TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA <p><strong>TNI Journal of&nbsp;Business Administration and Languages</strong></p> <p>The policy of Thai-Nichi Institute of Technology (TNI) is to support the dissemination of research article to be useful in the development of knowledge base for society, especially in business and industry sectors. Therefore, the academic journal, namely the "TNI Journal of Business Administration and Languages" has been created and published.</p> <p>Journal published for 6 months (Semiannual)<br>- Issue 1&nbsp; January - June<br>- Issue 2&nbsp; July - December</p> <p>From January, 2020 or Vol.8 No.1 (2020) TNI Journal of Business Administration and Languages will be published in E-Journal only.</p> en-US <p><strong>&nbsp;Article Accepting Policy</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions.&nbsp; Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Copyright infringement is solely the responsibility of the author(s) of the article.&nbsp; Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way.&nbsp; Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).</p> <p><strong>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; </strong>The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing.&nbsp; The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.</p> <p>&nbsp;</p> journalba@tni.ac.th (Assoc.Prof.Dr.Ruttikorn Varakulsiripunth) journalba@tni.ac.th (Ms.Arisa Jirawetthaworn) Tue, 22 Jun 2021 12:23:01 +0700 OJS 3.1.2.4 http://blogs.law.harvard.edu/tech/rss 60 Confirmatory Factor Analysis for Development of the Products on the Below 10-Year Old Milk Allergic Children https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/246727 <p>&nbsp; &nbsp; &nbsp;This research aims to find and confirm the appearance of the alternative snacks that demanded by the parents who have below 10-year-old cow milk allergic children. Due to the parents are those who directly take care on children’s snacks consumption, the research studies on the demanded dairy free product by those parents via mixed method research. The qualitative research has been done first to interview the parents who have below 10-year-old cow milk allergic children in Thailand by randomly selecting 12 informants under criterion-based selection to collect the data on the demanded products. The interviewed data then further used for qualitative research. From the collected data, whole grain wafer-type has been selected to study in focus by collecting the data via 400 samples of questionnaires on the parents who have below 10-year-old cow milk allergic children in Thailand under purposive sampling basis. The data has been analyzed under Confirmatory Factor Analysis (CFA) basis to confirm an appearance of the demanded wafer. The result found that the appearances of the snack can be separated into 11 types which are important appearance of the snack, prohibited ingredients in production process, additional nutrients, snack’s shapes, snack’s colors, snack’s taste, other attributes, packaging material, packaging types, packaging appearance, and packaging information.</p> Duangkamon Lilitkarnpot, Parameth Voraseyanont Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/246727 Tue, 22 Jun 2021 12:07:57 +0700 Consumer Purchase Intention for Subscription Video-on-Demand Service in Thailand https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248382 <p>&nbsp; &nbsp; &nbsp;In the past several years, OTT platform has become increasingly popular among Thais and Subscription Video-on-Demand (SVOD) is one of the most popular business models. This research aims to study purchase intention towards subscription video-on-demand service in Thailand using perceived usefulness, perceived ease of use, subjective norms, perceived enjoyment, and perceived fee as influencing factors for investigation. A total of 450 usable questionnaires were collected via messaging application (LINE) and on Social Media (Facebook). A multiple regression was employed to identify the relationships. Four of five hypotheses were statistically significant and supported. Perceived fee was found to have negative influences on SVOD purchase intention, while subjective norms, perceived enjoyment, and perceived ease of use possess positive association. Perceived usefulness was found to have insignificant relationship. This research provides guideline in conducting SVOD-related business. SVOD platforms could increase number of subscribers by releasing price promotions or partnering with other businesses to reduce the subscription fee. Marketing campaigns should focus on creating social buzz on both online and offline media in order to increase number of subscriptions.</p> Tuangporn Leowarin, Kandapa Thanasuta Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248382 Tue, 22 Jun 2021 12:08:38 +0700 Development and Value Added of Rice Safety Production in Suphan Buri Province https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248522 <p>&nbsp; &nbsp; &nbsp;The development and value added of rice safety production in Suphan Buri province is the collaboration research project between the Thailand Science Research and Innovation and Suan Dusit University. This research aims to develop and add value to safe rice production in Suphan Buri province by using Participate Action Research (PAR) method through 13 subprojects. The research target group were selected by purposive sampling from key informants such as farmers, community enterprises of rice growers in Suphan Buri province and government agencies in the area. The data was collected using Brainstorming, Focus Group Discussion and Empowerment Evaluation. The data were analyzed using qualitative synthesis.</p> <p>&nbsp; &nbsp; &nbsp;The research found that it is possible to increase the value of safe rice production in Suphan Buri province throughout the value chain. The result was the knowledge and innovation of rice safety production management (upstream) i.e. knowledge of safe rice production, spatial information system, manual and test kit for management of pesticide residues in agricultural, nano-calcium silicate from agricultural waste and shredded rice harvesting machine to reduce fertilizers usage. Moreover, the knowledge and innovation of a processing safe rice products and agricultural waste were created (midstream) i.e. eco food packaging from rice straw, puffed rice food product, instant rice porridge production and organic rice vinegar. Also creating a marketing channel model (downstream) in the form of organic rice supply chain analysis, community participation in tourism, Social enterprise and digital marketing channels. The impact of this project was the increase of the value of rice safety production by approximately 41,460,000 Thai baht/year and 1,235 people that were affected including farmer’s community enterprises entrepreneurs and government agencies in Suphan Buri province.</p> Chanasuek Nichanong, Yutthaya Yuyen, Jiraporn Rodpuang, Suchada Koomsalud, Napaporn Chiawheng Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248522 Tue, 22 Jun 2021 12:09:08 +0700 Efficiency Improvement for Logistics System with Mathematics Simulation Model (A Case Study of Sisahy Transport Co., Ltd.) https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248784 <p>&nbsp; &nbsp; &nbsp;This research aimed to develop the efficiency of the current truck transportation management of the Songkhla branch distribution center of Sisahy Transport Co., Ltd. by using a mathematical model of the Vehicle Routing Problem (VRP) problem. Deciding on the transport route and route management for maximum efficiency in order to reduce transportation costs and increase the efficiency of transportation including improving work processes to be more efficient. The study found that the researcher collected data on freight trucks from January 2019 to December 2019 for a period of 12 months. There will be a total of 2 trucks, 56 transport trips, transport’s distance of 4,281.21 kilometers, and a total transportation cost of 25,404.95 baht per month. After the trial of a new truck route by metaheuristic method and improving basic solution by using 2-Opt method (2-Opt) through VRP Solver program, there will be a total of 6 bus routes, using a total of 1 truck, a total of 32 transport trips, transport’s distance of 2,679.60 kilometers and the total transportation costs of 15,900.88 baht per month, decreasing 9,504.07 baht per month, accounting for 37.41 percent.</p> Rawich Wongsawad, Chark Tingsaphat Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248784 Tue, 22 Jun 2021 12:09:31 +0700 Human Capital and Organizational Sponsorship Affecting Career Success of Thai Middle Level Managers in Automotive Research and Development Subsidiaries https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248527 <p>&nbsp; &nbsp; &nbsp;This research aimed to study factors of human capital and organizational sponsorship affecting career success of Thai middle level managers in automotive research and development subsidiaries. Data were collected from 153 samples by using questionnaire and the research results were confirmed by interviewing purposively 5 top level managers in automotive R&amp;D subsidiaries. Statistics used for data analysis including frequency, percentage, mean, standard deviation, and multivariate analysis of variance (MANOVA).</p> <p>&nbsp; &nbsp; &nbsp;The research results found that factors of human capital and organizational sponsorship affected career success in terms of perceived career development and perceived career success with statistically significant at level of 0.05 and found that factors of human capital and organizational sponsorship contributed to career success in terms of perceived career development and perceived career success with statistically significant at level of 0.05.</p> <p>&nbsp; &nbsp; &nbsp;The results of interviews with Thai and Japanese top managers confirmed that successful managerial person in their career in automotive research and development subsidiaries need readiness in work experiences and competence which are managerial skills for holding a managerial position. In addition, organizational support and sponsorship in vision and policy are an integral to contribute to make person in the organization succeeded in career success.</p> Kraikhun Karnjanaprapas, Boonyada Nasomboon Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248527 Tue, 22 Jun 2021 12:09:56 +0700 Identifying the Triggering Factors for Female Career Choice: The Case of Tour Guide in Sri Lanka https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/247975 <p>&nbsp; &nbsp; &nbsp;The common scenario of the plight of underrepresentation of female in the industry of tourism is yet a considerable bottom line as it plays a significant mantle during the analysis of the industry as an inclusive entity. Subsequently, the paper review outlines, an identification of triggering factors that channel contemporary career choice of female in Sri Lanka, a supreme instance experiment is career of Tour Guide, which is not easily approachable in the spectrum of profession of female career pool in respective country region. A total of 350 undergraduates majoring in Tourism Management were participated to the qualitative research while the qualitative research conducted using 10 National female tourist guides and 5 female undergraduates of the same course in same National University. The data analyzed using Path Analysis and qualitative data with Narrative analysis. Moreover, the study emphasizes two ultra-important objectives (a) Identify the triggering factors for female career choice of tour guide, Sri Lanka (b) Explain how these factors affect on female career choice of tour guide. Resulted in the implication of both quantitative and qualitative methods; the indication of significant relationship of family involvement, and attitude towards women, interest and career barriers on their specific career choice. Additionally career self-efficacy is affected by attitude toward woman, family involvement and by career barriers. The collaboration of factors and figures regarding the matter may depict important managerial implications to be addressed in order to upsell the choice of being employee in non-traditional career sector in tandem with enhance the female participation in required segments.</p> Tharaka Ashwini Komanda Mudalige Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/247975 Tue, 22 Jun 2021 12:10:20 +0700 Mediating Effects Perception of Service Innovation on Willingness to Pay of Consumers via Modern Vending Machine in Bangkok https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248392 <p>&nbsp; &nbsp; &nbsp;The objectives of this research were to study the relationship between perception of service innovation, perceived benefit (functional, emotional, price and social) and willingness to pay. This study was quantitative research that used questionnaire for collecting data. The samples were 360 participants of consumers via modern vending machine in Bangkok by the multi-stage sampling survey data. Structural equation model (SEM) was analyzed using AMOS program. Clearly, statistic results showed that perceived benefit in terms of perceived functional benefit, perceived emotional benefit, and perceived social benefit had a positive effect on perceived of service innovation and willingness to pay. The results also revealed that perceived of service innovation a positive effect on willingness to pay as a mediating variable accentuating the relationship between perceived benefit and willingness to pay of consumers via modern vending machine in Bangkok. The results showed that our data explained the model very well. Our findings of this study will help modern vending machines It can be applied to practice in order to increase the competitiveness of the business and make the customer willingness to pay for the purchase, which when consumers perceive the benefits, especially physical benefit and price benefit, it will effect the good distribution and the growth of the modern vending machine business in the future.</p> Surasit Udomthanavong Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248392 Tue, 22 Jun 2021 12:18:02 +0700 The Causal Relationship Affecting on Job Performance of Employees: A Case Study of Automotive Parts Manufacturing https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248547 <p>&nbsp; &nbsp; &nbsp;The purpose of this research was to study the causal relationship of transformational leadership, participative leadership and Japanese management affecting on job performance of employees. A sample is employees in automotive part manufacturing company 400 samples. An instrument of questionnaires for collective data and selected by stratified random sampling. Data were analyzed using frequency, percentage, mean, standard deviation, verifies causal relationship by path analysis, fitting of model and empirical data and interview with Japanese and Thai 5 top executives.</p> <p>&nbsp; &nbsp; &nbsp;The results showed that transformational leadership, participative leadership and Japanese management style directly affected on job performance 0.590, 0.588 and 0.631 respectively at 0.01 level of significant. And the transformational Leadership, participative leadership and Japanese management style affected Job performance by passing through the mediator of work engagement data showed a good fit χ<sup>2</sup> = 0.174, χ<sup>2</sup>/df = 0.174, GFI = 1.000, AGFI = 0.997, RMSEA = 0.000. And research result also showed that Japanese management indirect affected job performance via the mediator of work engagement at 0.01 level of significant, direct effect is 0.203, indirect effect is 0.254 and total effect is 0.457. The results of interview with Japanese and Thai executives confirmed accord with quantitative research results. The organization has policy to promote and support managers to be transformational leadership, participative leadership and the organization has continuously Japanese management style which transmitted from the head company in Japan.</p> Pontip Intarukha, Boonyada Nasomboon Copyright (c) 2021 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/248547 Tue, 22 Jun 2021 12:11:29 +0700