University of the Thai Chamber of Commerce Journal Humanities and Social Sciences <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> มหาวิทยาลัยหอการค้าไทย en-US University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2673-0057 <p><span style="text-decoration: underline;"><strong>ลิขสิทธิ์ของบทความ</strong></span></p> <p>ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน</p> <p>&nbsp;</p> The Comparison of Musical Performance Styles between “Pleng Song Krueng” and “Western Musical Theater” <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> กิตติพงษ์ อินทรัศมี Anukoon Rotjanasuksomboon Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 The Development of Design and Manufacturing Process for Community Products under the Limitation of Elderly Potential <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> กัลยกร จันทรสาขา Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 Factors Affecting the Elderly Work in Thailand <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> อัมภิณี ลาภสมบูรณ์ดี Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 OTOP Entreprises Management Model in Marketing Competitiveness <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> ดาริน ชูดวงเกียรติกุล Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 A Effects of the Theory of Planned Behaviour on Green Behaviour of Hotel Customers in Thailand <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> ธนภูมิ อติเวทิน Sarun Widtayakornbundit Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 The Insights of Panic Buying in the Midst of COVID-19 Pandemic: A Systematic Literature Review <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> Patama Satawedin Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 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 <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> วชิร คูณทวีเทพ Nattwoot Koowattanatianchai Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 The Causal Relationship Factors Affecting the Loyalty of High-value Chinese Tourists towards the Southern Part of Thailand <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> Krittika Kunupakan Kassara Sukpetch Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 The Relationship between Characteristics of Information Perceived from Mobile Food Application and Decision to Purchase: The Moderating Effect of the Need Cognition <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> พีรภาว์ ทวีสุข Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3 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 <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> annop ruangkalapawongse Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-11-08 2022-11-08 42 3