Humanities and Social Science Research Promotion Network Journal

THE VALUE RELEVANCE OF ACCOUNTING INFORMATION AND CORPORATE GOVERNANCE AS A MODERATOR VARIABLE

Pichet Sittichoksakunchai — 2025-11-24

The purpose of this research was to examine (1) the influence of earnings per share and book value per share on value relevance and (2) the interaction term of corporate governance with earnings per share and book value per share. This research was a quantitative research and secondary data was used. The population was listed companies on the Stock Exchange of Thailand with completed data between 2017and 2022, 254 companies (1,524 observations). Ohlson's (1995) model was used for this study. The data were analyzed by regression equations. The results showed that: (1) earnings per share and book value per share had a positive impact on stock prices, statistically significant at 0.01. And (2) corporate governance complemented the value relevance of earnings per share with a statistical significance of 0.01. In addition, the control variables size and leverage, had a negative and positive impact on stock prices, respectively.

DEVELOPING AN INTEGRATED COMPETENCY MODEL FOR ENHANCING ORGANIZATIONAL ADAPTATION AND DIGITAL TRANSFORMATION EXCELLENCE

Krittapol Kirine — 2025-11-24

The transition to the digital era has profoundly reshaped organizational structures, requiring personnel to adapt in digital competencies, technological fluency, and cognitive dispositions. As a result, organizations must develop human resource strategies that genuinely address individual differences among personnel. This study aimed to conceptualize an integrative framework encompassing key attributes essential for personnel adaptation and organizational transformation in the context of digitalization. The framework was developed from a cluster analysis based on four core areas comprising 17 dimensions: 1) Digital Knowledge and Skills, 2) Attitudes/Achievement Motivation, 3) Practical Abilities, and
4) Personalized Learning. The study used cluster analysis techniques to generate typologies of personnel profiles, which informed the development of targeted intervention strategies. These strategies consolidated skill sets, belief systems, attitudinal orientations, and learning behaviors into a coherent structure to guide strategic capacity building. Findings indicated that personnel could be systematically categorized into subgroups exhibiting statistically significant differences in potential and developmental needs. Customized training interventions designed for each subgroup effectively addressed these differentiated characteristics, demonstrating their applicability for individualized or group-specific development planning aligned with organizational digital transformation strategies. The study's outcomes hold practical significance for organizational leaders and human resource practitioners in shaping evidence-based training policies and designing context-sensitive development models to enhance personnel adaptability and advance digital organizational transformation sustainably. Ultimately, the study contributes to improving workforce adaptability and driving sustainable digital transformation within organizations.

INCREASING LEADERSHIP POTENTIAL TOWARD BECOMING A LEARNING ORGANIZATION FOR GOVERNMENT AGENCIES

Jutha Muknopparat — 2025-11-24

This study examines the influence of personal factors, potential enhancement, and leadership on the development of learning organizations within government agencies. A survey research methodology was used with a sample of 400 military personnel from the Ministry of Defense across five main agencies: the Office of the Permanent Secretary of Defense, Royal Thai Armed Forces Headquarters, Royal Thai Army, Royal Thai Navy, and Royal Thai Air Force, with 80 participants from each agency. Data were collected using questionnaires and analyzed through descriptive statistics and multiple regression analysis at a significance level of 0.05. The results showed that personal factors, including gender, age, marital status, education level, years of service, and monthly income, had no statistically significant effect on learning organization development. However, potential enhancement in development (β = 0.350), change management (β = 0.120), and intellectual stimulation leadership (β = 0.250) demonstrated statistically significant positive influences on learning organization development. These three variables collectively predicted 55.2% of the variance in government agencies' learning organization development. The study recommends fostering a culture of continuous personal development, promoting proactive organizational change and innovation acceptance, and developing leaders capable of stimulating intellectual engagement among personnel. This research demonstrates that potential enhancement and leadership are critical factors in driving government agencies toward becoming learning organizations.

IMPACT OF LAND AND BUILDING TAXES ON RELIGIOUS ENTITIES CASE STUDY: TEMPLES IN BANGKOK

Sawaros Kanyapakkajon — 2025-11-24

The purpose of this research is to analyze land and building tax collection from legal entities that are not-for-profit organizations. Problems arise because this tax collection increases the tax burden for people who rent land and buildings compared to before. There is also a lack of understanding regarding tax calculations, which are complex. The researcher collected data by surveying the land and buildings of temples in Bangkok from January 2021 to April 2024, using descriptive statistics and percentages with a tax calculator program. The researcher found that the studied temples possess a large amount of land and buildings, which are allocated for rent to people for residential, commercial, and mixed residential- business purposes. The research results show that those who rent temple land and buildings for business purposes bear the highest tax burden, followed by those who use the property for both business and residential purposes. Those who use the property solely for residential purposes pay the least tax. However, some groups studied have a higher tax burden than under traditional tax collection methods, while others pay reduced taxes.

GUIDELINES FOR DEVELOPING THE POTENTIAL OF ECO-FRIENDLY HOMESTAY STANDARDS IN PATHUM THANI PROVINCE

Patcharaporn Jantarakast — 2025-11-25

This research aimed to 1) analyze the potential of homestays in achieving environmentally friendly standards in Pathum Thani Province, and 2) obtain guidelines for upgrading the potential of homestays to environmentally friendly standards in Pathum Thani Province. Using qualitative research methods, data were collected through in-depth interviews with 10 homestay operators. Data were analyzed using PRIMO-F Analysis, PEST Analysis, and SWOT Analysis; strategies were planned using TOWS Matrix techniques, and success indicators were defined using the Balanced Scorecard, which consists of four perspectives. 1) Proactive strategies: (1) Develop content to promote local activities through online media, such as short clips about local wisdom; (2) organize sales promotion activities in collaboration with community enterprise groups, such as community morning markets; and (3) collaborate with local universities to provide technology skills training for homestay staff. 2) Preventive strategies: (1) Adjust the service format to be more interesting, such as offering a 24-hour homestay package to meet the needs of tourists who want speed; (2) create a basic online service system, such as Line Official or Google Forms, for booking rooms instead of a full website; and (3) plan for dealing with natural disasters, such as setting up shelters during floods and installing warning signs to alert people. 3) Remedial strategies: (1) Request support from the government through the Soft Loan or SME-Fund project to develop infrastructure; and (2) initially apply solar energy systems. And 4) Defensive strategy: (1) Develop a straightforward technology guide for homestay staff, including the use of a booking application or a review system.

PERSONAL FACTORS, PERCEIVED BRAND EQUITY, AND ELECTRONIC WORD-OF-MOUTH (EWOM) INFLUENCES ON THE INTENTION TO STUDY AT NORTHERN RAJABHAT UNIVERSITIES

Thatphong Namwat — 2025-11-25

This research aimed to study: 1) personal factors, levels of perceived brand equity, electronic word-of-mouth (eWOM), and the intention to pursue higher education at Northern Rajabhat Universities; and 2) the factors influencing students' intention to study at Northern Rajabhat Universities. The sample consisted of 400 students from eight Northern Rajabhat Universities: Chiang Mai, Chiang Rai, Lampang, Uttaradit, Kamphaeng Phet, Phitsanulok, Nakhon Sawan, and Phetchabun. A quota sampling method was used, with participants selected in proportion to the number of students enrolled at each university, followed by accidental sampling. A questionnaire was used for data collection, and the data were analyzed using descriptive statistics and multiple regression analysis. The study found that eWOM was the most influential factor affecting the intention to study at Northern Rajabhat Universities (β = 0.427), followed by brand association (β = 0.384) and brand loyalty (β = 0.196). These factors can predict students' intention to study at Northern Rajabhat Universities with an accuracy of 66.30%. The prediction equation is as follows: Z = 0.427 (eWOM) + 0.384 (brand association) + 0.196 (brand loyalty).

THE EFFECTS OF CUSTOMER SATISFACTION AND ITS ANTECEDENTS ON PURCHASE DECISIONS FOR SENIOR LIVING AND ASSISTED LIVING IN THE BANGKOK METROPOLITAN AREA AND VICINITY

Thanyarat Charoenchue — 2025-12-06

This study aimed to investigate the effects of customer satisfaction and its antecedents on purchase decisions for senior living and assisted living in the Bangkok metropolitan area and its vicinity. A mixed-methods research design was adopted as the methodological framework. Qualitative data were collected through in-depth interviews as a pilot study with ten key informants and as a confirmation with six users. Structured questionnaires were used to collect quantitative data from 456 users of senior living and assisted living facilities in the Bangkok metropolitan area and its vicinity. The data were analyzed using structural equation modeling (SEM) software. Service quality positively influences brand image and purchase decisions but does not affect customer satisfaction. Brand image has a positive effect on customer satisfaction but no direct influence on purchase decisions. Moreover, customer satisfaction has a positive effect on purchase decisions. The study results indicate that service quality, especially in terms of physical appearance, is important to purchasing decisions. Additionally, customers are more likely to purchase if the service quality contributes to a brand image that creates satisfaction. These findings can be used to develop and improve service quality, build a credible brand image, increase customer satisfaction, and create competitive advantages.

ANALYZING THE INFLUENCE OF SUSTAINABLE PRACTICES ON FIRM PERFORMANCE THROUGH THE MEDIATING ROLE OF GREEN INNOVATION: EVIDENCE FROM THAILAND’S RESOURCES AND INDUSTRIAL PRODUCTS INDUSTRIES

Benjamas Janamrung — 2025-12-06

This study analyzed the impact of sustainable practices on firm performance, with green innovation as a mediating variable. The sample included 154 companies listed on the Stock Exchange of Thailand in the resources and industrial sectors during 2018–2022. Secondary data were collected from the LSEG database and annual reports, and the analysis was conducted using Structural Equation Modeling (SEM). The findings showed that sustainable practices positively influenced the development of green innovation (β = 0.191, p < 0.05). However, sustainable practices had both a direct negative effect (β = –0.168, p < .01) and an indirect negative effect through green innovation (β = –0.058, p = .077) on firm performance. Green innovation itself also had a significant negative impact on firm performance (β = –0.308, p < .01). These results reflect cost-related limitations and the contextual challenges of industries with high fixed-cost structures, where sustainable practices have not yet translated into financial benefits in the short term. This research helps bridge the knowledge gap regarding the transmission mechanism of sustainable practices through green innovation in developing countries. It also provides strategic implications for executives and policymakers in designing appropriate support systems to enhance sustainable transformation.

THE ROLE OF BRAND LEGITIMACY FOR CUSTOMER FORGIVENESS

Patcharee Hongthong — 2025-12-10

This research examines the impact of Brand Legitimacy on consumer forgiveness following brand failure, with Brand Nostalgia as a mediating process. Based on the Institutional Theory, the study develops and tests a structural model where Brand Legitimacy positively influences Brand Nostalgia and Brand Forgiveness, and Brand Nostalgia has a positive impact on Brand Forgiveness in return. The data were compiled from 1,286 Thailand consumers who had been exposed to a brand failure in the airline and smartphone service industries. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) supported the three hypothesized relationships at a good level of model fit and ability to explain variance. Brand Legitimacy was found to be a significant predictor, both directly and indirectly via nostalgia influencing Brand Forgiveness. Some misspecifications regarding AVE and discriminant validity were identified, however model fit improved reliability. The findings offer implications on the emotional and cultural salience of legitimacy in post-crisis recovery, that is, brands that align with the values held by consumers and bring back nostalgic memories may regain consumer trust. This study also complements branding literature by linking institutional congruence with affective routes of brand recovery and forgiveness.