Authors:Peerayuth Charoensukmongkol Pages: 1 - 17 Abstract: This research aims to explore the contributions of entrepreneurs’ locus of control and the influence of perceived poor business performance prior to business closedown, to examine whether these personal characteristics and situational characteristics might associate with the degree of superstitious behaviors of Thai entrepreneurs. A sample of 120 entrepreneurs who recently closed down their businesses in less than one month was obtained using the snowball sampling technique. The results from partial least squares structure equation modeling shows that the degree of superstitious behaviors of Thai entrepreneurs tends to relate significantly to their level of external and internal locus of control. Moreover, the moderating effect analysis reveals that whether perceived poor business performance positively associates with superstitious behaviors tends to depend strongly on the locus of control of entrepreneurs. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Narueban Yamaqupta Pages: 18 - 33 Abstract: The purpose of this research is to study the effect of perceived usefulness and perceived ease of use on attitudes toward the usability of online purchasing via smartphone (M-commerce) in the context of Songkhla’s consumers. It is a quantitative research study using both offline and online questionnaires. A total of 384 subjects was derived using Cochran’s sample size formula. The data analysis is based on Partial Least Square Structural Equation Modeling (PLS-SEM) The results demonstrated that the perceived usefulness and perceived ease of use significantly influenced the attitudes towards the usability of smartphones for online shopping with an explanation power of 63.10% (Coefficient of Determination: R2 =.631), that is, perceived usefulness influenced the attitudes towards the usability of smartphone for online shopping (β=.359, t=3.566**, p=.000) at a 99% confidence level. The perceived ease of use influenced on the attitudes towards usability of smartphone for online shopping (β= 0.494, t=4.785**, p=.000) at a 99% confidence level. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Wongtheera Suvannin, Surachet Sowkietrung Pages: 34 - 49 Abstract: This research aims to 1) study life style and the concrete application of Sufficiency Economy of communities in Nong Khai province, 2) study conserving, learning, and transferring of local wisdom of communities in Nong Khai province, 3) study how to integrate knowledge of Sufficiency Economy and local wisdom of communities in Nong Khai province with creative tourism activities, 4) conduct experimentally creative tourism activities in communities model based on Sufficiency Economy and local wisdom, and 5) share the knowledge from experimental creative tourism activities in communities’ model based on Sufficiency Economy and local wisdom and present the developed prototype model for other communities. The key informants of this research were 75 participants selected purposively and consisting of chairman of Community Economic Learning Center, committee of Community Economic Learning Center, village philosophers and tourists. The tools to collect the data were in depth interview, focus group and try-out conduct of creative tourism activities in two communities based on Sufficiency Economy. The methods used to analyze the data were analyzation, interpretation, and conclusion. The descriptive technique was used to present this research. The result revealed that 1) the lifestyle of both villagers for farming was more of integrated farming. People in each village still strictly followed the old tradition of the village because their strong leader brought them to adopt Sufficiency Economy in daily life. 2) The conservation of local wisdom began from all sides in the village due to the awareness of local wisdom value in each category. Moreover, knowledge transfer was consistent at all levels. 3) The sufficiency economy and local wisdom of community model could integrate effectively with creative tourism due to 6 potential factors such as human capital in village, raw materials, geographic location, cultural traditions, the village's natural attractions, and the availability of homestay management. 4) Lifestyle in accordance with the principles of economic philosophy and local wisdom could be elevated to creative tourism activities significantly. 5) Developmental models focused on encouraging later generations to be aware of the importance of Sufficiency Economy and local wisdom. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Suthinan Pomsuwan, Rosechongporn Komolsevin Pages: 50 - 65 Abstract: This research aims to study the attitudes toward entering a new culture and social support affecting job satisfaction under human capital mobility in ASEAN among supervisory employees and employees at practitioner level, as well as to explore the differences in the said attitudes between supervisory employees and employees at practitioner level. A close-ended questionnaire was used for data collection while Cronbach's Alpha Analysis test was used in evaluating reliability of the questionnaire, and the reliability value was 0.887. Questionnaires were distributed to a sample of 400 respondents including supervisory employees and employees at practitioner level of selected multinational companies. With the statistical significance level of 0.05, the study results are as follows: Attitudes toward entering a new culture and social support of supervisory employees and of employees at practitioner level have an influence on attitudes toward job satisfaction under human capital mobility in ASEAN. Different attitudes toward social support between supervisory employees and practitioner-level employees have different effects on their attitudes toward job satisfaction under human capital mobility in ASEAN. Different attitudes toward entering a new culture and social support between male and female supervisory employees have different effects on attitudes toward job satisfaction under human capital mobility in ASEAN. However, the said effect was not found between male and female employees at practitioner level. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Thanotai Mongkolsin, Patcha Utiswannakul Pages: 66 - 83 Abstract: Fashion lifestyle multi-brand business is gaining tremendous popularity from Generation M consumers (Millennials Generation or Generation Y), which is the most purchasing power consumer group currently. They also are the first generation to receive training from the class about eco-friendly and sustainability concepts. As a result, this generation always gives the priority to choose products under eco-friendly and sustainability concepts first. In addition, the current market is moving into the 4.0 era, an era in which adding value to product is far greater than focusing only on increasing product cost. It is related to the government's policy regarding Thailand 4.0, which is a model to drive Thailand to stability, wealth and sustainability, consisting of 3 important pillars. One of them is the cultural pillar with creative industries, culture and high value-added services. The said pillar will use the elements of 5 cultural DNA of Thai people in order to lead to the 5 F model, and one of which is Fashion industry. As a result, this research is intended to be a guideline to create a fashion lifestyle multi-brand identity through Thai cultural DNA for Generation M. The research methodology is mixed research, which is quantitative and qualitative research. The quantitative research methods were used to collect information about Generation M consumers to know the way of lifestyle, issues of interest, behaviour, personality and patterns of buying decision in fashion lifestyle product. The qualitative research methods were used to collect information about Thai cultural DNA concepts, fashion styles, and fashion design elements. The validity of the questionnaires was examined by using IOC scores of 0.921 and 0.941, while the confidence coefficient or Cronbach’s Alpha equals 0.72. The result of this research revealed the guidelines for creating fashion lifestyle multi-brand identity through 5 Thai cultural DNA concepts for Generation M. As a result, 5 brand identity can be created according to 5 fashion styles namely Fun, Flexible, Friendly, Flavouring and Fulfilling which related to Rave style, Multifunctional style, Hippie style, Rockabilly style and Outdoorsy style respectively. This approach can also be used as a guideline for designing fashion lifestyle products. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Atchima Supachariyawat, Surat Supitchayangul, Taksaya Sangayotin Pages: 84 - 97 Abstract: This research had the objectives to 1) specify organizational structure, 2) specify human resource management, 3) specify technology format used, and 4) specify management format used in Pracharat schools which enabled selling of school products. This qualitative research was conducted using Delphi technique from four key informants groups, the tools used were open-ended questionnaires and a 5-level rating scale questionnaire. The statistics used were median and interquartile range (IQR) and the finding was confirmed by using focus group. From the research, it was found that the format of organization structure, human resource management, technology and management that would enable selling of Pracharat school products were as follows. The organizational structure of a Pracharat school was a combination between functional organization and staff organization structures where a school director, as the organization’s chief executive, selected teachers to become a manager of each section from their volunteering, expertise in the products, and basic business knowledge. The section manager teachers would then select and assign participating students into their section. Compensation for working team was distributed from the sales of the products. The operation management included implementing the working system and know-hows passing from generation to generation. The schools also organized knowledge sharing workshops from instructors with experiences and expertise in particular area together with on-the-job training programs. The technologies used in production process were categorized following five OTOP products. Most are not complex with a focus on safety. Product branding and design involved programs including Microsoft Words, Microsoft PowerPoint, Adobe Photoshop. Customer database collecting and searching were conducted by using Microsoft Excel. Online information registration was also added using iCloud and Google Form. Regarding product advertisement and Customer Relationship Management, the school’s Facebook Fanpage, parent and school networking Line groups were created. The advertising strategy also includes printed brochure and local radio ad. The material sourcing management starts from growing or making important materials required for the products in the schools before extending to source from within the community. The schools also connected with other Pracharat schools in the network for materials exchange. Regarding production and manpower planning, students from all school years could apply to join with compensation as an incentive. For any big volume order, the schools would coordinate with the community to assist in the production line. Regarding marketing and sales planning, the schools looked for many sales channels as well as seeking for collaborations with other organizations. These included increasing sales channels using online social media and organizing events together with Pracharat schools network in other regions. The schools has conducted home accounting and product list (for accounting and inventory) records. PubDate: 2019-06-24 Issue No:Vol. 18, No. 1 (2019)
Authors:Arthon Prompatanapak Pages: 98 - 113 Abstract: This study’s purpose was to examine the impact of years of studying in Bangkok University’s School of Entrepreneurship (BUSEM), gender and family business background (FB) on students’ entrepreneurial intent (EI) and entrepreneurial orientation (EO) with hypotheses that EI and EO scores were impacted by differences in FB, Gender and Years of studies (Year) in BUSEM program. Five hundred and fifty (out of seven hundred and fifty) BUSEM students were accidentally selected to participate in this survey. The questionnaire was administered to 550 students (out of 750). Data analysis of this research included mean, standard deviation, and 3-way MANOVA. The results showed that 73% of the sampling came from family business ownership background. Trading is the main source of their FB income. Seventy-five percent of those businesses belong to their father side. Most students’ household income per month is over 100,000 baht/month. The first year students had the highest EI and EO scores followed by the second, third, and fourth year students. This research showed that EI and EO scores were significantly affected by the combination of Years of study, Gender and the FB ownership of students. The interaction between Gender and Year significantly affected the EO score of female students with family business ownership. Among female students with FB, years of study impacted their EI and EO scores. Specifically, the first year female students with FB had significantly higher EI scores than the third and fourth years. They also had significantly higher EO scores than the second year female students with FB. At the same time, female students without FB, Year of studies significantly impacted the EI scores. The first year female students without FB had significantly higher EI scores than second, third, and fourth year female students without FB. However, neither Years of study nor FB ownership impacted the EI and EO scores of male students. PubDate: 2019-06-25 Issue No:Vol. 18, No. 1 (2019)
Authors:Rungnapha Saruang, Taksaya Sangayothin Pages: 114 - 131 Abstract: The objective is of research were as following: 1) to find the current characteristics, the goals of personnel development and the level of personnel development gap, and 2) to find the guidelines for human resource development of the Revenue Department consistent with national development towards Thailand 4.0. This study used a mixed methodology research: in-depth interview to find out the features, attribute characteristics and the target features; and a questionnaire was used in the quantitative research to survey the current features of personnel of the Revenue Department and their expected qualification. Finally, in consistent with the results generated form focus group interview, the research found that human resource developments is in line with national development towards Thailand 4.0, and that included the development of skills, knowledge, capabilities, social responsibility, identity and digital technology. The survey found the highest level of priority needs index (PNI) in social responsibility, while knowledge, identities, skills, capability and digital technology have the lowest PNI value. The results of the focus group interview were consistent with human resources development of the Revenue Department guidelines. The approach should consider prioritizing the critical or urgent work in the context of the area, and may also design personnel development by creating a framework for the development of skills, knowledge, and capabilities at the same time. The application of human resource development tools should be designed to be appropriate for the personnel development of the Revenue Department. PubDate: 2019-06-25 Issue No:Vol. 18, No. 1 (2019)
Authors:Chutima Kessadayurat Pages: 132 - 147 Abstract: Without doubt, nowadays, once a business enterprise would like to develop any innovations and/or services for their customers, they have to listen meaningfully to their customers. Database from consumer insights allows managers and/or strategic communicators to develop effective marketing strategy. In order to gain this specific consumer’s insightful database, and their willingness to share their valued experiences is very important. The concept of “Value co-creation” is widely discussed and applied from the professional area. It explains the importance of co-creation process in obtaining the shared valued between the business and consumers. A well-designed content will increase the business opportunity to success of their business. However, from the academic approach, especially the communication area, the study of the “Value co-creation” concepts is not widely studied. Unlike in the old days, with the advent of social media, the nature of communication in order to gain consumer’s feedback is changing accordingly. The purposes of this research are (1) to understand the value co-creation process between organization/company and its customer, and (2) to identify relationship management strategies between organization and customers on social media by employing in-depth Interview method with strategic digital communicators. Taxonomy analysis was employed during qualitative data analysis. The result was corresponding to IEPAR Model concept and relationship management strategies. PubDate: 2019-06-25 Issue No:Vol. 18, No. 1 (2019)
Authors:Pisut Kulthanavit, Nongnuch Soonthornchawakan Pages: 148 - 164 Abstract: This research studied the supply of old-age labor (more than 50 years old) and the demand for old-age labor. We conducted a field survey by interviewing workers and employers in 3 sectors: the manufacturing sector, the wholesale-retail trade sector, and the hotel-restaurant sector. We also interviewed representatives from related organizations. The survey result indicated that most old-age workers wanted to continue working and most employers wanted to hire them. Some workers wanted to continue working at their current workplace and some wanted to set up their own business. However, the employers wanted to hire old-age workers for some positions. Thus, the government should implement the incentives to motivate the employers to hire the old-age workers and the incentives for the old-age workers to continue working after their retirement. PubDate: 2019-06-25 Issue No:Vol. 18, No. 1 (2019)
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