Abstract: In the past few decades, international research on the country of origin of products has garnered significant interest, particularly in investigating the effects of consumers’ evaluation and perception. As globalization and market competition rise, international firms are seeking ways to control their labour costs and minimise taxes. Many products are outsourced and manufactured in countries with cheap labour. Consequently, the proliferation of ‘bi-national’ products has increased, raising important questions related to consumers’ perception. Moreover, the rapid growth in emerging markets, especially in Asia, has made these countries attractive options for international brands. Therefore, studying the country of origin allows firms and researchers to understand how customers perceive such information regarding the country of manufacture and the country of the brand. This study aims to investigate the influence of the country of manufacture (COM) and country of brand (COB) on Thai consumers’ perception of the brand. In addition, it embraces a different perspective on brand experience as a moderating factor. A sample of 403 Thai respondents was collected through face-to-face survey questionnaires in central Bangkok. This research employs an experiment using a factorial design to test the hypotheses. SPSS statistics software was adopted to analyse and validate the reliability of the testing of the constructs and model hypotheses. The results of this research show that the respondents positively respond to the COB more than the COM, and brand experience plays a moderating role in this research. This research provides a significant contribution to the existing literature and managerial practicality by using multi-dimensional information on the country and analyses the relationships between these dimensions.
Abstract: Urban advances and the growing need for developing infrastructures has increased the importance of deep excavations. In this study, after the introducing probability analysis as an important issue, an attempt has been made to apply it for the deep excavation project of Bangkok’s Metro as a case study. For this, the numerical probability model has been developed based on the Finite Difference Method and Monte Carlo sampling approach. The results indicate that disregarding the issue of probability in this project will result in an inappropriate design of the retaining structure. Therefore, probabilistic redesign of the support is proposed and carried out as one of the applications of probability analysis. A 50% reduction in the flexural strength of the structure increases the failure probability just by 8% in the allowable range and helps improve economic conditions, while maintaining mechanical efficiency. With regard to the lack of efficient design in most deep excavations, by considering geometrical and geotechnical variability, an attempt was made to develop an optimum practical design standard for deep excavations based on failure probability. On this basis, a practical relationship is presented for estimating the maximum allowable horizontal displacement, which can help improve design conditions without developing the probability analysis.
Abstract: In the tropics, indoor thermal environment is usually provided by a cooling mode to maintain comfort all year. Indoor thermal environment performance is sometimes different from the standard or from the first design process because of operation, maintenance, and utilization. The field study of thermal environment in the green building is still limited in this region, while the green building continues to increase. This study aims to clarify thermal performance and subjective perception in the green building by testing the temperature set-points. A Thai green office was investigated twice in October 2018 and in May 2019. Indoor environment variables (temperature, relative humidity, and wind velocity) were collected continuously. The temperature set-point was normally set as 23 °C, and it was changed into 24 °C and 25 °C. The study found that this gap of temperature set-point produced average room temperature from 22.7 to 24.6 °C and average relative humidity from 55% to 62%. Thermal environments slight shifted out of the ASHRAE comfort zone when the set-point was increased. Based on the thermal sensation vote, the feeling-colder vote decreased by 30% and 18% when changing +1 °C and +2 °C, respectively. Predicted mean vote (PMV) shows that most of the calculated median values were negative. The values went close to the optimal neutral value (0) when the set-point was set at 25 °C. The neutral temperature was slightly decreased when changing warmer temperature set-points. Building-related symptom reports were found in this study that the number of votes reduced continuously when the temperature was warmer. The symptoms that occurred by a cooler condition had the number of votes more than ones that occurred by a warmer condition. In sum, for this green office, there is a possibility to adjust a higher temperature set-point to +1 °C (24 °C) in terms of reducing cold sensitivity, discomfort, and symptoms. All results could support the policy of changing a warmer temperature of this office to become “a better green building”.
Abstract: Access to the mass transit system, including rapid elevated and underground transport has become an outstanding issue for many cities. The mass transit access development should focus on behavioral responses of the different passenger groups. Moreover, it should consider about the appearance of intent-oriented action related accessibility that was explored from user’s satisfaction and attitudes related to services quality. This study aims to evaluate mass transit accessibility from passenger’s satisfaction, therefore, understanding the passenger’s attitudes about mass transit accessibility. The study area of this research is Bangkok Mass Transit system (BTS Skytrain) at Saphan Taksin station. 200 passengers at Saphan Taksin station were asked to rate the questionnaires survey that considers accessibility aspects of convenience, safety, feeder connectivity, and other dimensions. The survey was to find out the passenger attitudes and satisfaction for access to the BTS station, and the result shows several factors that influence the passenger choice of using the BTS as a public transportation mode and passenger’s opinion that needs to concern for the development mass transit system and accessibility performance.
Abstract: The aim of this study is to: (1) measure the overall attitudes of Thai mobile phone users toward SMS advertisements, and (2) identify demographic factors that affect the overall attitudes toward SMS advertisements of Thai mobile phone users. The sample in this study consists of 100 individuals who possess at least one mobile phone and who either live, work or study in Bangkok. Thirty-three respondents are male, while the other 67 respondents are female. The respondents are aged between 21 years and 45 years old. Convenient sampling technique was used in this study. The results of this study indicate that Thai mobile phone users in general hold negative attitudes toward SMS advertisements, and that negative attitudes prevailed in nearly all different demographic groups. The results also suggest that Thai mobile phone users find SMS advertisements irritating, but are indifferent as to whether SMS ads are informative, credible and entertaining as well.
Abstract: The purpose of this research was to study customer relationship management on social media affecting brand loyalty of Siam Commercial Bank in Bangkok. The statistics used in data analysis were frequency, mean, standard deviation, and Pearson’s correlation coefficient based on social science statistic program. The result of the study found that the majority of the respondents were female, 37–47 years old of age, bachelor degree of education and monthly income between 10,001 and 15,000 Baht. In addition, customer relationship management in the overall and by each aspect of formulating, maintaining, and extending the customer relationship had a high score. Furthermore, the result of hypothesis testing showed that the difference of the customer’s age, education, occupation, average monthly income had the difference in brand loyalty with the statistical significance level of 0.05 and customer relationship management had related with brand loyalty in the same direction with the low level of statistical significance 0.05.
Abstract: The research “Buddha Images in Mudras Representing Days of a Week: Tactile Texture Design for the Blind” aims to provide original tactile format to institutions for the blind, as supplementary textbooks, to accumulate Buddhist knowledge, so that it could be extracurricular learning. The research studied on 33 students with both total and partial blindness, the latter with the ability to read Braille’s signs, of elementary 4 – 6, who are pursuing their studies on the second semester of the academic year 2013 at Bangkok School for the Blind. The researcher opted samples specifically, studied data acquired from both documents and fieldworks. Those methods must be related to the blind, tactile format production, and Buddha images in mudras representing days of a week. Afterwards, the formats will be analyzed and designed so that there would be 8 format pictures of Buddha images in mudras representing days of the week. Experts will next evaluate the media and try out.
Abstract: Natural products from herb have been used in different aspects of life as a result of their various biological activities. Generally, plant growth and production of secondary compounds largely depend on environmental conditions. To better understand this correlation, study on biological activity and soil parameter is necessary. This research aims to study the soil parameters which affect the efficiency of the antioxidant activity of essential oils extracted from the Zingiber zerumbet in three areas of Thailand, including Min Buri district, Bangkok province; Muang district, Chiang Mai province and Kaeng Sanam Nang district, Nakhon Ratchasima province. The soil samples in each area were collected and analyzed in the laboratory. The essential oil of Z. zerumbet in each province was extracted and tested for antioxidant activity by hydrodistillation method and DPPH (2,2-diphenyl-1-picrylhydrazyl radical) assay, respectively. The results showed that, the soil parameters such as pH, nitrogen, potassium and phosphorus elements and exchange of cations of soil specimen from Nakhon Ratchasima province were the highest (P
Abstract: Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.
Abstract: In order to address the social factors of elderly health care, researcher and community members have turned to more inclusive and participatory approaches to research and interventions. One such approach, community-based participatory research (CBPR) in public health, has received increased attention as the academic and public health communities struggle to address the persistent problems of disparities in the use of health care and health outcomes for several over the past decade. As Thailand becomes an ageing society, health services and proper care systems specifically for the elderly group need to be prepared and well established. The purpose of this assignment was to study the health problems and was to explore the process of community participation in elderly health care. Participants in this study were member of elderly group of Paisanee Ramintra 65 community in Bangkok, Thailand. The results indicated two important components of community participation process in elderly health care: 1) a process to develop community participation in elderly health care, and 2) outcomes resulting from such process. The development of community participation consisted of four processes. As for the outcomes of the community participation development process, they consisted of elderly in the community got jointly and formulated a group, which strengthened the project because of collaborative supervision among themselves. Moreover, inactive health care services have changed to being energetic and focus on health promotion rather than medical achievement and elderly association of community can perform health care activities for chronically illness through the achievement of this development; consequently, they increasingly gained access to physical, cognitive, and social activity.
Abstract: In recent years, focus-group discussions, as a resources of qualitative facts collection, have gained popularity amongst practices within social science studies. Despite this popularity, studying qualitative information, particularly focus-group meetings, creates a challenge to most practitioner inspectors. The Mons, also known as Raman is considered to be one of the earliest peoples in mainland South-East Asia and to be found in scattered communities in Thailand, around the central valley and even in Bangkok. The present project responds to the needs identified traditional Mon set menus based on the participation of Bang Kadi community in Bangkok, Thailand. The aim of this study was to generate Mon food set menus based on the participation of the community and to study Mon food in set menus of Bang Kadi population by focus-group interviews and discussions during May to October 2015 of Bang Kadi community in Bangkok, Thailand. Data were collected using (1) focus group discussion between the researcher and 147 people in the community, including community leaders, women of the community and the elderly of the community (2) cooking between the researcher and 22 residents of the community. After the focus group discussion, the results found that Mon set menus of Bang Kadi residents involved of Kang Neng Kua-dit, Kang Luk-yom, Kang Som-Kajaeb, Kangleng Puk-pung, Yum Cha-cam, Pik-pa, Kao-new dek-ha and Num Ma-toom and the ingredients used in cooking are mainly found in local and seasonal regime. Most of foods in set menus are consequent from local wisdom.
Abstract: The objectives of this research were to study the level
of influencing factors, leadership, supply chain management,
innovation, competitive advantages, business success, and affecting
factors to the business success of the mobile phone system service
providers in Bangkok Metropolitan. This research was done by the
quantitative approach and the qualitative approach. The quantitative
approach was used for questionnaires to collect data from the 331
mobile service shop managers franchised by AIS, Dtac and
TrueMove. The mobile phone system service providers/shop
managers were randomly stratified and proportionally allocated into
subgroups exclusive to the number of the providers in each network.
In terms of qualitative method, there were in-depth interviews of 6
mobile service providers/managers of Telewiz and Dtac and
TrueMove shop to find the agreement or disagreement with the
content analysis method. Descriptive Statistics, including Frequency,
Percentage, Means and Standard Deviation were employed; also, the
Structural Equation Model (SEM) was used as a tool for data
analysis. The content analysis method was applied to identify key
patterns emerging from the interview responses. The two data sets
were brought together for comparing and contrasting to make the
findings, providing triangulation to enrich result interpretation. It
revealed that the level of the influencing factors – leadership,
innovation management, supply chain management, and business
competitiveness had an impact at a great level, but that the level of
factors, innovation and the business, financial success and nonbusiness
financial success of the mobile phone system service
providers in Bangkok Metropolitan, is at the highest level. Moreover,
the business influencing factors, competitive advantages in the
business of mobile system service providers which were leadership,
supply chain management, innovation management, business
advantages, and business success, had statistical significance at .01
which corresponded to the data from the interviews.
Abstract: The purposes of this study were to: 1) investigate
operation conditions of SME automotive part industry in Bangkok
and vicinity and 2) to compare operation problem levels of SME
automotive part industry in Bangkok and vicinity according to the
sizes of the enterprises. Samples in this study included 196
entrepreneurs of SME automotive part industry in Bangkok and
vicinity derived from simple random sampling and calculation from
R. V. Krejcie and D. W. Morgan’s tables. Research statistics included
frequency, percentage, mean, standard deviation, and T-test. The
results revealed that in general the problem levels of SME automotive
part industry in Bangkok and vicinity were high. When considering
in details, it was found that the problem levels were high at every
aspect, i.e. personal, production, export, finance, and marketing
respectively. The comparison of the problem levels according to the
sizes of the enterprises revealed statistically significant differences at
.05. When considering on each aspect, it was found that the aspect
with the statistical difference at .05 included 5 aspects, i.e.
production, marketing, finance, personal, and export. The findings
also showed that small enterprises faced more severe problems than
those of medium enterprises.
Abstract: The purposes of this research are to make comparisons in
respect of the behaviors on the use of the services of metered taxi
classified by the demographic factor and to study the influence of the
recognition on service quality having the effect on usage behaviors of
metered taxi services of consumers in Bangkok Metropolitan Areas. The
samples used in this research were 400 metered taxi service users in
Bangkok Metropolitan Areas and questionnaire was used as the tool for
collecting the data. Analysis statistics are mean and multiple regression
analysis. Results of the research revealed that the consumers recognize the
overall quality of services in each aspect include tangible aspects of the
service, responses to customers, assurance on the confidence,
understanding and knowing of customers which is rated at the moderate
level except the aspect of the assurance on the confidence and
trustworthiness which are rated at a high level. For the result of
hypothetical test, it is found that the quality in providing the services on
the aspect of the assurance given to the customers has the effect on the
usage behaviors of metered taxi services and the aspect of the frequency
on the use of the services per month which in this connection. Such
variable can forecast at one point nine percent (1.9%). In addition, quality
in providing the services and the aspect of the responses to customers
have the effect on the behaviors on the use of metered taxi services on the
aspect of the expenses on the use of services per month which in this
connection, such variable can forecast at two point one percent (2.1%).
Abstract: This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.
Abstract: The ultimate purpose of this investigation was to
determine the teachers’ opinions as well as students’ opinions
towards the Adapted English Lessons. The subjects of the study were
5 Thai teachers, who teach English, and 85 Grade 10 mixed-ability
students at Triamudom Suksa Pattanakarn Ratchada School,
Bangkok, Thailand. The research instruments included questionnaires
and the informal interview. The data from the research instruments
was collected and analyzed concerning linguistic principles of
minimal pair and articulatory phonetics as well as teaching
techniques of mimicry-memorization; vocabulary substitution drills,
language pattern drills, reading comprehension exercise, practicing
listening, speaking and writing skill and communicative activities;
informal talk and free writing. The data was statistically compiled
according to an arithmetic percentage. The results showed that the
teachers and students have very highly positive opinions towards
adapting linguistic principles for teaching and learning phonological
accuracy. Teaching techniques provided in the Adapted English
Lessons can be used efficiently in the classroom. The teachers and
students have positive opinions towards them too.
Abstract: This research aims to identify traditional Mon cuisines
as well as gather and classify traditional cuisines of Mon
communities in Bangkok. The studying of this research is used by
methodology of the quantitative research. Using the questionnaire as
the method in collecting information from sampling totally amount of
450 persons analyzed via frequency, percentage and mean value. The
results showed that a variety of traditional Mon cuisines of Bangkok
could split into 6 categories of meat diet with 54 items and 6
categories of desserts with 19 items.
Abstract: The objectives of this study are to study Chinese
tourist’s Behaviors towards travel and shopping in Bangkok. The
research methodology was a quantitative research. The sample of this
research was 400 Chinese tourists in Bangkok chosen by the
accidental sampling and the purposive sampling. Inferential Statistics
Analysis by using the Chi-square statistics. As for the results of this
study the researcher found that differences between personal, social
and cultural information, i.e., gender, age, place of residence,
educational level, occupation, income, family, and main objectives of
tourism with behaviors of Chinese tourists in Bangkok towards travel
and shopping in Bangkok.
Abstract: The problems arising from unbalanced data sets
generally appear in real world applications. Due to unequal class
distribution, many researchers have found that the performance of
existing classifiers tends to be biased towards the majority class. The
k-nearest neighbors’ nonparametric discriminant analysis is a method
that was proposed for classifying unbalanced classes with good
performance. In this study, the methods of discriminant analysis are
of interest in investigating misclassification error rates for classimbalanced
data of three diabetes risk groups. The purpose of this
study was to compare the classification performance between
parametric discriminant analysis and nonparametric discriminant
analysis in a three-class classification of class-imbalanced data of
diabetes risk groups. Data from a project maintaining healthy
conditions for 599 employees of a government hospital in Bangkok
were obtained for the classification problem. The employees were
divided into three diabetes risk groups: non-risk (90%), risk (5%),
and diabetic (5%). The original data including the variables of
diabetes risk group, age, gender, blood glucose, and BMI were
analyzed and bootstrapped for 50 and 100 samples, 599 observations
per sample, for additional estimation of the misclassification error
rate. Each data set was explored for the departure of multivariate
normality and the equality of covariance matrices of the three risk
groups. Both the original data and the bootstrap samples showed nonnormality
and unequal covariance matrices. The parametric linear
discriminant function, quadratic discriminant function, and the
nonparametric k-nearest neighbors’ discriminant function were
performed over 50 and 100 bootstrap samples and applied to the
original data. Searching the optimal classification rule, the choices of
prior probabilities were set up for both equal proportions (0.33: 0.33:
0.33) and unequal proportions of (0.90:0.05:0.05), (0.80: 0.10: 0.10)
and (0.70, 0.15, 0.15). The results from 50 and 100 bootstrap samples
indicated that the k-nearest neighbors approach when k=3 or k=4 and
the defined prior probabilities of non-risk: risk: diabetic as 0.90:
0.05:0.05 or 0.80:0.10:0.10 gave the smallest error rate of
misclassification. The k-nearest neighbors approach would be
suggested for classifying a three-class-imbalanced data of diabetes
risk groups.
Abstract: This research aimed to study the characteristics of a
community in the social, economic and cultural context. This
research used interviews and surveys of the members in the Patthana
Soi Ranongklang community, Dusit District, Bangkok. The results
are as follows: In terms of overall conditions and characteristics, the
Patthana Soi Ranongklang community is located on the property of
the Treasury Department. 50 years ago, the location of this
community consisted of paddy fields with limited convenience in
terms of transportation. Rama V Road was only a small narrow road
accessed only by three-wheelers there were no buses. The majority of
community members moved in from Mak Khawan Rangsan Bridge.
Thus, most community members were either workers or government
officials as they were routers not the owners of the land. Therefore,
there were no primary occupations within the 7 acres of this
community. The development of the community started in 1981. At
present, the community is continuously being developed and
modernization is rapidly flowing in. One of the reasons was because
the main roads were widened, especially Rama V Road that allows
more convenient transportation, leading to heightened citizens’
convenience. In terms of the economy and society, Rama V Road
causes the research to find out the development and expansion of
change in the conditions of the area and buildings. Some buildings
were improved and changed along the time, as well as the
development of new facilities that caused the community members to
continually become more materialistic. In the community, it has well
organized and managed jobs to each part of community members,
and areas were improved to allow the new buildings and apartments.
The trend of jobs became more varied, in terms of both jobs at home,
such as workers, merchandizing and small own businesses, and the
community jobs outside, which became much more convenient to car
drivers as they got used to the narrow roads inside the community.
The location of the community next to Rama V Road also allows
assistance from government agencies to reach the community with
ease. Moreover, the welfare of the community was well taken care of
by the community committee. In terms of education, the research
found that there are two schools: Wat Pracharabuedham School and
Wat Noi Noppakun School that are providing education within the
community. The majority in the community have received Bachelor
degrees. In areas of culture, the research found that the culture,
traditions and beliefs of people in the community were mainly
transferred from the old community: the majorities are Buddhists, so
especially beliefs in Buddhism; the main reason for this is because
the old community was situated near Wat Makut Kasattriyaram.
Therefore, the community members have always had Buddhist
temples as the centre of the community. Later years, more citizens
moved along culture in and bring traditions and beliefs with them.
The community members also took part in building a Dharma hall
named Wat Duang Jai which is 72 year old.