Journal of ASEAN PLUS Studies <p><strong>Journal of ASEAN PLUS</strong><strong><sup>+</sup></strong><strong> Studies</strong></p> <p>The objectives of the Journal of ASEAN PLUS<sup>+</sup> Studies are to promote research study and development in the area of government policy, business practice, and cultural development, and to provide a platform for researchers and academics to exchange their views and publish the results of their studies. It was designed specifically to help produce a clear and concise article, publish original and leading-edge academic research, and disseminate these research results to the global community. It has been certified by the Thai Journal Citation Index Centre (TCI) as being in the Second Group of Humanities and Social Sciences. </p> en-US (Miss Suchinda Chaluai) (Miss Suchinda Chaluai) Fri, 31 May 2024 18:54:40 +0700 OJS 60 Revolutionizing Regional Trade: Digital Logistics in Thailand’s Eastern Economic Corridor (EEC) <p>The Eastern Economic Corridor (EEC) in Thailand is poised to revolutionize regional trade with its focus on digital logistics. This paper delves into how the EEC, leveraging its prime location in Southeast Asia and integrating advanced technologies, is transforming Thailand into a key logistics hub. The strategic importance of the EEC's location in the economic heart of Southeast Asia offers unmatched global connectivity. The paper explores the integration of emerging digital technologies such as cloud computing, the Internet of Things (IoT), and artificial intelligence (AI) in logistics. These technologies enhance operational efficiency, resource optimization, and decision-making, leading to a more efficient and resilient logistics system.</p> <p>However, the challenges in maximizing the benefits of digital logistics are also addressed. Key among these is the need for robust infrastructure, including high-speed internet and data centers, essential for smooth data exchange and advanced logistics operations. The importance of public-private partnerships in driving infrastructure development and fostering innovation is highlighted. Addressing the talent gap through workforce development programs is crucial to ensure a skilled workforce capable of managing advanced logistics technologies. Modernizing regulations to support digital logistics businesses, attract foreign investment, and create a thriving ecosystem is also emphasized.</p> <p>The paper concludes by underscoring the transformative impact of digital logistics on regional trade and economic growth in Southeast Asia, highlighting Thailand's potential to become a leader in the ASEAN economic landscape through the effective implementation of digital logistics strategies.</p> Saran Phinijphara, Kritsana Lakkhongkha Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700 ESG Synergy and Financial Performance: an Investigation into SET Companies (2020-2022) <p><span class="fontstyle0">It has been a growing awareness of the importance of ESG practices in business enterprises. Sustainable operations and ethical business practices are critical as companies navigate a world characterized by tightening international rules and regulations. Thus, this study aims to explore the relationship between ESG and financial performance across various industries on SET companies. The data from this research obtained from the SETSMART database, SET’s Thailand Sustainability Investment reports (THSI), and SET’s financial performance for 1,528 SET companies over the year 2020 to 2022. The research employed multivariable empirical regression, correlation analysis, and descriptive approaches. Three regression models were used to find the relationship between ESG performance and ROA, ROE, and the Net Proft Margin, respectively. The results revealed a significant increase in environmental, social, and governance performance, which differs across sectors. The multivariable regression results demonstrated a positive significant relationship between environmental performance and the ROE and ROA. In addition, the study showed a positive significant relationship between the Net Proft Margin and government performance. However, there is no significant relationship between social performance and other financial performance.</span> </p> Intouch Junpong, Veerisa Chotiyaputta Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700 The influence of anchor characteristics on consumers' purchase intention in e-commerce live broadcast - Taking Tiktok live broadcast as an example in China <p>Abstract</p> Ying Chen, Patamaporn Pongpaibool Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700 The Platform Development for Creative Tourism Route Design to Tourists in Suphan Buri Province <p><span class="fontstyle0">The research aims to achieve 3 objectives: 1) to explore, collect, and synthesize tourism data of Suphan Buri Province; 2) to analyze and design a model creative tourism route of Suphan Buri Province; and 3) to analyze, design, and develop a platform that helps design creative tourism routes for tourists in Suphan Buri. The framework for implementation begins with the collection of<br />data from a review of existing concepts, data, and knowledge. This is coupled with in-depth interviews with the target audience and data collection from surveys with tourist questionnaires to bring the data into analysis to design a prototype creative travel itinerary combined with the analysis, design, and development of a platform to assist in creative travel route design. The implementation of this research project will acquire the knowledge of the analysis to design creative tourism routes along with the model of creative tourism routes in Suphanburi province, including a platform to help design creative tourism routes as a model to support tourism management in the future.</span></p> Thianrat Chatphattaraphona, Techita Phattharasorn, Sariya Prasertsut , Pimmada Wichasin Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700 Unraveling the Current Economic Downturn in Laos: A Study of Factors and Implications <p><span class="fontstyle0">Laos was previously a country that enjoyed relatively high economic growth. However, at present, Laos is facing economic challenges. The objectives of this study are twofold: 1) to analyze the current state of Laos’ economy from 2010-2022, and 2) to identify the factors contributing to the current economic downturn in Laos spanning from 2001 to 2023. These objectives are achieved<br />through qualitative study methods, including literature survey and content analysis of statistical documents on economic indicators, as well as analyzing academic articles from the Scopus database and Web of Science. A total of 62 documents were considered. This article has examined the economic aspects of Laos during and post the COVID-19 period. The findings of the study reveal two key aspects. Firstly, several economic indicators of Laos today indicate that the country is undergoing an economic crunch. Secondly, scholars have<br />primarily focused on the influence of Lao government policies in shaping the country’s economy. Considering these findings, this article suggests that the Lao government should consider revising its current economic policies to address the ongoing economic crisis in the country. The economic downturn in Laos is primarily due to a lack of domestic industrial development policies and an overreliance on investment from a single country, namely China. To address this issue, Laos should implement policies aimed at achieving self-reliance in developing its own industries rather than depending on imports. Additionally, Laos should diversify its foreign investment strategies to avoid dependence on any one country. This approach would provide Laos with greater flexibility to adapt to economic changes.</span> </p> Worrawoot Jumlongnark Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700 The More Familiar You Are, The Less You Will Buy:The Moderating Effect of Relationship Strength <p>With the rapid expansion of internet technology, the user base of live broadcast platforms has been steadily increasing. This surge in online activity has led to a growing trend of consumers turning to live broadcasts for product information before making purchasing decisions. Key Opinion Leaders (KOLs) who live stream have become central figures in this virtual landscape, prompting extensive research into the dynamics of relationship strength within these platforms. In light of this, our study centers on KOL live broadcasts and explores the moderating effect of relationship strength on the continuity of viewer engagement and its impact on audience purchase intention.</p> <p>We collected data from 251 respondents and employed questionnaire surveys along with structural equation modeling for analysis. Our findings reveal a positive correlation between the suitability of KOLs and live broadcast products, and viewers’ sustained engagement. Additionally, continuity of viewership positively influences purchase intentions. Furthermore, varying levels of relationship positively strength significantly moderate the impact of sustained viewership, with audiences potentially being swayed by different relationship dynamics in the information presented during live broadcasts.</p> Chenicha Praphruetmon, Nata Tubtimcharoon Copyright (c) 2024 Journal of ASEAN PLUS Studies Fri, 31 May 2024 00:00:00 +0700