https://so07.tci-thaijo.org/index.php/jmsc_journal <p>Journal of Management Science and Communication To disseminate quality research articles and academic articles that have been screened for quality by experts in related fields. Emphasis is placed on supporting professors, academics, researchers and experts in the fields of social sciences. presenting academic works in the fields of business administration, management, accounting and finance Technology and Innovation Management, Economics and Communication Arts</p> <p>ISSN 2821-9821 (Print)</p> <p>ISSN 2821-9562 (Online)</p> คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ th-TH Journal of Management Science and Communication 2821-9821 <div>Copyright</div> <div> </div> <div>Comments that appear and are displayed in the content of various articles</div> <div>in the Journal of Management Science and Communication Considered as an opinion</div> <div>and the direct responsibility of the author of that article is not</div> <div>It is the opinion and responsibility of the Faculty of Management Science.</div> <div>Chiang Mai Rajabhat University</div> <div> </div> <div>Articles, content and information, etc. in the Journal of Management Science and Communication</div> <div>It is considered the exclusive copyright of the Faculty of Management Science. Chiang Mai Rajabhat University</div> <div>If any person or agency wants to bring all Or any part of it to distribute further or to do anything must receive written permission from</div> <div>Faculty of Management Science and Communication Chiang Mai Rajabhat University only</div> <div>​</div> <div> </div> https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/3780 <p>The business operation characterized in the community enterprise is one of the business facing with the risk from the change of the external environment such as economy, society, technology,&nbsp; competitors and consumer’s behavior in the new era, and, or even they lack the resources and capital. This is the drive in which the entrepreneurs have to find out the possible solution in order to survive in the risk situation affecting the operating business. They try to develop the entrepreneurial mindset that happened to the community enterprises, so they need to have the capacity of thinking, analysis and process which can create information to handle their organization. They can overview all business aspects, seek the surrounding opportunities, manage the threats, and perform the clear vision to practice. They can examine the risk with the proper-situation plan that can examine their efficiency, capability, and limitation promptly since it can develop their success without performing the obstacles and threats to undermine this determination to grow in the community enterprise. By this entrepreneurial mindset, it is so important that it reveals in the achievement, the flexibility, and the adaptation among the unstable environment, and it can adjust their attitude for the organization and establish the self-awareness to learn the new issues for the development. Thus, the organization ‘s advancement is the alternative for settling their community enterprise’s sustainable strength.</p> <p>&nbsp;</p> ภีมภณ มณีธร Sirijan Chuasuwan Phatcharin Udomjaratdet Waraman ์Namwong Ratchanee Soukaew Phuriwat Cheekham Krongjit Wannawong Copyright (c) 2025 คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ https://creativecommons.org/licenses/by-nc-nd/4.0 2025-06-20 2025-06-20 4 1 95 122 https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/5520 <p style="font-weight: 400;">Research on the Development Guidelines for Media, Information, and Digital Literacy (MIDL) of Undergraduate Students in Chiang Mai Province has the objectives of this research to (1) study the level of media, information, and digital literacy among undergraduate students in Chiang Mai Province, and (2) explore ways to enhance media, information, and digital literacy among these students. The study utilized Renee Hobbs' concept of media, information, and digital literacy, along with the Child and Youth Media Institute's indicators as evaluation criteria. The sample consisted of 400 undergraduate students and 7 experts. The research instruments included (1) a media, information, and digital literacy assessment and (2) focus group discussions.</p> <p style="font-weight: 400;">The findings indicated that the overall MIDL level of the sample group was high, with an average score of 4.05. The detailed findings for each aspect were as follows: (1) accessing media, information, and digital technology safely had an average score of 4.12 (2) analyzing, critiquing, and evaluating media, information, and digital technology had an average score of 3.97 (3) creating content and information had an average score of 4.05 and (4) applying knowledge and generating change had an average score of 4.04.</p> <p style="font-weight: 400;">The research therefore developed activities that focused on enhancing skills in analyzing, criticizing, and evaluating media, information, and digital technology because these were the areas in which the sample group had the lowest level of ability. In addition, the results of the group discussions with experts found that importance should be given to analyzing and criticizing by enhancing dimensions of self-esteem, knowing how to protect one's rights, building to stimulate morale, and adjusting roles for the learners. Consequently, this led to the creating of four prototype activities: 1. Parallel Information Activity, 2. Ladder Snake Activity, 3. Echo Chamber activity and 4. Deception Activity. These activities effectively develop MIDL skills in all four areas as conceptualized by Renee Hobbs and as indicated by the Child and Youth Media Institute.</p> Gheerathi Phaiboon ๋Jirapat Kittiwarakul Weerinraphat Ruckthame Copyright (c) 2025 คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ https://creativecommons.org/licenses/by-nc-nd/4.0 2025-06-20 2025-06-20 4 1 1 44 https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/6521 <p>This study aims to develop an information system on a digital platform for providing business consulting services to SMEs and to assess user satisfaction. The system is designed to reduce limitations related to time and location by utilizing online channels such as video calls and electronic communication.</p> <p>This research is an applied research study that incorporates the Research and Development (R&amp;D) process along with quantitative research. The sample group consists of SMEs using the information system, and data collection was conducted using a structured questionnaire based on the Technology Acceptance Model (TAM) to evaluate users' perceived usefulness and ease of use. The data analysis employed descriptive statistics, including mean and standard deviation.</p> <p>The findings indicate that users perceive the system as beneficial to their business operations, particularly in reducing consultation time and allowing for the storage of consultation records for future reference. However, some limitations were identified, such as difficulties in scheduling appointments and accessibility challenges for certain user groups. Therefore, it is recommended to further develop the system to enhance the user interface and provide more stable access channels.</p> <p>In conclusion, the developed system effectively meets the needs of SMEs and supports the digital transformation of businesses. However, additional improvements should be made to simplify complex processes and enhance functionality to ensure sustainable usability in the future.</p> taechit sansi Nuttapong Ninkham Copyright (c) 2025 คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ https://creativecommons.org/licenses/by-nc-nd/4.0 2025-06-20 2025-06-20 4 1 45 70 https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/6626 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; This research aimed to study consumer behavior, needs and intention to use and to study consumer behavior, needs that affect the intention to use PEA VOLTA charging station. The population is 31,515 electric car users in Thailand. The sample group was 395 people, selected by quota sampling. The statistics that were used for analysis of this experiment were frequency, percentage, mean, standard deviation, one-way analysis of variance and multiple regression analysis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The results showed that the majority of respondents charged when the battery level was below 25%, with a monthly charging fee of 1001-3000 Thai baht. They used PEA VOLTA charging stations because they were fully charged with such a short amount of time. With researched data from Google Search, people are most satisfied with PEA VOLTA charging stations. They decided to the charging station by themselves. They used the service 3-4 times per month since it was cheap. The overall importance of needs and intention to use PEA VOLTA charging station was at a high level. The results found that consumer behaviors that affected the intention to use PEA VOLTA charging stations were battery charging, charging cost, information search channels, and impressive charging station. And the frequency of using the service. The results of the multiple regression analysis at the 0.05 significance level found that demand can predict the intention to use the service by 29.7 percent</p> Piyawat Maneephet Irawat Chomraka Pasiri Khetpiyarat Copyright (c) 2025 คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ https://creativecommons.org/licenses/by-nc-nd/4.0 2025-06-20 2025-06-20 4 1 ึ71 94 https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/4858 <p>The purpose of this research was to study the results of household accounting in the Ban Phra Phutthabat Si Roi community, Saluang Subdistrict, Mae Rim District, Chiang Mai Province. The population in this research is Members of the Ban Phra Phutthabat Si Roi community There were 120 participants in the household accounting training and the sample group in this research was Household accountants, 52 people. Interviews and questionnaires were used as research tools. Qualitative analysis was performed. By checking the completeness of the information obtained according to the scope of content and objectives. and quantitative analysis using mean and standard deviation.</p> <p>The research revealed that household accounting as a result, households in the Ban Phra Phutthabat Si Roi community, Saluang Subdistrict, Mae Rim District, Chiang Mai Province The process of recognizing household income and expenses has occurred. This results in awareness and carefulness in paying. Think more before using. So find a way to reduce unnecessary expenses. It gives you a way to increase your savings and reduce your debt burden. In addition, household accounts can be used as a tool for financial planning. As well as creating a self-learning process that results in a positive attitude in setting up a household.</p> พุทธมน สุวรรณอาสน์ Kirana Yeesoonsam Ratchaneekorn Panya Pichayanun Amornpich Copyright (c) 2025 คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงใหม่ https://creativecommons.org/licenses/by-nc-nd/4.0 2025-06-20 2025-06-20 4 1 123 146