Search results for: Bangkok%20test%20embankments

Authors: Sivapan Choo-In

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This research aims to study the Zinc (Zn) concentration in fine particulate matter on Rajchawithee roadside in rush hour. 30 Samples were collected in Jun to August 2013 by 8 stage non-avaible cascade impactor. Each samples (filter paper) were digest with nitric acid and analyed by atomic absorption spectrophotometer for Zinc determination. The highest value for the mean fraction (18.00 ± 9.28 %) is the size 9.0 – 110.0 micron follow by the range 3.3 – 4.7 micron (14.77 ± 14.66 %) and 1.1 – 2.1 micron (14.01 ± 11.77 %) .The concentration of Zn in the particulate matter of range 0.43 – 0.7 μm, 0.7 – 1.1 μm, 1.1 – 2.1 μm, 2.1 – 3.3 μm, 3.3 – 4.7 μm, 4.7 – 5.8 μm, 5.8 – 9.0 μm, 9.0 – 10.0 μm, were 41.56 – 217.62 μg/m3 (175.86 ± 32.25 μg/m3), 152.60 – 217.24 μg/m3 (187.71 ± 17.42 μg/m3), 142.90 – 214.67 μg/m3 (180.95 ± 18.71 μg/m3), 155.48 – 218.19 μg/m3 (183.22 ± 19.94 μg/m3), 151.72 – 217.39 μg/m3 (181.85 ± 17.57 μg/m3), 133.86 – 220.17 μg/m3 (178.78 ± 23.45 μg/m3), 160.00 – 220.35 μg/m3 (182.58 ± 18.08 μg/m3), 153.30 – 226.70 μg/m3 (181.52 ± 20.05 μg/m3), repectively. The Zn concentration in each size of particulate matter was not statistically significant different (p > .005)

Keywords: air pollution, particulate matter, size distribution, zinc

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Authors: Routsukol Sunalai

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The objectives of this paper were to study current problem of ethics of entrepreneurs in information and communication technology professional, and to build their awareness of ethics, which would be useful as guidance for strengthening professional ethics among them. The study employed quantitative research method in order to analyze relationships or differences found in each ethics factor and report in statistics. The sample of this paper was 300 information technology users of Rajabhat Universities in Bangkok. The findings revealed that the ethics factors which gained the highest and high level of opinion included possessing principles of righteousness, having trust in themselves and others, and respecting different opinions of others and accepting the fact that people of different opinions.

Keywords: communication, ethics, information, entrepreneurs

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Authors: Piyanut Suchit

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The purposes of this study was to investigate students’ satisfaction learning with the web based instruction on the puppet show. The population of this study includes 53 students in the Program of Library and Information Sciences who registered in the subject of Puppet for Assisting Learning Development in semester 2/2011, Suansunandha Rajabhat University, Bangkok, Thailand. The research instruments consist of web based instruction on the puppet show, and questionnaires for students’ satisfaction. The research statistics includes arithmetic mean, and standard deviation. The results revealed that the students reported very high satisfaction with mean = 4.63, SD = 0.52, on the web based instruction.

Keywords: puppet show, web based instruction, satisfaction, Suansunandha Rajabhat University

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Authors: Bovornluck Kuosuwan, Kevin Wongleedee

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The purposes of this research was to study the level of satisfaction of international tourists in five important areas: satisfaction on visiting tourist destinations, satisfaction on tourist images, satisfaction on value for money, satisfaction on service quality, and satisfaction when compared with their expectation. A probability random sampling of 200 inbound tourists was utilized. A questionnaire was used to collect the data and small in-depth interviews were also used to get their opinions about their positive and negative evaluations of their experience travelling in Thailand. The findings revealed that the majority of respondents had a medium level of satisfaction. When examined in detail, the level of satisfaction can be ranked from highest to lowest according to the mean average as follows: visiting tourist destinations, expectations, service quality, tourist image, and value for money.

Keywords: inbound tourists, satisfaction, Thailand, international tourists

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Authors: Phusit Phukamchanoad, Bua Srikos

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Research aimed to study the characteristics of a community in the social, economical and cultural context. This research used interviews and surveys members in Patthana Soi Ranongklang community, Dusit District, Bangkok. The results are as follows: In terms of overall conditions and characteristics, Patthana Soi Ranongklang community is located on the property of Treasury Department. 50 years ago the location of this community consisted of paddy fields with limited convenience in terms of transportation. Rama V Road was only a small narrow road with only three-wheelers and no buses. The majority of community members moved in from Makkhawan Rangsan Bridge. Thus, most community members were either workers or government officials as they were not the owners of the land. Therefore, there were no primary occupations within this 7 acres of the community. The development of the community started in 1981. At present, the community is continuously being developed and modernization is rapidly flowing in. One of the reasons was because main roads were amended, especially Rama V Road that allows more convenient transportation, leading to heightened citizens’ convenience. In terms of the economy and society, the research found out that the development and expansion of Rama V Road cause a change in the conditions of the area and buildings. Some building were improved and changed along the time, as well as the development of new facilities that cause the community members to continually become more materialistic. Jobs within the community started to appear, and areas were improved to allow for new building and housing businesses. The trend of jobs become more in variety, in terms of both jobs at home, such as workers, merchandizing, and small own businesses, and jobs outside the community, which became much more convenient as car drivers are used to the narrow roads inside the community. The location of the community next to Rama V Road also allows helo from government agencies to reach the community with ease. Moreover, the welfare of the community was well taken care of by the community committee. In terms of education, the research found that there are two schools: Wat Pracharabuedham School and Wat Noi Noppakun School, that are providing education within the community. The majority of the community received Bachelor degrees. In areas of culture, the research found that the culture, traditions, and beliefs of people in the community were mainly transferred from the old community, especially beliefs in Buddhism as the majority are Bhuddists. The main reason is because the old community was situated near Wat Makut Kasattriyaram. Therefore, the community members have always had Buddhist temples as the center of the community. In later years, more citizens moved in and bring along culture, traditions, and beliefs with them. The community members also took part in building a Dharma hall named Wat Duang Jai 72 Years Ranong Klang. Traditions that community members adhere to since the establishment of the community are the New Year merit making and Songkran Tradition.

Keywords: social capital, culture, Patthana Soi Ranongklang community, way of life

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Authors: Nawaporn Thongnut

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The objective was to study the process and how to prepare the accounting of the Thai temples and to study the performance and quality in the accounting preparation of the temples in accordance with the regulation. The population was the accountants and individuals involved in the accounting preparation of 17 temples in the suburban Bangkok. The measurement used in this study was questionnaire. The statistics used in the analysis are the descriptive statistic. The data was presented in the form of percentage tables to describe the data on the demographic characteristics. The study found that temple wardens were responsible for the accounting and reporting of the temples. Abbots were to check the accuracy of the accounts in the monasteries. Mostly, there was no account auditing of the monasteries from the outside. The practice when receiving income for most of the monasteries had been keeping financial document in an orderly manner.

Keywords: corporate social responsibility, creating shared value, management accountant’s roles, stock exchange of Thailand

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Authors: Jiraporn Adchariyaprasit

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The aesthetics of language in Thai poetry are emerged from the combination of sounds and meanings. The appreciation of such beauty can be achieved by means of education, acquisition of knowledge, and training. This research aims to study the learning process of aesthetics of language in Thai poetry for high school teachers in Bangkok and nearby provinces. There are 10 samples selected by purposive sampling for in-depth interviews. According to the research, there are four patterns in the learning process of aesthetics of language in Thai poetry which are 1) the study of characteristics and patterns of poetry, 2) the training of poetic reading, 3) the study of social and cultural contexts of poetry’s creation, and 4) the study of other sciences related to poetry such as linguistics, traditional dance, and so on.

Keywords: aesthetics, poetry, Thai poetry, poetry learning

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Authors: Pastraporn Thipayasothorn, Vipawan Tadapratheep, Jintana Nokyoo

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A physical realization of good environmental governance about an environmental principle, educational psychology and architecture in the three King Mongkut's Institutes of Technology, is generated for researching physical environmental factors which related to the good environmental governance, communication between the good environmental governance and a physical environmental, and a physical environmental design policy. Moreover, we collected data by a survey, observation and questionnaire that participants are students of the three King Mongkut's Institutes of Technology, and analyzed a relationship between a building utilization and the good environmental governance awareness. We found that, from the data analysis, a balance and creativity participation which played as the project users and communities of the good governance environmental promotion in the institutes helps the good governance and environmental development in the future.

Keywords: built environment, good governance, environmental governance, physical environmental

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Authors: Mananya Meenakorn

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The purpose of this research is to study the relationship customer perception and brand value of cosmetics in the view of customers in Thailand. The research is quantitative research using the survey method by questionnaire. Data were collected from female cosmetics consumer that residents in Bangkok, aged between 25-55 years. Researchers have determined the size of the sample by using Taro Yamane technic a total of 400 people. The study found the Shiseido cosmetics brand image always come with the new products innovation is in the height level. The average was 3.812, second is Shiseido brand has used innovation to produce the product for 3.792. And brand Shiseido looks luxury with an average of 3.707 respectively. In additional in terms of Lancôme cosmetic brand found the brand image is luxury at the height levels for 4.170 average. The seductive glamor is considered in the moderate with an average of 3.822 respectively.

Keywords: brand image, international fashion dress, values, working women

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Authors: Chitraporn Boonthanom, Pailin Sisookho

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The Sexual Literacy Training Teachers Program (SLTTP) based on sexual health problems in Thai students includes sexual development, sexual hygiene, high-risk behaviors, Sexual Transmitter Infections and HIV/AIDS, unwanted pregnancy, unsafe abortion, and sexual abuse that increase among Thai students. The training aimed at providing teachers with the sexuality knowledge, sexuality information access skills, communication skill to effectively teach in their class. 28 teachers were participated from schools in Bangkok metropolitan and Nakorn Patom province. The result show the mean score of the pre-test was 8.46 (SD=1.77) and the post-test was 10.13 (SD=2.34). The post-training results were found to be higher than pre–training results but not significant. As teachers are increasing the sexual literacy is very important for Thai students.

Keywords: sexual literacy, teachers, training, sexuality education

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Authors: Vichada Chokesikarin

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We propose that the ability to create the business success requires Adversity Quotient (AQ) and Human Capital (HC). The aims of the present study are to investigate adversity quotient, human capital and entrepreneurial success of accommodation entrepreneurs in Pranakorn, Bangkok and to examine the relationship between AQ, HC and Entrepreneurial Success. The participants of this study were 112 entrepreneurs in accommodation business in the Khao San/Grand Palace, the location nearby demonstration area in 2014. Specifically, we focus on higher adversity which provides a measure of one’s perceived capacity to prevail in the face of adversity and the effects of human capital on success. Results indicated that there is significant relationship between human capital and entrepreneurial success, while adversity quotient was found to partially mediate the entrepreneurial success. Moreover, our findings showed that the human capital -experience and skills- are more important than adversity quotient. This suggests that the entrepreneurial success should rely on their skill and experiences.

Keywords: accommodation business, adversity quotient, entrepreneurial success, human capital

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Authors: Chananchida Yuktirat, Nichanant Sermsri

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The objectives of this research were to design and develop foot massage plate from coconut shell. The research investigated on the satisfaction of the users on the developed foot massage plate on 4 aspects; usage, practical in use, safety, and materials & production process. The sample group included 64 people joining the service at Wat Paitan Health Center, Bangkok. The samples were randomly tried on the massage plate and evaluated according to the 4 aspects. The data were analyzed to find mean, percentage, and standard deviation. The result showed that the overall satisfaction was at good level (mean = 3.80). When considering in details, it was found that the subjects reported their highest satisfaction on the practical usage (mean = 4.16), followed by safety (mean = 3.82); then, materials and production process (mean = 3.78). The least satisfaction aspect was on function and usage (mean = 3.45) or moderate level.

Keywords: coconut shell, design, foot massage, foot massage plate

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Authors: Charawee Butbumrung

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This research aim to study the financial service of the Thailand financial Institution, second is to identify "best practices" offered by four financial institutions, namely, Kasikornthai Bank, Bangkok Bank, Siam Commercial Bank, and Thanachart Bank. In-depth interviews with managers of financial institution and borrowers reveal best practices from each financial institution. Close monitoring of and a close relationship with borrowers appear to be important for early detection of any problem. Another aspect that may be important is building up loyalty and developing reliability among members. A close and informal relationship with borrowers may also help in monitoring and early detection of problems that may arise in non-repayment of loans. Other factors that may be considered important to the success of a financial service scheme are cooperation and coordination among various agencies that provide additional support to borrowers. Indirectly, these support systems contribute to the success of a SME in Thailand.

Keywords: best practices, financial service, financial institution, SME in Thailand

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Authors: Panprae Bunyapukkna

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The aim of this study is to: (1) measure the overall attitudes of Thai mobile phone users toward SMS advertisements, and (2) identify demographic factors that affect the overall attitudes toward SMS advertisements of Thai mobile phone users. The sample in this study consists of 100 individuals who possess at least one mobile phone and who either live, work or study in Bangkok. Thirty-three respondents are male, while the other 67 respondents are female. The respondents are aged between 21 years and 45 years old. Convenient sampling technique was used in this study. The results of this study indicate that Thai mobile phone users in general hold negative attitudes toward SMS advertisements, and that negative attitudes prevailed in nearly all different demographic groups. The results also suggest that Thai mobile phone users find SMS advertisements irritating, but are indifferent as to whether SMS ads are informative, credible and entertaining as well.

Keywords: consumer attitudes, credibility, SMS advertising, Thai mobile phone users

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Authors: Sudawan Somjai

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The purpose of this paper was to find an appropriate outsourcing system model for the Thai electrical appliances industry. The objective was to increase competitive capability of the industry with an outsourcing system. The population for this study was the staff in the selected 10 companies in Thai electrical appliances industry located in Bangkok and the eastern part of Thailand. Data collecting techniques included in-depth interviews, focus group and storytelling techniques. The data was collected from 5 key informants from each company, making a total of 50 informants. The findings revealed that an outsourcing model would consist of important factors including outsourcing system, labor flexibility, capability of business process, manpower management efficiency, cost reduction, business risk elimination, core competency and competitiveness. Different suggestions were made as well in this research paper.

Keywords: outsourcing system, model, Thailand, electrical appliances industry

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Authors: Chonlada Choovanichchanon

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This research paper was aimed to investigate a relationship between the customer service marketing mix and the level of customers’ satisfaction from purchasing goods and service from small business around campus, Suan Sunandha Rajabhat University, Bangkok, Thailand. Based on the survey of 200 customers who frequently purchased goods and service around campus, the level of satisfaction for each factor of marketing mix was reached. An accidental random sampling was applied by using questionnaire in collecting the data. The findings revealed that the means values can help to rank these variables from high to low mean as follows: 1) forms and system of service, 2) physical environment of service center, 3) service from staff and employee, 4) product quality and service, 5) market channel and distribution, 6) market price, and 7) market promotion and distribution.

Keywords: service marketing mix, satisfaction, small business, survey

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Authors: Aticha Kwaengsopha, Kevin Wongleedee

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Destination image can cause an increase and decrease in the growth rate of international tourists visiting Thailand. This paper drew upon data collected from an international tourist survey conducted in Bangkok, Thailand during January to March of 2014. The survey was structured primarily to obtain international tourists’ opinions towards the importance of destination image factors that they encountered during their trip in Thailand. A total of 200 respondents were elicited as data input for mean, SD, and t-test. The findings revealed that the overall level of importance of these factors was not very high. The findings also revealed the three most important factors as tourist experience, interesting place, and pleasing destination. In addition, the result for t-test revealed that there was not much effect from gender differences in opinions of the level concerning importance for destination image factors.

Keywords: destination image, international tourists, Thailand, revisit

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Authors: Chantana Insra

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The research objective focuses on creating a prototype media of the tactile texture of muscles for educational institutes to help visually impaired students learn massage extra learning materials further than the ordinary curriculum. This media is designed as an extra learning material. The population in this study was 30 blinded students between 4th - 6th grades who were able to read Braille language. The research was conducted during the second semester in 2012 at The Bangkok School for the Blind. The method in choosing the population in the study was purposive sampling. The methodology of the research includes collecting data related to visually impaired people, the production of the tactile texture media, human anatomy and Thai traditional massage from literature reviews and field studies. This information was used for analyzing and designing 14 tactile texture pictures presented to experts to evaluate and test the media.

Keywords: blind, tactile texture, muscle, visual arts and design

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Authors: Samart Porncharoen, Nisa Pakvilai

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The elevated levels of air pollutants in regional atmospheric environments is a significant problem that affects human health in Thailand, particularly in the Chao Phraya River Basin. Of concern are issues surrounding ambient air pollution such as particulate matter, gaseous pollutants and more specifically concerning air pollution along the river. Therefore, the spatio-temporal study of air pollution in this real environment can gain more accurate air quality data for making formalized environmental policy in river basins. In order to inform such a policy, a study was conducted over a period of January –December, 2015 to continually collect measurements of various pollutants in both urban and regional locations in the Chao Phraya River Basin. This study investigated the air pollutants in many diverse environments along the Chao Phraya River Basin, Thailand in 2015. Multivariate Analysis Techniques such as Principle Component Analysis (PCA) and Path analysis were utilised to classify air pollution in the surveyed location. Measurements were collected in both urban and rural areas to see if significant differences existed between the two locations in terms of air pollution levels. The meteorological parameters of various particulates were collected continually from a Thai pollution control department monitoring station over a period of January –December, 2015. Of interest to this study were the readings of SO2, CO, NOx, O3, and PM10. Results showed a daily arithmetic mean concentration of SO2, CO, NOx, O3, PM10 reading at 3±1 ppb, 0.5± 0.5 ppm, 30±21 ppb, 19±16 ppb, and 40±20 ug/m3 in urban locations (Bangkok). During the same time period, the readings for the same measurements in rural areas, Ayutthaya (were 1±0.5 ppb, 0.1± 0.05 ppm, 25±17 ppb, 30±21 ppb, and 35±10 ug/m3respectively. This show that Bangkok were located in highly polluted environments that are dominated source emitted from vehicles. Further, results were analysed to ascertain if significant seasonal variation existed in the measurements. It was found that levels of both gaseous pollutants and particle matter in dry season were higher than the wet season. More broadly, the results show that levels of pollutants were measured highest in locations along the Chao Phraya. River Basin known to have a large number of vehicles and biomass burning. This correlation suggests that the principle pollutants were from these anthropogenic sources. This study contributes to the body of knowledge surrounding ambient air pollution such as particulate matter, gaseous pollutants and more specifically concerning air pollution along the Chao Phraya River Basin. Further, this study is one of the first to utilise continuous mobile monitoring along a river in order to gain accurate measurements during a data collection period. Overall, the results of this study can be used for making formalized environmental policy in river basins in order to reduce the physical effects on human health.

Keywords: air pollution, Chao Phraya river basin, meteorology, seasonal variation, principal component analysis

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Authors: Tatsanawalai Utarasakul, Ch. Hirannukhrao

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The purpose of this research was to investigate the appropriate guidelines for promoting manuscript publication of the academic staff in Faculty of Science and Technology, Suan Sunandha Rajabhat University (SciSSRU). Data were collected from 88 academic staff of SciSSRU. The qualitative approach and knowledge management were used to determine the guidelines for promoting manuscript publication. In addition, TUNA Model was applied in order to follow the process of knowledge management. Simplified techniques were presented and shared with academic staff in the Knowledge Management exhibition, brochure, and websites. The result of this study revealed that, the comparison of number of manuscript publication of academic staff between academic year 2012 and 2013 is rapidly increasing for 60 percentages.

Keywords: knowledge management, articles, publication, academic staff

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Authors: Samantha Jeffries, Chontit Chuenurah

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Thailand incarcerates the largest number of women and has the highest female incarceration rate in South East Asia. Since the 1990s, there has been a substantial increase in the number, rate and proportion of women imprisoned. Thailand places a high priority on the gender specific contexts out of which offending arises and the different needs of women in the criminal justice system. This is manifested in work undertaken to guide the development of the United Nations Rules for the Treatment of Women Prisoners and Non-Custodial Measures for Women Offenders (the Bangkok Rules); adopted by the United Nations General Assembly in 2010. The Bangkok Rules make a strong statement about Thailand’s recognition of and commitment to the fair and equitable treatment of women throughout their contact with the criminal justice system including at sentencing and in prison. This makes the comparatively high use of imprisonment for women in Thailand particularly concerning and raises questions about the relationship between gender, crime and criminal justice. While there is an extensive body of research in Western jurisdictions exploring women’s pathways to prison, there is a relative dearth of methodologically robust research examining the possible gendered circumstances leading to imprisonment in Thailand. In this presentation, we will report preliminary findings from a qualitative study of women’s pathways to prison in Thailand. Our research aims were to ascertain: 1) the type, frequency, and context of criminal behavior that led to women’s incarceration, 2) women’s experiences of the criminal justice system, 3) the broader life experiences and circumstances that led women to prison in Thailand. In-depth life history interviews (n=77) were utilized to gain a comprehensive understanding of women’s journeys into prison. The interview schedule was open-ended consisting of prisoner responses to broad discussion topics. This approach provided women with the opportunity to describe significant experiences in their lives, to bring together distinct chronologies of events, and to analyze links between their varied life experiences, offending, and incarceration. Analyses showed that women’s journey’s to prison take one of eight pathways which tentatively labelled as follows, the: 1) harmed and harming pathway, 2) domestic/family violence victimization pathway, 3) drug connected pathway, 4) street woman pathway, 5) economically motivated pathway, 6) jealousy anger and/or revenge pathway, 7) naivety pathway, 8) unjust and/or corrupted criminal justice pathway. Each will be fully discussed during the presentation. This research is significant because it is the first in-depth methodologically robust exploration of women’s journeys to prison in Thailand and one of a few studies to explore gendered pathways outside of western contexts. Understanding women’s pathways into Thailand’s prisons is crucial to the development of effective planning, policy and program responses not only while women are in prison but also post-release. To best meet women’s needs in prison and effectively support their reintegration, we must have a comprehensive understanding of who these women are, what offenses they commit, the reasons that trigger their confrontations with the criminal justice system and the impact of the criminal justice system on them.

Keywords: pathways, prison, women, Thailand

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Authors: Punrapha Praditpong, Surangkana Pipatchokchaiyo

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The objectives of this study were to study the consumer behavior of the Baby boomers, the X & the Y generation towards Online Travel Agents in purchasing tourism-related products and services. The research methodology of this research used the quantitative study and the sample size consisted of 400 questionnaires in five districts of Bangkok. The data was analyzed by frequency, percentage, mean and SD. Moreover, all the hypotheses were tested by One-Way ANOVA and Pearson-Correlation statistics. The research findings were as follows: 1) There were significant effects to the purchasing decision making process towards purchasing tourism related products and services via OTAs; 2) There were different consumer behaviors from the Baby boomers, the X generation and the Y generation towards purchasing tourism related products and services via OTAs, which are explained in detail in finding. The research offers a discussion and presents some recommendations for the OTA websites.

Keywords: consumer behavior, online travel agent, x generations, y generations

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Authors: P. Chonsin, N. Neelapaichit, N. Piaseu

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This household survey aimed to describe food behaviors and nutritional status of households in suburb nearby Bangkok, Thailand. Through convenience sampling, sample included 187 food providers from 125 households in three communities. Data were collected by structured interview and nutritional assessment. Results revealed that majority of the sample were female (68.4 %), aged between 18 to 91 years. The households selected raw foods concerning quality as the first priority (46.5%), cooking for their family members as 91.2%, using seasonings as 71.2%. The most favorite tastes were sweet (19.8%), salty (20.3%), and fatty (1.6%). Food related health problems were hypertension (40.1%), diabetes (26.7%), and dyslipidemia (19.3%). Approximately half of the overall samples (55.1%) and the sample with hypertension (84.5%) had excessive body mass index (BMI). Moreover, one-fourth of the sample with hypertension (25.3%) had salty food preference. Results suggest approaches to promote behavioral modification for sodium reduction particularly in food providers of households with hypertension and excessive BMI.

Keywords: food behavior, nutrition status, household, suburb

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Authors: Kanyarat Bussaban, Siriporn Poolsuwan

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This study is conducted with the objective to prove how the distorted distribution of welfare affects the quality of school-age children lives differently in the case of an urban community in Bangkok. 334 samples are households from Suan Oi and Ratchapatubtim communities. The study of sample communities found the difference between two community areas that are close. The people of Suan Oi community are economically better off people than the people of the Ratchapatubtim community. They share the benefits of using most services except the welfare of a child’s education. The resulting analysis of the variability in quality of life of the school age children indicate that heads of the households are women looking for quality of life benefits when the compulsory school age is less. A study of the two communities suggests that the inequality in income distribution currently affects the quality of life of school-age children.

Keywords: inequality, income distribution, quality of school-age children lives, welfare state

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Authors: Isari Pairoa, Proud Arunrangsiwed

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Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: brand mascot, consumers’ behavior, marketing communication, purchasing

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Authors: Chantana Insra

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The research “Buddha Images in Mudras Representing Days of a Week: Tactile Texture Design for the Blind” aims to provide original tactile format to institutions for the blind, as supplementary textbooks, to accumulate Buddhist knowledge, so that it could be extracurricular learning. The research studied on 33 students with both total and partial blindness, the latter with the ability to read Braille’s signs, of elementary 4 – 6, who are pursuing their studies on the second semester of the academic year 2013 at Bangkok School for the Blind. The researcher opted samples specifically, studied data acquired from both documents and fieldworks. Those methods must be related to the blind, tactile format production, and Buddha images in mudras representing days of a week. Afterwards, the formats will be analyzed and designed so that there would be 8 format pictures of Buddha images in mudras representing days of the week. Experts will next evaluate the media and try out.

Keywords: blind, tactile texture, Thai Buddha images, Mudras, texture design

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Authors: Wanida Suwunniponth

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The objectives of this research paper was to study the influencing factors that contributed the willingness of consumers to purchase products online included quality of website, perceived ease of use, perceived usefulness, trust on online purchases, attitude towards online shopping and intentions to online purchases. The research was conducted in both quantitative and qualitative methods, by utilizing both questionnaire and in-depth interview. A questionnaire was used to collect data from 350 consumers who had online shopping experiences in Bangkok, Thailand. Statistics utilized in this research included descriptive statistics and path analysis. The findings revealed that the factors concerning with quality of website, perceived ease of use and perceived usefulness played an influence on trust in online shopping. Trust also played an influence on attitude towards online purchase, whereas trust and attitude towards online purchase manipulated the intention of online purchase.

Keywords: e-commerce, intention, online shopping, TAM, technological acceptance model

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Authors: Silumpa Suboonsan, Suwat Pattaramalai

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In this paper, the performance of internet usage by using Vertical Handover (VHO) between cellular network and wireless local area network (WLAN) on Silom line Bangkok Mass Transit System (BTS) is evaluated. In the evaluation model, there is the WLAN on every BTS station and there are cellular base stations along the BTS path. The maximum data rates for cellular network are 7.2, 14.4, 42, and 100Mbps and for WLAN are 54, 150, and 300Mbps. The simulation are based on users using internet, watching VDOs and browsing web pages, on the BTS train from first station to the last station (full time usage) and on the BTS train for traveling some number of stations (random time). The results shows that VHO system has throughput a lot more than using only cellular network when the data rate of WLAN is more than one of cellular network. Lastly, the number of watching HD VDO and Full HD VDO is higher on VHO system on both regular time and rush hour of BTS travelling.

Keywords: vertical handover, WLAN, cellular, silom line BTS

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Authors: Bundit Pungnirund

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This research aimed to investigate the relationship between attitude towards marketing mix, brand image and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation analysis were used to analyze data. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the brand image of the low cost airline including the characteristics of organization, service quality and company identity had related to the consumer behavior on duration of service, frequency of service and cost of service at the significant statistically acceptable levels.

Keywords: brand image, consumer behavior, low-cost airline, marketing mix

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Authors: Thawtar Htun, Kim N. Irvine, Ranjna Jindal

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This study aimed at modelling the wastewater collection system in Cha-Am Municipality using PCSWMM to investigate the quantity of combined sewage delivered to the aeration lagoon treatment system (ALTS). Cha-Am is a small sea resort town in Petchaburi Province located about 175 km southwest of Bangkok and is facing increasing development so it is important to understand current system performance and plan for future build out. PCSWMM was calibrated using observed ALTS inflow data for the period 15 June to 20 July 2015. The model was validated using observed ALTS inflow data for the periods 19 July to 20 October 2015 and 1 October to 31 December 2015, respectively. The 1:1 lines between modeled and observed peak flow and event volume for the calibration events qualitatively showed good correspondence. The r2 values between modeled and observed peak flow (99%) and event volume (89%) also were strong.

Keywords: combined sewer system, mathematical modelling, PCSWMM, wastewater collection system

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