Published: 06/30/2026

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Research Article

DETERMINANTS OF FOOD DELIVERY PURCHASE DECISIONS AMONG GENERATION Z CONSUMERS IN UDONTHANI

Napol Thanawatcharakul, Naruphan Tangwanitcharoen, Somkid Naprom

1-16

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UNCOVERING THE DISCREPANCY BETWEEN EXTERNAL AND INTERNAL STAKEHOLDER PERCEPTIONS IN PUBLIC SERVICE DELIVERY—A CASE STUDY OF THAILAND’S OFFICE OF FARMER'S RECONSTRUCTION AND DEVELOPMENT FUND

Kittisak Wongmahesak, Samanan Rattanasirivilai

17-32

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AN APPLICATION OF ARTIFICIAL INTELLIGENCE FOR COUNTING EMPTY PACKAGING CASE STUDY OF AUTOMOTIVE INDUSTRY WAREHOUSE

Tanayot Kulthon

33-42

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THE INFLUENCE OF TOURISM STORYTELLING ON DESTINATION BRAND VALUE AND TOURIST BEHAVIORAL INTENTIONS: A CASE STUDY OF KHAM CHANOD, UDON THANI, THAILAND

Norapech Fongon, Sarawut Piewdang, Siriwan Sananaue

43-59

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FINANCIAL LITERACY AMONG UDON THANI RAJABHAT UNIVERSITY SAVINGS COOPERATIVE LIMITED MEMBERS

Supoj Sakulkaew, surisa Jatuchai, Supagrit Pitiphat

60-82

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MARKETING STRATEGIES FOR PROMOTING ECOLOGICAL WATER TOURISM ACTIVITY “KON THOR PHAE” IN PHRAEK NAM DAENG COMMUNITY, AMPHAWA DISTRICT, SAMUT SONGKHRAM

Chitchanuwat Maneesrikum, Santidhorn Pooripakdee

83-95

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A MEASUREMENT MODEL OF UNDERGRADUATE STUDENTS’ INTENTION TO PURSUE AN ACCOUNTING CAREER IN THAILAND: AN APPLICATION OF SECOND-ORDER CONFIRMATORY FACTOR ANALYSIS

Khanidta Saksureemongkol, Pranomporn Khakhumalee, Supagrit Pitiphat

96-106

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THE EFFECTS OF USING PARTICIPATORY LEARNING LESSON PLANS BY APPLYING BASIC PRINCIPLES OF PHYSICAL EDUCATION ON TEACHER SPIRIT OF STUDENTS AT THAILAND NATIONAL SPORTS UNIVERSITY

Patumporn Sriesan

107-122

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DEVELOPMENT OF CONSTRUCTION CONTRACTOR MANAGEMENT SYSTEM

Waraporn Kreethep, Samawan Thanasriphanitchai, Choknudda Klungthong, Janejiraporn Kanplong, Arriya Saiaudom, Tawan Nounsang

123-133

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CAUSAL FACTORS INFLUENCING ENROLLMENT DECISIONS OF UNDERGRADUATE STUDENTS IN THE FACULTY OF MANAGEMENT SCIENCE, UDON THANI RAJABHAT UNIVERSITY

Thapanee Phengsuk, Chananda Sinchuen, Supagrit Pitiphat

134-153

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Academic Article

A CONTEXTUAL FRAMEWORK FOR UNDERSTANDING BEHAVIORAL INTENTION TO ADOPT ARTIFICIAL INTELLIGENCE IN CONSTRUCTION PROJECTS

Borworn Chalanunt, Thanathorn Vajirakachorn, Supasan Preedawiphat, Theerakorn Udomratanamanee

154-168

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EXTERNAL PRESSURES AND GREEN INNOVATION ADOPTION IN SMES: INSIGHTS FROM THE THAI CONTEXT

Siripen Chinsiri, Peerapong Foosiri, Rawida Wiriyakitjar, Suphicha Tangsophon

169-191

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