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-proceeding Zurich 2026

Table of Contents

A Strategic Model for Enhancing University’s Specialist Identity for Global Recognition Chutikarn Sriviboon	1-8
Determinants of Workers’ Income in the Gig Economy Bundit Pungnirund	8-16
Developing a Cross-Media Communication Framework for Television Broadcasting in the Hybrid Media Era Somsak Klaysung, Nattapong Techarattanased	17-25
The Effectiveness of Experiential Marketing on Brand Loyalty in the Retail Sector Chutima Klaysung, Narong Anurak	26-35
The Influence of Green Marketing on Consumers’ Willingness to Pay for Sustainable Products Nattapong Techarattanased, Wanida Suwunniponth	36-44
Transmedia Storytelling Strategies and Their Impact on Film Branding and Audience Retention Pongsawee Supanonth, Rumpapak Luekveerawattana	45-52
The Relationship Between Education Investment and Income Outcomes Among Young Thai Workers Yuthapoom Thanakijborisut	53-60
The Effect of Brand Storytelling on Consumers’ Purchase Intention of Thai Local Products Ittipoom Promma, Punrapha Praditpong	61-68
Ethical and Safe Practices in Live Streaming Media Production: Content Moderation and Viewer Protection Pitimanus Bunlue, Kanittha Seskhumbong	69-76
Perceived Risk and Its Influence on Financial Asset Investment Decisions of Thai Investors Krisada Sungkhamanee	77-83
Effects of Flexible Work Models on Job Satisfaction and Employee Performance in Government Organizations Siri-orn Champatong	84-90
A Study on Trade and Investment Risk Assessment of Thai Firms in Foreign Markets Pichamon Chansuchai, Wipanee Maen-in	91-97
Determinants of Auditors’ Intention to Leave Their Job in Thailand Pranee Tridhoskul	98-104
Impact of International Market Entry Strategies on the Business Success of Thai SMEs Punchaya Hiranrithikorn	105-111
Strategic Models for Enhancing Cultural Gastronomic Tourism in Thailand Mananya Meenakorn	112-119
The Effectiveness of AI-Powered Chatbots in Enhancing Customer Experience and Purchase Intention on Social Media Platforms Ladaporn Pithuk, Rewadee Waiyawassana	120-127
Ethical Factors Influencing Fraudulent Behavior of Accountants Khwanchat Wongjantip	128-135
The Impact of Online Retail Competition on Consumer Price Satisfaction Sareeya do Amaral	136-143
The Influence of Digital Media on Political Attitudes and National Security Grissana Jannit, Natnichar Kleebbuabarn	144-151
The Effects of Remote Work on Labor Productivity in the Service Sector Khajeerat Phumphruk	152-158
The Application of Digital Accounting Systems to Enhance Accounting Information Quality for SME Entrepreneurs Nutthasun Sinthuchaiyapakseree	159-167
Students’ and Staff Satisfaction with Repair Services for Teaching Equipment and Facilities at the Faculty of Management Science, Suan Sunandha Rajabhat University Juneerut Jannit, Somsak Klaysung, Nattapong Techarattanased	168-174
Development of Guidelines for Training Service Strategies for the Office of Academic Services, Suan Sunandha Rajabhat University Arsira Disayakulkij, Jinjutha Srihera	175-182
A Study on Job Satisfaction of Secretaries at the Faculty of Management Science, Suan Sunandha Rajabhat University Radasa Pojard, Chutima Klaysung	183-189
Motivational Factors Affecting Participation in the Academic Service Project among Residents of Dusit District, Bangkok Kanmanas Muensank, Somphoom Sawaengkun, Bundit Pungnirund	190-197
Students’ Satisfaction with the Services of the Audiovisual Unit, Faculty of Management Science, Suan Sunandha Rajabhat University Phakaporn Detanant, Jeerabhan Chanwichian	198-204
Staff Satisfaction with Financial and Accounting Services, Faculty of Management Science, Suan Sunandha Rajabhat University Weena Kunyeat, Huda Wongyim	205-211
Satisfaction of Service Recipients with Procurement Services for Supplies and Equipment at the Faculty of Management Science, Suan Sunandha Rajabhat University Thanakit Phipatsakunkamon, Charawee Butbumrung	212-218
Public Relations Communication Strategies and Influencing on Students’ Enrollment Decisions at the Faculty of Management Science, Suan Sunandha Rajabhat University Kanyakorn Sujarittnetikarn, Pramjai Ouejit	219-225
Factors Affecting Staff Participation in Developing the Education Criteria for Performance Excellence (EdPEx) at the Faculty of Management Science, Suan Sunandha Rajabhat University Chartlikid Nimngam, Anocha Rojanapanich	226-233
Factors Affecting Students’ Perceptions of Participation in the International Student Exchange Program in Business Administration and Cultural Studies at the Faculty of Management Science, Suan Sunandha Rajabhat University Araya Yordchim, Siriwan Saksiriruthai	234-240
A Study on Causes and Strategies for Reducing Problems in the Use of Computer Equipment in Hybrid Classrooms at the Faculty of Management Science, Suan Sunandha Rajabhat University Patchara Kingkan, Supattra Kanchanopast	241-248
Executives’ Perspectives on the Competencies of Secretarial Staff at the Student Development Division, Suan Sunandha Rajabhat University Arissara Songkroh, Hassan Rasa, Chutima Klaysung	249-255
Language Attitudes Toward English Accents among Thai Youth Patcharaphan Susamawathanakun, Kardpakorn Nilarun	256-263
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