Business Administration and Economics Review

The Relationships Between Audit Quality and Common Stock Price of Listed Companies in the Stock Exchange of Thailand

2025-07-01T11:10:53+07:00

This study investigated the relevance of audit quality in relation to the market price of common equity among Thai firms listed on the Stock Exchange. Audit quality was measured by using three proxies: audit firm size, audit fees, and financial statement anomalies, as estimated by the Beneish M-Score model. The research was based on secondary data from Bloomberg's data system and integrated reports of 404 publicly traded businesses from 2021 to 2023, for a total of 1,212 firm-year observations. Descriptive statistics and robust multiple regression approaches were used to investigate the relationships between audit quality metrics and stock prices, while firm size was controlled. The research findings indicated that the quality of auditing, specifically the size of the auditing firm, had a positive correlation with common stock prices, while financial statement irregularities had a negative correlation with common stock prices. The size of the business, measured by total assets, serves as a control variable that also had a positive impact on the company's common stock prices. Therefore, these research findings reflect the relevance of the auditing firm's size and financial statement anomalies to the value of common stocks, which investors can utilize in making investment decisions in the Stock Exchange of Thailand.

The Effect of Perceived Value on Repurchase Intention at Casual Dining Restaurants in Bangkok

2025-09-01T16:46:30+07:00

This study aims to investigate the demographic characteristics and perceived value factors among individuals who have previously dined at casual dining restaurants, with a focus on their relationship with repurchase intention toward casual dining restaurants in Bangkok. A total of 400 respondents were selected as the sample.

The findings revealed that the majority of respondents were female (186 individuals), aged between 26 and 35 years (200 individuals), held a bachelor's degree (315 individuals), were single (219 individuals), and were employed as government officials, state enterprise employees, or company staff (340 individuals). Most respondents reported an average monthly income between 25,001 and 40,000 Baht (152 individuals).

In terms of casual dining behavior, the findings revealed that most respondents visited such restaurants more than three times per month (117 individuals), typically dined with friends (194 individuals), and primarily visited for the purpose of having meals (144 individuals). The average expenditure per visit ranged from 1,001 to 1,500 Baht (174 individuals). Respondents’ perception of overall value was rated at the highest level, while their repurchase intention toward casual dining restaurants in Bangkok was rated at a high level.

The hypothesis testing results revealed the following:

Demographic factors—namely marital status, occupation, and income—had a statistically significant effect on repurchase intention toward casual dining in the Bangkok at the 0.05 significance level, which is consistent with the proposed hypotheses.
Consumer perceived value factors—including social value, emotional value, and conditional value—were significantly associated with repurchase intention toward casual dining in the Bangkok at the 0.05 significance level, supporting the proposed hypotheses.

Changemakers: Core Competencies of Social Entrepreneurships in the Context of Regenerative Tourism

2025-10-25T21:15:25+07:00

The transition of the tourism industry toward the concept of regenerative tourism has positioned changemakers as a crucial driving force in empowering social entrepreneurs to create shared value across the economic, social, and environmental dimensions of sustainability. This article aims to synthesize the key competencies of social entrepreneurship within the context of regenerative tourism by employing the concept of changemakers as an analytical framework. A synthesis of literature and case studies from both domestic and international sources reveals that successful changemakers, acting as social entrepreneurs in the regenerative tourism era, possess five core competencies: (1) systems vision — the ability to perceive tourism as an integrated socio-economic-environmental system and to design strategies that restore it; (2) empathic and creative communication that fosters community participation; (3) ability on creating innovation for social and environmental development; (4) participatory community empowerment that enables local ownership of activities and outcomes; and (5) transformational leadership for sustainability. Recommendations for the future of sustainable tourism and the development of changemakers in the tourism business require systematic learning processes, taking action by integrating knowledge across disciplines to promote tourism that restores people, communities and the environment in line with concrete sustainable development goals.

Online Consumer Behaviors and Marketing Mix (4E's) Factors Affecting Decisions of Online Purchases on TikTok Application in the Bangkok Metropolitan Region

2025-11-17T16:26:53+07:00

This research aimed to investigate the influence of 1) online consumer behaviors and 2) the new marketing mix (4E's) on online purchase decisions via the TikTok application among consumers in the Bangkok metropolitan region. Data were collected using a questionnaire administered to a sample of 400 consumers with prior purchasing experience on TikTok, selected via multi-stage cluster sampling. Statistical methods included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results revealed that overall online consumer behavior significantly influenced online purchase decisions (p<.05), accounting for 44% of the variance12. All five dimensions online cognitions, online emotions, online entertainment, flow, and online attitudes were significant predictors, collectively explaining 45% of the variance, with online entertainment and flow being the most influential factors.

Furthermore, the new marketing mix (4E's) had a significant impact on purchase decisions (p<.05), explaining 51% of the variance14. All four components Experience, Exchange, Everywhere, and Evangelism were significant predictors, collectively accounting for 53% of the variance, with Evangelism identified as the most influential factor.

Factors Influencing the Decision-Making Process for Purchasing Electric Personal Vehicles (EVs) in Nakhon Sawan Province

2026-04-06T10:25:40+07:00

This study aimed to: 1) examine the factors influencing the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province based on demographic characteristics; and 2) investigate the levels of integrated marketing communication factors and innovation adoption factors affecting the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province. The sample consisted of 200 consumers who owned electric personal vehicles (EVs), selected through simple random sampling. The research instrument was a questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.66–1.00 and a reliability coefficient of 0.97. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, namely t-test, One-way ANOVA, and Multiple Regression Analysis.

The findings revealed that:

Demographic factors, including gender, age, marital status, educational level, occupation, and average monthly income, did not significantly affect the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province at the .05 level of significance.
Integrated marketing communication factors significantly affected the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province at the .05 level of significance, with a predictive power of 79.7% (R² = .797). In addition, innovation adoption factors, particularly sales promotion and online marketing, significantly affected the decision-making process for purchasing electric personal vehicles (EVs) at the .05 level of significance and jointly predicted the purchasing decision at 68.5% (R² = .685). The findings of this study can be utilized as guidelines for developing marketing strategies, promoting innovation adoption, and enhancing business potential for electric vehicle entrepreneurs effectively.

The Marketing Mix (7Ps) Influencing Consumers’ Decision to Use Services of Medical Clinics: A Case Study of Mit Maitree Clinic

2025-11-19T16:52:03+07:00

This study aimed to compare consumers’ decision-making in choosing medical clinic services classified by demographic characteristics and to examine the marketing mix (7Ps) factors influencing their service selection. The case study focused on Mit Maitree Clinic, a private clinic network with more than 70 branches. A quantitative research method was employed, collecting data from 400 consumers who had previously used the clinic’s services through an online questionnaire (Google Form) using purposive sampling. The statistical tools used in this study included frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis at the 0.05 significance level.

The results revealed that demographic characteristics significantly influenced consumers’ decision-making only in terms of occupation at the 0.05 significance level, while gender, age, marital status, education level, and average monthly income showed no significant differences. Furthermore, the marketing mix factors that positively and significantly affected consumers’ decision-making at the 0.05 level were physical evidence, product, process, and place/channel, whereas people, price, and promotion exhibited no statistically significant influence.

Effect of Urbanization and Poverty on General Fertility Rate: A Spatial Analysis at District Level in Thailand

2026-01-04T15:36:52+07:00

This study investigates how urbanization and poverty are associated with the general fertility rate in Thailand. Using both global and local spatial analyses, this study explores these relationships across national and local levels. Utilizing both ground-based and satellite data, the spatial analyses reveal that static urbanization poverty levels are negatively correlated with birth rates at the national level. Thailand’s capital—Bangkok—shows the lowest level of fertility, while rural districts record the highest. The analysis at the local level shows considerable spatial heterogeneity. The birth rate in urbanized areas like the Eastern Economic Corridor and the outer ring of the Bangkok Metropolitan Region is higher than the national average. On the other hand, the birth rate in stagnant and poor rural areas is still lower than the national average. A positive correlation between dynamic urbanization and birth rates in rapidly urbanizing rural districts is noteworthy. The analysis indicates that the environment in rapidly developing rural districts is more favorable to birth rates compared to fully urbanized and stagnant rural districts. The results suggest that a comprehensive regional development plan to modernize vast parts of Thailand where rurality remains predominant is vital in stopping further decline in the national birth rate.

Digital Competencies Development affecting Job Performance of Employees in the Digital Content Industry

2025-12-04T16:27:35+07:00

The objectives of this research were (1) to examine the level of digital competency development among employees in the digital content industry; (2) to assess the level of job performance among employees in the digital content industry and (3) to investigate the influence of digital competency development on the job performance of these employees. The study employed quantitative research methodology, utilizing questionnaires as the primary instrument for data collection. The sample consisted of 366 employees within the digital content industry. Data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and Stepwise Multiple Regression Analysis.

The research findings revealed that: (1) Overall digital competency development was at a high level. The dimension with the highest mean was Education, followed by Development and Training, respectively. (2) The overall job performance of employees in the digital content industry was also at a high level. The highest-rate dimension was Quality of Work, followed by Quantity of Work, Timeliness, and Cost, respectively. (3) Regarding the influence of digital competency development on job performance, it was found that all three dimensions Education, Training, and Development had a significant positive influence on all four aspects of job performance Quality, Quantity, Times, and Cost. Furthermore, the study identified that the Development dimension was the most influential factor impacting overall job performance.

The Influence of Customer Relationship Management on Customer Loyalty in Jewelry Purchasing in Bangkok

2026-02-23T21:28:37+07:00

In this dissertation, the researcher studies (1) product quality, customer satisfaction, trust, and customer loyalty in the purchase of jewelry in Bangkok, Thailand; (2) the influence of product quality, customer satisfaction, and trust on customer loyalty; and (3) the moderating effects of customer relationship management on changes in the relationships between customer satisfaction and customer loyalty and between trust and customer loyalty.

A quantitative research design was employed, using a structured questionnaire to collect data from 400 customers who had purchased jewelry from shopping malls in Bangkok that housed at least 20 jewelry retailers. This sampling approach ensured adequate representation of consumer purchasing behavior in the jewelry market. The data were analyzed using appropriate statistical techniques to test the proposed relationships among the study variables.

The results show that all latent constructs product quality, customer satisfaction, and trust exhibited high mean values, indicating favorable consumer evaluations in the jewelry purchasing context. The positive associations among these constructions provide empirical support for the central role of product quality and customer experience in driving customer satisfaction and reinforcing trust toward the product.

In addition, the analysis reveals that customer relationship management (CRM) exerts a statistically significant influence on the relationships between customer satisfaction and customer loyalty, as well as between trust and customer loyalty. CRM plays a reinforcing role by strengthening these relationships. Moreover, the findings suggest a conditional direct effect of CRM, whereby higher levels of effective and continuous CRM practices enhance the strength of the associations between customer satisfaction and customer loyalty, and between trust and customer loyalty. These results underscore the critical importance of CRM in fostering and sustaining long-term customer loyalty.

Time Series Forecasting of the Number of Visitors to Pathum Thani Province

2026-05-19T11:27:43+07:00

This research aims to study and compare the efficiency of forecasting models for the number of visitors to Pathum Thani Province, categorized into domestic and foreign visitors. Annual secondary data from 2011 to 2024 were utilized. The experimental design consisted of two scenarios: using the complete dataset and excluding the 2020–2022 period to mitigate the impact of outliers caused by the COVID-19 pandemic. The forecasting models evaluated included Holt-Winters exponential smoothing and Grey Models (GM(1,1) and EPC).

The results indicated that for Thai visitors, the Holt-Winters Multiplicative model with the excluded COVID-19 period was the most appropriate, yielding the lowest MAPE of 11.82%. For foreign visitors, the Grey Model EPC with the excluded COVID-19 period provided the highest accuracy with a MAPE of 4.96%. The study found that including data from the pandemic period led to model overfitting and high forecasting errors. The forecast for 2025 estimates 3,569,622 Thai visitors and 414,076 foreign visitors. These findings serve as a strategic guideline for relevant agencies to effectively manage resources and infrastructure to accommodate the projected growth in tourism.