Siam University Journal of Business Administration

Whole-foods, plant-based diets, the sustainable alternative for Thai food restaurant owner

2024-02-08T14:21:31+07:00

Whole-foods, plant-based diets are plant foods that minimize processed ingredients and animal products. This diet can help improve health, prevent several diseases, and reduce obesity, blood pressure, and symptoms of some diseases, such as diabetes, coronary heart disease, steatosis, and cancer. Due to the low number of competitors and the great opportunity of this market, the plant-based food market is expected to be more in demand in the future. Thus, Thai restaurants that use plant-based products as their main ingredients will become more intriguing. Incidentally, for the sustainable expansion of this market, plant-based food restaurants should consider using organic plants, providing a variety of dishes, decorating attractive dishes, naming fantastically, defining the signatures of the restaurant, ordering the menu list by popularity, providing several ordering and delivery channels, using online and offline marketing media, decorating the interior and exterior environment of the restaurant and providing customers with sufficient parking spaces.

Motivation Factors Affecting Watching Thai Football League in Bangkok

2023-09-26T11:42:15+07:00

The purpose of this quantitative research was to study 1) To study the internal motivations that make new Bangkokians come to watch Thai League football. 2) To study the external motivations that make new Bangkokians come to watch Thai League football. Motivation factors affecting watching Thai football league in Bangkok. The sample group is the Thai population in Bangkok of 400 people using a convenient random method. The tool used to collect data was a questionnaire with a reliability of 0.93. The data were analyzed using frequency distribution, percentage, mean, standard deviation and regression analysis.

The results showed that Motivation factors affecting watching Thai football league in Bangkok Internal and external motivation were significantly different at the .05 level. The highest levels of intrinsic motivation are: fond of playing football. It's a fun activity, enjoy yourself. Extrinsic motivation, at a high level, was watching the Thai League football match because it was an opportunity to hang out with friends. Or make new friends and in the field of competition there is an exciting atmosphere and support for athletes who represent the community.

Causal Factors Influencing Behavioral Intention to Use the Tourist Attraction Recommendation Application of Thai tourists in Nakhon Ratchasima Province

2023-09-26T11:40:48+07:00

This research aims to analyze causal factor and examine the influential factors of Influencing Behavioral Intention to Use the Tourist Attraction Recommendation Application of Thai tourists in Nakhon Ratchasima Province. The study focuses on a sample group consisting of Thai tourists who have previously visited Nakhon Ratchasima province and have utilized he Tourist Attraction Recommendation Application on various types of mobile devices, including both Android and iOS systems. 150 the samples and data is collected through an online questionnaire distributed via Google Form. The research employs a nonprobability sampling method, specifically snowball sampling, to gather responses. Statistical analysis includes descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM).

The results of the study found that; 1) the causal model significantly influences the behavioral intention to use the tourist attraction recommendation application of thai tourists in nakhon ratchasima province, 2) the perceived of usefulness is directly influenced by the perceived ease of use of the tourist attraction recommendation application, 3) the behavioral intention to use the application is directly influenced both the perceived of usefulness and the perceived ease of use, and 4) the behavioral intention to use the application is indirectly influenced through the perceived ease of use to the perceived usefulness of using the tourist attraction recommendation application.

Factors affecting in watching matches of Kasetsart FC club

2023-11-21T15:00:43+07:00

The purpose of this research is to study demographic factors affecting in watching matches of Kasetsart FC club. It is a quantitative research. The sample group is football fans or people who watch football matches Kasetsart FC Club, totaling 400 people, used analysis using frequency distribution, percentage, mean, standard deviation. and multiple regression.

The research results found that 1) demographic factors The majority of the sample were male, aged 31 - 40 years, single status, educational degree level. Have an average monthly income 10,001-20,000 baht and 30,001-40,000 baht and read newspapers/journals/magazines as a hobby. 2) Marketing mix factors It does not affect the attendance at Kasetsart FC football matches. 3) Satisfaction in attending Kasetsart FC football matches is at the highest level. 4) Demographic factors in terms of income. Yes, it has a different effect on the attendance at Kasetsart FC football matches with statistical significance at the 0.05 level. 5) Marketing mix factors include product, price, and distribution channels. marketing promotion, personnel and process aspects Physical characteristics It has no effect on fans' satisfaction in attending Kasetsart FC football matches. Discussion section Marketing mix factors that affect football attendance Kasetsart FC club of football fans. The study found that Product side, price side, distribution channel side marketing promotion, personnel and process aspects Physical characteristics There is no effect on fans' satisfaction in attending Kasetsart FC football matches.

This may be a result of Kasetsart FC lacking liquidity, both from being a special organization. Lack of big investors and faced an economic crisis Resulting in a delay in payment. Until it became a news trend that one coach came out and posted a request about the salary that the club had not yet paid via online media. It damaged the image of Kasetsart FC and reduced the club's credibility in the eyes of football fans. Followed by marketing losses This causes football fans to choose to support other clubs with a better image. Therefore, the marketing mix factors have no effect on fans' satisfaction in attending Kasetsart FC football matches.

Essential Learning Outcomes for Finance and Investment Program Graduates for Practical Application in Business

2023-11-17T14:19:37+07:00

This research paper aims to survey the suggestions of stakeholder towards 4 aspects of learning outcomes of the graduates from the department of Finance and Investment, Business Administration Faculty, Siam University. The results of this study were used as the guidelines for writing PLO 2, PLO 3, PLO 4, PLO 7, and PLO 8 as follows: PLO 2 able to use computer program, Microsoft office, presentation, data analytics; PLO 3 able to communication using English, Chinese, or other foreign languages in the operational level in the office; PLO 4 shows the punctual behavior and responsibility for assigned tasks; PLO 7 can create a personal financial plan and invest in money and capital markets through the use of modern financial programs; PLO 8 can use the knowledge of finance and investment to pass the exam for investment consultant certificates.