NIDA in News

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Public Employee Use of Social Media at Work: Competency, Collaboration, and Communication of Workplace Policy Public

โดย ผศ.ดร.ปนันดา จันทร์สุกรี, รศ.ดร.ดนุวัศ สาคริก อาจารย์ประจำคณะคณะรัฐประศาสนศาสตร์, Wonhyuk Cho

Abstract

Although the growth of social media has changed the way employees communicate at work, our understanding of the related workplace dynamics, particularly in public organizations, is still embryonic. This study fills these research gaps by testing hypotheses, drawn from social cognitive theory and social capital theory, using two sets of data on social media usage patterns and workplace practices among public employees.

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Deep Learning Based Gesture Classification for Hand Physical Therapy Interactive Program

โดย Maleewan Rungruanganukul, ผศ.ดร.ฐิติรัตน์ ศิริบวรรัตนกุล อาจารย์ประจำคณะสถิติประยุกต์

Abstract

In this paper, we propose using the Google Colab deep learning framework to create and train convolutional neural networks from scratch. The trained network is part of a core artificial intelligent feature of our interactive software game, aiming to encourage white-collar workers to exercise hands and wrists frequently through playing the game. At this moment, the network is trained with our self-collected dataset of 12,000 bare-hand gesture images shot against a static dark background.

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Local Perspectives on English Language Teaching in Private Tutoring in Thailand: Re-examining Roles and Implications

โดย อ.ดร.ภัทราวุธ เจริญรูป อาจารย์ประจำคณะภาษาและการสื่อสาร

Abstract

Private tutoring has, over the past decades, been a key educational phenomenon for Thai college-bound students. having received both praise and condemnation. This qualitative case study shows that private English tutoring in Thailand has expanded beyond the ‘shadow education’ discussed by Bray (1999). Five tutor-student pairs were interviewed via Zoom video conference and the interviews were analyzed by theme.

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Cultural intelligence and adaptive selling behaviors in cross-cultural selling: The cognitive resource theory and social role theory perspective

โดย JihongZhou, รศ.ดร.พีรยุทธ เจริญสุขมงคล อาจารย์ประจำวิทยาลัยนานาชาติ

Abstract

This study examines the underlying mechanism explaining the contribution of cultural intelligence (CQ) to adaptive selling behaviors in cross-cultural selling contexts. The study draws on cognitive resource theory in order to explore the mediating role of customer qualification skills in explaining how CQ contributes to adaptive selling behaviors. The study also uses social role theory to illustrate the moderating role of gender in the effectiveness of cultural intelligence on customer qualification skills.

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How does mindfulness help university employees cope with emotional exhaustion during the COVID-19 crisis? The mediating role of psychological hardiness and the moderating effect of workload

โดย Tipnuch Phungsoonthorn, รศ.ดร.พีรยุทธ เจริญสุขมงคล อาจารย์ประจำวิทยาลัยนานาชาติ

Abstract

The COVID-19 crisis has had severe adverse psychological effects on people globally. Although previous research has shown that mindfulness helps people cope with stressful situations, we do not know whether mindfulness can help people cope with the effects of the pandemic. This research examined the effect mindfulness has on emotional exhaustion on the part of employees who work at private international universities in Thailand that are affected by COVID-19. Grounded in the Conservation of Resources (COR) theory, this research proposed that the level of psychological hardiness mindful employees have mediates the effect of mindfulness in reducing emotional exhaustion.

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Effects of trust in organizations and trait mindfulness on optimism and perceived stress of flight attendants during the COVID-19 pandemic

โดย Pornprom Suthatorn, รศ.ดร.พีรยุทธ เจริญสุขมงคล อาจารย์ประจำวิทยาลัยนานาชาติ

Abstract

Purpose This research adopts the conservation of resources (COR) theory to examine the effects of trust in organizations and trait mindfulness on optimism and perceived stress of flight attendants in Thailand during the COVID-19 pandemic. Design/methodology/approach Online survey data were collected from 234 flight attendants who work for five low-cost airlines based in Thailand. The data were analyzed by using partial least squares structural equation modeling (PLS-SEM).

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Guidelines for Health Tourism Route Management for Tourism SME Entrepreneurs to Promote High Quality Tourism in Active Beach Tourism Cluster

โดย ศ.ดร.เทิดชาย ช่วยบำรุง อาจารย์ประจำคณะการจัดการการท่องเที่ยว

Abstract

This research aimed to study needs of health tourism activities of high-quality tourists in Active Beach Tourism Cluster and to propose guidelines for health tourism route management for tourism SME Entrepreneurs to promote high quality tourism in Active Beach Tourism Cluster. The investigated areas consisted of Chonburi, Rayong, Chantaburi and Trat. 400 questionnaires were distributed to foreign tourists by Accidental Sampling.

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Integrated customer lifetime value (CLV) and customer migration model to improve customer segmentation

โดย Kessara Kanchanapoom, รศ.ดร.จงสวัสดิ์ จงวัฒน์ผล อาจารย์ประจำคณะบริหารธุรกิจ

Abstract

Cluster analysis and RFM model are widely used to gain a deeper understanding of customers’ characteristics and needs due to its simplicity and applicability in analyzing customer purchasing behavior. However, the lack of considering the future value of customers or whether current customers exhibit a pattern of likely attrition or switching to a competitor into the original segmentation models is a big concern in segmenting customers for further strategic and personalized campaigns.

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Compensation Reform Analysis on Inflated Credit Rating Attenuation

โดย Kittiphod Charoontham, ผศ.ดร.ธัญรัตน์ อมรเพชรกุล อาจารย์ประจำคณะบริหารธุรกิจ

Abstract

This study investigates the impact of compensation schemes on the decisions of a credit rating agencies (CRA) regarding how much effort to exert when learning about the type of a portfolio and how to disclose the learned information in the form of credit rating. Two compensation schemes are considered: (i) the rating contingent fee scheme, under which the fee is paid only when a favorable rating is provided, and (ii) the outcome contingent fee scheme, under which the fee is paid only when the rating accurately predicts the true type of the portfolio.

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Measuring Research Participants’ EFL Proficiency: What Practical Options do Researchers in Thailand Have?

โดย ผศ.ดร.สรุจ ศุภศิรประภา อาจารย์ประจำคณะภาษาและการสื่อสาร

Abstract

Researchers in Thailand often face the challenge of objectively measuring the EFL proficiency of their research participants as most Thais do not have scores from an internationally accepted standardized test, such as TOEFL or IELTS. This paper first presents a discussion of the necessity of assessing the English proficiency of non-native English speaking participants in ESL/EFL research.

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