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

Factors Affecting Electric Vehicle Buying Decision of Private Company Employees in Bangkok

supaluck siriyanon, Ratchapan Choiejit — Sat, 29 Jun 2024 00:00:00 +0700

This study aims to: 1) investigate the factors influencing the purchase decision of electric vehicles (EVs) among private company employees in Bangkok, and 2) evaluate the cost-effectiveness of EV ownership for these consumers. Data was collected by calculating the Total Cost of Ownership (TCO) of internal combustion engine (ICE) vehicles, which includes the purchase price, fuel costs, maintenance expenses, leasing interest rates, depreciation rates, insurance premiums, and annual vehicle taxes. The relationship between independent and dependent variables was analyzed using Multiple Regression Analysis with the Ordinary Least Square Method (OLS), in conjunction with data gathered from questionnaires. The sample group comprised 200 employees of private companies in Bangkok and Metropolitan Region. Statistical measures employed in this research include mean and standard deviation.

The study's findings indicate that when comparing TCOs of EVs with similar purchase prices, the overall ownership costs are either comparable or show negligible differences. Moreover, the analysis of opinions on factors affecting the decision to purchase an EV reveals an average overall opinion score of 5.6969. Upon examining individual aspects, the highest average score pertains to government policies, followed by purchase intention, adherence to reference groups, and societal image influence, respectively.

Marketing Communication Affecting Buying Decision of Products and Services in Wellness Tourism in Chiang Rai Province

Pornpimol Chaisanit , Piyanart Junkrachang, Tarittawan Chareanporn — Sat, 29 Jun 2024 00:00:00 +0700

The purpose of this research was 1) to study demographic factors 2) to study marketing communication factors influencing the buying decision for products and services in wellness tourism 3) to propose the development of marketing communication for the decision to buy products and services in wellness tourism destinations. The research methodology was mixed method. It started with a quantitative research method by collecting questionnaires with 400 Thai tourists using a multi-stage sampling method. The quota random sampling method was used by selecting 4 wellness tourism destinations in Chiang Rai and 100 samples representing each destination. Then convenient sampling was used. For the data analysis are descriptive statistics and inferential statistics, t-test, F-test, and Multiple Regression Analysis (MRA). The research results 1) Demographic factors found that different education and monthly income had different effects on the decision to purchase products and services (p< 0.01 and p< 0.05) and 2) Marketing communication factors found that sales promotion and direct marketing affect the decision to purchase products and services. Then the data obtained was used for focus group of qualitative research to propose the development of marketing communication from 12 tourism stakeholders. It was found that 1) sales promotion should have product and service promotions in cooperation with various entrepreneurs and 2) direct marketing should use their existing tourist databases to offer discounts and other activities to lead the decision to purchase products and services.

The Impact of Digital Financial Reporting Quality on Information Equality Effectiveness that Leads to Financial Report User’s Decision-Making Success: A Case Study of Mutual Fund in Thailand

Sawad Hakin, Worawit Laohamethanee — Sat, 29 Jun 2024 00:00:00 +0700

This research aims to study the impact of the quality of digital financial reports on the effectiveness of information equality, which leads to the success of financial report users' decision-making. In this study, the financial report users are mutual funds in Thailand. Data are collected via postal questionnaires, with fund managers as respondents. There are 82 complete and usable questionnaires for data analysis. The data are analyzed using descriptive statistics, multiple correlation, and path analysis. The study finds that the quality of digital financial reports has a statistically significant positive influence on the effectiveness of information equality at the 0.01 level. Additionally, the effectiveness of information equality on decision-making success has a positive influence at the 0.01 level. However, the quality of digital financial reports is found to have no direct significant influence on decision-making success. Results suggest that high-quality digital financial reports positively impact information equality, which in turn contributes positively to the success of organizational decision-making.

The impacts of economic policies and the role of capitalists in economic development during the Reign of King Rama VII

Anusorn Tamajai, Thamrongsak Petchlertanan — Sat, 29 Jun 2024 00:00:00 +0700

This qualitative research examined the role of economic policy and capitalism development during political and economic transitions of King Prajadhipok (Rama VII) of Thailand. Socioeconomic and political backgrounds, development of capitalism by different groups from 1925 to 1934, and relevant economic policies were studied. Capital accumulation and growth based on a patronage system. Economic Policies have fostered the semi-feudal capitalist economic system to be able to continuously operate during the reign of King Rama VII. Several policies have significantly coherence and affected to various policies. Almost all capitalist groups before the Siamese revolution of 1932 accumulated capital through relationships with state power during the era of absolute monarchy. Rent seeking and deadweight loss impacted social welfare.

Stakeholders with significant roles in investment and trade developed from formerly patronized state capitalist and Royal Treasury groups, Thai Chinese and Western businesspeople. Europeans and Americans were increasingly present after the Bowring Treaty. These capitalist groups invested in new technology and exploited natural resources. Most from 1925 to 1934 were traders lacking power to change economic fundamentals in Thailand. Industrial development slowed due to absence of strong internal industrial capital

Studying the effectiveness of advertising on the Facebook platform: a case study of DNA Garage shop

Warataya Paopiamsap, Patama Satawedin — Sat, 29 Jun 2024 00:00:00 +0700

This research aims to study and test advertising on the Facebook platform. Case study of the DNA Garage store in creating awareness among consumers and make the brand have an identity and be known on online channels. To study the effectiveness of advertising in the form of consumer participation on Facebook and to study the number of cars used by customers comparing before and after advertising on the Facebook platform. Collected experimental data using advertising media through the Facebook platform for a period of 30 days by examining the effectiveness of advertising in creating brand awareness and creating participation including the number of cars that come to use the service. By dividing advertising into 4 campaigns consisting of Photo Album, Video Reels and Image Ads, the experimental results were analyzed The research results found that creating one advertising campaign in the form of images to introduce the store's products and services can increase reach. The number of impressions Brands should advertise in the form of Video Reels because they can create more engagement and reach than other forms of advertising. When all four campaigns are created, the number of followers and likes on the page can be increased. And there is an increasing number of cars coming to use the service at DNA Garage.

Cyberbullying behavior of undergraduate students Ramkhamhaeng University

Kijja Chalardpodjanaporn — Fri, 28 Jun 2024 00:00:00 +0700

This research aims to study online bullying behavior of undergraduate students at Ramkhamhaeng University using 7 factors. It also studies relationships, develops predictive models and studies the opinions of academics and experts on ways to address cyberbullying behavior. The research has 2 parts. 1) For 400 sets of multi-stage sampling to provide descriptive statistics and reference records. 2) Interviews with academics and experts regarding solutions to online bullying problems. The research results found that Cyberbullying behavior of undergraduate students Ramkhamhaeng University is at a low level. Longer periods of time spent using the internet were associated with more cyberbullying behavior. Factors that are positively related to cyberbullying behavior are family violence, influence of violence from student friends personality and real life situations An equation for predicting cyberbullying behavior among undergraduate students. Ramkhamhaeng University is Y = 2.153 – 0.253 X₁ – 0.127 X₃ + 0.235 X₄ + 0.217 X₆ Factors that most affect cyberbullying behavior is a family factor (X1). Next is the friend factor (X4), Personal experience factors (X6) and the factor of talking, chatting, meeting up, or accepting friends with strangers (X3), respectively. Abiliyu to predict cyberbullying behavior 16.20% at a significance level of 0.05.

Correcting online bullying behavior involves all parties including family, friends, the students themselves, and teachers/professors. All must cooperate on 3 levels that is 1) providing knowledge and understanding for prevention, 2) training for immune skills, and 3) behavior change. Policy recommendations are the responsibility of Government agencies and educational institutions to integrate and work proactively to establish a counseling center to prevent and solve problems together.

Creative Advertisements: Narrative Strategies

wan shiiyu, Buaphan Suphanyot — Sat, 29 Jun 2024 00:00:00 +0700

This research article aims to analyse the narrative strategies used by 20 creative advertisements that have garnered over five million viewers and were broadcast via mass communication and social media between 2011 and 2023. Literary analysis concepts, theories, and narrative theory are applied to analyse their content and language. The findings identify seven narrative strategies: 1) narrating by voice and motion pictures; 2) narrating various perspectives; 3) maintaining narrative continuity according to the planned plot; 4) narrating through characters and conversations; 5) narrating through creating complexes and conflicts; 6) narrating by enhancing elements such as colours, lighting, settings, and surroundings; and 7) narrating through emphasising the essence to highlight the core of the story. These seven narrative strategies share causal relationships and effectively convey meanings aligned with their objectives of persuading social changes, both in terms of product popularity and social creativity.

The Study of Current Situations Problems and needs for Science and Mathematics Learning Management for Early Childhood Children in the Central Region of Thailand.

Sat, 29 Jun 2024 00:00:00 +0700

This research aims to investigate the current issues and needs of learning experience management media in science and mathematics for early childhood education in the central region of Thailand. 353 pre-school teachers in Bangkok, Nonthaburi, and Suphanburi provinces were inquired, and analytically oriented questionnaires use frequency distributions to determine percentages. The findings were subsequently summarized in a descriptive sequential format. 1) in the field of learning experience management Most teachers design learning experiences to closely align with children's developmental needs. Accounting for 94.4%; 2) Regarding the media for learning experience management, the majority of teachers (72%) believe that the media used should be Learning by doing; 3) Concerning challenges and obstacles in designing or using the media for learning experience management, Evaluation of participation in activities of 84.1% resulted in children's use of media in real life 40.2%, corresponds to the learning unit 29%. 43.9% Indicates that children can use creative media independently. while 41.1% were video presentations by teachers; 4) The main obstacle for teachers is a lack of guidance and support. 54.2% reported challenges in inventing or using instructional media without a clear understanding of the content and substance of the curriculum. 36.4% indicated the use of materials and equipment durability and resilience, whereas 94.4% expressed the need for media that aligned with the content of the curriculum, correlates with learning units, and Supporting children's development is crucial for integrating other content and adapting to learning activities.

The Roles of the Constitutional Court in Protecting the Rights to Privacy of Personal Information Held in Public and Private Agencies

arpasara thepjumnong — Sat, 29 Jun 2024 00:00:00 +0700

The right to personal information was recognized as a fundamental right in 2017 and was safeguarded by 32 sections of the Thai Constitution. These days, the right to personal information is essential to setting up the work schedule and all section operations. As a result, it's likely that both the state and the private sector may experience a violation of rights to personal information. Since the Constitutional Court is the body tasked with defending the rights of the Thai people, there are very few aspects of the constitution and legislation that are taken into account when a victim brings a case before the court. They no longer play as much of a role in defending the rights to personal information because commercial and state sectors set the rules. Nonetheless, the Constitutional Court is regarded as the key institution that laid the groundwork for safeguarding the rights to personal information. In order to obtain the proper ruling to safeguard Thailand's right to personal information, they will thus apply international standards, such as self-determination of personal information and proportionality, to the inquest.