RMUTP Journal of Business and Innovation Management

Challenges of Using Solar Cells in Agriculture in Central Thailand: A Business and Economic Perspective

Chanattee Poompruk — Tue, 30 Dec 2025 00:00:00 +0700

This academic article aims to present and discuss the key challenges of utilizing solar energy through solar cell systems in the agricultural sector of Central Thailand from business and economic perspectives. The analysis is based on a review of relevant literature, research studies, and empirical data from actual agricultural practices. Thailand’s agricultural sector is currently facing the problem of increasing energy costs from electricity and fuel. Therefore, adopting solar energy as an alternative source is considered a promising approach to reducing long-term costs while also benefiting the environment. From the review of documents and related research, the main challenges identified include the high costs of installation and maintenance of solar cell systems compared to the production capacity of small-scale farmers, the lack of technical knowledge and energy management skills, limited access to financial resources, and inconsistent policy support. In addition, concerns remain about long-term investment returns and the readiness of agricultural personnel to adapt to clean energy technologies. These findings indicate that the challenges in adopting alternative energy are not limited to technical dimensions alone but are also intertwined with economic, social, and public policy aspects. This article, therefore, aims to provide an in-depth understanding of the structural issues underlying these challenges, serving as essential information for policy formulation and strategic development that will enable Thailand’s agricultural sector to transition toward sustainability in the future.

Integrating Crystal Field Theory and Cross-Cultural Communication: A Mixed-Method Case Study of Thai Management Trainees

Sarinrat Eiamworawuttikul — Tue, 30 Dec 2025 00:00:00 +0700

This study explores the conceptual integration of Crystal Field Theory (CFT) with Cross-Cultural Communication (CCC) as a metaphorical framework to understand the transformation of Thai management trainees during international internship programs. Using a mixed-method approach, the research combines quantitative analysis of satisfaction levels with qualitative reflection on intercultural experiences. Data were collected from 30 Thai management trainees who participated in cross-border professional training between 2023 and 2024. Descriptive statistics (Mean, SD, and %) were used to measure satisfaction levels, while thematic analysis was applied to reflective journals. The findings revealed that the trainees demonstrated notable improvement in five areas of CCC competence: cultural awareness, communication adaptability, teamwork, leadership, and emotional intelligence. The CFT metaphor illustrates how exposure to diverse cultural “fields” reshapes individuals’ professional identities just as ligand interactions in chemistry modify energy states within a crystal field. This interdisciplinary approach provides new insight into human adaptability and learning in multicultural environments.

Digital Transformation Canvas

pinya Magtanaroong — Tue, 30 Dec 2025 00:00:00 +0700

ท่ามกลางการแข่งขันทางธุรกิจที่ทวีความรุนแรงขึ้น และพลวัตทางเทคโนโลยีที่กำลังเปลี่ยนรูปแบบการดำเนินธุรกิจในปัจจุบัน ส่งผลให้ธุรกิจมีโอกาสที่จะเติบโตแบบก้าวกระโดด หรือเสี่ยงที่จะถูกแทนที่ได้อย่างคาดไม่ถึง หนังสือ Digital Transformation Canvas โมเดลทรานส์ฟอร์มธุรกิจ เพื่อสร้างการเติบโตครั้งใหม่ นำเสนอแนวทางการวิเคราะห์และการออกแบบการเปลี่ยนผ่านธุรกิจผ่านผืนผ้าใบ canvas เพื่อใช้ในการวิเคราะห์ข้อจำกัดของโมเดลธุรกิจเดิม และสร้างการเปลี่ยนแปลงด้วยวิธีคิดใหม่ ที่นำไปสู่การสร้างขีดความสามารถหลักรูปแบบใหม่ ผ่านการเปลี่ยนผ่านสู่ธุรกิจดิจิทัล (Digital Business) เพื่อสร้างการเติบโตครั้งใหม่

The Influence of Character Branding Strategies on Purchase Intention of Pop Mart Art Toys among Generation Z Consumers in Nakhon Pathom

Pattanit Chookong; Piti Jonhjaitrong, Sriplai Imsumran — Tue, 30 Dec 2025 00:00:00 +0700

The purpose of this study is to compare the demographic factors that affect purchase intention and to study the brand character building strategies that influence the purchase intention of ART TOY from the POP MART brand among GEN Z in Nakhon Pathom province. The sample used in this study consisted of 400 consumers from Nakhon Pathom province who had purchased ART TOY from the POP MART brand, specifically from the GEN Z group. An online questionnaire was used as the tool for data collection. The statistics used include percentage, mean, standard deviation, and hypothesis testing statistics, such as Independent Sample t-test for comparing the mean of dependent variables between two unrelated groups (independent from each other) and One-way ANOVA F-test to test whether the mean of two or more populations differ significantly. Multiple Regression Analysis (MRA) was also conducted to determine the relationships at a significance level of 0.050
The results showed that most of the samples were female, aged between 19-20 years old, with a bachelor’s degree, students, and had an average monthly income of 5,000-10,000 Baht. The hypothesis testing results found that demographic factors such as age, occupation, and level of education significantly affected purchase intention at the 0.500 level. For brand character building strategies, the following factors significantly influenced purchase intention at the 0.000 level: 1) Personality, 2) Physical characteristics, 3) Humor, and 4) Consumer experience. All four aspects of brand character strategy were found to be effective in influencing purchase intention, particularly the brand’s image and emotional experience among GEN Z consumers.

The results indicate that demographic variables specifically age, occupation, and education level have a statistically significant impact on purchase intention. Moreover, four character branding strategies personality traits, physical attributes, humor, and consumer experience were found to significantly influence purchase decisions (p < 0.001). These findings suggest that effective character branding can enhance emotional engagement and brand loyalty among Generation Z consumers.

The Influence of Environmental, Social, and Governance (ESG) Responsibility on the Growth Opportunities of Listed Companies in the Stock Exchange of Thailand

Monvika Phadoongsitthi, Pornpitcha Promprasit — Tue, 30 Dec 2025 00:00:00 +0700

This study aims to examine the influence of Environmental, Social, and Governance (ESG) responsibility on firms’ growth opportunities. The data were collected from 335 companies listed on the Stock Exchange of Thailand during 2019-2021, totaling 1,005 firm-year observations. ESG responsibility was measured using four indicators: 1) Corporate Governance (CG) scores, 2) inclusion in the ESG100 list,
3) inclusion in the Thailand Sustainability Investment (THIS) list, and 4) receipt of ESG-related sustainability disclosure awards. Growth opportunities were measured using two indicators: 1) the market-to-book ratio of assets and 2) the market-to-book ratio of equity. Factor analysis was employed to group ESG-related indicators, and multiple linear regression analysis was conducted to test the research hypotheses.

The results from multiple regression analysis revealed that ESG responsibility had a statistically significant positive influence on firms’ growth opportunities. These findings suggested that conducting business with consideration for stakeholders particularly in terms of environmental, social, and governance aspects served as a key driver in enhancing firms’ long-term growth potential.

The results from multiple regression analysis reveal a statistically significant positive relationship between ESG responsibility and growth opportunities. These findings suggest that firms which operate with consideration for stakeholders—particularly in terms of environmental, social, and governance dimensions—are more likely to enhance their long-term growth potential.

The Application of AppSheet Platform for Developing Online Product Ordering Process: A Case Study of Hitachi Elevator (Thailand) Co., Ltd.

Tue, 30 Dec 2025 00:00:00 +0700

This research aimed to develop an online product ordering system for Hitachi Elevator (Thailand) Co., Ltd. using the AppSheet platform, a low-code application development tool capable of integrating with Google Sheets for efficient data storage and management. The study had three objectives: (1) to develop an online product ordering system, (2) to evaluate the quality of the developed system, and (3) to examine user satisfaction. The sample group consisted of ten purchasing department employees selected through purposive sampling. The research instruments included (1) the developed online product ordering system, (2) a system quality assessment form, and (3) a user satisfaction questionnaire. Data were analyzed using basic statistics, namely the mean and standard deviation.

The findings revealed that the developed online product ordering system demonstrated good quality, and users expressed a high level of satisfaction. These results indicate that the system has strong potential for practical implementation within the organization to support more efficient and accurate purchasing processes. However, the study was limited by the small sample size, which included only employees from the purchasing department, potentially limiting the generalizability of the findings. Further research in other units or organizational contexts is recommended to validate the system’s applicability and suitability on a broader scale.

Professional skills that affect efficiency in financial and accounting work of District Finance and Accounting Officer, Department of Provincial Administration, Ministry of Interior

Kongkait Sahayrak, Jurailuk Suwunalaed, Prapaipit Liapsuetrakul — Tue, 30 Dec 2025 00:00:00 +0700

This study aimed to 1) examine the impact of professional skills on the work performance in finance and accounting of district clerks under the Department of Provincial Administration, Ministry of Interior, and 2) compare the professional skills influencing work performance in finance and accounting among district clerks, classified by personal factors. The study population consisted of district clerks under the Department of Provincial Administration, Ministry of Interior, in Ubon Ratchathani. A sample of 269 participants was determined using the Krejcie and Morgan table and selected through stratified random sampling. Data were collected using a five-point Likert scale questionnaire, which demonstrated high reliability (Cronbach’s alpha = .97). Statistical analyses included percentage, mean, standard deviation, multiple regression analysis, and one-way analysis of variance (ANOVA).

The results indicated that: 1) Professional skills comprising academic-practical skills, job specific skills, personal attribute skills, and interpersonal and communication skills significantly influenced work performance in finance and accounting at the .01 significance level. 2) Comparisons based on personal factors revealed that age, education level, marital status, and work experience were significantly associated with differences in professional skills affecting work performance in finance and accounting at the .01 significance level.

The results indicated that: 1)Professional skills—comprising academic-practical skills, job specific skills, personal attribute skills, and interpersonal and communication skills significantly influenced work performance in finance and accounting at the .01 significance level. 2) Comparisons based on personal factors revealed that age, education level, marital status, and work experience were significantly associated with differences in professional skills affecting work performance in finance and accounting at the .01 significance level.

The Relationship of Accounting Professional Competencies Affecting the Performance Efficiency of Financial and Accounting Officers in Government Educational Institutions under the Office of the Vocational Education Commission, Central Region

Tussanee Todting, Vasana Purahong , Namthip Phanlapha — Tue, 30 Dec 2025 00:00:00 +0700

The objectives of this study were to (1) study the accounting professional competencies and performance efficiency of financial and accounting officers in government educational institutions under the Office of the Vocational Education Commission, Central Region, and (2) analyze the relationship of accounting professional competencies that affect performance efficiency of financial and accounting officers. The samples were 148 financial and accounting officers referenced by Krejcie and Morgan (1970). The research instrument was questionnaire. The data collected from questionnaire were analyzed by using descriptive statistics which were percentage, means, standard deviation, and multiple regression.

The findings revealed that the overall accounting professional competencies of the financial and accounting officers were at a high level. The highest average was in values, ethics, and professional attitudes followed by professional skills, practical experience, and technical knowledge . The results showed that the officers prioritized in ethics, trustworthiness and working responsibilities together with the development of knowledge and accounting technology. The overall performance efficiency of financial and accounting officers was also at a high level. Transparency had the highest mean, followed by the responsibilities, capabilities and working performance standards. These reflected the determination of the officers towards accountability, transparency and reliabilities of financial data. The correlation analysis indicated that the four aspects of accounting professional competencies-technical knowledge of accounting, professional skills, values and professional ethics and accounting practicum-were positively correlated with the financial and accounting officers’ performance efficiency in statically significant at level .01 and variation of professional competencies in performance was at 54.4 %

The findings revealed the accounting professional competencies of the financial and accounting officers were at a high level. Regarding these competencies, professional values, ethics, and attitudes had at the highest level, followed by professional skills, practical experience, and technical knowledge, and performance efficiency of financial and accounting officers respectively. Officers indicated prioritized ethics, honesty and responsibilities alongside the development of knowledge and accounting technology. Regarding performance efficiency, it was at high level. Transpency had the highest mean, followed by the responsibilities and capabilities adherence to performance standards, which affect accountabilities, transparency and reliabilities of financial data. The results of relationship indicated that four competencies -technical knowledge of accounting, professional skills, values and professional ethics and accounting practicum- were positively correlated with officers’ performance efficiency at .01 level of significance.

Confirmatory Factor Analysis of Digital Intelligence and Media Literacy Among Thai Youth

Chantana Papattha, Duriyang Komkhum, Kannika Tohmeena — Tue, 30 Dec 2025 00:00:00 +0700

The objective of this study was to perform a Confirmatory Factor Analysis (CFA) on Digital Intelligence (DQ) and Media Literacy (ML) factors to verify the consistency between the theoretical model and empirical data among Thai youth. This quantitative research employed a questionnaire as the primary data collection instrument. The sample consisted of 680 Thai university students, aged 18-25, from the top five public and private universities, selected through quota and accidental sampling based on voluntary participation. The research findings were as follows: 1) Digital Intelligence (DQ): All eight domains Digital Citizen Identity, Screen Time Management, Cyberbullying Management, Cybersecurity Management, Privacy Management, Critical Thinking, Digital Footprint, and Digital Empathy demonstrated a good to excellent fit with the empirical data (χ²/df ≤ 2, GFI ≥ .996, RMSEA ≤ .05). Factor loadings for the indicators ranged from 0.306 to 0.940, with most exceeding the 0.60 threshold. The low error variance indicated high precision and accuracy of the research instrument. 2) Media Literacy (ML): The five domains Media Reception, Media Analysis, Media Understanding, Evaluation, and Media Utilization also showed a good to excellent fit with the empirical data. All indicators yielded factor loadings greater than 0.70, which were statistically significant at the .001 level. The error variance remained at a low-to-moderate level, confirming the model’s reliability and validity. In conclusion, the findings confirmed that the five-domain Media Literacy framework was an effective and robust measurement tool. It was deemed highly suitable for future application in Structural Equation Modeling (SEM) and for the development of strategic guidelines to promote media literacy among the youth population.