The objectives of this research were (1) To study the influence of price perceived values and emotional perceived on trust; (2) To study the influence of price perceived values emotional perceived values and trust on customer satisfaction; (3) To study the influence of trust and customer satisfaction on word-of-mouth; (4) To study the influence of trust and customer satisfaction on revisit and (5) To validate a causal relationship model of influence of price perceived values and emotional perceived values on trust customer satisfaction word-of-mouth and revisit of SF cinema city in Bangkok with empirical data. The variables in this investigation consisted of the following: price perceived values and emotional perceived values as the independent; trust and customer satisfaction as mediating variables; and word-of-mouth and revisit as a dependent variable. The researcher used quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data from 520 customers of SF cinema city in Bangkok. Statistics used in data analysis were frequency percentage mean standard deviation and structural equation model analysis. It was found that the model was consistent with the empirical data. Goodness of fit measures were found to be Chi-square (2) = 288.293; Degree of freedom = 256; p-value = 0.081; Relative Chi-square (2/df) = 1.126; Goodness of Fit Index (GFI) = 0.965; Adjusted Goodness of Fit Index (AGFI) = 0.933; Comparative Fit Index (CFI) = 0.999; Standardized Root Mean Square Residual (SRMR) = 0.055 and Root Mean Square Error of Approximation (RMSEA) = 0.016. It was also found that (1) Price perceived value had a positive and direct influence on trust; (2) Emotional perceived value had a positive and direct influence on trust; (3) Price perceived value had a positive and direct influence on customer satisfaction; (4) Emotional perceived value had a positive and direct influence on customer satisfaction; (5) Trust had a positive and direct influence on customer satisfaction; (6) Trust had a positive and direct influence on word-of-mouth; (7) Trust had a positive and direct influence on Revisit; (8) Customer satisfaction had a positive and direct influence on word-of-mouth and (9) Customer satisfaction had a positive and direct influence on revisit. On the basis of these findings the researcher recommends that SF cinema city in Bangkok more fully focus on price perceived value and emotional perceived value to deepen the trust customer satisfaction word-of-mouth and revisit.

The purposes of this research are to survey community accounting and study the importance for developing community in various fields during the fiscal year 2014 (October 2012 – September 2014). The samples of this research are 368 communities in Bangkok area. The statistics use for analyzing data are percentage Mean Standard deviation Pearson Correlation and in-depth interview was used to determine the cause of the valueadded activities and non value-added activities. The study for found that psychological development activities were the highest investment and physical and environment activities Sanitation activities Social activities and economy activities were higher respectively. Meanwhile The most important activities are physical and environment activities because these activities involved with a lifestyle Then sanitary activities social activities economy activities and psychological activities are important respectively. Economic development activities are value-added activities but non value-added activities are the psychological activities because the main factors to make these activities are important for the community such as condition of resident and environment of the household factors sanitary factors participation for improving quality of life factors. The community committee may use this information for budgeting and allocating the budget to appropriate activities by considering important level. This result suggest to governmental department for planning and operating in the future.

The purposes of this research were to study sexual risk behavior among adolescent and to explore factors affecting sexual risk behavior among adolescent with early sexual intercourse. Research sample was 396 Mathayom Suksa 1 students (lower-secondary students) in secondary schools under the Jurisdiction of the Office of Basic Education Commission Bangkok which was obtained by multi-stage sampling. Data were collected by questionnaire. Data were analyzed by frequency percentage mean standard deviation independent t-test One Way ANOVA Multiple Comparison and Pearson Product Moment Correlation Coefficientsoftware.The result of the study on sexual risk behavior among adolescent with early sexual intercourse was found at the low level. For the factors affecting sexual risk behavior among adolescent with early sexual intercourse they were found that the personal factor including gender parents marital status family type family accommodation and self-sexual acquisition influenced sexual risk behavior among adolescent with early sexual intercourse at the low level. The attitude factor including they were found that the personal factor including sexual values and attitudes toward opposite sex influenced the sexual risk behavior at the high level. The family factor including family raising family sexual communication and supporting of the association of the opposite sex influenced sexual risk behavior among adolescent with early sexual intercourse at the low level. The social factor including friends were found the low-level sexual risk behavior while low-level sexual knowledge acquisition from schools influenced the high-level of sexual risk behavior and sexual content in the media influenced the moderate-levelsexual risk behavior.For the research hypothesis results of the comparison of the personal factor and the social factor toward sexual risk behavior among adolescent with early sexual intercourse it was found that the there was significantly difference forthe personal factor including gender family accommodation and self-sexual acquisition. However there were not significantly different for the parents’ marital status and family type. There was significantly difference for the family factor including family raising family sexual communication and supporting of the association of the opposite sex.The result of the difference between the personal factor and the social factor toward sexual risk behavior among adolescent with early sexual intercourse was found that there was significantly difference for the personal factor including gender family accommodation and self-sexual acquisition. The result of the difference between the attitude factorand the social factor toward sexual risk behavior among adolescent with early sexual intercourse was found that the attitude factor including sex value and attitude toward opposite sex had negative correlation with sexual risk behavior among adolescent with early sexual intercourse at statistical significance. The social factor including friend and sexual content in the media had positive correlation with sexual risk behavior among adolescent with early sexual intercourse at statistical significance. While sexual knowledge acquisition from school did not have the correlation.

The objectives of the research were 1) to study the level of marketing mix factors marketing communication mix and mettle of mind factors towards consumer buying behaviors toward drinking yoghurt 2) to examine the level of drinking yoghurt buying behaviors of dwellers in Bangkok 3) to compare the demographic characteristics and drinking yoghurt buying behaviors of people living in Bangkok 4) to investigate the marketing mix that influenced Bangkok’s consumer behaviors in choosing drinking yoghurt 5) to study the marketing communication mix that affected consumer behaviors in purchasing drinking yoghurt of Bangkok residents and 6) to explore the mettle of mind factors which influenced consumer behaviors towards buying drinking yoghurt of people in Bangkok Metropolitan. A sample was identified by a number of 400 people who reside in Bangkok Metropolitan. The questionnaires were distributed to the selected respondents in order to collect data. The statistical methods used to analyze data were frequency percentage mean standard deviation t-test one-way analysis of variance and enter multiple regression analysis. 1. The results indicated the majority of female consumers accounting for 62.50 percent. The age range from 31 to 40 was responsible for 42.70 percent. The bachelor’s degree holders comprised 59.80 percent. The employees working in the private companies were found 61 percent. As much as 66 percent of the sample remained unmarried and 31.50 percent of the people earned an average monthly income from 15001 to 20000 baht. 2. The marketing mix factors the marketing communication mix and mettle of mind factors were prioritized in a high level. The consumer buying behaviors were in a high level. 3. The increase of marketing mix factors including product price and place resulted in a higher level of drinking yoghurt buying behavior. 4. The marketing communication mix including advertising public relations and sales promotion increased the level of drinking yoghurt buying behavior. 5. The mettle of mind factors particularly in the aspect of lifestyle and personality stimulated a higher level of drinking yoghurt buying behavior. 6. People with different age occupation average monthly income and marital status had different drinking yoghurt buying behaviors with statistical significance at level .05 while different gender and educational background showed no differences of the buying behaviors.

The objectives of this research is to study (1) The factor of decision making in Bangkok high school students affected to study in bachelor of Mass Communication (English Program) (2) The factor that is correlated in decision making in Bangkok high school students affected to study in bachelor of Mass Communication (English Program). The sample population consisted of four hundreds high school students in Bangkok. The instrument of research was a questionnaire. The Statistical Package for the Social Sciences (SPSS) for Windows computer program was applied for analyzing formulating and tabulating the data collected. The techniques of descriptive statistics used were percentage mean and standard deviation. Techniques of inferential statistics utilized were t-test one-way analysis of variance (ANOVA) in order to analyze differences between variables taken as a group. If there is a statistically significant differences found between pairs in a group Scheff?’s pair testing were deployed. Multiple Regression Analysis were applied in order to analyze the factors of decision making in Bangkok high school students affected to study in bachelor of Mass Communication (English Program). If there is a statistically significant found in Multiple Regression Coefficient of Correlation under paired testing will be used to identify the correlation between factors. The results were as following: 1. The factors of student program in high school affected the decision making to study in bachelor of Mass Communication (English Program) were high school program. 2. The marketing factor of Mass Communication Technology affected to Bangkok high school students decision making to study in Bachelor of Mass Communication (English Program) is product price place promotion.