Vol. 32 No. 1 (2026): January - June

View Vol. 32 No. 1 (2026): January - June

Published: 2026-06-23

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Research Articles

Quality of work life and organizational commitment affecting job performance of support staff in private higher education institutions in Thailand

Sunisa Treesuwan, Ampol Navavongsathian, Natha Thornjareankul, Siriporn Lamphan

1 - 19
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The financial feasibility analysis of establishing a riverside market along the Ping River in Fa Ham sub-district, Mueang district, Chiang Mai Province

Punnuch Chaipinchana, Taien Layraman, Anake Chitkesorn, Vanlapa Wongchan

20 - 33
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Digital marketing strategies affecting consumer behavior in product purchasing via TikTok

Panida Tansiri

34 - 50
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The impacts of digital financial innovation on the profitability performance of the finance industry groups listed on the Stock Exchange of Thailand

Daranee Jaiwong, ทศพร ไชยประคอง, กรรณิการ์ จันทร์อินทร์, พวงทอง วังราษฎร์, นันทวรรณ ไชยเรียน, พิมเนตร เทพปัญญา

51 - 63
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Roles of administrators and the implementation of internal quality assurance in schools under the Samut Songkhram Primary Educational Service Area Office

Benjamas Upala, Vorachai Viphoouparakhot

64 - 74
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The development of the thought creation model (TCMOE) using multimedia entitled “ourselves and surrounding matters,” under the learning area of health and physical education, the second year of the primary education level

Thanyarat Thanasutikusiri

75 - 84
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Relationship between collaborative leadership of administrators and organizational commitment of teachers under the Office of Vocational Education in Chachoengsao Province

Chakkaphan Wangthongchuk, Vorachai Viphoouparankhot

85 - 97
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Academic Article

The AI doll box trend in the context of intellectual property law: A case study of AI-generated images based on the identity of Barbie (AI Barbie)

Onnicha Sawaddichai, Aunya Singsangob, Parada Kaewparadai

98 - 113
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The role of social media engagement, perceived product safety, and customer value co-creation in shaping the online consumer journey in the dietary supplements market: An integrated conceptual framework

Kritchawin Keawon, Uthairat Muangsan, Krisada Chienwattanasook

114 - 126
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Factors affecting a home purchase intention under the concept of designing to connect with Biophilic value under real estate context

Nattapoon Nobpakaeow, Boonsom Ratsameechot, Patthanan Tangwannawit

127 - 141
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