for social capital. The findings suggest that cultivating key entrepreneurial traits and bolstering organizational resilience are vital for sustaining SME development.

Behavioral Mechanisms of Chinese Tourists in Thailand’s Coffee Tourism: A Structural Equation Modeling Analysis Based on the Experience Economy

Xuyun Zhao — 2025-12-31

International tourism recovery has intensified competition among destinations to attract experience-oriented outbound markets. Coffee tourism in northern Thailand is a culturally embedded special-interest segment that requires tourists not only to consume services but also to interpret local practices and interact with hosts. This study examines how travel motivation translates into behavioural intention among Chinese tourists participating in Thailand’s coffee tourism, with particular attention to the mediating roles of cultural adaptation and tourism experience, including a chained (sequential) mechanism.

A cross-sectional survey was administered to Chinese tourists who participated in or showed clear interest in coffee-related tourism activities in Thailand. After data screening, 527 valid responses were retained. Structural equation modelling with bootstrapping (5,000 resamples) was employed to test direct, parallel mediation, and chained mediation effects. The structural model showed excellent fit
(²/df = 1.181, CFI = 0.988, TLI = 0.987, RMSEA = 0.019, SRMR = 0.032) and strong explanatory power for behavioural intention (R² = 0.845).

The findings are as follows: (1) Travel motivation positively predicts behavioural intention (β = 0.345). (2) Motivation positively predicts cultural adaptation (β = 0.455), which in turn predicts behavioural intention (β = 0.314); the indirect effect via cultural adaptation is significant (β = 0.143). (3) Motivation positively predicts tourism experience (β = 0.350), and tourism experience is the strongest proximal predictor of behavioural intention (β = 0.432); the indirect effect via tourism experience is significant (β = 0.152). (4) A weaker but significant chained mechanism is supported (motivation to cultural adaptation to tourism experience to behavioural intention; indirect β = 0.093).

These results suggest that destinations can more effectively convert motivation into revisit and recommendation intentions by simultaneously reducing cross-cultural interaction frictions and designing immersive, story-based coffee experiences.

Factors Causing Conflict and Solutions to Improve the Efficiency of Employees at an Islamic Bank in Thailand

Nora Thomae — 2025-12-31

This article aims to achieve two main objectives: 1) to study and analyze the factors contributing to conflict and its resolution to improve employee efficiency at an Islamic bank in Thailand, and 2) to explore solutions to enhance employee efficiency at the same institution. Content analysis revealed the following: Organizational conflict stems from human differences, unclear operational systems, and a centralized structure. The organization addressed these issues through training, establishing communication channels, using Standard Operating Procedures (SOPs) and supporting technologies, and implementing decentralization and fostering transparency. This approach aims to enhance efficiency and reduce the gaps between employees. Solutions to improve efficiency at an Islamic bank in Thailand include promoting communication and developing personal skills, alongside developing leaders with high Emotional Quotient (EQ), implementing transparent feedback systems, and engaging in relationship-building activities. Work-related improvements should focus on systems and clear goals, utilizing technologies such as Customer Relationship Management (CRM), along with regular training and meetings. The structure should be decentralized to the branches, and communication during restructuring must be transparent. Employees should also be evaluated and trained to facilitate adaptation. Finally, the overall focus should be on fostering cooperation, reducing conflict, and enhancing organizational efficiency.

Guidelines for Create Organizational Commitment among Employees of the Social Security Office

Panchai Sukkasem — 2025-12-31

This research aimed to 1) investigate the factors influencing the organizational commitment of Social Security Office (SSO) personnel, and 2) examine guidelines for enhancing organizational commitment among SSO personnel. This study employed a mixed-methods approach. The quantitative sample comprised 273 SSO personnel from the central administration, selected through stratified random sampling. A questionnaire served as the research instrument, and data were analyzed using descriptive statistics, inferential statistics, and Partial Least Squares Structural Equation Modeling (PLS-SEM). For the qualitative component, data were collected via in-depth interviews with five SSO executives, selected through purposive sampling. The data were then subjected to content analysis.

The results indicated that 1) Transformational leadership and perceived organizational support demonstrated a statistically significant positive influence (p < .01) on the organizational commitment of SSO personnel. Conversely, organizational trust had no significant impact. These factors collectively accounted for 32% of the variance in organizational commitment. 2) Guidelines for enhancing organizational commitment involve developing transformational leadership, requiring executives to act as positive role models (demonstrating honesty and transparency), communicate a clear vision, and attend to individual differences. This must be coupled with strengthening perceived organizational support by providing comprehensive welfare, ensuring adequate resources, fostering a supportive work environment, and implementing fair performance appraisals. These strategies aim to bolster personnel motivation and pride.

The Acceptance of Risk and Satisfaction Affecting Loyalty in Using SPayLater Loan Services: A Case Study of Gen Z in Hat Yai District, Songkhla Province

Praneesa Chuaiket — 2025-12-31

The objectives of this research article were (1) to study risk acceptance that affects loyalty in using the SPayLater credit service among Generation Z users in Hat Yai District, Songkhla Province, and (2) to study satisfaction that affects loyalty in using the SPayLater credit service among Generation Z users in Hat Yai District, Songkhla Province. The sample comprised 400 Generation Z users aged 20–28 years, recruited through purposive sampling. The research instrument was a questionnaire containing multiple-choice items and 5-point rating-scale items. The data analysis included percentages, means, standard deviations, correlation analysis, and multiple regression analysis.

The research results found that (1) risk acceptance, which consisted of financial risk, security risk, and usage risk, affected the loyalty of SPayLater credit service users at the statistical significance level of 0.01. The regression coefficients indicated that usage risk had the most substantial adverse effect on loyalty, with security and financial risks following closely. (2) Satisfaction, which consisted of service transparency, accessibility, and customer support, showed that the factor having a positive effect on loyalty at the statistical significance level of 0.01 was customer support. In contrast, service transparency affected loyalty to the SPayLater credit service at the 0.05 significance level. From a practical perspective, the results can be applied to improving digital credit services and developing strategies to enhance loyalty among Generation Z users.

Cost and Value Comparison of Air Cargo and Multimodal Transportation in Thailand

Chitpong Ayasanond — 2025-12-31

This study aimed to 1) analyze and compare the integrated costs and transit time between air cargo and multimodal transportation, 2) assess Thailand’s logistics infrastructure capacity and propose appropriate transportation mode selection guidelines, and 3) develop a decision-making model for entrepreneurs. The research employed a mixed-methods approach with a sample of 187 respondents. Research instruments included questionnaires, in-depth interviews, and focus group discussions. Data analysis used descriptive statistics, t-tests, chi-square tests, and multiple regression. The research findings revealed that: 1) Multimodal transportation had 33.3% lower total costs compared to air cargo but required 2.5 times longer transit time when considering integrated cost-time analysis. 2) Products with value-to-weight ratios exceeding 50,000 baht per kilogram are suitable for air transportation (χ²=89.45, p<0.001), and 3) The V-T-C-E Model comprises four factors: Value Analysis (35%), Time Sensitivity (25%), Cost Optimization (20%), and Environmental Impact (10%), with 83.5% prediction accuracy.

Conflict Management to Increase Efficiency in International Affairs, Samitivej Hospital, Srinakarin Branch, Bangkok

Minami Namiza — 2025-12-31

This article aims to: 1) study the level of conflict management factors and their relation to efficiency in the International Department of Samitivej Hospital; 2) analyze the factors affecting conflict management to increase efficiency in the International Department of Samitivej Hospital; and 3) propose conflict management guidelines to enhance efficiency in the International Department of Samitivej Hospital. The research employed a mixed-methods approach. The statistics used for data analysis included frequency, mean, standard deviation, and multiple regression. The qualitative research utilized in-depth interviews.

The research findings revealed that: 1. The overall level of factors influencing conflict management for work efficiency was high. When considering each aspect, organizational culture was rated highest, followed by resources, roles and status, and personality and behavior, relatively. 2. Analysis of the factors affecting conflict management for work efficiency revealed a positive, though very low, correlation between these factors and work efficiency. The conflict management factor (β = .450) had a multiple correlation coefficient (R) of 450, a coefficient of determination (R2) of 202, and an adjusted R-square of .192, with an explanatory power of 19.2%. 3. Conflict management approaches for work efficiency in the International Department at Samitivej Hospital revealed that organizational conflict stems from multiple factors, which can be mitigated by maintaining an open attitude, using respectful communication, implementing negotiating and compromising strategies, clearly defining roles and responsibilities through official documentation, and allocating resources fairly to create a sustainable work environment.

Influence of Social Norms on Sufficiency-Oriented Fashion Consumption among Thai Consumers

Saranya Banlang — 2025-12-31

The rapid expansion of fast fashion has exacerbated unsustainable consumption. While social norms are known to influence behavior, the psychological mechanisms driving sufficiency-oriented consumption in non-Western contexts remain underexplored. This study aims to fill this gap by examining the causal influence of static and dynamic social norms on sufficiency-oriented fashion consumption among Thai consumers, with moral motivation and environmental guilt as mediating variables. A cross-sectional survey was employed to collect data from 450 Thai consumers, and the data were analyzed using Structural Equation Modeling (SEM).

The findings revealed that the proposed model demonstrated a strong fit to the data (χ²/df = 2.013, CFI = 0.962, RMSEA = 0.047). Static norms positively influenced moral motivation (β = 0.34, p < 0.001), while dynamic norms significantly predicted environmental guilt (β = 0.42, p < 0.001). Both moral motivation (β = 0.48, p < 0.001) and environmental guilt (β = 0.31, p < 0.001) positively affected sufficiency-oriented fashion consumption. The indirect effects were also significant. This study contributes to sustainability literature by proposing and empirically validating a dual-pathway model (cognitive-moral and emotional) that explains how social norms translate into sustainable behavior within a collectivist culture. Findings offer practical guidance for designing norm-based campaigns to promote sufficiency values among young Thai consumers.

Causal Relationships of Influencing Factors on the Performance of Small and Medium Enterprises (SMEs) in Thailand

Porjai Singhanate — 2025-12-31

This research aimed to examine the causal relationships among factors influencing the performance of small and medium-sized enterprises (SMEs) in Thailand. The sample comprised 300 entrepreneurs or executives of SMEs in Thailand, selected via multistage random sampling. The data collection tool was a questionnaire. Descriptive statistics and structural equation modeling were used for data analysis. The research results concluded that the developed causal relationship model was in good agreement with the empirical data, with the statistical values of ² = 5.396, df = 4, p = .249, c²/df = 1.349, GFI = .995, and RMSEA = .034. The results of the influence analysis indicated that transformational leadership, strategic management, and organizational innovation had statistically significant direct positive effects on performance. In addition, it was found that transformational leadership could indirectly influence performance, with strategic management and organizational innovation acting as mediating variables. These findings highlight the crucial role of leaders in driving change, with effective leadership providing an essential foundation for developing strategic management processes and building a culture of innovation, both of which are key drivers of enhanced SME performance.

Integrating Thai Local Culture into Chinese Culture Courses in Chiang Mai: A Framework-Guided Study

Xiaoxiao Wang — 2025-12-31

This article aimed to (1) examine the current teaching status and materials used in Chinese culture courses, (2) explore students’ interests and learning needs, (3) assess the integration of Chiang Mai’s local culture into teaching practices, and (4) analyze teacher and student attitudes toward cultural localization. A descriptive quantitative design was adopted. Data were collected from 11 Chinese culture teachers and 228 undergraduate students across four universities through validated questionnaires (IOC = 0.85–1.00, Cronbach’s α = 0.806). Results show that 91.4% of teachers rely on officially published textbooks, yet fewer than half of students find them locally relevant. Both groups strongly support the incorporation of local cultural resources—festivals, cuisine, and community heritage—into classroom activities. More than 95% of students reported greater motivation and more profound understanding through comparative and experiential learning. Teachers, however, face constraints in time, training, and institutional support. The study proposes a Three-Level Cultural Integration Model—perception, comparison, and integration—as a framework for designing localized and intercultural curricula. The findings offer practical strategies for curriculum reform and contribute to the sustainable development of Chinese culture education in Thai higher education.

The Influence of Rural Tourists’ Perceived Value on Behavior Intention: A Case Study of Henan Province, China

Song Yapei — 2025-12-31

Rural tourism has emerged as a significant leisure activity, receiving national policy support and becoming a key pathway for rural revitalization. However, it still faces notable challenges in accurately capturing visitor needs and systematically enhancing perceived value. To address this core issue, this study draws upon Walter Mischel's Cognitive-Affective Processing System (CAPS) theory to construct a “Cognitive-Affective-Behavioral” research framework. By integrating visitor perception theory and defining dimensions of perceived value in rural tourism based on Henan Province's development context, the study formulates research hypotheses. Using convenience sampling, this study selected rural tourism visitors in Henan Province as the research sample and collected 395 valid questionnaires. Findings indicate: 1) Perceived value significantly and positively influences both visitor satisfaction and behavioral intention; 2) Visitor satisfaction also significantly and positively impacts behavioral intention; 3) Visitor satisfaction mediates the effect of landscape value on behavioral intention.

Antecedents and Outcomes of Homestay Psychological Ownership Towards Re-staying Intention: A Case of Henan Province, China

Lei Lili — 2025-12-31

As a new form of accommodation in the sharing economy, homestays offer unique living experiences and have become the first choice for consumers. However, they face the challenge of encouraging sustainable behaviors among consumers. Exploring sustainable behaviors in homestay accommodation can not only stabilize customer sources but also provide ideas for the healthy development of the industry. This study draws on the theory of psychological ownership and introduces affective commitment to develop a theoretical model. It conducts an empirical analysis of 436 consumers with homestay experience in Henan Province to explore the antecedents and outcomes of homestay psychological ownership towards re-staying intention and to reveal the psychological mechanism of continuance Intention. The research shows that: 1) perceived control, customer participation, self-consistency, and sense of belonging all significantly promote homestay psychological ownership; 2) homestay psychological ownership has a significant positive impact on re-staying intention and affective commitment; 3) affective commitment has a significant positive impact on re-staying intention and plays a mediating role between homestay psychological ownership and re-staying intention.

Guidelines for Sustainable Cultural Tourism Management in the Lanna Civilization Tourism Development Area

Jutamart Iamutama — 2025-12-31

This article aimed to: (1) compare the satisfaction of cultural tourists in the Lanna Civilization Tourism Development Area based on their personal factors; (2) examine the marketing mix factors influencing the satisfaction of cultural tourists in the area; and (3) propose sustainable management guidelines for cultural tourism in the Lanna Civilization Tourism Development Area. This research employed a quantitative approach. Data were collected using a structured questionnaire, and the statistical tools used for analysis included One-way Analysis of Variance (ANOVA), t-test, and Multiple Regression Analysis (MRA). The research findings revealed that:

1. Tourists reported high overall satisfaction with the components of cultural tourism attractions, particularly the attractions themselves and cultural activities. However, accessibility and amenities received moderate satisfaction levels. 2. The marketing mix factors that significantly influenced tourist satisfaction were the physical evidence (or physical environment), product, people, price, and promotion. 3. The marketing mix factors that significantly influenced tourist satisfaction were the physical evidence (or physical environment), product, people, price, and promotion. The proposed sustainable management framework comprised four key dimensions—Innovation, Norms, Collaboration, and Conservation—collectively synthesized into the INCC Model. This model aims to enhance the balance between the economic, social, and cultural dimensions of sustainable cultural tourism in the Lanna region. The research results can serve as policy guidelines for government and private agencies to develop and manage sustainable cultural tourism both within the Lanna Civilization Tourism Development Area and in other regions of Thailand.

Causal Factors Influencing Brand Loyalty Toward Coca-Cola in Thailand

Worapoj Tanomkaew — 2025-12-31

This mixed-methods study aimed to explore the causal factors influencing Coca-Cola brand loyalty in Thailand and strategies for building it. A quantitative approach was employed, involving a questionnaire survey of 312 Coca-Cola consumers selected via quota sampling, with the data analyzed using descriptive statistics and Structural Equation Modeling (SEM). Additionally, a qualitative approach was based on content analysis of in-depth interviews with five purposively selected Coca-Cola executives. 1) The results revealed that Brand Image, Trust, and Satisfaction directly and significantly influenced Brand Loyalty < .05, and Trust also indirectly influenced Brand Loyalty through the mediation of Satisfaction < .05, while the influence of Brand Image on Loyalty, either directly through Satisfaction or on Satisfaction alone, was not statistically significant .05; furthermore. 2) Brand loyalty development emphasizes maintaining international quality standards, transparent and sincere communication, distinctive packaging, social and environmental responsibility, attentiveness to customer feedback, and caring after-sales service. These factors foster trust, enhance satisfaction, and lead to long-term brand loyalty.

Development of Multi-Layer Packaging to Enhance Delivery Efficiency and Economic Value of Organic Brown Rice Germ Cookies: A Case Study of Domestic Parcel Shipping

Sirintip Kuljittree — 2025-12-31

This research aimed to develop and compare multi-layer packaging strategies to minimize product damage and maintain the quality of organic brown rice germ cookies during domestic parcel shipping. The study also assessed consumer satisfaction and perceived value with respect to protection, convenience, and environmental sustainability, and analyzed the economic value of quality packaging investments. Using mixed methods research, data were collected from 30 entrepreneurs, 100 consumers, and 10 packaging experts.

Results demonstrated that multi-layer composite packaging reduced damage by 88.2%, increased consumer satisfaction by 51.6% to 4.38 out of 5 points, with consumers willing to pay an average premium of 8.3%. Corrugated cardboard boxes delivered the highest return on investment (ROI) of 145.2% with a payback period of 8.3 months. Biopolymer packaging from bamboo achieved a 93.2% ROI, whereas multilayer composite packaging achieved 70.4%. The study developed the P-E-V Model (Protection Excellence–Economic Efficiency–Value Perception) as a new body of knowledge applicable to other fragile food products.

Exposure and Opinions on Online Media Usage of Generation Z in Surat Thani Province

Suwimon Khotsawat — 2025-12-31

This research aimed to: (1) Study the behavior of online media exposure; (2) Study the opinions on the use of online media, and (3) Study the differences between personal factors and online media exposure behavior and opinions on the use of online media of Generation Z, Surat Thani Province. This research employed a quantitative approach. The sample comprised 400 Generation Z youth aged 12-21 years residing in Muang District, Surat Thani Province. A multi-stage sampling method was employed. Data were collected through a questionnaire. Data were analyzed using frequency distributions, means, standard deviations, and the chi-square test. The research results were as follows: 1. The participants predominantly used smartphones as their primary devices for accessing online media daily. Most respondents engaged with online media between 5:00 p.m. and 10:00 p.m., with an average daily usage of 3–5 hours. The primary purpose of their online media use was educational activities, and Facebook was the most frequently used application. 2. The results regarding attitudes toward the use of online media revealed that, on the positive side, respondents agreed that online media provides the most convenient means of communication. Conversely, the negative opinion indicated that online media is most commonly associated with increased incidents of internet fraud. And 3. No significant differences were found in the opinions on the use of online media by gender, education level, or average monthly income. However, significant differences were observed in online media exposure behaviors, including device type, usage duration, and applications accessed.

The Impact of Financial Variables on Net Profit and Stock Price of Companies Listed on Thailand's Market for Alternative Investment (MAI)

Thitiworada Sangsawang — 2025-12-31

This study aims to analyze the impact of financial variables, namely total assets, total liabilities, return on assets (ROA), return on equity (ROE), and price-to-earnings (P/E) ratio on net profit and stock price of companies listed on Thailand's Market for Alternative Investment (MAI) during the period from 2021 to Q2 2025. This study employs a quantitative research design and collects secondary data from the fact sheets of 225 listed companies. The data was analyzed using descriptive statistics (mean and standard deviation), correlation analysis, and multiple regression analysis.

The results from the net profit model indicated that the financial variables explain 76% of the variance in net profit. The variables with statistically significant positive effects include total assets and ROE, while total liabilities show a statistically significant negative effect. ROA and P/E ratio have no significant effects on net profit. With respect to the stock price model, the financial variables explain only 26% of the variance in stock price. Total assets have a statistically significant positive effect, whereas total liabilities have a statistically significant negative effect on stock price. However, ROA, ROE, and P/E ratio do not have statistically significant effects on stock prices.

Exploring the Effects of Behavioral Financial Bias and Herding Behavior on Investment Decision Making in Digital Currency of Generation X, Y, Z in Thailand

Jintiya Jinarat — 2025-12-31

The objective of this research were to study 1) the mean levels of financial behavioral bias, conformity behavior, and investment decision-making among cryptocurrency investors of groups X, Y, and Z in Thailand; 2) the mean levels and differences in mean levels of financial behavioral bias, conformity behavior, and investment decision-making among cryptocurrency investors of groups X, Y, and Z; and 3) the components of financial behavioral bias and conformity behavior that are related and can explain the predictive influence on the investment decisions of cryptocurrency investors of groups X, Y, and Z. The researcher collected 1,090 respondents of the samples before analyzed the data by correlation analysis. The research results found that behavioral financial bias related moderately and positively level to investment decision making at r = .73 (Sig .01). Additionally, herding behavior related at low level, = 2.69 (SD.66). However, the components of behavioral financial bias in terms of illusion of control bias, mental accounting, overconfidence bias and emotions predicted significantly and simultaneously to investment decision making at r2 = .53, Error Std. = .41, F = 11.43 (Sig .01). Moreover, the research results show that investment decision making contributed high level at, = 3.94 (SD.60). Hence, it can be concluded that the beneficial investment must aware on the effect of financial bias in terms of self-mental accounting and emotion.

Factors Affecting People is Decision to Elect Leaders of Local Government Organizations in Donsak Municipality Suratthani Province

Jirawan Nualnok — 2025-12-31

This research has a purpose 1) Study the characteristics of leaders desired by the people for the administration of local government organizations. In Don Sak Municipality, Surat Thani Province 2) Analyze the grouping of factors in people's decision to elect leaders of local government organizations. In Don Sak Municipality, Surat Thani Province 3) Study the campaign strategies of local administrators and local council members under the regime of local government organizations. In Don Sak Municipality, Surat Thani Province, the research design used a mixed-methods approach by quantitative research. Data were collected by questionnaire from 400 people who were eligible to vote in Don Sak Municipality, Don Sak Subdistrict, Don Sak District, Surat Thani Province. Using descriptive statistics including frequency, percentage, mean, and standard deviation. Qualitative research is divided into 2 methods. 1) Use in-depth interviews with the former deputy mayor. Former secretary to the mayor and former member of the Don Sak Municipality Council (including potential candidates for the next term), chairman of the election committee, village headman, assistant village headman Village public health volunteers, government teachers, and village leaders, totaling 13 people. To analyze and group factors in deciding to elect leaders of local government organizations. 2) Use group discussion methods. Mayor of Don Sak Chairman of Don Sak Municipality Council, Vice President of Don Sak Municipality Council, and members of the Don Sak Municipality Council, a total of 10 people to jointly propose campaign strategy guidelines for local administrators and local council members Under the regime of local government organizations.

The research findings revealed that: 1) The desirable leadership qualities of the public in relation to local government administration were found to be at a high level overall, with morality having the highest value, followed by interpersonal skills, personality, personal and family aspects, leadership qualities, competence, and work performance, in that order. 2) Factors influencing the decision to elect local government leaders, through the integration of research methods, resulted in the FE3P Model, which relies on five components: 1. Trust in the politician, 2. Campaign speeches, 3. Monitoring political news, 4. Political policies, and 5. Political influence. 3) Campaign strategies for local administrators and local council members under the local government system included: 1. Preparation, 2. Key factors for winning the election, 3. Popularity polls, 4. Developing election volunteers, 5. Important duties of candidate representatives, 6. Maximizing the use of election laws, 7. Effective public relations, and 8. Effective speeches to garner votes. 9. Analyze the causes of defeat.

Development of Morality and Ethics of Youth Using the Base of Local Cultural Capital in Phetchabun Province

Surakarn Boonkawin — 2025-12-31

This research aimed to 1) study the components of learning morality and ethics of youth using local cultural capital in Phetchabun province, 2) To study the process of learning morality and ethics of youth and the local cultural capital base and 3) To create a learning process for youth from local cultural capital and the development of morality and ethics it uses a mixed methods research methodology consisting of documentary research and action research. It collects in-depth data from interviews with 35 key informants using a specific method and analyzes the content of the data using a descriptive analysis. The research results found that the components of learning morality and ethics of youth using local cultural capital consisted of perception, stimuli and behavior. The important factors affecting learning were: 1) diverse local cultural capital (such as traditions, stories and local wisdom), 2) the role of family, monks and community as role models and transmitters of values, and 3) participation in community activities and the role of schools in integrating the curriculum. The learning process is successful by combining direct moral inculcation with absorption through good role models and participation in cultural activities, through multi-institutional collaboration between family, temple/community and school. Guidelines for the development of sustainable morality and ethics can be summarized into 5 main approaches: 1) learning from stories, legends and local heroes such as Pho Khun Pha Mueang; 2) encouraging youth to participate in cultural activities; 3) creating learning media that is consistent with local culture; 4) integrating culture into teaching and learning (e.g., applying the principles of Dhamma such as Iddhipada); and 5) creating a network of cooperation between all sectors.

Development of Hmong Basic Cultural Knowledge in Phetchabun Province

Sakda Yekpiewpong — 2025-12-31

This research aimed to1) to 1) study basic knowledge of Hmong cultural resources, 2) study the knowledge management process and database system, and 3) determine guidelines for the sustainable development of such knowledge management. This research uses a mixed methods research methodology, emphasizing documentary research and action research. In-depth data was collected from 30 key informants and descriptive analysis was used. The research results found that the basic cultural knowledge components of the Hmong consisted of five main areas: language and literature, beliefs and religion, traditions and rituals, arts and crafts and clothing, and food and lifestyle. This knowledge is linked to a way of life that relies on nature and reflects cultural ecological sustainability. The success of knowledge management therefore relies on fostering a sense of environmental stewardship (e.g., watershed forests and agricultural livelihoods), a mechanism more effective than legal enforcement. Sustainable development approaches emphasize community participation, community forums/public hearings, database creation, dissemination, conservation and inheritance, and evaluation to enable Hmong communities to maintain their identity and achieve a high quality of life. The results led to the development which confirms that Hmong cultural capital serves as an ecological learning mechanism essential for natural resource conservation. Knowledge management must emphasize participatory KM approaches to foster shared awareness of resource ownership through community processes, leading to sustainability across all three dimensions: identity, eco-culture, and social quality of life. Databases and dissemination are key tools for passing on heritage to future generations.

Quality of Service of Life Insurance Agents Classified by Personal Characteristics of Life Insurance Agents

Phakhawan Narkbangkaeo — 2025-12-31

The purpose of this study was to 1) problems condition and service quality of life insurance agents in Thailand and 2) compare the service quality of life insurance agents, classified according to the personal characteristics of the agents. The sample size was determined using Taro Yamane’s formula (1973) at a statistical significance level of .05. Multi-stage sampling was employed, with a total of 400 licensed life insurance agents participating. The research instrument was a questionnaire using a 5-point Likert scale. The data were analyzed using frequency and percentage to summarize the general characteristics of the sample, the t-test to compare differences between two groups, one-way ANOVA to compare differences among multiple groups, and the Test of Homogeneity of Variances to examine whether the variances of each group were equal before conducting ANOVA.

The research concludes that 1) Personal characteristics of life insurance agents: The majority of respondents were female (290 people, 72.5%). Most were aged over 40 years (144 people, 36.0%). Regarding company affiliation, 128 respondents (32.0%) were with AIA Thailand. In terms of position, 234 respondents (58.5%) worked in sales, and most had a bachelor’s degree (276 people, 69.0%). 2) Comparison of service quality of life insurance agents according to their personal characteristics: Hypothesis testing showed that age was associated with a statistically significant difference in service quality at the .05 level. However, gender, company affiliation, department/position, and education level did not show statistically significant differences in service quality at the .05 level

Guidelines for Developing a Management System for Waste Management Learning Centers: A Case Study of Huai Khwang District Office, Bangkok

Sataporn Chunjit — 2025-12-31

This research aimed to 1) study the management process, 2) analyze the success factors and obstacles, and 3) propose guidelines for developing an efficient and sustainable management system for the Solid Waste Management Learning Center. This study employed a qualitative research methodology, conducting in-depth interviews with 13 key informants, comprising executives, operational staff, and public stakeholders. The research findings revealed that:
1) The center's management process is an integrated system influenced by four main components: human resource capacity building, policy and structural support, public participation, and experiential learning. 2) Key success factors include clear policy support and experiential learning, while the primary obstacles are the scarcity of resources—both in terms of specialized personnel and budget—and the lack of continuous public participation. 3) Sustainable development guidelines involve continuous personnel development, the application of technology, building collaborative networks, and systematically promoting community participation. From these findings,
the researcher has synthesized a new body of knowledge, the “HERO Model,” It consists of (Human, Experiential, Resource, Outreach) The results of this research can be used as a policy framework for government agencies to systematically improve waste management in urban areas.