Quality Enhancement of Information Technology Training

Asst. Prof. Dr. Sirilak Ketchaya; Anong Malivan and Asst. Prof. Dr. Sirilak Ketchaya; Anothai Arunruang and Asst. Prof. Dr. Sirilak Ketchaya; Jarunpan Sahanawin and Asst. Prof. Dr. Sirilak Ketchaya; Waraporn Naraprasertwong and Asst. Prof. Dr. Sirilak Ketchaya; Lalisa Sahanawin and Asst. Prof. Dr. Sirilak Ketchaya; Nat Ployong and Asst. Prof. Dr. Sirilak Ketchaya; Jeeranan Wueamprakhon & Miss. Narumon Chomchom

e-proceedings Switzerland July 2021

Introduction Book

Contents

Digital Marketing Communication Strategies for Small and Medium Enterprises

Chutima Klaysung Page 1-10

Can Marketing Mix Factors Affect Decision to Buy Chinese-Brand Smartphones of Students in Bangkok, Thailand

Supattra Kanchanopast Page 11-16

The Export Strategies for the Success of International Market Accessof Thai Fruits

Chatcharin Sadsoem Page 17-25

Service Marketing Mix Factors of Malaysian Tourists Influencing Decision Making on Selecting Accommodation in Phuket, Thailand

Ittipoom Promma Page 26-37

Financial literacy and saving behaviors affecting the financial planning of new employees

Ratsamee Ratana-ubol Page 38-44

Digital Marketing Practices of B2C Business in Nakhon Pathom, Thailand

Ladaporn Pithuk Page 45-52

Happy workplace and Organizational Commitment Enhancing Performance of SMEs in Nakhon Pathom Province

Pramjai Ouejit Page 53-61

Transformational Leadership and Organizational Commitment Improving Business Performance: A Case Study of SMEs in Nakhon Pathom Province

Khajeerat Phumphruk Page 62-70

Communication Behaviors on the Social Media Site, Facebook, and Their Media Literacy of the Youth in Nakhon Pathom, Thailand

Somsak Klaysung Page 71-80

Digital Marketing Communication that Affects Online Purchase Decision Health and Beauty Supplements

Pongsawee Supanonth Page 81-91

Factors Affecting Online Food Ordering Selection via Foodpanda Application among Consumers in Chiang Mai, Thailand

Charawee Butbumrung Page 92-99

Factors Influencing on Business Performance of SPA in Bangkok

Supap Akkharapratumwong Page 100-104

The Discourse of Negative News in Thai Entertainer in the New Media Era

Suwimol Apapol Page 105-112

The Identity of Influencers on Social Media

Punrapha Praditpong, Krisana Chueachainat Page 113-120

Film Genres Used to Treat Depression in the Early Stages of Family Problems

Nititorn Ounpipat, Prakaikavin Srijinda Page 121-126

Current Status of Travel Programs on YouTube in Thailand

Pitimanus Bunlue, Krisana Chueachainat Page 127-133

The Image Communication of Transgender Women through Films and Television Drama in Thailand

Narong Anurak, Somdech Rungsrisawat, Surasit Vithayarat Page 134-139

The Influence of Corporate Image Recognition on Decision to Use Electronic Wallet in Thailand

Bundit Pungnirund Page 140-146

Perceived Brand Equity Influencing the Purchasing Decision of Thai Community Products

Wanida Suwunniponth Page 148-154

Service Marketing Mix and Acceptance of Technology Affecting Consumers’ Satisfaction through Food Delivery Applications

Nattapong Techarattanased Page 155-162

Adoption of Innovations Affecting the Acceptance of LINE Application among Thai Elderly

Siri-orn Champatong Page 163-169

Acceptance of Social Media Technology Affecting Intention to Use Online Travel Services of Tourists in Thailand

Teerapong Phongpheng Page 170-177

Competitive Potential of Community Enterprises: A Case Study of Enterprises Accredited for Community Product Quality Certification in Bangkok

Preecha Phongpheng Page 178-185

The Perception of Information Affecting the Tourist Decision-making in Spa Service of Hotel and Resort in Central Pattaya, Chonburi Province

Natnichar Kleebbuabarn Page 186-192

Factors that Influence the Decision to Buy Goods from Groceries Blue Flag State Civil Consumer in Samsen, Bangkok

Pannarungsri Inpayung Page 193-199

Title Tourism Behavior of Thai Visitors in Bangkok Metropolitan

Khwanchol Hasayotin