University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2024-03-29T00:00:00+07:00 ผู้ช่วยศาสตราจารย์ ดร.เหมือนหมาย อภินทนาพงศ์ [email protected] Open Journal Systems <p>วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย มนุษยศาสตร์และสังคมศาสตร์ เป็นวารสารรายสามเดือน เผยแพร่ปีละ 4 ฉบับ ได้แก่ ฉบับที่ 1 เดือนมกราคม – มีนาคม ฉบับที่ 2 เดือนเมษายน – มิถุนายน ฉบับที่ 3 เดือนกรกฎาคม – กันยายน และฉบับที่ 4 เดือนตุลาคม – ธันวาคม ของทุกปี โดยตีพิมพ์เผยแพร่บทความวิจัย (Research Paper) บทความวิชาการ (Academic Paper) ที่นำเสนอเนื้อหาเป็นภาษาไทย หรือภาษาอังกฤษ ที่มีคุณภาพของอาจารย์ นักวิชาการ นักวิจัย และผู้ทรงคุณวุฒิในสาขาวิชามนุษยศาสตร์และสังคมศาสตร์ ได้แก่ สาขาวิชาบริหารธุรกิจ บัญชี เศรษฐศาสตร์ มนุษยศาสตร์ นิเทศศาสตร์ นิติศาสตร์ การท่องเที่ยวและอุตสาหกรรมบริการ การศึกษาปฐมวัย</p> <p>The Journal of the University of the Thai Chamber of Commerce in Humanities and Social Sciences is the academic journal every three months, and 4 issues are published per year: 1st Issue, January-March, 2nd Issue, April-June, 3rd Issue, July-September, and 4th Issue, October-December. of every year By publishing research articles (Research Paper) and academic articles (Academic Paper) that present content in Thai. or English The quality of teachers, academics, and researchers and experts in the fields of humanities and social sciences, including the fields of Business , Accountancy, Humanities, Communication Arts, Law, Tourism and Services, Graduate School</p> <p> </p> Marketing Factors and Consumer’s Value Perception Affecting the Fear of Missing Out (FOMO) on the Behavior of Using Café Bakery Services 2023-07-10T11:58:08+07:00 Rapeepong Upama [email protected] Chirawut Lomprakhon [email protected] Kanda Sae-eiaw [email protected] <p>The objective of this research is to study the factors and behaviours related to the actual usage of bakery cafe services by the FOMO group. The research includes the 7Ps of Marketing, social perception factors, and emotional perception factors. It employed a quantitative research approach, specifically survey research, using a questionnaire administered to a sample of 400 customers of bakery cafes in Bangkok. The study applied statistical methodologies such as percentages, means, standard deviations,and Factor Analysis which includes Principal Component Analysis (PCA), and Varimax method to analyse the data. The research findings indicate the rank of important factors in the 7Ps of marketing for the FOMO group: 1) In-store service - cheerful and friendly employees who are genuine 2) Store-produced video clips providing product knowledge 3) Store located in a modern and trendy commercial center 4) Store offering freebies or giveaways and 5) Products being priced lower than other</p> <p>The most influential factors in the perception of social value for the FOMO (Fear of Missing Out) group are being praised and celebrated in the online community for consuming products and services at coffee bakery shops. Additionally, the most significant factor in the emotional value perception for the FOMO group is feeling the utmost pleasure when consuming products and services at coffee bakery shops.<br />These research findings can be used as guidance for developing products and services to meet the needs of the FOMO group, as well as for creating marketing strategies to keep up with the current era.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Brand Experience and Customers Loyalty of Poshtel Business 2024-01-22T09:37:41+07:00 Daorung Fakthong [email protected] Phitak Siriwong [email protected] Patipat Tunming [email protected] <p>The purposes of this study were: 1) to synthesize the state of the poshtel business and 2) to synthesize the factors linking customer brand experience to brand loyalty in the poshtel business. The qualitative research approach was selected. The researcher employed the content analysis methodology and utilized QDA Miner-Lite software. Key informants included poshtel entrepreneurs and customers who utilized and reviewed the poshtel business. Information was collected from 1) the official websites and social media of the poshtel businesses, and 2) customer reviews from online travel agents, comprising 9 poshtel business case studies selected based on specific criteria. The research yielded the following results: 1) The situation encompassed customer types and distinctive characteristics of the new era poshtel business; and 2) The customer brand experience factor comprised 12 factors categorized into 3 main themes including poshtel brand experience, experiential and emotional value, and brand loyalty. The study's findings can serve as guidelines to foster valuable customer experiences and generate business value. Furthermore, it offers insights into studying dimensions of brand experience that can inform the development of innovative business strategies and knowledge, thereby establishing a competitive edge for poshtel businesses and other lodging.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Factors Influencing Customer Loyalty in International Freight Forwarding Services 2023-10-26T11:19:25+07:00 Aannicha Thunyachairat [email protected] Puthipong Tanaveerakul [email protected] <p>In the highly competitive freight forwarding market, relying solely on a pricing strategy proves insufficient for sustainable business growth. This study focuses on factors influencing customer loyalty in the international freight forwarding services, particularly within Small and Medium-sized Enterprises (SMEs) in Thailand. The research reveals the significant impact of service quality on customer satisfaction, with each aspect of service quality positively contributing to overall satisfaction. Notably, the ability to manage orders demonstrates the highest positive correlation with customer satisfaction, followed by logistics cost reduction and visibility.</p> <p>The findings affirm that customer satisfaction plays a crucial role in building customer loyalty and perceived procedural switching costs. Interestingly, the study reveals that the actual cost of switching services does not significantly influence customer loyalty.</p> <p>To foster a positive service experience, freight forwarders should prioritize maintaining high standards of service quality. Additionally, they should develop strategies to manage switching costs effectively, potentially involving relationship management strategies to build trust and loyalty. By doing so, freight forwarders can enhance customer retention, paving the way for future business growth."</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Influence of Board Characteristics, Corporate Governance and Financial Performance: The Mediating Role of Thailand Sustainability Investment (THIS) 2023-12-18T09:31:50+07:00 Worakorn Pumiviset [email protected] <p>The primary aim of this research was to investigate the influence of board characteristics and corporate governance on financial performance, with a particular focus on the role of Thailand sustainability investment (THIS) as a mediator factor. The study employed variables to analyze a sample of 396 firms that are listed on the Thai stock exchange. The analysis of quantitative data was conducted using structural equation modeling with observed variables. The results show that the causal relationship model fits the empirical data. CEO duality and Thailand sustainability investment (THIS) have a significant positive direct effect on financial performance. In addition, the size of the board, the proportion of independent directors, the level of participation in Thailand's private sector collective action coalition against corruption, and the corporate governance rating have a significant positive direct effect on Thailand's sustainability investment (THIS). As for the indirect effect or intermediate variable of Thailand sustainability investment (THIS), it was found that Thailand sustainability investment (THIS) was the full intermediate variable between board size, proportion of independent directors, level of participation in Thailand's private sector collective action coalition against corruption, corporate governance score, and financial performance.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences History of Singapore's Economic Development: Transforming from Entrepôt Trade to Import Substitution Industrialization 2023-12-20T16:04:54+07:00 Orawan Nugprachaya [email protected] Watunyu Jaiborisudhi [email protected] <p>This research aims to study Singapore's economic history and identify key factors driving its economic development between 1819 and 1965. Singapore served as an entrepot under the British Empire since 1819 and transformed itself to adopt the import substitution industrialization (ISI) policy in 1965. This qualitative research collects secondary data from literature and economic indicators from Singapore and other agencies’ databases. Data is further analyzed using the growth theory and Rostow's five-stage model. Key findings show after the establishment of trading posts by the British East India Company (EIC) in 1819, Singapore's economy rapidly thrived and grew. Such prosperity was driven by its strategic location, the free trade policy, the arrival of steamboats resulting from the Industrial Revolution, and the opening of the Suez Canal. However, after World War II, Singapore's economy suffered from sluggish growth, low wages, a high unemployment rate, and limited opportunities to expand its entrepôt trade. Singapore's economy was then diversified and restructured and its adoption of import-substituting industrialization policy between 1959 -1965 caused the revival of economic expansion, reduction of the unemployment rate, and increase of manufacturing proportion.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Regulation of OTT TV (Over-the-Top TV) in an Era of New Technologies 2023-10-02T14:23:26+07:00 Prapanpong Khumon [email protected] <p>In this era of technological advancements, OTT TV services have emerged as strong contenders in the broadcasting industry. TV broadcasting service providers worldwide need to adapt to this progress in order to stay competitive. OTT TV service providers have an advantage in the market as they can leverage existing mobile and broadband network infrastructures, eliminating the need for new investments.</p> <p>In Thailand, there is no licensing scheme for OTT TV services. This leaves the services to be largely unregulated by the National Broadcasting and Telecommunication Commission (NBTC). This creates an unfair competition for existing license holders who are traditional TV broadcasting providers who already have costs in a network investment, costs of being regulated, and costs of tax and associated fee in carrying out regulated services.</p> <p>This research aims to study law, policy, and practices of other countries in relation to the regulation of OTT TV services in order to recommend a policy reform for Thailand.</p> <p>The study finds that the regulator should revise existing laws to be able to regulate OTT TV services. In addition, there should be measures to promote competency of Thai OTT TV players to be able to compete at the global level</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Building an Enabling Knowledge Platform for Frontier Research in Communication, Journalism and Mass Media Studies in Thailand 2023-10-04T08:54:09+07:00 Pimonpan Chainan [email protected] Chanansara Oranop na Ayutthaya [email protected] <p>This study aims to develop an open, flexible, and user-friendly digital platform. This platform will serve as a useful tool for collecting, searching, distributing, and linking research and academic knowledge in the fields of communication studies, journalism, and mass communication in Thailand. Furthermore, it seeks to encourage community participation and collaborative learning through the development and testing of this prototype platform.</p> <p>The development of the prototype involves two stages. The first stage focuses on exploring current issues and synthesizing stakeholder demands. This is accomplished by gathering information from a sample of university lecturers and graduate students who are active contributors to the field of communication studies. The methods employed include in-depth interviews with 11 participants and a survey questionnaire administered to 106 individuals. The findings reveal two key insights: while there is a strong demand for an information and knowledge-based platform, there are significant challenges in creating, accessing, and disseminating communication knowledge due to fragmented university efforts. Each institution has distinct research goals and identities, and their strategic objectives do not encompass developing a dedicated system for communication studies. Additionally, disciplinary scholarships often influence how researchers utilize databases. The results revealed a high demand for an information and knowledge-based platform. The most sought-after feature was a database for academic journals from national archives, with an average score of 4.49. This was closely followed by a demand for a database for academic journals from international archives, scoring an average of 4.46. Lastly, a site providing accurate citation information for such journals based on academic referencing systems was also in demand, with an average score of 4.45. In the second stage, the prototype platform was designed to meet the needs identified in the first stage and underwent pilot testing by the target user group. The results indicated that users viewed the platform, which functions as a database, as a fundamental infrastructure for advancing knowledge in the field of communication studies. They expressed satisfaction with the platform’s visual design and user experience, particularly appreciating its capabilities for searching, information exchange, and facilitating scholarly discussions.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Internal Quality Assurance Implementation Guideline in the Institute of Community Colleges in Compliance with Education Criteria for Performance Excellence (EdPEx) 2023-10-24T14:58:19+07:00 Siam Khasuwan [email protected] Vachiraporn Surathanaskul [email protected] <p>This qualitative research aimed to analyze the best practices of higher education institutions where education criteria for performance excellence (EdPEx) was implemented in order to determine the internal quality assurance implementation guideline. A total of 9 informants, chosen by means of purposive sampling technique, consisted of a group of administrators, instructors, and personnel of higher education institutions where EdPEx was adopted. Semi-structured interviews were also conducted for data collection and those data were analyzed using content analysis.</p> <p>According to research findings, 1) the best practices of higher education institutions that applied EdPEx were as follows: Year 1 - most development level was at the beginning. Year 2 and beyond - the development level began to have a systematic guideline after suggestions and ‘opportunity for improvement’ (OFI) were translated into process betterment in pursuance to the mission. Strategic and action plans for the following years were formulated to acquire outcomes that were corresponding and important to the institution’s mission and vision achievement. And 2) with regard to the internal quality assurance implementation guideline for EdPEx implementation, it was found that the committee and working group were established along with the preparation of self-assessment report and monitoring of performance progress on the basis of <strong>“principles, subjects, and practices”</strong> and of the personnel’s common belief that <strong>“plan-do-check-act (PDCA) cycle is the quality working technique.” </strong>All these were determinedly and regularly adhered and followed by all individuals and agencies at the institutional, faculty/collegial, and curriculum or instructor levels resulting in the onset of quality culture of the Institute of Community Colleges.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The interpretation of the notification period of possessory right to certify issuing the title deed 2023-09-26T13:28:13+07:00 Laddawan Uthaina [email protected] Kawee Oungpao [email protected] <p>This article analyzed that the Claim Certificate, S.K.1 or Sor Kor Nueng, in accordance with The Land Code B.E.2497 (1945) Section 5, is to be used as evidence when requesting a title deed declaration, in particular. Section 59 of the Land Code B.E.2497 (1945) has issues concerning the interpretation of the period of land possession notification.</p> <p>Firstly, the requests for individual land possession notification, prior to the effective date of the Land Code, were accepted from the 1st of December 1945 to the 29th of May 1946, would it be possible to extend this period? Secondly, if the last day of the period is a traditional holiday on which work is not allowed, could this be interpreted by using the new beginning workday as the last day? Thirdly, how can the notification of land possession be affected if it has expired?</p> <p>The study and analysis found that the notification of possession must be made within the time period prescribed by law, and the timeframe cannot be interpreted to extend any further because it is a mandatory period and the new work start date cannot be enforced as the particular law provided for this. In addition, upon the expiration of the land possession notification, the possessor will submit a required form to the sheriff who will investigate the evidence and make a recommendation to the provincial governor regarding the respite for the land possession notification period that provided by the specific law.</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Death as Inspiration for Art 2023-10-20T09:17:40+07:00 Jakraphun Thanateeranon [email protected] <p>Death remains a concept that humans across all eras continue to question, attempt to escape from, or try to overcome. With the technological powers we have invented and continue creating, we try every method possible to evade this state called "death." However, no one on Earth has managed to escape it. Therefore, from the past to present, the questions and ideas about death are reflected in various artworks - from religious rituals containing intricate symbolic artifacts used in ceremonies, to art across different eras like paintings, sculptures, prints, photographs, videos, and even contemporary mixed media. This academic article focuses on studying renowned, famous artworks of artists across different periods as recorded in the history of international art.</p> <p>This includes creations by artists like Pieter Bruegel the Elder, Fransisco Goya, Ivan Kramskoy, Vincent Van Gogh, Edvard Munch, Pablo Picasso, Frida Kahlo, and Damien Steven Hirst. Additionally, it explores works by Thai national artists such as Montien Boonma and Araya Rasdjarmrearnsook, as well as providing an analysis of the thought process behind the author's own creations</p> 2024-03-29T00:00:00+07:00 Copyright (c) 2024 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences