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An Innovative Industry of Aesthetic Surgery Growth for Establishing a Thai Wave:

A Temporal Analysis
Suwannee Watthanavanichsat*, Kumthon Nimitpatr**, Assistant Professor Dr.Shayut Pavapanunkul***,
Dr.Amorn Thoongsuwan**** and Dr.Nasarun Mahittichatkul*****

Abstract
The objective of the research is to study the history of aesthetic surgery by operation from past to present. Since
nowadays, the status of aesthetic surgery in Thailand is in positive tone and gains popularity in boarder arena with escalating
growth from various factors. The main benefit of the research is to create model to build the popularity for Thai aesthetic
surgery business in the next future. The authors have collected literatures and documents from textbooks, articles, and other
information in the related website regarding an innovative industry of aesthetic surgery growth to set a basic framework.
Obviously, there is a model to build the popularity for Thai aesthetic surgery business or Thai wave. From the literature
reviewing, an innovative industry of aesthetic surgery for Thailand or Thai wave is to apply theories and create into the model of
the popularity for Thai aesthetic surgery business, consisting of:
1. DONE Theory; Dstands for Diamond (Theory of Diamond of National Advantage by Michael E. Porter) depicts factors
that create national competitive advantages; Ostands for Onion Diagram (The Difference of Cultural Dimensions by Hofstede) is
the theory explaining about value and cultural difference to be applied to create the popularity for Thai aesthetic surgery
business; Nstands for Nation Branding Theory is the theory describing the processes promoting selected images of a geographical
location to another countries. Estands for Element of Culture is the theory explaining dimensions that make up a person's entire
way of life and these dimension can be used as tools in creating national image.
2. Service Marketing Mix Theory (7 Ps of Phillip Kotler) consists of Product, Price, Place, Promotion, People, Process
and Physical Evidence.
3. Total Perceived Quality Model consists of 3.1 Expected Quality is the expected quality from the customers in terms
of Marketing Communication, Selling, Images, Word of Mouth, Public Relation and Customers' Demand. 3.2 Experienced Quality
is the experience that customers received after using the services and the experience received during using services. If the
customers impress the quality of services, they will contribute through words of mouth and be back to consume the services
again. By reviewing the literature, the authors construct the model to build the popularity for Thai aesthetic surgery business
with concept of DONE 7 P&T Model by Synthesizing Success Factors with DONE Theory which consists of Diamond (by Porter),
Onion Diagram (by Hofstede), Nation Branding Theory, and Element of Culture as Theoretical Framework Inputs. While
transformational criticis Service Marketing Mix Theory (7 Ps of Phillip Kotler) which can be applied to achieve targeted
objectives of aesthetic surgery and results from Service Marketing Mix Theory can be total perceived quality to obtain outcome
regarding Thai wave in aesthetic surgery.
*

Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: Iamsuwannee@yahoo.com
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: Kumthon.n@rmutp.co.th
***
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: seanbond_2000@hotmail.com
****
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: amorntha@yahoo.co.th
*****
Master of Art in Dhamma Communication Program, Mahachulalongkornrajavidyalaya University; E-mail: seanbond_2000@hotmail.com
**

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Keywords: Aesthetic Surgery, Thai Wave, DONE Theory, Service Marketing Mix, Total Perceived Quality

Introduction
Studies in Thailand and other country revealed that the number of customers has increased willing to consider
aesthetic surgery. As evidence, the market value of beauty and aesthetic surgery in 2011 was up to 14,000 million baht with the
average growth rate of 10 percent per year. From the survey of 5,000 people indicate that 57.7 percent want to make a
aesthetic surgery. The age range between 18-22 years is interested most, constituting 68.88 percent and teenagers want to make
a rhinoplasty, palpebral surgery and oral surgery constituting 59.25 percent, 46.82 percent and 10.12 percent respectively this
shows that Thai people prefer beauty surgery in younger age and the popularity is increasing. The driving force behind the
increasing demand for beauty surgery is the desire of people to stay young and to have a good social image. (Boyle, 2012;
Pinyopornpanich, 2012) The reasons why most of people who prefer aesthetic surgery are to reduce their weak point, better
their personality, including rhinoplasty, chin surgery, breast surgery, palpebral surgery and oral surgery. While group of surgery
preference has been increasing not only in adult group but also in student group as well, the aesthetic surgery industry has
been in severe competition in full services, sale promotion, and various propaganda approaches.
Most of the reason why people prefer aesthetic surgery are to decrease their weak point and enhance the personality.
Currently, surgery began to expand more broadly, not only does adult in working age but also students in their teenage as well.
As a result, aesthetic surgery businesses have increased their promotional competition in term of providing integrated services,
coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and
exhibitions, including surgery tourism that agency will bring their customers in group to make a surgery sometimes refer to
medical tourism therefore, this is a channel for criminals to lurk in a aesthetic surgery business in many forms such as illegal
non-standard clinic and surgeon without medical license. These non-standard approaches can cause a great loss to property,
physical and sentimental health, generating a great number of social problems such as hurting ones self, committing suicide,
etc. (Sunanta, 2012) However, the volume of the surgery tourism does not decrease any more. From the past to present, the
evolution of femenines beauty has varied with social context. From the study of Kojchakorn Sereechantalerk (2008) depicts that
beauty standard of Thai women can be classified into 3 ages; namely 1) Custom Age (before 1868) the beauty depended on
social status of elites and commoners from the religious belief of India; 2) Civilized Age (from 1868-1945) from the reign of King
Rama V to King Rama IX, the cultural dimension played an important role in deciding beauty because of trading with the West;
and 3) Globalization Age (from 1945-present), it is the age of capitalism, liberalism, and consumerism. The advance of
technology and communication, and the rapid growth of the industry play a vital role to the consumption of the customers.
The producers keep emphasizing the pros of doing aesthetic surgery through mass communication media. As a result, the
customers jump into making aesthetic surgery.
Aesthetic surgery was not just popular in Thailand, it also gained popularity in other countries as well. Since there are
advances in medical technology, especially perceived safety in customers' opinion comparing to the past, a lot of people pay
increasing attention to aesthetic surgery and this pattern is likely to expand more and more. In 2013, a government-approved
medical tourism agency in Korea, named "Seoul TouchUp" has ranked the top country who prefers doing surgery and it showed
that Korea is the country whose people prefer doing surgery the most, as shown in graph below.

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Source: www.seoultouchup.com (2013)

Thailand is another country that has been ranked in the top 22 surgeries because of the global trend of aesthetic
surgery. It has been in line with other countries in Asia, such as Singapore, Korea, Taiwan, China, the popularity of aesthetic
surgery to fix minority complex, are escalating increasing. The surgical business grew dramatically. (Julietta, 2014)

Source: www.seoultouchup.com (2013)

Thailand now has a rapidly growing trend as evidence from the popularity of aesthetic surgery among Thai people,
but foreigners also began to do aesthetic surgery in Thailand, especially foreigners in Asian countries, including Cambodians,
Laotians, and Vietnameses. The reasons behind the famous of aesthetic surgery in Thailand are the reputation of reconstructive
surgery of Thai surgeon and reasonable prices. Consequently, aesthetic surgery market in Thailand has continuously expanded.
These brings to the question that Thailand can, in the future, bring this aesthetic surgery trend to create national advantages like
Korea, Japan and other countries used to do. The answer of this question depends on success factors from the literature review
and comprehensively create the model to build the popularity for Thai aesthetic surgery in the next future.

Research Methods
The authors have collected literatures and documents from textbooks, articles, and other information in the related
website regarding an innovative industry of aesthetic surgery growth. The author synthesized such knowledge to set the basic
framework and then build model in creating popular trend in doing aesthetic surgery to be Thai wave.

Literature Review
Aesthetic surgery should consist of specific features such as transformation of original structure either with or without
operation. There should be frequency in using new technologies and never been tested anywhere before and techniques
should accelerate the change. The new processes have been used in aggressive surgery technique and reduce the usage of
anesthetic agents and sedative. The main specific features of surgery is the beginning of surgery might occur from the consumers
want to improve their appearance. Other medical processes are used to cure diseases, while surgery is used to improve the

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personality. Aesthetic surgery might cover 1) processes with operation such as breast upsizing, rhinoplasty, face lifting,
abdominoplasty, and lip surgery, etc. 2) processes without operation such as chemical peeling, collagen injection, skin treatment
by laser, hair removing and so on 3) dental process is considered a part of aesthetic surgery. Tattooing, piercing and eye lasik are
not considered as aesthetic surgery. (Walton, 1999: 4)
Surgery in present is not only very popular in teenager group but also in senior citizen group for anti-aging. Because
beauty is with women for thousands of years. But in the globalization era, not only female prefers aesthetic surgery, but also
male does as well and it becomes normal at present. Basically, preferring aesthetic surgery is in line with Theory of Hierarchy of
Health Care Needs by Maslow, especially in the third level of health enhancement which is in higher level as shown following:
Theory of Hierarchy of Health Care Needs
Runnels & Carrera (2012) used Theory of Hierarchy of Health Care Needs by Maslow to be a main framework to rank
the Hierarchy of Health Care Needs and depicted that people have different health care needs as seen the below figure.

Maslows Hierarchy of Needs is a motivational theory that argues that while people aim to meet basic needs, they
seek to meet successively higher needs in the form of a hierarchy with the main assumption that a person does not feel a
higher need until the needs of the current level have been satisfied.
Maslow's Theory has been applied in health care services to guide the prioritization of patient care needs follows:
1) Basic Healthcare refers to customers who want the minimum degree of health care considered to be necessary to maintain
adequate health and protection from disease such as checkup, dental care, immunization and preventive diagnosing.

2) Medically-Necessary Treatment refers to customers who want health care services that a physician, exercising
prudent clinical judgment, would provide to a patient for the purpose of evaluating, diagnosing or treating an illness, injury,
disease or its symptoms, and that are in accordance with the generally accepted standards of medical practice; clinically
appropriate, and not primarily for the convenience of the patient or physician, or other physician, and not more costly than an
alternative service or sequence of services.
3) Health Enhancement refers to customers who want additional medical services such as lasik, aesthetic surgery,
weight losing, transgender and so on. The customers in this group might focus mainly on healthcare service more than
recreation in travelling. But such recreation might be the byproduct from the medical tourism.
4) Optimum Healthcare refers to healthy customers who want to either maintain or improve their good health. They
want some supplemental medical services such as spa, massage, acupuncture, traditional medicine, detoxification, and
comprehensive health care.
Currently, people in many rich countries such as Korean, Japan and any other prefers aesthetic surgery more because
they needs the health enhancement that their own country has a competitive advantage, and they believe that personality can
be improved and created, not just let it be naturally, complying with Theory of Diamond of National Advantage.

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Theory of Diamond of National Advantage

Porter (2004: 166) used a diamond shape diagram to illustrate the determinants of national advantage. Each element
represent the national arena that countries establish for their industries: 1) Factor condition 2) Demand condition 3) Related and
support industries and 4) Firm strategy and rivalry. Each element plays an important role in competition and also affect each
other in term of the availability of resources and skills, information to decide the right opportunities tracking with resources and
skills, the goals of individual in companies, and the pressure on companies to innovate and invest. And finally these become
the national competitive advantage. The elements of diamond are described as follows:
1) Factor Conditions the country creates its own success factors such as the beauty and picturesque of the places, the
warm climate that is suitable for medical service, economic development with reasonable cost of living, political and law
condition and so on, while adverse factors forces firms to find innovation and these innovation often lead to a national
competitive advantage.
2) Demand Conditions when the market for a particular product is larger locally than in foreign markets, the local firms
devote more attention to that product than do foreign firms, then the local firms exporting the product leading to a
competitive advantage. As a result, a convincing trend-setting local markets helps local market forestall global trends.
3) Related and Supporting Industries when related and supporting industries are competitive, firms appreciate more
cost effective and innovative inputs such as tourism representative, hotel, airline, traveling, entertainment business, restaurant
and any other related business.
4) Firm Strategy, Structure and Rivalry local condition affects firm strategy. Such strategy and structure help to
determine in which type of industries a nations firm will excel. While high local rivalry will cause less global rivalry. The
strategies and rivalry in medical tourism might be in these areas: quality and standard of medical services, expertise of
surgeon/medical professionals, rapid service, excellent service emphasizing, value-added services such as interpreter, credit card
payment, currency exchange, sales promotion, advertising in various media, offshoring branch, alliance with international hotel,
life assurance, alliance with foreign government, and any cooperation with airlines and agencies.
Pavinee Potipan & Nantaphorn Worrawutteerakul (2010: 9) has studies about A study of Korean wave in order to be a
lesson to Thailand for establishing a Thai wave by using Theory of Diamond of National Advantage to analyze Japanese and
Korean wave and then apply to gain competitive advantage for Thai wave.
Jitmanee Pullawan & Kantara Sinhaneti (2010: 4) has studies about Thailand a beauty club for everyone?
(Internationalizing Thai Aesthetic Surgery) by using Theory of Diamond of National Advantage to analyze the possibility to gain
competitive advantage for beauty industry of Thailand.

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The popularity in surgery causes medical tourism business, especially in Korea. Medical tourism can be defined as the
process of traveling outside the country of residence for the main purpose of receiving medical care and typically combine with
vacationing or other forms of tourism, which is in line with theory of medical tourism.
Theory of Medical Tourism
As described above, medical tourism refers to people who receiving medical care and recreation in traveling at the
same time (Cohen, 2008) Therefore this concept comes from 2 sub-concepts of Tourism Theory and Medical Service Theory.
The authors will analyze these two theories to find the drives and factors affecting receiving medical services for Thai tourists
which can be a competitive advantage and help aesthetic surgery to be successful in global market.
Kucukusta & Song (2010: 236-251) have studied about A Conceptual Model of Medical Tourism: Implications for
Future Research. The research is about medical tourism by developing model from current situation from customer's demand
perspective in both qualitatively and quantitatively. The author used the tool named systematic for testing and investigating for
future research and also preparing useful information for researchers regarding medical tourism industry.
From the study of Influence of positive body image indicators on attitudes toward aesthetic surgery among Thai
women by Nattsha Intasoon (2014) depicted that Thai women tried to create attractive images because they were forced by
social drive about the standard of perfect beauty. This standard myth was supported by the jargon if you are beautiful, you will
be successful then Saisangians (2010). The results from the research show that the beauty of the face is not only the vital
element of perfect standard of beauty in Thai society, but also related to personality that affect the behavior judgement of
women in Thailand. The result reveals that Thai women are willing to pay for aesthetic surgery for the eyelid, nose and breast
the most in order to improve their personality. (Jinchang, 2010; Muttiko, 2001)
Moreover, there still be conceptual framework model of Pavinee Potipan & Nantaphorn Worrawutteerakul (2010)
which is the gathering 4 theories to study the trend of aesthetic surgery to build the Thai Wave by using Japan and Korea as
case studies.
The Conceptual Framework Model

From the figure above can be classified the 4 theories as follows:

1) Nation Branding Theory is the process of brand building by linking to the outstanding landmark that can be used as
marketing tool to enhance the image of the country to other country.
2) Element of Culture which consists of: 1) cultural material composing of two main parts: manufacturing technology
and economics. This theory is directly related to customers demand and quality of the products 2) social Institution is the
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relationship between one group and other groups such as family institution and similar preference groups 3) aesthetics such as
arts, music and dance 4) Belief system such as religion, supernatural belief, etc. 5) education. For example, education might
affect marketing communication and strategies that marketer chooses 6) language can be used in sales promotion and
advertisement in various countries.
3) Onion Diagram (Hofstede) refers to diagram showing the cultural difference in many dimensions; that is Symbols
used as tools in cultural communicating, Hero can be a fictive person, but has influence on the culture. It also can be national
heroes, photo-models or scientists-all people, who play a role-model in that society, rituals can be the way of personal hygiene
and those rituals are changing slowly. The values of a certain culture, which is not moving a lot. It mostly remains the same.
Even if something seems to be outdated, it still can subconsciously play a role in the present. That includes individuals as well
as groups. All three layers can be trained and learned through practices except for the core value.

4) Diamonds (Porter, 2008) is the model used to analyze the competition consisting of 1) Factor condition 2) Demand
condition 3) Related and support industries 4) Firm strategy and rivalry. Each element play an important role to competition and
affect each other as well.
On the conclusion, the conceptual framework model can be used to analyze the building model in creating popular
trend in doing aesthetic surgery for Japan comparing with Korea to show how Korean trend can replace of the Japanese and
bring the same pattern to create the popular trend for Thailand.
In addition, Service Marketing Mix Theory (7Ps) can be used to identify the success factory for aesthetic surgery as
well.
Marketing Mix for Service Business (7Ps)
The management of service product should concern many factors affecting customers' satisfaction.
1) Product refers to an object or service an organization produces on a large scale in a specific volume of units
delivered to fulfill customer's needs.
2) Price is the most important factor for marketing. The price of a product or service is determined by all factors that
an organization invests during the preparation of the product and may go up or go down depending on time and the price of a
manufacturing resources and market developments. Normally, the consumers needs reasonable price and the price also set the
marketing status in the market.
3) Place represents the location where the product is available for the customers. It also covers the efficiency in
distribution in order to on-time deliver precise products to the consumers.
4) Promotion comprises all the efforts the organization makes to stimulate the popularity of their product in the
market, for instance by advertising, promotional programs, etc.

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5) People include people who are directly or indirectly involved in the trade of the product or service. These are
mainly customer contact employees who are the face of the organization and they translate the quality into a service. They
deliver a physical service with a visible result.
6) Process represents the activities, procedures, protocols and more by which the service in question is eventually
delivered to the customer, comprising all activities and services in which the people involved play an important role.
7) Physical Evidence refers to an environment in which a service comes about from an interaction between an
employee and a customer which is combined with a tangible commodity and the consumers should assess the service quality
from them. For example, good environment will help create good image to the organization (Pullawan & Sinhaneti, 2008)
I-Lada Boonchai (2013: 52) has studied about Consumers Behaviors and Factors Affecting Demand for Korean Style
Plastic Surgery: A case of Mueng Chiang Mai. He found that factors affecting aesthetic surgery in Korean style in Amphurmuang
Chiang Mai, Thailand consisting of marketing mix in term of price, product, process, and marketing promotion.
Jittiya Sririttipradit & Benjaporn Pongpanich (2011: 57) has studied about Behavior and Factors affecting of college
students choose to determine about plastic surgery in Silpakorn University. The finding showed that marketing mix that
students of Silpakorn University preferred are product, physical evidence, employees, processes, marketing promotion, places
and price.
In Surgery business, consumers will have perceived quality of services both before and after have services. Therefore,
business can impress the consumers by its quality and make the consumers come back to have services again in the future.
These are in line with Theory of Total Perceived Quality Model.
Total Perceived Quality Model

Figure 1: Total Perceived Quality Model (Gronroos, 2007: 77)

Total Perceived Quality Model refers to consumer's opinion of a product's (or a brand's) ability to fulfill his or her
expectations. Service and product quality is one of important factors affecting customers' decision in choosing goods and
services. The service quality that impress the consumers consists of
1) Expected Quality refers to the quality that customers expect to receive from using goods or services such as
marketing communication, selling, image, word of mouth, public relation and customers' needs.
2) Experienced quality refers to actual quality that customers received from using goods or services. The experienced
quality might create from fundamental image of quality of that company such as technical quality, experience that customers
received after using products or services, and functional quality refers to experiences that customer received during utilizing
services (Gronroos, 2007: 77)

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Rungroj Songsaboon (2014) has studied about Perceived Service Quality and Factors Affecting Word of Mouth Communication of
Private Hospitals. The finding showed that each and every element of perceived service quality affecting word of mouth
communication of private hospitals in important level. Because if the customers perceived the excellent service quality, the
customers might strongly want to tell and share others about this excellent quality, and perceived service quality of
receptionist in private hospital affected word of mouth communication of private hospitals in most important level.
Consequently, the management of private hospital should take the service quality of receptionist into consideration that the
receptionists should provide services with polite and smiling face in order to create an impression to the customers and ignite
the word of mouth mechanism to motivate others to receive services from private hospital.
Aurathai Lertwannawit & Nak Gulid (2011: 155) has studied about International Touritst's Service Quality Perception
and Behavioral Loyalty Toward Medical Tourism in Bangkok Metropolitan Area. The research presented the reliance in loyalty
model in service and provided empirical evidence about the relationship between the understanding of tourists about service
quality, service value perception, brand confidence, satisfaction and loyalty.
On the conclusion, total perceived quality refers to all customers' perceived quality, which consists of 1) expected
quality affected by marketing communication, selling, image, word of mouth, public relation; and 2) experienced quality or
quality from customers or service receivers affected by organizational image, technical quality, and functional quality. The
customers will assess the quality received from the organization by comparing expected quality and experienced quality if there
is any gap between the two quality and when putting together, this makes a total perceived quality.

Research results
By reviewing the literature about an innovative industry of Aesthetic Surgery Growth: A Temporal Analysis, the authors found
that to build the popularity for Thai aesthetic surgery business or Thai wave can be achieved by applying many theories as
follows:
1. DONE Theory;
1.1 Dstands for Diamond. (Theory of Diamond of National Advantage by Michael E. Porter)
1.2 Ostands for Onion Diagram. (The Difference of Cultural Dimensions by Hofstede)
1.3 Nstands for Nation Branding Theory.
1.4 Estands for Element of Culture.
2. Theory of Service Marketing Mix (7Ps) of surgery business consisting of: Product, Price, Place, Promotion, People,
Process and Physical Evidence.
3. Total Perceived Quality Model comprises of: Expected Quality and Experienced Quality

Conclusion and Discussion

This literature review concerns An Innovative Industry of Aesthetic Surgery Growth: A Temporal Analysis can be
concluded to the theoretical framework, which be brought to analyze regarding the creation of the popularity for aesthetic
surgery business in many countries such as Japan, Korea, etc. Thailand is one of the countries who is successful in building the
popularity for aesthetic surgery business. Fundamentally, the authors proposed the following DONE 7P&T Model for Thailand.

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From the figure above showing DONE 7P&T Model used to analyze to build the popularity for Thai aesthetic surgery
business or Thai wave by combining DONE Theory, which consists of Theory of Diamond of National Advantage by Michael E.
Porter, Onion Diagram Presenting The Difference of Cultural Dimensions by Hofstede, Nation Branding Theory, and Element of
Culture. The authors proposed DONE Theory as an inputs in the theoretical framework. For Transformational Critical, we used
Service Marketing Mix (7Ps) to set marketing strategy in order to attain targeted objectives in aesthetic surgery business, and then
the results from this 7Ps to analyze total perceived quality to gain final outcome for building the popularity for Thai aesthetic
surgery business or Thai wave further.

Suggestions for Further Study

The study in the future would to study about the futuristic globalization of aesthetic surgery in the next decade. The
research is the qualitative research and uses EDFR (Ethnographic Delphi Futures Research) as a statistical background.

Reference
Boyle, C. (2012). Forecasting addictive consumer behaviour in plastic surgery: A case study in Vietnam: 3.
BoonchaiI, (2013). Consumers behaviors and factors affecting demand for Korean style plastic surgery: A case of Mueng Chiang
Mai: 52.
Cohen, E. (2008). Medical tourism in Thailand. AU-GSB E-Journal: 24-37.
Gronroos, C. (2007). Service management and marketing. John Wiley & Son, Ltd. (3rd ed.). England.
Intasoon, I. (2014). Influence of positive body image indicators on attitudes toward aesthetic surgery among Thai Women: 55-56.
Jinchang, K. (2010). Effects of perfectionism on attitudes toward aesthetic surgery: The mediating roles of perfectionistic selfpresentation and sociocultural internalization (Unpublished Master's Thesis). Chulalongkorn University, Bangkok.
Retrieved April 29, 2016, from http://thesis.grad.chula.ac.th/readfile1.php?Fn=ab5178142938.pdf
Julietta, (2014). Korea the most champion of cosmetic surgery of the world and Thailand the first of Asean, from
http://women.mthai.com/women-variety/178782.html
Kucukusta D., & Song H. (2010). A Conceptual Model of medical tourism: Implications for future research: 236-251.

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Lertwannawit, A., & Gulid, N. (2011), International Touritsts Service Quality Perception and behavioral loyalty toward medical
tourism in Bangkok metropolitan area. Graduate School, Suandusit Rajabhat University, Faculty of Social Science,
Srinakarinwirot University: 155.
MGRONLINE.com. (2012). Psychology. Chulalongkorn University is revealing popular surgery in Thailand. First page of
Manageronline. Retrieved April 29, 2016, from http://astv.mobi/AzmIWyR.(2012)
Muttiko, M. (2001). Facial surgery: The reconstruction of beauty for Thai women. Mahidol University, Bangkok. Available from
thaithesis.org. Retrieved April 29, 2016, from www.thaithesis.org/detail.php?id=45557
Porter, M. (2004). On competition, A Harvard Business review book, USA: 166.
Potipan P., & Worrawutteerakul, N., (2010). A Study of the Korean wave in order to be a lesson to Thailand for establishing a
Thai wave. Mlardalen University: 9.
Pullawan, J., & Sinhaneti, K. (2010). Thailand a beauty club for everyone? (Internationalizing Thai aesthetic surgery). Mlardalen
University: 4.
Potipan P., & Worrawutteerakul N. (2010). Mlardalen University, School of Sustainable Development of Society and Technology:
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Poter, M. (2008). On Competition. Boston: Harvard Business Review Book.
Pullawan J., & Sinhaneti K. (2008). Thailand, A beauty hub for everyone? (Internal marketing Master Thesis). p.7.
Runnels, V., Carrera: M. (2012). Why do patients engage in medical tourism? Maturitas, from http://doi.org/10.1016/j.maturitas.201
2.08.011
Saisangjan, R. (2010). Relationships among facial dissatisfaction, media influence and peer and family influence with the desire to
undergo facial aesthetic surgery of early adult females (Unpublished Master's Thesis).
Sareechantalerk, K. (2008). A discussive study of Thai female beauty: Multi dimensional approach (Thesis). College of
Interdisciplinary Studies, Thammasat University.
Songsaboon, R. (2014). Perceived service quality and factors affecting word of mouth communication of private hospitals,
Panyapiwat Journal (Vol.5 No.2 January-June 2014): 26-27.
Sririttipradit J., & Pongpanich N. (2011). Behavior and factors affecting of college students choose to determine about plastic
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A Motor for Growth of the Creative Industries

That Need Creative Finance-Innovative Financing Framework
*

**

Dr.Parinya Maglin , Assistant Professor Dr.Shayut Pavapanunkul and Dr.Thanatas Tupmongkol

***

Abstract
The aim of this article is to present a board overview of the concept of the new concept of creative industries and its
weight in the "War for Creativity". The new concept of creative industries in financing solution extends the broader scope of
creative financing, which soon becomes used to idolize the growing more popularly "Global Talent Management" (GTM).
Global Talent Management has become a vital strategy for new-fashioned creative industries organizations and
creative-finance-innovative financing framework. GTM refers to the advance by which the organization identifies human resource
practitioner and creative industries entrepreneurs and chief financial executives or officers (CFEs or CFOs) who achieve to play
the larger business or industry picture of leadership or celebrity endorsement in terms of brand asset as financial asset role in
forthcoming (in this discussion and conclusion called "Creativity Endorser"). For global talent management, it combines talent of
valuation resources (financial, creative ecologies, and human resource).
According to talent of valuation resources, it creates a purposeful management structure, and develops creative
finance innovative framework. With respect to the conceptual framework about this innovative scenario are proposed, and the
term creative finance innovative financing framework is coined to describe it in a buzz word. The creative conspiracy process of
talent of valuation resources could be understood as an innovative big shift from the classical creative industries and financial
and human resource practitioners.
Looking into the innovative concept of creative industries and creative finance, authors of the article came a
conclusion that a sustainable creative conspiracy between creative ecologies of creative industries and financing science is a
vital tool for change development of innovative concepts of creative industries, creative corporate finance and human resource
practitioners (Creativity Endorser).
This article is inspired and adapted from the project Leistung for Berlin: Investitionsbank Berlin by Keuper, Frank,
Prof.Dr.rer.pol.habil.,Dipl.-Kfm., Puchta, Dieter, Prof.Dr.rer.soc.,Dipl.-Vw., and MBE, Diplom-Betriebswirt (BA), Roder, Stefan.
Steinbeis Hochschule-Berlin and Investitionsbank Berlin. "Creative Industries Bentigen Creative-Innovative Finanzierungslsungen
fr die Filmwirtschaft, in Hulsmann, M.Grapp, J. (eds), Strategisches Management fr Film und Fernschproduktionen:
Herausforderungen, Optionen, Kompetenzen, Oldenbourg Wissenschaftsverlag. Mnchen et.al. 2008.
Keywords: Creative Industries, Creative Finance-Innovative Financing Framework, Global Talent Management Creative
Conspiracy, Talent of Valuation Resources.

Dean, Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: parinya.m@rmutp.co.th
D.B.A. Programme, Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: seanbond_2000@hotmail.com
***
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: ttupmongkol@hotmail.com
**

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Introduction
The concept of creativity is currently fashionable in every business and industry. Surpassing mere innovative creation,
one should note the new concept developed by John Howkins, 2007 and 2010. According to Howkins (2010), the creative
ecology theory as innovative basis to learning and understand the creative conspiracy as the new rules of breakthrough
collaboration in natural environment (health ageing society), economy (organization and individual survival) and the gravity of
creativity and human resource practitioners (from the "War for Talent" to the "War for Creativity" as "Global Talent Management"
(GTM)), (adapted from Howkins, 2007 and 2010, Augustinaitis, 2010: 170-189., Thompson, 2013., Frank, Dieter and Stefan, 2008.,
As Augustinaitis, (2010): 189; Strazdas and zabielaviienc, (2006): 80-89 are underlines the significance of the concept
of globalized creativity that/ is the use of ideas to establish innovative ideas in every business and creative industry.
Leadbeater (2005) claims the concept "Creation" or working creativity. According to Leadbeater includes other experts.
Authors can analyse a much broader meaning that includes industries managing industrial production (Creative Production),
medicine (preparing to Healthy Ageing Society) and creative ecologies (serve as the background to study human ecologies as an
eco-system), especially as Howkins (2010): 59-61. Claims, "Large populations can satisfy more of an individual's needs on a more
regular basis" (applied to communities is presumption of microfinance adaptation) this content adapted from Hindes, 2004: 1,
Vong, and I. Song, chapter 1 and 2; and FPO Symposium, 2015).
According to these above concepts linking to the groundbreaking work of British Economist, Alfred Marshall who first
sparkling wrote about the novel concept of demand and supply in his book "Principles of Economics" (1890), the concept
moving through growth of both a business firm and baby boomers. From a macroeconomic perspective, experts predict the
echo boom of baby boomers that geographical expansion will bring growth to healthy ageing society in the global world could
be global risk at personal wealth, business and industries growth and nation building.
The most frightening aspect of global risk wave statement was that it really comes down to need more creative
finance elements for risk resolution:
1. Costs (return on investment).
2. Revenue (income for earning and nexus poverty).
3. Earnings (an equillibrium of the forces of life, decay and death).
(adapted from Osenton, 2004; Lambert, Cooper and Pagh 1998: 7-8; nine management components for successful
supply network management; and Lerner, 2004 Gate 1994 and Tufano, 2003, financial innovation and ingrid statesman, Terese
Otte-Trojel for Bundeszentrale fr gesundheitliche Aufklarung (BZgA)).
So in this article authors would like to 1) review several important achievements of innovative creation frameworks
that define the field of Howkins (2010), the creative ecology theory to be explored and developed global talent management
and a macroeconomic perspective; 2) review the major academic and practitioner work to describe the relationship of creative
industries and creative finance for an extensive set of utility come-hitcher in the innovative framework preparation of this
synthesize review that is found at the end. 3) offer some innovative blending models on the future navigations of creative
finance-innovative financing management for creative industries entrepreneures, human resource academics, human resource
practitioners, microfinance institutions, healthy and active ageing practitioners and Chief Financial Officers (CFOs).

Purposes of the study

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This study focuses on objective finding out the feasible solutions of the innovative financing framework of creative
industries that need creative finance.

Review of Literature
The conceptual framework of innovative creation
The conceptual framework of review of literature "Innovative Creation" as the startup of this thesis in terms of
"Innovative Creation" should be understood with by the new one, not classic or old fashionable framework and model because
of a matter of human fact, The significant and survival conditions of the 21st century era that authorized for such a solitary
growth energetic were:
1) Ageing society growth needs health and active ageing.
2) The developments of more products and services in more categories than at any other time in history.
3) The ability to actively convey with global management an increasing number of global talent practitioners, creative
products and services and consumers everywhere.
4) The judgement of financial fabrications involving the rate of revenue growth.
In the large picture, a business, or an industry and a personal are usually thought of as an association of valuation
resources because they value the actual assets everywhere. It is a vital that the contents being valued are conciliated to the
individuals, businesses and industries success or wealth approach. It often has to be broken down in terms of risk into
individual and organization accounting elements, generally by the cost approach i.e. a loan portfolio (financial asset) an
individual loan (Financial Asset), all the interests in a privately owned entity (Financial Asset), governmental capital in the good
practice projects indicate the significance of social and economic capital activity i.e. transforming projects into healthy ageing
programmes and cooperation by low income or poor people throughout the microfinance institutions (Financial Liabilities)
including a brand that defines celebrity endorsement (Financial Asset). (adapted from the Healthy Ageing Project, Project
Partners: AGE, European Older People's Platform; WHO, World Health Organization Ageing and Life Course; Austrian Health
Promotion Foundation, Austria; The Health Development Agency, England etc., Catty, 2012 and Sheu, 2010)
The conceptual framework of creative conspiracy and deep ecology
Beyond thinking about the most value creation of business and industry success that is facing every task and
management today. Talent collaborative terms that combine to commit creative and innovative tasks are engaged in a creative
conspiracy.
Authors point, by using hybrid, interactive meeting the new pattern of creative ecologies: a deep ecology movement
has turned into a very ultimate framework movement that gave risk to the innovative creation theory of creative ecologies. Thus
according to Howkins (2010) that uses the creative ecologies theory to present human creativity and performance to create that
served in creative industries, using four aspects (Diversity, Change, Learning and Adaptation) of ecological thinking are analysed
as directly concerned to creativity, innovation, economical, human survival that Howkins references to the theory of evolution
proposed by Charles Darwin (1859), Alfred Russell Wallace (1860) and evolutionary biologist Richard Dawkins, a professor at
Oxford University (cited in Stankevicienc, Levickaite, Brakute, and Noreikaite, 2011: 285).

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On the other hand, since Arne Naess is Norwegian philosopher who wrote the term "Deep Ecology" (1973), Kumar
(2011), who eventually guide to Warwick Fox (2003): 252. Nowadays, deep creative ecologies are relevant to extremely
influencing to any innovative organization seeking leadership or celebrity endorsement (Brand Asset as Financial Asset) in
creative industries. Here some important ideas on presented deep creative ecologies elements apply to innovative creation (see
Figure 1.)

FOUR ASPECTS OF DEEP CREATIVE ECOLOGIES

Applied to
FOUR ASPECTS OF CREATIVE ECOLOGIES
(According to Howkins 2010)
Creativity is in
and around us all.

Diversity
The source of change
a matter of human
fact and survival
conditions of the 21st
century era

Creativity is a tool that help

reaching/The most varied aims.

Creativity means the process of an idea taking a

tangible form (celebrity endorsement as
brand asset and financial asset)

Learning

Change
The creative
environment has
a public policy
personal-managed a
gravity of the force
of life, decay and
death, and personal
financed.

Rethink The "war

for talent" to the
"war for creativity".

The concept of
globalized creativity
to establish global
talent management.

Ageing society growth need healthy

active ageing.
The developments of more products
and services in more categories than
at any other time in history.
The ability to actively convey with
global management an increasing
number of global talent practitioners,
creative products and services and
consumers everywhere.
The judgement of financial
fabrications involving the rate of
revenue growth in the large picture,
as an association of valuation resources.

This can be achieved

through handle ideas,
talent collaborative
teams are engaged in
a creative conspiracy.

Adaptation
Imitation
as one of the easiest
and fastest forms of
of creative is more
like copying.

Communities
people feel his/her
belong to the same
community are relevant
to create quality of life
of the low income or
poor people and elderly
population i.e.
microfinance institutions
and healthy active ageing.

Collaboration
A relationship of a
creative ecology that
is leaned and explicit,
deliberately cohabit and
share for innovative creation.

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Competition
Figure 1. Four aspects of deep creative ecologies
applied to four aspects of creative ecologies
(According to Howkins 2010; and adapted
from Leadbeater, 2005, Naess, 1973,
Levickaite, 2010, Parrish, 2007).

Everyone business and industries

explain in a creative ecology,
takes the risk off any real creative
sense of and industries need
creative finance for diversity,
change, learning and adaptation.

Conclusion
The conceptual framework of creativity endorsement: Hierachieal architecture for assessing creativity endorser
performance as an innovative framework to assessment in the conclusion and discussion item of result outcome of this article,
respectively.
Bouysson et. al. (2000) created the proposed conceptual framework of celebrity endorsement construct for assessing
endorsement performance. Particularly this conceptual framework is grass rooted in individual decision context, based on
consumer perceptions that can involve multiple criterion assessment, such as credibility and attractiveness in qualitative
domains. According to Fuzzy-AHP, a method carefully suited to connecting with decision-making issues with multiple criteria in
qualitative domains and a finite number of decision alternatives are evaluated via a finite number of performance criteria (Sheu,
2010) which are derived in Figure 2.
Attributed Performance of Celebrity Endorser

Ekij (n)

Layer 1

W2cre

W2att

Endorser Credibility

Endorser Attractiveness

ATTki (n)

CRE i (n)
W3tru

W3exp

Perceived
Trustworthiness

W3lik

W3sim

W3fam

Likeability

Similarity

Familiarity

LIK i (n)

SIM i (n)

TRU i (n)

Layer 2

FAMki (n)
Layer 3

Perceived Expertise

EXPki (n)

Figure 2. Hierachical architecture for assessing celebrity endorser performance (According to Bouysson et.al.2000 and Sheu,
2010).
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According to Bonysson et.al. (2000), the mathematical form of the hierachical celebrity endorser construct (Ekij (n)) is
given by
Ekij (n)

W2cre

CREki (n) +W2att

W2cre

W3tru

+ W3exp x

W2att

W3lik x LIKki (n)+ W3sim x SIMki (n) +W3fam x FAMki (n)

x TRUki (n)

ATTki (n)
EXPki (n)

Based on Bouysson et.al. (2000), assessing the celebrity endorsement using the fuzzy analytical hierarchy process
(Fuzzy-APH) is a method using credibility and attractiveness as the two primary criteria for assessing celebrity endorser
performance (i.e. Eki (n)). This study accepts the celebrity endorsement that considers the direct and indirect effects of celebrity
endorsement on consumer attitudes. This study uses perceived trustworthiness and expertise of an endorser as two-sub-criteria
to criticize endorser credibility in the cognitive domain and attractiveness in the affective domain. Hence, three related subcriteria-likeability, similarity and familiarity are used to assess a three-layer analytical hierarchy (Figure 2.)
As a result, increasing value of this study to continues on Bouysson et.al.2000, Fuzzy-AHP-Conceptual Framework
applied creative industries need creative finance attributed that constructs the instantaneous creative finance that attributed
performance of creative industries endorsers. This study uses credibility as creativity endorsement and expertise of an endorser
performance as two sub-criteria in talent endorser characteristic in the cognitive and affective domain. Details of the process
assessment are given in Figure 3.
Instantaneous Creative Finance
Attributed Performance of
Creative Industries Endorsers

Layer 1

fkij (n)

Talent Endorser Characteristic

W2cre

The Cognitive Domain

Endorsers Credibility Construct for Creativity

Endorsement Through Innovative Creation
Assessment in the Cognitive Domain

CREki (n)

W3pce W3fep
Perceived Creativity
Endorsement

PCEki (n)

The Affective Domain

Endorsers Attractiveness Construct for Deep

Ecologies Assessment in the Affective
Domain

FEP i (n)

Layer 2

ATEki (n)

W3act
Perceived Creative
Finance Expertise

W2ate

W3asc
Acceptance
k

ACT i (n)

W3evl
Association

ASCki

(n)

Evaluation

EVLki (n)

Layer 3
Figure 3. Hierachical architecture for assessing creative industries need creative finance. (Adapted from Bouysson et.al.2000,
Research methodology of Sheu, 2010, Vong and Song, 2015 and Cafferata and Tybout, 1989).

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Intuitively, this conceptual framework model is to analyze the creative industries that need creative finance from
creativity endorser (denote by i). That constructs the instantaneous creative finance that attributed performance of creative
industries endorsers (fkij (n)). This study considers credibility and attractiveness affect is assessed based on creativity
endorsement (denote by J) perceived by creativity endorsement (k) on a given need or using creative finance occasion in
ceative industries (n).
However, some endorsements of fkij (n) depend on instantaneous creative finance perception assessment of fkij (n).
Therefore, talent endorser characteristic of credibility and attractiveness assessing to the cognitive (Credibility) and affective
(Attractiveness) domain such as assessment of creativity endorser credibility (construct for deep ecologies) ATEki (n).
Furthermore, this study uses perceived endorsement and expertise of a creative finance as two sub-criteria to
innovative creativity endorser (both creative industries and creative finance) credibility in the cognitive domain on the other
hand, attractiveness is judged by the main criterion for assessing a creativity endorser in the affective domain; Obviously, three
related sub-criteria-acceptance-association-evaluation-are used to assess instantaneous creative finance that attributed
performance of creative industries endorsers in the affective domain. Consequently, a three layer rational hierachy (Figure 3) is
created; the top layer (Layer 1) is the instantaneous creative finance attributed performance of creative industries endorsers (i.e.,
fkij (n)); the second layer (Layer 2) conducted of the two main criteria, i.e. credibility and attractiveness; and third layer (Layer 3)
consists of subcriteria combined with the main criteria.
Thus, the mathematical form of the hierachical creativity endorser for creativity endorsement construct (fkij (n)) is given
by according to Bouysson et.al.2000.
fkij (n)

W2cre

CREki (n) x ATEki (n)

W2cre

W3pec

W2ate

W3act x ACTki (n)+ W3asc x ASCki (n) +W3evl x EVLki (n)

x PCEki (n) + W3fep x

FEP 3ki (n)

Where ATEki (n) and CREki (n) are evaluated by creativity endorser refer to human resource practioners, entrepreneurs
creative industries and chief financial executives or officers (CFEs or CFOs) i of the attractiveness and credibility k on a given
need or using creative finance occasion in creative industries n: W2ate are the relative weight for ATEki (n) and CREki (n) inserted in
layer 2 of the proposed endorser assessment hierachy; PCEki (n) and FEP 3i (n) are the evaluations of creativity endorser i
(Adapted from consumer in Bouyssou conceptual framework) of the credibility of creativity endorser k in terms of creativity
endorsement and expertise on given need or using creative finance occasion in creative industries n: ACTki (n), ASCki (n) and EVLki
(n) are the evaluations of deeply ecologies assessment in the attractiveness of creativity endorser i in terms of acceptance,
association and evaluation on a given need or using creative finance occasion in creative industries n ; and W 3pce, W3fep, W3act,
W3asc, W3evl are the relative weights of PCEki (n), FEP kj (n), ACT ki (n), ASCki (n) and i EVLki (n) inserted in Layer 3 of the proposed
endorser assessment hierachy, relatively.
Finally, to estimate the value of the relative weights (i.e. W2cre and W2ate) of criteria in Layer 2 and sub-criteria (i.e. W2*)
in Layer 3 are estimated using Fuzzy-AHP to access the performance of creativity endorser (fkij (n)). Details of the mathematical
process of the hierachy creativity endorser construct for estimating and analyzing these relative weights to solve resolution of
creative industries that need creative finance mathematical process of the hierachy creativity endorser construct creativity

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endorsement and creative finance expertise for estimating and analyzing these relative weights to solve resolution of creative
industries that need creative finance belong to innovative financing framework, W2*, also need next future research of authors
task responsibility to continue a greater success of this study on the play role as innovative think tank, regards and respectly.

Reference
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Company/Lexington/Massachusetts/Toronto.
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http://www.alamut.com/subj/ideologies/pessimism/Naess_deepEcology.html.
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Parrish, D. (2007). T-Shirts and Suits. Electronic Book. (Online, Cited 17 April 2011). Available from Internet:
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Sheu, J. B. (2010). A Hybrid Dynamic Forcast Model for Analyzing Celebrity Endorsement Effects on Consumer Attitudes
(2010.06.020). Mathematical and Computer Modelling, November. Elsevier Ltd.
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Strazdas, R., & Zabielaviiene I. (2006). Methodical Aspects of Innovation Costs Calculation System. Verslas: Teorija ir Praktika
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Tarigue, I., & Schuler, R. (2012). Global Talent Management Literature Review. Zurich: Foundation Shaping The Future of HR.
September 15th.
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Wallas, G. (1926). The Art of Thought. London: Cape.

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Avant-garde of Paradigm Shift from

Management to Content Leadership: A Review of Literature
*

**

***

Laksamee Thungwha , Assistant Professor Dr.Shayut Pavapanunkul , Dr.Pavin Chinachoti ,

Dr.Amorn Thoongsuwan

****

and Dr.Nasaran Mahittichatkul

*****

Abstract
Content is a key challenge in the 21st century for administrator and manager to conquering charismatic leadership
characteristic. It is identifying to understand what is follows to satisfy among management or content. The common question
not common indicated that the authors was to establish the significance of paradigm shift from fashionable management
included with traditional and old management concept towards the authentic avant-garde management. Now many business
and industry organization or individual assuming that to found decrement to learning and gadget this paradigm shift of a
Administrator or Manager" to a content leader. Because most recent literature and professionals have designate a administrator
manager just a performer who maintain a routine job but a content as the competencies results to transform him in the
direction of through to a leader charismatic leader and supremacy leader. Extremely, this paradigm shift in this paper shall
conjointly to learn the vital concept of content leadership and integral of comely a cutting edge leader. Finally, several previous
research on this issue have been proved in this paper to authorize authors to cultivate a conceptual framework of Avant-Garde
Element Model of paradigm shift. Avant-Garde Element Model of studies have shown that talent model of maturity,
management and transformational leadership and ways in which advance in the best practice of the content leadership that
linkage the business or industry information infrastructure in the theoretical discourse should on progress.
Keywords: Paradigm Shift, Avant-Garde Concept, Content Leadership, Charismatic Leader, Cutting-Edge Leader

Introduction
In the scenario of agile shift based on hypothesis framed by Kuhns (1970) has established exploitable as well as
articulation to beyond the sphere of academic community and classic science. In the act of a conventional business and
industry leaders today have to shift paradigm which is a leading to journey avant-garde and proceed.
Whenever an analysis of a business cultivation, research in administrators and manager discriminates per se by its affair
with the reciprocal action between management or administration previously. When the process was denoted as the loop of
value creation were going to connecting opportunity phenomenon recognition resource acquirement and aggregation, and
application such as new product introductions and business and industry launches. It begins with the blending of business and
*

Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: lakkbu@gmail.com
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: seanbond_2000@hotmail.com
***
Sukhothai Thammathirat Open University; E-mail: pavinkbu@gmail.com
****
Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: amorntha@yahoo.co.th
*****
Master of Art in Dhamma Communication Program, Mahachulalongkornrajavidyalaya University; Email: seanboud_2000@hotmail.com
**

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industry content from human creativity technological paradigm shift and human resource management paradigm shift. It is
cultivated the encounter and endowment of avant-garde style to create the business and industry information infrastructure
and state-of-the-art business and industry configuration, and governing to avant-garde outcomes as enterprise growth and new
enterprise management for get rich quick. New enterprise growth is a explanation of distinguishing of expanding business and
industry content of Avant-Garde Paradigm Shift (explanation of Gardner, 1990, Kuhn, 1970 and Phan, Zhou and Abraham son,
2010).
According to those theories must be shared idiosyncratic and were integrated with administration or management, in
this paper has been declared as just only human resource management, and recognize the potential and talent human
resources management experts of avant-garde ways (Avant-garde leadership as charismatic leadership). This way to shift content
of showing their (his or her) ability to shift business and industry gears on content management and the business and industrial
information infrastructure to make a profit, and came to the conclusion that a sustainable competitive advantage relationship
between management and avant-garde content creativity and technological science. (Adaptation from Rosenfeld, 2004,
Leonard, 2010, Collis, Freebody, and Flew, 2013: 148-160).

Purposes of the Study

The purpose of writing this paper was to establish The Avant-Garde Paradigm Shift in term of the significance of
innovation. It is a paradigm shift which is a synthesis of content axiom that take advantage to establish avant-garde content
advantage to transform "Administrator and Manager" to a avant-garde leader as content leader of becoming a avant-garde
leader (cutting edge leader).

Review of Literature
1. Talent Management to Human Resource Management
The classical literatures have fashionable appropriate purposes such as 1) present a fundamental perceptive of what
and why talent management strategy is imperative to employees in business organization and industry. 2) array why and how
business and industry organizations should measure the best practices of their (his and hers) talent management strategy. 3)
show the talent management of enterprise learning increasing strategic human resource systems. 4) demonstrate approach to
support a talent management strategy for leadership development. 5) show performance and talent management with
technology that can reinforcement to achieve competitive advantage. Further, since avant-garde approach advises numerous
discerning and show significance of talent management for human resource executives maturity and best practice measure the
effectiveness manager included with enterprise advantage. Here this aims to make the new trends in term of avant-garde trends
in the field of management as well as to arouse and drive them to convey A Avant-Garde Paradigm Shift in their content
management to going on behavior and approach.
In order to get the best outcome from above for more clearly, the Figure 1. present the structure of the avant-garde
of talent management content model of the maturity and effectiveness.

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Figure 1. The structure of the avant-garde content of talent model of the maturity and management
Source: Leonard, 2010: P.4
2. Manager to Leader
Hyden (1994) has challenge and commented that leaders are not increasing number of leaders but too many manager
are there. The performance outcomes like core competencies, such as communication, empowerment, vision, strategic thinking
and patience have played a great role of content management is one of the most challenging tasks in creating more leaders.
There is establishing a real model to learning understand, and implement steps for paradigm shifts if managers and
organizations are require to leader. In the present manager who fail to bring a significance model of transformational, laissezfaire and transactional leadership explain the both i.e. old paradigm of the bureaucratic organizational and new paradigm for the
near future which is twenty-first century. Here this aims to deal the managers understand about the new trends in the field of
management and leadership as well as to arouse and to bring a new paradigm shift as Avant-Garde Paradigm Shift in their
behavior and approach (adapted from Burns, 1978, Smith 2005, Tangue and Schuler, 2010: 122-133)
3. Laissez-faire to transformation
To address present and future leadership needs a model of content leader also must boost anticipate competencies
and skills to learning and understand as well as gadget steps toward Avant-Garde Paradigm Shift, for examples Levine, Pitt and
Douglas (1998) contribute "Leadership and Organizations for the New Millennium in Journal of Leadership Studies Vol.5" which in
hindsight became a classic advised that the leadership development theory and organization for the future theory. This model
like transformational, as Avant-Garde Paradigm Shift for explains the both i.e. old paradigm of the bureaucratic organization and
content reinforce the organization. The bureaucratic organization is approach to the concept of laissez-faire or individualism
leadership and the transactional in a work-related task on liberal, activity. Hence, the transactional as a word in present avantgarde for the desired and necessary content leadership roles as well as behavior and attitude of new paradigm shifts for the

[23]

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future leadership. (Adapted from Gardner, Avolio, Luthans, May and Walumbwa, 2005: 343-272, Duke and Udono, 2012: 158-161,
and Ali, 2012: 50).
Finally, and on more positive note, Marg (2007) found that globalization and liberalization and liberization (or avantgarde in this research) revolution in communication technology can better describe content desired results and expectations
which through focusing on technology increasing importance of knowledge and paradigm shift in the scientific world view. There
is a critical need of the new paradigm shift in the fields of management and leadership.
A world definition of globalization simply builds up on Didner (2015) global content is the process of developing and
sharing relevant valuable and engaging content with target audiences with the goal of acquiring new customers or increasing
business and management from existing customer "Globally" because of content is everywhere, Erin Kissane, author of "The
Elements of Content Strategy" defined anything that conveys meaningful information to humans is called content. Thus, in turn
of this research, implies a need to apply content as convincingly demonstrated by presenting the results of a survey which
shows how the manager to leader especially content leadership. Here it will be analyzed that how the model of laissez-faire
and transactional leadership and transformational leadership which have appear as result outcome of Burns ideas and Peter F.
Drucker (1996) has also rightly pointed out in his book "Managing in The Next Millennium" should show the both i.e. old
organizational paradigm as well as build up the future organizational paradigm for the field of management and leadership.
4. Charismatic Leader Attribute to Talent Content Leader
In order to be the best outcome from contemporary changing the paradigm shift about management and leadership
for the coming millennium. Traditionally idea of content leadership has been largely overlooked by organizational theorist. In
part, the problem can be attributed to the lack of a content systematic conceptual framework and recognized its important to
assess the future content strategy moving into new leadership paradigm shift. In order to grow and plan to better support
charismatic leadership needs of new concept. All leadership and organizational theorist address to drawing leadership theory
from Jagos typology for leadership shown in Figure 3.

Leader Attribute

Traits

Universal
Type

Behavior

Type

Contingent
Type
Type

Figure 2. Degree of Generalizability

Source: Nelson and Quick (2002)
From Figure 2. The Authors will discuss how to create a leadership role and performance management using Jagos
typology are 1) the leader attribute i.e. personality trait or behavior beyond situations or contexts. Universal theorist not context
in which the leader acts more powerful, because contingency theories accept that the characteristic.
Direction or context is important. Depending on the aspect of degree of generalizability of Jago theory. The four
categories of leadership theories that result outcome when these two dimensions are considered together are Type I universal
trait theories, Type II universal behavior theories, Type III situational trait theories, and Type V situational behavioral theories.
The four theories within this four category framework offer the manager a toolkits of tyranny of choices or alternatives for

[24]

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fulfilling traditional charismatic leadership especially Type I (adapted from Willner, 1984, Conger and Kanungo, 1987; Howell,
1988 and Offermann) Kennedy Jr. and Wirtz (1994) and Sosik and Dinger, 2007: 134-153).
According to the conceptualization shared by Lockwood (2006) Talent Management comprises of different
conceptions which are as follows (a) effective leaders have a clear understanding of what driver value in their leadership and
organizations (b) factor of influential leadership, unified and compassionate workplace cultures will be crucial for successful
talent management (C) connecting for the best talent on an as requited support will become prevalent keeping benefit
leadership content from the knowledge, skills capabilities and looking to the future.
Thus, the need for talent creates for content leadership in terms of globalization applied to managing global talent. In
sync with the trend challenges and significant implications for transformational leadership as content leadership based on the
new paradigm shift. Key finding show that the most important determination of Avant-Garde Paradigm Shift is concerned about
global talent management success in the degree of involvement by new charismatic leadership. The study of new charismatic
leadership that as content charismatic leadership. Recent studies on talent management reveal on content systematic
conceptual framework, going ahead of designing systems about control and reward through displaying, Jagos typology for
leadership not just individual character. The backbone of the structure of the avant-garde content of talent model of the
maturity and management which have appear as result outcome of Leonard (2010: 4) need to elevate global talent
management to content talent management has been prioritized in life cycle of modern teaching about management and
leadership. Kouzes and Posner (1995) has greater emphasis is on creating the shared vision, concept and value "Leader dont
command and control they serve and support..."
Althrough recent research has clearly demonstrated the implicit theories of leadership (ILTS) and effective leaders
were typically more favorable than for supervisors these findings suggest that the importance of leadership beyond more
awareness of the essence of such theories toward a considered of change in both the content and the structure of Jagos
typology for leadership. (adapted from Offermann, Kennedy Js., and Wirtz 1994, Nilsson, 2012 and Dhanabhakyam and
Kokilambal, 2014: 23-26).

Conclusion
Whenever an analysis of adaptation in both the management and leadership content analysis is a method for
analyzing which is used in new talent management methodology toolbox and reviews. What content analysis its and how it has
affected management and leadership .i.e. its use in leadership research; the collection of analysis technique for which the result
are suitable for globalization and liberalization (or Avant-Garde) revolution in communication technology can better
demonstrated content desired result and through focusing on recent organizational revolution has denied traditional
bureaucratic approach and cradle appraise and formative transformational leadership technique. All the great academic
acknowledges in this paper has completely advocated to adopt this paradigm shift of management toward leadership in order
to journey with the content.
In summary, the role of content analysis in future leadership research is considered. Same way, to depict this process
using, parts of the Avant-Garde Element Model of Paradigm Shift is shown in Figure 3.

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Figure 3. Talent Model of Maturity, Management and Transformational Leadership

Source: (adapted from Offermann, Kennedy Js, and Wirtz 1994, Nilsson 2012 and Dhanabhakyam and Kokilambal, 2014: 23-26)

Reference
Burns, J. M. (1978). what makes a difference in leaders Harper Torchbooks: New York, Harper & Row, U.S.A, 162.
Collis, C., Freebody, S., & Flew, T. (2013). Seeing the outer suburbs: Addressing the urban bias in creative place thinking. Regional
Studies, 47(2), 148-160.
Duke II, J., & Udono, E. N. (2012). A New Paradigm in Traditional Human Resource Management Practices. Journal of
Management and Sustainability, 2(2), 158.
Gardner, W. L., Avolio, B. J., Luthans, F., May, D. R., & Walumbwa, F. (2005). Can you see the real me? A self-based model of
authentic leader and follower development. The Leadership Quarterly, 16(3), 343-372.
Gartner, W. B. (1990). What are we talking about when we talk about entrepreneurship?. Journal of Business venturing, 5(1), 1528.
Howell, J. M. (1988). Two faces of charisma: Socialized and personalized leadership in organizations.
Kuhn, T. S. (1970), The structure of sciencetific revolutions, International Encyclopedia of Limited Science, (Vol.2, No.5), The
University of Chicago Press.
OLeonard, K. (2010). Talent Management: benchmarks, trend, and best practice. Bersinx Associates Principle Analyst, June.4
Offermann, L. R., Kennedy, J. K., & Wirtz: W. (1994). Implicit leadership theories: Content, structure, and generalizability. The
Leadership Quarterly, 5(1), 43-58.
Phan:, Zhou, J., & Abrahamson, E. (2010). Creativity, innovation, and entrepreneurship in China. Management and Organization
Review, 6(2), 175-194.
Rosenfeld, S. (2004). Art and design as competitive advantage: A creative enterprise cluster in the Western United States.
European Planning Studies, 12(6), 891 -903.
Sosik, J. J., & Dinger, S. L. (2007). Relationships between leadership style and vision content: The moderating role of need for
social approval, self-monitoring, and need for social power. The Leadership Quarterly, 18(2), 134-153.
[26]

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Schuler, R.S., & Tarique, I.R. (2010). Global talent management: Literature review, Integrative framework and suggestions for
further research: Global Talent Management, (Vol.45, issue 2), April, 122-133.

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Human Resource Management (HRM): Discussed Research Areas

Applied to Hospitality and Tourism Careers-A Literature Review
Kununya Benjawan*, Assistant Professor Dr.Shayut Pavapanunkul**, Dr.Amorn Thoongsuwan***,
Professor Dr.Tin Prachyaphth**** and Dr.Kalyanon Kamolyabut*****

Abstract
Human Resource Management: Research areas is still in its evolutionary applied to describe of hospitality and tourism
crystal clean perspective framework. Advantageous literature demonstrates that Human Resource Management (HRM) is a mode
that struggles to capture a circle balance between the hospitality and tourism model of professional realities and the
professional development model. In this study all these perspective were kept under prominent literature focus. Catalysts of
the literature unisoning to several perspectives permit the research to prove modern areas that are not sufficiently conceal in
the literature. Seriously this study is a formation sketch screening critical aspects. It was based on Human Resource Management
(HRM) applied to hospitality and tourism careers that persisting to awaken a lot of relatively of the question are significant in
need of further research. Of empirical agent in order to prove the powerful of the praising fabricate statements.
Keywords: Human Resource Management, Human Resource Practices, Hospitality and Tourism Careers.

Introduction
The field of Human Resource Management (HRM) shows the best achievable utilization in the hospitality and tourism
organizational. In late twentieth century many researchers were developed the definition about judicious administration and
management concerned to employee motivation and job satisfaction (adapted from Hartel Fujimoto, Strybosh and Fitz Patrick,
2007). The paradigm of human resource strategies can be utilized as a vibrant implement basic towards achievement. Base on
davenport theory of human capital strategy can best be fortuned through powerful Human Resource (HR) practice. After the
concept of personnel management, in the paradigm shift context that emphatic human resource policies agenda are being
adjust mended with hospitality and tourism careers. According to Lado and Wilson (1994) and Baker (1999) based on view
organization applied to this research is hospitality and tourism organization are considered vital toward hospitality and tourism
careers as a blueprint of human resource management for success of sustainable competitive advantage resolution of
accessible, literature on the accountable methodize analytical judgments and appearance that Human Resource (HR) practices.
Hence, most of the literature in the area of human resource strategies are formed and established rather on the exclusive
human resource policies and practices. In this study researcher will foresee on accessible literature in assorted Human Resource

Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; Email: kunaem4@gmail.com
** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; Email: seanbond_2000@hotmail.com
*** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; Email: amorntha46@gmail.com
**** Political Science and Public Administration Program, Chulalongkorn University; Email: seanbond_2000@hotmail.com
***** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; Email: seanbond_2000@hotmail.com

[28]

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(HR) practices and organizational performance with a view to promote future research by analyzing indicative areas and reveals
that Human Resource Management (HRM) is absolute system of hospitality and tourism concerning to Human Resource
Management (HRM) and practices as values policies and established conceptual framework of impact of Human Resource
Management (HRM) and practices as on model that vision, encourage hospitality and tourism career.

Literature Review
This branch of study literature review includes feasible research disclose to the amplitude analyzed in introduction
content. The actual integrated in this part. Is appropriated from altered resources Compelling crack outs from research at
present done affiliated to raised specified affair are duplicated underneath:
Author
Year
Tharenou and 2007
Other

Source/ journal
Human Resource
Management
Review

Katou and
Budhwar

2010

European
Management
Journal
Human Resource
Management
Review

Steinmetz

2011

Minbaeva

2008

International
Business Review

Tuner
Huemann
and Keegan

2008

International
Journal of Project
Management

Gooderham 2010
and Nordhaug

Human Resource
Management
Review

Findings and conclusion

Study concluded that research on training and a function of organizational level
outcomes which are categorized as:
1. Human Resource (HR) outcomes.
2. Organizational performance outcomes.
3. Financial of accounting outcomes.
4. In case of publicity listed companies stock market outcomes.
Business strategies managerial style and organizational culture moderate Human
Resource Management (HRM) policies that impact is absolutely arbitrate by
employee skills, mindset, and action.
Human Resource Research need to standardize develop the process of
questionnaire administration of questionnaire and structuring of comparable
measures should follow the same way. Result of such a research which is close to
uniformity.
Study concluded that are firm specific and used to develop competencies. The
creation of organizational knowledge. It can also contribute to sustained
competitive advantage.
Human Resource Management (HRM) practice in current organizations for
optimum performance should be liked with career development and overlook
needs of stake holders in accommodation of the organizations. Fairness and
justice assume added significance towards Human Resource Management (HRM)
(Greenwood, 2002)
Study concluded that Human Resource Management (HRM) practice framework is
important desired which should be capable to absorb circus stantial factors in
question. Few suggested are:
1. Culture
2. Legistration
3. Role of the state

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Author

Year

Source/ journal

Werbel and
DE Maric

2005

Human Resource
Management
Review

Lengnick-Hall
and Other

2009

Human Resource
Management
Review

Mcginnicle

2000

Employee
Relation journal

Maxwell and
Farquharson

2007

Employee
Relation Journal

Harris

2007

Employee
Relations Journal

Othman and
Poon

2007

Employee
Relations Journal

Tissen and
Others

2010

The International
journal of Human
Resource
Management

Danny Guedi
and Hatt

2008

Luoma

The International
Journal of Human
Resource
Management
2008
Management
Decisions

Findings and conclusion

4. Trade union representation institutional context
Human Resource Management (HRM) practices including performance evaluation
compensation selection practices and training and development practices can be
clustered as a means to communicate to the employees in relation to different
skill and behaviors needs to actualize and assist a competitive advantage.
Collins and Smith (2006) concluded that Human Resource Management (HRM)
practice have a great impact towards organizational effectiveness is becoming
more significant to knowledge exchange resulting into improved organization
performance.
Organizations embarking upon the correct Human Resource Management (HRM)
approach shall tend to recruit and selection procedures get desirable behavior
relevant in the context. Training and development program can further
supplement the commitment.
Bowen and Ostroffs (2004) concluded that the strength of the HRM system affect
organizational effectiveness. Human Resource Management (HRM) is said to have
a central role in business performance as per the theory (Richard and Broun
Johnson, 2001) Thus HRM strategies are deep rooted in business needs with a firm
integration with business strategy.
Developing HR Practices meant to accorded significance concerned about the
most of individual performance. There are various levels and specializations earth
with different perspectives about Human Resource (HR) responsibilities of
managers based on ill-defined boundaries.
Human Relationship Management practices is comparatively stronger than
competitive strategy. Strategy manipulated or changed and Human Resource
Management (HRM) practices can contribute orientation towards organizational
performance to remains in the right direction.
Adoption of the majority suggested a positive relationship between Human
Resource Management (HRM) and the organizational performance. It is important
to continually management orientation focus on these research such as Guest ;
1989, Clark 1993; Paauwe and Richardson 1997; Guest 1997; Gelade and Ivery
2003.
Human Resource Management (HRM) specialists in consultation with line
managers to link between Human Resource Management (HRM) and performance
decision making and should be judicious distribution of role and responsibilities.
Human Resource (HR) practices need more advocates of resource based theory
popular emphasis on develop and maintain the requisite competencies and
behavior as essential towards creating competiveness.

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Author
Zanko

Year
2008

Source/ journal
The International
Journal of Human
Resource
Management

Findings and conclusion

A key theme in modern critical approaches to Human Resource Management
(HRM) imply the need for these factors as followings: asepticism about the
purpose of the global transferability of Human Resource (HR) ideas and practices
included the barriers to transfer or how work is designed for managed to achieve
the organizational control economic and societal contexts (Based on Delbridge
Idea, 2009).
Gellatly and 2009 The International Various Human Resource Management (HRM) Literature are possible to achieve
Others
Journal of Human Human Resource Management (HRM) elaboration of responsibilities of managers
Resource
especially in project oriented in contemporary organizations can increase
Management
performance at each level manifolds.
Moideen lutty 2009
Management
The organizational means can be identified high-involvement Human Resource
Al-Lamki and
Decision
Management (HRM) practices that implement highly selective staffing realistic
Murthy
training performance positive relationship with subjective and quantitative
measurement and employee empowerment to increase higher performance.
Shen and
2011 The International Human Resource Management (HRM) practice policies and practices to improve
Zhu
Journal of Human both the firms strategic needs and the interests of internal and external
Resource
stakeholders due to the importance of Corporate Social Responsibility (CSR) to
Management
achieve organizational performance.
Tool, Clere 2011 The International Simply matching investment in Human Resource (HRs) through embracing Human
and Galany
Journal of Human Capital Enhancing (HCE) Human Resource Management (HRM) System is positively
Resource
connected to organizational performance. More clear and especially in front line
Management
employees are strategically significant and essential to competitive advantage
source.
Armi
2011 The International Human Resource (HR) practice for effectiveness of Human Resource Management
Journal of Human (HRM) function is invaluable to exploit organizational performance in four
resource
dimensions these fits.
Management
1. Fit between Human Resource Management
(HRM) and corporate strategy.
2. Fit between Human Resource (HR) roles and
position .
3. Fit within Human Resource (HR) function.
4. Fit between Human Resource Management
(HRM) and other functional areas.
Source: Quoted and adapted from all available researchers in review and Hussein and Ahmad, 2012: Prepositions.
Based on the above literature review the following propositions before conclusion will be Applied to hospitality and
tourism careers such as

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P1. Effectiveness of Human Resource Management (HRM) can be associated to particular perspectives of Human
Resource Practices (HRP) fit.
1. Fit between Human Resource Management (HRM) and Corporate Strategy.
2. Fit between Human Resource (HR) Roles and Position.
3. Fit with Human Resource Management (HRM) Structure and Function.
4. Fit between Human Resource Management (HRM) and Other Functional Areas.
5. Fit with Organizational, Economic and Social Contexts.
6. Fit between Human Resource Policies Practice and Corporate Social Responsibility. (CCR)
P2. Business performance hospitality and tourism performance will be accomplished between strategy and Human
Resource (HR) practices.
P3. Career development hospitality and tourism careers development is critically associated to staff intention.
P4. Linking employee goals with career path planning to performance.
P5. Identifying oneness skills and competencies for employee learning and development towards performance gaps.

Conclusion and Conceptual Framework

After reviewing literatures by the researcher and discussing the above propositions challenges of the Human Resource
Management (HRM) practices and also to emphasizes the importance of Human Resource Management (HRM) in the
organization and that impact on hospitality and tourism organization due to several career factors as discussed earlier. Finally,
the research establish findings in research prescribe to share a vision for conceptual framework components outlined (see Figure
1.) consists of the independent variables which are the causal factors, the next effect which is the Human Resource
Management (HRM) practices and encourage hospitality and tourism careers.

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Dependent Variables

Independent variables

Source: Adapted from Long, Perumal and Ajagbe, 2012.

References
Baker, D. (1999). Strategic human resource management: performance, alignment, management. Library Caeer
Development, 7(5), 51-63.
Gellatly, I. R., Hunter, K. H., Currie, L. G., & Irving: G. (2009). HRM: Practices and organizational commitment profiles. The
International Journal of Human Resource Management, 20(4), 869-884.
Gooderham:, & Nordhaug, O. (2010). One European model of HRM? Cranet empirical contributions. Human Resource
Management Review, 21, 27-36.
Hartel, C. E., Fujimoto, Y. Strybosch, V. E., & Fitzpatrick. K. (2007). Human Resource Management: Transforming Theory into
innovative practice. Frenchs Forest, NSW: Pearson Education Australia.
Hirris, L. (2007). The changing nature of the HR function in UK local government and Tts role as employee. Employee
Relations Journal, 30(1), 34-47.

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Katou, A., & Budhwar: (2010). Causal relationship between HRM policies and organizational performance. Evidence from
the Greek Manufacturing Sector Eropean Management Journal, 28, 25-39.
Lado, A. A., & Wilson, M. C. (1994). Human Resource System and Sustained Competitive Advantage: A. Academiy of
Management Review, 19(4), 699-727.
Mcginnicle, J. P., & Jameson, S. M. (2000). HRM in hotels: Focus on commitment. Employee Relations Journal, 22(4), 403-422.
Minbaeva, D. (2008). HRM practices affecting extrinsic and intrinsic motivation of knowledge receivers. International
Business Review, 17, 703-713.
Othman, R. B., & P. J. (2000). What shapes HRM? A multivariate examination. Employee Relations journal, 22(7), 467-484.
Shen, J., & Zhub, C. Z. (2011). Effects of socially responsible Human Resource Management on employee. The International
Journal of Human Resource Management, 22(15), 3020-3035.
Steinmetz, H., S. C., W. M., & K. R. (2011). Conceptual and methodological issues. Human Resource Managment Review, 21, 1626.
Tharenou:, Saks, A., & Moore, C. (2007). A review and critique of research on training. Human Resource Management Review,
17, 251-273.
Tissen, R. J., Deprez, F. R. E., Burgers, R. G. B. M., & Montfort, V. K. (2010). Change or hold: Reexamining HRM to meet new
challengers and demands: The future of people at work: A reflection on diverging Human Resource
Management policies and practices in Dutch organizations. The International Journal of Human Resource
Management, 21(5), 637-652.
Turner, R., Huemann, M., & Keegan. (2008). A Human Resource Management in the project-oriented. International journal of
Project Management, 26, 577-585.
Werbel, J. D., & Demarie, S. M., (2005). Aligning strategic Human Resource Management and person- evoronment fit. Human
Resource Management Review, 15, 247-262.
Zanko, M., Badham, R., Couchman:, & Schubert, M. (2008). Innovation and HRM: Absences and politics. The International
Journal of Human Resource Management, 19(4), 562-581.

[34]

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Embarking Model on a Key Performance Indicators to Balanced Scorecard

of Celebrity Endorsement
Anchaleeporn Thananchaitaveechote*,*Assistant Professor Dr.Shayut Pavapanunkul**, Thunyakarn Popat***,
Kumthon Nimitpatr**** and Dr.Nasaran Mahittichatkul*****
Abstract
This research is to develop, implement, and use performance measures including KRI, PPIs and KPIs: Key Performance
Indicators are defined a celebrity endorser. PPIs: People Practice Indicators can be used to describe the ability of any celebrity
endorser to persist the best-practice path to celebrity endorsement performance improvement is decided by the productive of
its people practices. KPI: Key Performance Indicators are now characterized as either past-current, or future-focused measures
applied to celebrity endorsement thus helps the celebrity a company choose to endorse its brand, is associated with
appropriate celebrity qualities closely a potential celebrity is defining brands by used of the concept of stardom where for a
popular entrepreneur personality trait applied to celebrity endorsement measure. This paper introduces the concept of
embarking model and discusses its relevance and entangle in the celebrity endorsement. Besides, it seeks to forward a model
highlighting celebrity endorsement as a critical individual capability in terms of celebrity endorse capability affecting celebrity
endorsement encounters for leveraging variety in bridging gap in the wake of recognition of.
Keywords: Embarking Model, Celebrity Endorsement, Key Performance Indicators, Balance Scorecard

Introduction
In the business and industry world today entrepreneur or business and industry owner are increasingly Bombarded
with celebrity endorsement on a daily groundwork. As celebrity endorsement is significant perspective and need to know how
suitable such endorser will be their characteristic company and brand.
This is however a countenance that the prevalent celebrity endorsement literature within marketing research has
looked into describing brands by use of human personality traits applied to celebrity endorser personality traits can be
measures for recognizing personal brand. (elaborated concept from Aaker, 1997, Geuens 2009, to this research Anchaleeporn
Thananchaitaveechote, Shayut Pavapanunkul and Nasaran Mahittichatkul, 2015 and Shimp 2007, Greenting, 2011).
On a bright examining the everyday celebrity endorsement was interaction with on 2 continual linking see a multitude
to foundation stones for implementing Key Performance Indicators to Balanced Scorecard. It is momentous to perpetually hub
on these personal brand and celebrity endorsement (adapted from applied to celebrity endorse Peters, 1985; Lead Better,
2008; Hartley, 2008; Phelps, 2011 and Kirstein, 2010). Quiet simply, the best-practice path to Performance Indicators to Balanced
* Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: jaaeyshop9595@gmail.com.
** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: seanbond_2000@hotmail.com.
*
** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: thunyakarn@hotmail.com.
*
*** Faculty of Business Administration, RaJamangala University of Technology Phra Nakhon; E-mail: kumthon.n@rmutp.ac.th.
***** Master of Art in Dhamma Communication Program, Mahachulalongkornrajavidyalaya University; E-mail: seanbond_2000@hotmail.com.

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Scorecard. There are three types of performance measures such as KRI: Key Resource Indicators describes the overall celebrity
endorser ability, PPIs: People Practices Indicators is focusing a celebrity endorser.
The last type of performance measures to success is KPI: Key Performance Indicators represent a set of measures
focusing on the scorecard countenance of celebrity endorser. Performance that are the most delicate for the present and future
success of the celebrity endorsement. The role of Key Performance Indicators (KPI) are extra ordinary modern to the celebrity
endorsement. Key Performance Indicators (KPI) can be illustrated by embarking model dealing with Balanced Scorecard of
Celebrity Endorsement.

Problem Statement
The authors identified that due to the common misunderstanding that exist in relations to Key Performance Indicators
(KPIs) to the Balance Scorecard (BSC) of Celebrity Endorsement. It is important that all celebrity endorser in business and
industry organizations are aware of the structure and content of the balanced scorecard work of embarking model.

Research Objective and Aim

The research objective is to recognize in term of the related literature demonstrated that the celebrity endorsement
and using performance measures including KPIs, PPIs and KPIs in order to be successful in embarking model, associated with the
KPIs need to be prefer to endorse personal brand.

Research Method
The review of the theoretical world class meet literature shall afford an cleverness about the conceptual framework
of celebrity endorsement, its present implementation and usage, the understanding of three types of performance measures
are KPIs, PPIs and KPIs is the really monitor of embarking model can used to describe the relationship of three measures and
the balance scorecard and the core of celebrity endorse including celebrity endorsement and personal brand.

Results
The results from literature review give the researcher embarking model on Key Performance Indicators to Balanced
Scorecard of Celebrity Endorsement. The reason is that many literature books and texts have explored that a KPI is actually
(Parmenter, 2007; Kaplan & Norton, 1996; Have, S. Have, W., Stevens, F., Elst, M., & Pol-Coyne, 2003). In order to be successful
the researcher need to fulfill the following correlative.
1) Based on three types of performance measures.
1.1) Key Result Indicators. (KPIs)
1.2) People Practices Indicators. (PPIs)
1.3) Key Performance Indicators. (KPIs)
2) Performance ensures are linked to the balanced scorecard. (BSC)
3) Developing and Using KPIs: Its implications for the celebrity endorsement.
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Key Result Indicators

Peel the skin concept of correlative

performances are linked to PPIs

People Practices Indicators (PPIs)

Peel to the core of KPIs and

PPIs to critical for KPIs

Developing and Using KPIs: Its

Implications for the Celebrity

Peel to an onion analogy can be used to

Endorsement

describe the relationship of KRI, PPIs and

KPIs to BSC

Key Performance Indicators (KPIs)

are Linked to the Balanced

Exhibit 1. The correlative performance of Embarking Model on Key Performance Indicators to Balanced Scorecard of Celebrity
Endorsement
Source: Adapted from Parmenter (2007: 2)

Key Result Indicators

Key Result Indicators (KPIs) rehabilitate outcome measures, with mainly review at Lead and Lag Indicators base on
crowded management books and texts that envelope Key Performance Indicators (KPIs) dispute. Using the terms Lag
(Outcome) and Lead (Performance Motorist) Indicators. Clearly, Key Result Indicators (KPIs) rehabilitate Lag (Outcome)
measures, which mainly review at key performance motorist indicators or Lead measures.
This is simply mainstream characterized as either Standard, Modern, or Planned-Focused Measures (see Exhibit 2.)
Exhibit 2. Standard/Modern/Planned-Focused Measures Analysis
Standard Measures

Modern Measures

Planned-Focused Measures

Last/Latest week/A few

weeks/Month/Quarter.

24/7, daily, or perhaps weekly for some.

(Updated continuously)

Next day/Week/Month/Quarter.

For example, number of past indicators

measuring events of the latest
week/latest month or quarter.

For example, an improvement in a key

measures with in service standards. 27/4
daily, or perhaps weekly for some.
(Updated continuously)

For example, number of plannedfocused on ambition to be initiated in

the next month/two months to
prospect spheres that are creating
last/latest service standards measures.

Source: Adapted from Exhibit 2. of Paramenter (2007: 8)

People Practices Indicators (PPIs) from extensive analysis and from Standard/Modern/Planned-Focused Measures
Analysis shown in Exhibit 2. and then restate the measure in the Key Result Indicators (KPIs) with the terms Lag (Outcome) and
Lead (Performance Motorist) Indicators.

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It is essential that measurement integral to all elements of the best practice. It is affecting People Practices Indicators
(PPIs). The direction method of people practices at the midpoint of all organizations is considered. Hence, the organizational
ability leads to best-practice that leading by the effectiveness of its people practices (see Exhibit 3.)

Organizational Strategy
Customer Focus

Technology
People practices

Quality

indicators
Measurement and Improving

Leadership

Performance
Exhibit 3 People Practice Indicators
Source: Adapted from Exhibit 3. of Paramenter (2007: 14)

Key Performance Indicators

Key Performance Indicators (KPIs) report a set of measures showing for on the following of the model content
perspectives of organization performance towards the celebrity endorser. A celebrity endorser is describe an entrepreneur who
user the public limelight awareness on behalf of a personality goods by appearing with it in celebrity endorsement effectiveness
may be powerful by congruence between Management Models that have a profound impact on Key Performance Indicators
(KPIs) base on Kapan and Nortons Six-Perspective Balanced Scorecard" (see Exhibit 4.).
Exhibit 4 Six-Perspective Balanced Scorecard
FINANCIAL

COSTOMERS

Utilization of assets optimization Increase customer satisfaction, key account

of working capital.
customer who generate the most profit.
INTERNAL
EMPLOYEE SATISFACTION
Effective relationships with key
Positive organizational culture, increased
stakeholders and customers.
recognition.
Source: Adapted from Exhibit 4. of Kaplan and Norton (1996)

ENVIRONMENT COMMUNITY (EXTERNAC)

Supporting local businesses, linking with
future perspective leadership
LEARNING AND GROWTH
Increasing expertise, and adaptability

Developing and using Key Performance Indicators (KPIs), its implications for the celebrity endorsement as discussion
and suggestion in responding to the above people practices indicators the starting point for linking both people practices
indicators and Key Performance Indicators (KPIs) to be relevant to that particular The Balanced Scorecard (BSC) management. It
should explain the celebrity endorser, the ability of any celebrity endorser to persist the best-practice path to celebrity

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endorsement performance improvement is decided by the productive of the people practices. The ultimate success of a
developing embarking model on a Key Performance Indicators (KPIs) implemented and utilized of The Balanced Scorecard (BSC)
in the celebrity endorser is determined by the presence or absence of four foundation stones called TARP Model adapted from
Freeman & Chen, 2015: 673 and Parameter, 2007 (see Exhibit 5.).

Effective Trustworthiness (T)

Personality Attractiveness (A)

TARP Model

Respect to the Staff, Stakeholders (R)

Respect to the Staff, Stakeholders (P)
Exhibit 5. TARP Model
Source: Adapted from Freeman & Chen (2015: 673) and Parameter (2007)
1) Partnership with the staff, stakeholders (Respect).
2) Transfer of personality goods (In terms of celebrity endorser characteristic) to the celebrity endorsement on
personality attractiveness (Attractiveness).
3) Integration of added value measurement sign deals with celebrities in the hope and expectation that relevant
position in the mind of consumers and stakeholders (Temperle & Tangen, 2006) (Relevant position).
4) Linkage of performance and balanced scorecard measures to celebrity endorsement strategies and requires
commitment to the establishment and maintenance of effective trustworthiness.

Conclusion
Finally, TARP Model complements the existing celebrity endorsement literature by positing business and industry frim
as salient dimension of celebrity endorser effects. Its endorsers using winning Key Performance Indicators (KPIs) and Balanced
Scorecard (BSC) promote their celebrity endorsement. (see Exhibit 6.)

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Key Result Indicators (KRIs)

People Practices Indicators (PPIs)

Celebrity Endorser

TRUSWORTNESS
Linkage of performance
and balanced scorecards
measures to celebrity
endorsement strategies
and requires commitment
to the establishment and
maintenance activities
of effective
Celebrity-related
trustworthiness
they become Transported

ATTRACTIVENESS
Transfer of personality
goods
(in terms of entrepreneur
personality to celebrity
endorsement. It examines
the impact of celebrity
endorsement
on personality
Emotional investment
and
attractiveness).
fandom, which is indicative

and immerse in the physical

social and emotional
presences of the celebrity
(Green, Brock and Kaufman,
2004; Tan 2008)

of their commitment and

interdependence in the
relationship (Rusblt, Martz
and Agnew 1998, Rancy
(Green Light, 2011)

RESSPECT
Partnership with the
staff stakeholders
customer.

RELEVANT POSITION
Integration of added
value measurement sign
deals with celebrities in
the hope and
expectation that
relevant positon in the
mindRelevant
of consumers
and
as purchase
Respect refers to the
intentions are also a
quality of endorsers an stakeholders.
component of
accomplishment
consumer cognitive
celebrities are respected
ability, athletic, the overall behaviour. i.e. how and
why (Kwek, 2010;
attractiveness attribute
Forber, 2011; Roy,
(Bryhe, Whitehead &
2006).
Breen, 2003; Eeric &
Sejung, 2005).

Exhibit 6. Embarking Model of Celebrity Endorsers Using Wining Key Performance Indicators (KPIs) and Balance Scorecard (BSC).

References
Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3), 347-356.
Freeman, K. S. (2015). Wither the impact of celebrity endorsement. International Conference on Communication, Media,
Technology and Design, May 16-18, Dubai, United Arab Emirates.
Gan, W. B. A. (2006). Effectiveness of celebrity endorsement advetising in Chiness market place (A dissertaion presented in
part consideration for the degree of MA marketing).
GreenLight. (2011). TV ads with celebrity endorsements rise 500% from last year's Oscars. retrieved from
Filmindustrynetwork http//www.filmindustrynetwork.biz/tv-ads-with-celebrity-endorsements-rise-500-from-last-yeareoscars/8469
Have, S., Have, W., Stevens, F., Elst, M., & Pol-Coyne, F. (2003). Key Management Models: The management tools and
practices that will improve your business. London: Financial Times
Prentice Hall.
Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational
approach. Journal of Advetising Research, 6-21.
Kaplan, R. S., & Norton, D.P. (1996). The Balanced Scorecard: Translation stategy into action. Boston: Haruard Business School
Press.
Kaplan, S.R., & Norton, & D.P. (2007). Balanced Scorecard: Strategick systm meren vykonnosti podniku. Praha:
Management Press.

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Kaplan, R. S., & Norton, D. P. (2007). Using the balanced scorecard as a strategic management system. Boston: Haruard
Business School Press.
Moyer-Guse, E., Chung, A. H., & Jain: (2011). Identification with characters and discussion of taboo topics after exposure to
an entertainment narrative about sexual health. Journal of Communication, 61, 387-406.
Nikolas, V-N., & Sebastian Skov, E. (2013). Celebrity endorsement (Graduate Thesis). Copenhagen Business School. CBS.
Shimp, T.A. (1997). Advertising promotion and supplemental aspects of integgrated marketing communications. (4th ed.).
Fort Worth. Texas: The Dryden Press.
Shimp, T. A., & Andrews, J. C. (2013). Advertising promotion and other aspects of integrated marketing communications. (9th
ed.). South Wester: Cengage Learning.
Shue, J. B. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes.
Mathematical and Compute Modelling, Journal Homepage, from www.elsevier.com/locate/mcm, 1554-1569
Velimirovica, D., Velimirovib, M., & Stankovia, R. (2011). Role and importance of Key Performance Indicators Measurement.
Serbian Journal of Management, 6(1), 63-72.

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Successive Model of Thai Traditional Medicine in Elderly Society

*

Assistant Professor Varapun Moongvicha

Abstract
The study of "Successive Model of Thai Traditional Medicine in Elderly Society" aims for study the relationship of
factors that affect the model as well as factors level and pattern of successive Thai traditional medicine in elderly society.
Research methodology using gather and compose data from literature reviewed, summarized and analyst for independent
variables from strategic plan; the sources are such as national, department, division, institutes that relevant to Thai traditional
medicine strategic plans together with lecture from symposium and by depth interview. The outcome showed that there are 5
groups variables those are: 1) knowledge 2) personnel & standard 3) Herbal 4) local wisdom protection 5) consumer approach
that affect in elderly society in: 1) promoting, supporting and preventive for health 2) develop in health services system 3)
gearing for stakeholders, community participation, while other relevant impact factors are such as government supportive,
budgeting, and legal enactment. Moreover suggestions for successive Thai traditional medicine model are further literature
review on elderly societys disease in muscle and skeleton area, where considered most popular among Thai traditional
medicine, and the successive model should have adopted and follow Chinese traditional medicine for pattern applied to Thai
traditional medicine system.
Keyword: Successive strategic model, Thai traditional medicine, Elderly society

Introduction
Thai traditional medicine is a science among one of eastern traditional medical style, which are the same as others
Asian countries traditional medical treatment knowledgebase style but vary according to regions, territories, cultures, traditions
and lifestyles. Traditional medicine is a knowledgebase inherited pass generation to generation, but within the past Thai history
has evidenced that it was a mistake during transferred process of traditional medical treatment, and due to inadequate
knowledge of folk medicine caused fatal to patients so Thai turned their medical treatment into modern western medical style.
In this way Thai traditional medicine treatise disappeared then lost their inherit. Recently when Thais aim for moving back taking
traditional medicine into main stream treatment, it was found out that folk traditional knowledgebase medicine are lost, no
heir, less skill practice, inadequate treatment all have to be retrieved when compared with Chinese traditional medicine who
are successor with continuous approach, with systematically treatment under government supportive. Thailand got several
typical medical sciences vary by dwellings and regions which are adaptable appropriate to local culture, moreover its cheaper
and providers are from small and medium business entrepreneur which can incur income for their lives of living. Currently
Thailand has high health expenditure with the trend of rising annually, under modern medicinal treatment, charges are very
expensive and are rapidly increasing since year 2523 worth 25,315 million baht then increase to year 2548 worth 434,974 million
baht with its increasing rate 17.2 times, and 7.7 percent yearly increasing in medical treatment charges. Pharmaceutical
*

Rajamangala University of Technology Phra Nakhon; E-mail; varapun@hotmail.com

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expenditure accounted to be 42.8 percent of the whole expenditure amount paid to health expenditure; according to National
Health assembly no. 2, year 2552 Agenda Item 3.6. More over the estimated budget for Assurance Fund Agent for health
coverage (UC) in years 2545-2559. The estimated expenditure by World Development Indicators (World Bank, 2015) identified
that health expenditures were 4.6 % of GDP with the rise of 7.7 percent per year, the amount were up to 614,532.4 million baht
in year 2558 which were the large amounts of 56% of government spending on health expenditure.
For reasons of government spending in health expenditure which climbing up every years such as Health Insurance
system, Officer Welfare system and Social Security Services system (Kamoltham, 2557) summarized 6 problems among Thais
towards modern medical system those are: 1) Thai citizen have an unfair treatment when approach to modern medical services
due to high price charges, service providers are also lack of medical staff 2) modern medicine cannot treat chronic diseases
effectively 3) imported drugs selling in high price 4) most local community have low-income and are insecure when earn their
living of growing herbal medicinal crops 5) modern medicine emphasizes on further education while they are lack or shortage of
medical staff in primary care. 6) health system rely on pills and food cause health deteriorated. Statistic report in Health and
Statistic Development in year 2557-2558 mentioned that the estimated death in year 2562 which was predicted from between
year 2537 to 2552, most Thais death most will be from traffic accidents, liver cancer and stroke. Thai women death most will be
from diabetes, stroke and cancer which all death are not from transmitted disease, most cases are chronic disease. Especially
cardiovascular, cancer, diabetes chronic disease which can be preventive, but actually these disease increased throughout in the
past 20 years. The government are solving problem of prevention from chronic disease and high price charges from health
expenditure by applying traditional medicine into government system. Department of Developmental Medicine and Alternative
Medicine under Ministry of Health has developed traditional medicine in health systems service provider applied parallel along
with modern medicine to outpatient (OPD) emphasis on promoting health and prevention for chronic diseases program with
high quality standard, long term, simple for accessibility. The program emphasized on 6 chronic diseases, they are: 1) diabetes 2)
High-blood pressure. 3) high-cholesterol 4) disorder paralysis 5) allergy 6) liver cancer. It was found out that Traditional medicine
gained most popularity for muscular and skeletal system, traditional medicine has low-cost, deploy local resources which fit to
regional life-style, culture and also can generate revenue to the local.

Purposes of the Study

The purpose of the research was to study the relationship of independent variable which affect dependent variable in
order to get a successive model for Thai traditional medicine in elderly society.
1) Analyst for factors lead to a successive model of Thai traditional medicine in elderly society.
2) Examine for level of factors affected to a successive model of Thai traditional medicine in elderly society.
3) Synthesize for pattern of a successive model of Thai traditional medicine in elderly society.

Methods
Population, Sample, and Sampling: This research has studied for successive traditional medicine by composed
strategies of traditional medicine, indigenous medicine and alternative medicine which link to elderly society compiled with
various levels of national, corporate and specific issues of Corporate Plan Developed for Thai local wisdom be healthy by Thai
style 2nd issued (year 2555-2559), Strategic Plan for be Healthy by Thai Style, Strategic Plan for Department of Developed Thai

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Traditional and Alternative Medicine in operating plan and its implementation, Institute of Thai Traditional Medicine, Institute of
Indigenous Medicine, Institute of Alternative Medicine, Strategic Plan for Development of Potential in Elderly by Ministry of
Health issued in target and KPI factor, Institute of Intellectual Thai Local Wisdom Protection, Traditional Medicine and
Alternative Medicine Department Policy for Direction of Moving ahead, Revolution of Thai Traditional Medicine, Strategic in
Developed Thai Traditional Medicine Integrated with Health Care Service Provider System support for ASEAN community,
Department of Development in Thai Traditional and Alternative Medicine, Health Care Council, Thai Traditional Medicine in
ASEAN: Opportunity and Impact, Chinese Traditional Medicine Style, Institute of Applied Traditional Medicine. Most collective
problem are collected in macro and micro framework done by Ministry of Health.
Data collection Procedures:
1) Depth-interviews Panel of experts from Dr.Nathat Panichan, Deputy-head Institute of Applied Thai Traditional
Medicine, faculty of Medical, Thammasart University, Council Committee
2) Special Lecture in topic of The sustainability of Thai Traditional Medicine in Health Care Systems, The 12th Annual
National Exhibition of Thai Traditional & Complementary & Alternative Medicine, on September 6, 2558.
3) Strategic information gathering from government agencies in the relevant sectors since the Ministry of Health,
Department of Developed Thai Traditional and Alternative Medicine, Institute of Complementary Medicine, Health Council
Including Chinese Traditional Medicine.
Data Analysis:
Qualitative analysis from depth-interview after reviewed from tape recorder and meeting with manuscript, special
lectures from traditional medicine conferences. Categorization and content analysis in order to relate relationship between
variables in form of model. Analyzed by canonical method in form of strategic successive model in traditional medicine in area
of muscle and skeletal diseases in the elderly.

Results
Thai Traditional Medicine means by enactment of Thai traditional medicine profession by year 2556 refers to process
of medical diagnosis, treatment or prevention of disease, promoting and restoring human health, midwife, massage including the
preparation of pharmaceutical, manufacture for medical equipment that was transferred and development knowledge through
textbooks continuously. Traditional medicine under Thai Local Wisdom & Healthy by Thai Style means 3 Thai style medical
treatments: 1) Thai traditional medicine 2) indigenous medicine 3) alternative medicine.
Thai Traditional medicine consists of 4 groups of medical treatment: 1) medical treatment 2) pharmaceutical 3)
midwife 4) massage.
Indigenous medicine divided into two groups: 1) local wisdom in indigenous medicine in health upon daily basis
divided into 1.1) local food 1.2) midwife 1.3) herbal medicine 2) local wisdom in indigenous medicine for local disease
treatment combining with supernatural powers, cultural, religious experience divided into 2.1) experience knowledge indigenous
medicine 2.2) rituals indigenous medicine in Buddhism, Brahmanism and ghost beliefs.
Alternative medicine refers to the use of the medical treatment to be replaced in mainstream medical treatment,
divided into two forms: 1) alternative medicine using for supplement of modern medicine treatment so call complementary

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medicine, which is used to balance the biological balance of: 1.1) food balance 1.2) muscles, massage balance 1.3) energy,
physical, mental and concentration balance 2) alternative Medicine applied for completely alternate modern medicine.

Figure 1. shows relationship in success model of Thai traditional medicine in elderly society.
Thai traditional medicine, indigenous medicine and alternative medicine would develop medical care system since
upstream, mainstream and downstream which focus on the development of two parts: 1) medicine system development and
value in herbal product 2) manpower development begin with upstream-raw material, local wisdom, data preservative,
community connection and self-reliance. For main stream development is to further increase reliability, connecting service on
herbal safety standards, development of pill, academic promoting, medical plant set up, small herbal medical plant set up,
knowledge management, indigenous medical standard and medical academic system. And for downstream is to develop
hospital prototype, majority drugs listed for standard and safety and products excellence.
Under health policies followed by Ministry of Health Strategic Plan issue in the Development Plan for the Elderly
stated that elder is a person whose age is 60 years and over. Strategic for elderly health policy got 3 main goals: 1) promoting
elderly health, elderly should maintain in good health with average age of life span 80 years or more, senior citizen can perform
daily activities (ADL) in the average age of 72 years old, the policy is under the supportive, promoting and prevention policy
issued by screening 2) Improving in health system by connect to community service provider 3) community development
associated with clinic and local families.

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Figure 2. represents relationship between variables of Thai traditional medicine and elderly society.
By analyst variables associated with strategic and policy plans, implementation plan, conference data, in-depth
interviews for a successive model of Thai traditional medicine, the relationship of model shown in figure 1) above which stated
the relationship of Thai traditional medicine variables of success model in elderly society.
When the analyzed variables both Thai traditional medicine and elderly society will get relationship model shown in
figure 2) exhibits the relationship between variables on successive model of Thai traditional medicine toward aging society. Refer
to the issue of the potential development in elderly, data under Ministry of Health strategic plan year 2558 under targets and
key success factors indicate setting reflect elderly current situation that elderly mainly live outside the municipality area, consist
of females more than males, aged 60-69 years, the common diseases are, running by most case, high blood pressure, diabetes,
depression, bone loss, heart disease. The target for health is to live with the average life span of at least 80 years old, be
healthy at least 72 years.
After analyst the relationship the variables outcome are: 1) Knowledge factors are such as research, culture, Buddhist,
superstition, life style, astrology, course, indigenous medicine, education system 2) Personnel factors are such as standards,
expertise, service standard, skills development, massage skill, language, reliability, general standard 3) herbal factors are such as
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plantation production, medical system, medical plantation standard, prescribe certified herbal listed, herbal institute, recipe 4)
Wisdom intellectual protection factors are such as consumer protection, legal, enactment for drug 5) Consumer access factors
are such as community management, diet/family community consumption/self-consumption, hospital/Coordination center
network/structure/ related agencies/ parallel with system of modern medicine.
After compose relationship between variables by analyzing issue by issue in order to separate for all variables shown
as table below, variable related to each strategic and expertise in term of comparison list by specialist and strategic. Thai
traditional medicine variables come from: 1) P. MD. Pravet vasi 2) Institute of Applied Thai Traditional medicine 3) National
Health Committee 4) Department of Thai Traditional Medicine 5) Revolution Thai Traditional Medicine 6) Thai Traditional
Institution 7) Office Thai Alternative Medicine 8) National Health Council 9) Division of Medical Professions 10) Kings Project Plan
in order to compile for successive model of Thai traditional medicine toward aging society
All sources given weight of variables can be classified into 5 parameters: 1) Knowledge base factors are such as
research, culture, Buddhist, superstition, life style, astrology, course, indigenous medicine, education system 2) Personnel factors
are such as standards, expertise, service standard, skills development, massage skill, language, reliability, general standard 3)
Herbal factors are such as plantation production, medical system, medical plantation standard, prescribe certified herbal listed,
herbal institute, recipe 4) Wisdom intellectual protection factors are such as consumer protection, legal, enactment for drug 5)
Consumer access factors are such as community management, diet/family community consumption/self-consumption,
hospital/Coordination center network/structure/ related agencies/ parallel with system of modern medicine. Figure 3. below
shows sources & variables of Thai traditional medicine.

Figure 3. Shows sources & variables of Thai traditional medicine.

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Discussion
Success model in term of variables of Thai traditional medicine in elderly society in this research can be classified into
group of variable; 5 variable groups in Thai traditional medicine and 3 variable groups in elderly society. 5 groups variable are
knowledge, people, herbal, wisdom protection, access to consumers. 3 groups variable are 1) supportive & promoting & health
protection 2) health services development and 3) participation. While knowledge refers to 1) Knowledge base factors are such
as research, culture, Buddhist, superstition, life style, astrology, degree & course, indigenous medicine, education system 2)
Personnel factors are such as standards, expertise, service standard, skills development, massage skill, language, reliability,
general standard 3) Herbal factors are such as plantation production, medical system, medical plantation standard, prescribe
certified herbal listed, herbal institute, recipe 4) Wisdom intellectual protection factors are such as consumer protection, legal,
enactment for drug 5) Consumer access factors are such as community management, diet/family community consumption/selfconsumption, hospital/Coordination center network/structure/ related agencies/ parallel with system of modern medicine.
Variables consider to be most important in the first group are knowledgebase, research & development and
indigenous medicine. Popular variables among the second group are personnel, standard, standard system, and in the third
group is growing and producing herbal product. In group 4, popular variable is local wisdom and intellectual protection, and in
group 5 are community and participation. These will be compiled based on variables and perform statistical tests with canonical
method in order to confirm the relationship for further reviewed.

Suggestions
1) Follow history of Thai traditional medicine, Thailand lacks of knowledge base in continue to inherit for tradition
medicine whereas different from Chinese traditional medicine whose pattern of traditional Chinese medicine are successful with
the implementation with a reliable system. The research should follow and use for applications such as Chinese traditional
medicine system and its product.
2) Due to the changing in trend of health disease in elderly society, the latter patient has increased number of chronic
patients caused by an imbalance diet and lifestyle. Moreover Thailand is entering an aging society with digital economy driven
the occurring of bone and muscle disease due to office syndrome. In order for the elderly can perform and engage in tasks of
daily activities much better, Thai traditional medicine has evidence shown that Thai traditional are expertise in muscle and
skeleton area with number of visitors for curing in this area were up to 59 percent compare with other area of chronic disease.
For this reason this research aims for study further more for successive Thai traditional medicine in elderly society for muscular
and bone area, which will search for and do more for consolidate in order to synthesize for proper variable related to
successive Thai traditional medicine model.

References
Pravet Vasi: MD. (2558). Sustainability in Thai Traditional Medicine in Health Care System. Department of Thai Traditional
Medicine. Ministry of Health. Thai Traditional Medicine for Country Development. Bangkok Annual Symposium in Thai
Traditional Medicine, Indigenous Medicine and Complementary Medicine. The 12th National Herb Expo at Mueng Thong
Thani. September 2-6, 2015.

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Nathat Panichan, M.D., Deputy-head Institute of Applied Thai Traditional Medicine, (2559). Faculty of Medical. Thammasart
University. Council Committee of Thai Traditional Medicine.
Department of Thai Traditional Medicine and Complementary medicine, Ministry of Commerce, (2557). Summarize in
Government Performance Report.
Ratchata Ratchatanavin: MD., (2558). Minister in Ministry of Health. Report on Policy Implementation of Ministry of Health.
Department of Thai Traditional Medicine and Complementary Medicine since September 12, 2557-March 31, 2558.
Enactment of Thai Traditional Profession, (2556). http://www.tmc.or.th/psb_doc/5-law_thaidoctor.pdf
National Health Council, (2552). Development in Thai Traditional Medicine, Indigenous Medicine and Complementary Medicine
become to be Country Mainstream Health Service Provider parallel with
Modern Medicine Department of Thai Traditional Medicine and Complementary Medicine, (2559). Vision Mission Strategic.
www.dtam.moph.go.th. Vision under Strategic 5-year Plan (2555-2559). www.203.157.181.2/.../Vision%20 follow
Strategic.
Pramote Satienrat, M.D., Director of Institute of Thai Traditional Medicine, (2556). The Development of Thai Traditional Medicine
Blending into Health Service Providing for ASEAN. February 26, 2556
Health Assembly, (2557). The Development of Thai Traditional Indigenous Medicine and Complementary Medicine to be Service
Provider. http://en.natinalhealth.or.th/Health Assembly.
National Plan Committee in the Development of Thai Local Wisdom Health in Thai Style 2nd Edition (2555-2559). (2555).
www.thaihof.org/.../aephnyuththsaastrchaati_chbabthii
Chanchai Charoensuwan, Pol. Gen. Member of National Reform. President of Regenerative Thai Traditional Medicine. (2557).
Regenerative Thai Traditional Medicine.
Ministry of Health, (2558). Strategic Target and KPI Issue in Potential Development Plan in Elderly Society.
www.hpc4.go.th>data.plan58>ip5-elderly
Dhawatchai Kamoltham, Assist. Prof. Dr.M.D., Rector Department of Thai Traditional Medicine and Complementary Medicine,
(2557). Thai Traditional Policy in ASEAN: Opportunity and Impact. Policy Direction for Department of Thai Traditional
Medicine and Complementary medicine.
Somchai Nitpanich, M.D., Rector Department of The Development of Thai Traditional Medicine and Alternative Medicine. (2556).
CEO Performance Report of KPI/Problem and Threat.
Bureau of Information Assessment. Department the Development of Thai Traditional Medicine and Alternative Medicine. Ministry
of Health. (2556). Report of Public Health for Thai Traditional Medicine Indigenous Medicine and Complementary
Medicine year 2554-2556. www.oie.dtam.moph.go.th/index.php?option...
Subcommittee on Health Statistics, Statistic Development Plan for Health 1st Edition Year 2557-2558. (2558).
www.osthailand.nic.go.th.

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Dara-Ang: the Victim of the Law Enforcement

Kamonporn Wutthinunsurasit

: , ,
Abstract
This research purports to study law enforcement of human rights principles on the Dara-Ang case at Pang Dang, Chiang
Dao District, Chiang Mai Province. The study also aims to analyse contributing factors which may have led to the problems on
law enforcement within this particular area. The research employs a qualitative method with the use of surveys together with
an ethnographic study of relevant laws. The results reveal that the influential factors of law enforcement can be linked to
forestry officials, the police, judges and district officials. In the other words,whilst forestry officials use forest law, the police deal
mainly with criminal law, judges concern for only matters of jurisdiction, and district officials apply mainly their ministerial
regulations. The major problems in this area can be said to have stem from fragmented law enforcement and no coordination
amongst the working state officials. For example, the implementation of ICESCR on housing rights, which highlights the rights to
safety and non-discrimination treatment by state officials, in the unfortunate case of Dara-Ang, the people in Pang Dang were
unlawfully arrested in their own home and were evicted by force. Such event represents the insecurity of housing right. Last but
not least, there is an issue of law enforcement that is arguably being misunderstood and misrepresented vis-a-vis the human
relationship with the nature. Such matter is crucial in order to understand Dara-Ang life, of which would allow those who
enforce the law to be able to apply the law effectively in the real world.
Keywords: Law Enforcement, Human Rights Law, Dara-Ang Pang Dang

[50]

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..2525 ( , 2545: 22)

3
( , 2548)
(
, 2554: 79)
1 ..2532 2 ..2541 3 ..2547 ( , 2551: 16)


( ,2558)

( ,2551:157)


( , 2546: 119-124)

( , 2559)

(Documentary Research)

[51]

 8
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(Field Research)

3
1.
2.
3. 2550 ()

1.
( , 2536)

2.
( , 2553)
( , )


3.
( , 2551)

( , 2546: 119)

(
, 2558)
( , 2526: 21)

[52]

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-



(..2558-2560)
-





-






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1.

2.

[53]

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( , 2543: 142)

. 2555. : . 19
2559 https://voicefromthais.wordpress.com.
.2537. , .
. 8 28 2559
http://tcijthai.com/tcijthainews/view.php?ids=5659 ().
. 2548.
(...).
. 2543. . .
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(.). 2558. 55
. : .
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http://news.voicetv.co.th/thailand/269109.html.
. 2544. .
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,(.). 2536. : 1:
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. 2553. : (1) (2) 8
2558 http://www.prachatai.com/journal/2010/02/27592.

[54]

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*
Changes in Sanskrit and Pali words in IsanLiterary Works
**

***

****

*****

, . , . .
Chamrat Sukpae, Dr.Singkam Rakpha, Assistant Professor Dr.Warawat Sriyabhaya and Dr.Chomphoonuch Thareethian

5
5 1) 2) 3) 4) 5)
2 1)
(. , . /) 2)
(. , . /
)

: , ,

Abstract
This article aimed at studying standardPali and Sanskrit forms in Isanliterary worksin which the changesof the vowels
and consonants sound occur. The data used for analysis consist of 5 Isanliterary works namely; Nangphomhom, Sangsinchai,
Siawsawad, Phrayaokhamkongsonprai and Thammadasonlok.Findings show that Standard Pali and Sanskrit reveal some changes
in sound of vowels and consonants in accordance with local sounds in the local language that are easier and more convenient
to articulate and the such pronunciation is deviated from the standard Pali and Sanskrit and in some cases, no original form of
Pali and Sanskrit is found due to the influence of the local sound language system.
Keywords: Loanwords of the Sanskrit and Pali, Sound Change of vowels and consonants, Isan Literary Works

**
: Email: Chamrat14@hotmail.co.th
***

****

*****

[55]

 8
24 ..2559

( , 2548)



( , 2553)
( , 2523) (
, 2541)





,

1.
2.

5 1. 2.
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(2489), (2538),
(2553)

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[56]

 8
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1.1

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, ...
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[57]

 8
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) ( )

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)
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(.) , (.) , (.)

[58]

 8
24 ..2559

2
(2541)

(2538)

1.
2.
3.



1.
2.
3.
4,

. 2506. . : .
. 2553. . : .
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,
. 2513. . : .
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[59]

 8
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__________. 2523. . : .
__________. 2523. . : .
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. 2538. . : .
. 2548. . :
.

[60]

 8
24 ..2559

..2550-2555:

The Roles of Peoples Politics in Malaysia during 2007-2012:
The Case of Coalition for Clean and Fair Elections,
Hindu Rights Action Forcel, and Voice of the Malaysian People
*

ChalermchaiChotisut

..2550-2555
(Bersih) (HINDRAF) (SUARAM)



4


: , ,

Abstract
This study purports to examine the roles and proliferation of the peoples politics in Malaysia during 2007-2012. Its
findings show that the peoples politics in Malaysia has been triggered by three political groups namely the Coalition for Clean
and Fair Elections (Bersih), the Hindu Rights Action Force (HINDRAF), and the Voice of the Malaysian People (SUARAM). Their
strenuous and continuing political movements stimulate the public consciousness with regards to the importance of the
peoples politics and accordingly have successfully organized several mass protests of Malaysian people against the
government. Key factors involving the expansion of the peoples politics in Malaysia are arguably the encouragement of
opposition parties, the civil society organizations, and the non-government organizations all of which have been manifested in
the forms of the administration of the incumbent BN coalition government, pushing requirements involving both inclusive and

, E-mail: jkyudesu@gmail.com

[61]

 8
24 ..2559
exclusive issues, joining forces and networking with organizations within and outside the country, and launching campaigns
through printing and online media.
Keywords: Politics in Malaysia, Peoples politics, Demonstrations

(National Front)


..2550
..2550-2555


..2550-2555
3
(Bersih) (HINDRAF) (SUARAM)

..2550-2555

4

..2550-2555
..2550-2555


Dongjiaozong ..2493
(Chinese Educationist Movement) Dakwah 2500
(Govindasamy, 2015)


(Reformasi) ..2540-2542

[62]

 8
24 ..2559

(Moten, 2011)



20 ..2541
(Barisan Alternative-BA) ..2542
(NGOs)


(
, 2552)



2540






(Lee Hock Guan, 2008)


..2550-2555
3 (Bersih)

(HINDRAF)

(SUARAM) (Internal Security ActISA)


(Coalition for Clean and Fair Elections) (Bersih)

23 ..2549
3
10 ..2550 (Pakatan Rakyat)

[63]

 8
24 ..2559
4
1) 2) 3)
4) (Lee, 2010)
2.0 9 ..2554
(Walk for Democracy) 3.0
28 ..2555




(phantom voters)

(Funston, 2001)



AmbigaSreenivasan2.0





Blogs YouTube
..2550 ..2554 Facebook Twitter

(Hindu Rights Action Force) (Hindraf)

..2549 (NGOs) 30
WathayamoortyPonnusamy UthayakumarPonnusamy
(Farish Ahmad Noor, 2008)


25 ..2550




(Bumiputera)

[64]

 8
24 ..2559

2523
(Islamization) (Islam Hadhari)



(Malaysian Indian Congress-MIC)

(Osman, 2007)


31 ..2550 50


15 ..2550
(Gordon Brown) (ethnic cleansing
of Indian)

(AshaRathinaPandi,2014)

Blogs WebsiteYouTube
..2550
50,000
(Susan Leong, 2009) blogs

(Voice of the Malaysian People) SUARAM (Suara Rakyat Malaysia) ..
2532 (Internal Security Act-ISA)
..2530 (Operation Lalang)
(AzeemFazwan Ahmad Farouk, 2004)

[65]

 8
24 ..2559
3 1) 2)
3)


..2532-2540 ..2540-2552
( , 2556)










Forum for Human Rights and
Development (FORUM Asia) Asian Human Rights Commission (AHRC) (HooiKhoo, 2015)


..2536 24 ..2537


(Human Right
Commission of Malaysia-SUHAKAM) (HooiKhoo, 2015)
SUARAM (Friend of SUARAM-FOS)

..2550-2555

(Reformasi) 2540

[66]

 8
24 ..2559

. (2552). . :
.
(2556). SUARAM (..19892009). 7(2): 4.
Abdul Rashid Moten. (2011). Changing political culture and electoral behavior in Malaysia.Asian affairs: an american review,
38(1), 39-56.
Anantha Raman Govindasamy. (2015). Social movements in contemporary Malaysia: the cases of BERSIH, HINDRAF and
Perkasa. In M. Weiss (Ed.), Routledge handbook of contemporary Malaysia(pp. 116-126): London: Routeldge.
AshaRathinaPandi. (2014). Insurgent space in Malaysia: Hindraf movement, new media and minority Indians. International
Development Planning Review, 36(1), 73-90.
AzeemFazwan Ahmad Farouk. (2004). Social Capital, Civil Society and Democracy: The Case of Selected Malaysian Civil Society
Organizations. Kajian Malaysia, 22(2), 1-22.
Farish Ahmad Noor. (2008). The Hindu Rights Action Force (HINDRAF) of Malaysia: communitarianism across borders?.: S.
Rajaratnam School of International Studies, Nanyang Technological University.
Funston, N. J. (2001). Malaysia Developmental State Challenged. In N. J. Funston (Ed.), Government & politics in Southeast
Asia (pp. 160-202). Singapore: ISEAS.
Julian C. H. Lee. (2010). Islamization and activism in Malaysia. Singapore: ISEAS Pubications, Institute of Southeast Asian
Studies.
Lee Hock Guan. (2008). Malaysia in 2007: Abdullah administration under siege. Southeast Asian Affairs, 2008(2008), 187-206.
Mohamed Nawab Mohamed Osman. (2007). Marginalisation and the Indian community in Malaysia.RSIS Commentaries, 3.
Susan Leong. (2009). The Hindraf saga: media and citizenship in Malaysia. Paper presented at the Communication, Creativity
and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communications Association
Annual Conference, edited by Terry Flew, Brisbane.

[67]

 8
24 ..2559
Ying HooiKhoo. (2015). Human Rights Advocacy Groups in Malaysia: The Case of the Suara Rakyat Malaysia (SUARAM).
Malaysian Journal of International Relations, 2(1), 130-150.

[68]

 8
24 ..2559

Public Policy Analysis in the Context of the Development of Social Ideas

*

.
Dr.Russadakorn Vinijkul

: , ,

Abstract
This study presents an analysis of the learning process from promoting a Public Health Policy, withinthe collaboration
of civil society, leaders in corporate society, local public network, and local community. As this has led to a number of public
issues in various aspects including education issues and practical ways towards the local developments such as those of politics,
social, economics, educational, tourism, and environmental services. The research is based on the theoretical system that
shows the public problems and common needs of the citizens as their basis fundamentalconcerns underthe current changes
according to the local context. In particular, such health public policy is considered as another dimension of the studies with
respect to the analysis of public policies upondeveloping relevant ideas. This is essentially a method of learning which covers
various interdisciplinary studies for problem solving and for further sustainable development.
Keywords: Public Policy Analysis, Public Policy, Social Ideas

[69]

 8
24 ..2559

(, , 2559)
..2550 87(1)

(hierarchy
of needs) abrahamh.maslow motivation and personality maslow..2497


( , 2551) Maslow
Maslow

Policy Analysis Prescriptive Approach


( , 2549) ..2540
..2550
(Human rights)


..2542


( , , 2558)

[70]

 8
24 ..2559
(systems theory) Easton (1965)

Dye (1995)
..2540 ..2550

..2533
(
, 2557)

( , 2553)

( , 2554)
( , , 2555)




(..)





9 2559

(1) (2) (3) (4)
(5) (6) 24-25 2559
( .. 009/2559 2
2559) 1 2

1 2:

[71]

 8
24 ..2559

(.) . HERP 2558
(3) (4)

3
4 (HERP CONGRESS IV) 8-10 2559
4 (I-SEEC 2015)
24-26 2558

. . .



.
56


2557

[72]

 8
24 ..2559

..2575

. (2553). .: .
. (2551). .: .
. (2558). 2035: . : .
, (2557).
Deliberative Democracy. : .
. (2547).. ,
. (2546).: ... ..2545
, (2555) . :
. (258). -. ()
. (2559).
.. 009/2559 8 2559
2540
2550
. (2554). : .
. (2554). ( 2).:
2550

[73]

 8
24 ..2559
. (2558). . :
. , (2556).
. ( 4). : .
Easton, D. (1965). A framework for political analysis. Englewood Cliffs, NJ: Prentice-Hall.
T. R. Dye. (1995). Understanding Public Policy. Englewood Cliffs, NJ: Prentice-Hall.
http://www.inspiring.org/site/about
" " 2575. http://www.thaichamber.org/scripts/detail.asp?nNEWSID=142
27.
. http://www.reform.or.th/2014/?page id=5621
, 4 2559,
.

[74]

 8
24 ..2559

*
The Development of Policies to Promote and Support Elderly in Thailand
**
Wannarat Tianpajeekul

20

..2475 2
2475-2539 2540-




2 (..2545-2564)
3 1) 2) 3)
: , ,

Abstract
In the present, Thailand has become aging society and will eventually become aged society in 20 years. The rapid
increase of older people made government realize the importance of elderly.The government has given protection, promotion
and support to elderly through its legislation, national plans and policies statement of the Council of Ministers.The propose of
this paper is toreview the development ofelderly policies in Thailand from 1932 tothe present. Divided into 2 eras which
include 1) the early period (1932-1997) 2) the later period (1998-present), as well aselderly policies trends in the future. This
paper used documentary research andinterviews with government agencies. The study found thatin the early period, the
government paid attention to elderly policies less than other policies due to a fewer number of aging population at the time.
The elderly people were seen as marginal people; therefore, the policies were aimed to mainly relieve their poverty. In the
later period, the government paid more attention to elderly policiesthan before. The elderly people were seen as contributors
to the country. Policies were then aimed topromote and support their potential and their well-being by applying the 2nd
National Plan on the elderly (2002-2021) as guidelines in implementation. In the future, its expected that elderly policies in
Thailand would cover 3 issues which are 1) social security 2) elderly health care, and 3) social services.
*

2558
**
; E-Mail: wannarat.bee@gmail.com

[75]

 8
24 ..2559
Keywords: Policy, Elderly, Development of elderly policies

..2546
60 60

60
10 65 7
(aging society) ..2545
9.4 ..2550 10.7 ..2554 12.2 ..2557 14.9
(, 2557)




..2525


..2475
2
..2475-2539 ..2540-

(..2475-2539)
..2475 61
29 (, 2559)

(..2485-2487 2 ..2491-2500 3-8)
12
..2496 (
, 2554)
..2525
(World Assembly on Ageing) (International-Plan
of Aging) ( [ ], 2555)
(..2523-2526 1)
1 (..2525-2544)

[76]

 8
24 ..2559

2534
5
(..2534-2535 1)
(..2535-2554)

200 ( , 2554)
7 (..2535-2539)
( , 2542)
(..2539-2540)
2540

..2540-
(..2540-2543 2)
8 (..2540-2544)

( , 2542)..2542
(The International Year of The Older Persons)
( [], 2555)
(..2544-2548 1 ..2548-2549 2) 1



..2542 ..
2545 ( [], 2555)
2 (..2545-2564) ..2546 ..2546


9 (..2545-2549)
2

65
2550

(..2549-2551)
500 10 (..2550-2554)

[77]

 8
24 ..2559
(..2551) (..2551)






(..2551-2554)

30,000 (.)


2 (..2545-2564) 1 ..2552

5 1
2 3 4
5
2
(..2545-2564)
2 ..2553
..2550
(..2554-2557)
60-69 600 70-79 700 80-89
800 90 1,000


11 (..2555-2559)



(..2557-)

[78]

 8
24 ..2559

:
2

..2525
1
(..2525-2544)




..2525

..2540
..2546 2
(..2545-2564) 2 (..2550-2554) ..2559
3 ..2548
2








..2536
500

2 20
5 1)
2)


2,500 ( , 11
2559)3)
(.)

4)

[79]

 8
24 ..2559
5)

20
3 1) 2)
3) ( , 2554)
..2554

..2475-2539



..2539 ..2546 2



3 1) 2) 3)

. 2553. 2 (..2545-2564)
1 ..2552. : .
[]. 2555. ..2554. : .
. 2554. : . : .
. 2542. . :
.
. . 2557. ..2557. :
.
. . [ ]. :
http://www.nesdb.go.th/ewt_w3c/main.php?filename=develop_issue[28 2559]
..[]. : https://www.soc.go.th/bb_main01.htm[28
2559]

[80]

 8
24 ..2559

:

The Effects of Job Motivation on Self Development and Performance:
The Case of Operational Energy Group Co., Ltd.
*

**

.
Boochit Chonlaket and Assistant Professor Dr.SomboonSaraphat

1) 2)
3) 4)

167
1)
2) 74.93)
65.24) 61.5
: , ,

Abstract
The objectives of this research are to study, first and foremost,: 1) the Levels of job motivation, self-development and
job performances, 2) the effects of job motivation on self-development, 3) the effects of job motivation on job performance, 4)
The effect of job motivation on job performance. The research samples are drowned from the total of 167 employees working
in operation and maintenance department of Operational Energy Group Co., Ltd., specifically the Chonburi, Ratchaburi and
Ayutthaya sites. The statistic tools employed to describe and represent the data analysis of this study are namely Percentage,
Mean, Standard Deviation, and Stepwise Multiple Regression Analysis. The research findings reveal that firstly 1) the employees
possess job motivation, self-development and job performances in high level, 2) job motivation could predict self-development
of employees roughly at 74.9 percent, 3) job motivation could predict job performances of employees at an estimated figure of
65.2 percent, and last but not least, 4) Self-development could predict job performances of employees at approximately 61.5
percent.
Keywords: Job Motivation, Self-Development, Job Performance

*
**

; E-mail: boochit_ch@hotmail.com
; E-mail: fmssbs@src.ku.ac.th

[81]

 8
24 ..2559

( , 2556: 14)
2



( , 2532: 169)

15



(
, 2549: 1-2)
( , 2551: 3)

( , 2549: 22)

1.

[82]

 8
24 ..2559
2.

3.

4.

167
( 1 ..2558)
43 28
96
5

1.




2.

, 2543
2
3.



Granholm, 1988 4

[83]

 8
24 ..2559

-
-
-
-
-
(Herzberg, 1959)

-
-
-
-
(Granholm, 1988)

-
-
( , 2543)

21-30
1-3


3.86 3.77 3.66 0.35
0.38 0.37

5


5 0.870 0.05 5
74.9 0.188

2

[84]

 8
24 ..2559
2 0.810 0.05
2 65.2 0.217

2

2 0.787 0.05 2
61.5 0.228

(2554)





(2545)





(2551)
() (
)

1.

[85]

 8
24 ..2559
2.




3.




4.

. 2557. (Demand) (Online). www.egat.co.th. 30

2558.
.2532. . 8. : .
. 2551.
. , .
. 2551.
. , .
. 2549. .
, .
. 2550. :
.
, .
. 2543. HRD . 3. : .
. 2545. . ,
.
. 2556. : .
, .
.2549.
. , .
Granholm, A.R. 1988. Human Resource Directors Portfolio of Personnel Forms. New Jersey: Prentice Hall, Inc.,.
Herzberg, F.,Mansner, B. AndSynderman, B.B. 1959. The motivation of work.New York: John Wiley Andersons.

[86]

 8
24 ..2559

Corporate Social Responsibility Activities and Community Development

*, . ** . ***
Raviwan Laohanun, Dr.Patrapan Tamdee and Asistant Professor Dr.Worachai Wiriyaromp

2 1)
2)

: ,

Abstract
Purpose of this study is to identify Corporate Social Responsibility (CSR) process of business sector and result of CSR in
aspect of community development from community perspective. This research utilized qualitative approach by using case study
in Nakorn Ratchasima province. In-depth interview and non-participant observation were used for data collection with
representatives of business agency and community people. The study found that CSR made impact on community
development in aspects of education, economic and environment. There are two types of CSR 1) donation and support activity
e.g. library building, stationary donation and scholarship 2) coordination between business and community. In community
perspective, CSR activities affect on the development in their area, but they want more participation in CSR activities, not only
receiving assistance in the form of donations or relief grant. The businesses have a duty to support and guide their development
effectiveness.
Keywords: Corporate Social Responsibility Activities, community development

.; E-mail: raviwan.lh@gmail.com
.; E-mail: fsocppl@ku.ac.th
***
.; E-mail: fsocwcw@ku.ac.th
**

[87]

 8
24 ..2559

Corporate Social Responsibility (CSR)
( , 2555)
..2000

CSR

CSR




CSR
( , 2555)
CSR




20

1)
2)

[88]

 8
24 ..2559
( ,
2555)

( , 2553) ISO
26000 (2551) 7




4




( , 2551; , 2551; , 2551)

(Qualitative Research) (Case study)

(purposive sampling) CSR
20 2
CSR 5 6 2 2
2 CSR
5 14 1 2 1 10
20 (in-depth interview) (non-participant
observation)
(Field Note)

2 1)

2)

[89]

 8
24 ..2559

...


...

[90]

 8
24 ..2559
( (), , 13 2559)





3


...


3 .
20 ... ( (), , 14 2559)






...

... (, , 14 2559)
3
3

( , 2553)

CSR

[91]

 8
24 ..2559





3 1) 2) 3)




(Business cannot succeed in a
society that fails) Bjorn Stringson (
, 2552) (Social Value)






CSR

. (2551).
. .
. (2553). CSR . : .
. (2552). . : .
. (2551). . ()
.
.
. (2551).
(). .
. (2553). . :
.
. (2555). CSR. : .
. (2555). CSR 2555 CSR . 17 2559.
http://www.thaicsr.com/2012/02/csr-2555-csr.html
ISO 26000. (2551). ISO 26000. 17 2559.
http://www.thaicsr.com/2012/01/iso-26000.html

[92]

 8
24 ..2559

:
Corporate Social Responsibility of Government Savings Bank:
A Case Study of Government Savings Bank Head Office
* . **
Tanpisit Mosri and Assistant Professor Dr.Nadhawee Bunnag

369

0.05


0.05
.05




: , ,

Abstract
This study aims to analyze the Government Savings Bank employees perspective of the level of corporate social
responsibility of the bank. The research also intends to observe the relationship between organizational management factors
and the level of corporate social responsibility, and that between transformational leadership factors and the level of corporate
social responsibility. The sample was 369 employees at head office of the bank. The data was collected using questionnaires.
The statistical tools employed to identify the data included percentage, average, standard deviation, and Pearsons Productmoment Correlation Coefficient at a 0.05 level of statistical significance. The results of this study found that the employee had
a high level of opinion on the banks level of corporate social responsibility. The results also shown that the sample had the
highest level of opinion on customer focus, while the lowest on social and environment reporting. The hypothesis test results
revealed that both the organizational management factors and the transformational leadership factors had a high level of
*

; Email: big_newstar@hotmail.com

**

[93]

 8
24 ..2559
positive correlation with the banks level of corporate social responsibility at 0.05 level of statistical significance. There were two
important suggestions. First, the bank executives should pay attention to the provision of the bank report on social and
environment, which clearly reflects the bank commitment to corporate social responsibility objectives and the bank balanced
emphasis on social, economic and environmental objectives. Second, the executives should put an emphasis on their
employees, in particular in assisting them to develop their correct knowledge on corporate social responsibility. The executives
should also provide the employee with wider range of channels and opportunities to voice their opinions and complaints. They
should also increasingly take care of each employee for making them feel worth for their organization.
Keywords: Corporate Social Responsibility, Organization Management, Transformational Leadership

Corporate Social Responsibility (CSR)

(Earth Summit) ..
2535
Sustainable Development

( ,
2552)



..2549
(, 2556)
(1)


(2)



(3)

( , 2550)

[94]

 8
24 ..2559
( , 2558)
:

1.
2.
3.

4,629 ( 31
2558) 369 10
(Proportional Stratified Random Sampling)

5
1 2 3 4
5

1.
(Content Validity)

2. (Try-out)
30 30
..2559
Cronbachs alpha (Cronbachs Reliability Coefficient Alpha) .904

1) (Percentage) 2) (Mean) (Standard
Deviation) 3) (Pearsons Correlation Coefficient) 0.05

[95]

 8
24 ..2559

(2551) 8




(2543)
(2546) 7


Bass & Avolio
(1994) 4

-
-
-
-
-
-
-

-
-
-
-
-
-
-

-
-
-
-

[96]

 8
24 ..2559

210 56.91 159 43.09 3140 189 51.22 20-30 98 26.56 41-50 56
15.18 51-60 26 7.05 20000 / 145
39.30 20,001-30,000 / 36 9.76 50,000 / 25
6.78 215 58.27
152 41.19 2
0.54 0-9 183 49.59
10-19 122 33.06 30-39 26
7.05 99 26.83
51 13.82 16 4.34


3.91
(
4.04) ( 3.95) ( 3.74)
1

x
3.88
3.95
3.92
4.04
3.74
3.94
3.91
3.91

S.D.

0.72
0.73
0.71
0.68
0.89
0.74
0.72
0.75

3.92
( 3.96)
( 3.94) ( 3.88)

[97]

 8
24 ..2559
2

x
3.96
3.94
3.91
3.88
3.92

S.D.

0.66
0.73
0.70
0.72
0.73

3.89
( 4.03) ( 4.00)
( 3.58)
3

S.D.

3.89
3.99
3.91
4.03
4.00
3.84
3.88
3.58
3.89

0.74
0.73
0.72
0.69
0.74
0.74
0.73
0.86
0.74

1
4

Pearson Correlation
Sig.

.617
.697
.673
.693
.654
.711
.719
.779
[98]

.000*
.000*
.000*
.000*
.000*
.000*
.000*
.000*

 8
24 ..2559

Sig. = .000
.05
2
5

Pearson Correlation
Sig.

.747
.718
.784
.705
.791

.000*
.000*
.000*
.000*
.000*

Sig. = .000
.05
6

.000*
.000*

1 .05
2 .05

1.
3.89

8
3.58
/
(2553)


[99]

 8
24 ..2559
2.
3.91

7 3.74

/ (2555)

3.
3.92


4 3.88
/ (2553)

2

:


1.
8


2. 7

3.
4

[100]

 8
24 ..2559

1.

2.

3.

. 2550 . . 20 2558. http://www.

oknation.net.
. 2555.
, .
. 2552 . . : . . .
. 2553. .
, .
. 2558. ..2557. :
.
. 2543. .- .
. 2556 . CSR ( ). 4 2559, http://www.csri.or.th/
khowledge/csr/192.
. 2546.
. : .
. 2551. . :
.
. 2553. .
, .
Bass, Bernard M. and Bruce J. Avolio.1994. Improving Organizational Effectiveness

[101]

 8
24 ..2559

..2555-2559
The Opinionsof Officers of Department of International Trade Promotion
for the Master Plan of Information Technology and Communication,
Department of International Trade Promotion (2012 -2016)
* . **
Chaowanon Ketkeaw and Associate Professor Dr.KowitWongsurawat

1)
2)
200
t-test .05


.05

: , ,

Abstract
The objectives of the research were to study 1) to study the level of opinions of officers of Department of
International Trade Promotion for The Master Plan of Information Technology and Communication, Department of International
Trade Promotion (2012 -2016) and 2) to compare the opinions of officers and personal factors. Sample size composed of 200
persons, selected from officers of Department of International Trade Promotion. Data were collected by questionnaires and
analyzed by statistical software.Statistical tools used for data analysis were percentage, mean, standard deviation, t-test and
One-Way ANOVA at the .05 level of significance. The results of research found that the opinions of officers of Department of
International Trade Promotion for The Master Plan of Information Technology and Communication, Department of International
Trade Promotion (2012 -2016) were at high level. Hypothesis testing revealed that personal factors concerning period of
workingcaused the difference of the opinions, at the .05 level of significance. Gender, age, level of education and type of
position had the opinions not different.

*
**

; Email: chaochisu027@gmail.com

[102]

 8
24 ..2559
Keywords: Opinion, Information Technology and Communication, Master Plan for Information Technology and Communication

(. 2546.)
( .
2549.)


( . 2554.)

ICT
ICT ( .
2543.)
( . 2554.)

1. .
2. .

200
(Stratified Random Sampling)

[103]

 8
24 ..2559


3 1 2
..2555-2559 3


(Percentage),
(Mean), (Standard Deviation)

200
62.0 38.0
20-30 39.0 41-50
55.5 10,001-20,000
57.5 45.5
5 50.5 15 -19 9.5


3

4.37

3 4.06 (X = 4.15) (X =
3.92)(X = 4.00) 3

.05

[104]

 8
24 ..2559

.003

3


( .
2555.)

1.

2.

. 2546. .
() .
. 2543. . (
) .
[105]

 8
24 ..2559
. 2555. : .
.
. 2553.
. ()
.
. 2552. .
() .
. 2554. ..2555-2559. :
. 2554. ..2555-2559. :

[106]

 8
24 ..2559

Clients' Opinion toward Service Quality of Ophthalmology Department, Banphaeo Hospital
*

**

Tossaporn Thaiwattanatam and Associate Professor Supatra Chunnapiya

367

.05


.05

: ,

Abstract
The objectives of this thesis were to study the clients' opinion level toward service quality of Ophthalmology
Department, Banphaeo Hospital. The samples consisted of 367 Clients'. Questionnaire was an instrument in collecting data and
analyzing by the statistical packaging program. Statistical tools used in data analysis were Percentage, Mean, Standard Deviation,
Analysis of Variance and Multiple Classification Analysis. The level of statistical significance was set at .05. The result indicated
that clients' opinion toward service quality of ophthalmology Department was at high level. The hypothesis testing founded that
age, education, perception and knowledge about service were related to clients' opinion at significance level of 0.05. But sex,
occupation, income, nature of illness and duration of service using were not related to clients' opinion.
Keywords: Service Quality, Ophthalmology, Department

(Eye disease)

*
**

() ; E-mail:dearz_df@hotmail.com
; E-mail: fsocspspc@ku.ac.th

[107]

 8
24 ..2559


..2538
..2546

1 1 13
14 1 ( 2558)

1.
2.

5

367
..2559

1. 4,383
Yamane (1975 , 2546: 112) 367
2.
5
1 6 5
3. 0.05
(Percentage of frequency) (Mean)
(S.D.)

[108]

 8
24 ..2559

1. (Content validity)


2. (Reliability)
30
(Item Analysis) Cronbach 2 Kuder &
Richardson (KR20) 2

2.1 .8569
2.2 0.7215
2.3 .9472




1. (Percentage)
()
2. (Mean) (Standard deviation)

3. (Analysis of variance: ANOVA)
4. (Multiple Classification Analysis: MCA)
.05

(Lovelock, 1996: 6)

( , 2541: 15)

( , 2547:16)
Korler (1997: 467) 5
1. (Reliability)
2. (Responsiveness)

[109]

 8
24 ..2559
3. (Assurance)

4. (Empathy)
5. (Tangibility)

Lovelock (1996: 6)
1. (Tangibility)

2. (Reliability)
3. (Responsiveness)
4. (Assurance)
4.1 (Competence)
4.2 (Courtesy)
4.3 (Credibility)
4.4 (Security)
5. (Empathy)
5.1 (Access)
5.2 (Communication)

5.3 (Understanding The Customer)

(2545: 5-6)


Oskamp (1991: 12)


Oskamp (1991: 85-87) 5
1. (Gene and Physiological Factors)
2. (Direct Personal Experience)
3. (Parental Influence)
4. (Group Determinants of Attitude)
5. (Mass Media)

[110]

 8
24 ..2559

-
-
-
-
-
-

1.

-
-
-
-
-

-
-
-
Oskamp (1991) Lovelock (1996) Korler (1997)

56.90 65 27.20 36- 45
20.70 33.50 /. 21.30
23.20 // 22.30 10,000
45.20 10,001-15,000 22.30 / /
/ 44.40

()

() 1 33.50
() 1-2 28.60 ()
3 14.20
()

/

[111]

 8
24 ..2559

0.05
2

0.05

[112]

 8
24 ..2559
6

(
)


/










/

[113]

 8
24 ..2559

1.

2.
3.

. 2547. .
, .
. 2558. . ().
. 2556. . :
.
. 2545. . 22, : .
. 2541. .
, .
Korler Phillip. 1997. Merketing Management: Analysis, Planing, Implementation and Control. USA: Prentice Hall International
Inc.
Lovelock. 1996. Service Marketing: An European Perspective. USA: Prentice Hall InternationalInc.
Oskamp, S. 1991. Attitudes and Opinions. Englewood Cliffs. New Jersey: Prentice-Hall.

[114]

 8
24 ..2559

:
The Agricultural Extension Rice Policy of Genural Prayut Chan-ochaGovernment:
A Study of AgriculturistsOpinion in KhokTabong Sub-district, Kanchanaburi Province
*

**

YuenyongTaempan and Associate Professor SupatraChunnapiya

235

.05

.05

: ,

Abstract
This study aimed to investigate the opinion level of farmers and factors related to the farmersopinion in
KhokTabongKanchanaburi. The samplesconsisted of 235 farmers. Questionnaires was an instrument in collecting data and
analyzed by a computer program. The statistics used to analyze were the percentage,mean,standard deviation, Analysis of
variance (ANOVA) and Multiple Classitication Analysis (MCA) with significance at level .05. The results showed that the opinion of
farmers on the agrieulturalextension rice policy of general Prayut Chan-ochagoverment was at moderate level.Hypothesis testing
found that age, education, perception of information, knowledge and understanding about agriculturel extension related to the
opinion offarmers at significance levelat .05. But gender, married status, income, type of rice farming, the participation and
expectation did not relate to the opinion of farmers.
Keywords: Agricultural Extension Policy, Agriculturists (Farmers)

*
**

() ; E-mail:Jeab_zi_@hotmail.co.th
; E-mail: fsocspspc@ku.ac.th

[115]

 8
24 ..2559

4 1. ( 1,000 15 ) 2.
3. 4.

1.
2.
3.

4

235
..2559

Yamane ( , 2546: 112) 235
240
4 1. ( 1,000
15 ) 2. 3. 4.

[116]

 8
24 ..2559

1. (Content validity)


2. (Reliability)
30 (Item Analysis)
2 Kuder& Richardson (KR20) 2

2.1

2.1.1. ( 1,000 15 )
.9247
2.1.2. .9559
2.1.3. .8753
2.1.4. .9567
2.2

2.2.1. .8069
2.2.2. .9494
2.2.3. .9777
3.

Dye (1984: 1)

(2533: 1)

(2536: 28)

[117]

 8
24 ..2559

(2545: 5-6)


Oskamp (1991: 12)

235 52.30 47.70
25-40 41.30 41-55 29.40 25 14.50
46.40 36.60 0.90
65.10 26.80 2.60 20,000
48.10 81.30 18.70

1


0.05
0.05
2


0.05
0.05

5
1. ( 1,000 15 )
1,000
15
2.

[118]

 8
24 ..2559
3.

4.

( 1,000 15 )





/ /

. 2536. : . ..
. 2533. . . .
. 2556. .
: .
. 2545. . 22, : .
Dye, T. R. 1984.Understanding public policy. California: Prentice-Hall.
Oskamp, S. 1991. Attitudes and Opinions.Englewood Cliffs. New Jersey: Prentice-Hall.

[119]

 8
24 ..2559

The Factor Related to Happiness in the Workplace of The Secretariat Senates Officers.
*, .
** . ***
Sangjun Manoy, Dr.Kevalin Silphiphat and Assistant Professor Dr.Srirath Gohwong

293
(ANOVA)



.05
: , , ,

Abstract
The objectives of the research were to study 1) Happiness in the Workplace of the Secretariat Senates officers 2)
Factor Related to Happiness in the Workplace of the Secretariat Senates officers. Sample size composed of 293 persons
selected from the Senates officers. Data were collected by questionnaires together with analyzed by statistical software.
Statistical tools used for data analysis were percentage, mean, standard deviation, T-test, One Way Anova analysis and Pearson
product moment correlation coefficient. The results of the research found that the happiness level of the Secretariat Senate
personnels was at happy level (by the generosity was at very happy level). The difference of sex, revenue, job position of
Personnels relate to the difference happiness in the work life. Hypothesis testing revealed that factor related to Happiness in
the Workplace were Job characteristics factor, personal relationship factor and leadership factor were respectively related with
the happiness in the workplace at the .05 level of significance
Keywords: Happiness, Organization, Personnel, Leadership

; E-mail: sangjun_manoy@hotmail.com
; E-mail: kevalins@gmail.com
***
; E-mail: fsocsrg@ku.ac.th
**

[120]

 8
24 ..2559

Happy workplace
(.)
..2557-2559 "

1.
2.
3.

5
293 Yamane
1,090 4
(Proportional Stratified Random Sampling)

Happy workplace

[121]

 8
24 ..2559

1. Hackman and Oldham (1975)

2. Manion (2003) (Recognition)

3. Blake and Mouton (Team Management)

4. Rensis Likert (Benevolent-Authoritative)

5. Burns (Transformational Leadership Theory)

1. (Transactional Leadership) 2. (Transformational Leadership) 3. (Moral Leadership)

6. (2552)
Happy 8
1. Happy Body ( ) 2. Happy Heart () 3. Happy Society ( ) 4.
Happy Relax () 5. Happy Brain () 6. Happy Soul () 7. Happy Money () 8. Happy Family ()

( 68.9) 36-45 ( 43)

( 58.4) ( 60.1) 20,001-30,000 ( 51.5) 5-10 (
35.5) 10 ( 34.5) ( 49.5) (
48.5)

( = 3.95)
( = 4.24)
( = 3.90) ( = 3.45)

[122]

 8
24 ..2559

( = 3.60)
( = 3.86) ( = 3.49)
( = 3.43)

( = 3.58)
( = 3.67) ( =
3.62) ( = 3.51)

(One-way ANOVA)
.05

Pearsons Product Moment Correlation Coefficient

.05 0.32


Pearsons Product Moment Correlation Coefficient
0.36

Pearsons Product Moment Correlation Coefficient
0.30

.05
(2557)


.05
(2551)

.05 40,001-500,000

[123]

 8
24 ..2559


.05
(2551)

.05

(2555)
1








(2555)
1

, (2558)

[124]

 8
24 ..2559

1.
, , ,
2.
,
3.
, ,

1.
, ,
2.
, , , , ,
3.
, , , ,
4.
, , , ,

1.
, , , , ,
2.
, , , , ,
3.
, , , , ,

1.
, , , , ,
2.
, , , , ,
3.
,
4.
, , ,
5.
, , , ,
6.
, , ,

1.

2.

3.

4.

5.

6.
18

[125]

 8
24 ..2559
7.

. 2555. 1.

. 2558. ( ):
. . 9 1
. 2557. () .

. 2551. (Happiness at Workplace):
18-60 . .
. . http://www.happinometer.ipsr.mahidol.
ac.th/pdf/Happinometer_Manual.pdf 2558
. 2552. ..2552: 27-38.
. . http://www.senate.go.th/w3c/senate/secretariat.
php?url=content&id=2 2558
Blake, R. R., & Mouton, J. S. 1964. The Managerial Grid. Houston: Gulf.
Burns, James, M. 1987. Leadership. New York: Harper & Row.
Hackman, J. R., & Oldham, G. R. 1975. Development of the Job Diagnostic Survey. Journal of Applied Psychology, 60(2), 159170
Manion, Jo. (2003). Joy at Work: Creating a Positive Work Place. Journal of Nursing Administration, 33(12), 652-655.
Rensis Likert, New Patterns of Management. (New York: Mc Graw-Hell Book Co., 1961), 27.

[126]

 8
24 ..2559

The Opinion of Tourism Authority of Thailand Employees toward Discover Thainess

*

**

Chanyaphak Thunyacharoen and Associate Professor Supattra Junnapiya

165
t-test
(One way: ANOVA) .05
/




: , , ,

Abstract
The purpose of this study is to investigate the level of Tourism Authority of Thailands employees viewpoints and the
factors that affect differently to the TATs employees opinion toward discover Thainess. The sample consists of 280 people.
Questionnaires are used as a tool for data collection. The statistics that is used to analyze the data was percentage, mean,
standard deviation, T-test, and One way: ANOVA. All the test is statistically significant at 0.05 level. The result of this study
showed that the overall TATs employees opinion and the separation of TATs employees which is divided into four parts ;
pattern, activity (project), local reinforcement, and income distribution to local found at high level. Hypothesis testing revealed
that the difference of education level and comprehension about Discover Thainess impact differently on opinion about Discover
Thainess significant at 0.05 level whereas the personal factors-sex, age, position, affiliation, and the duration of performancehave no different toward the Discover Thainess. Moreover, the involvement of the work with Discover Thainess and experience
in tourism area are not different toward the opinion employees.
Keywords: Discover Thainess, Tourism Authority of Thailand, Opinion, Employees

*
**

; E-mail: chanyaphak1987@gmail.com
; E-mail: fsocvrvc@ku.ac.th

[127]

 8
24 ..2559

(.)





(...) 2558 ( ,
2558)
2558 2558 (2015 DISCOVER THAINESS)

(Thainess)

(Re-Visit) (First Visit)

Quality Leisure
2558


2559

1.
2.

165
280

1.

[128]

 8
24 ..2559
2.
3.


(Percentage),
(Mean), (Standard Deviation) t-test (One way: ANOVA)

165 26-30 3-5
41.2

..2558

....PLUS

4
/

/



/ /


5

[129]

 8
24 ..2559







(
)

1
.05


2

.05

1.1
.05

1.2
.05

1.3

.05
() 11
(2558)

1.4

.05

[130]

 8
24 ..2559
1.5

.05
1.6

.05
2.1

.05
2.2

.05
2.3

.05


(2554)

12 ...PLUS 12 ....PLUS
12 12
(2559) 12 12
....PLUS 12 12

[131]

 8
24 ..2559
Highlight 12
....PLUS



/
/
5


5 ..



( )


1.

2. / 12 ,

3.

. 2541. 2541-2542. : ().

. 2558. . (ONLINE) WWW.TATREVIEWMAGAZINE.COM
. 2546. .
.
. 2535. . : .
. 2549. . .
. 2547.
. ( ),.
. 2546.
. ( ), .

[132]

 8
24 ..2559

Organization Commitment of Bangkok Mitsubishi UFJ Lease Co.,Ltd. to Staff
. * **
Professor Dr.Wanlop Rathachatranon and SireethonSaengwanloy

1) 2)
3)

270
t
LSD
270
1. 54.4 45.6
2. 26-35 40.0 36-45
27.4 25 13.3 46-55 11.1 55
8.1
3. 69.6 28.9
1.5
4. 72.6
19.6 4.1
3.7
5. 6-10 47.8 1-5
30.7 11-15 16.7 16 4.8


4.84
3


4.50
: ,

; E-mail:dr.wanlop@hotmail.com
; E-mail: tni52132510.0@gmail.com

**

[133]

 8
24 ..2559

Abstract
The purposes of this study were to: 1) To study the organizational commitment of the employees of the Bangkok
Mitsubishi UFJ Lease Co., Ltd. 2) To study the organizational commitment of the employees of the Bangkok Mitsubishi UFJ
Lease Co., Ltd. classification list. by personal factors, and 3) To study the relationship between satisfaction and organizational
commitment to work with the staff of Bangkok Mitsubishi UFJ Lease Co., Ltd. the group's employees under the department the
number of 270 people as service receivers of department of intellectual property. Data were collected by questionnaires and
analyzed by statistical software. Statistical tools used for data analysis were percentage, mean, standard deviation, t-test, One
way (LSD), and Pearsons Product Moment Correlation Coefficient, at the .05 level of significance.
The results showedthat
Overview of the sample In this study are employees of angkok Mitsubishi UFJ Lease Co., Ltd. the number of 270
people found.
1. sex samples in this research is mostly male, rather than female, 54.4 percent and 45.6 percent, respectively.
2. the age of respondents in this study, the largest group is the Group of aged 26-35 year of 40.0 percent, followed by
the group aged 36-45. 27.4 percent a year, groups that are younger than 25 years, 13.3 percent. 46-55 age group. Section 11.1
percent a year over the age of 55 years old group is a group that has the least amount of 8.1%
3. marital status found that respondents in this study group is married. 69.6 percent to 28.9 percent, singles, groups
and groups at 1.5 percent of divorce.
4. the study found that the largest group. Have a Bachelor's degree, representing 72.6 percent followed by a group
with a Bachelor's degree, master, representing 19.6 percent of the Ph.d. study, representing 4.1 per cent and a group that has a
lower level of Education Bachelor's 3.7 percent.
5. the Working Group found that there are many. Aged 6-10 years of work, representing 47.8 percent. The second is
the group aged 1-5 years of work, representing 30.7 percent. The working age group 11-15 years and 16.7 percent group aged
over 16 years, representing 4.8 percent.
Job satisfaction of employees of Bangkok counter u F J. Limited item, it was found that the question with the highest
mean. The compensation that is The salary you are currently in a satisfactory and appropriate levels of persons living in the high
level. The average 4.84 questions with an average minimum but remain in the level of satisfaction that comes.
Commitment of the employee organization, Bangkok, Miss Sue UFJ, Ltd. a 3 sided with the confidence and
acceptance of the goals and values of the Organization side willing to do our best to work for the benefit of the Organization
and the strong desire to maintain your membership of the WTO by the commitment of all employees, Organization overview by
level average 4.50.
Keywords: Satisfaction, Organization Commitment

(2535: 3)

[134]

 8
24 ..2559

1)
2)
3)

270
(Stratified Random Sampling)



4 1 2
3
4



t (One-Way ANOVA)
LSD

[135]

 8
24 ..2559

.05

1.


2.

5


3

3
-

-

-


1.

[136]

 8
24 ..2559
2.

2546. . .
2537. . ()
,2556.
2525. . ,
.
2535. . , ...
2547. : ( 2).: .
2547. .
.
. 2555. . .
__________. 2558. 2558. : .
2537.
. : .
2542.
. .
2536. ().
.
2535.
.
2534. ().
.
Applewhite 1965.The use of pledges to build and sustain commitment in distribution channels.Journal of Marketing
Research, Vol. 29 No. 1: 18-34.
Becker 1993. Handbook on Formative andSummative of Student Learning.New York: McGraw Hill Book. Company.
Jacob and Solomon 1977.An examination of the nature of trust in buyer-seller Relationships.Journal of Marketing, Vol. 61
No. 2: 35-51.
Kohler and Mathieu 1993.The commitmenttrust theory of relationship marketing.Journal of Marketing, Vol. 58 No. 3: 20-34.
Maslow 2001. Gaining customer trust: a conceptual guide for thesalesperson.Journal of Personal Selling and Sales
Management, Vol.5 No.2: 113-114.
Robert & Neale 1990, 144 Commitmenttrust Theory of Relationship. Journal of Marketing, Vol. 58 No. 3: 144.
Stear 1990.Quality and Trust: Inter-firm Relations in Britain and Japan. Journal of Marketing,Cambridge University Press,
Cambridge.

[137]

 8
24 ..2559

Peoples Opinions towards Local Politicians InSaraburi Province
.
TippawanSukeerut and Assistant Professor Dr.OranunGluntapura

2

400
t-test
.05

.05
: , ,

Abstract
The research had two objective, Which were to study peoples opinions towards local politicians in Saraburi province.,
And to compare peoples opinions towards local politicians in Saraburi province which classified by personal factors. The
sample size compose of 400 people in Saraburi province. The data were collected by questionnaires and analyzed by statistical
software. Statistical tools used for data analysis were percentage, mean, standard deviation, t-test, and Anova, at the .05 level
of significance. The results of this study showed that peoples opinions towards local politicians in Saraburi province was at low
level. The result of hypothesis found that level of education, Career, and monthly income caused the difference in peoples
opinions towards local politicians in Saraburi province, at .05 level of significance.
Keywords: Local politicians, Saraburi, Opinion

2550
..2542

[138]

 8
24 ..2559



( , 2523: 10)






( , 2523: 2)

1.
2.

(Independent Variables)
(Dependent Variables)
( . 2528)

1.
2.
3.

1.
2.
3.
4.
5.

13 476,714

[139]

 8
24 ..2559

13 400
(Stratified Random Sampling)
13


2 1
2
Likerts Scale


(Percentage) (Mean)
(Standard Deviation) t-test (One Way ANOVA)

1. 55.8 44.3
2. 18 28.2 29-38
17.5 19-28 12.3 39-48 11.8 49-58 11.5
59-68 8.5 69 6.3
3. 37.7
31.5 16.5 . . 14.8
4. 33.3
26.3 16.8 11.5
7.5 4.8
5. 10,000 44.8
10,001-20,000 19.8 20,001-30,000 16.0 30,001-40,000
10.0 40,001-50,000 5.8 50,001 3.8


3



2.19

[140]

 8
24 ..2559

2.12
2.09

2.08


2.07
2.06
2.04

1.94

2.19


2.16
2.15 3


2.14 3


2.13
2.11

2.05

3.27

2.31





2.25
2.23

[141]

 8
24 ..2559


2.21

2.16

2.13

(x = 2.17)

1.1 (x =
2.08)




( , 2538)
1.2 (x =
2.13)


1.3 (x = 2.31)






(.) 3
18
18

[142]

 8
24 ..2559

3

3

1)

2)

. (2523). . : .
. (2523). . : .
. (2538). :
. , .
. (2528).
. : .

[143]

 8
24 ..2559

:

Role of Mass Media towards Political Affairs in Thailand in the Time of Prime Minister
General Prayut Chan-O-Cha: A Case Study of Free Television
*

**

.
Jeeranan Sakkhumduang and Assistant Professor Dr.Oranun Gluntapura

1)
2)
3)

399
t-Test
.05



0.05


0.05
: , ,

Abstract
The objectives of the study were to 1) investigate the opinion of role of mass media towards political affairs in
Thailand a case study of free television. 2) compare the opinion of role of mass media towards political affairs in Thailand a
case study of free television classifying by personal factors. 3) study the relationship between the political concentration and
role of mass media towards free television. The 399 people in Bangkoknoi District which perceived the political news via all free
television were the sample of the study. The questionnaire was the instrument of the study for collecting data. The percentage,
mean, standard deviation, t-Test, one way ANOVA, and Pearson Correlation Coefficient were the statistical analysis at .05 level
*
**

; E-mail: ur_nie@yahoo.com
; E-mail:fsocong@ku.ac.th

[144]

 8
24 ..2559
of statistical significance. The result of the study found that majority of the sample agreed in moderate level concerning role of
mass media towards political affair in Thailand in the time of Prime Minister General Prayut Chan-O-Cha. Most of them agreed
on the role of screening news, the rest were the role of job investigation of government, the role of political interest, the role of
influencing and political leader, and positive or negative effecting the political news presentation, respectively. The sample was
moderate level concerning the political concentration. The hypothesis testing found that the different sex, profession and
income of sample effected to the different role of mass media at .05 level of statistical significance which accepted the
hypothesis. But, the different age and education of the sample effected to the nondifferent role of mass media which rejected
the hypothesis. Moreover, the political concentration related to the role of mass media in the same direction towards political
affairs in Thailand in the time of Prime Minister General Prayut Chan-O-Cha at .05 level of statistical significance which accepted
the hypothesis.
Keywords: Role of Mass Media, Political Affairs in Thailand, Free Television

(Free-to-air) -
4
24 ..2498 . ..2501
7
.
6 3 5 7 ( 9) ( 11)



29

(2555: 46) ( .2552.)

1.
2.

3.

[145]

 8
24 ..2559

(Cluster or Area Sampling) ( , 2556:144-155)

50
Yamane 399
5 95%

7 5



(SPSS)
t-Test, One-way ANOVA

1. 37-47
15,000-19,999 3 1

2. ( x =2.54)
( x =3.92)

( x =3.11)
( x =1.50)
3.
( x =3.06)
( x =3.15)
( x =3.11) ( x =3.04)
( x =2.99) ( x =2.98)

[146]

 8
24 ..2559
1.
( x =3.06)
( x =3.15)
( x =3.11) ( x =3.04)
( x =2.99) ( x =2.98)





1.1 ( x =3.12)

( x =3.53)



( x =3.32)
( x =2.86)


1.2
( x =2.99) ( x =3.27)


( x =3.12)

( x =2.71)


1.3 ( x =3.15)
( x =3.44)


( x =3.43)

( x =2.78)

[147]

 8
24 ..2559

1.4
( x =2.97)


( x =3.28)

( x =3.16)

( x =2.77)

1.5 ( x =3.04)


( x =3.51)
( x =3.43)
( x =2.48)

2.

2.1

.05



(2521)

2.2





0.05 LSD

[148]

 8
24 ..2559
2.3



0.05 LSD
2.4
0.05 LSD
2.5
0.05 LSD
3.

3.1
0.184 ( sig 0.000 0.05)

0.05

3.2
0.045 ( sig 0.372 0.05)


3.3
0.288 ( sig
0.000 0.05)

0.05

3.4
0.199 ( sig 0.000 0.05)

0.05


3.5
0.032
( sig 0.525 0.05)

3.6
-0.099 ( sig 0.047

[149]

 8
24 ..2559
0.05)
0.05

1)


2)


3)

4)

5)


6)

7)

8)

1.


2.

[150]

 8
24 ..2559

. 2541. : . : .
.2548. . : .
. 2553.
..2553 (Online).www.newsbroadcastingcouncil.or.th., 2 2558.
. 2531. . :
. 2558. (Online).www.tja.or.th.,3 2558.
. 2524. . : .
, . 2558. -
(Online).www.tja.or.th.,22 2558.
. 2536. . :
.
. 2526. . 7. .
. 2554. . . (Online). www.isranews.org., 22
2558.
. 2558. : (Media Revolution) (Online).
www.tja.or.th., 5 2558.
. 2554. .
, .
. 2542. .
, .
. 2555. 129 192. 46.
. 2541. . 4 . : .
. 2556. . 2. :
. 2558. - - -
(Online).www.tja.or.th.,22 2558.
. 2529. . : .
. 2558. - (Online). www.isranews.org.,11 2558.
. 2544.
. : , .
. 2534. . : .
.2552. ... (Online). http://www.matichon.co.th.,25 2558.
. 2557. (Online) .
http://library2.parliament.go.th.,25 2558.

[151]

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Organization Commitment of Officials of Office the Permanent Secretary, Ministry of Culture

* **
Shivadee Emradee and Associate Professor Chiocharn Arsuwattanakul

331
t-test One-way
ANOVA - .05

.05
: , ,

Abstract
The objectives of the research were to study organization commitment of officials of Office the Permanent Secretary, Ministry
of Culture, to compare organization commitment classified by personal factors, and to study the relationship between organizational
climate and organization commitment. Sample size composed of 331 persons selected from officials of Office the Permanent
Secretary, Ministry of Culture. Data were collected by using questionnaires. Statistieal tools used for data analysis were percentage,
mean, standaed deviation, t-test, One way ANOVA and Pearson Product Moment Correlation Coefficient at the .05 level of significance.
The results of the research found that organization commitment of Officials of Office the Permanent was at high level. Hypothesis
testing revealed that personal factor concerning working tenure could classified the difference of organization commitment and
organizational climate was associated with organization commitment at the .05 level of significance.
Keywords: Organization Commitment, Officials, Office the Permanent Secretary, Ministry of Culture

*
**

; E-mail: emradee999@gmail.com
; E-mail:fsoccca@ku.ac.th

[152]

 8
24 ..2559







( , 2547: 45)


( . 2549: 12)









2555-2558
5- 10





(Oscar , 2542)

1.
2.
3.

[153]

 8
24 ..2559

1,919 ( 1
2558) 331 Taro Yamane

3
1 2 9

3

1) (Percentage) 2) (Mean)
(Standard Deviation) 3) t-test 4) (One Way ANOVA)
.05

1.
2.
3.
4.
5.

1.
2.
3.
4.
5.
6.
7.
8.
9.

1.

2.

3.

[154]

Steers (1977)
Litwin and Stringer (1968)

 8
24 ..2559

187 56.5 144 43.5
36-45 34.7 25-35 21.5
25 1.2 54.7 45.3
49.8 48.0 2.1 16 33.2
6-10 28.1 11-15 20.5 1-5

1 2 3
4 5


1
2

3



1
0.5
2

(r = 787) 0.5

[155]

 8
24 ..2559

1.1

1.2

1.3

1.4

1.5

(2549)








(2548)

[156]

 8
24 ..2559

35 10

[157]

 8
24 ..2559

. (2547). :. . 7, 14, 45 -50.

. (2549). . , 27 (3), 10-16.
, 2548. .
.
. 2542. : . : ,
.
. (2549). .
, .
Litwin GH, Stringer RA. Motivation and organization climate [Research]. Boston: Havard University
Graduate School of Business Adminstration; 1968.
Steers, R.M. 1977.Antecedents and Outcomes of Organizational Commitment. Administrative Science Quarterly, 22 (March
1977): 28 L 56

[158]

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24 ..2559

Opinion of Thanyaburi Schools students toward Promoting Democracy in School
*

**

.
Duangkamon Buangiyapun and Assistant Professor Dr.Oranun Gluntapura

1) 2)

1-3 200 4-6 200
t-test
.05



.05
: , , ,

Abstract
The objectives of the study were 1) to investigate the opinion of Thanyaburi Schools students toward promoting
democracy in school and 2) to compare the opinion of Thanyaburi Schools students toward promoting democracy in school
classify by personal factors. The 400 students of Thanyaburi School were the sample of this study, 200 students from
Mathayomsuksa 1-3 as well as 200 students from Mathayomsuksa 4-6. The questionnaire was the instrument of this study for
collecting data. The percentage, mean, standard deviation, t-test, and one way ANOVA were used as the statistical analysis at
.05 statistical significance. The result of the study found that the whole student of Thanyaburi School has high level of
promoting democracy in school. Majority of the students believed in promoting democracy in school, the rest were the
participation promoting in instruction activities concerning in promoting democracy in school, and the knowledge of the
promoting democracy in school. The hypothesis testing found that the different sex of students effected to the non different
opinion of Thanyaburi Schools students toward promoting democracy in school. On the other hand, the different age ad class
of students effected to the different opinion of Thanyaburi Schools students toward promoting democracy in School at .05
level of statistical significance.

*
**

; E-mail: duangkamon2534@gmail.com
; E-mail: fsocong@ku.ac.

[159]

 8
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Keywords: Opinion, Students, Thanyaburi School, Promoting Democracy in School

3 ( , 2549)

( , 2553 , 2557)






(, 2540)

1.
2.

[160]

 8
24 ..2559

1) (2540: 7-8)
2)
(2548: 3-4) 3)
(2551: 132,148)

1.
2.
3.

1.

2.

3.

1-6 2557 3,312

1-3 200 4-6 200
(Sample Size) (Taro Yamane, 1973: 727)
(Taro Yamane)
n
=
N
1+N (e) 2
n
=

N
=

E
=
0.5
n
=
3,312
1+3,312(0.05)2
n
=
400

[161]

 8
24 ..2559

1
(Close ended Question)
2


(Rating Scale) 5
= .942

1-3 2557 200

4-6 2557 200 400

SPSS/PC
Computer SPSS for Windows t-test
(One-Way ANOVA) .05

14-16 17-19 13

1.
2.
3.

[162]

4.02
3.98
3.84
3.95

 8
24 ..2559

.05

2

1.
2.
3.
* .05

.219
.000*
.015*

(2541:61)

[163]

 8
24 ..2559

(2540: 7-8)









(2553: 12)

(2554, 6-27)





/

(2548: 34)

[164]

 8
24 ..2559

1.


2.


3.

1.

2.

3.

. 2551. 2551.: .
. 2541.
. :
.
. 2549. (: ) . :
.
__________. 2554. . : .
. 2553. : 6 .
. .
.2557. .
. .
. 2553. , : .
. 2540. . :

. 2548.
2544. : ...
Yamane, Taro.1973. Statistics: An Introductory Analysis. Third edition Newyork: Harper and Row Publication.

[165]

 8
24 ..2559

()
Job Satisfaction of Employees of TOT Public Company Limited
*

**

***

, . , .
Tipama sLadanont, Asoociate Professor Dr.Vacharin Chansilp and Assistant Professor Dr.Lalita Soonthorruipart

1.) () 2.)
() 3.)
()
() 349 ,
LSD
()
,
,
,
1.) 2.) 3.) 4.) 5.) 6.)

: , ()

Abstract
This research aimed to 1) investigate level of job satisfaction of employees of TOT Public Company Limited 2)
compare job satisfaction of personnel of TOT Public Company Limited according to personal factors and 3) explore the relation
between organization atmosphere and job satisfaction of employees of TOT Public Company Limited. The sample group
included 349 employees of TOT Public Company Limited. The tool used for collecting data was a questionnaire. Data was
analyzed and presented in Percentage, Mean, Standard Deviation, t-test, One-way ANOVA, least significant different and Pearson
Product Moment Correlation Coefficient. Findings found that employees of TOT Public Company Limitedhighly satisfied with the
job. Considering each aspect, it found that the employees satisfaction was ranked from highest to the lowest level by the
following item: job achievement, Compensation and welfares, career path and opportunity and job security. Upon testing of
statistical significance level at 0.5, it revealed that difference in 1) age 2) job position 3) income 4) gender 5) education level and
6) marital status showed no difference in satisfaction level. This was therefore not in line with hypothesis.

; E-mail: tipamas_la@hotmail.com
; E-mail:fsocvrc@ku.ac.th
***
; E-mail:fsoclts@ku.ac.th
**

[166]

 8
24 ..2559
Keywords: Job Satisfaction of Employees, TOT Public Company Limited

Satisfaction (2546)


Wallerstein (1971)
(end state in feeling) Wolman (1973,94)
(feeling) (goals) (wants) (motivation)


() (TOT Public Company Limited)
..2497


3 ( )
(.)





()

1. ()
2. ()
3. ()

() 349
(Stratified Random Sampling)
()

[167]

 8
24 ..2559


2 1 2
()


(Percentage),
(Mean), (Standard Deviation) (t-test), (One-way ANOVA)
(Pearson Product Moment Correlation Coefficient)

1 ()

277 65.0 122
35.0
41-50 126 36.1 50
104 29.8 20-30 56 16.0
237 67.9
97 27.8 1 0.3
185 53.0 147
42.1 17 4.9
4-6 169 48.4 7
125 35.8 1-3 20 5.7
30,001 129 37.0
25,001-30,000 78 22.3 5,000 6 1.7
2 (r = .494)
() .05(sig.=.000)
()

( r 0.00-0.50) ( r 0.51-0.80)

1. (r = .457)
() .05(Sig.=.00)

2. (r =.328)
() .05 (Sig.=.00)

[168]

 8
24 ..2559
3.
(r =.310) () .05
(Sig.=.00)
4. (r = .754)
() .05 (Sig.=.00)

1. 1 ()
1.1 ()
()

1.2 ()
()
0.5 41- 50
31-40 41 -50
31 -40
1.3 ()
()
()

1.4 ()
()


1.5 ()
()
0.5 7


1.6 ()
()
0.5 30,001
10,001-15,000 10,001-15,000
30,001 4
2. 2 ()
()

[169]

 8
24 ..2559

()

1.

2. ()

3. ()



1.

2.

3.

. 2556. . ()
.
. 2552. - ().
() .
. 2557.
. , .
. (2535).
. 2 .:
. 2550.
(). .
. (2542).
. , .
. 2550.
() .
().

[170]

 8
24 ..2559
. 2548. .:
. 2542. ()
. () .
. 2550. :
().
. .
. 2551. () :
,
. 2550. .
()
. 2543.
. ( ) .
. 2549. ().
.
. 2553. .
, .
. 2556. .

. 2555. . ,

Alderfer, C.P.(1972). Existence Relatedness and Growth. New York: Free Press.
Atkinson, John W .1966 . Motive in Fantasy, Action and Society . New Delhi: Affiliated East West Press, Pvt . Ltd .
Brown, W. B.,&Moberg, D. J. (1980). Organization Theory and Management: Approach. New York: John Wiley and Sons.
K. Downey, D. Hellriegel, and J. Slocum, "Congruence Between Individual Needs, Organizational Climate, Job Satisfaction
and Performance," Academy of Management Journal, 1975, 18, 149-155.

[171]

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Client Trust Toward The Prevention And Suppression Of Intellectual Property Rights
Violation, Department Of Intellectual Property, Ministry Of Commerce
*
**
Naruepon Supannut and Associate Professor Chiocharn Arsuwattanakul

3




388
t-test
.05



.05
: , ,

Abstract
This research had 3 main objectives. Firstly, to study the level client trust toward the prevention and suppression of
intellectual property rights violation, Department of intellectual property, Ministry of commerce. Secondly, to compare the
client trust classified by personal factors. Finally, to study the relationship between the knowledge concerning the prevention
and suppression of intellectual property rights violation and client trust toward the prevention and suppression of intellectual
property rights violation. Sample size composed of 388 people as service receivers of department of intellectual property. Data
were collected by questionnaires and analyzed by statistical software. Statistical tools used for data analysis were percentage,
mean, standard deviation, t-test, One way ANOVA, and Pearsons Product Moment Correlation Coefficient, at the .05 level of
significance. The results of this study found that the level client trust toward the prevention and suppression of intellectual
*
**

; Email: seasonchange_pt@windowslive.com

[172]

 8
24 ..2559
property rights violation, Department of intellectual property was at moderate level. For hypothesis testing found that age,
education and type of service caused the difference in their trust. Knowledge about the prevention and suppression of
intellectual property rights violation. Intellectual property rights had relationship with client trust toward the prevention and
suppression of intellectual property rights violation, at the .05 level of significance.
Keywords: Client Trust, Prevention and Suppression of Intellectual Property Rights Violation, Intellectual Property

..2535 ..2540 ..
2548 ..2534
..2537


( , 2554)









( , 2557)

[173]

 8
24 ..2559

1.

2.

3.

..
2557 ( , 2557) 12,675
- 08.30-16.30 . 388 (Accidental Sampling)
Taro Yamane

3
1 2 3

1.
(Content Validity)

2. (tryout)
30 (Item Analysis)
(internal consistency medthod) Pearson product moment correlation
Cronbachs alpha (Cronbachs Reliability Coefficient Alpha) .95

1) (Percentage) 2) (Mean)
(Standard Deviation) 3) t-test 4) (One Way ANOVA) 5)
(Pearsons Correlation Coefficient) .05

[174]

 8
24 ..2559

1.
(Doney and
Cannon, 1997)
2.
(
, 2540)
3.



4.

( , 2553)

1.
2.
3.
4.

1.
2.
3.
4.

1.
2.
3.

207 53.4 181 46.6
23-31 36.6 32-39 35.8 40-47 20.6
48-56 7.0 70.4
15.5 14.2

[175]

 8
24 ..2559
44.6
33.0 22.4

3

1 3

S.D.
x

.69
.222

.70
.167

.83
.153

.74
.10

(x = .74)
(x = .83) (x = .70) (x=
.69)

4

2 4

S.D.
x

3.48
.713

3.47
.707

3.40
.723

3.52
.698

3.47
.647

(x = 3.47) (x = 3.52) (x = 3.48) (x = 3.47)
(x= 3.40)

[176]

 8
24 ..2559
1.

2.


3.


/ (2557)







1.



2.


3.



4.


/ (2549)

[177]

 8
24 ..2559

4
1.
2.

3.

4.


1.


2.

3.

4.

. 2553. . : .
__________. 2557. 2557. : .
. 2549. . ,
.
. 2557. . Veridian E-Journal,
7(2), 910-922.
. 2540. . : .
. 2554.
. , .
Doney: M. and Cannon, J.P. 1997. An examination of the nature of trust in buyer-seller Relationships. Journal of Marketing,
Vol. 61 No. 2: 35-51.

[178]

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Customers Satisfaction toward the Service of Kasikornthai Bank, Silom Branch
*

**

***

,
Peraya Kamhai, Associate Professor Chiewchan Arsuwattanakul and Associate Professor Supatra Chunnapiya

398
t-test
0.05 1)
2)

3)

: , ,

Abstract
The purposes of this research were to study the level of customers satisfaction toward the service of Kasikornthai
Bank, Silom Branch, to compare the customers satisfaction according to their personal factors, and the relationship between
marketing mix factors and customers satisfaction toward the service of Kasikornthai Bank, Silom Branch. The sample composes
of 398customers of Kasikornthai Bank, Silom Branch. Data was collected by questionnaires, and analyzed by statistical software.
Statistical tools used for data analysis were percentage, mean, standard deviation, t-test, One Way ANOV, and Pearson Product
Moment Correlation Coefficient at the 0.05 level of significance. The results were presented as follows: customers satisfaction
toward the service of Kasikornthai Bank, Silom Branch was at high level, that personal factors concerning sex, and marriage
status caused the no difference of their the satisfaction whereas that personal factors concerning ages, education, career,and
revenue caused difference of their satisfaction at the 0.05 level of significance, and the marketing mix factors had relationship
with the customers satisfaction toward the service of Kasikornthai Bank, Silom Branch with the .05 level of statistical
significance.
Keywords: Customers Satisfaction, Service, Kasikornthai Bank
*

,E-mail: phirayakhamhai@hotmail.com
; E-mail: fsocspspc@ku.ac.th
***
; E-mail: fsocspspc@ku.ac.th
**

[179]

 8
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Re-Engineering
One stop service
(Internet-Banking) (Mobile-Banking E-banking)
/




36 19
17 (, 2553) ()

1.
2.
3.

120,000 Yamane (1967: 886-887) 398
(Accidental Sampling)

[180]

 8
24 ..2559

3 1)

2) (Rating
Scale) 5 3)
(Rating Scale) 5

1. (Validity)
(Content Vaildity)

2. (Reliability)
30 (Item Analysis) (Internal Consistency
Method) Pearson Product Moment Correlation Coefficient
2.1 Alpha = 0.914
2.2 Alpha = 0.953





t-test F-test (Pearson Product Moment Correlation Coefficient)

20-30
10,001-20,000

( X = 3.69)
( X = 3.99) ( X = 3.65)
( X = 3.43) ( 1)

[181]

 8
24 ..2559
1
X

S.D.

3.99
3.65
3.43
3.69

0.65
0.77
0.75
0.63

1.
2.
3.

( X = 4.01)
( X = 4.11) ( X = 3.99)
( X = 3.94) ( 2)
2

S.D.

4.11
3.99
3.94
4.01

0.56
0.68
0.58
0.55

1.
2.
3.

1.1



(2554)


1.2
[182]

 8
24 ..2559

0.05 20-30
31-40
20-30
31-40

20-30 (2554)


1.3

0.05




(2555) ()
()

1.4

0.05 /

/

-

- /

(2554)

1.5

0.05
10,001-20,000 30,001-40, 000 40,001-50, 000
50, 000
10,001-20,000 30,001-40, 000 40,001-50,

[183]

 8
24 ..2559
000
50, 000
(2553) ()
()
()
1.6

(, )
(2554)


2

2.1

0.05


2.2

0.05


2.3

0.05

1.
1.1

[184]

 8
24 ..2559


1.2

1.3



2.
2.1
1-2

2.2


2.3


1.

2.

. 2554. .
, .
. 2548. . : .
. 2553. . : ...
. 2553. ()
. .
. 2555. () .
, .
. 2554. .
, .
Yamane, T. 1967. Statistic and Introductory Analysis. New York: Harper and row.

[185]

 8
24 ..2559

Farmers opinion toward the Promotion Small and Micro Community Enterprises,
Land Reform Area, Roi Et Province
*
**
Wipawee Peamsiri and Associate Professor Chiocharn Arsuwattanakul

1) 2)
3)

222

t-test
.05

.05
:

Abstract
The objectives of the research were to study farmers opinion toward the Promotion Small and Micro Community
Enterprises, Land Reform Area, Roi Et Province, to compare their opinion classified by personal factors and to study the
relationship between knowledge concerning community enterprises and their opinion The sample size consisted of 222 persons
selected from farmers in Small and Micro Community Enterprises, Land Reform Area, Roi Et Province. Data were collected by
questionaires and analysized by statistical software. Statistical tools used for data analysis were percentage, mean, standard
deviation, t-test, One Way ANOVA, and Pearson Product Moment Correlation Coefficient at the .05 level of significance. The
results of the research found that the farmers opinion toward the promotion of this project were at high level. Hypothesis
testing revealed that knowledge concerning community enterprises was associated with their opinion at the .05 level of
significance.
Keywords: Knowledge concerning community enterprises, Farmers opinion, The Promotion Small and Micro Community
Enterprises

*
**

; Email: w.peamsiri@gmail.com

[186]

 8
24 ..2559

(...)


...


..2548 ..2518
11 (..2555-2559)
...



(...)

(...)

1.
2.
3.

[187]

 8
24 ..2559

-
-
-
-
-

-
-
- ...

-
-
-
-
-

2559
500 222
Taro Yamane

1. 21
(Proportional Stratified Random Sampling)
2. (Simple Random Sampling) (Without Replacement)

3
1 2 3

1.
(Content Validity)

[188]

 8
24 ..2559
2. (Try-out)
30
30 ..2559
Cronbachs alpha (Cronbachs Reliability Coefficient Alpha)
.876

1) (Percentage) 2) (Mean)
(Standard Deviation) 3) t-test 4) (One Way ANOVA) 5)
(Pearson Product Moment Correlation Coefficient) .05

139 62.6 83 37.4

60 79 35.6 50-59 69 31.0
40-49 51 23.0 40 23 10.4
167 75.2 -
45 20.3 10 4.5
...4-01 204 35.6 ..3 10 4.5
8 3.6 26-35
79 35.6 16-25 71 32.0
1-15 59 26.6 36-45 9 4.0
46 4 1.8

(x = .89)
(x = .94) (x = .93) (x = .92)
(x = .77) (x = .92)

(x = 2.70)
(x = 2.82)
(x = 2.78) ... (x = 2.31)

1.

[189]

 8
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1.1 t-test
1
1

S.D.
t
x

83
2.71
.246
.456

139
2.69
.239

P
.649

1.2
(One Way ANOVA)
2
2

df
SS
MS
F
P
1.

3
.113
.038
.646
.586

218
12.707
.058

221
12.820
2.

2
.105
.053
.907
.405

219
12.715
.058

221
12.820
3.

2
.180
.090
1.562
.212

219
12.640
.058

221
12.820
4.

4
.235
.059
1.015
.400

217
12.585
.058

221
12.820
2.
.05




.05 (r =.319 .217 )

3

[190]

 8
24 ..2559
3

r
P
1.
-.022
.749
2.
.319
.000*
3.
.125
.062
4.
.048
.480
5.
.217
.001*

.264
.000*

1.
2.70
(2550)

2.
(2550)

(2552)


3.


(2548)

(2549)

[191]

 8
24 ..2559
1.

2.


3.

1.

2.

3.

. 2548. . : ,
.
. 2550. . :
, .
. 2549. .
: , .
. 2552.
. : , .

[192]

 8
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()

Quality of Work Life of Thailand Public Company Limited Employees,

Suvarnabhumi Airport
.
Sirisak Prachantasen and Associate Professer Vacharin Chansilp

()
() 241

.05 ()

: ,

Abstract
The objectives of this research were 1) to study the level of quality of work life 2) and to study related factors with
Quality of Work Life of Thailand Public Company Limited Employees, Suvarnabhumi Airport. The sample consisted of 241
employees of Airport of Thailand Public Company Limited Suvarnabhumi Airport. Data were collected by a using questionnaire.
Statistical tools were analyzed by Percentage, Mean, Standard Deviation, Chi-square, Gamma and Pearson Product Moment
Correlation Coefficient, at the .05 level of significance. The research result indicated that the employees of Airport of Thailand
Public Company Limited Suvarnabhumi Airport had moderate level of quality of work life and had high level of organizational
climate. Gender, age, level of education, period of working and income per month did not relate to quality of work life.
However, there was a significantly positive correlation between quality of work life and organizational climate.
Key Word: Quality of Work Life, Thailand Public Company Limited Employees

[193]

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( , 2553)
( , 2553)

()
24

()

()

1. ()
2. ()
3. ()

(Forehand, G. and V.H. Gilmer,1964)

(Walton, R., 1973)

1.
2.
3.
4.
5.

1.
2.
3.

()
1.
2.
3.
4.
5.
6.
7.

[194]

 8
24 ..2559

() 605
Yamane 241
(Stratified Random Sampling)


3
1.
2. ()
3. ()


(Percentage),
(Mean), (Standard Deviation) Chi-Square Gamma (Pearsons Product
Moment Correlation Coefficient)

139 57.7 102

42.3
25-35 120 49.8
36-45 69 28.6 25 23 9.5
134 55.6
94 39
13 5.4
5-10 103 42.7
5 65 27 11-15 24
10
20,000 182
75.5 15,001-20,000 46 19.1 15,000
13 5.4
()
(x = 3.63)
(x = 3.96) (x = 3.70)
(x = 3.64)

[195]

 8
24 ..2559
()
(x = 3.68) (x
= 3.75) (x = 3.67)
(x = 3.64)
()
()

() 0.05
(r = 0.687)
() .05 (Sig. = .000)
()
(r = .531) (r = .627)
( r = 0.51-0.80) (r = .506) ( r = 0.00-0.50)
.05 (Sig. =.000)

2 ()
()
()
(2547)
(2553)

()


()
()


()
()


()

[196]

 8
24 ..2559

()

1.

2.

. 2547.
. , .
. 2553. . ,
.
. 2553. . ,
.
Forehand, G. and V.H. Gilmer.(1964). Environmental Variation and Studies of Organizational Behavior.New York: Psychological
Bulletin.
Walton, R. (1973). Quality of Worklife: What is It?.Slone Management. Review 15:11-12.

[197]

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24 ..2559

The Participation in Local Development of People in Chiang Mai Municipality,
Chiang Mai Province
*

**

.
Pornpromma Paenthong and Assistant Professor Dr.Oranun Gluntapura

1)
2)
3)

399
t-test .05



.05



0.05
: , , ,

Abstract
The objectives of the study were to 1) investigate the participation level in local development of people in Chiang Mai
Municipality, Chiang Mai Province, 2) compare the participation in local development of people in Chiang Mai Municipality,
Chiang Mai Province, and 3) find out the relationship between information awareness in local development and participation in
local development of people in Chiang Mai Municipality, Chiang Mai Province. The 399 people who has the right for election in
Chiang Mai Municipality, Chiang Mai Province were the sample of the study. The questionnaire was the instrument for the study.
The percentage, mean, standard deviation, t-test, one way ANOVA and Pearsons Coefficient Correlation were the statistical
analysis at 0.5 level of statistical significance. The result of the study found that the sample has moderate level in participation
*
**

; E-mail: wt00293539@msn.com
; E-mail: fsocong@ku.ac.th

[198]

 8
24 ..2559
in local development in Chiang Mai Municipality, Chiang Mai Province. Majority of sample agreed in the benefit, the rest were
the practical participation, evaluation participation and planning participation, respectively. There was moderate level in
information awareness concerning the local development in local development. The hypothesis testing found that the different
age, education and profession of sample effected to the different participation in local development in Chiang Mai Municipality,
Chiang Mai Province at .05 level of statistical significance which accepted the hypothesis. On the other hand, the different sex
and income / month of sample effected to the non-different participation in local development in Chiang Mai Municipality,
Chiang Mai Province which rejected the hypothesis. Moreover, the information awareness in local development of people in
Chiang Mai Municipality, Chiang Mai province related to the same direction of the participation in local development of people
in Chiang Mai Municipality, Chiang Mai Province at .05 level of statistical significance which accepted the hypothesis.
Keywords: Participation, Local Development, Chiang Mai Municipality, Local Governments

..2475

..2476



..2498

..2540
16 ( . 2552)
5
9 78

( . 2550)

[199]

 8
24 ..2559



(2539)

1.
2.

3.

4



132,085 (Taro Yamane, 1973: 727-728)
(Taro Yamane, 1973: 727-728) .05
399 399


3
1
(Check List) 5
2 9
(Rating Scale) 5 Likert Scale

[200]

 8
24 ..2559
3
(Rating Scale) 30 4
Likert Scale


T-Test One-Way ANOVA (Person
product-moment correlation coefficient)

50 /
10,001-15,000


()



( x = 2.91) ( x = 3.34)
( x = 2.91) ( x = 2.80) ( x = 2.59)

(2546)



(2547)




.05 (2543)
[201]

 8
24 ..2559
:

.05


.05 (2554) :

.05

1. 4

2.

3.


1.

2.

. 2552. : . : .
. 2543. .
.., .
. 2539. : .
.., .

[202]

 8
24 ..2559
. 2546. : .
.., .
. 2547.
. .. , .
. 2554. :
. ..,
. 2550. . : .
Likert. 1932. Technique for the measurement of attitudes archives of psychology. NewYork: McHraw Hill International Book
Company.
Yamane, Taro.1973. Statistics: An Introductory Analysis. Third editio. Newyork: Harper and Row Publication.

[203]

 8
24 ..2559

Working Efficiency of the Local Administrative Organizations
in Thongphaphum District, Kanchanaburi Province
* . **
Pisit Tangpanitchayakul and Asoociate Professor Dr.Nuntana Lertprasopsuk

1)
2)
355

0.05 1)


2)





0.05
: ,

Abstract
The purposes of this research were to study 1) working efficiency of the local administrative organizations in
Thongphaphum District, Kanchanaburi Province and 2) factors affecting working efficiency of the local administrative
organizations in Thongphaphum District, Kanchanaburi Province. The sample size was composed of 355 persons who were
officers and officials of the local administrative organizations in Thongphaphum District, Kanchanaburi Province. The instrument
used to collect the data was a questionnaire and the statistics used to analyz the data were frequency, percentage, mean,
standard deviation and Pearson product moment correlation coefficient at 0.05 level of significance. The results of the research
showed that 1) overall, officers and officials of the local administrative organizations in Thongphaphum District, Kanchaburi
Province had opinions on working efficiency of the local administrative organizations in Thongphaphum District, Kanchaburi
*
**

; E-mail: p_hkb@hotmail.com
; E-mail: kpsnnl@ku.ac.th

[204]

 8
24 ..2559
Province at a high level. When each aspect was considered, it was found that the social oder aspect was the highest, followed
by the quality of life promotion aspect and commercial investment and tourism promotion aspect, respectively. 2) overall,
officers and officials of the local administrative organizations in Thongphaphum District, Kanchaburi Province had opinions on
working factors at a high level. When each aspect was considered, it was found that the obvious specification of roles of
members aspect was the highest, followed by the sound inter-group relation aspect and self development aspect, respectively.
The hypothesis testing showed that overall, the working factors of officers and officials of the local administrative organizations
in Thongphaphum District, Kanchaburi Province, which were the appropriate leadership, self development, sound inter-group
relation and obvious specification of roles of members aspects, significantly correlated with working efficiency of the local
administrative organizations in Thongphaphum District, Kanchaburi Province at 0.05 level of statistical significance, which agreed
with the hypothesis.
Keywords: Working Efficiency, the Local Administrative Organizations

() ..2557 (
() ..2557, 12 2558)
..2534 (
..2534, 12 2558) 3 1) 2)
3)

1.
2.

[205]

 8
24 ..2559

355


(Woodcoch, 1989: 116)


..2542 (
..2542, 12 2558)

-
-
-
-

-
-
-
-

-

-

(Questionnaire)
3
1

2

[206]

 8
24 ..2559
3
6



1. (Mean) (Standard Deviation)
2. (pearsons product moment correlation coefficient)
.05 5 (Hinkle D.E., 1998: 118)

1.
55.77 31-50 59.15 52.39
54.93 63.66 9,000-15,000 50.99
2.

( X =3.636, S.D.= .588)

( X =3.710, S.D.= .692)
( X =3.696, S.D.= .609)
( X =3.509, S.D.= .669)
3.

( X =3.875, S.D.= .486)

( X =3.907, S.D.= .521) ( X =3.892, S.D.= .546)
( X =3.811, S.D.= .585)
4.
(r= .658, Sig.= .000) 0.05
0.05
(r= .650, Sig.= .000)
(r= .632, Sig.= .000)
(r= .461, Sig.= .000)

[207]

 8
24 ..2559

1.




(2554: )
( )
()
2.



(2551: ) :

3.
0.05

(2547: 49)

1.

2.

3.

[208]

 8
24 ..2559

1.
2.

. 2547. . ().
__________. 2558. ..2542 (Online).
http://www.ratchakitcha.soc.go.th/DATA/PDF/2542/A/114/48.PDF, 12 2558.
__________. 2558. ..2534 (Online). http://regu.tu.ac.th/quesdata/Data/A81.pdf, 12
2558.
__________. 2558. ( ) . . 2 5 5 7 ( Online) .
http://www.ratchakitcha.soc.go.th/DATA/PDF/2557/A/055/1.PDF, 12 2558.
. 2551. . :
.
. 2554.
( ). , .
. 2551. : .
.
Hinkle, D.E, William, W. and Stephen G. J. 1998. Applied Statistics for the Behavior Sciences. New York: Houghton Mifflin Company, NY.
WoodCock, Mike. 1989. Team development manual. Worcester: Billing and Sons.

[209]

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Waste Management Behaviors of People in U Thong District, SuphanBuri Province
* . **
Tanyaporn Sritsmmarat and Associate Professor Dr.Nuntana Lertprasopsuk

1)
2) 3)

372

1) 2)

.05 3)

.05
: , , ,

Abstract
The objectives of this research were to study 1) waste management behaviors of people in Thao U Thong Subdistrict
Municipality area 2) compare the waste management behaviors by the personal factors and 3) study relationship between waste
management knowledge and waste management Attitude with waste management behaviors. The sample size was composed
of 372 persons selected from the representative household live in Thao U Thong Subdistrict Municipality area. The data were
collected by questionnaires and the statistical tools used for data analysis were percentage, mean, standard deviation, t-test,
One-way analyses of variance and Pearson product Moment correlation coefficient. The result showed that: 1) waste
management behaviors of people in Thao U Thong Subdistrict Municipality area in moderate level 2) the people which
different education, occupation, perception about waste management had the different waste management behaviors at the
significant difference level of 0.05, while there was no different between gender, age, the average monthly income of the
household, number of household members and duration stay local 3) waste management knowledge had positive relationship
at very low level with waste management behavior of people in Thao U Thong Subdistrict Municipality area, waste management
attitude had positive relationship at low level with waste management behavior of people in Thao U Thong Subdistrict
Municipality area at the significant difference level of 0.05.
*
**

(); E-mail: miw_funclubs@hotmail.com

; E-mail: kpsnnl@ku.ac.th

[210]

 8
24 ..2559
Keywords: Behaviors, knowledge, attitude, waste management

2556 26.77 7.2

5.1 2557
(2558: 6-3) 26.2 2556 0.6 1.11
14.7 2,450
15

19 ..2539 ..2550
24 ..2551 12 15,658 5,190

18 / 540 / 3
17 1
(, 2558: 7)

1.
2.
3.

12
-

[211]

 8
24 ..2559

12
5,190 (Yamane, 1970: 886) 372



4 1 (Checklist) 2
20 (Reliability) KR 20 = 0.864 3
5 15 (Reliability)
(Cronbach, 1990: 204) = 0.883 4 6 30 Rating Scale
5 (Reliability) = 0.909 5



T-test (One-way Analysis of Variance) LSD
(Pearsons Product Moment Correlation
Coefficient) .05

1. 52.20 41- 50
47.60 44.40 / 31.70
25.5 15,001-30,000 42.50 4-6 68.50
16 60.50 83.90
50.80 47.90
/ 16.00
2.

2.1 (=12.85, S.D.= 3.78) 2.2

(=3.95, S.D.= 0.44) 2.3
(=3.36, S.D.= 0.67)
5 1
3.
3.1 1
3.1.1
0.05

[212]

 8
24 ..2559
3.1.2
0.05
3.1.3
0.05

0.05 (= 3.12, S.D.= 0.75)
(= 3.47, S.D.= 0.74) (=3.39, S.D.= 0.60) (= 3.37, S.D.= 0.65)
0.05
3.1.4
0.05

0.05 (= 2.90, S.D.=
0.52) (= 3.53, S.D.= 0.61) / (=3.37, S.D.=
0.50) / (= 3.28, S.D.= 0.72) (= 3.38, S.D.= 0.70) 0.5
/ (= 3.28, S.D.= 0.72) (= 3.53, S.D.= 0.61)
0.5
3.1.5
0.05
3.1.6
0.05
3.1.7
0.05
3.1.8
0.05
3.2 2
(r=-.149, Sig.= .004) .05

3.3 3
(r=-.312, Sig.= .000) .05

1.

(2552) (2553) (2553)
(2554)
2.

[213]

 8
24 ..2559
(2549) (2553) (2553)

3.
0.05 (2553)
(2554) (2554)
0.05
4.
0.05 (2552)
(2554) (2554)
0.05
5.
0.05
(2549) (2553) (2553) (2554)

6.
0.05
(2549)

7.
0.05
(2549)

8.
0.05
(2549) (2550)
(2554)
0.05
9.
(r=-.149, Sig.= .004) .05

(2550)
(2553) (2553)
0.05
10.
(r=-.312, Sig.= .000) .05

(2553) (2556: 96-100)
0.05

[214]

 8
24 ..2559

1.
2.

3.

1.
2.
3.

, . (2558). 2557. :
.
. (2542). :
. .
. (2552).
.
. (2558). (..2559-2561). : .
. (2553).
.
.
. (2557). .
.
. (2554). .
.
. (2550). .
.
. (2549). .
.
. (2550). :
. .

[215]

 8
24 ..2559
. (2554).
.
. (2553).
. .
Cronbach, Lee. J. (1990). Essentials of Psychology Testing. 5th ed. New York: Harper Collins Publishers Inc.
Yamane Taro. 1970. Statistic: An Introductory Analysis. Tokyo: Harper International Edition.

[216]

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Democratic Citizenship of People in Narathiwat Municipality, Narathiwat Province
* . **
Wassphon Kittichokwattana and Associate Professor Dr.VacharinChasilp

395

, , , , ,
0.05
( x = 3.51) , ,
, , ,

: ,

Abstract
The object of this research were to study the level of democratic citizenship of people in Narathiwat municipality,
Narathiwat province and to determine factors affected their the democratic citizenship. The samples composed of 395 people
in Narathiwat municipality, Narathiwat province. Proportional Stratified random sampling and sample random sampling method
were end. The data were collected by using questionnaires and analyzed by using the packaging computer programe. Statistical
tools employed in data analysis and presented through Percentage, Mean, Standard Deviation, T-test, One-Way ANOVA and
Pearson Product-Moment Correlation Coefficient. The level of significance for statistical testing was 0.05. The research findings
are as follow. The level of democratic citizenship of people in Narathiwat municipality, Narathiwat province was moderate level
( x = 3.51). According to the hypothesis income, level of education, and political socialization caused difference in the attitudes.
However, gender, age, religious did not caused any difference in the attitudes
Keywords: Democratic, Citizenship

; E-mail:ragazzo.wk@outlook.com
; E-mail:dr.fsocvrc@ku.ac.th

**

[217]

 8
24 ..2559

20

..2475

..2500

( , 2553: 50)




( ,2551)


(Citizenship)( ,2555: 48-49)
..2475
20

1.
2.

[218]

 8
24 ..2559

395
12,202 Wanlop ( , 2556: 142)
95 5

1. 35
(Proportional Stratified Sampling) ( ,2555: 159)
2.

1.
2.
3.


(Percentage),
(Mean), (Standard Deviation) , (T-test), (OneWay ANOVA), (Pearson Product-Moment Correlation Coefficient)

1
2
3
4
5
6

(2553), (2556)
(2551),(2546)
(2537)
(2551)
(2551)
(2553), (2556)
(2520), (2549)

[219]

(2551),( 2556) (2557)
(2557)
(2529)
(2556),(2556)(2553)
(2520)
(2556)

 8
24 ..2559

1.
2.
3.
4..

1.
2.
3.
4.

1. 208 52.7 187

47.3
2. 32-45 181 45.8
18-31 112 28.4 60 24 6.1
3. 267 67.6
126 31.9 2 0.5
4. 10,001-20,000 171 43.3
20,001-30,000 109 27.6 30,001
48 12.2
5. 203
51.4 168 42.5
24 6.1
6. ( x =3.51)
( x =3.99)
( x =3.89) ( x =3.13)

7. ,
, .01, .00 .00

[220]

 8
24 ..2559
1
t Sig 0.623 0.05

2
(One-Way ANOVA) Sig 0.166 0.05

3
(One-Way ANOVA) Sig 0.221
0.05

4

.05 30001
10,000-20,000 20,001-30,000


(2551)
:

5

.05



(2551) :

6

.05



(2520)
, (2549)
3
, (2553)

[221]

 8
24 ..2559
(2556)
,

1.

3


2.

1.

2.

3.

4.

. 2551. . : :
. 2551. : . :
. 2549. 3
. ,

[222]

 8
24 ..2559
. 2529.
3 3 . ,

. 2520. .
, .
. 2556. .

. 2555. . .
. 2556. .
. 2556. . .
. 2547. SPSS. : .
. 2555. . : .
. 2553. .
,
. 2551. :
.
.
. 2522. .
, .
. 2557. .
,
. 2556. . : .
. 2546. : .

. 2537. 6
. ,

[223]

 8
24 ..2559

1
()
Opinion of the assured for the voluntary insurance type 1 policy of Viriyah insurance
public company limited Donmueang branch
** . *
Piyanat Wattanaurai and Associate Professor Dr.Kowit Wonglurawat

1.) 1
() 2.) 1 ()
3.)
1 () 1
() 235
t-test
LSD Chi-Square test
1 ()
1
1


: , , 1,

Abstract
The objectives for study Opinion level of assured towards the voluntary insurance type 1 policy of Viriyah Insurance
Public Company Limited Donmueang branch. 2.) .Compare opinion of the assured towards voluntary insurance type 1 policy of
Viriyah Insurance Public Company Limited Donmuang branch. Classified by personal fector. 3.) Study the relationships between
car factors and opinion of assured towards the voluntary insurance type 1 policy of Viriyah Insurance Public Company Limited
Don Mueang branch.The data of this study was collected by 235 assured who make the voluntary insurance type 1 policy of
Viriyah Insurance Public Company Limited Don Mueang branch. Data collection instruments is questionnaire. Data analysis using
percentage, mean, standard deviation, t-test, The one-way analysis of variance (One-Way ANOVA). When found difference then
analysis for difference of average paired by LSD method. And correlation test of Chi-Square. The result of the study indicated
**
*

; E-mail: mamiew_13@hotmail.com

[224]

 8
24 ..2559
that opinion level of the assured towards voluntary insurance type 1 policy of Viriyah Insurance Public Company Limited
Donmueang branch are high levels. Hypothesis testing indicated that personal fector about different of gender, the average
revenue per month and career affect to the opinion towards making for the voluntary insurance type 1 policy and car usage
relation to opinion towards voluntary insurance type 1 policy aslo brand and type of car have supreme relation with car price
that make an insurance and car lifetime have supreme relation with promotion
Keywords: Opinion, insurance, type 1, Viriyah Insurance

4










. ..2535

1 1

1. 1 ()

2. 1 ()

3. 1
()

()

[225]

 8
24 ..2559

235
(Stratified Random Sampling)


1
3
1
2

3 1 ()
Likerts Scale


(Percentage), (Mean),
(Standard Deviation), t-test, (One Way ANOVA)
Chi-Square test

1
() 235 124 52.77 111
47.23 35-45 77
32.77 117 49.79 93
39.57 148 62.98
30,001- 40,000 81 34.47
89 37.87

1 HONDA
59 25.11 1 166
70.64 . .. 1 1,500 .. 63
26.81 1 500,001-700,000 67 28.51
1 1 83 35.32
1

[226]

 8
24 ..2559
1 ()
3.82 0.58

1. 1 ()

1 ()
2. 1 ()

1
()

1 ()


, website, line

1.
1 ()

2. 1
()

. 2545. . :

. 2546. . : .

[227]

 8
24 ..2559
. 2538. ( 2). : .
. 2551. . : .
. 2547. .
. :
. 2520. . : .
. 2529. . : .
Applewhite, Phillip B. 1965. Organization and Behavior.New York; Prentice Hall.
Campbell, R. F. 1976. Administration Behavior in Education. New York: McGraw Hill.
Kotler, Philip. 1997. Marketing management: analysis, planning, implementation and control. 9th ed. New Jersey:Asimon&
Schuster Company.
Mark S. Dorfman. 1991. Introduction to Risk Management and Insurance. 6th edition, Englewood Cliffs, New Jersey: Prentice-Hall.
Nunally Jum C. 1950.Test and Measurements Assessment and Prediction. New York: McGraw Hill Book Co., Inc.

[228]

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Quality of Work Life of Government Officers'

Office of the National Economic and Social Development Board
. * **
Professor Dr.Waniop Rathachatranon and Krittawich Pichayaporn

1)
2)
3)

221
( ) (S.D.)
1.
2.
3.

: ,

Abstract
The purposes of this study were to1) Quality of Work Life of Government officers' Office of The national economic and
social development board2) to compare the Quality of Work Life among Government officers' factors are different3) to study
the relationship between the quality of work life and organization climate. The samples are 221persons fromGovernment
officers' Office of The national Economic and Social Development Board andusingproportional stratified random
samplingmethod. The research instrument used inthis researchwas questionnaire. The statistics usedfor data analysis
werepercentage, mean, standard deviation (S.D.),Analysis of variance (t-test and one-way ANOVA) and Pearson Product Moment
Correlation Coefficient. The results showedthat 1) Quality of Work Life of Government officers' Office of The National Economic and
Social Development Boardwasmoderate. 2) The difference in individual factors has no influence on level of Quality of Work Life 3) The
overall quality of work life has a positive relationship with the level of organization climate at .05.

Keywords: Quality of Work Life, Government officers' Office of The National Economic and Social Development Board
*
**

; E-mail:dr.wanlop@hotmail.com
; E-mail: Krittawich@nesdb.go.th

[229]

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(Happiness and Quality of Life)
(Human Capital) (.)
.
//
. .

(Quality of Work Life)

( , 2530)

8


(Walton, 1974) Walton
(Think tank)


GDP .

.


.





Forehand

4
(Forehand,1964)

[230]

 8
24 ..2559

1.
2.

3.

494
Wanlops 221 (proportional
stratified random sampling)


3 1 2
3


(Percentage),
(Mean), (Standard Deviation) (t-test) (one-way
ANOVA) (Pearson Product Moment Correlation Coefficient)

31-40 ( 31.2)
( 58.4) ( 67.9) 5 ( 32.1)
( 33.5)

[231]

 8
24 ..2559


3.79
3.94, 3.9, 3.67 3.61


3.61 3.86

3.80, 3.70, 3.70, 3.64, 3.62, 3.20
3.16

t-test one way anova


0.05

(Pearson Product Moment Correlation Coefficient)

(r = 0.50)
(r = 0.55)
(r = 0.51) (r = 0.25) 0.05

1. 2.2
(2555)

(2551)

-

[232]

 8
24 ..2559
2. 2.3
(2545)
.




3. 2.3
(2557)



(2550)

1.

/



2.





1.

2.

[233]

 8
24 ..2559

. 2551.
- . ,

. (2550). .
, ,
. 2530. . : .
. 2557. .
,
. 2548 . : ,
.
. 2542. . :
.
. (2545).
. , ,
. 2534.
. : .
. 2555. .
( ), .
Forehand, D.A. (1964). Environmental Variation in Studies of Organization Behavior,Psychological Bulletin. 6 (2): 162.
Walton, R. (1974). QWL indicators-Prospects and problems. In A. Portigal (Ed.). Measuring the quality of working life. (pp.57-70).
Ottawa: Department of Labour.

[234]

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The Opinion of the Company Customers on the Quality of the
Boss Outsourcing ServiceCo.,Ltd
. * **
Assistant Professor Dr.Oranun Gluntapura and Jiraporn Rodparn

2


200
t-test
.05

0.05
3 0.05


0.05

: ,

Abstract
This research is aimed primarily two reasons first, the study of the opinions of its customers for the quality of services
of Boss Outsourcing ServiceCo., Ltd.The second study compared the opinions of its customers for the quality of service. The
Boss Outsourcing service by personal factors.The sample in this research. Selected from The Companys customer Boss
Outsourcing Service 200 people used to gather the data were analyzed using statistical software. The statistics used in the
analysis were percentage, mean, standard deviation, the t-test, ANOVA analysis. Pearsons Product Moment Correlation
Coefficient, at the .05 level of significance. The results of this study found that the level of the company's customer reviews on
the quality of service and the company Boss Outsourcing Service. To test the hypothesis that the difference of sex. Opinions in
the field of care for the needs of different customers.And suppression of intellectual property rights violation, at the .05 level of
significance.The Opinion on the other side. Not significantly different statistically the difference between the revenue. Reviews of
service in three different sides. And suppression of intellectual property rights violation, at the .05 level of significance.Including:
[235]

 8
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In response to the needs of customers. And take care of the needs of customers. The difference of channel of contact.Opinions
on the service reliability in service. The attention to the needs of different customers., at the .05 level of significance.and the
age, education level, in your face function, age, work experience, duration of customers. The type of users, each were not
significantly different.
Keywords: Opinions of its Customers, Quality of Services

(Outsourcing) (Outsourcing)











(Outsourcing)

1.
2.

[236]

 8
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200
(Stratified Random Sampling)



2 1.2.



(Percentage),
(Mean), (Standard Deviation)

1. 63.5 36.5
2. 26-35 51.0
36-45 22.0 25 20.5 46 6.5
3. 15,001- 20,000 31.0
15,000 27 20,001- 25,000 24.5 25,001 17.5

4. 65.5
18.0 16.5
5. 66.5
18.0 10.0
5.5
6. 4-6 40.0 3
36.0 7-9 24.0
7. 4-6 48.0
3 37.0 7-9 15.0
8. 38.1
29.9 21.8 28.7
Facebook, Line 1.5

[237]

 8
24 ..2559

5
4.30
(X = 4.51) (X = 4.47)
(X = 4.43)(X = 4.41) (X = 3.70)

1. .05
1.1
0.05

1.2

1.3
3 0.05

1.4

1.5

1.6

1.7

1.8

0.05

1



0.05
3 0.05

0.05

[238]

 8
24 ..2559

1.
2.

3.

. (2551).
(MRTA)., .
. 2539. .
,.
, , 4 ( 2), (: , 2536),
248-249.
, , (: , 2534), 2
, , (: .., 2535), 77.
, ,.( .:. , 2525), 15-16

[239]

 8
24 ..2559
. 2549. . 9. : .
. 2543. . . 15 21-22.
, : , (: , 2526), 1.
, .:., (: 2540), 50.
. 2548. : .
, .
, , (: , 2531), 3.
. 2546. .... : Be Bright Books.
. 2545. . 8-15. :
.
, , (: , 2525), 1.
. 2547. . : .
. 2539. . (-). 2. :
.
. (2542). (Quality in service). 3.: .
. 2556. . 2. : .
, , (: , 2529), 92.
, , (: , 2522), 103.
. (2545). (Customer service satisfaction strategy). 3. : .
. 2543. . 7.: .
. (2550). (Excellence service). 5. : .

[240]

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Current Conditions and Needs for Academic Training of Civil Servant,

the Secretariat of the Prime Minister Office within ASEAN Context
*

Autchanut Muagnuam

:
1.2.
3.
4.
127
1.
3.27 3.14
3.11 3.09 3.03
2. 2.52
2.32 2.16
3. 4.05
4.04 3.84
4.
4.1
3.28 3.14
4.2
2.52 2.32
2.16 4.3
4.05 4.04 3.84
: , , , ,

Abstract
This research aims to (1) study the training of the Secretariat of the Prime Minister Office, (2) Conduct a comparative
study on the current training needs of the academic officials working under this Office, (3) Run an analysis vis-a-vis the demand
*

; Email: autchanutm3@gmail.com

[241]

 8
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for civil servant trainings classified by academic factors, and (4) To provide recommendations regarding the training for academic
officials of the Secretariat of the Prime Minister Office. The research subjects are drawn from a range of experts and qualified
personnel including the specialist and the operative specialists, all of which amount to the total of 127 study samples. The
findings reveal the following results: 1. With respect to the nature of the training, the one with the highest average mean
concerns issues of the training hours and its budgetary expenses, of which contain a moderate perspective at = 3.27, followed
by = 3.14 on policy planning and strategic goals. Other issues can be viewed, from highest to lowest average mean, namely
an evaluation of the training ( = 3.11), the trainings strategic framework ( = 3.09), and training techniques ( = 3.03). 2. The
current state of training with the highest average mean is presented to be about the aspect of attitudes, containing = 2.52,
followed by a matter of skills ( = 2.32), and the learning aspect, of which contains the lowest ranking of = 2.16. 3. Concerning
the need for the Training, it is found that this particular issue holds the highest average mean with a high demand of = 4.05, a
= 4.04 for attitudes aspect, and and = 3.84 on learning aspect, respectively. 4. The results of this study indicates that, with
regards to the current conditions and the training needs of civil servants under the Secretariat of the Prime Minister Office,
within ASEAN context, the followings steps should be carried out: 4.1 Regarding the nature of the training, the one with the
highest average mean concerns issues of the training hours and its budgetary expenses, of which contain a moderate
perspective at = 3.28, followed by = 3.14 on policy planning and strategic goals. Other issues can be viewed, from highest
to lowest average mean, namely an evaluation of the training, the trainings strategic framework, and training techniques. 4.2
The current state of training with the highest average mean is presented to be about the aspect of attitudes, containing = 2.52,
followed by a matter of skills ( = 2.32), and the learning aspect, of which contains the lowest ranking of = 2.16. 4.3 Vis-a-vis
the need for the Training, it is found that the knowledge on skills holds the highest average mean with a high demand of =
4.05, a = 4.04 for attitudes aspect, and = 3.84 on learning aspect, respectively.
Keywords: Knowledge, Attitudes, Skills, Technical Training, Evaluation Training

..2558 (
, 2556)


...

7 5


( ...,2556)


[242]

 8
24 ..2559
(,2554)


( .., 2557)

1.
2.
3.
4.

1. (
)

127
2. (
) 127 10
185 , (Taro Yamane, 1973: 125)
.05 127


(Open-ended Question) 4
1

2
3 3

[243]

 8
24 ..2559

1.

2.

T-test ANOVA

3.

127 76.4 35-44 38.6

60.6 40.2 1-5
26.8

35-44
11-15
1.
3.28 3.14

2. 2.52
2.32 2.16
3. 4.05
4.04 3.84
4.





1.

3.27
3.13 3.11
3.09
3.03

[244]

 8
24 ..2559
2.

3
3.26 3.20
3.17 3.14

2.93
3.

3.41
3.40
3.28 3.16
3.13
4.

3.10 "
Group-Process" 3.02 (Training-needs)
3.01
3.00
5.

3.25

3.20 3.06
3.03 (CIPP-Model)
3.01

[245]

 8
24 ..2559

1.





2. 35-44
1-5


3.

1.

2.

3.

4.

, , 2556. ( ) :
http://www.mfa.go.th/asean/contents/files/other-20140102-103348-182352.pdf (9 2558)
.. , 2557
..., (2556). (..2556-..2561) 1. :
.
, 2554. . 2552-2556.
Yamane, Taro.1973 Statistics: An Introductory Analysis. Third edition. Newyork: Harper and Row Publication.

[246]

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24 ..2559

The Saving Behaviour of The Farmers within Amphoe Ban Pho Chachoengsao Province
*, ** ***
Anuchit Boonbunjong, Associate Professor Juthatip Khaitabtim and Associate ProfessorValaiporn Attanandana

1) 2)
3)

365
.05 41-50
(.
..) 10,001-20,000





: , , , ,

Abstract
The objectives of the study are to investigate the farmers saving behaviourwithin Amphor Ban Pho, Chachoengsao
province and the relationship between these specified farmers saving behaviour by conducting an assessment upon personal
and economic factors as well as the significance level of factors affecting different types of saving. The research samples are
casted upon the total number of 365 farmers residing within Amphor Ban Pho. Designed questionnairesare utilised as this
studys research tool.The Percentage, Mean, Standard Deviation, and Chi-square Test are used as the study's statistical analysis
tools, all of which are based on the statistical significance of .05. The findings reveal that the majority of studied farmers are
male, who are 41-50 years of age, married, and have savings and saving plans. Majority of their savings are kept in the form of
cash deposit with BAAC, for the purposes of particularly in the event of sickness and emergency. The total savingsamountrange
between anaverage of 10,001-20,000 Baht per year. With regards to the relationship between savingsbehaviour of the farmers
and the personal factors, it is found that the saving objectives are related and depended upon factors of age, education, year of
* () ; E-mail: g5616050253@ku.ac.th
**
; E-mail:fsocjtk@ku.ac.th
***
; E-mail: fecovaa@ku.ac.th

[247]

 8
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agricultural occupation, the number of patronages, and the model of agriculture. The saving characteristics are noted to be
related to the number of patronage in particular. However, the relationship between the farmers saving behaviour and the
economic factors reveals that saving plans arelinked to the amount of debts and the sizes of land owned by the landowners.
The saving model is said to be correlated withthe property, the debts, and the size of land possession. The saving objectives,
arguably, areassociated with the income earnings and the debts. The most important factor is said to concernthe saving model
selection such as security, other relevant factors are namely the products and the financial status respectively.
Keywords: Savings Behaviour, Farmers, Amphor Ban Pho, Type of Savings, Purpose of Savings

..2541
20 ..2541 31


9 ..2554




..2557 14.98
74.30 115,445
100,000 11.4 56.70
500,000 7 3.70 (
, ..2557)





3,344,375 2,002,798 59.88
59,558 ( ..2556) 70

..2553 ..2558 ( )
..2558 ..2557 0.85

[248]

 8
24 ..2559
..2555
( ..2558)

1.
2.

3.

17

9
2,733
Taro Yamane (1973) 365 ..2557 ..2558

(Questionnaires)
4
1

2
3

4
Likert Scale



1.
(Percentage) (
[249]

 8
24 ..2559
2.
(Chi-square Test) 2 0.05
3.
(

(Liquidity-Preference Theory of Interest) Keynes (1936)

(Rate of Interest) (Liquidity) (Quantity of Money)
3 1) (Transection Demand for Money) 2)
(Precautionary Demand for Money) 3) (Speculative Demand for Money)
(The Life Cycle Hypothesis) Albert Ando and Franco Modigliani (1963)

1.
2.
3.
4.
5.

6.
7.

1.
2.
3.
4.

1.
2.
3.
4.
5.

[250]

 8
24 ..2559

41-50
5-10 1-2

100,000-200,000
/ 10
/ 100,000 (..., , .)

1 2
3 1 ... 2
3
10,001-20,000















(
)

[251]

 8
24 ..2559

(2539) ...


(2553)
(2552)
... ...
...
(2551)


(2553)
400,000


(2551)

(2554) ...

...

[252]

 8
24 ..2559

1.
...

...

2.

. 2551. .
, .
. 2556. , (Online). http://www.province.chachoengsao.go.th/
index.php/2013-04-24-07-04-27/2013-06-10-02-45-45/244-2013-06-12-04-19-58, 25 2558.
. 2558. , , , (Online).
http://www2.bot.or.th/statistics/ReportPage.aspx? reportID=703&language=th. 10 2558.
. 2554.
. , .
. 2551. .
, .
. 2553. .
, .
. 2552. ,
4 ( ). .
. 2539. .... ,
.
. 2554. ..2548-2552. ..2554.
. 2558. ..2533-2555 (Online). http://service.
nso.go.th/nso/web/statseries/statseries15.html, 1 2558.

[253]

 8
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__________. 2557. 2557. 11, 2, 2557.
Ando, A. and F. Modigliani. 1963. The Life-cycle Hypothesis of Saving: Aggregate Implications and Tests, The American
Economic Review March, 1963 vol. 53 no.1pp 55-84.
Keynes, J.M. 1936. The General Theory of Employment, Interest, and Money. New York:the Polygraphic Company of America.
Yamane, T. 1973. Statistics: An Introductory Analysis. New York: Harper and Row.

[254]

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()

The Readiness of the Hotel and Resort Management Students (International Program)
DusitThani College enter toward the ASEAN Economic Community
* **
Sirisuk Khunaraksa, Associate Professor Juthatip Khaitabtim

()
(
)
()

()
() 187
t-test
()
( 0.63)
( 0.70)
( 4.28) ( 4.26)
( 4.34)
0.5
: , , ()

Abstract
The objectives of the study are to study the readiness level of the Hotel and Resort Management Student
(International Program)DusitThani College towards entering the ASEAN Economic Community and to conduct acomparative
study of the their readiness upon entering into the AEC era, which will be determined using personal assessment factors. The
research also aims to explore the relationship between the elements of AEC knowledge and awareness of the students and
their readiness for the AEC as well as to examine the links between the students perceptions on the Colleges programme and
the students readiness for joining the AEC. Within this study, 187 Hotel and Resort Management Students (International
* () ; E-mail: g5616050245@ku.ac.th
**
; E-mail: fsocjtk@ku.ac.th

[255]

 8
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Program) attending DusitThani College are selected as the study samples. Questionnaires are used as a research tool for the
purpose of data collection. The statistical tools used in this study are namelyPercentage, Mean, Standard Deviation, t-test,
statistical hypothesis testing One-way analysis of variance (One-Way ANOVA or F-test), and Pearson Correlation Coefficient. The
result reveals that the level of knowledge on the AEC, as held by the students, is fairly moderate ( = 0.63) while the level of
awareness concerning the merging agreements between the departments of Tourism and the Hotel and Resort, and freedom of
movement is ranked as High ( = 0.70). Also, the attitudes towards the management of the programme are considerably High
( = 4.28) and the readiness concerning the language skills and efficiency is fairly High ( = 4.26). Lastly, the findings indicate that
the readiness of those who are qualified to work in the field of Hotel and Resort is placed as High ( = 4.34) while it should be
noted that the difference in the students years and classes conveys significant different results when it comes to the issue of
the students readiness upon entering the AEC era, of which the statistic significance value is marked as .05.
Keywords: Readiness, ASEAN Economic Community, Hotel and Resort Management Student (International Program) DusitThani
College

(Association of South East Asian Nations) ASEAN

ASEAN Community

3 1. (ASEAN Political and
Security Community: ASPC) 2. (ASEAN Economic Community: AEC) 3.
(ASEAN Socio-Cultural Community: ASCC)
(ASEAN Summit) 12 10-14 ..2549
10 2563 (..2020) ..2558 (..2015)
Bali Concord II ..2546 2020
(ASEAN Economic Community: AEC) 21
(ASEAN Economic Community:
AEC) 12 1 ..2558 31 ..2558

5



10 500




(Mutual Recognition Arrangement: MRA) 8

[256]

 8
24 ..2559

MRA

(AEC) 2558
10 (AEC)
()


(MRAs) 8











()



()
()



()

1. ()

2. ()

[257]

 8
24 ..2559
3.
()
4.
()
5.
()

() 1-4 2557 187

4
1
2
2.1
2.2
3
4 ()

2558

1. (Mean) (Percentage)
(Standard Deviation)
2. t-test, One Way ANOVA
(Pearson Product Moment Correlation Coefficient)

64.7, 4, 3.01-3.50
56.7 77.5

[258]

 8
24 ..2559

( = 0.63, S.D. = .113)
( = 0.70,
S.D. = .203)

( = 4.28, S.D. = .194)

( = 4.23, S.D. = .193) ( =
4.34, S.D. = .152)

1.
()


2. ()
2
()

()


3.
2 1,34
2 1
3 4
4. ()

[259]

 8
24 ..2559

1.

2.
(Hotel and Accommodation Service)

3. ()

1.

2.

. (...).
6 .
. 2555. .
12 2555 , 2555.
. 7
.
. 2555. .
.
. 2555. .
.
. 2554.. : www.mfa.go.th/asean
. 2556.
. .

[260]

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The Readiness of the Engineering Students at Thanyaburi Rajamangala Technology
University Entering tothe ASEAN Economic Community
* **
Puangrat Damsong and Associate Professor Juthatip Khaitabtim,

344





.05
: , ,

Abstract
The objectives of the study are to investigate the readiness level of the Engineering Students at Thanyaburi
Rajamangala Technology University enteringto the ASEAN Economic Community (AEC) and to find out the factors relating to the
readiness of Engineering Students, at Thanyaburi Rajamangala Technology University upon entering the AEC. In this study, 344
Engineerstudents at Thanyaburi Rajamangala Technology University are the samples of this study. Questionnaires are used as a
research tool for data collection. The Percentage, Mean, Standard Deviation, One Way ANOVA and Multiple Classification
Analysis are selected and employed as statistical analysis for the study. The findings indicates that the students readiness, of
those who attend Thanyaburi Rajamangala Technology University, is at moderate level. Majority of the students has high level
of readiness with regards to professional standards. The students awareness with respect to the AEC issue are at high level. The
study also shows that the majority of them needs to work at Singapore. Personal factors which have no relations vis-a-vis the
readiness of the students entering to the AEC are namely sex, age, years of study, GPA, domicile, educational goal, and the

* () ; E-mail: g5616050211@ku.ac.th
**
; E-mail: fsocjtk@ku.ac.th

[261]

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parents occupation. On the other hand, the need for work locating in the AEC countries has certain correlation with the
readiness of the students for the approaching AEC era, which is levelled at .05 on the statistical significance scale.
Keywords: Readiness, ASEAN Economic Community, Engineering Students at Thanyaburi Rajamangala Technology University

2558 10 (Asian Community:

AC)

( , 2556: 1)

(Mutual
Recognition Arrangement: MRA)
8


( , 2555)

..2558

1.

[262]

 8
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2.

4 1
2, 3 4 2,436
Taro Yamane (1973) 344

3
1
-
2

2.1
2.2
3

1. (Percentage)
-
2. (Mean) (Standard Deviation = S.D.)

3. (Analysis of Variance: ANOVA) (Multiple
Classification Analysis: MCA)

70.1 22 24.7 3 38.7
2.50 46.5 61.0
36.9 -/ 25.0

[263]

 8
24 ..2559


( = 0.85)
8
( =0.95)
( =0.62)

52.0
39.6 8.4
3 1 59.1 2
22.7 3
26.5

( = 3.28, S.D = 0.50)
( = 3.84, S.D = 0.61) 3

( = 3.29, S.D = 0.68, 3.02, S.D = 0.66 2.90, S.D = 0.85)

(2555)

[264]

 8
24 ..2559


8

3 1
2 3
(2554)
2015
2015
..2558 (..2015) 4

4
7

1.

/

2. (Memorandum of Understanding: MOU)


3. /
/
4.



5.

1.

[265]

 8
24 ..2559
2.
Cluster or Network Organisation
3.

4.

(Mutual Recognition Arrangement) MRAs

1.

2.

. 2555. AEC.
, .
. 2554. . : .
. 2553. (Online). www.mfa.go..th/web/1732.php, 28 2558.
. 2555. . :
.
. 2555.
. , .
. 2555. . (Online). www.daiynews.co.th/businesss/232000, 30
2558.
. 2554. 2015.
31(6): 34.40.

[266]

 8
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. 2556. .:
.
Yamane, T. 1973. Statistics: An Introductory Analysis. 3rd ed. New York: Harper and Row Publication.

[267]

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24 ..2559

A Feasibility Study of Investment on Rice Mill Factory in Nakhon Si Thammarat Province

*

**

***

****

, . , .

Pitsinee Pornprasit, Dr.Kanatnan Thaweewat, Dr.Bhisanuwat Thaweewat and Associate Professor Sri-on Somboonsup

(1) (2)
(3)

, ,

64,542 10,000
54,542 100
60

11 9.37 106,848,170 19.14
14.39 1.60
28.87 40.60
: ,

Abstract
The study are aimed to (1) explore the marketing environment of rice mill factory in ChangwatNakhon Si Thammarat. (2) study
technical aspects of rice mill factory to be invested in AmphoeChianYai.(3) perform financial feasibility. The study used primary data
obtained from participatory observation and in-depth interviews used secondary data obtained from academic papers of various
sources including the internet. Both types of data were used in descriptive and quantitative analyses. Financial tools were net
present value (NPV), profitability index (PI), internal rate of return (IRR), modified IRR (MIRR) and switching value test (SVT).The
study result revealed that in 2014 ChangwatNakhon Si Thammarat produced most of rice production and had highest number of
rice mills in southern Thailand. However AmphoeChianYai produced 64,542 tons of rice but there were only 3 rice mills with
production capacity of 10,000 tons. The oversupply of 54,542 tons was adequate to set up a new rice mill with capacity of 100
tons perday. The technical study indicated that an investment on large rice mill using certified electrical machine was more
*

, Email: p_pitsinee@hotmail.com
, Email: ka_nund@hotmail.com
***

****

**

[268]

 8
24 ..2559
appropriate than the small one. The financial result on BOI case under project life of 11 years and WACC as discounted rate of
9.37percent, showed that the project was feasible since NPV was 106,848,170 baht, IRR was 19.14 percent, MIRR was
14.39percent, and PI was 1.60. The SVT indicated that revenue could be down 28.87 percent or total cost could be up 40.60
percent.
Keywords: Feasibility Study, Rice Mill Factory

(,2558)
2557 77.805 36.836
50.99
1,187,883 1.54 623,836
1.69

32.89 (
,2558)

390,686 226,031 ( , 2558)
37 224,600 ( ..., 2557)

3 10,000 64,542
54,542


(, 2557) 2558


GMP (Good Manufacturing Practice) (, 2558)

[269]

 8
24 ..2559
(1)
(2) (3)

20 408
,
40 3 1)
2) 3)
..2558 ..2559

1. 11
1
2. (Discount rate) (WACC) 20
3. (Real Cash Flow)

4. ( (
145))
5. 300 -
65
6. 18,000 30,000


7. (Operation Cost) ( ),

8.

[270]

 8
24 ..2559
2



( ,2549; ,2548)





(1) (2)
(WACC) (3) (NPV)(4) (IRR) (5)
(MIRR) (6) (PI) (7)
(Switching Value Test) ( , 2542; , 2550; , 2555; Lin. S.A.Y, 1976;
Annie Koh, Ser-KengAng, Micheal C. Ehrhardt and Eugene F. Brigham, 2014)
(
, 2558)

390,686 226,031
37 224,600
54,542








408
20

1

[271]

 8
24 ..2559

1
: (2558)


Grain Separator
(Husk)
(Huller)

(Whitening and Polishing) (Rice Bran)

(Head Rice)

2

2
20 (Board of Investment: BOI)
8 10 (

[272]

 8
24 ..2559
) 11
(Real Cash Flow)

BOI BOI 1
1

(60 )
(100 )
BOI
BOI
BOI
BOI
WACC
9.37
9.44
9.37
9.44
NPV
51,344,553
30,622,047
106,848,170
67,506,693
IRR
16.80
13.99
19.14
15.83
MIRR
13.25
11.91
14.36
12.85
PI
1.43
1.26
1.60
1.38
SVTB
23.13
13.85
28.87
18.38
SVToc
98.25
42.44
123.74
54.89
SVTIC
43.38
25.88
60.42
38.17
SVTc
30.09
16.08
40.60
22.51

(2557)

100

[273]

 8
24 ..2559

. 2549. .
, .
, , , , . 2555. (Project and
Program Analysis). : .
. 2542. . : .
. 2548.
. , .
. 2558. .
, .
. 2558. 7
( Online) . http://www.thaigov.go.th/index.php?option=com_k2&view=item&id=92103:92103&Itemid=339&lang=th, 20
2558.
. 2558. :
2556/57 (Online). http://www.oae.go.th/download/prcai/DryCrop/amphoe/majorrice-amphoe56.pdf, 30 2558.
. 2558. (Online). http://www.oae.go.th/
download/prcai/DryCrop/amphoe/majorrice-amphoe56.pdf, 30 2558.
. 2558. (Online). http://www.arda.or.th/kasetinfo/rice/ricehistories.html,15 2558.
.... 2557. (Online). http://www.sktbaacmarket.com/
advertise/detail/290/ pdf, 25 2558.
.... 2557. (Online). http://www.sktbaacmarket.com/announce/
detail/50/, 25 2558.
. 2550. : . :
.
, , . 2557. .
2557, (.)
.
Annie Koh, S. K. Ang, E. F. Brigham, and M. C. Ehrhardt. 2014. Financial Management Theory and Practice. An Asia edition.
Singapore.
Lin, S. A. Y. 1976. The modified rate of return and investment criterion. The Engineering Economist 21 (4): 237-247.

Factors Affecting Saving and Investment of Thailand in Aging Society

[274]

 8
24 ..2559
, .
Kannipa Soontonsuwan, Associate Professor Sri-on Somboonsup and Dr.Pat Pattanarangsun

2536 2558 23

0.10



: , ,

Abstract
This study aimed to identify factors affecting saving and investment of Thailand in aging society. Yearly secondary data
were collected from 1993 to 2015, totally 23 years. This study applied simultaneous equation model and analyzed by two-stage
least squares (2SLS) which composed of four equations: public investment, private investment, public saving and private saving.
The results at a statistical significance level of 0.10, showed that factors affecting Thailands public investment were Interest rate
of loan, aging society and political crisis. Factors affecting Thailands private investment were growth rate of world economics,
headline consumer price index, interest rate of loan and aging society. Factors affecting Thailands public saving were interest rate of
deposit, national income, headline consumer price index and government expenditure. Finally, factors affecting Thailands private saving
were headline consumer price index, export, aging society, exchange rate and national income.
Keywords: Saving, Investment, Aging Society

11 ..2555-2559
81.9

..2548 10

, E-mail: kannipas36@gmail.com
, E-mail: sri-on2491@hotmail.com

, E-mail: patnut99@yahoo.com

[275]

 8
24 ..2559



(GDP)
..2558

..
2549-2554
..2555-2556

1 ..2537-2557
: ..2559
..2548 7 8


(2554)



(2555)
3


Luo (1988)

[276]

 8
24 ..2559

2536 2558 23


(Two-Stage Least Squares; 2SLS) (Simultaneous Equations)
(Ordinary Least
Squares; OLS) (Inconsistency)
Log Linear
1:
ln (GI) = 7 + 1 ln(IL) + 2 ln(NI) + 3 ln(P) + 4 ln(AS) + 1
2:
ln (PI) = 8 + 1 ln(W) + 2 ln(IL) + 3 ln(NI) + 4 ln(HCPI) + 5 ln(CA) + 6 ln(AS) + 2
3:
ln (GS) = 9 + 1 ln(HCPI) + 2 ln(ID) + 3 ln(NI) + 4 ln(GE) + 5 ln(AS) + 3
4:
ln (PS) = 10 + 1 ln(EX) + 2 ln(NI) + 3 ln(EXP) + 4 ln(HCPI) + 5 ln(ID)+ 6 ln(AS) + 4

GI
()
PI
()
GS
()
PS
()
AS
( 1 = 2548-2558 0 = 2536-2547)
CA
()
HCPI
( 2554)
ID
()
IL
()

[277]

 8
24 ..2559
EX
EXP
GE
W
NI
P
i

()
()
()
()
()
( 1 = 2548-2557 0 = 2536-2547, 2558)
i i = 1-4

1:
ln (GI) =
10.02 + 0.0650 ln(IL) + 0.2623 ln(NI)-0.2854 (P) + 0.5371 (AS)
(1.73)* (0.87) (-2.59)** (1.98)*
R-Squared =
0.9287
2:
ln (PI) =
-17.06 + 0.0150 ln(W) + 0.0869 ln(IL)-0.3181 ln(NI) + 7.8343 ln(HCPI) + 0.0420 ln(CA)-1.6321 (AS)
(2.82)** (2.60)* (-0.78) (2.90)** (1.42) (-2.39)*
R-Squared =
0.9973
3:
ln (GS) =
14.52-16.8579 ln(HCPI) + 0.6122 ln(ID) + 3.3994 ln(NI)-2.4188 ln(GE)-0.0102 (AS)
(-2.65)** (2.66)** (3.33)** (-2.59)** (-0.03)
R-Squared = 0.8790
4:
ln (PS) =
25.67-3.3715 ln(EX)-3.4771 ln(NI) + 1.7393 ln(EXP) + 2.9021 ln(HCPI)-0.1418 ln(ID) + 0.2840 (AS)
(-3.87)** (-2.88)** (2.05)* (2.30)** (-1.40) (1.76)*
R-Squared = 0.9543
: 1) t-Statistic
2) ** 0.05
3) * 0.10
4) Multicollinearity, Heteroscedasticity Autocorrelation

0.10
0.05

0.05 0.10
0.10

[278]

 8
24 ..2559

0.05
0.05
0.05
0.10
0.05

0.10
0.05
0.0650 0.5371 -0.2854
1. 1 6.50 0.10
(2552)


2. 71.10() 0.10
(2556)

3. 24.83 0.05



0.05 0.10
0.10
0.0150, 7.8343,
0.0869 -1.6321
1. 1 0.02
0.05 (2559)


2. 1 7.83
0.05 (2014: 4 Ahmed and Roger
()

(Dummy Variable) (AS)

AS (GI)
ln ( )AS=1 - ln ( )AS=0 = 1 - 0.5371 ln (( )AS=1 / ( )AS=0) = 0.5371
(( )AS=1/ ( )AS=0) = 1.7110 (( )AS=1- ( )AS=0)/ ( )AS=0 = 1.7110 1 = 0.7110
71.10

[279]

 8
24 ..2559
2000 Rapach 2003 Rapach and Wohar 2005)
Tobin (1965) Tobin

3. 1 0.09 0.10


4. 2548 80.44 0.10



0.05
0.05
0.6122, 3.3994, -16.8579 -2.4188

1. 1 0.61
0.05 (2555) 3
95 70,704.04
3 1 70,704.04
2. 1 3.40 0.05
(2536)

3. 1 16.86 0.05
(2555) (Inflation)
95 6,430.11 1
6,430.11
4. 1 2.42 0.05


0.05 0.10
0.05
2.9021, 1.7393, 0.2840, 3.3715 -3.4771
1. 1 2.90
0.05

[280]

 8
24 ..2559
2. 1 1.74 0.10
, 2534

3. 32.84 0.10
(2557)



4. 1 3.37 0.05


5. 1 3.48 0.05

[281]

 8
24 ..2559

. 2556. . .
. 2559. Roller coaster ride . .
. 2552. .
.
. 2559. . (Online). www.bot.or.th/Thai/MonetaryPolicy/EconomicConditions/Annual
Report/Pages/default.aspx, 24 2559.
. 2554. .
.
. 2557. .
.
. 2555. .
.
. 2536. ..2513-2532.
, ().
. 2557. .
.
. 2555. .
.
. 2559. . (Online). www.fpo.go.th/S-I/Data.php?DBIndex
=mysql&Language=Thai, 24 2559.
. 2534. . .
Jar Der Luo. 1998. The Savings Behavior of Small Investors: A Case Study of Taiwan. Economic Development and Cultural
Change 46 (4): 771-788.

[282]

 8
24 ..2559

Factors Effectingthe Highest and Best Use of the Lands

within the Crown Propertyin Central Business District of Bangkok
*, ** ***
Pongsatorn Manoonwattanapong, Damrongsak Rinchumphu and Apichart Moleechart

4
1
9 4
5

30

: , ,
Abstract
Transportation has led to an improvement inthe connectivity and wider coverage within the central business district of
Bangkok, which ultimately renders the lands worth yetlessen the number of the available land. Nevertheless, the land with
high potentialmarked as the Crown Property is experiencing an ineffective development as It is argued that there are various
distinctive conditions and restrictions with regards to the usage and development of such particular land. This studypurports to
explore the contributing factors of the highest and best use of land owned by the Crown Property specifically amongst the
central business district of Bangkok. The concept of the highest and best use is the studys main conceptual framework so as to
arrive at the conclusions of the concerning variables, which will then be utilised to create the interview questionnaires. This
research consists of series of interviews conducted upon four experts working in real estate development and review as well as
assess their given comments with regards to the issue of the land owned by the Crown Property, which is plot number 1 at
Ratchathewi intersection. The findings indicate that there are 9 factors for the highest and best use of theCrown Propertys land.
In essence, there are 4 relevant factors which are namely construction material, construction permits, financial calculations, and
* ; E-mail: pongsatorn_mdim@hotmail.com
**
; E-mail: damrongsak@ap.tu.ac.th
***
; E-mail: moleechart_a@yahoo.com

[283]

 8
24 ..2559
possession rights. In addition, there are 5 general land factors concerning lease model, business risks, legal, amount of room,
and customers. Also, the results presented in the case of development on general land (Free hold) indicate thatit should be
developed as condominium for sale. None the less, in the case of development on the Crown Propertys land (Lease hold), it
should be developed as condominium for rent with the specified period of 30 years. Accordingly, the result will be beneficial to
the project developers and the Crown Property Bureau upon developingsuitable guidelines and generating maximum value for
the land.
Keywords: Highest and Best Use, Crown Property, Central Business District of Bangkok

4.8 10-20
( , 2553)
(BTS) (MRT)
(Airport Rail Link)

..2558
1 2-3-98 30

( ,
2558)
(-)

(Highest and best use)

(Legally permissible) (Physically possible)
(Market possible) (Financially feasible)
(Maximally productive) (Anthony J. Luce, 2012)

[284]

 8
24 ..2559
1.
2.

, . (2548) highest and best use

Site looking for use 1: Service apartment
6




2-5
1


210 2-3-97 30 1

1 1 , 2558

4
1. 10
2. 10
3. 10

[285]

 8
24 ..2559
/
/ /


2 4
4


1
1

10

15

10

10

4
2
2

(EIA)

FAR Bonus

FAR OSR


FAR Bonus

(EIA)

[286]

 8
24 ..2559

1. ()
2 (30)
3. ()
4.
5.

1. ()
2. ()
3. (30)
4.
()
5. ()

1. ()
2. (30)
3. ()
4. ()
5.
()

150,000-240,000
/.

180,000 /.

A-
150,000-200,000

150,000-240,000 /
.

1. ()
2.
3.
4.
5.

Presale

40% 6
20-30

4%-5%
= 20-24

150,000 ./.
20
180,000 ./.
24
200,000 ./.
36

Discount
30%

80%

1,000-1,500
//
600-700
././

72%

30
1-1 6 ()

(30)

[287]

 8
24 ..2559

1.
(F.A.R.) (O.S.R.)
3 (EIA)
(F.A.R. bonus)
2.

3.


1.
2. 400 60%

3.


1.

1.1 4

1.2

30
2.

3. 150,000-200,000
4. 30 70-80


1. 20-26
2.
30
1 16

2

[288]

 8
24 ..2559

7 9
9 4
5


30 400

(F.A.R bonus)


1 30
150,000-200,000 20-30

[289]

 8
24 ..2559

1.

2.


1.

Anthony J. Luce. 2012. Highest and best use analysis for a site in Arlington. A practicum thesis submitted to Johns Hopkins
University.
, . 2550. highest and best use site looking for
use 1: serviced apartment. ,
.
. 2558. 3 . 15 2558 http://www.prachachat.net/
news_detail.php?newsid=1432613459.
. 2553. -- . 15 2558 http://www.m-property.co.th
/PDF/articles/-%20%20%20 %20. .
. (2558). 1
. 15 2558 http://www.crownproperty.or.th/ post/
1

[290]

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24 ..2559

Performance Assessment of Electronic Commerce

in Fashion Accessories and Jewelry Industry
*, .
** . ***
Patthareeya Amketsakul, Associate Professor Preeyanuch Apibunyopas and Assisistant Professor Dr.Sirijin Wongjarupun

1)
2)
3)

DBD Register
298
One-way ANOVA 1)

2) 3
3)
0.05
: , , ,

Abstract
The objectives of this research were 1) Performance assessment of electronic commerce in Fashion, Accessories and
Jewelry Industry. 2) Performance assessment of electronic commerce by type of product and 3) Performance comparing of
electronic commerce by type of product. The quantitative method was applied by using questionnaire collected from sample
of 298 electronic commerce who registered in Fashion, Accessories and Jewelry Industry, Department of Business Development.
Data were analyzed by frequency, percentage, mean, standard deviation and One-Way ANOVA. The result showed that 1) The
overall performance of the industry is stable. Performance assessment in the customer and the learning and growth
perspectives are increasing. 2) If considering by type of product found 3 type have overall performed at stable rate. 3) The
differentiate of product types have differed learning and growth perspective at 0.05 level of significant because the
development of skills and expertise and the cost of developing technology systems within the organization.
Keywords: Performance Assessment, Electronic Commerce, Fashion, Accessories, Jewelry
*

; E-mail: supersmile0910@gmail.com
; E-mail: preeyanuch@ymail.com
**
; E-mail: fbussjw@ku.ac.th
**

[291]

 8
24 ..2559

2546 2558
// ( 16.38) (
, 2559)
5 (,
2557)
(Fashion Cluster)
(
, 2558)

1.

2.

3.

[292]

 8
24 ..2559

DBD Register
1,162

(2553 Yamane, 1967)

95% 0.05
1,162 5 0.05 298
(Convenience Sampling)

F-test One-way ANOVA
Least Significant Difference (LSD) 0.05

1.
(B2C)
1-5 1-2
2.

2.1


2.2

2.3

[293]

 8
24 ..2559

2.4




3.

3.1
(1) (2)

(3)

(4)

3.2
(1)
(2)
(3)


(4)


3.3
(1)
(2)
(3)

(4)


4.
0.05

[294]

 8
24 ..2559

1.



(2553)


(, 2559)
(2559)





(2557)


2.

Kaplan and Norton (1996)

4

[295]

 8
24 ..2559










3.
0.05
0.05

0.05

1.





2.

3.

4.

[296]

 8
24 ..2559
1.

2.

. 2559. (Online). http://www.trustmarkthai

.com, 15 2559.
. 2558. (Online). www.dip.go.th, 19 2558.
. 2557. (Online). www.industry.go.th, 19
2558.
. 2559. ..2559
(Online). www.worldbank.org, 19 2559.
. 2557. .
, .
. 2553. . , .
. 2544. Balanced Scorecard Key Performance Indicator. :
.
. 2558. . 6. : .
. 2559. (Online). www.fti.or.th, 19 2559.
. 2553. . 5. : .
. 2552. e-commerce . : .
Kaplan, R. S. and Norton, D. P. 1996. The balanced scorecard: translating strategy into action. United States of America:
Harvard University.

[297]

 8
24 ..2559

Profitability of E-Commerce in Clothing Industry

*

**

***

, .
.
Wilasinee Keeratinanwattana, Associate Professor Preeyanuch Apibunyopas and Assistant Professor Dr.Sirijin Wongjarupun.

2

232
t-test
(1) 5
(2)

: , ,

Abstract
The objectives of this research were to study the profitability of E-Commerce in clothing industry in Low-end and
Better classification and to compare the profitability between Low-end classification and Better classification. The research
methods are quantitative and qualitative. The research questionnaire collected from sample of 232 out of E-Commerce who
registered in Department of Business Development were utilized for quantitative analysis. The interview with personnel in
government, individual and entrepreneur were conducted for qualitative analysis. Data were analyzed by frequency, percentage,
mean, standard deviation and independent sample t-test. The result showed that (1) The 5 competitive forces of E-Commerce
in clothing industry are at medium level which affect their profitability level at medium level (2) The 5 competitive forces of ECommerce in clothing industry in Low-end and Better classification are different which affect the profitability of them to be
differed. E-Commerce in clothing industry in Low-end classification has level of competitive forces less than E-Commerce in
clothing industry in Better classification which makes E-Commerce in clothing industry in Low-end classification is more
profitability.
Keywords: Profitability, E-Commerce, Clothing industry
*

; E-mail: wila_aom@hotmail.com
; E-mail: preeyanuch@ymail.com
***
; E-mail: fbussjw@ku.ac.th
**

[298]

 8
24 ..2559

26.4
(, 2557) 27.37
72.63 (, 2559)

(Low-end Classification)



(Better Classification) (Glock and Kunz, 2005) 2

1.
2.
3.
4.

[299]

 8
24 ..2559

(DBD Register)
549 2559

1. 95% 0.05 ( , 2553

Yamane, 1967) 232
(Convenience Sampling) (Low-end Classification) 116 (Better
Classification) 116
2. (1) (2)
(3)

1.
5 (Five Forces Model) (1)
(2) (3) (4)
(5)
2.



3

1 (Descriptive Statistics)
(Frequency) (Percentage)

2 5
(Descriptive Statistics)
(Average) (Standard Deviation)

(Low-end Classification)
(Better Classification) Independent samples t-test 5
2

[300]

 8
24 ..2559

1.
5



2.
5 2

3.
5
0.05 Sig. 0.04

1.
2




(2557)


(2557)



(2557)

[301]

 8
24 ..2559




(2544)

(2557)

2.


(2554)
(2559)


(2559)

3.




(2559)
(2559)



(2559)

(2559) (2559)


(2553)

[302]

 8
24 ..2559
4.

0.05


(2559)
(2559)

(2557)





(2559)


2



(2559)

1.


2.

[303]

 8
24 ..2559

1.

. 2557. 2557 2558 (Online). www.oie.go.th, 10

2558.
. 2559.
. , 5 2559.
. 2553.
. ,

. 2549. Kellogg . :
. Dranove and Marciano. 2011. Kellogg on strategy: concepts, tools, and frameworks for practitoners.
American: John Wiley and Sons.
. 2559. , 8 2559.
. 2552. . : ()
. 2557. . : . Joan Magretta. 2011.
Understanding Michael Porter: The Essential Guide to Competition and Strategy. England: Harvard Business Review
Press.
. 2557. .
,
. 2559. . , 1 2559.
. 2554. : Original
equipment manufacturers (OEMs). , .
. 2554. Modern Management. 1,000 . :
. 2542. . 1,000 . :
. 2558. . 2. :
. 2557. ..2557 (Online).
www.nso.go.th, 10 2558.
. 2544. . 2,000 . :
Glock, R. E. and Kunz, G. I. 2005. Apparel Manufacturing Sewn Product Analysis. 4th ed. New Jersey: Prentice Hall.

[304]

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24 ..2559

Tourism Demand for Economic Early Warning System Analysis of Tourism
*

. **
Akkarapol Areepom and Dr.Pat Pattanarangsun

-
4 2550 3 2558 32
(3SLS)


-
0.05
() 0.05
(-)
()
: ,

Abstract
This research aims to present how to estimate tourism demand as a tool for early warning system analysis of tourism
according to economic perspectives. Not only is a conceptual framework proposed, but also an empirical study is done on
National park khaoLaemYa-Mu KoSamet. The tourism demand is analyzed by econometric model using time series data
collected from the fourth quarter of 2007 to the third quarter of 2015, totally 32 quarters, and estimated by three-stage least
squares (3SLS) method. To obtain the appropriate demand function, the model is specified based on consumer behavior theory
as a system of two equations which are Thai tourists and foreign tourists' demands so that it can be efficiently applied for
economic early warning system analysis. The study resultof tourism demand analysis for National park khaoLaemYa-Mu KoSamet shows
that factors affecting Thai tourists demand at a statistical significance level of 0.05 are Thai Gross Domestic Product (GDP)per capita,
flooding crisis, hamburger crisis, policy of stimulating the tourism sector and season (2nd quarter). In addition, factors affecting foreign
tourists demand at a statistical significance level of 0.05 are world GDP, relative consumer price index (Thai to world), number of total
tourists in a previous quarter, crude oil price (Dubai), flooding crisis and season (2nd quarter).

, Email: akkarapol_econ@yahoo.com
, Email: patnut99@yahoo.com

**

[305]

 8
24 ..2559
Keywords: Tourism Demand, Early Warning System

11.6 GDP 2558
( 2558)

(
2557)
()

2555-2559
( 2557)
(Carrying Capacity)









(Early Warning)

(1)

( 2549)

[306]

 8
24 ..2559

1:
:

1

1) (Econometric Model)
( , 2555)

[307]

 8
24 ..2559
2) (Time Series Analysis)
4 (Seasonal Variations) (Song,
H. and Li, G. 2008.)
3) (Clayton, A. 2002) (Carrying
Capacity) (In Depth Interview)

4) (1) (3)
( . 2543)




(Rational) (Maximal Utility) (Budget Constraint)
(Song, H. and Li, G. 2008.)
2

- 4 2550 3 2558
32
(Three-Stage Least Squares; 3SLS) (Simultaneous Equations)

(Ordinary Least Squares; OLS)
(Inconsistency) Log Linear

QT
QD
QF
RGDP
WGDP
POP
CPI_H
WCPI
EX
DUBAI
FISCAL
FLOOD

=
=
=
=
=
=
=
=
=
=
=
=

- ()
- ()
- ()
2545 ()
( 2543 =100)
()
( 2554 =100)
( 2554 =100)
(: )
()
(=1 4 2557 1 2558)
2554 (=1 3 2554 2 2555)

[308]

 8
24 ..2559
CRISIS
SS
1 .2
t

=
=
=
=

(=1 4 2551 4 2552)

(=1 2 )
1 2
t ()

1:
ln(QDt) =
0 + 1 ln(RGDPt/POP t) + 2 ln(CPI_H t) + 3 ln(QTt-1) +4 ln(DUBAIt) +5 FISCALt+
6 FLOODt+7 CRISISt +8 SSt+ 1t
2:
ln(QFt) =
0 + 1 ln(WGDPt) + 2 ln(CPI_Ht/WCPIt) + 3 ln(EXt) + 4 ln(QT t-1) + 5ln(DUBAIt) +
6 FLOODt+ 7 CRISISt+ 8 SSt+ 2t
QT =
QD + QF

-

1: -
ln( t) =
30.661+ 4.574ln(RGDPt/POP t)-0.531ln(CPI_H t)-0.135ln(QT t-1)-0.095ln(DUBAIt)
(3.326)** (4.516)** (-0.335) (-0.823) (-0.544)
-0.542FISCALt + 0.259FLOODt + 0.337CRISISt + 0.662SSt
(-2.361)* (2.685)* (2.202)* (5.402)**
R-Squared = 0.7022
2: -
ln( t) =
38.637-7.936ln(WGDPt)-27.007ln(CPI_H t/WCPIt) + 1.950ln(EXt)-0.650ln(QTt-1)
(3.874)** (-4.893)** (-5.649)** (1.079) (-4.001)**
+ 1.849ln(DUBAIt)-0.495FLOODt + 0.422CRISISt- 0.221SSt
(4.627)** (-2.699)* (1.594) (-2.293)*
R-Squared = 0.6636
: 1) t-statistic
2) * ** 0.05 0.01
3) Multicollinearity, HeteroscedasticityAutocorrelation
1
- 70.22 0.05
(
) 2 -
[309]

 8
24 ..2559
66.36 0.05
-
()

-
1) (GDP per capita)
0.01
(2556) 1 4.57
4.57 1
- (Normal Good) (Luxury Good) Crouch,
G.I. (1994) 1 2

2) 0.01
1 7.94
-7.94 (Inferior Good)

3) 0.05
(Relative Price)
0.05 1
27.01

4) 0.05

5) 0.05
0.01
1 0.65

Allen, D. and Yap G. (2009)
(Lag)
6) 0.05
0.05 1
1.85 Min C. (2013)
(at Level)

[310]

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24 ..2559

7) 0.05
41.84(2)

-

8) 0.05
29.56

-
0.05 39.04


10) 0.01
93.87

0.05
19.83

11) 0.05
40.07

-
0.05

-

-

(2)

(Dummy Variable) (FISCAL)

FISCAL
ln(

)FISCAL = 1 ln(

)FISCAL = 0 = - 0.542 ln(

= 0.5816

) = - 0.542

= 0.575 1 = - 0.4184

41.84

[311]

 8
24 ..2559






-

-

.2557. ..2558-2560. (Online).http://www.mots.go.th/ewt_dl_link.

php?nid=7114, 4 2558.
.2555. .. (.)
.2556. . . (.)
.2549. . 16 ( )
.
. 2543. .
2543. .
. 2558. 2558. (Online). http://www.nesdb.go.th/
Portals/0/eco_datas/economic/eco_state/4_58/PressEngQ4-2015.pdf, 10 2558.
Allen, D. and Yap G. 2009. Modelling Australian Domestic Tourism Demand: A Panel Data Approach. Working Paper 0910.
School of Accounting, Finance and Economics, Faculty of Business and Law, Edith Cowan University.
Clayton, A. 2002. Strategies for Sustainable Tourism Development: the Role of the Concept of Carrying Capacity. Social
and Economic Studies, 51 (1), 61-98.
Crouch, G.I. 1994. The Study of International Tourism Demand: A Review of Findings. Journal of Travel Research Vol.33 (1):
pp. 41-54.
Min C. 2013. Instrumental Variable Estimation of Tourism Demand: Comparing Level versus Change-rate Models.
International Review of Business Research Papers. Vol.9 (3): 114-126.
Song, H. and Li, G. 2008. Tourism Demand Modelling and Forecasting-A Review of Recent Research. Tourism Management
Vol.29 (2): pp. 203-220.

[312]

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6
The Effects of Reading Teaching Based on Genre- Based and the Traditional Approaches
of Grade 6 Students Reading Comprehension and Attitudes towards Reading English
*

Nusara Kosol

1) 6
2)
6 3)
6 4)
6
6 ()
1 2558 2 50
(Random Assignment) 25
25
3 3
20
t-test for dependent samples t-test for independent samples 1.

.01 2.
.01 3.
.01 4.
.01


: , ,
Abstract
The study aims to 1) Compare the English reading comprehension of the grade 6 students who are taught through an
Instruction base of genre-based approach and the traditional approaches; 2)Compare the attitudes upon reading English of the
*

; E-mail:nus_hanu@hotmail.com

[313]

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grade 6 students who are taught through an Instruction based of genre-based approach and the traditional approaches;3)
Compare the English reading comprehension of grade 6students before and after the experiment,and 4) Compare the Attitudes
towards reading English of grade 6students before and after the experiment. The samples of this study are drowned from 2
classrooms of grade 6during the first semester of the 2015 academic year at Watratbumrung School in Bangkok Metropolitan
Administration. The research design of the study is the randomised controlled group pretest-posttest design. Each group is
taught with lessons of the same contents for twenty periods, of which contain 50 minutes for each period. Twenty-five students
are assigned to each of the experimental and controlled groups. The experimental group is taught using the Instruction based of
genre-based approach whereas the controlled group is taught through the traditional approaches. The instruments are namely
lesson plans, English reading comprehension test, and questionnaires on attitudes towards reading English for both groups. The
data are analyzed using an analysis of t-test for Dependent Samples and Independent Samples. The results of the study reveals
the following: 1. English reading comprehension of grade 6students taught through an Instruction based of genre-based
approach is significantly higher than the traditional approaches at the .01 level. 2. Attitudes towards reading English ofgrade
6students taught through an Instruction based of genre-based approach are significantly greater than those of the traditional
approaches at the .01 level. 3. English reading comprehension of grade 6students after the experiment is considerablyhigher
before the experiment at the .01 level. 4. Attitudes towards reading English ofgrade 6students after the experiment arecrucially
greater before the experiment at the .01 level. In conclusion, Teaching English based of Genre-Based Approach is theprocess
that consist of systematic procedure that encourage the development of students in the English reading comprehension and
supports the attitude towards English reading. This method is suitable for developing English learning and teaching.
Keywords: Genre-Based Approach, English Reading Comprehension, Attitudes,English Reading

( , 2553: )






Richards and Rogers (1985)
Wright (1995)
3

[314]

 8
24 ..2559
(2552)
(2550)



(,2546)
(2557: )
(O-NET) 6 2557 ()
731,106 36.02

(Genre Based Approach) (Systemic Linguistic Theory)
Halliday ( , 2550)

1. 6

2. 6

3. 6

4. 6

6 1 2558 (
) 4 160
6 1 2558 (
) 2 50 (Random Selection)
(Random Assignment) 25
25

1. 3 7 20
2. 3 7 20

[315]

 8
24 ..2559
3. 4 30 (r)
.28 .65 (p) .27 .80 .887
4. (Rating Scale) (Likert) 20
rxy 0.22 0.77 .927

1.
2. (Pre-test)

3. 2
20 60
4. (Post-test)

5.


1. 6
t-test for independent samples
2. 6
t-test for independent samples
3. 6
t-test for dependent samples
4. 6
t-test for dependent samples

1.
.01 1
1

N
S.D
t
p
25
25

6.32
1.76

3.45
4.88

3.81**

.000

1
.01

[316]

 8
24 ..2559
2.
.01 2
2

N
S.D
t
p
25
25

12.12
7.28

5.56

3.60**

.001

3.78

2
.01
3.
.01 3
3
N
S.D
t
p
25
25

10.40
16.72

2.71
3.87

9.16**

.000

3
.01
4.
.01 4
4
N
S.D
t
p
25
25

74.00
86.12

4.92
4.27

10.91**

.000

9
.01

[317]

 8
24 ..2559
1.
.01

1 (Modeling)
2
(Practice)


3 (Independent Study)




Christie (2005, , 2550: 54)




(2543)
.01
(2545) 1
( 1)
( 1) .
01
2.
.01







Nolasco and Arthur (1987)
Oxford(1990)

[318]

 8
24 ..2559
(2543)

.05
3.
.01

Urquhart and Weir (1988, Carrell, 1983: a-b)

(2541)
6

.05
4.
.01

3

Harris and Smith (1980)

(2553)
1 ( 1)
( 1)

.01

1.

2.

[319]

 8
24 ..2559
3.


1.

2.

3.

.2546. 2544. :
.
. 2550. 3.
, .
. 2545. 1
( 1) . ,
.
. 2543.
3
. ,
.
. 2541. 6
. ,
.
.2552..
, .
. 2543.
3 (Semantic Mapping)
. , .
. 2553. . 8 2556, http://www.dailynews.co.th
. 2553.
1 ( 1) .
, .
. 2557. (O-NET). 8 2558,
http://www.oneresult.niets.or.th/.../Login.aspx.

[320]

 8
24 ..2559
. 2550. : . :
.
Harris, Larry.,& Carl B. Smith. 1980.Reading Instruction.Holt: Rinehart and Winston.
Nolasco, R. & Arthur, L. 1987.Conversation.HongKong: Oxford University.
Oxford, R. 1990. Language Learning Strategies.New York: New Bury House.
Richards, & T. S. Rogers, 1985. Approached and Methods in Language Teaching.Cambridge
University Press.
Urquhart, A. H.; & Weir, C. J. 1988. Reading in a Second Language: Process, Product and Practice. 1st ed. Malaysia: Addison
Wesley Longman.
Wright, A. 1995. Story Telling with Children.New York: Oxford University Press.

[321]

 8
24 ..2559

Factors Affecting Political Participation of People in Sing Buri Province
* . **
Preeyaporn Khunsittipetch and Associate Professor Dr.Vacharin Chansilp

400







.05
: , ,

Abstract
The objectives of the study were to factors affecting people to political participation at Sing Buri Province, and study
the factor related to people political participation at Sing Buri Province such as sex, age, marital status, education, income,
occupation, political ideology, the political interest and role of election campaigner. The 400 people who entitle the voting
residing in Sing Buri Province were the sample of the study. The questionnaire was the instrument of collecting data. The
percentage, mean, standard deviation, ANOVA and Multiple classification Analysis (MCA) were used as the statistical analysis.The
result of the study found that the people in Sing Buri Province has the Democratic Political Ideology were high level. The
opinion of role of the leader were moderate level. The political Interest and the election political participation the activities in
political participation were moderate level. The analysis of the relationship between socialThe political participation were
moderate level.The analysis of the relationship between people and people political participation in Sing Burifound that the
personal factor such as sex, marital status, education and occupation related to the people political participation in Sing Buri.
The political factor found that political participation found that political ideology and political participation has related to the
people political participation in Sing Buriat .05 level of statistical significance.
*
**

; E-mail: majii0608@gmail.com
; E-mail:fsocvrvc@ku.ac.th

[322]

 8
24 ..2559
Keywords: Political Participation, Democratic, Sing Buri Province

..2475
27 ..2475


(
, 2543: 1-2)

2 (
, 2557)

1.
2.

[323]

 8
24 ..2559

400 211,491

13
(Proportional Stratified Sampling) ( . 2555: 159)
(Accidental Sampling)


1)
2)
3)


(Percentage),
(Mean), (Standard Deviation) (Multiple Classification Analysis)

1.

2.

3.

4.

5.

6.

7.

8.

9.

(2553)
(2557), (2540)
(2553)
(2557)
(2557), (2543)
(2557)
(2546), (2542)

(2557), (2540)
(2552)
(2543)
(2544)
(2544)

(2553), (2547)
(2557)

[324]

 8
24 ..2559

1.
2.
3.

1. ( x = 1.82)
2.
.00.00 .00 .00 .00 .00

[325]

 8
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1
.05


(2553)
(
) (2541)
:

(2535) .
/ /
/



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2


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(2546)

[326]

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(2547)

1.
1.1







1.2



1.3




2.

3.
3.1

[327]

 8
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3.2

1.
( )
2.

3.

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, .
. 2543. 2475: . :
. 2546. .
,.
. 2540.
. , .
. 2535. . ,
. 2543. : . : .
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. 2553. . .
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, .
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.,.

[328]

 8
24 ..2559
. 2557. .
.
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(), .
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, 3(3), 317-323

[329]

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24 ..2559

Expectation of Residents in Saimai Districttowards Development of Bangkok

*

**

***

, . .
Sakda Nitipattanasa, Associate Professor Dr.Kovit Wongsurawat and Professor Dr.Wanlop Rathachatranon

6



78 399
2
2
LSD




.05

: , ,

Abstract
The objective of this study is to study the level expectation of residents in Saimai District towards development of
Bangkok and compare expectation of residents in Saimai District towards development of Bangkok by personal factors. Such
expectation are divided into the following six aspects; infrastructure development, environmental development, conservation
and rehabilitation, social and economic development, quality of life development, preservation, and rehabilitation, communal
culture development, preservation and rehabilitation, and improvement in Bangkok Metropolitan Administrations (BMA)
administration and service. The sample size in question is 399 residents of Saimai District from 78 communities (as set up by
BMA regulations), with the following tools being employed in data collection and analysis: questionnaire, statistical analysis
*

; E-mail: sakda.sakda2505@gmail.com
; E-mail: kovitw@gmail.com
***
; E-mail: Dr.wanlop@hotmail.com
**

[330]

 8
24 ..2559
(frequency, percentage, and standard deviation analysis, t-Test (for comparison between two groups), one-way ANOVA (for
comparison amongst three or more groups. If any statistically significant differences are detected, Fishers Least Significant
Difference (LSD) technique is employed to analyse relevant pairs of data. The results of the study show that overall, the sample
group has high expectations towards development of Bangkok, with infrastructure development being the area with highest
expectations, followed by social and economic development and quality of life development, improvement in BMAs
administration and service, environmental development, conservation and rehabilitation, and communal culture development,
preservation and rehabilitation respectively. Hypothesis testing also shows that differences in educational level, length of stay in
the community, and type of community also cause expectations towards development of Bangkok to differ at .05 level of
statistical significance. This concurs with initial hypothesis. However, differences in gender, age, marital status, occupation, and
monthly income do not cause expectations towards development of Bangkok to differ, the result which does not follow the
initial hypothesis.
Keywords: Expectation, Development, Bangkok

(, 2556: 3)

( , 2556: 1) ..2554 2,009 2,003,793
(, 2555: 20)

..2528 89




(, 2551: 26-27)




(,2556: 4-5)

( , 2550: 2-3)

[331]

 8
24 ..2559

(, 2558: 1-5)

1.
2.

1.
2.

3.
4.
5.

6.

1.
2.
3.
4.
5.
6.
7.
8.

399
(Proportional Stratified Sampling)

[332]

 8
24 ..2559

1.

2.

(Frequency) (Percentage) (Mean)
(Standard Deviation s.d.) T-test (one-way ANOVA)

1.

2.

3. cctv

4.

5.

6.
(One Stop Service)

t-test one-way
ANOVA

[333]

 8
24 ..2559
.05
.05

(2556)

1.
2.

3.


1.

2.

. 2550. .: .
. 2548. . : .
.2551. . ,
__________. 2555. ..2554. , .
__________. 2556. 12 2 (..2556-2559). , .
. 2556. :
. , .
. 2536 . . 2. :

[334]

 8
24 ..2559
. 2545. .
, .
(). 2556. . ,
.
. 2554. . : .
. 2546. .:
. 2558. . : .
Victor H. Vroom,V. 1970. Industrial Social Psychologe. pp.99-103. Management andMotivation.New York: McGraw-Hill Book
Company.

[335]

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24 ..2559

Peoples Opinions on the Administration Applying Good Governance of Don-Tan Subdistrict Administrative Organization in Mueang Suphan Buri District Suphan Buri Province
*

. **
Suchao Chayomchai and Professor Dr.Waniop Rathachatranon

348


( x = 3.72)
.05



: , ,

Abstract
This research aimed to explore peoples opinions on the administration applying good governance of Don-Tan Subdistrict Administrative Organization in Mueang Suphan Buri District Suphan Buri Province and to examine relevant factors
effecting peoples opinions of Don-Tan Sub-district Administrative Organization in Mueang Suphan Buri District Suphan Buri
Province vis-a-vis the good governance based management system. The samples of this study were 348 people from Don-Tan
Sub-district Administrative Organization in Mueang Suphan Buri District Suphan Buri Province. Proportional Stratified Sampling
was employed together with the use of questionnaires chosen as a research tool. The statistics used in this research analysis
comprises of Percentage, Mean, Standard Deviation (SD), and Multiple Classification Analysis (MCA). The results of the study
showed that, the opinions of the people of Don-Tan Sub-district administrative organization in Mueang Suphan Buri District
Suphan Buri Province on the administration applying good governance were, overall, ranked as high ( x = 3.72); and hypothesis
*
**

; E-mail: ch-kicz@hotmail.com
; E-mail:dr.wanlop@hotmail.com

[336]

 8
24 ..2559
testing also showed that age and career effecting People's Opinions on the administration applying good governance of Don-Tan
Sub-district Administrative Organization at .05 level of statistical significance. This concurred with initial hypothesis. However,
gender, educational level, monthly income, marital status and interesting in information of the administration applying good
governance did not any effecting people's opinions. The result which did not follow the initial hypothesis.
Keywords: Opinions, Administration, Good Governance

( . 2547: 123-138)
( , 2544: 1)

..2542-2556
..2543 19.51 ..2556
8.78 (. ,2557: 173)
(.
,2557: 195) ..2550 285287 ( 2550)




(Good Governance)
(
..2546: 52)

1.

[337]

 8
24 ..2559
2.

. 348
2,672 Wanlop ( ,
2556: 142) 95 5

1. 5
(Proportional Stratified Sampling) (
,2555: 159)
2.

1.
2.
3.


(Percentage),
(Mean), (Standard Deviation) 3. (Analysis of Variance: ANOVA)
(Multiple Classification: MCA)
.05

[338]

 8
24 ..2559

1.
2.
3.
4.
5.
6.

1.
2.
3.
4.
5.
6.

7.

1. 245 70.4
2. 46-55 108 31.0 56
87 25.0 18-30 74 21.3 4555
3. 264
75.9 77 7 2.0
4. 167 48.0
/ 71 20.4 12 3.4
5. 15,000 203 58.3
15,000-30,000 113 32.5 30,000 32 9.2
6. 227 65.2
101 29.0 20 5.7
7.

1

2

3

4

[339]

 8
24 ..2559
5

6

7



1.
2.
3.
4.
5.
6.
7.

2


.05
56
56 56




56
56
56



( , 2554)

[340]

 8
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4


.05

/ / / /






:
( , 2556:
74-95)

1.
.

2. ,
.

3.
.

4.
5.


6.

[341]

 8
24 ..2559
1.



2.





3.

. 2547. SPSS. : .
. 2544. . : .
. 2556. :
. 4.
..2546. 2546. 120 (9
..2546), 100
.2554. .
, .
. 2547. , . 7 105,114,135-136. :
.
2550. 2550. 124 (24 ..2550), 1.
. 2557. : . : .
. 2556. . : .

[342]

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A Feasibility Study of Investment on Waste Heat Recovery from Furnace Brazing Process to
use in Plastic Heating Process of M Company Limited Rayong Province
*

**

***

, . .
Chatchai Chantapo, Dr.Bhisanuwat Thaweewat and Dr.Kanatnan Thaweewat

(1)
(2) (3)
(4)

,
, , ,
800
120 3
10 1.
6.39 858,941
11.7 8.97 1.27
15.46 18.28, 27.10, 56.18
2. 7.45
1,087,459 14.02
10.43 1.34 20.36
25.56, 34.32, 100.20
: , ,

Abstract
A feasibility study of investment on waste heat recovery from brazing process to use in plastic heating process of M Company
Limited in Rayong Province was aimed to (1) explore general condition of furnace brazing process and plastic heating process of fuel tube.
*

, Email: hobbybike2012@gmail.com

***

**

[343]

 8
24 ..2559
(2) study technical aspects of installation waste heat recovery system from brazing process to use in plastic heating process. (3) perform
financial investment analysis in waste heat recovery from welding process to use in plastic heating process. (4) test the ability to sustain
change of the project. The study used primary data obtained from participant observation and in-depth interviews and secondary data
obtained from academic papers concerned Both types of data were used in descriptive and quantitative analysis. Financial instruments
were Weighted Average Cost of Capital (WACC) Net Present Value (NPV), Internal Rate of Return (IRR), Modified Internal Rate of Return
(MIRR), Profitability Index (PI) and Switching Value Test (SVT). Results of the study revealed that the company could install waste heat
recovery equipment and transfer 800C of heat from brazing process to plastic heating process which required 120C. for each of 3 ovens
for reducing electricity cost in plastic heating process by 10 years project studied. The financial result based on 10 years of project life that
showed; 1. In the Non-BOI case the discount rate from WACC was 6.39 percent NPV was 858,941 baht IRR was 11.7 percent MIRR was 8.97
percent, PI was 1.27 Hence, the project was feasible period SVT indicated that revenue could be down15.46 percent, total cost investment
cost and operating cost 18.28, 27.10, 56.18 percent respectively. 2. In BOI project case the discount rate from WACC was 7.45 percent NPV
was 1,087,459 baht, IRR was 14.02 percent MIRR was 10.43 percent, PI was 1.34 hence, the project was feasible period SVT indicated that
revenue could be down 20.36 percent, total cost investment cost and operating cost 25.56, 34.32, 100.20 percent respectively.
Keywords: Feasibility Study, Cost Reduction, Heat

1 8
(,2554) The Organization International des Constructers
dAutomobiles (OICA) 2557 1.88
12 1
2557 1
2,000,000

(, 2557) 1
1 (First tier) (Original Equipment Market: OEM)
2 (Second Tier) 1 3 (Third
Tier) 1 2 (Replacement Equipment Manufacturer: REM)
1 2541
4 (1) (Press
Part) (2) (Brazing Pipe)
(3) (Porous Duct)
(4) (Brake Tube, Fuel Tube)

[344]

 8
24 ..2559




(Brake Tube, Fuel Tube) 45


1,100 120
800
3 360
440

2
10
..2558 ..2559

(Descriptive Analysis) ( , 2542;
,2550; , 2555)


(Quantitative Analysis)
(NPV), (IRR),
(MIRR) (Lin. S. A. Y, 1976) (PI) NPV
IRR MIRR WACC PI

[345]

 8
24 ..2559
(Switching Value Test)
( , 2542; ,
2550; Koh, Ang, Brigham and Ehrhardt., 2014)

1.

(LPG)
1,100 800
24
2.
120
3 24
(Brazing Pipe)
1,100
800
(Fuel Tube) (Brake Tube) 120

1,100
800 120 3
360 (Heat
Exchanger) ( . 2558) AI13-03 13

2
10

6.39
7.22

[346]

 8
24 ..2559
(NPV)
(IRR) (MIRR) (WACC)
1 (1) 35,835,395 (2)
8.33 (3) 7.48 (4)
1.16 (1) 44,803,481 (2)
9.33 (3) 8.19 (4)
1.20
2
4
(SVTB),
(SVTC), (SVTIC)
(SVTOC) (1)
9.49 (2)
10.48 (3)
15.68 (4)
31.62
(1)
12.46 (2) 14.23
(3)
19.61 (4)
51.90

(2556)

(2550)

2
(2558) 2

(NPV) (IRR)
(MIRR) (WACC) (6.39 7.22 )
(PI) 1


(2558)

[347]

 8
24 ..2559

8 50 5

546,795
(IRR), (MIRR), (PI)

1.
2

2.
15
3.

4.


5. 400

. 2558. (Online). http://www.dft.go.th/Default.aspx?tabid=164, 1 2558.

. 2558. ..2555-2574 (Online).http://www.oie.go.th/sites/default/files/
attachments/industry_plan/National_Industrial_Development_Master_Plan.pdf, 18 2558.
. 2556. .
, .
, , , , .2555. .
: .
. 2542. . : .
. 2550. .
, .
. 2558. .
() , .
. 2558. (Online).http://mte.kmutt.ac.th/elearning/Energy_
Conservation_in_Industrial_Plant/5_3.html, 19 2558.

[348]

 8
24 ..2559
. 2558. ,
(Online). http://www.thaiauto.or.th, 1 2558.
. 2558. ()
. () , .
. 2550. : . :
.
Annie Koh, S. K. Ang, E. F. Brigham, and M. C. Ehrhardt. 2014. Financial Management Theory and Practice. An Asia edition.
Singapore.
International Organization of Motor Vehicle Manufacturers (OICA). 2558. (Online).
http://www.oica.net/category/production-statistics/, 15 2558.
Lin, S. A. Y. 1976. The modified rate of return and investment criterion. The Engineering Economist 21 (4): 237-247.

[349]

 8
24 ..2559

A Feasibility Study of Investment on Onsen In Si Racha District, Chon Buri Province
*, *** .
****
Chanatip Amorncheewin, Associate Professor Sri-on Somboonsup and Dr.Kanatnan Thaweewat

(1)
(2) (3)






20 10.31 27,457,947

13.42 1.69
18.15
32.67, 68.99 22.17
: ,

Abstract
A Feasibility Study of Investment on Onsen in AmphoeSi RachaChangwat ChonBuri aims to (1) explore marketing feasibility; (2)
study technical aspects; and (3) perform financial feasibility. The study uses primary data obtained from non-participant observation, indepth interviews and secondary data gathered from academic papers of various sources including internet websites. Both types of data are
used in descriptive and quantitative analysis. The analytical tools employed are, namely,NetPresent Value (NPV), Internal Rate of Return
(IRR), Modified Internal Rate of Return (MIRR), Profitability Index (PI), and Switching Value Test (SVT). The study result reveals
thatYunomoriOnsen and Spa on Sukhumvit areawithinBangkok, are crowded with Japanese customers on weekdays afterworking hours and
on weekends. Thus, the project is marketing feasible in Amphoe Si RachaChangwat ChonBurias the venueis likely packed with the Japanese
and is considered to host second highest number of Japanese people in Thailand, particularly with no onsen services available within the
area. The project follows the scale, design and services similar to those offered by YunomoriOnsen and Spa. The financial feasibility is
* , Email: tommkumi@gmail.com
***
, Email: fecosos@ku.ac.th
****
, Email: ka_nund@hotmail.com

[350]

 8
24 ..2559
based on the project life of 20 years and the Weighted Average Cost of Capital (WACC) of 10.31 percent. This shows that the project is
feasible since NPV is27,457,947 baht, MIRR is 13.42 percent and PI is 1.69,even though IRR is not applicable in this case. The SVT indicates
that the revenue could be down by 18.15 percent and the operating cost, investment cost, and total cost could be up by32.67, 68.99,
and 22.17 percent respectively; hence, the project could be considered to bare very low risk.
Keywords: Feasibility Study, Onsen

( , 2559)
40

(, 2559)


46,000
5,000

..2556

( , 2559, , 2559,
, 2556)

1.

[351]

 8
24 ..2559
2.
3.

..2558 ..2559

1. 20
2. 85 15
() (SPA)
3. (MRR) 7.87
(, 2559)
4. (Real Cash Flow)

5. 365

2



( , 2542;
, 2544)
( , 2544) (1)
(NPV) (2) (IRR) (3) (MIRR) (4) (PI) (5)
(Switching Value Test)
(WACC)

[352]

 8
24 ..2559

26 2
35
(, 2559) 2
18.00-22.00 .
14.00-22.00 .
1
1

()

()

()

()

()

()

10.00 .-13.59 .

450

10

10

20

30

30

60

14.00 .-17.59 .

450

35

35

70

80

60

140

18.00 .-23.00 .

450

70

36

106

80

60

140

115

81

196

190

150

340

35
12
5,024 12 42,577
2
2

()

()

()

()

()

()

10.00 .-13.59 .

450

14.00 .-17.59 .

450

10

70

78

18.00 .-23.00 .

450

70

75

70

78

77

12

89

144

20

164

[353]

 8
24 ..2559

2


2

900
11 4

450
18,137,250
(1) 45,765,000 (2)
10,551,168

(WACC) 10.31 (Ke) 10.74
Capital Asset Pricing model (CAPM) (Rf) 3 ( , 2559)
(Rm) 12 () 0.86 (, 2559)
(1) (NPV) 27,457,947
(2) (IRR)
IRR (3)
(MIRR) 13.42 (4) 1.69 (5)
18.15 32.67, 68.99 22.17

1.

2.

[354]

 8
24 ..2559

. 2544. . : .
. 2558. ..2559 (Online). http://marketdata.set.or.th/tfx/bond
profile.do?locale=th_TH&symbol=LB366A. 2 2559.
. 2559. () (Online). http://www.set.or.th/set/company
highlight.do?symbol=SPA&ssoPageId=5&language=th&country=TH. 2 2559.
. 2559. (Online). http://www.set.or.th/th/market/tri.html. 22
2559.
. 2542. .: ().
. 2559. (Online). http://www.manager
.co.th/iBizChannel/ViewNews.aspx?NewsID=9560000037273&Page=ALL. 22 2559.
. 2558. .
,
. 2544. .: . Eugene F.Brigham, and Joel F.Houston. 2001.
Fundamentals of Financial Management. Florida: Harcourt College Publishers.
. 2556. .
,
. 2556. (Online). http://www.reic.or.th/News/NewsPaper_Detail.aspx?newsid=45169. 18
2559.
. 2559. (Online). http://www.th.emb-japan.go.jp/th/relation/
others.htm, 2 2559.
Lin, S.A. 1976. The modified internal rate of return and investment criterion. The Engineering Economist 21 (4): 237-247

[355]

 8
24 ..2559

A Feasibility Study of Investment on Leucaena Plantation for Biomass
Power Plant PPC Companyin Tharua, Phra Nakhon Si Ayutthaya
*

**

***

, . .
Dusit Suwan, Dr.Kanatnan Thaweewat and Dr.Bhisanuwat Thaweewat

(1)
(2)

(NPV)(IRR)
(MIRR) (PI) (SVT)
6,000 68,904 1
17.5 15 8,000
11
15 (WACC) 10.80
85,604,103 40.25 22.40
4.45
13.64 16.56

10.67
: , ,

Abstract
TheFeasibility Study of an Investment on Leucaena Plantation for Biomass Power Plant PPC Company in
AmphoeTharuaChangwatPhra Nakhon Si Ayutthaya aimsto (1) explore the general conditions and technical aspects of Leucaena plantation
and its uses as biofuel, and (2) perform financial feasibility. The study usesprimary data obtained from participant observation, in-depth
interviews and focus group,and secondary data gathered from academic documents and internet websites. Both types of data are
*

, Email: dusit.sw@gmail.com
, Email:ka_nund@hotmail.com
***

**

[356]

 8
24 ..2559
employed in descriptive and quantitative analysis. The analytical tools are accordingly Net Present Value (NPV), Internal Rate of Return (IRR),
Modified Internal Rate of Return (MIRR), Profitability Index (PI), and SwitchingValue Test (SVT).The power plant has to produce 6,000 kWh of
electricity, ofwhich it would requirebiomassinput of 68,904 tons per year. Planting Leucaena 1 rai yieldes 17.5 tons per 2 year;
consequently, this wouldrequire a total of 8,000 rai,of which the Leucaenacan be harvested for 15 years without replanting. Such proposal
can be achieved by encouraging farmers to grow the specified plant. The wood from the farm will be processed into the size of 1 1 inch
for biomass usage.The financial feasibility, basing on the project life of 15 years andtheWeighted Average Cost of Capital (WACC)of10.80
percent, indicates that the project is worth the investment, in particular for famers who may be interested in Leucaena contract farming,
due to the following data where it shows NPV to be85,604,103baht, IRR at40.25percent, MIRR at22.40percent and PI to be4.45.The SVT
indicates that the revenue could be down furthest by13.64 percent and the operating cost could be up by16.56 percent. Such
arrangements should be made when the market price of rice is lower than 10.67baht per kilogram, of which would accordingly render the
participating farmers with higher returns.
Keywords: Feasibility Study, Biomass, Leucaena

..2547
20
80 28 2552
..2556 552 ..2557
6,240 1

1
: (2558)



318.94 39

2

[357]

 8
24 ..2559

2 ..2552- ..2557
: (2558)
80


(Leucaena)
( ,
2550)
( , 2552) 1
15
(, 2551)
15.91-20.10 15.84 17.92 3

[358]

 8
24 ..2559

(1)
(2)

6,000 68,904 1 17.5
8,000
2 1) 2)
..2558
..2559

1. 15
2
2. (Discount rate) (WACC) 20
3. (Real Cash Flow)

4.
5. 330 8 3
90

10 2 1
3

[359]

 8
24 ..2559

( , 2542; , 2544;
, 2550; , 2555)

( ,2544;Koh, Ang, Brigham and Ehrhardt., 2014)
(1) (2) (3)
(Lin, S.A.,1976) (4) (5)

15-20
15
8,000
6,500 50
1,500 .47 .51 1
2 800 (, 2559)
15 8,500 ( , 2559) 400
18.67 ( 2,
2559) 750
2 1
1 2
:

-
-
-

27,200.00
25,600.00
1,600.00

-
-
-

14,000.00
9,700.00
4,300.00

25 -30

[360]

 8
24 ..2559

20
13 (WACC) (Ke)
17.83 Capital Asset Pricing Model (CAPM) (R f) 4.87 (
, 2559) (R m) 14.69 ( ,
2558) () 1.32 10.80 2
2 (WACC)

(We)

40.59%

(Ke)
(Wd)
(Kd)
(Tax)
(WACC)

17.83%
59.41%
7.50%
20.00%
10.80%

2 24,805,500 3
93,099,661 4
10.80
3

()
15,630,000

: (2558)

5,215,500
120,000
100,000
1,000,000
2,740,000
24,805,500

: (2558)

(/)
9,735,000
76,434,340
2,259,640
4,670,681
93,099,661

[361]

 8
24 ..2559
(1) 85,604,103 (2)
40.25 (3) 22.40 (4)
4.45

13.64 16.56

(NPV) 85,604,103
(IRR) 40.25
10.80 22.40
(PI) 4.45 1 4
(2553)

13.64
16.56



5
5

NPV
IRR
( )
()
()
0.75
85,604,103
40.25
0.80
70,298,735
36.44
0.85
54,993,366
32.25
0.90
39,687,998
27.56
0.95
24,382,630
22.16
1.00
9,077,261
15.61

MIRR
()
22.40
21.19
19.78
18.09
15.98
13.13

PI
4.45
3.83
3.22
2.60
1.98
1.37

()
9.34
9.61
9.87
10.14
10.40
10.67

5
1.00
10.67

[362]

 8
24 ..2559

1.

2.
1
3. 13 15

. 2558. 2557 (Online).

http://www4.dede.go.th/dede/images/stories/stat_dede/sit_58/Thailand% 20Alternative% 20 Energy% 20Situation% 2
02014.pdf., 21 2558.
2. 2559. .
, , , . 2555. (Project
and Program Analysis).: .
, , , , , . 2550.
- .
164-216.
. 2544. . : .
, , , , , . 2551.
. . .
. 2558. ..2559 (Online). http://marketdata.set.or.th/tfx/bondpro
file.do?locale=th_TH&symbol=LB366A, 22 2559.
. 2559. (Online). http://www.set.or.th/th/market/tri.html, 22 2559.
. 2558. . .
. 2558. . .
. 2558. . .
. 2559. . .
. 2542. . : ().
. 2553. .
.
. 2544. . : . Eugene F.Brigham, and Joel F.Houston. 2001.
Fundamentals of Financial Management. Florida: Harcourt College Publishers.
, , . 2552.
.
. 2559. 2 558.

[363]

 8
24 ..2559
. 2550. : . :
.
Annie Koh, S. K. Ang, E. F. Brigham, and M. C. Ehrhardt.2014. Financial Management Theory and Practice. An Asia edition.
Singapore.
Lin, S.A. 1976. The modified internal rate of return and investment criterion. The Engineering Economist 21 (4): 237-247.

[364]

 8
24 ..2559

A Feasibility Study of Investment on In-house Shaft Production for Turbocharger
of K Company Limited in ChonBuri Province
*, .
** . ***
Thanisa Praemetta, Dr.Bhisanuwat Thaweewat and Dr.Kanatnan Thaweewat

(1)
(2) (3)



4,000
15
13 240 7
10.14 10.63
20,810,721 32,676,593 16.53 19.79
13.95 16.01 1.27 1.42
21.16 29.65 27.16 50.45

: , ,

Abstract
The study aims to (1) explore the general condition of 3rd factory and the turbocharger shaft production process of K
Company Limited in ChonBuri Province; (2)study technical aspects of the new shaft production line; (3) perform financial
feasibility. The study utilises primary data obtained from participant observation with in-depth interviews constructing with
company managers and engineers and secondary data obtained from various academic documents of various sources including
the internet. Both types of data are used in descriptive and quantitative analysis focusing on technical and financial feasibility.
The analytical tools employed are Weighted Average Cost of Capital (WACC), Net Present Value (NPV), Internal Rate of Return

, Email : kwangkwang1987@gmail.com
, Email : ka_nund@hotmail.com
***
, Email : ka_nund@hotmail.com
**

[365]

 8
24 ..2559
(IRR), Modified IRR (MIRR), Profitability Index (PI), and Switching Value Test (SVT). The results indicate that it is technically feasible
to establish the turbocharger shaft production process for G4 and G5 model in the 3rd factory of K Company, of which usable
area of more than 4,000 m2 is available. All of 15 machines are installed in production line consisting of 13 operations with 2
major processes of machining and heat treatment. The production line requires area of only 240 m2. The financial results with
BOI supporting under project life of 7 years and WACC as discounted rate of 10.14 and 10.63 shows that NPV are 20,810,721 and
32,676,593 baht, IRR are 16.53 and 19.79 percent, MIRR are 13.95 and 16.01 percent and PI are 1.27 and 1.42. Thus, the project
is feasible. The SVT shows that the net benefit could mostly diminish to 21.16 and 29.65 percent and the operating cost could
mostly rise up to 27.16 and 50.45 percent; hence, the project risk of BOI case is less than non-BOI case.
Keywords: A Feasibility Study, Shaft, Turbocharger

..2557 789,234.78 (,
2558) 1 (First Tier) (Turbocharger:T/C)
1

1
: , 2558
35
..2545 (Lead Firm)




2 (Second Tier) 70
( ,
2558) 10 35
(Part Per Million: PPM) 3 PPM 8
2
43.63 PPM 11.96 PPM
2
[366]

 8
24 ..2559

10 (Bearing Housing: B/H)
(Turbine Shaft:T/S) (Compressor Impeller: C/I) 2
G4
G5
(Backward Integration)

(B/H)

(T/S)

(C/I)

2
: , 2558
3
(2554)
(2558)
()
(2558)
2 (2557)
1 (2558)
5 4



,
, ,

(1)
(2)
(3)

[367]

 8
24 ..2559

(Outsourcing)
2 1)
2)
..2558 ..2559

(1) 7 1 6 ..2560 2565
6 (2) (Real Cash Flow)
(3) (Discount rate) (WACC)
20 (4)
(5) 264 8 2
85 (6)
(Operation Cost)

1 1
1
1

1
1
1


( , 2542)




(1) (2) (3)

[368]

 8
24 ..2559
(4) (5) (6) (7)
(Switching Value Test) ( , 2542; , 2550; Lin. S.A., 1976; Annie
Koh. and others, 2014; Paul G.Keat. and others, 2014)

2 10,944 5,472
4,221
2,000
2,110

13 1) (Materials Receiving Process)

SCM435 3 20 22
2) (Middle Turning Process)
3) (Stress-relief Annealing Process)
4)
(Induction Hardening Process)
3-5 5) (Tempering Process)
6) (Shaft Turning
Process) 7) (Groove Turning Process) 8)
(Center less Grinding Process) 9)
(Thread Rolling Process) (Nut) 10)
(Demagnetization Process) 11)
(Final Inspection) 12) (Packing) 13) (Delivery)

235.36 125.41 109.95
G4 G5 395,356 32,946 1,498
..2563 15
3 1
7
1

2
6

[369]

 8
24 ..2559
7
77,532,900
117,539,290 99,182,484
(1) 20,810,721 (2)
16.53 (3) 13.95 (4)
1.27 (5) 11.89
21.16 26.84
27.16
(1) 32,676,593 (2) 19.79 (3)
16.01 (4) 1.42 (5)
18.67 29.65
42.15
50.45

7
6
(NPV) 11,865,872
(IRR), (MIRR)
(PI) (2558)
10 8
50 5

NPV, IRR, MIRR PI

(2557)
1 26 7
(Adder) 0.50 7

1)
2) 3)

[370]

 8
24 ..2559



(2558)



(2554)
(2558)
()
2

1.
6
2.
(PVOC) 50.45

3.

. 2558. (Online). http://www.ops3.moc.go.th/infor/menucom

th/stru1_export/export_topn_re/report.asp, 6 2558.
. 2554.
.
, .
. 2558.
. , .
. 2557. 1 .
, .
. 2558. . .
. 2558. . .
. 2542. . : .

[371]

 8
24 ..2559
. 2558. .
, .
. 2558. ()
. , .
. 2550. : . :
.
Annie Koh, Ser-Keng Ang, Micheal C. Ehrhahardt and Eugene F. Brigham. 2014. Financial Management: Theory and Pratice, An
Asia Edition. Singapore: Cengage Learning Asia Pte Ltd.
Lin, S. A. 1976. The modified internal rate of return and investment criterion. The Engineering Economist 21 (4): 237-247.
Paul G.Keat, Philip K. Y. Young, Stephen E. Erfle. 2014. Managerial Economics: Economic Tool for Today's Decision Makers.
England: Pearson Education Limited.

[372]

 8
24 ..2559

A Feasibility Study of the Investment on Automotive Parts Production Process
Improvement of A Company Limited Rayong Province
*

**

***

, . .
Amornrat Hnuyome, Dr.Bhisanuwat Thaweewat and Dr.Kanatnan Thaweewat

(1)

(2)

, ,
,
()
1200 ,
1000 800 2 6
20
6.73 7.26 (NPV) 35,835,395 44,803,481
(IRR) 8.33 9.33 (MIRR) 7.48 8.19
(PI) 1.16 1.20 9.49 12.46
10.48 14.23 15.68 19.61
31.62 51.90
: , ,

Abstract
This research purports to, firstly, survey the general automotive part production process of A Company Limited and perform
technical of machine for large automotive part production in line. Secondly, the study attempts to perform financial feasibility investigation
and test the ability to sustain change of investment on process improvement automotive part of A Company Limited. The study utilizes
primary data collected from participatory observations and in-depth interviews together with secondary data obtained from thesis and
*

, Email: amornrat_mayz@hotmail.com

***

**

[373]

 8
24 ..2559
academic papers. Both types of data are analysed using Net Present Value (NPV), Internal Rate of Return (IRR), Modified IRR (MIRR),
Profitability Index (PI), and Switching Value Test (SVT). The research findings vis-a-vis the suitability in large automotive parts production is
spotted by the Auto Alliance (Thailand) Company Limited. Ultimately, it reveals that it would be possible and suitable for the A Company
to change Transfer Press in E line to Tandem press line composed of 4 press machine are 1200 ton, 1000 ton and 800 ton respectively for
2 units, of which shall be employed together with robot for 6 units for forward automotive parts during the production process. Considering
the financial results with non-BOI case under project life cycle of 20 years and the WACC as discounted rate of 6.73 percent, the project is
accordingly worth investing, determining upon the following figures, of which represent NPV equals 35,835,395 Baht, IRR at 8.33 percent,
MIRR at 7.48 percent, and PI values at 1.16. The SVT indicates that the benefits could be brought down by 9.49 percent, the total cost
could be risen up by 10.48 percent, the investment cost could be decreased by 15.68 percent, and the operating cost could be lessen by
31.62 percent. In BOI case with the same project life cycle, WACC represents the discounted rate of 7.26 percent, NPV at 44,803,481 Baht,
IRR at 9.33 percent, MIRR equals 8.19 percent, and PI values of 1.20. Ultimately, the SVT reveals that the benefits could be struck down by
12.46 percent, whist the total cost, the investment cost and the operating cost could be lowered down by 14.23, 19.61 and 51.90 percent
respectively.
Keywords: Feasibility Study, Process Improvement, Automotive Part

..2557 12
1 ( , 2558)




(, 2553)


1 1 (First tier) (Original Equipment
Market: OEM) 2 (Second Tier) 1
3 (Third Tier) 1 2 (Replacement Equipment Manufacturer:
REM) ( ,2557)
1 (First Tier) ..2546
(Body)
, ,

1 41

[374]

 8
24 ..2559
(Body) 10 24 1
1


()
, ,
()

1200

6
1700 (Transfer Press)

4 1200 , 1000 , 800 800
(Tandem Press Line)

2
20
..2558 ..2559

[375]

 8
24 ..2559

(Descriptive Analysis) ( , 2542;
, 2544)

(Quantitative Analysis)
(NPV), (IRR), (MIRR) (PI)
NPV IRR MIRR WACC PI
(Switching Value Test)

( , 2542; , 2550)

4


()
6
1700 5
4
, ,

1200
1700

34
5 3 2.03 ..2553 7.47 ..2557


(Tandem Press Line) 4
DL4P (
) 1200 1 1000 1 800 2
6
IRB 6660-130/3.1 ()

[376]

 8
24 ..2559

2
20


2,500,000
6.73 7.26


(NPV) (IRR)
(MIRR) (WACC) 1
(1) 35,835,395 (2) 8.33
(3) 7.48 (4) 1.16
(1) 44,803,481 (2) 9.33 (3)
8.19 (4) 1.20
2
4
(SVTB),
(SVTC), (SVTIC)
(SVTOC) (1)
9.49 (2)
10.48 (3)
15.68 (4)
31.62
(1)
12.46 (2) 14.23
(3)
19.61 (4)
51.90 1

[377]

 8
24 ..2559
1

BOI

BOI

WACC

6.73

7.26

NPV

35,835,395

44,803,481

IRR

8.33

9.33

MIRR

7.48

8.19

PI

1.16

1.20

SVTB

9.49

12.46

SVTC

10.48

14.23

SVTIC

15.68

19.61

SVTOC

31.62

51.90

2

(WACC)
(6.73 7.26 )
8 50
5 ( 20)
(2558)
2
(NPV),
(IRR), (MIRR) (PI)

(2558)
(2558)
()

8,968,086
(IRR), (MIRR), (PI)

[378]

 8
24 ..2559

1. 2


2. 10

3.

. 2544. . : .
. 2558.
. ,
. 2553. (Online). http://www.worldbank.org, 16 2558.
. 2542. . : .
. 2558. .
,
. 2557. (Online). http://www.thaiauto.or.th, 18
2558.
. 2558. ()
. ,
. 2558. (Online). http://www.lhbank.co.th, 27 2558.
. 2550. : . :
.

[379]

 8
24 ..2559

Factors Affecting the Decision upon Joining the Membership
of Hitachi Union Saving and Credit Cooperative, Limited
.
Nuttanee Doungchan and Dr.Pat Pattanarangsun

400 ..2559 ..2559

Marginal Effect 31-40
.6 4-6 15,001-30,000
200,001-300,000
-


0.10


: ,,

Abstract
The objective of this research is to study the factors affecting the decision to becomea member of Hitachi union
saving and credit cooperative, Limited.The primary data obtained through the use of questionnaire is collected from the total
number of 400employeesof Hitachiconsumer Product (Thailand) Co., Ltd. during January 2016 to February 2016, of which is later
analysed with the Logit model. The result reveals that the factors affecting the decision upon joining membership of Hitachi
union saving and credit cooperative, Limited, considering the statistical significance level of 0.10,are namelygender, age,
education, experience, position, average monthly income, and consumer behaviour, of which concerns with the issue of holding
credit, congenital disease, debt responsibility including marketing mixes in terms of price and process.
Keyword: Saving and Credit Cooperative, Decision, Marketing Mixed Factors

[380]

 8
24 ..2559

2


2552 26 61,000 592,400
8 736 421
315 2,705 2558 7 47,319,600
50,114,833.33 31 2559 ( 2558)


2557 31,496,955 38 30,678,100 61
2558 37,880,630 20 38,667,500 26 2559
52,670,293.00 39 47,319,600 22

50 2,705

5,296
Taro Yamane (Yamane,1973 125) 372

[381]

 8
24 ..2559

1 2559 28 2559
400 (Simple Random Sampling)
1 . 2. 3.


Marginal Effect

(Marketing 7Ps)
(Logit Model)

0+

+ 2age2 + 3age3 + 4education2 + 5education3 + 6status2

+ 7status3 + 8experience + 9position2 + 10position3 + 11position4 + 12income2
+ 13income3 + 14income4 + 15creditcard1+ 16disease+ 17debit+ 18debit2
+ 19debit3 + 20debit4 + 21debit5 + 22debit6 + 23debit7 + 24product1
+

1gender2

25price3

26place1

27promotion1

28person 2

29physical3

30process4

Y
P
Genderi
Agei

0 =
1 =

(Base Group =)
2 =
(Base Group = 30 )
2 = 31-40
3 = 41-50
4 = 51
(Base Group = .6)
2 = ./
3 =
4 =
(Base Group = )
i = 2 , 3
2 =
(Base Group = 1-3)
i = 2 , 3
2 = 4-6

Prob (Y = 1)

i = 2

i = 2 , 3, 4

Educationi

i = 2 , 3, 4

Statusi

Positioni

[382]

3 =

 8
24 ..2559

Incomei

Depti

Creditcard

Disease

(Error Term)

3 = 7/ 7
(Base Group = 20,000 )
2 = 20,001-30,000
i = 2 , 3, 4
3 = 30,001-40,000
4 = 40,000
(Base Group = )
i = 2 , 3, 4, 5, 6
2 = 50,000
3 = 50,001-100,000
4 = 100,001-150,000
5 = 150,001-200,000
6 = 200,001-250,000
1 =
0 =
1 =
0 =

400 219
54.8 181 45.3 31-40 205 51.3
.6 248 62.0 282 70.5 1 127
31.8 4 135 33.8 18 29 7.3
4-6 140 35.0 276 69.0
15,001-20,000 145 36.3 20,001-30,000 125
31.3 204 51.0 64 16.0 250,001-300,000
16 4.1


=
-2.435-0.788gender2 +0.161age2 -1.555age3 -1.416education2
(-1.83)*
(0.28)
(-1.85)*
(-2.4)*
[-1.874] [0.384] [-0.370] [-0.337]
-1.608education3 +0.221status2 +0.753status3 +0.143experience
(-1.88)*
(0.4)
(0.61)
(3.11)
[-0.379] [0.053] [0.161] [0.034]
+1.823position2 +0.439 position3 -0.929position4 -1.186income2
(2.92)*
(0.6)
(-0.97)
(-1.93)*
[0.392] [0.100] [-0.227] [-0.283]
- 0.444income3-1.177income4 +1.013creditcard1 +1.087disease1
(-0.67) (-1.67)*
(2.07)*
(1.78)*

[383]

 8
24 ..2559
[-0.107] [-0.285] [0.239] [0.228]
-0.742debit1 -1.333debit2 +0.299debit3 +0.367debit4
(-1.07)
(-1.63)
(0.32)
(0.33)
[-0.179] [-0.321] [0.068] [0.083]
-2.654debit5 +3.097debit6 +0.675debit7 +0.668product1
(-1.96)*
(1.82)*
(0.93)
(2.2)*
[-0.522] [0.377] [0.152] [0.1588]
+0.579price3 +0.027place1 -0.731promotion1 +0.217person2
(1.77)*
(0.88)
(-2.29)*
(0.68)*
[0.137] [0.006] [-0.173] [0.051]
+0.475physical3 -0.605process4
(1.45)*
(-1.76)*
[0.112] [-0.143]
2
LR chi = 137.67
Prob (chi2) = 0.0000
Overall Percentage Correct = 80.17
: * 0.10
() [ ] Z-stat Marginal Effect

LR chi2 = 137.67 Prob (chi2) = 0.0000

0.10
Overall Percentage Correct 80.17
80.17

0.10
(2555)

(2549)


(2550)

(2544: 40-47)





(2553)

[384]

 8
24 ..2559


Marginal Effect
(Logit Model)
0.10 18.7
0.10 14-50
30 37
0.10 /

.6 33.7 0.10
3.4

0.10 4-6
1-3 39.2
0.10 20,001-30,000
20,000 28.3
0.10
51
0.10 16
0.10 250,001-300,000
37.7

(2552: 79)

0.10

[385]

 8
24 ..2559

. 2555. SPSS for Windows . 4. :

.(2551). ..2542 (Online). http://www.cpd.go.th/cpd/cpdinter, 26 2559.
. (2553). .
,
. (2549). .
, .
. (2550). . : .
. (2555). : .
, .
. (2550). .
(). : .
.(2544). . .
. (2541). (Online). http://thesisavenue.blogspot.com/2008/09/marketing-mix-7ps.html,
14 2558.
(2541). (Online). http://poundtv5.blogspot.com/2014/10/theory-of-consumerbehavior.html, 14 2558.
. (2556). 2556.
6/2557.
. (2557). 2557.
7/2558.
. (2558). 2558.
8/2559.
, (2524).
Yamane, Taro. (1973 125). Statistics: an introductory analysis. New York: Harper and Row.

[386]

 8
24 ..2559

..2533 33

The Access of Insured Person to the Social Security Act B.E. 2533 Section 33 of Myanmar
Workers in Phra Pradaeng District, Samut Prakan Province
*, ** . ***
Penpim Nuchanart, Associate Professor Sirikorn Kanjanasuntorn and Dr.Chairat Wongkitrungruang

..2533 33
9 ..
2533 33 2



..2533 33

: , , ... ..2533 33

Abstract
The purposes of this qualitative research were to study the access of insured person to the Social Security Act B.E.
2533 Section 33 of Myanmar workers in Phra Pradaeng District, Samut Prakan Province. The purposive sampling of the
population consisted of 9 Myanmar workers who lived in Samut Prakan Province. The data collections were conducted through
the use of focus group discussion and In-depth interview. The result of the study found that the beneficial perception of
Myanmar workers came from 2 sources; from employer and friends or acquaintances. They had a little knowledge regarding the
Social Security Act B.E. 2533 Section 33. For the use of the Social Security Act, the Myanmar worker could get the benefits from
the sickness and accidents while working by getting compensation from the Act, and getting money from giving a birth. For
recommendation of this research, it is important to give information concerning their rights according to the Social Security Act
B.E. 2533 Section 33 among Myanmar workers. Furthermore, it is recommend setting up activities to strengthen their
understanding of the Act, and ascertain their rights more efficiently.

; E-mail: saam_sarm3@hotmail.com
; E-mail: fsocptk@ku.ac.th
***
; E-mail: wchairat@hotmail.com
**

[387]

 8
24 ..2559
Keyword: Myanmar Workers, The Access, Social Security Act B.E. 2533 section 33

. 38/1 13 (, 2559)


(Work Permit) (Passport)
..2537
..2533 30 ..2533
7
(, 2558)


(in cash) (in kind)

(, 2558)

5
3 1.5
0.5 3


... ..2533 33 5
5 2.75 ( , 2558)
33
..2533

33



7

[388]

 8
24 ..2559

1. ..2533 33

2. ..2533 33

(Qualitative Research)
..2533 33





..2533 33 9

(Focus Group Discussion)

..2533 33
(In-depth Interview)
7

33
1

[389]

 8
24 ..2559
1

()

34

31

36
MOU

30

22

21

24

22

35

()
8
11
6
10
3
3
5
5
15

/
/
/
//
/
/
/
//
/

1 34 8 31
20
36 6 MOU
22 3 21
3 24 5
35 15

2 30
10 22 5

33
33
2
1 2

33
33


9 2


33

[390]

 8
24 ..2559


33
33
33
33
33
9 ..2533 33 9 6
7 2
1) 33

300 2
33

33
60
180


33



33



2) 33
33
33



33
33
50 90

[391]

 8
24 ..2559
33

MOU

(2555)




**

(2553)

33 2

33

33
(2552)

(2558)

33 2
7
**

[392]

 8
24 ..2559
33 2


( )

(2558)

(in cash) (in kind)

1. 33

2. 7

1. 33
2. 33

. 2552. :
. , .
. 2558. 25 : - (Online).
http://www.prachachat.net/. 6 2558.
. 2555. .
: , .
. 2553. . ,
. 2558. (Online). http://www.sso.go.th/. 16
2558.
__________. 2558. (Online). http://wp.doe.go.th/. 16 2558.
. 2559. (Online). http://wp.doe.go.th/. 8 2559.

[393]

 8
24 ..2559

Factors Affecting Consumer Purchase Decision of Big Bike Motorcycles inPattaya City
*

, ** . ***
SmorndechNarksomboon, Assoc.Prof.Sri-on SomboonsupandDr.PatPattanarangsun

400


0.10
: ,,

Abstract
The objective of this study aimed to determine factors affecting consumer purchase decision of Big Bike motorcycles
in Pattaya city.The primary data from 400 samples were collected and analyzed by logit model. The study result showed that
gender, stroke capacity of engine, brand, the number of attending motor show events and marketing mixes in terms of product,
promotion and personal could significantly explain consumer purchase decision of Big Bike motorcycles in Pattaya city at a
statisticalsignificance level of 0.10
Keywords: Consumer Purchase Decision, Big Bike Motorcycles, Marketing Mix Factors

151

; Email:smorndech13@hotmail.com
; E-mail:fecosos@ku.ac.th
**
; Email: feconppt@src.ku.ac.th
**

[394]

 8
24 ..2559

..2560 - JTEPA
250








..2543- ..2557
(, 2558) ..2557

..2556

GDP










Ducati, Kawasaki,
BMW, KTM, Yamaha, Honda, Triumph, Benelli, Suzuki, SYM GPX

[395]

 8
24 ..2559

W.G. Cochran
384.16 400

(Logit Model)

ln

= 0 + 1gen + n2nsizenn + p3pbrandp + x4xshoevx + 5prod1 + 6prom4 + 7peop5 + U

Y

P
Gen

Prob (Y=1)

sizenn

n = 2,3,4,5,6

brandp

p = 2,3,4,5,6,7,8,9,10,11

[396]

1 =
0 =

1 =
2 =
(Base Group = 150-250 )
2 =251-400
3 =401-650
4 = 651-900
5 = 901-1300
6 = 1,300
(Base Group = BMW)
2 =Ducati
3 =Harley Davidson
4 = Honda

 8
24 ..2559

shoevx

x = 2,3,4

prod1

(Error Term)

prom4
peop5
U

[397]

5 = Kawasaki
6 =KTM
7 = Suzuki
8 = Triumph
9 = Vespa
10 = Yamaha
11 =
(Base Group = 1-3 )
2 = 4-6
3 = 7-9
4 = 9
1-5
1-5
1-5

 8
24 ..2559

400

1.
2.
3.

4.
5.

6.

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16. 17. 1

1.
2.
3.

4.

5.

Logit Model

[398]

 8
24 ..2559
ln

-2.24 + 0.61gen +0.02sizen2 + 0.01sizen3 + 0.83sizen4- 0.00sizen5 + 1.83sizen6-0.23brand2

(-2.23) (2.11)* (0.06) (0.02) (1.85)* (-0.00) (3.09)* (-0.56)
[0.10] [0.00] [0.00] [0.16] [-0.00] [0.41] [-0.03]
+0.00brand3-0.03brand4-0.48brand5 + 1.56brand6-0.60brand7-1.05brand8- 1.02brand9
(0.00) (-0.08) (-1.04) (2.03)* (-0.86) (-1.47) (-1.30)
[0.00] [-0.00] [-0.07] [0.35] [-0.08] [-0.13] [-0.13]
- 0.50brand10 + 0.73shoev2 + 0.68shoev3 + 0.83shoev4 + 0.66prod1- 0.09prom4- 0.61peop5
(-0.89) (2.49)* (1.30) (0.86) (3.53)* (-0.59) (-3.44)*
[-0.07] [0.13] [0.13] [0.17]
[0.11] [-0.01] [-0.10]

LR Chi2 = 74.96
Prob (Chi2) = 0.0000Overall Percentage Correct = 79.25
: * 0.10
() Z-stat
[ ] Marginal Effect
LR Chi2 = 74.96 Prob (Chi2) = 0.0000
0.10
Overall Percentage Correct = 79.25
79.25
0.10

0.10

Marginal Effect

1.
1.1 0.10
10.00 (2551)

2.
2.1
0.10 651-900
150-250 16.00
(2556) 800-1000
[399]

 8
24 ..2559
2.2
0.10 KTM BMW
Base group 35.00
2.3
0.10 4-6 1-3
13.00
3.
3.1
0.10
(2550)
(2556)
3.2
0.10
(2556)
4. 251-400 401-650 901-1300
Ducati Harley-Davidson Honda Kawasaki Suzuki Triumph Vespa Yamaha
7-9 9

0.10

400
Binary Logistic Multinomial Logistic

[400]

 8
24 ..2559

.-2558.- (online).http://www.dlt. go.th/th/., 10

2559.
. 2551. .
, .
. 2556. .
, .
. 2550. .
, .
. 2556. .
, .

[401]

 8
24 ..2559

The personnel of the effectiveness of PR practitioners

the Secretariat of the House of Representatives
*

**

Wanida Arnamvat and Associate Professor Supattra Junnapiya

115


.05

.05

:

Abstract
The objectives of this research were to study the level of the personnels opinion and the factors related to the
personnels opinion on the effectiveness in public relations office of the Secretary General of Parliament. The samples
consisted of 115 personnels in the Office of Public Relations, the secretariat of the houseof representative.Questionnaireswere
used to collect data and then analyzed by computer packaging program. The statistics used for data analysis were percentage,
mean, standard deviation. Analysis of Variance (ANOVA) and Multiple Classification Analysis (MCA.) with statistical significance
level at .05. This study aimed to examine the effectiveness of personnel. In the practice of public relations of Secretariat. House
of representatives And factors Relating to comment on the effectiveness of personnel in the public relations office of the
Secretary General of Parliament. As well as studythe problems in the practice of public relations of Secretariat of the House of
Representatives of 115 people. Questionnaires were used to collect data. Processed and analyzed by computer. Using software
The statistics used for data analysis were percentage, mean, standard deviation. Analysis of variance And multiple discriminant
analysis The significance The statistical level of .05.The results showed that The effectiveness of personnel in the public
*
**

; E-mail: wanida-mayy@hotmail.com
; E-mail: fsocvrvc@ku.ac.th

[402]

 8
24 ..2559
relations office of the Secretary General of Parliament. At a high level The hypothesis testing found that the age of the working
period. The participation of personnel in public relations. And relevance to public relations personnel. Is associated with a
comment on the effectiveness of PR practitioners of the Secretariat of the House of Representatives. The level of statistical
significance. 05. For sex, education, position, experience inthe field of public relations. And a better understanding of public
relations. No relation The effectiveness of operational relations of Secretariat. House of representatives.
Keyword: Effectiveness in practice of public relations

(Image)


(..2557-2560) 6 3



3

1.
2.

[403]

 8
24 ..2559

115


3
1
2
3

1. 71.3 41-50 39.1

53.9 81.7 20 32.2
2.
.52
3.
.71
4. 1.08
5. .95
6.
3.35

[404]

 8
24 ..2559

.05


1.1


.05


(2548)

1.2


.05

, (2554)

1.3


.05

(2548)

1.4


.05

(2554)
4 4

1.5

[405]

 8
24 ..2559

.05

, (2554)


2


.05


2.1


.05

(2546)


2.2


.05

(2549)


2.3


.05

(2549)



2.4

[406]

 8
24 ..2559

.05

(2545)

1.

2.




3.



4.




5.




6.

[407]

 8
24 ..2559











1.

2.

. 2557. . : .
. 2540. . : .
. 2542. : . : Diamond in Business World.
. 2556. . : .

[408]

 8
24 ..2559

Households Risk Perception and Adaptation to Flooding in Hat Yai City Municipality
*, . ** . ***
CholtiraSuksawuan, Assistant Professor Dr.ChanisadaChoosuk and Dr.SompornKhunwishit

12 3
43
400 (1)

(2)
3 (3)
5
3





: , ,

Abstract
The main purpose of this study is to examine the impacts, risk perception and adaptation to flooding of households in
Hat Yai City Municipality. The areas of study are 12 communities which are labeled as high-risk, medium-risk, and low-risk
communities. Both qualitative and quantitative methodologies were employed for data collection and analysis. A semi-structure
interview was used to collect data from 43 key informants and survey questionnaires were distributed to 400 respondents. The
primary findings are as follows. First, the impacts of flooding on households in different communities are different. Householders
living in high-risk communities reported that they were highly affected,most of the householders living in medium-risk
communities reported that they were highly affected as well, and householders living in low-risk communities reported that
they were moderately affected. Second, residents of all three groups of communities perceive the risk of flooding as high for all
*

; E-mail: mai_choltira@hotmail.com
; E-mail:chanisada.c@psu.ac.th
***
; E-mail:somporn.kh@psu.ac.th
**

[409]

 8
24 ..2559
three dimensions including perceived dread, perceived impact, and perceived likelihood. Third, adaptation to flooding of Hat Yai
residents lies in three patterns or dimensions: housing/lodging, food, clothing, health/medicine, and career. Adaptations to
flooding in all three groups of communities are at the medium level. In terms of housing adaptation, Hat Yai people lift up their
belongings and elevate their houses leaving the ground level empty so that the pressure of the floodwater can be reduced.
They also store fresh and dried food and drinking water (food adaptation), wear clothes that are comfortable so that it is easy
when they need to lift up belongings and evacuate in case of emergency, and often bring umbrellas or wear waterproof
hats/caps when going out of their residences (clothing and health adaptation). Finally, it is interesting to find that people in our
study areas do not have or intend to pursue a second career. They seem not to worry about gaining additional income if
flooding occurs. They perceive that flooding in Hat Yai comes fast and goes fast and that it is no need to have another job as a
second source of income.
Keywords: Disaster Risk Perception, Adaptation, Flooding

..2532-2554

( , 2554)

( , 2554)





( , 2555)

1)
2)

[410]

 8
24 ..2559
3)

12
..2553 3 1)
2.5 4 2)
1.5-2.5 5
3) 1.5 3

1) 12 7,628
Taro Yamane

n = 381
381
400
2) 36
8 7



1)
2)

1)
2)

[411]

 8
24 ..2559

..2531, 2543 ..2553

3
1.







( 4 2559)
..2553 ..2531 ..2543
1
1

2.80
2.89
3.18
3.38
3.20
3.14
2.98
2.68
3.11
3.04

3.36

3.45

3.75

3.83

3.77

4.05

3.79

3.55

3.80

3.70

3.63
3.54
3.84
3.72
3.76
3.96
3.84
3.34
3.69
3.70

2.
3
3 12


[412]

 8
24 ..2559

( 25 2559)

2
2

3.69
3.53
3.60

3.77

3.68

3.65

3.77
3.69
3.48

3.
5

3.1



3.2


1-2




3.3



3.4

[413]

 8
24 ..2559
3.5



-

3
3

2.14

2.10

2.16

1

Heitza, C., et al. (2009)




Martin, W.E., et at. (2009)

..2553 ..2543



5

(2555)




( 25 2559)

[414]

 8
24 ..2559

Khailania and Perera (2013)


2-3


(2555)
1-2
2
(2549)

2-3



(2549)


(2555)

[415]

 8
24 ..2559

. 2555. .
, , .
. 2554. .()
:http://61.19.100.58/public/group4/disaster01/data20y/flood20y_5.pdf. [11 2557].
. 2554. 2554 .
1. : .
. 2555.
., 43(2), - 2555.
. 2549. : .
, ,.
, . 2555. :
. :.
. 2555. .
, , .
Heitz, C., Spaeter, S., Auzet, A.V. and Glatron, S. 2009. Local stakeholders perception of muddy flood risk and implications
for management approaches: A case study in Alsace (France). Land Use Policy. 26, 443-451.
Khailani, D.K. and Pererab, R. 2013. Mainstreaming disaster resilience attributes in local development plans for the
adaptation to climate change induced flooding: A study based on the local plan of Shah Alam
City,
Malaysia. Land Use Policy. 30, 615-627.
Miceli, R., Sotgiu, I. and Settanni, M. 2008. Disaster preparedness and perception of flood risk: a study in an alpine valley in
Italy.Environmental Psychology. 28, 164-173.

[416]

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:


The Implementation of the Sufficiency Economy Concept: A Case Study
of Phokaphiwat Village, Bangnumcheaw Sub-district, Promburi District, Sing Buri Province
*

**

.
Panja Sungthip, Associate Professor Dr.NuntanaLertprasopsuk

223






0.05
: ,,

Abstract
The objectives of this thesis were to study the implementation of the sufficiency economy concept and to study
factors related to the implementation of the sufficiency economy concept in Phokaphiwat Village.The samples consisted of 223
persons selected from people in Phokaphiwat Village. Questionnaire was an instrument in collecting data and analyzing were
Percentage, Mean, Standard Deviationand Pearson product Moment correlation coefficient through computer program. The
level of statistical significance was set at .05.The result indicated that practice in accordance with the sufficiency economic
philosophy was at a high level, the implementation of the sufficiency economy concept in Phokaphiwat Village was at a high
level. The hypothesis testing showed that overall practice in accordance with the sufficiency economic philosophy had
positively correlated with low level, Leadership in the village had positively correlated with moderate level, but the contact
between residents and government officials and training had negative correlation at a low level with the implementation of the
sufficiency economy concept in Phokaphiwat Village significantly at .05 level of significance.

*
**

;E-mail:panjasungtip@gmail.com
; E-mail: kpsnnl@ku.ac.th

[417]

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24 ..2559
Keywords: Sufficiency Economic, Implementation of the Sufficiency Economy Concept, Phokaphiwat Village

3 2

..2540
9 11
(..2555-2559)




..2548
( , 2549)



3 2

1.
2.

[418]

 8
24 ..2559

1. 501
2. Yamane (1970 , 2546) 95%
223 (Simple Random Sampling)

3
1 2 3 4
(Cronbach
Alpha Coefficient) 0.902


(pearson product
moment correlation coefficient)

/
(, 2550: 12-17) 3 2
1 /
2
3
2
1
2
/

(The Diffusion Innovation Theory)( , 2552)

(2552)
6 1)
2) 3) ()
4) ()
5) 6)

[419]

 8
24 ..2559

(X)

1.
2.
3.
4.
5.

1.
2.

(Y)

1.
2.
3.
4.
5.

6.

1. 58.30 31- 45
37.70 46- 60 25.10 /. 32.70
27.80 10,001-20,000 / 35.40
10,000 / 23.80 / 26.90
22.40
2.


3.

4.


5. 1-2

[420]

 8
24 ..2559
1

(n=223)

.400**

.147*

.582**

.447**

.403**

.094

.383**

Sig.

.000

.028

.000

.000

.000

.162

.000

.360**

.208**

.537**

.448**

.423**

.269**

.429**

Sig.

.000

.002

.000

.000

.000

.000

.000

.516

**

.429

**

.461

**

.448

**

**

**

.567**

Sig.

.000

.000

.000

.000

.000

.000

.000

-.281**

-.407**

-.055

-.242**

-.232**

-.391**

-.336**

Sig.

.000

.000

.411

.000

.000

.000

.000

**

**

.333

.167

.311**
.000

.202

**

**

.031

.454

.471

Sig.

.002

.485

.515

.644

.000

.000

.000

.012

.338

**

.104

**

.567

.438

**

**

.394

.158

Sig.

.000

.120

.000

.000

.000

.018

.373 **
.000

5.1
0.05

2
(n=223)

.601**

.607**

.218**

.262**

.548**

.323**

.507**

Sig.

.000

.000

.001

.000

.000

.000

.000

-.233**

-.224**

-.442**

-.555**

-.393**

.-387**

-.439**

.000

.000

.000

.000

.000

.000

.000

r
Sig.

5.2
0.05
5.3
0.05

[421]

 8
24 ..2559

1.

(2552)
3 2
2.


(2553)
(2554) 6

(2557)

3.
0.05


(2552)
57.7
4.

0.05

( , 2552)
(2557)
0.01 (r = 0.594, Sig.= 0.000)
5.
0.05

(2552)

1.

[422]

 8
24 ..2559
2.

3.

4.
5.
6.
7.


1.

2.
3.

.2553. .
, .
. 2557. .: .
.2554.
.
, .
. 2552. .
, .
. 2551. .:
.
. 2546. .:
.
. 2550. .:
.
.2552. .:
.
. 2549. .: .

[423]

 8
24 ..2559

ASEAN Scheme of Compulsory Motor Vehicle Insurance

* **
Puangthip Wisessingha and Associate Professor Chailai Sakdivorapong

PESTLE analysis
.
. (ACMI)
2555


: ,

Abstract
The purpose of the present study is to study examine the obstacles and direction of the compulsory motor insurance
in Asian as well as the cross-border compulsory motor insurance in Thailand. The findings would be presented to the related
agencies to prepare to participate with the Asian Economics Community (AEC). The qualitative research method is used for data
collection. The in depth interview is used for collecting the primary data. The analysis of the relevant researches using PESTLE
analysis, Innovation Adoption Theory and the Technology Acceptance Model (TAM) is used for collecting the secondary data.
The result shows that there is less recognition of this cooperative project by the related agencies in Thailand and Lao PDR,
including the drivers who have to drive across the border. Only Thailand and Lao PDR, who are using the Asain Compulsory
Motor Insurance Program (ACMI) at the experimental phase, welcome the innovation. There is less acceptance to the innovation
at the beginning by both countries. Lao PDR has ceases to issue the policy through the system since 2012, whereas the Thai
non-life insurance. Likewise, the policies issued by the Thai non-life insurance companies have also been declining steadily
every year. The differences in the motor insurance law and the economies among the Asian countries respectively are the most
considerable factors that impact this project.
*
**

; E-mail: puangthipw@rvp.co.th
; E-mail: chailaijaidee@gmail.com

[424]

 8
24 ..2559

Keywords: Compulsory Motor Insurance in Asian, Asian Compulsory Motor Insurance Program

16 2541 ASEAN 10
(The ASEAN Framework Agreement on the Facilitation of Goods in Transit: The
GIT Agreement) ASEAN
( , 2555) 5
(Protocol 5: ASEAN Scheme of Compulsory Motor Vehicle Insurance)

National Bureau Blue Card
(National Bureau of Insurance) 10
(.)
( , .)




CLMV
( , 2558) .
. ACMI Real-time Online
Blue
Card ( , 2558) Blue Card
( , 2558)


Blue Card

(AEC)

1.
2.
3.

[425]

 8
24 ..2559

(Qualitative Research)



2
1. (Secondary Data)

2. (Primary Data) (Semi-Structured Interview)

(Loosely structure)
5

2

1.

2. PESTLE analysis,

1.

5

1.1

9 5



.

[426]

 8
24 ..2559
.

1.2
.
20
1.3

2.
2 1.
(Perceived Usefulness: PU) 2. (Perceived Ease of Use)
Blue Card ACMI
2.1 (Perceived Usefulness: PU) .

9


2.2 ACMI
3
Internet
ACMI
ACMI -.
(: )
.

2553

/ .
ACMI
23

. /
ACMI
342

2554

24

544

2555

327

2556

236

2557

125

: (2558)
3. PESTLE Analysis
3.1 (Political: P) 10


3.2 (Economic: E)

[427]

 8
24 ..2559
()

12
ACMI
3.3 (Social: S)
.
( , 2558)
3.4 (Technology: T)
ACMI
( , 2558)


National Single Window (NSW)
( , 2558)
3.5 (Legal: L)



( , 2558)
Blue Card Sticker

( , 2558)

... . 2535 31(13)

( , 2558)


. (
, 2558)
3.6 (Ecological: E)

10
2 .

[428]

 8
24 ..2559

. ACMI



. ACMI

1. ACMI
(.) Blue Card
ACMI

Blue Card Blue
Card -
2. ACMI
. ACMI
(NSW)
3.
( ) (ACMI)
Application
(Insurance Self-Service)

4. ... ..2535
()


7

5. .
-

, , ,

[429]

 8
24 ..2559


1.

(AEC)
2.

. 2554. . : .
. 2555. . (Online). http://www.mfa.go.th/asean/th/customize/30641.,12
2557.
. 2558. (.). , 11
2558
. 2554. SWOT . : .
. 2550. (e-learning)
. ,
.
. 2558.
The Vice-Chairman of Council of Bureaux (COB). , 16 2558
. . (Online).
http://www.rvp.co.th/service_position.php. 20 2558
. 2558. . , 9 2558
. 2558. . , 20 2558
. 2555. "GMS Economic Corridors" . : .
. . . (Online). http://www.thai-aec.com, 20 2558
. 2551. . (Online).
http://www.oic.or.th/th/consumer, 25 2558
. 2555.
. (Online) http://vigcollab.mot.go.th/gm/document, 20 2558
Infoqination. . PEST Analysis . (Online). http://incquity.com/articles/pest-analysis, 20
2558

[430]

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24 ..2559

The Role of Thailands Defence Diplomacy in ASEAN Community Integration: An

Explorative Study
Ektewan Manowong *

Abstract
The role of defence diplomacy is receiving greater public attention whether the defence sector is performing
responsively in the changing world. The ASEAN Political and Security Community (APSC) is one of three ASEAN pillars ASEAN
Community Integration. Understanding roles and practices of defence diplomacy would significantly create better understanding
of the public towards roles of defence sector. The purposes of this descriptive study were therefore: (1) to explore theoretical
and practical aspects of defence diplomacy within international communities, and (2) to investigate evidence of role and
practices of Thailands defence diplomacy practiced in the process of ASEAN community integration, particularly in the context
of the Royal Thai Armed Forces Headquarters and the Ministry of Defence (MOD) of Thailand. As an exploratory empirical study,
it was carried out through comprehensive literatures reviews and data analysis. Primary and secondary data were collected from
published documents and archival records in the field of defence diplomacy and international relations. Such data was
qualitatively analyzed by the method of content analysis. Results and findings in this study include grounding knowledge of
defence diplomacy as well as Thailands defence diplomacy practical approaches towards the integration of the ASEAN
Community. Major finding of this study include significance of Thailands role in defence diplomacy, which is illustrated through
ASEANs cooperative framework and practical mechanisms practiced among ASEAN countries.
Keywords: ASEAN Community, Defence Diplomacy, International Relations, Thailand

Introduction
The term Defence diplomacy was first used by the United Kingdoms Ministry of Defence (MOD, 2000) as a means of
consolidating a series of cooperative military activities. Muthanna (2011) views defence diplomacy as constructing sustainable
cooperative relationships, which builds trust and facilitating conflict prevention; introduces transparency into defence relations;
builds and reinforces perceptions of common interests; changes the mind-set of partners; and introduces cooperation in other
areas. Similarly, defence diplomacy can be described as the collective application of pacific and/or cooperative initiatives by
national defence establishments and military practitioners for confidence building, trust creation, conflict prevention, and/or conflict
resolution (Morgenthau, 1973 and Tan and Singh, 2012). According to Winger (2014), defence diplomacy is a nonviolent use of
military forces through activities to further a countrys international agenda. Activities such as officer exchanges, ship visits, training
missions, and joint military exercises have all been denoted as practices of defence diplomacy (ACDFIM, 2011 and AMIIM, 2012).
There are studies by scholars who wish to gain deeper understanding of defence diplomacy in their surrounding contexts. Fris
(2013) analyzed New Zealands defence diplomacy practices and explained that New Zealand has used defence diplomacy in
the sense that the military forces of a state can have a role in peacetime diplomacy and in conflict prevention and resolution
*

Institute of Diplomacy and International Studies (IDIS), Rangsit University; Email: ektewan@gmail.com

[431]

 8
24 ..2559
(SIIA, 2007). However, Fris (2013) also pointed that there are key dilemmas and problems of defence diplomacy that have arisen
in the development of key relationships with countries in Asia and it was concluded that the foreign affairs and defence officials
of New Zealand, which is now one of eight Plus Countries of ASEAN, see military ties as supporting broader foreign policy
objectives. Similarly, Gindarsah (2015) studied Indonesias defence diplomacy and revealed that Indonesian policymakers assert
that diplomacy is the countrys first line of defence. It was also argued that diplomacy serves two agenda of strategic
engagement and military modernization. As such, Indonesian defence and security officials seek to moderate the impact of
geopolitical changes whilst maintaining the countrys defensive ability against regional uncertainties.
Defence Diplomacy and Regional Integration. From its establishment in 1967, the Association of Southeast Asian Nations
(ASEAN) has very much relied on international diplomacy (Ewing-Chow and Hsien-Li, 2013). Political relations were managed by
consultation and consensus and declaratory statements. Throughout its evolution, ASEAN has consistently maintained its attachment
to the full respect of national sovereignty and the principle of non-interference in internal affairs, which translates into consensual
decision-making, political rather than legally-binding agreements and the lack of sanctions for non-compliance (Portela, 2013). In 1997,
the ten ASEAN member states proclaimed their vision for closer integration as a region with the goal of becoming a community which
would resolve disputes peacefully, forge closer economic integration, and be bound by a common regional identity by 2020. This was
eventually laid out as the ASEAN Political and Security Community (APSC), the ASEAN Economic Community (AEC), and the ASEAN
Socio-Cultural Community (ASCC). At the 13th ASEAN Summit in January 2007, the ASEAN Charter was signed to accelerate the
formation of the ASEAN Community by 2015 (ASEAN Charter, 2008).
This study aims to serve as an important step for further comprehensive research, by developing initial evidence
about major role and practices of Thailands defence diplomacy. In addition, it is also intended to provide information useful
for interested readers in familiarizing with principles of defence diplomacy as an important political tool employed in the ASEAN
community integration process. The specific purposes of the research are given below:

Purposes of the study

1. To explore theoretical and practical aspects of defence diplomacy within international communities.
2. To investigate evidence of role and practices of Thailands defence diplomacy practiced in the process of ASEAN
community integration, particularly in the context of the Royal Thai Armed Forces Headquarters and the Ministry of Defence
(MOD) of Thailand.

Methods
This study is an initial exploration into the contexts of defence diplomacy. As such, it is mainly based on empirical study of
primary and secondary data available. Comprehensive literatures reviews was first carried out, in order to find relevant theories of
defence diplomacy, and followed by collection of primary and secondary data which were then qualitatively analyzed by the method
of content analysis, which allows for both quantitative and qualitative operations and can provide valuable insights through analysis of
texts (Busch et al., 1994). As an initial exploration, theoretical and practical aspects of Thailands defence diplomacy are studied
through published documents and archival records in the field of defence diplomacy and international relations, particularly from
available sources within the Royal Thai Armed Forces Headquarters and the Ministry of Defence. In addition, interviews with potential
key informants as well as direct participation and observation in defence diplomacy practices were also conducted in this study.

[432]

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The analytical framework of this research focuses on reviewing the relevant grounding theories of international
relations, specifically related to defence diplomacy perspectives, and also the defence diplomacy for ASEAN Community
Integration. Then, results of such reviews lead to gain of knowledge in dimension, forms, and key causes of defence cooperation
outside and within the region. Further investigation in this research will examine deeper into objectives and defence diplomacy
activities performed by Thailand and ASEAN member countries. Data analysis, using the content analysis technique together
with the derived analytical framework had helped draw conclusion and make recommendations based on findings of this
explorative study. The analytical framework is illustrated in Figure 1.
Content Analysis / Interviews / Direct Participation and Observation
ASEAN Defence Diplomacy
Dimensions of Defence Diplomacy
Objectives
Domestic / International
Strengthening regional defence and security
Peace / Violence
cooperation
Forms of Defence Diplomacy
Enhancing existing practical cooperation
Bilateral
promoting enhanced ties with Dialogue Partners
Multilateral
Shaping and Sharing of norms
Key Causes of Defence Cooperation
Activities
Perception of security challenges
ADMM/ADMM-Plus Expert Working Groups
Defence gaps among member states
Military Operations / Exercises / Exchanges /
Level of regional integration
Delegation Visits
External factors
Civil-Military/Peacekeeping Operations
Efficiency/Effectiveness
Strategy
Practices
Related Theories
Defence Diplomacy
International Relations
Figure 1. Research Analytical Framework

Results
Based on comprehensive literature reviews and documental investigation, there are important findings that concerns
the roles of Thailands defence diplomacy practices, described as follows.
Thailands Defence Diplomacy for ASEAN Integration. Thailands Ministry of Defence (MOD) has an important role on
the realization of the oncoming ASEAN Community (ASEAN, 2014). In the advancement of Thailand towards the realization of an
ASEAN Community in 2015, the Ministry of Defence has been a primary organization in the ASEAN Political Security Community
(APSC) in two distinctive dimensions:

[433]

 8
24 ..2559
Serving as a domestic cooperative organization in carrying out government policies to prepare Thailand towards the
realization of an ASEAN Community,
Serving as an organization to cooperate with international agencies to integrate Thailand and other ASEAN Member
States into the ASEAN Community.
Regarding domestic dimension, the MOD has been operating under the mechanism of The Supervising Committee of
the Centre for the Readiness of Thailand towards ASEAN Community which was established by the Prime Minister in November
2014. Subsequently, the Chairman of the Supervising Committee (Deputy Prime Minister and Minister of Foreign Affairs) also
established an Ad hoc Committee Centre for Readiness of Thailand towards the ASEAN Political-Security Community in
February 2015. This Ad hoc Committee is chaired by the Deputy Prime Minister for Security Affairs with high level officers of the
Ministry of Defence as members of the Ad hoc Committee, while the Ministry of Defence and the Ministry of Foreign Affairs
serve as joint secretariats for the Ad hoc Committee (ASEAN, 2014).
The MOD has been involved with activities on every level, whether it is at the Ministerial level, Senior Officials
Meeting (Permanent Secretary or equivalent) or the Working Group level. As for the Royal Thai Armed Forces Headquarters and
Armed Services, there are also continuous and extensive participation in activities. For instance, there are ASEAN Chief of
Defence Forces Informal Meeting (ACDFIM), ASEAN Chief of Services meetings, ASEAN Military Intelligence Informal Meeting
(AMIIM), and the ASEAN Military Operations Information Meeting (AMOIM).
For international dimension, an important element is the cooperation with international organizations. Thus far, the
MOD has continuously participated with the Ministry of Defence of other nations in preparing towards an ASEAN Community on
every level and in every aspect. Among the 10 Member States of ASEAN, there have been activities in the ASEAN Defence
Ministers Meeting (ADMM) mechanisms, established in 2006. The ADMM is the highest defence consultative and cooperative
mechanism in ASEAN, aiming to promote mutual trust and confidence through greater understanding of defence/security
challenges as well as enhancement of transparency and openness with the following Objectives (ACDFIM, 2011; AMIIM, 2012; and
ASEAN, 2014).
To promote regional peace and stability through dialogue and cooperation in defence and security;
To give guidance to existing senior defence and military officials dialogue and cooperation in the field of defence and
security within ASEAN and between ASEAN and dialogue partners;
To promote mutual trust and confidence through greater understanding of defence and security challenges as well as
enhancement of transparency and openness; and
To contribute to the establishment of an ASEAN Security Community (ASC) as stipulated in the Bali Concord II and to
promote the implementation of the Vientiane Action Program (VAP) on ASC.
Similarly, cooperation in the area of peacekeeping operations and defence industry has moved apace with the
adoption of the Concept Paper on the Establishment of ASEAN Peacekeeping Centers Network and on ASEAN Defence Industry
Collaboration in 2011. Initiatives on establishing ASEAN Defence Interaction Program and an ADMM Logistics Support Framework
were adopted in 2013. Implementation of these initiatives is currently underway. Another important ADMM initiative is Direct
Communications Link, which was established in 2014. The Link is a practical confidence and security-building measure aiming to
promote quick response cooperation in emergency situation, in particular relating to maritime security.
ASEAN Community and Dialogue Partners. Beside the 10 Member States of ASEAN, the ASEAN militaries also have
cooperation with eight dialogue partners which are Global and Regional Powers, namely Australia, China, India, Japan, New
Zealand, South Korea, Russia and the United States of America. The cooperation is under the ASEAN Defence Ministers Meeting-

[434]

 8
24 ..2559
Plus (ADMM-Plus) mechanisms, which is a biennial meeting which was first established in 2010. This cooperation is to jointly
build military capacity, enhance security and stability in ASEAN and regions beyond ASEAN. The objectives of the ADMM-Plus, as
outlined in the ADMM-Plus Concept Paper (ASEAN, 2014), which include:
To benefit ASEAN member countries in building capacity to address shared security challenges, while cognizant of the
differing capacities of various ASEAN countries;
To promote mutual trust and confidence between defence establishments through greater dialogue and transparency;
To enhance regional peace and stability through cooperation in defence and security, in view of the transnational
security challenges the region faces;
To contribute to the realization of an ASEAN Security Community which, as stipulated in the Bali Concord II, embodies
ASEANs aspiration to achieve peace, stability, democracy and prosperity in the region where ASEAN member countries live at peace
with one another and with the world at large;
To facilitate the implementation of the Vientiane Action Program, calling for ASEAN to build a peaceful, secure and
prosperous ASEAN, and to adopt greater outward-looking external relation strategies with friends and Dialogue Partners.
The ADMM-Plus has evolved into an effective platform for practical cooperation among the participating countries
defence establishments. Currently, cooperation under ADMM-Plus covers six areas including Military Medicine (MM), Maritime
Security (MS), Humanitarian Assistance and Disaster Relief (HADR), Peacekeeping Operations (PKO), Humanitarian Mine Action
(HMA), and Counter Terrorism (CT). Each area is co-chaired by an ASEAN Member Country and a Dialogue Partner. Meetings and
exercises are organized accordingly by co-chairs during the chairmanship period (ASEAN, 2014).
From these findings, it can be seen that the ADMM is the only defence body in the APSC sphere and serves as a
forum to enhance transparency and build confidence. In recognition of the key role played by external powers in the security of
the region, the ADMM-Plus was put in place, aiming to engage ASEAN Dialogue Partners in cooperation on defence and security
matters. In this regards, the ADMMM and ADMM-Plus forums are stages where defence diplomacy accumulates its importance in
engaging into the regional political and security cooperation.
The above findings from this exploratory study are summarized as illustrated in Figure 2.

[435]

 8
24 ..2559
ASEAN Community
Three Pillars
APSC
AEC
ASCC
Roles and Responsibility
To ensure that countries in the
region live at peace with one
another Three
and with
the world in a
Key Characteristics
A Rules-based Community of
shared values and norms.
A Cohesive, Peaceful, Stable
and Resilient Region with
shared responsibility for
comprehensive security.
A Dynamic and Outwardlooking Region in an
increasingly integrated and
interdependent world.

Remarks
RTARF : Royal Thai Armed
Forces Headquarter
RTA : Royal Thai Army
RTN : Royal Thai Navy

Implementation & Mechanisms

ASEAN Ministers Responsible for
Information (AMRI)
ASEAN Law Ministers Meeting (ALAWMM)
ASEAN University Network (AUN)
Treaty of Amity and Cooperation in
Southeast Asia (TAC)
Southeast Asia Nuclear Weapon Free
Zone (SEANWFZ) Treaty
ASEAN
Regional
Forum of(ARF)
Declaration
on the Conduct
Parties in the
South
China
Sea
(DOC)
ASEAN Defence Ministers Meeting

(ADMM)
o ASEAN Defence Senior Officials
Meetings (ADSOM)
ASEAN Chiefs of Defense Forces
Informal Meeting (ACDFIM)
o ASEAN Military Intelligence
Informal Meeting (AMIIM)
o ASEAN Military Operations
Information Meeting (AMOIM)
ARF Heads of Defense Universities,
Colleges and Institutions Meeting
(ARF HDUCIM)
ASEAN Convention on Counter ASEAN Defence Ministers
Terrorism (ACCT)
Meeting-Plus (ADMM-Plus)
ASEAN Agreement on Disaster
o ASEAN Defence
Senior Officials
Management
and Emergency
Meetings-Plus
(ADSOM
-Plus)
Response
ASEAN-UN(AADMER)
Memorandum of

Understanding (MOU)

Figure 2. Roles of Thailands Defence Diplomacy in ASEANs Cooperation Mechanisms

[436]

Defence Diplomacy Roles

ASEAN Secretariat
Ministry of Foreign Affairs (MOFA)
Ministry of Defence (MOD)
ARF Joint/Combined Exercises on
HADR
MOD Flagship Projects
o Activities under ADMM Framework
Cooperation with Civic
Organization
Cooperation on utilization of
ASEAN military resources and
potential for HADR
Cooperation on ASEAN defence
industry
Establishment of ASEAN
Peacekeeping Network
Cooperation on ASEAN military
interaction
Cooperation on ASEAN joint
logistics support
Cooperation on ASEAN security
communications
ADMM-Plus Expert Working Groups
(EWGs)
o Maritime Security (MS by RTN)
o Humanitarian Assistance and Disaster
Relief (HADR by RTARF)
o Peacekeeping Operations (PKO by
RTARF)
o Military Medicine (MM by RTA)
o Counter Terrorism (CT by RTARF)
o Human Mine Action (HMA by RTARF)
ASEAN Education and Research
Facilities
Strategies and Guidelines on Security
Cooperation (with ASEAN, Superpower,
and friendly nations)

 8
24 ..2559

Discussion
Concerning the ASEAN Integration and Regional Defence Diplomacy, one of the aims and purposes of ASEAN Community
is to promote regional peace and stability through abiding respect for justice and the rule of law in the relationship among
countries of the region and adherence to the principles of the United Nations Charter (Ewing-Chow and Hsien-Li, 2013). In addition,
ASEAN seek to maintain close and beneficial cooperation with existing international and regional organizations with similar aims and
purposes, and explore all avenues for even closer cooperation among themselves (Acharya, 1990 and Gindarsah, 2015). Recognizing
the strong interconnections among political, economic and social realities, the APSC acknowledges the principle of comprehensive
security, and commits to address the broad political, economic, social and cultural aspects of building an ASEAN Community. The
idea of regional security can be attained by established regional community structure was previously explained by Buzan and
Waever (2003).
Focusing on ASEANs idea of Regional Integration, it was found that this approach lead to greater regional security. This is
in line with Singaporean research scholars who consider ASEAN, as a regional grouping, has been successful in reducing and
minimizing regional conflicts particularly inter-state conflicts among its members (SIIA, 2007). The ASEAN Regional Forum (ARF)
provides a venue for multilateral and bilateral dialogue and cooperation including the networking and exchange of information
relating to defense policy and publication of defense white papers. Thailand and Malaysia also exhibit their strong collaboration,
such as military-to-military cooperation in Exchange of Information, Transparency in Defense and Military Affairs, Joint Exercise and
Training, Defence Technology, and Defence Industry (Saicheua, 2012). Such collaborations are significant actions within the ASEAN
Political-Security Community (APSC).
Achievement of multilateral cooperation, as aimed by ASEAN Community integration plan, can therefore be accelerated
by several forms of bilateral defence cooperation among ASEAN states (Tao, 2015) including border security arrangements,
intelligence sharing, joint military exercise/training, and also defence industry cooperation (Saicheua, 2012). In light of the changing
security context, ASEAN has therefore promoted multilateral defence cooperation through gradual, institutionalized approaches,
such as the ADMM, in which Thailand has also been a key actor of the cooperation. In order to guide the ADMM cooperation
process, the ADMM Work Programs have been consistently adopted, incorporating four areas: strengthening regional defence and
security cooperation; enhancing existing practical cooperation and developing possible cooperation; promoting enhanced ties with
Dialogue Partners; and shaping and sharing of norms (ASEAN, 2014). Concept papers, cooperation on the issues of humanitarian
assistance and disaster relief has been progressing significantly in the ADMM. The ACDFIM, AMIIM, and AMOIM meetings are
organized to enhance practical cooperation among defence forces. Meanwhile, the ADMM-Plus meetings and activities, which bring
together Defence Ministers from ten ASEAN members and eight major regional powers, has laid a strong foundation for the ADMM
to cooperate with Dialogue Partners. Similarly, the country outside ASEAN also seeks regional security via strengthened relationship
with ASEAN (Fris, 2013).
Defence diplomacy, regarded as nonviolent use of military forces, is generally seen as one of the tools in the conduct of
a countrys diplomacy and international agenda, including specific national foreign and security policy objectives by managing
defence foreign relations and supporting other diplomatic initiatives of the government (MOD, 2000). It has been observed that
Thailands defence diplomacy has an important role in supporting ASEAN Community integration process. Domestically, the Ministry
of Defence actively operates under the mechanism of the Supervising Committee. Internationally, the cooperation with
international organizations and Ministry of Defence of other nations, on every level and in every aspect.

[437]

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Suggestions
The present research explored theoretical and practical aspects of defence diplomacy, together with investigation on the
roles of Thailands defence diplomacy practiced along the ASEAN Community integration process. This study highlights on relevant
evidences of defence diplomacy as a supporting sector of the ASEAN Political-Security pillar through defence collaboration
programs. Activities under ADMM and ADMM-Plus framework have been identified with an aim to further assess their efficiency and
effectiveness in future research. It is already found by this initial exploratory study that defence relations among ASEAN nations
have been adjusted from anti-subversion cooperation to transparency-oriented cooperation, mainly aiming to gain mutual
understanding and, eventually, trust among ASEAN nations. Besides the strengthening of intra-region defence cooperation, at the
same time, ASEAN also attempts to strengthen regional security with other countries outside ASEAN, through several multilateral
arrangements, mainly powerful countries in terms of both military and economy strength, through ASEAN-Plus mechanisms.
However, achieving ideal results of defence diplomacy is highly challenging because there are several existing gaps,
such as economic and development gaps, among ASEAN nations. It is suggested that these significant gaps should be effectively
overcome in order to strengthen confidence-building measures, promote greater transparency and understanding of defence
policies and security perceptions, build up the necessary institutional framework to strengthen the cooperative process in
support of the APSC. Eliminating the hindering factors would strengthen efforts in maintaining mutual respect and unity of
ASEAN Member States, and promote the development of norms that further enhance ASEAN defence and security cooperation,
which would eventually make ASEAN Community completely integrated.
In addition, as primary and secondary data in this study was mainly collected by means of published documents and archival
records as well as direct participation and observation. In order to gain in-depth information on ASEAN Defence Diplomacy at
policy level, it is suggested that more interviews with higher-level executives should be conducted in order to gain better indepth information on defence diplomacy at policy-level.

References
ASEAN Charter. 2008. ASEAN Secretariat.
ASEAN. 2014. Overview of ASEAN Defence Ministers Meeting (ADMM) and ADMM-Plus [Online]. Available from:
http://www.asean.org/communities/asean-political-security-community/category/overview-5 [2015, September 11]
Acharya, A. 1990. A Survey of Military Cooperation Among the ASEAN States: Bilateralism or Alliance?, Center for International
and Strategic Studies, Occasional Paper No. 14, May 1990: 6.
ADSOM (2008). Report of the ADSOM (25-26 November 2008, Hua Hin, Prachuab Khiri Khan, THAILAND) [Online]. Available from:
http://en.qdnd.vn/vietnam-and-asean/report-of-the-adsom-25-26-november-2008-hua-hin-prachuab-khiri-khanthailand/107194.html [2015, September 17]
ASEAN Chief of Defence Force Informal Meeting (ACDFIM). 2011. Joint Declaration of the ASEAN Defense Ministers on
Strengthening Defense Cooperation of ASEAN in the Global Community to Face New Challenges [Online].
Available from: http://www.aseansec.org/26304.htm [2015, September 17]
ASEAN Defence Ministers Meeting (ADMM), 2011. ASEAN Defence Ministers Meeting Three-Year-Work Program 2011-2013
[Online]. Available from: http://www.aseansec.org/19539.htm [2015, September 17]

[438]

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ASEAN Military Intelligence Informal Meeting (AMIIM), 2012. ASEAN military intelligence meeting opens. [Online]. Available
from:
http://en.vietnamplus.vn/Home/ASEAN-military-intelligence-meeting-opens/20123/25150.vnplus
[2015,
September 17]
Buzan, B. and Waever, O. 2003. Regions and Powers: The Structure of International Security. Cambridge Books.
Ewing-Chow, M. and Hsien-Li, T. 2013. The Role of the Rule of Law in ASEAN Integration. European University Institute, Robert
Schuman Centre for Advanced Studies, Global Governance Programme, EUI Working Paper RSCAS 2013/16
Fris, J. 2013. Neither staunch friends nor confirmed foes new Zealands defence diplomacy in Asia. Master Degree
Thesis, Victoria University of Wellington.
Gindarsah, L. 2015. Indonesias Defence Diplomacy: Harnessing the Hedging Strategy against Regional Uncertainties. The RSIS
Working Paper NO. 293. S. Rajaratnam School Of International Studies. Singapore.
Michaela, C. 2011. Regional Security Complex Theory: Southeast Asia and the South Pacific. [Online Thesis, the University of
Waikato,
New
Zealand].
Available
from:
http://researchcommons.waikato.ac.nz/bitstream/handle/10289/6046/thesis.pdf?sequence=4 [2015, September 17]
Ministry of Defence (MOD). 2000. Defence Diplomacy, Policy Paper No. 1. London: United Kingdom Ministry of Defense.
Morgenthau, H. 1973. Politics Among Nations: The Struggle for Power and Peace. New York: Alfred Kopf.
Muthanna, K. A. 2011. Military Diplomacy. Journal of Defence Studies, 5(1): 1-15.
Portela, C. 2013. The Association of Southeast Asian Nations (ASEAN): Integration, Internal Dynamics and External Relations.
Briefing Paper. Singapore Management University, Singapore.
Singapore Institute of International Affairs (SIIA). 2007. Regional Integration, Trade and Conflict in Southeast Asia. International
Institute
for
Sustainable
Development
(IISD),
Manitoba,
Canada.
Available
from:
https://www.iisd.org/pdf/2007/tas_rta_se_asia.pdf [2015, September 13]
Saicheua, S. 2012. Thailand and Malaysia in the ASEAN Integration Process. Minister and Deputy Head of Mission Royal Thai
Embassy, Kuala Lumpur. Thailand-Malaysia Think Tank and Scholar Network (TMTT)s Socio-Economic Cooperation in
the Border Area Seminar. 13-14 September 2012, Bangkok, Thailand.
Tan, S. S. and Singh, B. 2012. Introduction. Asian Security 8.3: 221-231.
Tao, H. 2015. From Bilateralism to Multilateralism: Evolution and Prospects of ASEAN Defense Cooperation. China Institute
of International Studies [Online]. Available from: http://www.ciis.org.cn/english/2015-03/10/content_7733810.htm
[2015, September 12]
Winger, G. 2014. The Velvet Gauntlet: A Theory of Defense Diplomacy. In: What Do Ideas Do?, ed. A. Lisiak, N. Smolenski, Vienna:
IWM Junior Visiting Fellows Conferences, Vol. 33.

[439]

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Quality of Life of the Agriculturists in Thungkhli Sub-district Municipality,
Doembang Nangbuat District, Suphan Buri Province
* **
Kamolchanok Sawasdee and Associate Professor Supatra Chunnapiya

330


/

.05
: ,

Abstract
The objectives of this thesis were to study the quality of life of the agriculturists in Thungkhli Sub-district Municipality,
Doembang Nangbuat District, Suphan Buri Province. The samples consisted of 330 Agriculturists in Thungkhli Sub-district
Municipality, Doembang Nangbuat District, Suphan Buri Province Questionnaire was an instrument in collecting data and
analyzing by the statistical packaging program. Statistical tools used in data analysis were Percentage, Mean, Standard Deviation,
Analysis of Variance and Multiple Classification Analysis. The level of statistical significance was set at .05. The result indicated
that quality of life of the agriculturists was at high level. The hypothesis testing showed that sex, age, status, education, Savings
and Debt, land holdings source of funds family characteristics, community way of life, sufficiency economy way of life,
occupational experience and leisured life. were significant with the quality of life of the agriculturists at level of .05. But
member of family did not relate to quality of life of the agriculturists
Keywords: Quality of Life, Agriculturists

*
**

; E-mail: Kamol_nok_69@hotmail.com
; E-mail: fsocspspc@ku.ac.th

[440]

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(, 2532)



(, 2532)


( , ...)


80
(, 2558)

1.
2.

8


8 330

3

4

[441]

 8
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1. (Percentage)
/
2. (Mean) (Standard deviation)
3. (Analysis of variance: ANOVA)
4. (Multiple Classification Analysis: MCA)
.05

( , 2551)

(2540)
1.

2.
3.
4.

5.


( , 2546)
7
1
2
3
4
5 6

[442]

 8
24 ..2559

(2544)

Sharma, R.C. (1975) Sharmas Hierarchy Human Needs and Quality of Life (Satisfaction)
(Quality of life) 3
(Bio-physical needs) (Psycho-social need)
(Individual aspiration needs)


(2534)
13
1. /
2.
3.

4.
5.

6.

7.

8.
9.
10.
11.
12.
13.

[443]

 8
24 ..2559

57.9 42.1 50-59 41.8
86.1 68.2 3-4 54.2 51.5
42.1 45.5
20-49 63.0

1. (
/ ) ( )
2.

3.



4.

5.


4

[444]

 8
24 ..2559

* .05

.000
.089
.024
.013
.505
.026
.001
.000

/
.05

.000

.185

.032

.000

.012

.113
* .05

.05

1.

[445]

 8
24 ..2559


2.


3.





(
, 2553)
4.






1.

2.


3.


4.

1.

[446]

 8
24 ..2559
2.
3

1.


2.

3.

. 2544. . 38, 4,
140.
, . 2558. (2559-2561). ().
. 2540. . : .
. (...). . 25 2559
www.banrainarao.com/column/agriculture_farmer.
. 2553. .
, .
, . 2532. .
: .
. 2546. . : .
. 2534. .
: .
. 2551. . .
Sharma, R.C. 1975. Population and Socio-Economic Development. Population Trans Resources and Environment: Hand
Book on Population Education. New York: McGraw Hill, Inc.

[447]

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()
Relationships between Communication Behaviors, Work Participation, and Behaviors
Conducive to Work Success of Employees in the Automotive Manufacturers Company in
Eastern Seaboard Industrial Estate (Rayong)
**

.
Karunyapas Luevimol and Dr.Patsara Pongsukvajchakul

(1)
(2)
(3) (4)

() 377

(t test)
(f test) (Pearsons product-moment correlation) (1)
(2)
0.01 (3)
0.01
: , ,

Abstract
In this thesis, the researcher investigate (1) communication behaviors, work participation, and behaviors conducive to
success in the work (2) behaviors conducive to success in the work of the employee under study who differ in the
demographical factors of gender, age, Education level, and position level (3) the relationship between communication behaviors
and behaviors conducive to success in the work (4) the relationships between work participation and behaviors conducive to
success in the work. The sample population in this research consisted of 377 employees from employees in the Automotive
Manufacturers Company in Eastern Seaboard Industrial Estate (Rayong). The instruments of research were four in number: a

**

; E-mail: pong2806@gmail.com
; E-mail: fmssbs@src.ku.ac.th

[448]

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questionnaire regarding demographical factors, a form used to measure communication behaviors, a form utilized to measure
work participation, and form designed to measure behaviors conducive to success in work. Data analysis was conducted using
the Statistical Package for the Social Sciences (SPSS for Windows) to find percentages, means and standard deviations in the
data collected by the researcher. In addition, the techniques of t test, f test and Pearsons product moment correlation
coefficient method. The result shown that (1) The employees who differed in the demographical factors of gender, age,
Education level and position level did not exhibit parallel differences in behaviors conducive to success in work at a statistically
significant level. (2) Communication behaviors were found to be positively correlated with behaviors conducive to success in
work at the statistically significant level of .01. (3) Work participation was determined to be positively correlated with behaviors
conducive to success in work at the statistically significant level of .01.
Key Word: Communication Behaviors, Work Participation, Behaviors Conducive to Work Success.

2556
326 9 GDP 1 2555
2557 525,000
18 100,000
1 2558 864,367.5 (, 2558)

17,838 646 397 13.5
187 50 25
( , 2558)
() (
) 2
130

[449]

 8
24 ..2559

1.
()
2.

3.
()
4.
()

() 377 0.05
6,488 (Proportion Stratified Random Sampling)
(Supervisor) (Analyst) (Leader) (Technician)
(Operator)

t-test, f-test
(Pearsons Product Moment Correlation Coefficient)

1. Devito
(1983)
Chapin (1997)

2. Pedler, Burgoyne, and Boydell (1997)

[450]

 8
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259 68.7 118
31.3 31-40 141 37.4 21-30 139
36.9 41-50 69 18.3 21 28 7.4
332 88.1
37 9.8 8 2.1
302 80.1 34 9.0
17 4.5 14 3.7 10 2.7

1. 4
4.01 3.99 3.96 3.89
3.28
2. 3
3.83 3.77
3.73 3.27
3. 6

3.83 3.78 3.72 3.71 3.70 3.70
3.32

1.

1.1
Sig. .918 0.05
7 0.05
(X =3.68, S.D.=.35) (X =3.67, S.D.=.38)
1.2
Sig. .690 0.05
0.05 21
(X =3.72, S.D.=.34) 31-40 (X = 3.69, S.D.=.37) 21-30
(X =3.67, S.D.=.36) 41-50 (X = 3.65, S.D.=.54)
1.3
Sig. .683 0.05
0.05

[451]

 8
24 ..2559
(X =3.74, S.D.=.43)
(X =3.68, S.D.=.36) (X =3.64, S.D.=.35)
Sig. .024 0.05
0.05
1.4
Sig. .956 0.05
0.05
(X =3.72, S.D.=.36) (X = 3.68, S.D.=.31)
(X =3.68, S.D.=.36) (X = 3.66, S.D.=.35) (X = 3.61, S.D.=.43)
2.
Sig. .000 0.01
0.01
.840
.738

.663 .650 .626 .586
3.
Sig. .000 0.01
0.01
.814
.779

.685 .670
.477

1.

1.1

(2553)
()
1.2
Kim (2002)

[452]

 8
24 ..2559
1.3

( , 2540: 47)
1.4

( , 2540: 46)
(
, 2544)
2. 0.01
(
, 2547: 11) Robbins (2007: 325)
(2554)

.01
3.
0.01
Organ (1997) (2550)
:

.01 (2546)

1.



2.


3.


1.

[453]

 8
24 ..2559
2.

. 2544. . 4. : .
. 2546.
. ,
.
. 2553.
() . ,
.
. 2547. . : .
. 2554.
.
, .
. 2540. :
. , .
. 2550. :
. ,
.
Chapin, F. S. 1997. Social participation and social intelligence 3 rd ed. New York: Longman.
Devito, J. A. 1983. The interpersonal communication Book. New York: Harper & Row Publishers.
Kim, Namhee. 2002. Career Success Orientation of Korean Employees and Their Preferred Organizational Interventions Influencing Employee Career
Development. Foundations faculty-School of Business San Jose, Calif, University of Minnesota Human Resource Development.
Organ, D. W. 1997. Organization citizenship behavior: Its construct cleanup time. School of Business Indiana University,
Human Performance, 10(2), 85-97.
Pedler, M., Burgoyne, J., & Boydell, T. 1997. The learning company: A strategy for sustainable development 2 nd ed. New
York: McGraw-Hill.
Robbins, S. P. 2007. Organization behavior 12 th ed. New York: Pearson Prentice Hall.

[454]

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()
Determinants of Consumer Decision to Use CAT Mobile Phone Network
*, ** . ***
Titsanin Boonchuvit, Associate Professor Sri-on Somboonsup and Dr.Pat Pattanarangsun

() 400



() 0.10
: ,

Abstract
The objective of this study was to find factors determining consumer decision to use CAT mobile phone network. The
primary data from 400 samples were collected in Bangkok area. Statistics for data analysis were done using logit model. The
study exposed that average monthly income, occupation, average cost per month, channel of payment for mobile phone,
problems from using mobile phone including market mixes in terms of price, channel distribution, promotion, personal and
physical evidence were able to explain the consumer decision to use CAT mobile phone network at the statistical significance
level of 0.10
Keywords: Consumer Decision, Mobile Phone Network

..1980s 1
(1 Generation 1G)
2 (2G) 3 (3G) 4 (4G)
4.6 (ITU, 2011) 1.1 ..2009
st

; E-mail: giantdreamz@hotmail.com
; E-mail: fecosos@ku.ac.th
***
; E-mail: feconppt@src.ku.ac.th
**

[455]

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5

Herfindahl-Hirschman Index (: HHI)
3 ..2558 3,462 18 0.51 (
, 2558)

() My by CAT
..2558 HHI My by CAT

,
..2558 . ..2558
5 AIS, DTAC, TRUE, CAT TOT AIS
DTAC, TRUE, CAT TOT 45.5, 29.9, 22.2, 1.4 1.0
()
100%
Internet Gateway, , Internet Broadband,
() 3G

(AEC) ..
2558 ( 2557-2561)
() My
(Mobile Network) 77


( ()
(2558))




( , 2552)
()


()
My ()
()

[456]

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()

() 50
3
William G. Cochran
384.16
400 SPSS
(Logit Model)
STATA
()
ln

= 0 + m1mincm + n2noccn + p3pcosalp + x4xpaychx + 5promo4 + 6pric1 + 7chan2 + 8prom4 + 9pers1 +

10phys2 + U

Y

()
P
Prob (Y=1)

()
incm

m = 2,3,4

occn

n = 2,3,4,5,6

[457]

1 =
0 =

(Base Group = 10,000 )

2 = 10,001-20,000
3 = 20,001-30,000
4 = 30,000
(Base Group = / )
2 = /
3 =
4 =
5 = /
6 =

 8
24 ..2559

cosalp

p = 2,3,4,5,6,7

paychx

x = 2,3,4

promo4

pric1
chan2
prom4
pers1
phys2
U

(Error Term)

(Base Group = 500 )

2 = 501-1,000
3 = 1,001-1,500
4 = 1,501-2,000
5 = 2,001-2,500
6 = 2,501-3,000
7 = 3,000
(Base Group = )
2 =
3 = ( / ATM)
4 =
1 =
0 =
1-5
1-5
1-5
1-5
1-5

[458]

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Logit Model

My

()
ln

0.75 + 1.14inc2 + 3.47inc3 + 3.38inc4-0.28occ2-3.65occ3 + 0.68occ4-3.19occ5

(0.55) (1.15) (3.11)* (3.15)* (-0.35) (-4.06)* (0.84) (-2.55)*
[0.25] [0.69]
[0.64] [-0.05] [-0.55] [0.15] [-0.33]
- 3.64occ6-0.99cosal2-1.63cosal3 + 0.04cosal4 + 1.23cosal5 + 1.02cosal6 + 0.97cosal7
(-2.22)* (-2.28)* (-2.31)* (0.04) (0.93) (0.49) (0.72)
[-0.31] [-0.20] [-0.26] [0.01] [0.29] [0.24] [0.23]
- 1.41paych2-1.48paych3-1.88paych4-0.53promo4 + 0.75pric1-0.44chan2-0.59prom4
(-3.19)* (-2.63)* (-1.95)* (-1.18) (3.09)* (-1.86)* (-2.58)*
[459]

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[-0.27] [-0.25] [-0.25] [-0.10]
+ 0.56pers1-0.74phys2
(1.97)* (-2.57)*
[0.12] [-0.15]

[0.16]

[-0.09] [-0.12]

LR Chi2 = 342.28
Prob (Chi2) = 0.0000Overall Percentage Correct = 89.75
: * 0.10
() Z-stat
[ ] Marginal Effect
400 187 46.75
213 53.25 21-30 189 47.25 249 62.25
287 71.75 30,000 190 47.50
151 37.75
LR Chi2 = 342.28 Prob (Chi2) = 0.0000

() 0.10 Overall Percentage Correct 89.75
89.75
My by CAT 0.10

() 0.10

Marginal Effect
1.
1.1 My by CAT 0.10
20,001-30,000 My by CAT
10,000 69.08 30,000 My by CAT
10,000 64.35
1.2 My by CAT 0.10
My by CAT / 55.43
/ My by CAT / 33.61
Freelance Designer My by CAT / 31.42
2.

[460]

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2.1
My by CAT 0.10 501-1,000 My
by CAT 500 20.57 1,001-1,500
My by CAT 500 26.10
(2555) 501-1,000
2.2 My by CAT
0.10 My by CAT
27.06 ( /ATM)
My by CAT 25.36
Application on Mobile My by CAT
25.39 (2550)

3.
3.1 My by CAT
0.10
My by CAT (2554)
Application
3.2
My by CAT 0.10
My by CAT
3.3
My by CAT 0.10
My by CAT Shahzad Khan (2013) 3


3.4 My by
CAT 0.10
My by CAT
3.5
My by CAT 0.10
My by CAT
4. 20,001-30,000 /
1,500
My by CAT 0.10

[461]

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()
1. ()
,
2. ()
My by CAT



400

()
4 (4G)

. 2550. CAT CDMA.

, .
(). 2556. 2557-2561.
(). 2558. 2558.
. 2554. Multinomial
Logit. , .
- .-2552.- - -1G- -3G-(Online). http://3g.siamphone.com/
articles/2009/3g/page.htm., 7 2559.
.-2555.- True Move
( 25-35 ).-
, .
. 2558.
3 2558 (Online). https://www.nbtc.go.th/., 1 2559.
International-Telecommunication-Union-(ITU).-2011.-The-Fourth-United-Nations-Conference-on-the-Least-Developed
Countries-(UNLDC-IV)-in-Istanbul,-Turkey-(Online).-https://www.itu.int/net/itu news/issues/2011/06/16.aspx. February
12, 2016.
Shahzad-Khan-and-Sobia-Rohi.-2013.-Investigating-the-factors-affecting-youth-brand-choice-for-mobile phones-purchase--A-study-of-private-universities-students-of-Peshawar.-Management-&-Marketing, Challenges for the Knowledge
Society Vol.8, No. 2: 369-384.

[462]

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Working Motivation of Personnel at Faculty of Social Sciences, Kasetsart University
*, . ** ***
SavineePu-pu-sit, Professor Dr.WanlopRathachatranon and Professor NaunjunTasanachaikul

114
1) 2)
.05 3)

: ,

Abstract
This research aimedto study the level of working motivation of personnel at Faculty of Social Sciences, Kasetsart
University, to compare working motivation of personnel at Faculty of Social Sciences, Kasetsart Universityby personal
characteristics, and to studyworking factors related to working motivation of personnel at Faculty of Social Sciences, Kasetsart
University. The research was done quantitative method by using questionnaire collected from 114 participants. The research
shown that 1) working motivation of personnel at Faculty of Social Sciences, Kasetsart Universityare overall in high levels; 2)
when compared by age, the level of working motivation is statistically different at 0.05 percent; 3)the working factor has
medium influence on the working motivation of personnel at Faculty of Social Sciences, Kasetsart University.
Keywords: Working Motivation, Faculty of Social Sciences at Kasetsart University

; E-mail: p_savinee@hotmail.com
; E-mail:dr.wanlop@hotmail.com
***
; E-mail:
t-nuanjun@hotmail.com@hotmail.com
**

[463]

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Gibson, Ivancewich Ponnelly(1991:80)

(Hilgard, 1967)

( , 2541: 125-126)
( 2554)


( ,2555)

1.

[464]

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2.
3.

114
Wanlop s ( , 2556: 142) 95
(Proportional Stratified Random Sampling)( , 2555: 159)
(Simple Random Sampling)
(Percentage), (Mean), (Standard Deviation) (t-test), One-way
ANOVA (Pearsons Product Moment Correlation Coefficient)

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

5.

1. 79 69.3 25-30
48 68 59.6
66 57.9 1-5 34
29.8 15,000 46 40.3

1.

[465]

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1

1.

Barnard (1962)

[466]

 8
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2.

3.

0.05
4.
0.05

1. 1.
2. 3. 4. 5.

2.

3.



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2.

. 2555. SPSS. : .
. 2555. .
. 7(2).
. 2554. .
. 6(2).

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. 2541. . : .
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