University of the Thai Chamber of Commerce Journal Humanities and Social Sciences

Management Causes of Delays in Government Construction Innovations Using Data Mining Techniques

Atcharaporn Nachaithong — 2024-12-25

This research had two main objectives: 1) Identify the factors that lead to delays in construction projects, a highly significant aspect, and 2) Assess the performance of models using data mining techniques to predict and analyze these delays. This work highlighted the value of stakeholder involvement. The research findings revealed significant factors contributing to construction project delays. On the contractor's side, the most influential factor was the lack of diligence and failure to inspect the construction site before commencing work, leading to project expenditure errors with a high confidence value of 0.99. On the employer's side, a critical factor was the delay in granting approval or permission for the contractor to access the construction site, with a confidence value of 0.99. Inadequate communication and coordination between the supervisor and the contractor were also identified as key factors causing delays, with a confidence value of 1.00. Additionally, it was found that political situations significantly impacted financial liquidity, which in turn caused project delays, with a confidence value of 1.00. For the second objective, the performance of five models in predicting delays was compared. After thorough testing, the Random Forest model demonstrated the best performance, with an accuracy of 89.74%. Based on these findings, we concluded that the Random Forest model was the most suitable for managing and analyzing the causes of delays in government construction projects.

The Impact of Working Capital Management on Firm Value of Listed Companies in the Stock Exchange of Thailand in SET100 Index Group

Suranai Chuairuang — 2024-12-27

This research investigates the impact of working capital management on the firm value of 51 listed companies in the Stock Exchange of Thailand's SET100 Index group, using secondary data from their financial reports (306 observations) spanning 2017-2022. Firm value was measured using Enterprise Value and Tobin's Q ratio. Employing descriptive statistics, correlation analysis, and multiple regression (fixed-effects model), we found a significant positive impact of average collection period on Tobin’s Q ratio and a significant negative impact of the current ratio on Enterprise Value. No significant impact was found for inventory period, payment period, or working capital requirement on firm value. These findings suggest that listed companies may enhance firm value by extending customer credit terms and maintaining a low current ratio.

The Relationship Between Financial Ratios and Rate of ReturnRatio on Common Stock Investments in the Capital and Securities Business Sector on the Stock Exchange of Thailand

Natamon Supasatitkun — 2024-12-27

The objective of this research study was to investigate the relationship between financial ratios and rate of return ratio on common stock investments in the capital and securities business sector on the Stock Exchange of Thailand. The study collected secondary data and analyzed financial ratios from annual financial statements from years 2018 to 2022. Quantitative research methods were employed, including descriptive and inferential statistics, as well as multiple regression analysis, to analyze the data. The results of the research revealed that the panel data relationship analysis using Pool OLS at a significance level (p-value<0.05) found that none of the financial ratios were related to the rate of return ratio. Furthermore, the F-test statistics for the Pool PLS analysis indicated that the F-test value was less than its critical value, leading to the acceptance of the null-hypothesis, which stated that none of the financial ratios were related to the rate of return ratio.

The Causal Factors Affecting the Financial Success of Saving Cooperatives in Thailand

Ronnakorn Suphachin — 2024-12-27

The objective of this research was to investigate the causal relationship between accounting management, information system features, information system transparency, and financial report quality on financial success of cooperatives in Thailand with empirical data. The data were collected using questionnaires from a sample of 188 accounting managers or equivalent through multi-stage sampling. The collected data were analyzed using descriptive statistics and structural equation modeling. The research results showed that the causal model of financial success of savings cooperatives was consistent with the empirical data, as indicated by the fit indices (X²/df = 1.241, GFI = 0.936, AGFI = 0.882, CFI = 0.996, SRMR = 0.0406, RMSEA = 0.0359). A contribution of the research were that information system features was the most significant positive impact on the financial success of cooperatives, mediated by financial report quality, as financial report quality was the highest direct positive influence on financial success. Additionally, accounting management and information system transparency positively influenced financial success in order. Stakeholders, including the government, cooperatives, and educational institutions, can use these findings to develop factors that contribute to the success of cooperatives, thereby enhancing the confidence of members and society to ensure the long-term sustainability of cooperatives.

Service Quality and Brand Image Factors Affecting Service Decision Process of Parcel Delivery Service in the Upper Southern Part of Thailand

Siriwan Kimpoo — 2024-12-27

This research was objective for 1) study the quality level of customer service related to using parcel delivery companies in Thailand’s upper southern region 2) To analyze the brand image factors of parcel delivery companies used by customers in the Upper Southern of Thailand. and 3) To investigate the factors affecting the decision-making process in choosing parcel delivery services among customers in the Upper Southern of Thailand. The sample consists of 400 individuals who have used parcel delivery services in the Upper Southern Region, including the provinces of Krabi, Chumphon, Nakhon Si Thammarat, Phang Nga, Phuket, Ranong, and Surat Thani. The research tool used is a questionnaire. The instrument used was a questionnaire. Data were analyzed using statistics, frequency, percentage, mean, standard deviation, factor analysis, and multiple regression analysis. The research found that 1) Overall service quality at the highest level. 2) The components of the brand image factors consisted of 2 components: (1) characteristics and characteristics of service providers and (2) benefits and value of service. 3) Factors affecting the decision-making process of choosing to use parcel delivery companies of service users in the upper southern region were: (1) Service quality, including confidence, concreteness, and understanding and recognition of needs, and (2) Brand image, including characteristics and characteristics of service providers and benefits and value of service providers, at a statistical significance level of 0.05, which could jointly predict the decision-making process of choosing to use parcel delivery companies of service users in the upper southern region at 74.60 percent.

Linguistic Strategies for Creating Humor in the Variety Sitcom "Talok hok chak"

Kanokkarn Woraseeha — 2024-12-27

This research aims to examine the linguistic strategies employed to create humor in the variety sitcom Talok Hok Chak by analyzing episodes aired between December 2021 and March 2022. The findings reveal that the program employs diverse strategies that reflect the uniqueness of Thai language and culture to enhance entertainment and capture audience interest. Key strategies identified include the use of comparisons, wordplay, foreign words or accents, and phonetic harmony, which create unexpected contrasts and provide rhythmic fluency to the dialogues. Additionally, the program incorporates satire and irony to reflect societal realities, as well as rhetorical expressions and slang to resonate with contemporary cultural trends. Ambiguity, through double meanings, is also used to generate humor, while music serves to amplify enjoyment and alleviate tension. Furthermore, sound distortion is utilized to create humor by altering the pronunciation of words to convey unexpected meanings. These strategies collectively enrich the humor within the show, illustrating a blend of traditional and contemporary cultural elements. The program effectively meets the expectations of modern audiences and demonstrates creative use of the Thai language in a contemporary entertainment context.

Exploring Muslim Tourists' Expectations and Behaviors towards Muslim Tourism Destinations in NakhonSiThammarat

Buppachat Taengkliang — 2024-12-27

This research explores the motivations and behaviors of Muslim tourists visiting Nakhon Si Thammarat Province, aiming to develop tourism strategies aligned with Islamic principles and lifestyles. Employing a mixed-method approach, qualitative data were gathered through in-depth interviews with five stakeholders in Muslim tourism, while quantitative data were collected via questionnaires from 400 Muslim tourists. The research results found that the motivations for Muslim tourists to travel were to experience nature and build family relationships. Attractive factors encompassed Halal-certified restaurants, culturally sensitive tourism personnel, and accommodations near mosques with prayer rooms and halal food options. A popular itinerary involved a two-day, one-night trip encompassing Wat Phra Mahathat Woramahawihan, Hua Thale Mosque, and Khiriwong Village, with activities focused on cultural exploration, nature appreciation, and Islamically-compliant experiences. The study recommends policy adjustments for tourism agencies and businesses, emphasizing improvements in Halal standards, provision of prayer facilities, culturally sensitive personnel training, and the promotion of itineraries respecting Muslim lifestyles to enhance the sustainability and capacity of the tourism industry.

Communicating Luxury Through the Concept of Unconventional Luxury via Imagery Advertising

Tisiruk Potavanich — 2024-12-27

This study investigates the effectiveness of imagery advertising in communicating unconventional luxury concepts and how this impacts consumer perceptions of mass-market products. The research explores how visual narratives incorporating elements of transformation, sustainability, and aspirational themes (fantasy dreams, escapism, and high cultural capital) influence young adults' luxury perceptions in Thailand. Employing a quantitative approach, the study analyzed responses from 400 participants aged 18-30 to AI-generated imagery ads across automotive, electronics, and consumer goods sectors. The results indicate that imagery advertising effectively communicated unconventional luxury concepts, with participants demonstrating clear comprehension of intended narratives. Analysis using Spearman's rank correlation coefficient revealed positive relationships between these elements and perceived luxury levels. These findings suggest that while imagery advertising can successfully convey unconventional luxury concepts, their impact on elevating mass-market products' luxury perceptions varies in strength. The study contributes to marketing communication practice by providing empirical evidence for effective visual storytelling strategies in luxury brand development, particularly in emerging markets targeting young consumers, while highlighting innovative approaches to bridge the gap between mass-market offerings and luxury perceptions.

Legal Measures about Fraud Offenses Study the Case of Selling Products Online

suttichai lortrakul — 2024-12-27

Currently, technology is advancing rapidly. At the same time, fraudulent groups are developing various schemes to deceive users of online merchandise trading applications. The impact on victims is not limited to financial losses to these fraudsters, it can also result in victims becoming entangled in fraud cases, often finding it too late to resolve the issues, which ultimately affects their lives. Media reports indicate that young users of online merchandise trading applications are particularly vulnerable to becoming victims of such fraud.
This article aims to explore theoretical concepts and research related to the offense of fraud under Chapter 3, Section 12 of the Criminal Code, which currently categorizes fraud as a compoundable offense. The researcher seeks to identify ways to amend the Criminal Code to reclassify online merchandise trading fraud as a non-compoundable public offense. The proposed amendments include revising definitions, offenses, and penalties related to fraud, ensuring that online trading fraud is comprehensively addressed. The researcher also proposes suitable measures to address these issues effectively.
The study reveals that the legal issues concerning the offense of fraud, particularly in the context of online merchandise trading, present several legal challenges. Therefore, the researcher recommends amending Chapter 3, Section 12 of the Criminal Code regarding fraud. This amendment should include establishing precise definitions as well as revising the offenses and penalties for those involved in online trading fraud.

Regulatory Approaches to Competition in the Energy Sector: A Case Study of Australia

Ornamol Arapol — 2024-12-27

This article examines Australia's regulatory framework for competition in its energy sector. Australia's approach is governed by legislation, including the Competition and Consumer Protection Act 1996, which establishes criteria for assessing market power based on the principle of "substantial degree of power”. This principle applies to both the electricity and natural gas sectors. Further, legislation such as the Electricity Act 1996 (South Australia) and the Gas Act 1997 (South Australia) sets out licensing requirements for energy operators and mandates assessments of mergers and acquisitions to prevent substantial reductions in market competition. Consequently, Australia's energy sector prohibits mergers and acquisitions likely to significantly lessen competition-a model potentially applicable to Thailand.