Journal of Accountancy and Management

The Relationship between Perceived Social Support and Employee Work Engagement: Exploring the Effects of Employee Well-Being and Physical Work Environment - A Case Study of Chinese Employees in the Manufacturing Industry in Shandong Province

I-Wen CHOU — 2025-03-28

There is relatively less research on perceived social support (from supervisors and colleagues) and its impact on Chinese employee engagement in the workplace. This study aims to explore the relationship between Perceived Social Support (supervisor and colleague support) and employee work engagement., while also investigating the moderating effects of the physical work environment on these variables. Utilizing a questionnaire survey method, the research concentrates on employees in the advanced manufacturing industry in Shandong Province, China. A total of 367 valid responses were collected for analysis using MPLUS and SPSS 25 The research findings indicate: (1) The employee well-being partially mediates the relationship between perceived social support and employee work engagement. Perceived social support (supervisor support and colleague support) positively contributes to employee well-being, subsequently enhancing work engagement; (2) Perceived social support has positive impact on employee work engagement; (3) The physical work environment act as a negative moderating factor between employee well-being and work engagement. This research fills a gap in the academic literature and provides unique recommendations for human resource management. The findings of this research can serve as a reference for post-pandemic businesses in managing their employees. This research suggests that enhancing both supervisor and colleague support can lead to increased employee well-being, consequently boosting their employee work engagement.

Value chain and value addition of rice wine products: A case study of Sakthong community enterprise, Phrae Province

Bunyaphon Dongsa — 2025-03-28

The objective of this research was to study the context and value chain of rice wine products and to study value addition of rice wine products of Sakthong community enterprise, Phrae Province. The used a case study approach, and collected data in-depth interviews with owner, employees and related networks. The research instruments used semi-structure interview forms. Credibility checking using triangulation technique consisting of 3 techniques which are data triangulation, multiple investigator triangulation and reviews triangulation. The data was analyzed using statistical software packages of ATLAS.ti. The research found that the value chain regarding upstream business management begins with the selection of product quality raw materials to enter the production process. Midstream business management carries out production, improvement and product development in accordance with the environment. Downstream business management in distribution products to target consumers for consumer and store business groups. Products with variety and unique flavors that are difficult to imitate. In addition, creating added value for rice wine products consists of 4 main elements: 1) conserving local wisdom, 2) Choosing quality raw materials, 3) turning the brewery into a storytelling, and 4) social enterprise. All elements are key to the success of sustainable value addition of rice wine products.

The Impact of Big Five Personalities on Knowledge Management and Job Performance Efficiency of Employees in Electrical Maintenance Department Electricity Generating Authority of Thailand

ฉัตรวรา ฉ่ำตาก้อง — 2025-03-28

This research aims to: 1. Examine the influence of Big Five Personality: conscientiousness, agreeableness, extraversion, openness to experience, and neuroticism on the job performance efficiency of electrical maintenance officer 2. Ascertain the influence of knowledge management on the job performance efficiency of electrical maintenance officer and 3. Verify the indirect influence of Big five personality on job performance efficiency through knowledge management as mediator. The research employed a quantitative approach using a questionnaire as a data collection tool from 180 electrical maintenance officer at the Electricity Generating Authority of Thailand. By Using AMOS version 24 program for this research. The sampling process utilized stratified random sampling. Statistical analysis included frequency, percentage, mean, standard deviation, and Structural Equation Modeling (SEM). The goodness of fit of the SEM model was analyzed, as well as the standardized direct and indirect effects at a significance level of 0.05. The research findings revealed that Big Five personality in types of conscientiousness, agreeableness, extraversion, and openness to experience had significant positive influence on the job performance efficiency of electrical maintenance officer, while neuroticism had significant negative impact on the job performance efficiency. Also, the study indicated that knowledge management was a partial mediator in mediating the relationship between Big Five personality and the job performance efficiency of electrical maintenance officer. Further, the model of the study was significantly fitted with the empirical data of the study. The result of this study can be used to support the desirable personalities of employees of each organization for enhancing job performance efficiency of the firms sustainably.

Influence of Intellectual Capital Competitive Advantage on the Operating Results of Companies Listed on the Stock Exchange of Thailand

Areerat Khumsabdaengto — 2025-03-28

The study aims: 1) to test the influence of intellectual capital; on the competitive advantage of companies listed on the Stock Exchange of Thailand 2) to test the influence of intellectual capital on the performance of companies listed on the Stock Exchange of Thailand 3) to test the influence of intellectual capital on performance through the competitive advantage of companies listed on the Stock Exchange of Thailand The sample group used in this study is Companies listed on the Stock Exchange of Thailand, collected data on people in 2022 from the company's financial statements and from report form 56-1 and other related information. Total number of samples was 634. Statistics used in data analysis include analysis of descriptive statistics such as minimum value, maximum value, median, mean, standard deviation. Correlation Coefficient Analysis and Multiple Regression Analysis.

The results of the study found that Intellectual capital influences performance. Through a statistically significant competitive advantage the results were in accordance with the set assumptions and consistent with past studies. It was found that the development of intellectual capital, which is an intangible asset but can create value for the organization. By providing training to personnel in the organization as well as developing skills in modern technology and various innovations that will lead to creating value for customers. and helps the organization to attract investors to invest as a result, the organization Gain a competitive advantage and have good long-term operating

The Relationship Between Performance and Earnings Quality on Market Stock Price of Technology Industry Group of Listed Companies on the Stock Exchange of Thailand

Panchat Akarak — 2025-03-28

This research aims to examine the relationship between performance and profit quality with the market stock price of technology sector companies listed on the Stock Exchange of Thailand. The study utilized a sample of 384 instances from the years 2019 to 2021, using secondary data from the financial reports of listed companies available in the Stock Exchange of Thailand's online database. Descriptive statistics, including mean, minimum, maximum, and percentage, were used for data analysis, alongside inferential statistics, such as multiple correlation analysis and multiple regression analysis. The results revealed that the return on equity (ROE) and earnings before interest, taxes, depreciation, and amortization (EBITDA) were significantly positively correlated with the market stock price (SP) at a statistical significance level of 0.001. Conversely, earnings quality measured by total net operation accruals (NOA) was significantly negatively correlated with the market stock price at a statistical significance level of 0.05. The cash flow to operating profit ratio (CFO) showed a negative correlation with the market stock price, while earnings quality measured by working capital accruals (WCA) had a positive correlation with the market stock price, though not statistically significant at the 0.05 level. Investors and interested parties can use these research findings to make more effective investment decisions.

Analysis of Social Returns on Investment in a Series of Quality of Life Development and Raising the Level of the Grassroots Economy Project, Faculty Of Management Science, Buriram Rajabhat University

Kanmanee Karin — 2025-03-28

This research aims to analyze the social return on investment in a series of projects. It was qualitative research. The sample group was 37 stakeholders with purposive sampling. The research tool was an in-depth interview. The data were analyzed by analyzing the resulting plots and the social return assessment (SROI) data by calculating the social return on investment ratio compared to the investment value. The results revealed that 1) the social return on investment is equal to 2.92, which means that if 1 baht is invested, it will create benefits or financial value to society that is returned in the amount of 2.92 baht, indicating that the investment is beneficial, and 2) projects that have formats and operating characteristics that are in line with current social trends and have an impact on the majority of people should be supported. Throughout, there is an approach for developing learning and expanding activities to create continued sustainability among stakeholders.

The The Impact of CRM Digital Technology on Firm Performance: The Mediating Roles of Marketing Planning and Implementation Capabilities in the Tourism Industry, Thailand

Prompassorn Chunhabunyatip — 2025-03-28

This study examines the impact of Customer Relationship Management (CRM) digital technology on firm performance within the tourism sector, with a particular focus on the mediating roles of marketing planning capability (MPC) and marketing implementation capability (MIC). Grounded in the Resource-Based View (RBV) theory, the research investigates how CRM systems enhance financial outcomes, customer engagement, internal development, and tourism learning. Utilizing a stratified random sampling technique, data were collected from 302 respondents across licensed tourism companies in Thailand. The findings reveal that CRM digital technology directly improves multiple dimensions of firm performance and highlights the significant mediating role of marketing capabilities. Specifically, while MPC significantly impacts internal development, MIC fully mediates the relationship between CRM technology and all performance dimensions, suggesting that the benefits of CRM technology are more pronounced when mediated through marketing implementation capabilities. This study contributes to the existing literature by providing empirical evidence on the critical role of CRM digital technology in enhancing firm performance and offers practical insights for managers in optimizing CRM strategies. Future research directions include exploring additional mediators, comparative analysis across sectors, and the long-term effects of CRM technology adoption.

Strategic Cost Management Prototyping Model Development for Mushroom Farming Business and Production : A Case Study of Mushroom Farming and Production Community Enterprise in Phitsanulok Province

Nuatip Sumkaew — 2025-03-28

Strategic cost management enhances a company's competitive advantage through sales pricing strategies, production optimization, cost reduction, and value-added productions. Most community enterprises face challenges in cost calculation and setting prices competitively. This study aims to analyze and design information systems for cost management, including developing and validating a Strategic Cost Management Prototyping Model. Data were collected from a mushroom farming community enterprise in Phitsanulok Province. This study can be defined as mixed method research using in-depth interview and questionnaires. An analysis of the production process, including packed mushroom spawn, fresh mushroom cultivation, and mushroom chili paste, revealed that the average cost of mushroom cultures is 5.02 baht per block, with a selling price of 9 baht per block. The break-even point for sales volume is 194 blocks, resulting in a profit margin of 44.22%. Additionally, the average cost of fresh mushrooms is 20.15 baht per kilogram, with a selling price of 50 baht per kilogram. To break even, 542 kilograms must be sold, achieving a profit margin of 59.70%. Similarly, the average cost of mushroom chili paste is 14.75 baht per unit, with a selling price of 25 baht per unit. To break even, 225 units must be sold, resulting in a profit margin of 41%.

The strategic cost management prototype was developed and tested using Microsoft Excel. The software prototype facilitates tasks such as recording additions/deletions, expense items, depreciation tracking, and fixed and variable cost calculations. It also aids in computing the average total cost per unit and determining the necessary sales volume to break even. Data visualization through pie charts assists in decision-making regarding setting selling prices and devising profit planning strategies, enabling entrepreneurs to formulate effective sales pricing strategies and plan for desired profit margins. Additionally, the program allows for immediate calculation and display of results using new or adjusted data, accommodating fluctuations in expenses, raw material prices, labor costs, production expenses, and other factors impacting total costs.

This research assists small entrepreneurs, including community enterprise groups, in effectively applying cost information for strategic purposes such as planning marketing strategies, scheduling production, devising profit plans, and establishing product sales prices that align with dynamic business environments.

The Influence of Social Media Influencer Live Streaming on Gen Z Consumers' Purchase Intention in Thailand

Narupon Sengsuebphol — 2025-03-28

This study investigates how influencer marketing, particularly through live streaming, influences consumer trust in influencer’s image and purchase intention on social media platforms. A quantitative web-based survey was conducted using random sampling approach with 270 Gen Z participants in Thailand. The findings indicate that influencer live streaming significantly influences trust, which subsequently influences purchase intention. While influencer marketing also positively influences purchase intention, influencer live streaming exhibits a stronger association with both trust and purchase intention. These results suggest that live interaction and real-time demonstrations during influencer live streams foster trust and ultimately drive purchase decisions among Gen Z consumers. This research offers valuable insights for manufacturers, sellers, and consumers. Manufacturers can leverage influencer live streams with cost-effective sponsored content and real-time product demonstrations to build trust and boost sales. Sellers should prioritize building consumer trust by ensuring influencers have a deep understanding of the products they promote. Consumers benefit from a wider range of products and activities offered through live streams. Finally, influencers who showcase positive results from their activities can enhance consumer trust and increase their audience base for future advertising opportunities.

Development Guidelines for Enhancing the Competitiveness of Community Businesses in New Market Entry through Community Innovation

Napatcha Pancharoen — 2025-03-28

This study explores how community-based entrepreneurs in Kab Choeng, Surin Province, Thailand, can enhance market competitiveness through community-driven innovation, where local human capital and collective problem-solving drive business development. Using qualitative research methods, including content analysis and in-depth interviews with selected entrepreneurs, it identifies key challenges in production, marketing, technology adoption, financial management, and entrepreneurial development. Among these, outdated management practices and ineffective marketing stand out as major barriers to growth. The research also highlights critical success factors, such as strong business and knowledge management, entrepreneurial traits, and external community support. Building on these insights, the study proposes a four-aspect development framework: modern business management (covering production, marketing, finance, and accounting), skill enhancement (including IT, business regulations, foreign languages, and local wisdom), network-building (through collaboration and communication), and entrepreneurial development (focusing on opportunity recognition, creativity, and ethics). The research highlights
the importance of implementing contemporary business management strategies and enhancing entrepreneurial capabilities to boost competitiveness. Community entrepreneurs can better adapt to market complexities, identify new opportunities, and sustain long-term growth by developing these skills. This study provides community entrepreneurs with guidelines to address challenges and successfully enter new markets through innovations derived from their local communities. While the framework and strategies were developed in the context of Surin Province, they can be adapted for use by other community-based enterprises throughout Thailand, especially those encountering similar challenges in rural and emerging markets.

The Influence of Perceived Quality of Service Affecting Customer Relationship Quality in Retail Business of Providing Information Technology System, E-Merchant Co., Ltd.

Prasopporn Yiingprasert — 2025-03-28

The objective of this research is to study the influence of service quality perception on the quality of relationships with service users in the retail business of information technology service systems, E-Merchants Co., Ltd. The sample group consisted of 336 customers using the information technology services of E-Merchants Co., Ltd., specifically in the department store section of Lotus. Data was collected using questionnaires. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test analysis, analysis of variance, and multiple regression analysis. The research findings reveal that 1) perceived service quality has a positive effect on the quality of relationships with service users, particularly in the areas of assurance, understanding of customers, personality, and competence (R square = 0.291, p < 0.05), with statistical significance at the 0.05 level. 2) Effective communication has a positive effect on perceived service quality and the quality of relationships with service users (R square = 3.081, Sig = 0.000), with statistical significance at the 0.05 level. 3) Customer relationship management has a positive effect on perceived service quality and the quality of relationships with service users (R square = 2.646, Sig = 0.000), with statistical significance at the 0.05 level. These findings can be used to improve service quality and customer relationships, such as enhancing communication between customers and employees and improving customer relationship management processes to increase customer satisfaction in the future.

Guidelines for Managing the Accounting System of Retail Businesses in the Digital Age with the POSDCoRB Strategy

piraporn konkhum — 2025-03-28

Guidelines for Managing Accounting Systems in Retail Businesses in the Digital Era Using POSDCoRB Strategy.The objective is to study POSDCoRB as a strategy for managing accounting systems in modern retail businesses. This study uses secondary data, conducting research from various documents and sources. Document analysis is employed as the research tool, and results are reported through analytical descriptions. The study findings are as follows. 1) Planning Effective planning allows retail businesses to select appropriate accounting software and POS systems, enhancing the accuracy and efficiency of sales data recording and inventory management. Additionally, setting clear financial goals provides businesses with a definitive operational direction. 2) Organizing A well-defined organizational structure helps ensure that employees work efficiently. 3) Staffing Recruiting and training employees with digital technology skills increases work efficiency and accuracy. 4) Directing The use of technology in management facilitates easier tracking and administration. 5) Coordinating Utilizing digital systems for effective inter-departmental coordination helps reduce confusion and errors. 6) Reporting Real-time financial reporting helps track financial status and supports accurate financial decision-making. 7) Budgeting Creating and monitoring budgets enables businesses to control spending efficiently. Adjusting budgets based on actual situations ensures that spending aligns with the planned objectives. Conclusion Implementing the POSDCoRB strategy will enhance the efficiency of accounting and financial management, increasing competitiveness in the digital era. This contributes to the sustainable survival of the business.