Journal of Management Science Nakhon Pathom Rajabhat University https://www.tci-thaijo.org/index.php/JMSNPRU <ol> <li class="show">To publish academics paper of educators and interested parties both inside and outside the university based on General Management, Marketing, Finance, Banking, Accounting, Human Resource Management, Logistics, International Business, Business Computer, Business Studies, Economics Communication Arts, Public Administration Or related fields.</li> <li class="show">To promote Educational Publishers Research is useful. Valuable to the development of academic knowledge in various fields.</li> </ol> en-US <p>The views and opinions of the article appearing in this journal are those of the author. It is not considered a view and responsibility of the editorial staff.</p> wisitson@webmail.npru.ac.th (Wisit Rittiboonchai) m_tareerak@outlook.co.th (Thammarat Tareerak) Tue, 15 Jan 2019 00:00:00 +0700 OJS 3.1.0.1 http://blogs.law.harvard.edu/tech/rss 60 Development of integrated marketing communication strategy for building perception of eco-tourism value in Ratchaburi Province https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166014 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; This research aimed to study: 1) the tourists’ eco-tourism behavior; 2) the levels of integrated marketing communication and perception of eco-tourism value; 3) compare the level of perception of eco-tourism value as classified by personal factors; 4) the factors of integrated marketing communication in building perception of eco-tourism value; and 5) guidelines for developing of integrated marketing communication strategy for building perception of eco-tourism value. The research sample was 400 Thai tourists in Ratchaburi Province derived by accidental sampling, and 4 informants derived by purposive sampling. The research instruments were a questionnaire constructed by the researcher, and an in-depth interview guideline. The IOC content validity of the questionnaire was between 0.67-1.00. The internal coefficients of integrated marketing communication were 0.97 for advertisement, 0.91 for selling by sale person, 0.94 for sale promotion, 0.96 for public relations, and 0.94 for direct marketing. The internal coefficients of perception of eco-tourism value were 0.90 for royalty, 0.91 for value recognition, 0.93 for quality perception, and 0.79 for commitment. Data were analyzed with percentage, mean, standard deviation, t-test, one-way analysis of variance, least significance different analysis, correlation coefficient, stepwise multiple regression, and content analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research results were as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Regarding eco-tourism behavior in Ratchaburi Province, most of tourists traveled in Ratchaburi more than 5 times. The purpose of traveling was for recreation. They mostly traveled by personal car. Normally, it was one-day trip. The expense per trip was less than or equal to 1,000 baht. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The level of integrated marketing communication was at a high level. The aspects were selling by sale person, advertisement, direct marketing, sale promotion, and public relations. The level of perception of eco-tourism value was at a high level. The aspects were commitment, value recognition, quality perception, and royalty. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; 3. The eco-tourists as classified by gender, age, education, and occupation had different level of perception of eco-tourism value with statistical significance level of .05. However, there was no difference among those with different monthly income and hometown. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; 4. The factor of integrated marketing communication in the aspects of direct marketing (X5), selling by sale person (X2), and public relations (X4) together predicted the perception of eco-tourism value at the percentage of 57 with statistical significance at .01. The regression equation was "Y" ̂_"tot" = 1.24 + 0.26 (X5) + 0.24 (X2) + 0.189 (X4). <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 5. The guidelines for development of integrated marketing communication strategy for building perception of eco-tourism value in Ratchaburi were: 1) producing clear, comprehensive and appropriate advertising media to disseminate tourist attraction information in response to tourists’ needs; 2) organizing sufficient staff to provide tourist information service. The staff should have good knowledge, communication skill, good personality, gentle manners, and dress neatly and appropriately; 3) promoting tourism by organizing special activities etc.; 4) doing public relations about tourist attractions through various media channel, so that tourists could access to sufficient information in accordance with their needs; 5) doing advertisement and public relations of tourism through the Internet regularly, and holding seminar of relevant person in both private and government sectors for giving suggestion and information about eco-tourism attractions in Ratchaburi Province</p> ชนิดา พุ่มศรี ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166014 Sun, 13 Jan 2019 00:00:00 +0700 Guidelines for health behavior promotion of the supporting staffs in the faculty of medicine, Ramathibodi Hospital https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166015 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to: 1) study the quality of working life, perception factors in health behavior, and health-promoting behavior of supporting staff; 2) compare the health-promoting behavior of supporting staff, as classified by personal factors; 3) analyze the relationship between quality of working life and health-promoting behavior of supporting staff; and 4) identify the guidelines for health behavior promotion of supporting staff. The research sample consisted of 348 supporting staff in Faculty of Medicine, Ramathibodi Hospital, derived by proportional stratified random sampling as distributed by department; and 3 interviewees derived by purposive sampling. The research instruments were a questionnaire and an in-depth interview form constructed by the researcher. The questionnaire had IOC content between 0.67-1.00. The internal consistency reliability coefficients were 0.89 for quality of working life, 0.93 for perception of health behavior, and 0.94 for health behavior promotion. Data were analyzed with percentage, mean, standard deviation, t-test, one-way analysis of variance, least significant difference analysis, correlation coefficient, and content analysis.<br> <br>The findings of this research were as follows: <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Overall the quality of working life of supporting staff was at a high level. When considering each aspect, the aspect with the highest average was social relationship in organization. The overall perception of health behavior was at a high level. When considering each aspect, the aspect with the highest average was perception in benefits of health behavior practice. The health promotion behavior was overall at a high level. Specifically, the aspect with the highest average was holistic health development.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Supporting staff as classified by age and marital status had different levels of health-promoting behavior with statistical significance at .05. However, there was no difference among those classified by monthly income, educational level, and type of position. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The quality of working life was associated with health promotion behavior. The top three aspects were attitude toward health behavior practice (rxy= 0.368), situational influence (rxy= 0.345), and self-efficacy perception (rxy= 0.327).</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; 4. Guidelines for health behavior promotion of supporting staff were as follows: 1) receiving support in budget and health promotion; 2) planning and organizing a training project in health issues; 3) giving health advices after the training; 4) following up and summarizing the training result, and presenting to the executives; and 5) following 3 health principles: food, emotion, and exercise, and creating model in healthy living and health caring.</p> สมจินตนา ไรสูงเนิน ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166015 Sun, 13 Jan 2019 00:00:00 +0700 Development guidelines of marketing mix strategy of clean food business among women of working age in Ratchaburi Province https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166017 <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">This research aimed to<span lang="TH" style="margin: 0px;">: </span>1<span lang="TH" style="margin: 0px;">) </span>compare the clean food consumption behavior of women of working age, as classified by personal factors; 2<span lang="TH" style="margin: 0px;">) </span>study the marketing mix affecting clean food consumption behavior of women of working age; and 3<span lang="TH" style="margin: 0px;">) </span>analyze the guidelines for developing marketing mix strategy of clean food business among women of working age<span lang="TH" style="margin: 0px;">. </span>The research sample was 400 women who were between 19<span lang="TH" style="margin: 0px;">–</span>60 years of age and resided in Ratchaburi Province derived by accidental sampling, and 10 clean food business owners for the interview derived by purposive sampling<span lang="TH" style="margin: 0px;">.</span>The research instruments were a questionnaire and an in<span lang="TH" style="margin: 0px;">-</span>depth interview constructed by the researcher<span lang="TH" style="margin: 0px;">. </span>The questionnaire was with the IOC content validity between 0<span lang="TH" style="margin: 0px;">.</span>67<span lang="TH" style="margin: 0px;">-</span>1<span lang="TH" style="margin: 0px;">.</span>00<span lang="TH" style="margin: 0px;">.</span>The internal coefficients were 0<span lang="TH" style="margin: 0px;">.</span>725 for product, 0<span lang="TH" style="margin: 0px;">.</span>728 for price, 0<span lang="TH" style="margin: 0px;">.</span>787 for place and 0<span lang="TH" style="margin: 0px;">.</span>703 forpromotion<span lang="TH" style="margin: 0px;">. </span>Data were analyzed with percentage, mean, standard deviation, t<span lang="TH" style="margin: 0px;">-</span>test, one<span lang="TH" style="margin: 0px;">-</span>way analysis of variance, stepwise multiple regression and content analysis<span lang="TH" style="margin: 0px;">.</span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The research results were as follows<span lang="TH" style="margin: 0px;">:</span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">1<span lang="TH" style="margin: 0px;">. </span>Overall, the women of working age as classified by age, education level, occupation, average monthly income, and number of family members had different clean food consumption behavior with significant difference at <span lang="TH" style="margin: 0px;">.</span>05<span lang="TH" style="margin: 0px;">. </span>However, there was no difference among those with deference in status<span lang="TH" style="margin: 0px;">. </span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">2<span lang="TH" style="margin: 0px;">.</span><span style="margin: 0px;">&nbsp; </span>The marketing mix in the aspects of product, place, and promotion together predicted clean food consumption behavior with the percentage of 11<span lang="TH" style="margin: 0px;">.</span>60 with significant difference of <span lang="TH" style="margin: 0px;">.</span>05<span lang="TH" style="margin: 0px;">. </span>The regression equation was </span><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'Calibri','sans-serif';">Ŷ</span><sub><span lang="TH" style="background: #fffff4; margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">1</span></sub><span lang="TH" style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">= </span><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">1<span lang="TH" style="margin: 0px;">.</span>852 <span lang="TH" style="margin: 0px;">+ </span>0<span lang="TH" style="margin: 0px;">.</span>392<span lang="TH" style="margin: 0px;">(</span>x<sub>1</sub><span lang="TH" style="margin: 0px;">) + 0.067 (</span>x<sub>2</sub><span lang="TH" style="margin: 0px;">) + 0.341 (</span>x<sub>3</sub><span lang="TH" style="margin: 0px;">) + 0.328 (</span>x<sub>4</sub><span lang="TH" style="margin: 0px;">).</span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">3<span lang="TH" style="margin: 0px;">. </span>The guidelines for developing marketing mix strategy of clean food business among women of working age were as follows<span lang="TH" style="margin: 0px;">:</span> 1<span lang="TH" style="margin: 0px;">) </span>In product aspect, clean food restaurants should give importance to cleanliness and freshness of the menu<span lang="TH" style="margin: 0px;">. </span>The food should contain nutritive value with delicious taste<span lang="TH" style="margin: 0px;">. </span>2<span lang="TH" style="margin: 0px;">) </span>Restaurant should set the price in accordance with food quality and the price should be acceptable to consumers<span lang="TH" style="margin: 0px;">. </span>3<span lang="TH" style="margin: 0px;">) </span>Regarding place of distribution, restaurants should focus on delivery service for consumers<span lang="TH" style="margin: 0px;">’ </span>easy access and convenience<span lang="TH" style="margin: 0px;">. </span>Additionally, online purchasing should be organized, so that consumers could contact with restaurants easily<span lang="TH" style="margin: 0px;">. </span>4<span lang="TH" style="margin: 0px;">) </span>In the promotion aspect, restaurants should organize promotion to create regular customers, as well as attract new customers to increase sale volume<span lang="TH" style="margin: 0px;">. </span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;</span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></p> ศศิอารียา แสวงทรัพย์ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166017 Sun, 13 Jan 2019 00:00:00 +0700 Culture and Commitment affecting organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166018 <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The research aimed to: 1) study level of factors associated with happiness development and level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project; 2) compare level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project as classified by personal factors; 3) study factors associated with organizational culture which affect organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project; and 4) study factors associated with organizational commitment which affect organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project. The samples were 277 operating staffs of Mae Klong Dam Operation and Maintenance Project, including government officers, permanent employees, and temporary employees. The research instrument was a questionnaire. Data were analyzed with frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance and stepwise multiple regression.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>The findings of this research were as follows: </span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>1. Level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project was at the highest level. The highest evaluated factor was gracious and magnanimous kindness.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>2. Factors influencing level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project were ranked in the descending order as follows: job position, average monthly incomes, gender, age, work tenure, highest educational level, and social status respectively.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>3. Factors influencing level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project were ranked in the descending order as follows: culture emphasizing leadership, culture emphasizing work task performance, culture emphasizing role, culture emphasizing independent roles of particular individuals respectively. </span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>4. Factors influencing level of organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project were ranked in the descending order as follows: affective commitment and continuance commitment respectively. Whereas, normative commitment did not have a significant impact on level of<span style="margin: 0px;">&nbsp; </span>organizational happiness of staffs of Mae Klong Dam Operation and Maintenance Project.</span></p> ศิริจันทรา เซียงฝุง ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166018 Sun, 13 Jan 2019 00:00:00 +0700 Behaviors and marketing communication affecting life insurance purchasing decisions of Kasikornbank customers in Kanchanaburi Province. https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166019 <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;">The research aimed to: 1) study life insurance purchasing behaviors of Kasikornbank customers in Kanchanaburi Province; 2) study level of marketing communication and level of life insurance purchasing decisions of Kasikornbank customers in Kanchanaburi Province; 3) study factors associated with customers’ marketing communication and life insurance purchasing behaviors affecting life insurance purchasing decisions of Kasikornbank customers in Kanchanaburi Province; and 4) compare level of life insurance purchasing decisions of Kasikornbank customers in Kanchanaburi Province as classified by personal factors. The samples were 505 Kasikornbank customers who invested in life insurance in Kanchanaburi Province. The samples of this research were calculated by using ‘Taro Yamane’s formula’ which allowed only 3% margin of error. After the sample size was calculated by substituting the numbers into the Yamane formula, the number of sample was 394 persons. The research instrument was a questionnaire. Data were analyzed with frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance and multiple regression using the 'Enter' method.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;">The findings of this research were as follows: </span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>1) Life insurance purchasing behaviors of Kasikornbank customers who invested in life insurance in Kanchanaburi Province were overall at a high level. The first three highest rated aspects were selection of life insurance agents, purpose of purchasing insurance and determination of insurance premiums respectively. </span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>2) The result analysis of marketing communications regarding the purchase of life insurance of Kasikornbank customers who invested in life insurance in Kanchanaburi Province was overall at the highest level. The first three highest rated aspects were direct marketing, personal selling, and sales promotion respectively. The obtained results compatible with life insurance purchasing decisions of Kasikornbank showed that most customers had their own perception towards life insurance purchasing decisions (64.21%), followed by those who previously invested in other different types of life insurance (51.27%), and the questionnaire responses which resulted in identifying key determinants related to customers’ life insurance purchasing decisions (64.21%). The objectives of purchasing insurance policy of Kasikornbank were to protect individuals’ own self-will (37.31%) and families (62.69%). The premium rates for life insurance premiums were based on two applicable concepts: the previous insurance policies and all Kasikornbank insurance policies that policyholders hold which were expressed as a rate per 15,930 Bath of insurance. </span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>3) The most influential factors related to Kasikornbank customers’ life insurance purchasing decisions were purpose and type of insurance policies, followed by after-sales services and selection of life insurance agents respectively. Whereas, insurance premiums did not substantially affect considerations when Kasikornbank customers made life insurance purchasing decisions. Whereas, factors influencing Kasikornbank customers’ insurance purchasing decisions were mostly marketing communications associated with direct marketing, followed by sales promotion, media relations, and direct sales representative. Whereas, advertising media did not substantially affect life insurance purchasing decisions of Kasikornbank customers.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-indent: 35.45pt; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>4) Life insurance purchasing decisions of Kasikornbank customers as classified by personal factors were mostly influenced by different average monthly incomes and occupation, followed by age, highest educational level, and social status. Whereas, personal factor least affecting life insurance purchasing decisions of Kasikornbank customers was gender of which obtained results were influentially correlated with life insurance purchasing decisions of Kasikornbank customers in terms of the number of insurance policies.</span></p> <p style="margin: 0px; text-align: justify;"><strong><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></strong></p> นันทวัน ชาวสวนแตง ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166019 Sun, 13 Jan 2019 00:00:00 +0700 Marketing mix Factors on the Purchasing Decision of Goods and Services through Electronic Commerce of Undergraduate Students, Faculty of Management Science, Kanchanaburi Rajabhat University https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166021 <p style="margin: 0px -3.13px 0px 0px; text-align: justify; text-indent: 1cm; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">This research aimed to investigate and to compare the marketing factors on the purchasing decision of goods and services through electronic commerce of undergraduate students, Faculty of Management Science<span style="margin: 0px; letter-spacing: -0.2pt;">, Kanchanaburi Rajabhat University</span>, classified by personal factors. The sample consisted of 278 undergraduate students of Kanchanaburi Rajabhat University, selected by proportional Accidental Sampling. A constructed 5-level rating scale questionnaire with the reliability of 0.89 was used as a tool to collect data. The statistics employed for data analysis were frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and pair difference test by Scheffe’s method. </span></p> <p style="margin: 0px -3.13px 0px 0px; text-align: justify; text-indent: 1cm; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The research results revealed that:</span></p> <p style="margin: 0px -3.13px 0px 0px; text-align: justify; text-indent: 1cm;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">1.<span style="font: 7pt 'Times New Roman'; margin: 0px; font-size-adjust: none; font-stretch: normal;">&nbsp;&nbsp;&nbsp; </span></span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The marketing factors on the purchasing decision of goods and services Through electronic commerce of undergraduate students, Faculty of Management Science<span style="margin: 0px; letter-spacing: -0.2pt;">, Kanchanaburi Rajabhat University</span> were overall and in each individual aspect at a high level, ranking in the order of mean from high to low as places, promotion, personalization, prices, products, and privacy. </span></p> <p style="margin: 0px -3.13px 0px 0px; text-align: justify; text-indent: 1cm;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">2.<span style="font: 7pt 'Times New Roman'; margin: 0px; font-size-adjust: none; font-stretch: normal;">&nbsp;&nbsp;&nbsp; </span></span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The comparing results of marketing factors on the purchasing decision of goods and services through electronic commerce of undergraduate students, Faculty of Management Science<span style="margin: 0px; letter-spacing: -0.2pt;">, Kanchanaburi Rajabhat University</span>, classified by gender, were overall significantly different at 0.01 level. As for individual aspects, places and personalization were significantly different at 0.05 level. On the prices, it was found to be significantly different at 0.01 level. Products, promotion, and personalization were not significantly different. Moreover, <span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</span>the faculties, year of study, and monthly incomes of students were overall and in individual aspects not significantly different<span lang="TH" style="margin: 0px;">.</span></span></p> สรรค์ชัย กิติยานันท์, สุทธิพจน์ ศรีบุญนาค, สุภัตรา กันพร้อม, มานิต คำเล็ก, จิราภรณ์ บัวพวง ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166021 Sun, 13 Jan 2019 00:00:00 +0700 A study of the Government policy and the efficient Management of Land Utilization among State and Citizen in the Thaplan National Park and Kaeng Krachan National Park area. https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166026 <p style="margin: 0px; text-align: justify;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;">The objective is this research is to study the government policy that will affect the efficient Management of Land Utilization among State and Citizen in the Thaplan National Park and Kaeng Krachan National Park area of Thailand.<span style="margin: 0px;">&nbsp; </span>Qualitative research is by deep interview from 3 groups of people such as tourist, non-government local service provider and officers. Numbers of participants are divided by eight per each Nation Park from each tourism and local service provider’s groups. Five officers from Prajin Buri and Five officers Precth Buri such as Forestry Officer, tourism officer and local administers such as village headman/chief in sum up of ten and totally forty two for all participants. </span></p> <p style="margin: 0px; text-align: justify;"><span style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 15.5pt;"><span style="margin: 0px;">&nbsp;</span><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>A results present that there are many factor in policy that affects land management system between government and citizens in these two national park under pub policy which protects a human right. if government keep drafting law without hearing people’s voice, local citizen will continue disputing for the right to divide each area for themselves. Moreover, they will always become the opposite side of government. It will never solve any problems. To find the way out, government must arrange a meeting between government agency and local people to find out a way to end conflicts between them. This method will lead to real conclusion for all issues.<span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp; </span></span></p> สุรศักดิ์ จำรัสการ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166026 Sun, 13 Jan 2019 00:00:00 +0700 Development of the website for searching personnel post in Nakhon Pathom Rajabhat University https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166031 <p style="margin: 0px 1.86px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; The objectives of this study is <span style="margin: 0px;">&nbsp;</span>develop a website for easily searching a personnel letter of Nakhon Pathom Rajabhat University and evaluating satisfaction from users . This training program is tested with a sample group of 285 which are professors and officers. The research instrument is a questionnaire. Statistic in this research used the percentage and mean</span></p> <p style="margin: 0px 1.86px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>The findings of this research were as follows:<span style="margin: 0px;">&nbsp; </span></span></p> <p style="margin: 0px 1.86px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>Users are satisfied with development website searching personnel letter of Nakhon Pathom Rajabhat University includes the innovation and the operating system at appropriate level (Mean = 3.74) In very high level.</span></p> กัญญา อินทร์แหยม ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166031 Sun, 13 Jan 2019 00:00:00 +0700 Service Manual Creation to Develop the Service System in the Faculty of Management https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166033 <p><span style="margin: 0px; line-height: 107%; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">T &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; he research ‘Service Manual Creation to Develop the Service System in the Faculty of Management, Nakhon Pathom Ratchaphat University’ aimed to study the users’ satisfaction with service and to create a service manual of the Faculty of Management, Nakhon Pathom Ratchaphat University. The questionnaires about users’ satisfaction with <span style="background: white; margin: 0px; color: black;">correspondence</span> service of the Faculty of Management were used for the data collection. One hundred people were a target group. The study found that the characteristics of the service users satisfied the most were ‘Agility’ and ‘Speed’ respectively. About the users’ opinion in staffs, the most satisfied characteristics were ‘Manners’ and ‘Costume and Personality’ respectively. The most satisfied facilitations were ‘The Arrangement of Place and Equipment’ and ‘Classification’. The factors effecting to the service manual creation were the process to service uncomplicatedly and flexibly, speed, the staffs’ politeness, costumes, personality, the arrangement and of place and facility. The service duration was a factor affecting to the development of the service manual. The duration of service should be appropriately set based on the service workload. Moreover, the discrimination of staffs and cleanness of the service area should be developed</span></p> ลักขณา อินทาปัจ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166033 Sun, 13 Jan 2019 00:00:00 +0700 Operational motivation of low cost airlines’s pilots in Thailand https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166035 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The purposes of this research are to study 1) operational motivation of low cost airlines’ pilots in Thailand in term of motivational and hygiene factors and 2) personal factors which are sex, age, marital status, education, job position, commercial pilot experiences affecting the operational motivation of pilots in low cost airlines in Thailand. By using Herzberg’s two – factors theory of motivation is as a research framework. The samples of this study are 1,248 pilots selected from low cost airlines operating at Donmuang Airport, Thailand which are Thai Air Asia and Thai Lion Air. The convenience sampling from Taro Yamane formula is applied to get 291 samples. The data are collected by using 5 - rating scale questionnaires. The statistics used in this study are frequency, percentage, mean, standard deviation, t-test and One-way ANOVA.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>The findings reveal that operational motivation of low cost airlines’ pilots in Thailand in term of motivational factors are at high level as an overall. When considering each aspect, responsibility is at high level, followed by achievement, the work itself, recognition and advancement respectively. Moreover, the hygiene factors which show the overall image at high level. When considering each aspect, interpersonal relation is at high level followed by working environment, supervision, salary and company policy and supervision respectively. The result of hypothesis testing is personal factors and motivation showing that age, marital status, job position and commercial pilot experiences affect the motivation of pilot’s performance.</span></p> ธาริกา พงษ์สิทธิกาญนา ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166035 Sun, 13 Jan 2019 00:00:00 +0700 Loss Analysis of Post-Harvest Management System of Phoenix Oyster Mushroom in Nakhon Pathom Province https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166050 <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; This research attempted to analyze the loss of post-harvest management system of supply chain of Phoenix Oyster Mushroom industry in Nakhon Pathom province. Samples used in the study were selected by purposive sampling. They consisted of two farmers growing Phoenix Oyster Mushroom in normal house and in EVAP house. Research instruments were questionnaires and laboratory records. Data were collected by measuring weight and firmness of the mushroom after harvest. Percentage, mean, and standard deviation were used for data analysis.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>After analyzing the loss of post-harvest of Phoenix Oyster Mushroom, it was found that the physical loss of the mushroom grown in normal house was caused by the destruction of mushroom weeds. As a result, the mushroom had not perfect shapes and there were more fungal and bacterial contamination than the mushroom grown in EVAP house since the EVAP house had a better and more appropriate control system. In addition, when analyzing weight and firmness loss of the mushroom after harvest, it was found that the mushroom yields from the normal house had higher loss of weight and firmness than those from the EVAP house. Moreover, the results of weight and firmness loss analysis of the mushroom after transportation to Pathom Mongkol and Sri Muang markets showed that the mushroom on the first shelf had the highest weight loss, whereas the mushroom on the third shelf had the highest loss of firmness. Furthermore, it was found that the mean of weight and firmness loss after transportation to Sri Muang market was higher than transportation to Pathom Monglok market.</span></p> กสมล ชนะสุข, กนกพัชร กอประเสริฐ, ศานติ ดิฐสถาพรเจริญ, สมพล สุขเจริญพงษ์ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166050 Sun, 13 Jan 2019 00:00:00 +0700 Guidelines for learning and innovation skills development of Silpakorn university’s student follow Thailand 4.0 policy. https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166054 <p style="margin: 0px; text-align: justify; text-indent: 36pt;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The objectives of the research are <span lang="TH" style="margin: 0px;">1</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">to study the level of the learning and innovation skills <span lang="TH" style="margin: 0px;">2</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">to compare the level of the learning and innovation skills consolidated by personal factors <span lang="TH" style="margin: 0px;">3</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">to study the factors that affect the learning and innovation skills 4</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">to study the developmental guideline of the learning and innovation skills of the students of Silpakorn University according to Thailand <span lang="TH" style="margin: 0px;">4.0</span> national policy<span lang="TH" style="margin: 0px;">. </span>The sample is the fourth year of undergraduate students of the year 2560 of Silpakorn University in the total of 350 students, using random class and simple random as the sampling methods, and 5 in<span lang="TH" style="margin: 0px;">-</span>depth interview participants<span lang="TH" style="margin: 0px;">. </span>The research tools consist of the questionnaire and guided questions for the in<span lang="TH" style="margin: 0px;">-</span>depth interview<span lang="TH" style="margin: 0px;">. </span>The researcher analyzed data using the distribution of Frequency, Percentage, Arithmetic Mean, Standard Deviation, Independent Samples t<span lang="TH" style="margin: 0px;">-</span>test, One<span lang="TH" style="margin: 0px;">-</span>way ANOVA, and content analysis<span lang="TH" style="margin: 0px;">. </span></span></p> <p style="margin: 0px; text-align: justify; text-indent: 36pt;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The research found that <span lang="TH" style="margin: 0px;">1</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">the overall level of the learning and innovation skills of the students of Silpakorn University according to Thailand <span lang="TH" style="margin: 0px;">4.0</span> national policy are ranked in high level <span lang="TH" style="margin: 0px;">2</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">when comparing the learning and innovation skills of the students of Silpakorn University according to Thailand <span lang="TH" style="margin: 0px;">4.0</span> national policy consolidated by personal factors found that only sex and cumulative grade point averages affect the learning and innovation skills of the students of Silpakorn University according to Thailand <span lang="TH" style="margin: 0px;">4.0</span> national policy statistically significant at 0<span lang="TH" style="margin: 0px;">.</span>05 <span lang="TH" style="margin: 0px;">3</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Educational standards Curriculum and teaching methods affect learning and innovation skills<span lang="TH" style="margin: 0px;">. </span>According to the policy of Thailand <span lang="TH" style="margin: 0px;">4.0 </span>at the significance level of <span lang="TH" style="margin: 0px;">0.05 </span>and can predict the learning and innovation skills of <span lang="TH" style="margin: 0px;">33 </span>percent, respectively 4</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The development of learning and creative skills of Silpakorn University students according to the country policy 4<span lang="TH" style="margin: 0px;">.</span>0<span style="margin: 0px;">&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4<span lang="TH" style="margin: 0px;">.</span>1</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Educational standards should be adjusted to meet the needs of the learners<span lang="TH" style="margin: 0px;">. </span>Focus on teaching and learning by integrating knowledge and action<span lang="TH" style="margin: 0px;">.</span></span> <span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4<span lang="TH" style="margin: 0px;">.</span>2</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Skill assessment there should be a variety of assessments<span lang="TH" style="margin: 0px;">. </span>Focus on the evaluation of student work that has been created<span lang="TH" style="margin: 0px;">.</span></span> <span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4<span lang="TH" style="margin: 0px;">.</span>3</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Curriculum and teaching methods There should be a change in teaching methods using the Project Based Teaching Methodology in order to create students' creativity and learning process<span lang="TH" style="margin: 0px;">.</span></span> <span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4<span lang="TH" style="margin: 0px;">.</span>4</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Professional Development It should be developed in terms of understanding the direction of student skills development to keep up with the modern age<span lang="TH" style="margin: 0px;">. </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4<span lang="TH" style="margin: 0px;">.</span>5</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">) </span><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Learning environment the classroom environment should be improved to suit the learning needs<span lang="TH" style="margin: 0px;">.</span></span></p> ธนกฤตา แจ่มด้วง ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166054 Sun, 13 Jan 2019 00:00:00 +0700 Job Embeddedness Theory: A Literature Review https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166055 <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; In today’s business environment where employee turnover is one of the main focuses of the company, Job Embeddedness (JE) theory is gaining its popularity in academic research field. Studies found that job embeddedness is a better predictor of employee turnover than traditional factors like job satisfaction and organization commitment. Job Embeddedness theory change the perspective of how academicians study employees’ turnover from traditional view of asking why people left to why do they stay standpoint. Job Embeddedness consists of three variables that is fit, link, and sacrifice factors. Job embeddedness researches and articles particularly in Thai language is rather scarce and have not been giving much attention from Thai researchers. Therefore, the objectives of this article are to examine fundamental knowledges of job embeddedness theory, to review job embeddedness literatures, to unify Thai name of variables used in the theory, and lastly to provide additional academic article in Thai as a resource for future references.<span style="margin: 0px;">&nbsp; </span></span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><em><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></em></p> เกวลิน พวงย้อยแก้ว เศรษฐกร, สมฉวี ศิริโสภณา, มัญชรี ผอบทิพย์, ณัทกิจพัฒน์ หอมวิจิตรกุล ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166055 Sun, 13 Jan 2019 00:00:00 +0700 The relationship between image building, trust and satisfaction with the policy of debt settlement from fundamental of education loans https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166058 <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; color: black; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research objective to study the relationship between image building, trust and satisfaction of the policy of debt settlement from fundamental of education loans. The researcher collected 420 students from the Bangkok Metropolitan by quota sampling. The research found that creating the image of the education loan fundamental was related to trust in debt settlement policy 77%. , related to the satisfaction 66%, related trust 92% respectively. </span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">When analyzing the confirmatory factors, it was found that </span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>(1) Factor that affect the image building the first of three educational loan funds were: The image building of the loan fund for education It shows that people in the country give priority and opportunity to study (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 50), Representing Corporate Social Responsibility (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 47), the image of the loan fund for education Reflect the confidence of the people in the national pride focus on education for youth (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 43)</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">(2) Factors that affect trust in debt settlement policy with educational loan fund<span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>The first three are: Trust the reputation of the Educational Loan Fund (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 56), Trust in value and the utility of being a member of the education loan fund (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp; </span>= 55), Trust that the loan for you trust that education loan funds. It has fair allocation and gives equal access to education (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 52).</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>(3) The factors that affecting the satisfaction of the policy on repayment of the educational loan fund. The first three are: Settlement policies respond to beliefs and values<span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>(</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp; </span>= 64). Satisfaction (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 57) and Feelings of good bond to education loan fund (</span><span style="margin: 0px; font-family: Symbol; font-size: 16pt;"><span style="margin: 0px;">l</span></span><span style="margin: 0px; letter-spacing: -0.2pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> = 54).</span></p> โอภาส มีเชาว์ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166058 Sun, 13 Jan 2019 00:00:00 +0700 Using of Digital Content and the Promotion of Experience to Inspire in Tourism. https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166061 <p style="margin: 0px; text-align: justify; line-height: normal; text-indent: 36pt;"><span style="margin: 0px; color: windowtext; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Tourism industry and the Digital Content industry are one of the potential target and the future industries to drive economic growth. That can be linked together. This article explores the use of digital content as a key element to help drive and promote the tourism industry to be more valuable and more worth. Today, the uses of digital media or technology as a medium of communication is in a variety of forms and ways of creating opportunities to present any information or content. That can be presented in terms of entertainment and information to enhance the user experience to access the content of the story.<span style="margin: 0px;">&nbsp; </span>The purpose is to demonstrate the benefits of using digital content to engage, search, publish, or forward content. That is another advantage of digital communication apart from marketing benefits or sell promotion. To be able to inspire consumers and encourage travel. </span></p> <p style="margin: 0px; text-align: justify; line-height: normal; text-indent: 36pt;"><span lang="TH" style="margin: 0px; color: windowtext; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></p> ณัฐกมล ถุงสุวรรณ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166061 Sun, 13 Jan 2019 00:00:00 +0700 An efficiency model for accounting information system that affect of competitive advantage of SMEs in three southernmost provinces of Thailand https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166065 <p style="margin: 0px; text-align: justify; text-indent: 36pt; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">This research used<span style="margin: 0px;">&nbsp; </span>a mixed method including 3 objectives <span lang="TH" style="margin: 0px;">(</span>1<span lang="TH" style="margin: 0px;">) </span>To compare the competitive advantage of<span style="margin: 0px;">&nbsp; </span>business classified by category and registered capital of SMEs in the business three southernmost provinces of Thailand.<span lang="TH" style="margin: 0px;"> (2) </span>To study the influence of efficiency model for accounting information system<span style="margin: 0px;">&nbsp; </span>that affect of competitive advantage of SMSs in three southernmost provinces of Thailand <span lang="TH" style="margin: 0px;">(3) </span>To study the direction of creating efficiency for accounting information system<span style="margin: 0px;">&nbsp; </span>that affect of competitive advantage of SMSs in three southernmost provinces of Thailand includes the study of the opportunities and obstacle<span style="margin: 0px;">&nbsp; </span>to success from that direction. The population used in this research include Chief Executives of accounting business in three southernmost provinces of Thailand, the number of people using calculation 3,771 by Taro&nbsp;Yamane&nbsp; deviation 0.05 sample size of 362 people using quota sampling. In target group in-depth interviews audience number 8 the list using the select specific examples the data collected through questionnaires the content validity and reliability.<span style="margin: 0px;">&nbsp; </span>The statistical analysis of the data consists of hundreds of value, mean, standard deviation and One-way analysis of variance and path analysis with structural equation and in-depth interview the results from the interviews were analyzed the content.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>The research found that the majority of respondents were female <span lang="TH" style="margin: 0px;">(56.63</span>%<span lang="TH" style="margin: 0px;">) </span>, during <span lang="TH" style="margin: 0px;">31-40 </span>years<span lang="TH" style="margin: 0px;"> (62.15</span>%<span lang="TH" style="margin: 0px;">) </span>, Education bachelors degree graduate <span lang="TH" style="margin: 0px;">(69.06</span>%<span lang="TH" style="margin: 0px;">) </span>work Experience <span lang="TH" style="margin: 0px;"><span style="margin: 0px;">&nbsp;</span>6-10 </span>years<span lang="TH" style="margin: 0px;"> (35.36</span>%<span lang="TH" style="margin: 0px;">)</span> The business category commercial sector activity <span lang="TH" style="margin: 0px;">(49.72 </span>%<span lang="TH" style="margin: 0px;">) </span>and registered capital of 10-30 million baht<span lang="TH" style="margin: 0px;"> (62.98</span>%<span lang="TH" style="margin: 0px;">)</span>. The results showed that answering the research objective response:</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>1. Competitive advantage of business no difference was statistically significant when classified by type of business but<span style="margin: 0px;">&nbsp; </span>competitive advantage of business difference statistically significant when the classification of the registered businesses SMEs in three southernmost provinces of Thailand.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>2. The factors affect of efficiency<span style="margin: 0px;">&nbsp; </span>for accounting information system<span style="margin: 0px;">&nbsp; </span>for business SMEs in three southernmost provinces of Thailand consist of the specific characteristics of the user<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.22) </span>participation of users<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.11) </span><span style="margin: 0px;">&nbsp;</span>organizational structure<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.18) </span>support of senior management<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.58) </span>and quality of accounting information system<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.26)</span>. The factors that result in indirect competitive advantage of your business SMEs in three southernmost provinces of Thailand consist of characteristics of the user<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.20) </span>participation of users<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.10)<span style="margin: 0px;">&nbsp; </span></span><span style="margin: 0px;">&nbsp;</span>organizational structure<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.17) </span>support of senior management<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.53) </span>and quality of accounting information system<span lang="TH" style="margin: 0px;"> (</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">Γ</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">=<span lang="TH" style="margin: 0px;">0.24)</span> An efficiency for accounting information system<span style="margin: 0px;">&nbsp; </span>that affect of competitive advantage of SMEs in three southernmost provinces of Thailand <span lang="TH" style="margin: 0px;">(</span></span><span style="margin: 0px; font-family: 'Calibri','sans-serif'; font-size: 16pt;">β</span> <span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">= <span lang="TH" style="margin: 0px;">0.92)</span></span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>3. &nbsp;The result direction of creating<span style="margin: 0px;">&nbsp; </span>efficiency for accounting information system<span style="margin: 0px;">&nbsp; </span>that affect of competitive advantage of SMEs in three southernmost provinces of Thailand There are many aspects due to the three southernmost provinces of Thailand area in contact with the country, Malaysia to get a discount on income tax and increase welfare and other entrepreneurs.&nbsp;Again, all weather events, make rivals make less outside of it.&nbsp;If it will increase the potential for competitive advantage of SMEs in business district, the three southernmost provinces of Thailand should be performed starting from the development potential of entrepreneurship, knowledge management, process, and store its own companies that there should be a structured organization, however, is to appropriate management&nbsp;using related technologies and promotion of entrepreneurship, the global standard for product development, manufacturing, certification marks are standard. There are a variety of distribution channels network management for customers&nbsp;presents a full range of services.&nbsp;The quality&nbsp;Managed aggressively for new customers&nbsp;and services that impress customers, so the direction of making efficiency for accounting information system that affect of competitive advantage of SMEs in three southernmost provinces of Thailand&nbsp;to create the accounting personnel to the market in three southernmost provinces&nbsp;as an opportunity to create jobs are scarce.&nbsp;Promote understanding&nbsp;and projecting the benefits and value to the business.&nbsp;If the accounting information used and the opportunities that will result from the completion thereof to recognize the context of present enterprise and can be edited&nbsp;have been prepared, or to set out strategies to meet competition in the market section of barrier is the attitude and perception of entrepreneurs about information technology, lack of holistic vision makes the lack of understanding of the application of information technology to benefit.</span></p> นันทรัตน์ นามบุรี ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166065 Sun, 13 Jan 2019 00:00:00 +0700 Relationship between Financial Ratios and Prices of common share in Energy and Utilities business, which is registered in the Stock Exchange of Thailand https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166068 <p style="margin: 0px 1.73px 0px 0px; text-align: justify;"><span style="margin: 0px; color: black; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>This study is about the relationship between financial ratios and the price of common share in energy and utilities business, which is registered in the Stock Exchange of Thailand. This study uses the secondary data of 12 companies’ securities traded in the Stock Exchange of Thailand from 2008-2017. Five types of financial ratios, which are profitability ratio, efficiency ratio, liquidity ratio, leverage ratio, and market value ratio (8 ratios) are used in the study.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify;"><span style="margin: 0px; color: black; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>In conclusion, the most statistical significant financial ratios that have relationship with the change of stock price in energy and utilities business is Earnings per Share (EPS). EPS is related to every security’s common stock price in 12 companies’ securities. The relationship between them is in positive way or in the same direction with changes in stock price of securities which shows that Earnings per Share (EPS) can be used as a key variable to explain trend of stock price movement in energy and utilities business.</span></p> <p style="margin: 0px 1.73px 0px 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></p> ทวีชัย เวชคุณานุกูล, อรไท ชั้วเจริญ, พรมนัส สิริธรังศรี ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166068 Sun, 13 Jan 2019 00:00:00 +0700 Social Media with News Report https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166073 <p style="margin: 0px; text-align: justify; text-indent: 36pt; text-justify: inter-cluster;"><span lang="EN" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">Internet has taken role of human life in </span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">present</span><span lang="EN" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> times. Social media has entered social in all sectors. Not even a news story. At present, Audiences receive news on social media, with the click of a button, sharing news. Media must adapt themselves to reporting the news to compete with social media. Social media is one of the source for media but the media should report the news in a different perspective.</span> <span lang="EN" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The strength of the media is reliability, In-depth news reporting, and access to sources better than social media. If the media can </span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">report</span><span lang="EN" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"> it in an interesting way and engage audiences to receive news from the mass media, it can effectively deliver the news under social media era.</span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp; </span></span></p> พัชราภา เอื้ออมรวนิช ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166073 Sun, 13 Jan 2019 00:00:00 +0700 Marketing Strategies and Operations of Wholesalers that Affect Success in Managing Fruit and Vegetable Market in Western Thailand https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166076 <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The objective of this research were to study 1) the marketing strategies of wholesale traders in the Central Fruits and Vegetables Market in Western Thailand, 2) the operation of wholesale traders in the Central Fruits and Vegetables Market in Western Thailand, 3) the success in the fruit and vegetable marketing business in the Central Fruits and Vegetables Market in Western Thailand, and 4) the marketing strategies and operations of wholesalers affect to the success in the fruit and vegetable marketing business in the Central Fruits and Vegetables Market in Western Thailand. <span style="margin: 0px; letter-spacing: -0.2pt;">The research samples were </span>309 wholesale traders in the Central Fruits and Vegetables Market in Western Thailand. <span style="margin: 0px; letter-spacing: -0.2pt;">The research tool was a questionnaire</span>, rating scales and statistics. <span style="margin: 0px; letter-spacing: -0.2pt;">The data were analyzed by using frequency, percentage, mean, standard deviation, and multiple regression analysis by Enter</span>. <span style="margin: 0px; letter-spacing: -0.2pt;">The research results were as follows</span>:</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;</span><span lang="TH" style="margin: 0px;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>1. </span>The marketing strategies of wholesale traders in the Central Fruits and Vegetables Market in Western Thailand were overall at a highest level, the first order of product, ranked in descending order of price, promotion, creation and physical, place, process and person, respectively.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">&nbsp;</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span lang="TH" style="margin: 0px; letter-spacing: -0.4pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">2. <span style="margin: 0px;">&nbsp; </span>The operation of wholesale traders in the Central Fruits and Vegetables Market in Western Thailand were overall at a high level, the first order of reactive strategy, ranked in descending order of critical point planning, complete planning, and opportunistic strategy, respectively.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span lang="TH" style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">3. <span style="margin: 0px;">&nbsp; </span>The success in the fruit and vegetable marketing business in the Central Fruits and Vegetables Market in Western Thailand were overall at a high level, the first order of cost efficiency, ranked in descending order of social responsibility, profitability, physical resources, innovation, financial resources, human resources, quality, and marketing status, respectively.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span lang="TH" style="margin: 0px; letter-spacing: -0.5pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">4. <span style="margin: 0px;">&nbsp; </span>The marketing strategies were product, price, place, promotion, process, person, and creation and physical affect to the success in the fruit and vegetable marketing business in the Central Fruits and Vegetables Market in Western Thailand <span style="margin: 0px; letter-spacing: -0.2pt;">statistical significance at the 0.01 level</span>, and <span style="margin: 0px; letter-spacing: -0.2pt;">predictive equation form was </span>Y = 3.774 + 0.011X<sub>1</sub> + 0.049X<sub>2 </sub>+ 0.054X<sub>3 </sub>+ 0.091X<sub>4 </sub>+ 0.015X<sub>5 </sub>+ 0.016X<sub>6 </sub>+ 0.118X<sub>7</sub>. When operations of wholesale traders in the central fruits and vegetables market in western Thailand, were complete planning, critical point planning, opportunistic strategy, and reactive strategy effect on the success of the fruit and vegetable market in western Thailand, statistically significant at the 0.01 level, and <span style="margin: 0px; letter-spacing: -0.2pt;">predictive equation form was </span>Y = 3.088 + 0.013X<sub>8</sub> + 0.004X<sub>9 </sub>- 0.021X<sub>10 </sub>+ 0.155X<sub>11</sub>.</span></p> ราตรี มาลัยแก้ว ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166076 Sun, 13 Jan 2019 00:00:00 +0700 The Knowledge Management toward Teaching in The School of Nakhon Pathom Rajabhat University Studuents of Graduate Diploma Program in Teaching Profession https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166082 <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span style="margin: 0px; color: black; letter-spacing: -0.3pt; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The purposes of this research were 1. to study the knowledge management toward in the school of Nakhon pathom Rajabhat university students of <span style="background: white; margin: 0px;">graduate diploma program in teaching profession</span>. 2. to study the relationship among knowledge searching, knowledge construction, knowledge exchanging<span style="margin: 0px;">&nbsp; </span>and collaborations among colleagues and knowledge integration of Nakhon pathom Rajabhat university students. Population were 155 students who study in graduate diploma program in teaching profession Nakhon pathom Rajabhat University. The students admitted to study in academic year 2017 derived by all of population. Instrument used to collect data was questionnaire constructed by the researchers. Data were analyzed for percentage, mean, standard deviation and the Pearson product moment correlation coefficient.</span></p> <p style="margin: 0px; text-align: justify; text-justify: inter-cluster;"><span lang="TH" style="margin: 0px; color: red; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;"><span style="margin: 0px;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="margin: 0px; font-family: 'TH SarabunPSK','sans-serif'; font-size: 16pt;">The results found that 1. Knowledge management for teaching in the school were averagely at the high level, in detail, the highest one was knowledge searching<span style="margin: 0px; color: red;">. </span>The second was knowledge construction. The third was knowledge integration. The lowest was knowledge exchanging and collaborations among colleagues. 2. Relationships among Knowledge management as knowledge searching, knowledge construction, knowledge exchanging and collaborations among colleagues and knowledge integration were correlated significantly at .01</span></p> นววิช นวชีวินมัย, ชัยยุธ มณีรัตน์ ##submission.copyrightStatement## https://creativecommons.org/licenses/by-nc-nd/4.0/ https://www.tci-thaijo.org/index.php/JMSNPRU/article/view/166082 Sun, 13 Jan 2019 00:00:00 +0700