This research aims to 1) to study the personal factors of Thai and foreign tourists towards their buying decision making behavior in spa products; 2) to study the current situation of buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 and 3) to create behavior patterns of purchasing decisions to develop spa product entrepreneurs driving the strategy of Thailand 4.0. The research used mixed methods qualitative and quantitative. The researcher applied qualitative methods by interviewing 21 selected key informants. The data obtained from qualitative was used to construct the questionnaires which were used to gather quantitative data and analyzed by multiple classifications. The researcher determined the sample size to represent the population using the G*Power program. The research tools used in this research were 1) an in-depth interview and closed-ended questionnaires for qualitative research and 2) a questionnaire obtained from the qualitative research using the Delphi technique as a reviewed questionnaire for quantitative research. The questionnaires were distributed to the 305 samples. The results of the hypothesis testing of personal data were as follows: gender nationality age education level source of information that brought them to Phra Nakhon Si Ayutthaya Province and participants traveling to Phra Nakhon Si Ayutthaya Province are the factors that affect buying decision making behavior spa product of model buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 strategy. The result of hypothesis testing factors affect the buying decision making behavior for spa products come into 6 factors are local identity product usage buy as a souvenir repeated buying information from reliable sources and the interpersonal factor of entrepreneurs or salespeople. All of these results comply with the assumptions.

The cross-cultural customer experience and the service environment were two of the most important aspects of retailing that should be prioritized particularly in pharmacy shops. This research investigated the retail experience at the pharmacy store from the perspectives of people from a variety of diverse backgrounds and different geographical locations. The interview was planned and performed by the researcher using a semi-structured format. Participants were recruited from a variety of community-based pharmaceutical shop during the pandemic in the Bangkok areas. The researcher applied convenience sample with the assistance of the owner of the pharmaceutical shop. The analysis of the data was transcribed verbatim and analyzed for key themes via manual inductive coding and constant comparison. The research participants shared their personal experiences with purchasing drugs and associated items during the pandemic. They were also exposed to the stores atmosphere and sanitary environment. Misappropriation of retail space might be caused by dissatisfaction with the shopping experience. A variety of behavioral strategies that improved the retail experience such as creating a dedicated section in the shop for relevant items or updating the in-store environment may help improve the retail experience for customers. The authors provided suggestions for how retailers might use their newly acquired knowledge about consumer behavior. Each of these themes also offered the possibility of further investigation in the future.

Although the self-checkout counter is being offered to clients in the hypermarket the frontline service staff are still required to assist the customers during the initial stages of the introduction process. Other clients are still in need of support with the technologys adoption and adaption among other things. This research would look at the customer from the perspective of cultural intelligence and technological adaptability. A semi-structured interview with 20 participants was conducted to examine the self-checkout counter and the frontline service provider. According to the sub-cultural differences in the service providers background geography and level of technology implementation the data of this study is gathered from a variety of geographical locations. The result reveals the four distinct roles played by the service provider in terms of performance technology assistance and the ability to comprehend how self-checkout and frontline service personas influence the shopping experience and perception of quality in a hypermarket setting respectively.

This research has the objectives for studying the information and communication technology (ICT) usage of university students and relationships between factors of information and communication technology (ICT) usage those affecting the digital university policy of Rajamangala University of Technology Phra Nakhon. Samples are students who are studying bachelor degree in 9 faculties at Rajamangala University of Technology Phra Nakhon and are systematically randomed from the population of 11899 at 95% confidential level with the sample size of 387 from the calculation. Questionnaires about the information and communication technology usage of the students related with the Digital University policy have been used in this research. Descriptive statistics used in this research are Frequency Percentage Means (𝑥𝑥̅) and Standard Deviations. Referential statistics used are t-test Independent and One-Way Analysis of Variance. The research found that different personal factors including genders ages classes and faculties did not vary the opinions of the students about their planned behaviors. Different personal factors including genders ages classes and faculties did not vary their opinions about the intention of information and communication technology usages. Different personal factors including genders ages classes and faculties did not vary their opinions about the information and communication technology usage behaviors. Different personal factors including genders ages classes and faculties did not vary their opinions about the Digital University policy. Opinions about the planned behaviors are positively related in low level to the opinions about the intention of information and communication technology usages statistically significant at the .01 level. Opinions about the intention of information and communication technology usages are positively related in moderate level to the opinions about the information and communication technology usage behaviors statistically significant at the .01 level. Finally opinions about the information and communication technology usage behaviors are positively related in low level to the opinions about the Digital University policy statistically significant at the .01 level.

Bakery Products Development from the Banana Pseudo-stems and Waste from Dried Banana Production at Ban Bang Ta Chom Community Enterprise Sing Buri Province for Sustainable Commerce. Research on bakery product development from paprika and bananas in Production of Dried Banana of Bang Ta Chom Housewife Community Enterprise Group Sing Buri province for sustainable commercialization in order to: 1. Develop bakery products from 4 types of Banana Pseudo-stems and Waste 2. study the formulas and production processes of bakery products from Banana Pseudo-stems and Waste 3. study the consumer test of bakery products from 4 types of Banana Pseudo-stems and Waste and 4. To transfer technology Little Bakery products from Banana Pseudo-stems and Waste then bring the shelf life in conditions ranging from 0-10 days and compare the physical properties. Chemical and microorganisms such as pH value color measurement and total number of microorganisms found that Khanom Jeen noodles stored in modified atmosphere conditions have longer shelf life than those stored. At normal atmospheric conditions and vacuum conditions. Chemical analysis results showed that the bakery products decreased their pH over time. With values between 4.31 ± 0.00 and 2.99 ± 0.01 and bakery products Stored at 100% carbon dioxide (CO2) modified atmosphere packed in a sealed nylon / PET vacuum plastic bag. Store at room temperature. Can be stored for up to 10 days and found that the total number of microbes increased when the storage life is longer But not over the standard of community products so the products are safe and not harmful to consumers. Consumer test results show that consumers like and are interested in buying bakery products that use 100 percent carbon dioxide (CO2) at 75 percent.