7

()


25 ..2558

Innovative Blending Celebrity Endorsement Model in Brand Extension

of Thai Film Entrepreneurs
Anchaleeporn Thananchaitaveechote*1Assistant Professor Dr.Shayut Pavapanunkul**
and Dr.Nasaran Mahittichatkul***

Abstract
This research is 1) to explore the best practice celebrity endorsement to build sustainable
personal brand of Thai film entrepreneurs, 2) to synthesize the recognition of Thai film entrepreneurs
about the support of building sustainable personal brand, 3) to build the celebrity endorsement model in
personal brand extension of Thai film entrepreneurs. The sample of the research were chosen from
experts who is in Thai film industry and their reputation and accomplishment are well-known in both
local and international arena, including Korea, China, Europe, and America. The opinion from 21 experts
were gathered through 3-round Delphi technique and then were calculated for their median, mode, the
difference between median and mode, and the interquartile range in order to establish a convergence of
opinion. The findings are summarized to be a celebrity endorsement model in sustainable brand
extension of Thai film entrepreneurs, consisting of the use of celebrity endorsement for developing and
creating of sustainable personal brand of Thai film entrepreneurs and characteristics of the personal
brand. The innovative paradigm model of the research called BCFP: Blending Celebrity endorsement
Factors of Personal branding sustainability. This research result contributes to the innovative culture
development of Thai film industry. The next study will test for the relationship between each BCFP
factors by using quantitative method.
Key Word: Celebrity Endorsement, Personal Brand, Sustainability and Thai Film Entrepreneurs

* Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon; E-mail: jaaeyshop9595@gmail.com
** Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
*** Master of Arts Dhamma Communication Program, Mahachulalongkornrajavidyalaya University

[1]

Introduction
Current business operations in Thailand, not excluding film industry, have severe competition.
They are all trying to succeed their own businesses by relying on various factors to accomplish their
targets set by each individual and each business. The success might bring prestige, money and respect
from other people. But such achievement might not last so long as we have expected. Therefore, the
researchers are interested in using celebrity endorsement to develop and build sustainable personal
brand of Thai film entrepreneurs.
The movie business is an emotional business depending on preference of customers on film stars
or actors and actress. In addition, the popular stars will have been the idols of all ages. The word star of
all time is used to refer such popularity. The problem is how such stars can maintain their brand under
the dynamic environment. The answer to the question can give the insight to the industry and can be
applied to other businesses as well.
At present, the government has supported Thai film industry to go into the international market
so that businesses have been able to raise fund as shown below:
Media and entertainment business is one of the creative industries in Thailand that have
potential and development opportunities. In Thailand, there are many experts whose works are of quality
and acknowledged internationally so the government has a policy to export such potential media and
entertainment businesses to foreign countries.
Brand refers to the difference of names and/or symbols of one product, service, or concept
from other products, services, or concepts so that it can be easily communicated and usually marketed.
Nowadays, brand is so powerful that some organizations or even stars and singers have agreed to pay a
lot of money to create their own brands to be acknowledged and accepted by the market and the
prospect customers.
Brand is name of the label design, or a combination of these, which are used to identify
products or services of one seller or group of sellers that are different from those of competitors.
According to Kotler (2002: 469). Including image building at present the survey is to be conducted.
Because the market is still standing, especially in the entertainment business is highly competitive. There
are people who would like to come in large numbers and the aspirations of the younger generation and
people of many people that a career in the entertainment industry have been privileged in society than
other occupations with high incomes. It includes virtually all types of media is very important. Value of
business in the entertainment industry with high added value, more quickly, which said that creating a
positive image for the news to be well remembered. To create a job opportunity came up. According to
Panadda Wongphudee and Teera Techamaneesatit (2014: 549-557).
Therefore, in order to find ways to create celebrity endorsement model in brand extension of
Thai film entrepreneurs, we need to study personal brand and identity (image) construction, and also
applying marketing communication to individual Thai artist. The authors are interested to conduct the
[2]

research following this approach, including sustainable popularity maintaining of entertainers. Because
stars or artists in entertainment industry are the symbolic idol to teenagers and people in general, so it
cant help having imitation behavior of beloved artists in teenagers and some people.
The purpose of this study was to investigate students' language learning strategies used.
1) To explore the best practice celebrity endorsement to build sustainable personal brand of
Thai film entrepreneurs,
2) To synthesize the recognition of Thai film entrepreneurs about the support of building
sustainable personal brand, and
3) To build the celebrity endorsement model in personal brand extension of Thai film
entrepreneurs.

Methods
The methods used in the study consist of:
1) Documentary Research. Data was collected from various sources, including articles via internet,
books, journals and texts as well as academic research on the issue of celebrity endorsement model in
brand extension of Thai film entrepreneurs. The preliminary data was collected and then create questions
used for interviews and field surveys. Ultimately, the researchers might check whether the study can
meet the objectives from the secondary data.
2) The Delphi Process. The researchers used 3-iteration Delphi technique to collect opinions of
21 experts as following:
- Round 1: In the first round, the Delphi process begins with an open-ended
questionnaire. After receiving responses, the authors convert the collected information into a wellstructured questionnaire. This questionnaire is used as the survey instrument for the second round of
data collection. It should be noted that it is both an acceptable and a common modification of the
Delphi process format to use a structured questionnaire in Round 1that is based upon an extensive
review of the literature.
- Round 2: In the second round, each of 21 Delphi participants receives a second closeend questionnaire and is asked to review the items summarized by the researchers based on the
information provided in and synthesized from the first round to be a rating scale. Again, collate and
summarize the results and look for the common ground.
- Round 3: In the third round, each Delphi panelist receives a questionnaire that includes
the items and ratings summarized by the researchers in the previous round and are asked to revise
his/her judgments or to specify the reasons for remaining outside the consensus. This round the
participants can make further clarifications of both the information and their judgments of the relative
importance of the items.

[3]

Example for question and results as table below

No.
Question
1.

Creditability of Thai film entrepreneurs affects the publication

and acceptance of audiences.
2. Skill, knowledge and expertise in the field affects the success in
film production business of Thailand.
3. To build personal brand celebrity, knowledge and creditability
interests the audiences and affects public presentation and
acceptance.
4.
The reputation of brand can be a competitive advantage.
5.
The support from the government or government policy
affecting expansion and success of Thai movies.
6.
Transfer or transplant right message, in any form, to the
consumers is the important thing in Thai film business.
7.
Brand identity in Thai film business can be visually presented
and perceived through scenes in the film or used as prop in the
film.
8.
Confidence and adaptability is a part of good personality and
accomplish the film target.
9. Channels of communication affect the accessibility to prospect
audiences.
10.
Thai film entrepreneurs need to focus on environmental
awareness and creative society.
11.
Image makes it possible to increase the product's value or
benefit to the business.
12
To meet customers needs and satisfy customers,
entrepreneurs needs to use plenty technologies to maximize
customers value and utilities.

Median

Interquartile Range

4
4

0.5
1

0.5

0.5

0.5

0.5

Results
The results from the research give us celebrity endorsement model in brand extension of Thai
film entrepreneurs called BCFP or Blending Celebrity endorsement Factors of Personal branding
sustainability as shown in the below model:
1. The factors supporting the popularity to develop and sustain brand extension of Thai film
entrepreneurs can be divided into:

[4]

1.1 Creditability: The experts think that creditability and image of Thai film entrepreneurs
play an important role to public presentation and creditability and image have association to each other.
In addition, celebrity and image also create acceptance from customers as well.
1.2 Expertise: The experts think that expertise, including knowledge, skills, and
experiences of Thai entrepreneurs play an important role in brand identity, brand personality, and
conformance to customers satisfaction.
1.3 Interestedness: Interestedness can create acceptance and popularity to people in
general and thus factor is one of the competitive advantage to Thai film entrepreneurs.
1.4 Brand Celebrity: Brand celebrity often refer to establish believable connection to
customers and this can increase and enlarge the business.
1.5 Multi-facet Support: The support from the government and the organization, and the
commitment from the team might influence the enlargement or success of Thai film industry.
1.6 Meaning of transfer: From experts opinion, the message or what we meant to
transfer, including text, advertisement, or ever meaning of movie script should comply with the interest of
the target group in order to make the film successful.
2. The factors of personal positioning of Thai film entrepreneurs can be divided into:
2.1 Brand Identity: The visible elements of brand that together identify and distinguish
the brand in the consumers' mind might communicate some value to customers and this value in mind
reflect the characteristic of Thai film entrepreneurs. Moreover, the brand identity can be appeared in the
films to endorse brand celebrity as well.
2.2 Brand Personality: Brand personality characteristics often suggest a brands latent
appeal, guiding the creative tone of communications. Understanding a brand personality enables the
brand owner to deliver a consistent brand experience that connects with consumers and leaves a deeper
and more sustainable impression.
2.3 Brand Communication: From the experts opinion, the brand communication needs
the combination of activities to influence customers' opinions of a company and its products. Be ones
self, respect others, and be reasonable are the example of attributes that entrepreneurs might
communicate to their customers. While good value drives loyalty, customer service, honesty, and trust
are important secondary attributes that contribute to brand allegiance.
2.4 Brand Awareness: Creating brand awareness is usually the first step in building
advertising objectives. Customers have to become aware of the brand and its meaning before the
entrepreneurs can create a favorable impression or motivate customers to buy their products.
2.5 Image: Good image of entrepreneurs and performers might give a positive effect to
customers, in return, giving popularity and sustainability to the entrepreneur and performers. Image can
be improved gradually from the experiences and can create value to the business.
2.6 Conformance to Customers Satisfaction: Creating brand of Thai film to comply with
customers satisfaction is the key to succeed and sustain in severe competition.
[5]

The results have shown about celebrity endorsement model in brand extension of Thai film
entrepreneurs as follows:
1) For group of Thai film entrepreneurs and experts involved in Thai film business such as film
directors and performers, the way to develop and sustain the popularity is to blend between celebrity
endorsement and personal branding of Thai film entrepreneurs.
2) Group of experts involved in international film business, the way to develop and sustain the
popularity consists of creditability, expertise, interestedness, brand celebrity, multi-facet support, and
meaning of Transfer with the blending of Thai film entrepreneurs personal brand, which consists of
creditability, expertise, interestedness, brand celebrity, multi-facet support, meaning of transfer, together
with Thai entrepreneurs personal brand consisting of brand identity, brand personality, communication,
awareness, image, and conformance to customers satisfaction.
The result is a paradigm of innovative models used to celebrity endorsement model in brand
extension of Thai film called BCFP Blending Celebrity endorsement Factors of Personal branding
sustainability Figure Model the following.
Figure 1 BCFP Model
.

Characteristics of Personal Brand of

Thai Film Entrepreneurs

Celebrity Endorsement Model in

Brand Extension of Thai Film
Entrepreneurs

1. Creditability Apply from

Ohanian, R. (1990).
2. Expertise Apply from Ohanian,
R. (1990).
3. Interestedness Apply from
Ohanian, R. (1990).
4. Brand Celebrity Apply from
Ohanian, R. (1990).
5. Multi-facet Support Apply
from Kue-Hsu&Mc Donald
2002).
6. Meaning of transfer
Apply from Mccracken, G.
(1989)., Brierley, S.(1995).

Blending:
Integrating together to
create Celebrity
Endorsement Model in
Personal Brand Extension
of Thai Film
Entrepreneurs

Factors supporting the popularity

1. Brand Identity
Apply from Kapferer, J.N.(1992),
Sugar, M.(2009).
2. Brand Personality
Apply from Sugar, M.(2009).
3. Brand Communication
Apply from Sugar, M.(2009).,
Grace, D., Ocass. A.(2005).
4. Brand Awareness Apply from
Grace, D., Aaker, D.A. (1996).
5. Image Apply from Kotler {1998}.,
Aaker, D.A.. (1992).
6. Conformance to Customers
Satisfaction. Apply from Alba,
J.W., Chattopadhyay, A. (1986).
.
Factors of personal positioning.

[6]

Discussion and Suggestion

The study gives a consensus opinion of 21 experts in film business of Thailand pertaining to
celebrity endorsement model in brand extension of Thai film entrepreneurs. The innovative model in
brand extension of Thai film entrepreneurs should blend between factors supporting the popularity and
factors of personal positioning. Creditability, expertise, Interestedness, brand celebrity, multi-facet support
and meaning of transfer are the attributes last the popularity; while brand identity, brand personality,
brand communication, brand awareness, brand image, and conformance to customers satisfaction are
the keys to set personal positioning.
Although the study can give a guideline for developing and sustaining popularity and brand to
the entrepreneurs, the concept is not tested empirically. The future research should be conducted with
quantitative research to prove the validity and reliability of model. In addition, because of the dynamic
and abstract nature of popularity, the future research might check for additional variables that might
influence the popularity and personal brand.

References
Aaker, D.A.. (1992). The value of brand equity. Journal of business strategy, 13(4), 237-32.
Aaker, D.A. (1996). Measuring brand equity across products and markets. California management Review,
38(3), 102-120.
Alba, J.W., Chattopadhyay, A. (1986). Salience Effects in Brand Recall. Journal of marketing research, 347356.
Brierley, S.(1995). The Advertising handbook. Psychology Press.
Grace, D., Ocass. A.(2005). Examining the effects of service brand communications on brand evaluation.
Journal of Product & Brand Management, 13(5), 294-302.
Higgins, E.T., King, G.(1981). Accessibility of social constructs: Information processing consequences of
individual and contextual variability. Personality, cognition, and social interaction, 69, 121.
Kapferer, J.N.(1992), Strategic Brand Management, The Free Press, New York, NY.
Kotler 1998. Brand Image.
Kotler 2002, Brand, p 469
Kue-Hsu&Mc Donald 2002, An examination on multiple celebrity endorsers in advertising
Mccracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.
Journal of Consumer Research, 16(3), 310-321
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity EndoorsersPerceived
Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52.

[7]

Panadda Wongphudee and Teera Techamaneesatit(2014). Celebrity Image Building at an Entertainment

Business in Thailand, Proceeding from National Research Conference 2014, p 549-557. Rangsit
Unitversity.
Schmidt, T. L., & Hitchon, J. C. (1999). When advertising and public relations converge: An application of
schema theory to the persuasive impact of alignment ads. Journalism & Mass Communication
Quarterly, 76, 433-455.
Sugar, M.(2009). Brand Management. Ane Books Pvt Ltd.

[8]

 7
()


25 ..2558

A Conceptual Framework on Tourism of Tomorrow

Kununya Benjawan* Assistant Professor Dr.shayut pavapanunkul** Dr.Nasaran Mahittichatkul***

Abstract
In the last decades both in term of more travelers and of a vast choice of product on the market.
The customer retention in an important factor in todays increasingly tourism competitive markets which
should be concerned seriously. At present many academic customer retention researches mostly focused
on the business market research in the hotel industry. From a historical perspective this can be explained
by a number of factors such as the growing prosperity in society vacations entitled by law an increasing
leisure time new modes of communication urbanization and a growing population.
The analytical framework of this paper is based on the SVATEEP model, serving as a tool of
structuring the forces of change and travel trends identified and discussed. The model was developed by
Fahey and Narayan (1986) in order to categorize different forces of change and trends on a general level,
decomposing the macro environment into four segments - a social, values and attitudes technological
culture, economic, environmental and political. As increasing globalization and the emergence of new
concept of tourism business and tourist destinations worldwide. It is created a changing nature of
competition and the SVATEEP model need for tourist operations and access to gain from trying to
anticipate changes in the surrounding environment, and to prepare for the consequence they may have.
In this respect access to increased knowledge and understanding on the forces of change shaping and
transforming tomorrows travel a tourism.
Key Word: Conceptual Framework, Tourism, SVATEEP

Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon; Email: kunaem4@gmail.com
** Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
*** Master of Arts Dhamma Communication Program, Mahachulalongkornrajavidyalaya University

[9]

Introduction
Freyer (1995) later applied the STEEP model to tourism model explaining the complex tourism
system. In this paper using the STEEP model has been chosen as an analytical framework to usefulness in
identifying and structuring of the most important drivers of change and affecting tomorrows tourism and
travel trends.
However In view of the service quality covers in tourism-based tourist behavior studies is that it is
expected to affect the intention to return on tourist cost such as tourist attractions castro et.al.(2007),
further more in a study by tang et al (2012). Service quality is confirmed as a key relationship between
value of service quality and attitude of customer in terms of customer retention.
The researcher has become aware of the great benefits of tangs study STEEP model shoulder be
added value and attitude for integrated the old STEEP model were presenting concept of SVATEEP
model: a social, value and attitude, technological, economic environmental and political
Value of service quality

Cultural attraction
Tourist costs

Customer retention as an (Attitude)

Promotion strategy

Figure 1 Conceptual model of value and attitude

Aim of the Research

The overall purpose of this paper is to widen the understanding of the significance of STEEP
model as acknowledging change taking place in the more important factors likely to influence tourism
and travel in the coming years. It explores some pattern of change over time that are fitting underway
and it also discusses the importance review model of STEEP model based on the methodology of
literature review scanning.

Analysis framework
In this paper using a review literature has been conducted as well as review model of finding
some of factors most likely to influence tourism and travel in the coming years from their point of the
analytical framework of the research is based on STEEP model was developed by fahey and Narayan
(1996)
[10]

This paper primarily discusses underway in the various segment of STEEP model. The sections
focus of change and trends implications on tourism and travel as well as on the tourist behavior. It stats
with a first segment step about the social factors which is the main emphasis is of this paper followed a
theoretical overview is introduced in following.
The SVEEP model
Technologic
al

culture

Tourism and Travel of

Social

Economic

Tomorrow
Environmental

Political

Literature Review and Conceptual Model

Social factors
Social factor likely to influence tourism and travel in the coming year are the main concern of
this report. They can be divided into three sub categories social values of society life styles and
demographics Fahey and Narayan (1986). These will all be discussed in the following chapter briefly from
a general perspective and more from the point of view on how they may impact tourism and travel at
the end of the section on social factors there will be a summary of some general travel trend forecasts.
At the same time as the importance of acknowledging differences in cultures increases there are however
indications of an emerging homogenization of the cultures and value of the world due to the growing
globalization. the speed and volume of cultures exchange has accelerated cross-border penetration has
been facilitated by new global infrastructures there is a worldwide accessibility of internationally traded
consumer brands and global foods fashion and western value and entertainment are spreading across the
globe.
Values and Attitude
Values refer to concepts people use to make choices and to decide courses of their action can
to explain and justify behavior. They are emotionally invested principles that guide human action and
they may therefore provide powerful explanations of human behavior Baker (2005). Further more, The
change of basic values, whether it is on an individual or collective level, is generally very slow.
[11]

Fundamental value changes generally first occur when new generations replace old ones. This means
that studies on different generations may offer interesting clues about consumer preferences from service
quality adaptation from Nordin (2015), Tarow (2002) and TIA (2003) part Travel through life stages.
Attitudes
Attitudes are general opinions that can provide important clues about how a person thinks and
feels. It is, however, possible to hold many different attitudes at once, some even being contradictory.
bases on assumption we make about ourselves in beliefs, about others and about how we expect things
to be. In this research applied to referred to as attitudes about values of service quality, such as cultural
attractive, tourist costs and promotion strategy adaptation from Nordin (2015), and English tourism council
(2000).
Technological
Technology has in the last decades fundamentally changed production, sales and consumption.
It has shaped the new consumer. The great impact of the IT revolution is causing changes as significant
on by the innovation IT Nordin (2015). Technological developments create opportunities as well as
pose threats to the tourism and travel industry as well. Tourism is first of all highly dependent upon
transport technology. Secondly, it is reliant on information technology and finally, it needs innovations
and scientific discoveries to renew and develop its products and services.
Economic
The state of the economy that had the biggest impact on travel decisions. In 2003 international
tourism suffered from a persistently weak economy and the long-awaited recovery was only starting to be
visible in the forth quarter. The ailing economy was credited as the main reason for the continuing
decline in business travel, affecting not only conventions and meetings markets but also transportation,
foremost airlines. (Nordin, 2015).
Environmental factors
Sustainable development has turned into a world movement and the environment will continue
to be a top political concern as well as an increasingly sensitive issue to people around the world.
Problems such as pollution and the quality of water appear to increase in importance to tourists selecting
a destination to visit. It influences the need to feel safe and secure, but it is also a question of feeling
good about your actions and behavior as the consequences of neglect, ignorance or indifference become
more and more apparent. (Nordin, 2015).

Political
[12]

There is generally an obvious correlation between happenings in the political world and
economic transitions. Many political issues and trends thus spill over into other sectors. (Nordin, 2015)
The spread of democracy and the liberalization of trade have paved way for new destinations. The
liberalization of international migrations has led to a growing acceptance of cultural diversity and
developed an interest for foreign countries and cultures. Countries that formerly were nearly impossible
to visit have transformed into new popular destinations. (Nordin, 2015)

Conclusion and Discussion

Based on service quality cover every aspect of the management of attraction both organizations
and tourist customer. In study by Tang et al (2012), service quality is a positive relationship between
industry are keen to access quality of the service and customer retention. Thus, this study assumptioned
that there is a basic of direct relationship between service quality and customer retention in the contey
of tourism. It is mainly concerned the STEEP model. Stand in the perspective of expert researchers of
tourism and travel, lingnan, Guangy hon university Chi & Qu (2008), Lu and Stepcten Kova, (2012). Value
and attitude on appealing tourists and more practical-there fore, this study takes this segments factors of
value and attitude in to STEEP model. In addition this study showed that there is positive effect of
attraction in view of cultural attractive, tourist costs and promotion strategy, value and attitude on
customer retention in view of the vital sole of service quality. and Du (2011), Ankom et.al (1996) um et.al
(2006). At last not at least, this study confirmed the research of literature review, results. Figure 3
summaries the SVATEEP model. As summary model of this research is more efficient destination and
more possible for a conceptual framework on Tourism and Travel of tomorrow
Technological

Value and
attitude
Social

Tourism and Travel of Tomorrow

Political

Economic

Environmental

Figure A conceptual framework on Tourism and Travel of Tomorrow

[13]

References
Ankomah: K., Crompton, J.L., and Baker, D., (1996). Influence of cognitive distance in vacation choice.
Annals of Tourism Research, 23(1), pp.138-150.
Baker, W.E. (2005) America's Crisis of Values: Reality and Perception, United States: Princeton University
Press.
Castro, C.B., Armario, E.M., and Ruiz, D.M., (2007). The influence of market heterogeneity on the
relationship between a destinations image and tourists future behaviour. Tourism Management,
28 (1), pp.175-187.
Chi, C.G.Q. and Qu, H.L., (2008). Examining the structural relationships of destination image, tourist
satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), pp.624636.
English Tourism Council. (2000). People with disabilities and holiday taking. London: ETC.
Fahey, L. and Narayanan Y.K. (1986) Macroenvironemntal Analysis for Strategic Managament, United States
of America: West Publishing Company.
Freyer, W. (1995) Tourismus-Einfhrung in die Fremdenverkehrskonomie, 5 Aufl., Mnchen: Oldenbourg
Verlag.
Fahey, L. and Narayanan Y.K. (1986) Macroenvironemntal Analysis for Strategic Managament, United States
of America: West Publishing Company.
Freyer, W. (1995) Tourismus-Einfhrung in die Fremdenverkehrskonomie, 5 Aufl., Mnchen: Oldenbourg
Verlag.
Hutchinson, J., Lai, F.J., and Wang, Y., (2009). Understanding the relationships of quality, value, equity,
satisfaction, and behavioral intentions among golf travelers. Tourism Management, 30(2), pp.298308.
Krut, Riva and Karasin, Leslie. (1999). Supply Chain Environmental Management: Lessons from Leaders in
the Electrics Industry. Benchmark Environmental Consulting for Clean Technology Environmental
Management program of the US-Asia Environmental Partnership.
Li Li & Shen mei Yuan & Nan Jiang, (2014). An Analysis of the Influencing Factors of Customer Retention in
Tourism Resort Industry: A Case Study of Lingnan Impression Park, Guangzhou, China. Eurasian
Journal of Business and Management Eurasian Publications, vol. 2(2), pages 1-13.
Lu, W.L. and Stepchenkova, S., (2012). Ecotourism experiences reported online: Classification of
satisfaction attributes. Tourism Management, 33(3), pp.702-712.
Nordin,s (2005). Tourism of Tomorrow -Travel Trends & Forces of Change. ETOUR European Tourism
Research Institute.
Richards, G. and Wilson, J., (2006). Developing creativity in tourist experiences: A solution to the serial
reproduction of culture? Tourism Management, 27(6), pp.1209-1223.

[14]

TIA, Travel Industry Association of America, (2003). Outlook on U.S. Tourism and Overview, TIA
Marketing Outlook Forum, Lecture Notes, October 22.
TIA, Travel Through the Life Stages, (2002). Edition, 2003.Tarlow: E. Tourism in the Twenty-first
Century, The Futurist, September- October (2002), pp. 48-51.
Tang, A.K.Y., Lai, K.H., and Cheng, T.C.E., (2012). Environmental governance of enterprises and their
economic upshot through corporate reputation and customer satisfaction. Business Strategy and
the environment, 21(6), pp. 401-411.
Um, S., Chon, K., and Ro, Y., (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4),
pp.1141-1158.

[15]

 7
()


25 ..2558

11 Cs Sustainable Model for Thai Microfinance Institutions

in Reducing Poverty
*

Sombun Phatanadilok and Dr.Parinya Maklin

**

Abstract
In this research the possibility of applying 7Cs from World Bank and Technical Service Delivery to
find out sustainable model of Thai Microfinance institutions in reducing poverty. Furthermore, this
research result from the qualitative design, focus group from the North, East, South and Central area in
Thailand, such as Chiangmai, Rayong, Songkla and Ayudthaya etc. Through the result of focus group
applied to synthesis on sustainable model for Thai Microfinance Institutions in reducing poverty by the
quantitative research, sampling from microfinance institutions customer in the same area and sample size
totaling 400 persons by using Taro Yamane statistical Table and descriptive statistic employed were
frequency percentage mean, and standard deviation and were tested by statistical significance of T-Test,
One-Way Analysis of Valience; and Scheffe's Method.
This research result showed that: The sustainable model should be added 4Cs service delivery
for integrated the old model 7Cs were presenting concept of citizenship, cresitive (creative and positive
thinking), care and collateral. The new sustainable model in terms of integrated service delivery both
microfinance manager and reducing poverty of low-income household clients. In finding order for the
implementation in Thai microfinance management in service delivery as sustainable model for Thai
microfinance institutions in reducing poverty were as followings: 1. Citizenship 2. Cresitive 3. Client
Demand Driven; 4. Context; 5. Change; 6. Clearly Defined Results; 7. aCCountability 8. Checkability; 9. Cost
Effectiveness; 10. Care; and 11. Collateral.
This finding revealed that examine to be effectively and practical enhancing of the overall
opinion of sample group perspective was the most agreement with the means of 3.40, F = 1.546, P =
0.213.
*
**

Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon; E-mail: samabun@hotmail.com
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon

[16]

Key Word: 7Cs Model, Microfinance Institution, Sustainable Model, Reducing Poverty

Introduction
The word microfinance is being used very often in development buzz words and vocabulary
today after microfinance has aroused widespread enthusiasm over the past 20 years. (Duflo and Pariente,
2009: 10) The word microfinance is leterally comprised of two words: micro and finance which literally
means small credit; The concept of Zentrum for microfinance goes beyond the provision of small credit
to the poor or low-income household Entwicklungs Forschung (ZEF) 2007; p.14) Showed that Thus, the
interest in microfinance researchers first turned their attention to the means of providing a variety of
financial service like savings money transfer, payments, remittances and insurance among others etc. to
the poor or lower income household based on a development concept and preparing to effectively
sustainable model to reducing poverty. (adaptation from christen.R.P.,1977; Sanjay; 2003; Dirk 2001; R.
Srinlvasan, 2003). In the global areana 900 million poor people or lower income household in the region.
Microfinance is successful to improving their quality of life and reducing poverty. So microfinance have
come to growth in Asia, based on recently completed Rural Asia Study (Asian Development Bank (ADB),
2000) and Microfinance poverty reduction nexus.
Table 1 Microfinance poverty reduction nexus
Financial service
Results
Savings Facilities of
More financial savings
Microfinance Institutions
Income from savings
(MFls)
Greater capacity for self-Investments
Capacity to invest in better technology
Enable consumption smoothening
Enhance ability to face external shocks
Reduce need to borrow from money
lenders at high interest rates
Enable purchase of productive assets
Reduce distress selling of assets
Improve allocation of resources
Increase economic growth.
Enable taking advantage of profitable
investment opportunities
Lead to adoption of better technology

[17]

Impact on poverty
Reduce household
vulnerability to risks/external
shocks
Less volatility in household
consumption
Greater income
Severity of poverty is reduced
Empowerment
Reduce social exclusion.

Table 1 (Con.)
Financial service
Credit Facilities

Insurance Services

Results
Enable expansion of
microenterprises
Diversification of economic activities
Enable consumption smoothening
Promote risk taking shocks increase
investments.
Reduce reliance on expensive informal
sources
Enhance ability to face external shocks
Improve profitability of investment
Reduce distress selling of assets
Increase economic growth.
More savings in financial assets
Reduce risks and potential losses
Reduce distress selling of assets
Reduce impact of external shocks
Increase investments.
Facilitate trade and Investments.

Payments of Money
Transfer
Source: Asian Development Bank (ADB.) (2000)

Impact on poverty
Higher income
More diversified income
sources
Less volatile income
Less volatility in household
consumption
Increase household
consumption
Better education for children
Severity of poverty is reduced
Empowerment
Reduce social exclusion.

Greater income
Less volatility in consumption
Greater security.
Greater income
Higher consumption

A key challenges in the 21st century is identifying how to concerning poverty reduction and satify
the poor or low-income household needed in the best manner possible to financial services of
commercial banks. The role of the financial system is an important to help fledgling institution identify,
acquire, and implement needed security based management for Microfinance System. In fact
Microfinance Service System (MSS) providers were crested financial services to poor or low-income
household.
The result was current microfinance organization that provides financial services for the poor or
low-income household. Community operates more than 100,000 groups nation wide of poor people
needed in the best manner possible to financial services of commercial banks. While some residents are
concerned about the security and reliability of microfinance institution, such as the village fund saving
group, However, The Thailand saving policy made by the government, the Bank of Thailand, Ministry of
[18]

Finance and Fiscal Policy Office. The focus is on providing financial services for microfinance organization.
More foundations to promote financial services for the poor and low-income household who have no
access to financial services of banks in generally. In addition, since 2551 (2008) (Sala forest Co., Ltd, 2015)
The analysis of strengths, weaknesses, threats and opportunities for the microfinance
organization's financial foundation of the Fiscal Policy Office (Faculty of Commerce and Accountancy
Chulalongkorn University, 2554, introduction page.) Ministry of Finance showed major weakness is the lack
of integrated management, would guide the microfinance (Krisadaappeal Zrenjanin, 2011) This finance
Institution to defined specific responsibilities and sustainable security based management as sustainable
model that need as the principles. is consistent with studies to World Council of Credit Unions (WOCCU);
World Council of Credit Unions (WOCCU),1999. Opportunity International name is The Next Decade of
Opportunity In October 2000 (opportunity Intelnatianly, 2000) and applications with the relationships
between microfinanance and sustainability in reducing poverty cadaptation from, Yunus, Mohammad
1994, Daley Harris, Sam 2002: 22, Hickson, Robert 2001, UN 2001)
Thus, this paper deals with this and synthesizing a sustainable model using sustainable model
from the handbook demonstrates the Microfinance model from the Freedonia Enterprise Development
Association (FEDA). and Robinson Marguerites, 2002. The vicions Cycle of Poverty (Robinson, Marguerite,
2002.) The institions strategic plan presented at the main elements that has inherently been influence by
the 7C research features from World Bank and Technical Service Delivery to Microfinance Institutions.
Then, The conclusion is managed tribute applied to enhance access to the above sustainable model
going on sustainable security based management for Thai microfinance Institution. It addresses sustainable
security service based management for the poor or low-income household who have not access to
financial service and financial, credit and Retail lending responsibly. Through a sustainable concept called
"Triple-Bottom-Line-Profit" is aimed at not only financial considerations, but must be coupled with social
and environmental benefits by all the above, it forms the foundation for the development of financial
system stability. Sustainability to the microfinance institution is an international management system
framework of 7Cs were Customers include demand-driven (Client Demand Driven) community context
(Context) changes to developers (Change) Performance must be clear (Clearly Defined Results)
responsibility (Accountability) accountable and effective, value and cost (Cost Effectiveness) and
Checkability. The concept study, the researcher will be to study the synthesis of sustainable models for
the development of the financial system, the foundations of Thailand in strengthening the sustainability
of the security based management to implement the country, and get is more effective overview of the 7
Cs for improving sustainable security based management in service delivery to microfinance institutions.
7Cs must used to add or remove any or all of the seven above mentioned C does to meet the
challenges described above. Thus, This research objectives as follows:
(1) to study current situation of Thai microfinance institutions
(2) to synthesized sustainable model for developing of Thai microfinance system in sustainable
security based management to microfinance institutions
[19]

Materials and Methods

Research Methodology
The research using the blended approach (mixed method), with research methodology and
research methods in qualitative, quantitative research using focus group meetings Lab Partnership Meeting
with financial organizations, foundations. From the North, East, South and Central area in Thailand. The
findings from the seminar group meeting to consider the adoption of an efficient synthesis of sustainable
models for the development of the financial management, Thai microfinance institution. To of its based
on the flow of integrated stratagic and operational planning for sustainable microfinancial modeling which
the research applied to 7Cs sustainable model in the following fiqure 2
The flow of integrated strategic and operational planning for sustainable microfinance model
Strategic planning
Articulating the mission
and goals

Operational planning
Defining products and
services

Financial modeling
Setting up the model and entering initial balances
Analyzing credit and savings products

Defining markets and clients

Analyzing the environment
Competition
Collaborators
Regulatory factors
Other external element
Performing an institutional
assessment
Credit and savings program
Board and management
issues
Human resource
management
Administration

Specifying marketing
channels

Projecting credit and savings activity (overall or by

branch)

Planning institutional
resources and capacity
Developing a financing
strategy

Estimating loan loss provision, reserve, and write-offs

Estimating required caseload
Projecting program (or branch) expenditures

Analyzing financial
projections

Projecting administrative (or head office) expenditures

Using business planning and

financial projections as
ongoing management tools

Analyzing financing by source

Cost of funds
Liquidity and investment analysis

Financing

Analyzing projected financial statements, Income

statement,
Adjusted income statement,
Balance sheet, Cash flow,
Financial indicators.

Financial management
Developing a strategy

Performing variance analysis

[20]

Note: The vertical flow of the figure reflects the sequence of the planning process, with strategic preceding the other
processes, and operational planning and financial modeling pursued in tandem. The horizontal flow reflects links between
key topics.
Source: The Freedonia Enterprise Development Association (FEDA) that quoted in Sheldon, Tony and Waterfield, Charles.
Business planning and Financial Modeling for Microfinance Institutions: A Hand-book. The consullative group to assist the
poorest. A Microfinance program: Technical tools series No.2 November 1998
Established design standing to research result after qualitative research with quantitative research from the financial
services database and from the same area and institution by qualitative study of 400 people by Taro Yamane statistics
table and analyzed using descriptive information as well, frequency, percentage, mean and standard deviation and were
test by statistical significance of T-test, One-way Analysis of varience and Sheffes method

Research Results
1. Qualitative research interviews yielded with 7 Cs symposium, which brought a concept that
filter. The conference has agreed that consideration should be covering issues horizontal (Macro Aspect)
and detailed depth (Micro Aspect) with the 7 Cs should be an additional 4 Cs is C1-cifizenship C-2 is
Creative contents. It consists of cresitive thinking (Creative + Positive Thinking) C-10 Care is the care and C11 is collateral which in terms of must have clear indicators and elements to be detailed in the
successful and varieties evaluation included with customer satisfaction/client satisfaction.
2. Quantitative research examining patterns 11 Cs that sample reviews sorted by priority as
follows.
2.1 Citizenship: The First principle conveys the idea of a good citizen or good
governance of both microfinance manager and microfinance institutions.
2.1.1 The reducing poverty principle recognizes for the sustainable service
delivery as a priority both microfinance manager responsibility and the goal microfinance addresses to
had possibility chance of meeting its own goals expanding on treach, and measuring the results included
with quality improvement of service delivery and customer satisfaction
2.1.2 Securing the financial resources to fund quality service delivery as
identities both microfinance manager and microfinance institution in their self-assessment and strategic
plans.
2.1.3 Acknowledge that the current method of delivering services is not
succeeding
2.1.4 Identify why a donor pay Technical Service Provider(TSP) and Technical
Investments Service Division (TSD) are not being driven by microfinance institutions clients.
2.2 Cresitive is creative and positive Thinking principle sustainable to Consider
2.2.1 The ability to management debt
2.2.2 Moderate debt management capacity
2.2.3 Less debt management capacity

[21]

2.3 Client Demand Driven: This principle sustainable addresses the need for the clientthe Microfinance Institutions (MFI)-to own the process of sustainable technical service delivery and drive
the choice of service delivery, included with implies that the management team of an MFI undertakes an
institutional self-assessment to define the organizations needs and then obtains the sustainable technical
services required to improve institutional capabilities or performance and overall satisfying client, such as
organization microfinance group in the system of microfinance organizations in the group, group selfreliance.
2.4 Context: This principle addresses the need to identify the external contextual
variables that can influence the choice and effectiveness of sustainable technical service delivery,
including economic community, cultural, well-being, local political stability and institutional variables,
included with the reliance on information technology in providing microfinance service also sustainable
security based management. It especially considers relationships between MFIs and technical service
providers, both within networks and within the context of long-standing relationship among MFIs, service
providers, and donors.
2.5 Focus on Change (baseline learning indicators): Inseparable from the idea of Context,
this principle requires MFIs to collect baseline information on its own performance in order to measure
the results of sustainable security of learning technical services. Best-Practice indicators may include
servicers cresitive attitudes, knowledge based levels, skills and system through institutional capabilities or
performance, such as baseline learning indicators to enter the examination, baseline learning indicators of
work attitude, baseline learning indicators of the support level cognition, baseline learning of skills and
management style, serving saving sustainable security of reducing poverty, baseline learning indicators of
performance model provides services and sustainable security based management systems.
2.6 Clearly Defined Results: This principle learning encourages MFIs to define and agree
to clear time-bounded result (with interim steps if appropriate) to be delivered by the learning technical
service provider. These deliverables should include concrete output for:
- Individuals, in terms of their level of knowledge, skills, or attitudes; systems (e.g.,
information or financial), in terms of their performance and/or capabilities; and
- The institution, in terms of performance goals related to the technical service. delivery.
It is important for sustainable security based management to note that deliverables
should be appropriate for client character the size, age, and capacity of the institutions receiving and
providing the sustainable technical services delivery.
2.7 Accountability: This sustainable principle encourages Micro Finance Institutions: MFIs
to build mutual accountability of sustainable security of financial service mechanisms and service delivery
into sustainable technical service contracts. It emphasizes the need to assign clear roles and
responsibilities of each party to achieve specified results, using incentives and/or penalties to ensure' that
the client and the Target, Segmentation and Positioning (TSP) fulfill their financial services commitments
to each other.
[22]

2.8 Checkability (indicators to check accountability and clearly defined results): This
sustainable principle encourages MFIs to design and agree on performance and/or capabilities measures,
or indicators that will verify the service delivery of the specified outputs by the sustainable technical
service provider for check accountability and clearly defined results concerning to sustainable security
based financial services management.
2.9 Cost Effectiveness: This sustainable principle ensures that cost-effective measures, or
indicators that will be used to select and verify delivery of sustainable technical services. The sustainable
principle encourages MFIs to measure, or indicators that related the results of sustainable technical
services against their total cost (direct and indirect) to discern whether such services are worth the
expense incurred. It also cautions an MFI to select cost-effective indicators to measure the agreed results
of sustainable security based on financial service management.
2.10 Care: sustainable financial indicators to overall check results and/or investigating
based on management advised to
2.10.1 An evaluation of the success of the operations of microfinance institutions
to assess their ability to self-reliance of microfinance institutions every quarter for checking sustainable
financial service security based on management.
2.10.2 provides an assessment of a variety of financial services security based on
management offered to community foundations to the satisfaction of the customer client.
2.10.3 Expansion opportunities and access to sustainable financial services
security based on management to community foundations with a rating factor.
1) economic factors
2) health factors
3) factors management
4) factors Sufficiency Economy
5) The political factor is the state policy.
6) terrain and environmental factors
7) factors of production
8) marketing factors
9) ability to manage debt.
2.11 Collateral: Would chose a sustainable financial service security based on
management for sustainable technical services delivery that suitable to its institutional risk and
technological development to measure and/or indicators of the customer client risk the performance
and/or capabilities of the service provider advised to:
2.11.1 Read each of the 9Cs and consider how to use them to improve the
process of sustainable security based on management is sustainable technical services delivery.
2.11.2 Use 10 Cs as a checklist when contracting for a sustainable technical
services delivery
[23]

2.11.3 Review the 10 Cs to evaluate the effectiveness of a sustainable service

delivery after a service contract has been completed for sustainable financial service base on
management.
3. Research, quantitative Approach after synthesized 11Cs were examined by quantitative
research that can be put into practice effectively by the opinion of the sample as a whole had an average
of 3.4 level agree most (F=1.546,P=0.213)

Conclusion
11 Cs research results are a sustainable model to improve the Thai microfinance in institutions to
build. Sustainable technical service security based management is necessary to create a sustainable
model as technical service management and checklist technical service delivery to Thai microfinance
Institutions in the master plan be integrated both horizontal and vertical depth. Fills the lack of clarity did
not materialize due to the lack of attention to the case of Care and Collateral and raise issues of cresitive
(creativity and positive thinking.) Thai microfinance institutions were formed to serve the financial need of
the poor or low-income household and taking into account a variety of customer/client groups demand
driven. Therefore, the dissemination of knowledge to the Thai microfinance institutions. Users of financial
and corporate foundations in the short term. The term should be enhance understanding of personal
financial management to public foundations, such as the savings with the personal savings, community
saving etc. It was in seeking to meet the awareness and challenges describe above, personal financial
planning to save the business must become more accountable for the ways in which to preparing for
Retirement as well as household spending appropriately. Including consumer protection in order to create
transparency, or the "good governance" of microfinance institutions with zero complaints/ grievances.
The financial services and services of non-equity/are appropriate for the sustainable security
based all above management initiated by customers/clients as bottom up really need in the way of
microfinancial service system and learning technical services in terms of sustainable financial service
security based management.
Today, it is time for the sustainable security based management delivery process to change
sustainble model need to drive the sustainable security based management as sustainable technical
service delivery process. This guide present of 11 principle or indicators of 11Cs for implementing a client
and reducing poverty (poor-driven process, and the challenges at their use:
1) Citizenship
2) Cresitive
3) Client Demand Driven
4) Context
5) Change
6) Clearly Defined Results
[24]

7) aCcountability
8) Checkability
9) Cost Effectiveness
10) Cre includes
11) Collateral

References
Asian Development Bank (ADB). Since 2000 Untill the present day. Rural Asia Study: Beyond the Green
Revolution. Manila: ADB.
Beatriz Armendriz de Aghion and Jonathan Morduch (2000, 2013). Microfinance beyond Group Lending:
New York University.
Chisten R.P.,(1997). This formal definition, it is clear that the concept of microfinance goes beyond to NGO
MF is Microfinance Institutions but also include other institutions like finance cooperatives,
ROSCA, Saving Associations/Clubs, some welfare associations etc.
Dirk, Steinwand, (2001). The Alchemy of Microfinance. The evolution of the Indonesia peoples Credit
Bank (BPR) from 1895 to 1999 and a contemporary Analysis. VWF, Berlin
Duflo, Esther, and Pariente, (2009) Recent developments in the impact and mechanisms of microfinance.
Private sector and development: Proparcos Magazine. Issues 3 September, 2009: 10
Joy M. Kirn Bonn Zentrum fur Entwicklungs Furschung (ZEF), 2007. The impact of Microfinance on Rural
Poor Household income and vulnerability to poverty: case study of Makueni District, Kenya.
Inaugural-Dissertation, vorgelegt am 31 Juli.
Krisada appeal Zrenjanin, documentation of the seminar on " Financial Master Plan Foundations, Faculty
of Economics. University July, 2011.
Opportunity Internationally, The Next Decade of Opportunity; October, 2000 and using implementing
reference untill the present day.Sanjay, Sinha. (2003). Financial Service for low income families:
An appraisal. ll M- B Management Review, June.
Srinivasan, R (2003). Self-Help Groups as Financial Institutions: Policy Implications using a Financial Model.
Journal
The Board of Education and a self-assessment tool as the root of the financial organizations to increase
their capacity and financial management. Community Welfare Phase 2 March 2011 introduction
page Faculty of Commerce and Accountancy, Chulalongkorn University, the project hired a
consultant to develop the Microfinance (Microfinance) and means of access to the service of the
people of Ireland, 28 March, 2515, Page Executive Summary
The Company sala forests by mail actress Gul Sun Java Nant, ibid, page title sustainable banking-concept.
Unified standards and guidelines

[25]

The concept of Sal forest Co., Ltd. operated under a research grant from the Rockefeller Foundation, the
Rocky Sarinee by Mr. Schwartz, Department Chief of Protocol. Business logic " Sustainable Banking
" bring Thailand: BUSINESS CASE FOR SUSTAINABLE BANKING IN THAILAND, March. 2015 ; Padma
Wadi Gul hit by Suzuki.
The concept of applicationTenns of Reference for Negoos Wanman, for Tomorrow Foundation (NWTF)
and Womens World Banking, Since February 7-11, 2000 and implementing until the present day
and Marguerite Robinson, The MicrofinanceRevolution: Sustainability Banking for the Poor,
Washington DC, 2001 and implementing in the last meeting 2014. The World Bank.
World Council of Credit Unions (WOCCU),New Credit Union Model,Madison,WI:WOCAI; 2000,2014

[26]

 7
()


25 ..2558

5S1Q Model of Brand Equity Scorecard Indicators for Lifestyle of Health

and Sustainability in Health Supplement Products
Suwannee Watthanavanichsat*, Dr.Amorn Thungsuwan**,
Assistant Professor Dr.Shayut Pavapanunkul*** and Dr.Nasaran Mahittichatkul****

Abstract
The objective of this research is: 1) To develop guidelines for managing of Brand Equity Scorecard
indicator and branding of products. "Lifestyles of health and sustainability". (Lifestyle of Health and
Sustainability: LOHAS) in health supplements; 2) Seeking for consensus of panelists to form Brand Equity
Scorecard Indicators for Lifestyle of Health and Sustainability in Health Supplement Products. The
research uses 21 panelists in line with Thomas T. Macmillan with 3-round iteration Delphi Technique. The
answer in each round will be calculated Median and Mode, then the difference between median and
mode, and interquartile range. It was concluded for a consensus of expert groups. The results of the
study indicated 5S1Q Model as follows:
1) Strategy perspectives consists of the policy factor, reputation encouragement factor,
information factor and communication ability factor.
2) Statement of financial perspective consists of marketing communication factor, product price
factor and operation result factor.
3) Shopper perspective consists of distribution channels factor such as cable TV and Social
media, the decision-making factor, customer relationships factor and words of mouth factor.
4) Systematic of Process perspective consists of Service factor, Easy to access factor, payment
factor, and product quality demonstration to enhance reliability factor.

Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon; E-mail: Iamsuwannee@yahoo.com
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
***
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
****
Master of Arts Dhamma Communication Program, Mahachulalongkornrajavidyalaya University
**

[27]

5) Stakeholders perspectives consists of the medical factor, academician factor and consumer
factor.
6) Quality Perspective, including high quality and good quality factor, meet customers needs
factor, keep serving customers needs factor, and attractive factor.
The scorecard might be useful for health supplement producing entrepreneurs in evaluating the
success of their businesses, of which need innovative scientific processes in developing products. The
further research should quantitative test the association of the six factors (5Q1S).
Key Word: Brand Equity Indicators, Lifestyle of Health and Sustainability, Health Supplements, Brand
Accomplishment

Preface
Over the last ten to fifteen years, sales in the global nutrition and supplements market have
seen an unprecedented spike. The supergrowth of 20 percent per annum has encouraged a number of
new players to step into the market with products that promise to be the elixir of youth, health, and
vitality. Nowadays, the innovative marketing concepts have: (1) classified the nutrition and supplements
products as "Lifestyles of health and sustainability" and creating greater longevity by scientific processes;
(2)
In developing products, we need to create unique brand value. As a result, building brand value,
especially building Brand Equity Scorecard Indicators plays a vital role to the success of the product. The
scorecard can be used as a prototype in evaluating the accomplishment of brand to the researcher. So
the researcher pays a great interest in applying Kuhns concept; (3) Kuhns concept that gives a concept of
brand value model in order to evaluate the accomplishment of the business by creating what is called
consumer firms. The concept is in line with Bendixens; (4), Davis; (5) To create outstanding Brand Value
indicators, we have to focus mainly on decision-making process of the customers, which have to take
innovative product generation process or processes and activities of brand value management into
consideration. The concept is in line with Aakers. (6), Kaplan Norton (7), Dechernatony and M.
Mcenally and Dunn and Davis (8)

Objectives
1. To develop guidelines to manage the key success indicators of brand value and branding of
LOHAS products in health supplements.
2. To synthesize consensus of experts to form 5S1Q success indicators of brand value and
branding of LOHAS products in health supplements.

[28]

Research Methods
1) Collecting research papers, and other related information regarding factors and format of
success indicators of brand value to form conceptual framework. After that identify the outline of
questions used in in-depth interview with the experts in product and branding of LOHAS products in
health supplements. The researcher would submit the outline of the questions to the experts in advance
and make an appointment to take an in-depth interview.
2) After approaching and interviewing the experts in LOHAS products and branding in health
supplements totaling 21 panelists, consistent with Thomas T. Macmillan. The opinion from 21 experts
were gathered through 3-round Delphi technique and then were calculated for their median, mode, the
difference between median and mode, and the interquartile range in order to establish a convergence of
opinion.
3) After taking a field data collection process, the data will be summarized to form key success
indicators of brand value and branding of LOHAS Products and bring the results back to the experts of
LOHAS products to reconsider the proposed key success indicators and provide additional opinion.
Instrumentation
The research uses In-depth interviews, scheduling issues associated with success indicators of
success in brand value and branding of LOHAS products. In health supplements. Then create a query that
generated the third round, then calculated the median, the difference between the median and the
mode and interquartile range. It was concluded for a consensus of the expert groups.
Data analysis
Qualitative analysis by transcripting cassette tape, then classifying and content analyzing to
determine the association and linkage of data.

Research Results
1. The result from the first round of Delphi technique can be used as a guideline to form key
success indicator of LOHAS brand value and branding in health supplement consisting of strategic
perspective, Statement of financial perspective, Shopper perspective, Systematic of process perspective,
stakeholders perspective and quality perspective.
2. The result from the second and third round obtained from the consensus of the experts
opinions about management of indicative factors in LOHAS brand value and branding and summarized to
be 5S1Q model as follows:
1) Strategy perspectives consists of the policy factor, reputation encouragement factor,
information factor and communication ability factor.
[29]

2) Statement of financial perspective consists of marketing communication factor,

product price factor and operation result factor.
3) Shopper perspective consists of distribution channels factor such as cable TV and
Social media, the decision-making factor, customer relationships factor and words of mouth factor.
4) Systematic of Process perspective consists of Service factor, Easy to access factor,
payment factor, and product quality demonstration to enhance reliability factor.
5) Stakeholders perspectives consists of the medical factor, academician factor and
consumer factor.
6) Quality Perspective, including high quality and good quality factor, meet customers
needs factor, keep serving customers needs factor, and attractive factor.
The scorecard might be useful for health supplement producing entrepreneurs in evaluating the
success of their businesses, of which need innovative scientific processes in developing products. The
further research should quantitative test the association of the six factors (5S1Q).
Aspects such as the quality of high quality with good quality. The following factors customer
needs. Factors to take into account customer satisfaction and all the glamor factors.

Discussion
The study synthesizes experts opinions to create consensus on development approaches to
manage the metric categories. "Lifestyles of health and sustainability" of health supplements. 5S1Q Model
can be summarized as the following picture.

[30]

Suggestions for further study

The research will further test the relationship of both forms of the additional six. With
quantitative methods and statistical analysis (Cononicon Correlation).

References
(1) Manager 360 weekly, http://www.manager.co.th.2011
(2) Global Life Style of Health and Sustainability Trade and Sustainability Trade and Enterprise, New
Zealan, 2008, pp.3-6.
(3) Kuhn K.L.Alpertf & Pope, N.K.L.(2008), An Application of Kellers brand equity model in a B2B context,
Qalitative Market Research: An International Journal, Vol.11, pp.40-58.
(4) M. Bendixen, K.Bukasaa, R Abratt, (2004), Brand Equity in the business-to-business market, Industrial
Marketing Management, Vol. 33, pp.371-380.
(5) S.Davis, & C Halligan, (2002), Extending yourbrand by optimizing your costomer relationship, Journal of
Consumer Marketing Vol.19, pp.7-11
(6) Robert A.Kaplan and David Norton,
(7) David Aaker, Managing brand equity, New York, N.Y. the Free press.
(8) Dechernatony and managerial considerations, Academy of Marketing, Vol.35, pp.1238-58.

[31]

 7
()


25 ..2558

Four Factor Model of Cultural Intelligence:

Applying the Conceptualization of Compassionate Love Relationship
Thunyakarn Popat*, Dr.Amorn Thungsuwan**,
Dr.Nasaran Mahittichatkul*** and Assistant Professor Dr.Shayut Pavapanunkul****

Abstract
Cultural intelligence (CQ) has gained the capability to function effectively in intercultural settings
and increasing attention from researchers and practitioners due to contemporary relevance to
globalization, tourism management, and science of compassionate love. Research to date most CQ theory
and empirical research has focused on the four factors of CQ: expanding the conceptualization of
Compassionate Love Relationship (CLR) and has relied on Working, Model of Compassionate Love
(WMCL). Thus, this paper expending the conceptualization of CQ as a multidimensional construct with
four factors. So the research briefly summarize proposes a conceptual model for the next wave of CQ,
CLR, research should be guided by a deeper understanding of each of four factors of CQ based-on
extensive literature review and practices related to this conceptual model.
Key Word: Four Factor Model, Cultural Intelligence, Conceptualization of Compassionate Love
Relationship.

Introduction
Many research in the area of Cultural Intelligence (CQ) ce.g. (Ng & Early, 2006), (Gelfand, Erez &
Aycan, 2007), (Ang and Van Dyne, 2008) focused on CQ has gained with increasing and diversification of
*

Faculty of Business Administration, Rajamangala University of Technology Phanakhon; Email: thunyakarn@hotmail.com

** Faculty of Business Administration, Rajamangala University of Technology Phanakhon
*** Master of Arts Dhamma Communication Program, Mahachulalongkornrajavidyalaya University
**** Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon

[32]

workforces. They are introduced the concept of CQ-defined as the capability of an individual to function
effectively in culturally diverse things. For their more conceptualized CQ a four-factor construct that
includes meta cognitive, cognitive, motivational, and behavioral dimensions.
To date, most CQ theory and empirical research has focused on the four factors of CQ (Ang et al.,
2007; Van Dyne et al., 2008, Kim, Kirkman & Chen, 2008, Shokef & Erez, 2008). This extensive literature
review demonstrates the science of Compassionate Love (CL), theory, research, and applications, define
Compassionate Love Relationship (CLR) as accurate understanding of ones partner concept end
conceptual model-positive evaluating ones partner associated with support expanding accurately the
partners CQ.

Purposes of the study

This study focuses on objective of finding out the feasible solutions of the four factor model of
CQ that expanding the conceptualization of CLR.

Literature Review
Conceptualization of CQ
Early & Ang,2003., Ang & Van Dyne, 2008; Ng, Van Dyne & Ang, 2009, positioned CQ is domainspecific and has special relevance to multicultural settings and global contexts, CQ is a malleable
capability that can be enhanced by active engagement in travel, international assignments, and other
intercultural experiences, and norms for social interaction vary from culture to culture and neither
cognitive intelligence nor emotional intelligence focuses specifically on capabilities with unique relevance
to effectiveness in cross-cultural settings (Rockstuhletal, 2011).
Cultural intelligence as a multidimensional construct with four factors
Applying this notion of multiple loci of intelligence framework to culturally diverse contexts,
based on Stemberg and Determans (1986). Also, Ang and Van Dyne (2008) identified four fundamental
factors of CQ. Specifically, Flavell, 1979; Ackerman,1996; Ceci, 1996; Synthesized Meta cognitive CQ
reflects the mental capability to acquire and evaluate cultural knowledge about cultures and cultural
differences. It is consistent concept of intelligence-as-knowledge for the importance of knowledge as a
part of intellect toward functioning and performing in intercultural situations. It focuses on the capacity to
exhibit outward manifestations or overt actions. As Sternberg & Detterman, (1986) pointed out,
appropriate for putting other at ease during intercultural interactions.

[33]

Definitions, Theory, and Applications of Compassionate love Relationship.

The working definition of compassionate love relationship includes both the attitudes and actions
related to giving of self for good of the other. It is meant to identify, actions, expressions, and used in
centered on human flourishing.
The term Compassionate Love first emerged in the context of scientific research at a meeting
of the World Health Organization (WHO) when working groups were trying to develop an assessment tool
for quality of life to be used in diverse cultures (WHOQOLSRPB Group, 2006). Saxena, OConnell &
Underwood, 2002 were considerable discussion of the appropriate wording for facets aspect. The
facets identified for the module was loving-kindness or love for other; and response of the heart.
Apply to the Buddhistss Dhamma Love wanted Compassion to be used, which for human happy fit
the concept. Also, the Muslims in the group (from Indonesia, India, and Turkey) were adamant that
compassion was too Cold and that Love needed to be there as it brought in the feeling of love, the
elements of affect. As others weighed in from various cultural, religions, and atheist positions, as
Compassion Love was the compromise phrase arrived at to portray this, relationship aspect of quality
of life Compassionate Love Relationship (adaptation from Underwood, 2005; Neusner & Chilton, 2005;
Vacek, 1994; and WHOQOLSRPB Group, 2006).
As research continues in this area, the construct of Compassionate Love Relationship will
enrich and build on this working definition to enable the sciences to contribute to a greater understanding
of compassionate love relationship began related to various relationships, and to be fully expressed in
cultural intelligence as a multidimensional construct with four factors,. and starting articulated a working
of research model that appeared in four factor model of cultural intelligence that expanding the
conceptualization of compassionate love relationship can also express positive feelings, as in cum-passion
about creative tourism. So Cum-Cassion means to feel with to be used, which fit for the concept of
Compassionate Love Relationship for creative tourism based on four factor model of cultural
intelligence.

Research Model
To enable various researchers work on above topic to fit together in focus and disciplinary
strating points, The researcher articulated a working model that appeared in Compassionate love
Relationship (see figure 1)

[34]

Demonstrates the science

Compassionate Love

Next Future

Theory, Research and

Research

Applications
Conceptualization of
Cultural Intelligence

Applications, define

Multidimensional
construct with four
factors

Cultural

Compassionate Love

Intelligence

Relationship Fully
Expressed
As acculate understanding

Intracognitive
Cognitive
Motivational

Conceptual

Next Future

Positive

Research

Evaluating Model

Findings

Behavioral Dimension
Feasible solutions
Figure 1: Working Model of Research Model that appeared in Compassionate Love Relationship based on
multidimensional construct with four factors model of cultural intelligence. Adaptation. From S.Q. Post, G.
Underwood, JP. Sch loss W.B. Hurlbut, 2002; Lengbeyer, (2005) and WHOQOLSRPB Group 2006; and
Harvey, Wenzel 2001.

Conclusion and Next Application

This paper would encourage the construct of compassionate love. It can help to inform work in
terms of cultural intelligence. The expression of compassionate love can also be affected by the
multidimensional construct with four factors model of cultural intelligence and the relationship. An
compassionate love action addresses an Ingroup members (e.g; family, friend, similar religious of
culture, customer and can apply to ASEAN members) or out group members (e.g. stakeholders, people
connectivity, mutual recognition arrangement of people connectivity in Master Plan of ASEAN Connectivity
2015). Both specific relationship factor (applied to in group) and situational factors (applied to out group)
can affect how compassionate love is expressed in marriage is going to be compassionate love

[35]

relationship (adaptation from Pteifer et.al., 2007., Fehe & Sprechre, Chapter 2; Brody, Wright, Aron, &
Mclanghlil-Volpe, Chapter 10; Nelf & Karney, Chapter 7 and Nitschke et.al. 2004).
The relationship and the situation factors might be using compassionate love relationship
discuss compassionate love as expressed arrangement results primarily in action are important parts of
Global Competitive Advantage: ASEAN Cultural Intelligence Perspective.
Thus, the goal of the conclusion present next application of the research was to create a stateof-the-art about compassionate love and provides a basis for future research. The research provides
insight into the nature of compassionate love relationship, better understand it to create or appropriate
expression in multidimensional construct with four factors in terms of cultural intelligence. The researches
were designed to create an integrated AEAN mutual cultural understanding of people connectivity based
on ASEAN Master Plan of Connectivity 2015. Thailand must prepare the country to be able to compete
and thrive against the other ASEAN members of the community by the year 2015, and the trend of
cultural intelligence in ASEAN Economic Community and then to synthesize such trend to be the
innovative knowledge destination model in order to attain sustainable competitive advantage to cultural
tourism and creative tourism of Thailand.

References
Ang, S., Van Dyne, L., Koh, C. K. S., Ng, K. Y., Templer, K. J., Tay, C. et al. (2007). Cultural intelligence: Its
measurement and effects on cultural judgment and decision making, cultural adaptation, and
task performance. Management and Organization Review, 3, 335-371.
Brislin, R. W. (2000). Some methodological concerns in intercultural and cross-cultural research. In R. W.
Brislin (Ed.), Understanding cultures influence on behaviour (2nd ed., pp. 349-411). Fort Worth,
TX: Harcourt.
Fehr, B., & Sprecher, S. (2009). Compassionate love: Conceptual, measurement, and relational issues. In B.
Fehr, S. Sprecher, & L. Underwood (Eds.), The science of compassionate love: Theory, research,
and applications (pp. 27-52). Malden, MA: Blackwell.
Levine, R. (2003). The kindness of strangers, American Scientist, 91, 226-233.Loustalot, F. V., Wyatt, S. B.,
Boss, B., May, W., & McDyess, T. (2006). Psychometric examination of the Daily Spiritual
Experiences Scale. Journal of Cultural Diversity, 13(3), 162-167.
Ng, K.-Y., & Earley: C. (2006). Culture and intelligence old constructs, new frontiers. Group and
Organization Management, 31, 4-19.
Neusner, J., & Chilton, B. (Eds.). (2005). Altruism in world religions. Washington, DC: Georgetown University
Press.
Nitschke, J. B., Nelson, E. E., Rusch, B. D., Fox, A. S., Oakes, T. R., & Davidson,R. J. (2004). Orbitofrontal
cortex tracks positive mood in mothers viewing pictures of their newborn infants. NeuroImage, 21,
583-592.
[36]

Pfeifer, J. H., Ruble, D. N., Bachman, M. A., Alvarez, J. M., Cameron, J. A., &Fuligni, A. J. (2007). Social
identities and intergroup bias in immigrant and nonimmigrant children. Developmental
Psychology, 43(2), 496-507.
Post, S., Johnson, B., McCullough, M., & Schloss, J. (Eds.). (2003). Research on altruism and love: An
annotated bibliography of major studies in psychology, sociology, evolutionary biology, and
theology. Radnor, PA: Templeton FoundationPress.
Post, S. G., Underwood, L. G., Schloss, J. P., & Hurlbut, W. B. (Eds.). (2002) Altruism and altruistic love:
Science, philosophy and religion in dialogue. New York: Oxford University Press.
Sprecher, S., & Fehr, B. (2005). Compassionate love for close and humanity. Journal of Social and Personal
Relationships, 22, 629-651.
Sprecher, S., & Fehr, B. (2006). Enhancement of mood and self-esteem as result of giving and receiving
compassionate love. Current Research in Social Psychology, 16, 227-242.
Saxena, S., OConnell, K., & Underwood, L. (2002). Cross-cultural quality of life assessment at the end of
life: A commentary. The Gerontologist, 42 (Special Issue III), 81-85.
Underwood, L. (2004). Compassionate love. In S. G. Post (Ed.), Encyclopedia of Bioethics (3rd ed.) (pp.
483-488). New York: Macmillan Reference USA.
Underwood, L. G. (2002). The human experience of compassionate love: Conceptual mapping and data
from selected studies. In S. G. Post, L. G.Underwood, J. P. Schloss, & W. B. Hurlbut (Eds.), Altruism
and altruistic love (pp. 72-88). New York: Oxford University Press.
Underwood, L. G. (2005). Interviews with Trappist monks as a contribution to research methodology in the
investigation of compassionate love. Journal for the Theory of Social Behavior, 35, 285-302.
Underwood, L. G. (2006). Ordinary spiritual experience: Qualitative research, interpretive guidelines, and
population distribution for the Daily Spiritual Experience Scale. Archive for the Psychology of
Religion/Archivfr Religions psychologie, 28, 181-218.
Underwood, L. G., & Teresi, J. (2002). The Daily Spiritual Experience Scale: Development, theoretical
description, reliability, exploratory factor analysis and preliminary construct validity using healthrelated data. Annals of Behavioral Medicine, 24, 22-33.
Underwood, G. (2009). Compassionate love: A framework for research. In B. Fehr, S. Sprecher, & L.
Underwood (Eds.), The science of compassionate love: Theory, research, and applications (pp.325). Malden, MA: Blackwell.
Van Dyne, L., Ang, S., & Koh, C. (2008). Development and validation of the CQS: The cultural intelligence
scale. In S. Ang & L. Van Dyne (Eds.), Handbook of Cultural Intelligence: Theory, Measurement,
and Applications (pp.16-38). Armonk, NY: ME Sharpe.
Vacek, E. (1994). Love, human and divine: The heart of Christian ethics. Washington, DC: Georgetown
University Press.
Vanier, J. (1998). Becoming human. Mahwah, NJ: Paulist Press.

[37]

WHOQOL SRPB Group (2006). A cross-cultural study of spirituality, religion and personal beliefs as
components of quality of life. Social Science and Medicine, 62, 1486-1497.
Zemore, S. E., & Kaskutus, L. A. (2004). Helping, spirituality and Alcoholics Anonymous in recovery. Journal
of Studies on Alcohol, 65(3), 383-391.

[38]

 7
()


25 ..2558

:
Tourism in Temples: Socials Spiritual Institution and Cultural Tourism
*, . **, . ***,
. **** . *****
Watchareewan Sasiphalin, Assistant Professor Dr.Somkid Keawtip, Dr.Bongkochmas Ek-Iem,
Dr.Varaphorn Duangsaeng and Dr.Warach Madhyamapurush

20
20-30

6 1.
2. 3. 4. 5. 6.


4 1. 2. 3.
4.


*

; E-mail: raingoghmju@gmail.com

***

****

*****

**

[39]

: , , ,

Abstract
The objectives of this research were to study tourism situation of temples in Chiang Mai, to study
the management of temples that currently have intense tourism, to identify the impact of tourism on
temples and to develop a management approach that respond to supervising temples as the spiritual
institute of the society. Empirical research using a mixed method practice and the results are, temples in
study area have various types of activities such as religious and cultural tourism activities. Most
participants are in the range of 20 to 30 year-old, and the most famous activities at Wat Pra Sing and Wat
Suan Dok are to make merit and pray, the most famous activities at Wat Chedi Luang are religious
activities according to Buddhism important days and other cultural ceremonies, the most famous activities
for foreign tourists at Wat Pra Sing, Wat Chedi Luang and Wat Suan Dok are to observe architectural, mural
paintings and other artistic pieces inside the temples. The research results also show that Temples
nowadays have their main roles as following, 1) An administration Center, 2) Buddhism Institution, 3)
Buddhist Information Center, 4) Welfare Education Center, 5) Public Assistance and 6) Public Welfare.
These main roles are the principles which make temples as the spiritual institute of the society together
with cultural tourism attractions. Moreover, temples have committees that involve both Buddhist monks
and the layman. The committees are responsible to develop aspects as following, 1) Heritage Knowledge
center, 2) Basic Infrastructure of the institute, 3) Temple space arrangement and 4) Overall environment
management. In addition, the positive impacts are tourism lead people to be more connected with
Buddhism, and rises local economic status. The negative impacts are, the temples environment became
very hectic and some tourists cause conflicts among local society.
Key Word: Management, Impact, Spiritual Institute, Cultural Tourism

[40]

 ( , 2545)






(
MGR Online. 2553. http://www.manager.co.th/Travel)

(2548: 31-32)

4


(2549: 404-406)

8 ()
()

4-6

( , 2540: 102-103)




[41]

1.
2.
3.

:
3 1) 2) 3)
()

1)
390 130
2) 13
2 6 3
2 1
1

1)

2) (in-depth interview) (key informant
interview)

3) (non-participation observation)
(participation observation)

(Descriptive Statistic)
(interpretation)
[42]

1.
390 20-30 20
/

: 1. 2.
3.
1.
2.
3. /
: 1.
2.
3.
1. 2.
3.
: 1. 2.
3. /
1. 2.
3.
2.

...

[43]






...
6 1. 2. 3. 4.
5. () 6. 6





4 1.

12
2.
3.




... 4.

3.











[44]








...

.

(..: 32)






(2539: 59-60)


3

(2543: 17)

(2540: 30-31)
(2530)

[45]



(2536: 12-14)

1.
2.
3.

1.

2.

. 2536. .

. 2539.
2538-2540 . : .
. ...
2 . .
. 2549.
: .

. 2530. . . 8,6 (): 63-80.
. 2548. . : .

[46]

 MGR Online. 2553. . ( )

http://www.manager.co.th/Travel/ViewNews.aspx?NewsID=9530000068090 (24
2555).
. 2545. , 12(51), 36-39
. 2540. . :
. : .
. 2543. :
. :
.
. 2540.
. . ( )
.

[47]

 7
()


25 ..2558

*
Thai Parliament and Retroactive Impeachment
**
Veerawit Aemsang

..2557



(1)
(2)
..2540
..2550

: , ,

**
E-mail : veerawit.aem@gmail.com

[48]

Abstract
Retroactive Impeachment is a political phenomenon that happened in Thailand. The structure
and decision process of impeachment were dominated by National Legislative Assembly (NLA) using
constitutional mechanism and removed former persons holding political positions. The first time in
political history of Thailand that parliament can removed a former persons holding political positions that
such actions have become the norms of constitutional law and politics in Thailand. This qualitative
research aimed to study parliament as a political institution that are consistent with the spirit and support
democratic values. The purpose of the study were (1) to explore efforts to removed former persons
holding political positions and (2) to indicates the conditions and the political context that influence the
removed a former persons holding political positions. Findings exhibited that the design of the
Constitution of the Kingdom of Thailand BE 2540 and the 2550Constitution as a condition and the
political context of the elected government cannot be successfully removal position. On the other hands,
the removed former persons holding political positions achieved during non-democratic government. In
addition, Retroactive impeachment became a tool of the government to establish political legitimacy in
order to find a justification to support government. The remove former persons holding political positions
has become the norm of constitutional law and politics in Thailand.
Key Word: Impeachment, Parliament, Inspection of the Exercise of State Power

(checks
and balances)


(corruption)


(Impeachment)


(Abuse of powers)
(Middle age)
[49]


(Presidential system) (The house
of representative)
(Senate) ..1974 (Richard Nixon)
..1998 (Bill
Clinton) (Steven, Koven & Julie Kunselman, 2003)


(Retroactive
Impeachment)

1.
2.

(qualitative research)
(descriptive) (documentary analysis)
(primary documents)

[50]


..2540
(Impeachment)

(Private citizens)
2 ( , 2538)
1)
2)
3)






( , 2544)

3 .. 1376

(Baumgartner, 2003)



(Rodino Peter, 1973)

(Institution)
(political scandal) (strong presidential powers)
(Young Hun Kim, 2014)

[51]


2
1)
2)

3)
4)

5)
6)

2540




( , 2538)
..2540

3
1)
2)

3)

4)

(2544),

3
2540 303

[52]


..2540

( , 2544)

..2535 38

..2540

(Checks and balances) 3

(...)

1.

- 57
( 17 , 2553) 3 5

2. 1 4

7 ..2551 41 37
19 ( 16 , 2553)



40
3 5

[53]

3. 1 4



11/2557 22 2557
2550 2 30/2557 24
2557

(Impeachment)

22 2557
() 2557 (.)

..



..2550
100 115 4 95
120 4
(, 2558)
.. 190
18 8 3 4 ..
5

7/2558 23 ..2558, 3

[54]




(Rule of
Law)
( , 2555)
(political power)





1. ..2540

..2540
(Impeachment)

( , 2544)
(bicameral system)
(strong executive)


(absolute majority)

1 5





3 5

[55]

2.
..2557 (.) 2557

2 ..2557



..2557





( , 2535)

(Political Legitimacy)
(checks and balances)

(justification)

(consent)


(Supremacy of Parliament)

3.
..
(corruption)

( , 2553)

[56]

 10 ..



2
..


(rule by law) (the rule of
law) (means) (end)
(Checks and balances)
(Impeachment)



3 5

(Impeachment)





(Retroactive impeachment)


..2540 ..
2550 (electoral government)
(non-democratic regime)
(impeachment)

[57]

 (Retroactive impeachment)
(Political Legitimacy) ..2557

(Supremacy of Parliament)

(Retroactive impeachment)

Baumgartner,Jody C. 2003.Introduction: Comparative Presidential Impeachment. In Checking

Executive Power: Presidential Impeachment in Comparative Perspective, edited by J. C.
Baumgartner and N. Kada, 1-19. Westport, CN: Praeger
Kada, Naoko. 2003. Impeachment as a Punishment for Corruption? The Cases of Brazil and
Venezuela. In Checking Executive Power: Presidential Impeachment in Comparative Perspective,
edited by J. C. Baumgartner and N. Kada, 113-135. Westport, CN: Praeger
Raoul Berger. 1973. Impeachment: The Constitutional Problems. Cambridge, Massachusetts. Harvard
University Press, xii,345 pp.
Rodino, Peter W.1973. High Crimes and Misdemeanors, (New York: Funk & Wagnalls)
Steven G. Koven & Julie C. Kunselman. 2003. Trust in Government: Lessons from the Clinton
Impeachment, International Journal of Public Administration, 26:2, 197-212,
Young Hun Kim.2004. Impeachment and presidential politics in new democracies, Democratization,
21:3, 519-553
. 2538.

, 17 () 12 ..2553
, 16 () 9 ..2553
,
7/2558 23 ..2558

[58]

 . 2544.


. 2544. (..2540) 5
, :
. 2538.
:
. 2544. , 4 :
.:
. 2555. . :

. 2535., 2.:
. 2551... 6 3
. 2544.:.:

[59]

 7
()


25 ..2558

Case Study of Chub Khao Facebook Fanpage and Clickbait News

in News Web Sites
*
Assistant Professor Suphanit Wongthangsawat

https://www.facebook.com/CheckBait
28 2558-11 2558 894

97 1
T-News 58 TV Pool 16 3 Khaosod 6
797 1 Bigza 256
Siamupdate 124 3 Plug-in News 42
2

: , ,

; E-mail : suphanit@yahoo.com

[60]

Abstract
This study aims to survey clickbait news from mass media organizations web sites and other news
web sites. These problems are increasing to get the higher page views but lost their creditability. This
focuses on all 894 posts in Chub Khao Facebook Fanpage at https://www.facebook.com/CheckBait
during 28 June-11 December 2015 by coding sheets for cataloging web sites, total news amounts and
clickbait styles. The findings are mass media organizations web sites found 97 clickbait news including TNews, TV Pool and Khaosod and other news web sites found 797 clickbait news including Bigza,
Siamupdate and Plug-in News. So this proofs that this phenomenon is still happening in the both kinds of
these web sites. About clickbait styles, these clickbait news are using motive, exaggerate and un-accuracy
headlines. And mostly news are sensational news.
Key Word: Clickbait, Headline, News Web Site

(https://en.wikipedia.org/wiki/Clickbait) (Clickbait)

28 2558 #
1 3 3

2 #

[61]

https://www.face
book.com/CheckBait
11 2558 20.00 .)
422,270

28
2558 ()-11 2558 894

(Coding Sheet)

1. 2

2.

1.

1 T-News 58 TV Pool 16 3 Khaosod
6 97 1

[62]

T-News
58
TV Pool
16
Khaosod
6
Matichon
5
Thairath
4
Voice TV
3
Siamsport / Nation TV / 3 () / Spring News / MCOT
1

97

Tnews
1
Bigza 256 Siamupdate 124 3 Plug-in News 42
797 2
2

Bigza
256
Siam Update
124
Plug-in News
42
Tsood
39
News-lifestyle /
31
Liekr
30
Bebestnews
24

[63]

 2 ()

Boxza
Thaihiggs
Khaozaza
Agosocial
Pantip
Baabinz / Upyim

Boxzaracing
Igdara / Thaijobsgov

Tamsabye / Kaijeaw / Kanomjeeb

Tsgclub
Thaiarcheep / Khaojing / Mthai / Patjaa
Autoyim / Kapook / 90min / Boxnews / Wow2mouth / Gangzabaaball / Flagfrog /
Gurusiteth / Todayza / Smmsport / Metaspoon / Ruk-yim
Kiitdoo / Ohozeed / Gurusiteth / Thaikhao / Goal / Thailandliverpoolfc / Catdumb /
Aripfan / Meekhao / Kodlikes / Lipotwin / Siamdara / Newsthai247 / Petmaya /
Cliphotkhaohit / Yahmano / 1mclips / Newsthaiza / 4toom / Laughwoo / Croomnews / Dek-d / Thaimarketing

Bigza

[64]

20
17
16
15
13
12
9
8
7
6
5
4
3
2
1

797

2.
2.1


....
...
!!

2.2
(Emotions)

(2541: 331-341)
(Keywords)



(2538:4)
(2541: 331-341)

(2545: 271)

(5 W+1 H)

(Emotions) (2548: 21-22)






[65]


(Instinct)
(Human Interest)


Macthai (2558: http://www.khajochi
.com/2015/06/result-from-khajochi-macthai-test-clickbait.html)
iPhone 2

3
(Unlike)
(Unfollow)

(2549)

[66]


(Content Analysis)
(Message) (Chanel)

1.
(Sender)
2.
(Receiver)

(Gimme). "" Clickbait (

). (). 29 2558. : http://droidsans.com/interview-chobkaw-admin
. (Clickbait) 3 , , .
(). 29 2558. : http://www.khajochi.com/2015/06/result-from-khajochimacthai-test-clickbait.html
Clickbait !!!. (). 29 2558.
: http://www.brandbuffet.in.th/2015/06/anti-clickbait-fanpage-phenomenon
" " "Clickbait". ( ). 29 2558. :
http://www.posttoday.com/%E0%B8%94%E0%B8%B4%E0%B8%88%E0%B8%B4%E0%B8%95%E0
%B8%AD%E0%B8%A5%E0%B9%84%E0%B8%A5%E0%B8%9F%E0%B9%8C/373266/%E0%B8%88
% E0 % B8 % 9 A%E0 % B8 % 8 2 % E0 % B9 % 8 8 % E0 % B8 % B2 % E0 % B8 % A7 %E0%B9%80%E0%B8%9E%E0%B8%88%E0%B8%A1%E0%B8%B2%E0%B9%80%E0%B9%80%E0%
B8%A3%E0%B8%87%E0%B8%AA%E0%B8%B0%E0%B8%97%E0%B9%89%E0%B8%AD%E0%B8%9
9%E0%B8%AA%E0%B8%B1%E0%B8%87%E0%B8%84%E0%B8%A1%E0%B8%AB%E0%B8%87%E0
%B8%B8%E0%B8%94%E0%B8%AB%E0%B8%87%E0%B8%B4%E0%B8%94-clickbait
- Clickbait !. (). 29 2558. :
http://www.pptvthailand.com/news/13735
. ! Social Media . (). 3 2558.
: http://www.thairath.co.th/content/509274
. 2541. . 1-5. :
.
. 2548. . :
.
. 2538. . 4. :
.

[67]

 "" 2-3 ?. (). 29

2558. : http://www.matichon.co.th/news_detail.php?newsid=1435567574
. 2549.
.
.
. 2545. : . : .
. (). 30
2558. : http://www.marketingoops.com/digital-life/life-in-digital/jop-khoa-hot-new-face
book-page
. (). 11 2558. : https://www.facebook.com/CheckBait
Clickbait (On-line). 5 November 2015. Available: https://en.wikipedia.org/wiki/Clickbait
Alex Cole. Master baiters: The rise (and fall?) of click baiting. (On-line). 1 July 2015. Available:
http://www.thedrum.com/opinion/2015/07/01/master-baiters-rise-and-fall-click-baiting

[68]

 7
()


25 ..2558

Awareness of Working-age People to Enter Elderly

*

Nutsakulporn Chueasarttada

() 35-50
282
t-test, one way ANOVA


4


1) 2)
3)

: , , , ,

; E-Mail: Nutsakulporn@gmail.com

[69]

Abstract
The objective of this research was to study The Awareness of Working-age People to Enter
Elderly. Knowledge about the Benefit of elderly. Compare awareness and knowledge by personal factors.
And to study the suggestions about the benefits of the elderly. The research population was 916 Workingage people at Pongpara Codan Rubber Co., Ltd (Headquarter) in 35-50 Years. The instrument for data
collection was questionnaires. Statistical analysis of the study was Percentage, Mean, Standard Deviation,
t-test, One Way ANOVA and Pearson Product Moment Correlation Coefficient. The results showed that the
level of Knowledge about the elderly was at high. The level of expect to the benefits of elderly was at
high. And the level of the awareness of working-age People to enter elderly was at middle. The
hypothesis testing found people with personal factors as gender, age, education, marital status and
duration of residence and source of income differences are aware to enter old age are no significant
difference. And there are 4 assumptions, based on the hypothesis include number of children, income,
liabilities. Together with expectations of people of working age on benefits for the elderly realize the
awareness of people of working age to enter old age differently. Suggestions: This may give people in the
organization are aware of elderly follows. 1) Organizations should have policies promoting access to
knowledge about aging. 2) The government should come to give knowledge about the benefits for the
elderly more.3) Public and private organizations should cooperate in creating a facility to accommodate
the elderly person.
Key Word: Working-age people, Elderly, Awareness, Expectations, Preparation

(2552)
60 10

[70]



( )

(Toyoda Gosei)

1.
2.
3.

() 35-50 916

() 35-50 282

4 1 2
3 4

[71]


1.

2. t-test One Way ANOVA Scheffes

Method Pearson Product Moment Correlation Coefficient

73.00 7-9
35.50 69.90 56.70
42.90 74.80 25,001 30.10
64.00
38.00 21.00

20 20
( = 14.12 ) (S.D. = 2.37 )
( =.78) 55.00
45.00 19 10

( =
4.20, S.D. =.72)
( = 4.48, S.D. =.62) ( = 4.08, S.D. =.86)
( = 4.36, S.D. =.64) (
= 3.89, S.D. =.78)

( = 3.39, S.D. =.92) (
= 3.66, S.D. =.79) ( = 2.89, S.D. = 1.01)
( = 3.42, S.D. =.73)
( = 3.20, S.D. =1.03) ( = 3.29,
S.D. = 1.04)

[72]


t-test f-test


.05
.05

(2554)

(2541)





(2540)

1.

2.

3. (Elderly Land)
24
[73]


1.

2.

3.

. 2540.
. , .
. 2541. .
, .
. . 2552. (Online). www.popcensus.nso.go.th., 25
2557.
. 2554.
. . 12
(1): 21-31.

[74]

 7
()


25 ..2558

( ..2546)
The Elderly Opinion towards the Act on the Elderly, B.E. 2546
*

Piyakulporn Chueasarttada

( ..2546)

60-68 228
t-test one
way ANOVA


2
.05



: , ,

; E-mail: piyakulporn.chueasarttada@gmail.com

[75]

Abstract
The objective of this research was to study the opinion of the elderly on the benefits of the
elderly (Elderly Act 2546). Compare reviews of the elderly on the benefits of the elderly (Elderly Act
2546) by personal factors knowledge about the elderly and the needs of the elderly. And to study the
suggestions about the benefits of the elderly. The research population was 528 elderly who are members
Elderly Club of Sudchitnivet Village, in the length of 60-68 years. The instrument for data collection was
questionnaires. Statistical analysis of the study was mean, percentage, standard deviation, t-test, one way
ANOVA and Pearson Product Moment Correlation Coefficient. The result showed that the level of
knowledge about the elderly was at high level. The needs of the elderly were at high level. And the level
of the opinion of the elderly on the benefits of the elderly (Elderly Act 2546) was at high level. The
research result was found that a personal factor in gender, age, education, occupation, marital status,
number of children living source of revenue., Accountability and different opinions of older people on the
benefits of the elderly (Elderly Act 2546) are no different. Hypothesis testing 2 tests based on the
assumption. Variable including income and the needs of the elderly that caused the difference in their
opinion about the Act on the Elderly were at the.05 level of statistical significance. Suggestions the
benefits of the elderly, can respond to the needs of the elderly. Therefore government and relevant
authorities should listen to the opinions of the elderly and improve benefits to meet the needs of the
elderly. Final should cooperate with the community and the elderly to promote careers for seniors.
Key Word: Opinion, Elderly, Act on the Eldery, B.E.2546

(2552) 60 10






( ..2546)


[76]

60

1. ( ..2546)
2. ( ..
2546)

( ..2546)
60-68
528

60-68 228

4 1 2
3 4
( ..2546)

1. (Mean)
(Percentage) (Standard Diviation)
[77]

2. t-test, One Way ANOVA,

(Scheffes Mathod) (Pearson Product Moment Correlation Coefficient)

52.60 63-65 38.20

54.40 28.10
63.60 2 43.00 87.30 20,00125,000 29.80 26.00
23.00

15 15
( = 11.57) (S.D. = 2.15) (
=.70) 77.60
22.4 15 6

( = 4.05, S.D. =.68)
( = 4.51, S.D. =.55)
( = 4.24, S.D. =.70) ( = 3.91, S.D.
=.68) ( = 3.97, S.D. =.69)
( = 3.64, S.D. =.79)
( ..2546)
(
..2546) ( = 3.86, S.D. =.78)
( = 4.11, S.D. =.86) ( = 3.77, S.D. =.84)
( = 3.74, S.D. =.77) ( = 4.18, S.D.
=.67) ( = 3.52, S.D. =.75)

t-test f-test

[78]

 .05
.05

(2554)




(2555)

5
1


( ..2546)


(2554)

1.

2.

3.

[79]

4.

1. (
..2546)
2.
3.

. 2554. .

, .
. 2554.
. ,
.
. 2555.
. ,
.
. . 2552. (Online). www.popcensus.nso.go.th., 25
2557.

[80]

 7
()


25 ..2558

*
Strategies Used the Use in Words from Foreign Languages:
Intonation of humor in the Northeastern Thai Molum
**

***

, ,

****

*****

Payong Moonvapee, Assistant Professor Warawat Sriyabhaya, Assistant Professor Kanlaya Kunsuwan, and
Assistant Professor Jaruwan Benjathikul

4
1 4

2 1) (
2) (
)
5

**
; Email: payong2003@
hotmail.com
***

****

*****

[81]



: , ,

Abstract
This article aimed at classifying Strategies used in words and foreign languages Intonation of
humor in The Northeastern Thai Molum. The data were collected from four different Northeastern Thai
Molum groups: Khana Sian Esan, Khana Nuupan wiseetsin Khana Khampunruammit and Khana Runtiva
Amuangsin. The data were analyzed based on a Strategies and foreign languages Intonation of humor
theory.
From the study, it was found that strategies are used in words and foreign languages Intonation
of humor has been classified into two major features: 1) Foreign languages Intonation of humor to
Borrowing words by Intimate borrowing,for example Hukee Hukee Ku Ne Ka.(Japanese word) 2) Borrowing
words by Dialect Borrowing,for example Mahawitayayai Oxford Matamngoxlek. (English word)
The study results also indicated that Thai language possesses many loan words from other
languages, including English, Japanese, Chinese, France, Pali, Sanskrit and Khamer but Mulum are usually
pronounced in a Thai or Esan way, In Thai language, Thai Pronuciation. Contains five tones:
mid,low,falling,high and rising. Even with Strategies used in words and foreign languages Intonation of
humor in The Northeastern Thai Molum, still used foreign language with Thai Pronuciation.
Key Word: Strategies for Word Use, Foreign Languages, Northeastern Thai Molum

3,000 100 (
,2551)
(
,2522)

( ,2556)


(Gay Cook, 1995) (Teun A
van Dijk,2003) (
[82]

,2533)
( ,2538)


( ,2556)



( ,2548)




(Paul Simpson and Andrea Mayr,2010)

(2557),
(2557) (2548) (2553) (2530) (2556)

(Borrowing words) (Bloomfield,1985) 3
1) (Cultural borrowing) 2
2).
(Intimate borrowing) 2
3) (Diatect borrowing)

1)
2)

[83]



4

4

4

1) (Plays upon words)
(spoonerism)

2) (irony) (Satire)

3) (Paradox)


4) (hyperbole)

4 1
4 1) , 2) , 3) 4)

1.


2


[84]

1.1

1

1...
2
1
2
1
2
1

2
1
2
1...
2
1
(, )

...

! Wow, Oh my God
!

1.2 2
2

1
2 5
1 5
2 5
( )

5
5
5

[85]


5
5
1.3 (irony)

3

1
S M S 1669

S M S 1669

(,)

1.4 (Paradox)

8: ..

8:

1:

8:.

..

[86]

 3 ()

..

..

1:

8:

( 13-14)





1.4 (hyperbole)
4

:
:
:
:

( )

:
:
:

2
(2548)
.

[87]



(2530) (Plays
upon words) (irony)
(Satire) (Paradox)
(hyperbole)

1.

2.

3.

1.

2.

3.

4.

[88]


.2553. . .
.
.(2548). .
. .
. 2558. ().
.2558. ().
.2558. ().
.2558. ().
.2557. .: .
.2556. ...
. 2556.. 5.: .
.2548..: .
. 2551. .
. 8....
. 2551. .
.
.
.2556. 144721 . 2.
..
. 2538. . . 30
2538. :.
. 2537. .
.
. 2530. .:
,.2522. . :.
. 2533..:.
Guy Cook 1995.Discourse and Literrature. Oxford:Oxford University Press.
Leonard, Bloomfirld.1985.Language.5th Ed.New Delhi:Narenrea Parkash Jain.
Paul Simpson and Andrea Mayr.2010. Language and Pawer.New York. Routledge.
Teun A van Dijk,2003. The Discourse-Knowlegde Interface.New York:Palgrave Macmillan.

[89]

 7
()


25 ..2558

A Primary Integrated Perspective Findings on Neuro-Training

*

**

Assistant Professor Amornsiri Dissorn , Assistant Professor Dr.Shayut Pavapanunkul ,

***

Dr.Kunyanon Kamolyabut and Dr.Nasaran Mahittichatkul

****

Abstract
Through a comprehensive literature review, the purpose of this paper is to adopt a multiperspective interrelation of integrated dimension of existing theory and concept to eventually bridge the
field of human resource management and accounting value, identify the underlying cause of Neuro, Brain
Based Learning and Mental Accounting. The research finally develops a preliminary integrated conceptual
model for Neuro-Training that fits the context of human resource management and concentrates on the
strategic aspects of the employee's return on training investment.
This paper is integrated conceptual perspective finding on Neuro-Training is based on extensive
literature review and the study found out that training needs self-assessment in the employees return on
training investment are conducted through mental accounting and are designed to suit the profit
objectives from employee training productivity of the company. It was also noted that brain based
learning discussion more than lecture methods were the old fashion normally used, while regular
feedback were received to evaluate the effectiveness of return on investment from employee
productivity both cost measuring and behavior value such as skill or capability inventory, performance
evaluation, potential assessment and attitude measurement.
So originality or value of this paper stems from the focus on mental accounting in terms of
human resource accounting value measurement applicability to business administration, its reinforcement
of going on existing research in the next time for finding Neuro-Training strategic aspects of the subject
and its contribution to literature of an analogous strategic Neuro-Training model as for practical strategic
*

Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon; E-mail: amorsirid@yahoo.com
Faculty of Business Administration, Rajamangala University of Technology Phra Nakho
***
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
****
Master of Arts Dhamma Communication Program, Mahachulalongkorn Buddhist University
**

[90]

implementation of human resource development by humanization process of using data to tell human
profit according to real behavior and to reframe the measure into actual to really understand whats
actually happening. Today many business using humanize to analysis of the employee return on training
investment efforts more useful.
Key Word: Neuro-Training, Primary Integrated Perspective Brain, Based Learning, Mental Accounting,
Measuring ROI for Training

Introduction background
Neuro-Training (NT) is concerned with a primary integrated perspective as followings: human
resource management, Mental accounting value identify the underlying mainstream of Brain Based
Learning Theory and inter-relationship of the various motor abilities in personal training based on Mental
Accounting as Human Resource Accounting (HRA) when it was associated with hedonic (utilitarian) is
shown to be the underlying the employees return on training investment of NT findings. (adaptation from
Besharat Ali, 2012: 1, Waltz, 2012).
Even though neuroscience have been studied integrated with human development or human
resource management since October 21, 2012 from David Ulrich and his college (Ulrich, 2013). There is
still more information needed about the implications for Human Resource from the Outside in that
Human Resource Professionals will require six competencies to thrive in todays business include:
Strategic Positioner, Credible Activist, Capability Builder, Change Champion, Human Resource Innovator
and Integrator, Technology Proponent. More awareness is needed by professional managers and Human
Resource Department (HRD) practitioners who may be working with employees who have diverse styles of
cognitive learning that influence the return on investment in workplace training. This is true as the work
place training has shown to help maintain goals and resist impulsive behavior. This means they need to
understand what the goals of the event mean to them and the work place benefits. (Hills, Jon, 2013 31st Jul.)

Research Objective and Aim

This research objective is to identify in terms of the relevant literature, and develop the
theoretical basis of a primary integrated perspective findings for Neuro-Training to related the employee
return on training investment.
The conclusion provide an innovative platform for further academic research, HR Professionals, as
well as a valuable tool towards practical applications.

[91]

Literature review
The following extensive reviews aim is to related area of neuroscience, Training theory and
through the employee return on training investment as a meticulous sieving process to eventually identify
the critical factors of Neuro-Training success for a primary principles perspective.
Brain Based Learning
In the present study, the investigated researcher discuss related literature on brain based learning
offers a framework to enhance employee learning and application of brain research finding. In this
research adaptation from these recent reviews related to Brain Based Learning as followings:
Seleh (2012) conducted a study based on the technique of Caine and Caine (1991, 2003) to find
out the effectiveness of the brain based teaching approach in enhancing scientific understanding of
employee students of Newtonian Physics.
Wachob (2012) surveyed the knowledge, perception and implementation of brain based learning
practices terms of brain gym and students beliefs.
Kledinyer (2011) examined the influence of brain based learning on reading outcome in positive
correlation between brain-based learning strategies and expected achievement of employee students
from the Wisconsin Knowledge.
Mc Namee (2011) studied the impact of brain based instruction on reading achievement.
Morris (2010) suggested that National Board Certified instructors used each of the surveyed brain
based practices more often than other instructors with more experiences.
Hutchins (2009) conducted a qualitative multi-site case study more utilize for brain based
instructional strategies in the educational whole brain learning for training process.
Daniel, 2003; Farmer, 2004; Sousa, 2006; Wolfe, 2010, and Margolis, 2012. Research has suggested
the whole brain associated learning activities into the classroom enables teachers to offer learners more
than one cognitive approach to learning new material (Connell, 2005; Connell, 2009; Farmer, 2004;
Luvass-Briggs, 1984; McCarthy, 1987). In my particular teaching situation, introducing right-brain associated
activities to promote engagement and comprehension may positively support and supplement a
textbook used by learners or employees have minimal classroom training and/or orthographic experience.

[92]

Left- Brain Functions

- Constantly monitors our sequential ongoing behavior
- Responsible for awareness of time, sequence, details, and order
- Responsible for auditory receptive and verbal expressive strengths
- Specializes in words, logic, analytical thinking, reading, and writing
- Responsible for boundaries knowing right from wrong
- Knows and respects rules and deadlines
Right- Brain Functions
- Alerts us to novelty; tells us when someone is lying or making a joke
- Specializes in understanding the whole picture
- Specializes in music, art, visual-spatial and/or visual-motor activities
- Helps us form mental images when we read and/or converse
- Responsible for intuitive and emotional responses
- Helps us to form and maintain relationships
Figure 1.1 Left-Brain and Right-Brain Functions. Adapted from Brain-Based Strategies to Reach Every Learner: Surveys,
Questionnaires, and Checklists That Help You Identify Students Strengths-Plus Engaging Brain-Based Lessons and
Activities, by J.D. Connell, p. 40. Copyright 2005 by J.D. Connell.

Mental Accounting as Human Resource Accounting

Mental accounting is a type of framing in which individuals form psychological accounts for the
costs and benefits associated with their choices (Thaler, 1980). These accounts will remain open until a
consumer has completed a transaction and obtained the consumption benefits (Thaler, 1985). Mental
accounting helps people monitor their financial activites and regulate their consumption (Read,
Loewenstein, and Kalyanaraman, 1999). Prelec and Loewenstein (1998) express the reciprocal interaction
between the pleasure of consumption and the pain of payment (also known as coupling). These
concepts applied to employee training in terms of mental accounting is a type of framing in Human
Resource Accounting that depending upon whether the positive utility of employees consumption
training surpasses the negative utility of payment, as training cost, when evaluate the overall experience
as pleasure after training feel training programmer adaptation from Gourville and Soman, 1998; Siemens,
2007. may be pain in terms of lost return on investment.
HR from the Outside In
This concept HR from The Outside In summarizes the findings from Ulrichs recent survey of
HR Professionals. This survey is one of the largest surveys done worldwide, and Ulrich publishes the
results every five years.
This Ulrichs argues that HR has evolved in five waves:
- HR Administration-Emphasis on the administrative and transactional work by HR.
- HR Practices-Innovation in specialized areas of HR (i.e., compensation, recruitment, training).
- HR Strategy-Integration of HR and business practices.
[93]

- HR Outside-In-HR moves beyond strategy to align its work with business context and
stakeholders
The last wave is extremely important to note, and HR Professionals who fail to change to this
perspective will soon be left behind. It is simply not acceptable for an HR Professional to be content with
processing transactions.
This Ulrichs also argues that HR Professionals will require six competencies to thrive in todays
business world. These competencies include:
- Strategic Positioner-This is much more than just knowing the business. HR Professionals must
be able to position their organization to anticipate and match external implications and bolster their
organizations competitive advantage.
- Credible Activist-HR Professionals must be internal activists, but they must focus their time and
attention on issues that actually matter to the organization. They must be true professionals and be able
to influence others and generate results in everything they do.
- Capability Builder-HR Professionals must be able to align strategy, culture, practices and
behavior; must create a meaningful work environment; and must must find and capitalize on all the
organizations capabilities.
- Change Champion-Most corporate change efforts start with enthusiasm and end with cynicism.
HR Professionals must help the organization counter that trend by helping it diagnose issues and learn
from past failures.
- HR Innovator and Integrator-HR Professionals must ensure the organization has the right talent
and leadership for the current and future success of the organization. It must develop innovative HR
practices that drive the talent agenda of the organization.
- Technology Proponent-All organizations seem to have difficulty in handling and transferring the
massive amounts of information they accumulate. This is especially true in HR, and HR Professionals must
find ways to effectively use technology to understand and strengthen the talent within the organization.
I read this book shortly after it was released and found myself intrigued by the insights
throughout it. The authors have the enviable ability to articulate what is on the minds of HR Professionals
worldwide. They are not content to just complain about all the problems in HR. Rather, they challenge
the profession to understand its value and aim as high as possible. That is exciting for someone like
myself, who is still in the early stages of his HR career.
Measuring Returns on Training Investment
The Final Copy Group (2016); Hills, 2016; and Dennis E. Coates, (2016) Should find that the
employee performance data after training must used in the calculation comes from the feedback
assessment as an self-assessment of training programmer measuring performance Return on Investment is
obtained using this formula:

[94]

Measure Performance ROI

Individual performance ROI is obtained using this formula:
Percent ROI
=
(Program Benefit-Program Costs) 100 Program Costs
To estimate the costs of an individuals training, add the program costs for trainers, assessments,
materials, facilities, and time away from work, and then divide by the number of participants. In this
example, assume the cost of an individuals attendance at a three-day course was $1,600.
When calculating the benefit of the training, the question is how much additional productivity
will an organization get for the same salary? Youll need to know the individuals total annual
compensation, data showing how much the individuals performance has improved, and an estimate of
how much the individuals performance affects his or her productivity.
Assume the learners total annual compensation was $75,000. Several weeks before the training,
the participant received a benchmark diagnostic multi-source feedback assessment. To measure
performance improvement, the same assessment was administered nine months after the course, The
assessment scores (scale 0 to 10) increased from an average of 6.3 (before training) to 7.9 (after training).
(7.9-6.3) 6.3 = 25 percent improvement in performance
Individual performance is only one of several productivity factors. Support, co-worker skills,
reward systems, and many other factors also have an impact on productivity. Sorting this out scientifically
is impractical and unnecessary. Simply ask managers to agree on a consensus estimate of the relative
impact of an individuals performance on his or her productivity. In this case, management estimated that
the impact was approximately 33 percent. Multiply the annual compensation times the percent
improvement in performance times the percent of impact on performance and you will get the dollar
value of the improved individual performance.
$75,000 25 percent 33 percent = $6,250 additional impact on productivity
This benefit is significantly greater than the total cost of the individuals training, which was
$1,600.
Percent ROI = ($6,250-$1,600) 100 $1,600 = 290 percent

Conclusion
The purpose of this research was to review the literature on the employers ROI in employee
training in order to enhancing knowledge of Neuro-Training that confirm on employers investment in
employee training provides guidance to firms or organizations on their human capital investment
decisions and accurate measures of productivity in human capital.
A sound ROI analysis shown that many companies are not equipped to undertake such an effort
for the express purpose of evaluating just a training program: ROI analyses on basis of Neuro-Training
evaluate the business results of their training programs. If lack of information on the ROI and leveraging
differences of whole brain of employees brain based leaning to bridge the gap in the cognitive and non
[95]

cognitive skill that possible underinvestment in employee training, helping firms, organizations to measure
the return a their training investments could help resolve the underinvestment problem.
For more clearly, The researcher show overview of study a conceptual perspective in Fig1.

LITERATURE REVIEW

NEURO-TRAINING

- BRAIN BASED

MULTIPERSPECTIVE

LEARNING

(COGNITIVE

- MENTAL ACCOUNTING

SKILL)

AS HUMAN RESOURCE
ACCOUNTING

HUMAN
RESOURCE

MANAGEMENT (NON

MEASURING

MEASURE

RETURN

PERFORMANC

ON TRAINING

E RETURN ON

INVESTMENT

TRAINING
INVESTMENT

COGNITIVE
SKILL)

TO BRIDGE THE GAP IN THE COGNITIVE AND NON COGNITIVE SKILL

References
Baker, C. (1999). A framework for literacy in a brain-compatible environment. San Francisco: ASCD.
(ERIC Document Reproduction Service No. ED 432000).
Bartel, Ann: (2000). Measuring the Employers Return on Investments in Training Evidence from the
Literature. Oxford: Blackwell Publishers.
Besharat, Ali. (2012). Essays on Mental Accounting and Consumers Decision Making. Scholar
Commons: University of South Florida.
Best, J.W & Kahn, J, V. (2004). Research in Education. New Delhi: Prentice Hall of India Private Ltd.
Bruer, J.T. (1998). Brain science, brain fiction. Educational Leadership, 56(3), 14-18.
Caine, G., Caine, R.N., McClintic, C., Klimek, K. (2005). 12 brain/mind learning principles in action.
Thousand Oaks, CA: Corwin Press.
Caulfield, J., Kidd, S. & Kocher, T. (2000). Braub-based instruction in action. Educational Leadership, 58(3),
62-65.
Coates, Dennis. E. (2015). Enhance The Trainers of Training. U.S.A ASTD Training Basics.
Duman, Bilal. (2010). The effects of Brain Based Learning on the academic achievement of students with
different learning styles. Educational Sciences: Theory & Practice. 10(4). 2077-2103
Erlauer, L. (2003). The brain-compatible classroom: Using what we know about learning to improve
teaching. Alexandria, VA: ASCD.
[96]

Hartmann, Fronk (2015). Innovative neuro-accounting Investigation. Erasmus Universities Rotterdam, 18

January.
Hutchins, James. (2009). Perceptions of Brain Based Instructional strategies: A multiple-site case study.
DAI/A. 70-71. DA 3385383.
Jensen, E. (2000). Braub-based learning: a reality check, Educational Leadership, 57(7), 76-80.
Jensen, E. (2000). Moving with the brain in mind. Educational Leadership, 58(3), 34-37.
Jensen, E. (2005). Teaching with the brain in mind (2nd ed.). Alexandria, VA: ASCD.
Kiedinger, Rhonda. (2011). Brain Based Learning and its effects on reading outcome in elementary aged
students. Dissertation submitted to the Graduate School, University of Wisconsin-Stout.
Margolis, Carol. (2012). Teaching to the right side of the brain to achieve whole brain learning. Saint Paul
Minnesota, Hamline University.
Mark Allen Group. (2015). How Can HR Use Neuroscience. CYONUS RESOURCING.
McNamee, M Merideth. (2011). The impact of Brain Based instruction on reading achievement in a second
grade classroom. ProQuest LLCC. Ed.D. Dissertation, Walden University. ERIC ED525320.
Morris, Lajuana Trezette. (2010). Brain Based Learning and classroom practice: A study investigating
instructional methodologies of urban school teachers. ProQuest LLC. Ed.D. Dissertation,
Arkansas University. ERIC ED514244.
Perry, B. (2000). How the brain learns best. Instructor, 110(4), 34-35.
Saleh, Salmiza. (2011). The effectiveness of the Brain Based Teaching Approach in generating students
learning motivation towards the subject of Physics: A Quantitative Approach. US-China Education
Review. A1. 63-72.
Saleh, Salmiza. (2012). The effectiveness of the Brain Based teaching approach in enhancing scientific
understanding of Newtonian Physics among form four students. International Journal of
Environmental & Science Education. 7(1). 107-122.
Susanne, Scheveizer, Jessica Graim, Adem, Hampshire, Dean Mobbs, and Tim. Dalgelsh (2014). Training
the Emotional Brain: Improving Affective Control Through Emotional working Memory Training.
Taylor, J. T. (2015) Measuring Return on Investment For Soft Skills Training. USA: The Training World library.
Tounsend David (editor). (2015). Brain-based Learning. University of Lethbridge.
Verity, Andrew. (2015). Neuro-Training. Neuro-Training Centre-Tenerife: Spain.
Wachob, A David. (2012). Public school teachers knowledge, perception and implementation of brain
based learning practices. A dissertation submitted to the School of Graduate Studies and
Research, Indiana University of Pennsylvania.
Wagmeister, J. & Shifrin, B. (2000). Thinking differently, learning differently. Educational Leadership, 58(3),
45-48.
Westwater, A. & Wolfe: (2000). The brain-compatible curriculum. Educational Leadership, 58(3), 49-52.
Wolfe: (2001). Brain matters: Translating research into classroom practice. Alexandria. VA: ASCD.
Wolfe: & Brandt, R. (1998). What do we know from brain research? Educational Leadership, 56(3), 8-13.
[97]

 7
()


25 ..2558

A Study of Move Analysis in Laboratory Animal Research Article Abstracts

Chaniporn Bhoomanee* and Associate Professor Dr.Songsri Soranastaporn **

Abstract
This present study aimed to investigate the most occurred moves in abstracts of laboratory
animal research. The laboratory animal corpus of 50 research abstracts during 2012-2014 from the
Institute for Laboratory Animal Research Journal (ILAR) was selected by using the simple random sampling
technique. The framework of Taddio et al. (1994), which consists of eight moves: purpose, research
design, setting, subjects, intervention, measurement, results, and conclusion was used for analyzing data.
Three inter-raters who analyzed moves comprised a native speaker and two non-native speakers. Data
were analyzed by frequency and percentages. The results showed that new move (94%) occurred the
most in the research abstracts. The moves of purpose (82%), conclusion (54%), and results (18%) were
found respectively.
Key Word: Move Analysis, Research Articles, Abstracts, Laboratory Animal

Introduction
Researchers have published their papers in both journals and proceedings or program books for
conferences to make official information known to the public (Martin-Martin & Burgess, 2004). Moreover,
the researchers must have effective skills in academic writing to write their research articles (McMillan &
Schumacher, 2001). To publish in any language, any journal or proceedings, researchers need to submit
their English abstract. Thus, abstracts play a crucial role in research articles.
An abstract is an essential part of a paper; it is similar to a brief summary of the whole paper in
order to help readers decide whether to read a paper or not, and research abstracts often determine the
*
**

M.A. Program in Applied Linguistics, Mahidol University; Email: chaniporn.bh@gmail.com

Faculty of Liberal Arts, Mahidol University

[98]

acceptance or rejection of an article for conferences (Swales, 1990; Lors, 2004). The abstract is a
condensed document and presents the main content of a research article (Cross & Oppenheim, 2006).
Most abstracts consist of 100-250 words in which the principle elements and research findings are
included (Swales, 2007).
The abstract can be divided into two main types according to its structure and purposes. Abstract
structures are consisted of structured abstract and unstructured abstract (Hartley, 2002). The structured
abstract is divided into sections with solid sub-heading like background, method, result, and
conclusion and this type became popular in medicine research journals. In contrast, the unstructured
abstract is not divided into sections, and the format is not fixed. Moreover, the abstract can be
categorized according to purposes: journal article abstracts, thesis or dissertation abstracts, conference
abstracts or abstracts responding to call for paper. Thus, any paper may be considered to be published
when a well-prepared and comprehensive abstract is created (Kaplan, 1994; Swales & Feak, 2009).
Therefore, the writing of research abstracts should not be overlooked because graduate students and
scholars have to write abstracts in order for their articles to be published. The examples of structured and
unstructured abstract are shown as Table 1.
Table 1 Examples of abstract structure
Structured abstract
Objective: To assess and compare the quality of
nonstructured and structured abstracts of original research
articles in three medical journals.
Design: Blind, criterion-based observational study.
Sample: Random sample of 300 abstracts (25 abstracts per
journal each year) of articles published in the British Medical
Journal (BMJ), the Canadian Medical Association Journal and
the Journal of the American Medical Association (JAMA) in
1988 and 1989 (nonstructured abstracts) and in 1991 and
1992 (structured abstracts).
Main outcome measures: The quality of abstracts was
measured against 33 objective criteria, which were divided
into eight categories (purpose, research design, setting,
subjects, intervention, measurement of variables, results
and conclusions). The quality score was determined by
dividing the number of criteria present by the number
applicable; the score varied from 0 to 1.
Results: The overall mean quality scores for nonstructured
and structured abstracts were 0.57 and 0.74 respectively (p
< 0.001). The frequency in meeting the specific criteria was
generally higher for the structured abstracts than for the
nonstructured ones. The mean quality score was higher for

Unstructured abstract
English is increasingly used in advanced education. Among
academic writing types, abstracts are one of the pivotal
genres of communication among scholars from multiple
disciplines. Nevertheless, non-English speaking scholars find
the task of writing successful abstracts daunting and
challenging. As a consequence, they might not be able to
fully participate in their respective academia. To help these
scholars disseminate their research findings, this study has
the objectives of: 1) identifying the structural organization
commonly followed in civil engineering abstracts and (2)
identifying a set of linguistic features commonly associated
with a particular type of information presented in the
abstracts. To accomplish these objectives, a data set of 60
English abstracts belonging to civil research articles
systematically selected from the top journals in civil
engineering was compiled and analyzed with reference to
Swales genre analysis. The subsequent analysis reveals a
typical pattern of how information presented in the
abstracts is organized. Furthermore, each information type
was linguistically characterized by a cluster of linguistic
features that frequently co-exist. These findings capture
what constitutes an appropriate academic style of writing in

[99]

nonstructured abstracts in JAMA than for those in BMJ (0.60

v. 0.54, p < 0.05). The scores for structured abstracts did not
differ significantly between the three journals.
Conclusions: The findings support recommendations that
promote the use of structured abstracts. Further studies
should be performed to assess the effect of time on the
quality of abstracts and the extent to which abstracts
reflect the content of the articles.
(Taddio et al., 1994)

civil engineering abstracts. The study thus helps form a

pedagogical model viable and useful for civil engineering
scholars to develop strategies in response to the rigorous
writing demands of academia. A better understanding of
how research article abstracts are constructed can enhance
not only their writing skills to conform to the expectations
of the target discourse community, but also the chance of
success in their respective fields.
(Kanoksilapratham, 2013)

The study of abstracts has been a growing research interest in linguistics. A major focus of the
research has been on the general organization of the abstract (Bhatia, 1993; Taddio et al. 1994; Santos,
1996; Hyland, 2000; Lors, 2004). Researchers have conducted studies on abstracts in various fields:
science, linguistics, and educational technology, and move analysis has been one focus of studies
concerning abstracts in each field (Cross & Oppenheim, 2006; Pho, 2008). The researcher sought for
previous studies conducting move analysis on abstracts in the fields of laboratory animal through edatabase of Mahidol University on May 1, 2015 by typing keywords: move analysis, research abstract,
and laboratory animal. The result showed that there were no studies of move analysis of abstracts in
laboratory animal field. For this reason, to gain the new knowledge of move analysis of abstracts into the
laboratory animal field, the current study will be conducted on move analysis of abstracts.

Purpose of the Study

The aim of this current study was to investigate the most occurred moves used in abstracts of
laboratory animal research. To give a comprehensive perspective, there is a review of move analysis in
the next section which provides the empirical evidence in previous researches from different academic
fields and disciplines.

Move analysis
Moves in research article refers to a section of a text that performs a specific communicative
function, but a move pattern is the rhetorical structure of each part of genres (Biber, Connor & Upton,
2007). Researchers analyzed moves in academic fields and different sections of research articles. They
found different patterns of moves. Swales (1990, 2004) analyzed the introduction part of research article
and proposed the CARs Model which includes three main sections: establishing a territory, establishing a
niche, and occupying the niche. Later, Bhatia (1993) described abstracts as having a four-move structure
broadly mirroring the structure of the whole paper, consisting of introduction, method, results, discussion,
and conclusion. Two other researchers (Hyland, 2000; Lors, 2004) also found the same move as Bhatias.
[100]

Taddio et al (1994) found eight moves: purpose, research design, settings, subject, intervention,
measurement, results, and conclusion. Santos (1996) analyzed move pattern on journal article abstracts
in linguistic field and found 5 moves: situating research, presenting research, describing methodology,
summarizing results, and discussing research. Kanoksilapathum (2013) analyzed the abstract section of
research article in civil engineering field and found this move pattern comprised 5 moves: background,
purpose, methodology, result, and discussion. Taddio et al (1994) presented more details on move
patterns in abstracts and described them as being structured shown as Table 2. Thus, Taddio et al.s
move pattern was used as a framework in this study.
Table 2 Taddio et al.s move pattern of research abstract (8 moves)
Moves
Move 1 is about purpose.
Move 5 is intervention.
Move 2 is research design.
Move 6 is measurement.
Move 3 is setting.
Move 7 is results.
Move 4 is subjects.
Move 8 is conclusion.

Methods
The research procedures of the study are described in this section. Corpus, research instruments,
data analysis, and inter-rater reliability assessment are described below.
Source of corpus: The corpus of this study consisted of a total 50 research abstracts in the field
of laboratory animal research from the Institute for Laboratory Animal Research Journal (ILAR) during
2012-2014. The ILAR journal is a peer-reviewed journal with an impact factor of 2.393 in the discipline of
laboratory animal research and is published by Oxford University Press. This journal, which has been
registered by ISI (Reuters, 2014), is a leading journal in the academic field and publication in the journal is
widely cited in the category of veterinary sciences. The director of National Laboratory Animal Center at
Mahidol University also suggested the researchers to study the corpus from the ILAR journal. 50 abstracts
were randomly selected from this journal for a source of corpus in this study. This corpus comprised a
total of 326 sentences with 7,756 words.
Research instruments: Four things were necessary for this analysis: three raters, criteria for
abstract analysis, move coding and a spreadsheet.
1. To analyze the articles abstracts, this study used three raters from the linguistics field: one was
a professor who has taught in the field of linguistics and is a native-speaker and two were peer-reviewers
who have studied move analysis at the masters degree level.
2. The criteria for analyzing the organization of abstracts were based on Taddio et al (1994).
3. A system for move coding was designed by the researcher and given to the three raters.
4. A spreadsheet was used to collect the data.
[101]

In short, four things; namely, three raters, criteria for abstract analysis, move coding and a
spreadsheet, were used to investigate the most occurred moves used in laboratory animal research
articles.
Data analysis: This process identifies the moves and steps in article abstracts. According to
Hyland (2000), the data was read several times to get the feel of the overall organization of the genre
(p. 66). All of the sentences in the abstracts regarded as data sources were individually and categorized
according to the move patterns described by Taddio et al. (1994) and entered in a table. Then each
move and step found in the abstracts was marked. Subsequently, the moves were identified by following
the framework of Taddio et al. (1994). After identifying the moves and steps, a coding protocol was
developed. The coding protocol consisted of three main purposes: 1) to provide operational criteria for
identifying the moves and steps, 2) to provide control for coding variation, and 3) to be used to establish
inter-rater reliability between the researcher and the rater (Tisapramotkul, 2007). In addition, all the
sentences in each move pattern were described in both numerical and percentage terms. Finally, the
data found in the tables is described in detail in the results section.
Inter-rater reliability assessment: The use of move analysis is a complex subjective procedure,
especially concerning the identification of moves and steps. Therefore, it was important to use other
raters than just the researcher to establish reliability. Before the raters made their assessment, the
researcher explained the purpose of the study and the concepts of genre and move analysis to the
raters. The raters practiced to analyze and understand how to do. Then the raters analyzed the selected
text from the corpus individually and independently. The raters submitted analysis results of three
abstracts to researchers. The researchers checked the results and called for a meeting with the raters to
discuss those results which were unclear or did not fall into the same move in order to reach a final
conclusion. In brief, to describe the organization of research abstracts, the frequency of use of moves
found in the abstracts was used for analyzing data based on the criteria of Taddio et al. (1994).

Results
The results of corpus analysis revealed that there were 144 occurrences of all moves in total and
nine moves were found in this study. See Table 3. Details are explained.
Table 3 Frequency of Moves Found in Research Abstracts
Move
Coding
Frequency of occurrences
1.
Background
(MB)
47
2.
Purpose
(M1)
41
3.
Conclusion
(M8)
27
4.
Results
(M7)
9
5.
Intervention
(M5)
8
[102]

Percentage
94
82
54
18
16

6.
7.
8.
9.
Total

Subjects
Research design
Measurement
Setting

(M4)
(M2)
(M6)
(M3)

5
3
2
2
144

10
6
4
4
100

The first move was a new move which the researchers called background, and the rest eight
moves fall into the framework of Taddio et al. (1994). The new move was found most often in this
corpus; it occurred 47 times, or in 94% of all abstracts studied. However, setting appeared the least i.e.
2 (4%) times.
Examples of sentences for each move found in the abstracts of laboratory animal research
articles are given in Table 4.
Table 4 Example sentences for each move
Moves
New move (NM)

Abstracts
(ILAR9)

Purpose (M1)

(ILAR6)

Conclusion (M8)

(ILAR15)

Results (M7)

(ILAR49)

Intervention (M5)

(ILAR46)

Subjects (M4)

(ILAR2)

Research design (M2)

(ILAR25)

Measurement (M6)

(ILAR33)

Setting (M3)

(ILAR13)

Example sentences
The strategies for housing zebrafish used in biomedical research have evolved
considerably over the past three decade (Lawrence & Mason, 2012).
This review aims to show that noninvasive brain imaging strategies such as small
animal positron emission tomography offer significant potential and promise for
modeling motivational disorders such as drug addiction and obesity in humans
(Michaelides, 2012).
We conclude that the summation of epigenetic modifications induced by multiple
environmental exposures, accumulated over time, represented as broad or
narrow, acute or chronic, developmental or lifelong, may provide a more precise
assessment of risk and consequences (Ho et al., 2012).
We show that although dynein lacking LICs drives microtubule gliding at normal
rates, the LICs are required for the formation and maintenance of a bipolar spindle
(De Vries et al., 2014).
In addition, the ability to manipulate putative risk factors, including introducing
experimental stress during development, allows inference of causality not possible
with human studies (Worlein, 2014).
The mouse (Mus musculus) is currently the most popular laboratory animal in
biomedical research (Gargiulo et al., 2012).
We sketch a set of commonsense ethical constraints on ecosystem research
parallel to the constraints that govern laboratory animal research (Curzer et al.,
2013).
Histopathologic tools offer an unbiased way to evaluate the degree of axonal
degeneration or changes in neuronal cell body but are often time consuming and
require processing of the tissue after the study is completed (Hoke & Ray, 2014).
Fishand zebrafish (Danio rerio) in particularare now the second-most used
biomedical model in the United Kingdom (Wilson, 2012).

[103]

In short, most sentences fit into the following for categories: new move called Background,
purpose, conclusion results and intervention respectively.

Discussion
The findings of this study are discussed in terms of the high-frequency of move occurrences and
new move fond in the abstracts of laboratory animal research.
High-Frequency of Move Occurrences: Eight moves occurred in the abstracts of the Institute for
Laboratory Animal Research Journal: ILAR are same as Taddio et al.s pattern (1994). This may be
explained that those eight moves are the essential parts of science research abstracts. When readers read
any abstract, they want to know and understand the research briefly, so those abstract provided eight
moves: purpose, research design, settings, subject, intervention, measurement, results, and conclusion
which are crucial information for their readers. This pattern corresponds to Taddio et al.s pattern (1994)
which offers structure and more details on move patterns in abstracts.
New Move: Most abstracts of the Institute for Laboratory Animal Research Journal: ILAR began
with the new move (NM), 47 out of 50 abstracts (94%), and this move is always at the beginning of the
abstracts. This new move communicates background information of the research articles. This result
differs from the framework of Taddio et al. (1994), who claimed that the first move was purpose. This
result conforms to the results of the study conducted by Kanoksilapathum (2013) who analyzed the
abstract section of research article in civil engineering field. This may be explained in two folds. (1)
Researchers who published their research articles in ILAR may want to provide background information of
their research for their readers. This is to prepare their readers before reading. On one hand, the
researchers may want to draw attention of their readers to read their research articles. (2) This new move
can be considered as an obligatory move for abstracts in research articles of ILAR because this new move
appeared in a very high frequency (94%). According to Pho (2008), a move with 80% occurrences or more
will be considered as an obligatory move while less than that will be regarded as optional.
In short, the eight moves found in research abstracts of ILAR were similar to the model proposed
by Taddio et al. (1994). The new move namely background was found and conformed to
Kanoksilapathum (2013). Moreover, new move called background was found in research abstracts of
ILAR.

Limitations and Suggestions

Limitations: The current study reveals on the most occurrences of move found in the abstracts
of ILAR corpus only. Thus, the move pattern found in this study may be generalized to abstracts in other
laboratory journals, but researchers as authors must be done with care.

[104]

Suggestions: Further studies may be conducted to explore linguistic features such as tense,
modal verbs, passive and active voice so functional language used in research article abstracts of ILAR will
be revealed. Researchers in this field can use them as guidelines to write their research abstracts.
Moreover, linguists may analyze moves of other laboratory journals, so results can be compare and
contrast.

Conclusion
The corpus of this study was conducted to explore what moves could be found in the field of
laboratory animal based on Taddio et al.s model (1994). The finding revealed that the New move
which provided the background information of the research was the most occurrences (94%) at the
beginning of abstracts. Moreover, this new move can be considered as an obligatory move because
occurrences of the New Move are more than 80%. In addition to the new move, the laboratory animal
research abstracts included eight moves which were consistent with Taddio et al.s model (1994); that is,
purpose, research design, settings, subjects, intervention, measurement, results, and conclusion.

References
Bhatia, V. K. (1993). Genre-mixing in academic introductions. English for Specific Purposes, 16(3), 181-195.
Biber, D., Connor, U., & Upton, T. (2007). Discourse on the move. Amsterdam: John Benjamins Pub. Co.
Cross, C., & Oppenheim, C. (2006). A genre analysis of scientific abstracts. Journal of Documentation,
62(4), 428-446.
Hartley, J. (2002). Do structured abstracts take more space? And does it matter? Journal of Information
Science, 28(5), 417-422.
Hyland, K. (2000). Disciplinary discourse: Social interaction in academic writing. Singapore: Pearson.
Kanoksilaphatham, B. (2009). Generic structure of research article abstracts in science. Journal of English
Studies, 4, 95-101.
Kanoksilaphatham, B (2013). Generic Characterisation of Civil Engineering Research Article Abstracts. The
Southeast Asian Journal of English Language Studies, 19(3), 1-10.
Kaplan, R., Cantor, S., Hagstrom, C., Kamhi-Stein, L., Shiotani, Y., & Zimmerman, C. (1994). On abstract
writing. Text, 14(3), 401-426.
Lors, R. (2004). On RA abstracts: from rhetorical structure to thematic organization. English for Specific
Purpose, 23(3), 280-302.
Martin-Martin:, & Burgess, S. (2004). The rhetorical management of academic criticism in research article
abstracts. Text, 24(2), 171-195.
McMillan, J. (2011). Educational Research: Fundamentals for the Consumer. Pearson.
Pho: (2008). Research article abstracts in applied linguistics and educational technology: A study of
[105]

linguistic realizations of rhetorical structure and authorial stance. Discourse Studies, 10, 231-250.
Reuters, T. (2014). Journal Citation Reports. Retrieved 1 May 2015, from http://thomsonreuters.
com/en/products-services/scholarly-scientific-research/research-management-and-evaluation/
journal-citation-reports.html
Santos, D. (1996). The Textual Organization of Research Paper Abstracts in Applied Linguistics. Text, 16(4),
481-499.
Swales, J.M. (1990). Genre Analysis. Cambridge: Cambridge University Press.
Swales, J.M., & Feak, C. (2009). Abstracts and the writing of abstracts. United States: The University of
Michigan Press.
Taddio, A., Pain, T., Fassos, F.F., Boon, H., Iluersich, A. L., & Einarson, T.R. (1994). Quality of nonstructured
and structured abstracts of original research articles in British Medicine Journal, The Canadian
Medical Association Journal, and the Journal of the American Medical Association. Canadian
Medical Journal, 150(10), 1611-1615.
References of articles used for the analysis
Curzer, H., Wallace, M., Perry, G., Muhlberger:, & Perry, D. (2013). The Ethics of Wildlife Research: A Nine R
Theory. ILAR Journal, 54(1), 52-57.
De Vries, R., Wever, K., Avey, M., Stephens, M., Sena, E., & Leenaars, M. (2014). The Usefulness of
Systematic Reviews of Animal Experiments for the Design of Preclinical and Clinical Studies. ILAR
Journal, 55(3), 427-437.
Gargiulo, S., Greco, A., Gramanzini, M., Esposito, S., Affuso, A., Brunetti, A., & Vesce, G. (2012). Mice
Anesthesia, Analgesia, and Care, Part I: Anesthetic Considerations in Preclinical Research. ILAR
Journal, 53(1), E55-E69.
Ho, S., Johnson, A., Tarapore:, Janakiram, V., Zhang, X., & Leung, Y. (2012). Environmental Epigenetics and
Its Implication on Disease Risk and Health Outcomes. ILAR Journal, 53(3-4), 289-305.
Hoke, A., & Ray, M. (2014). Rodent Models of Chemotherapy-Induced Peripheral Neuropathy. ILAR
Journal, 54(3), 273-281.
Lawrence, C., & Mason, T. (2012). Zebrafish Housing Systems: A Review of Basic Operating Principles and
Considerations for Design and Functionality. ILAR Journal, 53(2), 179-191.
Michaelides, M., Thanos:, Volkow, N., & Wang, G. (2012). Translational Neuroimaging in Drug Addiction and
Obesity. ILAR Journal, 53(1), 59-68.
Wilson, C. (2012). Aspects of Larval Rearing. ILAR Journal, 53(2), 169-178.
Worlein, J. (2014). Nonhuman Primate Models of Depression: Effects of Early Experience and Stress. ILAR
Journal, 55(2), 259-273.

[106]

 7
()


25 ..2558

Innovative Knowledge Destination Model

for Sustainable Competitive Advantage of Tourism Industry
Kumthon Nimitpatr* Assistant Professor Dr.Shayut Pavapanunkul ** Dr.Amorn Thungsuwan***

Abstract
Since Thailand has not officially determined innovative model of carbon tax collecting,
accompany with tourism industry is one of the most revenue-generating, but also the most pollutionproducing industry to the country, so the authors pay an attention to study the tax carbon collection
model. The authors found that setting the model should consider the information from each and every
stakeholder in term of determining carbon tax rate and utilizing the proceeds from such tax. The
stakeholders should prepare themselves in many ways to support the prospect policies.
Key Word: Carbon Tax, Tourism, Koh Chang, Innovative Model

Introduction
Global warming is a problem that all countries have considered as an agreed agenda that must
unite to resolve the problem. Therefore, the increase of global temperature is a national agenda, that
various countries try to solve it.(1) Activities from human is the main cause of Carbon dioxide emission, one
of Greenhouse gas that is harmful to the atmosphere. Although human might stop emitting carbon
dioxide into the atmosphere right now, the damage will have continued the same for at least a
millennium years.(2)
According to Kyoto Protocol, the governments of various countries give a commitment to reduce
carbon dioxide emission such as UK has targeted to reduce carbon dioxide by 19% by the year 2010 and
*

Faculty of Business Administration, Rajmangala University of Technology Phra Nakhon; E-mail: kumthon.n@rmutp.com
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
***
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon
**

[107]

by 60% in the year 2050.(3) Thailand has revenue from tourism at top 5 of the world with the revenue of
26,680 million US dollars (about 8,310 billion baht). And it is accepted that at present ecotourism group
has been gradually increasing and grew bigger every year. Given the awareness of global warming
problem, the management in tourism industry has tried to make their recreations to be environment
friendly and also set the mechanic driving the recreation to be in line with sustainability and encouraging
ecotourism image for niche market and also enlarge the market to new customers as well.(4)
Many economists view carbon tax collecting as a cost-effective tool, enabling to shift the
behavior of transportation and tourism. At present, carbon tax collecting system has been adopted by
many countries such as Finland, Sweden, Italy, Germany, Switzerland and Australia.(5) In Thailand, there is
no direct law giving authority to government sector to collect carbon tax from the total quantity of
carbon dioxide direct emission. So far, Thailand has only monitoring and controlling measures and setting
standard of emission.(6)
The Sea of Trat or Koh Chang Area comprises of 10% mainland and the marine area covers three
main and 49 smaller islands. The total area of 4,280 km 2 is divided into 15 local administration units
under six districts. It is located in Trat province, in the Eastern part of Thailand, close to the Cambodian
boarder and about 315 km from Bangkok. According to Tourists Statistic in B.E. 2554 from Tourism
Authority of Thailand (TAT), Trat Province, there are approximately 1 million tourists travelling to Koh
Chang with average staying period is 2days and 3 nights, emitting carbon dioxide to the atmosphere 19.74
kilograms per person per day. According to Climate Protection in Tourism Project: Carbon Footprint &
Visualization Tool of Deutsdhe Gesellschaft fur Inteernationale Zusammenarbeit (Giz) and Designated Area
for Sustainable Toursim Administration (DASTA) found that the most carbon-dioxide emission activities
from service sector is from Hotel 58%, Restaurant 27%, passenger ship/boat 10% and 5% from others,
respectively. While public service activities that might be the most carbon-dioxide emission activities are
electricity generating (58%), transportation (39%) and garbage disposal (3%). (7)

Product / Service Footprint

Supply Chain

1. Direct Emission

Distribution

Usage

Emission throughout its life cycle

2. Electriciy Usage

Figure 1 Scope of Carbon Tax Studying (8)

[108]

Disposal

Methods
The author has collected data from document, research paper, and websites related to carbon
tax knowledge from foreign countries and then synthesize them to determine format, method, structure
and regulation to form an innovative model for carbon tax collecting suitable for Tourism Industry of
Thailand by using Koh Chang, the second largest island as a case study.

Results
1. Tourism and Reduction of Carbon Dioxide Emission
The reduction of carbon dioxide emission in Tourism industry is a strongly challenging task
because it is sensitive and need an insight to develop the recreation for each area complying with
academic principles. Moreoveer, we have to take the following into the consideration to develop climate
friendly recreation:
- Energy-saving Building
- Sustainable Architectural Design
- Energy-saving electric compliances
- Utilization of alternative energy
- Transportation (Both domestic and international)
- Natural Resource Preservation
- Optimal Utilization of water
- Sewage and Waste Disposal
- Local products usage campaign

Figure 2 Component of Service Supply Chain in Tourism Sector (9)

[109]

2. Factors affecting the enforcement of environmental tax

To achieve the objective in environment preservation, we have to consider two following factors:
2.1 Special incentives or special tax rate might unintentionally affect the environment in
reviewing the whole system. Decision maker should consider if there is any special incentives or special
tax rate that might unintentionally give a negative effect to the environment and such measure should be
revised or cancelled or not.
2.2 Another important factor that policy-maker should consider is the choice of tax characteristics
and low cost of managing the tax.
3. Overview of Low carbon policy around the world
Carbon Tax policy has evolved significantly over the past decade. About 40 countries and 20
subareas all over the world has used the carbon tax system, which has threefold increased from the last
decade. At first, the value of carbon tax was at $14 billion.

Figure 3 Overview of Carbon Tax System and Carbon Market All over the world
The first area of using carbon tax collecting system was Hubei and Chongqing Province in China in
B.E. 2557.(11) In France and Mexico, the carbon is taxed for the first time and there is carbon tax legislation
passed in Chile. The Portugal began to enforce a carbon tax system for the first time on January 1, 2015.
The authors will give three examples countries that has adopted carbon tax system; that is,
Finland, the first country who has taxed for carbon; Australia, the large island that is similar to targeted
Koh Chang; and China, the emerging economic and the largest developing country.
3.1 Carbon Tax in Finland
Finland introduced the world's first carbon tax in 1990, initially with exemptions for specific
sectors or fuels. Changes were later introduced, such as a border tax on imported electricity. Natural gas

[110]

has a reduced tax rate, while peat was exempted between 2005 and 2010. In 2010, Finland's price on
carbon was 20 euros per ton of CO2. However, the rate of enforced carbon tax system is quite different
depending on types of fuels.
3.2 Carbon Tax in Australia
The Australian government has proposed Carbon Tax Plan since July 1, 2012. A fixed-price carbon
tax of $23 per ton went into effect in July 2012 and applied to Australia's worst industrial polluters. It was
to remain in place until 2015, at which point the cost of producing a ton of carbon would be determined
by free market forces. It is expected that about 500 companies will be effected from such plan and the
fixed price will be increased by 2.5% per annum for three consecutive years. However, Prime Minister
Rudd has advanced the original timeline by a year. The emissions trading scheme will now begin on July
1 2015.(12)
3.3 Carbon Tax in the Peoples Republic of China
The Chinese Government has implemented seven pilot carbon-trading programs, scheduled to
start this year. These schemes will cover around 250 million people. The pilot carbon-trading programs
are set to regulate 800 million to 1 billion tons of emissions by 2015 in the world's biggest cap-and-trade
program after Europe's. The Chinese government is planning a carbon tax on big energy consumers by
2015. For example, Carbon market in Shenzhen city covers the transportation system as well .(13) Moreover,
the Chinese government plans to adopt the carbon tax scheme in many province in order to comply with
the commitment that China has pledged to world citizen to reduce the utilization of fossil fuel and
reduction of carbon dioxide emission into the atmosphere by the year 2030. (14)
The seven pilots encompass a wide variety of situations: Guangdong is comparatively rich, while
Hubei is one of the less developed provinces in China; over half the pilots are being implemented in
directly controlled municipalities, but the Shenzhen pilot is not and must be integrated with the
provincial Guangdong ETS. The coverage of the seven pilots encompass 18% of Chinas population and
account for 28% of its Gross Domestic Product (GDP).(15) Together, these pilots will be expected to cover
700 million tons of carbon dioxide emissions in 2014, which would make them one third the size of the
European Union ETS and the second-largest emissions trading system in the world. (16) Despite this, the
pilots themselves only cover an estimated 7% of Chinas total emissions. (17)
4. Guidelines for carbon taxing in Tourism industry
Transportation is considered the activity that emits huge amount of carbon dioxide into the
atmosphere and the growth of emission is higher than any other industry (19)
Carbon Tax Collecting in Tourism Industry of many countries, carbon is taxed from 3 parts;
namely 1) fuel used in passenger cars of tourism industry; 2) indirect carbon omission from tourism
industry such as electricity used at resorts and shelters; and 3) the amount of carbon imported from
products related tourism.(18)

[111]

On the conclusion, It is said that carbon tax system used in various countries are different in term
of tax base and rate and requirement. In addition, there usually be an exception for some fuel usage or
some groups of industries. In many cases, there is an inequality in tax rate levies; that is distortion and not
in the proportion of carbon content of the fuel. Moreover, there is likely to have some concessions to
some industries in order to make such industries be able to maintain the competitive advantage with
other countries. Other trends found in the paper are 1) Trying to determine the Revenue-Neutral tax
system, and 2) setting tax rates gradually increased over time. It is most likely that both of the trends
come from the efforts to make the tax system is more acceptable in taxpayers perspective.
From the review of literature, the factors in the model should include:
1. Whom to be taxed: Most of the countries collect carbon tax from industrial sector who emits
carbon dioxide into the atmosphere.
2. Taxed From what: Most o the countries collect carbon tax from the amount of fossil fuel used.
3. Tax base: most of the countries collect carbon tax by using the amount of carbon dioxide
emission into the atmosphere as a tax base and applying fixed rate per ton emission.
4. How to use proceed from tax collecting: On this point, there is no clear conclusion and need
to be studied in the future.

Figure 4 Factors take into consideration in setting carbon tax system

The draft of carbon tax model should also pass a public hearing in order to hear useful
comments from all stakeholders. The authors think that stakeholders in Koh Chang should be:
1. Private sector running businesses on Koh Chang;
2. Local people who live and make a living on Koh Chang;
3. Government Sector who is a policymaker; and
4. Local Authorities of Koh Chang

[112]

Conclusion and Suggestion

1. Conclusion
Tax Collecting is one of the measures that many countries are deployed for the purpose of
reducing the amount of emissions released into nature. Given the principles and reasons for imposing
environment, It can be said that The levy is intended to preserve the environment, not focus mainly on a
revenue generating, but creating good conscience to all sectors to provide incentives to protect the
environment. However, when considering the enforced law in Thailand, there is no law giving authority to
government to collect carbon tax from the amount of emission into the atmosphere. So far, Thailand has
used command and control approach and standard setting as a main tool handling with environmental
problems.
Factors that should pay much attention to set carbon tax model in Thailand area:
1) Tax Rate: All stakeholders should consider about the real Social Cost of Carbon: SCC, but the
rate should not be too much to ruin production sector and economic system of the country.
2) Technological used and Readiness of all stakeholders: Since collecting carbon tax from actual
emission into the atmosphere, the government sector and any other related authorities should be able to
measure such emission precisely, economically, and timely. As a result, the government sector has to
seek for efficiently sophisticated technology to measure the emission, while entrepreneurs have to seek
for cost management techniques to compensate with a higher tax.
3) Utilizing Carbon Tax Revenue Wisely. Once introduced, a carbon tax could fairly quickly
generate substantial government revenue. Government has a number of options in this regard. It can
maintain revenue neutrality, whereby it reduces another revenue stream by an amount equivalent to the
revenue generated by the carbon tax. Cutting other taxes to offset the carbon tax revenue is one
example of revenue neutrality.
2. Suggestion
Suggestion for future research
1) This research aims to search for innovative model for sustainable competitive advantage in
creative tourism business only; therefore, the future research might search for sustainable competitive to
other industries such as apparel exporting business, agricultural business, education service business,
fashion designing business, etc.
2) There should be future research by using quantitative or other qualitative approaches in order
to valid the model.

[113]

References
(1)
R. N. Stavins. The problem of the commons: Still Unsettled after 100 years. American
Economic Review 101,pp81-108, February 2011.
(2)
S. Solomon, G. Plattner, R. Knutti, and P. Friedlingstein. Irreversible climate change due to
carbon dioxide emissions, the National Academy of Sciences, 2009, pp. 1704-1709.
(3)
HM Government, Climate change.The UK Programme 2006, London, UK, 2006, pp29- 30.
(4)
http://www.manager.co.th/Travel/ViewNews.aspx?NewsID=9560000076593.
(5)
I. W. H. Parry, M. Walls, and W. Harrington,Automobile Externalities and Policies.Discussion
Paper Resources for the Future, Washington, 2007, pp 01-37.
(6)
, ,
. http://www.fpo.go.th/ ( 1 2557)
(7)
http://www.dasta.or.th/th
(8)
A. Bimha and G. Nhamo, Godwell. Conceptual Framework for footprinting in the South African
banking sector. Bank and Bank Systems, 8(4), pp. 19-33,2013.
(9)
http://www.thai-german-cooperation.info/
(10) http://www-wds.worldbank.org/
(11) Carbon Pulse, Hubei to Expand Emissions Trading Scheme,, http://carbon-pulse.com/hubei-toexpandemissions-trading-scheme-state-media
(12) http://www.cleanenergycentre.com.au/
(13) Carbon Pulse, Shenzhen Set to Broaden out Emissions Scheme, March 16, 2015, http://carbonpulse.com/shenzhen-set-tobroaden-out-emissions-scheme/.
(14) http://www.carbontax.org/what-about-china/
(15) Shen, Ying. 2013. Moving Steadily of Great Leap Forward? The Emerging Carbon Market in
China. Deakin Law Review 18 (2): 233-270.
(16) International Emissions Trading Association. 2013. The Worlds Carbon Markets: A Case Study
Guide to Emissions Trading. http://www.ieta.org/assets/Reports/EmissionsTradingAroundTheWorld/edf_
ieta_china_case_study_september_2013.pdf
(17) Zhang, Da, Valerie J. Karplus, Cyril Cassisa, Xiliang Zhang. 2014. Emissions Trading in China:
Progress
and
Prospects.
Energy
Policy.
Manuscript
submitted
for
publication. http://dx.doi.org/10.1016/j.enpol.2014.01.022i
(18) Richard S.J. Tol. The Impact of a Carbon Tax on International Tourism. Transportation Research
Part D, 12, pp. 129-142, 2007
(19) Peter Forsyth et. al., The Carbon Footprint of Australian Tourism, CRC for Sustainable Tourism Pty
Ltd., Australia, 2008.

[114]

 7
()


25 ..2558

The Relationship among Budgetary Participation, Management Accounting

Systems and Accounting Values on Firm Performance
Pitachaya Kaneko*

Abstract
The objective of this study aims 1) to test the proposition about attitudes and behavior of
manager categories by the relationship among budgetary participation, management accounting systems
(MAS), and accounting values on firm performance Eastern, Western and South-Eastern (Thailand) to
budgetary participation that impact on the relationship among managerial accounting systems, financial
performance, and managerial performance. 2) to compare with culture relevance in accounting by using
Grays framework studies in international accounting, four dimensions of accounting value, to test the
important impact on the relationship among managerial accounting systems (MAS), financial performance,
and managerial performance. Data will collect from local and foreign managers of 584 Thai Listed
Company which related joint venture with joint control, affiliate firms, parents or investment in associate
and subsidiary firms by using questionnaire designed to measure variables. Factor Analysis, MANOVA and
ANOVA are the statistic used in this study to test the interaction effects of these variables. As an expected
result, the expected positive relationship different between MAS and performance for high levels of
budgetary participation in Western managers than Eastern managers, high professionalism; low uniformity
(high flexibility); low conservatism (high optimism); and low secrecy (high transparency). The findings will
suggests the importance of further quantitative survey research of this type to investigate more relevance
of culture factors in understanding international business, especially accounting practices the same as
prior results.
Key Word: Budget Participation, Financial Performance, Management Accounting Systems, Managerial
Performance.
*

Rajamangala University of Technology Phra Nakhon

[115]

Introduction
Recent in International Business Research, concern with national culture include with economic
and legal issues, organizational characteristic (both of forms, structures and features) has presents the
impact on major business activities (Chui, Lloyd and Kwok, 2002). Concerned with function in the
organizational culture of public accounting firms, it is one impact factors that has important on
motivation, behavior, and firm performance especially firms accounting practice (Chow, Harrison,
MacKinnon, and Wu, 2002; Holmes and Marsden, 1996; Hood and Koberg, 1991; Pratt and Beauliey, 1992).
Cultures ability can be used as mediator, moderator independent and dependent variable (Gray, 1992).
In the era of increasing globalization, attention has also impact to organizational culture on accounting
firm mergers, acquisition, subsidiary or affiliate across national boundaries (Chow et al., 2002; Sander,
1990; Tsui, 2001).
Many comparative studies have shown cross-national differences in business goals and
differences in individuals values (Hofstede, 1980, 1984, 2001; Schwartz, 1994; Smith, 1998). Prior research
of International Accounting Firms, study form Schreuder (1988) extent to which US national culture
influenced organizational culture of US firms operating in Netherlands with Dutch. The raise of the issue
of subcultures in accounting firms such as Hood and Koberg (1991); Pratt and Beaulieu (1992); Watson et
al. (1993) suggest that culture may differ across function by using function of management advisory
services (MAS) and non-MAS function of internal audit and tax and so on. The capabilities of MAS help by
given information relevant for planning, controlling and decision-making for operation and create value of
firms.
Prior studies (Awasthi, Chow, and Wu, 1998; Birnberg and Snodgrass, 1988; Chow, Shields and
Chan, 1991) has explained the phenomenon with strong significant focuses on the notion that national
cultural variables could affect the relationship between management control system and performance.
People in differentiate culture. According to Hofstede (1980, 1991) Chinese managers are expected to
behave differently from Western managers in managerial decision-making situation such as budgetary
participation because of cultural differences. Budgetary participation refers to the motivation role of
participation in decision making process.
In December, 2015 Thailand will joint with all South-East Asia countries to become AEC
community. They hope their economics will success and could have more competitive advantage.
However, different in culture, management account systems, and accounting value construct (AVC) may
cause of differentiate in firm performance in AEC community. In this study, I extent follow Tsui (2001) to
test relationship separate managerial performance and financial performance. It also examines the impact
of culture-bound follow Hofstede and accounting value construct of culture follow Gray (1988). Four
steps have to test the relationship of these variables. First step, I examine the relationship between MAS
and financial performance (separate managerial and financial performance). Second steps, I test the
interaction of MAS and budgetary participation (four situations) on firm performance. Third step, I add the
[116]

interaction of national culture in the second step (eight situation concerned) and test for the impact on
firm performance. Finally, test the interaction by using accounting value construct (AVC) in second step
(thus, sixteen situations concerned) to test these relationships.
In the case of budgetary participation is appropriate for a moderator variables and to extent the
prior research follow Hofstedes (1980, 1991); Grays (1988) framework; and Tsui (2001) by compare group
from using national culture two groups of managers (Thailand as a base-line country compare with
Singapore and Malaysia (AEC community). Following Tsui (2001), participation in the decision making
process is cated to these needs of recognition and influence as motivating factor. However, Hofstede
suggests that this factor may influence or motivation in some area of culture-bound (only Western
countries). While Kanungo (1983) suggests that while they may accept the needs to motivate employees,
the nature of those needs may be influenced by cultural values as functional value. Additionally,
This study is outlined as follows: section 2 is outline of literature review of related theoretical
underpinnings, propositions development and conceptual framework. Section 3 details the selection of
the sample and methods of analysis. Finally, section 4 present the expected conclusion and discussion
with managerial implication and its limitations include some suggestions for future research.

Purposes of the study

The purpose of this study was to investigate students' language learning strategies used.
1. To examine how the interaction of MAS, national culture group of managers and budgetary
participation has impact on firm performance (financial and managerial) following Hofstedes approach
and Nobes (1992);
2. To examine how the interaction of MAS, accounting value construct (AVC) follow Grays
approach, and budgetary participation has impact on firm performance (both financial and managerial).

Literature Reviews and Hypotheses Developments

Theoretical Underpinnings
Leung, Bhagat, Buchan, Erez, and Gibson (2005, 2011) explain a state-of-the art review of several
recent advances in culture and IB research which focus on both of cultural convergence and divergence
in the context of globalization and dynamics of cultural change, novel cultural dimensions and construct,
when cultural effects are important and experiment approaches to culture research. The important of
culture can be conceptualized at both the group and individual level (Hofstede, 1980; Van de Vijver, Van
Hemert and Poortinga, 2008) include functional level as marketing, operation and finance and accounting
function. The complex meaning of culture, address the dynamic process of culture change in a globalizing
world and substantiate the pivotal role of national culture in IB research (Leung et al., 2011).

[117]

The same as international accounting research, prior research employs Hofstedes (1980) theory
and Gray has derived his theory from Hofstedes in international accounting with special reference to
developing countries and aims to trace the influence accounting value which different aspect of
accounting practice. Many researcher use Grays theory to try to related accounting value as variables for
more specifically to accounting practices (Fechner and Kilgore, 1994; Perera, 1989; Perera and Matthew,
1990; Radebaugh and Gray, 1993). The theoretical underpinnings as follows:
Grays (1988) conceptualization of accounting subculture value
Gray (1988) has developed his conceptual model of accounting value survey (AVS) by using Hofstedes
societal value constructs (Chanchani and Willett, 2004). Follow his construct, Grays theory present
societal values at the level of accounting subculture that these values as a occupation subculture with
varying degrees of integration through by deriving societal values of culture at the national level. The
value systems of accountants are derived by societal values with specific reference to work-related values
of accounting values such as reporting and disclosure of information. Grays accounting value are
constructed and summarized as follows:
Professionalism versus Statutory Control Gray (1988: 8) has defined professionalism as a
preference for the exercise of individual professional judgment and the maintenance of professional selfregulation, as opposed to compliance with the prescriptive legal requirements and the statutory control.
Professionalism is considered a core dimension of accounting value, because of accountants are required
to make professional judgments regarding valuation and various aspects of disclosure in financial
information. Depending on various factors which include environment such as legal, statutory
requirements and prevalent professional practice (Belkaoui, 1990, 1995), accountant judgment based on
extent in different part of these variables. In the organizational level, development of accounting issues in
the world reflects differentiate in legal system, degree of national self-regulation with professional bodies
(Canchani and Willett, 2004). Professionalism is employed in prior research and supported the arguments
for professionalism concept in accounting (Belkaoui, 1995; Gray and Ceneneberg, 1984; Holzer, 1984;
Nobes and Parker, 1995; Taylor and Turley, 1986)).
Uniformity versus Flexibility Gray (1988: 8) has defined uniformity as a preference for the
enforcement of similar accounting practices between companies and for the consistent use of such
practices overtime, as opposed to flexibility in accordance with the perceived circumstances of individual
companies. This dimension consists of two components: inter-temporal consistency in accounting
practices and uniformity in the application of accounting policies and rules across companies (Canchani
and Willett, 2004). Uniformity as a central notion underlying accounting practice is supported the
argument (Arpan and Radebaugh (1985); Choi and Mueller (1984); Holzer (1984); Nobes and Parker (1995)).
Conservatism versus Optimism Gray (1988: 8) has defined conservatism as a preference for a
cautious approach to measurement, to cope with the uncertainty of future events as opposed to a more
optimistic, laissez-faire, risk-taking approach. Conservatism means prudence of the use of caution
concerned more losses than gains, be considered by one of the most fundamental principle in accounting
[118]

valuation (Sterling, 1967), and have differentiate conservative approach are reinforced by the relative
development of capital markets in many place such as Continental Europe more concern less
conservatism than Anglo-Saxon as U.S. (Canchani and Willett, 2004). Conservatism is supported that have
importance of the concept in accounting practice (Arpan and Radebaugh, 1985); Berry,1975,1976; Choi
and Mueller, 1984; Gray, 1980; Nobes, 1992; Sterling, 1967).
Secrecy versus Transparency Gray (1988) has defined secrecy as a preference for a caution
approach to disclosure, considering it a fundamental accounting attribute that stems from the influence
of management on the quantity of information disclosed to outsiders. Prior research (Jaggi, 1975) uses
this dimension to firm management because firms often disclose minimum information or mandatory
disclosure in financial statements that claimed secrecy of the firm especially, there are different between
Continental Europe and U.S. which may be reinforced by differentiate of developmental capital market
and nature of share ownership (Arpan and Radebaugh,1985); Barret, 1976; Choi and Mueller, 1984; Watts,
1977)
Contingency Theory
This theory suggest that factors such as technology,environment, corporate strategy affect the
design and functioning of organizations (Covaleski et al., 1996). Management accounting System is
element of organizational structure and features of suitable system will depend on circumstances that
firm faces that response to firm-specific and environmental contingencies confronted by individual firms
(Chenhall and Morris, 1986; Tillema, 2005; Guilding et al., 2005)
Hypotheses Development
In management accounting research, there is a significant of culture variable that affect the
relationship between management control system (MCS) and performance (Awasthi, Chow, and Wu, 1998;
Birnberg and Snodgrass, 1988; Chow, Shields and Chan, 1991; Chow, Harrison, Lindquist and Wu, 1997;
Harrison, 1992). Prior research investigates the relationships between culture and various aspects such as
marketing and organization behavior, research on the relationship between culture and management
control systems (Harrison and McKinnon, 1999; Kagitcibasi and Berry, 1989), and the relationship between
culture and management accounting system (MAS) and other factors that impact on accounting
performance measures (Chow et al., 1991; Daley, Jiambalvo, Sundem and Kondo, 1985; Harrison, 1992;
Harrison et al., 1994). These empirical evidence support the important role of culture in the application of
MAS across national boundaries.
Additionally, Tsui (2001) study how MAS and budgetary participation affect the performance in
different culture of Chinese subunit managers in the Chinese Mainland and expatriate Caucasian Managers
in Hong Kong. These results have implications for the design of effective control subsystems and suggest
that the management accounting theories developed in the context of Western economies but may not
be generalized to the Chinese Environment. In this article, we develop the conceptual model and present

[119]

the aforementioned relationships among culture, MAS, budgetary participation and firm performance
which shown in figure 2.
Management Accounting System (MAS) and Firm Performance
Several control tools such as AIS including Decision support by MAS information are employed in
many countries such as Chinese enterprise and U.S. firms (Tsui, 2001) to improve their managerial
performance. Following Tsui (2001) MAS scope is included information of firm for decision making and
focus on quantification, and time horizon of the information in term of the information, (Chenhall and
Morris, 1986; Gordon and Narayanan, 1984) financial and non-financial information on request and the
frequency of reporting information. The results of Tsui suggest that there is a positive affect managerial
performance. In this article, we extent from this research by separate overall firm performance in two
dimensions: managerial and financial performance to confirm this relationship in first step. Managerial
performance has focus on performance evaluation in nine categories consists of planning; investigating;
coordinating; self- evaluating; supervising; staffing; negotiating; representing; and overall performance.
Financial performance has focus on performance evaluation both of financial performance measurement:
increasing in growth of sale and net profit; return on asset (ROA), and non-financial performance
measurement: customer satisfaction; market share and corporate governance. These reasoning suggest for
testing proposition 1 as follows:
Figure 2 Model of the Relationship among Culture, Mas, Budgetary Participation and Firm Performance

Proposition 1: Firm with decision-making supported by greater MAS ranking will achieve firm
performance: P1a) financial performance; P1b) managerial performance.

[120]

Budgetary Participation
Budgetary participation is the process by which managers, whose performance evaluation is at
least in part budget-based, are involved and are influential in the setting of those budgets. (e.g. Alderfer,
1972; Argyris, 1952; Herzberg, Mausner and Synderman, 1959; Mayo, 1931). BP is theoretically distinct from
participation in decision-making more generally, because of the budgets implication in subsequent
performance evaluation of the participating manager. Prior research employ this variables as a tool for
study about the cognitive and behavioral effects of participation in decision-making and could be
generalized to the setting of budgets only with great caution e.g. Kren and Liao (1988) argue that empirical
accounting research has generally focused on the motivational effects of participation. While Merchant
(1981) found positive relationship between motivation and participation. However, the results have been
mixed (Mclnnes, 1986; Murray 1990). Additionally, Brownell (1988) and Mclnnes (1986) suggest that future
research should examine performance benefits of participation that are not mediated by motivation
factors to explain the relationship but it provided information that reduced role ambiguity to improve
performance (Chenhall and Brownell, 1988; Kren, 1992). Thus in this article we use budgetary participation
as a moderator to test proposition 2 as follows:
Proposition 2: Firms with concerned high budgetary participation and decision-making supported
by greater MAS ranking will achieve firm performance than other firms: P2a) financial performance; P2b)
managerial performance.
National Culture
Prior research (e.g. Choi and Nisbett, 1998, 2000; Wong-On-Wing and Lui, 2007) has literature
about the comparative study of Western, East Asians which pay greater attention to situational factors
and endorse a more holistic theory of causality. Based on this literature such as Won-On-Wing and Lui
(2007), the results show that American and Chinese differ in their causal judgment about the reaction and
their behavior. Kanungo (1983) and Tsui (2001) suggest that the nature of relevant needs to motivate
employees may be influenced by culture values. Herzbergs model applied to the Chinese environmental
and the result founded that the motivational role and advantages of participation is not clear in NonWestern environment especially is not widely accepted in Asian cultures. Tsui (2001) results found that
participative decision making style is not expected to be consistent with Asian mangers (Chinese) compare
with Western managers (U.S.) between the relationship of MAS and managerial performance for high
levels of budgetary participation which expected in Western society than Chinese managers in the
Mainland. Thus from proposition 2, we add the interaction of MAS and the potential impact of national
culture (EAST and WEST (Thailand is a based-line country)) and MAS (high and low) by ranking score. Thus
four cells can represent in two-by-two model. The proposition 3 will be tested as follows:
Proposition 3: The Interaction effects between high budgetary participation and decision-making
supported by greater MAS ranking will be different depending on the culture background of national
managers. High levels of budgetary participation will be associated with a negative relationship between
MAS and firm performance for Eastern managers: (P3a) financial performance; P3b) managerial
[121]

performance), but will be associated with a positive relationship for Western managers (P3c) financial
performance; P3d) managerial performance).
Accounting Value Construct (AVC)
Gray (1988) suggests that there should be a close match between cultural areas and pattern of
accounting systems. This appears to be the basic argument supporting the contention that each culture
should develop its own accounting system to serve its own distinct requirements (e.g. Jaggi, 1975). This
basis has related to theory of cultural relevance of accounting. Grays theory is be evaluated by many
researchers (e.g. Baydoun and Willett, 1995; Willett, Nishimura and Baydoun, 1997; Chanchani and Willett,
2004) attempted to operationalize Grays accounting values in terms of GAAP qualitative characteristics of
good measurement and reporting practices. The results suggest that Grays (1988) theory continues to be
a strong interest in culture relevance research in accounting with variety of issues, validate the
fundamental basis of the Hofstedes framework, and continues to be either referred to or relied upon
ongoing research (e.g. Arnold, Bernardi, and Neidermeyer, 2001; Chow, Deng, and Ho, 2000; Dyball and
Valcarcel, 1999; Farrell and CobbLynn, 1999; Meek, Roberts and Gray, 1995; Schultz and Lopez, 2001).
This article explain details of Grays accounting value construct and use this method as a moderator to
test the interaction of this variable and MAS to test the effect of culture. The proposition 4 will be tested
as follows:
Proposition 4: The Interaction effects between high budgetary participation and decision-making
supported by greater MAS ranking will be different depending on the culture background of Accounting
Value Construct (AVC). High levels of budgetary participation will be associated with a positive relationship
between MAS and firm performance when P4a,b) AVC is high professionalism; P4c,d) AVC is low
uniformity; P4e,f) AVC is low conservatism; and P4g,h) AVC is low secrecy.

Methods
In this article, factor analysis is implemented to assess the underlying relationships of a large
number of items and to determine whether they can be reduced to a smaller set of factors. The factor
analysis is conducted separately on each set of the items representing a particular scale due to limited
observations. The criteria will adopt follow Nunnally and Bernstein (1994). Thus, a higher rule-of-thumb, a
cut-off value of 0.40, of all factor loadings will greater than cut-off value and statistically significant. The
reliability of the measurements was evaluated by Cronbachs alpha coefficients. In the scale reliability,
Cronbachs alpha coefficients are greater than 0.70 (Nunnally and Bernstein, 1994). The scales of all
measures appear to produce internally consistent results; thus, these measures are deemed appropriate
for further analysis because they express an accepted validity and reliability (Ussahawanitchakit, 2011).
Three-way MANOVA with statistic of Hotelling-Lawleys trace and ANOVA are employed to
examine the expected results of propositions to interpret the relationship among variables. Following
these methods, I also test the assumption and limitation scale of dependence and independence
[122]

variables by concerning normality test and test of equality of error variance (Boxs M test, VIF, Komogorov
Srminov, and Levenes test).

Conclusion and Discussion

International perspective are prevalent in todays study of organizations. As business practices
become more global, many theoretical constructs commonly used in international research are being
applied in new cross-cultural areas (Schaffer and Riordan, 2003). The objective of this study aims to test
the impact of culture and budgetary participation on the relationship between management accounting
system on firm performance in four steps. I employ budgetary participation as a moderator variable
follow suggestion of Chenhall and Brownell (1988) and Kren (1992). We utilize both of national culture
(compare between three countries: Singapore, Malaysia and Thailand which are different culture and
accounting value construct (control group: Thailand) follow Grays theory (1988) to examine these impact.
We expected results that there are negative relationship between MAS and firm performance
include both of managerial and financial performance at high levels of budgetary participation is therefore
consistent with the cultural characteristic of Eastern managers while, there are positive relationship
consistent with the cultural characteristic of Western (Singapore) and supported by prior literature (Tsu,
2001; Schaffer and Riordan, 2003). However, we utilize AVC replacement of national culture and concern
for the accounting information to test interaction of three variables MAS, AVC, and budgetary participation
on firm performance. We expect the results that firms with high budgetary participation and decisionmaking supported by greater MAS ranking will be higher firm performance when firms have concerned
more high professionalism (low statutory), low uniformity (high flexibility), low conservatism (high
optimism), and low secrecy (high transparency).
The managerial implication of this study for managers to concern the effect of budgetary
participation and cultural on the relationship between decision-making supported by MAS system and
firm performance for designing MAS system to achieve firm performance. Especially, top managers of
affiliate firms or multinational corporations should be aware of the extent to which reward and evaluation
systems and decision-making processes reinforce difference in culture (Birnberg, Shields, and Young, 1990;
Tsui, 2001).
However, this study has limitations from survey research. Cross-cultural samples can also differ in
term of the experiences respondents, other influence factors variables, and research design with
measurement instruments with general testing procedures that we are not included in this study. Future
research should consider some moderators effect of environmental conditions in the context included
research design and limitation of survey research and more empirical research design for generalization.

[123]

References
Aulakh, Preet S., Kotabe, Masaaki and Teegen, Hildy. 2000. Export Strategies and Performance of Firms
from Emerging Economies: Evidence from Brazil, Chile, and Mexico. Academy of Management
Journal, 43(3): 342-361.
Aswasthi, V. N., Chow, C. W., Wu, A. 1998. Performance Measure and Resource Expenditure Choices in a
Teamwork Environment: The Effects of National Culture. Management Accounting Research, 9(2):
119-138.
________. 2001. Cross-Cultural Differences in the Behavioral Consequences of Imposing Performance
Evaluation and Reward Systems: An Experimental Investigation. The International Journal of
Accounting, 36(3): 291-309.
Barrett, M. E. 1976. Financial Reporting Practices: Disclosure and Comprehensiveness in an International
Setting. Journal of Accounting Research, 10-26.
Baum, J. Robert., Olian, Judy D., and Erez, Miriam. 1993. Nationality and Work Role Interactions: A Cultural
Contrast of Israeli and U.S. Entrepreneurs versus Managers Needs. Journal of Business Venturing,
8(6): 499-512.
Belkaoui, A. R. 1995. The Linguistic Shaping of Accounting. Quorum Books.
Berry, J. W. 1997. Immigration, acculturation, and adaption. Applied Psychology: An International Review,
46(1): 6-68.
Birkenshaw, J., Toulan, O., and Arnold, D. 2001. Global Account Management in Multinational
Corporations: Theory and Evidence. Journal of International Business Studies, 32(2): 231-248.
Birnberg, J. G., and Shields, M. D., and Young, S. M. 1990. The Case for Multiple Methods in Empirical
Management Accounting Research (with an Illustration from Budget Setting). Journal of
Accounting Research, 2(1): 33-66.
Birnberg, J. G., and Snodgrass, C. 1988. Culture and Control: A Field Study. Accounting, Organizations and
Society, 13(September): 447-464.
Brewer, Paul., Venaik, Sunil. 2011. Individualism-Collectivism in Hofstede and GLOBE. Journal of
International Business Studies, 42: 436-445.
Brownell: 1982a. Participation in the Budgeting Process: When It Works and When It Doesnt. Journal of
Accounting Literature, 1: 124-153.
Brownell: 1982b. The Role of Accounting Data in Performance Evaluation, Budgetary Participation, and
Organizational Effectiveness. Journal of Accounting Research, 1: 12-27.
Brownell:, and Hirst, M. 1986. Reliance on Accounting Information, Budgetary Participation, and Task
Uncertainty: Test of a Three-Way Interaction. Journal of Accounting Research, 24: 241-249.
Chanchani, S., and MacGregor, S. 1999. A Synthesis of Cultural Studies in Accounting. Journal of
Accounting Literature, 18: 1-30.

[124]

Chanchani, Shalin., Willett, Roger. 2004. An Empirical Assessment of Grays Accounting Value Constructs.
The International Journal of Accounting, 39: 125-154.
Chanda, Nayan and Huus, Kari. 1995. The New Nationalism. Far Eastern Economic Review, November 9:
20-26.
Chenhall, R. H., and Morris, D. 1986. The Impact of Structure, Environment, and Interdependence on the
Perceived Usefulness of Management Accounting Systems. The Accounting Review, 61(1),
(January): 16-35.
________., Langfield-Smith, K. 1998. The Relationship Between Strategic Priorities, Management
Techniques and Management Accounting: An Empirical Investigation Using a Systems Approach.
Accounting, Organizations and Society, Vol.23 No.3: 243-264.
Cheung: C., and Rensvold, R. B. 1999. Testing Factorial Invariance Across Groups: A Reconceptualization
and Proposed New Method. Journal of Management, 25: 1-27.
Chow, C. W., Harrison:, Lindquist, T., and Wu, A. 1997. Escalating Commitment to Unprofitable Projects:
Replication and Cross-Cultural Extension. Management Accounting Research, 8(3)
Chow, Chee W., Harrison, Graeme L., McKinnon, Jill L., Wu, Anne. 2002. The Organizational Culture of
Public Accounting Firms: Evidence from Taiwanese Local and US Affiliated Firms. Accounting,
Organizations and Society, 27: 347-360.
Chow, C. W., Shields, M. D., and Wu, A. 1999. The Importance of National Culture in the Design of and
Preference on Management Controls for Multi-National Operations. Accounting, Organizations and
Society, 24(5): 441-461.
Chow, L. M., Chau, G. K., and Gray, S. J. 1995. Accounting Reforms in China: Cultural Constraints on
Implementation and Development. Accounting and Business Research, 26(1): 29-49.
Davis, Peter S., Desai, Ashay B., and Francis, John D. 2000. Mode of International Entry: An Isomorphism
Perspective. Journal of International Business Studies, 31, 2, (Second Quarter): 239-258.
England, George W. 1975. The Manager and His Values: An International Perspective from the U.S., Japan,
Korea, India and Australia. Cambridge MA: Ballinger.
Erez, M., and Drori, G. 2009. World Culture and Its Impact on Global Organizational Values and on the Self:
A Macro-Micro Perspective. In R. S. Bhagat and M. R. Steers (Eds), Cambridge handbook of Culture,
Organizations, and work: 148-173. Cambridge: Cambridge University Press.
Erez, M., and Gati, E. 2004. A Dynamic, Multilevel Model of Culture: From the Micro-Level of the Individual
to the Macro-Level of a Global Culture. Applied Psychology: An International Review, 53(4): 583598.
Govindarajan, V., and Fisher, J. 1990. Strategy, Control Systems, and Resource Sharing: Effects on BusinessUnit Performance. Academy of Management Journal, 33(June): 259-285.
Gould, S. J., and Grein, A. F. 2009. Think Glocally, Act Glocally: A Culture-Centric Comment on Leung,
Bhagat, Buchan, Erez and Gibson (2005). Journal of International Business Studies, 40(2): 237-254.

[125]

Gray, S. J. 1980. The Impact of International Accounting Differences from a Security Analysis Perspective:
Some European Evidence. Journal of Accounting Research, 64-76.
________. 1988. Towards a Theory of Cultural Influence on the Development of Accounting Systems
Internationally. Abacus, 1-15.
Gul, F. A., and Tsui, J. 1995. Testing Contingency Theory in Accounting: A Note on the Multiplicative
Interaction Model. Advances in Quantitative Analysis of Finance and Accounting, Greenwich, CT:
JAI Press.
Gupta, A. K., and Govindarajan, V. 1989. Methological Issues in Testing Contingency theories: An
assessment of Alternative Approaches. Conference on Management and Management Science:
Graduate School of Business Administration, Carnegie Mellon University.
Harrison, G. L. 1992. The Cross-Cultural Generalizability of the Relationship between Participation, Budget
Emphasis and Job Related Attitudes. Accounting, Organizations and Society, 17(January): 1-15.
Harrison, G. L., and McKinnon, J. L. 1999. Cross-Cultural Research in Management Control systems Design:
A Review of the Current State. Accounting, Organizations and Society, 24: 483-506.
Harrison: D., Chow, C. W., Wu, A., and Harrell, A. M. 1999. A Cross-Cultural Investigation of Managers
Project Evaluation Decisions. Behavioral Research in Accounting, 11: 143-160.
Heidhues, Eva., Patel, Chris. 2011. A Critique of Grays Framework on Accounting Values Using Germany as
a Case Study. Critical Perspectives on Accounting, 22: 273-287.
Hofstede, Geert. H. 1980. Cultures Consequences: International Differences in Work-Related Values.
Beverly Hills, CA: Sage.
_______. 1984. The Cultural Relatively of the Quality of Life Concept. Academy of Management Review,
9(3): 389-398.
________. 2001. Cultures Consequences: Comparing Values, Behaviors, Institutions and Organizations
across Nations, 2nd ed., Thousand Oaks, California: Sage Publications.
________., and Bond, M. H. 1988. The Confucius Connection: From Cultural Roots to Economic Growth.
Organizational Dynamics, 16: 5-21.
_______., Deusen, Cheryl A. Van., Mueller, Carolyn B., Charles, Thomas A. 2002. What Goals Do Business
Leaders Pursue? A Study in Fifteen Countries. Journal of International Business Studies, 33(4): 785803.
Holmes, S., and Marsden, S. 1996. An Exploration of the Espoused Organizational Cultures of Public
Accounting Firms. Accounting Horizons, 10: 26-53.
Hood, J, N., and Koberg, C. S. 1991. Accounting Firms Cultures and Creativity Among Accountants.
Accounting Horizons, 5: 12-19.
Jaggi, B. L.1975. The Impact of the Cultural Environment on Financial Disclosures. International Journal of
Accounting, 75-84.
Kanungo, R. N. 1983. Work Alienation: A Pancultural Perspective. International Studies in Management and
Organization, 13(Spring/Summer): 119-138.
[126]

Kogut, B., and Singh, H. 1988. The Effect of National Culture on the Choice of Entry Mode. Journal of
International Business Studies, 19(3): 411-432.
Kren, Leslie. 1992. Budgetary Participation and Managerial Performance: The Impact of Information and
Environmental Volatility. The Accounting Review, Vol.67 No.3 (July): 511-526.
Leung, K. 2009. Never the Twain Shall Meet? Integrating Chinese and Western Management Research.
Management and Organization Review, 5(1): 121-129.
Leung, K., Bhagat, R. S., Buchan, N. R., Erez, M., and Gibson, C. B. 2005. Culture and International Business:
Recent Advances and Their Implications for Future Research. Journal of International Business
Studies, 36(4): 357-378.
Leung, Kwok., Bhagat, Rabi., Buchan, Nancy R., Erez, Miriam., and Gibson, Cristina B. 2011. Beyond National
Culture and Culture-Centricism: A Reply to Gould and Grein (2009). Journal of International
Business Studies, 42: 177-181.
Mahoney, T. A., Jedrdee, T. H., and Carroll, S. J. 1963. Development of Managerial Performance: A
Research Approach, Cincinnati, OH: South-Western.
Morris, M. W., Leung, K., Ames, D., and Lickel, B. 1999. Views from Inside and Outside: Integrating Emic and
Etic Insights about Culture and Justice Judgment. Academy of Management Review, 24(4): 781796.
Negandhi, Anant R. 1975. Comparative Management and Organizational Theory: A Marriage Needed.
Academy of Management Journal, 18: 334-344.
Nobes, C. 1992. International Classification of Financial Reporting. London, New York: Routledge.
________. 1998. Towards a General Model of the Reasons for International Differences in Financial
Reporting. Abacus, 34(2): 162-188.
Nunnally, Jum C. and Bernstein, Ira H. 1994. Psychometric Theory. New York, NY: McGraw-Hill.
Otley, D. T. 1980. The Contingency Theory of Management Accounting: Achievement and Prognosis.
Accounting, Organizations and Society, 5: 413-428.
Pratt, J., and Beaulieu: 1992. Organizational Culture in Public Accounting: Size, Technology, Rank, and
Functional Area. Accounting, Organizations and Society, 17: 667-684.
________., Mohrweis, L. C., and Beaulieu: 1993. The Interaction between National and Organizational
Culture in Accounting Firms: An Extension. Accounting, Organizations and Society, 18: 621-628.
Perera, M. H. B. 1989. Towards a Framework to Analyze the Impact of Culture on Accounting. International
Journal of Accounting, 4: 42-56.
________., and Mathews, M. R. 1990. The Cultural Relatively of Accounting and International Patterns of
Social Accounting. Advances in International Accounting, 3: 215-251.
Radebaugh, L., and Gray, S. J. 2000. International Accounting and Multinational Enterprises. 5 th ed. New
York: Wiley.
Ralston, David A., Holt, David H., Terpstra, Robert H., and Cheng, Yu Kai. 1996. Academy of Management
Meetings, 177-207.
[127]

Salter, S. B., and Niswander, F. 1995. Culture Influence on the Development of Accounting Systems
Internationally: A test of Grays (1988) Theory. Journal of International Business Studies: 379-397.
Sekaran, U. 1992. Research Methods of Business. 2nd ed. New York: Wiley.
Schaffer, Bryan S., Riordan, Christine M. 2003. A Review of Cross-Cultural Methodologies for Organizational
Research: A Best-Practices Approach. Organizational Research Methods, Vol.6 No.2(April): 169-215.
Schneider, Arnold, Church, Bryan K. and Ramsay, Robert J. Research in Accounting Regulation, 16: 185-195.
Schultz, J. J., and Lopez, T. J. 2001. The Impact of National Influence on Accounting Estimates: Implication
for International Accounting Standard-Setters. The International Journal of Accounting, 36(3): 271290.
Schwartz, Shalom H. 1992. Universals in the content and structure of values: Theoretical Advances and
Empirical Tests in 20 Countries. In M. P. Zanna, editor. Advances in experimental social
psychology, 1-65. San Diego, Calif.: Academic Press.
________. 1994. Beyond Individualism/Collectivism: New Dimensions of Values, in U.Kim, H.C. Triandis, C.
Kagitcibasi, S.C. Choi and G. Yoon (eds.) Individualism and Collectivism: Theory, Method, and
Applications, Sage: Newbury Park, CA: 85-119.
Smith: B., and Bond, M. H. 1998. Social Psychology Across Cultures, 2 nd ed. Allyn & Bacon: Boston, MA.
Soeters, J., and Schreuder, H. 1988. The Interaction Between National and Organizational Cultures in
Accounting Firms. Accounting, Organizations and Society, 13: 75-85.
Tsui, Judy S. L. 2001. The Impact of Culture on the Relationship between Budgetary Participation,
Management Accounting Systems, and Managerial Performance: An Analysis of Chinese and
Western Managers. The International Journal of Accounting, 36: 125-146.
Tung, Rosalie L., and Verbeke, Alain. 2010. Beyond Hofstede and GLOBE: Improving the Quality of CrossCultural Research. Journal of International Business Studies, 41: 1259-1274.
Van de Vijver, F. J. R., Van Hernert, D. A., and Poortinga, Y. H. 2008. Multilevel Analysis of Individuals and
Cultures. New York: Lawrence Erlbaum Associates.
Venkatraman, N., and Rammujan, V. 1987. Measurement of Business Economic Performance: An
Examination of Method Convergence. Journal of Management, 13(Spring): 109-122.
Watson, E. W., Kumar, K., and Michaelson, L. K. 1993. Cultural Diversity Impact on Interaction Process and
Performance: Comparing Homogeneous and Diverse Task Groups. Academy of Management
Journal, 36: 590-606.
Watts, R. L. 1977. Corporate Financial Statements: A Product of Market and Political Processes. Australian
Journal of Management, April: 53-75.
Williams, John J., Seaman, Alfred E. 2001. Predicting Change in Management Accounting systems: National
Culture and Industry Effects. Accounting, Organizations and Society, 26: 443-460.
Wong-On-Wing, Bernard., Lui, Gladie. 2007. Culture, Implicit Theories, and the Attribution of Morality.
Behavioral Research in Accounting, Vol.19: 231-246.

[128]

 7
()


25 ..2558

A Corpus-Based Study on Frequency of Academic Word List

in Laboratory Animal Research Articles
Sirawich Tampanich * and Associate Professor Dr.Songsri Soranastaporn**

Abstract
The objective of this corpus-based lexical study was to investigate academic words (AW) families
occurring in the corpus of laboratory animal research articles (LARAs). The corpus included 160 LARAs
during the year 2010 to 2014 from the journal of the Institute for Laboratory Animal Research (ILAR). The
research instruments used for analyzing AW families were AntConc Version 3.4.3 and the RANGE
program. The corpus constituted 840,773 word tokens and 22,434 word types. Three criteria of Coxhead
(2000) including specialized occurrence, range, and frequency were used for analyzing the
academic words. Frequency and percentages were used to analyze the data in the corpus. The results
revealed that word families of academic word list (AWL) were identified 768 AWL word families (4.36% of
text coverage). The word families of AWL in LARA corpus will be used for ESP pedagogy in the field of
laboratory animal.
Key Word: Academic Words, Corpus-Based, Laboratory Animal

Introduction
Nowadays English has an influence to various academic fields; especially, the scientific fields
because people inside this area have to read and write the research articles. Approximately 96 percent
of the worlds scientific articles were written in English (Engber, 2013). Moreover, approximately 45 % of
physical science articles and approximately 23 % of life science articles were published in English from
1996 to 2011 (Van, 2012). That is, science learners and researchers have to thoroughly comprehend
*
**

Faculty of Liberal Arts, Mahidol University; Email: tmeen.sirawich@gmail.com

Faculty of Liberal Arts, Mahidol University

[129]

vocabulary words, sentence patterns, or discourse patterns because they need to master in their scientific
fields (Nation, 2001). Especially, vocabulary words in English for specific purpose (ESP) or technical terms
are obviously a crucial factor for their effective communication in English (Nation, 2001; Paquot, 2010;
Paltridge & Starfield, 2013). Understanding and using this special-purposed vocabulary shows that learners
belong to a particular group (Paltridge & Starfield, 2013). Thus, vocabulary words are the key of reading
and writing academic articles or presenting in academic conferences. As a result, types of vocabulary in
academic texts, academic words, previous studies, the state of the problem, and the objectives of the
study would be explicated.
Learners of the second language and the foreign language need to know very large numbers of
words (Nation, 2001). The lexical needs of learners are more standard within a specialized field than in
general language learning (Peters & Fernndez, 2013). In academic domains, vocabulary words are divided
into four types including high-frequency words, technical words, low-frequency words, and academic
words (Nation, 2001) shown in Figure 1. Firstly, high-frequency words allude to almost 80% of the word
tokens or around 2,000 words families in
5%
5%
the text consisting of function words
GSL
10%
and content words. The typical list of
high-frequency words is A General
AWL
Service List of English Words (GSL) of
Technical words
West (1953). Secondly, technical words
80%
are the words which are commonly
Low-frequency words
used in the specialized topic area, but
uncommonly elsewhere. The technical
words cover approximately 5% of word
tokens in the text. Thirdly, low-frequency words are rarely met in the text. They cover 5% of the words in
an academic text. Finally, academic words cover about 10% of word tokens in the text. Such words
normally occur in various kinds of academic texts. In short, these words, particularly academic words,
become vital for learners and researchers to prepare for academic texts.
For learners and researchers with academic targets, the 570 word families of Academic Word List
(AWL) (Coxhead, 2000) are a specialized extension of the high frequency words. AWL covers on average
8.5% of academic texts, 4% of newspapers and less than 2% of the running words of novels. The
academic vocabulary has been known as various terms; that is, general useful scientific vocabulary
(Barber, 1962), sub-technical vocabulary (Yang, 1986) or semi-technical vocabulary (Farrell, 1990).
Likewise Jordan (1997), academic words, sub-technical words, or semi-technical words are below the level
of specialist words, which are the words of which the meaning requires scientific knowledge (Paquot,
2010). Academic words also contain words which occur across a number of branches (Jordan, 1997). In
other words, academic words are common to a wide range of academic fields but are not what is known
as high frequency vocabulary and is not technical in that it is not typically associated with just one field. It
Figure 1 Percentage of Word Lists in Academic Domains

[130]

is; however, more closely related to high frequency vocabulary than to technical vocabulary. Academic
words also occur with lower frequency than general-service vocabulary. All in all, academic words are the
formal, context-independent ones which occur in a wide range and/or a high frequency across scientific
disciplines (Farrell, 1990). Academic words which are significant for learners and researchers have been
studied in several fields.
Moreover, a number of previous studies of AWL have been conducted in various fields with
different techniques and findings as shown in Table 1. The statistical device used in the data analysis of
the previous studies is descriptive statistics including the frequency data and percentages. In accordance
with high-frequency words, they cover almost 80% of running words, whereas academic words cover
approximately 9% of running words. The highest AWL coverage is 13.54% of the nursing text shown in
Table 1, while the lowest is 4.58% of Thailand University Admission test corpus (Cherngchawano &
Jaturapitakkul, 2014). The figure shows that words in AWL occur in the secondary school level are not as
frequent as in the university level. Furthermore, the GSL coverage of the secondary school level is the
highest (85.05%) because these high-frequency words are met in direct teaching, direct learning, incidental
learning, and planned encounters (Nation, 2001). Meanwhile, the figure of the AWL coverage is around 9
% on average, which means the academic writers in each special field use these academic words to work
with the information in academic way (Nation, 2001).
Table 1 Summary of the Previous Researches of Corpus-Based Studies on Frequency of GSL and AWL
Authors (Year)
Corpus
Number of
% of text coverage
running words
Kaewphanngam (2002)
a psychology corpus
236,086 words
GSL covered 51.48%.
AWL covered 7.78%.
Para (2004)
a civil engineering corpus
577,623 words
GSL covered 72.54 %.
AWL covered 12.46%.
Chen and Ge (2007)
a medical corpus
190,425 words
AWL covered 10.07%.
Wang, Liang, and Ge
a medical corpus
1,093,011 words
AWL covered 12.24%.
(2008)
Vongpumivitch, Huang an applied linguistics corpus 1.5 million words
AWL covered 11.17%.
and Chang (2009)
Martnez, Beck, and
a agricultural sciences
826,416 words
GSL covered 67.53%.
Panza (2009)
corpus
AWL covered 9.06%.
Li and Qian (2010)
Hong Kong Financial
6.3 million words
GSL covered 72.63%
Services Corpus
AWL covered 10.46%.
Valipouri and Nassaji
a chemistry corpus
4 million words
AWL covered 9.60%.
(2013)

[131]

Table 1 (Con.)
Authors (Year)
Cherngchawano and
Jaturapitakkul (2014)
Liu and Han (2015)
Yang (2015)

Corpus
a Thailand University
Admission test corpus
the environmental science
corpus
a nursing corpus

Number of
running words
55,161 words
862,242 words
1,006,934 word

% of text coverage
GSL covered 85.05%.
AWL covered 4.58%.
GSL covered 70.61%.
AWL covered 12.82%.
AWL covered 13.64%.

After searching research articles concerning frequency analysis of academic words list in various
fields of study through two e-database of Mahidol University; ScienceDirect and Scopus by using the
keywords, academic words and corpus-based study on 1 May, 2015, the results were found that
studying on frequency analysis of the words in AWL by corpus-based studies has been conducted in a
variety of fields as shown in Table 1. However, no results came out in the field of laboratory animal. It is
interesting to conduct this study to become the role model of vocabulary words for teaching and learning
English for specific purpose (ESP). Likewise, according to interviewing the director of the National
Laboratory Animals, Mahidol University on 20 March, 2015, she said that the laboratory animal (LA)
researchers have problems with language usage; namely, they lack in the writing and reading skills in
English scientific articles. They can conduct their researches, but they cannot perfectly write the academic
paper in English. It is clear that the LA researchers need to use English, but they do not know how to read
or write the academic papers or texts in English. That is to say, there were very few AWL studies regarding
corpus approaches studied in the field of laboratory animal. When there was a deficient role model of
the laboratory animal field, this could be the critical difficulty for researchers and L2 students who are
interested in the field of laboratory animal to read and write the research articles. Also, it is difficult for
teachers to plan ESP course; especially, English academic course. For these reasons, to fill the gap and
gain the new knowledge of AWL into the field of laboratory animal, the corpus-based study on the word
families of AWL will be conducted.
Research question
Because laboratory animal science is a branch of science studied mainly in the veterinarians or
laboratory animal science, reading comprehension of the laboratory animal texts and research articles
typically published in English or writing laboratory animal research articles (LARAs) in English becomes
some problems for Thai learners. Importantly, vocabulary knowledge is the core cause of reading and
writing LARAs. Based on the use of an extensive corpus of laboratory animal research articles, the purpose
of this current study was to investigate AWL in a corpus of laboratory animal journals. As a result, the
specific question of the study was: What content words of AWL occur with high frequency in the corpus
of laboratory animal research articles?
[132]

Methods
Creating the Laboratory Animal Corpus
The papers were downloaded from the ILAR journal in order to create the laboratory animal
corpus according to the criteria set for corpus compilation. The ILAR journal has not appeared on Bealls
list. Also, the impact factor of the ILAR journal in 2014 was 2.393. Finally, the value of the ILAR journal
was mostly high (Q2) during 2010 and 2014 by SCImango Journal and Country Rank Scholarly. Thus, the
ILAR journal is reliable to use for analyzing the data in the corpus. Each text was collected by removing its
bibliography, references, appendix, footnotes, captions, and acknowledgements. All files were saved as
text files (*.txt) in Notepad because the AntConc Version 3.4.4 (Anthony, 2014) can read the text only
from text files, not from PDF or Word files. There are 16 text files from 16 topics of research articles. The
corpus contains 160 research articles by more than 400 authors, containing 840,773 running words
(tokens) and 22,435 word types. The corpus is divided into 16 sub-corpora followed by 16 topics
published during 2010 and 2014.
Research instruments
There were two research instruments: AntConc Version 3.4.4 and the RANGE program for this
study.
1. AntConc Version 3.4.3
The first instrument was AntConc Version 3.4.3
(Anthony, 2014) used to count and sort the words in
LARA corpus. This program analyzes a new corpus,
which generates a list of all the words in the corpus
(Anthony, 2014). AntConc was developed by Anthony
(2014). Tribble (2012) reviewed the computer programs
to use for analyzing corpora, seen in Figure 2 (as cited in
Anthony, 2013). The results showed that AntConc is
used to analyze the data almost 20% because this
Figure 2 computer programs used for analyzing the corpora
program is fast, easy-to-use (Anthony, 2013), and
Anthony (2013)
freeware. Moreover, many linguists of corpus have
confident in the program of Antconc for their work very much (Anthony, 2013).
2. The Range Program
The other software is the RANGE program (Nation & Heatley, 2002) used for analyzing the
vocabulary in text. The RANGE program was developed by Nation and Heatley (2002). This program used
to analyze the range in the current corpus. The RANGE Program is used for exploring the vocabulary in

[133]

various corpora; that is, the corpus of the Academic Word List (Coxhead 2000) and the 14 British National
Corpus (BNC) 1000-word lists (BNC XML Edition, 2007). Furthermore, Nation and his colleagues used the
RANGE program to examine the vocabulary size which was essential to comprehend several types of
discourse. Thus, the RANGE program is well-known and was used for analyzing range of academic word
list.
In summary, two research instruments, AntConc Version 3.4.3 and the RANGE program, were
applied to create the high frequency words and the academic word list as well as investigate the
communicative functions of the academic word list.
Framework of AWL
In framework of AWL, three criteria of Coxhead (2000) including specialized occurrence,
range, and frequency as well as the limitation of word family are used for choosing the words.
1. Specialized occurrence is the word families excluding 2,000 most frequent words of West
(1953).
2. Range followed by Coxhead (2000) is that a member of a word family occurs at least 10 times
in each four main sections of corpus and in 15 or more of the 28 subject areas. In other words, a member
of a word family appears 70 % of each four main sections of corpus and 50 % of subject areas.
Consequently, based on the Coxheads criteria, a member of a word family occurs at least three times in
four issues of year 2010 and 2014, two times in three issues of years 2011 and 2012, and one time in two
issues of year 2013 as well as in eight times or more of 16 topics in the LARA corpus.
1) Frequency is that a member of a word family occurs at least 100 times in the corpus.
Frequency is considered secondary to range because a word count based mainly on frequency would
have been biased by longer texts and topic-related words (Coxhead, 2000). Furthermore, frequency of
100 times is strictly applied for multiple-member word families because single-member families operate
at a disadvantage in gaining a high frequency of occurrence. Consequently, it becomes almost 28.5 times
in a million words. Nonetheless, the LARA corpus was composed of 840,806 running words, so the
frequency of members of word families had to occur at least 24 times in the whole corpus.
2) In the LARA corpus, the word family with only one member occurring the least frequently is
approached. A word family includes a headword, its inflected forms, and its derived forms. For example,
analyze, analyzed, analyzes, analyzer, analyzable, analysis, and analyses are all in the same word family
including affixes inflected words.
To summary, the criteria followed by Coxhead used for analyzing the LARA corpus consisted of
specialized occurrence, range, and frequency. In addition to all three criteria, the word families were
chosen to investigate AWL with high-frequency.

[134]

Results
The results of the research are reported in Table 2 and 3. The results showed content words of
AWL occurred with high frequency in LARA corpus.
The statistical details of AWL in LARA corpus are shown in Table 2 consisting of the number and
percent of word tokens, headwords of content word families, and word tokens of headwords of content
word families. The number of academic words was 36,658 word tokens; text coverage (4.36%) was less
than word families (7.81 %) about a half. The number of academic word types was 1,026 words; also, text
coverage (0.12 %) was less than word families (0.22 %) about a half.
Table 2 Statistical Details of AWL in LARA Corpus
Academic Words List (AWL)
Number
Word Tokens
36,658 words
Word Types
1,026 words

% of text coverage
4.36
0.12

% of word families
7.81
0.22

In addition, headwords of content word families consisted of 27,656 token words (3.29 % of text
coverage and 5.89 % word families). They comprised 768 types of headwords of content word families;
text coverage (0.09 %) was less than word families (0.16 %) about a half. This statistical information
displayed in Table 3.
Table 3 Statistical Details of Headwords of AWL in LARA Corpus
Headwords of AW Word Families
Number
% of text coverage
Tokens
27,656 words
3.29
Types
768 words
0.09

% of word families
5.89
0.16

Finally, in the top-100 high frequency AW word families, there were 24 word families which
coincided with the word families in Coxheads AWL (2000) such as regulating, adjacent, corresponding,
definition, ethics, institute, predicted, consists, domesticated, manipulations, input, intensity, link, minor,
publication, selectively, underlie, aware, beneficial, conclusion, conducting, contributes, emergence, and
eventually.
In brief, the number of academic words in the LARA corpus was 36,658 word tokens computed as
4.36% of text coverage and 7.81 % of word families. Moreover, twenty-four word families of AWL in the
corpus consistent with word families of Coxheads AWL.

[135]

Discussion
The results were reported that a list of AW word families consisting of 768 content words
computed as 4.36% of text coverage. Compared with the text coverage of Coxheads (2000), it was found
that AWL of LARA corpus covered less than Coxheads (2000), which covered approximately 10% of the
tokens. Likewise, AWL of other fields covered more than 10% of the text coverage. In other words, AWL
of this study was less. For instance, AWL of a civil engineering corpus (Para, 2004), a medical corpus
(Wang, Liang, & Ge, 2008), an applied linguistics corpus (Vongpumivitch, Huang & Chang, 2009), a chemistry
corpus (Valipouri & Nassaji, 2013), the environmental science corpus (Liu and Han, 2015), and a nursing
corpus (Yang, 2015) covered 12.46%, 12.24%, 11.17%, 9.60%, 12.82%, and 13.64% respectively. This is
because the variety of this current study was only an ILAR journal, which this point is different from other
previous studies comprising more than 5 related journals. However, the AWL of LARA corpus is useful to
help in planning and assessing learning English academic course because academic words are a category
of high-frequency words (Nation, 2001). According to the results of the recent study, they allude to
teaching in terms of ESP.
Implications of the study
The results of a corpus-based study on the AWL word families in LARA corpus are able to be
used for ESP pedagogy in the field of laboratory animal. By learning a list of word families in LARA corpus,
students in the faculty of medicine or biology, who have to study regarding laboratory animals can have
adequate lexical knowledge to read and write academic research articles. Students need to recognize and
use as many words as possible in textbooks and essays so as to read and write successfully (Coxhead,
2000). Thus, the AWL is important to help students to concentrate on issues of informality because the
written language is used in the higher level of formality in academic writing. By teaching, teachers are able
to raise the students understanding of frequently used words in the study and support students to
practice using these words in writing an academic work. Moreover, teachers can develop their teaching
materials by creating materials for teaching AWL for the field of laboratory animals. In addition to the
implication of the study, LARA corpus can be developed and used in the future studies.
Limitation and recommendation for the future study
In terms of the development and use of LARA corpus, the occurrence of words, 768 word
families of AWL in the LARA corpus, was not examined in different contexts. As a consequence, some
limitations and recommendations of future studies should be acknowledged. In other words, the variety
of corpus in this current study is not enough; that is, it covered only one journal of the laboratory animal
field. Hence, the variety of the study should be expanded. That is to say, only one journal should not be
applied to analyze the lexical terms because of a few of the ranges and the coverage.

[136]

Conclusion
To conclude, academic words in LARAC, computed as 4.36% of text coverage and 7.81 % of
word families, were less than AWL of Coxhead (2000) and other previous fields because the variety of this
study was only an ILAR journal. Moreover, the implication of the study is useful for learners and teachers
in terms of EAP pedagogy in the field of laboratory animal. For students, they can use AWL in LARA
corpus to read and write texts concerning laboratory animal field. For teachers, they can use AWL in LARA
corpus to help students to practice applying these words in the writing work and teachers apply AWL to
their teaching materials. Finally, limitations and recommendations of further studies are expansion of the
variety of the study, investigation of meaning and functions of academic words, and improvement of
pedagogical materials.

References
Anthony, L. (2014). AntConc (Version 3.4.4) (Computer Software). Tokyo, Japan: Waseda University.
Retrieved from http://www.laurenceanthony.net/software/antconc/.
Anthony, L. (2013). Developing AntConc for a new generation of corpus linguists (PowerPoint Slides).
Retrieved from http://cass.lancs.ac.uk/wp-content/uploads/2014/10/aacl_2014_corpus_tools_
brainstorming_printing. pdf.
Chen, Qi, & Guang-chun Ge. (2007). A Corpus-Based Lexical Study on Frequency and Distribution of
Coxheads AWL Word Families In Medical Research Articles (RAs). English for Specific Purposes,
26(4), 502-514.
Cherngchawano, W. & Jaturapitakkul, N. (2014). Lexical Profiles of Thailand University Admission
Tests.
PASAA, 48, 1-27.
Coxhead, A. (2000). A new academic word list (Electronic version). TESOL quarterly, 34(2), 213-238.
Retrieved from http://www.vuw.ac.nz/lals/research/ael/aelinfo.html.
Engber, D. (2013). How did English get to be the international language of science? Popular Science.
Retrieved from http://www.popsci.com/article/science/fyi-how-did-english-get-be-internationallanguage-science.
Farrell: (1990). Vocabulary in ESP: A lexical analysis of the English of electronics and a study of semitechnical vocabulary, CLCS Occasional Paper, 25, Dublin: Trinity College.
Hutchinson, T., & Waters, A. (1987). English for Specific Purposes: a learning centered approach.
Cambridge: Cambridge University Press.
Jordan, R.R. (1997). English for Academic Purposes a guide and resource book for teachers.
Cambridge: Cambridge University Press.
Kaewphanngam, C. (2002). A corpus analysis of psychology texts as a basic for the development of
teaching materials in English for academic purposes. M.A. Dissertation. Mahidol University.
Thailand.
[137]

Li, Y. & Qian, D. (2010). Profiling the Academic Word List (AWL) in a financial corpus. SYSTEM, 38, 402-411.
Liu, J., & Han, L. (2015). A corpus-based environmental academic word list building and its validity test.
English for Specific Purposes, 39, 1-11.
Martin, A. V. (1976). Teaching academic vocabulary to foreign graduate students. TESOL Quarterly, 10, 9197.
Martnez, Iliana A., Silvia C. Beck, & Carolina B. Panza. (2009). Academic Vocabulary in Agriculture Research
Articles: A Corpus-Based Study. English for Specific Purposes, 28(3), 183-198.
Nation, I.S.P. (2001). Learning vocabulary in another language. Cambridge: Cambridge University Press.
Nation, I.S.P., & Heatley, A. (2002). Range: A program for the analysis of vocabulary in texts (software).
Downloadable from http://www.vuw.ac.nz/lals/staff/paul-nation/nation.aspx
Para, C. (2004). A corpus study of high-frequency words in civil engineering research article: Subdisciplinary difference between structure and transportation. M.A. Dissertation. Mahidol
University. Thailand.
Paltridge, B. & Starfield, S. (2013). The handbook of English for specific purposes. Malaysia. John
Wiley&Sons.
Paquot, M. (2010). Academic vocabulary in learner writing from extraction to analysis. New York.
Continuum.
Peters: & Fernndez T. (2013). The lexical needs of ESP students in a professional field. English for
Specific Purposes, 32, 236-247.
The British National Corpus, version 3 (BNC XML Edition). 2007. Distributed by Oxford University
Computing Services on behalf of the BNC Consortium. URL: http://www.natcorp.ox.ac.uk/
Valipouri, Leila, & Hossein Nassaji. (2013). A Corpus-Based Study of Academic Vocabulary in Chemistry
Research Articles. Journal of English for Academic Purpose, 12(4), 248-263.
Vongpumivitch, Viphavee, Ju-yu Huang, & Yu-Chia Chang. (2009). Frequency Analysis of the Words in the
Academic Word List (AWL) and Non-AWL Content Words in Applied Linguistics Research Papers.
English for Specific Purposes, 28(1), 33-41.
Wang, Jing, Shao-lan Liang, & Guang-chun Ge. (2008). Establishment of a Medical Academic Word List.
English for Specific Purposes, 27(4), 442-458.
West, M. (1953). A General Service List of English Words, London: Longman, Green&Co.
Van Weijen, D. (2012). The Language of (Future) Scientific Communication. Research Trends, 31, 7-8.
Yang, H. (1986). A new technique for identifying scientific/technical terms and describing science texts.
Literary and Linguistic computing, 1, 93-103.
Yang, M. (2015). A nursing academic word list. English for Specific Purposes, 37, 27-38.

[138]

 7
()


25 ..2558

Factors Affecting Clients Repayment Behavior of Bank for Agriculture and
Agricultural Cooperatives, Klongluang District, PathumThani Province
***

*, . ** .
Jutaporn Toeykaew, Dr.Sakchai Nakanokand and Dr.Nuttaya Iam-khong

1)
... 2) .
..
3,330
357
(Stepwise
Multiple Regression Analysis) ... 41
3-4
...
...
0.05 ...

... 0.05
: ,
*

; E-mail: ju_ac2006@hotmail.com

***

**

[139]

Abstract
This research aims to 1) study external factors affecting loan repayment behaviors of farmer
clients of Bank for Agriculture and Agricultural Co-operatives, Khlong Luang District, Pathum Thani
Province and 2) study internal factors affecting loan repayment behaviors of farmer clients of Bank for
Agriculture and Agricultural Co-operatives, Khlong Luang District, Pathum Thani Province. The research
population is 3,330 farmer clients of Bank for Agriculture and Agricultural Co-operatives, Khlong Luang
District, Pathum Thani Province who have taken loans from the bank in a year. The calculation of
sampling groups is based on Taro Yamane formula. The sampling group consists of 357 farmer clients. The
statistics used for data analysis are frequency, percentage, mean, standard deviation and stepwise
multiple regression analysis. The research findings are as follows; As for personal factors of the banks
clients, it is found that majority of customers are male, aged over 41 years, secondary school graduates,
and having 3-4 family members living in the household. 1) Regarding external factors affecting loan
repayment behaviors of farmer clients of Bank for Agriculture and Agricultural Co-operatives, Khlong Luang
District, Pathum Thani Province, it is found that economic conditions and natural disaster affect loan
repayment behaviors of farmer clients of Bank for Agriculture and Agricultural Co-operatives, Khlong Luang
District, Pathum Thani Province with the statistical significance at the level of 0.05. 2) Regarding internal
factors affecting loan repayment behaviors of farmer clients of Bank for Agriculture and Agricultural Cooperatives, Khlong Luang District, Pathum Thani Province, it is found that family incomes, family
expenditures and loan spending according to objectives affect loan repayment behaviors of farmer clients
of Bank for Agriculture and Agricultural Co-operatives, Khlong Luang District, Pathum Thani Province with
the statistical significance at the level of 0.05.
Key Word: Repayment, Behavior

(
, 2555)

[140]

9 ..2486 "
" ..2509
""



(, 2558)



... ... ...
... 2556
970,630 10.99
44.75 34.58 8.49
5.80 4.19 PSA ... 2.19
62,223 16.72 24,113
7.74 12,545 17.95

... 2
14,888 12,873 4
22,354 56.18

... (Nonperforming loans: NPL)
... 289,481,086.13
64,905,274.89 22.24 (
2556 1 2556 31 2557)
...

1. ...

[141]

2. ...

3,330
1,719 754 857 (
31 , 2558)

(Taro
Yamane, 1967 , 2551: 120) 0.05 357
1

1
2
3

...

1,719
754
857
3,330

(%)
51
23
26
100

184
81
92
357

= 357 x
3,330
2 (Accidental Random Sampling)

357

1.

[142]

 ...

2. ...

...

(2534)
(...)

...

...

1. ...
2. ...

[143]


1. (Percentage) 1


2. (Mean) (Standard Deviation)
(Standard Deviation) 2
3
...

1. ...
(Multiple Regression Analysis)
1 (X1, X2,.., Xn) Y

n Y X1, X2,, Xn

Y = a0 + b1x1 + b2x2 + b3x3bnxn + e

Y
X1, X2,.,Xn

b1, b2,.,bn

(stepwise Selection)
(Forward Selection) (Backward Selection)
2 backward

( ,2552)

1. ... 41
3-4
2. ...
( x = 3.62, S.D.= 0.45)

[144]

...

3.72
3.96
3.55
3.48
3.89
3.59
3.17
3.62

S.D.
0.87
0.81
0.59
0.74
0.66
0.67
0.70
0.45

( x = 3.96, S.D.= 0.81)

( x = 3.89, S.D.= 0.66) ( x = 3.72, S.D.= 0.87)

( x = 3.59, S.D.= 0.67) ...( x = 3.55, S.D.= 0.59) ( x =

3.48, S.D.= 0.74) ( x = 3.17, S.D.= 0.70)

3. ... ( x =
3.90, S.D.= 0.56)
...
1.
2.
3.
4. ...
5.
6.
7.
8.

3.88
3.87
4.01
3.85
3.98
4.01
3.94
3.66
3.90

S.D.
0.99
0.94
0.89
0.96
0.84
0.98
0.95
1.03
0.56

( x = 4.01, S.D.= 0.89) ( x = 4.01, S.D.=

0.98) ( x = 3.98, S.D.= 0.84)
( x = 3.94, S.D.= 0.95)
( x = 3.88, S.D.= 0.99)

( x = 3.87, S.D.= 0.94) ... ( x =

3.85, S.D.= 0.96) ( x = 3.66, S.D.= 1.03)
[145]

4. 1 ...

... 0.05
...
...

5. 2 ...

...
0.05

1. ...
(2556)
. .
. .
. .
(2556)



(2554)

2. ...
(2555)



(2556)
.

[146]

3.
(Stepwise Multiple Regression Analysis)
0.05
3.1. ...
0.05 (2555)




3.2. ...
0.05 (2554)


0.05
3.3. ...
0.05 (2554)

0.05

(2556)


95
3.4. .
.. 0.05 (2555)

3.5.
... 0.05 (2554)

0.05

[147]

...
1.

2.

3.

4.

5.

1.
...
2.

3.

4. ...
...

5. ...

1.

[148]

2.

. 2534. .:
.(2554).
.
.
.(2556). 2556 1
2556 31 2557: 79.
__________. (2557). 1 2556 31 2557: 207.

__________. (2558). 31 , 2558.

.(2556). . .
.
.
.(2555).
.
.
.(2538)........17(4):24,2538.
.(2554).
.
.
.(2558) . www.th.wikipedia.org/wiki/
.
.(2550)..
. (2552). . 20 :
.
.(2555). .
.
. (2551). . 2. : .

[149]

.(2557)..

[150]

 7
()


25 ..2558

SERVQUAL :

Application of SERVQUAL Tools to Measure Service Quality of Commercial
Bank: Case Study of Bank of Ayudhaya PCL.
*

Nuttanee Kongcharoen

SERVQUAL
SERVQUAL :

400

31-40
25,00-35,00 2-3
//
SERVQUAL :
5


5


0.05

; Email: natty_tong6778@hotmail.com

[151]

: , ,

Abstract
This research intends to study and utilize SERVQUAL Tools with commercial banks, study case:
Bank of Ayudhya PCL. The methodologies are sampling of convenience, sampling of quota, and sampling
of coincidence. The tools to gather information is a questionnaire that prompt 400 bank's customers. The
measures are percentages, averages, standard deviations, and Pearson's correlation.
The research proves that most of sampled population are females aged between 31-40, are
educated at bachelor level, own businesses, earn average THB 25000-35000 monthly income, frequent at
the bank 2-3 times a month, and mainly seek deposit/withdrawal/transfer transactions.
Based on research that utilizes SERVQUAL Tools with commercial banks, study case: Bank of
Ayudhya PCL., customers that frequent at the bank judge bank's service levels to be GOOD in 5
categories, Tangibles, Reliabilities, Responsiveness, Assurance, and Empathy. The proven quality
measurement has average value greater than service level expectation; thus, it is concluded that
customers are impressed by service level of Bank of Ayudhya PCL. with statistical margin at 0.05.
Key Word: Service Quality, Expectation, Perceptions

5 1. 2.
3. 4. 5. SERVQUAL
Model


AEC
[152]



( . 2557: 1-2)
5




() ( , 2555)
SERVQUAL (
) ()

1. SERVQUAL
2.
3.

SERVQUAL
(Zeithaml, Parasuraman and Berry, 1990: 28; Lovelock, 1996: 464-466) SERVQUAL
5 1 (tangibility 2
(reliability) 3 (responsiveness) 4 (assurance)
5 (empathy)

[153]


(Morse.1958:19)

Parasuraman, et al. ( , 2553: 43)

Robbins (2001)

4 1. 2. 3.
4.

4
400

1

2 SERVQUAL
SERVQUAL 1. 2.
3. 4. 5.

5
3 /

[154]

3.1 5
ATM
3.2

2 Independent Sample ttest (One Way Analysis of Variance) Paired
Samples Test

(Cronbachs Alpha Coefficient)
0.979

0.7-1.00
( , 2546
, 2552: 55)

31-40
25,000-35,000 2-3
//
1

[155]


3.52 0.511
4.00 1.049

1

31-40
25,00-35,00
2-3 //

(-)
1.
1

[156]

2.
1

3. 1

4.
1

5.
1

()




//

Krungsri EDC, Krungsri e-Payment
Krungsri EDC,
Krungsri e-Payment //
/
//

1. SERVQUAL :

5

5


(2553)


//

[157]

 (2553)

5
(Tangibles) (Reliability) (Responsiveness) (Empathy)
(Assurance)

1





1

1

( )
( )


Krungsri e-Payment

1







1


[158]

1. SERVQUAL

2. SERVQUAL

3. ( )


Krungsri e-Payment

1. /

2.
3.

4. SERVQUAL

(1) . 2546. : . 7. :

________________. 2548. SPSS for windows . 7: :

(2) Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of ServiceQuality and its
Implication for Future Research. Journal of Marketing, 49, 41-50.__
(3) . (2550). . .
, .
(4) . (2554).
SERVQUAL Model. , .
[159]

(5) . (2551).
(6) . (2554). True Coffee .
(). : .
(7) , . (2554).
SERVQUAL. . .
(8) . (2552).
. , .
(9) . 2554.
SERVQUAL, . .
(10) . (2553).
.
, .
(11) . (2555). ()
. , .
(12) (2558) . 15 2558,
https://www.bot.or.th/Thai/FinancialInstitutions/WebsiteFI/Pages/InstList.aspx?pit1=9

[160]

 7
()


25 ..2558

Factors affecting to the stock price index in the stock exchange of Thailand
* . **
Theerawit Riyawong and Dr.Sakchai Naknok

5

3 5


2553 2557 60

0.05 0.01

3


95.8% 4.2% R
Square 0.958 1
: , ,

; E-mail: chaveewan2011@gmail.com

[161]

Abstract
The purpose of this independent study is factors that affecting the stock price index in stock
exchange of Thailand. The study instrument consisted of monthly time series data. Monthly data, from
January 2010 to December 2015 for a period of 60 months, and data processing using software to test the
hypothesis, and multiple linear regression analysis of data to test the relationship between the
independent and dependent variables. The factors under study were the internal factors; consumer price
index: CPI, private investment index: PII, inflation rate: INF, Gross domestic Product: GDP, Deposit Rate 3
Month: FIX 3. And the external factors; Nymex crude oil index: Oil, net foreign investment: NFI, the
bath/U.S. dollar exchange rate: EX, Dow Jones industrial index DJIA, London Fix Prices of Gold that
affecting to the stock price index of the stock exchange of Thailand.
The results shows that, Factors affect the stock price index in Stock Exchange of Thailand: SET at
the significance level of 0.05 and 0.01, factors associated with factors domestic; Private investment index:
PII and Gross domestic Product: GDP have positive influence on the stock price index of the stock
exchange of Thailand while consumer price index: CPI, and Deposit Rate 3 Month: FIX3 have negative
impact and factors foreign; Dow Jones industrial index: DJIA have positive influence on the stock price
index of the stock exchange of Thailand while the baht/dollar exchange rate: EX have negative impact.
And independent variables have very high relationship that is 95.8% influence dependent variables and
4.2% influence came from other factors. The R Square is 0.958 that approach 1 mean the equation is the
good representative of the population. Significant is 0.000.
Key Word: Internal Factors, External Factors, Price index of the stock exchange of Thailand

(Financial Market)
(Financial Market)
2 Money Market Capital Market (Capital
Market) 1
( , 2552)

(Primary Market) New Issue Market
[162]

 (...)
Initial Public Offering
(...)





(, 2558)
30 2518





( . (2552)

..2518 84.08

..2530 284.94 ..2535 ..2536 1,682.85 (
, 2547)
..2537 ..2540
3,760 372.69 ()
(, 2548) ..2546

..2546
772.15 7 (, 2547)
..2552
..2552 431.52 (
,2547 ..2553

MSCI world index MSCI emerging market index (,2558)


..2553 ..2557
[163]

1.

2.

Quantitative Analysis
Multiple Regression Analysis

1.
CPI, Private investment index: PII,
Inflation Rate: INR, Gross Domestic Product: GDP,
3 Deposit Rate 3 Month: FIX3
, Net Foreign Investment:NFI,
EX, DJIA,

2.
3.

[164]

SET = C+1CPI+2PII+3INR+4GDP+5FIX3+6Oil+7NFI+8EX+ 9 DJIA+10Gold

Secondary Time Series Data

Website Website
Website

1. 5 60
2. 5 60

Quantitative Analysis

Multiple Linear Regression

Multiple regression Analysis

Time Series

1. Correlation matrix
0.80 Multicollinearity 10
Multicollinearity
2.
5 Private investment index: PII, Inflation
Rate: INR, GDP, Net Foreign
Investment: NFI, DJIA
[165]

3.
5 CPI, 3
Nymex OIL,
GOLD
4.
6 CPI,
Private investment index: PII, 3 ,
GDP,
DJIA
5.
4 Inflation Rate: INR, Nymex OIL,
Net Foreign Investment: NFI,
GOLD

Modified Model 6
CPI, Private investment index: PII,
GDP, 3
DJIA Modified Model
1
Multiple Regression Analysis
Unstandardized Standardized
T
Sig
Collinearity

Coefficients
Coefficients
Statistics
B
Std. Error Beta ()
Tolerance
VIF
(Constant) 1540.066 330.300
4.663
0.000
CPI
-66.237 26.511
-0.075
-2.498
0.000
0.896
1.142
PII
3.577
0.719
0.284
4.974
0.000
0.241
4.144
GDP
6.097
2.522
0.089
2.418
0.010
0.581
1.720
FIX3
-52.509 21.669
-0.091
-2.423
0.010
0.565
1.771
EX
DJIA

-72.753
0.091

9.422
0.006

-0.293
0.810

-7.722
14.416

0.000
0.000

0.545
0.249

R =0.958 F = 202.783 Sig = 0.000

a. Dependent Variable: SET
: 1
SET = C -1CPI+ 2PII +4GDP-5NFIX3-8EX + 9DJIA

[166]

1.834
4.011

 SET =0.066 -66.237CPI+3.577 PII +6.097GDP -52.509NFIX3 -72.753EX +

0.091DJIA
1. t-statistics
.01 VIF 10
Tolerance 1 R2 = 0.958 1

95.8% 4.2%
2.
0.01
3 Private investment index: PII, Gross
Domestic Product: GDP, DJIA
3.
0.01 3
CPI, 3 Deposit Rate 3 Month: FIX 3,
EX

1. CPI
0.01 CPI
1 66.237 CPI
1 66.237
2. Private investment index: PII
0.01
Private investment index: PII 1
3.577 Private investment index: PII 1
3.577
3. GDP
0.01 GDP
1 6.097
GDP 1
6.097
4. 3 Deposit Rate 3 Month: FIX 3
0.01
[167]

 3 Deposit Rate 3 Month: FIX 3 1

52.509 3 Deposit Rate
3 Month: FIX 3 1
52.509
5. EX
0.01
EX 1 72.753
EX 1
72.753
6. Dow Jones DJIA
0.01
DJIA 1
0.091 DJIA 1
0.091

(2554)


(2552)
3
A,C 99 %

3

(2555) ()
(CPI)
() (2554)
(CPI)

(2554)
3

[168]

 (2555)

1.

2. 10 60

1.

2.

. (2552). .
, .
. (2552).
. . , .
[169]

 . (2552).
,
. (2554)
. .
. (2555).

. (2554).

. (2553)
.
.
. (2550).

. (2556). ()

.
. (2550).

. (2557). .
.
. (2552).
. .
(Thailand Securities Institute: TSI). 26
2556, http://www.tsi-thailand.org.org

[170]

 7
()


25 ..2558

Factor in preparing the skills and adaptability of accountants

to participate the ASEAN Economic Community
*

Naphutsron Sripradoo

400
-
21-30 5
15,001-25,000
3.25
3.30 3.10
3.58


0.05

: , ,
*

; Email: faii.dreamlink@gmail.com

[171]

Abstract
The study is about preparation factors of skill and adaptability of accountants for AEC (Asean
Economic Community). The objective is study about preparation factors of accountants for AEC (Asean
Economic Community) at self-personal skills and adaptability. The data is collected by questionnaire from
400 participants from Federation of Accounting Professions during 2015, May-June. The results show that
the most of participant are 21-30 years old, Bachelors degree graduate, less than 5 years accounting
experience and average income per month is 15,001-25,000 baht. The studying shows that preparation of
participants to AEC (Asean Economic Community) is moderate with an average of 3.25 which consider side
by side, it was found that the skills of accounting and law standard, with an average of 3.30, the skills of
technology and communication, with an average of 3.10, association and culture adapting, with an
average of 3.58. Testing by suppose shows that different personal factors affect to preparation of skills
and adaptabilities. The different factors are age, level of education, working experience is significance at
0.05. According to studying about preparation factors of skill and adaptability of accountants show about
anxiety of accountants which will help Federation of Accounting Professions to plan about strategy
development for preparation of accountants, and help add knowledge about preparation factors of skill
and adaptability of accountants for AEC (Asean Economic Community).
Key Word: Preparedness and Adapting, Accounting, Skill

(2555)
ASEAN ..2510 5 Indonesia Malaysia Philippines Singapore
Thailand 5 Brunei Darussalam Cambodia Lao Myanmar
Vietnam


(Single market and production base)

7
(, 2557)
(
, 2557)



[172]

 (AEC)





(Mutual Recognition Arrangements: MARs)

83,619 11,792 ( 31 .. 57: )

10

1.

2.

1.
-
-
2.
-

[173]

1. AEC
(2557) (Free flow of skilled labour) ASEAN
Economic Community- AEC Blueprint
(Mutual Recognition
Arrangements: MRAs)



1.

2. (MRA)
/ (ASEAN Framework Agreement on
Service-AFAS) / / /

2.
(2554)
1.

2. (core skills)
2.1
2.2 ICT
2.3
2.4
[174]

3.


2
1.
2.
3.
(2530: 7-9)
1. (Malm & Jamison)



2. (Lazarus)

(2536: 50)

1.

95,411 ( 31 .. 57:
)

31 .. 57 83,619 11,792
(Taro Yamane, ,2551)
95% 5% 398
2 400
2.
(Questionnaire)
2
1

[175]

 (Close-Ended Response Question) 6

(Nominal and Ordinal Scale)
2

5
3.
1. (Descriptive analysis) (Frequency)
(Percentage) 1 2
2. (Mean) (Standard Deviation S.D)
2
3. (Inferential analysis)
3.1 2
t-test (Independent Sample t-test) ( . 2548:222)
3.2
2 (One-Way
Analysis of Variance) Homogeneity of Variances
ANOVA (F) Brown- Forsythe (B) ( . 2548:240)

400 21-30
5 10,001-15,000

S.D.

x
1.
-
3.30
0.906

-
3.10
1.004

2.
-
3.37
0.802

3.25
0.904

[176]


3.25 0.904
3.30 3.10
3.58

41-50 (= 3.60)
21-30 (= 3.04)
31-40 (= 3.55)
51 (= 3.25)
31-40 (= 3.65)
51 (= 3.22)
(= 3.36)
(= 3.03)
( = 3.35)
(= 3.03)
(= 3.64)
(= 3.33)

(= 3.66) (= 3.25)
(= 3.69)
(= 3.15)
(= 4.06)
(= 3.44)
5
(= 3.58) 5-10 (=
3.36) 5
(= 3.65) 10 (=
2.48) 5-10
(= 3.83) 5
(= 3.41)
[177]

21-30 51

/


5-10
10

51

/


5

[178]

(2555)

AEC 10

AEC

.(2555).. :
[179]

 . (2545: 39, 332-333). . : .

, (2557) .
10 2558, http://www.bu.ac.th/knowledgecenter/
(2530: 7-9) . 15 2558,
https://sites.google.com/site/
. (2557) (Free flow of skilled labour). 20 2558,
http://www.fap.or.th
__________. (2546: 39 449). . :
.
__________. (2548: 222, 240, 242-243). . :
.
__________. (2553) . 15 25578,http://www.fap.or.th/index.php?
. (2557) . 20 2557,
http://www.fap.or.th/index.php

[180]

 7
()


25 ..2558

OTOP
The Relationship between the Marketing Mix and Customers Behavior of
OTOP Products Produced by Community Enterprise, Ang Thong province
* . **
Sarunrat Phuangsombat and Dr.Nuttaya Iam-khong

1) 2)

385

41
/ / 10,001-20,000
1.

/

2.
0.05
0.05
: , ,
*

; E-mail: sarunrat122522@gmail.com
**

[181]

Abstract
The objectives of the research are to 1) study consumer buying behavior of OTOP products in
Ang Thong Province and 2) study relationships between marketing mix and consumer buying behavior of
OTOP products in Ang Thong Province. The research studied 385 general consumers who received
services and bough OTOP products in Ang Thong Province. Statistical functions used in data analysis
included percentage, mean, standard deviation and a chi-square was used to test relationships.
Research findings were that: Most consumers were female aged over 41 years old and having
lower/upper secondary education levels. They were business owners/merchants and earned 10,00120,000 baht a month on average.
1. For consumer buying behavior of OTOP products in Ang Thong Province, it found that
consumers who bought OTOP products lived in Ang Thong Province. What they bought were household
products such as fans, strainers, sieves, food covers, threshing baskets and earthen steamers. Reason for
buying was to use in households. They made buying decision themselves regardless of time and bought
at community stores/OTOP manufacturing groups in Ang Thong Province and decided to buy once they
were satisfied.
2. Personal factor related to consumer buying behavior of OTOP products in Ang Thong Province
was products bought by consumers with a statistical significance of 0.05 and all factors of marketing mix
had no relationship with consumer buying behavior of OTOP products in Ang Thong Province with a
statistical significance of 0.05.
Key Word: Buying Behavior, OTOP Products, Marketing mix

(One Tumbol One Product OTOP)

3

( ,2549)


( ,2555) 6

[182]

(
, 2558)

1.
2.

1)
8-16 2558
[183]

2)
8-16 2558
W.G. Cochran, 1953 ( ,2543: 76)
0.05 385

1)

2)

Schiffman & Kanuk,2000
McCarthy,1960 OTOP
6Ws 1H 7
(7Os) (4Ps)
OTOP

: (McCarthy,1960)

OTOP

: (Schiffman and Kanuk, 2000)

[184]


(Survey Research) 2
1. (Primary Data)
1.1
1.2
2. (Secondary Data)

1
(Frequency) (Percentage)
2
(Frequency) (Percentage)
3
(Mean) (Standard Deviation)
4
- (Chi-square; 2)
5
- (Chi-square; 2)
6
- (Chi-square; 2)
7
- (Chi-square; 2)

1. 41
/ / 10,001-20,000
2.



/

[185]

3.

4.


0.05

0.05

0.05

0.05

0.05

0.05

0.05
5.
OTOP

0.05

0.05




0.05
0.05


0.05

[186]

0.05
0.05

0.05




0.05
0.05

1.
41 / / 10,00120,000 (2554)
(OTOP)

41-50
2. OTOP

/
(2553)
:

:
[187]



(2554)



3.
(2552)



(2554)


4

4.

0.05 (2555)

OTOP

0.05
5.

0.05 (2554)


(2556)




0.05

[188]

4
1)

2)

3)



4)

1)

2)

3)

[189]


. (2555). OTOP 2555.
:
.(2552).
. .
.(2554). (OTOP)
.
.
.(2555). OTOP
. .
.(2553).
: .
.
. (2543). . : .
.(2556).
. .
. (2558). .
.(2554).
. .
.(2549).
McCarthy, E. J. (1960). Basic Marketing. Homewood: Richard D. Irwin.
Schiffman, Leon G. and Kanuk, Leslie Lazr. (2000). Consumer Behavior. 7th ed. New Jersey: Prentice-Hall, Inc.

[190]

 7
()


25 ..2558

The Relationship between Transformational Leadership
and Organizational Commitment of S.K. Polymer Co.,Ltd. Employees
*

**

***

,
Areeya Sraphol, Associate Professor Warunee Chaosukhum and Associate Professor Duangta Saranrom

1)
2) 3)

218
0.98

31-40
10,001-15,000 1
1.


2.

; E-mail: areeya9999@hotmail

***

**

[191]

3.

0.05
: ,

Abstract
This research has the following objectives 1) To study the level of transformational leadership of
S.K. Polymer Co.,Ltd.. 2) To study the level of connection of organizational commitment of the
employees of S.K. Polymer Co.,Ltd. 3) To study the level of connection between transformational
leadership and organizational commitment of the employees at S.K. Polymer Co.,Ltd. The sample group
used as the basis for this research study consists of 218 S.K. Polymer Co.,Ltd. employees. The tool used in
this research study is a set of questionnaires with reliability level of 0.98. Statistical methods used for data
analysis include percentage, average, standard deviation, and statistics method of correlation coefficient
for data analysis.
Research result shows that; Employees of S.K. Polymer Co.,Ltd., mostly single female, at the age
between 31-40 years old, whose education level are lower than Bachelors degree, with monthly salary
between 10,001-15,000 and have worked with the company not more than 1 year.
1) In regard to the level of transformational leadership of S.K. Polymer Co.,Ltd. employees, it was
found that the level of leadership is generally very high. When consider on specific components, the
result shows that the ideological influence was ranked the highest among all categories. On the other
hand, the intellectual stimulation was ranked with the lowest number.
2) In regard to the level of organizational commitment of S.K. Polymer Co.,Ltd. employees, it was
found that the level of commitment in general is very high. When consider on specific components, the
result shows that the emotional aspect was ranked the highest while the continuity aspect was ranked
the lowest.
3) Hypothesis testing result using the method of correlation coefficient data analysis shows that
transformational leadership is directly correlated with organizational commitment of employees at S.K.
Polymer Co.,Ltd. Overall, the positive connection is very high with statistical significance level of 0.05.
Key Word: Transformational Leadership, Organizational Commitment

[192]

(Man) (Money) (Material) (Method of management)
4Ms

[193]


1.
2.
3.

166
20 - 10150

1. 218

(Questionnaire)
3
1

2
(Bass & Avolio,1994) Rating Scale 5
(Likerts Scale)
3
(Allen & Mayer, 1990) Rating Scale 5 (Likerts Scale)

1) (Frequency) (Percentage)
1
2) (Mean ) (Standard Deviation S.D.)
2 3

3) (Pearsons Product
Moment Correlation Coefficient)
[194]

 0.05
(Devore & Peck, 1993) -0.50
-0.80 0.8 0.50
=
r 0.80 r -0.80

=
0.50 < r < 0.80 -0.80 < r < -0.5
=
-0.50 r 0.50

31-40 10,001-15,000
1







,




,

,




[195]


,








,

0.05

[196]

 (2554)
7 :
7
(2553)

:

()


(2553)


(2553)
: () 2
(1)
(2)


(2553)

(2555)

() 1
()
1 141 1
(2554)
ABC

(2552)

[197]



146



(2554)
ABC
ABC
ABC


(2555)
() 1

() 1
1
0.05

1)

2)

[198]

3)

4)

1)


/

2)

3)

1)

2)

3)

[199]


. (2550).
. :
. (2550). . 10.
: .
. (2553).
().
.
. (2553).

: .

. (2558). .
31 2558
__________. (2558). .
31 2558
.(2553).
: () .

. (2554). 7
: .


. (2554).
ABC

.(2553).

.

. (2555).

() 1.

Allen, N.J.,& Meyer, J. P. (1990). The Measurement and Antecedents of Affective, Continuance and
Normative Commitment To The Organization. Journal of Occupational Psychology: 1-18.
Bass, B. M. (1985). Leadership and Performance beyond Expectation. New York: The Free Press
[200]

Bass, B. M. & Avolio, Bruce J. (1994). Improving Organization Effectiveness Through Transformational
Leadership. Thousand Oaks: Sage.
Yamane, T. (1973). Element Sampling Theory. New Jersey: Prentice-Hall.

[201]

 7
()


25 ..2558

Organizational Communication to Reinforce a Service Culture of

Thai Airways International Public Company Limited
Dr.Chitpong Ayasanond

Abstract
To date, effective organization communication with employees has long been recognized as the
essential tool for developing and maintaining successful human resource management, especially in the
service sector. Furthermore, it is also utilized in aligning, motivating and cultivating employees to be in
line with the organization culture. Thus, this research was aimed to investigate the impact of
organizational communication on service culture of Thai Airways International Public Company Limited.
The impact of three types of organizational communication (downward, upward and horizontal
communication), communication obstacles and communication climate on service culture in the airline
context were examined. This study employed the questionnaires as the means in collecting data with the
prospect samples of 383 Thai Airways front-line service personnel including 249 flight attendants and 134
ground-service personnel. The samples were recruited by purposive sampling and quota sampling by
determining the sample proportion according to their job ranks. Regarding the flight attendant group, the
research findings supported downward communication, horizontal communication and communication
climate as the prerequisites of service culture as hypothesized. In contrary, only horizontal
communication and communication climate were found to significantly influence service culture in the
ground-service personnel group. Managerial implications were also discussed.
Key Word: Organizational Communication, Communication Obstacles, Communication Climate and
Service Culture

College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Nakhon Pathom Education Center

[202]

Introduction
Currently, service organizations have dramatically focused on service quality as the major priority
to differentiate themselves from their competitors and thus gain sustainable competitive advantages in
the global market place (Gounaris, Stathakopoulos and Athanassopoulos, 2003). They strive to develop
employees positive attitudes toward rendering superior service to their customers through the
development of service culture within the organizations (Grnroos, 2007). Previous researches
acknowledged that service culture had a significant impact on service companies performance (Ulrich,
et.al., 2008). Firms utilize the organizational communication in aligning, motivating and cultivating
employees to be in line with the organizations service culture. The effective organizational
communication has long been regarded as an indispensible requirement for the business success (Verma,
2013). To date, the effective organization communication with employees has also been recognized as
the essential tool for developing and maintaining successful human resource management, especially in
the service sector. As a result, service firms need to effectively manage the organizational communication,
communication obstacles and communication climate as the antecedents of service culture, in order that
they will contribute to the achievement of service excellence (Dwyer, 2005).

Purposes of the study

The purposes of the study are as follows:
1) to comparatively examine the influence of organizational communication (downward, upward
and horizontal communication) on service culture between flight attendant and ground-service personnel
groups.
2) to comparatively examine the influence of communication obstacles on service culture
between flight attendant and ground-service personnel groups.
3) to comparatively examine the influence of communication climate on service culture between
flight attendant and ground-service personnel groups.

Literature Review and Hypotheses Development

Organizational Communication
In the organizational context, communication practices include downward, horizontal, or upward
communication which can be initiated by any stakeholders within the organization (Carrie`re and Bourque,
2009). The effective communication was found contribute to organizations productivity, performance
(Downs and Adrian, 2004), job satisfaction and organizational commitment (Carrie`re and Bourque, 2009),
and job performance (Chen et al., 2006). In addition, effective communication is regarded as a

[203]

prerequisite for promoting organizational culture (Linke and Zerfass, 2011). Based on the above discussion,
the hypotheses are developed as follows:
H1: Downward communication is positively associated with service culture.
H2: Upward communication is positively associated with service culture.
H3: Horizontal communication is positively associated with service culture.
Communication Obstacles and Climate
Earlier researches defined communication climate as the atmosphere in an organization regarding
accepted communication behavior (Verma, 2013). Moreover, communication climate is determined by
communication flow which in turn is determined by kind of governance. The communication climate can
be either supportive or defensive communication climate (Hoof and Ridder, 2004). The supportive climate
is nonjudgmental so that it encourages open, constructive, honest and effective interaction. In contrast,
defensive climate leads to self-protective interactions and competitive or destructive conflict between
individuals. The supportive communication climate facilitates the information flow throughout the
organization which in turn encourages the development of service culture. In contrast, the
communication obstacles were found to impede information and disrupt the orderly flow of activity
(Verma, 2013). In light of the preceding discussion and findings, the hypotheses are proposed as follows:
H4: Communication obstacle is negatively associated with service culture
H5: Communication climate is positively associated with service culture.

Methods
Target populations are 8,887 Thai Airways front-line service personnel and the calculated
sample size for this study was 383. Consequently, the prospect samples included 249 flight attendants
and 134 ground-service personnel. The samples were recruited by purposive sampling and quota
sampling by determining the sample proportion according to their duties as shown in Table 1.
Table 1 Population and Samples
Flight attendants
Ground-service personnel
Total

Population
5,787
3,100
8,887

Proportion (%)
65.12
34.88
100.00

No. of Sample
249
134
383

Measures
All of the scale items were measured by a 5-point Likert scale (1 = strongly disagree and 5 =
strong agree). The final self-administered questionnaires were distributed to respondents to provide their

[204]

opinion towards the organizational communication, communication obstacles, communication climate

and service culture of Thai Airways International.
Scale Internal Consistency
The first draft of the questionnaire was subjected to pretesting with total respondents of 40. The
preliminary analysis revealed that the measurement scales of all constructs had acceptable internal
consistency, which was evidenced by high Cronbachs alpha ranging from 0.85-0.92 which exceeded the
threshold value of 0.70 (Nunnally, 1978). Contrary to our expectation, the reliability coefficients of the
measurement scale of communication obstacles and communication climate were found to be less than
the threshold value (0.63 and 0.58, respectively). Thus, the measurement scales of these two constructs
were modified by minimizing wording ambiguities to elevate the internal consistency of scales. The details
of descriptive statistics and reliability coefficients were summarized in Table 2.
Table 2 Descriptive and Reliability Coefficients
Construct
Number of
Flight attendant
scales
Means
S.D.
Downward
6
3.00
.76
communication
Upward
6
2.76
.82
communication
Horizontal
7
2.74
.73
communication
Communication
7
3.35
.45
obstacles
Communication
8
3.08
.60
climate
Service culture
7
3.23
.62

Ground service personnel Reliability

coefficients
Means
S.D.
3.10
.78
0.85
2.91

.87

0.92

2.74

.78

0.89

3.53

.46

0.63

3.17

.69

0.58

3.17

.73

0.85

Results
Respondent profile
Total number of valid questionnaires was 383 including 249 flight attendants and 134 groundservice personnel. Regarding the flight attendant group, most of the respondents are male (52.20%) and
25-35 years old (48.20%). The majority of them hold at least a bachelors degree (74.10%). Most of them
have monthly household income level between 1.001-2,000 US$. (45.00%) with the length of
employment of 6-10 years (24.50%).

[205]

For the ground-service personnel group, 69.40% of them are female, 43.30% of them are aged
36-45 years old. The majority of them have bachelor degree (83.60%) with monthly household income
between 1.001-2,000 US$. (38.10%) and the length of employment of 6-10 years (29.70%). The details of
respondent profile are shown in Table 3.
Table 3 Respondent Profile of Samples
Demographic

Flight attendants
(n=249)
Frequency
%

Gender
-Male
-Female
Age
-25-35 Years
-36-45 Years
-46-55 Years
-More than 55 Years
Level of Education
-Less than Bachelor Degree
-Bachelor Degree
-Higher than Bachelor Degree
Monthly Household Income
-Less than 700 US$.
-700-1,000 US$.
-1.001-2,000 US$.
-2,001-3,000 US$.
-More than 3,000 US$.
Length of employment
-1-5 years
-6-10 years
-11-15 years
-16-20 years
-21-25 years
-More than 25 years
Total

[206]

Ground-service
personnel (n=134)
Frequency
%

130
119

52.20
47.80

41
93

30.60
69.40

120
67
53
9

48.20
26.90
21.30
3.60

39
58
34
3

29.10
43.30
25.40
2.20

15
187
47

6.00
75.10
18.90

2
112
20

1.50
83.60
14.90

2
30
112
48
57

0.80
12.00
45.00
19.30
22.90

23
34
51
20
6

17.10
25.40
38.10
14.90
4.50

63
94
50
72
65
39
249

16.40
24.50
13.10
18.80
17.00
10.20
100

44
74
31
38
37
25
134

17.70
29.70
12.40
15.30
14.90
10.00
100

Hypotheses Testing
The relationships hypothesized in H1 to H5 were tested by using multiple regression analysis with
service culture as the dependent variable. Hypotheses H1 predicted a positive relationship between
downward communication and service culture. The multiple regression results revealed that downward
communication, as hypothesized, was found to significantly influence service culture only in the flightattendant group ( =.152, p < 0.05). In contrast, H1 was not supported in the ground-service personnel
group ( =.090, p > 0.05) due to the statistically insignificant coefficient.
Hypotheses H2 stated that upward communication was positively associated with service culture.
The regression results showed that the beta coefficients of both flight attendant and ground-service
personnel groups were statistically insignificant (flight attendant group: =.025, p > 0.05, ground-service
personnel group: =.108, p > 0.05). It should be noted that counter to the authors predictions, the
relationships between upward communication and service culture of both groups were statistically
insignificant. Hence, no support was found for the hypotheses H 2 in both flight attendant and groundservice personnel groups.
Hypotheses H3 predicted a positive relationship between horizontal communication and service
culture. The results were consistent with this prediction as evidenced by positive and significant path
coefficients towards service culture in the flight-attendant group ( =.212, p < 0.01) and the groundservice personnel group ( =.288, p < 0.01). Thus, these results were supportive of H3.
Hypotheses H4 proposed a positive relationship between communication obstacles and service
culture. The finding revealed that communication obstacles was found to insignificantly affect service
culture in both flight-attendant group ( = -.005, p > 0.05) and ground-service personnel group ( = -.002,
p > 0.05), providing no support for H4.
Hypotheses H5 stated that a positive relationship between communication climate and service
culture. The finding revealed that communication climate was found to significantly affect service culture
in both flight-attendant group ( =.372, p < 0.05) and ground-service personnel group ( =.412, p < 0.05),
providing support for H5. Results of the hypotheses testing of both groups are demonstrated in Table 4
and shown in Figure 1.
Table 4 Summary of Hypotheses Testing Results
Hypotheses

Flight attendants
Standardized
Coefficients
(Beta)

H1: Downward
communication
Service culture

.152*

Sig.

2.083 .038

Ground-service personnel
Results

Standardized
Coefficients
(Beta)

Sig.

Results

Supported

.090

.873

.384

Not
supported

[207]

Hypotheses

Flight attendants

Ground-service personnel

Standardized
Coefficients
(Beta)

Sig.

Results

Standardized
Coefficients
(Beta)

Sig.

Results

H2: Upward
communication
Service culture

.057

.795

.427

Not
supported

.078

.775

.440

Not
supported

H3: Horizontal
communication
Service culture

.212**

3.526 .001

Supported

.288**

3.858 .000

Supported

H4:Communication
obstacles
Service culture

-.005

-.098

.922

Not
supported

.002

.035

.972

Not
supported

H5:Communication
climate
Service culture

.372**

5.806 .000

Supported

.412**

4.488 .000

Supported

R2

43.8%

53.2%

Adj.R2

43.8%

53.2%

F-value

37.952*

29.066*

*p <0.05; ** p < 0.01

Conclusion and Discussion

Regarding the flight-attendant group, the empirical results indicated that the most powerful
predictor of service culture was communication climate of both flight attendant ( =.372) and groundservice personnel groups ( =.412). Consistently, the open and honest communication climate was found
to foster the development of collective behaviors that are customer service orientation (Merio, Bell,
Menguc and Whitwell, 2006). Moreover, horizontal communication was found to influence service culture
of both flight attendant ( =.212) and ground-service personnel groups ( =.288). This finding is
consistent with Robbins notion that horizontal communication was regarded as the effective indicator in
facilitating operational coordination among units through the exchange of information throughout the
organization.
But downward communication was found to be the prerequisite of service culture only in the
flight attendant group ( =.152). Previous empirical researches supported this finding since the effective
downward communication contributes to the formation of service culture which emphasizes the provision
of service excellence (Linke and Zerfass, 2011). Furthermore, it also results in organizations productivity,
[208]

performance (Downs and Adrian, 2004), job satisfaction and organizational commitment (Carriere and
Bourque, 2009) and job performance (Chen, et al., 2006). Contrary to the hypothesis, upward
communication and communication obstacles insignificantly affected service culture.
Managerial Implication
Based on the research findings, the management should give more emphasis on horizontal
communication in organizations with an aim to cultivate service culture in both flight attendant and
ground-service personnel groups. Moreover, the downward communication should also be encouraged to
enhance service culture in Thai Airways International Public Company Limited as well, especially in the
flight attendant group. Consequently, the management should promote both kinds of organizational
communications to facilitate the formation of employees commitment in achieving the companys goal
of service excellence (Stinglhamber and Vandenberghe, 2003). Regarding the communication climate, the
management should develop the supportive, open and honest communication climate within companies
to encourage the cultivation of service culture on providing excellent service (Merio, et al., 2006).
The author propose the model of the organization communication to enhance the service
culture of Thai Airways International Public Company Limited as figure 2. (Internal service triangle,
Albrecht, 1985: Berger and Brownell, 2006,2009: 14 and Fisk and others, 2008: 14). Corporate leader need
to focus on creating the service culture through organization communication, vision of the organization
and mission to bring everyone to the same direction.

Figure 1 The model of the organization communication to enhance the Service Culture of Thai Airways
International Public Company Limited

References
Albrecht, K. and Zemke, R.1985. Service America. Homewood, IL: Dow Jones-Irwin.

[209]

Berger, F. and Brownell, J. 2006. Organizational Behavior in the Hospitality Industry. New Jersey:
Pearson Prentice Hall.
Berger F. and Brownell J. 2009. Organizational Behavior for the Hospitality Industry. New Jersey:
Pearson Prentice Hall.
Carrie`re, J., and Bourque, C. 2009. The effects of organizational communication on job satisfaction and
organizational commitment in a land ambulance service and the mediating role of
communication satisfaction Career Development International, 14(1), 29-49.
Chen, J.C., Silverthorne, C. and Hung, Y. J. 2006 "Organization communication, job stress, organizational
commitment, and job performance of accounting professionals in Taiwan and America",
Leadership & Organization Development Journal, Vol. 27 Iss: 4, pp.242-249.
Downs, C. W., & Adrian, A. D. 2004. Assessing organizational communication: Strategic communication
audits. New York: The Guilford Press.
Dwyer, J. 2005. Communication in Business. (5nd ed.). French Forest: Prentice-Hall.
Fisk and Grove and John. 2008. Interactive Services Marketing. Boston. New York. Houghton Mifflin
Company.
Grnroos, C. 2007. Service Management and Marketing: Customer Management in Service
Competition (3rd ed.): John Wiley & Sons.
Gounaris, S., Stathakopoulos, V., Athanassopoulos, A. 2003. Antecedents to perceived service quality: an
exploratory study in the banking industry International Journal of Bank Marketing, 21 (4), 168190.
Hoof, B. V., & Ridder, J. A. 2004. Knowledge sharing in context: The influence of organizational
commitment, communication climate and CMC use on knowledge sharing Journal of Knowledge
Management, 8 (6), 117-130.
Linke, A, and Zerfass, A. 2011. "Internal communication and innovation culture: developing a change
framework", Journal of Communication Management, Vol. 15 Iss: 4, pp.332-348.
Merlo, O., Bell, S.J., Menguc, B., Whitwell, G.J. 2006. Social capital, customer service orientation and
creativity in retail stores Journal of Business Research, Volume 59, pp.1214-1221.
Nunnally, J.C. 1978, Psychometric theory. New York: McGraw-Hill.
Putnam, L. L. & Cheney, G. 1985. Organizational communication: Historical developments and future
directions, T.W. Benson ed. Speech communication in the twentieth century Carbondale, IL:
South Illinois University Press pp:130-156.
Stinglhamber F. and Vandenberghe, C. 2003. Organizations and Supervisors as Sources of Support and
Targets of Commitment: a Longitudinal Study, Journal of Organizational Behavior, 2003, 24 (3):
251-270.
Ulrich, D., Allen, J., Smallwood, N., Brockbank, W. 2008. Building culture from the outside in, Strategic
HR Review,Volume. 8, Issue 6, Page 20-27.

[210]

Verma, Priti. 2013. Relationship between Organizational Communication Flow and Communication
Climate International Journal of Pharmaceutical Sciences and Business Management, Vol.1
Issue. 1, September- 2013, pg. 63-71.

[211]

 7
()


25 ..2558

3-5
Green marketing Strategies affect to performance
of 3-5 star Hotel in Suratthani Province
*

**

***

, , ,

****

*****

Chutamat Suk-im, Sararat Phatrat, Supattra Puttasri, Saowalux Sakuntong,
and Assistant Professor Chanyaphak Lalaeng

3-5


/




0.05

; E-mail: mso_56@hotmail.com

***

****

*****
-
**

[212]

: , ,

Abstract
The objectives of this research were to study the relationship between green marketing strategy
with the performance of 3-5 star Hotel in Suratthani Province by interviewing entrepreneurs. The results;
the hotel have green marketing strategy in high average; both products is environmentally, reasonable
prices, buildings to reduce environmental impact, green promotion and marketing in high average. The
results of performance of the hotel in high average; both the corporate image, customer satisfaction and
compensation in high average. The study of the relationship between green marketing strategy with the
performance of 3-5 star Hotel in Suratthani Province; green marketing strategies affect the performance of
firm, statistically significant at the 0.05 level
Key Word: Network, Strengthning for Network, Pasak Drainage

6

(Miller T., 2004)








(Ginsberg, J.M. & Bloom: N., 2004)

(Green Marketing)

Miles, M. P. & Covin J. G. (2000)

[213]







Pujari D., Wright G.,
& Peattie K. (2003)








3-5
3-5

1.
2.
3.

3-5
60
(, 2555)
[214]

 30
1 2 1 3 1
..2558

3-5
60

3
1

2
/

T-test F-test (Multiple regression Analysis)

3 -5











[215]

/


1
1 3 -5

S.D.

1.
4.53
.566

2.
4.28
.640

3.
4.40
.785

4.
4.40
.643

5.
4.38
.691

4.40
.321

1.
4.53
.566

2.
4.48
.596

3.
4.15
.732

4.40
.299

1.
4.45
.565

2.
4.33
.705

3.
4.33
.655

4.36
.326

1.
4.53
.596

2.
4.48
.596

3.
4.47
.566

4.
4.42
.619

4.46
.283

4.38
.307

3-5

[216]










2
2 3 -5

S.D.

1.
4.55
.502

2.
4.55
.534

3.
4.43
.500

4.
4.35
.547

4.47
0.541

1.
4.53
.503
2.
4.50
.537

3.
4.43
.593

4.
4.42
.530

4.43
.584

1.
4.52
.504

2.
4.45
.534

3.
4.45
.622

4.
4.32
.748

5.
4.32
.596

4.41
.601

4.38
.307

[217]


3-5
0.05 3
3 3 -5

Std.
Beta
t
Sig t
(b)
Error

.615
.091
.596
6.766
.000
(constant)
1.454
3.19
4.559
.000
2
R = 0.0416, SEE = 0.18284, F =.811, Significant of F =.493

3 -5


/
American Marketing Association (2011)

3-5

3-5
0.05 Vachon and Klassen (2008)

Porter & van der Linde (1996)

[218]

1.

2.

American Marketing Association. 2004. Definition of marketing. Retrieved February 28, 2015, from
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
Ginsberg, Jill, Meredith, & Bloom, Paul, N.2004. Choosing the Right Green Marketing
Strategy. MIT Sloan Management Review. 46 (1): 79-84.
Miller,Tyler,G.Jr. 2004. EnvironmentalScience.10 ed.Canada:Thomson Learning.
Miles, Morgan P. & Covin, Jeffrey G. 2000. Environmental Marketing: A Source of Reputational, Competitive,
and Financial Advantage. Journal of Business Ethics. 23 (1): 299-311.
Porter, M., & van der Linde, C. 1996. Green and competitive: Ending the stalemate. In R. Welford & R.
Starkey (Eds.), The earthscan reader in business and the environment. London: Earthscan.
Pujari, Devashish, Wright, Gillian, & Peattie Ken. 2003. Green and Competitive Influences on Environmental
New Product Development Performance. Journal of Business Research. 56 (1): 657-671.
Vachon, S., Klassen, R.D. 2008. Environmental management and manufacturing performance: the role of
collaboration in the supply chain. International Journal of Production Economics. 111 (2): 299315.

[219]

 7
()


25 ..2558

The Study of Hotel Competitiveness in Chiang Mai Province

*, . **, . ***,
. **** . ****
Valailada Tavonmongkolkij, Assistant Professor Dr.Bongkochmas Ek-Iem,
Associate Professor Dr.Chalermchai Panyadee, Dr.Varaphorn Duangseang
and Assistant Professor Dr.Bussaba Sittikarn

10 Five Forces
Diamond Model Michael E. Porter

; E-mail: twosevenroses@gmail.com
; E-mail: bkmas@mju.ac.th
***
; E-mail: cpanyadee@yahoo.com
****
; E-mail: varaphorn@gmail.com
*****
; E-mail: bussaba@mfu.ac.th
**

[220]

: , ,

Abstract
The objective of this qualitative research was to study the competitive situation of hotel business
in Chiang Mai. Empirical research using in depth face-to-face interview, has been conducted to examine
the keys to competitiveness of Chiang Mai hotel business. Ten owners and hotel businessmen were
recruited from three to five stars hotels range in Chiang Mai, to find out the competitive advantages
according to Michael E. Porters Five Forces, Diamond Model and SWOT analysis. The research findings
from content analysis revealed that hotel business in Chiang Mai is highly competitive. The threat of
substitute products, the pressure from rivalry among existing competitors and the pressure of bargaining
power of buyers put much pressure on hotel business. However, new entrance of the market and the
pressure from bargaining power of firms suppliers do not put so much stress on the market. The results
from SWOT analysis shows that hotels in Chiang Mai have strengths in their good locations around Chiang
Mai city, along with performing marketing through technology and the uniqueness in services. However,
there are weaknesses in hotels entrepreneurs apply a lot of defensive marketing strategy, the lack of
strategic management application and hotel business has high production costs. In the aspects of
opportunities, the research revealed that hotel business in Chiang Mai has high opportunity as Chiang Mai
has high tourism potential and, threats as the highly competition in hotel business, the insurgency and
political problems. Other aspects that concluded from the hotel owners point of view are that, to
success in hotel business, entrepreneurs must know how to convert weakness in to strength, apply more
proactive marketing strategies, develop their human capital through trainings, and cooperate more with
business partners along with using outsource in the production process.
Key Word: Competitiveness, Competitive Advantage, Hotel Business

[221]

( , 2555)


300
10-20%



( , 2552) ..2548
11.52 ..2550 14.46 (
, 2555)
(, 2554)

[222]

10
4 3

Five Forces Diamond Model Michael E.
Porter (1990) SWOT Analysis

Five Forces Diamond Model

SWOT Analysis

(Competitive Advantage)
(Strengths, Weakness,
Opportunity, and Threat: SWOT Analysis)

Five Forces Model

5 5

1. (Threat of Substitute Products)

[223]

2. (Threat of New Entrants to the Market)

3. (Intensity of Rivalry among Competitors)

4. (Bargaining Power of Buyers)

5. (Bargaining Power of the Firms Suppliers)

Five Forces Diamond Model Michael E. Porter, (1990) SWOT Analysis

(Content Analysis)

1.

2.

[224]

3.

4.

Websites Online

5.
Suppliers





Strengths


Online Internet

Weaknesses

[225]



Turn Over
Opportunities




Threats
Low
Season

(2552)






(2546)

Porter (1990)
4
Porter

(2546)
Porter
Diamond Model (Determinants) 4
(Factor Conditions)

[226]

 (Demand Conditions)
(Supporting and Related Industries)


(Firm Strategy, Structure and Rivalry)

1
Porters Five Forces Diamond Model

1) (Factors Conditions)



(Infrastructure)

[227]



2) (Demand Conditions)


Porter






Theme


3) (Supporting and Related Industries)





Outsourcing


4) (Firm Strategy, Structure and Rivalry)

[228]

 1
Determinants from

Porters Diamond Model

1.
-
-

-

-
-

-
-

2.
-
-

-
-

3.
-
-

(Cluster)
-

4.
-
-

-
-
(Cost Control)

ACCSTP




[229]

1.

2.

. 2555. 2554. : .
.
2546. . :
.
. 2552. .
. , .
. 2541. . : .
. 2554. : .
. 2552. . 23 2556
http://www.tourism.go.th/2009/th/statistic/tourism.php?cid=1
, 2555, 11
(2555-2559).
Porter, M. E. 1990. Competitive strategy: Techniques for analyzing industries and competitors. New York:
Free Press.

[230]

 7
()


25 ..2558

The Relationship between the Use Non-financial Performance Measures

and Managerial Performance in Organization Implementing
Total Quality Management
* . **
Kruawan Yoisertsud and Dr.Sirilak Bangchokdee

: , ,

Abstract
The purpose of this study is to develop a conceptual framework on the relationship between
managerial use of non-financial performance measures and managerial performance, in an organization
implementing the total quality management. This framework is developed using a contingency theory. A
review of the relevant literature indicates that the use of non-financial performance measures is positively
related to managerial performance in organization implementing total quality management.
* ; E-mail: kruawan.y@gmail.com
**

[231]

Key Word: Total Quality Management, Non-Financial Performance Measures, Managerial Performance

(TQM)


( , 2540)
PDCA TQM C:Check

TQM (Kaplan, 1983 Drucker, 1990)
TQM
(Kaplan.(1983), Drucker,(1990); Hall,1990) Conti,(1993)

(Leading indicators)


Vollman, (1990)

(Feedback)

TQM




TQM

TQM ( Chenhall, 1997)

3

TQM

[232]

(2544)


(balanced scorecard)
3
1.


( , 2545)
2.

(
, 2545)
3.

( , 2545)

TQM

Deming, (1989)

[233]


PDCA
P: Planning:

D: Doing:
C: Checking:
A: Actions:

TQM






( , 2546)
(Managerial performance)
Berry (1998); Shipper Davy (2002)
Shipper
Davy (2002)

Fiedler (1967)

[234]

Hoque Jame (2000)

66

Hoque (2004)

(Chief Executive Officers)
52
Gosselin (2005)

Lee
Yang (2011)
168

TQM Chenhall (1997)
39


TQM

3
(BSC)

1.

[235]

TQM







TQM (Chenhall,
1997) Kaplan Norton, (1996)

Chenhall (1997) 39 TQM

(MPM) 3




MPM

MPM
TQM Lee Yang (2011)

[236]


(2555)

(2556)
1 ABC
3

TQM

Hypothesis: TQM

Non-Financial
Performance measures

Managerial Performance
Under TQM Setting

Under TQM Setting

. (2556).
:. ( ,
,2556).
2555.
. 2546 TQM . 2 :

[237]

 . (2544,-). .
. 2547. BSC KPI . 5. :

, TQM living handbook: An Executive summary, 1, , 2540

,
: 1 . ,
,
Baines, A., & Langfield-Smith, K. (2003). Antecedents to management accounting change: a structural
equation approach. Accounting, Organizations and society, 28(7),675-698.
Chenhall,R.H. (1997). Reliance on manufacturing performance measure, Total quality management and
organizational performance. Management Accounting Research, 8(2), 187-206.
Deming, W. E. 1989. Deming management method. United States: W. H. Allen Co. Plc.
Fred E. F.(1967). A theory of leadership effectiveness. New York: McGraw-Hill.
Gosselin, M. (2005). An empirical study of performance measurement in manufacturing firms.International
Journal of Productivity and Performance Management, 54(5/6), 419-437.
Hoque, Z. (2004). A Contingency Model of the association between strategy, environmental uncertainty
and performance measurement: impact on organizational performance. International Business
Review.
Hoque,Z. (2005). Linking environmental uncertainty to non-financial performance measures and
performance: a research note. The British Accounting Review, 37(4), 474-481
Hoque.Z.,& James. W. (2000). Linking balanced scorecard measures to size and market factor: impact on
organizational performance. Journal of management accounting research, 12(1),1-17.
Kaplan, R.S. & Norton, D.P.(1996). Using the balanced scorecard as strategic management system. Harvard
Business Review. 74 (1)
Shipper, F., & Davy, J. (2002). A model and investigation of managerial skills, employees' attitudes, and
managerial performance. The Leadership Quarterly,13(2), 95-120.
Vollmann,T., 1990. Changing Manufacturing Performance Measurement, in Turney: B. (ed.) Performance
Excellence in Manufacturing and Service Organizations, Sarasota, FL, American Accounting
Association, pp. 53-62.

[238]

 7
()


25 ..2558

The Relationship between Environmental Management of the Hotel and

Satisfaction of Tourists in Trang Province
*

**

***

****

, , , ,
******

*****

*******

Kunakorn Sangsri, Natthapon Sinanan, Taweeporn Kongkaew, Tanyatorn Khachinrot,Thidsana Tangpitakkun,
Sunisa Suwannarat and Assistant Professor Chanyaphak Lalaeng

400






*

; E-mail: mayz_5507103313@hotmail.com

***

****

*****

******

*******
-
**

[239]


0.05
: , ,

Abstract
The objectives of this research were to study the relationship between environmental
management of the hotel and satisfaction of tourists in Trangprovince. Data was collected by
questionnaires. The results; the hotel haveenvironmental management of the hotelin high average; both
the products and service are environmentally, the process is environmentally and the management style
is environmentally in high average. The results of touristssatisfaction in high average. The study of the
relationship between environmental management of the hotel and satisfaction of tourists in
Trangprovince; the environmental management of the hotel affect the satisfaction of tourists, statistically
significant at the 0.05 level.
Key Word: Environmental Management, Satisfaction, Trang Province

(Robinot,E.andGiannelloni,J- L., 2010)

Greencustomers (Elkington, J. and Knight:, 1992)
(Ambec, S. and Lanoie:, 2008)
(
[240]

 ,2553) (Melnyk, S. et
all., 2003, Molina, J., 2008)

1.
2.

3.

919,253 (:
, 2555) Taro Yamane 400

..2558

3
1
2
3

[241]



T-testF-test (Multiple regression Analysis)

(Green Label)







/
1
1

S.D.

1.
3.56
1.104

2. (Green Label)
3.68
1.015

3.
3.62
0.920

4.
3.82
0.865

5.
3.54
0.957

3.644 0.9722

1.
3.74
0.907

[242]

 1 ()

x
2.
3.93
3.
3.58
4.
3.52

3.6925

1. /
3.68
2.
3.72
3.
3.81

3.73

S.D.
0.926
1.035
1.220
1.022

0.788
0.898

0.850

0.845

2
2

S.D.
x

4.08
0.743

4.07
0.784

4.14
0.807

4.09
0.778

0.05 3
3

(b)

0.263
(constant)
1.454
2
R = 0.054, SEE = 0.65148, F = 22.66

[243]

t
4.761
4.559

Sig t
.000
.000







(Lamond, D., 2008)

(Blamey, R.K., 2000) (Chan E.,
2008)

0.05

(Melnyk, S. et
all., 2003) (Ambec, S.
and Lanoie:, 2008)
(Molina, J., 2008)

[244]


(). 2553. .
Ambec, S. and Lanoie: 2008. Does it pay to be green: A systematic overview.Academy of Management
Perspectives.
Blamey, R.K. 2000.A test of policy labels in environmental choice modelling studies.Ecological
Economics, Australia.
Chan E. 2008. Barriers to EMS in the hotel industry.International Journal of Hospitality Management.
Elkington, J. and Knight: 1992. The Green Business Guide. Victor Gollancz, London.
Lamond, D. 2008. Treading the lines between self-interest.cultural relativism and universal principles:
ethics in the global marketplace.Management Decision.
Melnyk, S. et all. 2003.Assessing the impact of environmental management systems on corporate and
environmental performance.Journal of Operations Management.
Molina, J. 2008. Environmental practices and firm performance: an empirical analysis in the Spanish hotel
industry. Journal of Cleaner Production.
Robinot,E.andGiannelloni,J- L. 2010. Do hotels green attributes contribute to customer satisfaction.
Journal of Services Marketing, France.

[245]

 7
()


25 ..2558

Fast Fashion
Decision Making To Purchase Fast Fashion Clothing
in Department Store of Consumers in Bangkok
*, . ** ***
Pintusorn Ampaipan, Assistant Professor Dr.Manus Paitooncharoenlap and
Associate Professor Katanyu Hiransomboon

(1)
Fast Fashion (2)
Fast Fashion
(3) Fast Fashion
Fast
Fashion 440

2-test for Independent
1)
Fast Fashion
2)
Fast Fashion
3) Fast Fashion

: , , , , Fast Fashion
*

; E-mail: ex_pinsive@hotmail.com

***

**

[246]

Abstract
The objectives of this research include (1) The study of relationships between personal factors
and marketing mix for decision making to purchase fast fashion clothing in department store of consumers
in Bangkok (2) The study of relationships between personal factors and consumer behavior on buying fast
fashion clothing in department store of consumers in Bangkok (3) The study of relationships between
marketing mix and consumer behavior on buying fast fashion clothing in department store of consumers
in Bangkok. The samples consisted of 440 people that have bought fast fashion clothing in department
store in Bangkok. The research methodology uses a survey and a statistical includes percentile, mean and
standard deviation. The data are using 2-test for Independent to test the hypothesis. The result shows
that:
1) There was a relationship between personal factors which consist of age, marital status,
occupation, incomes and marketing mix for decision making to purchase fast fashion clothing in
department store of consumers in Bangkok.
2) There was a relationship between personal factors which consist of gender, age, marital status,
occupation, education level, incomes and consumer behavior on buying fast fashion clothing in
department store of consumers in Bangkok
3) There was a relationship between consumer behavior on buying fast fashion clothing in
department store of consumers in Bangkok and marketing mix for decision making to purchase fast
fashion clothing in department store of consumers in Bangkok.
Key Word: Personal Factors, Marketing Mix, Consumer Behaviors, Relationships, Fast Fashion Clothing

4 7,656.25
2.2 2554 8,000


2557 54,781.53
12,850.94 12,244.00
(FTA)
(AFTA) 5
0

[247]

 Fast Fashion
Fast Fashion 4-5

Fast Fashion
Fast Fashion
Gap ZARA UNIQLO
H&M ZARA 1
H&M, GAP UNIQLO 4 2557 72,900
7,000




100,000 50

23
Fast Fashion

Fast Fashion

1.
Fast Fashion

2.
Fast Fashion

3.
Fast Fashion

Fast Fashion
11 40 Non-Probability Sampling
[248]

 95 385
440

Fast Fashion
440

4
1

2 Fast Fashion
3 Fast Fashion
4
Fast Fashion

(Descriptive Statistics)

(Inferential Statistics)

Fast Fashion
6
1. Fast Fashion
21-25
15,00120,000
2. Fast Fashion

UNIQLO 1-2 1,001-1,500
Fast Fashion
3. Fast Fashion


[249]

4. Fast Fashion
Fast Fashion

Fast Fashion
5. Fast Fashion

Fast Fashion

Fast Fashion

Fast Fashion
6. Fast Fashion
Fast Fashion
0.05
0.01
Fast Fashion Fast Fashion

Fast Fashion

Fast Fashion

[250]

(2547)






(2554)

Fast Fashion


UNIQLO UNIQLO
UNIQLO
1001 -1,500 Fast Fashion 500 -1,500
Fast Fashion
(2549)
Fast Fashion
26-30

UNIQLO H&M

(2553)

Fast Fashion


[251]


(2550)
Fast Fashion
Fast Fashion



90% (2549)

Fast Fashion
UNIQLO
H&M
(2548)

Fast Fashion
Fast Fashion


(2550)

Fast Fashion

4



Fast Fashion

[252]

1.
Fast Fashion
(Market Segments)

2.

3.


Fast Fashion

4.

1. Fast Fashion

2.

3. Fast Fashion

. 2550.
. .
[253]

 . 2548.
. .
. 2554.
.
.
. 2549.
.
.
. 2547. .
.
. 2550. .
.
. 2549.
. .
. 2553.
.
.
. 2557.
. 7 2558, http://www.thaitextile.org/th/textile
%5fintel/description.asp?id=835

[254]

 7
()


25 ..2558

Validation and Reliability of Gossip Tendency Questionnaire

of University Students
*

.
Dr.Chaiyaset Promsri

19
166 0.66-1.0
0.5
0.908
4 1 60
1 0.637-0.817
2 0.433-0.754 3
0.655-0.751 4
0.547-0.815
0.5 2
: , , ,

; E-mail: Chaiyaset.p@rmutp.ac.th

[255]

Abstract
The objective of this study was to analyze validity and reliability of Tendency to Gossip
Questionnaire by using a 19-item TGQ to measure gossip tendency. A sample of 166 undergraduate and
graduate students at a selected public university was gathered for data collection. Findings showed that
content validity was acceptable as Index of Objective Congruence (IOC) was higher than 0.5. Also, the
internal consistency of this instrument was very high as indicated by Cronbachs alpha of.908. Based on
Exploratory Factor Analysis (EFA), there are four components relating to TGQ. Factor#1 had factor loadings
between 0.637-0.817, and was named as Physical Appearance. Factor#2 had factor loadings between
0.433-0.754, and was named as Achievement. Factor#3 had factor loadings between 0.655-0.751, and
was named as Social Information. And Factor#4 had factor between 0.547-0.815, and was named as
Sublimated Gossip. The recommendation for this study was to remove item that had factor loading less
than 0.5, and use confirmatory factory analysis in the second study.
Key Word: Gossip Tendency, Validity, Reliability, University Students

Kurland Pelled (2000)

65
(Pathak, 2014)


(Manaf, Ghani, & Jais, 2013).
Robinson Bennett (1995)





(Gouveia, Vuuren, & Crafford, 2005; Luna & Chou, 2013)

(Foster, 2004)

Nevo, Nevo Derech-Zehavi (1993)
Tendency to Gossip Questionnaire (TGQ)
[256]

 Nevo 20
(Construct Validity) (Concurrent Validity) (Reliability)
120 0.87

4
(Physical Appearance) (Achievement) (Social
Information) (Sublimated Gossip)



South Florida Attitudes Towards Gossip (ATG)
12 (Litman & Pezzo, 2005)
TGQ
Kuo, Chang, Quinton, Lu Lee (2015)
2 (JRG: Job
Related Gossip) (NJG: Non-Job-Related Gossip) 2
0.97 0.89


Nevo
1993

1
Tendency to Gossip Questionnaire (TGQ) Nevo et al. (1993)
166

[257]


1
Nevo 1993 20
4
4
(Physical Appearance) (Achievement) (Social Information)
(Sublimated Gossip)

19 6 1
6
166 (Simple Random
Sampling)

1. IOC
3 0.5
2. (Cronbachs Coefficient Alpha)
3. (Exploratory Factory
Analysis) KaiserMeyer-Olkin (KMO) 0.5 Barletts test of Sphericity

(Principal Component Analysis)
(Orthogonal) Varimax 25 (Eigen Values)
1 ( , 2557)

121 72.9
121 72.9
45 27.1
1-5 141 84.9 5
25 15.1
IOC
3 0.5
19 0.5
0.66-1.0
[258]

 1 (Cronbachs Coefficient Alpha) .908

.898-.906
.329-.717 .30 ( , 2557)
1

Corrected ItemTotal
Correlation
1.
.447
2.
.555
3.
.555
4.
.606

5.
.593
6.
.592
7.
.494
8.
.546
9.
.507
10.
.516
11.
.462
12.
.576
13. ()
.710
14.
.666
15.
.647
16.
.556
17.
.717
18.
.329
19.
.491
N of Item =19 (Reliability Statistics for TGQ) Cronbachs Alpha =.908

Cronbachs
Alpha if Item
Deleted
.906
.903
.903
.902
.902
.902
.905
.903
.904
.904
.905
.903
.898
.900
.900
.904
.899
.909
.905

Kaiser-Meyer-Olkin (KMO) .880 0.5

Barletts test of Sphericity .0001 (Chi-Square = 1606.403, df = 171)

(Principal Component Analysis)
(Orthogonal) Varimax 25 (Eigen Values)
1 4 1 (Variance)
60 1 7.290 (Variance)
[259]

 38.370 2 2.503 (Variance) 13.173 3

1.251 Variance 6.585 4 1.085
(Variance) 5.712
2 1
0.637-0.817 5 1-5 2 0.4330.754 6 6-10 12 3 0.6550.751 4 13-16 4 0.5470.815 4 11 17-19
2

1.
2.
3.
4.

5.
6.
7.
8.
9.
10.
11.
12.
13. ()
14.
15.
16.
17.
18.
19.

1
.812
.794
.771
.644

.637
.633
.741
.754
.686
.707
.547
.433
.655
.718
.751
.686
.558
.772
.815

0.66-1.0
0.5
0.908
4 1 (Variance)
[260]

 60 1 0.637-0.817 2
0.433-0.754 3 0.655-0.751 4
0.547-0.815
4
Nevo et al. (1993)
1 (Physical Appearance)
2 (Achievement)
3 (Social Information)
4 (Sublimated Gossip)

Nevo et al. (1993)
4 11
4 (Sublimated Gossip) Nevo et al. (1993)
3 (Social Information)
12 2 (Achievement) Nevo
et al. (1993) 3 12

0.5
( , 2554) 16 3 (Social
Information) Nevo et al. (1993) 4
(Sublimated Gossip)
3

12 0.5
(Confirmatory Factor Analysis) 2

. (2554). SPSS AMOS . : .

. (2557). SPSS AMOS. ( 15).
: . . .
Robinson, S. L. & Bennett, R. J. (1995). A typology of deviant workplace behaviors: a multidimensional
scaling study. Academy of Management Journal, 38, pp. 555-572.
Foster, E. K. (2004). Research on gossip: taxonomy, methods, and future direction. Review of General
Psychology, 8(2), pp. 78-99.
[261]

Gouveia, C. D., Vuuren, I. V., Crafford, A. (2005). Towards a typology of gossip in the workplace. SA Journal
of Human Resource Management, 3(2), pp. 56-68.
Kuo, C., Chang, K., Quinton, S., Lu, C., & Lee, L. (2014). Gossip in the workplace and the implications for HR
management: a study of gossip and its relationship to employee cynicism. The International
Journal of Human Resource Management, DOI: 10.1080/09585192.2014.985329
Kurland, N. B. & Pelled, L. H. (2000). Passing the word: toward a model of gossip and power in the
workplace. Academy of Management Review, 25(2), pp. 428-438.
Litman, J. A. & Pezzo, M. V. (2005). Individual differences in attitudes towards gossip. Personality and
Individual Differences, 38, pp. 963-980.
Luna, A. & Chou, S. Y. (2013). Drivers for workplace gossip: an application of the theory of planned
behavior. Journal of Organizational Culture, Communications and Conflict, 17(1), pp. 115-129.
Manaf, M., Ghani, E., & Jais, I. (2013). Gossip has it! An in-depth investigation of Malaysian employees on
gossip activities at workplace. Canadian Social Science, 9(4), pp. 34-44.
Nevo, O., Nevo, B., & Derech-Zehavi, A. (1993). The development of the tendency to gossip questionnaire:
construct and concurrent validation for a sample of Israeli college students. Educational and
Psychological Measurement, 53, pp.973-981.
Pathak, S. (2014). Gossip in Indian service cluster: a brief empirical study. Research Journal of Commerce
& Behavioral Sciences, 3(3), pp.1-8.

[262]

 7
()


25 ..2558

Quality of Work Life Factors Affected the Work Success of Personnel
in Land Development Department
*

**

Pajaree Suphamitmongkol and Associate Professor Yuraporn Sudharatna

1)
2) 3)


954

(Pearson Product
moment correlation coefficient)
: , ,

Abstract
This research aimsto study 1) the opinion of personnel in Land Development Department toward
to the quality of work life 2) the opinion of personnel in Land Development Department toward to the
work success 3) the relationship between quality of work life and work success of personnel in Land
Development Department. The total population are 954 of personnel in Land Development Department
*
**

; Email: kaset2551@gmail.com

[263]

working in central area which are consisted of government officers, government employees and
employees of permanent contract.Tools used in this research are quality of work life questionnaire and
work success questionnaire. Statistical analysis of data included percentage, mean, standard deviation,
and simple correlation.
Key Word: Quality of Work Life, Work Success, Personnel in Land Development Department

( , 2547: 18)



( , 2548: 2)








( , 2554)

1.
2.
[264]

3.

954
484 158 312

1
( )
(Frequency) (Percentage)
2
(Mean) (Standard
deviation)
3 2
(Pearson Product moment correlation coefficient) ( , 2541)

4

(Walton, 1973)
(
, 2551)
[265]




(Walton, 1973)
(Werther and Davis ,
2550)

(Walton, 1973)
(Akranavueute and Ruzevieius, 2007)


(Walton, 1973)
4


(Gattiker and Larwood, 1986)



( , 2552)

( , 2547)
(Gattiker and Larwood, 1986)

( , 2552)


(Gattiker and Larwood, 1986)
( , 2551)

(Gattiker and Larwood, 1986)
(
, 2551)

( , 2552)

[266]

1.

3.7613 1.0179
3.9167 0.9221
4.0047 0.8515
3.8286 0.9245
3.2435
1.1896

2.

3.7652 0.9727
4 3.9672
0.8745 3.9064 0.8515
3.6927 1.0214
3.4054 1.0670
3.


(.
496) (.454) (.326)
(.644) 0.01

(.501) (.469) (.467) (.427)
0.01

(.678) (.576)
(.574) (.569) (.514)
0.01
(.733)
(.625) (.619) (.609)
(.568) 0.01
4
0.01

[267]



(2555)
(2553)

(2553)

Hamid Zare, (2014)

3








(2554)

JaromiraVanova and ZdenkaGyurakBabrlova (2014)


4

[268]



(2555)

(2553)


(2554)

Hamid Zare, (2014)

4
4

1.



2.


3.

4.

[269]


1.

2.

3.

4.

1.


2.

. 2554. . HR Scorecard: 12-16.

. 2547. (Quality of work life). .11(4): 17-22.
. 2552.
. , .
. 2553.
. , .
. (2541). . 8. : .
. 2547. . : .
. 2554. .
, .

[270]

 . 2555.
(). , .
. 2548.
1. , .
. 2550. () .
.
. 2553. 2.
, .
. 2551. .
.
. 2550. . : .
Dalia Akranavueute and Juozas Ruzevieius. 2007. Quality of Life and its Components
Measurement. EngineeringEconomic 2: 43-48.
Gattiker, U. and L. Larwood. 1986. Subjective Career Success: A Study of Managers and Support Personnel.
Journal of Business and Psychology 12(3): 125-138.
Hamid Zare, Zolfa Haghgooyan and Zahra Karimi Asl. 2014. Identification the components of quality of
work life and measuring them in faculty members of Tehran University. Iranian Journal of
Management Studies (IJMS) 14(1): 41-66.
Vanova, J. and Gyurak Babelova, Z. 2012. Correlations of Selected Corporate Culture Indicators and
Business Success in Industrial Enterprises in Slovakia.: Slovak University of Technology.
Walton, R. E. 1973. Improving Quality of Work Life. Harvard Business Review. 15 (5): 12-16.

[271]

 7
()


25 ..2558

The Effects of Safety Climate, Safety Knowledge, and Safety Motivation on

Safety Behavior in Petroleum Platform Construction Industry
*

**

Sukhonthip Sukkhamjaroon and Jumpoth Boriraj

1) 2)

500
3
6


2

: , , ,

Abstracts
The objectives of this research are to determine 1) key factors of safety climate and 2) the
dominant effects on safety behavior including safety climate, safety knowledge, and safety motivation.
*
**

; Email: ssukhonthip@yahoo.com

[272]

The author obtains five hundred questionnaire data from operational staff worked in three petroleum
platform construction companies. The author applies factor analysis to find the essential safety climate
factors and uses multiple regression approach to examine the dominant factors that affect safety
behavior. From factor analysis, the research obtains 6 essential safety climate factors including supervisor
and workmates role, safety commitment, safety management, safety resources, physical environment,
and safety attitude. The results from multiple regression analysis indicate that safety knowledge, safety
motivation and two safety climate factors (safety resources and safety attitude) are the significantly
positive effects on safety behavior.
Key Word: Safety Climate, Safety Knowledge, Safety Motivation, Safety Behavior

(, 2557:
13)


(Zhou,
Fang, and Mohamed, 2011: 86)
( , 2553: 3)


(Leading Indicator)


( , 2547: 2)

..2544-..2568 54
(, 2554)
[273]


( , 2557: 17)

(Platform)

..2556-2557

( , 2558)

3 10,548 ( 31
..2557)

(Zohar, 1980: 96) Zohar
8 1)
2) 3) 4)
5) 6) 7)
8)
[274]



(Shang and Lu, 2009: 4)
(Leading Indicator) (Lagging
Indication) () (Payne et al., 2009: 738)

(
, 2553: 243) (2555: 47-48)
(Department of Education and Skills)
1) 2)
3) 4)
5) 6)
7) 8) 9)
10)

(2555: 54)


(2553: 91)
Maslow



McSween (2003: 119)
1)
2) 3)
4)

5) 6)

(2541: 12)
[275]

 3


(2537: 60-61) 2

1)
2)

3)


(2540: 104) 1)
2) 3)

1

1.
2.
3.

(Population)
3
()
10,548
[276]

 (Sample) Yamane (
, 2555: 45) 95 386
(Factor Analysis) Tabachnick and Fidell (1996 cited in Wilson Vand Voorhis and Morgan, 2007: 49)
500 500
(Accidental Sampling)

(Validity)

30
(Reliability) Cronbach
Cronbach Alpha 0.92
5 1 6
2 50
3 12
4 15 5
8
(Likert Scale) 5

(Secondary Data)
(Primary Data)

(Descriptive Statistics)
(Percentage) (Mean) (Standard Deviation)
(Inferential Statistics) (Factor Analysis) (Multiple
Regression Analysis)

500 86.60
13.40 31 40 38.80 20
1.20 70.80
80.40 19.60
4 11 3.76 1
16 77.60
22.40
[277]



500 50 2.12 4.46
0.67 1.44 50
(
) 0.01 36
(Kaiser-Meyer-Olkin: KMO) KMO 0.5
( , 2554: 13) KMO 0.953
Bartletts Test of Sphericity
Chi-Square 10,758.692 Significance 0.000
0.01 36
Principle Component
Analysis (PCA) Orthogonal Rotation Varimax
(Eigenvalue)
1 6 1 1
14.44 40.11 2
2.36 6.57 3 1.72 4.77
4 1.67 4.65 5 1.44
4.01 6 1.08 3.00 6
63.11 Factor loading +1
-1 Factor loading 0.40 (Fang,
Chen, and Wong, 2006: 576) 1
1
1
Factor

loading
c18
0.74
c15
0.74
c13
0.69
c16
0.69
c14
0.69
c19
0.69
c20
0.67
c11
0.56
c17
-0.47

2
Factor

loading
c4
0.70
c5
0.66
c9
0.64
c10
0.64
c6
0.63
c2
0.61
c3
0.60
c8
0.57

3
Factor

loading
c35
0.68
c43
0.68
c34
0.64
c36
0.64
c44
0.63
c41
0.62
c33
0.60
c45
0.40

4
Factor

loading
c49
0.73
c46
0.66
c48
0.64
c50
0.64

[278]

5
Factor

loading
c27
0.67
c28
0.65

6
Factor

loading
c37
0.88
c38
0.85
c21
0.79

 1 9

2 8

3 8


4 4

5 2

6 3

8



Enter 4

(F = 204.327, Sig = 0.000) 0.01 (R2adj) 0.62

62
2

B
Beta
Constant
0.845

0.047
0.080

0.236
0.399

0.321
0.279

0.452
0.306
R = 0.789 R2 = 0.623 R2adj = 0.620 F = 204.327 Std. Error = 0.36404 Sig = 0.000
** 0.001 * 0.01
[279]

t
4.873
2.803
13.423
6.732
7.794

Sig
0.000**
0.005*
0.000**
0.000**
0.000**

 2
( = 7.794, Sig = 0.000, = 0.452) 0.001
1
0.452
( = 6.732, Sig =
0.000, = 0.321) 0.001
1
0.321
( = 13.423, Sig =
0.000, = 0.236) 0.001
1
0.236 ( =
2.803, Sig = 0.005, = 0.047) 0.01
1
0.047

3
500
6 1
Zhou, et al. (2011) Fang, et al. (2006)

2
Zhou, et al. (2011) Mohamed (2002) Dedobbeleer and Beland (1991)

3 Zhou,
et al. (2011) Mohamed (2002)
4
Fang, et al. (2006) Glendon and Litherland (2001)

5 Mohamed (2002)

6 Zhou, et al. (2011) Fang, et al.
[280]

(2006) Mohamed (2002)

(2555) Probst and Brubaker (2001) Neal, Griffin,
and Hart, (2000) Griffin and Neal (2000)
(2550) (2555)
Neal, et al. (2000) Griffin and Neal (2000)
(2546) Probst and Brubaker (2001)


Cooper and
Phillips (2004)
Mohamed (2002)

. 2557. 2556. 24 2557

http://goo.gl/GMRBB5.
[281]

 . 2540. . : .
. 2554. SPSS for Windows. 9. :
.
. 2558. . 16 2558.
. 2550.
. ,
.
. 2555. SPSS AMOS. 13. : .
. .
. 2553. . : .
M.J. Marquardt. 2005. Building the Learning Organization: Mastering the 5 Elements
for Corporate Learning. California: Davies-Black Publishing.
. 2553. .
, .
. 2555.

..2553. , .
. 2554. ( ). 12 2557
www.greenworld.or.th/node/1464.
. 2553. . 27.
: (-).
. 2537.
:
. , .
. 2557.
2552-2556. 12 2557 http://goo.gl/DyfLqj.
. 2541. . : .
. 2546.
. ,
, .
. 2547. .
, .
Cooper, M.D. and R.A. Phillips. 2004. Exploratory analysis of the safety climate and safety behavior
relationship. Journal of Safety Research 35 (5): 497-512.
Dedobbeleer, N. and F. Beland. 1991. A safety climate measure for construction sites. Journal of
Safety Research 22 (2): 97-103.

[282]

Fang, D., Y. Chen, and L. Wong. 2006. Safety climate in construction industry: a case study in Hong
Kong. Journal of Construction Engineering and Management 132 (6): 573-584.
Glendon, A.I. and D.K. Litherland. 2001. Safety climate factors, group differences and safety behaviour in
road construction. Safety Science 39 (3): 157-188.
Griffin, M.A. and A. Neal. 2000. Perception of safety at work: a framework for linking safety climate to
safety performance, knowledge, and motivation. Journal of Occupational Health Psychology5
(3): 347-358.
McSween, T.E. 2003. Values-Based Safety Process. 2nd ed. New Jersey: John Wiley & Sons.
Mohamed, S. 2002. Safety climate in construction site environments. Journal of Construction
Engineering and Management 128 (5): 375-384.
Neal, A., M.A. Griffin, and P.M. Hart. 2000. The impact of organizational climate on safety climate and
individual behaviour. Safety Science 34 (1-3): 99-109.
Payne, S.C., M.E. Bergman, J.M. Beus, J.M. Rodriguez, and J.B. Henning. 2009. Safety climate: leading or
lagging indicator of safety outcome?. Journal of Loss Prevention in the Process Industries 22
(6): 735-739.
Probst, T.M. and T.L. Brubaker. 2001. The effects of job insecurity on employee safety outcomes: crosssectional and longitudinal explorations. Journal of Occupational Health Psychology 6 (2): 139159.
Shang, K.C. and C.S. Lu. 2009. Effects of safety climate on perceptions of safety performance in container
terminal operations. Transport Review 29 (1): 1-19.
Tabachnick, B.G. and L.S. Fidell. 1996. Using Multivariate Statistics. 3rd ed. New York: HarperCollins. cited
in Wilson Van Voorhis, C.R. and B.L. Morgan. 2007. Understanding power and rules of thumb for
determining sample sizes. Tutorials in Quantitative Methods for Psychology 3 (2): 43-50.
Zhou, Q., D. Fang, and S. Mohamed. 2011. Safety climate improvement: case study in a Chinese
construction company. Journal of Construction Engineering and Management 137 (1): 86-95.
Zohar, D. 1980. Safety climate in industrial organizations: theoretical and applied implication. Journal
of Applied Psychology 65: 96-102.

[283]

 7
()


25 ..2558

A Conceptual Creative and Innovation Model for Developing New Concept

of Creative Economy
Laksamee Thungwha* Assistant Professor Dr.Shayut Pavapanunkul** Dr.Amorn Thoongsuwan***

Abstract
This article is based on the creative theory which has emerged from the creative economy theory
developed by economist John Howkins. According to him, The new concept creative economy is
presented in The idea of creativity is becoming more and more relevant and is observed in creative
ecology fields as ecological thinking as adaptive way using ideas to produce new ideas ; Four aspects
diversity, change, learning and adaptation Looking into above the new concept of creative economy, The
researcher came to conclusion that a sustainable relationship between creativity and science is a
necessary instrument for change, development and management of new concepts of creative economy
lays a path to the world of the future generations to be able to lead a proper life. In the end of the 20th
century creative economy is penetrating into the concept creation according to its current perception.
The concept creation carries a much broader meaning that includes industries managing and every
individual is creative, can transform a commercial activity and quality; the concept of working and the
attitude towards enterprises changed, according to strazdas and Zabielaviciene(2006:89) Karnitis (2006:96)
Melnikas (2010:524) ; Levickaite(2010:210) referring to Howkins, defines the fundamental of the creative
economy is the economic value equation as CE = CP X T,where creative economy (CE) is equivalent to
the value of creative products (CP) multiplied by the number of transactions (T). Each transaction based
on two complementary value; the value of the tangible intellectual property and the value of the
tangible carrier or platform (Howkins 2007:14) Intellectual work (e.g. software the intellectual property
value is higher depends on industries, art-a unit of cost of tangible object is higher.
Key Word: Creative Ecologies, Ecological Thinking, Creative Economy, New Concept

[284]

Introduction
Basic principles of creative economy was claimed to be the question for a long time the
conudrum of economy between what people want and what they can get was presented by economist ;
such as John Stuart Mill (1806 -1873) (Stanford Encyclopedia of Philosophy 2011) ; Charles leadbeator
(2008) John Howkins (2007,2010) and Richard Florida (2002). These economist they are agree with Howkins
(2010:10) called the repetitive economy. It is a process of change creative and repetitive systems which
according to Howkins (2010:5) have the following characteristics:
Creativity Repetition
Diverse/variegated Unified
Implicit Explicit
Unstable (challenges/questions) Stable (safety/answers)
Fluid/emerging Rigid/settled
Feedback Little feedback
Learning Education
Networks Hierarchies
Desired beauty Desired order
Access Control
High autonomy/low dependence High dependence/low autonomy
Complex Simple
Self-organising Closed, shielded
Quality Quantity
Systemic/whole Fragmented/parts
Analogue Digital (especially binary)
Cyclical Linear
Process/collaboration Event/competition
Mind Body
Source: (Creative and repetitive systems which,according to Howkins 2010:5 and Jelena
Stankevicine, Rasa Lekzite, Monika Braskute and Elingo Nureikaite) (2011:19)
Creativity concept (1) to support the development of creative business based enterprise network
(2) promote the development of creative city by developing factors of various aspects. Any of the areas
or cities both physical infrastructure,human resources. Regulation and management (3) potential of
entrepreneurship and staff in the use of creative thinking. To increase the value of the goods and services
in all major (4) to develop the financial system. (5) to promote registered, use and the protection of
intellective. Property The factors driving economic.

[285]

However creative economy is conformation of the 21st century economy development, based on
utilitarian consumption driven by rapid technological change and innovation, resulting in a change in
patterns of production and trade that are using technology to help increase productivity. Commercial
electronic trading patterns became a role. Has elevated automated processes to use a combination of
Information. Technology and Operational Technology, also known as the Internet of Things (technologies,
equipment and Internet access. Tools such as mobile phones, cars, refrigerators, televisions and more
together) to produce a product according to the needs of individual consumers, much more. If the
manufacturing sector is adapting to changing technology behind. Lack of investment in research and
development and innovation will provide the capacity to match lower.
Now, deeply concept of Creative economy is based on complex of five constituents: Creative
Industries (Howkins 2007), Creative Class (Florida 2002), Economic Values (Caves 2002), Creative Identities
(Hartley 2008), and Creative Cities (Landry 2006). In this paper, three research questions are put forward:
1) what are the fundamental principles of creativity and the process of sustainable creation; 2) how can
one develop high quality ideas and turn them into reality 3) is it possible for the reckless consuming
society to share sustainable creative products and how could this be achieved. And to create a
sustainable advantage.
Here we come to the conclusion of the creative economy in term of creative science (with the
reference to business creative ecologies that Howkins gives an assumption the eco creativity is, probably,
the new Renaissance (Howkins 2010:68) Howkins shares the idea that as nowadays science with this
tremendoys knowledge development of the last centuries mainstream science shaped by Galileo,Bacon,
Descrates and Newton. (Stankevicine, Levickaite. Braskute and Noreikaite,2011:290) Is determined by the
extent of the creative industries. It has many important roles and its research has become one of the
major fields in the economic development. Creative Economy concept is applied in business. In the Age is
changing rapidly. To create a sustainable competitive advantage. Considered strategic to national
development strategic plan of the developed countries according to stable and sustainable wealth.

Purposes of the study

The purpose of this study was to developing new creativity economy
1. To explore what are the basic principles of creativity and the process of creating sustainable
development.
2. Analysis of the original concept About the creative economy and innovation
3. Development of creative economy and innovative concepts in the new concept

[286]

Review of Literature
Margaret Boden (2009) Suggest that the concept of creative economy does not forget that there
is creativity has been characterized in many different ways. It is the ability to come up with ideas and
engage in science requires artifacts that are new, surprising and valuable. On the other hand The
important Cox Review of Creativity in Business defines it as the generation of new ideas-either new ways
of looking at existing problems, or of seeing new opportunities, perhaps by exploiting emerging
technologies or changes in market (HMT, 2005). So, the creativity is established in all societies and
countries-rich or poor, large or small, advanced or developed. As the term creativity is related to
originality, imagination, innovation, inspiration, ingenuity and inventiveness. Moreover, every society has its
stock of intangible, cultural capital articulated by peoples identity, values and beliefs. According to
UNCTAD (2008) the civilizations have been aware of these concepts from time immemorial.
There is no unique definition of the creative economy, but it can be summarized as follows:
- The creative economy is an evolving concept based on creative assets potentially generating
economic growth and development;
- It can foster income generation, job creation and export earnings while promoting social
inclusion, cultural diversity and human development;
- It embraces economic, cultural and social aspects interacting with technology, intellectual
property and tourism objectives;
- It is a set of knowledge-based economic activities with a development dimension and cross cutting linkages at macro and micro levels to the overall economy ;
- It is feasible development option calling for innovative multidisciplinary policy responses and
inter-ministerial actions;
- At the heart of creative economy are the creative industries. (UNCTAD, 2008)
The Foundation Report, presided
The term creative industries is of relatively recent origin, emerging in Australia in 1994 with the
launching of the report, Creative Nation. It gained wider exposure in 1997, when policy makers at the
United Kingdoms Department of Culture, Media and Sport set up the Creative Industries Task Force.
Different models have been pointed in recent years, with the aim to understand better the structural
characteristics of the creative industries.
The Foundation Report, presided by the UK Department for Culture, Media and the Sports, based
on 13 sectors of creative industries, suggests that there are eight elements for the success of the creative
economy that any future policy has to take in account. These include (according to IPA report on
economic vitality of Britains creative industries, June 28th 2007):
- demand-consumers experiment creative products through demand;

[287]

- Growing diversity. Scott Page (2007) details diversity dimension into: a) cognition of
diverseperspectives-ways of representing the world; b) diverse interpretations; c) diverse heuristic ways of generating solutions to problems; d) diverse predictive models;
- relatively level playground. Competition is crucial for the creative process. It can be creative or
destructive-when the innovation pace is so fast that existing products become obsolete reaping all
expected benefits. Extreme rivalry can enhance uncertainty by discouraging long-term investments in
innovation;
- education skills to ensure equilibrium and supply accordingly;
- networks that increase capacity. Professionals from creative industries have started to work in
other industries as well; networks can work in there is communication, confidence and commitment;
- public sector aid and investments-the creative industries should not be seen as financing
objectives through subsidies and grants in the diversity first place but rather as investment destinations;
UK DCMS model. This model derives from the impetus in the late 1990s in the United Kingdom to
reposition the British economy as an economy driven by creativity and innovation in a globally
competitive world. (UNCTAD, 2010) Creative industries are defined as those requiring creativity, skill and
talent, with potential for wealth and job creation through the exploitation of their intellectual property
(DCMS, 2001)
- Symbolic text model. This approach sees the high or serious arts as the province of the
social and political establishment and therefore focuses attention instead on popular culture. The
process by which the culture of a society is formed and transmitted are portrayed in this mode via the
industrial production, dissemination and consumption of symbolic texts or messages, which are conveyed
by means of various media such as film, broadcasting and the press.
- Concentric circles model. This model is based on the proposition that it is the cultural value of
cultural good that gives these industries their most distinguishing characteristic. Thus the more
pronounced the cultural content of a particular good or service, the stronger is the claim for inclusion of
the industry producing it (Throsby, 2001). The model asserts that creative ideas originate in the core
creative arts in the form of sound text and image and that these ideas influence diffuse outwards through
a series of layers or concentric circles,
- WIPO copyright model. This model is based on industries involved directly or indirectly in the
creation manufacture, production, broadcast and distribution of copyrighted works (World Intellectual
Property Organization, 2003). The focus is thus on intellectual property as the embodiment of the
creativity that has gone into the making of the goods and services included in the classification. A
distinction is made between industries that actually produce the intellectual property and those that are
necessary to convey the goods and services to the consumer. (UNCTAD, 2010)

[288]

Table 1 summarizes the four models of creative

UK DCMS Model
Symbolic texts model
Advertising
Architecture
Art and
antiques
market
Crafts
Design
Fashion
Film and
video
Music
Performing
arts
Publishing
Software
Television
and radio
Video
and
computer
games

Core
cultural
industries
Advertising
Film
Internet
Music
Publishing
Television
and radio
Video and
computer
games
Peripheral
cultural
industries
Creative arts
Borderline
cultural
industries
Consumer
electronics
Fashion
Software and sport

Concentric circles
model
Core
creative
arts
Literature
Music
Performing
arts
Visual arts
Other
cultural
industries
Film
Museums
and libraries
Wider
Cultural
industries
Heritage, services
Publishing
Sound recording
Television
and radio
Video and
Computer and games

Source: (UNCTAD, 2010)

[289]

WIPO copyright
model
Core
copyright
Industries
Advertising
Collecting
societies
Film and video
Music
Performing
arts
Publishing
Software
Television and
radio
Visual and
graphic art
Core
copyright
Industries
Blank
recording
material
Consumer
electronics
Musical
instruments
Paper
Photocopiers
photographic
equipment
Partial
copyright

However New theories on the concept of creative economy when Howkins remarks several
important deeply concept must complicated use of biological change and references to the theory of
evolution proposed by Charles.Darwins (1859), Alfred Russel Wallace (1860), and evolutionary biologist
Richard Dawkins, a professor at Oxford University (Howkins 2010:49) included with Ernst Haeckel was the
first german biologist person to use the term ecology oeckologle which he has created from the Greek
language root oikos) to refer to the relationship between an animal and its organic and inorganic
environment (Hindes 2004:1) that the researcher applied to Howkins concept of creative economy)
(2010:45) propose four aspects of ecological thinking that are relevant to creativity and innovation:
diversity, change, learning and adaptation. This elements apply to human behavior (e.g.quality the
concept of working attitude towards enterprises changed) inorganic environment in Haeckel commercial
activity (organic environment in Haeckel concept)
Here some ideas on proposed four elements (see fig.1)
Four aspects of creative economy

Diversity

change

Learning

Adaptation

Diversity
Howkins referred to the eminent biologist Julian Huxley considered about diversity concerned to
cultural diversity plays the same role for humans as variations do for other species and stimulates us to
imagine possible and even possible features. Howkins pointed out (Howkin 2010:46) different ways of
thinking and imagining according to Leadbeater (2005:7) agrees with this attitude too. So, Howkins
(2010:48) Howkins claimed diversity to be the source of change and one of how fast change happens.(e.g.
laws that encourage freedom of expression or tolerance of diversity and promote the international flows
of idea and people.
Change
Howkins (2010) talk about biological change, he reference to the theory of evolution proposed
by Charles Dawin (1859), Alfred Russel Wallace (1860) evolutionary biologist Ricard Dawkins, a professor at
Oxford University, and suggested these evolution theory gave us large brains in relation to our bodies and
capacity for speech both at about the same time, which are fundamental to our ability to think for
processes of creation and create invention are both in progress, generation to better adaptive fitness to a
particular path way of human life or everyday life, and learning is the modern form of sustainability,
development and management of new concepts of creative economy lays path to the future of Thailand
Seek it
[290]

Learning
Howkins (2010:6) highlighted explained about the real learning people need to learn not to be
thought. In the creative ecology we work with talented people or successful so we can get ahead. This
can be achieved to share our knowledge through conversation and dialogue. Finally Howkins (2010:56)
promoted his concept engaging to group learning capacity will increase as it has a wider variety of people
to education, training and learning.
Adaptation
Howkins (2010:59) clarifies adaptation about relationship spectrum can vary from conscious to
unconscious or from friendly to unfriendly that attributable and competition.
1. Imitation: Howkins notices people imitate how to do or not to do something, copying
their family members (e.g. children from parents, colleagues, rivals and indeed anyone with a high status
in their peer group
2. Communities: It means that result of mutualism or symbiosis which are also relevant to
nature eco-system and satisfy large populations on a more regular basis.

Conclusion and Discussion

Summarizing theories on new concepts creative economy based on four aspects of create
development and management, on creative ecology ecologies and the following conclusion are made.
1. Creative Economy is the most rapidly growing sector in the market. Priorities changed during
the previous decade:
2. As creativity is the use of ideas to produce new ideas, it works for different fields: from arts to
science, from philosophy to economics or politics. Although ideas as such are not limited, such are
creative products that are tangible and have a form.
3. Every organization is an eco-system, for which the best examples can be borrowed from
nature. In these organizational eco-systems, the four aspects of creative ecologies thinking can ensure
their proper functioning. Diversity, Change, Learning and Adaptation
With the help of the new concept of creative industries apply to Thailand. As creativity is the use
of ideas to individual industries Creating new products and services By the link with the foundation of
culture. Accumulating wisdom of Thai society. Appended to the technology /
modern innovation. Imported into the process. "Creative thinking" and."Inspiration from the root culture
and wisdom accumulated of society." To create economic value and may extend to create social value
competitive advantage.

[291]

References
Augustinaitis, A.(2010) Creative knowledge in complex environments: substantialising, mediation and
visualisation of creativity, Philosophy. Sociology 21(3): 189-202.
Caves, Richard E. (2000), Creative Industries: Contracts between Art and Commerce, Harvard Univ.
Press Description and preview.
DCMS (2006), Creative Industries Statistical Estimates Statistical Bulletin, London, UK: Department of
Culture, Media and Sport, retrieved 2007-05-26
De Propris L., Chapain C., Cooke P., McNeill S., Mateos-Garcia J. (2009). The geography of creativity, Interim
report,http://queensmbainvancouver.ca/centres/monieson/docs/knowledge_resources/databases
_and_research/geographyof- creativity.pdf, accessed in May 2014
Gielen, Pascal (2013) "Creativity and other Fundamentalisms". Mondriaan: Amsterdam.
Globalized world; 1-3 Cunningham S., Banks J. and Potts J. (2008). Cultural Economy: The shape of the
field, The Cultural Economy. The Cultures and Globalization, London: SAGE Publications, 2.
Hakhee Kim. (2007). The Creative economy and urban art clusters: Locational characteristics of art
galleries in Seou. Journal of the Korean Geographical Society, 42(2), 258-279.
Hartley, J 2008.Creative Industries.Malden, MA, USA: Blackwell Pcblishing.
Hesmondhalgh, David (2002). The Cultural Industries SAGE Publications, London
Howkins, J. 2010.Creative Ecologies. New Brunswick, London: Transaction publishers.
Howkins. J.2007.Creative Economy.London: Penguin Books.
Jelena Stankeviciene,Rasa Livickaite, Monika Brakute and Elina Noreikaite.(2011) Creative Ecology
:Developing and Managing Concepts of creative economy Business,management and Education
Report http://dx.doi.org/10.3846/bme2011.19
Leadbeater, C. 2005. Arts Organisations in the 21st Century: Ten Challenges. Draft report (online), (cited 02
April
2011).
Available
from
Internet:
<http://www.charlesleadbeater.
net/cms/xstandard/Ten%20Challenges5.pdf>.
Landry, C. 2006. The Art of City Making. London: Earthscan Publications.
Leadbeater, C. 2008. We-Think: the Power of Mass Creativity. London: Profile Books.
Levickait, R. 2010. Phenomenon of creativity as evolution of integrated phenomenon, Logos 63: 201-212.
Levickait, R.; Reimeris, R. 2011. A Pentagon of Creative Economy, Santalka: Philosophy, Communication
19(1): 83-91. doi:10.3846/coactivity.2011.09
London (2000) Creative industries: The regional dimension, The Report of the Regional Issues Working
Group.
Marinova E., Borza A. (2013b). The Creative industries and New trends in the economic world, ECONOMIA,
Seria MANAGEMENT,16 (2); 327-332
Melnikas, B. 2005. Creation of knowledge-based economy in the European Union: the main typicalities
and new ideas of clusterization, Journal of Business Economics and Management 6(2): 87-100.
[292]

Melnikas, B. 2010. Sustainable development and creation of the knowledge economy: the new theoretical
approach, Technological and Economic Development of Economy
Parrish, D. 2007. TShirts and Suits. Electronic book (online), (cited 17 April 2011). Available from Internet:
<http://www.davidparrish.com/dp/uploads/TShirtsAndSuits_AGuideToTheBusinessOfCreativity_Dav
idParrish.pdf>.
Towse, Ruth (2002). Book Review of Creative Industries, Journal of Political Economy, 110: 234-237.
UNCTAD (2010).Creative Economy: A Feasible Development option, Creative Economy report,
http://unctad.org/es/Docs/ditctab20103_en.pdf, accessed in may 2014
UNCTAD. (2010). Creative Economy report 2010. Geneva: United Nation.
UNESCO (2013), Creative Economy Report http://www.unesco.org/culture/pdf/creative-economy-report2013.pdf
Vytautas Snieska.(2012).Development of Creativity Economy in Lithunia. Economics and Management :
2012 17(4)
Williams L. K., McGuire S. J. (2008). Economic creativity and innovation implementation: the
entrepreneurial drivers of growth? Evidence from 63 countries, Small Business Economy, 33, 391412
Zhen, Y. (2008). Chinas Creative industries: Clusters and performances (Research report). UK: Department
of Accounting Finance and Economics Business school University of Herefordshire Hatfield Herts
AL10 9A

[293]

 7
()


25 ..2558

Investigating the Role of Country-of-Origin in Building Luxury Brand

Paradee Sutthichaem* and Dr.Dissatat Prasertsakul**

Abstract
Marketing for luxury brands has gained an increased attention from marketing scholars in the past
several years. This is due to the fact that there is an increasing number of luxury brands becoming
recognized worldwide. One of the most important factors behind this success is the equity of the brand.
As a consequence, this study aims to investigate the factors influencing the luxury brand equity with
respect to the Customer-Based Brand Equity (CBBE) model. Country-of-origin effects on brand equity was
also studied in this research. The data was collected form 312 Thai customers of luxury brands. The
hypotheses in the conceptual framework were tested using regression analysis. The results shows that
Country-Of-Origin image significantly influence all dimensions of brand equity, whilst all brand equity
dimensions except brand trust, have a position impact on brand equity. These findings provide important
implications both for scholars and managers. Managers can use this researchs findings to better craft their
brand building strategies whilst scholars can conduct further research based on the findings.
Key Word: Customer-Based Brand Equity, Country of Origin, Luxury Brand

Introduction
There are numerous diversified brands among the world-class branded handbags. The particularly
favored brands in Thailand at this present time include Louis Vuitton, Chanel, Prada, Hermes and Christian
Dior. All of these branded bags are among the world-class brands that have meticulous design-focusing
on classic and fashionable styles, durability and long utilization time. Some models have a limited
*
**

M.B.A in Business modelling and Development, Mahidol University International College; Email: klf_sakura@hotmail.com
Faculty of Business Administration, Mahidol University International College

[294]

manufacture (called Limited Edition) that uses high-quality materials, for instance cowhide, sheepskin,
ostrich leather, or crocodile leather. In addition, only the best leather is selected, as well as other
materials, such as silver, brass, or gold, which cannot become rusty or peel. Moreover, these bags offer a
long period of use and they are always beautiful and classic. Hence, these are the reasons why we
choose to purchase these gorgeous branded bags. (Nirattanatharadon, 2013)
Generally, luxurious branded bags are attractive among teenagers and those of working age as
these handbags have a classic design and a long period of use. All of these luxuries usually have a high
price, but, even so, they have become more and more popular. Thailand plays a role as the key Asian
market, so these luxury items are imperative to the industrial and economic fields of Thailand (MuangPhuy, 2006). Nowadays, many brands use the digital market, also known as the Internet, to get in touch
with consumers. Studies have indicated that people aged around 18 to 40 are increasingly using the
Internet via mobile phones and this is a key means by which companies are passing information to
consumers. (Chalermkeat, 2012) Moreover, many Thai studies have shown that todays Thai teenagers are
focused on using luxury products, especially handbags (Nitiwangul, 2013). It seems that materialism as a
social value has become increasingly important to todays Thai society (Cornwell-Smith, 2007). The
research question and research objectives were derived based on the literature review and problem
statement. The main research question for this study is the following: What are the effects of brand
equity dimensions on overall luxury bag brand equity?

Purposes of the study

The reason for conducting this research is to understand the role of brand equity in the Thailand
luxury bag brand market. By studying the country of origin (COO) effects concentrated in this industry and
brand equity, it will be possible to understand more about the luxury bag brand market.
1. To examine the effects of a luxury bag brands country of origin image on different brand
equity dimensions
2. To explore the effects of different brand equity dimensions on overall customer-based luxury
bag brand equity.

Methodology
The unit of analysis in this research is at the individual level. A structured questionnaire was
collected from people whose age are between 18 and 40 year olds who have al test one luxury handbag.
The age limitation was placed because there are generational differences in Thai consumers that could
make a difference in how they approach brands. The limitation on luxury bag ownership was placed to
make sure the participants had experience in this area of consumption.This is the equation

[295]

, where Z is the confidence levels critical value (Z = 1.95 for 95% confidence level), p
is the proportion of the population that will select a choice (which has a default value of 0.5), and C is
the confidence interval (0.05) (Godden, 2004). This results in a sample size of
. Convenience sampling was chosen for this research. Convenience
sampling is a non-probabilistic approach, where participants are chosen based on their availability (Cargan,
2007). This is not statistically ideal. However, it could not be avoided for this research. This is because
there is no central list or registry of the population. The researcher handed out questionnaires in upscale
shopping centers in Bangkok and posted notices on Internet forums devoted to luxury bag ownership in
Thailand. These were considered to be the best sources for the target population, since there is no
central registry or list.
Measurement Model
Information regarding key constructs and their corresponding scales was obtained by searching
the relevant literature; therefore, all constructs were measured using existing scales drawn from literature
with some adjustments to the international context. Table 1 reports the sources of constructs and their
corresponding Cronbachs alpha scores. All constructs are considered reliable as all Cronbachs alpha
scores are above 0.70 as suggested by Nunnally (1961).
Table 1 Sources of Constructs
Constructs
Country of origin
Brand awareness

No. of Items
6
4

Reliability
0.82
0.78

Brand association

0.76

Brand trust
Brand loyalty

3
3

0.81
0.85

Perceived quality
Customer-based brand equity

3
3

0.77
0.74

Sources
Yaris, et al. (2014)
Kumar, et al. (2013); Yaris, et al.
(2014)
Kumar, et al. (2013); 3Yaris, et
al. (2014)
Kumar, et al. (2013)
Kumar, et al. (2013); Yaris, et al.
(2014)
Kumar, et al. (2013)
Kumar, et al. (2013)

Results
The result shows that 88.6 % of respondents were female. Most respondents were aged around
34-40 years and 39.7% worked for a private company. Out of 100, 33.5% of respondents had an income
of 20,001 to 40,000 baht. The biggest reason for buying a luxury bag was personal preference; this can be
[296]

calculated in percentage as 54.8%. Overall, 45.5 % of respondents were happy to spend under 40,000
baht for one luxury bag and the statistics show that 14.5% of respondents favored Louis Vuitton over
other brands.
Initial Analysis
Each of the items was first checked for skewness and kurtosis, and the presence of normality and
outliers. In order to obtain a holistic picture of each of the variables across a small range of scores (1-7),
histograms and box plots were deemed appropriate. The histograms and box plots were visually
examined. Furthermore, an examination of another regression assumption of independent errors which
requires no serial correlations between errors in regression model was necessary. Regarding the
assumption of independent errors, the residuals should be uncorrelated for any two observations in
regression (Field, 2005). The Durbin-Watson test was used to assess this assumption. A test value close to
2 indicates that the residuals are uncorrelated (Field, 2005). The results of the regression analysis in Table
2 revealed that the Durbin-Watson statistics was close to 2.0, therefore, the assumption of independent
errors was not violated.
Hypothesis Testing Results
After data were gathered and analyzed, hypotheses needed to be tested in order to find the
relationship between predictor variable and criterion variable. In this research, the predictor variable of
hypothesis1 is COO and the criteria variables are BA BAS BT BL and PQ. For the second hypothesis, the
predictor variables are BA BAS BT BL and PQ, the criterion variable is CBBE. Hypothesis testing will clarify
whether customer-based brand equity and country of origin do influence consumer perception or not.
Therefore, multiple regression and single regression are used in testing the hypotheses.
Table 2 Single Regression Results of Hypothesis 1
H:
Independent Variable
Dependent Variable
1.1
COO
BA
1.2
BAS
1.3
BT
1.4
BL
1.5
PQ

.561
.557
.435
.343
.314

t
11.926
11.809
8.513
6.434
5.833

Sig
.000
.000
.000
.000
.000

According to Table 2, all dependent variables have been accepted. Firstly, hypothesis 1.1, COO
has a positive correlation with BA ( =.561, t = 11.926 and p < 0.05). For hypothesis 1.2, COO significantly
affects BAS ( =.557, t = 11.809 and p < 0.05). Likewise with hypothesis 1.3, COO has been accepted (
=.435, t= 8.513 and p < 0.05). For hypothesis 1.4, COO is significant to BL ( =.343, t=6.434 and p< 0.05).

[297]

Lastly, for hypothesis 1.5, COO does influence PQ ( =.314, t=5.833 and p<0.05). To conclude, country of
origin image positively affects all brand equity dimensions, especially for brand awareness.
Table 3 Multiple Regression Results of Hypothesis 2
H: Brand Equity Dependent
t
Dimension
Variable
(Independent
Variable)
2.1
BA
CBBE
-.092
-2.021
2.2
BAS
.133
2.644
2.3
BT
-.077
-1.727
2.4
BL
.534
11.692
2.5
PQ
.360
7.687

Sig

VIF

R2

DurbinWatson

.044
.009
.085
.000
.000

1.719

.644

1.784

According to the table above, only one independent variable, BT, has been rejected. In
hypothesis 2a, BA has positive correlation, so it has been accepted ( = -.092, t = -2.021 and p < 0.05).
Likewise, hypothesis 2b, BAS has significant influence on CBBE ( =.133, t = 2.644 and p < 0.05).
Hypothesis 2d also produced the same results, BL significantly affects CBBE ( =.534, t = 11.692 and p <
0.05) and hypothesis 2e, PQ, has been accepted ( =.360, t = 7.687and p<0.05). On the other hand,
hypothesis 2c, BT, has been rejected because it does not have a positive correlation with CBBE ( = -.077,
t = -1.727 and p <0.05). To conclude, brand loyalty is the most influential factor on customer-based
brand equity. However, this analysis of brand equity dimensions-brand awareness, brand association,
brand trust, brand loyalty and perceived quality-explains only 64.4% of the variation in CBBE.

Discussion
In examining the effects of luxury bag brands country of origin image on different brand equity
dimensions, it was found that consumers have brand awareness, brand association and brand trust in
different ways. This is probably because consumers have different likes and, furthermore, each brand has
its own identity, a special reliability that affects consumers feeling different experiences about different
brands. According to a study by Felzenstein and Dinnie (2006), brand is the unique identity of a product,
so if there is a variety of consumers in the market, then consumers have more brand loyalty in the
product. Moreover, according to Sanyal and Datta (2011), the production of bags in different countries is
the main factor in consumer product purchase. Especially, if the specific product will make the consumer
feel they have something different to other brands.

[298]

In addition, a study exploring the effects of different brand equity dimensions on overall
customer-based luxury bag brand equity has shown that different brands are interested in brand
awareness, brand association, brand loyalty and perceived quality, because if consumers are aware of the
brand when they purchase the bags, they trust in the quality and standard of production without
considering the price and they are willing to recommend others to use this brands bag. Companies
should focus on brand equity that influences customer-based brand equity. According to this study, brand
loyalty and perceived quality are factors that need to concern most, while brand trust does not need to
be concerned at all. Hence, if consumers worldwide have confidence in their preferred luxury brand, then
they will want to tell others that this brand is if high quality and worth purchasing (Rosenbloom &
Haefner, 2009). Lastly, Atilgan, et al. (2005) suggested that brand identity made consumers proud of the
product and had an impression on every purchasing occasion.
With regards to the study of the effect of luxury bag brand image on customer perception, it was
found that no individual perception is the same. Each consumer has a different fancy. Therefore, luxury
handbag brands should have a unique and distinctive style in order to create a good feeling and
perception in consumers, which will encourage them to become loyal to the brand. However, luxury
brands that are already distinctive also need to produce a greater variety of handbags, including designs,
for increased consumption channels to customers. In contrast, luxury brands that still cannot find their
own style or are still not considered as a distinctive brand should develop their brand equity and product
in order to make consumers feel that the product is appropriate for the price they paid. Furthermore,
luxury brand managers can use this research to adapt their strategies. They can use information from the
analysis to focus on each dimension of brand equity that affects customers. However, they first need to
understand their brand position and see what still needs focus. For example, some might need to focus
on making customers aware of a products country of origin by adding a made in . tag label to the
product.

Suggestions
This study found that consumers demand high innovation and technology in the production of
branded bags. Thus, manufacturers should bring about new innovation to the production process; in
particular, the design of bags must be suited to the modern age that demands up-to-date fashion.
Moreover, companies should focus on strategies of brand loyalty in order to create customer loyalty to
the brand. According to the findings of this study, country of origin image does affect brand equity,
especially brand awareness. Thus, companies should provide information or focus on country of origin
image in order to make customers understand and be aware of the brand. Suggestions for future study: to
study the factors or components that affect brand image in the production of beautiful branded bags in
Thailand in order to understand the factors or components in administrating brand image, leading to
management taking into account the procedure for the production of luxury goods.
[299]

References
Aaker, D. A. (1991). Managing brand equity (1st ed.). New York: Free Press.
Aaker, D. A. (2009). Managing brand equity. London: Simon and Schuster.
Amine, L. S., Chao, M. C., & Arnold, M. J. (2005). Executive insights: Exploring the practical effects of
country of origin, animosity and price-quality issues: Two case studies of Taiwan and Acer in
China. Journal of International Marketing, 13 (2), 114-150.
Anselmsson, J., Johansson, U., & Persson, N. (2007). Understanding price premium for grocery products: A
conceptual model of customer-based brand equity. Journal of Product and Brand Management,
16 (6), 401-414.
Azzara, C. V. (2010). Questionnaire design for business research. Mustang, OK: Tate Publishing.
Bailey, K. (2008). Methods of social research (4th ed.). New York: Simon and Schuster.
Balabanis, G., & Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The
role of brand strength and country of origin image. Journal of International Marketing, 19 (2), 95116.
Bekir, I., El Harbi, S., & Grolleau, G. (2012). The strategy of raising counterfeiters' costs in luxury markets.
European Journal of Law and Economics, 33 (3), 645-661.
Chevalier, M., & Mazzalovo, G. (2012). Luxury brand management: A world of privilege. Hoboken, NJ: John
Wiley and Sons.
Creswell, J. W. (2014). Research design (4th ed.). London: Sage Publications, Ltd.
Delgado-Ballester, E., & Muneura-Alemn, J. L. (2005). Does brand trust matter to brand equity? Journal of
Product and Brand Management, 14 (3), 187-196.
DeMarco, A. (2013, January 27). The most popular luxury timepieces. Retrieved from Forbes:
http://www.forbes.com/sites/anthonydemarco/2013/01/27/the-most-popular-luxury-timepieces/
Dinnie, K. (2010). Nation branding. New York: Routledge.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust and commitment in
customer relationships. Journal of Marketing, 63, 70-87.
Godden, B. (2004). Sample size formulas. Retrieved from http://williamgodden.com/samplesizeformula.
pdf
Hair, J. F., Celsi, M. W., Money, A. H., Samouel:, & Page, M. J. (2011). Essentials of business research
methods (2nd ed.). New York: M.E. Sharpe.
Hammond, M., & Wellington, J. J. (2013). Research methods: The key concepts. New York: Routledge.
Hayes, B. E. (2008). Measuring customer satisfaction and loyalty: Survey design, use and statistical
methods. Milwaukee, WI: ASQ Quality Press.
Kapferer, J. (2008). The new strategic brand management: Creating and sustaining brand equity long term.
Philadelphia, PA: Kogan Page.

[300]

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of
Marketing, 57 (1), 1-22.
Kumar, A., Lee, H., & Kim, Y. (2009). Indian consumers' purchase intention toward a United States versus
local brand. Journal of Business Research, 62 (5), 521-527.
Kumar, R. S., Dash, S., & Purwar: C. (2013). The nature and antecedents of brand equity and its
dimensions. Marketing Intelligence and Planning, 31 (2), 141-159.
Kwok, S., Uncles, M., & Huang, Y. (2006). Brand preferences and brand choices among urban Chinese
consumers: An investigation of country-of-origin eff
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of
Marketing, 58, 20-38.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., et al. (2004). Developing and
validating measures of facets of customer-based brand equity. Journal of Business Research, 57,
209-224.
Oliveira-Castro, J. M., Foxall, G. R., James, V. K., Pohl, R. H., Dias, M. B., & Chang, S. W. (2008). Consumerbased brand equity and brand performance. The Service Industries Journal, 28 (4), 445-461.
Schuiling, I., & Kapferer, J. N. (2004). Executive insights: Real differences between local and internatoinal
brands-strategic implications for marketers. Journal of International Marketing, 12 (4), 97-112.
Sriram, S., Balachander, S., & Kalwani, M. U. (2007). Monitoring the dynamics of brand equity using storelevel data. Journal of Marketing, 71 (2), 61-78.
Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty.
Journal of Product and Brand Management, 13 (4), 216-226.
ruong, Y., McColl, R., & Kitchen: J. (2009). New luxury brand positioning and the emergence of Masstige
brands. Journal of Brand Management, 16, 375-382.
Verlegh: J., Steenkamp, J. E., & Meulenberg, M. T. (2005). Country-of-origin effects in consumer processing
of advertising claims. International Journal of Research in Marketing, 22 (2), 127-139.
World Bag Report. (2014). 2013 Key Highlights. Retrieved from http://www.worldbagreport.com/about/
previous-editions/

[301]

 7
()


25 ..2558

Inno-Imitation: A Critical Conceptual Approach for Global Strategies

*

Thanaphon Ratchatakulpat , Assistant Professor Dr.Shayut Pavapanunkul

and Dr.Thanakon Ratchatakulpat

**

***

Abstract
This paper is analyst for combined in a process of innovation and imitation process. Based on
how business can improve potential from imitation to innovation process. Its include relevant literature
review is synthesize to provide an understanding of how innovation take place by use imitation as an
outcome by use data and research document available to analyses. Most of business operation today
faces with situation unpredictable in chaos environment include huge number of competitor around the
globe. The more imitation process needed its more opportunity to improve innovation process which
cans extent business life cycle to survive in global or area business related by result as innovation and
imitation concept. (Reader, Faculty of Entrepreneurship, Business Engineering and Management, University
Politehnica of Bucharest, Romania)
Key Word: Innovation, Imitation

Introduction
In the new concept perspective knowledge is important factor to peripheral perspective.
Fortunately, the global competitive developing strategy means opportunity and could adaptation to
success firms strategies transform business knowledge background into business creativity and driven
economy in the turbulence or hyper competition era. Traditionally, competitive advantage use describes
how acquired creativity, imagination and innovation are transformed into generate economic value. The
*

D.B.A. Program, Rajamangala University of Technology Phra Nakhon; Email thanaphon.r@rmutp.ac.th

Faculty of Business Administration in Rajamangala University of Technology Phra Nakhon
***
Faculty of Business Administration in Rajamangala University of Technology Phra Nakhon
**

[302]

vital of using concept of absorptive capacity has been defined as an ability to develop previous product
or introduce new product, service and technology into the market. These factors are the main reason to
changes in markets, technologies and new market segments are appearing new technologies create new
company capability and so on. Based on Samsung concept the race for survival in this world is the most
adaptive. (R.Daft, 2004)
The disruptive concept focused on an alternative factor is today R&D (Research and
Development) most create the ability to recognize new opportunities in the business environment
evaluate and prioritize business and profit opportunities and into viable business concepts means the
heart of the entrepreneurial process. By using knowledge is considered knowledge economy is rapidly
being transformed into the creative economy introducing new imitation process INNO-IMITATION to its
realities and competitive advantage. Improvements focused on management of innovation and creative
imitation concepts become obsolete more quickly, changing the economic. The main objective of this
paper is to develop an explicit framework based on a concept model which can be used as a mechanism
for managing and constructing the process of Inno-Imitation.

Key Concept and Literature Review

Invention mean the creation of item for something very new in the process of innovation that
combines with practice come out as the new results. The research confirms that invention comes from
someone idea who differentiates among the other people it can be call idea champion.
In fact, many inventions do not come from the first idea of innovation but it comes or creation from of
something new that confirms innovation process of putting it into practice. (P.Barret and M.Sexton, 2006)
Innovation means the ability to see connections for drawing opportunities and to take an
advantage over them. Innovation confirms the collaboration with open innovation means extending the
search and commercialization of new ideas beyond customers, suppliers, intellectual property ideas and
people to flow freely both into and out of an business organization included with impact on product
development.
Imitation means activities or practice that take advantage from research and development and
obtain business product available an advantage competitive in the market, do not get confuse with copy
right disobey as business purpose to get start from the beginning of imitation can help business access to
enter, gain experience, profits and market share to survive in market.
By using copy method, business have an opportunity to get start, gain profit, minimize cost,
reduce time consume and extend time to generate new product release into the market. Actually
business can selecting product by pick most favorite and top sale exist in the market that it minimize
chance product left in inventory.

[303]

Creative outcome imitation is not an innovation in terms of understanding. The creative imitation
use existing product or service in the market as a model to continuous demand product and service need
rather than create new product one.
For example, an entrepreneur Gems industry in Thailand, especially small business enterprise
gem are imitate in designs, style, colour and other relevant come-out with product similar to product
originality. So we can find potential on purchasing power or prospect customer who most effectively in
high impression for our luxury product. By copying innovators a business can generate significant profits
and minimize the cost and risks. Usually associated will being the first business to try a copying innovation
product as a new product or service. After imitation 1-2 years business gain experience it start to change
by input business idea more and more until business generate a new brand or new product without
imitation from other business.
Thus, creative imitation emphasizes the relation between innovation and imitation is driven by
competition or survival in business through continuous increases in technological imitation advances and
focused on generating imitative product but with new features and involve bench marking, strategic
alliances in design copies included with accelerating life cycles/popular culture consumption of customer
preferences (Adaptation from Bolton, 1993 and Brondoni, 2012b)
Counterfeits or Copy Right
Copy right are often legal products in creative right in the sense in which the term is intellectual
property right. In the opposite way, counterfeits means extending of product privates. Counterfeits are
copies that carry the same brand name or trademark as the original. They are strictly illegal and typically
carry a much lower price than the original. Counterfeits are the least creative attempt at imitation
(Adaptation from Militaru, 2011).
Clones or Knockoffs
Clones or knockoffs are different from counterfeits as clones product can be used for legal
copies of competitors product and often legal products in their own right. Generally, cones sell the same
basic product as the innovator but at a lower price without the prestigious brand name.
Design Copy
In terms of design copy business used an advantage from competitors popular product design,
style or fashion to stimulate design copies combine aspects of innovation and imitation.
Creative Adaptation
This is the most innovative type of copy. It is often use imitation in background input new idea to
get product improvement come out with the alternative result or adapting existing products to new
situations.
[304]

Factors effect innovation and imitation involvement

In this section the factors effect in innovation and imitation process are analyzed. The simple
model develops to explain how innovation process can get improvement in a company innovation
capability. The model can get advantage and disadvantage from imitation to innovation process. To
demonstrate the concept and theoretical model develops in this section, it useful to identify company
innovation potential and companies possibilities to use imitation process.
The research analysis based on secondary data and web research, multi case study research
selected to study in methodology approach for knowledge and understands evaluation of innovation and
imitation process. The gathering information and analysis process was based on suggestions by
researchers, academic staff and managers. Practically, factors effect innovation and imitation involvement
shows in Figure 1.
Figure 1
Factors effect innovation and imitation involvement
Factors
Innovation
Level of education
High
New business enter
Low
Extend in business concentrated
High
Business size
High
Technology change
Low
Customer decision in buying
Low

Imitation
Low
High
High
High
High
High

Discussion and Conclusion

In this research are analyzed the innovation and imitation process and how the changes it occur
at all time especially situation unpredictable unclear illustrate market the new number of new
entrepreneur still remain. To use imitation process might be able to see the opportunities of strategic
investment in other market segments it can reduce risks that help business at the first stage to enter into
The imitator can learn mistakes from Innovator and Imitator this research called INNO-IMITATION. They
can see a whole picture, estimate product situation in product life cycle (PLC) before enter into the
market. Reduce cost from research and development. It is necessary to business environment, quick
response feedback and avoids wrong decision making from previous entrepreneur.
More attention needed INNO-IMITATION to improve product or service such as technology,
resource, labour and other achieve in business of growth profit or business sustainability. As a result,
imitation could be an essential part of innovation when product improves in technology reach to result
as renew or new product. And where companies have lots of market power.

[305]

Many study conclude that innovation is lease likely happen in a high number of imitation firms in
industry as innovation consume high budget with a blind picture without a sight of success in achieving in
product innovate. Innovation process need to measure as success or failure which side is more possible
to exist.
In the relative effectiveness of innovation and imitation, it returns by profit, more market power,
market share, product attractive product imitate by other competitor and the technological led to
significant advances in production efficiency and the quality of the product or service.
At last not at least, the main contribution of this research is that build a conceptual model based
solely on literature review INNO-IMITATION model to improve and guide the entrepreneurs to sustain
innovation or imitation process illustrated in Figure 2.
Finally, the research study has some limitation. At firstly, imitations become innovation it kind of
accidentally happens with various factors effects such as company resources, structures and culture.
Secondly, the study based on literature review and observation these information may limit in findings
outcome.
Inno-Imitation: A Cricical Conceptual Approach
R&D

INNO - IMITATION
HYPER COMPETITION
COMPETITORS AND
GLOBAL PRESSURE
SITUATION

MARKET CHANGES
LEAD TO DEMANDS
AND OPPORTUNITIES

COMPANIES PROFITS
ARCHITECTURE LINKAGES
KNOWLEDGE
- NEW PRODUCTS
- NEW PROCESSES
- NEW SERVICES
- NEW CONSUMERS

CREATIVE IMITATION
- COUNTERFEITS
- KNOCKOFFS
- DESIGN COPIES
- CREATIVE ADAPTATION

GENERATE ECONOMIC VALUE

- CREATIVITY
- IMAGINATION
- INNOVATION

Figure 2
[306]

PRODUCT OR SERVICE
PERFORMANCE THAN
IMITATION

HIGH LEVEL
KNOWLEDGE WORK

Sorces: Adaptation from Trott, Paul, Innovation management and new product development 4 th edition,
Prentice Hall, 2010, pp 5; L. Tao, D. Probert, and R. Phal, Towards an integrated framework for managing
the process of innovation, R&D Management 40, 1, 2010, pg. 19-30; E. Valdani, and A. Arbore, Strategies of
Imitation: An Insight. Problems and Perspectives in Management, 2007, pg. 198-205.

References
P. Antony, and I. Chen, Strategic Buyer-Supplier Relationships, Information Technology and External
Logistics Integration, in Journal of Supply Chain Management, vol. 4, no. 2, 2007, pp. 2-12;
M. Basadar, G. Gelade, The role of knowledge management in the innovation process, Creativity and
Innovation Management, vol. 15, no.1, 2006, pp. 45-62;
M. Basadur, and G.Garry, The Role of Knowledge Management in the Innovative Process, in Creativity
and Innovation Management, vol. 15, no. 1, 2006, pp. 45-61;
P. Barret, and M. Sexton, Innovation in Small, Project-Based Construction Firms, in British Journal of
Management, vol. 17, 2006, pp. 331-346;
Steven Schnars, Managing imitation strategies, Free Press, 2002;
Chee, Y., Chaik and P.Lemaire, An Empirical Study on Functional Diversity and Innovation in SMEs, Creative
and Innovation Management, no.2, vol. 14, 2005, pg. 176-187;
C. Chen, and W. Liang, Contingency view on technological differentiation and firm performance: evidence
in an economic downtown, in R&D Management, vol. 37, no. 1, 2007, pp. 75-86;
H. Chesbrough, and A. Garman, How open innovation can help you cope in lean times, Harvard Business
Review, December 2009, pp. 68-77;
R. Daft, Organization Theory and Design, Thomson South-Western, Ohio, 2004;
L. Kim, The Multifaceted Evolution of Korean Technological Capabilities and its Implications for
Contemporary Policy. Oxford Development Studies, 2004, pg. 341-363;
C. Markides, Disruptive Innovation: In Need of Better Theory, in Journal of Product Innovation
Management, vol. 4, no. 23, 2006, pp. 19-25;
Miles Robert, Accelerating corporate transformations, Harvard Business Review, January-February 2010, pp.
69-75;
Gh. Militaru, Imitation versus innovation: a conceptual approach, International Conference Business
Excellence, 14-15 October 2011, Brasov, Romania;
L. Tao, D. Probert, and R. Phal, Towards an integrated framework for managing the process of innovation,
R&D Management 40, 1, 2010, pg. 19-30;
Trott, Paul, Innovation management and new product development, 4th Edition, Prentice Hall, 2011;
ShenkarOded, Imitation is more valuable than innovation, Harvard Business Review, April, 2010, pg. 28-30;

[307]

J. Sunran, R. Park, and L. Digman, Strategic implications of the open-market paradigm under digital
convergence: the case of small business C2C, Service Business An International Journal, SpringerVerlag, 2008, pg. 1-9;
E. Valdani, and A. Arbore, Strategies of Imitation: An Insight. Problems and Perspectives in Management,
2007, pg. 198-205.
Articles, Innovation and Imitation for Global Competitive Strategies.

[308]

 7
()


25 ..2558

Innovative Model for Thai Local Wisdom of Traditional

& Alternative Medicine in Elderly Society
*

Varapun Moongvicha and Assistant Professor Dr.Shayut Pavapanunkul

**

Abstract
The study of "Innovative Model for Thai Local Wisdom of Traditional & Alternative Medicine in
Elderly Society aims for study the causal effects of Thai traditional medicine, Indigenous medicine and
alternative medicine that support for aging society. After literature reviewed from various sources such as
national strategic planning, communities and business unit strategic planning for Thai traditional medicine,
Indigenous medicine and alternative medicine and together with in-depth interviews the results can
conclude in model as: (1) Thai traditional medicine plan, the system need to accommodate into 2
strategic planning those are Thai herbal medicine planning and Thai traditional expertise personnel
planning. Thai local-wisdom has pass generation thru generation for hundreds of years that might
becoming obsolete and the restoration of Thai local-wisdom for promoting health in aging society are
appropriate therapies, due to the healing are done thru both physically and mentally. (2) The
development of Thai traditional medicine model derived from upstream, main steam, downstream and
its implementation. (3) In aging society, the supportive, promoting and screening for healthy elderly are
the first goal in aging society strategic plan, services system improvement is the second goal, community
participation is the third role in promoting elderly in aging society. (4) Thai traditional medicine can
generate revenue from local community who practicing with low cost which are suit to elderly. (5)
Thailand is still facing a lack of systematic in traditional medical data collecting, in-school learning system,
inadequate for text book under its curriculum, safety standard, need to enhance more confidential in Thai
herbal product and tradition practicing. In elderly society under strategic planning, the number of elderly
who are able to perform daily activities living and the average life span should be increased after being
treated by Thai traditional medicine. (6) Thai seniors in aging society are defected most from high blood
*
**

Faculty of Business Administration, Rajmangala University of Technology Phra Nakhon; E-mail: varapun@hotmail.com
Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon

[309]

pressure, diabetes, depression, and osteoarthritis, which causes derived from food intake and daily
activities, Thai traditional medicine should be developed upon standards, product safety and building
consumer confidence in order to cure all symptom caused by diseases.
Key Word: Innovative Model, Thai Local-Wisdom, Traditional & Alternative Medicine, Elderly Society

Introduction
The World Health Organization has realized that modern drugs cannot remedy symptom and get
rid of all kind of disease, so WHO encourage countries to return to their traditional medicines and apply
along with modern treatment. As results, countries study and turn to their nature-based such as
traditional medicine, indigenous medicine and alternative medicine and incorporating with modern drugs
which are now being use as a medical mainstream in countries, therefore traditional medicine has its turn
around and can become to be a major treatment again. By focusing on holistic traditional knowledge,
product safety, efficiency and quality, traditional medicine can be popular again. As the time of becoming
ASEAN free trade zone: economy has focus upon small and medium enterprises; cultivate, planting and
manufacture for herbal mostly are SMEs production moreover country policies tend to reconstruct
heavily and put supportive on traditional medicine.
In Thailand Traditional & indigenous and alternative medicine is directed under countrys national
strategic planning which are continuously organized in order since the development of national strategic
on Thai Local-Wisdom Healthy in Thai Style Volume Copy no. 2 from year 2012-2016, strategic planning in
specific topic of Good Health for Thai Lifestyle from year 2011-2021, and in business unit level under
strategy issued by The Department of Thai Traditional and Complementary Medicine from year 2011-2016
focus on the documentation, assessment and utilization thru local community, also as strategic planning
for elderly there are many aspects relevant between local wisdom and elderly society. This study aimed
for study the usage of traditional & indigenous and alternative medicine to promoting the elderly health
in Thai aging society.
Currently Thailand is approaching an aging society (Ministry of Health, 2015) followed by Elderly
Act in year 2003, elderly refers to people who are Thai, age more than 60 years old. Thai Elderly mostly
live outside municipal area, majority age are between 60-69 years old, below bachelor degree of studies,
unemployed, but some still join in agriculture sector. Most health defects in elderly are high blood
pressure, diabetes, depression, bedridden and teeth in order, under Ministry of Health Country Integrated
10 Years Plan set aim to promote elderly health from year 2014-2023. Its target is for aging people can
perform activities in their daily life in proper manner with active health by using the Activity of Daily Living
or ADL, IADL as indicators. Elderly shall have their average life span not less than 80 year old and
maintain in good health no less than 72 year old. To prevent form chronic disease, elderly should

[310]

remedy, promoting and maintain in active health not only with chemotherapeutic but for promoting body
and mind which traditional & Indigenous and alternative medicine; nature-based is being suit to elderly.

Purposes of the study

The purpose of this study was to analyst causal effect of traditional & Indigenous and alternative
medicine to elder.
1. Study for factors of traditional & Indigenous and alternative medicine which effect to elderly
2. Study for the effectiveness of traditional & Indigenous and alternative medicine which effect to
elderly
3. Analyst for traditional & Indigenous and alternative medicine model to elderly

Methods
Population, Sample, and Sampling: The population in this study of traditional & Indigenous and
alternative medicine was sources of data such as national strategic, business unit and sector strategic plan
from Department of Thai Traditional and Complementary Medicine, Strategic Plan for Promoting Thai
Local Wisdom, Health in Thai Style, Strategic Plan in Living Healthy in Thai Style, Strategic Planning in
Traditional Medicine, Implementation scope of Promoting Elderly Potential, Strategic Goal and indicator of
Ministry of health in Macro and micro perspective of Ministry of Health and Department of Thai
Traditional and Complementary Medicine, Institute of Traditional medicine, Institute of Indigenous
Medicine, Institute of Alternative Medicine, Division of Thai Local Wisdom Traditional & Indigenous
Medicine Intellectual Property Protection and certified SMEs who join National Herb Expo 2015.
Data collection Procedures: Literature reviewed from long, middle and short-term plan together
with qualitative data from in-depth interview from SMEs who being certified by Ministry of Health and
join the National Herb Expo 2015 by Ministry of Public Healths Department of Thai Traditional and
Complementary Medicine during September 2-6, 2015 in Impact Arena, Muengthong Thani, Bangkok, and
case study.
Data Analysis: After reviewed from tape recorder and meeting, various sources of documentary
data, periodically and analyst for draft of model of the cause and effects between traditional &
indigenous and alternative medicine which effect to elderly in aging society in order to be tested in future
hypothesis using LISREL method of testing, factors analysis.

Results
Thai Traditional Medicine is an inherit knowledgebase of which being pass thru generation to
generation under Thai local wisdom, Health in Thai Style (Ministry of Health, 2015), traditional medicine
[311]

refers to cognitive holistic of Thai traditional medicine, indigenous and alternative medicine. Under
Thai Traditional Medicine Professional Act year 2013, Thai Traditional Medicine means medical
examination, diagnosis, treatment or prevention of disease and promotion of human health, such as Thai
massage, midwifery, ingredient preparation for Thai medicine; innovate for medical equipment by relying
on traditional knowledge. Also traditional medicine can be categorized into Thai pharmaceutical
medicine, nature-based modern drugs, midwifery and massage.
Indigenous Medicine is a science which based on local wisdom indigenous in health, derived
from ethnic culture, knowledge of local wisdom practicing, identity blend with kinds of medical practice
but adapted and learnt from direct experience empirically with Experience-knowledge then inherited
through generation under specific social and culture context. Indigenous medicine can be separated into
2 groups; Indigenous Health and Indigenous Medicine, Indigenous Health is routine daily health care on a
daily basis within the family experience, technical knowhow, such as health care for pregnant and
postpartum, the use of herbs. Indigenous Medicine refers to cognitive therapy, local ethnic base and
stereotypes. The practice is a combination of cultural, religious and supernatural experiences
accumulated from practicality, inherit and utilize local friendly, health care in aboriginal communities to
become part of their lifestyles. Indigenous medicine treatment is under specific regional traditional doctor
such as Lanna culture, Northeastern and other ethnic folk medicine. Indigenous medicine can be divided
into two approaches those are indigenous experience medicine and indigenous rituals & beliefs
medicine. Indigenous experience medicine can be studied from local indigenous books, ethnic health
(Medical tribal medicines by herbal doctors or healer by shaman), or treatment to specific issue.
Indigenous rituals & beliefs medicine is the blending between the belief of Brahmin, Buddhist and spirit or
ritual ghost, there might pay importance role in life protection, better family relationship, sickness
therapy, strengthen self-confidence, relieve nervousness. They are included religious treatment, such as
religious philosophy principles of herbal medicine, prayer ceremony, superstition treat, chronic diseases
and drug Treatment.
Alternative medicine refers to the decision of bringing a new medicine using instead of
conventional medicine which is currently be mainstream in system. The alternative method is different
depending on the time and place, if the doctor used a new alternative medicine and later on has
become to be a mainstream, the other physicians who have used other method less then will become
the alternative medicine. According to the World Health Organization definition of Complementary and
Alternative Medicine or CAM refers to as: The term CAM often refers to broad set of health-care
practices that are not part of countrys own tradition and are not integrated into the dominant healthcare system. Other terms sometimes used to describe these health-care practices include natural
medicine, non-conventional medicine and holistic medicine. Alternative medicine treatment
providers do not have to graduate with a professional medical practice compare with conventional
medicine but alternative medicine is a combination of science react closely to human, and its a nonmedical treatment so the treatment providers need to be expert or be trained in particular field.
[312]

Alternative Medicine is a treatment without drugs or chemicals so it can apply with water
circulation, massage, meditation, yoga, conversation, food, fruit, etc. In conclusion alternative medicine is
a science refers to diagnosis, treatment, prevention apart from conventional medicine today. Alternative
medicine can be classified into two types by its application those are alternative medicine used for
supplement or complementary with modern medicine, and alternative medicine used for replace
modern medicine without relying on modern medicine; alternative medicine.
Division of Alternative Medicine, Department of Thai Traditional and Complementary Medicine
under Ministry of health has classified alternative medicine into 3 groups, first is science or techniques of
to balance the elements of biological substances in human body by using herbs, special recipes such as
diet, macrobiotics, vegetarian, vegan diets for patients with vitamin therapy (megavitamin) supplements,
detoxification, other biological agents such as Ho Homeopathy, Bio-Molecular Therapy Chelation Therapy.
Second group is science or technique to balance the body in the structure of bones and muscles,
including massage, bending and pulling in a different culture on bone, Chinese Chiropractic Medicine,
balance therapy exercises such as yoga, Qigong and Tai Chi, Hydrotherapy. Third group is science or
technique to balance the body and energy, using the relationship of mind-body, there are many forms of
meditation in various cultures, empowerment in various cultures, such as physical forces, cosmic aura
power, pyramid on red yoga, Tai Chi-Qigong psychic hypnosis, visualization therapy and mysticism,
acupuncture, acupressure (Reflexology) music therapy, aromatherapy therapy, magnetic field therapy.
To implement policies and strategies of Thai traditional medicine, indigenous and alternative
medicine, mainly issues need to be driven by split parts into upstream, main stream, downstream and its
implementation. These will lead to scenario the development into two parts: 1) the development of
Herbal product in term of value added 2) manpower of Thai traditional medicine; these will support
Thailand for improvement of aging society. Ministry of Health Plan goals for healthy elderly headed the
average age of not less than 80 years old and with perform in good health in age not less than 72 years
for self-perform routine basis (Activity of Daily Living: ADL, IADL). In elderly society, Ministry of Health
aimed for three key areas: 1) to support, protect and screen for health problem 2) health service
development link with community involvement 3. Development of local, family and in nursing care for
the elderly which are shown in figure 1, framework reflects relationship of innovative model of localwisdom of Thai traditional medicine for an aging society.

[313]

Figure 1 show conceptual model of innovative model of Local-Wisdom

in Thai traditional medicine for elderly society

Discussion
The development of local wisdom of Thai traditional medicine for supporting the aging society is
suitable and appropriate because of the initiator of World Trade Organization who revives the traditional
art of healing replace the modern medicine and the use of chemicals. In the way of conservative and
protection of traditional knowledge and can be generate revenue for the community while modern
science therapy using high technology equipment which is costly compare with traditional knowledge, the
liberalization of ASEAN economic development results country to promote traditional medicine. But in
order to bring up front the traditional medical to replace the modern medicine, traditional medicine need
improvement in building up product standard, confidence for consumer and strong implement to
consumer into community to consume traditional medicine instead of modern medicine. By improve
elderly potential, strategic for upstream, main stream, downstream and its proceeding need to be
implemented. There are 2 components 1) The development of Thai Herbs 2) the development of
traditional medicine, the following composition below describe details:
1. Development of Thai traditional medicine in upstream leads to produce the raw material of
herbal and local wisdom protection.
[314]

1.1 Local people have the right to conserve, restore local wisdom knowledge.
1.2 Data collecting and logging system connected to the local community center.
1.3 Local wisdom, traditional Knowledge protection, abuse prevention
1.4 supports autonomous community self-reliance for herbal cultivation, healers and
herbs.
2. Development of Thai traditional medicine in main stream by taking science of upstream to
further develop for trust, increase more connectivity between service providers and clients in herbal
medicine, product, services for standard and be secure.
2.1 Development of herbal medicine production standard, promote academic for
traditional medicine, manufacturing, technology, set up factories center for national Herbal factory (GMP,
P, GLP) or laboratory center, manufacture for small entrepreneur in pharmaceutical production, or even
support for organic herbal cultivate
2.2 Knowledge Management in Thai local wisdom.
- educational system, research, science development
- researcher improvement, organized systematically knowledge-based
- establish a system with local recording evidence.
- systematically research, screening alternative medicine in national standard
2.3 increase indigenous production standards, healers education system.
- empowering indigenous healers
- increase number of local medical doctors, alternative medicine, traditional medicine
3. Development of Thai traditional of downstream, by taking main stream of traditional develop
further in product and distribute to end users.
3.1 role model in hospital at least one per region
3.2 increased usage rate of herbal by develop herbal account insert in main central
hospital account.
3.3 standards, safety control while consume
3.4 standard develop with high standard in curing system.
3.5 product excellence, services in health care
4. Policy Driven Management Strategy
4.1 Raising awareness
4.2 Co-operating partners
Under the elements herbal development, Thailand should develop through values, prevent
shortage of raw material, free of contamination. Reduce manufacture that are uncertified, link between
researchers and the target country. Researchers still has inadequate understanding and lack of good
standard laboratory Practice; GLP, and good clinical research standards. ASEAN community might break
out property right protection.

[315]

The composition of manpower Thai traditional medicine is still inadequate, traditional medicine is
an ancient heritage profession which knowledge passes thru generation so the council of Thai traditional
medicine require physician to pass the exam in order to be a professional physician, so there are shortage
number of tradition medicine physician also as primary textbook used to teach in courses so this could
cause shortage of personnel in this field. Thai still lack of the unity of science in traditional medicine, the
inherited of Thai traditional legacy are mostly old with age over 60 years, which may present a folk
medicine shortage and lack of interested younger generations. The succession of traditional medical
physician should come from local people who share same value and have better understanding. To
bringing traditional medicine to be under the civil servant medical benefits scheme, and universal health
insurance system; traditional medicine has been widely used, also as the traditional medicine with health
service (Service Plan). Thai traditional medicine curriculum needs improvement in teaching standards, and
should expand to upper level from undergraduate, master and up to doctorate in order to build more
confidence. Standards and safety, partners involved in the policy should be linked in a network of
production and the public and private network services.
In elderly society, strategic for aging society are followed by three keys measurement basis: 1)
Screening seniors who are healthy and develop for increase in number, increase in the average age that
can carry out their daily activities. 2) Develop physical and mental condition by adding the shuttle service
to the hospital. 3) Increase health-care system adjusted to the environment to health care. Develop
strategies to group of elderly to perform daily activities which may not come from an infusion of modern
medicine alone, health care should be done in both physically and mentally.

Suggestions
1. Thai traditional medicine has facing data storage system, both in academic and manpower,
which when apply to aging society it must have standard to be customized.
2. Thai traditional medicine needs government support in academic, lack of production standards
consumer confidence, security, marketing and intellectual property protection, the unity of product and
services.
3. Thai herbal medicine manpower need for increase in number rapidly, otherwise it may cause
the shortage of traditional medicine physician shortage in Thailand.

References
Annual Report Situation for Thai Traditional Medicine Indigenous Medicine and Alternative Medicine from
Year 2005-2007, Situation: Knowledge Management Research Local Wisdom in Health Indigenous,
Page 16-21
Strategic Goals and Indicators by Ministry of Health in 2015 Issue on Potential of Elderly in Aging Society
[316]

National Strategic Plan in Development of Thai Local Wisdom, Health in Thai Style No. 2 (2012-2016)
Thai Traditional Medicine Professional Act Year 2013 Book No. 130 Sector 10 a Page 1 Enactment 1
February 1, 2013
Alternative Medicine Institute of Alternative Medicine search from http://www.thaicam.go.th
Somchai Nitpanich, Head of Ministry of Thai Traditional Medicine Indigenous Medicine and Alternative
Medicine, Development for Strategic Planning for Thai Herbal Product: Thai Herbal Product-Global Product
(Year 2013-2017) Thailand Champion Herbal Products: TCHP
Pramote Satienrat, Director of Institute of Thai Traditional Medicine, The Development of Blending Thai
Traditional into Service Providing Prepare for ASEAN Community, February 26, 2013
Phurpa Wangchuk, Health Impacts of Traditional Medicines and Bioprospecting: A World Scenario
Accentuating Bhutans Perspective*, Impacts of Traditional Medicines P.C. Trivedi, Medical Plants
Medical Knowledge, University of Rajasthan, Jaipur, India

[317]

 7
()


25 ..2558

:

Factors Affected to Success of Southern Border Provinces Development Plan:
A Case Study of Pattani Provincial Land Office
*

Narissara Malaipongse

113
Chi-Square Gamma
0.05

0.05
/

:

[318]

Abstract
The objective of this research is to know level of success of Southern Border Provinces
Development Plan. To identify factor that affect to successful planning. In the context of DOL and to
propose guildline for the preparation of the strategic plan of DOL. Classified by education level, echelon.
The population is involved in the development plan of Pattani Land Office that are fewer. The Survey
included 113 people from a total population. Tools in this study was a questionnaire. The statistical
methods used to analyze data were frequency, percentage, inferential statistics. To analyze possible
differences used for statistical Chi-Square and Coefficient Gamma. The level of statistical significance at
the.05 The study concluded That the success of the plan to prepare a development plan for Southern
Border Provinces Development Plan. Overall, the success of the plan in Pattani Land Office was the
degree to the success factors for the preparation of the plan has a statically significant 0.05, including
policy managent/the leader to focus on the preparation of the plan, development and promotion of
knowledge to the staff about the plan and participation in the preparation of the plan in all levels of
staff.
Key Word: Success in the Southern Border Provinces Development Plan

830 6
..2553
56 5
/ 24 27 400,000
(: 2557)
4

/
//

/
[319]

 (: 2557) /
/ 5 /
2



..2558-2561
5
3 5 2
1
/
3
/ /

..2558-2561

1.
2.
3.

1

2

3

4

[320]

(Population Universe) 113 3

1.
16
2.
52 ()
3. 45

1

30
1.0 0.8621

1. 2



2.

2.1
2.2
2.3 Coding Form CD
2.4

- (Frequency)
()
- (Descriptive Statistics)
(Nominal Scale) (Ordinal Scale)
[321]

- (Inferential Statistics)
(Nonparametric) (Ordinal Scale)
(Chi-Square Test) 0.05
Gamma

113
29-48
32 28.3 49-67
81 71.7


( )

//

//

( 38.1)

/

[322]



1


2



3



4



5

1.

2.
/

(2554) (2553) (2553)

1.

[323]

 E-Learning


2.

/
/ /

1.

5

2.

.2557. ..2557

. 2556. ..2555

. 2552.
.
. 2556. ..2556-2561
.
. 2539.

. 2540. . 2. : .
. 6 9 2555
. 2553.

. 2554. ..2554
7 5 2554
. 2539. () :
,
[324]

 . 2554.

. (..2556-2557)
,2557
. 2541. . 7. .
: .
. 2538. . : .
. 2553.
:
(Lifelong Learning) http://www.smes-thai.com/2011/06/7.html
. http://www.impressionconsult.com
James a Davis. 1971. Elementary Survey Analysis Prentice, Inc.,Englewood Cliffs. New Jersey: 49

[325]

 7
()


25 ..2558

The Organizational Commitment of the Personnels

in the National Research Council of Thailand
*, . ** . ***
Warisara Nimtong, Associate Professor Dr.Vacharin Chansilp and Dr.PhiradaChairat

1)
2)
3)
216


.05 1)
2)
3)
: ,

Abstract
The objectives of this research were: 1) to study the level of the organizational commitment of
the personnels in the Office of the National Research Council of Thailand (NRCT); 2) to compare the level
of the organizational commitment of the personnels in the Office of the National Research Council of
*

; E-mail: warisara_peaw@hotmail.com

***

**

[326]

Thailand (NRCT) according to their personal factors; and 3) to study the relationship between job
characteristic and the organizational commitment of personnels in the Office of the National Research
Council of Thailand (NRCT). The samples used in this research was 216 of personnels in the Office of the
National Research Council of Thailand (NRCT). Questionnaires were being used as data collection method.
The collected data were by using computer program. Statistical methods used in the data analysis were
Percentage, Mean, Standard Deviation and One-Way ANOVA was at the.05 level of significance. The result
of this research indicated that 1) personnels in the Office of the National Research Council of Thailand
(NRCT) possess at a high level of the overall organizational commitment. 2) The personal factors
difference in the office of the National Research Council of Thailand (NRCT) have no different
organizational commitment. 3) Overall job factors had positive relationship with the organizational
commitment.
Key Word: Organizational Commitment, National Research Council of Thailand

..2502

[327]






(
.2557: www.nrct.go.th)

1.
2.
3.

/

216

[328]



(One-way ANOVA)
(Pearsons Product Moment Correlation Coefficient)

1. 35 34.7
62.0 26.9 36.6
31.9 27.3 4.2
5 47.2 15 13.0
2.
(One-way ANOVA)

.05
3. Pearsons
Product Moment Correlation Coefficient
( X = 3.53)
( X = 3.89) ( X = 3.69)
( X = 3.37) ( X = 3.17)
4.
( X = 3.68)
( X = 3.89)
( X = 3.72) ( X = 3.45)

(2544) :

(2542)

[329]







(2544)

36.6

(2548)
7





(2540)

[330]

1.
2.

3

1.
2.

3.

.2540. .
,.
.2549. .
, .
.2548. 7.
, .
.2542. : .
, .
.2549..
, .
.2544. .
,
Mowday,T.R. WL. Porter and R.M. Steers, 1982. Employee-Organization Likeages.The Psychology of
Commitment Absenteeism and Turnover. New York: Academic Press
Steers and Porter.1997.Organizational Commitment, Job Satisfaction, and Turnover Among Psychiatric,
Technicians. Administrative Science Quarterly.
[331]

 7
()


25 ..2558

Factors Affecting Result Based Management
of Department of National Parks Wildlife and Plant Conservation
*, . ** . ***
Sakka Siriwattanakarn, Associate Professor Dr.Saneh Juito and Associate Professor Dr.Chinnarat Somsueb

(1) (2)
(3)


3,664 361


(1) 4

4
(2) 3

(3)



*

; E-mail: sakka_36@hotmail.com

***

**

[332]

: , ,

Abstract
The study of factors affecting result based management of Department of National Parks Wildlife and
Plant Conservation which had the objectives to (1) study the result based management procedures of
Department of National Parks Wildlife and Plant Conservation; (2) study key success factors toward the
result based management procedure of Department of National Parks Wildlife and Plant Conservation; and
(3) study the relation between key success factors and result based management of Department of
National Parks Wildlife and Plant Conservation.
This study was a survey research. The population was the government officers of Department of
National Parks Wildlife and Plant Conservation for 3,664 people. The sample size was 361 people
calculated by quota sampling. The research instrument was a questionnaire. Statistics used for data analysis
were percentage, mean, standard deviation and Pearson correlation.
The research results showed that; (1) a result based management procedure of Department of
National Parks Wildlife and Plant Conservation for 4 aspects was measurement and monitoring of
performance, the specific detailed of key performance indicators, the organization's strategic planning and
the rewards that was at middle level when considering each aspect, it was found that all aspect were at
middle level. (2) an overview of key success factors toward the result based management procedure of
Department of National Parks Wildlife and Plant Conservation was at middle level when considering in
each parts were all moderately. In the order from high to low, as follows: the organizations cultural, the
executive leadership and the human resource development consecutively; and (3) the relation between
key success factors and result based management of Department of National Parks Wildlife and Plant
Conservation were as the executive leadership, the organizations cultural and the human resource
development that were related the result based management procedures of Department of National
Parks Wildlife and Plant Conservation.
Key Word: Result based management, Department of National Parks Wildlife and Plant Conservation

..2515
( ..)
..




[333]




5 ..2545

3/1 5 ..2545







(Results Based Management ; RBM)
( 2543:145)




..

(Performance Measurement)

(Benchmarking) (Best Practices)
(Service Quality)
(Performance Auditing) (Program
Evaluation)
(Devolution and Autonomy)
(Corporate and Strategic Planning)

(Performance Contracting)






[334]

 (Key Performance Indicators: KPIs)

(New Public Management)

1. 2.
3.

2,664 (Taro Yamanes,
1967: 398) 0.05 361

[335]

 4 1
/
2
30 4 1)
2) 3)
4) 3
27 3 1)
2) 3) 4

(Open-Ended Question)

(Try-out) 30
(Reliability)
(Cronbachs Alpha Coefficient) (Lee Joseph Cronbach.
1951: 297-334) .980
(Frequency) (Percentage) (Mean)
(Standard Deviation) (Pearsons Product Moment Correlation Coefficient)

1
234 64.80
127 35.20 51-60 140 38.80
41-50 26.90 31-40 80 22.20 20-30
44 12.10 / 30,001 197
54.60 15,001-20,000 69 19.10
20,001-25,000 39 10.80 25,001-30,000 34
9.40 10,001-15,000 22 6.10
205 56.80
131 36.30 25
6.90 16 223 61.80
1-5 83 23.00 6-10 38
10.50 11-15 17 4.70
359 99.40
2 00.60)

[336]

 2

(x = 3.37)
(x = 3.50)
(x = 3.46) (x = 3.43) (x = 3.10)

(x = 3.35)

(x = 3.40)
(x = 3.33) (x = 3.32)
4

3 3
0.01 2
0.77
3
0.77 1
0.76

3 1
2
3

3





[337]

 Daniel R. Denison (1990)

(2543:40)







(2547: )










(2543)



(2552:1)





(excellence)

[338]

1.


2.

3.

1.


2. (Benchmarking)

3.

. 2543. (Performance Management) 100

. 2543.
. 2552.
. 2547. "
"
. 2545.

Danial R. Densison. 1990. Corporate Culture and Organization Effectiveness. New York: Wiley.

[339]

 7
()


25 ..2558

Emotional Intelligence and Organization Support

to Predicting Work Life Balance of Employees
*, . ** . ***
Phennapha Chawrungrote, Assistant Professor Dr.Benjawan Boonyaprapun and Dr.Rachan Boonthima

1)
2)
3) 4)

330
2 1) ( X =4.47,
S.D.=0.13) ( X =4.46, S.D.=0.12)
( X =4.40, S.D.=0.17) 2)
.01 (r=.191,.216 .
195 ) 3)
.01 (r=.316) 4)
15.3
: , ,

; E-mail: phennapha1986@hotmail.com

***

**

[340]

Abstract
The objectives of this research were: 1) to study level of emotional intelligence, organizational
support and work life balance of employees; 2) to study the relationships between emotional intelligence
and work life balance of employees; 3) to study the relationships between organizational support and
work life balance of employees; and 4) to predict work life balance of employees with emotional
intelligence and organizational support. The research procedure was survey research on the quantitative
methods of research. The research sample comprised of employees 330 people, business factory to
production of hot rolled and cold rolled from 2 factory. The results were found 1) The overall levels
organizational support factory were maximum ( X =4.47, S.D.=0.13) and secondary levels emotional
intelligence ( X =4.46, S.D.=0.12) and work life balance ( X =4.40, S.D.=0.17) 2) The emotional intelligence
include self-regulation, motivation and empathy positive correlated with work life balance of employees
at a statistically significant level of.01 (r=.191,.216 and.195); and 3) The organizational support positive
correlated with work life balance of employees at a statistically significant level of.01 (r=.316); and 4) The
emotional intelligence include motivation, empathy and organizational support together could predict 15.3
percent for work life balance of employees.
Key Word: Emotional Intelligence, Organizational Support and Work Life Balance

( , 2550)




( , 2545)

( , 2550)

[341]

 (Work
life Balance)
(Greenhaus J.H., Collins K.M. and J.D. Shaw., 2003) (2552)











(Goleman D., 1995) (2543)





(Goleman D., 1995)

*
(2553)


(Marcinkus,
W.C. et al., 2007)

[342]


1.

2.
3.
4.

2 330

(Multiple regression Analysis)

[343]

(Emotional Intelligence)
1. (Personal Competencies)
- (Self Awareness)
- (Self Regulation)
- (Motivation)
2. (Social Competencies)
- (Empathy)
- (Social Skills)

(Organizational Support)

(Work Life Balance)

( ,
2543)
(Goleman D., 1995)
Goleman
2 (Personal Competence)
(Social Competence) (Goleman D., 1998 , 2549)

(Marcinkus, W.C. et al.,

2007)





( , 2550)

[344]

(
, 2543)


( , 2553)

1.
2.
3.

1.

1.1
( X = 4.46, S.D.=0.12)
( X = 4.49, S.D.=0.16) ( X = 4.43, S.D.=0.16)
( X =
4.59, S.D.= 0.35) ( X =.4.53, S.D.= 0.20)
( X =.4.44, S.D.= 0.30) ( X = 4.40, S.D.= 0.26)
( X =.4.40, S.D.= 0.20)

[345]

1.2 *
( X =.4.47, S.D.=.0.13)
( X =.4.61, S.D.= 0.34) ( X =.4.56, S.D.=
0.22) ( X =.4.45, S.D.= 0.22) ( X =.4.41, S.D.= 0.20)
( X =.4.37, S.D.= 0.50)
1.3
( X = 4.40, S.D. = 0.17)
( X =.4.50, S.D.= 0.20)
( X =.4.35, S.D.= 0.34) ( X =.4.34, S.D.= 0.28)
2.
(r
=.095) 0.90 (r2 =.009) (p =.084)
(r =.191) 3.64 (r2 =.036)
.01 (p =.001)
(r =.216) 4.66 (r2 =.047) .01 (p =.000)
(r
=.195) 3.80 (r2 =.038) .01 (p =.001)
(r =.195) 0.49 (r2 =.005)
(p =.202)
3.
(r =.316) 9.98
(r2 =.100) .01 (p =.000)
4.
3
(b=0.368, =0..279) (b=0.149, =0.176)
(b=0.078, =0.139) 3
15.3 (R2 =.153)
.01 (F = 7.249, p =.007)

[346]







.01
Bandura A. (1986)


Mowen J.C. and Minor M. (1998)
(Goal-directed Behavior)
(Drive) (Urges) (Wishes) (Desires)

(2555)


3





.01 Steers, R.M (1977)

3

15.3 .01
[347]

 (2549)

Daniel Goleman (Personal*Competence)
(2553)

1.
2

2.

1.

2.

[348]


. 2543. . :
.
. 2555.
.
. 2549. :
()
.
. 2550.
.

.
. 2550. (Happy Workplace). . 9 2 :
61-63.
. 2553.

() .
. 2545. . 22 2558 http://www.infosquare.
in.th/innovation/hrm14.doc
. 2553.
.
.
. 2550.
.
.
. 2552. Work-Life balance / Work-life
Effectiveness. 22 2558 http://www.slideshare.net/valrom/worklife27195725
. 2543. . : -
. 2549.
. .
Bandura, A. 1986. Social foundations of thought and action: A Social cognitive theory Englewood
Cliffs. New Jersey: Prentice-Hall.
Goleman, D. 1995. Emotional Intelligence: Why it can matter more than IQ. New York: Bantam Books.
Greenhaus, J.H., K.M. Collins, and J.D. Shaw. 2003. The relation between work-family balance and quality
of life. Journal of Vocational Behavior 63: 510-531.
[349]

Marcinkus, W.C. et al. 2007. The Relationship of Social Support to the Work-Family Balance and Work
Outcomes of Midlife Women. Women in Management Review, 22 (2), 86-111.
Mowen, J.C. and Minor, M. 1998. Consumer Behavior. 5th ed. New Jersey: Prentice-Hall Upper Saddle River.
Steers, R.M. 1977. Antecedents and Outcomes of Organizational Commitment. Administrative Science
Quarterly: 45-46.

[350]

 7
()


25 ..2558

A Corpus-Based Study of Content Words

in Laboratory Animal Research Articles
* . **
Virata Panjanon and Associate Professor Dr.Songsri Soranastaporn

General Service List (GSL), Academic Word List (AWL) Outside Word List (OWL)
100 2553 2557
555,526
AntConc VocabProfile
GSL (53.83%) OWL (34.67%) AWL
(11.49%)
: , , General Service List (GSL), Academic Word List (AWL), Outside Word List
(OWL),

Abstract
The purpose of the study was to conduct a documentary study on content lexical profiles of
General Service List (GSL), Academic Word List (AWL), and Outside Word List (OWL) in research articles of
a laboratory animal field. The corpus included 555,526 running words from 100 research articles of the
Institute of Laboratory Animal Research (ILAR). These articles were published during five recent years
*
**

Faculty of Liberal Arts, Mahidol University; Email: virata.panjanon@gmail.com

Faculty of Liberal Arts, Mahidol University

[351]

(2010 to 2014). These 100 articles were selected by simple random sampling. AntConc was used to
analyze words, and VocabProfile was used to categorize words into GSL, AWL, and OWL. Frequency and
percentage were used to analyze the data. The results indicated that GSL provided the highest coverage
(53.83%), followed by OWL (34.67%), and AWL (11.49%).
Key Word: Corpus, Content Word, General Service List (GSL), Academic Word List (AWL), Outside Word
List (OWL), Laboratory Animal

(Montgomery & Crystal, 2013)

(Martin-Chang & Gould, 2008)

(Belcher, Johns & Paltridge, 2011)
(Key Performance Index)


(Montgomery & Crystal, 2013; Basturkmen,
2010)

(corpus) (, 2553)
(Chung & Nation,
2004) 3 General Service List (GSL) (West, 1953)
Academic Word List (AWL) (Coxhead, 2000) Outside Word List (OWL) OWL
(Nation, 2001) 1

Words in Corpus

GSL

GSL 1

GSL 2

AWL

GSL 3

[352]

OWL

General Service List (GSL) 2,000 (Brezina

& Gablasova, 2013; Nation, 2001) West 1953
84 GSL (Coxhead & Nation, 2001;
Nation, 2001)
Academic Word List (AWL) Coxhead (2000)
570 (Nation, 2001; Paquot, 2010) Coxhead AWL
1998 2 2000 AWL 8
10 AWL (Chen & Ge, 2007)
(Matinez, Beck & Panza, 2009) (Valipouri & Nassaji, 2013) AWL
1
1 AWL

Chen Ge (2007)

Matinez, Beck, Panza (2009)

Valipouri Nassaji (2013)

AWL (%)
10.07
9.06
9.06

Brown Culligan Phillips GSL (West, 1953) AWL (Coxhead, 2000) 2013
GSL Brown, Culligan Phillips 3
1) GSL 1 1000
2) GSL 2 1001 2000
3) GSL 3 2001
GSL AWL New General Word List (NGSL) New Academic Word List
(NAWL) 5 2
2 GSL, AWL, NGSL NAWL
Corpus
Size
GSL
NGSL
GSL / AWL
General
273 million
84%
90%
Academic
283 million
87%

NGSL/ NAWL
92%

Outside Word List (OWL) GSL AWL OWL

GSL
AWL OWL (Coxhead &
Hirsh, 2007; Coxhead, 2011)
Fries (1952) 2

[353]

 (Fries,
1952; Murphy, 2010) GSL, AWL, OWL
20 2558




ScienceDirect Scorpus 1 2558
(Chen & Ge, 2007) (Martinez,
Beck, & Panza, 2009) (Valipouri, & Nassaji, 2013) (Liu & Han, 2015)

General Service List (GSL), Academic

Word List (AWL) Outside Word List (OWL)

Institute of Laboratory Animal Research Articles

journal (ILAR) ILAR Beall

ILAR ILAR
SCImago Journal & Country Rank (SJR) (Q1 Q2)
100
160 2553 2557
555,526

AntConc (3.4.3)
VocabProfile Microsoft Excel 2013

[354]

1. AntConc VocabProfile
Lawrence Anthony AntConc (3.4.3) 2014
AntConc (concordance) AntConc
AntConc
AntConc
(Diniz, 2005) Froehlich (2015) AntConc

Cobb VocabProfile 2003 GSL AWL
OWL VocabProfile Browne Culligan Phillips
(2013) Laufer Nation (1995) VocabProfile

VocabProfile AWL (Cobb & Horst,
2001)
2. Microsoft Excel 2013
Microsoft Excel 2013

ILAR
Journal

AntConc

Laboratory
Animal Corpus

GSL

VocabProfile

AWL

OWL

2
100 text file

1. AntConc

2. GSL AWL OWL VocabProfile

[355]


GSL GSL
( A) GSL 1 GSL 3
OWL ( C) GSL 1 GSL 2
AWL ( B) GSL 3 3
Content Words in Laboratory Animal

GSL (53.83%)

GSL 1
(27.83%)

GSL 2
(16.56%)

AWL (11.49%)

OWL (34.67%)

GSL 3
(9.44%)

Hwang Nation (1995) GSL AWL GSL 78 80

AWL 9 10 OWL
Hwang Nation
AWL
Hwang Nation (1995) AWL
(11.49%) AWL
(Chen & Ge, 2007) (Matinez, Beck & Panza, 2009)
(Valipouri & Nassaji, 2013)
AWL
GSL OWL
GSL OWL Hwang Nation (1995) GSL Hwang
Nation (1995)
GSL

OWL

[356]


555,526 Biber,
Conrad Reppen (1998)
Biber, Conrad Reppen
Koester (2010)
Meyer (2004)

1. source of corpus corpus
conference
2. (collocation)
(communicative function)
3. (Move analysis)

GSL, AWL OWL
GSL AWL Browne, Culligan Phillips (2013)

5

. (2553). : . :
.
Basturkmen, H. (2010). Developing courses in English for specific purposes. Basingstoke: Palgrave
Macmillan.
Belcher. D., Johns. A., & Paltridge, B. (2011). New Directions in English for Specific Purposes Research.
Michigan: The University of Michigan Press.
Biber, D., Conrad, S., & Reppen, R. (1998). Corpus Linguistics: Investigating Language Structure and Use.
Cambridge: Cambridge University Press.
Brezina, V., & Gablasova, D. (2013). Is There a Core General Vocabulary? Introducing the New General
Service List. Applied Linguistics, 36(1), 1-22.
[357]

Browne, C., Culligan, B., & Phillips, J. (2013). The New General Service List: Celebrating 60 years of
Vocabulary Learning. The Language Teacher. 34(7), 13-15.
Chen, Q., & Ge, G. (2007). A Corpus-based Lexical Study on Frequency and Distribution of Coxheads AWL
Word Families in Medical Research Articles. English for Specific Purposes, 26, 502-514.
Chung, T., & Nation: (2004). Identifying Technical Vocabulary. System, 32(2), 251-263.
Cobb, T. & Horst, M. (2001). Growing academic vocabulary with a collaborative online database. In B.
Morrison, D. Gardner, K. Koebke, & M. Spratt (Eds.), LT Perspectives on IT & Multimedia (pp. 189226). Hong Kong: Polytechnic University Press.
Coxhead, A. & Hirsh, D. (2007). A Pilot Science Word List for EAP. Revue Franaise de linguistique
applique xii (2), 65-78.
Coxhead, A., & Nation: (2001).The specialised vocabulary of English for academic purposes. In J.
Flowerdew & M. Peacock (Eds.), Research perspectives on English for academic purposes (pp. 252267). Cambridge University Press.
Coxhead, A. (2000) A New Academic Word List, TESOL Quarterly, 34(2), 213-238.
Diniz, L. (2005). Comparative review: TextStat 2.5,ANTCONC 3.0 and compleat lexical tutor 4.0.Lang.
Language Learning & Technology, 9(3), 22-27.
Fries, C. (1952). The structure of English. New York: Harcourt Brace.
Froehlich, H. (2015). Corpus Analysis with Antconc. Programming Historian. Retrieved from
http://programminghistorian.org/ lessons/corpus-analysis-with-antconc.html
Hwang, K. and Nation, I.S.P. (1995) Where would general service vocabulary stop and special purposes
vocabulary begin? System, 23, 35-41.
Koester, A. (2010). Building small specialized corpora. In A. OKeeffe, & M. McCarthy (Eds.), The Routledge
handbook of corpus linguistics (pp. 66-79). London: Routledge.
Laufer, B., & Nation: (1995). Vocabulary size & use: Lexical richness in L2 written productions. Applied
Linguistics, 16 (3), 307-322.
Liu, J., & Han, L. (2015). A corpus-based environmental academic word list building and its validity
test. English For Specific Purposes, 39, 1-11.
Meyer, C. (2004). English Corpus Linguistics: An Introduction. Cambridge: Cambridge University Press.
Martin-Chang, S.Y., & Gould, O.N. (2008). Revisiting print exposure: Exploring differential links to vocabulary,
comprehension and reading rate. Journal of Research in Reading, 31, 273-284.
Martinez, I., Beck, S. & Panza, C. (2009). Academic vocabulary in agriculture research articles: A corpusbased study. English for Specific Purposes, 183-198.
Montgomery, S. & Crystal, D. (2013). Does Science need a Global Language?: English and the Future of
Research. Chicago: University Press.
Murphy, M. (2010). Lexical meaning. Cambridge: Cambridge University Press.
Nation: (2001). Learning Vocabulary in Another Language. Cambridge: Cambridge University Press.

[358]

Paltridge, B., & Starfield, S. (2011). Research in English for Specific Purposes. In E. Hinkel (Ed.), Handbook of
research in second language teaching and learning (Vol. 2), (pp. 106-121). New York: Routledge.
Paquot, M. (2010). Academic Vocabulary in Learner Writing: From Extraction to Analysis (Corpus and
Discourse). London: Continuum.
Valipouri, L., & Nassaji, H. (2013). A corpus-based study of academic vocabulary in chemistry research
articles. English For Academic Purposes, 12(4), 248-263.
West, M. (1953). A General Service List of English Words. London: Longman, Green & Co.

Appendix A. Top 20 Most Occurrences of GSL in Level 1, 2, and 3

GSL 1
GSL 2
Rank f
Word
Rank f
Word
1
1838 studies
1
730 expression
2
1695 animal
2
728 gene
3
1649 animals
3
683 mice
4
1487 human
4
612 stress
5
1433 research
5
598 genes
6
1024 disease
6
563 cancer
7
1018 models
7
552 brain
8
1001 model
8
403 pain
9
975 cells
9
386 environmental
10
952 used
10
339 mouse
11
946 study
11
336 colleagues
12
919 humans
12
319 observed
13
884 effects
13
315 mechanisms
14
825 use
14
305 bone
15
822 development
15
302 administration
16
787 cell
16
292 complex
17
782 dogs
17
261 demonstrated
18
781 associated
18
248 sex
19
662 levels
19
247 blood
20
658 water
20
246 protein

[359]

GSL 3
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

f
1008
694
648
621
533
513
510
429
340
292
287
280
272
238
230
211
198
195
186
186

Word
species
exposure
rats
genetic
clinical
infection
found
laboratory
experimental
virus
tissue
infections
strains
therapy
depression
nerve
survival
disorders
functional
typically

Appendix B. Top 20 Most Occurrences of AWL

Rank
f
Word
1
485
behavioral
2
388
induced
3
338
tumor
4
303
maternal
5
282
monkeys
6
256
infected
7
243
chronic
8
224
offspring
9
223
molecular
10
203
immune

Rank
11
12
13
14
15
16
17
18
19
20

f
193
193
190
183
183
171
170
167
167
161

Word
peripheral
receptor
tumors
dose
transmission
cues
developmental
conservation
impact
neurons

Appendix C. Top 20 Most Occurrences of OWL

Rank
f
Word
1
675
zebrafish
2
533
methylation
3
435
epigenetic
4
372
cocaine
5
284
genome
6
254
canine
7
237
nicotine
8
219
rodents
9
216
histone
10
206
wildlife

Rank
11
12
13
14
15
16
17
18
19
20

f
198
196
195
188
186
185
185
177
177
175

Word
rhesus
neuropathy
veterinary
macaques
rodent
primates
swine
ketamine
viral
invertebrates

[360]

 7
()


25 ..2558

SMEs

Communication Management of SMEs Businessman

which affected Competitiveness in Chanthaburi
*

**

***

****

, ,
Assistant Professor Apiwan Sirinantana, Saowanee Wanprapa, Tanatporn Phapao, Pakamas yindee

SMEs

SMEs
SMEs
SMEs
276 160
400
SPSS for windows

SMEs
(X = 4.24)
(X = 4.13) SMEs

.05 .05
*

; E-mail: apiwannarak@gmail.com

***

****

**

[361]


.05
: , , SMEs

Abstract
The objectives of this research were to study management potentiality in communication of
SMEs businessman which affected copmpetitiveness in Chanthaburi classified by demographic
characteristics and study the relationships between management potentiality in communication of SMEs
businessman in Chanthaburi province including proprietors or agents who understand such business from
276 places by random the samples of 160 persons and 400 local consumers. Tools used in collecting
data were questionnaire and analyzed data with SPSS package program for windows as frequency
distribution, percentage, mean standard deviation and hypothesis testing, one-way ANOVA and Pearsons
correlation coefficient. Results found that communication management of SMEs businessmen were at the
more level (x=4.24). As for the competitiveness in Chanthaburi, in the overall, were in the more level
(x=4.13). For the hypothesis test, its found that, demographic characteristics of SMEs businessman which
classified by gender, education, income per month and receiving of basic data were not statistical
significant difference at 0.05. But for the ages, there were statistical significant difference at the level of
0.05. There were statistical significant at the middle level of 0.05 for communication management of SMEs
businessmen.
Key Word: Potentiality, Communication Management, SMEs Businessmen

[362]


(
, 2548: 51)














( , 2548)
SMEs
SMEs


SMEs
SME


SME SMEs

(
, 2552)

SMEs
SMEs
SMEs SMEs
SMEs

SMEs
[363]

 SMEs
5





SMEs

1. SMEs

2. SMEs

3. SMEs

SMEs


SMEs
SME
SWOT
SME

1. SMEs

2.

[364]

1. SMEs

2. SMEs

3.

SMEs

SMEs
SMEs

[365]

 276 160 (Krejcie &

Morgan, 1970 , 2543)
95% ( ,
2540) 385
15 400

1. SMEs
2.

T-test (One-way ANOVA)
(Pearsons Product Moment Correlation Coefficient)

1. SMEs

SMEs
4.24
3
4.73
4.60

4.36

4.13 3

4.86
4.36 4.33
2. SMEs

SMEs
.05
SMEs
.05
[366]

3. SMEs

.05

SMEs

SMEs
SMEs


(2545)


SMEs

; (2545)
SMEs





(2551)
SMEs



SMEs
.05
SMEs
SME
SMEs
SMEs SMEs
Wong, Ngo Wong (2006)
[367]

 (OCB)
(JVs)
(2545)



SMEs

.05


Drucker (1985)


(2555)

SMEs Barney (1991)

1.
2.

3.

4.

5.

[368]


1.
SMEs

2.

. 2551.
SMES. , .
. 2552. .
, .
. 2543. . : .
. 2540. . : .
. 2555.
. : .
. 2548. . : .
. 2545. : . ( 4).
: .
. 2545. . : .
Barney, J.B.1991. Firm Resources And sustained Competitive Advantage, Journal of Management (jofm).
17(1),99-120.
Drucker: F.1985. Innovation and Entrepreneurship: Practice and Principles. Harvard Business Review 76,
No.6 :149-157.
Wong, Yui-Tim, Hang-Yue, Ngo And Ch1-sum, Wong, Perceived Organizational Justice, Trust, And OCB:
A Study of Chines Workers in joint ventures and State-Owned Enterprises, Journal of world
Business, 41(4): 344-355: December 2006.

[369]

 7
()


25 ..2558

The Development toward the Learning Organization of Chulalongkorn
University Book Center
*, ** . ***
Kemmika Kemthai, Associate Professor Jatuporn Banchuen and Assistant Professor Dr.Oranun Gluntapura

162
Cramers V
.05




: , ,

Abstract
The purpose of this study was to examine the development toward the learning organization of
Chulalongkorn University Book Center and level of self development. A group of sample was taken from
*

() ; E-mail: kemmikak@yhaoo.com

***

**

[370]

162 employees of Chulalongkorn University Book Center and level of self development. The instrument
to collect data was questionnaire. Data was analyzed by using computers statistical software. Statistics
used including percentage, arithmetic means and standard deviation, T-test, One-Way ANOVA, Cramers V,
and Pearsons Product Moment Correlation Coefficient. The level of statistical significance was set at.05.
The study results indicated that the opinion of the employees in the Chulalongkorn University Book
Center and level of self development towards organizational climate was at moderate level; and the
opinion towards self development to learning organization was also at moderate level. Hypotheses
testing revealed that personal factors-position and branch affecting of self development to learning
organization at the level of statistical significance. While the level of the samples opinion towards
organizational climate was related to the level of self development to learning organization at the level
of statistical significance.
Key Word: Development, Learning Organization, Chulalongkorn University Book Center

-
18 ..2518
26 ..2520

10 8

(2550)




[371]

Senge (1991) The Fifth Discipline

40

(Learning Organization)

..2546 3 11

1.
2.

3.

10
1.) 2.) 3.) 4.) 5.)
6.) 7.) 8.) 9.)
10.)

10
273
Yamanes 162

[372]


1. (content validity)

(content validity)

2. (reliability)
(Try Out)
30 (item
analysis) (internal consistencymethod) Pearson Product
Moment Correlation Coefficient Cronbachss alpha coefficient

1. (percentage) (Fequncy)

2. (x) (standard deviation)

3. T-test 2
4. (One-Way ANOVA)
2
5. (Pearson Product Moment Correlation Coefficient)

(ratio scale) (interval scale)

.05

1. 65.4 31-40 50.6

72.2 10,001-20,000 77.8
90.7 10 72.2 62.3
18.5
2.
T-test (One-way ANOVA)

.05
3.
Pearsons Product Moment Correlation Coefficient
[373]

 ( X = 3.47)
( X = 3.80)
( X = 3.56) ( X = 3.49) ( X = 3.36)
( X = 3.31)
4.
( X = 3.64)
( X = 3.89) ( X = 3.72)
( X = 3.65) ( X = 3.55) ( X = 3.52)

(2545) :
XYZ

(2546)
: Marquardt
Reynolds

(2545)

(2547)
:

(2545)
: (..)

[374]

(2547)
: 7

(2540)
:

(2551)
:
()

1.
2.

3.
4.

[375]





1.
2.
3.
,
4.

. 2545. .
.
. 2546. :
ABC . , .
. 2538. :
. ,
.
. 2540. :
.
, .
. 2540. (LEARNING ORGANIZATION).
,
. 2553.
.
,.
. 2553. Peter M.Senge:
. ,
.
. 2551. :
(). ,
.
Senge,P. M. 1990. The fifth Discipline: The Art and Practice of The Learning Organization.
London:Century Press.

[376]

 7
()


25 ..2558

:

Community Self-organization for Natural Resources Conservation:
A Case Study of Tambon Sa-Iab Community, Song District, Phrae Province
*

**

***

, . .
Thammarong Singyoocharoen, Dr.Somkid Kaewthip, Associate Professor Dr.Wanlop Ratchatrannonda

: ,

, thamma.s@phrae.mju.ac.th

***

**

[377]

Abstract
The purpose of this qualitative research was to study the community self-organization for natural
resources conservation of Tambon Sa Iab community, Song District, Phrae Province. The findings revealed
that Sa-Iab community had continually adjusted themselves to social situations and conditions for a long
time. The adjustment to Mae Yom National park and the protest against Kaeng Sue Ten dam project were
the outstanding situations that reflect their effective self-organization operated by Sa Iab community
under democratic condition. The flexible community self-organization strategy, both internal and external
affairs, simultaneously emphasized the movement for environmental protection and the protest of Kaeng
Sua Ten dam construction project. Sa Iab community self-organization was flexible and chaordic. It
blended various complex, adaptive, strategic systems and mechanisms to empower their community
movement. Sa Iab community also integrated modern knowledge, cultural community, networks and
social media for their defensive and offensive operations. This was an interesting model of civil
disobedience movement in these days.
Key Word: Self Organizing, Chaordic

200
1000

( : 2555)






( , 2543: 147-148)


[378]



( , 2543: 158-189)



(chaordic)

10

(snowball technique)(key informants)

12 ()
- (NGO)

(depth interview)

[379]

 (Key informants)


(data triangulation) 12

(2554)





(2550: 301)
(Clifford Geertz)
( , 2551: 73)



(2554)




1)
2)

3) - -


[380]

 (2553: 52-55)

(2554: 293-294)



(2557: 53-121)

()
(2552: 50)



(2553: 94-96) (2557: 83-86)




(2552: 235-237) (2544: 52,66)





( 2557; Pye, 2005: 268)

[381]

 2539

(Kristsada, 2005: 179) (-Thai Baan Research)


(2548: 63)
(2555: 214-215)
(Situated
knowledge) Habitus
(2558: 117)




( 2553)

(2548: 33-34)



(2554: 19)




(2555: 256)


(2551: 127)

(2551: 146) Lavers
(1972)

[382]

- -

. 2553. . : .
. 2557. : 23 .
.
. 2555.
(Proceeding)
3 8-9 2554. :
.
. 2543.
. . : .
. 2551. /. : .
. 2555. : . :
.
. 2548. : .
. 2548. . :
. 2557. . : .
. 2552. : . : ().
.2555. -
.
( ) www.reform.or.th/wp-content/uploads/.../ ReformJournal 9_ 2555.pdf.(18
2555)
. 2553. . : .
. 2544. . : .
. 2554. . : ().
[383]

 . 2551. . : .
. 2558.
: .
13 2558
.
. 2552. : . : .
. 2554. :
. . : .
. 2548. :
(). . : .
. 2551. . : : .
. 2553. .

. 2 2553
. 2555. : . :
.
Kristsada Boonchai. 2005. Local Peoples Movement After the Logging Ban in Veerawat Dheeraprasart
Eds. 2005. After the Logging Ban: Politics of Forest Management in Thailand. Bangkok:
Foundation for Ecological Recovery.
Lavers, Annette. 1972. Roland Barthes: Mythologies. New York: Hill and Wang Co.,Ltd.
Pye, Oliver. 2005. Khor Jor Kor: Forest Politics in Thailand. Bangkok: White lotus Co.,Ltd.

[384]

 7
()


25 ..2558

Market Segmentation by Tourist Motivation among European Tourists Visiting

Phuket Province
* . **
Sorrapong Charoenkittayawut and Dr.Teerasak Jindabot

1
90 ..2558
550 527
95.82
10 (1) (2)
(3)
(4) (5)
(6) (7) (8)
(9) (10)
8 (1)
(2) (3)
(4) (5)
(6) (7)
(8)
*
**

; E-mail: sorrapong_c@hotmail.com

[385]

 K-Means 3


: , , ,

Abstract
The objectives of this research were to investigate components of tourist motivation and to
segment European tourists visiting Phuket according to motivation. Data was collected from European
tourists that stayed in Phuket for at least one night, but not in excess of 90 days. Out of 550
questionnaires distributed during July and August 2015, a total of 527 were usable for data analysis,
accounting for 95.82%. The exploratory factor analysis on push motives identified ten main components:
(i) excitement, adventure and entertainment, (ii) interpersonal interaction and self-fulfillment, (iii) spiritual
enhancement and family togetherness, (iv) learning and teasing the different worlds, (v) escaping from
cold weather and enhancing overseas experiences, (vi) escaping from the routine life, (vii) recovering body
and mind, (viii) experiencing and sharing travel experiences, (ix) needs of safety and security, and family
kinship and (x) relaxation. For pull motives, the findings revealed that there were eight main components:
(i) clean and safe destination, and hospitality, (ii) tourism activities and promotion, (iii) privacy and
uniqueness of destination, (iv) variety of tourism activities, (v) conducive natural environment and tourism
competitiveness environment, (vi) variety and distinction of destination, (vii) nightlife and entertainment,
and (viii) beach and food. According to K-Means clustering, the tourist market segmentation analysis using
multi-motives criterion revealed that typology of European tourists can be classified into three segments,
namely, (i) escape and novelty seeking tourists (ii) multi-purpose tourists and (iii) social-interactive tourists.
Key Word: Market Segmentation, Tourism Motivation, European Tourists, Phuket Province

3,984,614 ..2551 6,156,132 ..2557 (, 2557)

2

[386]

(Kotler and Keller, 2009; Buhalis, 2000)


(Doyle and Stern, 2006)

1.

2.

[387]

..2558

5


Likert Scale 5
(Content Validity) / 3
25

0.976 0.957 0.944
0.951

(Accidental Sampling)
..2558

550
527 95.82

1. (Exploratory Factor Analysis)

2. (cluster analysis) K-Means

1.
1.1
Eigen 1.0
10 10
[388]

60.13






1.2
Eigen 1.0 8
8
62.09





2.

K-Means 2 5

Kotler, Bowen and Markens (2010) 3

2.1
(Escape and Novelty Seeking Tourists)
16.5



3 6.02

2.24 1.97

2.2 (Multi-Purpose Tourists)

(Want-It-All Tourists)
59.6

[389]







3 6.32
2.11 1.61

2.3 (Social-Interactive Tourists)

23.9

/


3 5.61
1.76 1.26

3
(Escape
and Novelty Seeking Tourists) Andreu et al. (2006) Frochot (2005)
Lee, Lee and Wicks (2004)

Crompton (1979)
(State of
Disequilibrium)

Iso-Ahola (1983)

(Multi-Purpose Tourists)
Rid, Ezeuduji and Haider (2014) Park and Yoon (2009) Andreu et al. (2005)
[390]

Lee, Lee and Wicks (2004)

(Social-Interactive Tourists)
Pesonen (2012) Lee, Lee and Wicks (2004)
Iso-Ahola (1983)

(Social Motivation)
(Hall, 2003)

1.

2.

3.



(
)

1.

[391]

2.
..2558

. (2557). 2558. 1 2558,

www.tourism.go.th/home/details/11/222/24839
Andreu, L., Kozak, M., Avci, N. and Cifter, N. (2005). Market Segmentation by Motivations to Travel: British
Tourists Visiting Turkey. Journal of Travel & Tourism Marketing. 19(1), 1-14.
Buhalis, D. (2000). Marketing the Competitive Destination of the Future. Tourism Management. 21(1),
97-116.
Crompton, J. L. (1979). Motivation of Pleasure Vacation. Annals of Tourism Research. 6, 408-424.
Doyle: and Stern: (2006). Marketing Management and Strategy. Essex: Pearson Education.
Frochot, I. 2005. A Benefit Segmentation of Tourists in Rural Areas: A Scottish Perspective. Tourism
Management. 26, 335-346.
Hall, C.M. (2003). Introduction to Tourism: Dimensions, and Issues. New South Wales: Pearson
Education Australia.
Iso-Ahola, S. E. (1983). Toward a Social Psychology of Recreational Travel. Leisure Studies. 2, 45-56.
Kotler:, Bowen, J. T. and Makens, J. C. (2010). Marketing for Hospitality and Tourism. New Jersey:
Pearson Prentice-Hall.
Kotler: and Keller, K. L. (2009). Marketing Management. London: Pearson Education.
Lee, C. K., Lee, Y. K. and Wicks, B. E. (2004). Segmentation of Festival Motivation by Nationality and
Satisfaction. Tourism Management. 25(1), 61-70.
Park, D.-B. and Yoon, Y.-S. (2009). Segmentation by Motivation in Rural Tourism: A Korean Case Study.
Tourism Management. 30, 99-108.
Pesonen, J. A. (2012). Segmentation of Rural Tourists: Combining Push and Pull Motivations. Tourism and
Hospitality Management. 18(1), 69-82.
Rid, W., Ezeuduji, I. O. and Haider, U. P. (2014). Segmentation by Motivation for Rural Tourism Activities in
The Gambia. Tourism Management. 40, 102-116.

[392]

 7
()


25 ..2558

The Development of Small- Size Schools Administration Model by

Balanced Scorecard
*

**

Aporn Onkong , Assistant Professor Weerayut Chatakan and Dr.Jian Thongnun

***

Abstract
The purposes of this research were: (1) to study on context and problems concerning the smallsized schools administration (2) to factor analysis perspective of Balanced Scorecard. (3) to design the
development of small-sized schools administration model by Balanced Scorecard and (4) to evaluate the
development of small-sized schools administration model by Balanced Scorecard. Four phases of
research were data collection by (1) study on the context and problems focusing on Multi Methodology
from the field of research which includes: the In-Depth Interview was used to observe the sample group 2
schools and the questionnaires related to the context and problems was conducted on the sample group
consisted of 60 personnel (2) The factor analysis on the perspective, using 279 personnel (3) The creation
of the small-sized schools administration model by Balanced Scorecard was drafted from the foundation
of it. And (4) was the evaluation model benefits, practicability and possibilities model by validation and
confirmation of the design by connoisseurship with the 12 experts, were employed in data analysis while
mean and standard deviation, factors analysis and content analysis. It is revealed that:1. The overall problems founded in the management structure of the small-sized schools under
the Nakhon Si Thammarat Primary Education Office Area 2 were considered high in severity
( X =3.80,S.D.=0.26). The worst one was the internal perspective with the average score of 3.95, student
perspectives being a runner-up with the average score of 3.80, the learning and development
perspectives average score of 3.78 and the last one being the budget and resources perspective with 3.68
points in average score.

Ph.D. in Educational Administration Program, Nakhon Si Thammarat Rajabhat University; E-mail: aporn123@gmail.com
Faculty of Education, Nakhon Si Thammarat Rajabhat University
***
Nakhon Si Thammarat Primary Education Office, Area 1
**

[393]

2. The factor analysis on the development of small-sized schools administration model by

Balanced Scorecard consisted of 4 perspectives and 13 factors: 2.1) Learning and Development
perspective comprised of 3 factors, 2.2) Internal perspective comprised of 4 factors, 2.3) Budget and
Resources comprised of 1 factor and 2.4) Student Perspective with 5 factors.
3. The development of small-sized schools administration model by Balanced Scorecard (BSC):
APORN Model comprised of (1) Theory and Principles, (2) Perspectives and factors and (3) Implementation
of the Balanced Scorecard which could be explained in 5 steps: 1) Analyze and Design Organization, 2)
Planning, 3) Organizing Implementation, 4) Reflection and Evaluation, 5) New Look Report and Continuous
Improvement
4. The development of small-sized schools administration model by Balanced Scorecard (BSC):
APORN Model. According by connoisseurship 12 experts, Model had the relations that could be
interconnected with propriety, high on benefits and possibility.
Key Word: Balanced Scorecard, Small-Sized Schools Administration

Introduction
The school administration is essential in the society for its responsibility on the development of
peoples intelligence quotient and other skills so the citizens of the nation are able to help bring in the
prosperity to the nation using their acquired knowledge from the institutes they have graduated from.
Within the rules and responsibilities they have to uphold, the efficient approaches are necessary for the
institutes in order to facilitate the learners of different backgrounds and preferences. Not only the
institutes have to be concerned of students different natures, they also have to be aware of the changes
in current events and global events that prove to change themselves constantly. The business
administration-related strategies are widely applied to the school administration system nowadays
because of said reasons, with an expectation to ascend the standards of Thai education into the
international scales.
In 1990, Kaplan and Norton (1996:15) had written the article by the name of The Balanced
Scorecard Measures That Drives Performance and had it published in Harvard Business Review journal in
1992. The 4 aspects of measurement were presented in that article but this article did not put only the
financial aspects into consideration. The said 4 aspects comprised of Financial Perspective, Internal
Perspective, Learning and Growth Perspective and Customer Perspective. This Balanced Scorecard proves
to be flexible with little to no concern regarding to the adherence to the original theory when being
implemented into the administrative infrastructures of the civil departments. For examples: changing the
customer perspective to the student perspective and financial perspective to the budget and resources
perspective. (Pasu Decharin. 2005:108)

[394]

According to the boards of directors perspective regarding the implementation of Balanced

Scorecard: BSC), they have pointed out that the BSC is playing the key role as a primary administrative
device that helps their organizations to become successful. The Balanced Scorecard was regarded as one
of the most popular devices recommended for the personnel holding the administrative positions in the
organizations throughout the United States of America. In Thailand, the concepts and devices applied in
the administration system are as follow. From the most popular one to the least popular one: (1) Good
Governance, with the percentage of popularity of 66.3% and (2) Balanced Scorecard at 42.6%. It is worth
noting that BSC is held in high regards amongst the administrative bodies of the organization with 42.6%
of being applied into the administration system and there is likelihood that its popularity will increase
once the administrative personnel in organizations conduct an in-depth extensive study on the ideas
found in BSC and realize that their enterprises revenue is increased after the BSC has been applied into
the administrative structure. (Komkrit Pavasutthinon. 2547: 61) It is necessary for the administrators to be
able to understand their enterprise as detailed as a systematic degree. The goal of defining the success in
a balanced way is to send in a warning to the managers and have them to be aware of the importance
between various elements related to the organization. KPIs are needed to be developed and redefined
with indicators appropriate for measuring the progress in the management system. The following
statements are the definition of the term balanced: (1) All KPIs indicators have to cover all aspects
related to the management system. (2) Prioritizing at just one element in particular is not recommended.
Instead, balancing all elements related to management system is more preferable. (3) It is possible to give
one aspect of KPIs more significance than the other if it is necessary for the survival or advancement of
the organization.
For the public schools, the Balanced Scorecard (BSC) is applied to the management system as an
instrument to assist the administrative personnel on setting the strategies they have planned in motion
and making it able to be assessed. Beginning with the revision on the strategy, which is the preparation
step prior to the development of the BSC for the school administration, and then conducting the
brainstorming process with the stakeholders. These following steps are the guide to design the BSC for
the school management: (1) the fabrication of the purposes regarding the strategies, (2) The drafting of
strategic plans, (3) the creation and review on KPI, (4) The analysis on each department in order to
determine which department should be responsible to lead the KPI and finally fulfill the specific goal and
which ones should serve as the supporting role for the main department. (5) The making of the template
on the indicators and (6) the creation of the Strategic Initiative. (Veeradetch Chuanam. 2547: 47-48)
According to the Office of The Basic Education Commission, there are currently 32,879 schools
which provide the basic education courses, whereas the small-sized schools with less than 120 students
being 10,877 schools dotting throughout Thailand. There are lots of problems related to the management
in small-sized schools, however. This problematic factor lowers the potential of the administrative
infrastructures of the small-sized schools, thus affecting the chance of students to receive a quality
education they deserve, making their O-NET falls into the state of downtrend. (Office of The Basic
[395]

Education Commission. 2006) And according to the National Education Standards and Quality Assessment,
the extra-large schools had received the highest scores with the percentage of 16.29 comparing to small
(4.01%) and medium (3.38%) schools in the assessment to determine the qualities and standards of each
size of school. Despite the fact that the small-sized schools had received 4.01% which can be counted as
193 out of 4,816 schools that passed the quality and standard assessments, it is also the group with the
largest number of schools that failed to meet the expectation in which can be counted as 32.12 in
percentage and 1,547 schools in actual number.
The result of an analysis on the management of small-sized schools shows the lack of quality
behind the management protocol itself along with the rumor concerning the policy to annex the smallsized schools with the bigger ones. However, it was still unable to do so because the policy regarding this
decision remained unclear and most communities with those schools firmly disagree with this decision
because of the obvious reason related to the school being the academic learning centers in their
respective communities, the cooperation between houses (communitys residents), temples and the
school to help working on the better quality for the whole community. That is not all, the empirical data
regarding the result of the quality assessment from the outsource as of 2011-2015 shows that small-sized
schools had passed the assessment with the percentage of 4.01 or 193 out of all 4,816 schools that had
been assessed, in which it further shows that small-sized schools possess a degree of potential to
develop into the better version of themselves if the appropriate motivation measure has been carried
out.
The Nakhon Si Thammarat Primary Education Office, Area 2 had prepared a campaign to
implement the kindergarten classes and there are 8 districts which are responsible to the development of
the better quality for education. These 8 districts are Thungsong, Thungyai, Bang Khan, Nabon, Chang
Khlang, Chawang, Pipoon and Tham Pannara. All these districts have 207 schools in total (excluding the
private ones) with the Network Centers serve as the base of operation for the development mentioned
above. There are 12 network centers in total which comprised of 93 schools which are classified as
small-sized schools (the school with the population of students less than 120). According to the O-NET
evaluation on grade 6 students as of academic year 2011, the result taken from the evaluation had been
read like this: 44 out of 207 schools had passed the 50% criteria of the average scores of 8 learning areas
while the other 163 schools did not pass the same 50% criteria. When putting the size groups of the
schools into a consideration, there are as many as 58 small-sized schools that did not pass the 50%
criteria of this O-NET test. (The Summary on the Ordinary National Education Test, Educational supervisors
of the Nakhon Si Thammarat Primary Education Office, Area 2, as of 2011) Moreover, when gathering data
related to small-sized schools which received the O-NET scores less than 50% criteria to undergo an
analysis, the researchers had founded that the students acquired low and possess a number of negative
traits. Not only the students, the teachers also lack the appropriate teaching techniques and learning
activities that suitable for implementing them into classes. Even more so, the administrative personnel

[396]

lack the skills related to management in a systematic degree. It is simple to state that the main goal and
indicators are not tangible enough to expect any sign of success in educational management.
As the teacher with a responsibility in the educational administrative for the small-sized schools,
the researcher have an opinion that all small-sized schools will be able to undertake their role related to
providing the sufficient and standardized education to students in communities smoothly should they
have developed and implemented the effective administration protocols in schools administration
system by implementing the Balanced Scorecard into the administration system of the small-sized
schools. The keyword to the success in the small-sized school administration is balanced, hence the
name of this administration technique. However, the personnel with authorities in and administrative role
have to keep in mind that they should design their version of Balanced Scorecard that reflects their goal
for their schools to achieve. That is not all, the problems founded in schools have to be listed and
provided appropriate treatments as soon as possible. Balancing all factors is the key to success
according to the Balanced Scorecard anyway and the researcher believe that it should be able to
reinforce the effectiveness related to the administrative system in small-sized schools to the point that
the quality of educational administrative in school is improved to reach the standard as well. The specific
purposes of the research are given below:
Purposes of the Study
1. To study the context and problems concerning the administration in the small-sized schools
by Balanced Scorecard (BSC).
2. To analyze factor related to the administration of the small-sized schools by Balanced
Scorecard
3. To design the development of small-sized schools administration model by Balanced
Scorecard(BSC)
4. To evaluate the development of small-sized schools administration model by Balanced
Scorecard (BSC)

Research Methods
Fields of Research
The researcher had conducted the study on the small schools sized associated to the Nakhon Si
Thammarat Primary Education Office, Area 2.
Research Procedures
Phases 1: Study the context and problems related to the administration of the small-sized
schools using the Balanced Scorecard and Multi Methodology from the field of research that is the smallsized schools under the fold of Nakhon Si Thammarat Primary Education Office, by studying the related
[397]

documents, Depth Interview, conducting the observation on the schools that passed the criteria of
assessment, one of which had passed while other had not, and carried on the questionnaire concerning
the current circumstances (at that time of research). The researcher had specifically chosen 12 schools
from each network center, thus having 60 participants. The instruments used to gather data were the
note on synthesizing documents, the random interview, observation notes, questionnaires related to
the opinions on context and problem concerning the administration of the small-sized schools, the
content analysis and the result of analysis gathered from the questionnaires by finding the average values
and the standard deviation.
Phases 2: Conduct the analysis on the factor related to the administration of the small-sized
schools by Balanced Scorecard and Exploratory Factor Analysis. For this analysis, there was a sample
group comprised of 279 personnel of the 93 small-sized schools and 3 personnel were from the same
school, thus representing their schools in this step of the analysis. The instruments necessary for the
gathering of the data were the questionnaire for the directive personnel of schools regarding their
opinions on the administrative pattern using the Balanced Scorecard as the main factor to leverage the
management system, which was the close-end questionnaire. Apart from this questionnaire were the 5
scales of measurement, Exploratory Factor Analysis, Principle Competent Analysis and the Orthogonal
Rotation along with the utilization of the Varimax Rotation while using the SPSS version 19.00 to assess
the result of this analysis.
Phases 3: The creation of the development of small-sized schools administration model by
Balanced Scorecard (BSC) could be done by bringing in the results of the analyses from the step 1 and 2,
and then implemented those analyses to design the blueprint.
Phases 4: Evaluate the development of small-sized schools administration model by Balanced
Scorecard (BSC) along with the Connoisseurship approach. There would be 12 experts, along with the
documents related to this seminar as the main instrument for the data collection. After that, the results
from the connoisseurship would be summarized and they would be validated by the experts for their
possibility, validity and how they will be profitable, the summary would then be further analysed using
the Content Analysis technique.

Results
1. The result of the study on the context and issues related to small-sized schools belonging to
the Nakhon Si Thammarat Primary Education Office, Area 2 can be broken down into two parts as follow:1.1The results gathered from the deep observation within the field of research had been
done by conducting the synthesis process which comprised of studying from the documents provided by
the schools, interviews with the personnel working in schools and the live observation. The researcher
had founded that both schools, whether they were approved by the Office for National Education
Standards and Quality Assessment (Public Organization) or not, had suffered the same nature of problem,
[398]

namely the lack of the effective systematic scale management and definitive plan to bring out
practicality. All of these problems stemmed from the following reasons: (1) the problems concerning the
learning and development perspectives found that students due to the incapability of teachers to carry
out their classroom activities, both in number and the capabilities of teachers themselves. This is a
serious problem because the classes that match the specialties of teachers are more preferable than
teaching in the classes they are not familiar with. Furthermore, the employment of would-be-teachers
whose specialty is not related to the field of education holds a great deal of potential to worsen this
problem and lead to the overall morale breakdown in teaching personnel, constant relocation and
deterioration concerning the motivation of the teaching personnel themselves. This issue also holds true
to the administrative personnel whose goal was to fulfill their working hours in order to move in to the
larger schools. (2) The internal perspectives found that were due to the fact that they lacked the
definitive approaches in their plans, the same held true to the lack of proper supervisions in the
systematic level, motivations and encouragements that even small-sized schools need were considered
lacked as well. (3) Resources and budget perspectives found that are limited and borderline scarce. This
urged the personnel responsible to these tasks had to carry out a fundraising in order to earn enough
resources and money. Not only that, small-sized schools had suffered the lack of proper teaching media
to conduct and maintain classroom activities, even the DLTV had suffered an issue concerning signal
transmissions and learning from DLTV as the main learning source made student bored. (4) Student
perspectives found that below average level of the classroom management in small-sized schools
made guardians and parents of children concerned and questioned how the classes in schools were
managed. What is more, students studying in these small-sized schools also lack the proper preparation
both from their families and nourishments, this statement holds true to their learning potentials as well.
1.2 Once classified the results of the opinions regarding the issues concerning the overall
performance in small-sized schools of the Nakhon Si Thammarat Education Office, Area 2, the researcher
had founded that overall performance issues were considered high ( X =3.80,S.D.=0.26). Once each
perspective had been examined, the researcher founded that internal perspective held the highest
average score of 3.95, with the perspective the students as a runner-up (3.80). The second runner-up
being the perspective the learning and development with the average score of 3.78, while the budget and
resources held the last place with the average score of 3.68.
2. The results of an analysis on the factors regarding the small-sized schools administration by
Balanced Scorecard can be broken down into 4 perspective and 13 factors as follow. (1) Learning and
Developing Perspective which comprised of 3 factors: leadership of the administrator, the Learning
Organizational and the development of personnel. (2) Internal perspective which comprised of 4 factors:
planning, Strategy formulation, Implementation strategy into action and evaluating the strategy. (3) The
budget and resources perspective which was consisted of 1 factor: the resources and budget
management. (4) The student perspective comprised of 5 factors: desired characteristics, academic
achievement, thinking skills, communication efficiency and healthy life.
[399]

3. The development of small-sized schools administration model by Balanced Scorecard(BSC)

comprised of (1) Theory and Principles, (2) Perspectives and factors and (3) Implementation of the
Balanced Scorecard which could be explained in 5 steps: 1) Analyze and Design Organization, 2) Planning,
3) Organizing Implementation, 4) Reflection and Evaluation, 5) New Look Report and Continuous
Improvement
4. The result of the evaluation on the development of small-sized schools administration model
by Balanced Scorecard (BSC): APORN Model. According by connoisseurship 12 experts, Model had the
relations that could be interconnected with propriety, high on benefits and possibility. This APORN Model
comprised of the following aspects as described below:4.1 The first part was about the principles and theories related to the small-sized
schools administration model by Balanced Scorecard (BSC). The model consists of three parts. (1)
Principles which served as the instrument for the school management leading to the Strategic
Implementation using the measurement and finally achieving the harmony in the corporate management.
(2) Theories which comprised of purposes, indicators, objectives, strategic plans or projects. (3) The
purposes which allowed the administrative personnel to conduct the strategic implementation by clearly
identifying the strategic goals and the objectives that lead to the defined goals.
4.2 The second part being the factors related, which was comprised of the perspectives
Learning and Development perspective comprised of 3 factors, internal perspectives comprised of 4
factors, Budget and Resources Management comprised of 1 factors and Student Perspective with 5
factors.
4.3 The third part Organize implementation explained in 5 steps as seen below:1) Analyze and Design Organization: (A)
1.1)
Determine direction was consisted of (1) SWOT Analysis, (2)
determining of the vision, mission, goals, strategies, desired characteristics and identity related to the
direction of the schools.
1.2) The analysis perspectives which was comprised of the Learning
and Development perspectives, Internal perspectives, Budget and Resources perspectives and Student
perspective.
2) Planning: (P) which consisted of (1) the preparation of the strategic map, (2)
preparing the scorecard design by conducting analysis on each facet of the strategic objective, which
consisted of KPI, baseline data, objectives and activities/projects. All in all, the preparation was done for
the presentation on the details leading to the publication of the project/activity that possessed high
practicality, resulting in the success in accordance to the corporate vision. (3) Prepare the action plan
after the designation of strategic objectives, objective indicators, projects/activities, and then bring in the
result of the development of Scorecard Design to create the annual action plan. From this point onward,
bring in the vision, mission, strategy and Scorecard Design and conduct the analysis on them in order to
design the plan that best suit the designated strategies.
[400]

3) Organize Implementation:(O) the step comprised of (1) forging the

understanding, (2) preparing the management structure, arrangement of personnel to fit with their
responsibilities in 4 task groups, (3) The project plan being carried out by the owner/main host and (4)
project implementation.
4) Reflect and Evaluation: (R) comprised of (1) making the template of the
indicators (KPI) based on the data from the previous year and make it the objective, all in all for the
further assessment; (2) designate the rate schedule and (3) carry out the process of monitoring and
evaluation.
5) New look Report and the continuous improvement:(N) this step comprised of
(1) revising the new look report by cockpit management and (2) Improving continuously.
The results could be illustrated into this APORN Model as shown on the next page:-

[401]

Discussion
According to the research on the context and problems concerning the small-sized schools in the
Nakhon Si Thammarat Primary Education Office, Area 2, the researcher had founded that all perspectives
proved to be problematic in high degrees ( X =3.80,S.D.=0.26). When conducting a further analysis, it is safe to
state that this result can be related to the Balanced Scorecard method by Veradetch Chuanam (2004: 28-29)
which can be separated into four perspectives: (1) student perspective, (2) Internal perspective, (3) Learning and
growth perspective and (4) budget and resource perspective.
The result of the analysis factors related to the small-sized schools management using the
Balanced Scorecard consisted of 4 perspectives and 13 factors: (1) 3 factors in the learning and
development perspective, (2) Internal perspective had 4 factors, (3) 1 factor in Budget and Resource
Perspective and (4) 5 factors in students perspective. That is not all, the result could be related to the
theory of Veravuth Makasiranon (2003: 110-111) which presented the perspectives related to the
development of his version of Balanced Scorecard consisting of 5 perspectives: Financial, Students,
Instructors and personnel, development and educational management. Also, the Office of Primary
Education Commission (2006: 5-10) had determined the action plan in accordance to the Balanced
Scorecard with 4 perspectives which also related to the result of the research of Panissara Pangbuddha
(2010). These 4 perspective consisted of 18 factors and 70 indicators can also related to the result of
study by Weena Aongsangkun (2006) on the development of the balanced scorecard for Catholic Schools,
Bangkok Archdiocese. There were 40 indicators and 9 sets of assessment forms found in the research.
The development of small-sized schools administration model by Balanced Scorecard(BSC)
comprised of (1) Theory and Principles, (2) Perspectives and factors and (3) Implementation of the
Balanced Scorecard which could be explained in 5 steps: 1) Analyze and Design Organization, 2) Planning,
3) Organizing Implementation, 4) Reflection and Evaluation, 5) New Look Report and Continuous
Improvement which were related to the research summary of Khanchai Aonme (2009)
The development of small-sized schools administration model by Balanced Scorecard(BSC):
APORN Model. According to the summary, the relations were reasonably interconnected and held high
regards in propriety, possibility and benefit to students and personnel as a whole. This APORN Model
comprised of (1) Theory and Principles, (2) Perspectives and factors and (3) Implementation of the
Balanced Scorecard which could be explained in 5 steps: 1) Analyze and Design Organization, 2) Planning,
3) Organizing Implementation, 4) Reflection and Evaluation, 5) New Look Report and Continuous
Improvement which can be related to the theory of Weena Aongsangkun (2006) whose research was
about the Balanced Scorecard implementation for the Catholic School of the Bangkok Archdiocese and
her results were considered high by the experts in terms of possibility and propriety. The same held true
to the research summary of Panissara Pangbuddha (2010) that the benefits were considered high, the
same went to the possibility as well, thus making them the effective choice to be implemented in the
actual schools.
[402]

Suggestions
The Suggestions for the research
1. The affiliated organization, especially the high-ranking ones should focus on the Balanced
Scorecard and help their personnel reach the understanding related to the Balanced Scorecard to the
point of being able to implement it into the strategic management and other actual uses.
2. The affiliated organization should develop the quality assurance system related to the
Balanced Scorecard and set it as the base for any further development plans.
Suggestions for the next research
1. One should implement the small-sized schools administration using Balanced Scorecard:
APORN Model in the actual school with the use of action research.
2. One should implement the elements taken from the small-sized schools administration by
Balanced Scorecard: APORN Model and conduct the research in order to develop it into the indicators for
the inter quality assurance system.

References
Aonme, Somchai. The Participative Action Research on the School Management Using the Balanced
Scorecard: The Case Study on Payuhakhiri Nursery School, Nakhon Sawan. The Ph.D.
Thesis, Educational Management Major, Burapha University. 2009.
Pawasutthinon, Komkrit. Balanced Scorecard: Theoretical Methods and How to Implement It.
Apheit Journal (Book). 11(1), 58-65. 2004.
Pangbuddha, Panissara. The Balanced Scorecard Model of the Ideal School in Accordance to the
Self-Sufficient Economy Philosophy. The Ph.D. Thesis, Educationl Management Major,
Mahasarakham University. 2010.
Decharin, Pasu. Balanced Scorecard: Make It Practical. (5th edition). Bangkok: Chulalongkorn University
Publication Center. 2005.
Chuanam, Veradetch. Nudging the Balanced Scorecard. Bangkok: Fuang Fah Printing Company Limited.
Makasiranon, Veravuth. How to Use the Balanced Scorecard System. Bangkok: Expernet Company
Limited. 2003
Ongsangkun, Weena. The Development of the Balanced Scorecard for Assessing the Organization for
The Catholic School, Bangkok Archdiocese. The Ph.D thesis, Educational Management Major
Chulalongkorn University. 2006.
The Office of the Primary Education Commision. The Guidelines for Directing the Enlightenment
Schools
(3th edition). Bangkok: Usa Publication. 2006.
[403]

Nakhon Si Thammarat Primary Education Office, Area 2. On the Workforce of the Nakhon Si Thammarat
Primary Education Office, Area 2. Nakhon Si Thammarat. copied document. 2012.
____________. The Summary on the O-NET Assessment as of Academic Year 2011. The Office of
Educational Supervisors. Nakhon Si Thammarat: Nakhon Si Thammarat Primary Education Office,
Area 2. copied Document. 2011.

[404]

 7
()


25 ..2558

Servant Leadership Traits Indicators of Nursing Administrators

of Academic Institute
*, . *** . ****
Tanaporn Wanakul, Dr.Sakda Sathapornvachana and Assistant Professor Dr.Noraluk Ua-kit

1)
2) 1)
2) 15
1) 2)
2
1 2

1) 3 10
3
4
3
2)
3 10
28 40
26 94
: , ,
*

; E-mail: tanaporn@eau.ac.th

****

***

[405]

Abstract
The objective of the research were to study 1) study major and minor aspects related to servant
leadership of nursing administrators of academic institute and 2) develop the servant leadership traits
indicators of nursing administrators of academic institute. The research procedure was survey research on
the quantitative methods of research. This research consisted of two phases. Phase 1, studied the major
and minor aspects using reviewed literature. Phase 2, development of indicators by apply Delphi
technique among 15 experts, the data were collected by questionnaire.
The results of this research were as following:
1. The results showed there were three major and ten minor aspects in the servant leadership of
nursing administrators of academic institute. Three major aspects were 1) caring with heart, consisted of
service, stewardship and healing 2) relationship, consisted of trust, listening, community building and
humility 3) focus for human development, consisted of vision, empowerment and commitment to the
growth of people.
2. The results of Delphi technique showed that three major and ten minor aspects in the servant
leadership of nursing administrators of academic institute and showed 94 indicators of nursing
administrators of academic institute consisted of caring with heart 28, relationship 40, and focus for
human development 26.
Key Word: Indicator, Nurse, Servant Leadership

( ,2556: 71-82)


21


(2553:64)



Bessie L. M. and Carol J.H. (2012:51-52)
2 21
[406]

1.
2.

1.
2.

1.
2. 15 (Purposive
Sampling) 3

1.

[407]

2.
(content validity) 5 (IOC) 0.6-1.0

1. 1

2. 2 2 1)
2)
5 (Median)
(Interquartile Range) 1.50

1. 1

1.1
3 10 3
4
3
1
1.2 1

1
2. 2

2
(interquatile range: IQR) 1.5 91
1.5 3 3
1.5 94 2

[408]

 (service)
(stewardship)

(caring with the

(healing)

heart)

(trust)
(listen)

(servant
leadership)

(building

community)

relationship

(humility)
(vision)

task

(empowerment)

achievement)

(commitment to the growth of

people)

1
1

[409]

 1 ()

2
2 3

2
3
IQR < 1.5
IQR > 1.5
IQR < 1.5
IQR > 1.5
1

9
1
10
0
2

11
1
12
0
3

6
0
6
0
4

10
0
10
0
5

7
0
7
0
6

13
0
13
0
7

10
0
10
0
8

8
1
9
0
9

8
0
8
0
10

9
0
9
0

91
3
94
0

1. 3
10 3
4

3

[410]

 6
3
2.

Lora L. Reed, Deborale Vidaver
Cohen and Scott R. Colwell (2011:415) 5

Virginai Sue Boyum (2012:)
, , , HowatsonJones,2004 ( Gopee and Galloway, 2009:57)
Patterson,2003 ( Geurin,2008:24), Bass,2000 (
Stone and Patterson,2005:12) (2551:325)

(2550:6)
Diane L. Huber (2006:75)

1.

2.

3.

. 2551. . : .
. 2550.
.
.
. 2556. . :
.
. 2553. . 2. : ...
[411]

Bessie L. M. & Carol J.H. 2012. Leadership roles and management functions in nursing. 7th ed. China:
Lippincott Williams & Wilkins.
Diane L.Huber. 2006. Leadership and Nursing Care Management. 3rd edition. USA: Elsevior
Geurin, David G. 2008. Evidence of servant leadership in professional learning communities.
Dissertation for the degree of doctor of education. University of Missouri. Accessed October 27,
2015. Available from http://search.proquest.com/ dissertations/docview/ 904385590/
fulltextPDF/D35C7C6D5B244F35PQ/1?accountid=34672
Gopee Neil and Galloway Jo. 2009. Leadership and management in healthcare. Great Britain: Cormwell
press.
Lora L. Reed, Deborale Vidaver Cohen and Scott R. Colwell. 2011. A new scale to measure executive
servant leadership: development, analysia and implications for research. Journal of business
ethics. 101:415-434.
Stone, Gregory A. and Patterson, Kathleen. 2005. The history of leadership focus. Servant Leadership
Research Roundtable August:1-23. Accessed October 27, 2015. Available from
http://www.regent.edu/acsd/sis/ publications/ conference_ proceedings/serant_leadership_
roundtable/2005/pdf/stone_history.
Virginai Sue Boyum. 2012. A model of servant leadership in higher education. Dissertation for the
degree of doctor of philosophy. University of Minnesota.

[412]

 7
()


25 ..2558

Family Communication Patterns and Internet Use Behavior

of Preadolescence in Bangkok
*

Suparak Chutrakul

Ritchie & Fitzpatrick, 1990 Koerner & Fitzpatrick, 2002

10-12 8 16

: , ,

[413]

Abstract
This research aims to analyze the background of families toward communication patterns within
the family of the youths who are entering preadolescence in Bangkok. Moreover, it is to analyze the
family communication patterns in with behavior using the youths internet in Bangkok. This qualitative
research is recommended by using the Family Communication Patterns Theory: FCPT (Ritchie &
Fitzpatrick, 1990, Koerner & Fitzpatrick, 2002) as the framework of analysis using the youths internet. The
In-depth interviews are applied in order to collect the data from the youths and families who are entering
preadolescence in Bangkok aged 10-12 years in a total of eight families, 16 people. The research found
that family background such as age, education, occupation, family income, marital status and number of
family members have influenced to the family communication patterns. Besides, it also found that the
juveniles having the different family communication patterns were likely to have behavior using the
different internet. In particular finding, both of the Pluralistic and Consensual concept of the family
communication patterns have their parents who give their advice closely and empathize in using the
internet more than the juveniles who come from Laissez-faire families as mostly having the behavior of
the addictive internet and affecting to their study.
Key Word: Family Communication Patterns, Internet Use Behavior and Preadolescence

(information society)

(time and space)

(cyberbullying)
(digital society)
(2558)
6 62.3
54.5 37.5
32.7 30.6 26.9
15-24 69.7 6-14
58.2 25 -34 48.5 35-49 25.9 50
8.4 6-24 6-14
58
[414]


(active audience)
(user-generated content)
(cyberspace)

(Capital Society)
(, 2554)
(Structural Function Theory of Family)
(Functionalism)



(Equilibrium) (Kingsbury & Scanzoni,
1993 , 2557)


()


( , 2556)






(Family Communication Patterns,Ritchie & Fitzpatrick, 1990,Koerner & Fitzpatrick,2002)
(Conversation Orientation) (Conformity
Orientation) 4 (Pluralistic)
(Consensual) (Protective) (Laissez-Faire)

[415]


1.

2.

(Preadolescence) 1012

(In-depth Interviews) 16
(Preadolescence) 10-12 8

1. (In-depth Interviews) (Observation)

(Semi-Structured Interview) ,
(Preadolescence), (Family
Communication Patterns,Ritchie & Fitzpatrick, 1990, Koerner & Fitzpatrick,2002)
2. Snowball Technique

(Triangulation)
1.
2
2.
(In-depth Interviews)

[416]


2
1.
34-48
(Consensual)

(Laissez-faire)

2.
Smartphone
Tablet 2-5
2-3 , YouTube Facebook

(Common)
-

(Difference)
-

- (Pluralistic),
(Consensual)
(Protective)

(Laissez-faire)

-
Facebook, YouTube,
Instagram

[417]


10-12

Fallahchai & Darkhord (2011) A Comparative Analysis of Family Communication
Patterns with Academic Achievement in Bandar Abbas City Male and Female Students of Third Grade
Guidance School
(Pluralistic)
(2556)






(2557)
(ritual) (rule-govern system)



(Pluralistic), (Consensual) (Protective)

(Laissez-faire)
(2557)
55.15 58

55.41 (2554)





(2552)
70.20 87.30


(, 2552 )

[418]




(sender) (Globalization)
(Information Society)

1.
(Early Adolescence), (Middle Adolescence)
(Late Adolescence)
2. (Quantitative Research)

(Generalization)

. (2557). . : .
, . (2555). . :
.
. (2556). . : .
, . (2552).
. : .
. (2557).
. . 18(): 48-62.
. (2556).

. .
. (2557). . : .
. (2554). .
(). 1(..-..): 41-52.
. (2554). / . :

[419]

. (2558). ..2558
3 2558 http://service.nso.go.th/nso/nsopublish/themes/files/icthh58.pdf
Fallahchai. R & Darkhord. F. 2011. A Comparative Analysis of Family Communication Patterns with
Academic Achievement in Bandar Abbas City Male and Female Students of Third Grade Guidance
School. Journal of Life Science and Biomedicine. 2(2): 29-33.
Koerner, A. F., & Fitzpatrick, M. A. 2002. Toward a theory of family communication. Communication
Theory. 12(February) 70-91. DOI: 10.1111/j.1468-2885.2002.tb00260.x
Ritchie, L. D., & Fitzpatrick, M. A. 1990. Family communication patterns: Measuring intrapersonal
perceptions of interpersonal relationships. Communication Research. 17: 523-544.

[420]