Journal of Social Science Kamphaeng Saen

Artificial Intelligence–Based Learning Support for First-Year Undergraduate Students at Nakhon Phanom University

Nedphommin Puttra — 2026-04-30

This study aimed to investigate the use of Artificial Intelligence (AI) to support the learning of first-year undergraduate students at Nakhon Phanom University. It also sought to compare students’ learning achievement before and after the implementation of AI and to examine their satisfaction with the use of AI as a learning support tool.The population consisted of 2,500 first-year undergraduate students at Nakhon Phanom University. A sample of 345 students was selected using the Taro Yamane sample size determination table. The research instrument was a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and t-test.

The findings revealed that students’ overall use of AI to support learning was at a high level. Students’ post-test learning achievement scores were significantly higher than their pre-test scores at the .05 level of statistical significance. Additionally, students reported a high level of satisfaction with the use of AI in all aspects. The results indicate that integrating artificial intelligence into instructional practices can enhance learning effectiveness, promote personalized learning opportunities, and appropriately support the academic development of students in higher education.

Developing self-efficacy in making career decisions Through a set of guided activities combined with self-directed learning techniques. of Mathayom 4 students at Maha Vajiravudh School, Songkhla Province

Varinthon Kongkaew — 2026-04-30

This study aimed (1) to compare students’ self-efficacy in career decision-making before and after participating in a guidance activity package integrating self-directed learning techniques, and (2) to compare students’ self-efficacy in career decision-making after participating in a guidance activity package integrating self-directed learning techniques against the 80 percent benchmark. The sample consisted of 38 Grade 10 students from Mahavajiravudh School, Songkhla Province, enrolled in the first semester of the 2025 academic year, selected through cluster sampling. The research instruments included (1) a guidance activity package combined with self-directed learning techniques, with content validity indices ranging from 0.67 to 1.00, and (2) self-efficacy in career decision-making scale, with content validity indices ranging from 0.67 to 1.00. Data were analyzed using mean, standard deviation, percentage, and t-test.

The study found that students’ self-efficacy in career decision-making after the intervention ( = 13.16, S.D. = 0.95) was significantly higher than before the intervention ( = 7.71, S.D. = 1.31) at the .01 level of significance. Additionally, students’ post-intervention self-efficacy scores exceeded the 80 percent benchmark, with 100 percent of participants achieving scores above the specified criterion. These findings indicate that the integration of guidance activities with self-directed learning techniques can effectively enhance students’ self-efficacy in making career decisions.

Developing critical reading skills of students in Mathayomsuksa 2 by method of learning management using SQ5R combined with community-based learning

Anuwat Rattanatip — 2026-04-30

This research aimed to: 1) compare the critical reading abilities of Mathayomsuksa 2 students before and after implementing the SQ5R technique integrated with Community-Based Learning, and 2) assess student satisfaction with the integrated learning model. The sample consisted of 120 Mathayomsuksa 2 students at Ban Bung "Uttasahakamnukhro" School, selected through cluster random sampling. The research instruments included an SQ5R-Community Based lesson plan, a critical reading assessment, and a satisfaction survey. Data were analyzed using mean, standard deviation, and t-test for dependent samples. The results indicated that after participating in the SQ5R combined with community-based learning, students' critical reading scores ( = 23.54, SD = 2.411) were significantly higher than their pre-test scores ( = 13.14, SD = 1.788) at the .05 level. Furthermore, students expressed the highest level of satisfaction with the learning process ( = 4.54, SD = 0.59), particularly highlighting the value of connecting classroom content with their local community identity. These findings suggest that integrating systematic reading strategies with place-based contexts serves as an effective cognitive scaffolding fostering not only advanced analytical skills but also community engagement among learners.

Developing English Speaking Skills for Communication through Role-play Activities Integrated with Artificial Intelligence (ChatGPT) among Matthayomsuksa 5 Students at Benjamarachutit Pattani School

Sirawit Wijitrat — 2026-04-30

This study aimed to: (1) examine the English speaking skills for communicative purposes of Grade 11 students at Benjamarachutit School, Pattani Province, through role-play activities integrated with artificial intelligence technology (ChatGPT); (2) compare students’ learning achievement before and after the instructional intervention; and (3) investigate students’ satisfaction with the learning activities. The population consisted of all Grade 11 students at Benjamarachutit School, Pattani Province, in the 2025 academic year. The sample comprised 34 students, selected through cluster random sampling using the classroom as the experimental unit. The study employed a one-group pretest–posttest design. The research instruments included lesson plans, an English speaking skills assessment, an achievement test, and a student satisfaction questionnaire. The data were analyzed using mean, standard deviation, and t-test statistics.

The results indicated that the post-intervention speaking skill scores were higher than the pre-intervention scores, with score gains ranging from +6 to +11. Moreover, students’ learning achievement after the intervention was significantly higher than that before the intervention at the .05 level of significance. Overall, students reported a high level of satisfaction with the instructional approach.

A Study of the Relationship between Personal Characteristics and Learning Outcomes in the Learning Management Methodology Course of Elementary Education Students at Phranakhon Si Ayutthaya Rajabhat University

Wacharapatr Techawattanasiridumrong — 2026-04-30

The purposes of this research were: This study aimed to examine the personal characteristics of undergraduate students majoring in Primary Education and to investigate the relationship between personal characteristics and learning outcomes in the Teaching Methodology course. The sample consisted of 55 undergraduate students enrolled in the Teaching Methodology course, selected through random sampling. The research instruments included a personal characteristics questionnaire with content validity indices (IOC) ranging from 0.83 to 1.00 and a reliability coefficient of 0.89, as well as a learning outcomes assessment with a reliability coefficient of 0.86. Data were analyzed using percentage, mean, standard deviation, and Pearson’s product–moment correlation coefficient. The results indicated that the overall level of personal characteristics of Primary Education students was high, and the overall level of learning outcomes in the Teaching Methodology course was also high. Furthermore, personal characteristics were positively correlated with learning outcomes at the .05 level of statistical significance. These findings underscore the importance of enhancing the knowledge and skills of pre-service teachers to improve learning outcomes and elevate the quality of teacher education in alignment with the demands of 21st-century education.

Factors affecting customer satisfaction with the Government Savings Bank Call Center

Tipanan Jankaew — 2026-04-30

This study investigates factors influencing customer satisfaction with the Government Savings Bank's Call Center. The analysis examines the impact of demographics, technology acceptance, and service quality on customer satisfaction. The sample consisted of 400 Government Savings Bank customers who had used the Call Center. Data was collected using questionnaires and descriptive statistics (percentage, mean, standard deviation) along with multiple regression analysis. The findings revealed that, regarding demographics, the majority of respondents were LGBTQ+, aged 31-36, held a bachelor's degree, were employed in private companies, and had an average monthly income of 25,001-30,000 baht. Technology acceptance, specifically regarding intention to use the service, perceived ease of use, and perceived usefulness, significantly affected customer satisfaction at the 0.05 level. Service quality, including the tangibility of the service, building trust with customers, and understanding customer needs, also significantly impacted customer satisfaction at the 0.05 level.

Factors Influencing Credit Card Usage Behavior : A Case Study of Employees at the Government Savings Bank Head Office

Tawanrat Srinitipornkul — 2026-04-30

This research aims to study personal factors and financial literacy influencing credit card usage behavior among Government Savings Bank (GSB) head office employees. The sample consisted of 400 employees, selected through convenience sampling. Data were analyzed using descriptive statistics, Chi-Square, and Spearman’s Rank Correlation. The results revealed that differing personal factors including age, marital status, education, monthly income, monthly expenses, and number of dependents significantly influenced credit card usage behavior at the 0.01 level. Regarding financial literacy such as financial knowledge, behavior, and attitudes also significantly influenced credit card usage behavior at the 0.01 level. Notably, financial literacy showed an inverse relationship with monthly spending; higher literacy levels were associated with a reduction in unnecessary expenditures. The study suggests that GSB should organize workshops on "smart credit card usage" and establish individual financial counseling clinics. Such initiatives would foster sustainable financial discipline and enhance the financial well-being of personnel, particularly those facing high expenses or liquidity challenges.

Discourse Analysis on China–Thailand Cooperation within the Context of CATTI Thai Translation and Interpreting Exam Texts

Kullayanee Kittopakarnkit — 2026-04-30

This article investigates China–Thailand cooperation within the context of the CATTI Thai Translation and Interpreting Examination by applying Critical Discourse Analysis (CDA) as the analytical framework, drawing on Fairclough’s model and van Dijk’s theoretical perspectives. Adopting a qualitative research approach, the study collects data from articles on China–Thailand cooperation published through the official CATTI Thai account on the WeChat platform. The data are analyzed across three dimensions: the textual dimension, the discursive practice dimension, and the socio-cultural practice dimension. The findings show that, at the textual level, the articles employ a range of linguistic strategies, including: 1. the use of positively connoted vocabulary and policy-oriented terminology; 2. the emphasis on “joint action” through lexical choices and grammatical structures; 3. the use of process-oriented and cohesive sentence structures; and 4.rhetorical organization and emphasis through information arrangement. At the level of discursive practice, the dissemination of texts via an examination and professional certification platform contributes to presenting the discourse of China–Thailand cooperation as neutral, authoritative, and widely accepted knowledge. At the socio-cultural practice level, the discourse reflects several underlying ideologies:1. China–Thailand relations as a positive and mutually supportive development partnership; 2. peaceful diplomacy and win-win cooperation; 3. continuity and stability in strategic relations; 4.the elevation of bilateral cooperation toward regional and global ideological frameworks; 5. the important role of the people in advancing cooperation; and 6. the normalization of China–Thailand cooperation as a taken-for-granted meaning. This study extends research on the discourse of China–Thailand cooperation to the context of translation and interpreting examinations and training, highlighting this domain as an important communicative space for the transmission and legitimation of ideology in cross-cultural communication.

Competency-Based Learning in the 21st Century to Enhance Students' Innovative Competency

Channarong Noobamrung — 2026-04-30

The rapid changes in the 21^st century have necessitated educational systems to shift from knowledge transmission to competency development among learners. This academic article aims to examine and present the concepts, principles, and approaches of competency-based learning in the 21^st century to foster students' innovator competencies. The study analyzes the concept of competency-based learning, the innovator competency framework, and corresponding learning models. The synthesis identifies six components of innovator competencies: creativity; critical thinking and problem-solving; collaboration and communication; flexibility and adaptability; empathy and user-centeredness; and risk-taking and hands-on implementation. The article presents diverse active learning processes, the creation of learning environments conducive to innovation, and authentic assessment utilizing multiple assessment tools. Teachers' roles must transition from knowledge transmitters to learning facilitators, requiring the development of skills in learning design, technological expertise, questioning techniques, feedback provision, relationship building, and collaboration. Despite implementation challenges, systematic recommendations are proposed: continuous professional development for teachers, reform of assessment systems and curricula, stakeholder communication, and establishment of learning networks. Competency-based learning can effectively foster students' innovator competencies, leading to the development of learners as vital forces for the nation's future.

Integrating Digital Innovation in Public Human Resource Management

Wachirawachr Ngamlamom — 2026-04-30

This article aims to analyze the integration of digital innovation in Thai public sector human resource management within the context of the transition to a digital government, a key issue in the development of modern civil service systems. The objectives are to (1) analyze trends in the adoption of digital technology in public sector human resource management, (2) identify success factors and obstacles to the application of digital innovation, and (3) synthesize an integrated conceptual framework for public sector human resource management in the digital age. The study uses a methodology of analyzing policy documents, research, and government reports, drawing on conceptual frameworks from strategic human resource management theory, technology adoption theory, digital transformation concepts, and organizational change theory. The analysis reveals that Thai public sector human resource management lacks strategic integration between technology and personnel management. This results in digital technology adoption remaining administrative-driven rather than a strategic tool for personnel development, policy decision-making, and improving overall organizational efficiency. Success factors include digital leadership, personnel skills development, and data governance, while major obstacles are the bureaucratic structure, hierarchical culture, and budgetary constraints. This synthesis leads to the development of a “Conceptual Framework for the Transition of Digital Public Sector Human Resource Management,” which can be used as a policy and practical guideline to enhance the efficiency, transparency, and sustainability of the Thai civil service system.

Adoption and Sexual Diversity: Legal Rights and Equality in the Context of Thai Laws

Nutsaba Thiangthat — 2026-04-30

This academic article aimed to study the adoption in the context of sexual diversity by analyzing
the development of laws and the adoption process that affect the ability of LGBTQ couples to adopt children in Thailand. The study also explores relevant concepts, theories, and legal frameworks related to rights and equality under Thai laws. This article applies the qualitative research method, consisting of the literature review and the analysis of related materials, including applicable laws, namely the Adoption Act B.E. 2522 (1979), the Civil Partnership Act B.E. 2567 (2024), and the Civil and Commercial Code Amendment Act (No. 24) B.E. 2567 (2024).

The study revealed that Thailand's adoption laws were grounded in a family framework based on a heterosexual married couple. As a result, same-sex couples were unable to jointly adopt a child and were deemed to lack the required qualifications due to the absence of legal recognition of their relationship status. Following the enactment of the Civil Partnership Act B.E. 2567 (2024), the law recognizes family status and removes legal barriers to adoption, thereby affecting the eligibility assessment for joint adoption by couples of diverse sexual orientations. This article highlights that the Child Adoption Center's qualification criteria and operational practices must be enhanced to ensure the principle of equality and effectively safeguard the best interests of the child.

Intellectual Identity, Entrepreneurial Competency, Supply Chain Management Innovation, and Economic Sustainability of Thai Community Enterprises: A Synthesized Conceptual Research Framework

Jakkrapan Kitinorarat — 2026-04-30

This article aims to synthesize the literature and propose an integrative conceptual framework explaining the structural relationships among intellectual identity, entrepreneurial competency, supply chain management innovation, value creation, and the economic sustainability of Thai community enterprises. Based on a narrative conceptual review of academic databases between 2017 and 2026, the study analyzes theoretical and empirical works on intangible assets, entrepreneurial capabilities, innovative supply chain management, and sustainable performance in the context of community enterprises. The framework adopts the Resource-Based View to position intellectual identity as a strategic resource, the Dynamic Capabilities Theory to conceptualize entrepreneurial competency as a resource‑transforming mechanism, and stakeholder‑oriented value creation theories to explain how value is co‑created with multiple stakeholders and translated into economic sustainability outcomes. The findings highlight value creation as a mediating mechanism that links the three input factors intellectual identity, entrepreneurial competency, and supply chain management innovation to the economic sustainability of Thai community enterprises, rather than assuming a simple direct effect. The framework contributes to organizing fragmented knowledge on community enterprise development, clarifies the role of value creation as a linking mechanism between intangible resources and sustainable economic outcomes, and provides a theoretical foundation for developing structural equation models in future empirical research.

Contract Farming and the Study of Maize Cultivation Dynamics Ban Tha Ngam, Huai Aeng Subdistrict, Mueang District, Maha sarakham Province, 1967-2025

Teeramet Promsiridet — 2026-04-30

This academic article aims to study the dynamics of contract farming for maize cultivation in Ban Tha Ngam, Huai Aeng Subdistrict, Mueang District, Maha Sarakham Province, between 1967 and 2025. The study employs a local historical research methodology, collecting data through document research and oral history interviews. The results are presented in a descriptive analysis format. The findings indicate that in the early period before the 1970s, glutinous maize was grown along the Huai Aeng canal and at the edges of rice fields. In the second period, from the 1970s to the 2000s, the construction of the Huai Aeng reservoir facilitated maize cultivation, leading to its expansion as a key economic crop for the community. In the third period, from the 2000s to 2025, maize cultivation in Ban Tha Ngam became a contract farming system. Villagers borrowed maize from the community to sell, relying on kinship ties to negotiate terms. Simultaneously, investors stipulated that farmers must purchase seeds, fertilizers, and chemicals from them, with investors guaranteeing a repurchase price for the maize – all under verbal agreements. The villagers of Tha Ngam adapted to the limitations of power relations by leveraging their social capital and creating a roadside market along the Maha Sarakham-Roi Et road. This market serves as a distribution point for their products while also allowing them to control production and set their own prices.

Ethical Artificial Intelligence in Human Resource Management and Human Oversight of Decision-Making in the Thai Context

Jakkrapan Kittinorarat — 2026-04-30

Artificial intelligence (AI) innovations have transformed human resource management, from recruitment, performance evaluation and succession planning to employee capability development, enhancing the efficiency and accuracy of decision-making in organizations. However, the use of AI in human resource management also generates important ethical questions, such as bias, discrimination, privacy violations and a lack of transparency in decision-making processes. This article presents an overview of AI use in human resource management in the Thai context, together with an analysis of relevant ethical frameworks, with the aim of explaining the potential and limitations of these technologies, identifying structural ethical issues across the employee lifecycle and proposing responsible AI practices based on human oversight of decision-making. The main proposition of the article underlines the importance of maintaining the human role as reviewer and final decision-maker, alongside the design of governance frameworks and the development of HR professionals’ competencies, in order to balance technological efficiency with the protection of employees’ dignity and labour rights.

"Taek Baan”: Dynamics and Existence: Spirit , Brahmansism and Buddhism. Case Study of Si Somdet District, Roi Et Province (1867 - 2024)

Nattida Kanbanjong — 2026-04-30

This academic article aims to present the dynamics of the Taek Ban tradition in Si Somdet District, Roi Et Province. This tradition reflects the integration of animist, Brahmanical, and Buddhist beliefs within the social and cultural context of the Isan people. It highlights the changing dynamics of beliefs that have played roles in shaping the Taek Ban tradition, as well as the persistence of syncretic belief systems that have developed into a distinctive local spiritual identity. The study draws upon documentary sources, online materials, and oral history and is presented through a descriptive–analytical approach. The findings indicate that the Taek Ban tradition originated from community migrations undertaken to escape epidemic outbreaks beginning around 1867, when cholera and smallpox spread in Ban Khok and Ban Nong Prong in Roi Et. These migrations were associated with community beliefs in supernatural forces. Over time, the ritual incorporated elements of Brahmanical religion, such as astrological calculations and soul-calling ceremonies, together with Buddhism as a source of spiritual refuge.

From 1987 onward, the context of Si Somdet District changed from rural communities to semi-urban settlements. The expansion of infrastructure, education, and capitalist economic systems transformed the Taek Ban tradition from a practice rooted in fear and belief into a customary ritual maintained in accordance with ancestral traditions. When state-led development and capitalism became connected to local communities through digital media, the significance of belief systems was diminished, leading to the organization of the tradition primarily as a recreational activity. Various external stimuli have further contributed to the gradual decline of the Taek Ban tradition in Si Somdet District over time. The persistence and decline of the Taek Ban tradition reflect shifting power relations, religious adaptation, and the effects of modernization on local culture in contemporary Isan society.

Green Skills with the Preparation of Early Childhood for Global Citizenship

vorapon asawajindanon — 2026-04-30

This academic article aims to analyze the concept of Green Skills in preparing early childhood learners for global citizenship. It focuses on Green Skills that are developmentally appropriate and aligned with the nature of young children’s learning. Such learning provides opportunities for children to interact with real environments and promotes experiential learning, which supports holistic development in physical, cognitive, emotional, and social domains, as well as environmental awareness. The integration of Green Skills with global citizenship education in early childhood encompasses holistic thinking, problem-solving abilities, collaboration, responsibility for natural resources, and decision-making that considers environmental, social, and ethical sustainability. Furthermore, Green Skills serve as a crucial mechanism for fostering global citizenship among young children by promoting understanding of diversity, peaceful coexistence, and active participation in everyday life–related activities. This article highlights that Green Skills constitute a significant approach to supporting the preparation of early childhood learners for Global Citizenship in a sustainable and developmentally appropriate manner.

The Role of Social Media in Building Political Popularity for Local Politicians

Taweesak Nimarnong — 2026-04-30

This article aims to synthesize knowledge and analyze the role of social media in building the political popularity of local politicians. The findings indicate that social media has become a significant and influential tool in political communication, bridging communication gaps and overcoming the limitations of traditional media by transforming audiences into active participants. The roles of social media in building political popularity include its function in personal branding and image creation; targeted communication of policies and discourse framing; fostering interaction and engagement in new public spheres; and challenging existing power structures while creating opportunities for new political actors. Popular platforms in Thailand include: Facebook, used for building supporter communities, communicating policies and as a primary promotional channel; LINE, for coordinating with teams and communities; TikTok, for showcasing work and achievements; YouTube, serving as a data repository; and X / Twitter, for creating discourse and social trends. Ultimately, local politicians should develop themselves into strategic communicators who can integrate technology with the building of credible relationships with all segments of the public, in order to successfully translate online “popularity” into “votes.”

Exemplary Leadership of Educational Administrators and Change Management in the 21st Century

KITTI Somumjarn — 2026-04-30

This article aims to review concepts and bodies of knowledge related to exemplary leadership and change management in order to propose guidelines for developing educational administrators in the 21st century amid complex technological, social, and economic contexts. Exemplary leadership is defined as a leadership process that integrates vision, values, and credible behaviors to build trust and inspire sustainable collaboration. Its key components include ethical role modeling, relationship building, trust development, vision communication, innovation creation, and continuous development. This form of leadership functions as a systemic mechanism that enables educational administrators to drive educational institutions toward the 21st century through effective change management processes. Change management is a structural process that encompasses goals, technology, and organizational culture to support personnel in smoothly adapting to new working models. Change management in 21st-century educational institutions consists of awareness building, strategic analysis, vision creation, communication, implementation, and monitoring and evaluation. The article proposes an integrated and systematic approach to developing exemplary leadership in conjunction with change management to foster a learning culture and sustainably enhance the quality of education in the 21st century.

Impacts of the U.S. Court Judgments on Transgender Athletes and Categorisation by Sex Assigned at Birth: A Case Study of Little v. Hecox

Pedithep Youyuenyong — 2026-04-30

This paper allows to deepen understanding of how these areas of the primary basis for sports sex categorisation intersect with fairness protection and sports self-regulation. By integrating these areas, this paper examines the role of the U.S. Courts in protecting policy basis for sports governing bodies and regulating unfair biological advantages. This paper engages with arguments against state bans that human rights law functions as a socially constructed power structure. A critical understanding of key aspects of balancing fairness and inclusion in U.S. sports including in the international sports context is provided. This paper also analyses the U.S. courts’ opinion in Little v. Hecox and addresses the implications this case will have on other legal issues concerning transgender athletes in U.S. sports. This paper finally recognises bans on transgender participation in U.S. sports as a gender equality issue and calls for further scientific evidence of a persistent competitive advantage.

Betel Chewing and Its Transformation into the identity of the Thao Kao Group of Students at Mahasarakham University within a Multicultural Society during 2007-2025

Chonthicha Radaphong — 2026-04-30

This article aims to explain the culture of betel nut chewing and its transformation into the identity of the student group known as “Thao Kao MSU” at Mahasarakham University from B.E. 2007-2025. The study employs a local historical approach, drawing on documentary research, relevant academic studies, and oral history interviews with individuals who participated in this cultural practice. The findings reveal that the culture of betel nut chewing at Mahasarakham University originated among students of the Faculty of Humanities and Social Sciences and the College of Music in B.E. 2007. During this period, betel nut chewing was practiced discreetly due to prevailing social contexts and institutional values within higher education. By B.E. 2011 increased support for cultural diversity from university authorities encouraged students to express and acknowledge their cultural practices more openly. Subsequently in B.E. 2017 the group adopted the name “Thao Kao MSU” forming a collective dedicated to the preservation and revitalization of betel nut chewing culture. The group attracted attention from external audiences and was represented through social media platforms, leading to the reinterpretation and development of betel nut chewing as a distinctive group identity. The continued existence of “Thao Kao MSU” reflects the creation of a cultural space in which a once-prominent traditional practice is reappropriated to challenge dominant modern discourses and values within the multicultural social context of Mahasarakham University.