Journal of Humanities and Social Sciences Thonburi University (Graduate Studies)

Beyond the Trend: Exploring the Dark Side and Threats of Artificial Intelligence

Vutti Watcharodomprasert — 2025-12-24

This academic article, "Beyond the Trend: Exploring the Dark Side and Threats of Artificial Intelligence," offers an in-depth analysis of the complex and often overlooked negative dimensions of artificial intelligence (AI), which are frequently overshadowed by prevailing optimism. While AI is widely recognized for its potential to drive innovation and deliver substantial benefits across various sectors, a thorough examination reveals critical ethical, social, economic, and security-related challenges. The article begins by addressing current issues such as algorithmic bias embedded in datasets and decision-making processes, leading to discrimination in multiple domains. It further discusses growing concerns regarding privacy and data security arising from massive data collection and emerging cyber threats. The article also emphasizes AI’s potential to replace large segments of the workforce, contributing to skill polarization and exacerbating social inequality. Ultimately, it proposes strategies for impact mitigation and essential governance approaches, highlighting the importance of developing AI with transparency and accountability, supported by robust and independent legal frameworks. The goal is to ensure that AI serves the best interests of humanity, upholding dignity, equity, and sustainability.

Agile Concepts in Educational Administration

Navarat Waichompu — 2025-12-24

This academic article aims to explore the application of Agile methodology in educational administration. It discusses the evolution of Agile from the software industry to the educational sector and examines its relevance to strategic planning, curriculum design, teacher development, and school management in the 21st century amidst the challenges of the VUCA and BANI world. Agile emphasizes flexibility, collaborative communication, responsiveness to change, and continuous improvement qualities that empower educational systems to be more adaptive and inclusive. The article highlights the four core principles of the Agile Manifesto and presents practical examples such as sprint-based learning, Kanban board management, Daily Scrum meetings, and retrospective reflection. It also analyzes the limitations and precautions in applying Agile and offers policy recommendations for its adoption in the Thai educational context. Findings suggest that Agile offers a creative and effective alternative for educational management, provided that new knowledge, practical guidelines, and organizational culture are developed to suit local realities.

AI as the Sixth Force? Revisiting Porter’s Model in the Age of Artificial Intelligence

Buncha Kirdmanee — 2025-12-24

This article analyzes the role of artificial intelligence (AI) as a driver of organizational competitiveness in the digital era by applying Porter’s Five Forces framework. The study reviews literature on competitive strategy and AI, finding that AI not only improves operational efficiency but also reshapes industry dynamics. Specifically, AI affects the intensity of rivalry, the threat of new entrants, the threat of substitutes, and the bargaining power of both suppliers and buyers. The authors introduce a “sixth force,” arguing that AI simultaneously influences all five traditional forces. Case studies from Johnson & Johnson, Cedars-Sinai, and PepsiCo demonstrate how AI enhances supply chains, supports platform economies, and creates sustainable advantages. AI also enables organizations to adapt more quickly to industry changes, reduce risks from substitutes and new entrants, and build deeper customer relationships. Ultimately, the article proposes a “Porter + AI” model that integrates technology and innovation into competitive analysis. Organizations failing to align strategies with AI risk losing their long-term competitiveness.

Models in Professional and Doctorate Degree Research

Nisara Paethrangsi — 2025-12-24

Models serve crucial roles in professional and doctoral research across disciplines. This overview examines various model types: conceptual, mathematical, algorithmic, and physical models. Models represent key research problems and enable outcome explanation or prediction. Strong conceptual models provide explanatory frameworks, while mathematical models enable quantitative analysis. algorithmic models implement concepts and allow virtual experimentation through simulations. Physical prototypes test practical concepts and solutions effectively. Model development requires iterative evaluation and refinement against evidence and theory. Effective model communication through visualizations remains essential for research impact. However, modeling faces limitations including necessary simplifications, assumptions, and unknowns. Researchers must leverage model strengths while acknowledging inherent limitations for rigorous inquiry

The Relationship between Work-Life Balance and Organizational Commitment of Generation Y in Bangkok Metropolitan Region

Paksatornkarn Homhuan — 2025-12-24

The purposes of this study were to study (1) examine the level of work-life balance among generation Y employees in Bangkok Metropolitan Region, (2) investigate the level of organizational commitment of generation Y in Bangkok Metropolitan Region, and (3) the relationship between work-life balance and organizational commitment of generation Y in Bangkok Metropolitan Region. The study's sample group consisted of 400 private company employees from Generation Y, born between 1980 and 1997, who work in the Bangkok metropolitan area. Data was collected by distributing questionnaires and analyzed using percentage, mean, standard deviation, and Pearson’s correlation coefficient. Correlation analysis for quantitative variables was used to test the research hypotheses. The results showed the overall work-life balance of Generation Y employees in Bangkok and its vicinity was at a high level (=3.82, S.D = 0.64). Furthermore, the overall organizational commitment of Generation Y employees in Bangkok and its vicinity was also at a high level (=3.80, S.D = 0.72). The findings also indicate a strong, statistically significant relationship between work-life balance and organizational commitment at the 0.01 level of significance.

Factors Influencing Personal Financial Planning Behavior of Company Employees: A Case Study of a Packaging Manufacturing Company in Samut Sakhon Province

Nata Techabunmas — 2025-12-24

Research on the study of Factors Influencing Personal Financial Planning Behavior of Company Employees, a case study of a packaging manufacturing company in Samut Sakhon Province. The objectives of the study were: (1) To study demographic factors influencing personal financial management of employees of packaging manufacturing companies in Samut Sakhon Province. (2) To study the personal financial planning behavior of employees of a packaging manufacturing company in Samut Sakhon Province. The research sample consisted of 134 employees of a packaging manufacturing company in Samut Sakhon, and the data were collected through the use of questionnaires .The statistics used for the data analysis comprised Frequency ,percentage, Mean, Standard Deviation, Independent Samples t-test, One-way ANOVA , Least Significant Difference (LSD),and multiple regression statistics.The study results found that the majority of the respondents were female, numbering 68. There is a level of opinion on factors influencing personal financial management of employees of packaging companies in Samut Sakhon Province. Overall, it is at a moderate level of agreement x̅ =3.38. When considering each aspect, it was found that the aspect with the highest average value was compensation and benefits. From the analysis of the relationship between the four dimensions affecting the personal financial management behavior of employees of a packaging manufacturing company in Samut Sakhon Province, all four dimensions were found to have a statistically significant positive relationship at the .01 level.

Key Survival Drivers of Low-Cost Carriers: An Empirical Investigation in the Context of Thai Airlines

Chadaporn Jaktong — 2025-12-24

This study investigates the key survival drivers of low-cost carriers (LCCs) in Thailand, a business facing rising fuel costs, intense competition, and external factors. The objectives were to identify critical drivers, examine managerial perspectives, and propose a comprehensive survival model. A mixed-methods design was employed, integrating quantitative surveys of 400 passengers and employees with qualitative interviews of 15 aviation experts. Quantitative data were analysed using structural equation model (SEM), while qualitative insights contextualized the findings. Results reveal that revenue and market strategy exert the strongest influence on survival, supported by operational performance, customer relationship, and network management. The validated model underscores that sustainable survival requires a balanced integration of financial strength, operational excellence, customer loyalty, and strategic network design. These results provide empirical evidence from the Thai context and practical advice for surviving in unstable markets, which is a contribution to the field of airline management.

The Impact of Environmental Management Disclosure and Financial Performance on the Market Value of Companies Listed in the Sustainability Index of the Stock Exchange of Thailand

Sutasinee Wasunithiroj — 2025-12-24

This study aims to examine the impact of environmental disclosure and financial performance on the stock value of companies listed in the Sustainability Index of the Stock Exchange of Thailand. The sample consisted of 252 companies during 2022–2024. Quantitative research methods were employed, including descriptive statistics, correlation analysis, and multiple regression analysis. The results indicate that both financial performance and environmental disclosure have limited explanatory power on stock value. Specifically, earnings per share (EPS) negatively affected P/E and EV/EBITDA ratios, while return on assets (ROA) positively influenced P/E. Regarding environmental factors, greenhouse gas management negatively impacted P/E, and water management negatively affected EV/EBITDA. In conclusion, financial and ESG-related variables are not primary determinants of stock value in Thai capital markets, possibly due to limited investor attention to ESG information and inconsistent disclosure standards. Future research should consider good governance, firm size, and international ESG reporting standards to enhance the accuracy and comprehensiveness of stock value explanations.

Service marketing mix factors that influence the satisfaction of users of E Nom Bean Restaurant, Samut Sakhon Province

Thanadon Jubbang — 2025-12-24

The objectives of this research were: (1) to examine the satisfaction level of customers at E-Nom-Ban Restaurant in Samut Sakhon Province, (2) to study the marketing mix factors of E-Nom-Ban Restaurant, and (3) to investigate the marketing mix factors influencing customer satisfaction. The sample consisted of 400 customers of the restaurant. The research instrument was a questionnaire with an overall reliability coefficient of 0.941. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that: (1) the overall satisfaction level of customers was at the highest level, with service quality from staff ranked as the most important factor, (2) the overall perception of the marketing mix (7Ps) was rated at a high level, with the highest mean score in the dimension of physical evidence and presentation, and (3) product, place, people, physical evidence and presentation, and process were found to significantly influence the decision to use the restaurant’s services at the 0.05 level of significance. In contrast, price and promotion were found to have no significant influence on customers’ decision to use the restaurant’s services at the 0.05 level of significance.

Systems Affecting the Elderly A Case Study of Phraek Sa Subdistrict, Tai Ban Mai Subdistrict, Bang Pu Subdistrict, and Bang Pu Mai Subdistrict, Mueang Samutprakarn, Samutprakarn Province.

Rachanok Sukprasert — 2025-12-24

This research aims to (1) Study the travel behavior of the elderly in the areas of Tai Ban Mai Subdistrict, Phraek Sa Subdistrict, Bang Pu Subdistrict, Bang Pu Mai Subdistrict, Mueang District, Samutprakarn Province (2) Examine the access to public transportation services among the elderly in these areas (3) Investigate the problems and needs related to the use of public transportation services by the elderly in these areas and (4) Explore ways to develop public transportation services for the elderly in these areas. The sample groups for this study are divided into 2 groups (1) Elderly residents before the construction of the electric train and the expansion of the public transportation system in the areas of Phraek Sa, Tai Ban Mai, Bang Pu Mai, and Bang Pu Subdistricts, Mueang District, Samutprakarn Province, with a total of 15 interviewees (2) Elderly residents after the construction of the electric train and the expansion of the public transportation system in the same areas, with a total of 27 interviewees. A total of 42 people were sampled using the sample size calculation formula based on Yamane (1973) at a confidence level of 95% and a margin of error of ± 5%. The research tools include (1) In-depth interviews, which provide detailed information. and (2) non-participant observation. The findings reveal that (1) Bang Pu Subdistrict has a high level of difficulty in accessing public transportation. (2) Bang Pu Mai Subdistrict has a medium to high level of difficulty in accessing public transportation. (3) PhraekSa Subdistrict has a medium level of access. and (4) Tai Ban Mai Subdistrict has an easy level of access to public transportation.

Marketing strategy drives the soft power of local identity to promote the creativity of a floating market in the tourism industry

Samarn Manokaew — 2025-12-24

The objectives of this research are to study marketing strategies supporting Thai soft power that is in line with the creative floating market tourism lifestyle. (2) To learn about local identity soft power options for sightseeing, tasting and shopping in the Athens creative floating market cultural tourism. The sample group is 400 tourists who visit the Khlong Lat Mayom floating market area. A questionnaire was used as a research tool and the data was analyzed using percentages, means, and standard deviations to find the level of importance. The results of the research were: (1) The opinion levels of the service marketing strategies (7Ps) in tourists who visit the Khlong Lat Mayom floating market area to drive and support soft power, the opinions as a very important level in every aspect. (2) The behavior of sightseeing, tasting, and shopping in Khlong Lat Mayom floating market tourists respectively include taking a boat sightseeing the nature and the lifestyle, buying souvenirs, buying fruit and dessert, and eating food. It was found that the personal expenses per trip of tourists are 1,000-2,000 baht, followed by expenses of 2,001-3,000 baht. The results of this research will benefit the management to drive the soft power of local identity, promoting the creativity of a floating market in the tourism industry.

A Queuing System Logistics Model for the Service Users of ABC Savings and Credit Cooperative Limited in Nonthaburi Province

Chaturavit Sasithranon — 2025-12-24

This study aims to propose service guidelines for members of the ABC Savings and Credit Cooperative Limited to increase service efficiency using computer simulation. The research compares the current service model with the simulated system to accommodate the maximum number of service users regarding the number of members served, time spent in the system, and time spent in the queue. Data was collected through observation and recording of the inter-arrival time (time between the first customer's arrival and the next) and the service time during normal operating days using Microsoft Excel. Currently, the average number of users during a normal day is 388 people, with a minimum of 350 and a maximum of 422 people. The current service system and the simulated system were validated using the Arena program. The test results showed that the service model during normal days, specifically for the counter section, follows a Beta distribution.Regarding the service improvement guidelines, the study found that the most suitable service model for normal days is Model 2 - 1 - 2, which is defined as: 2 channels for serving 1 item only, 1 channel for serving 1-2 items, 2 channels for serving 3 or more items. The result indicates that this revised service model (Model 2 - 1 - 2) can serve an average of 426 people per day. This demonstrates that the 2 - 1 - 2 service model can better meet the service demands of the members than the current service system.

Strategic Management, Market Flexibility on the Success of Traditional Retail in Mueang District, Nakhon Ratchasima Province

Suwan Detnoi — 2025-12-24

This study aimed to investigate two key objectives: (1) The level of importance of strategic management and market flexibility (or market resilience) to the success of traditional retail entrepreneurs., and (2) The relationship between strategic management, market flexibility, and the growth of traditional retail entrepreneurs in Mueang District, Nakhon Ratchasima Province. The sampling method employed was multi-stage random sampling. The sample size was calculated, yielding a total of 400 respondents, with the proportion determined by geographic area. Data were collected using questionnaires. The statistical methods utilized for analysis were the mean, standard deviation, and Pearson product-moment correlation coefficient. The results reveal that (1) Strategic management is critically important for entrepreneurial success. Among its key elements, Staff is identified as the most significant factor, followed in descending order of importance by Strategy, Structure, Skills, Systems, and Style, While Marketing Flexibility is critically important for entrepreneurial success comprising, in descending order of significance, Resilience, Robustness, and Adaptability Entrepreneurial Success itself is considered the paramount objective. This success is primarily defined by the following metrics, ranked by importance: Profitability, Customer Base, and Sales Revenue. (2) Strategic Management and Marketing Flexibility are found to have a significant positive association with the Entrepreneurial Success of traditional retail businesses in Mueang District, Nakhon Ratchasima Province, at the 0.01 significance level

Business Model for Sustainable Automotive Accessories Shop.

Thikamporn Thaweedech — 2025-12-24

A business to survive various obstacles at each stage of the business cycle is very important for the survival and sustainability of the business, especially during the starting period, which is extremely challenging for entrepreneurs. Choosing the right strategy requires the use of information, especially from consumers and financial structure to analyze and plan their business. Therefore, this research seeks to find the answer with a study, (1) market factors that influence consumer loyalty and (2) the initial investment structure of business operations. Quantitative research methods collect data with questionnaires. Analyze data with Stepwise multiple regression. Qualitative research collects data with structured interviews, analyze data in a content-based way. The results of the research led to a marketing strategy to build loyalty, investment strategies and revenue strategies that will lead to starting a Sustainable Business.

The Influence of Digital Marketing Communication and Sustainable Consumption Values on the Purchase Decision of Healthy Food and Beverages among Connected Consumers (Gen C) in Mueang District, Nakhon Ratchasima Province

Suwan Detnoi — 2025-12-24

Objectives of the Study (1) To examine the level of importance of Digital Marketing Communication and Sustainable Consumption Values that affect the purchase decision for healthy products among Connected Consumers (Gen C) in Mueang District, Nakhon Ratchasima Province and (2) The level of importance of Sustainable Consumption Values regarding the purchase decision for healthy products among Connected Consumers (Gen C) in Mueang District, Nakhon Ratchasima Province. The sample group consisted of 400 consumers who had purchased healthy products online. The data was collected using a purposive sampling method through questionnaires distributed in various community areas. The statistics utilized for analysis included Mean, Standard Deviation (SD), Correlation Analysis, and Multiple Regression Analysis (Enter Method). The research findings revealed that (1) the majority of the respondents utilized TikTok as the online platform and social media channel through which they had previously purchased healthy food and beverages. They also held the opinion that digital marketing communication was highly important, placing the greatest importance on Website Marketing, followed sequentially by Content Marketing, Social Media Marketing, Email Marketing, and Search Engine Optimization. (2) Sustainable Consumption Values among Connected Consumers (Gen C) were perceived as highly important, with the highest importance placed on the social aspect, followed sequentially by the Environmental aspect and the Governance aspect. Hypothesis testing revealed that both Digital Marketing Communication and Sustainable Consumption Values were positively related to the purchase decision for healthy food and beverages among Connected Consumers (Gen C) in Mueang District, Nakhon Ratchasima Province, with statistical significance at the $0.01$ level.