University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08T09:13:08+07:00 อรวรรณ สุดสาลี 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> The Comparison of Musical Performance Styles between “Pleng Song Krueng” and “Western Musical Theater” 2022-05-05T12:00:18+07:00 กิตติพงษ์ อินทรัศมี Anukoon Rotjanasuksomboon <p>This article aimed to compare the performance between “Pleng Song Krueng” and the <br />Western musical theater. A comparative analysis was used to determine the similarities and <br />differences of the performances in the queue shown on the stage. The results of the study <br />revealed that the styles of the performances were similar and could be divided into 3 parts as <br />follows: pre-performance, performance and finale. However, each part was presented in a different <br />manner. Part 1: The musical theater had an overture and “Pleng Song Krueng” was used to <br />perform Choi and Wah songs. Part 2: The musical theater was played with musical instruments <br />and danced during the scene changes, and “Pleng Song Krueng” brought together the actors to <br />tell the story in connection with the next scene. Part 3: The show’s epilogue was the climax of <br />a similar story. While the performance of “Pleng Song Krueng” was developed from the central <br />Thai folk song, musical theater evolved from Italian opera performances. As such - the styles of <br />performances could be synonymous with one another as a means of entertainment although <br />the cultural context of the performances differed.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Development of Design and Manufacturing Process for Community Products under the Limitation of Elderly Potential 2022-02-17T11:08:28+07:00 กัลยกร จันทรสาขา <p>This research aims to develop a variety of product design and manufacturing processes<br />suitable for elders based on Isan local wisdom which are in the current social context and help<br />increase the physical potential and ability of the elderly to do activities. This qualitative research<br />collected data from informants, including elders, community developers, product development<br />specialists and local product development and marketing specialists, by using in-depth interview<br />and focus group discussion techniques, applying the analytical descriptive approach to analyze<br />data by firstly considering major themes and dividing them into sub-themes then using<br />the content synthesis technique to link process data. Research findings revealed that the elderly<br />had to be active at all times, the elderly would be happy when choosing activities that require<br />skilled craftsmanship and are achievable. The elderly selected skill-based activities, which they<br />had skills and aptitudes, and emphasized on rehabilitated the elderly’s previous knowledge.<br />Reviewing previous experiences and commenting while working on an activity, and cognitive ability<br />of the elderly could lead to potential development while doing activities. Guidelines for product<br />development and manufacturing which are appropriate for elders from this research were bringing<br />their own products to ask experts for analysis and find ways to develop, enhancing a product to<br />have distinctive differences, branding to gain acceptance and have a story. That product would<br />be able to raise the identity of local wisdom with valuable stories which could be regarded as<br />the cultural capital which can be used to create designs.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Factors Affecting the Elderly Work in Thailand 2022-02-08T08:58:12+07:00 อัมภิณี ลาภสมบูรณ์ดี <p>The purpose of this article aims to present the situation of elderly work and analyze factors<br />affecting the elderly’s work in Thailand, used data form Labor Force Survey 2020 Quarter 3:<br />July-September 2020 and Household Socio-Economic Survey 2020, using the binary logistic<br />regression. The results indicate that the participation rate of the elderly has declined, Older<br />people’s jobs do not require skills. The probability for the elderly to work increased significantly<br />with male, age, married, household debt, while age-squared, education, urban, civil servant medical<br />benefit scheme and the elderly support ratio had a negative effect on the probability to work,<br />the probability that the elderly do not work decreased significantly with age-squared education<br />area. Therefore, Incentives for elderly female worker such as tax exemption, suitable legal protection<br />for older worker, financial incentives for the elderly will keep the potential elderly still working,<br />this will increase the number of older workers to drive the economy.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences OTOP Entreprises Management Model in Marketing Competitiveness 2021-12-28T12:34:57+07:00 ดาริน ชูดวงเกียรติกุล <p>The objectives of this research were to study the elements of OTOP entreprise management<br />in marketing competitiveness, and create the OTOP entreprise management model in marketing<br />competitiveness. This mixed methods research was qualitative and quantitative research. Data were<br />collected by in-depth interviews and questionnaires. The sample was 600 OTOP entrepreneurs<br />who was selected for four or five-stars products in 2019 selected by multi-stage sampling. Data<br />were analyzed by content analysis and statistics such as frequency, percentage, mean, standard<br />deviation and Exploratory Factor Analysis: EFA. The findings revealed that the organizational factors<br />of OTOP entreprise management in marketing competitiveness consisted of 6 factors as follows:<br />1) Planning, 2) Budgeting, 3) Directing, 4) Engagement, 5) Innovation networking and 6) Reporting.<br />Moreover, marketing management consisted of 2 factors as follows: 1) Production technology<br />and 2) Digital marketing. The OTOP entreprise management model in marketing competitiveness<br />was verified in the focus group discussion by the experts with consensus agreement. This model<br />could be applied in the OTOP business management to enhance the sustainability of competitive<br />capacity related to business operations.<br /><br /></p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences A Effects of the Theory of Planned Behaviour on Green Behaviour of Hotel Customers in Thailand 2022-04-20T15:43:05+07:00 ธนภูมิ อติเวทิน Sarun Widtayakornbundit <p>The objective of this study explores the effects of the theory of planned behavior (TPB) <br />on green consumer behavior. The quantitative research was carried out using questionnaires <br />to collect data. The marketing concept was integrated with environmental conservation according <br />to the government’s green hotel policy by focusing on the measurement of consumers’ behavior in <br />order to evaluate their service experiences in the hotels that have adopted the green hotel policy. <br />The questionnaires were distributed to 618 customers of Thai chain hotels who visited the hotels <br />in the high season or from November to December 2020. The questions about marketing behavior <br />and environmental concepts were used to obtain green consumer behavior data. The theory of <br />planned behavior variables, comprising green perceived behavioral control, subjective norms, green <br />purchase attitudes, and green purchase intentions, have a statistically significant effect on green <br />consumer behavior. The model fit index is at a good level at CMIN/DF = 2.591, p-value = 0.000, <br />AGFI = 0.910, IFI = 0.962, GFI = 0.927, CFI = 0.962, PNFI = 0.829, PCFI = 0.848, and RMSEA = <br />0.051. The present study provides knowledge about Thailand’s green hotel operators that have <br />changed the way they operate due to awareness of potential environmental impacts. The research <br />results showed that each hotel complies with the environmental stewardship policy with the aim <br />of attracting consumers.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Insights of Panic Buying in the Midst of COVID-19 Pandemic: A Systematic Literature Review 2021-12-28T20:25:09+07:00 Patama Satawedin <p>Since the COVID-19 pandemic has attacked the people around the globe, medical and <br />non-medical measures have been applied by the governments. Consequently, a great number of <br />the people have rushed into the supermarkets for panic buying and stockpiling. It is interesting <br />to examine and understand why the people have to stock products, especially food and sanitary <br />products. Therefore, this study targeted exploring the antecedents of such psychological purchasing <br />behaviour by employing the systematic literature review approach. The literature available on EBSCO <br />Discovery Service (EDS) of Bangkok University online database were gathered and scrutinised. <br />Such literature was released between January 2020 and March 2021. For systematic data <br />collection, the keywords searched and included were ‘panic buying’, ‘COVID-19’, and ‘insights’. <br />Together with these, the literature must be the research articles, reviewed by peers, and also <br />exhibited in the full-text format. In total, 17 research articles met the requirements. The findings <br />revealed that there were 1) psychological factors, 2) social factors, 3) social media, 4) government <br />measures, 5) demographics, 6) personality traits, 7) attitudes, and 8) others encouraging and <br />discouraging panic buying. This study contributes to the governments and local authorities and <br />the marketing communicators for properly crafting policies and measures and contents and <br />messages that can reach the target audiences, respectively. Also, this study provides some <br />critical discussion.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences A Macro-Financial Model for Business Financial Planning to Prevent the Risk Impacting the Return on Equity (ROE): Agribusinesses Listed on the Stock Exchange of Thailand 2022-04-21T12:35:36+07:00 วชิร คูณทวีเทพ Nattwoot Koowattanatianchai <p>This study aimed to develop a macro-financial model for business financial planning <br />(MFM-FP), and to measure the efficiency of the forecasting model. In addition, the likelihood of <br />the risk impacting the return on equity (ROE) and financial planning guidelines was examined by <br />using economic data, income statements, and balance sheets of agribusinesses listed on the Stock <br />Exchange of Thailand between 2016 and 2019. MFM-FP was built in the form of simultaneous <br />equations by employing the 2SLS method. The mean absolute percentage error (MAPE) was used <br />to assess the efficiency of the model, while the risk was considered by setting risk limits. DuPont <br />analysis was brought in to build a financial plan in order to reduce the risk that could impact <br />the ROE. The developed MFM-FP model contained 39 equations, divided into 15 identity equations, <br />22 behavioral equations, and 1 conditional equation; with 7 divided blocks. Ex-ante and Ex-post <br />forecast accuracy of all financial statement factors (assessed by MAPE) were found to be no more <br />than 3.08%. Results also showed that the forecasted ROE in Q1 of 2019 was -1.09%, which was <br />within one standard deviation of the mean. However, if the GDP growth was -3.72%, the forecasted <br />ROE would turn out to be -2.35%, indicating a high-risk level. Therefore, agribusinesses should <br />mitigate the risk impacting the ROE by reducing costs, account receivables, and inventories.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Causal Relationship Factors Affecting the Loyalty of High-value Chinese Tourists towards the Southern Part of Thailand 2022-02-01T15:19:34+07:00 Krittika Kunupakan Kassara Sukpetch <p>This research examined the vitality of Chinese High-Value Tourist Loyalty, a significant <br />revenue source in southern Thailand. The objective of this study is to analyze the causal relationship <br />between service quality, destination image, satisfaction and perceived value influencing destination <br />loyalty of Chinese high-value tourists. This research used purposive sampling technique to distribute <br />questionnaires (400 sets) to tourists who visited the provinces of Phuket, Krabi, and Surat Thani <br />(Koh Samui). The finding of this research revealed that the proposed model had a good fit of <br />a statistical model was determined by how well it fits a set of observations Chi – Square = 221.830 <br />df = 195.0 Sig. = 0.091 &gt; 0.05 CMIN/df. 1.138 &lt; 2.0 GFI = 0.958 AGFI = 0.931 NFI = 0.974 IFI = 0.997 <br />CFI = 0.997 RMR = 0.032 and RMSEA = 0.020 in the level of significant (P &lt; 0.05). The study’s <br />primary result found that southern Thailand’s destination image indirect affected significantly <br />and positively on Chinese high value tourists’ loyalty in Southern Thailand. The perceived value <br />positively affected on the loyalty of tourist destinations in the south. Service quality had an indirect <br />positive affected on loyalty through satisfaction variables. Finally, the satisfaction had positive <br />directly affected on the loyalty in the Southern Thailand as well. This study’s result showed <br />that stakeholders such as government, business, and educational sectors could utilized it as <br />a guideline to develop the factors that affected high-value tourist loyalty. This will increase <br />the competitiveness of Southern Thailand to be a quality destination for Chinese high-value <br />tourists.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences The Relationship between Characteristics of Information Perceived from Mobile Food Application and Decision to Purchase: The Moderating Effect of the Need Cognition 2021-12-28T13:26:31+07:00 พีรภาว์ ทวีสุข <p>This research aims to study the predictive power of characteristics of information on central<br />routes (recommendation and statistics of video/photos viewers) and peripheral routes (Like count <br />and Ease of pay) on decisions to purchase food via mobile food applications with a variable on <br />the need for cognition (Affective and Cognitive) as the moderating effect. The samples were 405 <br />persons who purchased food via mobile food application in Bangkok. Questionnaires were used <br />to collect the data. Utilizing Hierarchical Multiple Regression Analysis revealed that the central<br />route and peripheral routes had a positive relationship with the decision to purchase food via <br />mobile food application. Moreover, it was also found that the variable on need for cognition with <br />Affective as the moderating effect had a negative relationship with peripheral route and the decision <br />to purchase. The research is useful for academicians and entrepreneurs who sell food in mobile <br />food application. The results obtained from this research were able to be used for developing <br />the guidelines for determining marketing communication strategies via social networks as well as <br />media formats for presenting appropriate messages that were consistent with the target purchasers <br />in order to publicize news and information affecting the decision to purchase food via mobile food <br />applications more efficiently.</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences A Creating Competency Development Courses for Small-Sized Tourism Personnel and Entrepreneurs through Value-Based Participation Training by Using Sustainable Sufficiency Economy: Case Study of Eastern Province Group Chonburi, Rayong, Chanthaburi, Trat 2022-03-07T10:22:12+07:00 annop ruangkalapawongse <p> The purpose of this research was to 1) study primary data for the creation of competency <br />development courses for small-sized tourism personnel and entrepreneurs and 2) develop valuebased participation training through training of community personnel and entrepreneurs by using <br />the Sustainable Sufficiency Economy principle. The study found that 1) small-sized tourism personnel <br />and entrepreneurs require workshop training in new business possibilities, development of new <br />products from local raw materials, creation of business plans for government budget requests, online <br />sales, and production of videos to sell products to operate tourism businesses in the community <br />and sell tourism products; 2) workshop training courses were developed based on training needs <br />according to the order of importance of the training needs of tourism personnel and entrepreneurs, <br />participation in decision-making, involvement in building cooperation between small-sized tourism <br />business entrepreneurs and related personnel, stakeholders, community members interested in <br />becoming entrepreneurs, lecturers and researchers with the purpose of creating and designing course <br />content that match with the capabilities of communities according to the Sustainable Sufficiency <br />Economy principle. Accordingly, the operational training courses consisted of (1) a business feasibility <br />study course according to the procedures for operating small-sized tourism businesses; (2) a <br />business plan creation course for pioneering small-sized tourism businesses in communities and <br />tourism products; and (3) a course in the creation of marketing innovations and digital marketing.<br />Keywords: competency, small tourism business, training, sustainable, sufficiency economy</p> 2022-11-08T00:00:00+07:00 Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences