Proceedings National & International Conference
National & International Conference
Graduate School, Suan Sunandha Rajabhat University
DIABETIC RETINOPATHY RECOGNITION USING IMAGE PROCESSING AND MACHINE LEARNING MODELS ON FUNDUS IMAGES
This research develops a machine learning classification framework that integrates multiple image processing techniques and canonical image alignment to enhance diabetic retinopathy recognition from fundus photographs. Color fundus images from the Ocular Disease Intelligent Recognition (ODIR) dataset, collected by Shanggong Medical Technology Co., Ltd. from different hospitals/medical centers in China, were preprocessed using ridge detection, Sobel edge detection, Canny edge detection, Robert edge detection, and color contrast enhancement. Canonical fundus images were constructed to standardize structural representation across samples, and an additional dataset was created by resizing and realigning the processed images, using image registration techniques, to match their corresponding canonical images. Six classification methods, Support Vector Machine (SVM), k-Nearest Neighbors (k-NN), Naïve Bayes, Decision Trees, Gradient Boosted Trees (GBT), and Wasserstein Distance Classification (WDC), were evaluated using training-testing splits of 70:30, 75:25, and 80:20. For left-eye fundus photographs, the best performance was obtained using GBT with a 75:25 training-testing split on canonical-aligned images. The model achieved an accuracy of 0.7715, a precision of 0.7637, a recall of 0.7715, and an F1-score of 0.7645. For right-eye photographs, the highest performance was also achieved by GBT, using a 70:30 training–testing split on canonical-aligned images, yielding an accuracy of 0.7196, a precision of 0.7125, a recall of 0.7196, and an F1-score of 0.7039. These findings indicate that aligning processed images to canonical fundus templates enhances structural consistency and improves the classifier’s ability to detect diabetic-related abnormalities. Overall, the results demonstrate that combining multiple image processing techniques with canonical image alignment substantially improves diabetic retinopathy classification performance. The evidence supports the potential of machine-learning-based frameworks as effective screening tools for early detection of diabetic retinopathy.
BELIEF IN GANESHA OF CULTURAL MANAGEMENT STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY
The objectives of this research are: ( 1) to study the historical background of Lord Ganesha, (2) to examine the behaviors related to the worship of Lord Ganesha, and (3) to analyze the factors influencing the worship of Lord Ganesha. The sample group in this study consisted of 130 students from the Cultural Management Program at Suan Sunandha Rajabhat University, selected through purposive sampling. A questionnaire was used as the main research instrument for data collection. The findings revealed that: (1) the worship of Lord Ganesha in Thai society originated from Brahman-Hindu traditions, where Lord Ganesha is revered as the remover of obstacles and the god of arts and wisdom; ( 2) most worshippers pay homage to Lord Ganesha on important religious occasions, offering flowers and garlands, mainly praying for financial prosperity, with CentralWorld being the most popular worship site; and ( 3) the factors influencing the worship of Lord Ganesha are categorized into five dimensions: belief, sacredness, devotees, environment, and location.
THE IMPACT OF DIGITAL ADVERTISING, SERVICE MARKETING AND CONSUMER BEHAVIORS TOWARDS CUSTOMER ENGAGEMENT IN SMART PHONE ELECTRONICS COMPANY
This study aims to investigate the factors that influence customer engagement for smart phone electronics company in Thailand. Through quantitative research methods, including online surveys, collected from individuals across various districts in Thailand. Multiple linear regression analysis was employed to analyze the data. The findings reveal that digital advertising, shaped by advertising channel, content marketing, and advertising reach, significantly influences customer engagement. The findings also reveal that service marketing, shaped by customer service quality, in-store experience, and after-purchase support, significantly influences customer engagement. Additionally, consumer behaviors, when combined with factors like information seeking, decision making process, and post-purchase behavior can be a powerful tool for influencing consumer engagement. This research was carried out on a sample of 400 respondents which concluded that all 3 variables significantly supported and contribute to the hypothesis that the influence of digital advertising, service marketing, and consumer behavior with a significance level of 0.000 contributed significantly towards customer engagement in smart phone electronics company. The collected data showed that respondents have a generally positive attitude toward all three factors—digital advertising, service marketing, and consumer behavior—as key influences on customer engagement in smartphone electronics companies. This finding suggests that businesses aiming to strengthen customer engagement should develop strategies that integrate these three elements. By enhancing creative and targeted digital advertising, improving service quality and after-purchase support, and understanding how customers seek information and make purchase decisions, companies can tailor their engagement approaches more effectively. Leveraging data-driven personalization, fostering interactive online experiences, and maintaining strong service delivery can help businesses build deeper relationships with customers and sustain a competitive advantage in the fast-changing electronics market.
THE INFLUENCE OF AI TECHNOLOGY INTEGRATION, STRESS & BURNOUT AND ORGANIZATION LEADERSHIP FACTORS TOWARDS TEACHER’S HAPPINESS & JOB SATISFACTION IN PRIVATE SCHOOLS IN BANGKOK, THAILAND
This research aims to understand, in more detail, the factors influencing and affecting teachers’, working in private high schools in Bangkok, happiness and job satisfaction. The three independent variables recognized and analysed in this study in order to understand the dependent variable of teacher happiness and job satisfaction are artificial intelligence (AI) integration, stress & burnout, and organization leadership. The sub-variables used to focus on AI integration are administrative tasks, personalized learning, and assessment & feedback. The three sub-variables under inspection when analysing the second independent variable of stress & burnout are as follows: sleep deprivation, workload intensity, and emotional exhaustion. The three sub-variables tested for the third independent variable of organization leadership include planning & preparation, guidance & support, and evaluation & judgement. A quantitative dataset was collected comprising of 400 respondents who currently are or have been private high school teachers in Bangkok. Snowball sampling technique was used to collect responses in the forms of an anonymous online survey to ensure questionnaire integrity and honesty. The questionnaire consists of multiple-choice questions during the first section of demographic questions and then a series of 5-point Likert questions regarding the independent variables and the dependent variable. The results of the study indicate that all of the hypotheses proposed are supported. The study suggests that there is a notable relationship between the independent variables and the dependent variable.
FACTORS AFFECTING PURCHASE INTENTION IN ONLINE LIVE STREAMING COMMERCE
This study examines the factors influencing purchase intention in online live-streaming commerce using the Unified Theory of Acceptance and Use of Technology (UTAUT). Quantitative data were collected from 400 consumers in Thailand through an online survey. Measurement items were adapted from prior studies, and the data were analyzed using descriptive statistics and multiple regression analysis. The results indicate that performance expectancy—particularly perceived usefulness and information quality—has a significant positive effect on purchase intention. In contrast, effort expectancy and social presence do not show significant impacts. These findings suggest that consumers’ purchase intentions in live-streaming commerce are driven primarily by functional and cognitive evaluations rather than experiential or social features. The study contributes to the literature by contextualizing UTAUT in an emerging digital commerce setting and offers practical implications for live-streaming platforms and marketers.
INNOVATIVE REFORMS IN EDUCATIONAL LEADERSHIP WITHIN EDUCATION MANAGEMENT IN CHINA
Educational leadership is the core kinetic energy driving the high-quality development of education. This paper takes the innovation reform of educational leadership as the core topic, comprehensively uses the literature research method and case analysis method, systematically combs the constituent elements and development venation of educational leadership, and deeply analyzes the outstanding problems and causes of educational leadership in decision-making, team management, teaching guidance and other aspects in current educational management. Threeinnovative reform strategies are proposed: implementing student-centered leadership concept at the concept level, cultivating leaders 'multiple comprehensive literacy at the ability level, and implementing distributed and shared leadership at the model level. Through the typical case analysis of A middle school and B primary school, the effectiveness of the above strategies is verified, and the policy support and resource guarantee are constructed. The conclusion enriches the theoretical system of educational leadership, provides operable action guidelines for educational administrators to optimize leadership practice and promote educational quality in the new era, and has important practical significance for promoting the sustainable development of education.
HEALTH RISK ASSESSMENT OF Pb(II), Cd(II), Cu(II) IN COSMETICS FOR THE SUSTAINABLE DEVELOPMENT QUALITY OF LIFE
This research aims to study Health risk assessment of Pb(II), Cd(II), Cu(II) in 4 samples of cosmetic always used on face namely, lipstick, eye shadow, brush on and eyeliner from the market. The samples were prepared by wet digestion and dry digestion method. The amounts of toxic heavy metal were detected by used Atomic Absorption Spectrophotometer (AAS) in all experiments. The amounts of Pb(II), Cd(II), Cu(II) found in all 4 types of cosmetics were lower than the standard value. This result confirmed that the cosmetics were safe from toxic and heavy metals to make the quality of life of people in present get better and get sustainable development quality of life.
GUIDELINE FOR TOURISM LOGISTICS OF KHONG LAT MAYOM FLOATING MARKET
This study investigates how tourism logistics management influences tourist satisfaction at Khlong Lat Mayom Floating Market, Taling Chan District, Bangkok. A quantitative, cross-sectional survey design was employed. Data were collected from 400 Thai tourists; the target sample size was determined using Cochran’s formula at the 95% confidence level, and respondents were recruited using quota and convenience sampling. Tourism logistics management was operationalized across four dimensions: physical characteristics and accessibility, information flow, tourist flow management, and safety and hygiene. Tourist satisfaction was measured on a seven-point scale. Descriptive statistics indicated slight satisfaction with accessibility (M = 4.42, SD = 1.33) and perceived value (M = 4.45, SD = 1.17), whereas the overall evaluation of market management was neutral (M = 3.54, SD = 1.19). Multiple linear regression revealed that the four logistics dimensions jointly explained 30.5% of the variance in tourist satisfaction (R = .552, R² = .305, Adjusted R² = .298), and the model was statistically significant, F(4, 395) = 43.356, p < .001. Tourist flow management was the strongest predictor (β = .322, p < .001), followed by safety and hygiene (β = .208, p = .007) and information flow (β = .170, p = .021), while physical characteristics and accessibility was not statistically significant (β = −.125, p = .089). Overall, the findings indicate that elevating satisfaction requires end-to-end, on-site experience governance—especially crowd and queue control, safety-hygiene assurance, and timely, intelligible information—beyond merely meeting baseline access expectations. These improvements can foster revisit intention and positive word of mouth.
FROM THE LOSS OF JUDICIAL SOVEREIGNTY TO THE PRESERVATION OF INDEPENDENCE: RETHINKING EXTRATERRITORIAL TREATIES AS STRATEGIC INSTRUMENTS OF THE THAI STATE
CONCEPTUALISING THE DETERMINANTS OF INSURANCE TECHNOLOGIES (INSURTECH) ACCEPTANCE AMONG AGENTS IN MALAYSIA
Despite the strategic push for digitalization by Bank Negara Malaysia to elevate insurance penetration, the adoption of Insurtech among insurance agents remains inconsistent. This resistance threatens the industry’s modernization efforts and the transition toward a hybrid advisory model. This paper presents a conceptual model that investigates the determinants influencing Insurtech acceptance among licensed life insurance agents in Malaysia. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), the conceptual model depicts the effects of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions on agents' acceptance intention. Theoretically, this research extends UTAUT to the often-overlooked intermediary demographic in advanced technology within the insurance field. Practically, the findings offer actionable insights for insurers and regulators to address digital readiness gaps, aiming to formulate effective training and infrastructure strategies that empower agents as key enablers of Malaysia’s digital insurance ecosystem.
THE EXTENSION OF COPYRIGHT PROTECTION DURATION OF PHOTOGRAPHIC WORK IN THAILAND
THE COMPARISON OF SHEAR BOND STRENGTH OF 3D PRINTED PROVISIONAL RESTORATION REPAIRED WITH SELF-CURE RESIN USING VARIOUS SURFACE TREATMENT: IN VITRO STUDY
This study aimed to evaluate the shear bond strength between 3D-printed provisional restorative materials (Temp C&B UV2.0 and Optiprint Lumina) and conventional self-cured provisional resin (UNIFAST™ Trad) with various surface treatments, and analyze the mode of bonding failure. A total of 192 specimens were included, each material group is further divided into 4 subgroups, each based on surface treatment as, No surface treatment (NT), Monomer application (MA), Sandblasting (SB), and Sandblast plus Monomer application (SB+MA). Each of the samples was bonded to UNIFAST™ Trad self-cure general-purpose material using a customized mold with an inner hole diameter of 5mm. The samples were stored in 95% humidity at 37˚C for 24 hours. A universal testing machine and digital measuring microscope were used to record shear bond strength and mode of failure. A two-way ANOVA displayed significant effects of material type, surface treatment, and their interaction on shear bond strength (p<.05). 3D printed (Temp C&B and Optiprint) materials demonstrated consistently lower shear bond strength compared to Unifast material across all surface treatments (p<.001). Surface treatment didn’t significantly influence Temp C&B, whereas Optiprint showed a noticeable increase in the bond strength when treated with the combination of sandblast and monomer application (p<.05). SEM images showed topography changes by sandblasting in all material group and fractography illustrated mostly mixed mode of failure in Optiprint Lumina under sandblast and combination group, whereas TempC&B group are mostly adhesive in nature. In conclusion, the effectiveness of surface modification of 3D printed provisional material was material-dependent, with only the Optiprint group having benefited from combined mechanical and chemical treatment.
THE IMPACT OF SOCIAL MEDIA INFLUENCE, BRAND EQUITY, AND MARKETING MIX TOWARDS BRAND REPUTATION OF ZARA
This study aims to examine the impact of social media influence, brand equity, and marketing mix on the brand reputation of Zara in the fast fashion retail industry. A quantitative research approach was employed, and data were collected through an online questionnaire distributed to consumers in Thailand who are familiar with Zara. A total of 400 valid responses were analyzed using descriptive statistics, and multiple regression analysis. The findings shows that Marketing Mix has the strongest impact on Brand Reputation, followed by Brand Equity and Social Media Influence have significant impact on brand Reputation at the statistically significant level of .05. The results provide practical implications for fashion brand managers by highlighting the importance of strengthening brand equity, managing effective social media engagement, and optimizing marketing mix strategies to enhance brand reputation and maintain competitiveness in the fast fashion market.
FINANCIAL DIMENSIONS OF THE BLUE ECONOMY AND COASTAL POVERTY REDUCTION IN NORTHERN PENINSULAR MALAYSIA
Harnessing the blue economy for poverty reduction requires a clear understanding of how financial mechanisms, community resources, and marine-based livelihoods interact in vulnerable coastal settings. This study investigates the financial dimensions of the blue economy in Northern Peninsular Malaysia by examining how financial literacy (FL), financial inclusion (FIN), and social capital (SC) contribute to poverty reduction (PR) among coastal households engaged in fisheries, aquaculture, marine tourism, and related activities. The specific objectives are: (i) to assess the impact of financial literacy on poverty reduction, (ii) to examine the mediating role of financial inclusion in the relationship between financial literacy and poverty reduction, and (iii) to explore how social capital facilitates financial inclusion and contributes to poverty reduction in blue economy-dependent communities. A quantitative research design is employed, using structured questionnaires to be administered to households involved in blue economy and other coastal livelihoods. The Krejcie and Morgan (1970) table is used to determine an appropriate sample size, resulting in 382 respondents drawn from the combined coastal population. Data will be collected and subsequently analysed using SmartPLS to evaluate the measurement and structural models and to test the mediating effect of financial inclusion. The study is expected to demonstrate that financial literacy reduces poverty both directly and indirectly through improved financial inclusion, while social capital enhances access to, and effective use of, financial services. The anticipated findings will provide theoretical implications by clarifying the mechanisms linking financial literacy, social capital, and poverty within the blue economy context, and practical implications by informing policymakers and practitioners on how to design integrated financial education, inclusive finance, and community-based programmes to strengthen coastal resilience and support sustainable poverty reduction.
THE IMPACT OF LEADERSHIP STYLE AND EMPLOYEE MOTIVATION ON ORGANIZATIONAL PERFORMANCE
This study investigates the influence of leadership style and employee motivation on organizational performance in the context of New Hope Dairy, a leading dairy enterprise in Sichuan Province, China. Guided by quantitative methodology, this study surveyed 408 employees across different demographic backgrounds and departments. Regression analysis revealed a significant positive impact of both leadership style and employee motivation on organizational performance. However, demographic differences such as gender, education, and age did not significantly affect performance outcomes. The findings highlight the importance of combining transformational and transactional leadership elements as well as implementing balanced motivational strategies that integrate internal and external incentives. This study contributes to the limited body of research on leadership and motivation within China's dairy industry and provides practical recommendations for organizational development. Future research directions are also proposed, including expanding sample scope, integrating qualitative methodologies, and introducing additional variables such as corporate culture and external market environment.
HOW POLICY EMPOWERMENT INFLUENCES ENTREPRENEURIAL INTENTION: THE MEDIATING ROLE OF PERCEIVED BEHAVIORAL CONTROL AMONG UNIVERSITY STUDENTS IN YUNNAN FREE TRADE ZONE
This study investigates the psychological mechanism through which policy empowerment influences the entrepreneurial intentions of university students in China's Yunnan Free Trade Zone (FTZ). Grounded in the Theory of Planned Behavior (TPB), it posits Perceived Behavioral Control (PBC) as a critical mediator between policy empowerment and entrepreneurial intention. Data were collected from 324 university students via a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results demonstrate that policy empowerment has a significant positive direct effect on PBC (β = 0.412, p < 0.001), which in turn strongly predicts entrepreneurial intention (β = 0.584, p < 0.001). Furthermore, a significant mediation effect was found, confirming that PBC is a pivotal mechanism through which policy empowerment enhances entrepreneurial intention (Effect = 0.241, 95% CI [0.152, 0.345]). The findings underscore that beyond providing tangible resources, the primary value of policy empowerment lies in boosting students' confidence and control beliefs, thereby stimulating entrepreneurial motivation. This research provides theoretical insights for the TPB framework in policy contexts and practical implications for designing psychologically informed entrepreneurship support policies in FTZs.
RESEARCH ON THE OBSTACLES OF COLLEGE STUDENTS' ENTREPRENEURSHIP IN YUNNAN FREE TRADE ZONE FROM THE PERSPECTIVE OF POLICY EMPOWERMENT
This study delves into the obstacles of college students' entrepreneurship in the Yunnan Free Trade Zone (FTZ) from the perspective of policy empowerment. Based on a survey of 324 students, it provides a diagnostic analysis of the entrepreneurial barriers, identifying and ranking a four-dimensional structure: Financial, Market, Competency, and Institutional. Results reveal that Financial Barriers (M=3.82) are the most severe, followed by Market (M=3.75), Competency (M=3.68), and Institutional Barriers (M=3.59). Furthermore, the research empirically investigates the empowering role of policy, finding that its three key dimensions—awareness, accessibility, and fulfillment—significantly alleviate these obstacles, but with markedly differentiated effects. Policy Accessibility (β = -0.325) exerts the strongest negative influence, surpassing both Policy Fulfillment (β = -0.298) and Policy Awareness (β = -0.283). These findings offer a nuanced, evidence-based foundation, suggesting that policy empowerment, particularly through simplifying access procedures, is a crucial strategy for dismantling the key obstacles to student entrepreneurship in the FTZ context.
INSTRUCTIONAL MANAGEMENT OF DANCE PROGRAMS IN HIGHER EDUCATION IN CHINA
Based on the perspectives of Education Management, this study considers the practice of teaching management and the curricula of dance projects in Chinese higher education institutions.With the transition of higher education in China from expansion to quality improvement, teaching management has become a key way to improve teaching efficiency and achieve constant optimization of teaching quality; however, the current teaching management structure is mainly built for theoretical disciplines that are quite difficult to handle in dance, a discipline with practical and artistic performance.Systematically reviewing the literature, we studied the theoretical fundamentals of teaching management, the unique features of Dance Education Teaching, and the structure of China's higher education system, and found that the contradiction between standardized administrative control and dance teaching is process - centered and empirical in nature-especially in education. curriculum planning, teaching evaluation and teacher autonomy remain at the heart of this area.In this regard, the study suggests that the teaching management of dance projects should shift from the traditional regulatory mechanism to a more flexible form of maintenance management and use the means of theoretical integration to link teaching management theory to subject characteristics to compensate for the theoretical shortcomings of Chinese higher education in practical disciplines.
ASSESSMENT OF THE LEVEL OF HAPPINESS IN LEARNING THE GUIDANCE SUBJECT AMONG GRADE 12 STUDENTS
This quantitative classroom-based study, informed by positive psychology, examined Grade 12 students’ happiness in learning a Guidance course at Suan Sunandha Rajabhat University Demonstration School (Secondary Division, English Program) during Semester 2 of the 2024 academic year. A total of 37 students completed a 10-item happiness survey covering enjoyment of learning, perceived gains in knowledge and skills, classroom participation, teacher and peer support, classroom atmosphere, assignment appropriateness, work–life balance during the learning period, stress management, opportunities to develop interests, and perceived acceptance and respect. Data were analyzed using item-level mean scores and an overall mean. Results indicated a high overall level of happiness toward the Guidance course (overall mean = 4.78). The highest-rated aspect was having sufficient rest time and personal time during the learning period (mean = 4.92), while the lowest-rated aspect was students’ perceived ability to express opinions and participate in class (mean = 4.54). Overall, the findings suggest that students reported strong satisfaction with the Guidance course, particularly in relation to supportive relationships and a positive learning climate, while also indicating a need to further strengthen participatory learning opportunities. These results reinforce the value of school guidance and counseling in supporting students’ positive experiences and psychosocial development.
PUBLIC ACCEPTANCE OF CENTRAL BANK DIGITAL CURRENCIES: EVIDENCE FROM MALAYSIA
The rapid advancement of digital financial technologies has stimulated global interest in the development of Central Bank Digital Currencies (CBDCs). As a sovereign-backed digital form of money, CBDC has the potential to reshape payment systems, enhance financial inclusion, and improve transaction efficiency. Despite increasing experimentation by central banks worldwide, public acceptance remains a critical determinant of successful implementation. This study investigates the factors influencing public acceptance of CBDC in Malaysia by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) with additional constructs, namely perceived trust, perceived risk, and perceived privacy. A quantitative research design was adopted, and data were collected through a self-administered online questionnaire targeting Malaysian adults. The proposed research model was tested using partial least squares structural equation modeling (PLS-SEM). The findings indicate that performance expectancy and perceived trust are the most significant predictors of CBDC acceptance, while effort expectancy, social influence, facilitating conditions, perceived risk, and perceived privacy do not exhibit significant effects. The results offer important insights for policymakers, central banks, and financial institutions in designing CBDC systems that align with public expectations and trust requirements.
COMMANDS AND MASCULINITY: A CRITICAL DISCOURSE ANALYSIS OF DIRECTIVE LANGUAGE IN SUPERNATURAL
Language not only conveys meaning, but also carries power and identity. This study focuses on the language of the two brothers, Dean Winchester and Sam Winchester, in the TV series Supernatural (SPN), and explores how commands and directives construct their sexual identity. The objectives of this study are to examine how Dean and Sam use command and directive language, and to analyze what command and directive language reveals about their masculinity. The study is based on Coates’s male language theory and Fairclough’s three-dimensional model of critical discourse analysis. It combines qualitative, descriptive, and quantitative methods to analyze four representative episodes of Supernatural (SPN): Season 1 (2005), Episode 1 Pilot and Episode 22 Devil’s Trap, Season 15 (2020), Episode 1 Back and to the Future, and Episode 20 Carry On. The results show that Dean tends to use commands frequently and directly, reflecting an authoritative masculinity, but gradually reveals emotionality in the later period; Sam uses commands less frequently in the early period, but gradually increases his use as the plot develops, reflecting a more cooperative and caring masculinity. The study found that both languages changed later on, revealing the diversity and fluidity of male identities in popular culture, which are constantly being constructed and reconstructed by society.
DIGITAL KNOWLEDGE MANAGEMENT AS A DRIVER FOR SCHOOL ORGANIZATIONAL RESILIENCE: A THEORETICAL FRAMEWORK FOR EDUCATIONAL ADMINISTRATION
Post-pandemic, educational institutions will operate in a highly unstable world full of more and more digital complexity and ongoing uncertainty.Lots of digital info floating around, but many school bosses struggle turning those facts into good choices, so there’s still a big gap between knowing how to use tech and actually handling a crisis. In order to solve this problem, we create an education administration theory according to the DKM principle. From my take on articles written in 2021-2025, I believe that the old fashioned way of doing things from the top down simply isn't going to cut it anymore if you want your school to be resilient in today's world. Resilience comes from how these three work together: digital stuff, what a place is like, and people who lead with computers spread around. Think about model places as dynamic org resources instead of static storerooms, so sch leads get a conceptual guide for improving adaptability and sustaining long-term viability in complex ed settings.
THE IMPACT OF BRAND EQUITY, SERVICE QUALITY, AND THE SERVICE MARKETING MIX ON CUSTOMERS’ PURCHASE INTENTIONS IN THE AIRLINE INDUSTRY IN CHINA
This study aimed to explore the impact of brand equity, service quality, and service marketing mix on customers’ purchase intentions in China’s airline industry. A quantitative research approach was adopted, with 511 valid questionnaires collected via online surveys and on-site distribution at major airports. Descriptive statistics and multiple linear regression analysis were used for data processing. Results showed that all three independent variables have a significant positive impact on purchase intentions, with service marketing mix having the strongest explanatory power (β=.335, Sig.=.001), followed by brand equity (β=.312, Sig.=.001) and service quality (β=.227, Sig.=.001). The regression model explains 47.4% of the variance in purchase intentions (R²=.474). This study enriches relevant academic research and provides practical implications for Chinese airlines to optimize brand management, improve service quality, and refine marketing strategies.
OPTIMIZING MIDDLE SCHOOL STUDENTS' MENTAL HEALTH SYSTEMS THROUGH EDUCATIONAL MANAGEMENT IN CHINA
Against the backdrop of China's comprehensive promotion of high-quality education development, adolescent mental health has emerged as a core issue in education governance, characterized by its youthfulness and complexity. Educational management serves as a key pathway to address the dilemmas in the construction of adolescent mental health systems. Based on educational management theory and system governance theory, this paper adopts multiple research methods and takes middle schools in China as the research object. It sorts out the development status and management shortcomings of adolescent mental health systems, analyzes the internal mechanism through which educational management optimizes such systems, constructs an education management-oriented adolescent mental health system with both theoretical and practical value, and proposes optimization strategies from three dimensions: internal school management, home-school-community collaborative management, and security system management. The study finds that educational management can achieve the deep integration of mental health education and daily teaching through institutional norms, resource integration, and other means, promoting the transformation of mental health work from "passive intervention" to "active prevention and control". The research results enrich the integration of educational management and mental health education, providing theoretical reference and practical basis for education administrative departments to formulate relevant policies and optimize the practice of mental health work in middle schools. It also helps implement the educational philosophy of "health first" and promotes the all-round development and personality improvement of middle school students.
TEACHER PROFESSIONAL DEVELOPMENT IN EDUCATIONAL MANAGEMENT OF PRIVATE UNDERGRADUATE COLLEGES IN CHINA
Against the background of standardized transformation and high-quality development of China's private higher education, teacher professional development quality is crucial to private undergraduate institutions' operation and educational efficacy, while scientific educational management impacts faculty stability and professionalism. Different from public universities, private universities adopt enterprise-like faculty management, leading to prominent problems for teachers such as vague professional identity, limited development paths and fragmented management support, which hinder their professional growth and school quality improvement. Based on human capital theory and career development stage theory, this paper combines private universities' operational characteristics and teacher professional development laws, identifies key challenges, and proposes innovative strategies from policy, professional platform and cultural support aspects, aiming to provide actionable references for promoting faculty sustainable development and private higher education high-quality development.
THE IMPACT OF GENERATIVE AI IN MARKETING MIX, SERVICE QUALITY, AND BRAND IDENTITY TOWARD THAI HOSPITALITY CUSTOMERS’ ENGAGEMENT WITHIN BANGKOK
Generative Artificial Intelligence (Generative AI) become crucial technology in managing marketing, customer service, and branding within the organization. This shift is very crucial in the hospitality industry, which is the main driver of the Thai economy. This research aims to understand how effective generative AI can create customer engagement when implemented in hospitality industries’ marketing mix management (through advertising text content, advertising video content, and dynamic pricing), service quality management (through text chatbot, voice chatbot, and virtual conversational assistant), and brand identity creation (through advertising visual marketing, brand persona, and brand mascot). The quantitative CAWI survey is conducted toward 364 Thai respondents age between 18-45 years old, household income more than 13,000 THB, and have used Bangkok’s hospitality services within the last 6 months. Using multiple linear regression under 95% confidence level, the result has shown that advanced form of generative AI implication of marketing mix, service quality management, and brand identity can have significant but limited positive impact on creating customer engagement. While for all regression models, generative AI implementation in the perception of marketing, customer service, and branding variables have significant positive impact for Thai customer engagement (p-value: <0.05), the adjusted R-square of all models are ranged between 7.2-9.6%, meaning that the impact of generative AI is not strong in creating customer engagement. Therefore, many frameworks such as data collection framework, copyright framework, and ethical generative AI adoption should be implemented to create credibility. Human training should also be prioritized for creating the balanced mix of generative AI content with human oversight and ingenuity, which can reduce the content failure and create genuine engagement for the hospitality customers.
DIGITAL LITERACY OF UNIVERSITY ADMINISTRATORS IN CHINA: COMPOSITION, EVALUATION, AND IMPROVEMENT STRATEGIES
This paper is a systematic study of the elements, evaluation system and enhancement measures of digital literacy among administrators in Chinese universities. It builds on theories of digital governance and educational management to create a five-dimensional literacy framework including digital cognition and awareness, digital knowledge and technology, digital management decision-making, digital leadership and influence, and digital ethics and security. The research concludes that the existing digital literacy of university administrators has been affected by cognitive biases, skill gaps, absence of assessment and incentive systems, and organizational cultural barriers. In order to resolve these problems, this paper suggests an integrated approach: systematically enhancing the digital literacy of the administrators through the development of a data-driven comprehensive assessment system, tiered, precise and embedded training strategies, as well as the establishment of an institutional and cultural ecosystem which facilitates the development of literacy. According to this paper, it is not only an enhancement of personal skills but also a strategic step towards successful digital transformation of university organizations, which has high strategic value in realizing high quality development in higher education.
UNLOCKING THE EMOTIONAL WALLET AN EMPIRICAL STUDY ON EMOTIONAL COMPENSATION AND PREMIUM PAYMENT INTENTION
This study empirically examines the impact of emotional compensation motivation on Generation Z pet owners' willingness to pay a premium for pet boarding services. Based on a survey of 420 respondents in China, the results from regression analysis confirm that separation anxiety compensation, emotional continuity, and safety compensation motivations all have a significant positive effect on both price acceptance and maximum payment intention. These findings offer actionable insights for pet service providers to develop value-added services and targeted marketing strategies.
THE INFLUENCE OF EMOTIONAL AND COMPENSATORY CONSUMPTION MOTIVES ON GENERATION Z PET OWNERS' WILLINGNESS TO PAY A PREMIUM FOR PET BOARDING SERVICES
This paper conceptually explores the influence of emotional and compensatory consumption motivations on Generation Z pet owners’ willingness to pay a premium for pet boarding services. Drawing on Emotional and Hedonic Consumption Theory and Compensatory Consumption Theory, it emphasizes that premium payment behavior is not solely a reflection of functional service quality, but is largely shaped by psychological and emotional considerations. Emotional engagement, such as feelings of reassurance and trust, and the compensatory function of consumption in addressing guilt or separation anxiety, are identified as key drivers of willingness to pay. The paper highlights how Generation Z’s unique consumption characteristics, including high emotional involvement and preference for personalized experiences, interact with these motivations to influence their premium payment behavior. The conceptual discussion provides theoretical insights for understanding emotionally intensive service consumption and suggests that service design and pricing strategies should account for consumers’ affective and psychological needs.
ARTIFICIAL INTELLIGENCEIN EDUCATION MANAGEMENT OF VOCATIONAL COLLEGES IN ZHEJIANG, CHINA
The artificial intelligence (AI) has emerged as one of the most important tools in reforming administrative governance due to the digitization of global education. The article uses Zhejiang Province as the primary case study to explore the incorporation of artificial intelligence(AI) in vocational colleges. With these institutions experiencing a growing number of students and various training needs, conventional management models tend to fail to enhance efficiency and develop information silos. The research is grounded on theories like data-driven decision-making and technology acceptance models and examines modern applications such as intelligent course scheduling, student behavior warning systems, and industry education resource matching. Even though these innovations have made operations easier, there are still major issues especially regarding data fragmentation, lack of artificial intelligence(AI) literacy among employees, ethical and security risks. Thus, the paper suggests specific measures: creation of a single platform of data to achieve interoperability, all-round training of personnel, and development of good ethical principles. These actions will contribute to enhancing the practical implementation of artificial intelligence(AI) , which will further enhance the modernization and quality of vocational education management.
A COMPARATIVE STUDY OF THE REACHING OF THE LEGAL AGE OF MAJORITY IN MINORS UNDER THAI AND JAPANESE LAW
This article has the objectives of comparing Thai and Japanese legislation regarding the legal age of majority. When minors reach the age of majority, they obtain full legal capacity, which allows them to act legally independently of their parents. The research revealed that, in accordance with Thai and Japanese legislation, minors have to be under the guardianship of their parents, who are in charge of giving their consent for their juristic act. Based on Japanese law, minors cannot marry or reach the legal age of majority until both parties are at least eighteen years old, which does not require parental approval. This differs from Thai law, which states that minors reach the age of majority at the age of twenty. Likewise, if both parties are at least eighteen years old and have permission from their parents, guardians, or adoptive parents, the minor may marry to reach the age of majority, whether it be a same-sex marriage or a marriage between a man and a woman. They need the consent of the court if they are younger than eighteen. Therefore, a review should be conducted to identify suitable criteria for achieving the age of majority in the changing circumstances and comply with the rights and responsibilities under other laws.
THE DEVELOPMENT OF HEALTHY FOOD PRODUCTS KETO CHICKEN BREAST MEATBALLS BLENDER WITH PRASAKAPRAO RECIPE
This research aimed to develop a healthy food product in the form of keto blended chicken breast meatballs formulated with Prasakaprao herbs and to evaluate their nutritional and chemical properties in accordance with ketogenic dietary principles. A controlled experimental research design was employed. The samples consisted of chicken breast meatballs prepared using a standardized Prasakaprao herbal formulation and were divided into two groups: before steaming and after steaming. Purposive sampling was applied, using 500 g of chicken breast per experimental batch, and all experiments were conducted in triplicate. Protein content was determined using the Kjeldahl method. Individual sugars (glucose, fructose, sucrose, maltose, and lactose) were analyzed using high-performance liquid chromatography (HPLC). Starch presence was qualitatively assessed using iodine solution, and amino acid profiles were quantitatively analyzed. Mean values were calculated from replicated measurements. The results showed that steaming slightly increased protein content from 19.39 g/100 g to 19.75 g/100 g, likely due to moisture loss during thermal processing. A total of 20 amino acids were identified, including all essential and non-essential amino acids, with lysine being the most abundant essential amino acid. No sugars or starch were detected in either pre- steaming or post-steaming samples, confirming suitability for ketogenic diets. Carbohydrate content increased slightly but remained at a very low level, while fat content decreased after steaming. Beta-carotene content decreased after steaming but remained detectable, reflecting the functional contribution of Prasakaprao herbs.
WILLINGNESS TO PAY FOR SHARED AUTONOMOUS TAXI SERVICES: A BIVARIATE DECISION-MAKING APPROACH
Robotaxi, or shared autonomous vehicles, has been approved for operation in selected cities and offers fare-based services to consumers. It aims to complement ride-hailing platforms and transform urban shared mobility by improving safety, reducing congestion, and lowering CO2 emissions. This study examines the willingness of Malaysian working adults to pay (WTP) for Robotaxi services at two automation levels: Level 4 (with driver assistance) and Level 5 (fully driverless). Data were collected from 201 participants through an online questionnaire distributed via social media using purposive sampling. Analysis using a bivariate probit model reveals that consumers are generally willing to pay up to 30% more for Level 4 services, while WTP for Level 5 remains limited. Key drivers of WTP include perceived value, government policies, and socio-demographic factors such as age, gender, and income, whereas perceived risk shows no significant effect. Younger respondents and lower-income groups are particularly responsive to pricing and perceived benefits. The findings highlight that value perception and demographic characteristics shape payment decisions for autonomous mobility. This research contributes to theory in two ways. First, it empirically tests established and additional variables influencing WTP in the context of emerging mobility technologies. Second, it advances methodology by employing a bivariate probit model, validating the correlation between dependent WTP outcomes for L4 and L5 services. These contributions enhance understanding of consumer behavior in shared autonomous transportation and provide practical insights for researchers, policymakers, and industry practitioners seeking to design pricing, adoption, and policy strategies for innovative mobility solutions like Robotaxi services.
HYBRID-POWERED SEED COLLECTION MACHINE FOR DRYING YARDS
This research aimed to develop and evaluate the efficiency of a hybrid-powered seed collection machine for use on drying yards, as well as to study user satisfaction. The developed machine consists of a 5.5-horsepower gasoline engine and a 48-volt 800-watt DC electric motor, powered by four 48-volt 24-ampere-hour batteries, along with a control system and display screen. The machine is capable of collecting rice, corn, and mung bean seeds and automatically filling them into sacks. The test results showed that in gasoline engine mode, the machine collected 30–33 kg of rice within 50–55 seconds, consuming 0.8 liters of fuel per hour. In hybrid mode, it collected 30–33 kg within 80–95 seconds, using 0.6 units of electricity per hour. The machine operated 2–3 times faster than manual labor, reduced fuel consumption by 35%, and caused seed damage of no more than 2%. The user satisfaction evaluation indicated a high level of satisfaction (x̄ = 4.23, S.D. = 0.63). The environmental impact aspect received the highest score (x̄ = 4.45), while design and weight received the lowest score (x̄ = 3.90). In conclusion, the hybrid-powered seed collection machine developed in this study effectively reduces labor and energy consumption, is environmentally friendly, and has gained high acceptance among farmers.
DIGITAL TRANSFORMATION OF MANAGEMENT IN CHINESE VOCATIONAL SCHOOLS
Against the backdrop of the remarkable development of information technology, digital transformation, as a powerful driving force, is increasingly becoming a key and important means to promote the modernization of the education field. This article focuses on the theme of digital transformation in the management of Chinese vocational schools, deeply analyzes the current application status of digital technology in vocational school management, and explores a series of existing problems and further explores corresponding optimization paths. Through extensive collection and analysis of relevant literature and data, combined with representative practical cases, this article proposes a series of digital transformation strategies based on advanced technologies such as cloud computing, big data, and artificial intelligence. The formulation and implementation of these strategies are discussed, The core goal is to effectively improve the management efficiency of vocational schools, while further optimizing the quality of management. The research results clearly show that digital transformation can play a significant optimization role in resource allocation, effectively improve the scientificity and accuracy of decision-making, and open up new opportunities and space for vocational schools in the future development process. This article also focuses on a detailed analysis of the practical application of digital transformation in specific fields such as teaching management, student management, and campus culture construction, and proposes a practical path to build a smart campus ecosystem and promote the reconstruction of management processes.
DISTRIBUTION OF ANTIMICROBIAL-RESISTANT GRAM-NEGATIVE BACTERIA IN THE HOSPITAL ENVIRONMENT OF AN ONCOLOGY CENTER IN BANGKOK, THAILAND
Antimicrobial resistance (AMR), particularly among Gram-negative bacteria, poses a significant threat to patient safety in healthcare settings. Hospital environments may serve as reservoirs for antimicrobial-resistant organisms, especially in high-risk areas such as oncology wards. This study investigated the prevalence and distribution of antimicrobial-resistant Gram-negative bacteria on environmental surfaces in inpatient wards of an oncology center in Bangkok, Thailand. A cross-sectional study was conducted between January and March 2024. A total of 288 environmental surface samples were collected from patient rooms, patient zones, and healthcare zones, including high-touch and low-touch surfaces. Samples were enriched in tryptic soy broth and cultured on blood agar and MacConkey agar. Bacterial identification was performed using MALDI-TOF MS, and antimicrobial susceptibility testing was conducted using the Kirby-Bauer disk diffusion method according to CLSI guidelines. Bacterial contamination was detected in 98.61% of samples following enrichment. Gram-negative bacteria were detected across all ward zones, with higher recovery from moisture-prone and frequently touched surfaces. Seventy-five Gram-negative isolates were included in resistance analysis. Carbapenem resistance was identified exclusively among Enterobacterales, detected in Klebsiella spp. (20.0%) and Enterobacter spp. (10.0%). No carbapenem resistance was observed among non-fermenting Gram-negative bacilli. In conclusion, antimicrobial-resistant Gram-negative bacteria, including carbapenem-resistant Enterobacterales, were present on environmental surfaces in inpatient oncology wards. These findings highlight the importance of environmental surveillance and targeted infection prevention and control strategies in oncology settings.
THE ROLE AND FUNCTION OF ACADEMIC EDUCATIONAL MANAGEMENT IN STD PREVENTION WITHIN CHINA'S EDUCATIONAL SYSTEM
In China, sexually transmitted diseases have become a public health emergency, and the prevalence rate among adolescents is high. This study discusses the role of the administrative-educational system in reducing the spread of disease through school education strategies on sexual health. Using the theory of healthy behavior models and institutional management, three structural obstacles have been identified: ideologies under cultural influence are in conflict, curriculum structure and teaching methods have fundamental drawbacks, and the infrastructure system for professional development of teachers does not work. A comprehensive analysis of epidemiological monitoring data and case studies of institutions at the micro level shows deep differences in the application of the regulatory framework of policy and the actual results of activities. A reform framework has been developed that includes three aspects: using community participation to address long-standing cultural barriers; developing evidence-based curriculum content that is consistent with developmental level and integrates cognitive and emotional learning areas; and the establishment of a comprehensive system for the improvement of teacher skills. The main argument is that to effectively prevent and combat sexually transmitted diseases, sexual health education should be reviewed as a primary administrative function of the education management system, rather than as a marginalized method of medical intervention.
FACTORS INFLUENCING THAI HOMEMADE STYLED CUISINE ON CHINESE TOURISTS’ BEHAVIORAL INTENTION IN BANGKOK, THAILAND
This research aimed to analyze the influence of food image, food reputation, food authenticity on memorable gastronomy experiences and behavioral intention Thai homemade styled cuisine and to analyze the influence of on memorable gastronomy experiences on behavioral intention Thai homemade styled cuisine. A survey was distributed to 400 Chinese tourists in Bangkok. Based on the collected questionnaires, descriptive statistics, and regression analysis were conducted. This study employs multiple linear regression analysis to investigate the mechanisms through which food image, reputation, and authenticity influence memorable gastronomy experiences (MGE) and behavioral intention (BI). Empirical results demonstrate indicating that the model could explain 26.8% (Adjusted R²=0.268), food reputation exerts the most significant impact (β = 0.287), followed by food authenticity (β = 0.261) and food image (β = 0.117), all showing significant positive effects. When BI is the dependent variable, food authenticity demonstrates the strongest influence (β = 0.300), surpassing both food image (β = 0.249), food reputation (β = 0.197) adjusted R² of 0.328, indicating that the model could explain 32.8%. Additionally, MGE significantly predicts BI (β = 0.443) with an adjusted R² of 0.194, indicating that the model could explain 19.4%, confirming that the five core variables are interconnected through direct and indirect pathways, collectively shaping behavioral intention.
CUSTOMER LOYALTY FACTORS IN THE CONTEXT OF A GLOBAL SHORT FORM VIDEO PLATFORM E-COMMERCE
This study investigates the factors influencing customer loyalty on a global short-form video platform. Six variables—service efficiency, enjoyment, perception of platform certification, trustworthiness, social media influence, and functional risk—were examined. The sample comprised 335 users who had previously made purchases on the platform with an approximately balanced distribution in terms of age and gender. Most respondents spent more than 100 RMB (500 THB) per month on the platform, and most reported shopping more than four times per week. In addition, a majority of respondents frequently made multiple purchases through the platform’s live streams and short videos. This study adopted a quantitative research design, collecting data through semi-structured questionnaires and analyzing the data using descriptive statistics and multiple regression analysis. The results indicate that a although several independent variables were associated with customer loyalty, only service efficiency, enjoyment, and social media influence significantly affected customer loyalty at the 0.05 significance level whereas perception of platform certification, trustworthiness, and functional risk do not.
FACTOR INFLUENCEING CUSTOMERS’ PURCHASING DECISIONS ON SKINCARE PRODUCTS IN MYANMAR: THE IMPACT OF WORD OF MOUTH, BRAND EQUITY, AND MARKETING MIX
This study explores the factors influencing customers’ purchasing decisions on skincare products in Myanmar. The independent variables are Word of Mouth, Brand Equity, and Marketing Mix and their relationship towards the dependent variable Customers’ Purchasing Decisions. A quantitative method was employed using an online questionnaire. Convenience sampling was used to gather data from 400 respondents. The respondents were people who purchased skincare products within the past 12 months. Descriptive statistics, reliability testing and multiple regression analysis were used to analyze the data, and the finding indicates that word of mouth, brand equity, and marketing mix have a significant positive relationship with customers purchasing decisions. These results provide insights for skincare brands to enhance their strategies in the Myanmar market.
REGULATING REPRODUCTION: A CRITICAL ANALYSIS OF THAILAND’S CRIMINALISATION OF COMMERCIAL SURROGACY
This article examines whether Thailand should legalise commercial surrogacy within a legal and ethical framework. Thailand maintains a prohibitive stance under the Protection of Children Born through Assisted Reproductive Technologies Act B.E. 2558, which criminalises all forms of compensated surrogacy under Section 24, with the restrictive eligibility requirements under Section 21; however, it has produced counterproductive outcomes. Drawing on doctrinal and policy analysis, the paper identifies the unintended consequences of this prohibition; namely, the emergence of underground and cross-border surrogacy markets, loss of enforceable protections for surrogate women, weakened informed consent, and increased medical and psychosocial risks, thereby exposing women and children to unregulated risks and revealing a regulatory vacuum. This article aims to study the legal and social implications of commercial surrogacy in Thailand and evaluate the advantages and disadvantages of legitimising such practices. This paper explores how strictly designed regulatory systems undermine reproductive autonomy and lawful access to surrogacy. This paper discusses that Thailand’s absolute prohibition represents a state of excessive criminalisation, inconsistent with modern human rights jurisprudence, damaging reproductive autonomy, and driving surrogacy practices underground. It argues that transitioning toward a regulated commercial surrogacy framework, under fine oversight and informed consent, would sufficiently harmonise ethical protection with reproductive freedom.
THE UTILIZATION OF GOOGLE SHEETS TO DEVELOP A PERFORMANCE INDICATOR MONITORING SYSTEM IN COMPLIANCE WITH THE OPERATIONAL PLAN OF THE FACULTY OF LAW AT SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aimed to develop a performance indicator monitoring system to bridge the gap between strategic planning and operational execution within the Faculty of Law at Suan Sunandha Rajabhat University. The primary objectives were to construct the system using Google Sheets and subsequently evaluate its effectiveness in terms of data accuracy, user convenience, and analytical capabilities. The study's population comprised 14 personnel from the Faculty of Law, including both academic and support staff. Data were collected via a structured questionnaire designed to assess current monitoring practices and identify specific system requirements, then analyzed using descriptive statistics. The results revealed a critical finding: 100% of the surveyed units lacked a formal system for monitoring performance metrics, highlighting a significant operational deficiency. The foremost requirement identified by respondents was a user-friendly system (92.9%), followed by the ability to integrate with Google Sheets (7.1%). An overwhelming majority (92.9%) also preferred to receive performance reports on a monthly basis. These findings underscore the urgent need for a user-friendly, accessible monitoring system that addresses personnel requirements. Google Sheets is identified as a principal instrument for effective data management and reporting due to its inherent accessibility and collaborative features. This aligns with findings from Phakphum Matathong (2021) and Pinklom Sompeervong and Saritchai Preedawan (2024), who affirm its capacity to enhance convenience and streamline workflows. This study concludes that a Google Sheets-based system can significantly enhance the faculty's operational efficiency by automating the preferred monthly reporting processes and providing real-time data visibility. Adoption of this system is recommended to improve accountability and support continuous improvement within the faculty.
THE STUDY OF MARKETING MIXES(4Ps), CUSTOMER SERVICE AND PRODUCT QUALITY FACTORS TOWARD PURCHASE INTENTION IN STREAMING PLATFORM IN BANGKOK
These research aims to understand the factors influencing customers' intention to revisit the restaurant in Bangkok. The three independent variables of this study to understand the dependent variable of customers' purchase intention are the Marketing mix, customer service, and product quality. Sub-variables to test for Marketing mix included their knowledge of product, price, place, and promotion. The sub-variables for customer service consisted of the perceives usefulness, perceives ease of use and accessibility attitude. The sub-variables for product quality included video quality, personalization feature, and platform Usability. Quantitative research was adopted to collect the data from the 332 respondents who were ever purchase a service of Netflix streaming platform was used to collect the survey from social media contacts using Google forms for this study. The questionnaire comprises multiple choices for demographic data and a five-point Likert scale for independent and dependent variables. The statistical software used for analyzing data includes descriptive and inferential analysis. The results of the study showed that all the hypotheses proposed were supported. The results revealed that there is a significant effect between the independent variables (marketing mix, customer service, and product quality) and the dependent variable (purchase intention)
THE DEVELOPMENT OF LEARNING ACHIEVEMENT IN GRAPHIC DESIGN USING CANVA THROUGH BLENDED LEARNING FOR GRADE 9 STUDENTS
This study aimed to investigate the effectiveness of graphic design instruction using Canva integrated with a blended learning approach for Grade 9 students. The participants were 20 Grade 9 students enrolled in the English Program at the Demonstration School of Suan Sunandha Rajabhat University during the second semester of the 2024 academic year. A one-group pretest–posttest quasi-experimental design was employed using purposive sampling. The research instrument was a learning achievement test covering three instructional units: basic Canva operation, image editing tools, and graphic design creation. Data were analyzed using a paired-sample t-test. The results indicated that students’ posttest scores were significantly higher than their pretest scores at the .05 level. The findings demonstrate that integrating Canva with blended learning can effectively enhance students’ graphic design learning achievement by promoting active participation, creativity, and practical skill development. This instructional approach supports learner-centered education and aligns with the development of 21st century digital competencies in lower secondary education.
EFFECTS OF A COUNSELING PROGRAM COMBINED WITH VERNONIA CINEREA HERBAL LOZENGES ON SMOKING REDUCTION AND CESSATION AMONG ADULT SMOKERS IN A SUBDISTRICT HEALTH PROMOTING HOSPITAL, BURI RAM PROVINCE, THAILAND
This quasi-experimental study aimed to examine the effects of a counseling program combined with Vernonia cinerea herbal lozenges on smoking reduction and cessation among adult smokers. Outcomes included smoking-related health literacy, smoking cessation behaviors, daily cigarette consumption, and nicotine dependence. The study was conducted among 30 adult smokers recruited through purposive sampling from Ban Khok Hua Chang Subdistrict health promoting hospital, Buri Ram Province, Thailand. The intervention consisted of structured counseling sessions and the use of Vernonia cinerea herbal lozenges over the intervention period. Data were collected using validated instruments, including a smoking-related health literacy questionnaire, a smoking cessation behavior assessment, daily cigarette consumption records, and the fagerström test for nicotine dependence. Descriptive statistics and paired-sample t-tests were used for data analysis. The results demonstrated significant improvements following the intervention. Participants showed significantly higher mean scores in smoking-related health literacy and smoking cessation behaviors compared with baseline (p < .05). The average number of cigarettes smoked per day decreased significantly, and nicotine dependence levels were significantly reduced. A proportion of participants successfully quit smoking, while others substantially reduced cigarette consumption. These findings suggest that a counseling program combined with Vernonia cinerea herbal lozenges is an effective and culturally appropriate intervention for promoting smoking reduction and cessation. This integrated approach may be applied in community healthcare settings to support smoking cessation and improve public health outcomes.
ANALYSIS OF THE EXISTENCE OF THE KNIGHT’S TOUR ON PLUS-SHAPED BOARDS
ANTIBACTERIAL ACTIVITY OF CYTIDINE ANALOG AGAINST DRUG-RESISTANT Enterobacter cloacae COMPLEX
Antimicrobial resistance is a major global public health concern, particularly among gram-negative bacteria such as the Enterobacter cloacae complex, a common hospital-associated pathogen. Resistance to multiple antimicrobial agents severely limits available treatment options. Therefore, this study aims to identify alternative therapeutic agents from nucleoside analog compounds capable of inhibiting the growth of ceftazidime- and colistin-resistant E. cloacae complex. A total of 290 nucleoside analogs were screened for antimicrobial activity. Among them, B2 – a cytidine analog – inhibited the growth of drug-resistant E. cloacae complex by more than 75% at a concentration of 8 µM (2 µg/mL). The minimum inhibitory concentration was subsequently determined using the broth microdilution method, revealing MIC values ranging from 1–2 µg/mL and demonstrating dose-dependent antibacterial activity. In addition, B2 exhibited enhanced activity when combined with the standard treatment meropenem, showing an additive effect with a fractional inhibitory concentration index (FICI) of 0.75. Our findings suggest that this cytidine analog has potential for development as a novel alternative therapeutic agent against drug-resistant E. cloacae complex infections and may contribute to reducing reliance on, and resistance to, currently used antimicrobial agents.
LEGAL AND GOVERNMENTAL IMPACTS OF ADMINISTRATIVE ORDERS IN EMERGENCY SITUATIONS: A CASE STUDY OF LOCKDOWN ORDERS DURING THE COVID-19 CRISIS
WHEN TRANSPERENCY HURTS: A COMPARATIVE STUDY ON LEGAL AND ECONOMIC PERSPECTIVES OF STIGMATIZED PROPERTY DISCLOSURE
FORMULATION DESIGN AND DEVELOPMENT OF A BASE SERUM SYSTEM FOR ADVANCED FACIAL SKINCARE APPLICATIONS
The global cosmetics industry continues to grow steadily, with facial serums becoming one of the most popular skincare products due to their light texture, high concentration of active ingredients, and fast skin absorption. In Thailand, community-based cosmetic production using local resources has become an important approach to strengthening local economies. However, limited product stability remains a major challenge that restricts large-scale production and market expansion.This study aimed to develop a stable base serum formulation for facial skincare that can serve as a foundation for future herbal cosmetic products. Three aqueous-based serum formulations (SB1–SB3) with different thickening agent compositions were developed and evaluated using accelerated stability testing. The formulations were subjected to six heating–cooling cycles at 4 °C and 45 °C, and physicochemical properties including pH, appearance, texture, phase separation, and sensory characteristics were evaluated before and after testing.The results showed that formulation SB3 exhibited the best stability, with no observable changes after accelerated testing. This formulation was further developed into a prototype and evaluated by 50 adult volunteers using a 5-point Likert-scale questionnaire. The usability evaluation indicated high levels of satisfaction in terms of product texture, absorption, skin feel, appearance, and fragrance, as well as overall satisfaction and purchase intention. The questionnaire demonstrated good reliability (Cronbach’s alpha = 0.809).In conclusion, the developed base serum formulation provides a stable and user-acceptable platform that can be further adapted for herbal extract incorporation. The findings support the potential for community-based cosmetic product development and are aligned with Thailand’s BioCircularGreen Economy (BCG) framework.
ARTIFICIAL INTELLIGENCE IN EDUCATION MANAGEMENT: SYSTEMIC AND PROACTIVE SUPPORT FOR STUDENT PSYCHOLOGICAL CRISES IN CHINA
It is better to prevent. The student mental health crisis has become one of the fundamental problems in educational management against the background of modernization of education in China. This paper, grounded on the theory of educational management, examines how artificial intelligence can be used to enhance student mental health support models once it is incorporated into the educational management system. According to the study, AI contributes to the transformation of student mental health support towards systematic governance instead of fragmented management by increasing information integration, enhancing early warning mechanisms, and optimizing management collaboration, which increases the predictive capacity and effectiveness of educational management. In this paper, it also discusses its worthiness in the Chinese educational setting ethically and offers theoretical reference to the development of intelligent educational governance.
GUIDELINES FOR SELECTING A SECURITY COMPANY FOR GRADE A OFFICE BUILDINGS IN BANGKOK
This research article aims to study the criteria for selecting security companies and propose a selection guideline for appropriate companies for Grade A office buildings in Bangkok. The research uses a qualitative method based on a review of relevant documents and in-depth interviews with executives or stakeholders involved in the hiring of security companies at three buildings: One City Center, Samyan Mitrtown, and AIA East Gateway. The study found that (1) company experience, (2) operational standards, compliance with the Security Business Act B.E. 2558, and (3) security personnel qualifications were the most important factors in the selection, while price played a different role depending on the strategy of each building. This article proposes a strategic selection guideline that prioritizes quality first, coupled with the use of key performance indicators (KPIs) aligned with company policy to maintain long-term service standards, leading to sustainable organizational growth.
THE IMPACT OF EMPLOYEES STRESS, EMPLOYERS ATTITUDE, AND ORGANIZATIONAL STRUCTURE, FACTORS TOWARDS ORGANIZATIONAL TRUST IN THE ACCOMODATION AND CATERING INDUSTRIES IN NANNING
This research aims to understand the factors influencing employees' organizational trust, who worked in the accommodation and catering industries, to their companies in Nanning. The three independent variables of this study to understand the dependent variable of organizational trust are the employees’ stress, employer’s attitude, and organizational structure. Sub-variables to test for employees’ stress included work motivation, employee’s relationship and job characteristics. The sub-variables for employers’ attitude consisted of the leadership styles, supervision and personality traits. The sub-variables for organizational structure included working atmosphere, corporate culture and perceived organizational support. Quantitative research was adopted to collect data from the 400 respondents who were residing in Nanning, and snowball sampling method was used to collect the survey from social media contacts using WeChat forms for this study. The questionnaire comprises multiple choices for demographic data and a five-point Likert scale for independent and dependent variables. The statistical software used for analyzing data includes descriptive and inferential analysis. The results of the study showed that all the hypotheses proposed were supported. The results revealed that there is a significant effect between the independent variables (employees’ stress, employers’ attitude, and organizational structure) and the dependent variable (organizational trust).
INTEGRATING THE THAI TRADITIONAL MEDICINE “NINE FLAVORS” CONCEPT INTO FOOD SCIENCE: A CASE STUDY OF NAM PRIK LONG RUEA RICE SEASONING POWDER
This study reinterprets the Thai Traditional Medicine framework of the Nine Thai Medicinal Tastes (Nine Flavors) through a structured food chemistry perspective. Rather than treating taste categories as symbolic descriptors, the framework is analytically aligned with dominant compositional domains—including polyphenols, organic acids, ionic solutes, carbohydrates, lipids, and volatile compounds—that collectively shape matrix-level behavior in food systems. Nam Prik Long Ruea, a royal Thai culinary formulation embodying multi-flavor integration, is employed as a case-based illustration translated into a controlled low-moisture rice seasoning powder. Water activity (Aw = 0.15) is reported as a physicochemical boundary descriptor reflecting moisture-state configuration within the particulate matrix. Within the scope of this study, Aw is interpreted strictly as an analytical interface rather than as a shelf-life or microbial stability claim. The study proposes a conceptual bridge through which traditional medicinal–culinary knowledge may be systematically interpreted within contemporary food science without epistemological reduction. By positioning water activity as a measurable interface between compositional chemistry and traditional flavor logic, this work demonstrates how heritage-based knowledge systems may be translated into modern analytical language while maintaining structural and cultural continuity.
THE IMPACT OF EXECUTIVE LEADERSHIP ON THE SUCCESS OF ELDERLY CARE ENTERPRISES
This research aims to examine the leadership of executives and its relationship with the success of elderly care enterprises in Bangkok and its metropolitan areas. A qualitative research methodology was employed, utilizing documentary research through a review of concepts, theories, and related studies, along with in-depth interviews with key informants. Content analysis was used to interpret the data. The findings reveal that effective leadership in elderly care enterprises requires strong human resource management capabilities, particularly in empowering employees to make decisions that continually enhance service quality and respond promptly to the immediate needs of the elderly. Employees are thus considered high-cost yet vital resources contributing significantly to business success. Furthermore, leaders must be capable of managing technology in financial and marketing administration, emphasizing service innovation to enhance service technology, improve service quality, and develop the physical environment of elderly care facilities to ensure comfort and safety for the elderly.
A STUDY OF SATISFACTION TOWARDS THE SERVICE QUALITY OF THE EDUCATIONAL SERVICE DIVISION, FACULTY OF LAW, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study evaluated student satisfaction with the service quality of the Educational Services Division, Faculty of Law, Suan Sunandha Rajabhat University, and concurrently gathered user-reported problems and suggestions to inform improvement during the 2025 fiscal year. A cross-sectional questionnaire survey was administered to service users, and data were summarised using descriptive statistics. In total, 309 respondents completed the study; most were female (n=229; 74.11%) and students (n=288; 93.20%). Satisfaction levels were generally high. The highest-rated aspect concerned the cleanliness of classrooms, the library, and the moot-court room (85.42% positive responses), followed by staff's ability to provide complete answers and guidance (84.18%). The findings indicate a high perceived service quality, especially for the physical environment and advisory assistance. The problems and suggestions that were found give useful information on how to prioritize focused, phased quality improvement projects within the division.
THE IMPACT OF ENVIRONMENTAL REGULATIONS CLEAN TECHNOLOGY ADOPTION AND ENVIRONMENTAL AWARENESS ON THE IMPLEMENTATION OF CARBON CREDITS IN THE MANUFACTURING INDUSTRY IN BANGKOK
The manufacturing sector in Bangkok is a vital economic pillar but also significant greenhouse gas contributor. In response to increasing sustainability pressures, carbon credit mechanisms have been promoted as a market-based approach to support industrial emission reduction. This research aims to understand, in more detail the influence of environmental regulations, clean technology adoption, and environmental awareness on carbon credit implementation. The three independent variables analysed to explain carbon credit implementation are environmental regulations, clean technology adoption, and environmental awareness. Environmental regulations are examined through regulatory clarity, compliance requirements, and enforcement strength, while clean technology adoption is assessed based on investment in clean technologies, technological capability, and innovation efficiency. Environmental awareness is evaluated through management awareness, employee awareness, and organizational environmental culture. A quantitative dataset was collected comprising 400 professionals working in electronics, automotive, textile, and food and beverage manufacturing industries in the Bangkok Metropolitan Region. Snowball sampling technique was used to collect responses in the forms of an anonymous online survey to ensure questionnaire integrity and honesty. The questionnaire consists of multiple-choice questions during the first section of demographic questions and then a series of 5-point Likert questions regarding the independent variables and the dependent variable. The results of the study indicate that all of the hypotheses proposed are supported. The study suggests that there is a notable relationship between the independent variables and the dependent variable. The findings suggest that while regulatory frameworks provide an essential foundation, successful adoption relies heavily on private sector investment in clean technologies and the development of an environmentally conscious workforce. This research offers actionable insights for policymakers and industry leaders to accelerate Thailand’s low-carbon transition.
EDUCATIONAL MANAGEMENT OF INTERDISCIPLINARY SKILLS IN HIGHER MUSIC EDUCATION IN CHINA
Over the last few years, interdisciplinary skills development has gained increasing focus in higher education as institutions react to more and more complicated social and professional requirements. In the case of higher music education though, interdisciplinary learning is still limited by entrenched discipline based systems and management approaches. This paper looks at the issue of interdisciplinary skills development in higher music education in China through the prism of educational management. The study investigates the way institutional governance, curriculum coordination, and organizational support mechanisms influence the conditions of interdisciplinary learning through a conceptual analysis and literature review. It is argued in the paper that interdisciplinary skills development in music education must be viewed not only as a pedagogical problem but also as a process related to management, which is affected by the decision-making of an institution. This research will help to inform the existing debates on the interdisciplinary education in higher music education in China by clarifying the role of educational management.
THE ROLE OF PRIMARY STUDENTS’ QUALITY OF LIFE AS A SUPPORTING MECHANISM FOR LEARNING AND SCHOOL LIFE: A CASE STUDY IN SOUTHERN THAILAND
This study examined the level of primary students’ quality of life (QoL) and explored its role as a supporting mechanism for learning and school life. A quantitative survey design was employed. The participants were 347 primary school students in Grades 1–6 from a school network, selected through stratified random sampling. Data were collected using a QoL questionnaire covering five dimensions: physical well-being, emotional and psychological well-being, social relationships, learning and school life, and school environment and safety. The instrument demonstrated reliability (Cronbach’s alpha = 0.87). Data were analyzed using descriptive statistics, independent samples t-tests, and one-way analysis of variance. The results indicated that students’ overall QoL was at a high level (M = 4.06, SD = 0.45). Social relationships (M = 4.18, SD = 0.48) and school environment and safety (M = 4.16, SD = 0.50) recorded the highest mean scores, whereas emotional and psychological well-being (M = 3.98, SD = 0.56) and learning and school life (M = 3.94, SD = 0.54) showed lower high levels. Significant differences in QoL were found based on health status (t = 2.36, p = .019), family structure (F = 3.18, p = .024), household income (F = 4.62, p = .004), sleep duration (F = 15.21, p < .001), and daily screen time (F = 9.17, p < .001). No significant differences were observed for gender, age, parental occupation, or mode of transportation to school (p > .05). These findings confirm that students’ QoL functions as a supporting mechanism for learning and school life.
GENDER ROLES AND PERSPECTIVES OF MALE STUDENTS ON THEIR CHOICES IN ENTERING HIGHER EDUCATION
This study investigated the socio-cultural drivers behind comparatively low university enrollment rates among male students in Thailand. Narrative interviews were conducted with 10 cisgender heterosexual male students in their final year of secondary education to analyze their perspectives on how society’s expectations related to gender roles (and masculinity in particular) influence academic aspirations in Thailand. Seven themes emerged: 1) The Weight of Responsibility, 2) Family Expectations, 3) Low Academic Performance, 4) Military and Police Schools as Vehicles for Masculinity, 5) Gender-based Discrimination in Families and Schools, 6) Masculinity, and 7) Peer Group Influence. Overall, the findings indicated that traditional hegemonic masculinity—characterized by emotional stoicism, financial self-reliance, and a sense of duty (e.g., making educational sacrifices for the benefit of their sisters) —often discouraged male students from pursuing university degrees. Instead, participants prioritized immediate workforce entry to support family members, viewing education as a safe path more suitable for women as a way to avoid labor market discrimination. While women may perceive education as a high-value safety net, the findings suggested that men may view it as a high-cost and often hostile environment that offers little for their core identity as self-reliant providers while penalizing masculine self-expression, making the perceived value of a degree insufficient to justify the cost. The findings suggest that schools should create spaces where male students can express vulnerability and redefine their academic achievement as a component of masculine responsibility, and provide clear pathways to increase the perceived utility value of education for boys and men.
DEVELOPING A PROJECT-BASED LEARNING PLATFORM EMPOWERED WITH GENERATIVE AI AND A GAMIFICATION ENVIRONMENT TO PROMOTE CREATIVE DIGITAL MEDIA PRODUCTION CAPABILITIES
This study was conducted as research and development (R&D) with the objectives to 1) develop a learning management platform based on a project-based learning model enhanced by Generative AI and integrated with a gamification environment (PjBLAI-Gami Model), and 2) evaluate the quality of the developed platform. The target group consisted of 10 experts, divided into two groups: five experts for content evaluation and five experts for evaluating instructional management. The research instruments included a learning management platform developed on the Discord application, integrating Generative AI tools and gamification mechanisms. The data analysis employed descriptive statistics, including mean and standard deviation, as well as the Technology Acceptance Model (TAM) to assess acceptance and usability. The research findings revealed that 1) the developed platform featured a structure that supported a five-step digital media creation process, integrating AI as a supportive tool and employing gamification mechanisms to enhance learner motivation; 2) expert evaluations indicated that the platform demonstrated the highest level of quality and appropriateness in both content and instructional management techniques; and 3) the results of the Technology Acceptance Model (TAM) showed that the platform was effective and ready for implementation in subsequent phases of research.
STUDY OF SATISFACTION WITH SERVICE QUALITY OF FINANCIAL AND ACCOUNTING ACADEMICS, FACULTY OF LAW SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aims to study the level of satisfaction towards the service quality of the finance and accounting officers, Faculty of Law, Suan Sunandha Rajabhat University. It intends to use the research results as a guideline for developing and improving the performance of staff to be more efficient. This study is a survey research, utilizing a quantitative research methodology. The instrument used for data collection was a questionnaire, administered to a sample group of 15 personnel from Suan Sunandha Rajabhat University. Statistics used for data analysis included Percentage, Mean, and Standard Deviation, to analyze general demographic data and satisfaction levels in 4 aspects: 1) Service or service procedures, 2) Staff or service providers, 3) Facilities, and 4) Service quality. The research findings revealed that overall satisfaction with service quality was at a high level. When considering individual aspects, it was found that the two aspects with the highest satisfaction (at the highest level) were: Service or service procedures (especially providing service on a first-come, first-served basis) and Staff or service providers (especially providing service without demanding compensation and with equality). Following this was the Facilities aspect (high level), where users were satisfied with sufficient equipment and tools, but noted observations regarding the variety of contact channels. The final aspect was Service quality (high level), where service recipients were satisfied with the positive impression and receiving service that met their needs. In conclusion, the research results indicate that the strengths of the service lie in the personnel and the systematic processes. The recommendation from the research is that the service system should be continuously developed and improved, especially by enhancing the efficiency of contact channels to align with current technology and user needs, in order to elevate the service quality to its highest potential.
DEVELOPMENT OF AN AI-BASED CHATBOT LEARNING MEDIA ON INFORMATION TECHNOLOGY SECURITY: IMPACT ON GRADE 7 STUDENTS’ LEARNING ACHIEVEMENT
The purpose of this study was to develop an educational chatbot on information technology security for Grade 7 students. The chatbot was designed to operate via the LINE application and features automated interactive responses that enable learners to study the content, select lessons, and complete assessments independently. The instructional content is organized into three modules: (1) Safe use of information technology, (2) Information system security, and (3) Ethics in the use of information technology.The quality assessment conducted by three experts indicated that the developed instructional media demonstrated appropriate content alignment and acceptable accuracy of the assessment items. In addition, the efficiency of the media, evaluated using the E1/E2 criteria, was found to be 81.16/81.98, exceeding the established threshold of 80/80. These results confirm that the developed chatbot-based learning media is sufficiently effective and suitable for implementation in instructional activities.
CUSTOMER SATISFACTION AS A MEDIATOR IN TESLA’S DIRECT‑SALES MODEL: EVIDENCE FROM CHINA
Tesla’s direct-sales model influences consumer purchase intention in China. Building on survey data collected from Chinese consumers, the study examines how perceived characteristics of the direct-sales model shape satisfaction and how satisfaction subsequently affects purchase intention. The results demonstrate that customer satisfaction plays a critical mediating role, indicating that the impact of direct sales on consumer behavior operates largely through experiential and perceptual factors rather than through channel structure alone. The study provides empirical evidence from China’s new energy vehicle (NEV) market and contributes to the literature on channel strategy and consumer behavior.
ADVANTAGES AND CHALLENGES OF TESLA DIRECT SALES MODEL IN CHINA
This study examines the advantages and challenges of Tesla’s direct-sales model in the Chinese new energy vehicle (NEV) market. As the global automotive industry undergoes a transition toward electrification and digitalization, sales channel restructuring has become a critical strategic issue for manufacturers. China, as the world’s largest NEV market, provides a unique institutional and regional context for evaluating the effectiveness of direct-sales models. Based on questionnaire data collected from Chinese consumers, this study analyzes consumer perceptions of key characteristics of Tesla’s direct-sales model, including unified pricing, service integration, and digitalized customer interaction, as well as the major challenges encountered in practice. The results indicate that the direct-sales model significantly enhances pricing transparency and service consistency, but also faces challenges related to service accessibility, regional coverage, and consumer expectations management arising from frequent price adjustments. The findings suggest that the effectiveness of direct sales in China is highly context-dependent and varies across city tiers. This study contributes empirical evidence to the literature on automotive channel strategy and provides insights into the advantages and limitations of direct sales in emerging NEV markets.
EDUCATION MANAGEMENT PERSPECTIVES ON KINDERGARTEN TEACHER TURNOVER IN CHINA
The loss of teachers has a significant impact on the quality and equity of pre-school education in China, and it is also a key factor restricting the development of these two aspects. This study analyses the causes and impact of teacher turnover from the perspective of educational management and finds that three core factors dominate the phenomenon: human resource allocation and salary fairness; organisational atmosphere and leadership ability; and professional development path. Research shows that teacher losses are not just a matter of personal choice. Based on this, the study suggests that education managers should shift from transactional to transformational management and propose targeted policy recommendations to reduce teacher turnover and promote the development of China's pre-school education.
FACTORS POSITIVELY AFFECTING REPURCHASE INTENTION OF SPOTIFY PREMIUM IN THAILAND
This study examines factors influencing repurchase intention for Spotify Premium in Thailand. Six independent variables namely, brand familiarity, electronic word-of-mouth (eWOM), uniqueness brand value, price value, perceived usefulness and perceived enjoyment were investigated. Data was collected from 319 respondents via an online survey using a five-point Likert scale. Descriptive and inferential statistics were applied. The findings indicate that perceived enjoyment, uniqueness brand value and brand familiarity significantly affect repurchase intention whereas price value, perceived usefulness and eWOM do not. The sample consisted mainly of bachelor’s and graduate students aged 20–25 including both Thai and foreign residents in Thailand. Most respondents use the Spotify Premium Family plan, access the platform multiple times daily, spend less than 100 THB per month and primarily use smartphones and computers.
INTEGRATING THE SUSTAINABLE DEVELOPMENT GOALS TO ENHANCE THE ENGLISH PROFICIENCY OF GRADE 9 LEARNERS
This research aimed to investigate the integration of the Sustainable Development Goals (SDGs) into English language instruction and to examine its effects on the English proficiency of Grade 9 learners. The sample consisted of 40 Grade 9 students selected through purposive sampling during the first semester of the 2025 academic year. The research instruments included SDGs-integrated English lesson plans, a pre-test and post-test measuring English proficiency, and a student opinion questionnaire. Data were analyzed using mean, standard deviation, and paired-samples t-test. The results revealed that students’ English proficiency after the SDGs-integrated instruction was significantly higher than before the instruction at the .05 level. In addition, students expressed a high level of satisfaction with the learning activities. The findings suggest that integrating SDGs into English language teaching is an effective approach to enhancing learners’ English proficiency and promoting meaningful learning.
ASEAN'S STRATEGIC INTERACTIONS AND COOPERATION: A GAME THEORY ANALYSIS OF EXTERNAL PARTNER RELATIONS AND PUBLIC GOODS
This article explores how ASEAN’s political-security cooperation with core external partners—China, the United States, and Australia—shapes its strategic interaction for the provision of regional public goods. It contends that peace and security in Southeast Asia are politically negotiated public goods rather than purely cooperative outcomes. By applying the chicken game approach to the politics of public goods, the article explores how asymmetry, strategic restraint, and diversification influence ASEAN’s interaction with external actors. Through a qualitative analysis of official ASEAN documents, joint statements, and policy frameworks, the article reviews three examples of political-security cooperation within ASEAN. The evidence indicates that whilst mutual cooperation delivers the best results for regional stability, they remain fragile because different strategic preferences prevent sharing the same results. Engagement with China fuses economic and security cooperation with maritime assertiveness that limits ASEAN’s autonomy. The United States contributes to vital security public goods but at the same time brings new pressures concerning great power rivalry. Australia provides relatively more moderate cooperation, consolidating capacity among ASEAN countries that remain less influenced by geopolitics but with fewer resources. The paper shows that ASEAN, instead of aligning, is rational and responds flexibly by employing diversification in countering asymmetry and preserving centrality. ASEAN studies are enriched by this article by way of a link between game theory and public goods politics in a coherent manner, detailing the internal strategic management of regional competition alongside peace and stability in the region.
THE ROLE OF MOBA GAMING IN EMPLOYEE RECOVERY: A CONCEPTUAL FRAMEWORK INTEGRATING JOB CHALLENGE DEMANDS AND RECOVERY EXPERIENCES
Employee wellbeing has gained increasing attention globally as employee burnout continues to rise, suggesting the need to explore alternative recovery mechanisms. Simultaneously, Employees are increasingly engaging in digital gaming, particularly Multiplayer Online Battle Arena (MOBA) games, as a form of recovering activity from work stressors. Despite its growing participation, the role of MOBA gaming in employee recovery and burnout remain underexplored in organizational research. Grounded in the Job Demands-Resources (JD-R) theory and Recovery Experience Theory (RET), this conceptual paper examines how MOBA gaming may function as a recovery resource for employees. Job challenge demands, conceptualized through job complexity and workload, are proposed as antecedents of burnout. Psychological detachment and mastery are introduced as recovery experiences derived from MOBA gaming. This conceptual framework will contribute to the literature by positioning digital gaming as a legitimate recovery pathway and offers implications for organizational interventions and policy development aimed at enhancing employee sustainable performance.
THE EFFECT OF ADVERTISING, BRAND EQUITY, AND MARKETING MIX AFFECTING CONSUMERS’ PURCHASE INTENTION FOR ELECTRIC VEHICLES IN CHINA
This study examined the effect of advertising, brand equity, and marketing mix affecting consumers’ purchase intention for electric vehicles in China. The target population consisted of individuals in China, who had intention to purchase electric vehicles. A sample of 400 respondents was selected from China’s diverse and densely populated consumer market via purposive sampling method. Data were analyzed using frequency, mean, percentage, standard deviation, and multiple linear regression. The results indicated that, at a significance level of 0.05, three hypothesized factors—advertising, brand equity, and marketing mix —significantly influenced consumers’ purchase intention for electric vehicles in China.
FACTOR STRUCTURE OF PARTICIPATORY COMMUNICATION RELATED TO PUBLIC PARTICIPATION IN ENVIRONMENTAL IMPACT ASSESSMENT IN THAILAND
DIGITAL INNOVATIONS FOR TRANSFORMING TEACHER EDUCATION IN THE AI ERA
The rapid advancement of digital technologies and artificial intelligence (AI) has significantly transformed educational systems worldwide, particularly in the field of teacher education. Teacher preparation programs must adapt to equip future teachers with the competencies required to design effective learning experiences in data-driven and technology-enhanced environments. This study aims to (1) examine digital innovation models suitable for transforming teacher education in the AI era and (2) analyze strategic approaches for applying AI-driven innovations to enhance teacher professional competencies. A mixed methods research design was employed. Quantitative data were collected from 120 teacher educators, mentor teachers, and school administrators using a five-point Likert-scale questionnaire, while qualitative data were obtained through in-depth interviews with 10 experts in education and educational technology. Quantitative data were analyzed using descriptive statistics and Pearson’s correlation, whereas qualitative data were analyzed using content and thematic analysis. The findings revealed five key digital innovations: AI-based learning analytics, intelligent tutoring systems, immersive AR/VR learning environments, classroom automation technologies, and personalized teacher development platforms. The results also indicated that AI literacy had a strong positive correlation with teachers’ ability to implement AI effectively in instructional practices. The study concludes that systematic integration of AI and digital literacy into teacher education programs is essential for enhancing teacher competencies and ensuring sustainable educational development in the AI-driven future.
THE EFFICIENCY OF USING THE GOOGLE DRIVE APPLICATION FOR THE MANAGEMENT OF PLANNING AND QUALITY ASSURANCE TASKS: A CASE STUDY OF THE FACULTY OF SCIENCE AND TECHNOLOGY, SUAN SUNANDHA RAJABHAT UNIVERSITY
The study was the objectives of (1) investigating the efficiency of utilizing Google Drive for work management within the Planning and Quality Assurance Division, and (2) assessing user satisfaction with the implementation of Google Drive in the same work context. The sample are 100 academic and support staff from the Faculty of Science and Technology, Suan Sunandha Rajabhat University. Data were collected to measure both the level of efficiency and user satisfaction. The statistical analyses employed were percentage, mean (x̄), and standard deviation (S.D.). The study found that. (1) The efficiency of Google Drive utilization for work management in the Division findings indicate that the overall efficiency was rated at the highest level, when considering the results by individual domain, the efficiency of Google Drive utilization in the Division was found to be at the highest level for the following two aspects: the Processing Capability of the Google Drive program in work management and the Functional Capacity of the Google Drive program in work management. (2) The user satisfaction with Google Drive implementation in the Division findings indicate that the overall satisfaction was at the highest level, when analyzing the results by individual domain, satisfaction was found to be highest for the Processing Capability of the Google Drive program in work management, which was rated at the highest level.
A COMPARATIVE STUDY OF MACHINE LEARNING MODEL PERFORMANCE FOR PM2.5 FORECASTING WITH AND WITHOUT PRINCIPAL COMPONENT ANALYSIS
THE IMPACT OF WORK MOTIVATION, ATTITUDES AND BEHAVIORS OF EMPLOYEES, AND LEADERSHIP STYLE FACTORS TOWARDS ORGANIZATIONAL TRUST IN THE MAIN CONSTRUCTION INDUSTRY IN BANGKOK
This study investigates factors influencing organizational trust in the main construction industry in Bangkok. Using quantitative research through online surveys distributed via snowball sampling, data were collected from 439 employees across major construction firms. Multiple linear regression analysis indicated that work motivation—consisting of internal motivation, external motivation, and goal setting—significantly influences organizational trust. Additionally, employee attitudes and behaviors such as job satisfaction, engagement, and interpersonal relationships, as well as leadership style factors including decision-making, emotional intelligence, and conflict resolution, played crucial roles in shaping organizational trust. The findings revealed statistically significant effects (p < 0.05) across all three main variables. Overall, participants generally agreed on the importance of motivation, positive attitudes, and effective leadership in fostering trust. This suggests that construction companies should enhance fair compensation, clear goals, employee development opportunities, and supportive leadership to strengthen organizational trust.
DEVELOPMENT OF A MODEL AND PROCEDURES TO ENHANCE THE PROCUREMENT PROCESS OF THE FACULTY OF LAW, SUAN SUNANDHA RAJABHAT UNIVERSITY
This research aimed to: (1) identify coordination problems among procurement officers in the Faculty of Law, the Central Finance Division’s Procurement Department, and other departments within Suan Sunandha Rajabhat University; (2) investigate service delivery problems experienced by service users interacting with these procurement units; and (3) develop an improved operational model and procedures for procurement across these departments. The study population was divided into three groups: (1) the Faculty of Law, comprising nine academic staff and seven academic support staff; (2) the Central Finance Division’s Procurement Department, with seven staff members; and (3) procurement departments from other university units, with 60 staff members. A high response rate of 98% was achieved. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, supplemented by content analysis. The research findings indicate that the overall attitude of service users at the Faculty of Law toward service providers—concerning the development of the procurement operational model and procedures at the Faculty of Law, Suan Sunandha Rajabhat University—can be summarized as follows: The highest level of satisfaction was observed in the dimension of Adequacy of Service Provision, while satisfaction levels remained consistently high across the remaining dimensions: Knowledge and Competence in Performance, the Procurement Process, and the Continuity of Service Provision.
LEGAL PRINCIPLES OF ORGAN DONATION: A CASE STUDY OF THAILAND'S SYSTEM AND SPAIN'S CROSSOVER DONATION SYSTEM
Thailand employs an opt-in organ donation system, governed by strict regulations for living donors under the Medical Council Regulation of B.E. 2566 (2023). The core principle mandates that donors must be blood relatives or legal spouses of at least three years (or share a biological child) with the recipient. This framework explicitly restricts the donor pool to close relatives and family members to prevent organ trafficking. Nevertheless, the system continues to face a severe shortage of available organs. In contrast, Spain has developed the crossover donation model to address the challenge of biologically incompatible donor-recipient pairs. The Spanish principle permits the exchange of donors between unrelated pairs, eliminating the need for a blood relationship between the final donor and the ultimate recipient, as long as the initial intent was to help a specific individual. This approach operates under the condition "I donate because you donate," affirming the altruistic and non-remunerative nature of the act. To ensure genuine voluntariness, the process is supported by rigorous psychosocial and financial screening procedures. The key distinction is that Thai law mandates a direct and provable relationship between the donor and the recipient. In contrast, Spain utilizes a more flexible system that permits donations between strangers via a crossover exchange mechanism. This approach serves to increase transplantation opportunities and address biological incompatibility, a practice not yet accommodated by Thai law.
NOISE IMPACTS OF COMPLEX ROAD STRUCTURES IN URBAN AREAS
Road traffic noise remains a primary environmental concern in densely populated urban areas, particularly where complex road infrastructure, such as elevated expressways, coexists with at-grade roadways. This study examines the acoustic characteristics of traffic noise in such a configuration, using the Burapha Withi Expressway over the Bang Na–Trat Road as a case study. Environmental noise measurements were conducted using one-third-octave band frequency analysis to characterize the spectral content of traffic-related sound and to assess the contribution of low-frequency components associated with structural vibration of the elevated roadway. The results indicate that sound emissions from traffic on the underlying Bang Na–Trat Road dominate the sound pressure levels measured at nearby residential receptors, exceeding the contribution from traffic on the elevated expressway. Spectral analysis shows that the acoustic environment is primarily governed by mid-frequency components, with a pronounced peak around 1,000 Hz, corresponding to typical vehicle operating mechanisms. In contrast, low-frequency noise associated with structural vibrations of the elevated expressway, observed at approximately 64 Hz, exhibits substantially lower sound pressure levels and does not significantly affect the overall equivalent continuous sound level (Leq). These findings suggest that, in complex road systems, noise mitigation strategies should prioritize controlling ground-level traffic sources rather than elevated expressways. The study provides practical insights for urban noise assessment, infrastructure design, and environmental noise management in complex roadway environments.
THE IMPACT OF CONSUMER LIFESTYLE, SOCIAL MEDIA INFLUENCE AND SERVICE MARKETING FACTORS TOWARD CONSUMER PURCHASING DECISIONS IN THE HIGH END WOMEN FASHION INDUSTRY IN MYANMAR
This study examines how consumer lifestyle, social media influence, and service marketing factors affect purchasing decisions in Myanmar’s high-end women’s fashion industry. Using a quantitative approach, data were collected from consumers who regularly purchase luxury fashion products. The findings show that lifestyle characteristics, social media engagement, particularly influencer content and brand visibility, and service marketing elements such as service quality, personalization, and brand experience all significantly influence purchase decisions. Overall, modern Myanmar consumers place strong importance on social media presence and premium service experiences when choosing luxury fashion brands. The study offers practical insights for fashion brands, emphasizing the need to strengthen digital marketing strategies, enhance customer engagement, and deliver high-quality, personalized services to remain competitive in Myanmar’s growing luxury market.
BOARDING STUDENT MANAGEMENT IN CHINESE HIGH SCHOOLS: AN EDUCATION MANAGEMENT PERSPECTIVE
The current review article is intended to address the practices in management in Chinese high school boarding schools and their influences on academic performance of students, emotional status, and psychosocial progress. Boarding schools and particularly in the rural areas are becoming more popular due to the fact that the student gets a more structured learning program and a greater access to academic resources than a day school. The paper critically reviews the current research on the key management practices employed in these institutions, which include academic support systems, peer mentoring and psychological counseling. The findings of the studies under review indicate that academic performance of students can be considerably improved with the help of effective management practices that are likely to foster the development of the non-cognitive skills, such as self-discipline, time management, and social skills. However, in addition to these good outcomes, there are barriers. The students are prone to emotional problems such as homesickness and stress that are exacerbated by the absence of both the family and demands of studying. The review notes a literature gap, in particular, the need of further research on the long-term effects of boarding school attendance on the mental condition and academic success. Also, it adds to the importance of the inclusion of mental health support services in the practice of running the boarding schools particularly in the rural context where resources are limited.
DIFFERENCES LEADING TO DISCRIMINATION: A CASE STUDY OF SERVICE REFUSAL IN THE CONTEXT OF THAI LAW
TIKTOK: THE CULTURE OF NEW MEDIA AND ITS IMPACT ON PERSONAL DEVELOPMENT AND THE CREATION OF QUALITY WORK
The objective of this research is to study the origins and significance of the TikTok application, examining various details within the TikTok app, assessing criteria for creating clips, appropriate playback behaviors, and encouraging TikTok users to create high-quality, creative, and useful clips for viewers. The study population is located in the Bangkok Metropolitan Region and its surrounding areas, with a sample group of individuals aged 18 and above from all professions who use the TikTok app. The sample group consists of 30 TikTok enthusiasts selected to provide feedback through surveys and interviews. The research findings reveal a good understanding of the background of TikTok, including data on different demographics such as gender, age, education, and income influencing perception. Importantly, it is noted that TikTok users have different objectives in using the app, indicating that each user is motivated differently due to diverse demographic characteristics.
THE POWER OF LANGUAGES IN THE CLASSROOM: USING THE WORD “TEST” FOR DEVELOPING HIGH SCHOOL STUDENTS’ LEARNING ACHIEVEMENT AND BEHAVIOUR
EDUCATIONAL MANAGEMENT OF KINDERGARTEN TEACHERS’ INFORMATION LITERACY DEVELOPMENT BASED ON TPACK IN CHINA
In the era of fast development on educational informatization, how to enhance the information literacy of kindergarten teachers is an urgent problem facing preschool education in China. Based on the framework of Technological Pedagogical Content Knowledge (TPACK),this paper reviews some of the most recent Chinese as well as foreign related empiric studies in order to shed light on how development trends and institutional barriers shape teacher information literacy.Results suggest that even with policy encouragement and increased training, skill levels are disparate: technical skills tend to be restricted to use of the technology,while it remains loosely connected to pedagogy and content knowledge. Information literacy tends to be taught as a stand alone generic technology course,leading to recurring deficits of reflection and teaching practice, as well as geographical imbalances and an insufficient training culture.In conclusion, in terms of educational leadership and administration, this research suggests that long-term progress is contingent upon organisational leadership that makes information literacies integral to itscross-domain element of TPACK and align leadership, professional learning and policy implementation in support of equitable and developmentally appropriate digital pedagogy.
PROMOTING STUDENT WELL-BEING AND MENTAL HEALTH FROM AN EDUCATION MANAGEMENT PERSPECTIVE IN PRIMARY SCHOOLS, JINAN, SHANDONG PROVINCE, CHINA
The research object of this paper is the primary school of a city (Jinan, Shandong province), and how can we optimize the education administration to promote students’ sense of happiness and psychological health. Jinan primary schools benefit from the policy guidance of Shandong’s whole-environmental collaborative education, as well as local practical innovations such as integrating mental health activities with intangible cultural heritage and establishing home-school co-education mechanism. This has laid a preliminary foundation for Mental Health Education (MHE) at primary schools. However,they usually face fundamental problems: formalized and fragmented Mental Health Education activities, inadequate practical guidance capabilities among teachers, disjointed home-school-community collaboration, and unscientific evaluation systems.Based on the Social and Emotional Learning and local Hospital-School-Home-Community mode of Shandong province, this paper put forward some suggestions such as incorporating the Social and Emotional Learning into distinctive course,enhancing the professional growth of teachers through provincial and city experts, establishing a family collaborative system in multiple dimensions,schools, communities, and businesses,and the optimization of the assessment system according to Shandong's educational standards. The above methods are consistent with Jinan's educational development background, and the cooperative education model of Shandong.aiming to refine Mental Health Education management in Jinan's primary schools and provide a replicable model for primary educational institutions in similar regions of China.
TEACHER MANAGEMENT INCENTIVE MECHANISMS IN CHINESE VOCATIONAL SCHOOLS
The state actively promotes socioeconomic progress and vocational education reform, and teachers are a key pillar of vocational colleges and universities in people's education.In the effective functioning of the stimulation mechanism, this can contribute to the creativity and professional activity of the teacher, as well as contribute to increasing the overall potential of the organization. However, one cannot ignore the fact that the existing system of motivation in Chinese professional colleges faces various challenges that manifest themselves in the lack of spiritual recognition, lack of performance assessment systems and poor efficiency of communication channels. This situation not only reduces the motivation for the professional development of individual teachers, but also prevents the increase in the standards of colleges and universities and the long-term sustainable development of vocational education. This study, based on a comprehensive overview of the actual situation in Chinese professional colleges, focusing on the mechanism of stimulating scientific research with scientific ideas that meet urgent needs. This achievement has contributed to the creation of a new paradigm for integration in theory and practice, in order to activate the teaching staff, stabilize the organizational structure and improve professional literacy. Finally, it serves the modernization and development of vocational education, meets the requirements of the national strategy for Human Resource Development and economic transformation, and reflects the deep realistic orientation and values of the time.
THE IMPACT OF SHORT VIDEO PLATFORM DISSEMINATION ON THE COGNITIVE VALIDITY AMONG YOUNG AUDIENCES OF HUNAN HUAGU OPERA
This study takes the young audience of the short video platform Douyin (TikTok in overseas markets) as the research object to explore the influence of short video content on the cognition of Hunan Huagu Opera among young audiences. By merging content analysis and questionnaire surveys, this study through SEM examines how short video content characteristics (content form, degree of knowledge embedding) influence young audiences’ cognitive validity (awareness, understanding, reputation). It is found that short video content can effectively increase the popularity of some repertoires and performers, and has a significant positive impact on audience awareness (path coefficient = 0.68, p < 0.001). However, the “fragmented” and “entertainment-oriented” characteristics of the content restrict the depth of understanding, and the conversion rate from awareness to understanding is only 35 percent of those who can describe the basic artistic features. The study confirmed that platform algorithm logic (interest recommendation vs. trending recommendation) had a moderating effect: interest recommendation enhanced the positive impact of knowledge-embedded content on comprehension (interaction coefficient = 0.32, p < 0.01), and trending recommendation intensified the entertainment-driven cognitive bias. To address the “imbalance between cognitive breadth and depth,” this research proposes a targeted content optimization strategy combining popularity and knowledge interpretation, aiming to improve the cognitive validity of short video dissemination.
LIFESTYLE, SOCIAL INFLUENCE, AND MARKETING MIX AFFECTING CONSUMERS' BUYING DECISION: A CASE STUDY OF POP MART IN CHINA
This study aim was to find the relationship between customers’ buying decision towards Pop Mart products based on their lifestyle, social influence and marketing mix in the Chinese market. I chose the quantitative research and distributed structured questionnaires to the customers who bought Pop Mart products in the past 12 months in China. A total of 407 valid questionnaires were obtained through online questionnaires and questionnaires distributed at some of the larger airports. Descriptive statistics and multiple linear regression analysis were used for data processing and hypotheses testing. As can be seen from the results above, Lifestyle, Social Influence, and the Marketing Mix are also strongly valued by customers. Lifestyle, out of the three independent variables, has the highest explaining ability (β=.369, Sig.<.001), followed by the marketing mix (β=.330, Sig.<.001), and social influence (β=.254, Sig.<.001). The regression model explains 78.4% of the variance in customers’ buying decision (R²=.784) at the statistically significant level of <.001. These results agree with all of the hypotheses and offer directions for marketing Pop Mart in China.
A SURVEY ON THE CURRENT SITUATION OF INTERNSHIP SATISFACTION AMONG NURSING STUDENTS IN HIGHER VOCATIONAL COLLEGES
THE CHALLENGES AND COUNTERMEASURES OF EDUCATIONAL MANAGEMENT IN THE DIGITAL TRANSFORMATION OF KINDERGARTEN
FACTORS INFLUENCING CONSUMER TRUST: A CASE STUDY OF LUXURY PERFUME BRANDS IN TAIWAN
This study examines the factors that influence consumer trust in Louis Vuitton perfume among consumers in Taiwan. A quantitative research design was applied, and data was collected through an online questionnaire. The analysis is based on responses from 302 consumers who have experience using Louis Vuitton perfume. Seven factors were included in the study: brand communication, social value, brand image, perceived value, customer care, satisfaction, and storytelling marketing. Multiple regression analysis was used to test the relationships between these factors and trust. The results show that customer care, satisfaction, brand image, perceived value, and storytelling marketing have positive and statistically significant effects on trust, while brand communication and social value are related to trust but do not show strong effects in the regression model when other variables are considered together. Among all factors, customer care has the strongest impact on trust. The findings provide useful insights for luxury perfume brands by showing the importance of service experience and emotional connection in building consumer trust in the Taiwanese market.
THE IMPACT OF WORK-LIFE BALANCE ON EMPLOYEE PERFORMANCE
This study investigates the impact of work-life balance (WLB) practices on employee performance, using Pang Donglai, a leading Chinese retail enterprise, as a case study. Against the backdrop of economic globalization and changing social values, organizations increasingly recognize WLB as a strategic factor influencing employee well-being, performance, and long-term sustainability. A quantitative research design was adopted, collecting data from 370 full-time employees through a structured questionnaire based on a five-point Likert scale. Key WLB dimensions include flexible working hours, paid leave and vacation policies, employee well-being programs, and workload autonomy. Employee performance was measured through indicators such as job satisfaction, productivity, and work engagement. The findings provide empirical evidence that effective WLB practices positively influence employee performance, while demographic variables moderate these relationships. This study contributes to WLB literature in a non-Western retail context and offers practical guidance for human resource management.
ADAPTIVE MANAGEMENT OF INTERNATIONAL STUDENTS IN THAI PRIVATE SCHOOLS
With globalization transforming the student and cultural composition of students attending privately operated institutions in various countries, this paper offers a few theoretical perspectives on flexible leadership practices at Thai private schools when cross-border student mobility is high. The issues related to multilingualism, student retention, and leadership potential are becoming problems of such organizations, the second framing defines international students as an issue that needs to be addressed by institutions with more flexibility in management and leadership. Based on the current education administration literature, I come up with an analytical framework of linking responsive leadership and agile leadership as follows, organizational learning, and governance consistency in the context of a private school, Saint Gabriel’s College which is a Catholic college in Bangkok that has a long history and four grades. An illustration of the setting is how adaptive management can be applied to ease globalization but at the same time preserve institutional identity and educational custom as a value-based activity. By clarifying the policy and leadership implications of adaptive management in the context of internationalized private schools, this paper can contribute to educational management. The research contributes theoretically towards understanding how international student diversity may be responded to in the private school setting without compromising organizational coherence or pedagogical quality by addressing governance capacity rather than programs.
THE IMPACT OF UNIVERSITY MAJOR EXPANSION ON STUDENTS' EMPLOYABILITY: A GOVERNANCE PERSPECTIVE
As higher education grows and spreads, many universities begin to have more students and add new majors to be more competitive. However, this addition of majors makes people wonder whether graduates are good enough. This paper, from a governance perspective, looks at how more university majors change students' job chances through three parts: decision - making processes, resource distribution, and holding people responsible. Through examining the theories of higher education becoming larger, student job capacity and university governance, this study discusses the issues of employment that are caused by the increased number of university majors and examines the actual causes behind these issues. Through the case of creating foreign language majors in medical schools it observes that majors which do not integrate well with the major subject strengths of the school tend to struggle to find jobs upon completion of school since teaching resources are incomplete, practice facilities are limited and industry connections are insufficient. The success of major expansion will be determined by whether the universities are able to incorporate curriculum, practical training and corporate internships effectively. Thus, this paper suggests a number of recommendations with the focus on the correspondence between curriculum and skills, collaboration between university and enterprise, enhancement of career support systems, and optimization of governance mechanisms. This research also indicates that governance mechanisms are one of the important connections affecting major selection and student employment rates, and offer practical advice on how to attain high-quality employment in the context of growing higher education.
THE ROLES AND COMPETENCY STANDARDS OF CAREER COUNSELORS IN VOCATIONAL COLLEGES
Under the dual context of deepening the construction of a modern vocational education system and promoting high-quality employment, vocational guidance counselors in higher vocational colleges, as key hubs connecting education, industry, and student development, urgently need systematic advancement in their professionalization. This paper aims to clarify the connotation of the multiple roles of vocational guidance counselors, diagnose the practical difficulties in implementing teaching standards, and construct a professional development path adapted to the China context. The study employs policy text analysis, literature review, and international comparison methods, incorporating the National Vocational Skill Standards for Career Guidance (2022 Edition) and the 2023–2025 policy framework, to systematically analyze the institutional demands for the transition from "administrative" to "professional" career guidance practitioners. The findings reveal that current career guidance practitioners have evolved into multifaceted roles integrating career educators, school-enterprise coordinators, psychological support providers, and data service specialists. However, they face structural barriers such as ambiguous identities, capability gaps, and ecological isolation. The experiences of Germany and Australia demonstrate that professionalization must be supported by institutional safeguards. Accordingly, this paper proposes a three-dimensional collaborative model of "standard-ability-ecology" and suggests localized approaches such as piloting dual-track certification, establishing provincial and university-level support centers, strengthening digital literacy and ethics, and jointly building a school-enterprise mentor database. The research findings can provide theoretical support and practical references for improving the China-characteristic career guidance service system and empowering higher vocational students to achieve high-quality employment.