ROMYOONGTHONG JOURNAL

Micro-Influencer Attributes Affecting Customers' Purchase intention for Household and Home Decoration Products on Social Media Platforms

Anapat Pattanawongwaran — 2025-08-31

This article aimed to 1) develop and validate the consistency of a causal relationship model of purchase intention, and 2) study causal factors that influenced customers' purchase intention of household and home decoration products on social media platforms. The data for this study were collected through online questionnaires administered to 378 people who had bought household and home decoration products on social media platforms using convenience sampling. The statistics used in data analysis were frequency, percentage, confirmatory factor analysis, and structural equation modeling. The results of this research showed that the developed causal relationship model consisted of 4 components: 1) Micro Influencer Attributes, 2) Attitude towards Micro Influencer, 3) Attitude towards Brand, and 4) Purchase Intention; the model was consistent with the empirical data to a great extent. The statistics showed that Chi-square/df = 1.133, CFI = 0.994, GFI = 0.960, IFI = 0.994, TLI = 0.993, AGFI = 0.947, RMR = 0.048, RMSEA = 0.018, SRMR = 0.036. The final predictive coefficient was 0.69, indicating that the variables in the model could explain the variance of purchase intention for household goods and home decor on social media platforms by 69 percent. It was found that micro influencer attributes, attitude towards micro influencer, and attitude towards brand respectively influenced purchase intention for household and home decoration products.

A Survey of Healthy Food consumption for people in Muang Lampang District, Lampang Province

Korranid Piaudon — 2025-08-31

The incidence of non-communicable diseases (NCDs), such as diabetes, hypertension, and cardiovascular diseases, has risen in Lampang Province due to the consumption of foods high in fat, sugar, and sodium. Following the COVID-19 pandemic, the healthy eating trend has expanded; however, misconceptions and dietary behaviors inconsistent with nutritional principles remain prevalent, particularly among adolescents and the working-age population.

The objectives of this study were 1) to examine the relationship between demographic factors and healthy food consumption behavior of residents in Mueang Lampang District, Lampang Province, and 2) to investigate the relationship between marketing mix factors and healthy food consumption behavior within the same population. Data were collected through questionnaires administered to a sample of 400 respondents and were analyzed using descriptive statistics, including percentage, mean, and standard deviation. Hypothesis testing used chi-square analysis.

The findings revealed that demographic factors—namely gender, age, educational attainment, occupation, and average monthly income—were significantly associated with healthy food consumption behavior. Furthermore, marketing mix factors, including product, price, distribution channels, and promotional activities, were found to be significantly associated with healthy food consumption behavior at the 0.05 level of statistical significance. These results provide practical implications for entrepreneurs and marketers in formulating strategies to promote healthy food consumption in Mueang Lampang District, thereby contributing to public health improvement and reducing the risk of NCDs in the region.

Components for Shaping the Brand Image of Cosmetic Businesses via Social Media

Inchalita Setphutibawon — 2025-08-31

This study aimed to 1) examine consumer perceptions regarding the components that influenced brand image in the cosmetics business, specifically product, service, employee behavior, and marketing communication; 2) analyze the relationship between these components and the overall brand image; and 3) propose strategic guidelines for brand image development that aligned with the behavior of modern digital consumers.

The sample consisted of 320 online consumers who had previously purchased cosmetics through digital platforms more than once. Data was collected using a standardized questionnaire covering four dimensions with a total of 16 indicators. Simple random sampling was employed, and construct validity was verified using Confirmatory Factor Analysis (CFA).

The findings revealed that consumers had consistently positive perceptions across all dimensions, with mean scores ranging from 4.01 to 4.23. Within the product dimension, the highest factor loading (0.822) was found in the indicator "packaging reflects brand identity," confirming the significant impact of product quality and packaging on brand image. In the service dimension, "ease of contacting customer service" showed the highest factor loading (0.803), highlighting the importance of responsiveness. In the employee dimension, "ability to handle urgent situations" had the greatest influence (factor loading = 0.734). For marketing communication, the highest factor loading (0.739) was associated with "advertising messages that match actual product quality," indicating the relevance of message consistency and transparency.

These findings suggested that cosmetics businesses should prioritize high product quality, responsive customer service, well-trained and capable employees, and truthful marketing communication to build and sustain a strong brand image in the digital marketplace.

The Integration of Risk Management and Internal Controls for ESG Practices in the Agricultural and Food Industry for Environmental to Reduce Environmental Impact and Create Sustainable Stock Value Returns

Supatta Prangbang — 2025-08-31

The agricultural and food industry is a vital sector in Thailand’s economy but is highly susceptible to causing environmental impacts, such as deforestation, greenhouse gas emissions, and excessive water consumption. Over the past decade, investors and stakeholders have increasingly emphasized the importance of Environmental, Social, and Governance (ESG) practices, given their direct link to corporate reputation, competitiveness, and stock value. This study aimed to analyze and assess the environmental risks arising from raw material usage in the production processes of the agricultural and food industries. It applied Artificial Intelligence (AI) to support the analysis of ESG reports. A quantitative research design was employed, using secondary data from the ESG reports of 80 listed companies in the agricultural and food industries on the Stock Exchange of Thailand between 2018 and 2022. AI technology was applied to process and analyze the data, while appropriate statistical models were used to evaluate the relationships among variables in accordance with the research framework.

The results revealed that integrating the COSO–ERM framework with an AI application could significantly improve environmental risk management efficiency, reduce resource consumption, and lower greenhouse gas emissions. Companies with effective ESG practices also demonstrated stronger transparency in governance and tended to achieve better long-term stock value performance. The study recommended that organizations adopt ESG reporting standards aligned with the COSO–ERM framework and utilize AI for real-time risk monitoring to support strategic decision-making and foster both environmental and financial sustainability.

Developing Creative Innovation through Experiential Learning: An Educational Network Model for Nurturing Young Entrepreneurs in Lampang Province

Kanokwan Uthongsap — 2025-08-31

This study employed a participatory action research methodology with the following objectives: 1) To analyze the problems and needs for developing new entrepreneurs in the network of educational institutions in Lampang province; 2) To develop students' analytical thinking and creative problem-solving skills through hands-on learning activities; 3) To enhance students' entrepreneurial skills and confidence in running a business through hands-on practice; and 4) To create guidelines for developing innovative products from local resources that can be applied within the network of educational institutions.

The research involved the collaboration of 30 researchers, administrators of the educational institution network, teachers, and students from four educational institutions: Thammasat University, Lampang Inter-tech College, Mae Kong Wittaya School, and Mae Moh Wittaya School. This group worked together to co-analyze problems and design activities, such as training workshops, product trials, test marketing, and business plan development. Additionally, quantitative data was collected from a survey of 75 consumers through a satisfaction survey on a platform. Descriptive statistics were used to find percentages and observe behaviors or outcomes.

The research findings indicated that the primary challenges within the educational institutions were a lack of foundational business knowledge, cost planning, digital marketing, and risk management. This resulted in students lacking skills in systematic product design and development, as well as proficiency in digital technologies. To address these challenges, learning development activities were implemented through a hands-on process. These included processing products from local resources, developing marketing plans, and selling products on online platforms (e.g., Shopee). The approach emphasized the role of teachers as coaches and mentors, encouraging students to think critically, analyze problems, and apply their learning in practical situations. Consequently, new products were created, including lac-dyed fabric bows, resin jewelry made from fragments of Khao Taen (a traditional rice cracker), relaxing herbal sachets, and Makhwaen spice powder. These items, produced from waste materials or local resources, reflected a process of creative learning and the valuable utilization of existing community capital. The outcomes of the network's activities demonstrated a successful linkage of external knowledge from the community and partner networks. Moreover, the project tangibly enhanced students' analytical thinking, design thinking skills, and entrepreneurial confidence. This learning model, which connected theory with practice by using local resources and integrating concepts of innovation and creativity, demonstrated high potential for cultivating a new generation of resilient young entrepreneurs equipped with the skills to respond effectively to the changes of the 21st century.

Marketing Potential and Commercial Utilization Patterns of Medicinal Plants at the Community Level in Chanthaburi Province

phannipha anuruksakornlul — 2025-08-31

This study aimed to 1) examine the patterns of utilization of community-level herbal plants in Chanthaburi Province, 2) analyze the market potential of these herbal plants, and 3) analyze the marketing of community-level herbal products in Chanthaburi Province. A mixed-methods research approach was employed, combining documentary analysis with in-depth interviews involving members of community enterprises, local entrepreneurs, and enterprise committee members. Data were analyzed using descriptive statistics, SWOT analysis, the TOWS matrix, and the application of Value Chain Theory.

The findings revealed that community enterprises in Chanthaburi Province had identified 160 species of herbal plants. Of these, 59.37% had not yet been utilized, while the remainder were used for household consumption and commercial purposes. The herbal plant market demonstrated significant potential for development. Key strengths included the diversity of local herbal plants and strong community collaboration, while major obstacles included the lack of product standardization and inconsistent government support. Value chain analysis indicated that the production and marketing of herbal products were still in their early stages, with opportunities for value-added enhancement and income generation if systematic support was provided.

The study underscored the importance of managing community-level herbal resources to promote sustainable grassroots economic development, with a focus on product development, market expansion, and alignment with government policy.

Agricultural Communication under the Dimension of Media Convergence

patipan Kittinanthawat — 2025-08-31

This academic article provided knowledge and insights into agricultural communication within the framework of media convergence. It emphasized agricultural communication as a process of opinion exchange, mutual understanding, and participatory engagement among all relevant stakeholders—from producers, researchers, and policymakers to consumers. The primary function of agricultural communication was to transmit information, knowledge, and policies from various sources to farmers, with the objective of fostering sustainable changes in behavior, attitudes, and practices.

In the modern era, communication is situated within the context of media convergence, which refers to the integration of traditional media with new digital platforms. This convergence enabled users to act as both receivers and creators of content, thus enhancing participatory communication, particularly among younger generations of farmers. Communication under media convergence placed emphasis on the use of accessible storytelling, visual aids, and multimedia techniques to inspire audiences and modernize the image of agriculture as a profession. Key factors contributing to the success of agricultural communication included the credibility of the message sender, the audience’s comprehension, content relevance to specific contexts, accessible communication channels, and alignment with community values.

Strategic development approaches involved empowering community leaders, developing media tailored to target groups, supporting local educational institutions and organizations as communication hubs, and continuously promoting research in this field to advance the sustainability of Thai agriculture.

Analysis of beliefs in astrology and the Thai way of life with the concept of semiotics

Varangkana Niyomrit — 2025-08-31

This academic article discusses the analysis of beliefs in astrology and the Thai way of life using the concept of semiotics that is present in the Thai way of life including Thai arts and culture, various rituals linked to religion that affect decisions in daily life, such as finding auspicious times, making merit to enhance luck, chanting prayers at the end of the year, worshipping the Buddha of the day of birth. Astrology is not just a science of prediction, but rather a "cultural sign system." Therefore, understanding astrology through symbolism helps us comprehend that the stars, zodiac signs, and houses serve as the "language" of beliefs that reflect the social structure, identity, and ideology of each era. Thai astrology is considered a science that predicts the future based on statistics and the movement of stars in the sky, which is linked to the semiotic system that reflects the relationship between humans and the universe through the interpretation of stars, time, and events in daily life. It is explained through various symbols, including the zodiac, planets, elements, and houses. In addition, Thai astrology also has an influence and role in Thai art and culture, including paintings and sculptures that depict the stars and zodiac. Including the use of astrological symbols in various stories, it can be said that Thai astrology is accepted in Thai society, both in terms of daily life, politics, and society. Thai astrology is an intellectual heritage that deeply reflects the Thai way of life and beliefs, and continues to influence society even as it transitions to a digital society.

Buddhist Environmentalism and Circular Innovation A Community Based Model for SDG Localization in Thailand

รณภพ นพสุวรรณ — 2025-08-31

This study explored the integration of circular economy (CE) principles with local cultural and spiritual systems through an embedded case study of Wat Chak Daeng Temple and the Bang Nam Phueng Floating Market in Thailand. Situated within the broader Sustainable Development Goals (SDGs) framework, particularly Goals 11, 12, and 13, the research introduced the Culturally Embedded Circular Innovation (CECI) framework to examine how Buddhist environmentalism, grassroots innovation, and cross-sector collaboration enabled community-led sustainability transitions. Using qualitative methods including in-depth interviews, participant observation, document analysis, and international participant reflections, the study identified key themes related to spiritual legitimacy, community co-creation, and behavioral transformation. The findings affirmed that sustainability was most effective when it was culturally resonant, morally grounded, and socially inclusive. Temples emerged as both ethical anchors and innovation platforms, facilitating behavior change through spiritual narratives and community trust. The research contributed to academic discourse by offering a transferable framework for culturally adaptive CE practices and demonstrated potential for international knowledge exchange, particularly in Global South contexts. The study concluded that localized and spiritually grounded approaches offered a promising pathway for translating global sustainability targets into meaningful grassroots action.RetryClaude can make mistakes. Please double-check responses.