https://ejournals.swu.ac.th/index.php/MBASBJ/issue/feed วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal 2023-12-28T10:31:29+00:00 ผศ.ดร.จรินทร์ จารุเสน: Asst. Prof. Dr.Jarin Jarusen mbasbj@gmail.com Open Journal Systems <p><strong> วารสารบริหารธุรกิจศรีนครินทรวิโรฒ </strong>เป็นวารสารทางวิชาการ จัดทำโดย คณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ โดยจัดทำเป็นวารสารราย 6 เดือน (ปีละ 2 ฉบับ)</p> <p><strong>วัตถุประสงค์</strong></p> <p> 1. เพื่อเผยแพร่ผลงานทางวิชาการหรือวิจัยในสาขาวิชาบริหารธุรกิจ ได้แก่ การตลาด การจัดการ การเงิน การบัญชี ธุรกิจระหว่างประเทศ การท่องเที่ยว และการโรงแรม และสาขาเศรษฐศาสตร์</p> <p> 2. เพื่อให้บริการทางวิชาการในสาขาบริหารธุรกิจ ได้แก่ การตลาด การจัดการ การเงิน การบัญชี ธุรกิจระหว่างประเทศ การท่องเที่ยวและการโรงแรม และสาขาเศรษฐศาสตร์</p> <p> 3. เพื่อสร้างเครือข่ายและพัฒนาองค์ความรู้ในสาขาวิชาบริหารธุรกิจ ได้แก่ การตลาด การจัดการ การเงิน การบัญชี ธุรกิจระหว่างประเทศ การท่องเที่ยว และการโรงแรม และสาขาเศรษฐศาสตร์</p> <p><strong>ประเภทผลงานที่รับพิจารณาตีพิมพ์ (ภาษาไทย/ ภาษาอังกฤษ)</strong></p> <p> 1. บทความวิจัย (Research article)</p> <p> 2. บทวิจารณ์วิชาการ (Critique/ Discussion paper) </p> <div id="focusAndScope"> <div id="focusAndScope"> <p><strong>กำหนดการออกเผยแพร่</strong><strong> (Publication Frequency) </strong></p> <p> - <strong><u>ฉบับที่ 1</u></strong> เดือนมกราคม – มิถุนายน</p> <p> - <strong><u>ฉบับที่ 2</u></strong> เดือนกรกฎาคม - ธันวาคม </p> <p><strong>ระยะเวลาในการรับพิจารณาบทความ</strong></p> <p> - <strong><u>ฉบับที่ 1</u></strong> เดือนมกราคม – เมษายน</p> <p> - <strong><u>ฉบับที่ 2</u></strong> เดือนกรกฎาคม – ตุลาคม</p> <p><strong>ค่าธรรมเนียมการตีพิมพ์ (</strong><strong>Article Processing Charges) </strong><strong><br /></strong> วารสารไม่มีการเก็บค่าธรรมเนียมการตีพิมพ์ </p> <p><strong>Peer Review Process</strong></p> <p> บทความทุกบทความที่ส่งพิจารณาตีพิมพ์ในวารสารบริหารธุรกิจศรีนครินทรวิโรฒ จะต้องผ่านการพิจารณาโดยผู้ทรงคุณวุฒิจำนวน 3 ท่าน ซึ่งเป็นการประเมินคุณภาพแบบผู้พิจารณาไม่ทราบชื่อผู้แต่ง และผู้แต่งไม่ทราบชื่อผู้พิจารณา (Double blinded peer review) ซึ่งบทความแต่ละเรื่องจะต้องผ่านการพิจารณาจากผู้ทรงคุณวุฒิ จำนวนอย่างน้อย 2 ใน 3 ซึ่งเมื่อผ่านการพิจารณาในขั้นแรกแล้ว ผู้เขียนจะต้องแก้ไขตามคำแนะนำของผู้ทรงคุณวุฒิ และจะต้องผ่านการตรวจสอบการแก้ไขจากกองบรรณาธิการว่ามีการแก้ไขอย่างถูกต้องจึงจะผ่านการพิจารณาตีพิมพ์ หลังจากนั้นทางวารสารฯ จึงจะออกหนังสือรับรองการตีพิมพ์ให้ผู้เขียนบทความต่อไป</p> <p><strong>ฐานข้อมูลวารสาร</strong></p> <p> ได้รับการรับรองคุณภาพวารสารจากศูนย์ดัชนีการอ้างอิงวารสารไทย (TCI) กลุ่มที่ 2</p> <p><strong>การติดต่อวารสาร</strong></p> <p> คณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ 114 สุขุมวิท 23 กรุงเทพฯ 10110 โทรศัพท์ 0-2649-5000 ต่อ 11754, 0-2169-1018 E-mail Address: <a href="mailto:mbasbj@gmail.com">mbasbj@gmail.com</a></p> </div> </div> https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15846 ภาษี 'บุก' คนธรรมดา 2023-12-28T10:08:42+00:00 Jitusa Khanthong kjitusa@hotmail.com <p>หนังสือเรื่อง “ภาษี ‘บุก’ คนธรรมดา” เขียนโดย ถนอม เกตุเอม หรือเป็นที่รู้จักในฐานะบล็อกเกอร์ด้านภาษี “TaxBugnoms” โดยเจตนาของผู้เขียนตั้งใจให้หนังสือเล่มนี้ช่วยให้ผู้อ่านรู้สึกว่าภาษีเป็นเรื่องที่ง่ายและเข้าใจได้สำหรับคนธรรมดาทุกคน ซึ่งทุกคนไม่จำเป็นต้องเข้าใจภาษีทุกเรื่อง แต่ให้เข้าใจเรื่องภาษีที่เกี่ยวข้องกับตัวเองก็เพียงพอแล้ว</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15185 ABILITY MOTIVATION OPPORTUNITY THEORY : BACKGROUND AND EVOLUTION 2023-03-28T05:56:16+00:00 Yuttana Sae-Tieow yuttana.sae@ku.th Nantawut Leeamornsiri nantawut.l@ku.ac.th <p>During the 1970s-1980s, the United States struggled to compete with foreign manufacturers. Several high performance work systems (HPWS) have been developed to address this issue, including the AMO-based HPWS. It proposes a guideline that has 3 components: ability, motivation, opportunity to participate. This practice is a solution to the problem of work design according to the Taylor concept, which results in people not applying ideas to their work. The AMO concept stands out from the others, that was previously presented in the clarity of the conceptual framework and can be proved empirically AMO is now recognized as an important theory in human resource research describing the relationship between human resource practices and performance of individuals to the organizational level. The AMO has continued to evolve with the addition of more human resource practices from its original concept and extends to explaining performance in many areas, including innovation results. In an era where human resource management focuses on knowledge and skills and contributes to the organization's innovation strategy. AMO theory will also play a key role in defining practices that align with organization direction.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/14906 FACTORS AFFECTING ELECTRICAL MACHINES PURCHASING INTENTION ON ONLINE MARKETPLACE 2022-12-26T09:48:36+00:00 Sujira Intarachom sujira.inta@gmail.com Warinrampai Rungruangjit warinrampai@swu.ac.th <p>Due to the growth of the online marketplace, restrictions on the time and place of purchase were reduced, as well as the trend of using smartphones, and the rapid rise of the Internet, including various crises. Consumers needed to adapt and create new behaviors and one was to trade products through the online market. Therefore, this research aims to study the acceptance of information technology, including the expectation of efficiency. expectation of effort social influence Facilities in use Entertainment motivation, price value, habit, and reliability of the system affecting electrical machines purchasing intention on online marketplaces. This research was quantitative research using a questionnaire as a tool for data collection. The sample used in this research were people who had downloaded the application. and had experiences in buying electrical appliances through the central market of electronic commerce, totaling 420 people. Hypothesis found performance expectations expectation of effort social influence, entertainment motivation, habit, and system credibility. It affecting electrical machines purchasing intention on online marketplace with statistical significance .05 and .01. As for the facilities and the value, the price did not affect electrical machines purchasing intention on online marketplaces. By adding the concept of system reliability, it can explain the acceptance of information technology. and the affect electrical machines purchasing intention on online marketplace has become more comprehensive. From the result of this study, entrepreneurs and application developers can use this research as a guideline to develop applications that are suitable for their own consumer groups efficiently. All parties, including product brand owners, can use this research as a guideline for consideration on online marketplaces for their target customer.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15234 CONJOINT ANALYSIS IN THE DECISION-MAKING FOR CHOOSING CAFE IN BANGKOK METROPOLIS 2023-05-04T04:15:00+00:00 Pitchaon Kasicheevin pitchaon.kasicheevin@g.swu.ac.th Nattaya Praditsuwan pnattaya@gmail.com <p>The purpose of this research is to study the important factors that influence consumers' decision-making in choosing a cafe in the Bangkok Metropolitan area, and to compare the demographic characteristics and lifestyle patterns that affect the choice. This research was conducted using multiple methods. Part 1 Qualitative Research; Key information regarding who has used a cafe in the Bangkok Metropolitan area at least once, totaling 21 people. There were divided into three different age groups, then put through semi-structured online interviews. The data from these interviews was analyzed and concluded. Part 2: Quantitative Research; data was collected through questionnaires from a sample group of 200 cafe customers within the Bangkok Metropolitan area. The statistic used in the data analysis were: conjoint analysis, descriptive statistics and inferential statistics.</p> <p>The research findings indicate that the sample groups ranked the importance of decision-making factors for choosing cafe in the following order: convenient location for traveling to the cafe, cafe decoration, availability of parking space near the cafe, advertising, and taste of the coffee. The hypothesis testing results reveal the following: 1) Consumers of different genders gave unequal importance to taste of coffee and cafe decoration. Whereas, consumers whose ages, education level and average monthly income were different all gave unequal importance to cafe decoration, and availability of parking space near the cafe. Furthermore, Consumers of differing occupations gave unequal importance to the taste of coffee, advertising and availability of parking space near the cafe. 2) Consumers with different frequencies of service usage gave unequal importance to the advertising. 3) Customers with differing lifestyles and opinions gave unequal importance to the cafe decoration and availability of parking space. This study demonstrates the overall preference scores and the ranking of decision-making factors among consumers. Therefore, the research data will enable business owners to identify the importance of each factor that influence consumers' decision-making in choosing cafe and develop strategies accordingly. This information can be used to improve and enhance their businesses in the future.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15165 FACTORS INFLUENCING ATTITUDE AND INTENTION TO MAKE ELECTRONIC PAYMENTS VIA DIGITAL WALLET PROVIDERS OF GENERATION Y CONSUMERS 2023-03-15T07:04:31+00:00 Warapon Dansiri warapon.d@ku.th Guy Ninwadi Guy.n@ku.th Pitchakorn Pinthaisong pitchakorn.pi@ku.th Sasiwimon Saebang sasiwimon.saeb@ku.th Sasiwimon Sawangmit sasiwimon.saw@ku.th <p>The aim of this research was to examine the influence of Perceived ease of use, Perceived usefulness, Trust, and Promotional benefits toward attitude and intention to use digital wallet services. There were 400 samples in this study who were Generation Y consumers aged between 21-37 years old. The data were collected by online questionnaire. The hypothesis was tested by multiple linear regression and path analysis. The results of this study showed that Perceived ease of use, Perceived Usefulness, Trust, and Promotional Benefits factors had a significant effect on Intention to use digital wallet services and Attitude also significantly influenced Intention to use digital wallet services. The study also examined the direct and indirect effects of the mediator which found that Perceived ease of use and Perceived Usefulness influenced Intention to use digital wallet services where Attitude is the partial mediation. At the same time, Trust and Promotional Benefits also influenced Intention to use digital wallet services where Attitude is the full mediation. The study also provided additional information for entrepreneurs to apply in their planning or developing marketing strategies to meet the needs of their target users.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15518 THE SERVICE MARKETING MIX THAT AFFECTING DECISION MAKING ON BUBBLE MILK TEA FROM FOOD TRUCK IN PAK NAM PRAN SUB-AREA, PRANBURI DISTRICT, PRACHUAB KHIRI KHAN PROVINCE 2023-07-20T08:13:18+00:00 Darucha Rattanadumrongaksorn darucha_rat@cmru.ac.th Natthapong Ruendtong 62856001@cmru.ac.th Warabhon Jundat 59334021@cmru.ac.th <p>The objectives of this study were to 1) study the relationship between service marketing mix factors and the decision to purchase bubble milk tea from a food truck, 2) to extract sub-variables appropriate to service marketing mix factors in the Bubble Milk Tea business context from food trucks and 3) study the service marketing mix factors that affect the decision to purchase Bubble Milk Tea from a food truck. This research is quantitative research using Bubble Milk Tea consumers from food trucks in Pak Nam Pran Subdistrict. Pranburi District Prachuap Khiri Khan Province. Data from 400 samples were collect with questionnaire which passed the research instrument quality test, namely the content validity value was 0.97, and the Cronbach alpha confidence coefficient value was 0.91. Data were then used to analyze descriptive statistics such as frequency, percentage, mean, and standard deviation. And inferential statistics, include the Pearson correlation coefficient, exploratory factor analysis and multiple regression analysis. The research results found that majors of the sample were female, aged 20 - 30 years, and graduated with a bachelor's degree, most were employee of a private company, have an average monthly income of 10,001 – 20,000 baht and service marketing mix factors that affect the decision to purchase Bubble Milk Tea from a food truck in Pak Nam Pran Subdistrict. There are 4 factors of Pranburi District Prachuap Khiri Khan Province have: process, product, personnel, and physical characteristics. Statistically significant at the .05 level.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15604 EXPLORING THE DRIVERS OF SERVICE INNOVATION AND INFLUENCE ON E-COMMERCE AGRO-BUSINESS PERFORMANCE 2023-09-06T07:17:12+00:00 Arisara Thongpech arisara.ari@ku.th Ajchara Kessuvan Ajchara.ke@ku.ac.th Jumpol Vorasayan Jumpol.v@ku.ac.th Kunalai Ploydanai Kunalai.p@ku.ac.th <p>This study investigated the internal factors within organizations in agricultural E-Commerce businesses in Thailand. A qualitative approach was adopted, with 10 respondents divided into two groups: First, experienced E-Commerce executives and second, agricultural experts and consultants. The study employs in-depth interviews and content analysis. The result shows that respondents share similar perspectives. Consist of the internal factors that influence E-Commerce in Thailand consist of e-service quality, digital leadership, service innovation, competitiveness, and firm performance on financial, marketing, operational, and environmental areas. The findings from this study identifies crucial factors that affect service innovation and firm performance. The next phase is developing a conceptual framework and strategic direction for improving the effectiveness of e-commerce business.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15482 MEMORABLE EXPERIENCE AFFECTING REVISIT INTENTION OF TOURISTS VISIT TO DREAM WORLD IN PATHUM THANI PROVINCE 2023-06-29T15:19:33+00:00 Boonpipop Phosing naiasds@gmail.com Santidhorn Pooripakdee santidhorn@yahoo.com <p>The research objectives were as follows: 1) to study the level of memorable tourism experiences, satisfaction, and revisit intention; 2) to examine the effect of memorable tourism experiences on revisit intention; 3) to analyze satisfaction as a mediator between memorable tourism experiences and revisit intention. This study employed quantitative research methods, and questionnaires were used to collect data from 300 tourists who had visited Dream World Theme Park. Descriptive statistics, such as percentages, means, standard deviations, were utilized, along with inferential statistics (Path Analysis), to analyze the data. The Structural Equation Model (SEM) was employed to determine which dimensions influenced the revisit intention.</p> <p>The results revealed that the level of memorable tourism experiences, satisfaction, and revisit intention was moderate. Additionally, four hypotheses were supported. The model was consistent with empirical data: chi-square = 85.039, relative chi-square = 1.288, p = .057, RMSEA = .031, RMR = .012, GFI = .964, AGFI = .935, NFI = .986, TLI = .995. The variables in the model accounted for 73.8% of the variance in revisit intention.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15554 PERSONAL FACTORS, CONSUMERS PURCHASING BEHAVIOR AND THE MARKETING MIX FACTORS TO PURCHASE HEALTHY CHINESE HERBAL TEA IN THE CENTRAL REGION OF THAILAND 2023-08-03T13:16:43+00:00 kanjana thongngoen KRNThongngoen@gmail.com Apiwat Krommuang apiwat.kr@kmitl.ac.th <p>The objectives of this study were 1) To investigate the personal factors, the consumer’s purchase, marketing mix factors of consumer’s purchase of healthy Chinese herbal tea in the central region of Thailand, 2) To compare the marketing mix factors healthy Chinese herbal tea in the central region of Thailand as classified by demographic factors of consumers, and 3) To compare the marketing mix factors of as categorized by consumer purchasing behavior. The data were collected through the of 400 samples, and the data were subsequently analyzed using various statistical techniques, namely the frequency, percentage, mean, standard deviation, one-way ANOVA, and least significant difference. </p> <p>The research findings indicated that 1) The Personal factors of consumers who had previously purchased healthy Chinese herbal tea included gender, age, education, marital status, occupation, and income. They were mostly female, less than or equal to 20 years of age, and single. They also possessed a bachelor's degree, were students or unemployed consumers, and had an average monthly income of less than or equal to 15,000 baht. In terms of factors related to consumer purchasing behavior, the main reasons underlying the purchase of healthy Chinese herbal tea were predominantly for thirst quenching and refreshing purposes. Typically, the location of purchase was at convenience stores, such as 7-Eleven and Family Mart at all branches, and the time of purchase was when they felt thirsty. Moreover, the influencer for the purchase decision was the consumers themselves. The frequency of purchase was one to four times per week, and the cost per purchase was less than 20 baht per time. The most important marketing mix factors influencing the purchase of healthy Chinese herbal tea were place, price, product, and promotion, respectively. 2) The results of the hypothesis testing revealed that the result hypothesis testing revealed that the difference of personal factors in turn of varying ages, occupations, marital status and average monthly income had difference. 3) The difference of customer purchasing behavior, in turn locations of purchase, time of purchase, decision making influencers, purchase frequency and purchase cost had difference of importance to the marketing mix.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15398 THE BEHAVIOR OF FEAR OF MISSING OUT AFFECTING THE PURCHASE OF FASHION PRODUCTS 2023-06-12T09:37:40+00:00 nattakarn rongyen nattakarn.ro@ku.th Thanapha Aungpanitchakol thanapha.a@ku.th Phurin Daokaew phurin.da@ku.th Apinya Thongbo apinya.thongb@ku.th Jaruporn Tangpattanakit jaruporn.tan@ku.th <p>Nowadays, fashion trends are constantly changing, so there is a business of "fashionable products following trends" or "fast fashion” which there are many in society As people can access media more easily through online communities. As a result, some groups have the habit of dressing to imitate influencers on social media just because want to follow the trend. This research aims to study the behavior of fear of missing out and analyze the influence of social media engagement, materialism. The behavior of fear of missing out that affects impulse buying to buy fast fashion products and self-enhancement. The sampling group is Millennial in Bangkok who used to buy fashion products according to the trend (Fast fashion) of 252 people and the selection of the samples was carried out by convenience sampling. Data were collected using online questionnaires via Google form that passed the reliability check. Statistics used in data analysis consisted of percentage, mean, standard deviation, Pearson's correlation coefficient and multiple regression analysis.</p> <p> The results of the research found that 1) Social Media Engagement influence on the behavior of fear of missing out and materialism​​ with statistical significance at the level .05 2) Behavior of fear of missing out influence on impulse buying and self-enhancement with statistical significance at the level .05 3) materialism​​ influence on impulse buying with statistically significant at the level .05.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15549 THE PUBLIC AWARENESS OF CITIZENS TOWARDS MANAGEMENT OF BIOMASS WASTE, ACCORDING TO RESIDENTIAL CHARACTERISTICS, FROM THE PERSPECTIVE OF RESPONSIBLE OFFICIALS: A CASE STUDY OF BANGKOK 2023-07-31T15:42:14+00:00 Pattaraporn Jitsangboon suwanee@g.swu.ac.th <p>This research aims to 1) explore how demographic characteristics influence the awareness of municipal solid waste management measures among responsible officials in Bangkok, and 2) investigate awareness differences based on residential characteristics using the principles of the 3Rs. Data were gathered from 400 waste management officials in Bangkok through questionnaires. Statistical analyses involved descriptive statistics, T-Tests, and One-way ANOVA. Key findings: 1. Age, as a personal characteristic, significantly impacts public awareness of waste management measures in Bangkok, unlike gender, work experience, and average monthly income. 2. Responsible officials with different residential characteristics influence public awareness of waste management. Two groups emerged: Group 1 (single-house residents) displayed higher awareness than those in row houses, while Group 2 (townhouse residents) exhibited higher awareness than those in row houses. This discrepancy may arise from diverse waste management practices in each community context. This study provides valuable insights into waste management issues and reinforces awareness based on the principles of the 3Rs.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal