[1] 2 nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand Negotiating Indigenous Knowledge Based Education in Northern Thai Public School A Na Lee Abstract This paper investigates that how a Non-Government Organization (NGO) implements a new approach for taking the indigenous knowledge to be parts of public school system in the Northern Thailand. Regarding to education improvement for indigenous students, NGOs need to negotiate not only with national and international actors but more with local people because of different power relations among languages, education and knowledge systems with which they face. Foundation for Applied Linguistic (FAL), working for promoting an education method named as ‘Mother Tongue-Based Multilingual Education (MTB-MLE)’ is a useful case for examining the NGO’s action in local level. Thus this research was conducted by qualitative methodology, focusing on the interaction between FAL and one of MTB-MLE program applied school, Ban Khun Tae of S’gaw Karen village in Chiang Mai Province. From this research, I argue that a NGO needs to develop strategies to negotiate with local actors to implement a new education methodology for indigenous students. Moreover even international agencies try to promote the integration of indigenous knowledge into public education, the local indigenous people’s understanding should be preceded. Keywords: Indigenous Knowledge, Education for Indigenous Students, NGO(s), Northern Thailand Introduction Thailand has faced long criticism and demand for education changes and as a result the government announced the education reform in 1997 and produced National Education Act in 1999 and 2002. The criticism is mainly about the centralized and monolithic curriculum or policy which is not considering the diverse contexts of education environment or lear ners’ condition. Actually, it was revealed earlier that Thai compulsory education is only an effective tool for nation building and the public schools are “for the state’s legitimacy and with asserting ideological control” (Vaddhanaphuti, 1991: 153) The contents teaching in class are also criticized because it is not related or linked to many students’ ordinary life and only proper for the students in specific area, for instance in Bangkok. Moreover, in terms of diverse ethnicities in Thailand, Keyes (1991) pointed out the coercive education through Central Thai language exclusively in school without any caring for various mother tongues. Regional Center for Sustainable Development and Social Science, Chiang Mai University
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Negotiating Indigenous Knowledge Based Education in Northern Thai Public School
A Na Lee
Abstract This paper investigates that how a Non-Government Organization (NGO) implements a new approach for taking the indigenous knowledge to be parts of public school system in the Northern Thailand. Regarding to education improvement for indigenous students, NGOs need to negotiate not only with national and international actors but more with local people because of different power relations among languages, education and knowledge systems with which they face. Foundation for Applied Linguistic (FAL), working for promoting an education method named as ‘Mother Tongue-Based Multilingual Education (MTB-MLE)’ is a useful case for examining the NGO’s action in local level. Thus this research was conducted by qualitative methodology, focusing on the interaction between FAL and one of MTB-MLE program applied school, Ban Khun Tae of S’gaw Karen village in Chiang Mai Province. From this research, I argue that a NGO needs to develop strategies to negotiate with local actors to implement a new education methodology for indigenous students. Moreover even international agencies try to promote the integration of indigenous knowledge into public education, the local indigenous people’s understanding should be preceded. Keywords: Indigenous Knowledge, Education for Indigenous Students, NGO(s), Northern Thailand
Introduction Thailand has faced long criticism and demand for education changes and as a result the government announced the education reform in 1997 and produced National Education Act in 1999 and 2002. The criticism is mainly about the centralized and monolithic curriculum or policy which is not considering the diverse contexts of education environment or learners’ condition. Actually, it was revealed earlier that Thai compulsory education is only an effective tool for nation building and the public schools are “for the state’s legitimacy and with asserting ideological control” (Vaddhanaphuti, 1991: 153) The contents teaching in class are also criticized because it is not related or linked to many students’ ordinary life and only proper for the students in specific area, for instance in Bangkok. Moreover, in terms of diverse ethnicities in Thailand, Keyes (1991) pointed out the coercive education through Central Thai language exclusively in school without any caring for various mother tongues.
Regional Center for Sustainable Development and Social Science, Chiang Mai University
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Such formal education forced by nation state has inevitably led threat to retain various features of each ethnic community and as time passed, most people have been assimilated into Thai education and society. Thai government hasn’t formally approved the existence of indigenous people in Thailand thus it is difficult to imagine any policy or system concerning their education. Still many indigenous children and youth, around forty to sixty percent are out of school system due to the lack of citizenship. Indigenous students without citizenship have severe difficulties to advance or to improve their life because of the obstacle of access to basic and quality education (Park, Tanagho & Gaudette, 2009). Up to now, due to the long struggle of indigenous people, the situation has been changed and the population of indigenous students in public school system has been increasing so the enrollment number is about five percent of the eight million students (Park, Tanagho & Gaudette, 2009: 319). Those students who are educated face another difficulty in schools. Most of indigenous students in remote areas are grown up in their own ethnic community thus they are familiar with their ethnic culture, environment and language. However, the moment they enter a school, everything is dramatically changed. Even though there are several public schools which have indigenous students, it’s rarely found any policy or program to support them. For instance, according to interview with Dech Sirinam, the director of Education Service Area Chiang Mai region 6 office, 60% of schools have indigenous students of 101 primary schools in this area where covers three districts; Chom Thong, Mae Chaem and Galyani Vadhana and (11 March 2016). This high portion of indigenous students in public schools has been only blamed their lower educational achievement rate without supplying a particular approach considering their background. As a result, few of NGOs recently start to consider indigenous students within the system. They try to suggest new methodologies emphasizing the integration of indigenous knowledge as an alternative way for improving the status of indigenous students. They contend that the reason why many indigenous students have a difficulty and cannot adapt well at public school system is that the student’s background accumulating through their family or community before entering school is not considered or valued in school. However new education approaches are not always welcoming by indigenous people. According to previous researches in other regions of Latin America (Ortiz, 2007; Estrada, 2012) or even in the Thailand (Dooley, 2013; Hillmer, 2013; Tan, 2012), the reaction from the local indigenous people is not same because quite many indigenous population has been mainstreamed by modern nation-state’s schooling based on Eurocentric, scientific, assimilation, mono-cultural and mono-lingual perspectives. Therefore, to implement a program which emphasizes the indigenous knowledge in school context, there must be a negotiation between a NGO and local people. This ethnographic research depicts how this negotiation is progressing in Northern Thailand and through one of local NGO, the Foundation for Applied Linguistic (FAL) which is a member of Indigenous Education Network (IEN)1 in Chiang Mai.
Methodology The research was conducted between March and November of 2015 in Northern Thailand area through qualitative methodology. I explored diverse indigenous groups’ issues and events and finally I focused on one local NGO, FAL for my case study. It was registered as a Thai non-profit organization in
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1989 by various scholars in the area of applied linguistics and has worked for quality education especially in the aspect of indigenous language issue. Their educational methodology named as ‘Mother Tongue Based-Multilingual Education (MTB-MLE)’ program has been operating since 2006 and there are twenty implementing schools in 2015. In addition, I selected an example school among twenty schools to seek the practical process and impact of program in class. Considering some conditions of selection, I chose Ban Khun Tae School of the S’gaw Karen village in Chom Thong district of Chiang Mai province. Ban Khun Tae School is only one school in Khun Tae village and covers from kindergarten level 1 to primary level 6 since 1997. There are 115 students and 10 teachers including a principal in the first semester of 2015. For data collection, I used mainly four methods; participant observation, in-depth interview, personal conversation and analysis of documents. I spent much time on attending several meetings and activities organized by FAL to collect ample data. After I built individual relationship with key informants such as FAL staff, school teachers and parents of Ban Khun Tae School, I conducted the in-depth interviews.
Indigenous Knowledge and Education To observe practical implementation of the FAL’s MTB-MLE program, it is necessary to understand what indigenous knowledge is and especially how it is linked with the education. ‘Indigenous Knowledge (IK)’ is usually interchangeable with terms of ‘local knowledge’ and ‘traditional knowledge’. The distinct meanings of these three have been discussed animatedly but IK is the broadest concept and holistic one including the other concepts (Bohensky & Yiheisu, 2011: 2), thus this paper also uses the term of IK as an essential one. IK has a wide spectrum of definitions and it depends on fields, but generally IK is regarded as encompassing “agriculture, health care, food preparation, education, environmental conservation and a host of other activities” (Warren, 1991: 1). It is integral concept to reflect and to include all the daily practices taken by self-determining action. Therefore IK is distinguished from western knowledge. It is developed by a specific group to solve their own problems so it is different with the western knowledge following the prescriptive methods or regulations. IK is the decolonization and resistance against dominant knowledge system but it is used to be ignored, minimized or denied. In this character of opposition some scholars represent it as a “counter-hegemonic narrative” (Giroux & McLaren, 1996 cited in Ortiz, 2007: 8) whereby it enables to develop alternatives to the negative results by western epistemological tradition. The concept of IK is deeply related with the knowledge system thus it becomes applied in the education field too. Klein (2011) mentions that “IK is becoming more pertinent in the educational discourse” (p.81) and international agencies such as United Nations Educational, Scientific and Cultural Organization (UNESCO) and World Bank have emphasized this perspective too. UNESCO criticizes the formal education’s unengagement with community and stresses the “intergenerational transmission of indigenous knowledge” through “bring[ing] indigenous language and knowledge into school curricula, and to move learning back into the community, thus reaffirming the status of elders as knowledge holders” (2015) to complement mainstream education. Furthermore, quite diverse educational theories2 underpin the importance of utilizing learner’s background to enhance their thinking skill, for example the indigenous knowledge is one of this background in case of indigenous students, and the
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emergence of alternative education movement opposing to monolithic nation-state education leads active discussion about the application of IK.
The Mother Tongue-Based Multilingual Education (MTB-MLE) Program Indigenous language is predominantly accounted a representative element for or of indigenous knowledge. My target NGO, FAL promotes MTB-MLE program, which mainly emphasizes the use of indigenous language in the classroom because FAL believes that indigenous knowledge “should be taught by their own mother language” and most of indigenous students have barrier to learn in public school due to language (director of FAL, interview, 24 October 2015). Implementation of this program doesn’t only mean teaching their mother language, rather it requires developing new lesson plans, curriculum and all materials based on each community context including their environment, livelihood, legends, wisdoms, songs and so on, i.e., the concept of indigenous knowledge. Therefore the MTB-MLE program is a typical program of the indigenous knowledge based education. MTB-MLE is linked with the ‘Bilingual or Multilingual Education’ which means “systematic use of more than one language for instruction and literacy learning” (Kosonen & Benson, 2013: 9) but particularly for the indigenous students who have their own mother language it indicates that using and their first language in class before the national instruction language (Hillmer, 2013). Scholars pointed out that to make indigenous children have strong foundation to the education and good bridge to the official language, when students start learning they need to learn their first language fully (Malone, 2007). For example, listening and speaking in the first language should be in the kindergarten (KG) first level then reading and writing would be in the KG2. Give them a chance to be exposed listening to the basic words in the national, second language gradually from the primary first level (G1) and then reading and writing could be next step. Above all, the medium of instruction in class is important so the teachers’ major medium for the KG1 to G1 needs to be in their first language and it is slowly reducing from the G2 at the same time, the national language usage would be increasing. The MTB-MLE program’s educational and social impact has been studied in other countries but Thailand started it after 2000s and only Mahidol University and FAL have worked actively for last ten years. Therefore, the development history of MTB-MLE program in Thailand can be assumed by FAL’s story. FAL’s MTB-MLE program officially began with the acceptance of the Office of the Basic Education Commission (OBEC) under the Ministry of Education in 2007. The first school, incubating by FAL is Wat Wang Wi Veka Ram School in a Mon community in Kanchanaburi province in 2007 and MTB-MLE program has been developed yearly and covered 20 schools of 8 indigenous subgroups in 2015, i.e., Mon, Hmong, Pwo Karen, S’gaw Karen, Lahu Shi (Yellow Lahu), Lahu Na (Black Lahu), Lahu Shehleh, Lawa. These schools have received the budget support from OBEC but most of it is from the international NGOs.
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Different Power Relations among Languages, Education and Knowledge Systems Even though the MTB-MLE program has been developed to support and to improve indigenous students’ education and to preserve indigenous knowledge, the reaction of indigenous people are not same. It certainly springs from their previous experience in schools and society especially current parents’ generation. For a long history of national compulsory education of Thailand, indigenous people have been assimilated into mainstream education and moreover, some elements are overemphasized in education for instance, English and scientific knowledge in the modern globalization world. This aspect was revealed from Khun Tae village and Khun Tae people showed how they put the order of priority about languages and education methodologies. Almost interviewed parents wanted to teach their children Thai and English (even Chinese) in schools and half of them wish them to be a doctor or a government teacher for the reason of its stability whereas others want to let them do what they want in the future. It implies that current parents’ generation perceive Thai and English language ability has a great importance to children. They don’t force them to get higher score from school but generally prefer their children’s moderate school life including grade. They normaly agreed to teach S’gaw Karen language because they heard that it is helpful to improve children’s learning in school particularly other languages. They didn’t have much idea about teaching S’gaw Karen language and hardly concerned about using Thai alphabet even they have two writing systems based on Roman and Burmese alphabet. Because they have never been educated before and most of them cannot exactly read and write in their mother tongue. In addition, they couldn’t imagine it is possible to teach their mother language in school class so it is linked with Kosonen’s indication that “the status of non-dominant languages in Thai society and the latitude given to them in education is still ambiguous, and different groups of people hold different views and interpretations of the language issue” (2009: 35). Not only language but also the education approach is also dominant by Westernized and scientific knowledge system. Thailand modern education have been developed by disapproving their previous traditional value and local knowledge, such as monastic education rather emphasized the Thai-ness, modernity by nation state controlled and well-skilled labor in capitalism. Jones (2008: 83) summarizes this feature of Thai education as that it was to adapt to “Western materialist and cultural frameworks” and to anchor in the competitive global market “labeled as the scientism of the West through bolstering internal control of culture and reinforcing the Western notion of knowledge and its transmission” from the mid-nineteenth century to the late of twentieth century. Actually this is applicable to many countries and education based on scientific, universal and Western-centric knowledge has become a dominant one globally. In short, there are different power relations among diverse languages, education and knowledge systems and it was revealed through an indigenous community of this study too. Hence when FAL promotes the MTB-MLE program in indigenous communities, it certainly needs to negotiate for persuading local people for its acceptance and application and consequentially they have been developed some negotiation strategies through their experience.
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Developed Strategies to Negotiate for Accepting of MTB-MLE Program Ban Khun Tae School was selected in 2014 to be supported by Child’s Dream and FAL but according to my interview with parents, as previous discussion showed, not all the local people pleasedly agreed to MTB-MLE for their children’s learning. Then how FAL makes it permeate to local people as an educational method in the school? Touching Education Desire of Indigenous People To examine the negotiation strategy by FAL, I analyzed a key message when they introduce the MTB-MLE program to local people and it was uncovered that the message of ‘better education and improving learning’ is definitely promoted. I still remember that the first meeting with FAL and villagers. FAL showed some practical examples. At that time they tried to teach us in two different languages. Chen (Pow Karen staff) taught us in Pow Karen language then we couldn’t fully understand and in the second time, Palot (S’gaw Karen staff) taught us again. It was our language so we could understand well. After that show, Chen explained that if we use our mother language to teach, it is helpful, easy to response and easy to understand. Questioning and answering would be more active. (Aek, bilingual government teacher, interview, 13 September 2015) FAL stresses that learning needs to start from familiar and comfortable knowledge or experience that students already have and it can lead the critical analyzing and creative thinking skill. Most of all, the reason why indigenous students’ Thai language ability is lower than others is that the previous school system prevent them using their mother language at school. For the indigenous students, Thai language is the second language, but as soon as they enter the school system, they suddenly should use only Thai. This dramatic changed circumstance makes students uncomfortable and stressful to adapt and in that situation nobody can be happy to learn new things. In addition, without any learning chance of their mother tongue systematically, people cannot learn the second or third language linguistically. The current student’s parents’ generation knows this struggle more than anybody but they didn’t find out that their struggle was caused by school system rather than their own fault or environmental condition. This key message seemed to have been repeated very often thus whenever I interviewed with local people, even who couldn’t remember well about MTB-MLE or FAL answered clearly that “tawi pasa (MTB-MLE) is helpful for children’s learning.” Then how about the issue of indigenous identity and culture? The similar case of Chile’s Intercultural Bilingual Education program proved that it was under the “emerging new (re)ethnification process, in which stress the recovery of cultural and linguistic traditions lost due to assimilation” (Oritz, 2007:100) but in Thai context, FAL doesn’t assert this point only rather they use this point as an additional rationale for negotiation, particularly with the old people. A middle manager of FAL who usually in charge of orientation in communities and schools said that; I also mention about the value of local culture because most of people in the community who are older than 40, 50 years, they think it will be a problem in sooner future if their children don’t know anything about their culture. They don’t want to lose their identity so I use two points together. I say like that ‘if you get this program
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then you can get both!’ It’s a kind of extra but I mainly focus on children’s education issue (Panne, staff of FAL, interview, 27 August 2015) In summary, MTB-MLE program is emphasizing the indigenous language in terms of preservation of indigenous knowledge or identity however to negotiate for acceptance of this new program, FAL touches the desire of better education for their children more. The current indigenous parents’ generation concerns their children’s education and they experienced struggle from Thai public education. Hence they are doubtful about using and teaching their mother language in school but in other hands, they are welcoming it with some expectations. Therefore a head of villagers in Khun Tae explicitly mentioned that “whatever thing, if it can help us then we accepted it because until now not many people [have] help[ed] our education become better” (interview, 13 September 2015). Following the Thai Social Power Structure When FAL starts negotiating with local people, there is a certain procedure for practical implementation. In this procedure, a principal’s acceptance and attitude is very influential to local people including teachers and parents. Firstly, regarding to school staff, a principal is a crucial person for persuasion and promotion of this program. Most of government teachers of Khun Tae answered the reason of acceptance of MLE-MTB program was that “the principal already accepted it” (Mari, government teacher, interview, 14 September 2015). One of the FAL staff even commented that “actually it depends on principal; allowing, understanding and everything” (Chen, interview, 28 August 2015). On second, a principal has effect to villagers too. After selecting MTB-MLE program applied school, FAL emphasized the approval from the villagers as an important element before embarkation. “[We] had a meeting with principals from selected school and lead each principal to talk to other people firstly, before FAL visit schools” (Panne, staff of FAL, interview, 27 August 2015). After FAL checked the school committee’s agreement of cooperation and consideration for the program’s sustainability, FAL moved to another step of practical implementation. Then how the principal was informed and influenced to think about this new program, by whom? According to the principal of Khun Tae School, it was from the supervisor of ESA Chiang Mai 6 office. “Before the team [which is composed with ESA, Child’s Dream and FAL] came to school to observe our condition, I got a phone call from ESA and heard about MTB-MLE program” (principal, interview, 23 September 2015). Moreover, whenever the selection team visited a candidate school, “the supervisors of ESA mostly go with us [FAL]” (Panne, staff of FAL, interview, 27 August 2015). Therefore, the process before the practical embarkation of the MTB-MLE program in local level, it shows the features that the information transfer order was from the top of education authority to down level. Nevertheless there are certain times and spaces for discussion in each step, the actors who are involved in discussion are influenced by the information deliverer as following the power structure. Thus it implies that even the local NGOs works for local people, their working procedure is the way of top to down and it occurs because it is education issue, particularly related with public systems.
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Coping with Communication Network of Indigenous Community The other feature is that many local people couldn’t remember exactly when they were asked to approve the MTB-MLE program and how they discussed. Teachers mentioned that they agreed readily for their students’ better learning ability and the school committee remembered that they didn’t have serious discussion rather it was a kind of announcement from the principal. It gives two possible assumptions that firstly the local people tended to accept it easily because the program was introduced as a tool for education improvement and on the second, even there are some formal spaces for discussion, it was invalid. The negotiation for acceptance of program is seemingly unapparent and smoothly through following the Thai social power structure nonetheless the substantive negotiation for sustainable and cooperative implementation requires more people’s agreement. Actually, FAL suggests schools to do continuous announcement to the whole villagers to achieve broad agreement and understanding from community. When I asked to Khun Tae villagers when they listened about the MTB-MLE program, their answer were very various. On the Father’s day in 2014 (5th December), one of the biggest gathering of villagers in school, there was the first public announcement to around one hundred villagers. However, villagers remembered the introduction of MTB-MLE from different time and different situation. It reveals that the public announcement had somehow impact but it wasn’t perfect for everyone. Rather, many interviewed villagers answered that they were listened before the 2015’s new semester opening and it was from the local teachers individually. All local teachers mentioned that they have been explained parents about MTB-MLE implementation to make them understand more. Interesting point is that even if some people didn’t ask to local teachers directly but they asked to his or her close people who might be know and after they received information they spread it to close villagers one by one (Aek, bilingual government teacher, interview, 13 September 2015). It elucidates that FAL recognizes that most of indigenous communities still remains the way of information dissemination based kinship or individual relationship and FAL utilizes this fact for the program’s higher sustainability. In this process, four of local teachers are the major messenger in Khun Tae village. They certainly realized the importance of their mother language, so their transferring information and persuading villagers’ cooperation are very confident.
Limits of the MTB-MLE Program Implementation However, even though the MTB-MLE program seems to succeed in Thai society but there are limits of it. Firstly, when the whole population of indigenous students in Thai school system is considered, it is tenuous number now. There are several plans or announcements from MOE, they haven’t any policy to support and to sustain the MTB-MLE program yet and rather whenever Thai politic changes, educational policy keeps changing simultaneously ad hoc basis thus it is difficult to forecast the clear future status of it. The other barrier of the MTB-MLE program (and also other indigenous knowledge based education methodologies) is that there is almost no education curriculum to spread and to improve understanding about multiculturalism or indigenous education in teachers’ college. When the program applies, the school teachers’ acceptance and cooperation is crucial but they hardly know about this issue thus it is required more effort to train them as well. Lastly, the national tests for primary school students are excessively important in Thai
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education fields. Thus many educators in public system conceive that MTB-MLE is only useful for kindergarten and the first grade of primary students but the other grade students should focus on the major subjects to get higher score at the national tests.
Conclusion This case study about FAL, Ban Khun Tae School and village has provided the current Thai indigenous people’s perception about the education issue. It has showed that they tend to be assimilated to the public education system and to regard Thai language as an important element which should be taught to their children. Therefore in the process of implementing a new education methodology based on indigenous knowledge particularly indigenous language into school class, the opposition has arisen from local level. Thus, the NGO has developed some strategies to negotiate for its acceptance. The strategies are that using the procedure followed the Thai social power structure, coping with the communication feature of indigenous community and against expectations, stressing the children’s education improvement in school system more than maintenance of indigenous culture and identity. From these findings, I argue that even though some agencies express the need of integration of indigenous knowledge into public school system in globally but the reaction of indigenous community is not same with willingness due to the different power relations among, language, education and knowledge system in Thai society. Thus, in order to make this implementation to be succeeded, redefining about indigenous knowledge in education filed from the local should take precedence.
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Note 1. Indigenous Education Network (IEN) is a network established in 2013. There are 9 organizations including non-formal schools, NGOs, religious group and 35 indigenous communities. This network aims to be the “thematic-responsive platform with efforts made for promotion and protection on right to education, particularly for the indigenous youth and children” (IEN, 2015). 2. For example, Bloom’s Taxonomy theory and Fund of Knowledge theory.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The objectives of this research were to study: 1) levels of quality of work life, levels of organizational justice and organizational commitment of employees 2) the effects of quality of work life Department of
Industrial Administration and Development, Faculty of Management Sciences, Kasetsart University Sriracha Campus on the organizational commitment of employees 3) the effects of organizational justice on organizational commitment of employees. A sample in this research consists of 379 employees at Auto Alliance (Thailand) Co., Ltd.. Questionnaires were used as research instrument covering personal data, quality of work life, organizational justice and organizational commitment. Statistics for the data analysis were percentage, mean, standard deviation, and stepwise multiple regression analysis. The results of this research revealed that: 1) employees in automotive industry perceive that the level of quality of work life, organizational justice, and organizational commitment is in the medium range; 2) quality of work life and organizational justice of employee in automotive industry are positively associated with organizational commitment of employees at the significance level of 5 percent with the explanatory power of 55.5 percent and 46.5 percent respectively. Keywords: Quality of Working Life, Organizational Justice, Organizational Commitment
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Chandranshu, S. and D. Phil. 2012. “Factors Affecting Quality of Work Life: Empirical Evidence from Indian Organizations.” Australian Journal of Business and Management Research 1 (11): 31-40.
Folger, R. and R. Cropanzano. 1998. Organizational Justice and Human Resource Management. CA: Sage Publications.
Jayakumar, A. 2012. “Quality of Work Life-An Overview.” International Journal of Marketing, Financial Services & Management Research 1 (10): 140-151.
Naimatullah, S. 2011. “A study of the relationship between organisational justice and employee readiness for change.” Journal of Enterprise Information Management 24 (3): 640-652.
Nina, D. C. and H. F. Douglas. 2003. Perceptions of distributive and procedural justice in employee benefits: flexible versus traditional benefit plans. Journal of Managerial Psychology 19 (1): 19-40.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
ผลของคณภาพชวตในการท างานและความผกพนตอองคการทสงผลตอ พฤตกรรมการเปนสมาชกทด: กรณศกษา พนกงานในอตสาหกรรมผลตและประกอบชนสวนยานยนต นคมอตสาหกรรมอสเทรนซบอรด จงหวดระยอง The Effect of Quality of Work Life and Organizational Commitment on
Organizational Citizenship Behavior: Case Study Employees in Automotive Parts and Assembly Industry, Eastern Seaboard Industrial Estates in Rayong
ชไมพร ศรรตต และ ผศ.ดร.จฑามาศ ทวไพบลยวงษ
Chamaiporn Srirat and Assistant Professor Dr.Jutamard Thaweepaiboonwong
Abstract This research aims to study Quality of Work Life Affect Organizational Commitment and Organizational Citizenship Behavior and study Organizational Commitment Affecting Organizational Citizenship Behavior. The research was done as quantitative method by using questionnaire collected from 400 data with Sample Random Sampling from population as employees of Automotive Parts and Assembly Industry; Eastern Seaboard Industrial Estates in Rayong were analyzed by Multiple Regression Analysis. The result shown that 1) Quality of Work Life affecting Organizational Commitment and Organizational Citizenship Behavior and 2) Organizational Commitment affecting Organization Citizenship Behavior. Keywords: Quality of Work Life, Organizational Commitment, Organizational Citizenship Behavior
Allen and Meyer, J. P. 1990. “The Measurement and Antecedents of Affective Continuance and Normative Commitment to the Organization.” Journal of Occupational. Psychology. 63: 1-18.
Baron, R. A. 1986. Behavior in Organization. Boston: Allyn and Bacon. Greenberg, J. and Baron, R. A. 1991. Behavior in Organizations. 4th ed. Boston: Allyn and Bacon, Inc. McKenna, E.F. 2000. Business Psychology & Organizational Behavior: A Student’s Handbook.
Philadephia: Psychology Press Ltd. Organ, D. W.. 1987. Organizational Citizenship Behavior: The Good Soldier Syndrome. Massachusetts:
Lexinton 8 Organ, D. W. and Bateman, T.S. 1991. Organizational Behavior. 4th Ed. Boston: Irwin Homewood. Podsakoff: M., et al. 2000. Organizational Citizenship Behavior: A Critical Review of the Theoretical and
Empirical Literature and Suggestions for Future Research. Journal of Management. 25 (3): 513-563 Walton, R.E. 1974. Improving the quality of work life. Harvard Business Review.4: 12.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract This research were to study about adversity quotient and motivation towards job performance of small and medium enterprises in chonburi province. The research samples were 175 enterprises in chonburi province. Statistics for the data analysis were percentage, mean, standard deviation and simple linear regression analysis. The results of this research revealed that enterprises had adversity quotient in medium level, enterprises had motivation in high level and enterprises had job performance in high level. Adversity quotient could predict job performance of enterprises in small and medium enterprises in chonburi province around 38.5 % and motivation quotient could predict job performance of enterprises in small and medium enterprises in chonburi province around 26.3 %. Keywords: Adversity Quotient, Motivation, Job Performance
Akah Ndang William. 2010. Employee Motivation and Performance. Ultimate Companion Limited Douala-Cameroon Bachelor’s Thesis Business Management, December 2010.
Brent Keijzers. 2010. Employee Motivation Related to Employee Performance in The Organization. Organisational Behaviour. Bachelor Business Studies, Spring Semester 2010.
Herzberg, Frederick., Mausner, Bernard, and Snyderman B. 1959. The Motivation to Work. New York. John Wiley.
Robert S. Kaplan and David P.Norton. 1996. Using the Balanced Scorecard as a Strategic Management System. Rich Gravelin.
Yamane, Taro. 1973. Statistics an Introduction Analysis. 2nd Ed. New York: Harper & Row Publisher. Stoltz, G. P. 1997. Adversity Quotient: Turning Obstacles into Opportunities. New York: John Willey &
son Inc.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The main objectives of this research were to compare Rate of Return, Risk and Performance of Fixed Income Fund of investment in Bond and Corporate Bond. The research included 27 Fixed Income Fund of investment in Bond and 10 Fixed Income Fund of investment in Corporate Bond during the period January 2011 to December 2015. Their performance was measured through Sharpe, Treynor, Jensen, Sortino and Treynor and Mazuy. The results showed that The Fixed Income Fund of investment in Corporate Bond had an average return of 0.84% which was higher than the average return of 0.10% of the The Fixed Income Fund of investment in Bond. The Fixed Income Fund of investment in Bond high risk levels than
Corporate Bond. The average standard deviation of Fixed Income Fund of investment in Bond and Corporate Bond were 17.34% and 13.02%, respectively. The Fixed Income Fund had a high rate of return would be higher risk as well. The performance that the results from each meter to measure the difference. Investors should choose measures appropriate to the nature of the investment and the risk would be acceptable. Keywords: Return, Risk, Fixed Income Fund
ปรญญามหาบณฑต สาขาบรหารธรกจ, มหาวทยาลยเกษตรศาสตร. Gatzert, N. and H. Schmeiser. 2009. “Pricing and Performance of Mutual Funds: Lookback Versus Interest
Rate Guarantees”. The Journal of Risk, 11(4): 31-49, 2009. Supachai Srisuchart. 2001. Evalution of Thai Mutual Fund Performance (Market Timing Ability
Investigation). Thesis of Master of Economic Thammasat University. Treynor, J.L., and K.K.Mazuy. 1996. “Can mutual funds outguess the market”. Harvard Business Review,
44: 131-136. William F. Sharp, Gordon J. Alexander and Jeffery V. Bailey. 1995. Investment. New Jersey: Prentice-Hall.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract This research aims to study Job Satisfaction and Organizational Commitment Affecting Turnover Intention and study Job Satisfaction Affecting Organizational Commitment. The research was done as quantitative method by using questionnaire collected from 178 data with Stratified sampling from population as employees of The Bank of Ayudhya Public Company Limited were analyzed by Percentage, Mean Standard deviation and Linear Regression Analysis. The result shown that 1) Job Satisfaction affecting Organizational Commitment. 2) Organizational Commitment affecting Turnover Intention. 3) Job Satisfaction affecting Turnover Intention that have significant 0.05. Keywords: Job Satisfaction, Organizational Commitment, Turnover Intention
Allen, N. J. and Meyer, J. P. 1990. “The Measurement and Antecedents of Affective, Continuance, and Normative Commitment to the Organization.” Journal of Occupational Psychology. 63:1-18.
Azeem, M. S. 2010. “Job Satisfaction and Organizational Commitment among Employees in the Sultanate of Oman.” Psychology. 1: 295-299.
Charles, H. and Schwepker J. 2001. “Ethical Climate’s Relationship to JobSatisfaction, Organizational Commitment and Turnover Intention in The Salesforce.” Journal of Business Research. 54: 39-52.
Chao, L. K. nd. “Relationship among Organizational Commitment, Job Characteristics, Job Satisfaction, and Turnover Intention within Kindergartens: An Empirical Study in Malaysia.” Journal of Educational Research. 179-204.
Harpert, L. V. 2013. “Job Satisfaction, Perceived Availability of Job Alternatives and Turnover Intentions.” Master of Business Administration, Maastricht School of Management.
Jehanzeb, et al. 2013. “Organizational Commitment and Turnover Intentions: Impact of Employee’s Training in Private Sector of Saudi Arabia.” International Journal of Business and Management. 8 (8):79-90.
Luthans, F. 1998. Organizational Behavior. 8th Ed. Boston: Irwin, McGraw-Hill. Mobley, W. H. 1982. Employee turnover: Causes, Consequences, and Control. USA: Adison-Wesley
Publishing company. __________, S. O., Horner and A. T. Hollingsworth. 1978. “An Evaluation of Precursors of Hospital Saeed, et al. 2014. “The Relationship of Turnover Intention with Job Satisfaction, Job Performance, Leader
Member Exchange, Emotional Intelligence And Organizational Commitment.” International Journal of Learning & Development. 4(2): 242-256.
Employee Turnover”. Journal of Applied Psychology. 4 (October-December): 408-414. Smith. 1965. Psychology of Industrial Behavior. New York: McGraw-Hill.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The objectives of this research were to study: 1) To study of service quality level of Land Transport customer’s expectation and perception on 5 dimensions. 2) To comparison service quality between Land Transport customer’s expected and perceived values. 3) To compare service quality between Land Transport customer’s expected and perceived values to sort by type of industry. The study using questionnaire collected 300 sample. Statistics for the data analysis were percentage, mean, standard deviation, Paired Sample T-Test and One way analysis of variance. The result shown that the customer’s perception was less than the customer’s expectation on five dimensions. The weight of each constructs is determined as followed: Responsiveness Reliability Empathy Tangible and Assurance respectively. Consequently, Land Transport Providers cannot meet the customer’s requirements. Therefore, they should be improvement service
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competency in order to fulfill the customer’s satisfaction. The first factor that needs to be improved is fast and easy ordering process. Keywords: Service Quality, Land Transport Providers, Industrial Estate
Factor name Mean / S.D. Service quality level Perceived Expected Perceived Expected
Reliability (5 items) 3.69/0.42 4.91/0.22 more most Assurance (4 items) 4.46/0.45 4.85/0.26 most most Tangible (4 items) 4.23/0.50 4.92/0.24 most most Empathy (6 items) 4.15/0.42 4.85/0.29 more most
Responsiveness (3 items) 3.51/0.44 4.92/0.25 more most
ตารางท 2 ผลการวเคราะหระดบความคาดหวงและการรบรตอการใหบรการของผประกอบการขนสงสนคาทางบกทใหบรการโรงงานในนคมอตสาหกรรมภาคตะวนออก จ าแนกตามมตคณภาพการบรการเปนรายขอ แสดงไดดงน Dimension Specific index Mean of
expected value
Mean of perceived
value
Service quality level
Expected Perceived
Reliability - Sending / receiving timeliness 4.79 3.39 most moderate - Sending / receiving accuracy 4.93 3.82 most most
- Accuracy of documents 4.91 4.25 most most - Updating information timely 4.95 3.33 most moderate
- Error handling capacity 4.95 3.65 most more
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ตารางท 2 (ตอ)
Dimension Specific index Mean of expected
value
Mean of perceived
value
Service quality level
Expected Perceived
Assurance - Reputation and creditability 4.61 4.37 most most - Staff professionalism 4.92 4.15 most most
- Personal information security 4.90 4.66 most most - Clear policy on warranty and security 4.95 4.67 most most
Tangible - Staff image 4.89 4.25 most most - Applied to Information and Communication Technology
4.92
4.21 most most
- Standardization of employee jobs 4.94
4.91 4.11 most most
most - Office facilities in good Condition 4.35 most Empathy - Personalized care 4.89 3.94 most more
- Focusing on clients' interests 4.95 3.99 most more - Flexibility in adapting to customer
needs 4.84 4.31 most most
- Active willingness to help customers 4.92 4.27 most more - Understanding specific customers'
needs 4.74 4.17 most more
- Assessing customers' future needs 4.73 4.21 most most Responsive
ness - Complaint handling 4.94 3.50 most more
- Provide prompt service 4.94 3.67 most more - Fast and easy ordering process 4.88 3.36 most moderate
Lovelock, C. H. and Wright, L. K. 2002. Principle of service marketing and management. 2nd ed. Upper Saddle River, NJ: Prentice-Hall International.
Oliver, Richard L. 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research 17(9), 46-49.
Zeithaml, V. A., Berry, L., and Parasuraman, A. 1990. Delivery quality service: Balancing customer perception and expectations. New York: Free Press.
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2nd National and International Conference on Education Research and Social Development
Abstract The objectives of this research were to 1) study personal factors, work life quality on employees organizational commitment of metal coated manufacturing company in Hemaraj Eastern Industrial Estate
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(Map Ta Phut); 2) compare the level of employee organizational commitment by personal characteristics such as gender, age, level of education, status and years of working of metal coated manufacturing company in Hemaraj Eastern Industrial Estate (Map Ta Phut); 3) study the impact of work life quality and employee organizational commitment of metal coated manufacturing company in Hemaraj Eastern Industrial Estate (Map Ta Phut). The data were collected from 217 employees at of metal coated manufacturing company in hemaraj eastern industrial estate (map ta phut). employees working for a metal coated manufacturing company in Hemaraj Eastern Industrial Estate (Map Ta Phut). Statistics for the data analysis were percentage, mean, standard deviation, and stepwise multiple regression analysis. The results of this research revealed that: 1) Employees had work life quality on organizational commitment in medium level; 2) when compared by education and years of working, the Level of employee organizational commitment is statistically different at the significance level of 0.05 percent; 3) with regard to the work life quality, job advancement and security, community relations, organizational constitutionalism, work-life balance and pride in the organization had a positive impact on organizational commitment at the significance level of 5 percent with the explanatory power of 76 percent. Keywords: Work Life Quality, Organizational Commitment
Allen, N.J., and Mayer, J.P. 1990. The measurement and antecedents of affective, Continuance and normative commitment to the organizational Psychology.
Cascio, W. F. 1992. Managing Human Resources: Productivity, Quality of Work life profits. 3rd ed. Singapore: McGraw-Hill.
Greenberg, Jerald and Baron, R.A. 1993. Behavior in Organization: Understanding and Managing the Human Side of Work. 4th ed. Boston: Allyn & Baron,
Huse, E.F. and T.G. Cummings. 1985. Organization Development and Change. 3rd ed. Minnesota: West Publishing.
Mello, J.A. 2006. Strategic Human Resource Management. Thomson. Mowday, R.M. and Lyman: 1982. “Employee Organizational Linkege: Psychology of Commitment.”
Absenteeism and Turnover. New York: Academic Press Steer, R.M. 1991. Introduction to Organizational Behavior. 4th ed. New York: Harper Collin Publishers, Inc. Yamane, T. 1960. Statistics: An Introductory Analysis. Singapore: Harper International
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
A Study of Customers’ Satisfaction toward Marketing Factors Decision in Making the Purchasing of Fashionable Clothes through Online Shopping
in Bangkok
Dr.Patsornkun Submarharchooke and Assistant Professor Pathaya Yongchaitrakool
Abstract The study mainly aimed to measure and study factors of Marketing Mix factor as well as different demographics background affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok. which is descriptive analysis. The objectives of the research are as follows: 1) To identify and study about different demographic background affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok. 2) To measure and study Marketing Mix factor affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok. The Marketing Mix affecting consumer’s decision making of purchasing fashionable clothes through online shopping are to be easy to contact a website by either e-mail or Facebook. Consequently, Marketing Mix and different demographics background affect to consumer’s decision making of purchasing fashionable clothes through online shopping. Keywords: Fashionable Clothes, Marketing Mix, Online Shopping
Introduction This purpose of the study mainly studies and explores Marketing Mix and different demographic background factors affecting consumer’s decision in making the purchasing of fashionable clothes through online shopping in Bangkok. Nowadays, the advance of technology such as computer, Internet or telephone, is virtually influential to people’s lives daily. Many people use internet not only communicate, send e-mail, or search for information, but they also use as tool to look for purchasing products which meet their needs and satisfaction through online shopping as well. Furthermore, many companies around the world are using it as a major marketplace instead of traditional channels. For international online shopping, many companies have paid much intention of building a good attitude toward brands or companies because according to research of Pew research center, February, 2015, found that there was 78 percent of adult internet users in the U.S. who looked for information online about services or products they were thinking of buying.
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Internet can build a positive attitude toward brand is a “predisposition to respond in a favorable or unfavorable manner to a particular brand after the advertising stimulus has been shown to the individual” (Phelps & Hoy, 1996). Therefore, marketing Mix or four-Ps is still fundamental factor which can build a good attitude towards online shopping. Consumer hold attitude toward a variety of objects that are important to marketers (Belch and Belch, 2009). Finally, a positive attitude will lead customer to make a purchase decision. Facing the intense competitiveness of global economy, many organizations are being forced to implement the best performance and measurement in order to accomplish the competitive edge. Especially, at the moment, the world is being driven by technology. People around the globe use technology for both individuals and businesses. Since 1990s, in the beginning of a humble phrase of electronic commerce till in early 2003, e-commerce grew gradually; it showed signs of new life. Many firms have survives and earned profits. Then, it has become gradually a major part of businesses across the world. Even in economic recession in 2008, e-commerce was affected less than traditional commerce. Many corporations need to have several elements to take advantage of other competitors such as machine, computer, innovation, or even human resource to maximize profits for their organization. If people have a positive attitude to online shopping, it means companies can have an opportunity to increase their sales and profits. To find Marketing Mix factor making consumers purchase products or services through online shopping is essential for entrepreneurs or SME-Small and medium entrepreneurs. Theoretically, consumers would judge or evaluate that product or service; it can represent positive or negative feeling and behavioral tendencies (Belch and Belch, 2009). Marketers can communicate with them by advertisement to build a good feeling and positive thoughts. Finally, it will lead those customers to make a decision to purchase your products or services. Many researchers and companies around the globe have found the power of online shopping. For example, as the research of 4Ps Marketing, leading search and social agency in London, did a research of the top ten of retailers, it found that Amazon’s had held the number 1 spot of the Hot Shops List since these online shopping statistics were first published in May 2006. The second was Argos, Play.com, Apple computer and Tesco respectively. The internet is changing the way people’s purchasing behavior both products and services. Many companies realize that it could reduce costs, increase profits and are highly competitive players in the market if they could really understand how it works. They can use it as the way to convey, communicate information, to tell products, to take feedback and to conduct satisfaction surveys with customers as well. Consumers can reach or search much more information about products or services as they want. For online consumers, they would find information from several websites. Then they would compare prices, promotions, services or quality in order to get the best thing for them. Consequently, finding Marketing Mix factor will help companies or small or medium entrepreneurs understand variables affecting their businesses and increase profits as well. If you can understand what customer’s thoughts or what they like, you will be able to give what they need and satisfy properly. Eventually, you will reduce risk of doing business and will accomplish a business goal as you want.
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Literature Review Finding Marketing Mix factors and different demographics background affecting to consumer’s making decision of purchasing fashionable clothes through online shopping is one of the most essentials for marketing because it is influencing trade channels as well as final customers. The objectives of the research consist of two reasons namely to measure factors effecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok and to identify and study about correlation between different demographic background affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok. Marketing Mix or four Ps can be online marketing strategies in order to find prospective customers and retain existing customers. The four Ps represent the sellers’ view of the marketing tools available for influencing buyers (Kotler and Keller: 63). When we are able to know what factors are, we can offer suitable products to customers, which they will meet their needs and satisfaction eventually. To understand consumers’ decision making process is also crucial because it is the way that we try to reach customers’ minds-how will they make a decision? Pickton and Broderick (2005: 70) said decision-making is activity is so called because it focuses on the individual’s thought processes when making a decision. This implies that the buyer is an intelligent, rational, thinking, and problem-solving organism, who stores and evaluates sensory inputs to make a reasoned decision. Following the study mentioned, may companies have been applying and implementing the theories with their online shopping strategies to accomplish their goals. To be successful in online shopping, companies or marketers have to know their attitude or behavior towards your products or services as well, including specific needs which can fulfill their needs and satisfactions. Whenever consumers visit your website, they will consider or think about four-Ps initially because they are the first elements of products which they can reach before making a decision to purchase products. Belch and Belch (2009: 114) said marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria. They need to understand how consumers gather information regarding various alternatives and use this information to select among competing brands, and how they make purchase decisions. Since the advent of explosion of electronic commerce in the world as online transaction, it became one the most of important channel to sell products or services through online system for millions of people around the globe, and it can a majority of success in doing business for companies that have chosen it for their businesses. Laudon and Laudon (2010: 404) found that it is ubiquity, global reach, universal standards, richness, interactivity, information density and personalization/customization. As research of Retail e-commerce found that the growth of E-commerce has grown exponentially since 1995 and has only recently “slowed” to a very rapid 16-percent annual increase in 2008, which is projected to remain at this growth rate through 2010. Website is mass media. The defining characteristic of the mass media promotion process is that the seller is active and the buyer is passive (Schneider, 2011: 188). Companies advertise their products or services through millions of people. Marketers and advertising agencies seem to be in the midst of Internet discovery and exploitation. Before a company can envision what might sell online in the coming years, it must
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understand the attitudes and behavior of its potential customers. Hence, this study examines attitudes toward various aspects of online shopping and provides a better understanding of the potential of electronic commerce for both researchers and practitioners. The research has studied and gathered related theories and literatures which would be fundamental guidance on the research as flour: Consumer Behavior: Building marketing strategy (Best, 1998) An Integrated Marketing (Belch, 2012) E-Commerce Management (Sandeep, 2003) Marketing Management (Lane, 2006) Management Information System (Laudon, 2010) Electronic Commerce (Greenstein, 2010) Marketing Management Knowledge and Skill. (Peter, 1995) Independent Variables Conceptual framework of factors affecting consumer’s decision in making the purchasing of fashionable clothes through online shopping in Bangkok.
Objective of the study 1. To identify and study about different demographic backgrounds affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok. 2. To measure and study Marketing Mix factors affecting consumer’s decision in making the purchasing of fashionable clothes through online shopping in Bangkok.
Benefits of the study 1. To be a practical direction for either existing small or medium entrepreneurs who would like to sill fashionable clothes through online shopping to improve and increase competitive business ability. 2. To be a practical lessen and guidance for either marketers or entrepreneurs to study, manage and administer the business properly. 3. To study the effective environments of selling fashionable clothes through online shopping. 4. To be a constructive information for a further study of selling fashionable clothes through online shopping.
Scope of the study 1. Most of the study has been carried out in specific areas which focus on people who live in Bangkok clistricts. There are 400 respondents interacting with the questionnaires. The study is about finding Marketing Mix and different demographic background factor affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok, which will describe what factors make consumers have a decision to buy fashionable clothes through the internet. 2. The research mainly focuses on the present situation and the possibility of thoughts in future only because the research would like utilize the result as a guidance for small and medium entrepreneurs business concerning selling fashionable clothes through online shopping, and the topic concentrated upon
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factors affecting consumer’s decision making of purchasing fashionable clothes through online shopping in Bangkok only, excluding others products.
Conceptual Framework
Research Methodology This research in quantitative for which the data collection process and data analysis were conducted by statistical program. Statistical techniques are implemented and applied to find factor and corer lotion. It also covers detailed description of participants involved in questionnaire, instruments and procedures. Sample size of the research is people who live in Bangkok, both men and women who have experienced in purchasing fashionable clothes through online shopping. The sample size was calculated following Taro Yamane formula in case of finite population. The level of precision rate or significant level is 0.05, and the confidence level is 95% The data was analyzed by SPSS program for Windows. Statistical techniques are implemented and applied to find factors and correlation. Descriptive statistics were used to describe the demographics background, consumer’s decision making and marketing Mix factor including Cross-Tabulation Tables, Pearson Chi-square and One-Way ANOVA. The questionnaire, both English and Thai versions, can be found in appendix A and B. The reliability analysis of an instrument is 0.815. So, a loose outline of a cycle of cooperation and collective identity can be created. It would begin with a pre-existing set of cognitive priors which would bring the members together so that they can act collectively upon an idea or goal. Then, the success of the action prompts institutionalization through policy development and the statement of goals. Next, this institutionalization reinforces the norms, goals, and actions of the group, thereby strengthening the regional identity of the members. This identity may then compel them to act collectively again. This is presented as a loose outline because the first and second stages may switch places depending on the context of the situation, but the outcome is the same.
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Research result The study found that the majority of online buyers are female, 245 respondents and 155 males consisting of others and employees, who are the largest major group. The largest group of age is between 15-30 years old. Most of them are studying in bachelor degree and still single. The largest of income is less than 12,000 baht. Consequently, the researcher found that consumers who like to purchase fashionable clothes are teenagers or young people because of the popularity of Korean series, singers, music videos, actors and actresses. It is colorful, comfortable, chic, similar to Thai teenage behavior and not expensive. If comparing it with America or Europe, it is not expensive for their awareness. It is available everywhere. They bought it through online shopping because they knew their sized already and didn’t want to waste time and teenagers who preferred to buy online had higher self-esteem than those who preferred physical stores is, 2011. These can fulfill needs and satisfactions. Finally, it affected to teenage behavior.
Discussion of Marketing Mix factors affecting to consumer’s decision making There are also additionally important factors of Marketing Mix affecting consumer’s decision making of purchasing fashionable clothes through online shopping, which they could be respectively arranged by the score of mean value analysis as follows: 1. To be easy to contact a website by either email or Facebook. 2. A website is designed to be easy to find a product. 3. A website can send me a product bought on time as advertised. 4. There are a wide variety of prices. 5. A website guarantees a product delivery every time. 6. There are a wide variety of products to choose. 7. Design is trendy and popular. 8. There is a volume discount. 9. Brand name is not important. I will buy it anyway. 10. There is always sales promotion. 11. There is coupon or reward point to redeem. 12. There is always sales promotion. From the raking of the most three significant factors, the first most significant factors affecting consumer’s decision making of purchasing fashionable clothes through online shopping is “To be easy to contact a website by either e-mail or Facebook” The second is a website is designed to be easy to find a product. The third is a website can send me a product bought on time as advertised.
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Themjai Srithemp. 2006. Factors affecting consumer behavior toward online shopping: a case study of office workers who work around Silom Area. Master’s level, Faculty of Language Institute, Thammasat University.
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Cengage Learning. Willaim G. Zikmund, Barry J. Babin et al. 2010. Business Research Methods: Pilot Studies. 8th ed. South-Western. Cengage Learning. p. 65.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The purpose of this research was to compare the mathematics achievement and attitude about Surface Area and Volumes of grade 9 students by before and after Learning Activities According to Students’ Learning Styles. The sample used in this research were 42 grade 9 students of Srinakharinwirot University
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Prasarnmit Demonstration School, Bangkok, in the second semester of the 2015 academic year. They were selected by Simple Random Sampling. The instruments used in this research were lesson plans, achievement tests and attitude tests. The research used One Group Pretest-Posttest Design. The statistics used for data analysis included mean, standard deviation and t-test Dependent. The results were that student’s learning achievement by was significantly higher than before the experiment at the level .01 Student’s learning attitude was significantly higher than before the experiment and significantly at the level .01 . Keywords: Students’ Learning Styles, Learning Achievement in Mathematics, Attitudes toward Mathematics, Surface Area and Volumes
Cabral-Pini. (1994, June). Cooperative learning: Its Effect on Math Education. Finn. Kelly F.; & et al. (2003, June). Assertiveness Level of Occupational Therapists. Dissertation
Abstracts International., 58(2): 809. Francis, Hallie. Davis. (1971, September). "Arithmetic Attitudes and Arithmetic Achievement of Fourth
and Sixth Grades Students in Urban Poverty Area Elementary School," Dissertation Intermational. 32: 1333-A.
Gannon, Kathleen E.; & Ginsberg, Herbert P. (1985, August). Childern's Learning Difficulties in Mathematics. Education and Urban Society, 17, 405-416.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The purpose of this research was to compare the learning achievement and attitude toward Mathematics for measuring length and weight of grade 2 students when using Multi-media.The sample used in this research was 33 grade 2 students of Sawasdeewittaya School,Bangkok in the first semester of the 2015 academic year. They were selected by Cluster Random Sampling. The instruments used in this study were 10 lesson plans, learning achievement test and an “attitudes toward Mathematics” questionnaire. This research used One group Pretest -Posttest design.The statistics used for data analysis included mean and
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standard deviation.The statistics used for hypothesis testing is t-test Dependent. The results were as that student’s learning achievement was significantly higher than before the experiment at the level .01. Student’s learning attitudes toward mathematics students was significantly higher than before the experiment at the level .01. Keywords: Learning Achievement, Attitudes toward Matheinatics, Measuring Length and Weight Multi-Media
Brawley, Oletha Daniels.(1975,January).A Study of Evaluation the Effect of Using Multimedia Instructional Modulesto teach Time-Telling to Retarded Leamers: Dissertation Abstracts International. 35 (online): 4280-A).
Gilbert, Robert kennedy. (1974, February). A Companion of Three Instructional Approaches Using Manipulative Devices in Third Grade Mathematics;Dissertation Abstracts International. 33 (online): 5189-A.
Hiramatsu, M. (1982). An Individualized Learning Package Program in Beginning Collage Japanese: A Multi-media Approach, Dissertation Abstracts International. 43 (6: 986-A.
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Abstract The purpose of this research is to (1) study personal characteristics related to the decision of choosing a coffee shop in Bangkok and (2) study the customers' decision of a coffee shop, in Bangkok, through the influence of brand equity perception. This research uses a quantitative method by collecting the results of a questionnaire distributed to a sample of 385 people who have bought beverages at coffee shops in Bangkok, which is later used for Multistage Sampling. Data is analyzed by percentage, mean, Chi-Square testing and with a Spearman's Rank correlation confidence interval of 0.05. The results show that (1)
personal characteristics including gender, age, status, occupation and average salary influence the customer's decision of a coffee shop and (2) customers’ brand equity perception has little influence on the decision of buying a beverage at a coffee shop. Keywords: Brand Equity, Buying Decision, Coffee Shop
Abstract The purpose of this study was to examine the organizational committment of Thairath Newspaper Employees (Vacharaphon Company Limited).The study was focused on 1) level of the organizational commitment, 2) to compare the organizational committment according to their personal factors 3) to study the relationship between of job satisfaction with the organizational committment of employees. The population for * หลกสตรศลปศาสตรมหาบณฑต มหาวทยาลยเกษตรศาสตร; E-mail: [email protected] ** คณะสงคมศาสตร มหาวทยาลยเกษตรศาสตร; E-mail: [email protected] *** คณะสงคมศาสตร มหาวทยาลยเกษตรศาสตร; E-mail: [email protected]
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this study is Thairath Newspaper Employees (Vacharaphon Company Limited) sample size compose of 323 people from 1669 Thairath Newspaper Employees. Data were collected by questionnaire and analyzed by statistical software. Statistical tools used for data analysis were percentage, mean, standard deviation, Oneway ANOVA, and Pearson’s product moment correlation coefficient at the .05 level of significance. The result of the research found that the employee committment and job satisfaction were at high level. Hypothesis testing revealed that personal factors concerning marital status, educational level and tenure of working caused the difference of their committment at the .05 level of significance. This is based on the hypothesis except for income and job satisfaction had relationship with the organizational committment. Key Word: Committment, Organization, Employees, Newspaper
Abstract This research aims to study personal characteristics and branding equity are associated with Consumer Behavior of the Skin Clinic in Bangkok. The research applied quantitative method from who have used a skin clinic service in Bangkok by using questionnaire collected from Multi-Stage Sampling method. Data were analyzed by Percentage, Mean and Spearman Rank Correlation Coefficient at 0.05 confidence level. The result shown that 1) personal characteristics are associated consumer decision making on selecting particular Clinical Dermatology service. Brand awareness, Brand quality and Brand Association are associated with skin problems, frequency rates, Expenses service and date in access to clinical skin.
Abstract This article aims to study the methods and strategies of brand imaging in digital space, which is crucial nowadays, because the growth of technologies allow creation awareness using the influence of new media. In addition, the owner can build a good relationship with customers through online media 24 hours a day. Brand building using digital media uses media such as websites, smartphones, E-mail, Facebook, Twitter, Instagram and blogs. Because it’s a two-way form of communication media, users can interact, share or download and upload. The media is considered reliable by users. In the future, people will adopt this as the primary form of media because there are many restrictions on traditional forms of media. Therefore, public relations officers and marketers are adopting online media for customer access, and understanding the
minds of consumers, more because the results can be measured for both opinions and sales. This can be beneficial in the development of new products. This medium can communicate with the user directly and the success of this digital media can increase loyalty towards the brand. Keywords: Brand, Digital Media, Online Media, Brand Building.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press
Hallouma Bouazza & et.al. 2013. Determinants of Customer-Based Brand Equity in A Sponsorship Context: A Qualitative Research. วารสารนเทศศาสตรธรกจบณฑตย ปท 8 ฉบบท 1 มกราคม-มถนายน 2557.
Lia Zarantonello and Bernd H.Schimitt. 2013. The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. วารสารนเทศศาสตรธรกจบณฑตย ปท 8 ฉบบท 1 มกราคม-มถนายน 2557.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The objectives of this research were to survey the employee opinion and influence of employee on benefit, job motivation and performance of operations employees. The research was conducted on 257 samples by using questionnaires with 5 level analyzed by means, standard deviation and multiple regression analysis. The results showed that 1) The opinions of employees with the benefit, job motivation and performance were found to be rated on average and standard deviation at a moderate level. 2) Employee
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Benefits predictable job motivation was 68.9 percent 3) Employee Benefits variable influencing performance was other long-term employee benefits at .05 level of significance 4) Job motivation variables influencing performance were responsibility and advancement at.05 level of significance. Keywords: Employee Benefits, Job Motivation, Performance
สรพร พงพทธคณ. (2553). การบรหารผลการปฏบตงาน. กรงเทพมหานคร: บรษทแอคทฟพรนท จ ากด เสนาะ ตเยาว. (2535). การบรหารงานบคคล. พมพคร งท 10. กรงเทพมหานคร: โรงพมพมหาวทยาลยธรรมศาสตร. Herzberg, F. B. Mausner, and B.B. Snyderman. (1959). The Motivation to Work. New York: Wiley. Kinicki, A. and K. B. Williams. (2006). Management: A Practical Introduction. 3rd ed. New York: McGraw-Hill. Kubr, M. and J. Prokopenko. (1992). Diagnosing Management Training and Development Needs. 3rd ed.
Switzerland: International Labor Office. Maslow, A. H. (1960). A theory of human motivation. Cincenati: South-Western Publishing.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
Abstract The purpose of this research was to study the effects of integrating art into Pythagorean-Theorem learning activities on students’ achievement and self-esteem. The participants were 42 grade-8students in Nonthaburi Province. They were divided into an experimental group (n=21) and a control group (n=21). The research instruments included 1) lesson plans that integrated art into Pythagorean-Theorem learning activities 2) an achievement test on Mathematics, and 3) a self-esteem inventory. The research design was the nonequivalent control group pretest-posttest design. T-test and analysis of covariance were used to analyze the data. The pretest scores of self-esteem and mathematics achievement were used as covariates. สาขาวชาพฒนาการมนษย สถาบนแหงชาตเพอการพฒนาเดกและครอบครว มหาวทยาลยมหดล
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The findings were as follows: Integrating art into Pythagorean-Theorem learning activities had significant effects on the students’ mathematics achievement and the students’ self-esteem at .001 level, and the effects were significantly higher than those of traditional learning at .05 level. Keywords: Integrating Art into Pythagorean-Theorem Learning Activities, Mathematics Achievement, Self-Esteem
Coopersmith, S. 1984. Sel f -Esteem Inventory . San Francisco: Consulting Psychologist Press. Gibson, M. and Larson, M. 2007. Visual arts and academic achievement. Journal for Learning through the
Arts, 3(1), 2-32. Goularten, R. 2007. Linking Math with Art through the Elements of Design. Retrieved from
http://www.share2learn.com. Rosenberg, M. 1979. Conceiving the Self. New York: Basic Books. Tran, V. 2012. Predicting the attitudes and self-esteem of the grade 9th lower secondary school students
towards mathematics from their perceptions of the classroom learning environment. World Journal of Education, 2(4), 34-44.
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2nd National and International Conference on Education Research and Social Development 29 April 2016, KU Home, Bangkok, Thailand
ปจจยทมอทธพลตอการปฏบตงานบรหารจดการรายกรณ
ของพยาบาลวชาชพในคลนกโรคจากการท างานในประเทศไทย Factors Influencing Case Management Practice
among Registered Nurse in Occupational Disease Clinic in Thailand
อญชล สงวนรกษ,ศาสตราจารย ดร.พมพพรรณ ศลปสวรรณ, รองศาสตราจารย ดสต สจรารตน Unchalee Sanguanruk, Professor Dr.Pimpan Silpasuwan and Associate Professor Dusit Sujirarat
Abstract Illness or injured workers need special care based on case management from occupational health nurses (OHN) in order to return to work effectively, however; the case management is an extended role of OHN in which lacks of study in Thailand. This study aims to examine the relationship between extended roles of OHN and case management performance. The data were collected using self-administered questionnaire and focus group interview with 199 Registered Nurse (RN) from 103 Occupational Disease Clinics (ODC) all over Thailand. Results found that RN had an average score of case management practice at low level ( = 1.5, S.D. = 1.06) and career self-efficacy, professional commitment, professional competency, and perceived organizational support (POS) had significantly positive relationship with case management performance (p<.001). The significant predictors of case management performance were POS, career self- efficacy, received training and experiences in OHN which would explain the multiple regression model by 35.7%. An insufficiency of transferring capacity building policy into practice for RN is a crucial obstacle. Therefore, relevant government agencies should provide advance OHN education for RN. In addition, working structure and system in related to case management should be continuously and urgently facilitated and implemented. Keywords: Case Management, Occupational Health Nurse, Occupational Disease Clinic, Extended Role
Bonnie Roger. (2003).Occupational and Environmental Health Nursing. Philadelphia. Saunders An Imprint of Elsevier Science.
Chao -Wen Tsai, Shieunt-Han Tsai, Ying-Ying Chen and Wei-Lun Lee. (2014). A study of nursing competency, career self-efficacy and professional commitment among nurse in Taiwan. Retrieved February 15,2015, from EBSCO database
Elba I. Ramos. (2006). Occupational Health Nurses and Case management. Retrieved March 5,2015,from PubMed database
International Labor Organization (ILO). (2011).Occupational Health Services. Retrieved February 2, 2015, from http://www.ilo.org/global/about-the-ilo/newsroom/news /WCMS_ 007969/lang--en/index.htm
Katie Oakley. (2008).Occupational Health Nursing.3rd ed.England. John Wiley & Sons, Ltd. Wayne W. Daniel, Chad L. Cross. (2010). Biostatistics: A foundation for analysis in the health science.10th ed.
USA: John Wiley &Sons.
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ABSTRACT The objectives of this research were: 1) to study and compare the management of educational environment contributing to student learning, according to the opinions of school administrators and teachers,
classified by their status, gender, educational backgrounds, work experiences and school sizes; and 2) to identify the problems they perceived and their recommendations. The samples used in this research comprised 44 school administrators and 238 teachers who worked in the private elementary schools under the Songkhla Private Educational Office and Songkhla Primary Education Service Area Office 1, 2 and 3. Data were collected through questionnaires. Basic data analysis was done by frequencies, percentages, means and standard deviations. The test of hypothesis was done by using t-test, F-test and Scheffe's method pair comparison. The results of the study were as follows: 1) The school administrators and teachers viewed the management of educational environment contributing to student learning, in overall, to be at high level. When each individual aspect is considered, the academic environment was ranked at the highest level, followed by the administrative environment, and the physical environment, respectively. 2) The opinions towards the educational environment contributing to student learning, expressed by the school administrators and teachers with different status, gender or educational backgrounds, were not significantly different. The opinions expressed by those with different work experiences and school sizes, were different, at .05 significance level. 3) The problems collected through the open-ended questionnaires included lack of laboratories, lack of teaching materials, lack of budget for teaching materials and learning activities. They therefore recommended that the schools should provide sufficient number of well-equipped laboratories, the teachers should produce appropriate and modern teaching materials, and budget should be made available for supporting teachers to produce appropriate teaching materials and administering relevant learning activities. Keywords: Management of Educational Environment, Learning, Songkhla, Private Elementary Schools