Proceedings National & International Conference
National & International Conference
Graduate School, Suan Sunandha Rajabhat University
THE IMPACT OF TEACHERS INFORMATION TECHNOLOGY SKILLS ON EMPLOYMENT MANAGEMENT EFFECTIVENESS OF PRIVATE HIGHER VOCATIONAL COLLEGES IN GUANGZHOU, CHINA
The objectives of this study were: 1) to study the current status of teacher information technology skills in private higher vocational colleges in Guangzhou; 2) to examine the impact of teacher information technology skills on the effectiveness of employment management in private higher vocational colleges in Guangzhou; and 3) to propose guidelines for enhancing the information technology skills of teachers in private higher vocational colleges in Guangzhou. The target population consisted of approximately 12,000 teachers, with a calculated sample size of 384.16. A total of 410 valid responses were collected via an online questionnaire. Data analysis involved descriptive statistics, correlation, and regression analysis. Findings revealed that while most teachers possess basic IT skills, significant gaps remain in the integration of IT with educational management and data-driven decision-making—highlighting integration ability as the weakest area. Correlation and regression analyses showed that IT application, integration, and support abilities all positively influence employment management effectiveness, with integration ability having the greatest impact. Drawing on Self-Efficacy Theory and the Technology Acceptance Model , the study further confirmed that perceived usefulness and ease of use indirectly enhance employment management through improved teacher self-efficacy and behavioral intention. Accordingly, strategic recommendations include differentiated training, dynamic evaluation, and optimized resource allocation to support digital transformation.
TEACHER TRAINING QUALITY MANAGEMENT SYSTEM IN EDUCATION MANAGEMENT OF PRIVATE COLLEGES
This article focuses on the teacher training quality management system within private higher education, exploring its necessity, current status, challenges, and path forward. Based on policy guidance and international education trends, high-quality teacher training is key to enhancing the core competitiveness of private Colleges. However, these institutions face challenges such as high faculty turnover and limited resources. The current system suffers from lagging awareness of training quality, flawed institutional standards, rigid evaluation mechanisms, and inefficient resource allocation.Therefore, the study proposes that system construction should adhere to the principles of systematicity, dynamism, school-based development, and closed-loop management. A framework should be constructed from three dimensions: organizational system support, training implementation, and quality assessment and improvement. Supporting measures include quality awareness guidance, resource allocation optimization, information support, external collaboration, and tiered implementation. The study concludes that a scientific training quality management system can transform training into a tool for teacher development and empowerment, helping private universities improve educational quality. Future efforts will require exploring efficient models and optimization paths within resource constraints.
THE EMPOWERING MECHANISM OF DOUYIN “CHALLENGE” FOR THE COMMUNICATION OF GUANGXI ETHNIC FESTIVALS—A CASE STUDY OF THE “ZHUANG ETHNIC GROUP’S MARCH 3RD FESTIVAL”
THE RELATIONSHIP BETWEEN PROFESSIONAL IDENTITY AND JOB SATISFACTION OF TEACHERS IN PRIVATE UNIVERSITIES IN CHENGDU
This study aims to investigate the current status of professional identity and job satisfaction among teachers at private universities in Chengdu, as well as the relationship between these two constructs. A total of 421 valid samples were collected through stratified random sampling, and quantitative analysis was conducted using SPSS 26.0. Results show that teachers at private universities in Chengdu have moderate-to-high levels of professional identity (mean range: 3.44–3.68) and job satisfaction (mean range: 3.41–3.54), with the highest scores in items related to professional competence experience and stable salary, and the lowest in items concerning social recognition and salary fairness. Correlation analysis reveals a strong positive correlation between professional identity and job satisfaction (r = 0.666, p < 0.01). Regression analysis further indicates that professional identity significantly positively predicts job satisfaction (β = 0.663, p < 0.001), explaining 44.6% of the variance, while demographic variables have no significant impact. These findings provide a theoretical basis and practical reference for improving the professional well-being of teachers at private universities in Chengdu.
DEVELOPMENT OF COUNSELORS’ EDUCATIONAL LEADERSHIP IN GUANGXI PRIVATE COLLEGES
This paper aims to explore the current status and challenges faced by student affairs counselors in private colleges in Guangxi, with a focus on enhancing their educational leadership. Drawing from theoretical frameworks including educational management theory and leadership development theory, the paper conducts a comprehensive analysis of the existing strengths and weaknesses of these counselors. These include their communication skills, organizational abilities, and professional competence. The paper also identifies external environmental opportunities and challenges, such as national policy support and the impact of new media. To improve the effectiveness of counselors' educational leadership, the paper suggests measures including refining training mechanisms, optimizing incentive systems, and fostering a positive campus culture. The findings of this paper indicate that strengthening counselors' leadership capabilities can significantly contribute to students' holistic development and the overall reputation and sustainable growth of private colleges in Guangxi.
KEY FACTORS INFLUENCING GAMERS’ URGE TO TOP UP ONLINE GAMES IN BANGKOK METROPOLITAN REGION
EDUCATIONAL MANAGEMENT OF PERSONALIZED LEARNING PATHS BASED ON BIG DATA IN YUNNAN
This paper examines the use of big data in managing personal learning paths in Yunnan. The study is set in a region with many ethnic groups and uneven development. Global research shows that real time data and adaptive systems can make learning more personalized for each student. Local practice in Yunnan still faces many challenges. The study identifies four key problems in universities: weak digital infrastructure, centralized governance, low teacher data skills, and limited culturally responsive design. Most systems do not reflect local culture. The findings suggest that effective management requires more than technology. It needs flexible governance, clear teacher training, basic rules for data use, and tools that match local needs. Insights from other countries offer useful guidance. Using these lessons, universities in Yunnan should develop a data plan that aligns with the local social and educational context.
GLOBAL MEETS LOCAL: BLIND BOX CONSUMPTION AS CROSS-CULTURAL RITUAL AMONG BANGKOK YOUTH
This study adopts a theoretical perspective of cross-cultural communication to delve into the consumption practices of the Chinese brand Pop Mart’s blind box products among the youth demographic in Bangkok, Thailand. Utilizing a mixed-methods research approach that combines questionnaire surveys (385 valid samples), in-depth interviews (30 core consumers), focus group discussions (2 groups of 6–8 people each), and a three-month digital ethnography observation, it systematically analyzes the consumption behaviors, cultural adaptation, and identity construction processes of Bangkok youth within the context of global cultural flows. The research finds that Bangkok youth are not passive recipients of global cultural products; instead, they transform blind box consumption into a communication ritual with local characteristics through creative cultural practices. Specifically, the study reveals three key findings: First, consumers creatively integrate global IP symbols with local Thai cultural elements through a “cultural translation” mechanism, forming unique cultural hybrids. Second, the behavioral sequence of “purchasing–waiting–unboxing–sharing” constitutes a complete ritual process, which not only satisfies individual emotional needs but also constructs a shared system of meaning at the community level. Finally, the core driver of consumption is the pursuit of symbolic value (including social capital, cultural identity, and emotional solace), a finding that deepens our understanding of contemporary youth consumption motivations. This study contributes at both theoretical and practical levels: theoretically, by proposing a “bottom-up glocalization” analytical framework, it enriches cross-cultural communication theory; practically, it provides actionable strategic recommendations for the international development of the cultural and creative industries.
EDUCATIONAL MANAGEMENT METHODS FOR ADDRESSING CHALLENGES IN TEACHER PROFESSIONAL DEVELOPMENT IN GUANGDONG
Teacher professional development is a fundamental approach to improving educational quality. However, many practical difficulties encountered in the process can hinder such development, and scientific educational management methods are effective means to promote the smooth progress of teacher professional development. From the perspective of educational management, this paper analyzes the existing problems in current teacher professional development and their related restrictive mechanisms. It also proposes corresponding educational management methods for school teachers' professional development from three aspects: innovative concepts, institutional design, and the establishment of a sound support system. These efforts aim to provide theoretical guidance and practical basis for solving the difficulties in teacher professional development and realizing teachers' professionalization.
USING THE FSQCA METHOD TO INVESTIGATE CONSUMER’S NEW ENERGY VEHICLE CONSUMPTION IN AN URBAN-RURAL DIFFERENCES CONTEXT
Climate change poses a common challenge to humanity, and fostering a green and low-carbon transformation in both production and lifestyles is imperative for achieving sustainable development. Grounded in the theory of consumption and goal-framing theory, and further integrates product involvement and urban-rural differences, this study establishes a research framework to better elucidate consumers' purchase intention toward new energy vehicle. Employing fuzzy-set qualitative comparative analysis (fsQCA), this study identified four distinct yet equally effective configurations that lead to high purchase intention. Configuration 1 represents an urban–rural generalized consumption pattern applicable to both urban and rural consumers, highlighting shared motivational characteristics. Configuration 2 depicts an egoism-oriented paradigm specific to certain urban subgroups. Configurations 3 and 4 constitute the rural consumption paradigms, they share the same core conditions. Specifically, Configuration 4 aligns with “rational and eco-friendly” consumers in rural. Consequently, segment market and segmentation criteria were determined. This study theoretically contributes to the literature by identifying multiple equifinal paths and their applicable groups through configurational insights. Finally, some recommendations were proposed.
FACTORS INFLUENCING CONSUMER’S PURCHASE INTENTION TOWARDS NEW ENERGY VEHICLE: CONVERGING THE THEORY OF CONSUMPTION VALUE AND GOAL-FRAMING THEORY
The conflict between fulfillment of self-interest (egoistic appeal) and societal or others welfare (altruistic appeal) is an important reason for the attitude-behavior gap. leveraging the merits of both the theory of consumption value and goal-framing theory, this study constructs an integrated framework to better predict and explain new energy vehicle purchase intention. Empirical analysis was conducted using multiple regression analysis based on 509 sampling data. The results showed that consumption value and normative goals positively influenced purchase intention, with consumption value serving as the primary factor. Concretely, social value, conditional value, epistemic value and normative goals positively influence purchase intention, while functional value and emotional value insignificantly influence purchase intention. The five dimensions of consumption value and normative goals positively influence product involvement, and product involvement positively influences purchase intention. Moreover, product involvement plays a mediation role in the relationship between antecedents and purchase intention. Finally, based on the findings, some recommendations for expanding the new energy vehicles consumption are proposed. This study makes some theoretical contributions and practical implications due to the integrated framework simultaneously considers egoistic and altruistic appeals, offering higher explanatory power.
EDUCATIONAL ADMINISTRATION UNDER THE CONTEXT OF THE DOUBLE REDUCTION POLICY FOR HIGH SCHOOL TEACHERS IN GUANGXI
In this paper, an examination is conducted of the educational management work of high school teachers in Guangxi, China, under the national “Double Reduction” policy. Firstly, an analysis is conducted of the changes in curriculum, homework, and after-school service management that are triggered by this policy; then, we look into the challenges that teachers encounter. These challenges include inadequate educational resources and the conflict between policy requirements and long-standing academic pressure; next, the adaptive strategies adopted by teachers are discussed, these strategies involve collaborative professional development and enhancing cooperation among families, schools, and communities; finally, the implications for educational management are accentuated, with particular attention given to the importance of optimizing resource allocation and setting up a flexible policy framework. This study offers insights into how the “Double Reduction” policy is implemented within the unique educational context of Guangxi.
EDUCATIONAL MANAGEMENT OF THE LION PERFORMANCE CLUB IN SCHOOLS GUANG DONG
As a treasure of the traditional culture of the Chinese nation, introducing lion Performance into university lion Performance clubs not only enriches campus cultural life, but also promotes the all-round development of students' physical and mental qualities. However, the clubs are faced with problems such as unbalanced development among universities, high mobility of members, and insufficient management innovation. By analyzing the essence of these problems, this paper puts forward targeted optimization strategies, including strengthening policy support and balanced allocation of resources, improving the training and incentive mechanism, and promoting management innovation and the integration of tradition and modernity, so as to enhance the management level and cultural inheritance ability.
DESIGNING PET HEALTHCARE APP INTERFACES FOR THE CHINESE MARKET: A CASE STUDY OF THE “PET PEACE OF MIND” APP
This study aims to explore the design of pet healthcare app interfaces for the Chinese market: A case study of the "Pet Peace of Mind" app. The goal is to create an interactive digital media design for pet healthcare services on mobile devices for Chinese users.Through a research method combining case analysis, design practice, and prototype testing, this study systematically analyzed the strengths and weaknesses of existing pet healthcare apps. Furthermore, usability testing was conducted to collect user behavior and feedback data. The sample included 10 participants (5 pet owners and 5 veterinarians), and the test covered five core dimensions. Results showed that overall user satisfaction averaged 4.12/5, The overall satisfaction rate is 86%. The study found that simplified information architecture and intuitive navigation significantly improved operational efficiency and cognitive clarity, while emotional interaction and closed-loop service mechanisms enhanced user trust and stickiness. This paper not only provides localized design guidelines for pet healthcare app design but also offers empirical references and theoretical supplements for research in user interface (UI) and interaction design (IxD).
THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON TEACHER LEADERSHIP IN CHINESE VOCATIONAL EDUCATION
By reviewing the development of generative artificial intelligence in education and the evolution of teacher leadership, the paper clarifies the connection between generative artificial intelligence and teacher leadership. Teacher leadership is not confined to any particular administrative title but to a set of functional behaviors and related initiatives. Generative artificial intelligence can promote teacher leadership in areas such as teaching innovation, organizational coordination, and cooperation between school and enterprise. Concurrently, algorithm dependence, ethical ambiguity, and digital inequality also increase the risks of applying generative artificial intelligence in education. By exploring the impact of generative artificial intelligence on the leadership of vocational education teachers, this paper provides some references on how to enhance teacher leadership in the era of artificial intelligence and promote the reform of vocational education.
INTERIOR DESIGN STRATEGIES FOR ENHANCING EMOTIONAL WELL-BEING AND SOCIAL INTERACTION IN EMPTY-NEST ELDERLY CARE CENTERS
China's aging population is rapidly increasing, particularly among empty-nest elderly individuals, who face challenges related to health, emotional well-being, and social isolation. This study investigates how interior space design in care centers can improve the quality of life for empty-nest elderly residents, addressing their emotional needs, social interaction, and daily activities.A mixed-methods approach was used, combining quantitative and qualitative research. Data were collected from 30 elderly residents (ages 65-90) through satisfaction surveys on design elements such as lighting, accessibility, safety, and emotional support. Key findings include a strong correlation between lighting quality and overall satisfaction (r = 0.75, p < 0.01), and a significant relationship between accessibility and social interaction (β = 0.45). Semi-structured interviews with 15 caregivers and medical staff provided insights into the need for multifunctional spaces that foster emotional comfort and social engagement.The study emphasizes the importance of designing care spaces that not only meet medical needs but also enhance emotional well-being. This research contributes to design theory by proposing an integrated framework that links physical design elements with psychological outcomes, offering practical strategies for improving elderly care environments.
INTERIOR ENVIRONMENT DESIGN FOR EMPTY-NEST ELDERLY CARE CENTERS USING A HUMAN-CENTERED APPROACH TO ENHANCE EMOTIONAL AND SOCIAL NEEDS
This paper explores interior design strategies aimed at enhancing the emotional and social well-being of empty-nest elderly individuals in care centers. The focus is on creating spaces that not only meet the functional needs of elderly residents but also provide emotional support and promote social interaction. Key design elements include multifunctional spaces that encourage engagement, accessible layouts that ensure safety and independence, and privacy solutions that balance personal space with community. The design emphasizes the use of natural lighting, thoughtful space planning, and warm, homelike décor to foster a sense of belonging and comfort. The research adopts a design-based methodology, combining architectural design analysis with practical prototyping and data validation through resident feedback. The proposed design framework offers a novel approach by integrating spatial organization, multifunctionality, and emotional support to enhance both the physical and psychological well-being of elderly residents. This comprehensive design model presents a holistic solution to the challenges of creating supportive, human-centered environments for elderly care.
NAVIGATING THE DIGITAL DRAGON: A CROSS-CULTURAL ANALYSIS OF KOL MARKETING STRATEGIES FOR THAI BEAUTY BRANDS IN CHINA
This study provides a cross-cultural analysis of the Key Opinion Leader marketing strategies employed by Thai beauty brands in the Chinese market, using Mistine as a primary case. Employing a mixed-methods approach, it combines content analysis of KOL promotions (2020-2024) with a quantitative survey of 423 Chinese female consumers. This research refines cross-cultural marketing theory by repositioning cultural adaptation not as a standalone strategy, but as a crucial component within the overarching construct of "Perceived Authenticity," which emerged as a single dominant factor explaining 69.64% of the variance. Furthermore, "Consumer Engagement" and trust in micro-KOLs were the strongest predictors of purchase intention. The results underscore that successful cross-cultural marketing in China's digital ecosystem requires moving beyond superficial localization to foster genuine, culturally resonant connections.
KOL MARKETING STRATEGIES OF THAI BEAUTY BRANDS IN THE CHINESE MARKET: TAKING MISTINE AS AN EXAMPLE
This research explores the creative Key Opinion Leader marketing strategies employed by Thai beauty brands, with a specific focus on Mistine’s successful penetration of the Chinese market. This study employed a mixed-methods approach combining a survey of 423 Chinese female consumers and content analysis of promotional materials from 2020 to 2024. Key findings reveal that trust in micro-influencers is the strongest predictor of brand awareness (β = .824, p < .001), while consumer engagement is the most direct driver of purchase intention (β = .460, p < .001). Economic factors, particularly targeting budget-conscious consumers, proved to be a key segmentation variable. All challenges and opportunities converged on the single core dimension of “Perceived Authenticity.” The “Mistine Model” provides a replicable strategic framework for international beauty brands seeking to navigate China’s complex digital ecosystem through authentic KOL collaborations. This study contributes to the understanding of innovation in digital marketing and cross-border entrepreneurship.
THE EFFECT OF ATTITUDE, PERCEIVED BEHAVIOURAL CONTROL AND SUBJECTIVE NORMS ON THE INTENTION TO REDUCE FOOD WASTE: MALAYSIAN PUBLIC UNIVERSITY STUDENT’S PERSPECTIVE
The purpose of this paper is to examine effect of attitude, perceived behavioural control and subjective norms on the intention to reduce food waste among students of Malaysian public universities, within the frame work of the Theory of Planned Behaviour. Moreover, three more variables which are environmental concern, peer influence, and self efficacy are included in the research to extend the proposed model. These variables are proposed to measure student’s sustainability knowledge and their behavioural consequences. Thus, the current research, using a structured questionnaire, aims to identify the effect of attitude, perceived behavioural control and subjective norms on the intention to reduce food waste. The population of this study was are public universities student in Malaysia. According to Statista 2024, there are approximately 687,000 public university students in Malaysia and the unit of analysis was students above the age of 18 years, include Bumiputera, Chinese, Indians, non- Malaysians and others. Data were collected from 119 public university students through online survey and analyzed using and analyzed using PLS SEM software. Perceived behavioral control and subjective norms were significant predictors of students’ intention to reduce food waste, while attitude alone did not predict intention. Self- efficacy strongly influenced perceived behavioral control, and peer influence significantly shaped subjective norms. Environmental concern positively influenced attitude but did not directly translate into intention without supportive social and control factors. Universities should focus on capacity building like food planning workshops and storage tutorials to enhance student’s self efficacy and perceived control over waste reduction. Peer led sustainability campaigns and visible social norms like zero waste ambassadors can reinforce positive behaviors. Additionally, providing convenient infrastructure such as clearly labeled waste bins and composting stations will help translate intentions into action. This study the Theory of Planned Behavior by integrating environmental concern, peer influence, and self efficacy within a public university context, an area underrepresented in Malaysian research. It challenges the conventional assumption that attitude alone drives sustainable behavior, demonstrating the overriding importance of social and control factors. The findings inform targeted interventions for campus waste reduction and contribute novel insights into how psychosocial variables intersect in higher‐education settings.
EDUCATIONAL MANAGEMENT FOR IMPROVING THE INTERCULTURAL COMMUNICATION LEVEL OF PRIMARY SCHOOL TEACHERS IN YUNNAN PROVINCE
Driven by globalization, the internationalization of schooling calls for high levels of cross cultural literacy from instructors. This study assesses primary school teachers in Yunnan Province, China, to discover how to optimize their intercultural communicative competence through educational management strategies. As a significant gate between China and Southeast Asia, Yunnan's primary school teachers' intercultural communicative competence greatly knows the internationalization of education and regional cooperation. The successful implementation of these strategies will no doubt lead to an increase in teachers' intercultural communicative competence, with the promotion of equitable and balanced development in the educational sector as well as regional collaboration following alongside.
APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE EDUCATIONAL MANAGEMENT OF UNIVERSITIES IN DALI
This study primarily discusses the practical application of artificial intelligence in educational management at universities in Dali, Yunnan Province. Dali is a region with a diverse ethnic population and a variety of university types. Universities in the area are gradually introducing intelligent systems, with the primary objectives of making class scheduling more efficient and rational, providing students with more personalized and comprehensive support services, and streamlining administrative management processes. In teaching management, the application of intelligent technology can make scheduling more reasonable, enable real-time tracking of teaching evaluations, and arrange more suitable learning content based on students' learning situations. In student affairs management, intelligent systems can provide early warnings by combining students' academic performance, personal behavior, and integration into campus culture. In administrative management, the application of intelligent technology can simplify approval processes, optimize archive management, and make governance in multi-ethnic regions more efficient and better suited to actual conditions. Although intelligent reforms have shown initial results, they still face numerous challenges. Weak infrastructure investment constrains further reform progress, insufficient technical training leaves many teachers and students unable to keep pace with intelligent development, and data privacy issues also pose significant challenges. Therefore, this paper proposes three strategic recommendations: increase investment in intelligent infrastructure, enhance university technical capacity building, and establish localized data governance mechanisms. Currently, it has been found that combining intelligent applications with local regional educational development can create a virtuous cycle. Intelligent technology can drive further development in the education sector, while educational development can optimize technology. Such integration helps build a more inclusive and efficient governance system. Dali's exploratory practices provide valuable insights for intelligent reform in higher education in other resource-constrained, ethnically diverse regions.
DIVERSITY OF TEACHING IN PHYSICAL EDUCATION MANAGEMENT IN UNIVERSITIES OF SHANDONG PROVINCE
This paper examines ways that educational management leaders may be able to encourage the diversity of instruction in physical education by relying on institutional formulation, resource accord, and cultural development. By considering the establishment of friendly environments within the universities in Shandong, it also points out that schools quickly adapt to the need to diversify their courses, have flexible approaches, and incorporate learning in an integrated manner to develop a student as a whole. Through the application of such theories as systems theory and change management, it underlines the importance of management in promoting innovation and offering sufficient resources. Opportunities realized in the analysis include the policy and regional resources and the difficulties in the management philosophy and resource distribution. The suggested measures are the philosophical disposition of support roles, streamlined control over resources, reorganization of assessment, institutionalization of faculty growth, and the intelligent blending of the local benefits. The study provides recommendations to complement the teaching management of physical education that will promote the growth of different students and ensure quality classes.
PLATO’S WORLD OF FORMS : AN ANALYTIC, APPRECIATIVE AND APPLICATIVE STUDY
This research article aims to analyze Plato's world of Forms. The methodology employed is qualitative, involving the study and compilation of data from the Phaedo dialogue, relevant documents, and scholarly works concerning Plato's theory of Forms. The findings reveal that although Plato’s theory of the ideal world or the Forms faces objections from differing perspectives, including the Third Man Argument, the problem of participation, and the challenge of explaining change in the physical world, it can nonetheless be strengthened. This can be achieved by reconsidering the distinction between the properties of Forms and those of physical objects, interpreting Forms as sets of similar particulars, and incorporating a Form of Change into the system. Employing a dialectical, reflexive process and hermeneutic method, the study reinterprets Plato’s metaphysical dualism in light of contemporary discussions on realism and universals. The research contributes to current metaphysical discourse by clarifying the epistemological status of the Forms and demonstrating their relevance to modern philosophical and interdisciplinary inquiries, such as logic and conceptual ontology
TEACHER PROFESSIOAL IN EDUCATIONAL MANAGEMENT OF PRIVATE VOCATIONAL COLLEGES
Private vocational education constitutes the cornerstone of China's modern vocational training system, having cultivated a substantial pool of skilled professionals for national modernization. As the driving force behind educational advancement, faculty development plays a pivotal role in elevating the quality of private vocational institutions. However, current challenges such as inadequate material support, institutional safeguards, career identity crises, limited professional growth pathways, and insufficient resource allocation persist among private vocational educators. This study examines the essence of faculty development in private vocational education, identifies critical challenges, and proposes implementation strategies through policy frameworks, professional platform development, and supportive culture cultivation. The research aims to provide actionable insights for policymakers and educational administrators, fostering sustainable faculty development to holistically enhance the quality of private vocational education.
THAI BAHT FLUCTUATIONS AND CHINESE ENROLMENTS IN THAI HIGHER EDUCATION: AN ASSOCIATION ANALYSIS OVER TIME
This paper investigates the extent to which Thai baht (THB) exchange‑rate fluctuations are associated with variations in the number of Chinese students enrolled in Thai higher education institutions over time. Building upon the thesis’s human capital and push–pull frameworks, this study outlines a robust time‑series association model linking currency volatility to international education flows. The Thai baht’s movements directly influence affordability for Chinese families, whose study‑abroad decisions are sensitive to perceived and real cost fluctuations. A transparent empirical strategy employing log‑transformation, distributed‑lag structures, and stationarity diagnostics allows for lagged responses across application and enrolment cycles. The study adheres strictly to existing data boundaries while presenting an actionable framework for academic institutions and policymakers to anticipate the impact of currency volatility on student recruitment. Policy recommendations highlight timing flexibility in scholarships, currency‑risk communication, and exchange‑stabilization initiatives to sustain Thailand’s competitiveness as an international education hub.
THE IMPACT OF THAI EXCHANGE RATE FLUCTUATIONS ON FURTHER EDUCATION FOR STUDENTS FROM CHINA
This paper analyzes how changes in the Thai baht (THB)–Chinese yuan (RMB) exchange rate alters the economic capacity of Chinese families to finance tuition, accommodation, and living expenses for study in Thailand. Using a quantitative survey of 400 Chinese students and a validated instrument (overall Cronbach’s α = 0.85; economics domain α = 0.87), we combine descriptive evidence—exchange‑rate salience (mean = 3.80, SD = 0.60), tuition cost importance (mean = 4.20, SD = 0.50), and cost‑of‑living importance (mean = 3.90, SD = 0.70)—with a pass‑through framework for THB‑denominated budgets. When expenses are priced in THB, a proportional appreciation of the baht increases RMB outlays one‑for‑one; the aggregate effect depends on the share of the student budget exposed to THB. We operationalize this mechanism against the sample’s income structure (46.75% report 5,001–10,000 CNY monthly) and propose practical levers—payment timing, price‑locking, and micro‑hedging—to attenuate exposure without altering academic choices. Findings reinforce the human‑capital investment perspective and inform risk‑aware actions by families, universities, and policymakers.This study's focus on Chinese students in Thailand is particularly relevant given the growing importance of cross-national educational policies, especially in light of shifting economic dynamics and international student flows in the ASEAN region.Sampling bias was controlled through a diverse recruitment process across multiple geographic regions in China, ensuring a broad representation of the target student population.The findings have broader implications for ASEAN regional education policy, emphasizing the need for coordinated measures to mitigate the financial impact of currency volatility on international students.
THE INFLUENCE OF PRINCIPALS’ INFORMATION TECHNOLOGY LEADERSHIP ON TEACHERS’ INFORMATION TECHNOLOGY APPLICATION ABILITY OF RURAL SCHOOL IN PU’ER CITY YUNNAN PROVINCE CHINA
The research aims: 1) To study rural primary and secondary school principals in Pu'er City, providing empirical references for rural education informatization theories. It broadens the scope of existing education informatization studies and enriches current research on educational leadership theories. 2) Primary and secondary school principals, as leading figures in rural education, are the key subjects to study. This study analyzes the influencing factors of their informatization leadership in Pu'er City. To some extent, it provides theoretical support for education - related administrative departments to accurately evaluate rural principals' informatization leadership level and formulate improvement policies. 3) Study, investigate and analyze the current state of information leadership among rural primary and secondary school principals in Pu'er City, identify issues, and propose strategies to enhance their information leadership capabilities. It has significant practical implications: 4) Studying can prompt rural primary and secondary school principals in Pu'er city to rethink educational informatization work and accelerate the informatization process in Pu'er area.
ARTIFICIAL INTELLIGENCE LITERACY APPLIED TO ASSIGNMENT PRACTICES UNDER EDUCATIONAL ADMINISTRATION IN HENAN VOCATIONAL COLLEGES
From an educational administration perspective, teachers’ Artificial Intelligence (AI) literacy connects directly to four stages of assignment practices in vocational education：design, implementation, evaluation, and management. This paper first explains the concept of assignment practices. It then traces their evolution in vocational education; Next, it defines AI literacy and highlights the unique context of vocational training. Studies show that AI can speed up assignment design, it can give more precise and timely feedback, it can expand learning resources and improve management. However, in higher vocational education, this potential often fails to become real results. The main reason is differences in teachers’ AI literacy. Therefore, this paper reviews key concepts and current challenges, it outlines future research directions, it provides a foundation for empirical studies on teacher AI literacy, assignment practices, and ethical governance in vocational colleges.
THE IMPACT OF INFORMATION QUALITY ON THE CONTINUANCE INTENTION OF BILIBILI USERS IN GUANGDONG, CHINA: THE MEDIATING ROLE OF SATISFACTION
This study examines the impact of information quality on the continuance intention of Bilibili users in Guangdong, China, with satisfaction as a mediating variable. A questionnaire survey was conducted among 520 Generation Z users selected via multi-stage convenience sampling, yielding 510 valid responses. The collected data were analyzed using structural equation modeling (SEM). The findings reveal that information quality has a significant positive effect on both satisfaction (β = 0.725, p < 0.001) and continuance intention (β = 0.694, p < 0.001), and satisfaction (β = 0.253, p < 0.001) partially mediates this relationship, accounting for 32.51% of the total effect. Based on these results, the study offers strategic recommendations to enhance user satisfaction and strengthen users' continuance intention toward the platform.
THE IMPACT OF THE BLIND BOX MODEL ON POP MART CONSUMERS' REPURCHASE INTENTION ：BASED ON THE PERSPECTIVE OF SCARCITY PERCEPTION
This study investigates the impact of Pop Mart's blind box model on consumer repurchase intention through the lens of scarcity perception. Grounded in Commodity Theory and Reactance Theory, the research examines how perceived scarcity—operationalized through quantity, time, and uniqueness dimensions—influences repeat purchases. A quantitative study was conducted using a structured questionnaire distributed to 400 consumers in Chengdu, China. The empirical findings strongly support all three hypotheses, demonstrating significant positive correlations between each scarcity dimension and repurchase intention. The study concludes that scarcity perception is a multifaceted and powerful driver of repurchase intention within the blind box model, offering valuable practical implications for trendy toy enterprises to optimize marketing strategies and enhance customer loyalty.
THE GAMIFICATION APPEAL: HOW PSYCHOLOGICAL OWNERSHIP AND FOMO DRIVE REPURCHASE IN POP MART'S BLIND BOX MODEL
While the blind box model's commercial success is often attributed to scarcity, the underlying gamification mechanics and psychological drivers remain less explored. This study investigates how the gamified experience of Pop Mart blind boxes—specifically through the lenses of psychological ownership and the fear of missing out (FOMO)—fuels consumer repurchase intention. Through a quantitative survey of 400 consumers in Chengdu, China, we examined the relationships between gamification perceptions, psychological ownership, FOMO, and repurchase behavior. The results indicate that the gamified surprise mechanics significantly enhance psychological ownership, while scarcity cues trigger FOMO. Both psychological ownership and FOMO serve as critical parallel mediators, strongly influencing repurchase intention. This research provides a novel perspective by decoupling the psychological mechanisms behind blind box consumption, offering insights for designing engaging and sustainable experiential retail strategies. Both psychological ownership and FOMO serve as critical parallel mediators, strongly influencing repurchase intention. This research provides a novel perspective by decoupling the psychological mechanisms behind blind box consumption, offering theoretical insights for behavioral economics and practical guidance for designing engaging and sustainable experiential retail strategies.
THE GUIDELINES OF EDUCATIONAL MANAGEMENT TECHNICAL SCHOOL IN GUANGZHOU
Amid the rapid development of global TVET, Guangzhou Technician College, a key base for cultivating skilled talents in South China, must upgrade its management model. Current curricula stress theory while lagging behind industrial upgrades, with faculty lacking industry experience, students showing weak entrepreneurial and digital skills, and disconnected school-enterprise data chains-all causing employment difficulties and low startup survival. Drawing on Spain's "tiered certification + entrance exams," Germany's "dual system with 70% job rotation + IHK certification," and Australia's "real project experiential learning," this paper proposes three reforms: First, deepening a "1.5-year school + 1.5-year enterprise" system where students study basics in school, then rotate through three paid enterprise posts, earning certificates and tenure. Second, building a "mentor pool + project repository," annually sourcing 15 enterprise renovation projects for faculty-student bidding, with profits shared (20% college, 30% enterprise, 50% students) and winning teams gaining 500,000 yuan funding. Third, creating a "graduate big data profile" tracking employment, salaries, and startup survival at 1, 3, and 5 years, with enterprise feedback guiding curricula. Through reforms in academics, faculty, projects, and data, the college will align majors with industries, teaching with positions, and training with evaluation, boosting skills and employability.
DIGITAL MANAGEMENT OF TEACHERS HIGHER VOCATIONAL COLLEGES IN HAINAN UNDER THE BACKGROUND OF EDUCATIONAL DIGITALIZATION
Amid the accelerated advancement of educational digitalization and the development of the Hainan Free Trade Port, digital management of teachers in higher vocational colleges plays a crucial role in enhancing education quality and promoting regional development. This paper thoroughly analyzes six major challenges faced by digital teacher management in Hainan’s vocational colleges: outdated management philosophies, insufficient data governance, lack of evaluation and incentive mechanisms, imperfect training systems, weak technical support, and inadequate industry-education integration. In response, six optimization strategies are proposed: reforming management philosophies, improving data governance systems, optimizing evaluation and incentive mechanisms, establishing multi-level training frameworks, strengthening technical support capabilities, and deepening industry education integration. The paper aims to provide theoretical foundations and policy recommendations to advance the modernization of higher vocational education in Hainan and strengthen digital governance of teachers.
EDUCATIONAL FINANCIAL INSTRUMENT IN MUNICIPAL HIGHER VOCATIONAL COLLEGES IN FUZHOU
This paper examines how budgeting functions as a tool for educational financing in the governance of Fuzhou municipal higher vocational college. Based on policy analysis and institutional assessment, this paper identifies four major problems: fragmented governance, insufficient performance monitoring, resource imbalances, and a lack of strategic coordination. To achieve this goal, this article proposes a four-dimensional improvement framework that integrates long-tern planning, lifecycle-based implementation, equity-oriented resource coordination, and digital performance monitoring. Emphasizes integrating financial processes with educational objectives, promoting interdepartmental collaboration, and improving transparency through digital tools. By shifting from a compliance-driven budget to a performance-driven management model, this article offers practical recommendations for upgrading the budget system and supporting the high-quality development of vocational education.
DEVELOPMENT OF JINDAMANEE MEDICINE PRODUCTION USING MODERN DRUG PRODUCTION MODEL
Jindamanee is an ancient traditional Thai herbal formula that has been passed down since the Ayutthaya period. It was originally developed by Somdet Phra Phanarat. It is believed to be a panacea, capable of treating various serious illnesses, including those believed to be caused by bad karma. This study aimed to: Develop the Jindamanee formula into tablet form, develop a modern production process for Jindamanee tablets, and investigate the physical properties of the tablets in comparison with the pharmaceutical standards for tablet production. Six formulas were studied. The extraction of 1.43 kilograms of Jindamanee yielded 29.37% or approximately 420 grams. Upon tablet compression, six formulas were tested. It was found that formula 6 showed higher weights variable more than 7.5% which is above the standard 13.24% respectively. However, all formulas passed the thickness test and formula 2-3 showed the most consistent thicknesses were showed 5.37±0.07 and 5.44±0.27 respectively. Tablet hardness results indicated that formula 1 had the highest average hardness at 3.63±2.37 kp however all formulas doesn’t pass tablet standard. All formulas passed the friability standard test, with formula 6 showing the lowest friability at 0.63%. The disintegration times for all formulas were within acceptable limits, with formula 2 performing best, disintegrating within 2±2.44 minutes. In conclusion, the next study focuses on developing a formula using modern technology and studying the stability of the compounds in Jindamanee medicine.
EDUCATIONAL MANAGEMENT OF CHARACTERISTICS IN AESTHETIC EDUCATION TEACHER TEAM DEVELOPMENT IN CHONGQING CITY
This study is about the distinct aesthetic education teacher team development in Chongqing and its associated practices of strategic educational management. It develops the targeted management strategies of dual-track professional development, interdisciplinary collaboration, technological integration, and incentive mechanisms within the spin-off of the core philosophical part"Truth-Confidence-Emergence- elegantly"and with the anchorage in the "elite education" orientation. In its turn, these spins transform aesthetic educationthe driving force of choral artsinto students' holistic growth. As our research shows, this significantly improved professional competencies of teachers, continuously emerging innovative teaching methods, and very well visible shifts in students have elevated the institution to the level of a regional benchmark. Each case, under the new normal, indeed provides grounded evidence that locally and systematically developing teacher teams in China are of great value to finding characteristic aesthetic education. The establishing local, systematic modes of teacher development goes a step further to ground such aesthetic education. The case also allows further insight into how a philosophy of school, when coupled with actions of targeted management, can create dynamic ecosystems of aesthetic education and provides some insights into its references beyond the immediate context.
THE ROLE OF EDUCATIONAL MANAGEMENT IN FACILITATING PLAY - BASED PHYSICAL LEARNING FOR CHILDREN'S DEVELOPMENT
In today's education, play-based physical education is getting more attention. Many studies show it helps children grow and develop. Childhood is an important time for both body and mind to grow. What happens during this time affects how children grow later. Play-based physical education helps children's bodies grow. It also supports their thinking and social skills. But to make sure this kind of education works well and helps children the most, good management in education is needed. Good planning, smart use of resources, and clear supervision help set up the right environment. They also help play-based physical education run smoothly. This study looks at how educational management helps improve play-based physical education for children’s development. The analysis encompasses multiple dimensions, including curriculum design, teaching staff, resource allocation, home-school collaboration, and the development of an evaluation system, in order to provide theoretical support and practical guidance for related educational practices.
THE RELATIONSHIP BETWEEN VOLUNTEER TEAM MANAGEMENT AND TEAM BUILDING EFFECTIVENESS OF PRIVATE UNIVERSITIES IN GUANGZHOU, CHINA
The objectives of this research were: 1) to study the current status of volunteer team management of private universities in Guangzhou, China. 2) to study the relationship between volunteer team management and team building effectiveness of private universities in Guangzhou, China. and 3) to propose guidelines for the development of volunteer team management of private universities in Guangzhou, China. The population of this study were members of volunteer teams from 29 private universities in Guangzhou with total number of 630,000 volunteer members. The sample size was calculated with a probabilistic sampling method at 99% confidence level, the required sample were 339 volunteer members. The 470 questionnaires were distributed to collect data with online platform. The total number of valid questionnaires were 451. Descriptive statistics, correlation analysis and regression analysis were used to analyze data. The research found that volunteer team management in private universities in Guangzhou showed generally positive performance. It was positively correlated with team building effectiveness, with leadership styles, communication mechanism, resource allocation, task cohesion, and incentive system having significant impacts. The study proposed guidelines encouraging universities to support student participation and improve team management systems.
RESEARCH ON THE DIVERSIFICATION STRATEGY AND EVOLUTION OF REVENUE STRUCTURE OF PLATFORM ENTERPRISES: A CASE STUDY OF MEITUAN
This paper uses a longitudinal one-case quantitative research design to explore the role of Meituan in diversification strategy in transforming its revenue makeup in the period between 2019 and 2023. Disclosures available publicly were put through a three-step process of data auditing and examined using descriptive statistics, correlation analysis, and ordinary least squares models. Analytical transparency was ensured with the help of IBM SPSS Statistics 29 and Python. The findings indicate that there was a purposeful seeking of a breakthrough in the stability trajectory: the core business share dropped to 74.8% against 79.1% and the Diversification index increased to 0.404 against 0.331 and remained the same. Basic enhanced user engagement and continued R&D spending served as a combined force, and stability in profitability took a J-curve recovery. In theory, the research connects the network impacts, resources orchestration, and platform maturity with the diversification finding and explains how platform enterprises can mitigate growth and risk trade-offs. In practice, it provides measures of action to sequence market expansion and technology investment priorities.
RESEARCH ON THE OPERATIONAL CAPACITY AND COMPETITIVE ADVANTAGE OF PLATFORM ENTERPRISES BASED ON THE RESOURCE VIEW —— A CASE STUDY OF MEITUAN
The paper utilizes longitudinal single-case quantitative Meituan (20192023) to explore the influence of resource allocation efficiency in developing the operation capability and establishing a competitive advantage in platform business. Through resource-capability-advantage framework, the paper illustrates that long-term technology investment, cash-flow reinforcement, and asset productivity contribute to all improving the running of platforms and competitive positioning. The results emphasize the intermediate effect of the operational capabilities and support the evidence that the systematic capability formation is critical to the maintenance of the benefits in a data-driven platform ecosystem.
EXAMINING THE IMPACT OF HYBRID TEACHING MODEL REDESIGN ON STUDENT LEARNING EFFECTIVENESS
The rapid digital transformation of higher education has accelerated the adoption of hybrid teaching models that combine online and face-to-face instruction. However, in skill-intensive courses such as Building Information Modeling (BIM), the optimal balance between online and offline components remains unclear. This study examines the effect of restructuring hybrid teaching on student learning effectiveness in higher education institutions in Kunming, Yunnan, China. Drawing on the Community of Inquiry framework, Self-Regulated Learning theory, Self-Determination Theory, and the Technology Acceptance Model, the study investigates the relationships among online learning duration, interaction frequency, self-regulated learning ability, learning motivation, learning platform support, and learning effectiveness. Self-regulated learning ability and learning motivation are tested as mediating variables, while interaction frequency functions as a moderating variable. A mixed-methods design is adopted, combining survey data analyzed through Structural Equation Modeling (SEM) with qualitative insights from student feedback. The findings aim to provide theoretical and practical guidance for optimizing hybrid teaching structures in skill-intensive higher education programs.