Journal of Humanities and Social Sciences Valaya Alongkorn

PSYCHOLOGICAL TRAITS AND ENTREPRENEURIAL ORIENTATION IN THAI SOCIO-CULTURAL PERSPECTIVES: LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

2025-11-25T11:28:13+07:00

This academic article aims to examine the definitions and theoretical frameworks related to entrepreneurial orientation (EO), to explore psychological traits influencing EO within Thai socio-cultural contexts, and to propose future research directions concerning the relationship between psychological traits and EO in Thailand. Based on literature review, the findings indicate that psychological traits are associated with entrepreneurial orientation at varying levels. Specifically, openness to experience, conscientiousness, extraversion,
and agreeableness are positively related to entrepreneurial orientation, whereas neuroticism shows a negative relationship. The review also reveals that Thai cultural dimensions, such as high power distance and collectivism, significantly influence entrepreneurial orientation, particularly in terms of risk-taking and proactiveness which could become cultural constraints on entrepreneurial development. This article proposes future research directions to investigate the nuanced relationship between psychological traits and entrepreneurial orientation under Thai cultural conditions. It recommends integrating Western theories with Thai values, employing mixed-methods research, and broadening sample populations to foster a more comprehensive understanding of entrepreneurship in Thailand.

AN ANALYSIS OF “HANUMAN” BY JINNAWAT MANSAP

2025-05-16T20:37:22+07:00

This research article aims to analyze Jinnawat Mansap’s musical composition Hanuman, specifically written for a wind symphonic band, through Western music analytical and technical approaches. The primary data were derived from the musical analysis of the composition and an interview with the composer, while the secondary data were gathered from books, textbooks, academic journals, publications, and related research studies. The research instrument used was a structured interview, and its quality was validated by three experts using the Index of Item-Objective Congruence (IOC) to ensure consistency between the interview questions and the research objectives.

Based on the analytical framework designed in alignment with the main research objectives, it was found that Hanuman was composed by Jinnawat Mansap for the 35th Annual Student and University Marching Band Competition for the Royal Trophy in 2016. The composition follows a simple ternary form and is written in the key of C minor, utilizing the C minor pentatonic scale. It features both moderate and fast tempos and incorporates various time signatures, including 1/4, 2/4, 4/4, and 5/4. The central compositional concept is inspired by the character Hanuman from the Thai epic Ramakien, which serves as the driving narrative of the piece. The main melodic material is derived from three primary pitches: B♭, C, and E♭. The composition is organized into eleven rehearsal marks, each featuring distinct musical characteristics.

THE DEVELOPMENT OF SHORT-TERM TRAINING CURRICULUM SETS TO ENHANCE LIFE SKILLS: A CASE STUDY OF MUBAN CHOMBUENG RAJABHAT UNIVERSITY’S KRURAKTIN SCHOLARSHIP STUDENTS

2025-05-08T14:17:41+07:00

This study aimed to: (1) investigate the problems and essential needs related to the development of a short-term training course package to enhance life skills among “Kru Rak Tin” scholarship students; (2) develop and evaluate the effectiveness of the training course package; and (3) implement and assess the effectiveness of the developed package. An exploratory mixed methods design was employed, consisting of three phases. In the first phase, a qualitative approach was used to explore the problems and essential needs regarding life skills development. Focus group discussions were conducted with purposively selected key informants, consisting of two students from each academic year (first through fourth), totaling eight participants. The second phase involved the development of a training curriculum based on data derived from the first phase, using analytic induction. The curriculum was evaluated by three experts for content validity and overall effectiveness. In the third phase, the finalized curriculum—comprising four tailored modules corresponding to each academic year—was implemented with all 115 scholarship recipients across four cohorts. The results indicated that the students had a strong need for training in four key life skill areas: basic financial literacy, self-protection against bullying, effective time management, and collaborative leadership and problem-solving. The curriculum was structured around core components, including the rationale, objectives, content, structure, learning activities, instructional media, and assessment methods. Evaluation findings demonstrated that the training modules were highly effective, as confirmed by expert reviewers. Furthermore, the implementation of the modules led to statistically significant improvements in students’ knowledge in all four areas (p < .01), and participants reported a high level of satisfaction with the training program.

FOLLOW-UP AND REINTEGRATION OF CHILDREN AND YOUTH: LESSONS LEARNED FROM SOCIAL WORKERS IN THE INDIVIDUAL ROUTING COUNSELOR (IRC)

2025-11-03T11:13:31+07:00

This was a qualitative study conducted to obtain lessons learned from the post-release follow-up of children and youth through the perspectives of social workers serving as Individual Routing Counselors (IRC). Data were collected through in-depth interviews with 24 social workers working as IRCs under the Department of Juvenile Observation and Protection. The interviews were conducted in accordance with research ethics involving human participants, and data triangulation was employed.

The findings revealed that (1) post-release follow-up of children and youth is a vulnerable period requiring close supervision to support their life trajectories during reintegration; (2) in-depth skills, namely observation, analysis, contextual assessment, and negotiation, are essential for building trust and developing life plans; (3) social workers’ adaptation to their role as a bridge between families, communities, and agencies is crucial; and (4) a common problem is the lack of honesty and trust among children and youth during follow-up, which leads to limited assistance and an increased risk of repeated misbehavior.

These findings can be employed as guidelines for designing a model for monitoring, rehabilitation, and social reintegration that emphasizes dignity and sustainability through integrated collaboration with families, communities, and agencies, as well as fostering openness among children and ensuring close monitoring.

THE STUDY OF SUPERNATURAL MOTIFS IN LOYCHINE’S HORROR STORIES

2025-04-23T15:22:41+07:00

This article aims to study the supernatural motifs in Loychine’s horror stories. The study examines all 93 of Loychine’s short horror stories, applying Stith Thompson’s (1997) motif theory as a framework for the research. The study found that the most commonly encountered supernatural motifs, in descending order of frequency, are: 1) motifs related to spirits, found in 25.34% of the stories; 2) motifs involving people with special abilities, found in 23.97%; 3) motifs of communication with the supernatural entities, found in 20.66%; 4) motifs of black magic, found in 14.33%; 5) motifs of magical objects, found in 8.54%; and 6) motifs of legendary characters, found in 7.16%. These supernatural motifs play an important role in story development, making the stories coherent and meaningful while enhancing both their intrigue and horror. Moreover, they serve as tools for transmitting beliefs, ideas, and certain social aspects of Thai culture through these horror stories. Although these stories are a form of modern horror media, they continue to preserve traditional beliefs deeply rooted in Thai society, passing them on to contemporary readers. Additionally, the ongoing interest from readers in Loychine’s horror stories indicates that the popularity of such tales has not diminished over time.

A DIGITAL DATABASE–BASED RISK MANAGEMENT MODEL FOR EDUTAINMENT HISTORICAL TOURISM IN THE UPPER CENTRAL PROVINCES

2025-09-16T17:26:18+07:00

The current research was aimed to 1) analyze problems, risks and risk management of historical tourist attractions and 2) develop a digital database for use in risk management in form of mobile applications of historical tourist attractions. The research tools were questionnaires, for asking 427 tourists and focus groups with people involved in 4 historical tourist attractions, 5 people each, totaling 20 people. Data analysis included descriptive statistics and synthetic interpretation of the answers to identify issues, risks, and risk management. The information obtained was used as a database for developing a digital platform, in form of a mobile application. The research results were found that 1) the problems occurred were related to the tourist-attraction management. Problems were solved by promoting improvements and developments in various areas. 2) Risk analysis was revealed that there were risks from travel, risks to life and property, risks from epidemics, risks from the environment, risks from the unpreparedness of tourist attractions, and risks from tourists lacking good awareness. In addition, 3) Risk management could be achieved through reduction of avoidance, diversification, and acceptance. This could be displayed in the form of infographics to effortlessly understand and represent a part of each province’s information in an application that could be easily accessible and conveniently use. This could help plan a trip and make a travel decision.

THE DEVELOPMENT OF ACTION LEARNING ACTIVITIES BY USING PEAS LEARNING MANAGEMENT TO PROMOTE MATHEMATICAL PROBLEM-SOLVING SKILLS ON VOLUME AND CAPACITY OF GRADE 6 STUDENTS

2025-11-10T18:59:34+07:00

The purposes of the current study were as follows; 1) to create and find the efficiency of PEAS learning management for promoting mathematical problem-solving skills on Volume and Capacity of Grade 6 students based on the efficiency criterion of 75/75 at Tha-It Municipal School in academic year 2024, 2) to compare mathematical problem-solving skills before and after implementing PEAS learning management on Volume and Capacity and 3) to study the satisfaction of students who have used PEAS learning management on Volume and Capacity. The research sample was 6th grade students at Tha-It Municipal School. The research tools used in the study included learning activities in form of PEAS learning management on Volume and Capacity, problem-solving skill test, and satisfaction assessment form. Statistical data were analyzed using T-test dependent samples, mean and standard deviation.
The research results were found that 1) The independent variable was the learning activity in form of PEAS learning management consisting of 3 learning management plans. Each plan consisted of 1) Preparing Stage, 2) Engagement Stage, 3) Approach Stage, 4) Screening Stage. Efficiency of PEAS learning management developed by the researcher has met the defined 75.40/77.07 criterion. 2) The problem-solving skills posttest scores (𝑥̅ 11.88) were higher than pretest scores (𝑥̅ 9.97) with the statistical significance at the level of .05. 3) Sixth grade school students were satisfied with PEAS learning management regarding Volume and Capacity at the highest level (𝑥̅ = 4.74, S.D. = 0.56).

FACTORS RELATED TO THE ROLE, PROBLEMS, AND OBSTACLES OF SOCIAL WORKERS IN IMPLEMENTING THE STRONG FAMILY PROJECT IN JUVENILE OBSERVATION AND PROTECTION CENTERS WITH INITIAL RECEPTION FACILITIES NATIONWIDE

2025-11-04T11:07:11+07:00

The objectives of the current research were to examine the roles, problems, and obstacles encountered by social workers in implementing the Strong Family Project in Juvenile Observation and Protection Centers with Initial Reception Facilities Nationwide, including analyze the correlation between personal factors and these dimensions. The quantitative study employed purposive sampling, collecting data from 205 participants involved in project implementation, including social workers, administrators, and related personnel from 38 centers across 39 units. Data were gathered using a developed questionnaire particularly for the current study. Descriptive statistics (mean and standard deviation) and inferential statistics using the chi-square test were applied to investigate their correlation. The research findings were indicated that social workers played the most significant role in implementing the Strong Family Project which reflected an efficient performance. Their roles were particularly prominent in building rapport, creating a safe and accepting environment, including activating positive experience among families of juvenile offenders. However, the implementation has faced several challenges, including the complexity arising from cultural diversity among families of juvenile who were processed into the justice system, communication barriers, and difficulties in establishing shared understanding with service recipients. The study was further found that personal factors, in the aspect of age, length of professional experience, and participation in Strengthening Families Program training were significantly associated with the roles, problems and obstacles. The research recommendations were focused on specialized skill development, the allocation of sufficient resources as well as the defining of supportive policies from the Department of Juvenile Observation and Protection to elevate the project’s efficiency and sustainability.

SELF-DETERMINATION, PSYCHOLOGICAL WELL-BEING, AND EMPLOYEE ENGAGEMENT OF FLIGHT ATTENDANTS IN A LOW-COST AIRLINE

2025-10-10T15:40:18+07:00

The purposes of the current study were to: firstly, study the level of self-determination, psychological well-being, and employee engagement of flight attendants in a low-cost airline; secondly, the correlation among self-determination, psychological well-being, and employee engagement of flight attendants in a low-cost airline; and thirdly, the influence of self-determination and psychological well-being towards employee engagement of flight attendants in a low-cost airline. The research sample consisted of 151 flight attendants of a low-cost airline. The research instruments included a personal-information questionnaire, self-determination test, psychological well-being test, and employee-engagement test. The data were analyzed with the statistical methods to obtain percentage, mean, standard deviation, Pearson’s product moment correlation coefficient, and multiple regression analysis.

The research results were explained that the level of self-determination and psychological well-being of flight attendants in a low-cost airline were high while the level of employee engagement of flight attendants in a low-cost airline was medium. Self-determination was positively correlated with employee engagement at a statistically significant level of .01. Moreover, psychological well-being was positively correlated with employee engagement at a statistically significant level of .01. In addition, self-determination and psychological well-being could cooperatively predict employee engagement of flight attendants in a low-cost airline at 36.6% of the variance (adjusted R² = .366, p < .001) representing a statistically significant level of .01.

CREATING PERFORMING ARTS TO PROMOTE CREATIVE TOURISM ACTIVITIES BASED ON COMMUNITY ARTISANS LEARNING IN NAKHON PATHOM PROVINCE

2025-10-24T09:36:31+07:00

The current research was aimed to firstly, study the craftsmanship in Nakhon Pathom Province at Wat Lamut Subdistrict Community, Wat Lamut and Phrong Maduea Subdistrict Community, Wat Phrom Maduea as well as Jirawan Benjarong, Rai Khing Subdistrict, Sam Phran District including Wat Sai Temple, Tha Krasap Subdistrict, Nakhon Chai Si District leading to the integration of creativity. The second aim was to create performing arts for promoting tourism based on community artisanship learning in Nakhon Pathom Province. A mixed-method study was employed, Research instruments included interviews, focus group discussions, performance evaluation forms, and tourist questionnaires. The research sample consisted of 20 community members, being purposively selected, including entrepreneurs, workers, and cultural inheritors related to local artisanship as well as 400 general tourists. The evaluation results were found that 280 audiences, being calculated at 70.0% obtaining from accidental sampling, were most satisfied with the performance for promoting tourism. Data collected from documents, literature, and research instruments were analyzed using descriptive statistics and content analysis. The research findings were revealed that Nakhon Pathom has possessed diverse artisanal heritage, with four outstanding traditions selected for study: mural paintings at Wat Lamud, handwoven textiles of Phrong Maduea community, Benjarong ceramic craftsmanship of Chirawan artisans, and architectural works of Wat Sai ceremonial structures. Based on these cultural assets, four creative performance sets were developed as follows: The first performance was Cultural Imagery of Wat Lamud representing its folk songs about tourist attractions and culture. The second performance was Fon Phusa Bucha – Lao Khrang of Wat Phrong Maduea, presenting the weaving process. The third performance was Benjarong Dance – Wat Thaput, and the fourth one was Architectural Aesthetic – Monastic Pavilion of Wat Sai. The highlight was about promoting "Therot Ple", an ancient toy. These results highlighted the potential of integrating local artisanship into performing arts as a strategy to enhance cultural tourism and foster creative tourism development.

EXPERIENCE TOURISM MANAGEMENT IN KOH LAT E TAN COMMUNITY, SAM PHRAN DISTRICT, NAKHON PATHOM PROVINCE

2025-09-16T17:35:53+07:00

The current research article was aimed to; 1) examine the local context and indigenous knowledge; 2) study the existing tourism management model; and 3) propose guidelines for experience-based tourism management grounded in biodiversity and local wisdom in Koh Lat E Tan, Sam Phran District, Nakhon Pathom Province. This qualitative research study employed survey forms and interview guidelines. The research sample were selected through purposive sampling with 30 participants and convenience sampling with 50 participants, totaling 80 participants.

The research findings were revealed that firstly, Koh Lat E Tan community has maintained a simple and self-sufficient way of life. Almost of the residents have engaged in agriculture. The community has preserved its traditional customs for adapting and integrating into tourism activities. Secondly, the tourism management model has been an agricultural-based tourism system combining with cultural elements. Its unique identity has been reflected through natural attractions, architecture, arts, and culture, as well as community lifestyle. They have been integrated into cultural capital that has evolved alongside the development of the area. Thirdly, the proposed guidelines for experience-based tourism management grounded in biodiversity and local wisdom in Koh Lat E Tan have included utilizing cultural capital, indigenous knowledge, and spatial resources as foundations for designing tourism routes that reflect local identity; empowering community scholars to serve as cultural interpreters through local museums and learning activities; developing agricultural, cultural, and religious attractions in an integrated and distinctive manner; promoting the design of souvenirs that representing community identity, architecture, and way of life; and fostering a creative economy rooted in cultural diversity to enhance value creation and generate sustainable income for the community.

THE INFLUENCE OF WORKPLACE SPIRITUALITY AND SELF-DETERMINATION ON PSYCHOLOGICAL WELL-BEING OF EMPLOYEES IN A LOGISTICS COMPANY, BANGKOK

2025-09-12T10:51:59+07:00

The objectives of this study were to study 1. the level of workplace spirituality, self-determination, and psychological well-being of employees in a logistics company, Bangkok, 2. the relationship between workplace spirituality and self-determination with psychological well-being of employees in a logistics company, Bangkok and 3. the influence of workplace spirituality and self-determination on psychological well-being of employees in a logistics company, Bangkok. The Samples of the study were 247 employees of a logistics company, Bangkok. The data were collected through questionnaires, which consisted of personal data, the workplace spirituality scale, the self-determination scale, and the psychological well-being scale. The data were analyzed with statistical computer software. The statistics used for data analysis were percentage, mean, standard deviation, Pearson’s product-moment correlation coefficient, and multiple regression analysis (enter method). The results revealed that employees in a logistics company, Bangkok had workplace spirituality, self-determination, and psychological well-being in high level(x̄ = 4.02 S.D. = 0.38, x̄ = 4.03 S.D. = 0.45 and x̄ = 4.04 S.D. = 0.46, respectively), workplace spirituality and self-determination were positively related to psychological well-being of employees in a logistics company, Bangkok at .01 level of significance (r = .637 and .639, respectively) and workplace spirituality and self-determination could jointly predict psychological well-being of employees in a logistics company, Bangkok around 45.3% at .01 level of significance.

POVERTY DISCOURSE IN LUK THUNG ISAN SONG

2025-11-18T13:37:46+07:00

This study aims to examine the discourse of poverty constructed through Isan country music composed by Sala Khunawut. The research analyzed Isan country songs from YouTube spanning from 1982, marking Sala Khunawut's debut in the music industry, to March 30, 2024. The corpus comprises 122 songs with lyrical content pertaining to poverty, encompassing financial deprivation, economic hardship, and limited financial mobility.. Michel Foucault's discourse theory was employed as the theoretical framework for this investigation. The findings reveal four distinct constructions of poverty discourse: 1) poverty as social disadvantage and inferior social status, 2) poverty as a driving force for struggle, 3) poverty as a teacher, and 4) poverty as a mechanism for distinguishing people, respectively. The poverty discourse constructed in Sala Khunawut's Isan country music unveils concealed power dynamics across multiple dimensions, including inferior social status, limited educational opportunities, exclusion from modern culture, rural-to-urban migration for employment purposes, ambition, and social inequality. Conversely, the poverty discourse also manifests positive dimensions that serve consolatory functions. These include the elevation of poverty as a teacher of patience and perseverance, the conceptualization of poverty as an instrument for testing human sincerity, contentment with one's possessions, and the normalization of poverty as an ordinary condition. Such normalization of poverty potentially results in the neglect of demands for justice and equality from the state apparatus.

GUIDELINES FOR BUDGET MANAGEMENT FOR DEVELOPING HIGH-PERFORMANCE PEOPLE WITH DIGITAL TECHNOLOGY

2025-12-08T09:27:18+07:00

This research aims to (1) study methods for developing highly competent people using digital technology, (2) study the processes and obstacles in managing budgets for human development, and (3) propose policy guidelines for a new, efficient budget management model. The research employed a qualitative research methodology, collecting data from the analysis of 25 relevant policy and academic documents, combined with in-depth interviews with 12 experts in human capital development policy, public budget management, and digital technology, selected using purposive sampling. Data were analyzed using content analysis and thematic synthesis. The research found that (1) effective development of highly competent people using digital technology should be based on flexible and personalized learning through digital platforms, the use of competency data, and technologies such as AI and data analytics systems to support continuous upskilling and reskilling, rather than spur-of-the-moment training. (2) Thailand's budget management process for human development still faces structural obstacles, including the rigidity of budget categories, a lack of interagency integration, and the failure to concretely link the budget to competency outcomes. which limits the potential of using digital technology in human development (3) This research proposes a new policy approach: “Competency- and Data-Driven Budgeting”, which emphasizes integrated budget allocation, focuses on competency outcomes, uses evidence-based data from digital platforms for decision making, and opens up space for cooperation between the government, private sector, and educational institutions. These findings reflect new policy knowledge that systematically links human capital development, digital technology, and budget management, and can be used as a policy framework to enhance the country's long-term competitiveness.

FACTORS INFLUENCING INTERNATIONAL STUDENTS' INTENTION TO CHOOSE GRADUATE STUDIES AT MAEJO UNIVERSITY

2025-09-12T11:10:57+07:00

This research aimed to investigate the factors influencing the intention
of international students to pursue graduate studies at Maejo University. The study focused on both internal factors, including personal factors (such as gender, age, marital status, occupation, educational background, and monthly income), and external factors, namely the marketing mix based on the 7Ps framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence.

A quantitative research approach was employed, collecting data via an online questionnaire from 429 respondents who were either current students, alumni, or prospective students interested in pursuing graduate studies at Maejo University. The research instruments were validated for reliability and accuracy prior before data collection. The data were analyzed using descriptive statistics (such as percentage, mean, and standard deviation) as well as inferential statistics, particularly regression analysis, to determine the key factors influencing international students’ decisions.

The results revealed that the top three most influential factors were: 1) the university’s location (Place), with a regression coefficient (B) of 0.191, 2) the quality and experience of the staff (People), with a coefficient of 0.165, and 3) the curriculum (Product), with a coefficient of 0.148. Based on these findings, it is recommended that the university should enhance the safety, accessibility, and overall environment of its campus to better align with the lifestyles and expectations of international students. Additionally, the university should invest in developing staff competencies, particularly in communication, student advising, and intercultural understanding, to foster trust and engagement. Finally, continuous improvement of the curriculum to align with labor market trends and the evolving needs of international students is strongly encouraged.

FACTORS AFFECTING WORK-LIFE BALANCE OF THE TEACHERS IN CATHOLIC SCHOOLS

2025-10-10T16:59:16+07:00

This research aimed to study the levels of workplace spirituality, spiritual leadership, and work-life balance; comparisons of personal factors including gender, age, and marital status with work-life balance; the relationships between workplace spirituality, spiritual leadership, and work-life balance; and predictors between workplace spirituality and spiritual leadership that can jointly predict teachers' work-life balance. The sample group used in this study consisted of 380 teachers in Catholic schools. Data were collected using personal factor questionnaires, the Workplace Spirituality Scale, the Spiritual Leadership Scale, and the Work-Life Balance Scale. The statistics used were percentages, means, standard deviations, t-tests, one-way analysis of variance, Pearson product-moment correlation coefficient analysis, and multiple regression analysis.

The research findings revealed that 1) teachers had workplace spirituality and spiritual leadership at the highest level, while work-life balance was at a high level; 2) teachers with different genders and marital statuses showed no differences in work-life balance, while teachers of different ages showed significant differences in work-life balance; 3) workplace spirituality and spiritual leadership had positive relationships with teachers' work-life balance; and 4) workplace spirituality and spiritual leadership could jointly predict work-life balance of teachers in Catholic schools around 9.4% ( = .094) at .05 level of significant.

Vocal Skills and Influences of the Application of Ancient Chinese Poetry in Vocal Songs

2025-11-10T18:31:04+07:00

The vocal song of ancient Chinese poetry is contemporary songs. It is designed in a combination of lyrics inspired by ancient Chinese poetry and singing skills in the modern style. This research uses a qualitative method. The data was collected by observation, in-depth interviews, and analysis of vocal performances. Results include (1) vocal skills in ancient Chinese songs, including breathing control, pronunciation, dynamics, and emotional expression. and (2) the influence of the application of ancient Chinese poetry in vocal song. Ancient poetry is a precious cultural heritage left by ancient Chinese literati. The creation and development of ancient poetry songs play a key role in inheriting traditional culture. In particular, incorporating ancient poetry into music teaching can enhance students' observation of traditional culture and further improve their cultural accomplishment. At the same time, it can also cultivate students' artistic emotions and enhance their aesthetic appreciation. Therefore, it is of practical significance to study the application of ancient Chinese poetry in vocal song.

INTERACTIVE RELATIONSHIP BETWEEN AGRI-E-COM AGGLOMERATION AND REGIONAL ECONOMIC DEVELOPMENT IN NORTHEAST CHINA IN DIGITAL ECONOMY BACKGROUND

2025-07-01T00:01:05+07:00

This study investigates the interactive relationship between agricultural e-commerce (Agri-E-Com) agglomeration (AGGLO.) and regional economic development in Northeast China (NE China), emphasizing the mediating role of marketing strategies within the digital economy. The research addresses critical gaps in understanding how industrial agglomeration and digital marketing synergize to drive economic growth in rural regions. Focusing on Heilongjiang, Jilin, and Liaoning provinces, the study targets farmers engaged in or interested in agricultural e-commerce via the Alibaba platform. A quantitative approach using SEM to evaluate hypotheses derived from industrial agglomeration theory and marketing frameworks (7PS, 4CS, STP). Data were collected through a 102-item questionnaire distributed via the Questionnaire Star platform, employing snowball sampling to achieve a gender-balanced sample (1,088 responses, 1,000 valid). Despite potential representativeness limitations of snowball sampling, the study ensured sample diversity through gender balancing and targeted recruitment of farmers engaged in e-commerce. Confirmatory Factor Analysis (CFA) and SEM validated the model’s robustness (CMIN/DF = 1.173, RMSEA = 0.013).

Key findings reveal that industrial agglomeration (IAS) significantly drives regional economic development (REDS) with a direct effect (β = 0.638, p < 0.001), mediated partially by marketing strategies. The 7PS framework exhibited the strongest mediation (indirect β = 0.434), followed by 4CS (β = 0.340) and STP (β = 0.299). Agricultural e-commerce agglomeration (mean = 3.45) surpassed traditional clusters (mean = 3.36), highlighting its potential to enhance supply chain efficiency and market penetration through digital tools like e-commerce and brand storytelling. Policy recommendations emphasize infrastructure development, digital literacy programs, and equitable resource allocation to mitigate regional disparities. This study contributes actionable insights for policymakers and e-commerce platforms to optimize rural economic strategies, underscoring the transformative role of digital marketing in bridging agglomeration benefits with sustainable development.