Journal of Accountancy and Management

The Development of Electronic Commerce System for Logistics and Supply Chain Activity of Small Entrepreneur in Samphanthawong District Area

Natprapas Ritwatthanavanich — 2024-06-28

The objectives of this study were to: (1) study the feasibility information regarding development of an electronic commerce system for logistics and supply chain activities of small entrepreneurs in Samphanthawong District, (2) design, develop, and generate the system of Enterprise Resource Planning (ERP) derived from researchers, system developers, and small entrepreneurs for practical use in business, (3) follow up and evaluate results of the use of ERP as for practical use in business of small entrepreneurs in Samphanthawong District. Purposive sampling was used for this research according to the researchers’ criteria. The research methods followed the steps of System Development Life Cycle (SDLC) for 3 phrases; namely, Phrase 1 is defining problems and studying the feasibility by arranging seminars consisting of 11 participants in small group, 36 participants in large group, 55 participants in workshop. The instrument used were topics for the seminar and a satisfaction survey. It was found that there were problems, obstacles, and needs to develop the system. The satisfaction of participating in a training was at a very good level. Phrase 2 is analyzing, designing, and developing the system. The instrument used were topics for seminar with 7 participants. It was found that the developed system consists of purchasing, selling, inventory, revenue and expenses databases which the information is linked and released as the TSRI & RMUTR Systems for Small Entrepreneurs for practical use in business. Phrase 3 is testing and evaluating by using in-dept interviews as the instrument. The showed that, after delivering the system, there were the following up and improving the system to be suitable for use. The results of evaluation from 12 in-depth interviewees showed that the advantages of the system were benefits and efficiency in use, while the disadvantage was not fully supported in some business. The suggestions were developing and improving the system to be suitable for various kinds of business.

The Influence of Marketing Orientation and Technology Orientation on Marketing Performance of Instant Food Business, Thailand

Chatchai Inthasang — 2024-06-28

This research examined the effect of marketing orientation and technology orientation on marketing innovation and leads to marketing performance. A questionnaire was used to collect data from 133 executives in the instant food business, in Thailand. Both a content validity test and a statistical test with discriminating power were employed to validate the quality of the study instruments. The results ranged between 0.801 - 0.939. Using Cronbach's alpha coefficient, the reliability scores fell between 0.845 and 0.938. In this investigation, multiple linear regressions were performed. The findings indicated that marketing orientation and technology orientation play a significant and positive effect on marketing innovation and marketing performance. In addition, marketing innovation explicitly leads to marketing performance. These findings are beneficial to academics in terms of expanding and extending their marketing and technology orientation expertise. It is also highly meaningful for CEOs as a framework for marketing and technology management to obtain a competitive advantage.

The relationship between financial literacy and financial planning behavior of commercial bank customers in Thailand

Thongpong pongphanich — 2024-06-28

This research aims to examine the relationship between financial literacy and the financial planning behavior of commercial bank customers in Thailand. We used questionnaires to collect data from 252 commercial bank customers in Thailand. The statistical methods employed
for data analysis included multiple correlation and multiple regression analyses. The research findings indicate that financial literacy, time value of money, inflation, and risk diversification positively impact overall financial planning behavior. These results are valuable for bank customers, investors, and businesspeople in planning savings and investments amidst constantly changing situations. Furthermore, the insights from this research can benefit
the government and government agencies by contributing to the creation of knowledge and understanding about financial matters. This information can promote and stimulate investment among investors in financial
planning and investment. Additionally, it can help foster understanding among citizens regarding the importance
of possessing financial knowledge and effectively planning their lives in the ever-changing economic environment.

The Association between Environmental, Social, and Governance (ESG) and the Performance of Listed Companies in the Stock Exchange of Thailand: The Context of the COVID-19 Pandemic

Janista Malaka — 2024-06-28

The objective of this study was to examine the association between the degree of environmental, social, and governance (ESG) responsibility and the performance of companies listed on the Stock Exchange of Thailand. The KLD indicator, derived from financial statements and annual reports from 2019 to 2022, was utilized as the primary source of information. A total of 936 samples were analyzed over a four-year period. Data analysis is based on descriptive statistic, multiple correlation, and multiple regression. The findings revealed a positive association between the levels of community engagement, product and service responsibility, and firm value (measured by Tobin's Q). This positive association indicates that companies with higher levels of community engagement and product and service responsibility tend to have higher enterprise values. Conversely, a negative association was observed between the levels of community engagement, product and service responsibility, and common stock yields (measured by Return). One possible explanation is that companies with a strong focus on ESG responsibility tend to prioritize long-term sustainability and social impact over short-term financial gains. They may invest more resources in environmental conservation, social initiatives, and ethical governance practices, which could impact their short-term profitability and, consequently, the returns generated by their common stocks. However, there were no statistically significant associations found between the ESG factors and the return on total assets (ROA) and the return on equity (ROE).

Digital Marketing Strategy Affecting Marketing Performance of the E – Commerce Entrepreneurs in the Northeast of Thailand

Parinyaporn Ploenlap — 2024-06-28

The purposes of this study were: 1) To study customers’ opinion levels on marketing strategies of the E – Commerce entrepreneurs in the Northeast of Thailand, 2) To study customers’ opinion levels on the performance of the E – Commerce entrepreneurs in the Northeast of Thailand, 3) To study the digital marketing strategies of the E – Commerce entrepreneurs in the Northeast of Thailand, 4) To study the performance of the E – Commerce entrepreneurs in the Northeast of Thailand, 5) To find out the relationship between the digital marketing strategies affecting marketing performance of the E – Commerce entrepreneurs in the Northeast of Thailand, and 6) To find out the impacts of the digital marketing strategies affecting the marketing performance of E – Commerce entrepreneurs in the Northeast of Thailand. The samples were E – Commerce entrepreneurs in the Northeast of Thailand received from the use of simple random sampling method. For the data collection, questionnaire, the research instrument of this study, was distributed to all samples, while 441 ones were returned. For the data analysis, percentage, mean, standard deviation, multiple correlation analysis, and Multiple Regression Analysis were employed to respond to all objective.

The results revealed that the E – Commerce entrepreneurs in the Northeast of Thailand had the overall opinion on the digital marketing strategies in the high level. When considering in each aspect, it was found that all aspects were found in the high level and the opinion on the marketing performance was reported in the high level as well. The finding of the relationship between the digital marketing strategies affecting marketing performance of the E – Commerce entrepreneurs in the Northeast of Thailand revealed that the digital strategies in terms of business differentiation, rapid response to customers, online social media promotion, and marketing content creation ability had the positive relationship with marketing performance. Finally, the finding of the impacts of the digital marketing strategies affecting the marketing performance of E – Commerce entrepreneurs in the Northeast of Thailand showed that the digital marketing strategies in terms of business differentiation and rapid response to customers had the positive relationship with the marketing performance. On the other hand, the digital marketing strategies in terms of online social media promotion, and marketing content creation ability had the positive relationship with the marketing performance of the E – Commerce entrepreneurs in the Northeast of Thailand. Consequently, the findings of this study can be applied as the guideline for marketing planning and developing for the sustainable business administration.

Promoting the Use of technology in the digital society to Raise Income Community Enterprise in Kanchanaburi Province

nirut jorncharoen — 2024-06-28

The objectives of this research were: 1) to study the problems and needs of using technology in a digital society to raise the income of community enterprises in Kanchanaburi Province, 2) to develop an appropriate approach for using technology in a digital society to raise the income of community enterprises in Kanchanaburi Province, and 3) promoting the use of appropriate digital technology to raise the income level of community enterprises in Kanchanaburi Province, using mixed methods research. Quantitative research was conducted using a questionnaire from a sample of 291 participants, including entrepreneurs and members of community enterprises in Kanchanaburi Province by multi-stage random sampling. And Qualitative research involves conducting focus group discussions with entrepreneurs and members of community enterprises that have products registered as OTOP, experts from academic disciplines specializing in management, accounting, digital technology, marketing, as well as communication and public relations, and related personnel from government agencies from Provincial Community Development Office of Kanchanaburi, Office of Small and Medium Enterprise Promotion and Kanchanaburi Provincial Agricultural Extension Office, totaled 12 people. Quantitative data were analyzed by descriptive statistics, including percentage, mean, and standard deviation. and qualitative data were used for content analysis. The findings were as follows: 1) the problematic state of using technology in a digital society to raise community enterprise income. Overall, all aspects moderate, the need for technology in a digital society to raise community enterprise income overall aspects, 2) Guidelines for using digital technology to raise income of community enterprises is Smart Community Enterprises: 3E’s Model, i.e., Easy: easy to use, Effective: good (effective), and Engage: participate, and 3) evaluation results of training to promote the use of digital technology to raise community enterprise income. Overall, all aspects at the highest level. The feedback and recommendations reveal that entrepreneurs and members of community enterprises face challenges regarding their skills in photography and videography for product presentations. There are no product reviews on online platforms, and a lack of knowledge and understanding about product quality standards. As a result, this prevents the ability to present narratives through online social media reviews. There is a demand for utilizing digital technology for inventory and raw material management through computer systems. The use of digital technology serves as an intermediary for purchasing and selling, establishing online stores, and conducting online marketing. Comprehensive knowledge about online marketing is sought to enhance their income by elevating their understanding of online marketing strategies. The guidelines for using digital technology to raise income of community enterprises in Kanchanaburi province should entail a participatory and practical training approach. This approach should be conducted through a user-friendly digital platform, catering to older entrepreneurs or community members. Additionally, upon implementation, it should demonstrate a high level of effectiveness and foster active engagement between entrepreneurs or members and the platform used.

The Effects of Digital Accountancy Competency on Performance of Finance and Accounting Analysts Higher Education Institutions in Thailand

Preeyanat Mirattanaphrai — 2024-06-28

The purpose of this research aims to study the effects of digital accountancy competency on performance of finance and accounting analyses Higher Education Institutions in Thailand. This research is a quantitative research. Data were collected by using questionnaires with the sample population of 240 finance and accounting analyses in higher education institutions in Thailand. Data were analyzed by using descriptive statistics, multiple correlation analysis, and multiple regression analysis. The results showed that following were found: 1) digital accounting competency in technology around knowledge perspective there is a positive relationship and impact on overall performance. 2) digital accounting competency in technology applied expertise perspective there is a positive relationship and impact on overall performance. 3) digital accounting competency in accounting information diagnosis perspective there is a positive relationship and impact on overall performance.

The Relationship of Ownership Structure, Board Structure, Auditor Choice and Corporate Governance Ratings of Thai Listed Companies

sumintorn baotham — 2024-06-28

This research examined the relationship among ownership structures, board structure, auditor choice, and corporate governance ratings of Thai listed companies. Three variables such as ownership structure, board structures, and auditor’s choice were used as independent variables. The two variables used as a representation of ownership structures consist of the proportion of major shareholders and the proportion of minority shareholders. Two variables such as the proportion of independent directors on board and the control of administrative powers were used to represent the board structure. Auditor choice was measured by audit firm size (Big 4, or non-Big 4). The dependent variable is corporate governance ratings, which is measured by the CG score. The sample was collected from the annual reports of 669 firms and the website of the Securities and Exchange Commission Thailand (SEC) in 2021. The statistics in data analysis were descriptive and multiple regression analysis. The results showed that the proportion of minority shareholders, the proportion of independent directors on board and auditor choice were positively associated with corporate governance ratings. In addition, the control of administrative powers was negatively associated with corporate governance ratings. However, the proportion of major shareholders was not associated with relationship corporate governance ratings. This study adds to the literature by giving empirical data on board structure, auditor selection, and corporate governance ratings of Thai listed companies.

The Influence of ownership structure on The Profitability of Listed Companies on the Stock Exchange of Thailand: Service Industry Group

Pennapa Chaowana — 2024-06-28

This research aims to 1) study influence of ownership structure on the profitability through return on asset of listed companies on the stock exchange of Thailand: service industry group, and 2) to study influence of ownership structure on the profitability through return on equity of listed companies on the stock exchange of Thailand: service industry group. It is an amount (Quantitative Research). There are research tools is paper to collect information from Financial Statement, 56-1 on the annual company report and SETSMART database during 2017-2020 with a sample group is listed companies on the stock exchange of Thailand: service industry group 432 samples and then the data collected from the paper was analyzed by using descriptive statistics consisting of percentage, mean standard deviation and analyzed using Multiple Regression Analysis at the statistical significant level of 0.05.

The results showed that

1) The influence of shareholder structure that significantly factors influence on the profitability through return on asset in positive are shareholding ratio of foreign investors.
The significant level is 0.01 and the influence of shareholder structure that significantly factors influence on the profitability through return on asset in positive are shareholding ratio of executives. The significant level is 0.001, and

2) the influence of shareholder structure that significantly factors influence on the profitability through return on equity in positive are shareholding ratio of institutional investors. The significant level is 0.01 and the influence of shareholder structure that significantly factors influence on the profitability through return on equity in positive are shareholding ratio of executives. The significant level is 0.001.

The Impact of Coronavirus 2019 on the Influence of Business Specific Factors on Firm Performance and Cash Holding: Evidence From The Stock Exchange of Thailand

Boonyanuch Cheewakiatyingyong — 2024-06-28

This study aimed to determine the impacts of the Coronavirus 2019 on business-specific factors, the firm performance, and cash holdings of companies listed on the Stock Exchange of Thailand, totaling 411 companies. Investigated business-specific factors included the size of the business, debt-to-equity ratio, working capital ratio, and revenue growth rate while the firm performance factors included the rate of return on total assets, and return on equity and cash holdings of companies listed on the Stock Exchange of Thailand. Secondary data were utilized by collecting them from annual financial statements for 6 years from 2017 to 2022 and multiple regression analysis was applied. The study found that the Coronavirus 2019 affected business-specific factors used, size of business, working capital ratio, and the growth rate of income as indicators affecting return on total assets, equity, and cash holding at a significance of 0.05. Therefore, the researcher proposed the management to consider the performance (return on total assets and return on equity) and should focus on the revenue growth rate. For considering cash holdings, the size of the business should be considered.

Government Tax Support Concepts and Tax Planning Behavior in the COVID-19 Spreading Situation in Thailand

Varaporn Prempanichnukul — 2024-06-28

The spread of COVID-19 has had a tremendous impact on the Thai economy. Therefore, government tax support concepts were announced to reduce the cost burden and promote economic liquidity. The purposes of this research were 1) to compare the opinions about government tax support concepts and tax planning behavior of taxpayers with different ages, educational levels, occupations, average annual incomes, and tax-paying behaviors; and 2) to verify the effects of government tax support concepts on tax planning behavior. A questionnaire was used to collect data from 336 taxpayers in Thailand. The statistics that used for analyzing the collected data were frequency, percentage, ANOVA, multiple correlation analysis, and multiple regression analysis. The results of the research revealed that 1) taxpayers with different occupations have different opinions on government tax support concepts; 2) taxpayers with different ages, occupations, and tax-paying behaviors have different opinions about tax planning behavior; and 3) government tax support concepts, in the aspects of income-supported policy, expense-supported policy, and other-supported policy, had significantly positive relationships and impacts on tax planning behavior. Therefore, the government can use this study as a guide to establish tax aid policies in various fields to meet the needs of taxpayers who continue to be heated by the effects of COVID-19, so that citizens can be used in tax planning and preventing tax evasions that are detrimental to the nation.

The Causal Factors Affecting Quality of the Financial Reporting of Small and Medium Enterprises in the Northeast Region

Tharinee Aungyot — 2024-06-28

The objectives of this paper were to: 1) develop a model of causal factors affecting the quality of financial reporting of SMEs in the Northeast region, 2) analyze the direct effect of internal control, management strategy, and good governance factors on financial reporting quality, and 3) analyze the indirect effects of internal control, management strategy, and good governance factors on financial reporting quality through the mediating variable of good governance factors. 397 questionnaires were used in the study, which were analyzed using Inferential Statistics: Structure Equation Model.

The findings of the study look at a model of internal control, management strategy, and good governance factors that influence the financial reporting quality of SMEs businesses in the Northeast. Chi-Square = 137.566: no statistical significance, p-value = 0.758.

Internal Control and Management Strategy had a positive direct effect on good governance, and management strategy and good governance had a positive direct effect on quality of financial reporting at a Statistical Significance level of 0.01. The confirmatory test of indirect effect found that the quality of financial reporting was indirectly influenced by internal control through the mediation variable good governance, and indirectly influenced by management strategy through the mediation variable good governance, at a statistical significance level of 0.01.