WMS Journal of Management //www.tci-thaijo.org/index.php/wms <p>วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์มีวัตถุประสงค์เพื่อเผยแพร่ผลงานวิชาการด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง โดยรับพิจารณาบทความวิจัย บทความวิชาการ และบทวิจารณ์หนังสือ ทั้งภาษาไทยและภาษาอังกฤษที่สร้างองค์ความรู้ใหม่และมีคุณค่าทางวิชาการ สามารถใช้ประโยชน์ทั้งในเชิงทฤษฏีและเชิงปฏิบัติได้อย่างกว้างขวาง</p><p><strong>นโยบายการจัดพิมพ์และเผยแพร่</strong></p><p>เผยแพร่ในรูปแบบวารสารอีเล็กทรอนิกส์ (E-Journal) ปีละ 3 ฉบับ คือ ฉบับที่ 1 เดือนมกราคม-เมษายน ฉบับที่ 2 เดือนพฤษภาคม-สิงหาคม และฉบับที่ 3 เดือน กันยายน -ธันวาคม เริ่มฉบับแรก เดือนพฤษภาคม-สิงหาคม 2555 ในแต่ละฉบับประกอบด้วยบทความวิจัย 6-10 เรื่อง และบทความวิชาการหรือบทวิจารณ์หนังสือ 1 เรื่อง ทางด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง</p> en-US wmsjournal@hotmail.com (ผศ.ดร. ชูลีรัตน์ คงเรือง) nhussen@wu.ac.th (อ. ฮุชเซ็น นิยมเดชา) Sat, 23 Sep 2017 14:53:39 +0700 OJS http://blogs.law.harvard.edu/tech/rss 60 Editorial Board //www.tci-thaijo.org/index.php/wms/article/view/99751 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99751 Sat, 23 Sep 2017 12:07:18 +0700 Editorial //www.tci-thaijo.org/index.php/wms/article/view/99752 Asst.Prof.Dr.Chuleerat Kongruang ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99752 Sat, 23 Sep 2017 12:17:35 +0700 Contents //www.tci-thaijo.org/index.php/wms/article/view/99753 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99753 Sat, 23 Sep 2017 12:31:36 +0700 Hedging Effectiveness of Options on Thailand Futures Exchange //www.tci-thaijo.org/index.php/wms/article/view/99761 The study tests for the improved performance of the Wilmott (1994) model over that of the Black-and-Scholes (1973) model in hedging effectiveness of SET 50 Index options being traded on Thailand Futures Exchange. Although the Wilmott model is more consistent with hedging procedures of Thai investors, its resulting performance is not better significantly—either statistically or financially, than that of the Black and Scholes model. Due to simplicity and familiarity of the model to the investors, the study recommends those investors, who use the Black-and-Scholes model at present, to continue using the model for hedging. Jirapat Amornsiripanuwat ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99761 Sat, 23 Sep 2017 15:15:35 +0700 Computerized Accounting System Capability and Accounting Information Advantage of Electronics Parts Businesses in Thailand //www.tci-thaijo.org/index.php/wms/article/view/99780 <p>The objective of this study is to examine the relationship between computerized accounting systems capability and accounting information advantage. An empirical Investigation is conducted on 80 firms in Thailand electronics parts businesses industry. Data is gathered from these firms, as samples in this study using a mail questionnaire as a research instrument. Data analysis includes descriptive statistics and multiple regression analysis for hypotheses testing.</p>The results show that 1) computerized accounting system capability has a positive effects on accounting practice efficiency, financial report achievement, and accounting information advantage, 2) strategic IT leadership and technology readiness have a positive effect on computerized accounting system capability 3) collaboration climate plays a positive moderating role on antecedents and the computerized accounting system capability of Thailand electronics parts businesses industry.  Moreover, the essence and suggestions of the study were already included within. Uthen Laonamtha, Niphaphorn Aobthong ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99780 Sat, 23 Sep 2017 23:27:30 +0700 Corporate Identity that Affect Customer Loyalty to A Foreign Bank Case Studies, Bank of China (Thailand) CO.,LTD.(Thailand) //www.tci-thaijo.org/index.php/wms/article/view/99781 Identity is a key strategy for creating different types of corporate identity so that customer awareness and loyalty to result in most organizations. This research aimed to identify organizations that influence the loyalty of customers who use the service. Questionnaires were used to collect data. The study of people who come to Thailand and Commercial Bank of China (Thailand) Co., Ltd. (Thailand) from 2 to 400 people. Data were analyzed using statistics to calculate the average. standard deviation And regression analysis simple. The research found that customers perceived corporate identity at a high level overview. And reviews the overall fidelity is moderate. And the identity of the organization affect the loyalty of repeat customers as usual. Buying across product lines and services. Tell the other person The immune to being attracted to competitors. Customers of Bank of China (Thailand) Co., Ltd. (Thailand). Paisal Rittigul, Siripat Chodchuang ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99781 Sat, 23 Sep 2017 23:41:11 +0700 Examining Belief Attitude and Effectiveness Relations on Banner Advertising of Thai Online Travel Agencies //www.tci-thaijo.org/index.php/wms/article/view/99782 This empirical research examined the effects of Thai online travel agencies’ banner advertising belief factors on inbound tourists’ attitude toward banner advertising and the effects of inbound tourists’ attitude toward banner advertising on banner advertising effectiveness. The study focused on inbound tourists. The convenience sampling technique was applied. This study employed a questionnaire survey to collect data. The results of structural equation modeling could partially confirm the belief-attitude-effectiveness relations for Thai online travel agencies’ banner advertising from the perspective on inbound tourists. The empirical results from this study indicated that the features and contents of banner advertising in terms of hedonic/pleasure, credibility, social role and image, good for economy and interactivity could lead to favorable attitude toward banner advertising while the irritation feature of banner advertising could create unfavorable attitude toward banner advertising. Furthermore, favorable attitude toward banner advertising was likely to increase effectiveness of banner advertising. The empirical study provided evidence of the direct relationships between attitude toward banner advertising and purchase intention (β = 0.74) and evidence of banner advertising effectiveness and purchase intention (β = 0.70). This study suggested guidelines to develop banner advertising for effective online advertising tasks to drive business survival in the international tourism marketplace. Kamonthat Nualanan ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99782 Sun, 24 Sep 2017 00:05:58 +0700 Factors Affecting the Consumer Decision-Making Process from Community Retail Shops in Thasai Sub-District Municipality Area, Muang District, Chiang Rai Province //www.tci-thaijo.org/index.php/wms/article/view/99789 <p>The purposes of this study were: 1) to compare the differences of the demographic factors towards the process of the decision to buy products from community retail shops 2) to study the level of marketing mix factors and the level of consumer decision-making process 3) to study the marketing mix factors affecting the consumer decision-making process. The research was conducted in Thasai Sub-District Municipality, Muang District, Chiang Rai Province. The samples consisted of 400 respondents who used to buy products from community retail shops. The data were statistically analyzed by using Frequency, Percentage, Mean, Standard Deviation, T-test, one way ANOVA and Multiple Regression Analysis.</p>            The research results were: 1) The opinions of consumer decision-making process to buy products from community retail shops, age, education, occupation, monthly income and marital status were significantly different 2) The level of marketing mix factors revealed that Process was ranked at the highest level, followed by Product and People respectively 3) The level of consumer decision-making process was found that Post purchase behavior, Information search, and Purchasing were respectively ranked. 4) The marketing mix factors, Price, People, Physical evidence and Product were found to be affecting the consumer decision-making process to buy from community retail shops. Pimpika Srichumpa, Sutheera Atawongsa ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99789 Sun, 24 Sep 2017 11:31:46 +0700 Customer Loyalty to FTTx Products & Services Provided by TOT Public Company Limited in Suratthani //www.tci-thaijo.org/index.php/wms/article/view/99793 <p>The purposes of this study were (1) to examine customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani (2) to examine factors that had the relationships with customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani. The research tool was a questionnaire collecting data from 400 customers who used FTTx products &amp; services provided by TOT public company limited in Suratthani province. The data were analyzed in terms of percentage, means and standard deviation. A comparison was made on the customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani using a statistical t-test, F-test and The Pearson Correlation Coefficient in order to examine the relationships between factors of services quality and customer satisfaction with loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani.</p>The results indicated that customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani was rated “highest” in almost every aspect, with the exception of purchase intention that was rated “high”. The customer using FTTx products &amp; services provided by TOT public company limited in Suratthani province with differences in education level, salary per month, career and duration of being a customer were correlated with customer loyalty at significant level of 0.05 whereas differentiation in terms of gender and age showed no correction with customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani. The services quality had a very low to high positive correlation with customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani. The customer satisfaction were positively correlated at a very low to low level with customer loyalty to FTTx products &amp; services provided by TOT public company limited in Suratthani. Nattikan Adisairattanakun, Supit Ritkaew ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99793 Sun, 24 Sep 2017 11:48:41 +0700 An Effect between Factors Influencing Foreign Direct Investment to Labour Productivity in Firm Level of Thailand //www.tci-thaijo.org/index.php/wms/article/view/99794 <p>The purposes of this study are to develop the model and examine the Causal Relationship of factors influencing Foreign Direct Investment to Labor Productivity in the multinational company which direct investment in Thailand from 433 samples of foreign senior executives. The statistical methods for analyzing data are Confirmatory Factor Analysis and Structural Equation Modeling analysis.</p><p>The research result found that the 2 main factors influencing Foreign Direct Investment are Competitiveness Advantage of Host Country and Internal Motivation in Company.</p>The result of Structural Equation Modeling analysis showed that the factors influencing Foreign Direct Investment also have positive influence on Labor Productivity. The most influential factor is Seeking for Resources followed by Comparative Cost and Income Changes, Save from Logistical and Business Transactional Cost, Avoid Trade Barriers, and Exchange Rate respectively. Therefore, related agency should promote and secure the stability of resources or raw materials used in the operation, build up the competitive advantage (e.g. promote and support Tax or non-Tax privileges), improve logistic and business transaction system (e.g. development of transportation network, process of coordination, regulations and procedures , or implementation of business operation), support and reduce barriers related to imported duties (e.g. imported raw materials, reducing or eliminating duties on imported machineries, or the barriers of the standards of products manufactured in Thailand), and stabilization of the exchange rate not to fluctuate too much. Denchai Meedecha, Adisak Chandprapalert, Yordying Thanatawee ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99794 Sun, 24 Sep 2017 12:27:31 +0700 A Simple Method of Potential Biomass Feasibility: A Case Study of Potential Rubberwood Biomass Feasibility as Feedstock for a Very Small Biomass Power Plant in the Three Southern Border Provinces //www.tci-thaijo.org/index.php/wms/article/view/99795 The three southern border provinces have a potential in rubberwood biomass production to supply a very small biomass power plant. The objectives of this study included (1) to propose a simple method of potential rubberwood biomass feasibility, (2) to find out key factors affecting variation in amount of rubberwood biomass, and (3) to describe supply of rubberwood biomass<strong> </strong>for a very small biomass power plant. Data used were annual time-series data during 1999 to 2014 and in-depth interview data from key informants. These key informants were selected by the purposive selection technique. The derived data were analyzed using appropriate descriptive statistics, quantitative analysis and manifest content analysis. The results showed that the amount of remaining rubberwood biomass in Yala, Narathiwat and Pattani provinces ensured that there were enough affordable feedstock to meet demand for rubberwood biomass<strong> </strong>of a very small biomass power plant. They were forecasted to range between 46,192 to 48,820, 43,969 to 47,118, and 14,838 to 18,351 tons per month, respectively. The key factors affecting variation in amount of rubberwood biomass were farm prices of rubberwood, farm prices of para-rubber, age of para-rubber plantations and rubber latex production, competitions of players in the utilization of rubberwood biomass, and related government policies. The supplies of rubberwood biomass<strong> </strong>for a very small biomass power plant could be classified into 4 options. They were: (1) para-rubber farmers as well as their groups, (2) rubberwood sawn timber factories, (3) private rubberwood collection centers, and (4) middlemen. Chaiya Kongmanee, Vichot Jongrungrot, Buncha Somboonsuke, Purawich Phitthayaphinant ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99795 Sun, 24 Sep 2017 14:17:47 +0700 Analytical Factors on Hybrid Port Management for Cruise Tourism //www.tci-thaijo.org/index.php/wms/article/view/99799 A study was aimed at examining the factors of Hybrid Port Management in particular, reviewing secondary data from 34 literatures relevant to port management in order to analyze factors of hybrid port management. The results revealed that 33 variables of hybrid port management were found and classified into 4 factors which are 1) fundamental factor, 2) management factor, 3) tourism product and 4) port image. In addition, three indicators which are port comparativeness, port competitiveness and port attractiveness were integrated as the assessments for hybrid port management. Ultimately, the goals of the hybrid port management are social stability, economic prosperity and environmental sustainability. Paithoon Monpanthong ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99799 Sun, 24 Sep 2017 14:42:19 +0700 Strategic Intuition: The Development of Leader in the 21st Century //www.tci-thaijo.org/index.php/wms/article/view/99800 This article aims to present the Strategic Intuition concept for 21<sup>st </sup>century leaders who want to explore the different management tools and concepts that drive organizational change. As a consequence of technological advances, people have access to knowledge. Have unlimited time and place. Developing the strategic insights of the leaders can be accomplished through four main steps: 1) Studying success patterns based on what has happened in the past; 2) Creating a mental state of concentration; 3) Integrating past success with a mental focus into practice; and 4) This will benefit the organization's direction of operations to create a sustainable competitive advantage. It also results in the achievement of objectives in line with the strategic insights that organizational leaders need. Somnuk Aujirapongpan, Jaturon Jutidharabongse ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99800 Sun, 24 Sep 2017 15:15:18 +0700 Certificates //www.tci-thaijo.org/index.php/wms/article/view/99759 Assoc.Prof.Dr.Somnuk Aujirapongpan ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99759 Sat, 23 Sep 2017 14:40:51 +0700 Author Guidelines //www.tci-thaijo.org/index.php/wms/article/view/99760 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## //www.tci-thaijo.org/index.php/wms/article/view/99760 Sat, 23 Sep 2017 14:50:09 +0700