Journal of Innovative Business Management Research

Psychological and Social Factors Influencing Innovation Acceptance Behavior among Academic Support Staff at Srinakharinwirot University

Woratad Wattanacheewanopakorn — Tue, 09 Dec 2025 00:00:00 +0700

This research aimed to (1) analyze the relationships between social situations, psychological characteristics, and innovation acceptance behavior, (2) assess the predictive capability of psychological and social factors on innovation acceptance behavior, and (3) classify academic support staff based on their innovation acceptance behavior. The sample comprised 364 academic support staff at Srinakharinwirot University. Data were collected through questionnaires and analyzed using descriptive statistics, correlation analysis, stepwise multiple regression, and cluster analysis. The findings revealed that (1) innovation acceptance behavior was positively correlated with situational psychological characteristics (r = .645), dispositional psychological characteristics (r = .625), and situational characteristics (r = .582) at the .01 significance level, (2) these three variables collectively explained 56.6% of the variance in innovation acceptance behavior, with situational psychological characteristics being the strongest predictor (β = .342), and (3) staff members could be classified into three groups based on their behavior levels: high (26.92%), moderate (42.86%), and low (30.22%). These findings can be applied to develop targeted policies and strategies for promoting innovation acceptance among different staff groups

Marketing Communication Strategies of Protpittayapayat School, The Secondary Educational Service Area Office Bangkok 2

Siwapat Bamrungsetthapong — Tue, 09 Dec 2025 00:00:00 +0700

The objectives of this research were: (1) to study the current situation of marketing communication at Protpittayapayat School, The Secondary Educational Service Area Office Bangkok 2, and (2) to investigate appropriate marketing communication strategies in the school context. The study employed a mixed methods research design. The sample consisted of 361 participants, including teachers, educational personnel, parents, and students, selected through stratified random sampling, as well as 9 key informants chosen by purposive sampling. The research instruments were a five-point Likert scale questionnaire and an in-depth interview. The quality of the instruments was verified with an IOC value ranging from 0.67 to 1.00, and the overall reliability coefficient was 0.89. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed using content analysis.

The findings revealed that the overall level of marketing communication at Protpittayapayat School was high. The highest mean score was found in the area of brand identity creation, followed by stakeholder engagement with parents and the community, and the integration of digital and traditional media. The interview results highlighted that the school’s key strength is its curriculum entitled “Choose for the Future”, which responds to learners’ diversity and enhances a clear brand identity. However, limitations were found in terms of resources and personnel for digital communication.

From the synthesis of data, five appropriate marketing communication strategies for Protpittayapayat School were identified: (1) creating and communicating a clear brand identity, (2) engaging parents and the community, (3) integrating digital and traditional media, (4) developing staff capacity in communication, and (5) conducting continuous evaluation of communication. The study concluded that marketing communication is a strategic process essential for large public schools in urban areas, as it helps sustain student enrollment, build trust, and enhance the school’s image in a sustainable manner.

Determinants of Satisfaction Toward the “Tang Rat” App A Study of Government Digital Service Use in Bangkok

PLOYPAILIN KAENTHONG — Tue, 09 Dec 2025 00:00:00 +0700

This research aims to 1) study the levels of opinion toward factors affecting satisfaction, including the overall level of satisfaction with the Tang Rat application services, and 2) analyze the influence of factors that affect satisfaction with the Tang Rat application services, focusing on a case study of Bangkok. The study integrates concepts from the Technology Acceptance Model (TAM) and the Information Systems (IS) Success Model. Employing a quantitative methodology, this study collected data via an online questionnaire from a sample of 400 the Tang Rat application users in Bangkok. The data were analyzed using descriptive statistics and multiple regression analysis. The findings reveal that four factors have a significant positive influence on satisfaction: service quality, information quality, system quality, and ease of use. Service Quality was identified as the most influential factor (β = 0.398), followed by Information Quality (β = 0.262), System Quality (β = 0.179), and Ease of Use (β = 0.173), respectively. Conversely, Perceived Usefulness was found to have no significant effect on satisfaction. The research model collectively explains 89.4% of the variance in satisfaction (Adjusted R² = .894). These findings indicate that to enhance user satisfaction with the Tang Rat application, public agencies must place the highest priority on developing the quality-of-service support, in conjunction with maintaining information quality and system stability.

Tourists’ Decision to Revisit the Same Hotels: Insights from Pattaya City

Supakit Setraksa — Tue, 09 Dec 2025 00:00:00 +0700

This research article aims 1) to examine the factors influencing tourists’ decisions to revisit the same hotels in Pattaya, 2) to explore tourists’ opinions and satisfaction with hotel services, and 3) to explain the behaviors of tourists in choosing to return to the same hotels. This study employed a quantitative research design, using the concepts of service quality, perceived value, and satisfaction as the theoretical framework for understanding revisit behavior. The sample consisted of 385 tourists who had previously stayed in hotels in Pattaya. The sample size was determined using Cochran’s formula, and participants were selected through convenience sampling. The findings revealed that credibility, trust, and courteous service were the most influential factors in encouraging repeat visits. Tourists also perceived their stays as worthwhile, though the differentiation from competitors was not strongly evident. Moreover, hotel location, atmosphere, and staff service skills were key drivers of satisfaction, while pricing and promotions remained areas for improvement. Regarding revisit behavior and intentions, tourists showed a positive tendency to return to the same hotels and expressed willingness to recommend them to others. The study contributes a conceptual framework called the “Customer Revisit Model”, which demonstrates that service quality influences perceived value, leading to satisfaction—a mediating factor that drives revisit intentions and behaviors. This knowledge can be applied as a strategic guideline for hotel operators in Pattaya and other tourist destinations to enhance service quality and strengthen competitive advantage.

Psychological Contract Fulfillment and Talent Management: HR Analytics and Career Path as Drivers of Trust and Innovation in Generation Z Employees

Chinnapat Charoenrat — Tue, 09 Dec 2025 00:00:00 +0700

This study investigates the impact of psychological contract fulfillment and talent management practices—specifically HR analytics and career path design—on trust and innovation among generation Z employees in Thai organizations. Survey data were collected from 450 employees across medium- to large-scale organizations in Thailand. Structural equation modeling revealed that psychological contract fulfillment significantly enhances organizational trust and innovative behavior. HR analytics was found to strengthen the relationship between psychological contract fulfillment and innovation, while career path design mediated the effect of talent management on trust. Volatility analysis indicated industry-specific variations, with technology employees exhibiting greater fluctuations in innovation compared to finance employees. The findings highlight the strategic value of fulfilling psychological contracts and implementing data-driven talent management strategies to foster trust and innovation. Practical implications include designing transparent career pathways, leveraging HR analytics for evidence-based decision-making, and addressing generational expectations in organizational policies. The study advances theory by integrating psychological contract fulfillment with contemporary talent management approaches.

Knowledge and abilities in finance and accounting that affect the efficiency of finance and accounting personnel in Srinakharinwirot University

่๋Jidapa Tubtim — Tue, 09 Dec 2025 00:00:00 +0700

This research aimed to investigate the influence of demographic characteristics on the financial and accounting competencies, and the effect of these competencies on the work performance efficiency of finance and accounting personnel at Srinakharinwirot University. The sample consisted of 122 finance and accounting personnel. Data were collected using questionnaires and analyzed using descriptive statistics, difference testing (T-test/ANOVA), and multiple regression analysis. The results showed that overall work performance efficiency was at the “Agree” level (mean = 4.04), with the highest mean score in quality of work, followed by cost, work volume, and time, respectively. Hypothesis testing revealed: Hypothesis 1: Gender was significantly different in opinions regarding academic knowledge in finance and accounting (p < .05). Differing levels of education showed significant differences in opinions regarding competency and understanding in using accounting software, and competency in analyzing and understanding financial statements (p < .05). Hypothesis 2: Gender was significantly different in opinions regarding the quality of financial reports in terms of quality of work and time (p < .05). Additionally, differences in work duration (between the groups with less than 1 year, 1–3 years, and 4–6 years of experience, compared to the group with 10 years or more) were significantly different in opinions regarding the efficiency of finance and accounting work in terms of operating cost (p < .05). Hypothesis 3: Multiple regression analysis found that all three dimensions of financial and accounting competencies (academic knowledge, competency in using accounting software, and competency in analyzing financial statements) did not significantly affect overall work performance efficiency. This finding suggests that factors other than competency, such as motivator factors (achievement, recognition) and hygiene factors (salary, working relationships), may play a crucial role and be the primary influence in developing the work performance efficiency of finance and accounting personnel in the university.

Behavior of ASEAN Millennial Tourists towards Selecting Boutique Hotels in Chiang Mai Province

Samita Faengfoi — Tue, 09 Dec 2025 00:00:00 +0700

The behavior of ASEAN millennial tourists in selecting boutique hotels is an important topic for the tourism and hospitality industry, particularly in Chiang Mai, where boutique hotels play a vital role in offering unique and personalized travel experiences. This study aims to examine the decision-making process of millennial travelers using the Theory of Planned Behavior (TPB) as the analytical framework, focusing on three key constructs: Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control. A qualitative approach was employed through in-depth interviews with 30 ASEAN millennial tourists who had previously stayed in boutique hotels in Chiang Mai. Data were analyzed using Thematic Analysis, revealing that tourists with positive attitudes toward design, comfort, and cultural authenticity, combined with strong social influence from family, friends, and online reviews, are more likely to choose boutique hotels. In addition, enabling factors such as promotions, convenient booking systems, and attractive amenities significantly enhance perceived control and strengthen booking intentions, while barriers such as high prices, limited room availability, and inconsistent service reduce confidence and alter decisions. The findings highlight both opportunities and challenges for boutique hotels to enhance competitiveness, improve service standards, and design targeted marketing strategies tailored to millennial travelers’ values and preferences.