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> <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> en-US <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> (ผู้ช่วยศาสตราจารย์ ดร.เหมือนหมาย อภินทนาพงศ์) (นางพิชชานันท์ พันธโชติ) Thu, 28 Dec 2023 12:18:36 +0700 OJS 60 A Systematic Literature Review of Resilience in Aviation Business <p>The objective of this research was to synthesize the components of resilience in the Aviation business by using the documentary research technique and inclusion criteria in studying related literature consisting of 26 international journals. The results found that resilience in the Aviation business had 4 dimensions and each dimension was composed of the following key components: <br />1) Governance consists of 2 components; regulations and laws, and development plans 2) Resilience approach consists of 3 components; the case study, scenario, and index development 3) Resource management consists of 4 components; finance, human resources, organizational competency, and assets 4) Aviation service providers consists of 2 components; communication and collaboration. This documentary research provides a conceptual framework for future empirical research to prove the components of Aviation resilience and the relationship among them.</p> Jareeyakorn Hwangsuphakitkoson, Prasopchai Pasunon Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Lifestyle of High-Spending ASIAN Senior Tourists <p>The purposes of this research were to (1) study tourist behavior and life-style of high-spending ASEAN senior tourists; (2) to suggest tourism products according to life-style of high-spending ASEAN senior tourists; and (3) to propose promotion strategies for high-spending ASEAN senior tourists.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; This research was a quantitative research. Population and samples were senior tourists from Singapore, Malaysia and Indonesia. A questionnaire was used as a research instrument. The result was found that these 3 groups of senior tourists performed similar behavior in tourism activities as well as lifestyle but tourism products are varied among each group. The research outcome would be regarded as promotion strategies for high-spending ASEAN senior tourists including destination and services development for next normal strategy, promotion strategy of suppliers and tourism and activities design strategy for ASEAN senior tourists.</p> <p>&nbsp;</p> <p>&nbsp;</p> Ranee Esichaikul , Nontlachatara Viranuvatti, Wutipark Poonbua Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 A Study on Marketing Strategy of the Local Food Products in Nan Province for Competitiveness through Social Media Platform <p>This research aimed to study important influencing factors to competitiveness component of local food products through social media of marketing platform. The sample group comprised of 400 consumers were collected from questionnaires by using convenience sampling method. The data were analyzed by Confirmatory Factor Analysis to confirm the model’s goodness-of-fit and to test the hypotheses. The results found that 1) the competitiveness of local food products through social media of marketing platform in a statistically significant. The confirmatory factor analyses of model revealed 4 factors namely social media marketing, consumers trust, consumers perceived value, and competitiveness factors. The social media marketing factor consisted of 4 aspects including entertainment, interaction, trendiness, and customization. The consumers perceived value factors consisted of 4 aspects including reasonable price, product quality, functional value, and social value. The consumers trust factors consisted of 4 aspects including reliability, integrity, caring, and response. The competitiveness factors consisted of 4 aspects including finance, marketing, performance, and market size. 2) The results of secondary order confirmatory factor analyses revealed that 4 factors were equally important. The variables in this study were consistent with the empirical data (P-value = 0.268, c2/df = 1.100, CFI = 0.999, GFI = 0.978, AGFI = 0.954, RMSEA = 0.016, RMR = 0.002). These findings indicate the importance of social media marketing influencing consumers perceived value and enhancing the competitiveness of local food products through social media of marketing platform in Nan province.</p> Jittra Punroob, Natthawoot Punroob, Ekachai Duangjai Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Factors Effecting on Voluntary Tax Compliance and Tax Measures of Listed Companies in Stock Exchange of Thailand <p>This research aimed to (1) analyze government management that affects voluntary tax compliance; (2) analyze government management that affects tax incentives on voluntary tax compliance; (3) compare general information of respondents and government management, and (4) to develop tax measures to encourage listed companies in Stock Exchange of Thailand to pay taxes voluntarily.</p> <p>The sample group was the chief financial officers. This research was mixed methods. For the quantitative research, a questionnaire was used to collect data from a sample of 380 participants using the stratified sampling method. Subsequently, the collected data was analyzed using the Structural Equation Model. The qualitative research conducted in-depth interviews with 9 people to validate the results of the quantitative research. The findings revealed that government management had direct and indirect positive influences on voluntary tax compliance. There were different opinions on government management from different genders and industry groups, while opinions on government management from different ages, levels of education, and work experience were indifferent with a statistically significant level of 0.05. The results of qualitative research revealed that the key informants had consistent opinions and were able to develop 8 tax measures to promote voluntary tax payments.</p> Weerayut Sukmak, Kalyaporn Panmarerng Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Human Capital in Digital Technology Proficiency and Access to State Assistance for the Informal Labor Forces in Songkhla Province <p>The informal labor force is a crucial driving force for the economy of Songkhla province. The objective of this research is to compare the differences between individual factors and the level of proficiency in using digital technology among informal workers in the 16 districts of Songkhla Province. It also aims to study the relationship between factors such as income levels, technological proficiency, and access to state assistance. The sample group used for this study consists of 200,000 informal laborers in Songkhla Province. The study found that informal laborers with varying occupations, educational levels, and technological proficiency levels had significantly different income levels, which was statistically significant. In addition, the study discovered a correlation between access to state assistance, technological proficiency and factors related to income levels. Specifically, groups with lower income levels tended to use technology less and had lower access to state assistance. This implies that factors related to technological proficiency and access to state assistance have a mutually reinforcing relationship. Therefore, formulating economic assistance policies for the informal labor force necessitates promoting income-generating capabilities alongside investing in human capital for digital technology use. This approach will help alleviate income disparities stemming from differences in digital knowledge (digital divide) and simultaneously enable the informal workers to access state assistance in line with economic development policies, leading to widespread benefits (digital dividend).</p> Komwit Siritorn, Patumporn Hiransalee Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Problems and Requirements in Teaching and Learning at the Vocational Level in the Eastern Economic Corridor from the Situation of the Spread of the Covid-19 Virus <p>This study examines the problems and needs of vocational education management in the situation of the Covid-19 virus outbreak in the Eastern Economic Corridor, using a survey research model from questionnaires in 20 vocational educational institutions under the Office of Vocational Education Commission of the government, academic year 2021, using a population and a random sample consisting of educational institution administrators, teachers, students, and executives in the establishment. Data were analyzed using descriptive statistics and content analysis. It was found that there are many problems of teaching and learning in the vocational institutions, but overview of There are 4 models of teaching and learning: electronic, online, home visits and advice and in class. The problems of each model are generally at a moderate level. In terms oft organizing teaching and learning, there is at a high level, but it is at a moderate level in the workplace. In addition, the vocational institutions’ administrators think that parents should continuously help and support teaching and learning preparation of the institutions. Teachers and learners require supports on learning tools and technologies in which the students are able to equally access to state’ s studying materials. It is important that the educational institution, the establishment, and the parents should encourage learning behaviors of the students.</p> Kittiphan Hansamorn, Varataya Thammakittipob Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Developing English Reading Comprehension Ability of EFL Undergraduate Students through the KWL-Plus Technique <p>The purposes of this research were: 1) to investigate the extent to which KWL- Plus technique can help first-year students at a private university in Bangkok Metropolitan area to read more effectively, 2) to explore the students’ attitudes towards learning reading through the use of the KWL- Plus technique. The research participants were 30 first-year students derived by convenience sampling based on the class assigned to the researcher by the university registrar’s office at Thai-Nichi Institute of Technology. KWL– Plus technique was used with the subject group over eight-week period. The instruments used were lesson plans, an English reading comprehension test and the questionnaire of attitudes towards learning through the KWL - Plus technique. The study employed mean difference, standard deviation. The researcher administered the English reading comprehension test before and after teaching, the pre-test and post-test scores of the group were compared using t-test dependent measure. The findings of the study were as follows: 1) The KWL- Plus technique enabled the students to gain English comprehension. The students’ post-test scores after they were exposed to the technique were statistically higher than their pre-test ones, at a 0.01 level. 2) As to their attitudes towards the KWL- Plus technique, the findings indicated that most students expressed positive attitudes towards learning English reading through the use of the KWL- Plus technique.</p> Pisit Jittisukpong Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 The Documentary Research to Synthesize Components of Sustainable Business Development Concept for Small and Medium Enterprises <p>The purpose of this research was to study and synthesize the components of the sustainable business development concept based on the three main pillars: Environment, Society, and Governance for small and medium-sized businesses. The article studies the effect of sustainable business development concepts based on ESG principles in the context of small and medium businesses from 38 academic articles and research papers which are published online on the databases of Journal of Finance, Wiley-Blackwell Publishing Ltd and Academy of Management spanning the period from 2013 to 2023. The results of the study showed that sustainable business development ideas based on ESG principles for small and medium businesses can be divided into 3 dimensions, each of which consists of important components: 1) The environmental dimension includes 3 components: 1.1) Innovation, 1.2) green business, 1.3) sustainability. 2) The social dimension consists of 6 components: 2.1) gender, 2.2) social responsibility, 2.3) culture, 2.4) age, 2.5) geography. and 2.6) politics. 3) The corporate governance dimension consists of 6 components: 3.1) strategy, 3.2) accounting, finance and investment, 3.3) management 3.4) good governance, 3.5) resource management and 3.6) organization efficiency. <span style="text-decoration: line-through;"> </span></p> Apichaya Pipawakorn , Prasopchai Pasunon Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Distorted financial behaviors resulting from behavioral decision-making biases. <p>To study the psychological patterns of irrational decision-making affecting financial phenomena, focusing on the behavior of investors in the Thai stock market and how irrationality leads to distorted investment goals. The objective is to present knowledge and information that helps readers understand cognitive biases and behaviors as obstacles to sound decision-making. Furthermore, it presents the concept of Noise, disturbances arising from within oneself and external environmental factors. This encourages individuals to pause and contemplate before making certain decisions or even ponder rational and trustworthy principles. The author has synthesized research, drawing from both experimental psychology and behavioral economics, focusing on the works of Professor Daniel Kahneman and various other researchers. This research has compiled instances of financial phenomena related to the theory of prospect theory, which has evolved from the utility theory, a fundamental concept in economics. Notably, the research findings underline that "people tend to feel the impact of losses more strongly than gains, up to twice as much." It further explores the concept of "loss aversion or the fear of regret". The writer perceives that biases in financial decision-making are driven by a"fear-based bias" and a bold front led by greed but harboring underlying fears. These factors lead to various financial phenomena, such as mental accounting. Therefore, avoiding errors benefits emotional control and makes the most “Valid” and “Reliability” decisions possible.</p> Rewadee panich Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700 Some observations on the Act on Imposition of Non-Criminal Regulatory Fines, B.E. 2565 (2022) <p>Thailand is facing over-criminalization, leading to an overcrowding of correctional facilities with prisoners exceeding their capacity. The reason behind criminal justice being unsuitable for certain types of criminal offenses is that perpetrators committing non-severe offenses are often punished under Section 18(2) of the Penal Code. This punishment is disproportionate to the offenses committed. Additionally, the names of the perpetrators will be recorded on the criminal record. Thailand has adopted the concepts of non-criminal regulatory fines or 'Pinai offense' from foreign countries such as Germany and Italy. This involves transforming certain laws that originally punished criminal offenses and administrative offenses with fines, into Pinai offenses. There exists the Act on Imposition of Non-Criminal Regulatory Fines, B.E 2565 (2022) that applies to perpetrators who commit non-severe offenses only punishable by a fine, which is specified in Annex 1-3 of the Act. Under the Act, perpetrators is subject to a so-called ‘Non-Criminal Regulatory Fine (Pinai fine)’. This article aims to present the meanings of perpetrators and Pinai fines under the Act, the authority having the power to initiate a Pinai offense, the process of initiating a Pinai offense, and the settlement of a Pinai offense. It also recommends that all relevant authorities and people should have knowledge and a good understanding of the Act. The Act may be considered a new law that elevates the standard of Thai law to be equivalent to that of the international community.</p> Ampawan Mongkolin, Kalaya Tansiri Copyright (c) 2023 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences Thu, 28 Dec 2023 00:00:00 +0700