Lanna Academic Journal of Social Science

The Development of an Online Marketplace Platform and Business Plan for the Nam Prik Lab Producers Group in Lampang

Kanjana Ruttanateerawichien; Chaiwut Komet, Kajohnsak Wongwirach — Mon, 29 Dec 2025 00:00:00 +0700

This participatory action research aims to: 1) analyze the current situation of the Nam Prik Larb producers’ group in Lampang, 2) explore suitable online market platforms and business planning for the group, and 3) develop and implement an online market platform and business plan to enhance the group’s income. The research employed semi-structured interviews with 38 purposively selected participants. Data were categorized, reduced, and analyzed using content analysis.

The findings revealed that the leader effective management and diversified distribution channels, including storefront sales, online platforms, and self-delivery. However, challenges remain in terms of fluctuating raw material prices and inconsistent production standards. Currently, the group utilizes LINE Official Account and LINE MyShop as primary online sales channels. The business plan focuses on delivering safe ingredients, standardized production, and suitable packaging. Both online and offline methods are used for customer outreach.

A prototype of an online market platform was developed and tested via Facebook and LINE MyShop with stakeholder participation. The business model was structured around nine components: target customer segments, value propositions, distribution channels, customer relationships, key activities, key resources, key partnerships, cost structure, and revenue streams. The implementation resulted in improved self-management of product and sales data, reduced reliance on intermediaries, and data-driven marketing strategies. Ultimately, the project enhanced public recognition and strengthened the image of local products.

Management Guidelines for Educational Institutions in Promoting Lifelong Learning for Sustainable Development in the Banglamung 3 School Group Under the Chonburi Primary Educational Service Area Office 3

wichudchai srisangun; Pratumthong Trairat — Mon, 29 Dec 2025 00:00:00 +0700

The objectives of this research were: 1) to study the current situation, the desired condition, and the necessary needs for promoting lifelong learning; 2) to propose school administration guidelines for enhancing lifelong learning toward sustainable development in schools under Bang Lamung Group, Office of Chonburi Primary Educational Service Area 3. This study employed a quantitative research approach. The sample group consisted of 167 participants, including school administrators and teachers. The research instrument used was a questionnaire. Descriptive statistics was percentage, mean, standard deviation, and the modified priority needs index (PNImodified) were applied for data analysis.

The research findings revealed that the current state of school administration in promoting lifelong learning was at a moderate level, while the desired state was at a high level, consistent with the research hypothesis. The overall PNImodified value was 0.35. The most needed area was learning to live together and learning for life, followed by learning to know, all of which were at a high level of necessity. Regarding sustainable development, the current condition was also at a moderate level, and the desired condition was at a high level, with a PNImodified value of 0.35. The most needed aspect was interdisciplinary and holistic education management, followed by the use of multimethodology and local relevance, all at high necessity levels. Based on these findings, three main guidelines and six sub-guidelines for school administration were proposed: Main Guideline 1: Create an organizational culture that promotes collaborative learning. Sub-guideline 1.1: Develop interdisciplinary, multimethod, and holistic education management. Sub-guideline 1.2: Build cooperative networks aligned with local contexts. Main Guideline 2: Create a learning ecosystem for life. Sub-guideline 2.1: Develop diverse and interconnected learning resources. Sub-guideline 2.2: Build learning communities that encourage knowledge exchange through experience sharing. Main Guideline 3: Develop participatory learning models based on real-life experiences. Sub-guideline 3.1: Design problem-based learning models. Sub-guideline 3.2: Integrate digital media for local learning development. These guidelines aim to enhance lifelong learning for sustainable educational development in schools.

Development of the Academic Service Mechanism System for the Community Business Potential Clinic Faculty of Management Science, Chiang Mai Rajabhat University

Mon, 29 Dec 2025 00:00:00 +0700

This research aims to 1) investigate the academic service needs of the Community Business Potential Clinic and 2) develop a service delivery system and mechanism for the clinic. Employing a quantitative approach, the study sampled 400 general residents in Chiang Mai Province interested in using the clinic for business consultations, with data collected via convenience sampling questionnaires. Data analysis utilized frequency distribution, means, and percentages.

Findings revealed strong demand for the clinic's academic services across key areas. For business consulting, respondents prioritized digital technology advice, preferring phone appointments and consultations, with budgets of 2,001–3,500 THB. per session and phone follow-ups. Learning resources focused on digital technology, management, and marketing topics via 6–10-minute online video clips accessible on smartphones or tablets. Business services emphasized product photography for ads, infographics, website development, and e-commerce, with flexible pricing, phone contacts, and delivery via email or online drives. Training demanded digital technology, management, finance, and investment sessions online, ideally lasting one day. Networking targeted digital tech, finance/investment, and management groups, fostering domestic/international ties for enhanced operations, partnerships, and knowledge exchange. Overall expectations centered on targeted problem-solving, new skill-building, and streamlined business processes. The proposed service mechanism, framed by PDCA principles, ensures systematic operations aligned with user needs, incorporating monitoring, evaluation, and refinement to adapt to economic, social, and community shifts. This strengthens academic services' robustness and acceptance.

Place-Based Learning Activities through Sakon Nakhon Indigo-Dyeing Wisdom Integrated with Digital Projects to Develop Digital Innovator Competencies of Upper Secondary Students

Meka Deesongkram — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to (1) develop Place-based learning activities grounded in Sakon Nakhon indigo-dyeing wisdom and integrated with digital projects that are appropriate to the context of upper secondary school students, (2) enhance students digital innovator competencies in design thinking, problem-solving through digital technology, innovation creation, collaboration and communication, and community awareness, and (3) investigate the supporting and obstructing factors in implementing the activities. A mixed-methods research design was employed. The participants consisted of 35 students and teachers involved in the learning activities, selected through purposive sampling. The research instruments included learning activity plans, observation forms, interview protocols, digital innovator competency assessment forms, and students digital project outcomes. The implementation spanned six weeks, totaling twelve hours, integrating Sakon Nakhon indigo-dyeing local wisdom with project-based learning, design thinking, and content analysis.

The research findings revealed that (1) the place-based learning activities integrated with digital projects were appropriately developed, linking the local indigo-dyeing community context with digital technology throughout the learning process, (2) students showed significant improvement in all aspects of digital innovator competencies after participating in the activities, and were able to design digital prototypes that effectively addressed real community problems and needs, and (3) key supporting factors contributing to the success of the activities included students readiness, collaboration from local indigo entrepreneurs, and the use of appropriate digital tools, whereas the main challenges were differences in students digital skills and limited time for prototype development.

The key findings suggest that place-based learning integrated with digital projects, grounded in local wisdom and design thinking processes, can effectively promote student’s digital innovator competencies and community responsibility. This approach provides a suitable model for integrating place-based learning and digital technology to foster sustainable development within the Thai educational context.

Academic Administration of Vocational School Under Bangkok

Soe Hninn Hninn Htwe; Piyanart Boonmepipit — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to (1) investigate the level of academic administration in vocational education institutions under the Bangkok Metropolitan Administration, and (2) compare the academic administration based on the perspectives of teachers and administrators, categorized by educational background, position, and work experience. The sample consisted of 120 administrators and teachers from three institutions: Bangna Commercial College, Indrachai Commercial College, and Thonburi Vocational College. The research instrument was a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used, along with inferential statistics such as t-tests and one-way ANOVA.

The findings revealed that the overall level of academic administration was high. When considering specific aspects, the highest mean was found in measurement and evaluation, followed by teaching and learning management, co-curricular activities, and curriculum development. Furthermore, there were no statistically significant differences in academic administration across the variables of educational level, position, and work experience. Based on the results, it is recommended that administrators enhance collaboration among school leaders, teachers, and communities, and implement strategic academic planning to foster balanced development and ensure vocational education institutions effectively meet 21st-century demands.

Service Marketing Mix Factors Affecting Customers’ Purchasing Decisions through the Shopee Application in Phetchaburi Province

Mon, 29 Dec 2025 00:00:00 +0700

The research aimed to 1) Study the service marketing mix and purchasing decisions of consumers, and 2) Examine the elements of the service marketing mix that influence consumers’ purchasing decisions through the Shopee application among customers in Phetchaburi Province. The sample consisted of 323 customers who had experience purchasing products through the Shopee application in Phetchaburi Province. The research instrument was a questionnaire, and the data were analyzed using descriptive statistics percentage, mean, and standard deviation and inferential statistics simple regression analysis.

The results revealed that the overall service marketing mix was rated at the highest level. When considering each aspect, the distribution channel was ranked as the most important factor, followed by product, promotion, process, price, physical environment, and people, respectively.

Purchasing decisions were also found to be at the highest level. All aspects of the service marketing mix significantly influenced consumers’ purchasing decisions. Among them, the physical environment had the greatest effect on purchasing decisions, followed by process, product, price, promotion, distribution channel, and lastly, people. The overall predictive power of the model was 67.42 percent. It is recommended that businesses should focus on a customer-centered experience, emphasizing improvements in the physical environment and service processes, together with the development of products and service innovations to create differentiation and maximize customer satisfaction.