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Home > Vol 21, No 1 (2026)

Vol 21, No 1 (2026): 21st International & National Conference

Table of Contents

Cover

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Content

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Articles

DIABETIC RETINOPATHY RECOGNITION USING IMAGE PROCESSING AND MACHINE LEARNING MODELS ON FUNDUS IMAGES Apisit Kittijirattitikan, Natthaphong Suthamno, Jessada Tanthanuch

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BELIEF IN GANESHA OF CULTURAL MANAGEMENT STUDENTS AT SUAN SUNANDHA RAJABHAT UNIVERSITY Ariya Poorahong, Suwit Kongsong

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THE IMPACT OF DIGITAL ADVERTISING, SERVICE MARKETING AND CONSUMER BEHAVIORS TOWARDS CUSTOMER ENGAGEMENT IN SMART PHONE ELECTRONICS COMPANY Aung Min Thant, Suthinan Pomsuwan

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THE INFLUENCE OF AI TECHNOLOGY INTEGRATION, STRESS & BURNOUT AND ORGANIZATION LEADERSHIP FACTORS TOWARDS TEACHER’S HAPPINESS & JOB SATISFACTION IN PRIVATE SCHOOLS IN BANGKOK, THAILAND Callum Gascoigne, Suthinan Pomsuwan

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FACTORS AFFECTING PURCHASE INTENTION IN ONLINE LIVE STREAMING COMMERCE Chanutda Chaodorn, Sarinya L. Suttharattanagul

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INNOVATIVE REFORMS IN EDUCATIONAL LEADERSHIP WITHIN EDUCATION MANAGEMENT IN CHINA Chenchen Guo, Suttipong Boonphadung

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HEALTH RISK ASSESSMENT OF Pb(II), Cd(II), Cu(II) IN COSMETICS FOR THE SUSTAINABLE DEVELOPMENT QUALITY OF LIFE Chinnawat Satsananan, Wasana Suridechakul

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GUIDELINE FOR TOURISM LOGISTICS OF KHONG LAT MAYOM FLOATING MARKET Chonlada Choovanichchanon

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FROM THE LOSS OF JUDICIAL SOVEREIGNTY TO THE PRESERVATION OF INDEPENDENCE: RETHINKING EXTRATERRITORIAL TREATIES AS STRATEGIC INSTRUMENTS OF THE THAI STATE Chonruitai Kaewrungrueng, Patsawut Puchaneeyakul

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CONCEPTUALISING THE DETERMINANTS OF INSURANCE TECHNOLOGIES (INSURTECH) ACCEPTANCE AMONG AGENTS IN MALAYSIA Chuah Ban Lee, Teoh Ai Ping

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THE EXTENSION OF COPYRIGHT PROTECTION DURATION OF PHOTOGRAPHIC WORK IN THAILAND Chuencheewin Yimfuang

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THE COMPARISON OF SHEAR BOND STRENGTH OF 3D PRINTED PROVISIONAL RESTORATION REPAIRED WITH SELF-CURE RESIN USING VARIOUS SURFACE TREATMENT: IN VITRO STUDY Dechen Phuntsho, Sukontip Arwatchanakan, Watchrin Hovichitr

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THE IMPACT OF SOCIAL MEDIA INFLUENCE, BRAND EQUITY, AND MARKETING MIX TOWARDS BRAND REPUTATION OF ZARA Ei Ngon Phue, Chutimavadee Thongjeen

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FINANCIAL DIMENSIONS OF THE BLUE ECONOMY AND COASTAL POVERTY REDUCTION IN NORTHERN PENINSULAR MALAYSIA Faiza Saleem

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THE IMPACT OF LEADERSHIP STYLE AND EMPLOYEE MOTIVATION ON ORGANIZATIONAL PERFORMANCE Fei Mengxiang, Naruemon Jituea, Apisit Tungkiatsilp

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HOW POLICY EMPOWERMENT INFLUENCES ENTREPRENEURIAL INTENTION: THE MEDIATING ROLE OF PERCEIVED BEHAVIORAL CONTROL AMONG UNIVERSITY STUDENTS IN YUNNAN FREE TRADE ZONE Feng Peng, Sittichai Thammasane

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RESEARCH ON THE OBSTACLES OF COLLEGE STUDENTS' ENTREPRENEURSHIP IN YUNNAN FREE TRADE ZONE FROM THE PERSPECTIVE OF POLICY EMPOWERMENT Feng Peng, Sittichai Thammasane

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INSTRUCTIONAL MANAGEMENT OF DANCE PROGRAMS IN HIGHER EDUCATION IN CHINA Yang Hou, Suttipong Boonphadung

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ASSESSMENT OF THE LEVEL OF HAPPINESS IN LEARNING THE GUIDANCE SUBJECT AMONG GRADE 12 STUDENTS Jarmon Sirigunna

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PUBLIC ACCEPTANCE OF CENTRAL BANK DIGITAL CURRENCIES: EVIDENCE FROM MALAYSIA Jia Ern Lim, Phaik Nie Chin

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COMMANDS AND MASCULINITY: A CRITICAL DISCOURSE ANALYSIS OF DIRECTIVE LANGUAGE IN SUPERNATURAL Jiahui Gong, Rachod Nusen

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DIGITAL KNOWLEDGE MANAGEMENT AS A DRIVER FOR SCHOOL ORGANIZATIONAL RESILIENCE: A THEORETICAL FRAMEWORK FOR EDUCATIONAL ADMINISTRATION Jie Yang, Ganratchakan Lertamornsak

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THE IMPACT OF BRAND EQUITY, SERVICE QUALITY, AND THE SERVICE MARKETING MIX ON CUSTOMERS’ PURCHASE INTENTIONS IN THE AIRLINE INDUSTRY IN CHINA Jiewei Zhong, Chutimavadee Thongjeen

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OPTIMIZING MIDDLE SCHOOL STUDENTS' MENTAL HEALTH SYSTEMS THROUGH EDUCATIONAL MANAGEMENT IN CHINA Jingxi Wang, Nuntiya Noichun

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TEACHER PROFESSIONAL DEVELOPMENT IN EDUCATIONAL MANAGEMENT OF PRIVATE UNDERGRADUATE COLLEGES IN CHINA Jinli Zhou, Thada Siththada

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THE IMPACT OF GENERATIVE AI IN MARKETING MIX, SERVICE QUALITY, AND BRAND IDENTITY TOWARD THAI HOSPITALITY CUSTOMERS’ ENGAGEMENT WITHIN BANGKOK Jirathep Sriwachirobon, Suthinan Pomsuwan

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DIGITAL LITERACY OF UNIVERSITY ADMINISTRATORS IN CHINA: COMPOSITION, EVALUATION, AND IMPROVEMENT STRATEGIES Junjie Luo, Thada Siththada

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UNLOCKING THE EMOTIONAL WALLET AN EMPIRICAL STUDY ON EMOTIONAL COMPENSATION AND PREMIUM PAYMENT INTENTION Junyi Luo, Duangsamorn Rungsawanho

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THE INFLUENCE OF EMOTIONAL AND COMPENSATORY CONSUMPTION MOTIVES ON GENERATION Z PET OWNERS' WILLINGNESS TO PAY A PREMIUM FOR PET BOARDING SERVICES Junyi Luo, Duangsamorn Rungsawanho

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ARTIFICIAL INTELLIGENCEIN EDUCATION MANAGEMENT OF VOCATIONAL COLLEGES IN ZHEJIANG, CHINA Kaili Pan, Suttipong Boonphadung

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A COMPARATIVE STUDY OF THE REACHING OF THE LEGAL AGE OF MAJORITY IN MINORS UNDER THAI AND JAPANESE LAW Kamonwan Yoowattana, Kikuo Nishizawa, Pattaravis Yoowattana

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THE DEVELOPMENT OF HEALTHY FOOD PRODUCTS KETO CHICKEN BREAST MEATBALLS BLENDER WITH PRASAKAPRAO RECIPE Kanasine Khongmaklum, Supalak Fakham, Thanya Promsorn, Sanjai Sangvichien, Vichai Chokevivat

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WILLINGNESS TO PAY FOR SHARED AUTONOMOUS TAXI SERVICES: A BIVARIATE DECISION-MAKING APPROACH Kee-Seng Teoh, Meenchee Hong

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HYBRID-POWERED SEED COLLECTION MACHINE FOR DRYING YARDS Krit Promwang, Ekkaphop Srirom, Thaweesak Muangmoon, Yutthaphong Thongsibsong, Wichai Manchanda, Naruewat Bansawangu, Cantima Wiwatbauaonkun, Sedthawut Sanburut, Sirinart Luadnakrob

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DIGITAL TRANSFORMATION OF MANAGEMENT IN CHINESE VOCATIONAL SCHOOLS Linyan Xiang, Thada Siththada

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DISTRIBUTION OF ANTIMICROBIAL-RESISTANT GRAM-NEGATIVE BACTERIA IN THE HOSPITAL ENVIRONMENT OF AN ONCOLOGY CENTER IN BANGKOK, THAILAND Marisa Muadchimkaew, Peeraya Ekchariyawat, Fuangfa Utrarachkij, Taweegrit Siripongboonsitti, Neunghatai Supha, Chana Amnuaipol

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THE ROLE AND FUNCTION OF ACADEMIC EDUCATIONAL MANAGEMENT IN STD PREVENTION WITHIN CHINA'S EDUCATIONAL SYSTEM Meina Fang, Ganratchakan Lertamornsak

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FACTORS INFLUENCING THAI HOMEMADE STYLED CUISINE ON CHINESE TOURISTS’ BEHAVIORAL INTENTION IN BANGKOK, THAILAND Mengyao Nong, Sinittra Suksawat, Rujikarn Sanont

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CUSTOMER LOYALTY FACTORS IN THE CONTEXT OF A GLOBAL SHORT FORM VIDEO PLATFORM E-COMMERCE Mengyuan Wang, Penjira Kanthawongs

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FACTOR INFLUENCEING CUSTOMERS’ PURCHASING DECISIONS ON SKINCARE PRODUCTS IN MYANMAR: THE IMPACT OF WORD OF MOUTH, BRAND EQUITY, AND MARKETING MIX Nant Yadanar, Chutimavadee Thongjeen

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REGULATING REPRODUCTION: A CRITICAL ANALYSIS OF THAILAND’S CRIMINALISATION OF COMMERCIAL SURROGACY Natasorn Auekarn, Wannarat Thongkanta

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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 Nattacha Leepanyaporn, Pawita Kakhai

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THE STUDY OF MARKETING MIXES(4Ps), CUSTOMER SERVICE AND PRODUCT QUALITY FACTORS TOWARD PURCHASE INTENTION IN STREAMING PLATFORM IN BANGKOK Nattanai Jirayuwattana, Suthinan Pomsuwan

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THE DEVELOPMENT OF LEARNING ACHIEVEMENT IN GRAPHIC DESIGN USING CANVA THROUGH BLENDED LEARNING FOR GRADE 9 STUDENTS Nattira Yopho, Kritsana Senjabok, Sawitree Phewngam

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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 Nipar Suttipun

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ANALYSIS OF THE EXISTENCE OF THE KNIGHT’S TOUR ON PLUS-SHAPED BOARDS Nont Korkiatsakul, Akanat Wetayawanich

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ANTIBACTERIAL ACTIVITY OF CYTIDINE ANALOG AGAINST DRUG-RESISTANT Enterobacter cloacae COMPLEX Onnipa Hasangsri, Methinee Pipatthana, Matthew Phanchana

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LEGAL AND GOVERNMENTAL IMPACTS OF ADMINISTRATIVE ORDERS IN EMERGENCY SITUATIONS: A CASE STUDY OF LOCKDOWN ORDERS DURING THE COVID-19 CRISIS Pattaravis Yoowattana

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WHEN TRANSPERENCY HURTS: A COMPARATIVE STUDY ON LEGAL AND ECONOMIC PERSPECTIVES OF STIGMATIZED PROPERTY DISCLOSURE Pawita Kakhai, Nichakorn Khonthong

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FORMULATION DESIGN AND DEVELOPMENT OF A BASE SERUM SYSTEM FOR ADVANCED FACIAL SKINCARE APPLICATIONS Payao Saytongsuk, Thanya Promsorn, Supalak Fakkham

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ARTIFICIAL INTELLIGENCE IN EDUCATION MANAGEMENT: SYSTEMIC AND PROACTIVE SUPPORT FOR STUDENT PSYCHOLOGICAL CRISES IN CHINA Peiwen Tao, Nuntiya Noichun

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GUIDELINES FOR SELECTING A SECURITY COMPANY FOR GRADE A OFFICE BUILDINGS IN BANGKOK Piamchan Doungmanee, Yamonporn Khanaphicharn, Piti Anantapant, Jitravadee Roongin Kunkar, Thongchai Thongmar

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THE IMPACT OF EMPLOYEES STRESS, EMPLOYERS ATTITUDE, AND ORGANIZATIONAL STRUCTURE, FACTORS TOWARDS ORGANIZATIONAL TRUST IN THE ACCOMODATION AND CATERING INDUSTRIES IN NANNING Piao Yihang, Suthinan Pomsuwan

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INTEGRATING THE THAI TRADITIONAL MEDICINE “NINE FLAVORS” CONCEPT INTO FOOD SCIENCE: A CASE STUDY OF NAM PRIK LONG RUEA RICE SEASONING POWDER Purita Pornanun, Supaluk Fakham

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THE IMPACT OF EXECUTIVE LEADERSHIP ON THE SUCCESS OF ELDERLY CARE ENTERPRISES Rachada Fongtanakit

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A STUDY OF SATISFACTION TOWARDS THE SERVICE QUALITY OF THE EDUCATIONAL SERVICE DIVISION, FACULTY OF LAW, SUAN SUNANDHA RAJABHAT UNIVERSITY Ranwarat Boonthuk, Amnart Bunthanom, Natasorn Auekarn

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THE IMPACT OF ENVIRONMENTAL REGULATIONS CLEAN TECHNOLOGY ADOPTION AND ENVIRONMENTAL AWARENESS ON THE IMPLEMENTATION OF CARBON CREDITS IN THE MANUFACTURING INDUSTRY IN BANGKOK Rishabh Shukla, Nathanicha Na Nakorn, Papob Puttimanoradeekul

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EDUCATIONAL MANAGEMENT OF INTERDISCIPLINARY SKILLS IN HIGHER MUSIC EDUCATION IN CHINA Ruofan Yao, Ganratchakan Lertamornsak

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THE ROLE OF PRIMARY STUDENTS’ QUALITY OF LIFE AS A SUPPORTING MECHANISM FOR LEARNING AND SCHOOL LIFE: A CASE STUDY IN SOUTHERN THAILAND Sakarin Jantaramanee, Suwit Dawangpa, Waranya Yodpradit, Yodfah Jantaramanee

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GENDER ROLES AND PERSPECTIVES OF MALE STUDENTS ON THEIR CHOICES IN ENTERING HIGHER EDUCATION Sararath Paothai, Timo Tapani Ojanen

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DEVELOPING A PROJECT-BASED LEARNING PLATFORM EMPOWERED WITH GENERATIVE AI AND A GAMIFICATION ENVIRONMENT TO PROMOTE CREATIVE DIGITAL MEDIA PRODUCTION CAPABILITIES Sarawut Kerdtarwon, Jiraphan Srisomphan, Krich Sintanakul

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STUDY OF SATISFACTION WITH SERVICE QUALITY OF FINANCIAL AND ACCOUNTING ACADEMICS, FACULTY OF LAW SUAN SUNANDHA RAJABHAT UNIVERSITY Sasiyamol Padeenuea, Tattanan Khonglamthan

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DEVELOPMENT OF AN AI-BASED CHATBOT LEARNING MEDIA ON INFORMATION TECHNOLOGY SECURITY: IMPACT ON GRADE 7 STUDENTS’ LEARNING ACHIEVEMENT Sawitree Phewngam, Nattira Yopho, Mantana Jabprang

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CUSTOMER SATISFACTION AS A MEDIATOR IN TESLA’S DIRECT‑SALES MODEL: EVIDENCE FROM CHINA Shibo Hao, Sittichai Thammasane

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ADVANTAGES AND CHALLENGES OF TESLA DIRECT SALES MODEL IN CHINA Shibo Hao, Sittichai Thammasane

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EDUCATION MANAGEMENT PERSPECTIVES ON KINDERGARTEN TEACHER TURNOVER IN CHINA Xinyu Shi, Nuntiya Noichum

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FACTORS POSITIVELY AFFECTING REPURCHASE INTENTION OF SPOTIFY PREMIUM IN THAILAND Shun Le Shwe Yee Yee, Penjira Kanthawongs

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INTEGRATING THE SUSTAINABLE DEVELOPMENT GOALS TO ENHANCE THE ENGLISH PROFICIENCY OF GRADE 9 LEARNERS Siriyaporn Ritnarong, Sudarat Srima, Kittitat Jaradlertwong

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ASEAN'S STRATEGIC INTERACTIONS AND COOPERATION: A GAME THEORY ANALYSIS OF EXTERNAL PARTNER RELATIONS AND PUBLIC GOODS Sittitat Rujichok, Sunida Aroonpipat

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THE ROLE OF MOBA GAMING IN EMPLOYEE RECOVERY: A CONCEPTUAL FRAMEWORK INTEGRATING JOB CHALLENGE DEMANDS AND RECOVERY EXPERIENCES Soh Weng Khang, Jeffrey S. S. Cheah

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THE EFFECT OF ADVERTISING, BRAND EQUITY, AND MARKETING MIX AFFECTING CONSUMERS’ PURCHASE INTENTION FOR ELECTRIC VEHICLES IN CHINA Songbing Shi, Chutimavadee Thongjeen

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FACTOR STRUCTURE OF PARTICIPATORY COMMUNICATION RELATED TO PUBLIC PARTICIPATION IN ENVIRONMENTAL IMPACT ASSESSMENT IN THAILAND Suchawadee Srisuk, Suramon Chancharoen

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DIGITAL INNOVATIONS FOR TRANSFORMING TEACHER EDUCATION IN THE AI ERA Sudarat Srima, Kittitat Jaradlertwong, Siriyaporn Ritnarong

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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 Sumittra Phromkhuntong Inchai, Chinnawat Satsananan

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A COMPARATIVE STUDY OF MACHINE LEARNING MODEL PERFORMANCE FOR PM2.5 FORECASTING WITH AND WITHOUT PRINCIPAL COMPONENT ANALYSIS Supachai Changphuek, Surat Bualert, Thunyapat Thongyen, Parkpoom Choomanee, Kodchakun Phuangsri

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THE IMPACT OF WORK MOTIVATION, ATTITUDES AND BEHAVIORS OF EMPLOYEES, AND LEADERSHIP STYLE FACTORS TOWARDS ORGANIZATIONAL TRUST IN THE MAIN CONSTRUCTION INDUSTRY IN BANGKOK Supanee Rojanathaweekul, Suthinan Pomsuwan

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DEVELOPMENT OF A MODEL AND PROCEDURES TO ENHANCE THE PROCUREMENT PROCESS OF THE FACULTY OF LAW, SUAN SUNANDHA RAJABHAT UNIVERSITY Suttinee Chairat, Kamonwan Yoowattana

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LEGAL PRINCIPLES OF ORGAN DONATION: A CASE STUDY OF THAILAND'S SYSTEM AND SPAIN'S CROSSOVER DONATION SYSTEM Tattanan Khonglamthan, Chuencheewin Yimfuang, Nichakorn Khonthong

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NOISE IMPACTS OF COMPLEX ROAD STRUCTURES IN URBAN AREAS Thanaphan Suksaard, Surat Bualert, Kittichai Duangmal, Thunyapat Thongyen, Parkpoom Choomanee

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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 Theint TweTar Chan Myae, Suthinan Pomsuwan

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BOARDING STUDENT MANAGEMENT IN CHINESE HIGH SCHOOLS: AN EDUCATION MANAGEMENT PERSPECTIVE Tingyu Huang, Suttipong Boonohadung

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DIFFERENCES LEADING TO DISCRIMINATION: A CASE STUDY OF SERVICE REFUSAL IN THE CONTEXT OF THAI LAW Wannarat Thongkanta, Neungruthai Malee

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TIKTOK: THE CULTURE OF NEW MEDIA AND ITS IMPACT ON PERSONAL DEVELOPMENT AND THE CREATION OF QUALITY WORK Wasana Suridechakul, Chinnawat Satsananan

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THE POWER OF LANGUAGES IN THE CLASSROOM: USING THE WORD “TEST” FOR DEVELOPING HIGH SCHOOL STUDENTS’ LEARNING ACHIEVEMENT AND BEHAVIOUR Wasuthorn Apiwatpong

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EDUCATIONAL MANAGEMENT OF KINDERGARTEN TEACHERS’ INFORMATION LITERACY DEVELOPMENT BASED ON TPACK IN CHINA Xinke Li, Suttipong Boonphadung

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PROMOTING STUDENT WELL-BEING AND MENTAL HEALTH FROM AN EDUCATION MANAGEMENT PERSPECTIVE IN PRIMARY SCHOOLS, JINAN, SHANDONG PROVINCE, CHINA Xinyang Wang, Ganratchakan Lertamornsak

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TEACHER MANAGEMENT INCENTIVE MECHANISMS IN CHINESE VOCATIONAL SCHOOLS Xuefei Yu, Ganratchakan Lertamornsak

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THE IMPACT OF SHORT VIDEO PLATFORM DISSEMINATION ON THE COGNITIVE VALIDITY AMONG YOUNG AUDIENCES OF HUNAN HUAGU OPERA Yang Jiao

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LIFESTYLE, SOCIAL INFLUENCE, AND MARKETING MIX AFFECTING CONSUMERS' BUYING DECISION: A CASE STUDY OF POP MART IN CHINA Yi Li, Chutimavadee Thongjeen

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A SURVEY ON THE CURRENT SITUATION OF INTERNSHIP SATISFACTION AMONG NURSING STUDENTS IN HIGHER VOCATIONAL COLLEGES Yang Yinchao, Thada Siththada

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THE CHALLENGES AND COUNTERMEASURES OF EDUCATIONAL MANAGEMENT IN THE DIGITAL TRANSFORMATION OF KINDERGARTEN Yixiang Li, Nuntiya Noichun

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FACTORS INFLUENCING CONSUMER TRUST: A CASE STUDY OF LUXURY PERFUME BRANDS IN TAIWAN Yuwen Huang, Penjira Kanthawongs

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THE IMPACT OF WORK-LIFE BALANCE ON EMPLOYEE PERFORMANCE Zhang Xuan, Apisit Tungkiatsilp, Naruemon Jituea

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ADAPTIVE MANAGEMENT OF INTERNATIONAL STUDENTS IN THAI PRIVATE SCHOOLS Zhe Yan, Ganratchakan Lertamornsak

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THE IMPACT OF UNIVERSITY MAJOR EXPANSION ON STUDENTS' EMPLOYABILITY: A GOVERNANCE PERSPECTIVE Zhenxi Bai, Thada Siththada

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THE ROLES AND COMPETENCY STANDARDS OF CAREER COUNSELORS IN VOCATIONAL COLLEGES Xiaoling Zhu, Nuntiya Noichun

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