Search results for: Northeast Thailand

Authors: Kettawa Boonprakarn, Jedsarid Sangkaphan, Bejapornd Deekhuntod, Nuntharat Suriyo

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This study aimed to investigate the existence of field corn networks on the Thailand-Burma border under the patron-client contract farming system. The data of this qualitative study were collected through in-depth interviews with nine key informants.

The results of the study revealed that the existence of the field corn networks was associated with the relationship where farmers had to share their crops with protectors in the areas under the influence of the KNU (Karen National Union) and the DKBA (Democratic Karen Buddhist Army) or Burmese soldiers. A Mae Liang, the person who starts a network has a connection with a Thaokae, Luk Rai Hua Chai or the head of a group of farmers, and farmers. They are under the patron-client system with trust and loyalty that enable the head of the group and the farmers in the Burma border side to remain under the same Mae Liang even though the business has been passed down to later generations.

Keywords: Existence, field-corn networks, patron-client system, contract farming.

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Authors: Kanokrat Makkwao, Tassanee Prueksasit

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This study aimed to investigate PM₁₀ emitted from different limestone mines in Saraburi province, Thailand. The blasting and crushing were the main processes selected for PM₁₀ sampling. PM₁₀ was collected in two mines including, a limestone mine for cement manufacturing (mine A) and a limestone mine for construction (mine B). The IMPACT samplers were used to collect PM₁₀. At blasting, the points aligning with the upwind and downwind direction were assigned for the sampling. The ranges of PM₁₀ concentrations at mine A and B were 0.267-5.592 and 0.130-0.325 mg/m³, respectively, and the concentration at blasting from mine A was significantly higher than mine B (p < 0.05). During crushing at mine A, the PM₁₀ concentration with the range of 1.153-3.716 and 0.085-1.724 mg/m³ at crusher and piles in respectively were observed whereas the PM₁₀ concentration measured at four sampling points in mine B, including secondary crusher, tertiary crusher, screening point, and piles, were ranged 1.032-16.529, 10.957-74.057, 0.655-4.956, and 0.169-1.699 mg/m³, respectively. The emission of PM₁₀ concentration at the crushing units was different in the ranges depending on types of machine, its operation, dust collection and control system, and environmental conditions.

Keywords: Blasting, crushing, limestone mines, PM10 concentration.

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Authors: Thaniya Kaosol, Narumol Sohgrathok

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In this paper, a Biochemical Methane Potential (BMP) test provides a measure of the energy production potential from codigestion between the frozen seafood wastewater and the decanter cake. The experiments were conducted in laboratory-scale. The suitable ratio of the frozen seafood wastewater and the decanter cake was observed in the BMP test. The ratio of the co-digestion between the frozen seafood wastewater and the decanter cake has impacts on the biogas production and energy production potential. The best performance for energy production potential using BMP test observed from the 180 ml of the frozen seafood wastewater and 10 g of the decanter cake ratio. This ratio provided the maximum methane production at 0.351 l CH4/g TCODremoval. The removal efficiencies are 76.18%, 83.55%, 43.16% and 56.76% at TCOD, SCOD, TS and VS, respectively. The result can be concluded that the decanter cake can improve the energy production potential of the frozen seafood wastewater. The energy provides from co-digestion between frozen seafood wastewater and decanter cake approximately 19x109 MJ/year in Thailand.

Keywords: Frozen seafood wastewater, decanter cake, biogas, methane, BMP test.

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Authors: Thanapol Wisuttikul, Choochart Haruechaiyasak, Santipong Thaiprayoon

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Thailand has evolved many unique culture and knowledge, and the leading is the Thai traditional medicine (TTM). Recently, a number of researchers have tried to save this indigenous knowledge. However, the system to do so has still been scant. To preserve this ancient knowledge, we therefore invented and integrated multi-linguistic techniques to create the system of the collected all of recipes. This application extracted the medical recipes from antique scriptures then normalized antiquarian words, primitive grammar and antiquated measurement of them to the modern ones. Then, we applied ingredient-duplication-calculation, proportion-similarity-calculation and score-ranking to examine duplicate recipes. We collected the questionnaires from registrants and people to investigate the users’ satisfaction. The satisfactory results were found. This application assists not only registrants to validating the copyright violation in TTM registration process but also people to cure their illness that aids both Thai people and all mankind to fight for intractable diseases.

Keywords: Medicine Registration, Search Engine, Text Approximation, Traditional Medicine.

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Authors: B. Thanasansomboon, S. Choemprayong, N. Parinyanitikul, U. Tanlamai

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Being diagnosed with metastatic breast cancer, the patients as well as their caretakers are affected physically and mentally. Although the medical systems in Thailand have been attempting to improve the quality and effectiveness of the treatment of the disease in terms of physical illness, the success of the treatment also depends on the quality of mental health. Metastatic breast cancer patients have found that social support is a key factor that helps them through this difficult time. It is recognized that social support in different dimensions, including emotional support, social network support, informational support, instrumental support and appraisal support, are contributing factors that positively affect the quality of life of patients in general, and it is undeniable that social support in various forms is important in promoting the quality of life of metastatic breast patients. However, previous studies have not been dedicated to investigating their quality of life concerning affective, cognitive, and behavioral outcomes. Therefore, this study aims to develop integrated social support through social networks to improve the quality of life of metastatic breast cancer patients in Thailand.

Keywords: Social support, metastatic breast cancer, quality of life, social network.

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Authors: Negar Banan, Mohd Talib Latif

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This study investigated the relationship between urban and rural ozone concentrations and quantified the extent to which ambient rural conditions and the concentrations of other pollutants can be used to predict urban ozone concentrations. The study describes the variations of ozone in weekday and weekends as well as the daily maximum recorded at selected monitoring stations. The results showed that Putrajaya station had the highest concentrations of O3 on weekend due the titration of NO during the weekday. Additionally, Jerantut had the lowest average concentration with a reading value high on Wednesdays. The comparisons of average and maximum concentrations of ozone for the three stations showed that the strongest significant correlation is recorded in Jerantut station with the value R2= 0.769. Ozone concentrations originating from a neighbouring urban site form a better predictor to the urban ozone concentrations than widespread rural ozone at some levels of temporal averaging. It is found that in urban and rural of Malaysian peninsular, the concentration of ozone depends on the concentration of NOx and seasonal meteorological factors. The HYSPLIT Model (the northeast monsoon) showed that the wind direction can also influence the concentration of ozone in the atmosphere in the studied areas.

Keywords: Ozone, Hysplit model, Weekend effect, Daily Average and Daily maximum, Malaysia

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Authors: Anunya Thanasrisuebwong

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This research paper aimed to find out how was the ethical climate in an organization and job performance satisfaction of employees affected employees’ engagement and commitment by using the case study of PTT Exploration and Production Public Company Limited, Thailand. The population of this research was 4,383 Thai employees of PTTEP, Thailand. From a total of 420 questionnaires sent out, 345 respondents replied. The statistics utilized was mean score and Multiple Regression Analysis. The findings revealed that the respondents had opinion towards ethical climate of their organization, job performance satisfaction and organization engagement and commitment at a high level. The test of hypothesis disclosed the determinant attributes of job performance satisfaction that affected the respondents’ overall level of organization engagement and commitment. The set of these determinant attributes consisted of employees’ responsibilities for duties, organization’s policies and practice, relationship with organization’s commanders, work security and stability, job description, career path and relationship with colleagues. These variables were able to predict the employees’ organization engagement and commitment at 50.6 percent.

Keywords: Ethical Climate in Organization, Job Performance Satisfaction, Organization Engagement and Commitment.

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Authors: Kawpong Polyorat, Nathamon Buaprommee

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Because of the outbreak of mad cow disease and bird flu, consumers have become more concerned with quality and safety of meat and poultry. As a consequence, meat traceability has been implemented as a tool to raise the standard in the meat production industry. In Thailand, while traceability is relatively common among the manufacturer-wholesaler-retailers cycle, it is rarely used as a marketing tool specifically designed to persuade consumers who are the actual meat endusers. Therefore, the present study attempts to understand what influences consumers to spread their words-of-mouth (WOM) regarding meat with traceability by conducting a study in Thailand where research in this area is rather scant. Data were collected from one hundred and sixty-seven consumers in the northeastern region and analyzed with SEM. The study results reveal that perceived usefulness of traceability system, social norms, and product class knowledge are significant antecedents where consumers spread positive words regarding meat with traceability system. A number of theoretical and managerial implications as well as future study directions are offered at the end of this study report.

Keywords: Perceived usefulness, product knowledge, social norms, traceability, word-of-mouth,

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Authors: Prateep Wajeetongratana

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This study investigates the management accountant’s roles that link with the creation of corporate shared value to enable more effective decision-making and improve the information needs of stakeholders. Mixed method is employed to collect using triangulation for credibility. A quantitative approach is employed to conduct a survey of 200 Thai companies providing annual reports in the Stock Exchange of Thailand. The results of the study reveal that environmental and social data incorporated in a corporate social responsibility (CSR) disclosure are based on the indicators of the Global Reporting Initiatives (GRI) at a statistically significant level of 0.01. Environmental and social indicators in CSR are associated with environmental and social data disclosed in the annual report to support stakeholders’ and the public’s interests that are addressed and show that a significant relationship between environmental and social in CSR disclosures and the information in annual reports is statistically significant at the 0.01 level.

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

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Authors: P. Waiyawuththanapoom, P. Tirastittam

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Thailand is the agriculture country as the weather and geography are suitable for agriculture environment. In 2011, the quantity of exported fresh vegetable was 126,069 tons which valued 117.1 million US dollars. Although the fresh vegetable has a high potential in exporting, there also have a lack of knowledge such as chemical usage, land usage, marketing and also the transportation and logistics. Nakorn Pathom province is the area which the farmer and manufacturer of fresh vegetable located. The objectives of this study are to study the basic information of the local fresh vegetable farmers in Nakorn Pathom province, to study the factor which effects the management of the fresh vegetable supply chain in Nakorn Pathom province and to study the problems and obstacle of the fresh vegetable supply chain in Nakorn Pathom province. This study is limited to the flow of the Nakorn Pathom province fresh vegetable from the farmers to the country which import the vegetable from Thailand. The populations of this study are 100 local farmers in Nakorn Pathom province. The result of this study shows that the key process of the fresh vegetable supply chain is in the supply sourcing process and manufacturing process.

Keywords: Exporting, Fresh Vegetable, Nakorn Pathom Province, Supply Chain.

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Authors: Saowaluk Sikiwat, Mayuree Pumipaiboon, Sutee Kaewsangiem, Mayuva Areekijseree

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The problem on the conservation programme of the Royal Thai Navy Sea Turtle Nursery, Phang-nga Province, Thailand is high mortality rate of juvenile green sea turtle (Cheloniamydas) on nursing period. So, during May to October 2012, postmortem examinations of juvenile green sea turtle were performed to determine the causes of dead. Fresh tissues of postmortem of 15 juvenile green sea turtles (1-3 months old) were investigated using paraffin section technique. The results showed normal ultrastructure of all tissue organs. These instances reviewed the health and stability of the environments in which juvenile green sea turtles live and concern for the survival rate. The present article also provides guidance for a review of the biology, guidelines for appropriate postmortem tissue, normal histology and sampling collection and procedures. The data also provides information for conservation of this endangered species in term of acknowledging and encouraging people to protect the animals and their habitats in nature.

Keywords: Green sea turtles (Cheloniamydas), histology, juvenile sea turtles

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Authors: Godwin A. Otogo, Sansanee Wangvoralak, Graham J. Pierce, Lee C. Hastie, Beth Scott

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The squid Loligo forbesii is suspected to be an important species in marine food webs, as it can strongly impact its prey and be impacted upon by predation, competition, fishing and/or climate variability. To quantify these impacts in the food web, the measurement of its trophic position and ecological role within well-studied ecosystems is essential. An Ecopath model was balanced and run for the Moray Firth ecosystem and was used to investigate the significance of this squid’s trophic roles. The network analysis routine included in Ecopath with Ecosim (EwE) was used to estimate trophic interaction, system indicators (health condition and developmental stage) and food web features. Results indicated that within the Moray Firth squid occupy a top trophic position in the food web and also a major prey item for many other species. Results from Omnivory Index (OI) showed that squid is a generalized feeder transferring energy across wide trophic levels and is more important as a predator than that as a prey in the Moray Firth ecosystem. The results highlight the importance of taking squid into account in the management of Europe’s living marine resources.

Keywords: Ecopath, Loligo forbesii, moray firth, squid, trophic-level.

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Authors: Nattapol Pourprasert

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This study has an objective to analyze foreign policy of member states in globalization current, aiming to answer that the foreign policy of member states have been changed or remained the same and there are any factors affecting changing of foreign policy of the member states. From the study results, it is found that the foreign policy of Thailand is a friendly foreign policy with all states. The policy of Indonesia is more opened because of a change in leader, allowing more democratic development in the country; the government has proceeded with friendly foreign policy with the states in order to bring funds into the state. The foreign policy of Malaysia is not much changed as there is no changing in the leader; the policy of Malaysia has reconciled relations with main city of Indian and Chinese residing in the country in order to bring investments into the country and to relieve tensions in the country. The foreign policy of the Philippines has proceeded with policy under the ASEAN framework and emphasized on international Islam communities. The foreign policy of Singapore has the least changed as the Singapore's policy focuses on internal trade since the state was found. As for the foreign policy of Brunei Darussalam, Brunei has a little role in the international stage; the state having closest relationship as from the view of history is Singapore as the Singaporean has invested in retailing business in Brunei. The foreign policy of Vietnam has emphasized on an omnidirectional foreign policy in order to compete with several states in global stage. The foreign policy of Myanmar has proceeded with a friendly foreign policy with all ASEAN member states, the East-west Corridor transportation line from Myanmar through Thailand and Lao to Vietnam has been developed. As for the foreign policy of Lao, In 2001, the Thai government and Lao government held a discussion which Thailand reaffirmed the position not to support the anti-Lao group. The foreign policy of Cambodia has proceeded with more openness, having good relation with China, Russia and USA as these states has invested in the state, especially the US company.

Keywords: Globalization, Public Policy Analysis, Foreign Policy, ASEAN Member States.

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Authors: Manirath Wongsim, Pawornprat Hongsakon

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Information Quality (IQ) has become a critical, strategic issue in Accounting Information Systems (AIS) adoption. In order to implement AIS adoption successfully, it is important to consider the quality of information use throughout the adoption process, which seriously impacts the effectiveness of AIS adoption practice and the optimisation of AIS adoption decisions. There is a growing need for research to provide insights into issues and solutions related to IQ in AIS adoption. The need for an integrated approach to improve IQ in AIS adoption, as well as the unique characteristics of accounting data, demands an AIS adoption specific IQ framework. This research aims to explore ways of managing information quality and AIS adoption to investigate the relationship between the IQ issues and AIS adoption process. This study has led to the development of a framework for understanding IQ management in AIS adoption. This research was done on 44 respondents as ten organisations from manufacturing firms in Thailand. The findings of the research’s empirical evidence suggest that IQ dimensions in AIS adoption to provide assistance in all process of decision making. This research provides empirical evidence that information quality of AIS adoption affect decision making and suggests that these variables should be considered in adopting AIS in order to improve the effectiveness of AIS.

Keywords: Information quality, information quality dimensions, accounting information systems, accounting Information system adoption.

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Authors: Ninlawat Phuangchoke, Waraporn Viyanon, Setta Sasananan

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The most important process of the water treatment plant process is coagulation, which uses alum and poly aluminum chloride (PACL). Therefore, determining the dosage of alum and PACL is the most important factor to be prescribed. This research applies an artificial neural network (ANN), which uses the Levenberg–Marquardt algorithm to create a mathematical model (Soft Jar Test) for chemical dose prediction, as used for coagulation, such as alum and PACL, with input data consisting of turbidity, pH, alkalinity, conductivity, and, oxygen consumption (OC) of the Bangkhen Water Treatment Plant (BKWTP), under the authority of the Metropolitan Waterworks Authority of Thailand. The data were collected from 1 January 2019 to 31 December 2019 in order to cover the changing seasons of Thailand. The input data of ANN are divided into three groups: training set, test set, and validation set. The coefficient of determination and the mean absolute errors of the alum model are 0.73, 3.18 and the PACL model are 0.59, 3.21, respectively.

Keywords: Soft jar test, jar test, water treatment plant process, artificial neural network.

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Authors: T. Prommi, P. Thamsenanupap

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The influence of physicochemical water quality parameters on the abundance and diversity of caddisfly larvae was studied in seven sampling stations in Mae Tao and Mae Ku watersheds, Mae Sot District, Tak Province, northern Thailand. The streams: MK2 and MK8 as reference site, and impacted streams (MT1-MT5) were sampled bi-monthly during July 2011 to May 2012. A total of 4,584 individual of caddisfly larvae belonging to 10 family and 17 genera were found. The larvae of family Hydropsychidae were the most abundance, followed by Philopotamidae, Odontoceridae, and Leptoceridae, respectively. The genus Cheumatopsyche, Hydropsyche, and Chimarra were the most abundance genera in this study. Results of CCA ordination showed the total dissolved solids, sulfate, water temperature, dissolved oxygen and pH were the most important physicochemical factors to affect distribution of caddisflies communities. Changes in the caddisfly fauna may indicate changes in physicochemical factors owing to agricultural pollution, urbanization, or other human activities. Results revealed that the order Trichoptera, identified to species or genus, can be potentially used to assess environmental water quality status in freshwater ecosystems.

Keywords: Caddisfly larvae, environmental variables, diversity, streams.

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Authors: Alvaro J. P. Ramos, Wellington S. Mota, Yendys S. Dantas

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This paper analyses the torsional efforts in gas turbine-generator shafts caused by high speed automatic reclosing of transmission lines. This issue is especially important for cases of three phase short circuit and unsuccessful reclosure of lines in the vicinity of the thermal plant. The analysis was carried out for the thermal plant TERMOPERNAMBUCO located on Northeast region of Brazil. It is shown that stress level caused by lines unsuccessful reclosing can be several times higher than terminal three-phase short circuit. Simulations were carried out with detailed shaft torsional model provided by machine manufacturer and with the “Alternative Transient Program – ATP" program [1]. Unsuccessful three phase reclosing for selected lines in the area closed to the plant indicated most critical cases. Also, reclosing first the terminal next to the gas turbine gererator will lead also to the most critical condition. Considering that the values of transient torques are very sensible to the instant of reclosing, simulation of unsuccessful reclosing with statistics ATP switch were carried out for determination of most critical transient torques for each section of the generator turbine shaft.

Keywords: Torsional Efforts, Thermal Machine, GasTurbine, Automatic Reclosing.

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Authors: Poom Thiparpakul, Tanat Jiravansirikul, Pakpoom Thongsari

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This study explores the design of electric vehicle (EV) dashboards with a focus on user interaction. Findings from a Thai sample reveal a preference for physical buttons over touch interfaces due to their immediate feedback. Touchscreens lack this assurance, leading to potential uncertainty. Users' smartphone experiences create a learning curve that does not translate well to in-car touch systems. Gender-wise, females exhibit slightly longer decision times. Designing EV dashboards should consider these factors, prioritizing user experience while avoiding overreliance on smartphone principles. A successful example is Subaru XV's design, which calculates screen angles and button positions for targeted users. In summary, EV dashboards should be intuitive, minimize touch dependency, and accommodate user habits. Balancing modernity with functionality can enhance driving experiences while ensuring safety. A user-centered approach, acknowledging gender differences, will yield efficient and safe driving environments.

Keywords: User Experience Design, User Experience, Electric Vehicle, Dashboard Design, Thailand driver.

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Authors: A. Rawangpai, B. Maraungsri, N. Chomnawang

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This paper presents the experimental results on artificial ageing test of 22 kV XLPE cable for distribution system application in Thailand. XLPE insulating material of 22 kV cable was sliced to 60-70 μm in thick and was subjected to ac high voltage at 23 Ôùª C, 60 Ôùª C and 75 Ôùª C. Testing voltage was constantly applied to the specimen until breakdown. Breakdown voltage and time to breakdown were used to evaluate life time of insulating material. Furthermore, the physical model by J. P. Crine for predicts life time of XLPE insulating material was adopted as life time model and was calculated in order to compare the experimental results. Acceptable life time results were obtained from Crine-s model comparing with the experimental result. In addition, fourier transform infrared spectroscopy (FTIR) for chemical analysis and scanning electron microscope (SEM) for physical analysis were conducted on tested specimens.

Keywords: Artificial accelerated ageing test, XLPE cable, distribution system, insulating material, life time, life time model

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Authors: Phatthanan Chaiyabut

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The purposes of this research were to identify the perception of customers towards Krung Thai Bank’s image and to understand the customer attitude towards Krung Thai Bank’s image in Bangkok, Thailand. This research utilized quantitative approach and used questionnaire as data collection tool. A sample size of 420 respondents was selected by simple random sampling. The findings revealed that the majority of respondents received information, news, and feeds concerning the bank through televisions the most. This information channel had significantly influenced on the customers and their decisions to utilize the bank’s products and services.

From the information concerning the attitudes towards overall image of the bank, it was found that the majority respondents rated the bank’s image at the good level. The top three average attitudes included the bank’s images in supports government's monetary policies, being renowned and stable, and contributing in economical amendments and developments, with the mean average of 4.01, 3.96 and 3.81 respectively. The attitudes toward the images included a business leader in banking, marketing, and competitions. Offering prompt services, and provided appropriate servicing time were rated moderate with the attitudes of 3.36 and 3.30 respectively.

Keywords: Attitude, Image, Krung Thai bank, Perception.

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Authors: Toby Gibbs, Suwaree Yordchim

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This research analyzes factors affecting the success of Litecoin Value within Thailand and develops a guideline for selfreliance for effective business implementation. Samples in this study included 119 people through surveys. The results revealed four main factors affecting the success as follows: 1) Future Career training should be pursued in applied Litecoin development. 2) Didn't grasp the concept of a digital currency or see the benefit of a digital currency. 3) There is a great need to educate the next generation of learners on the benefits of Litecoin within the community. 4) A great majority didn't know what Litecoin was. The guideline for self-reliance planning consisted of 4 aspects: 1) Development planning: by arranging meet up groups to conduct further education on Litecoin and share solutions on adoption into every day usage. Local communities need to develop awareness of the usefulness of Litecoin and share the value of Litecoin among friends and family. 2) Computer Science and Business Management staff should develop skills to expand on the benefits of Litecoin within their departments. 3) Further research should be pursued on how Litecoin Value can improve business and tourism within Thailand. 4) Local communities should focus on developing Litecoin awareness by encouraging street vendors to accept Litecoin as another form of payment for services rendered.

Keywords: Litecoin, Mining, Confirmations.

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Authors: B. Marungsri, S. Boonpoke, A. Rawangpai, A. Oonsivilai, C. Kritayakornupong

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This study describes analysis of tower grounding resistance effected the back flashover voltage across insulator string in a transmission system. This paper studies the 500 kV transmission lines from Mae Moh, Lampang to Nong Chok, Bangkok, Thailand, which is double circuit in the same steel tower with two overhead ground wires. The factor of this study includes magnitude of lightning stroke, and front time of lightning stroke. Steel tower uses multistory tower model. The assumption of studies based on the return stroke current ranged 1-200 kA, front time of lightning stroke between 1 μs to 3 μs. The simulations study the effect of varying tower grounding resistance that affect the lightning current. Simulation results are analyzed lightning over voltage that causes back flashover at insulator strings. This study helps to know causes of problems of back flashover the transmission line system, and also be as a guideline solving the problem for 500 kV transmission line systems, as well.

Keywords: Tower grounding resistance, back flashover, multistory tower model, lightning stroke current.

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Authors: Toby Gibbs, Suwaree Yordchim

Abstract:

This research analyzes factors affecting the success of Bitcoin Value within Thailand and develops a guideline for self-reliance for effective business implementation. Samples in this study included 121 people through surveys. The results revealed four main factors affecting the success as follows: 1) A great majority didn't know what Bitcoin was. 2) Didn't grasp the concept of a digital currency or see the benefit of a digital currency. 3) There is a great need to educate the next generation of learners on the benefits of Bitcoin within the community. 4) Future Career training should be pursued in applied Bitcoin development.

The guideline for self-reliance planning consisted of 4 aspects: 1) Local communities need to develop awareness of the usefulness of Bitcoin and share the value of Bitcoin among friends and family. 2) Computer Science and Business Management staff should develop skills to expand on the benefits of Bitcoin within their departments. 3) Further research should be pursued on how Bitcoin Value can improve business and tourism within Thailand. Local communities should focus on developing Bitcoin awareness by encouraging street vendors to accept Bitcoin as another form of payment for services rendered. 4) Development planning: by arranging meet up groups to conduct further education on Bitcoin and share solutions on adoption into every day usage.

Keywords: Bitcoin, Cryptocurrency, Decentralized.

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Authors: Pisit Potjanajaruwit

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This study aims to (1) investigate the corporate vision factor influencing Rajabhat University brand building in Thailand and (2) explore influences of brand building upon Rajabhat University stakeholders’ loyalty, and the research method will use mixed methods to conduct qualitative research with the quantitative research. The qualitative will approach by Indebt-interview the executive of Rathanagosin Rajabhat University group for 6 key informants and the quantitative data was collected by questionnaires distributed to stakeholder including instructors, staff, students and parents of the Rathanagosin Rajabhat University group for 400 sampling were selected by multi-stage sampling method. Data was analyzed by Structural Equation Modeling: SEM and also provide the focus group interview for confirming the model. Findings corporate vision had a direct and positive influence on Rajabhat University brand building were showed direct and positive influence on stakeholder’s loyalty and stakeholder’s loyalty was indirectly influenced by corporate vision through Rajabhat University brand building.

Keywords: Brand building, corporate vision, Rajabhat University, stakeholders’ loyalty.

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Authors: Prateep Wajeetongratana

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This study is a descriptive-normative research. It attempted to investigate the restaurants’ firm performance in terms of the customers and restaurant personnel’s degree of satisfaction. A total of 12 restaurants in Bangkok, Thailand that offer Thai cuisine were included in this study. It involved 24 stockholders/managers, 120 subordinates and 360 customers. General Managers and restaurants’ stockholders, 10 staffs, and 30 costumers for each restaurant were chosen for random sampling. This study found that respondents are slightly satisfied with their work environment but are generally satisfied with the accessibility to transportation, to malls, convenience, safety, recreation, noise-free, and attraction; customers find the Quality of Food in most Thai Cuisines like services, prices of food, sales promotion, and capital and length of service satisfactory. Therefore, both stockholder-related and personnel-related factors which are influenced by restaurant, personnel, and customer-related factors are partially accepted whereas; customer-related factors which are influenced by restaurant, personnel and customer-related factors are rejected.

Keywords: Firm performance, Thai Cuisine, Tourism industry.

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Authors: Cheewaphongphan P., Garivait S., Pongpullponsak A., Patumsawad S.

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Thailand is one of the world-s leaders of rice producers and exporters. Farmers have to increase the rice cultivation frequency for serving the national increasing of export-s demand. It leads to an elimination of rice residues by open burning which is the quickest and costless management method. The open burning of rice residue is one of the major causes of air pollutants and greenhouse gas (GHG) emission. Under ASEAN agreement on trans-boundary haze, Thailand set the master plan to mitigate air pollutant emission from open burning of agricultural residues. In this master plan, residues incorporation is promoted as alternative management method to open burning. However, the assessment of both options in term of GHG emission in order to investigate their contribution to long-term global warming is still scarce or inexistent. In this study, a method on rice residues assessment was first developed in order to estimate and compare GHG emissions from rice cultivation under rice residues open burning and the case with incorporation of the same amount of rice residues, using 2006 IPCC guidelines for emission estimation and Life Cycle Analysis technique. The emission from rice cultivation in different preparing area practice was also discussed.

Keywords: Greenhouse gases, Incorporation, Rice cultivation, Rice field residue, Rice residue management

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Authors: Khatesiree Sripoothon, Usanee Sengpanich, Rattana Sittioum

Abstract:

The objective of this study is to examine the factors influencing consumer purchasing decisions about healthy food. This model consists of two latent variables: Consumer Perception relating to NCDs and Consumer Perceived Product Value. The study was conducted in the northern provinces of Thailand, which are popular with tourists and have received support from the government for health and wellness tourism. A survey was used as the data collection method, and the questionnaire was applied to 385 consumers. An accidental sampling method was used to identify the sample. The statistics of frequency, percentage, mean, and structural equation model were used to analyze the data obtained. Additionally, all factors had a significant positive influence on healthy food purchasing decisions (p<0.001) and were predictive of healthy food purchasing decisions at 46.20% (R2=0.462). Also, these findings seem to underline the supposition that consumer perceptions of NCDs and perceived product value are key variables that strengthen the competitive effects of healthy-friendly business entrepreneurs. Moreover, it reduces the countries' public health costs for treating patients with the disease of NCDs in Thailand.

Keywords: healthy food, perceived product value, perception of noncommunicable diseases, purchasing decisions

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Authors: Pranee Tridhoskul

Abstract:

This research paper is aimed to examine a relationship between the service marketing mix and customers’ frequency of use of service at Mercedes Benz Auto Repair Centres under Thonburi Group, Thailand. Based on 2,267 customers who used the service of Thonburi Group’s Auto Repair Centres as the population, the sampling of this research was a total of 340 samples, by use of Probability Sampling Technique. Systematic Random Sampling was applied by use of questionnaire in collecting the data at Thonburi Group’s Auto Repair Centres. Mean and Pearson’s basic statistical correlations were utilized in analyzing the data. The study discovered a medium level of customers’ perception towards product and service of Thonburi Group’s Auto Repair Centres, price, place or distribution channel and promotion. People who provided service were perceived also at a medium level, whereas the physical evidence and service process were perceived at a high level. Furthermore, there appeared a correlation between the physical evidence and service process, and customers’ frequency of use of automobile service per year.

Keywords: Service Marketing Mix, Behavior, Mercedes Auto Service Centre.

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Authors: Wannakarn Likitrattanaporn

Abstract:

The ultimate purpose of this investigation was to determine the teachers’ opinions as well as students’ opinions towards the Adapted English Lessons. The subjects of the study were 5 Thai teachers, who teach English, and 85 Grade 10 mixed-ability students at Triamudom Suksa Pattanakarn Ratchada School, Bangkok, Thailand. The research instruments included questionnaires and the informal interview. The data from the research instruments was collected and analyzed concerning linguistic principles of minimal pair and articulatory phonetics as well as teaching techniques of mimicry-memorization; vocabulary substitution drills, language pattern drills, reading comprehension exercise, practicing listening, speaking and writing skill and communicative activities; informal talk and free writing. The data was statistically compiled according to an arithmetic percentage. The results showed that the teachers and students have very highly positive opinions towards adapting linguistic principles for teaching and learning phonological accuracy. Teaching techniques provided in the Adapted English Lessons can be used efficiently in the classroom. The teachers and students have positive opinions towards them too.

Keywords: Applying linguistic principles and teaching techniques, teachers’ and students’ opinions, teaching English, the Adapted English Lessons.

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Authors: A. Junpen, S. Garivait, S. Bonnet, A. Pongpullponsak

Abstract:

The forest fires in Thailand are annual occurrence which is the cause of air pollutions. This study intended to estimate the emission from forest fire during 2005-2009 using MODerateresolution Imaging Spectro-radiometer (MODIS) sensor aboard the Terra and Aqua satellites, experimental data, and statistical data. The forest fire emission is estimated using equation established by Seiler and Crutzen in 1982. The spatial and temporal variation of forest fire emission is analyzed and displayed in the form of grid density map. From the satellite data analysis suggested between 2005 and 2009, the number of fire hotspots occurred 86,877 fire hotspots with a significant highest (more than 80% of fire hotspots) in the deciduous forest. The peak period of the forest fire is in January to May. The estimation on the emissions from forest fires during 2005 to 2009 indicated that the amount of CO, CO2, CH4, and N2O was about 3,133,845 tons, 47,610.337 tons, 204,905 tons, and 6,027 tons, respectively, or about 6,171,264 tons of CO2eq. They also emitted 256,132 tons of PM10. The year 2007 was found to be the year when the emissions were the largest. Annually, March is the period that has the maximum amount of forest fire emissions. The areas with high density of forest fire emission were the forests situated in the northern, the western, and the upper northeastern parts of the country.

Keywords: Emissions, Forest fire, Remote sensing information.

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