Proceedings National & International Conference
National & International Conference
Graduate School, Suan Sunandha Rajabhat University
STUDENTS’ SATISFACTION WITH TEACHING AND LEARNING MANAGEMENT IN THE COURSE OF MASTER OF PUBLIC HEALTH PROGRAM IN PUBLIC HEALTH, SUAN SUNANDHA RAJABHAT UNIVERSITY
This study employed a quantitative research methodology with the objectives: (1) to examine the level of student satisfaction with the instructional management of the Master of Public Health Program at Suan Sunandha Rajabhat University, and (2) to investigate the demographic characteristics of students enrolled in the program. The sample consisted of 71 students enrolled in the Master of Public Health Program, majoring in Public Health. Data were collected through a structured questionnaire. Descriptive statistics, including percentage, mean, and standard deviation, were utilized for data analysis. The study aimed to examine the demographic and satisfaction levels of students enrolled in the Master of Public Health program at the Graduate School, Suan Sunandha Rajabhat University. A total of 71 students participated in the study. The findings revealed that the majority of the participants were female (53.5%) and aged between 26 and 30 years (29.6%). Employment status showed that 25.4% were employed in both the private and public sectors, with 63.4% working as healthcare professionals. Additionally, 63.4% of the students had a monthly income exceeding 30,000 baht. In terms of student satisfaction with the program's teaching and learning management, the overall satisfaction level was moderate. A detailed analysis of satisfaction across different aspects revealed that the highest satisfaction was related to the course content, followed by teaching techniques and methods, instructional management, and assessment. The area with the lowest satisfaction was the curriculum design.
A REFLECTION ON THE FOUR BIASES (AKKHAṬI 4) IN THE DHAMMASATTHA AND BUDDHISM WITHIN THE THAI JUDICIARY: FROM PAST TO PRESENT
This research examines the influence of the Four Biases—Chanda (desire), Dosa (anger), Moha (delusion), and Bhaya (fear)—as ethical concepts rooted in Buddhism and the Dharmashastrascriptures on the Thai judicial system from the Sukhothai period to the present. These biases have shaped judicial perspectives and practices, serving as a foundational framework guiding judges' conduct in case adjudication, judicial training, and legal interpretation. The study reveals that these principles have persisted and adapted through historical developments, including Western legal modernization, becoming embedded in judicial codes and professional ethics. This enduring influence reflects a fusion of religious, customary, and modern legal thought that underpins the organizational culture and operational norms of Thailand’s judiciary across time.
MODELLING INTENTION FORMATION IN MALAYSIAN SOCIAL ENTREPRENEURSHIP: A CONCEPTUAL FRAMEWORK
Social entrepreneurship has emerged as a key strategy for poverty reduction and employment generation, aligning with Sustainable Development Goal 1 (SDG1). Since the 1980s, it has evolved from grant-dependent charities into income-generating enterprises, offering cost-effective alternatives for public service delivery. Despite global progress, the development of social entrepreneurship in Malaysia remains limited. As of January 2025, the country recorded only 465 social enterprises, with just 6% achieving accredited status, an insufficient scale for widespread social impact. This conceptual study proposes an integrated framework by incorporating the Theory of Planned Behaviour (TPB) to better understand Malaysians’ Social Entrepreneurial Intention (SEI). From extensive review of literature, this framework looks into critical factors such as empathy, moral obligation, self-efficacy, social support, social worth, financial support, and voluntary experience, and their impact to the SEI. The model asserts the relationship between prosocial personality, prosocial motivations, and institutional support in shaping a SEI. The insights derived contributes to theory and practice in building a more impactful and sustainable social entrepreneurship ecosystem. Additionally, the framework provides a foundation to future empirical studies to expand and test the knowledge of SEI in Malaysia and comparable countries.
STUDY ON THE IMPACT OF FINANCING EFFICIENCY ON CORPORATE INNOVATION
This study investigates the impact of financing efficiency on corporate innovation in Chinese manufacturing enterprises, with a specific focus on the mediating roles of financing constraints and supply chain finance. Using a sample of 12,186 observations from manufacturing firms spanning 2007 to 2021, the research employs a mixed-methods approach combining Data Envelopment Analysis (DEA) for measuring financing efficiency and panel regression models to test hypotheses. Empirical results confirm a significant positive relationship between financing efficiency and corporate innovation. Mechanism analysis reveals that financing efficiency enhances innovation by alleviating financing constraints and promoting participation in supply chain finance. Additionally, heterogeneity analysis highlights regional disparities, with a stronger impact observed in Central and Western China compared to Eastern China. Further analysis identifies key antecedents of financing efficiency, including corporate governance, operational efficiency, information disclosure, social capital, market competition, and government subsidies, while excessive government regulation exerts a marginal negative effect. This study bridges theoretical gaps by integrating direct and indirect mechanisms through which financing efficiency influences innovation, and offers actionable insights for policymakers such as targeted support for financially constrained regions and business leaders seeking to enhance innovation through improved financing practices.
THE IMPACT OF EDUCATION MANAGEMENT INFORMATIZATION ON THE ADMINISTRATIVE EFFICIENCY OF S UNIVERSITIES IN YUNNAN PROVINCE, CHINA
This paper aims to study 1) the impact of the infrastructure of Education Management Informatization on the Administrative Efficiency of universities, 2) the impact of Applied Information Mangagement of Education Management Informatization on the Administrative Efficiency of universities, and 3) the impact of Teachers' Information Literacy of Education Management Informatization on the Administrative Efficiency of universities. The study employs a quantitative research methodology, utilizing survey questionnaires to collect data.The research subjects are teachers at S University in Yunnan Province, China. The sample size was determined using the Taro Yamane formula, with 264 teachers selected (out of a total of 680 teachers at S University in Yunnan Province, China). Data analysis was conducted using statistical software methods, including reliability analysis, validity analysis, descriptive analysis, correlation analysis, and regression analysis. The results show that 1) the infrastructure of education management informatization has a positive impact on the administrative efficiency of universities; 2) the application of information management in education management informatization has a positive impact on the administrative efficiency of universities; and 3) teachers' information literacy in education management informatization has a positive impact on the administrative efficiency of universities. This study provides a basis for improving the administrative efficiency of universities and enriches the relevant theories of education informatization and administrative efficiency.
ASSOCIATION BETWEEN PERSONAL FACTORS AND KNOWLEDGE OF THE SANGAHAVATTHU 4 AMONG SERVICE RECIPIENTS AT THREE SUBDISTRICT HEALTH PROMOTING HOSPITALS IN BANG KRUAI DISTRICT, NONTHABURI PROVINCE
THE DEVELOPMENT OF THE IDG CURRICULUM AND THE KING’S PHILOSOPHY TO ENHANCE THE COMPETENCIES OF GOVERNMENT PERSONNEL
This qualitative research aims to develop a training curriculum that integrates the Inner Development Goals (IDGs) with the King’s Philosophy to enhance the competencies of government personnel. The study applies document analysis as the primary methodology, drawing from academic literature, royal initiatives, and curriculum development models. The research addresses the growing need for civil servants to cultivate inner competencies—such as self-awareness, ethical awareness, empathy, and collaborative mindset—in response to complex and rapidly changing societal challenges. The findings suggest that synthesizing the five dimensions of IDGs (Being, Thinking, Relating, Collaborating, and Acting) with principles from the King’s Philosophy—particularly the concept of development from within (“explosion from within”)—can lead to a curriculum framework that supports both personal transformation and systemic impact. This curriculum is designed to strengthen public sector performance by aligning internal growth with national goals. The research contributes to the discourse on transformative leadership and human-centered governance by offering a model for inner capacity building through education policy and public administration training.
THE INFLUENCE OF TEACHER-STUDENT INTERACTION ON SELF- LEARNING ABILITY OF STUDENTS OF HIGHER VOCATIONAL COLLEGEIN YUNNAN PROVINCE, CHINA
THE EFFECT OF AI APPLICATIONS AND DIGITAL TRANSFORMATION ON CORPORATE INNOVATION PERFORMANCE IN GLOBAL AUTOMOTIVE ENTERPRISES
This dissertation investigates the impact of AI-driven digital transformation on innovation performance within automotive enterprises. As the automotive industry faces significant shifts due to technological advancements, the study examines how various dimensions of digital transformation affect firms' innovation capabilities. Independent variables include Artificial Intelligence (AI) applications, Depth of Digital Transformation, and Breadth of Digital Transformation, which represent different facets of how digital tools and processes are integrated into operations. The dependent variable, Innovation Performance, measures how effectively these innovations translate into competitive advantages. The research also explores Digital Capabilities as a mediating variable, positing that stronger digital skills and resources enhance the relationship between AI-driven transformation and innovation. Furthermore, Firm Size acts as a moderating variable, assessing how organizational scale influences the effects of digital transformation. Control variables, such as Industry Type and Market Competition, ensure that external factors do not distort the findings. Additionally, Regulatory Policies and Technological Progress are included as external variables, examining their broader impacts on both digital transformation and innovation performance. This study aims to provide insights into how AI and digitalization reshape innovation in automotive enterprises, offering both theoretical contributions and practical implications for industry leaders.
THE ROLE OF DIGITAL TECHNOLOGY AND SUSTAINABLE ENERGY IN MITIGATING ENVIRONMENTAL DEGRADATION: A PATH TO ACHIEVING SDGS FOR SOUTH EAST ASIAN ECONOMIES
This research study examined the role of sustainable energy and digital technology in reducing environmental degradation, with a key focus on attaining the Sustainable Development Goals (SDGs) for South East Asian Economies. The study also examines the presence of the Environmental Kuznets Curve (EKC) hypothesis in the selected economies. The study will collect a panel dataset for the selected economies from 2000 to 2024. The study will apply some prerequisite diagnostic tests, such as unit root tests, descriptive statistics, VIF, and correlation analysis, to check the properties of the dataset. Furthermore, the study will use advanced econometric techniques called Generalized Method of Moments (GMM) for investigating the relationship between variables. The literature review section highlights the key trends and the potential of digital technologies and renewable energy (RE) in promoting environmental sustainability, as well as some studies on reducing environmental degradation. The study aims to investigate how these solutions can effectively mitigate environmental impacts. The findings of this study will be helpful for policymakers, investors, industries, and strategic planners in order to build an ecosystem for green technology and sustainable development. More broadly, this work highlights the importance of cross-sectoral collaboration in utilizing technologies and renewable resources to meet environmental goals for the economies. Through harmonizing economic development with environmental conservation, Southeast Asia can show the world the path to a more sustainable future.
RESEARCH ON SHIJIAZHUANG CITY BRAND ATTRACTIVENESS UNDER THE BACKGROUND OF CULTURAL MARKETING
THE INFLUENCE OF RESOURCEALLOCATION ON EDUCATION MANAGEMENT EFFICIENCY OF HIGHER VOCATIONAL COLLEGES IN CHONGQING SOUTHWESTERN, CHINA
This study aims to analyze the impact of resource allocation on education management efficiency in higher vocational colleges in Southwestern Chongqing, China. A structured questionnaire was distributed to 350 staff members from 44 institutions, focusing on the relationship between three types of resources and educational management efficiency. Data were analyzed using descriptive statistics, t-tests, ANOVA, correlation analysis, and multiple regression analysis. The findings revealed that human and technological resources significantly influence management efficiency, with human resources being the most prominent factor, while funding resources showed relatively weak effects. Grounded in the Resource-Based View (RBV), the study provides both theoretical evidence and practical implications for improving the efficiency of vocational college management.
FACTORS INFLUENCING FERTILITY CLINIC SELECTION AMONG CHINESE MEDICAL TOURISTS IN THAILAND: THE ROLE OF SERVICE QUALITY AND EXPERIENTIAL SATISFACTION
THE DIGITAL TRANSFORMATION JOURNEY OF A SME IN MALAYSIA: A CASE STUDY ON TECHNOLOGY IN TA ENTERPRISE
This qualitative case study examines the digital transformation of TA Enterprise, a family-owned signage SME in Malaysia. Utilizing the Technology-Organization-Environment (TOE) framework, the research, based on interviews and field observations, investigates how technological, organizational, and environmental factors influence digital adoption. Findings indicate that despite existing technological awareness and aspiration, progress is hindered by organizational readiness, resource limits, and generational resistance. Customer demand and market trends necessitate digital adoption for competitiveness. While government grants exist, bureaucratic hurdles complicate their utilization. The study offers actionable insights, recommending phased adoption strategies and targeted government support to enhance Malaysian SME digital readiness.
RESEARCH ON THE INFLUENCING FACTORS OF INNOVATION PERFORMANCE MANAGEMENT IN CHINESE NEW ENERGY ENTERPRISES
THE STUDY OF STUDENT SATISFACTION REGARDING TEACHING MEDIA IN THE THAI TRADITIONAL MEDICINE DIPLOMA PROGRAM, SUAN SUNANDHA RAJABHAT UNIVERSITY
COMPARATIVE TRANSFER LEARNING FOR SIT AND STAND CLASSIFICATION: TOWARD SUSTAINABLE WORK-HEALTH SOLUTIONS
The development of sustainable health monitoring technologies is essential for improving patient care while reducing resource demands in healthcare systems. Furthermore, such technologies are crucial for addressing occupational health concerns among healthcare workers, who are at high risk of developing musculoskeletal disorders due to improper posture, prolonged standing, and incorrect sitting positions during work. Deep learning models have emerged as a promising tool for automatic posture classification and real-time monitoring of healthcare workers' activities. However, traditional deep learning approaches based on convolutional neural networks often require significant computational resources. To address this challenge, our research explores the potential of transfer learning techniques for efficient and accurate classification of sitting and standing postures among healthcare workers. In addition, our online dataset consisted of 4,000 annotated sitting and standing images with various hospital scenarios. We also evaluated pre-trained deep learning architectures on this dataset to assess their transferability for posture classification. Our results demonstrated that all transfer learning provided an efficient and sustainable solution, achieving high classification performance with all models exceeding 0.96 in accuracy, precision, recall, and F1-score. Notably, MobileNetV2 stands out as a highly efficient option, with only 3.5 million parameters and a weight size of 9 MB. In contrast, VGG16 and VGG19, despite their highest classification performance, were impractical for real-time applications due to their largest size exceeding 500 MB. Our findings contribute to the development of sustainable work-health solutions by enabling the integration of efficient deep learning models into monitoring systems for real-world hospital environments.
THE PHYSICAL CULTURAL LANDSCAPE OF CHINESE DANCE THEATER IN THE NEW ERA: A CASE STUDY OF TAO DANCE THEATER AND XIE XIN DANCE THEATER
Dance theatre originated in Germany in the late 1960s, represented by Pina Bausch and her Uppertal Dance Theatre founded in 1973. Dance Theatre, T a n z t h e a t e r in German and Dancetheatre in English, is a highly integrated form of theatre performance that incorporates elements of dance, music, and traditional theatre into a comprehensive art form that focuses on the richness and depth of human experience. Lloyd Clemenka (2021). The historical processes that have influenced the development of dance theatre in China in the new era are as follows: in the 1980s, when the wave of reform and opening up in China began, Western cultural forms were crowded into the country, and during this period new dances mixed with modern, classical Chinese and contemporary dance vocabularies appeared, all of which bore the early beginnings of dance theatre; from the 1990s to the beginning of the 2000s, the economic, political and cultural development of China developed rapidly, and dancers of this period began to engage in a new form of performance, the dance theatre, which is a form of dance. In the 1990s and 2000s, China's economy, politics and culture developed rapidly, and dancers in this period began to explore the practice of "dance theatre", and Chinese dance theatre entered a period of enlightenment; after 2000, the marketization of diverse cultures strengthened international interoperability, and China entered the multimedia era, and artists launched a wide range of attempts to make dance theatre enter the period of the promotion of "artists' collective consciousness". "In 2010, the development of science and technology triggered the reconstruction of artists' identities, and their creations were impacted by consumerism and globalisation, which led to the development of individual dance troupes and the era of "individuality and autonomy" in China's dance theatre.
THE INFLUENCE OF LEADERSHIP STYLES ON STUDENTS' ATTITUDE TOWARDS AESTHETIC EDUCATION IN HIGHER EDUCATION INSTITUTIONS IN KUNMING YUNNAN
This study investigates the current status of three leadership styles—transformational, transactional, and laissez-faire—in higher education institutions in Kunming, Yunnan Province, focusing on their correlations with students 'aesthetic education attitudes (emotional, behavioral, and cognitive dimensions). It analyzes the mechanisms and combined effects among these styles and proposes targeted improvement strategies. A stratified random sampling method was employed to select 550 students as participants. Data collection utilized a revised Multifactorial Leadership Questionnaire (MLQ) and an aesthetic education learning attitude scale, with descriptive statistics, correlation analysis, and regression analysis conducted using SPSS software. Results revealed: Transformational leadership significantly positively influenced all three dimensions of students' aesthetic education attitudes (p<0.01); Transactional leadership showed weak positive effects only on behavioral dimensions (p<0.05); Laissez-faire leadership demonstrated no significant positive impact and exhibited a slight negative trend in cognitive dimensions (p>0.05). The combined effect of these leadership styles on aesthetic education attitudes was statistically significant (p<0.01). This study provides empirical evidence for optimizing leadership strategies in university aesthetic education management.
FACTORS INFLUENCING TOURIST BEHAVIORAL INTENTIONS AT SOUTHEAST ASIAN SPECIALTY RESTAURANTS IN XINGLONG, HAINAN, CHINA
This study explores how different customer groups perceive the authenticity of Southeast Asian restaurants in Xinglong, Hainan, and how these perceptions influence customer satisfaction and willingness to recommend. Using a sequential mixed-methods design, the research first conducted in-depth qualitative interviews with 30 participants, including restaurant owners, chefs, overseas Chinese, and local residents, to explore perceptions across three dimensions of authenticity: food, environment, and service. This informed the subsequent quantitative phase, during which a structured questionnaire was administered to restaurant patrons. A total of 466 valid survey responses were collected from four key groups: tourists (127), returned overseas Chinese (43), local residents (112), and students (184). Structural Equation Modeling (SEM) was applied to examine the relationships between authenticity perceptions, perceived value, satisfaction, and behavioral intention. The results revealed that food authenticity has the most significant positive impact on perceived value, satisfaction, and recommendation intention, followed by service and environmental authenticity. Distinct group-based differences were also observed: tourists and students are more responsive to environmental ambiance and service hospitality, while local residents and overseas Chinese place greater emphasis on traditional food flavor and preparation. This research contributes to the theoretical framework of cross-regional food cultural production by highlighting the importance of authentic service and culinary integrity in shaping consumer experience. Practically, it supports Xinglong’s transition from sightseeing tourism to culturally immersive experiences, suggesting that enhancing both food and service authenticity can foster greater visitor engagement and cultural identity. These findings provide actionable insights for local government, restaurant operators, and tourism developers seeking to preserve culinary heritage while meeting the expectations of diverse customer groups. This research Objectives (1) Case Study Analysis of Southeast Asian Restaurants. (2) Qualitative Exploration of Authenticity Perceptions. (3) Quantitative Analysis Using SEM. Research hypothesis based on the aforementioned theoretical framework, this study proposes 15 hypotheses, which include 9 direct effect hypotheses and 6 indirect effect hypotheses. Use the theory is Stimulus Organism Response (SOR), Theory of food culture originality, Cultural Geography Theory, Theory of local dietary symbols, Structural Equation Modeling (SEM) Theory and NVivo theory. Significance of the Study is Policy benefits, Operational benefits, Academic benefits. This study found that for ethnic restaurants, authenticity—across food, environment, and service—significantly impacts perceived value and customer satisfaction, which in turn drives customer recommendations. Food authenticity had the strongest influence on both perceived value (β=0.516) and customer satisfaction (β=0.239). The study also highlighted the mediating role of perceived value and the strong link between customer satisfaction and recommendation intention (β=0.394). Demographically, returned Overseas Chinese showed the highest recommendation intention.
THE STUDY OF SERVICE RECIPIENTS' SATISFACTION WITH THE SERVICE QUALITY IN THE PUBLIC HEALTH PROGRAM, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY
The Study of Service Recipients' Satisfaction with the Service Quality in the Public Health Program, Graduate School, Suan Sunandha Rajabhat University, aimed to assess service quality satisfaction among service recipients.The specific objectives were to evaluate satisfaction with the service quality provided by the Faculty of Public Health, Graduate School, Suan Sunandha Rajabhat University, and to identify problems and suggestions from service users regarding the quality of these services. The study population consisted of 42 students enrolled in both the Master of Public Health and Doctor of Public Health programs within the Faculty of Public Health. Data was collected using questionnaires, and statistical analysis was performed using percentage, mean, and standard deviation.
DO NOT RESUSCITATE (DNR) ORDER FOR INCAPACITATED PATIENTS
A Do Not Resuscitate (DNR) order can be beneficial to a patient who may have a terminal disease or is of old age as it can reduce their pain and suffering during the end of their life. However, not many countries offer the option of having a DNR order. The laws on this order in the United States of America (USA), United Kingdom (UK) and Australia are similar while Thailand does not offer this decision. This is a comparison of medical laws regarding consent and the right to refusal in different countries.
CHALLENGES AND OPPORTUNITIES TO THE SUCCESS OF ENVIRONMENTAL HEALTH ASSESSMENTS IN HEALTHCARE FACILITIES UNDER THE BANGKOK GREEN & CLEAN HOSPITAL PLUS (BKKGC+) PROGRAM AT TAKSIN HOSPITAL OF THE MEDICAL SERVICE DEPARTMENT BANGKOK
The Bangkok Green & Clean Hospital Plus (BKKGC+) standard serves as a strategic initiative to improve environmental health management in hospitals under the Bangkok Metropolitan Administration. This study aimed to explore the challenges and opportunities related to BKKGC+ implementation using a qualitative approach. In-depth interviews were conducted with stakeholders in selected hospitals, and data were analyzed through a content-based framework focusing on four key dimensions: organizational strengths, internal challenges, external opportunities, and strategic directions. Findings indicate that while organizations possess internal strengths—such as leadership commitment, digital systems, and staff awareness—several barriers remain. These include high staff turnover, weak internal communication, outdated infrastructure, and the perception of BKKGC+ as an additional burden. The analysis draws upon the Resource-Based View (RBV) to highlight the value of internal capabilities, while the Theory of Planned Behavior (TPB) explains how attitudes, social influence, and perceived behavioral control affect staff participation. Furthermore, SWOT analysis identified external opportunities such as supportive policy, technological innovation, and rising societal concern for sustainability. The study recommends a dual strategy: strengthening internal systems through structured training, monitoring tools, and cultural integration, while leveraging external networks and policy support. Embedding BKKGC+ into routine hospital operations and quality systems like 5S or IC is essential to ensure long-term sustainability.
PERCEPTION AND UNDERSTANDING OF QUALITY ASSURANCE IN EDUCATION OF PERSONNEL IN THE GRADUATE SCHOOL AT SUAN SUNANDHA RAJABHAT UNIVERSITY
INFLUENCING DECISION OF ORGANIC COSMETICS PURCHASING IN BANGKOK
The rapid development of communication technology has significantly transformed consumer behavior, particularly in the organic cosmetics industry, where social media plays a crucial role in marketing and consumer engagement. Although the use of organic cosmetic products in Bangkok has been continuously growing, there is still a lack of research on the effective decision-making factors for promoting products through social media. This study aims 1. to examine the factors influencing the purchase decision of organic cosmetics and 2. to explain the effects of organic cosmetics on consumer behavior. To address this gap, the research focuses on analyzing the key factors that influence the promotion of the organic cosmetics industry through social media in Bangkok using a mixed-method approach, integrating both quantitative and qualitative methods. In the quantitative phase, data were collected from 400 participants and analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to explore causal relationships, while in the qualitative phase, in-depth interviews were conducted with 16 stakeholders, including entrepreneurs, distributors, government officials, and consumers, to validate and enrich the quantitative findings. This integration of methods enhanced the credibility of the research and provided a comprehensive overview of the factors driving social media engagement in the organic cosmetics market. The findings reveal that government policy, entrepreneurial credibility, marketing strategy, and service standards have significant effects on promoting the organic cosmetics industry via social media, with government policy exerting the strongest influence, followed by entrepreneurial credibility, underscoring the importance of policy support and brand trust. Furthermore, effective marketing strategies and high service standards contribute to increased consumer engagement and industry growth. This research provides valuable insights for businesses, policymakers, and marketers in refining strategies to promote organic cosmetics through social media, highlighting the need for collaboration between government agencies, entrepreneurs, and marketing strategists to establish a strong online presence, build consumer trust, and expand the organic cosmetics market in Bangkok, while also serving as a foundation for future research and the development of strategic policies for sustainable beauty marketing
THE SUFFICIENCY ECONOMY MECHANISM IN DRIVING CONSERVATION: LESSONS FROM A VETIVER GRASS HANDICRAFT PROJECT IN A THAI BORDER COMMUNITY
The challenge of balancing natural resource conservation with community livelihood development is a critical global agenda. This article aims to analyze the "mechanism" of the Sufficiency Economy Philosophy (SEP) in simultaneously achieving both goals through a case study of a vetiver grass handicraft promotion project in a border community in Udon Thani Province, Thailand. This study employed Participatory Action Research (PAR) to transfer knowledge and assess economic, social, and environmental impacts. The research found that creating economic value from vetiver leaves, a by-product of planting for soil conservation, generated a "positive feedback loop." The community group earned an average supplementary income of 500-1,500 THB per person and a group income of 16,000 THB in the first six months, which incentivized the expansion of vetiver cultivation for conservation by over 18,000 seedlings. This finding indicates that SEP is not merely an abstract philosophy but can function as an operational tool that effectively links conservation with livelihood development, offering crucial lessons for sustainable development in other contexts.
GUIDELINES FOR INCREASING THE OPERATIONAL EFFICIENCY OF THE THAI GOVERNMENT LOTTERY OFFICE BY PURCHASING FROM CONSUMERS IN THE BANGKOK METROPOLITAN AREA
FACTORS INFLUENCING ADULT EFL CHINESE STUDENTS’ LINGUISTIC COMPETENCY AND STRATEGIES FOR ITS ENHANCEMENT: A PEDAGOGICAL PERSPECTIVE BASED ON THE DECLARATIVE/PROCEDURAL MODEL OF LANGUAGE
This study aims to investigate the manageable factors influencing adult EFL Chinese students’ linguistic competency and to construct instructional innovations based on the Declarative/Procedural Model of Language. The five core factors examined are motivation, attitude, exposure, environment, and cognition. A mixed-methods approach was adopted, integrating both quantitative and qualitative instruments, using questionnaires, interviews, classroom observations, and language learning logs. A one- group pretest-posttest design was applied to assess the effectiveness of instructional innovations developed according to the theoretical framework. The study also evaluates the effectiveness through effect size and effectiveness indexes, aligning with China’s Standards of English Language Ability (CSE). The results provide evidence that the five manageable factors play significant roles in shaping linguistic development and that innovations grounded in the Declarative/Procedural Model contribute to meaningful improvement in language learning outcomes. Furthermore, students expressed a high level of satisfaction with the instructional design, activities, and learning experiences.
AN INVESTIGATION INTO THE ANTI-WRINKLE EFFICACY OF A FACIAL CREAM FORMULATED WITH THONGKRAW FLOWER EXTRACT
This study aimed to evaluate the efficacy of a facial cream containing Butea monosperma flower extract in reducing wrinkles. The extract is known for its beneficial effects on the skin and contains flavonoid compounds such as kaempferol, coreopsin, isocoreopsin, sulfurein, monospermoside, and isomonospermoside. These compounds exhibit antioxidant activity, anti-inflammatory effects, and tyrosinase inhibition, which is associated with melanin production. The cream formulation was developed using standardized extraction and manufacturing processes to ensure consistency, stability, and product safety. Thirty healthy female volunteers aged 35–55 years, all staff members of Suan Sunandha Rajabhat University, participated in a four-week open-label clinical trial. Participants were selected based on predefined inclusion and exclusion criteria and provided informed consent prior to the study. The cream was applied twice daily—morning and evening—throughout the trial period. Phytochemical analysis of the B. monosperma extract revealed a total phenolic content of 90.38 ± 1.2 mg gallic acid equivalents (GAE) per gram of extract and a total flavonoid content of 26.41 ± 0.8 mg quercetin equivalents (QE) per gram of extract, as measured by UV-Vis spectrophotometry. Additionally, the extract demonstrated strong antioxidant activity, with a DPPH assay IC₅₀ value of 34.7 ± 2.5 µg/mL. Clinical evaluations showed statistically significant improvements in skin parameters. Skin hydration increased from 32.5 ± 4.1 arbitrary units (AU) at baseline to 45.8 ± 3.6 AU after four weeks, while the average wrinkle depth decreased from 142.3 ± 10.4 µm to 121.6 ± 9.8 µm (p < 0.05). No adverse effects or allergic reactions were reported during the study. These findings support the potential of Butea monosperma flower extract as a natural bioactive ingredient in anti-aging cosmetic products, effectively enhancing skin hydration, improving elasticity, and reducing the appearance of wrinkles.
RETIREMENT PLANNING BASED ON THE CONCEPT OF ELDERLY HAPPINESS IN MODERATE POST-MODERN PHILOSOPHY
This research article aims to analyze the appropriateness of employing the concept of elderly happiness, grounded in moderate post-modern philosophy, to promote retirement planning. This research constitutes qualitative research employing a documentary research approach. It is framed within a philosophical methodology that incorporates dialectics and the discursive method to examine two opposing perspectives. The researcher upholds the foundations of moderate post-modern philosophy, while the opposing side adheres to the modern paradigm. The research findings reveal the reasoning of the opposing position, which asserts that assessing the happiness of the elderly primarily requires quantitative data. Such data are believed to facilitate the most accurate financial budgeting for retirement. However, a critique of the opposing side’s reasoning highlights that elderly happiness encompasses multiple dimensions, which cannot be adequately captured through quantification or monetary valuation. On this basis, the reasoning in support of the researcher's position is that enhancing the quality of life for the elderly in a manner that fosters happiness is an instinct embedded in the will and that elderly happiness is inherently subjective as it is shaped by each individual's quality of life. This understanding leads to the determination of retirement funding needs that are neither excessive nor generic, thereby making this approach suitable for promoting retirement planning.
FROM INK TO IMPACT: EMPLOYEE INSIGHTS ON SUSTAINABLE MANUFACTURING PRACTICES IN MALAYSIA
This study investigates the behavioural and knowledge-based factors influencing sustainability practices among employees in an ink manufacturing facility in Northern Malaysia. By integrating the Theory of Planned Behavior and Sustainable Consumption Theory, the research explores how attitudes, perceived behavioral control, subjective norms, and awareness of responsible consumption contribute to efforts in waste reduction and process enhancement. Using a quantitative approach, data was collected through structured surveys distributed to 200 employees and analysed via SmartPLS. Results indicate that subjective norms, perceived behavioral control, and knowledge of ink waste significantly affect attitudes toward waste reduction, while attitude and awareness of responsible consumption are key predictors of process enhancement. Process enhancement emerged as the strongest factor driving the intention to reduce ink waste. The study offers practical implications for industry leaders and policymakers, highlighting the importance of employee engagement, targeted training, and sustainable technology adoption. This research uniquely contributes to the sustainability literature by presenting an employee-centric framework within an under-explored sector in Malaysia.
THE INFLUENCE OF SOCIAL MEDIA INTENSITY ON DIGITAL LITERACY: THE MEDIATING ROLE OF PERCEIVED KNOWLEDGE OF CYBERCRIME AMONG THAI INTERNET USERS
“In the digital age, literacy is no longer about reading and writing—it’s about critical engagement, security awareness, and informed participation.” The quantitative research methodology applied in this research. The objectives of this study were 1) investigated the relationship between social media intensity and digital literacy and 2) studied perceived cybercrime knowledge as a mediator between relationship between social media intensity and digital literacy. The sample were 600 Thai internet users with purposive sampling. Research tools were perceived cybercrime knowledge scale, social media intensity scale, and digital literacy scale. Research tools met the content validity and reliability (Cronbach’s alpha = 0.85, 0.84, and 0.80 respectively. Data analyzed by using PROCESS macro version 4.2 (Model 4). The results revealed that SMI had a significant total effect on DGL (B = .3400, p < .001, β = .2878), and the direct effect remained significant even after controlling for the mediator (B = .3377, p < .001, β = .2859). However, the indirect effect of SMI on DGL through PKC was non-significant (B = .0022, Boot CI = [−.0317, .0396], β = .0019). These findings suggest that while social media use significantly predicts digital literacy, this relationship is not mediated by perceived knowledge of cybercrime. Implications are discussed in the context of digital education and media exposure in the digital age.
TEACHING STRATEGIES FOR ENGLISH READING SKILLS AT SECONDARY SCHOOL LEVEL: A CASE STUDY OF BANGSOMBOON SUBDISTRICT, ONGKHARAK DISTRICT, NAKHON NAYOK PROVINCE
This study aimed to examine strategies for teaching English reading skills among secondary school teachers in Bangsombun Subdistrict, with a focus on both current strategies and innovative teaching methods. The five participants were English teachers from all secondary schools in the area. Data were collected using a structured questionnaire and analyzed using mean, standard deviation, and median values. The results indicated that teachers’ overall opinions on strategies for teaching English reading skills were at the highest level (x̄ = 4.61, S.D. = 0.071). For current strategies, the highest-rated practices included using a variety of reading materials, implementing pre-reading activities, providing explicit vocabulary instruction, conducting guided reading in small groups, and applying scaffolding techniques (Med = 5 for all). For innovative teaching methods, the highest-rated practices were integrating multimedia resources, applying flipped classroom approaches, promoting collaborative learning, using technology-based platforms, and incorporating gamification elements (Med = 5 for all). The findings suggest that secondary schools employ a balanced combination of traditional and technology-enhanced strategies, effectively supporting comprehension, engagement, and motivation in English reading instruction.
RISK ASSESSMENT OF CITRONELLA OIL-BASED INSECT REPELLENT LABELS ACCORDING TO WHO
REFLECTION ON PROFESSIONALISM IN TEFL: IMPLICATIONS OF TRANSFORMING TEACHER EDUCATION DESIGN
This study investigated the term ‘professionalism’ defined by Thai novice teachers of English (N = 10) in Thailand and the link it has to their professional development programmes. A qualitative research methodology was employed to collect the research data through two methods: a questionnaire and reflective learning journals (RLJs). Through the answers to the open-ended questions of the questionnaire, the participants’ meanings of professionalism included the intellectual, behavioural and attitudinal functions. These meanings were seen to be related to their suggestions for future teaching professional development programmes, which should include content (English), pedagogical and IT knowledge. Writing reflective learning journals enabled the participants to understand, analyse their teaching problems and come up with solutions to the problems. Their reflections on the classroom practice through RLJs revealed the barriers and factors of becoming a professional teacher of English. Implications and suggestions for English teacher education in the ASEAN context were discussed.
DETERMINANTS OF RESPONSIBLE INNOVATION IN MALAYSIAN SMES: A TOE-BASED PERSPECTIVE
This study investigates the key determinants that drive responsible innovation among small and medium-sized enterprises (SMEs) in Malaysia, drawing on the Technology–Organisation–Environment (TOE) framework. Specifically, it examines how relative advantage, environmental concern and policy orientation influence the adoption of responsible innovation practices. Based on survey data from 277 Malaysian SMEs, the results reveal that all three factors positively influence responsible innovation. Among them, relative advantage exerts the strongest effect, followed by environmental concern, while policy orientation has the least impact. These findings highlight that SMEs are more likely to pursue responsible innovation when they perceive clear business benefits, such as enhanced competitiveness or operational efficiency. Therefore, promoting the tangible advantages of responsible innovation should be a strategic priority. Meanwhile, fostering internal environmental awareness and strengthening alignment with sustainability values can further reinforce responsible innovation. Practical implications include encouraging policymakers to frame regulatory measures in ways that emphasise business incentives and providing support mechanisms for SMEs to recognise the value of responsible innovation. This study contributes empirical evidence from a developing country context, confirming that responsible innovation is not only ethically desirable but also strategically beneficial for SME.
ASSAULT-RELATED INJURY AND MORTALITY IN THAILAND: A FIVE-YEAR SITUATION REVIEW (2015–2019)
This study presents a comprehensive analysis of assault-related injuries and fatalities in Thailand from 2015 to 2019 using data from the National Injury Surveillance (IS) database. Interpersonal violence—particularly assault—remains a critical public health concern, with significant physical, psychological, and social implications. This research aims to update national data (ICD-10 codes X85–Y09), prioritise public health responses, and support evidence-based policymaking. The study population includes individuals of all ages and sexes who sustained assault-related injuries, with data collected from 33 sentinel hospitals. The research employs a quantitative descriptive design, analysing trends in injury type, demographic characteristics, location, time of incident, bodily region affected, and alcohol involvement. Results show a 27.6% reduction in overall injuries over five years, yet highlight persistent vulnerabilities—particularly among youth aged 15–29, who accounted for nearly 70% of victims. Assaults most frequently occurred at home or nearby (48.1%), with domestic incidents rising. Head and neck were the most commonly injured regions (31.2%). Alcohol was involved in nearly half of the sharp and blunt object assaults. Assaults peaked between 4:00 p.m. and 3:00 a.m., aligning with social and alcohol-related activities. While trends indicate progress, significant gaps remain in prevention, particularly regarding domestic violence and alcohol use. The report recommends short-, medium-, and long-term strategies for violence prevention and calls for future research in behavioral, genetic, and digital risk factors. Comprehensive, multisectoral collaboration remains essential to advancing public safety and health equity.
THE MODEL OF THE CURRENT STATE OF EDUCATIONAL INFORMATION MANAGEMENT, ARTIFICIAL INTELLIGENCE DYNAMIC CAPABILITIES AND STRATEGIES TO COPE WITH COMPETITIVE PRESSURES IN JILIN PROVINCE
Against the backdrop of China’s "Digital Jilin" strategy and the construction of a strong education province, this study explores the current state of educational information management, the construction of artificial intelligence (AI) dynamic capabilities, and strategies to cope with competitive pressures in Jilin Province. Adopting a mixed research method (N=456), it integrates Lewin’s change management theory, dynamic capability theory, and Porter’s competitive strategy theory to construct an analytical framework of "change process-capability building-competitive strategy." The study identifies key challenges in educational information, extracts a three-dimensional AI dynamic capability model (technology absorption, scenario innovation, and ecological synergy), and proposes optimization paths such as constructing an "AI tools + data ethics" teacher training system and developing educational big models. The findings provide methodological insights for regional educational digital transformation, with implications for balancing hardware investment and application efficiency to cultivate differentiated "AI+Education" advantages.
A SURVEY OF KNOWLEDGE TOWARD VIOLENCE AMONG THAI POPULATION
Background: Violence is a persistent public health and social issue in Thailand, affecting people across all demographics and regions. It leads to physical, psychological, and socioeconomic harm. Rising concerns, especially regarding interpersonal violence such as domestic and gender-based violence, highlight the need to understand public awareness and knowledge. This study aimed to assess the level of knowledge about violence among the Thai population aged 20 years and above. Methods: A stratified survey was conducted from December 2024 to March 2025 across 10 provinces, 5 with the highest and 5 with the lowest reported cases of assault based on national injury surveillance data. The questionnaire, adapted from CDC tools, covered 15 knowledge-based items on violence. Results: A total of 2,232 questionnaires were collected, with 1,942 complete responses included in the analysis. Results revealed that the majority of respondents were female (60.0%) and aged 20–24 years (26.0%). Most participants obtained information about violence from social media, particularly Facebook (73.0%) and X/Twitter (45.6%). Overall, 79.4% of participants demonstrated an excellent level of knowledge about violence. However, knowledge gaps persisted in key areas such as the prevalence of male victims and the leading causes of fatal injuries. Statistically significant differences were observed between the two provincial groups in terms of gender, age, income, and prior experience of assault, although no significant difference in overall knowledge scores was found. Conclusion: The study found that while most respondents demonstrated excellent overall knowledge about violence, critical gaps remain particularly regarding male victimisation and causes of fatal injuries. Despite demographic differences between provinces with high and low assault rates, overall knowledge levels did not significantly differ. These findings highlight the need for targeted education efforts to address specific misconceptions and ensure comprehensive understanding across all groups.
THE STUDY OF STUDENTS' SATISFACTION WITH THE QUALITY OF SERVICE IN THE MASTER OF SCIENCE PROGRAM IN APPLIED THAI TRADITIONAL MEDICINE, SUAN SUNANDHA RAJABHAT UNIVERSITY
A Study on The Satisfaction with the Quality of Service in the Master of Science Program in Applied Thai Traditional Medicine ,Suan Sunandha Rajabhat University. The research aimed to (1) assess the level of student satisfaction with the program’s service quality and (2) identify problems encountered in using the services. The sample consisted of 30 students enrolled in the program. Data were collected using a structured questionnaire, and the data were analyzed using descriptive statistics: percentage, mean, and standard deviation. The findings revealed that the overall satisfaction level was very high, with an average score of 4.61 out of 5. When examined by category, all aspects of service quality were rated at the highest level of satisfaction. The three highest-rated items were: (1) Non-discriminatory service delivery (Mean = 4.87) (2) Fairness in service procedures and methods (Mean = 4.77) (3) Provision of guidance and responsiveness of staff to inquiries (Mean = 4.73). These results indicate that the program’s service management is highly effective in meeting the needs and expectations of its students.
VOCABULARY TEACHING METHODS FOR SECONDARY SCHOOL STUDENTS: A CASE STUDY OF BANGSOMBOON SUBDISTRICT, ONGKHARAK DISTRICT, NAKHON NAYOK PROVINCE
This study explores the methods of English vocabulary instruction used by secondary school teachers and examines students’ vocabulary achievement in Bangsomboon Sub-district, Ongkharak District, Nakhon Nayok Province. The research was motivated by the observation that students’ difficulties in acquiring English vocabulary are partly due to the instructional approaches used by teachers. Therefore, this study emphasizes the development of teaching strategies for teachers and vocabulary learning for students, incorporating active learning activities to improve instructional effectiveness.
A RELATIONSHIP BETWEEN HEALTH STATUS AND SALT CONSUMPTION BEHAVIOUR AMONG VILLAGE HEALTH VOLUNTEER IN SIRACHA, CHONBURI
Background: Excessive salt consumption is a major public health concern globally and a key contributor to NCDs e.g. hypertension, cardiovascular disease, and kidney disease. Village Health Volunteers (VHVs), who play an essential role in community health promotion, are expected to model healthy behaviours, including appropriate salt consumption. Aim: This study aimed to determine the relationship between health status and salt consumption behaviour among VHVs in Siracha, Chonburi. Method: A total of 752 VHVs were surveyed using structured questionnaires between March and May 2025. Descriptive statistics were used to summarise demographic and health data, while Pearson’s correlation was applied to examine relationships among demographic factors, blood pressure, body mass index (BMI), and salt consumption behaviour. Results: This study revealed that most participants were female (84.3%) and over 50 years old (66.7%). More than 60% had elevated systolic blood pressure, and 70% were either overweight or obese. In terms of salt-related behaviour, 73.5% demonstrated only fair practices, with just 2.5% showing excellent salt consumption behaviour. Significant correlations were found between salt consumption behaviour and age, education, and BMI, indicating that older, less educated, and overweight individuals were more likely to exhibit poor salt consumption habits. Conclusions: This study reported that the majority were older, low-income females with elevated blood pressure, high BMI, and generally poor salt consumption behaviours. The findings clearly demonstrate significant associations between salt intake behaviour and key health indicators including BMI, blood pressure, age, and education level. These results suggest that VHVs with poorer salt consumption practices tend to have higher BMI and blood pressure, particularly among older and less educated individuals, highlighting the need for targeted interventions to improve both health behaviours and outcomes in this population.
CONSUMER BEHAVIOR AND PATHWAYS TO SUCCESS FOR BUBBLE TEA FRANCHISE BUSINESSES
This academic article investigates the factors influencing consumer behavior and examines how such behaviors impact the success of bubble tea franchise businesses, which have experienced significant growth in the beverage market. The study focuses on key factors that affect purchasing decisions, including price, product quality, customer service, and brand experience. The analysis draws upon a review of relevant literature, academic articles, and research reports related to consumer behavior and franchise marketing strategies. Findings indicate that consumer behavior is shaped by internal factors such as perceived value and satisfaction, as well as external factors such as promotional strategies and ease of product access. Franchise businesses that align their offerings with consumer expectations are more likely to succeed in a highly competitive market environment.
REFINED MANAGEMENT IN EXTRACURRICULAR ART EDUCATION: PRACTICES AND CHALLENGES FROM THE PERSPECTIVE OF TEACHER ADAPTABILITY
Under the background of the “Double Reduction” policy and the reform of quality education, off-campus art education institutions are facing the double pressure of teaching reconstruction and management transformation. Taking Kunming art institutions as the research object, this paper combines 483 valid questionnaires and 10 teachers' in-depth interviews to explore the implementation status, key factors and teachers' feedback characteristics of fine management in art education scenarios. The study refined nine core factors and verified the formation mechanism of teachers' adaptability through exploratory factor analysis (KMO=0.933, cumulative explained variance 70.55%) and structural equation modeling. The results showed that refined management had a significant positive effect on teachers' adaptability (β=0.47, p<0.001), which was partly mediated by teachers' competence (mediation path β=0.39), with the highest mean value for the dimension of “innovation and reflective ability” (M=3.40). Teachers generally recognized the “teaching reflection mechanism” (the highest item M=3.48), while “ease of operation of the information platform” and “timeliness of curriculum reform” scored low. The article suggests that the three aspects of process simplification, capacity development, and platform optimization can be used to promote refined management and provide a practical path for regional arts education institutions to improve their governance effectiveness.
A STUDY ON THE RELATIONSHIP BETWEEN LEARNING MOTIVATION AND ACADEMIC HELP-SEEKING BEHAVIOR AMONG UNIVERSITY STUDENTS IN YUNNAN PROVINCE
This study, conducted among 363 undergraduate students at D University in Kunming, investigated the current status and relationship between learning motivation and academic help-seeking behavior. Results revealed significant differences between students of different majors and academic achievement levels, with students majoring in stomatology, traditional Chinese medicine, and high-achieving students showing the strongest performance. Learning motivation was positively correlated with academic help-seeking behavior, while intrinsic motivation was more strongly associated with instrumental help-seeking, and all motivational dimensions were negatively correlated with avoidant help-seeking. External motivation had a slightly greater predictive effect on executive and instrumental help-seeking than internal motivation, both of which inhibited avoidance behavior. Rural and first-generation college students exhibited a lower level of help-seeking awareness. The conclusion suggests that learning motivation is a key factor influencing academic help-seeking behavior, while differences in majors and social structural factors influence help-seeking intentions. It is recommended that universities integrate motivational theory to implement differentiated support and environmental optimization.
FACTORS INFLUENCING THE QUALITY OF INNOVATION AND ENTREPRENEURSHIP EDUCATION IN YUNNAN'S UNDERGRADUATE INSTITUTIONS
This study examines the factors influencing innovation and entrepreneurship education (IEE) quality in Yunnan's undergraduate institutions, focusing on six management dimensions: policy support, university resources, teaching staff, student characteristics, university-enterprise cooperation, and regional environment. Based on a questionnaire survey of 376 students from 6 universities, statistical analyses (descriptive statistics, correlation, and regression) show all six factors significantly positively affect IEE quality (p<0.001). Teaching staff (β=0.315) and university-enterprise cooperation (β=0.293) are the strongest predictors. The study identifies strengths in ethnic cultural resources and student engagement, alongside weaknesses in international exchange support. It proposes targeted recommendations to leverage Yunnan's regional advantages and enhance IEE quality.
ESTABLISHING A COMPETENCY EVALUATION FRAMEWORK FOR PUBLIC HEALTH EMERGENCY RESPONDERS IN CDC FACILITIES OF SOUTHWESTERN CHINA
THE IMPACTS OF ORGANIZATION STRUCTURE, ATTITUDE AND BEHAVIOR OF EMPLOYEE, AND JOB SECURITY FACTORS TOWARDS ORGANIZATIONAL TRUST IN CONVENIENCE STORES IN BANGKOK
This research examines the impact of organizational structure, employee attitudes and behaviors, and job security on organizational trust in Thailand’s convenience stores. Using a quantitative design, data were collected from 404 employees via online and on-site surveys using a five-point Likert scale. Reliability testing showed high internal consistency (Cronbach’s α = 0.9318). Multiple regression analysis revealed that, within organizational structure, only formalization of processes significantly predicted trust (β = 0.318, p = .001), while hierarchical structure (β = 0.046, p = .637) and roles and responsibilities (β = 0.095, p = .352) were nonsignificant. For employee attitudes, transparency and honesty had a significant positive impact on trust (β = 0.294, p = .007), whereas team collaboration (β = 0.111, p = .275) and emotional intelligence (β = 0.060, p = .590) did not. Regarding job security, career growth opportunities (β = 0.211, p = .033) and fair layoff policies (β = 0.231, p = .022) were significant predictors, while contract stability (β = 0.067, p = .471) showed no effect. These findings emphasize the importance of transparent communication, fair policies, and career development in fostering trust in competitive retail environments.
THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ON ENTERPRISE SUSTAINABLE DEVELOPMENT: THE MEDIATING ROLE OF INNOVATION CAPABILITY AND ORGANIZATIONAL LEARNING AMONG SMES IN BEIJING
In recent years, with the rapid development of artificial intelligence technology in Beijing and the increasing importance of sustainable development for enterprises, AI applications have become a crucial factor affecting the sustainable growth of small and medium-sized enterprises (SMEs). This study takes SMEs in Beijing as the research object to explore the impact of artificial intelligence on enterprise sustainable development through the mediating effects of innovation capability and organizational learning. This research employs both qualitative and quantitative analysis methods. Questionnaires and interviews are used to collect data, and structural equation modeling is applied to analyze the influencing mechanisms. The research subjects are senior and middle management personnel from various SMEs across different industry sectors in Beijing. The data collection is carried out through online questionnaire surveys. Participants complete a survey assessing AI application practices, innovation capability levels, organizational learning initiatives, and enterprise sustainable development metrics. PLS-SEM is used to analyze the data and test the conceptual framework. The results show that artificial intelligence has a significant positive impact on enterprise sustainable development, and both innovation capability and organizational learning play important mediating roles in this process. The research findings empirically verify the critical mechanism by which AI promotes enterprise sustainable development through enhancing innovation capability and facilitating organizational learning. This article also discusses the practical implications of this research for sustainable development of SMEs in Beijing and its theoretical contributions to understanding how AI enables enterprise sustainable development. The research Objectives (1) To assess the impact of artificial intelligence adoption on sustainable development outcomes among SMEs in Beijing. (2) To examine how innovation capability and organizational learning mediate the relationship between artificial intelligence adoption and sustainable development among Beijing SMEs. (3) To develop and validate an integrated model explaining how artificial intelligence, innovation capability, and organizational learning collectively enhance sustainable development in Beijing SMEs. Use the theory is Technology Innovation Theory, Organizational Learning Theory, Enterprise Sustainable Development Theory. This research employs a comprehensive mixed-methods approach that systematically integrates quantitative and qualitative methodologies, enhanced by triangulation techniques to ensure the robustness, validity, and depth of findings. The findings contribute focuses on Beijing SMEs, highlights the critical roles of AI, innovation, and organizational learning in achieving sustainable development. The study found that AI implementation is foundational, positively influencing innovation through data-driven insights, automation, and rapid prototyping. It also enhances organizational learning by improving knowledge management, personalizing learning, and facilitating access to global knowledge. The research identifies a sequential mediation path where AI strengthens organizational learning, which then boosts innovation capabilities.