Journal of Digital Business and Social Sciences

Cover Vol.9 No.2

Mon, 30 Oct 2023 00:00:00 SE Asia Standard Time

Cover Vol.9 No.2

Full Issue

Mon, 30 Oct 2023 04:37:14 SE Asia Standard Time

Full Issue

Editorial Team

Wed, 06 Sep 2023 00:00:00 SE Asia Daylight Time

Editorial

Peer Review

Wed, 06 Sep 2023 00:00:00 SE Asia Daylight Time

peer review

Mon, 30 Oct 2023 04:21:56 SE Asia Standard Time

Table of Contents

The Role of a Mediator in Helping Mediate Family Problems in Family Cases to Create a Network of Partners to Develop a Mediation Process System

วิจิตรา นาไชยเวศน์, ศิริรัตน์ ชูสกุลเกรียง, ดร. — Thu, 26 Oct 2023 15:02:25 SE Asia Daylight Time

The research considers the challenges and obstacles of family reconciliation in family cases. The findings can be used as a guideline for enhancing the efficiency and development of reconciliation work in the Juvenile and Family Court and creating partnership networks to develop working systems in the mediation process. This study can be accomplished by combining personnel in the various organizations. This research is based on qualitative research methodologies with data gathered through project preparation, documentary research, in-depth interviews with predetermined questions, and cross-sectional interviews. The results show that the problems and obstacles in the process of reconciliation of family disputes in family cases are derived from two main factors, which are (1) the law, rules, and regulations and (2) personal circumstances. Consequently, both factors allow us to be aware of the target groups that should be supported and guided along the development of the mediation process in family cases. The research identifies the 4 key person groups who are significant for the success, which are (1) mediators, (2) families, (3) lawyers, and (4) people. The findings recommend the establishment of collaborative partnerships through these 4 groups as a key success in developing a mediation process and building cooperation among personnel within the organizations. Finally, the research proposes building a community network, which results directly in developing a mediation process in juvenile and family court organizations and other courts to function more effectively.

Marketing Mix and Service Quality Affecting the Decision to Purchase Products through the Shopee and Lazada E-commerce Marketplaces among Consumers in Bangkok

กฤติยา แสงเปี่ยง, สลิตตา สาริบุตร, ผศ.ดร. — Fri, 27 Oct 2023 04:43:59 SE Asia Daylight Time

The objectives of this research were: 1) to study the level of marketing mix factors, service quality level, and the level of consumers' decisions to buy products through the Shopee and Lazada e-commerce marketplaces; 2) to examine the influence of marketing mix factors and service quality factors on consumers' decisions to buy products through the Shopee and Lazada e-commerce marketplaces; and The sample group used in the study were 384 people located in Bangkok who had used the Shopee and Lazada e-commerce marketplaces. The instrument used to collect data was a questionnaire. The statistical methods used to analyze the data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The study results revealed that the marketing mix factors of Shopee and Lazada were at a high level, the service quality level of Shopee and Lazada was at a high level, and the level of consumers' decisions to buy products through the Shopee and Lazada e-commerce marketplaces was at a high level. Moreover, hypothesis testing revealed that price and privacy were the elements of marketing mix factors that influenced consumers' decisions to buy products through the Shopee e-commerce marketplace. In contrast, the elements of marketing mix factors that influenced consumers' decisions to buy products through the Lazada e-commerce marketplace were promotion, product, price, and privacy. In addition, it was found that tangibles and empathy were the dimensions of service quality factors that influenced the decision to buy products through the Shopee and Lazada e-commerce marketplaces.

Effects of Marketing Mix Factors in Customer Perspectives (7C’s) on the Decisions to Purchase Food Products of One Tambon One Product (OTOP) through Omni-Channel Marketing among Generation Y Consumers in the New Normal Era

ศรัญวุฒิ มุ่งมีสกุล, สลิตตา สาริบุตร, ผศ.ดร. — Sat, 28 Oct 2023 08:43:25 SE Asia Daylight Time

The purpose of this research is to study the marketing mix factors in the perspective of customers (7C's) that affect the decision to buy One Tambon One Product (OTOP) food products through integrated marketing channels (Omni Channel). of consumers in the Generation Y group under the new normal Marketing mix factors in the view of customers studied in this study consisted of the value that customers will receive, cost, convenience. Communication aspect of caring Success in meeting the needs and comfortThe samples used in this research were The samples were 386 Generation Y consumers. The instrument used for data collection was a questionnaire that was tested for content validity and confidence before data collection. Statistics used in data analysis were frequency, percentage, mean, standard deviation. T test one-way discriminant analysis of variance and multiple regression analysisThe research results showed that the marketing mix factors in the view of customers (7C's) convenience. and success in meeting the needs It affects the decision to buy OTOP food products through integrated marketing channels of consumers in the Generation Y group. under the new normal Statistically significant at the .05 level. In the new normal era Consumers can buy products through a variety of channels. through a variety of devices And integrated marketing will integrate all trade channels. to link together To help facilitate consumers until they are satisfied and ultimately make a purchase decision. From the results of this study Entrepreneurs who sell food OTOP products can apply integrated marketing in marketing plans to increase sales of food OTOP products, which will lead to good business results.

Effects of Marketing Communications and Brand Image Awareness on the Decision to Purchase Mistine Cosmetics among Generation Z Women in Bangkok and Vicinit

ชลวิภา แซ่ฮ้อ, สลิตตา สาริบุตร, ผศ.ดร. — Fri, 27 Oct 2023 05:08:43 SE Asia Daylight Time

This research aimed: 1) to examine the level of marketing communication factors, the level of brand image awareness factor, and the level of decision to purchase Mistine cosmetics among Generation Z women in Bangkok and its vicinity; and 2) to investigate the influences of marketing communication factors and brand image awareness factors on the decision to purchase Mistine cosmetics among generation Z women in Bangkok and vicinity. The sample group used in this study comprised 384 Generation Z women in Bangkok and the vicinity who had purchased Mistine cosmetics. Data were collected by using a questionnaire. The statistics used in the data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis at a statistically significant level of 0.05. The study results revealed that the overall level of marketing communication factors, the general brand image awareness factors, and the overall decision to purchase Mistine cosmetics of Generation Z women in Bangkok and vicinity were at a high level. In addition, hypothesis testing results revealed that the elements of marketing communication factors that influenced the decision to purchase Mistine cosmetics among Generation Z women were advertising, promotions, personal selling, and direct marketing. In contrast, the components of brand image awareness factors that affected the decision to purchase Mistine cosmetics among Generation Z women were attributes, culture, personality, and users.

Factors Affecting in Procurement of Local Government Administration Organization

วสันต์ จำปาขาว, วรานนท์ คงสง, ผศ.ดร., ชัยวัฒน์ ภู่วรกุลชัย, ดร. — Fri, 27 Oct 2023 00:00:00 SE Asia Daylight Time

This research aims to study factors affecting the procurement of local Government administration organizations through mixed methods research from a collection of documents, books, articles, related research, and interviews with experts to be analyzed and synthesized in an explanatory manner with descriptive content according to the form of document research. The study found that factors affecting the construction work of local Government administration organizations are 4 factors: 1) Procurement of supplies; the local administrative agencies are unable to carry out the survey, design, and preparation of construction list plans by themselves because there are no personnel licensed to practice control engineering, causing the survey, design and construction list preparation to be inconsistent with the conditions. Area to be built. 2) Solicitation notifications and documents It was found that the local administrative organizations still needed complete operational guidelines and more personnel with expertise in operations, causing erroneous operations. 3) Proposal Selection found that the local government still needs more personnel to consider. There is no complete guideline for practice that causes errors in work. 4) Administration of Contracts with an amendment to a contract or agreement employment control inspection of parcels and defect insurance return of collateral. The Local government organizations must strictly exercise their discretion in accordance with the law and the benefit of agencies or the public interest, but there is no complete practice guideline. This makes it difficult to make decisions and poses a liability risk for the operators involved, both executives, Supplies, inspection committee, and supervisor.

The Factors Influencing to Accidents of Construction Cranes

สายัณต์ ฉิมประดิษฐ, วรานนท์ คงสง, ผศ.ดร., ชัยวัฒน์ ภู่วรกุลชัย, ดร. — Fri, 27 Oct 2023 00:00:00 SE Asia Daylight Time

This research aims to examine contributing factors affecting accidents when operating cranes. This qualitative research methodology-based study selects documents, textbooks, books, articles, and related research papers to be analyzed and synthesized in a descriptive research manner. Five contributing factors that can lead to accidents during crane operations were revealed. These factors are: 1) The human element: controllers lacking the basic knowledge of how to appropriately operate cranes is the main factor attributed to crane operation accidents. 2) The structural factors relating to the crane's base can lead to accidents. This can occur when the base is not strong enough, the base is poorly maintained, the base is corroded and damaged, leading to the base not being structurally sound, and the crane operators fail to check the condition of the base prior to operating the crane. 3) The machinery element: wear and tear on lifting gears, faulty and broken lifting gears lead to accidents, especially when they are operated by workers who are inexperienced in using the gears correctly. 4) The lifting capacity performance factor from using the cranes above their lifting load limits. Using the cranes without a cut-off safety system when the machine is lifting objects above the load capacity. 5) The environmental issues are resulting in unsafe conditions for crane operations. These issues include inadequate lighting levels and physical obstructions in the immediate area, which can lead to the operator's inability to see properly. High winds and close proximity to overhead electrical cables are other environmental factors that can lead to unsafe conditions. The data analysis shows the human element is the main factor in crane accidents. This includes issues of negligence, a lack of knowledge, and a lack of understanding of the laws relating to crane operating safety rules.

Applying a Creative Process Approach to Incorporate Contemporary Public Relations into Herb Products

กาญจนา ผลาผล, ผศ., ปราโมทย์ ถวิลรักษ์, ผศ., มีนนภา รักษ์หิรัญ, ผศ. ดร. — Sat, 28 Oct 2023 08:49:19 SE Asia Daylight Time

Nowadays, the growing recognition of digital marketing and creative content is one of the principles to create business values for modern business strategies involving herbal community enterprise. While digital marketing practices have been extensively studied in traditional business settings, there is limited research on how small businesses like Poomjai Anong Community Enterprise can effectively improve their creative digital content and leverage digital platforms to enhance their visibility, engage their target customers, and achieve sustainable growth. This research aims to synthesize and enhance modern communication strategies using the conceptual framework of the creative digital content development. This study focuses on a creative process-oriented approach to revitalize advertising innovations for local network and community identity. The practical training was performed to explore creative digital content creators for ten partners of the business. The results have found that the overview of satisfaction of increasing entrepreneurial knowledge affects the business’s benefits and sustainability at the highest level, with an average of 4.51. The research training helps the participants to develop a more effective content strategy for the business, with the highest average of 5.00, at an outstanding level. By conducting research and implementing innovative communication strategies, the research contributions are to support the sustainable growth and success of Bhumjai Anong Herbal Community Enterprise, and extend the progress of the community in the new business and commerce era.

The Impact of Customer Experience and Attribute Selection on Brand Loyalty of Music Streaming Providers: Case Study of Spotify Premium Millennial Users in The Bangkok Region

ปัทมา จิตรสวัสดิ์, วรพจน์ ศิริชาลีชัย, ดร. — Sat, 28 Oct 2023 08:57:33 SE Asia Daylight Time

The objectives of this study were as follows: 1) to examine variations in demographic factors that influence the loyalty of millennial customers towards Spotify premium membership in Bangkok and its municipalities; 2) to investigate the behavioral factors that shape the loyalty of millennial customers towards becoming Spotify premium members in Bangkok and its municipalities; and 3) to investigate the attitudes and behaviors of customers that are associated with loyalty towards being a Spotify premium member in Bangkok and its municipalities. The present study selected a specific and targeted sample using a technique of purposive sampling. This sample's exact number of participants is unknown, and statistical software was used to conduct the analysis. The findings of this study suggest that demographic characteristics have no significant effect on Attitude Loyalty and Behavioral Loyalty toward Spotify membership among Bangkok and its municipalities residents. Experience-related variables are significantly associated with Attitude Loyalty and Behavioral Loyalty toward Spotify membership in Bangkok and neighboring municipalities. The variables pertaining to alternative attributes have a significant relationship with Attitude Loyalty and Behavioral Loyalty toward Spotify membership in Bangkok and the surrounding municipalities.

A Study of Medical Tourism Competencies of Hospital Personnel

รัตชพงษ์ เขียวพันธุ์, ดร., ณัฐฐิณีภรณ์ ปิงแก้ว, ดร., อมราวดี คำบุญ, ดร. — Sat, 28 Oct 2023 09:05:45 SE Asia Daylight Time

The expansion of the healthcare industry sector and the continuous influx of international visitors through the avenue of medical tourism. This study aims to examine private hospital personnel's performance in delivering medical tourism services. Three distinct conceptual frameworks exist, encompassing the domains of tourism, medicine, and supporting activities. The research encompassed three phases: an examination of cognitive variables through a comprehensive review of relevant literature and structured interviews, as well as an analysis of various elements to effectively summarize the service performance of personnel. The study's findings indicated the presence of five performance components in the field of medical tourism, each possessing an Eigenvalue equal to or greater than 1. These components encompassed two main categories: "coordination with stakeholders," containing three latent variables, and "planning," comprising three latent variables. The study identified three latent variables, namely "Logistics," which consisted of three latent variables; "Medical Services," which consisted of six latent variables, and "Related and Supportive Activities Services," which consisted of a total of 25 latent variables for the purpose of development. The service work performed by hospital personnel.