Dhonburi Rajabhat University Journal

Affiliate Marketing Strategies Through Micro-Influencers to Analyze Consumer Purchasing Behavior Based on Content Quality on the TikTok Platform

Napat Tunpoprasit, Montira Tadaamnuaychai — Mon, 12 Jan 2026 00:00:00 +0700

This study, titled “Affiliate Marketing Strategy through Micro Influencers to Analyze Consumer Purchase Behavior on the TikTok Platform,” investigates the communication strategies employed in affiliate marketing via micro influencers and their influence on consumer purchasing decisions. The research also aims to compare audience interest across different product categories and assess the effectiveness of affiliate marketing communication on TikTok.

An experimental research design was employed, utilizing the micro influencer “Neoy_Thipsuda,” who published 12 TikTok videos promoting products in three categories: health and beauty, fast-moving consumer goods (FMCG), and durable goods. Consumer behavior was analyzed through content engagement and purchase-related actions, such as click-throughs to product carts.

The findings revealed that health and beauty content garnered the highest audience engagement, with significantly higher view counts and click-through rates compared to other product categories. These results underscore the importance of aligning product types with suitable micro influencers to enhance affiliate marketing outcomes. Authentic, relatable communication from influencers was found to be a key factor in building audience trust and driving purchase consideration.

Social Studies Learning Management Using the Six Thinking Hats to Develop Good Citizenship Characteristics in Accordance with Democratic Principles in Terms of Responsibility and Analytical Thinking Skills

Kittakhon Korbuakaew , Kittikoon Rungruang, Achira Uttaman — Mon, 12 Jan 2026 00:00:00 +0700

This research aimed 1) to develop the characteristics of democratic citizenship in terms of responsibility, and 2) to develop students’ analytical thinking skills using the six-hat teaching technique. The sample group was M. 2students at Suksanari School who studied social studies, religion, and culture. The cluster random sampling method used the classroom as the sampling unit. The sample group consisted of 1 classroom with 40 students. The research tools consisted of 1) a social studies learning plan using the

six-hat technique to develop the characteristics of good citizenship according to the democratic way in terms of responsibility, 2) assessment of democratic good citizenship characteristics according to the democratic in terms of responsibility, and 3) assessment of analytical thinking skills of M. 2 students. Statistics used in data analysis were percentage, mean, and standard deviation. The research results found that M. 2 students had the characteristics of good citizenship according to the democratic way in terms of responsibility at the highest level, with an average of 4.51. The characteristics of good citizenship were classified according to the democratic way. The aspect of self-responsibility was at a high level, with an average of 4.44. Responsibility towards family was at a high level with an average of 4.46, and the aspect of responsibility towards school and society was at the highest level, with an average of 4.65. When learning social studies using the six-hat teaching technique, M. 2 students had a high level of analytical thinking skills, with an average of 12.17 out of 15 points.

The Application of Management Accounting Affecting the Success OF Logistics Businesses in Lat Krabang District

Mon, 12 Jan 2026 00:00:00 +0700

This study aimed 1) to investigate the application of management accounting and its impact on the success of logistics businesses, and 2) to examine its influence on achieving organizational goals, resource acquisition and utilization, operational processes, and stakeholders’ satisfaction. The data were collected using structured questionnaires administered to a sample of 425 respondents, comprising logistics department heads, departmental executives, and senior management. The data were analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics, such as t-tests and one-way analysis of variance (Anova). The research findings indicated that the application of management accounting was at a high level. When considering each aspect of the application of management accounting, it was found that the planning aspect had the highest average. When examining the factors contributing to business success, the operational process aspect had the highest average. The hypothesis testing revealed that the factors influencing business success included the planning, controlling, directing, decision-making, and cost management aspects.

The Effects of Media Exposure on the Acceptance of arriage Equality among Generation Y in Bangkok

Thunnara Plubplathong , Pornprom Chomngam — Mon, 12 Jan 2026 00:00:00 +0700

This study aimed to examine the influence of media exposure on the acceptance of marriage equality among Generation Y in Bangkok. Quantitative research was employed. The data were collected through an online questionnaire. A pilot test with 39 respondents yielded a Cronbach's alpha coefficient of 0.78, indicating acceptable reliability. The main survey employed a cluster sampling method to gather responses from 368 participants. The findings revealed that the majority of respondents were female (42.4%). The largest age group was between 28–33 years (51.4%). Most respondents held a bachelor’s degree, with the highest proportion (69%), and the majority identified as Buddhist (91.8%). Descriptive statistics were used to calculate mean and standard deviation for each dimension and overall. The findings indicated that media exposure related to marriage equality was at a high level (M = 3.82, SD = 0.77), and the acceptance of marriage equality was also at a high level (M = 4.00, SD = 0.60). Pearson’s correlation coefficient was employed to test the research hypothesis at a significance level of 0.01. The findings indicated a statistically significant positive correlation between media exposure and the acceptance of marriage equality (r=.822**, p < 0.01). Specifically, the three dimensions of media exposure, information seeking, information reception, and experiential reception, were all positively associated with the acceptance of marriage equality, supporting the study’s initial hypothesis.

A Study of the Mon Way of Life Through Lai Rod Nam Mural Paintings in the Ordination Hall of Wat Bang Kradee, Bang Khun Thian District, Bangkok

Supakarn Hammarid — Mon, 12 Jan 2026 00:00:00 +0700

This research article aimed to 1) study the narratives of lai rod nam mural paintings at Bang Kradee Temple, focusing on their composition, cultural content, and the reflection of the lifestyle of the Mon community and (2) examine the characteristics of the works created by Mon painters in order to analyze the murals in relation to artistic elements, the way of life of the Mon people of Bang Kradee, and the teachings and religious beliefs associated with the temple’s art. Employing qualitative research methods, the study used documentary research, field research, and interviews with the abbot of Bang Kradee Temple and the mural painters. The data were analyzed in terms of cultural concepts, beliefs, lifestyle, and the stylistic characteristics of the Mon painters’ work, with the research site located at Bang Kradee Temple in Bang Khun Thian District, Bangkok. The results revealed that the mural paintings at Wat Bang Kradee were created using the lai rod nam lacquer technique in a style of contemporary traditional Thai painting, with newly designed narratives that did not follow the original idealized models. The murals contained cultural content that reflected the lifestyle, motifs, and symbols of the Mon people, integrated into each narrative to convey Buddhist teachings to younger generations of the Bang Kradee Mon community. The Mon painters incorporated beliefs, culture, and ways of life of the Mon people that were connected to Buddhism into the artwork. Important symbols representing Mon identity were also inserted and expressed through the depiction of significant Buddhist stories in a way that reflected the unique cultural characteristics of the Mon people.

A Study of Problems and Solutions to the Problems of Writing Annual Projects among Personnel at Dhonburi Rajabhat University

Manit Kusolkhum , Wandee Saengkaew — Mon, 12 Jan 2026 00:00:00 +0700

This research aimed to study 1) the level of understanding in project proposal writing, 2) problems in writing project proposals, and 3) solutions for improving project proposals for annual budget submissions at Dhonburi Rajabhat University. The sample consisted of 177 administrators, lecturers, and staff selected through purposive sampling. The data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, and t-test. The findings revealed that: 1) the overall level of knowledge and understanding of project proposal writing among personnel was moderate, with an average score of 3.24. The highest level of knowledge was in the ability to formulate project titles that clearly convey meaning, with a mean score of 3.87. The lowest level of knowledge was in writing project rationales that align with the project title, with a mean score of 2.70; 2) the overall challenge in project proposal writing were at a moderate level, with a mean score of 3.10. The most significant challenge was a lack of knowledge and understanding, with a mean score of 3.52, while the least problematic aspect was project management, with a mean score of 2.90; and 3) recommendations for improving project proposal writing among Dhonburi Rajabhat University personnel included organizing briefing sessions whenever budget allocations are made, developing project proposal writing manuals, conducting training sessions, and encouraging staff to attend courses on project proposal writing and budget analysis to enhance their skills and efficiency

The Making of Informative Media to Enhance Understanding of the Processes for Requesting Intellectual Property Rights, Dhonburi Rajabhat University

Tamolwan Komolmas — Mon, 12 Jan 2026 00:00:00 +0700

The objectives of this research were: 1) to study the nature of research that required intellectual property, 2) to analyze patterns in creating guidelines for applying for intellectual property, and 3) to develop guidelines for applying for intellectual property at Dhonburi Rajabhat University. The population used in the research was university employees. The research tool was a questionnaire. Statistics used in the analysis are frequency and percentage. The research results found that: 1) Most research outputs of Dhonburi Rajabhat University, from the Faculty of Humanities and Social Sciences, the Faculty of Management Science, and the Faculty of Education, are copyrighted works, mainly in the literary and visual arts categories, while the research outputs from the Faculty of Science and Technology were patents/petty patents. 2) Knowledge and understanding of intellectual property was at a moderate level. There should be promotion of knowledge and understanding about types of intellectual property work, documents for applying for protection, period for registering intellectual property, writing information to apply for protection, and awareness of applicable laws regarding intellectual property. 3) Guidelines for developing applications for protection included: 1. preparing detailed steps of processing time for submitting supporting documents through the information system of the Research and Development Institute in the form of presentations or flow-charts; 2. adding channels for submitting supporting documents for intellectual property protection applications through the agency's information system; 3. organizing training projects to provide basic knowledge and understanding about intellectual property, patents/petty patents, and writing application information; 4. publicizing channels for contacting intellectual property officers; and 5. encouraging the university’s IP officers to develop expertise in intellectual property to provide advice.

Policy Recommendations for Promoting Morale and Motivation in the Performance of Duties of Officers at Tak Central Prison

Witthaya khamkhreua, Phitsanu Boonniyom — Mon, 12 Jan 2026 00:00:00 +0700

This study aimed to (1) examine the level of morale and motivation among officers at Tak Central Prison and (2) propose policy recommendations for enhancing such morale and motivation. For the first objective, the population consisted of 85 prison officers, while the second objective employed purposive sampling of 19 individuals, including administrators and selected officers. Research instruments included questionnaires and interview forms. Data were analyzed using frequency, percentage, mean, and standard deviation. The results indicated that the overall level of morale and motivation among officers was high (µ = 3.93). The top three highest-rated dimensions were job success, job security, and interpersonal relationships, while the lowest-rated dimensions were work environment and career advancement. Policy recommendations include adjusting compensation in accordance with workload, increasing health and family-related benefits, improving the working environment, promoting job security, implementing systems for performance recognition, and organizing team-building activities.

The Relationship Between Job Satisfaction and Organizational Commitment on Turnover Intention of Production Employees in a Pharmaceutical Manufacturing Company in Chatuchak District, Bangkok

Jaturong Kongkaew, Suparerk Sooksmarn — Mon, 12 Jan 2026 00:00:00 +0700

This study was a quantitative study and purposes of this study were 1) to examine the level of job satisfaction, 2) to examine the level of organizational commitment, 3) to examine the level of turnover intention, and 4) to investigate the relationship between job satisfaction and organizational commitment on turnover intention of production employees in a pharmaceutical manufacturing company. The study sample consisted of 198 employees, selected through proportional stratified random sampling. The research instrument was a questionnaire. The data were analyzed using frequency, percentage, standard deviation, mean, and multiple regression analysis. The study found that: 1) the job satisfaction was at a moderate level. The satisfaction with work itself had the highest mean and was at a high level, followed by the satisfaction with supervisors, which was also at a high level. Meanwhile, the satisfaction with promotion opportunities, pay and benefits, and coworkers were at moderate levels, respectively; 2) the organizational commitment was at a high level. Continuance commitment had the highest mean and was at a high level, followed by normative commitment, which was also at a high level, while affective commitment was at a moderate level; 3) overall, the turnover intention was at a moderate level; and 4) all five dimensions of job satisfaction (work itself, coworkers, pay and benefits, promotion opportunities, and supervisors) and all three dimensions of organizational commitment (affective commitment, continuance commitment, and normative commitment) had a significant negative effect on turnover intention at the 0.05 level.

Guidelines for Promoting Academic Administration According to the Creative School Concept in Schools with Expanded Educational Opportunities Under the Office of the Primary Educational Service Area, Bangkok

Patidta Ouanlum, Sudarat Sarnsawang, Prompilai Buasuwan — Mon, 12 Jan 2026 00:00:00 +0700

This research aimed to (1) study the actual conditions and expectations of teachers regarding academic administration according to the concept of creative schools and (2) examine guidelines for promoting academic administration according to the concept of creative schools in schools with expanded educational opportunities under the Office of the Primary Educational Service Area, Bangkok. This study employed a survey research design. The researcher studied creative schools according to the concept of Robinson and Aronica. The data providers were 80 secondary school teachers in schools with expanded educational opportunities under the Office of the Primary Educational Service Area, Bangkok, and 3 experts. The research instruments were questionnaires and semi-structured interviews, which were validated by 3 experts. The statistics used for data analysis were the need index (PNI modified). The research results showed that (1) the overall need index for promoting academic administration according to the concept of creative schools was 0.18. The components of academic administration according to the concept of creative schools with the highest priority were the curriculum, the environment, the role of administrators, the assessment, and the teaching methods, respectively. (2) The guidelines for promoting academic administration according to the concept of creative schools in schools with expanded educational opportunities included developing flexible curricula according to student needs, fostering a school culture that valued diversity, providing an appropriate physical environment and a positive working atmosphere, conducting continuous assessment using various methods, and collaboratively identifying students’ abilities.

The Effectiveness of Digital Accounting Education in Higher Education

Jamnong Jantachoto — Mon, 12 Jan 2026 00:00:00 +0700

The purposes of this research were to 1) study factors that affected the effectiveness of digital accounting education in higher education and 2) examine curriculum lecturers’ satisfaction with learners’ learning outcomes. Data were collected through mailed questionnaires sent to curriculum lecturers of accounting programs at government universities, private universities, and autonomous universities, from May to June 2024. A total of 100 completed responses were received, representing a response rate of 25.97%. The data were analyzed using both descriptive and inferential statistics. The findings revealed that all six factors had a positive influence on the effectiveness of digital accounting education, with the strongest effects observed for learning engagement, teaching and learning, attitudes toward using technology, organizational support, educational materials and tools, and digital training and development, respectively. Furthermore, curriculum lecturers reported high satisfaction with students’ overall learning outcomes, particularly in terms of interpersonal skills and responsibility.

Factors Influencing the Decision to Participate in Activities among Undergraduate Students of the Faculty of conomics and Business Administration, Thaksin University, Songkhla Campus

Chanapat Kongsee — Mon, 12 Jan 2026 00:00:00 +0700

The purposes of this research were: 1) to study the personal factors influencing the decision to participate in activities among undergraduate students, and 2) to examine the motivations affecting the participation of undergraduate students in activities. The sample group consisted of 310 undergraduate students from the Faculty of Economics and Business Administration, Thaksin University, Songkhla Campus. The sample size was determined using Yamane's (1973) formula with a 95% confidence level and a 5% margin of error. The research instrument was a questionnaire that had been validated for content accuracy by experts and had a reliability coefficient of 0.89. The data analysis was conducted using descriptive statistics, including percentage, mean, and standard deviation, as well as multiple regression analysis and one-way analysis of variance (ANOVA) using the F-test, with a statistical significance level set at 0.05. The research findings revealed that the students placed high importance on friendship with fellow students, social participation, responsibility, social acceptance, and rewards and benefits, with average scores at high levels ( = 4.127), ( = 4.080), ( = 4.066), ( = 4.019), and ( = 3.944), respectively. At the same time, the students showed great interest in participating in public service activities, academic activities, sports and recreational activities, and cultural activities, with average scores which were also at high levels ( = 4.245), ( =3.712), ( =3.597), and ( = 3.509), respectively. Furthermore, the analysis comparing the decision to participate in activities among undergraduate students from the Faculty of Economics and Business Administration, Thaksin University, Songkhla Campus, indicated that gender, year of study, field of study, and GPA were statistically significant factors influencing students' decisions to participate in activities at the 0.05 significance level.

Problems of Using the Electronic Document System (e-Doc) Among University Staff in Academic Units at Thaksin University

Panyaporn Santaro, Nicha Tantirakdham — Mon, 12 Jan 2026 00:00:00 +0700

This research aimed to (1) examine opinions regarding the implementation of an electronic document system in work operations, (2) investigate the problems related to using the electronic document system, and (3) compare the problems of using the electronic document system based on personal factors. Data were collected from staff at Thaksin University in 15 academic units, using a sample of 257 participants selected through proportional stratified random sampling. The statistics used for data analysis included percentage, mean, and standard deviation, and the mean was analyzed using the t-test and F-test (One-way ANOVA), with the significance level set at 0.05. The results showed that the staff had positive opinions about the use of electronic documents in work processes and considered them practical, with the highest mean scores ( =4.41) and ( =4.27), while they gave low priority to the problems associated with using the electronic document system ( =2.33). For the comparative analysis of the problems in using the electronic document system among university staff, the F-test showed that differences in education level, employment status, and length of work experience resulted in significantly different problems in using the system at the 0.05 level. However, from the t-test and F-test, it was found that differences in sex, age, field of work, and job position did not result in significantly different problems in using the electronic document system at the 0.05 level.

Enhancing Organizational Performance for Excellence

Sasijan Panjatawee — Mon, 12 Jan 2026 00:00:00 +0700

The objective of this academic article was to present strategies for enhancing organizational performance, a crucial factor influencing long-term success and excellence. The article aimed to present approaches and strategies that could be implemented to improve both employee performance and operational systems. Key factors affecting performance were examined, including factors affecting work performance, organizational factors, work environment factors, and technological influences, drawing on insights from relevant literature, research studies, and academic texts. The article indicated that organizations should develop strategies that aligned with their specific contexts, foster collaboration, and support employees’ self-development—critical elements for improving performance. The practical approaches for enhancing organizational capabilities and achieving sustainable excellence included developing employees’ technological skills, promoting teamwork, setting clear and flexible work goals, establishing motivation and fair reward systems, and improving modern and transparent internal communication. These initiatives should be implemented as an ongoing and systematic development process.

Teaching Translation in the AI Age: Fostering Independent Critical Thinking and Authentic Learning

Tayawan Kakham — Mon, 12 Jan 2026 00:00:00 +0700

Translation is the transfer of meaning and ideas from one language to another. Good translators must be trained to translate systematically, accurately, and appropriately, and they have to practice translation frequently and consistently. Translation instructors typically recommend principles and methods of translation and provide exercises for translation practice. Students then translate according to the principles they have been taught, using dictionaries as tools to help translate vocabulary meanings. They create draft translations, think, analyze, and modify the language until they achieve accurate and appropriate meaning, which takes considerable time. However, in the current era where Artificial Intelligence (AI) has become a translation tool that translates quite accurately, students have become dependent on AI tools to assist in translation instead of practicing critical thinking or independent thinking. This article, therefore, presents strategies for teaching translation that encourage students to employ independent thinking, critical thinking, and authentic learning, while not rejecting the AI currently being used worldwide. It proposes approaches for teaching translation, assessment, and evaluation, as well as classroom teaching techniques to maximize student benefits. These strategies include having teachers help students understand translation tools, teach them how to analyze text, and practice comparing translations made completely by AI versus translations made by humans using AI as a helper. Students should also work together with classmates to discuss and analyze difficult translation work, and learn to evaluate translation skills when using AI tools.