THE INFLUENCE OF MEDIA, SELF-ESTEEM AND BODY IMAGES AFFECTING THE ACCEPTANCE OF THE COSMETIC SURGERY

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ABSTRACT

This research aimed to study the influence of media, self-esteem, and body images affecting the acceptance of the cosmetic surgery. This research combined both quantitative and qualitative methods. It intended to study 1) personal characteristics and 2) the influence of media, self-esteem, and body images that affected the acceptance of cosmetic surgery. The sample group was 400 people aged over 18 years old. For the quantitative method, the research instrument used to collect data was questionnaire at the reliability of 0.862, 0.953, 0.782, and 0.915. The statistics used for data collection and data analysis were mean, standard deviation, independent sample t-test, one-way ANOVA, Pearson’s correlation coefficient, and Multiple Regression. For the qualitative method, the in-depth interview was done with 15 interviewees: 5 cosmetic providers and 10 cosmetic patients. The results revealed that 1) personal characteristics: genders and ages affected the acceptance of the cosmetic surgery in statistically significance at the 0.05 level, and 2) media influence, self-esteem, and body images affected the acceptance of the cosmetic surgery in statistically significance at the 0.05 level.

The changes of the acceptance in having the cosmetic surgery can be explained at 37.7%.

Keywords: Media, Self-Esteem, Body Images, Cosmetic surgery, Acceptance of cosmetic

surgery

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„µ¥£µ¡ (Physical Appearance) 4 …o° ¨³ ‡ªµ¤­µ¤µ¦™šµŠ„µ¥£µ¡ (Physical Abilities) 5 …o°

˜°œš¸É 4 ‡ªµ¤‡·—Á®Èœš¸É¤¸˜n°£µ¡¨´„¬–r¦nµŠ„µ¥ čoª´—£µ¡¨´„¬–r¦nµŠ„µ¥…°Š Untas, et al. (2009) nŠÁžÈœ 2 °Š‡rž¦³„° ŗo„n „µ¦ž¦³Á¤·œ£µ¡¨´„¬–r£µ¥œ°„ (Appearance Evaluation) 5 …o° ¨³ „µ¦¦´¦¼o™¹Š£µ¡¨´„¬–r£µ¥œ°„ (Appearance Orientation) 8 …o°

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

7

8

˜°œš¸É 5 ‡ªµ¤‡·—Á®Èœš¸É¤¸˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ čoª´—„µ¦¥°¤¦´„µ¦

šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤…°Š Henderson-King & Henderson-King (2005) nŠÁžÈœ 3 °Š‡rž¦³„° ŗo„n

ž´‹‹´¥£µ¥Äœ­nªœ˜´ª»‡‡¨ (Intrapersonal) 4 …o°, ž´‹‹´¥—oµœ­´Š‡¤ (Social) 3 …o° ¨³ ž´‹‹´¥—oµœ„µ¦

¡·‹µ¦–µÅ˜¦n˜¦°Š (Consider) 5 …o°

˜°œš¸É 6 ž´®µÂ¨³…o°Á­œ°Âœ³ ¨´„¬–³…°ŠÂ­°™µ¤ÁžÈœÂž¨µ¥Áž·—

š´ÊŠœ¸ Ê Á‡¦ºÉ°Š¤º°š¸ÉčoĜ„µ¦ª·‹´¥ ŗo¦´„µ¦˜¦ª‹­°‡ªµ¤˜¦ŠÁ·ŠÁœº Ê°®µ (Content Validity) ‹µ„

Ÿ¼oÁ¸É¥ªµ‹Îµœªœ 4 šnµœ ×¥¤¸‡nµ—´œ¸‡ªµ¤­°—‡¨o°Š (Index Of Congruency: IOC) …°ŠÂ˜n¨³…o°

‡Îµ™µ¤¤¸‡nµ°¥¼n¦³®ªnµŠ 0.25-1.00 ×¥…o°‡Îµ™µ¤š¸É˜Îɵ„ªnµ 0.5 Ÿ¼oª·‹´¥Å—ož¦´ž¦»Š…o°‡Îµ™µ¤‹µ„„µ¦

Á­œ°Âœ³…°ŠŸ¼oÁ¸É¥ªµÂ¨³°µ‹µ¦¥rš¸Éž¦¹„¬µ„n°œœÎµÅžš—¨°ŠÄo‹¦·Š

­´¤£µ¬–rš¸ÉčoĜ„µ¦Á„ȝ¦ª¦ª¤…o°¤¼¨‡¦´ÊŠœ¸ ÊÁžÈœÂ¤¸Ã‡¦Š­¦oµŠ ¨³œÎµŸ¨‹µ„„µ¦

­´¤£µ¬–r¤µª·Á‡¦µ³®rÁ·ŠÁœº Ê°®µ (Content Analysis) Á¡ºÉ°˜°ª´˜™»ž¦³­Š‡r„µ¦ª·‹´¥

3.2 ­™·˜·š¸ÉčoĜ„µ¦ª·Á‡¦µ³®r…o°¤¼¨

Ÿ¼oª·‹´¥Å—ošÎµ„µ¦ª·Á‡¦µ³®rץčo­™·˜·Á·Š¡¦¦–œµÁ¡ºÉ°¦¦¥µ¥¨´„¬–³…o°¤¼¨š´ÉªÅž ŗo„n ‡nµ¦o°¥

¨³ (Percentage) ‡nµ‡ªµ¤™¸É (Frequency) ‡nµÁŒ¨¸É¥ (Mean) ¨³­nªœÁ¸É¥ŠÁœ¤µ˜¦“µœ (Standard Deviation) čo„µ¦ª·Á‡¦µ³®r×¥­™·˜·Á·Š°œ»¤µœÁ¡ºÉ°š—­°­¤¤»˜·“µœ„µ¦ª·‹´¥ ŗo„n „µ¦ª·Á‡¦µ³®r‡ªµ¤

˜„˜nµŠ­™·˜·š¸ (t-test) „µ¦ª·Á‡¦µ³®r‡ªµ¤Âž¦ž¦ªœšµŠÁ—¸¥ª (One-Way analysis of variance : ANOVA) „µ¦ª·Á‡¦µ³®r­´¤ž¦³­·š›·Í­®­´¤¡´œ›rÁ¡¸¥¦r­´œ (Pearson's correlation coefficient) ¨³„µ¦

ª·Á‡¦µ³®r‡ªµ¤™—™°¥Á·Š¡®» (Multiple Linear Regression)

4. Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨

4.1 Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨¡ºÊœ“µœ

4.1.1 Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨¨´„¬–³­nªœ»‡‡¨¡ªnµ „¨»n¤˜´ª°¥nµŠ­nªœÄ®nÁžÈœÁ¡«®·Š

‡·—ÁžÈœ¦o°¥¨³ 62.3 ¤¸°µ¥»°¥¼n¦³®ªnµŠ 26-30 ž¸ ‡·—ÁžÈœ¦o°¥¨³ 30.8 ¤¸­™µœ£µ¡Ã­— ‡·—ÁžÈœ¦o°¥¨³ 55.5

­nªœÄ®nÁžÈœ„¨»n¤š¸ÉšÎµŠµœ¦·¬´šÁ°„œ ‡·—ÁžÈœ¦o°¥¨³ 61.2 ¤¸¦µ¥Å—oÁŒ¨¸É¥˜n°Á—º°œ°¥¼nĜnªŠ 10,001- 15,000 µš ‡·—ÁžÈœ¦o°¥¨³ 39.0 ¨³»‡‡¨š¸É¤¸°·š›·¡¨˜n°„µ¦˜´—­·œÄ‹šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ„š¸É­»—

‡º° ˜œÁ°Š ‡·—ÁžÈœ¦o°¥¨³ 32.9 —´Š˜µ¦µŠš¸É 1

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

8

9

˜µ¦µŠš¸É 1 ‹ÎµœªœÂ¨³¦o°¥¨³…°Š¨´„¬–³­nªœ»‡‡¨

¨´„¬–³­nªœ»‡‡¨ ‹Îµœªœ ¦o°¥

¨³ ¨´„¬–³­nªœ»‡‡¨ ‹Îµœªœ ¦o°¥

¨³ Á¡« µ¥ 151 37.8 ¦µ¥Å—o˜n°Á—º°œ <10,000 . 113 28.2

®·Š 249 62.3 10,001-15,000 156 39.0

¦ª¤ 400 100.0 15,001…¹ ʜŞ 131 32.8

°µ¥» ˜Îɵ„ªnµ 25 ž¸ 111 27.8 ¦ª¤ 400 100.0

26-30 ž¸

31-35 ž¸

123 79

30.8 19.8

»‡‡¨š¸É¤¸°·š›·¡¨˜n°„µ¦˜´—­·œÄ‹šÎµ«´¨¥„¦¦¤

‡ªµ¤Šµ¤ (˜°Å—o¤µ„„ªnµ 1 …o°)

36-40 ž¸ 51 12.8 ¡n°/¤n/¡¸É/œo°Š 142 19.8

41 ž¸…¹ÊœÅž 36 9.0 ¢œ/‡¼n­¤¦­ 111 15.5

¦ª¤ 400 100.0 Á¡ºÉ°œ 111 15.5

­™µœ£µ¡­¤¦­ í— 222 55.5 —µ¦µ/œ´„¦o°Š/œ´„­—Š 117 16.3 ­¤¦­/®¥nµ¦oµŠ/Â¥„„´œ°¥¼n 178 44.5 ˜œÁ°Š 236 32.9

¦ª¤ 400 100.0 ¦ª¤ 717 100.0

4.1.2 Ÿ¨„µ¦ª·Á‡¦µ³®r¦³—´‡ªµ¤‡·—Á®Èœš¸É¤¸˜n°­ºÉ° ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š £µ¡¨´„¬–r

¦nµŠ„µ¥ ¨³„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ °¥¼nĜ¦³—´žµœ„¨µŠ Ž¹ÉŠ¤¸‡nµÁŒ¨¸É¥Ášnµ„´ 3.25, 2.59, 3.44 ¨³ 3.02 ˜µ¤¨Îµ—´ —´Š˜µ¦µŠš¸É 2

˜µ¦µŠš¸É 2 ‡nµÁŒ¨¸É¥Â¨³­nªœÁ¸É¥ŠÁœ¤µ˜¦“µœ…°Š¦³—´‡ªµ¤‡·—Á®Èœš¸É¤¸˜n°­ºÉ° ‡ªµ¤£µ‡£¼¤·Ä‹

Ĝ˜œÁ°Š £µ¡¨´„¬–r¦nµŠ„µ¥ ¨³„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

˜´ªÂž¦ Mean S.D. ¦³—´

­ºÉ° 3.25 1.134 žµœ„¨µŠ

‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š 2.59 1.047 žµœ„¨µŠ

£µ¡¨´„¬–r¦nµŠ„µ¥ 3.44 1.058 žµœ„¨µŠ

„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤

Šµ¤

3.02 1.250 žµœ„¨µŠ

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

9

10

4.2 Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨˜µ¤ª´˜™»ž¦³­Š‡r

4.2.1 Áž¦¸¥Áš¸¥¨´„¬–³­nªœ»‡‡¨š¸É˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

˜„˜nµŠ„´œ (Á¡« °µ¥» ­™µœ£µ¡„µ¦­¤¦­ °µ¸¡ ¦µ¥Å—o˜n°Á—º°œ) ¡ªnµ Á¡«Â˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦

šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â˜„˜nµŠ„´œ ×¥Á¡«®·Š¤¸„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤¤µ„„ªnµÁ¡«µ¥ °µ¥»

˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â˜„˜nµŠ„´œ ­nªœ­™µœ£µ¡„µ¦­¤¦­ °µ¸¡ ¨³¦µ¥Å—o ˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Å¤n˜„˜nµŠ„´œ°¥nµŠ¤¸œ´¥­Îµ‡´šµŠ­™·˜·š¸É¦³—´ 0.05 —´Š

˜µ¦µŠš¸É 3

˜µ¦µŠš¸É 3 Áž¦¸¥Áš¸¥¨´„¬–³­nªœ»‡‡¨š¸É˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

˜„˜nµŠ„´œ

˜´ªÂž¦ ­™·˜· Sig. Ÿ¨„µ¦š—­°

Á¡« t = -3.878* 0.000 ­°—‡¨o°Š

°µ¥»

­™µœ£µ¡„µ¦­¤¦­

F = 3.922*

t = -0.892

0.004 0.331

­°—‡¨o°Š

Ťn­°—‡¨o°Š

°µ¸¡ t = -0.965 0.335 Ťn­°—‡¨o°Š

¦µ¥Å—o˜n°Á—º°œ F = 0.272 0.762 Ťn­°—‡¨o°Š

*¤¸œ´¥­Îµ‡´šµŠ­™·˜·š¸É¦³—´ 0.05

Á¤ºÉ°Áž¦¸¥Áš¸¥‡nµÁŒ¨¸É¥ÁžÈœ¦µ¥‡¼n­—ŠÄ®oÁ®Èœªnµ °µ¥»š¸É˜„˜nµŠ„´œ ‡º° °µ¥» 26-30 ž¸ ¤¸„µ¦

¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ„„ªnµ°µ¥»Å¤nÁ„·œ 25 ž¸ ¨³°µ¥» 31-35 ž¸ —´Š˜µ¦µŠš¸É 4

˜µ¦µŠš¸É 4 Áž¦¸¥Áš¸¥‡nµÁŒ¨¸É¥¦µ¥‡¼n¦³®ªnµŠ°µ¥»š¸É˜„˜nµŠ„´œ„´„µ¦¥°¤¦´„µ¦ šÎµ«´¨¥„¦¦¤

‡ªµ¤Šµ¤

°µ¥» Mean ŤnÁ„·œ 25 ž¸ 26-30 ž¸ 31-35 ž¸ 36-40 ž¸ 41 ž¸…¹ÊœÅž

ŤnÁ„·œ 25 26-30 ž¸

31-35 ž¸

36-40 ž¸

41 ž¸…¹ÊœÅž

2.8701 - -0.4077* 0.0210 -0.1789 -0.1461 3.2778 - 0.4286* 0.2288 0.2616 2.8492 - -0.1999 -0.1670 3.0490 - 0.0328 3.0162 -

*¤¸œ´¥­Îµ‡´šµŠ­™·˜·š¸É¦³—´ 0.05

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

10

11

4.2.2 Ÿ¨„µ¦«¹„¬µ°·š›·¡¨…°Š­ºÉ° ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š ¨³£µ¡¨´„¬–r¦nµŠ„µ¥š¸É¤¸Ÿ¨

˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ —oª¥„µ¦ª·Á‡¦µ³®r‡nµ­´¤ž¦³­·š›·Í„µ¦™—™°¥Á·Š¡®» ¡ªnµ

­ºÉ° ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š ¨³£µ¡¨´„¬–r¦nµŠ„µ¥ ¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

°¥nµŠ¤¸œ´¥­Îµ‡´šµŠ­™·˜·š¸É¦³—´ 0.05 ­µ¤µ¦™°›·µ¥„µ¦Áž¨¸É¥œÂž¨Š…°Š„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤

‡ªµ¤Šµ¤Å—o¦o°¥¨³ 37.7 ×¥­ºÉ°¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤¤µ„š¸É­»— ¦°Š¨Š¤µ

‡º° £µ¡¨´„¬–r¦nµŠ„µ¥ ¨³‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š ˜µ¤¨Îµ—´ —´Š˜µ¦µŠš¸É 5

˜µ¦µŠš¸É 5 „µ¦ª·Á‡¦µ³®r„µ¦™—™°¥Á·Š¡®»…°Š°·š›·¡¨…°Š­ºÉ° ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š ¨³

£µ¡¨´„¬–r¦nµŠ„µ¥š¸É¤¸Ÿ¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

˜´ªÂž¦ B SE b Beta t-test p-value

‡nµ‡Šš¸É -0.189 0.217 -0.874 0.383

­ºÉ° (X₁) 0.315 0.049 0.340 7.572 0.000*

‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š (X₂) 0.234 0.055 0.233 5.749 0.000*

£µ¡¨´„¬–r¦nµŠ„µ¥ (X₃) 0.386 0.058 0.272 6.118 0.000*

R = 0.614, R² = 0.377, R² (Adjusted) = 0.372, SEE = 0.73175, F = 79.797, Sig = 0.000

*¤¸œ´¥­Îµ‡´šµŠ­™·˜·š¸É¦³—´ 0.05

4.3 Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨‹µ„„µ¦­´¤£µ¬–r

‹µ„„µ¦Á„ȝ…o°¤¼¨—oª¥„µ¦­´¤£µ¬–rŸ¼očo¦·„µ¦«´¨¥„¦¦¤‡ªµ¤Šµ¤Â¨³Ÿ¼oÄ®o¦·„µ¦—oµœ„µ¦

šÎµ«´¨¥„¦¦¤‡ªµ¤ ‹Îµœªœ 15 ‡œ ŗoÄ®o‡ªµ¤Á®ÈœÁ„¸É¥ª„´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Ã—¥­¦»žªnµ «´¨¥„¦¦¤

‡ªµ¤Šµ¤ ÁžÈœ„µ¦Ÿnµ˜´—Á­¦·¤˜„˜nŠ „oŅ…o°„¡¦n°Š…°Š¦¼ž¦nµŠ®œoµ˜µÄ®o—¼—¸…¹ ʜ ­ª¥Šµ¤…¹ ʜ nª¥Á­¦·¤

‡ªµ¤¤´ÉœÄ‹Â¨³»‡¨·„£µ¡š¸É—¸ ­Îµ®¦´nªŠ°µ¥»…°Š„¨»n¤˜´ª°¥nµŠš¸É­´¤£µ¬–r ¡ªnµ °¥¼nĜnªŠš¸ÉĄ¨oÁ‡¸¥Š„´œ

‡º° nªŠ°µ¥»¦³®ªnµŠ 18-40 ž¸ ×¥š´ÊŠ 2 „¨»n¤¤¸‡ªµ¤‡·—Á®Èœš¸É­°—‡¨o°Š„´œ ­µ¤µ¦™ÂnŠÅ—o 2 ž¦³Á—Èœ —´Šœ¸ Ê 1) ž¦³Á—Èœ—oµœ‡ªµ¤˜o°Š„µ¦­nªœ˜´ª

‹µ„„µ¦­´¤£µ¬–r„¨»n¤˜´ª°¥nµŠ ¡ªnµ ­nªœÄ®n¤¸‡ªµ¤˜o°Š„µ¦ž¦´ž¦»Š¦¼ž¦nµŠ®œoµ˜µ …°Š˜œÁ°ŠÄ®o—¼—¸…¹ ʜ ­ª¥Šµ¤…¹ ʜ nª¥Á¡·É¤‡ªµ¤¤´ÉœÄ‹Â¨³Á­¦·¤»‡¨·„£µ¡š¸É—¸

2) ž¦³Á—Èœ—oµœ­´Š‡¤

‹µ„„µ¦­´¤£µ¬–r„¨»n¤˜´ª°¥nµŠ ¡ªnµ Á®˜»Ÿ¨ ¦Š‹¼ŠÄ‹Äœ„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤œ´Êœ¤µ‹µ„

»‡‡¨Â¨³­´Š‡¤¦°˜´ª ŗo„n Á¡ºÉ°œ ‡œÄœ‡¦°‡¦´ª »‡‡¨š¸ÉÁ‡¥šÎµ«´¨¥„¦¦¤¤µÂ¨oª ¦ª¤š´ÊŠ„µ¦Å—o¤µ

Ž¹ÉŠ®œoµš¸É„µ¦ŠµœµŠ°µ¸¡Ž¹ÉŠœ°„‹µ„‹³¤¸„µ¦¡·‹µ¦–µ‡»–­¤´˜·—oµœ‡ªµ¤¦¼o ‡ªµ¤­µ¤µ¦™Â¨oª ¦¼ž¦nµŠ

®œoµ˜µ ¨³»‡¨·„£µ¡„ÈÁžÈœ­nªœ­Îµ‡´š¸É‹³œÎµ¤µž¦³„°„µ¦¡·‹µ¦–µ°¸„—oª¥

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

11

12

Ÿ¨„µ¦ª·Á‡¦µ³®r…o°¤¼¨š´ÊŠ‹µ„­°™µ¤Â¨³Â­´¤£µ¬–r ¡ªnµ¤¸‡ªµ¤­°—‡¨o°Š„´œÄœ

—oµœÂ¦Š‹¼ŠÄ‹Äœ„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ‹µ„»‡‡¨Â¨³­´Š‡¤¦°˜´ª Ánœ Á¡ºÉ°œ ‡œÄœ‡¦°‡¦´ª ¨³

»‡‡¨š¸ÉÁ‡¥Ÿnµœ„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µÂ¨oª Ž¹ÉŠ»‡‡¨Á®¨nµœ¸ ʋ´—°¥¼nĜž¦³Á£š…°Š­ºÉ°»‡‡¨ Á®˜»Ÿ¨š¸É

šÎµÄ®o˜´—­·œÄ‹šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤œ´Êœ¤µ‹µ„ž¦³Á—Èœ—oµœ‡ªµ¤˜o°Š„µ¦ž¦´ž¦»ŠÂ¨³Á­¦·¤­¦oµŠ

£µ¡¨´„¬–r¦nµŠ„µ¥Â¨³‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š

5. °£·ž¦µ¥Ÿ¨„µ¦ª·‹´¥

5.1 ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ Á¡«š¸É˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â˜„˜nµŠ„´œ

×¥Á¡«®·Š¤¸„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤¤µ„„ªnµÁ¡«µ¥ Ž¹ÉŠ­°—‡¨o°Š„´Šµœª·‹´¥…°Š Farshidfar, et al. (2013) š¸É¡ªnµ Á¡«®·Š¤¸ÂœªÃœo¤Äœ„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ„„ªnµÁ¡«µ¥ Ÿ¨

„µ¦«¹„¬µ…oµŠ˜oœ ­—ŠÄ®oÁ®Èœªnµ Á¡«®·Š¤¸‡ªµ¤„´Šª¨Á„¸É¥ª„´¦¼ž¦nµŠ®œoµ˜µ¤µ„„ªnµÁ¡«µ¥ ¨³‡·—ªnµ

„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤‹³šÎµÄ®o­ª¥Šµ¤…¹ ʜ —¼—¸…¹ ʜ —¹Š—¼—Á¡«˜¦Š…oµ¤

5.2 ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ °µ¥»š¸É˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â˜„˜nµŠ„´œ

×¥°µ¥» 26-30 ž¸ ¤¸„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ„„ªnµ °µ¥»Å¤nÁ„·œ 25 ž¸ ¨³°µ¥» 31-35 ž¸ Ž¹ÉŠ

­°—‡¨o°Š„´Šµœª·‹´¥…°Š°´«¦¸ ‹µ¦»Ã„«¨ ¨³‡–³ (2554) š¸É¡ªnµ „¨»n¤‡œš¸ÉÁ‡¥Ÿnµœ„µ¦šÎµ«´¨¥„¦¦¤Å¤n

˜Îɵ„ªnµ 1 ‡¦´ÊŠ ¤¸‡ªµ¤˜o°Š„µ¦šÎµ«´¨¥„¦¦¤°¸„ ­—ŠÄ®oÁ®Èœªnµ„µ¦šÎµ«´¨¥„¦¦¤Å¤nŗošÎµÄ®oÁ„·—‡ªµ¤¡¹Š

¡°Ä‹Äœ¦¼ž¨´„¬–r¦nµŠ„µ¥Á¡·É¤…¹ ʜĜ„¨»n¤‡œÁ®¨nµœ´Êœ ˜n„¨´­nŠŸ¨Ä®oÁ„·—„µ¦ž¦³Á¤·œ¦¼ž¨´„¬–r˜œÁ°ŠÄœ

—oµœ¨ ¨³„¨´¤µšÎµ«´¨¥„¦¦¤Äœ‹»—°ºÉœÁ¡·É¤°¸„ Ÿ¨„µ¦«¹„¬µ…oµŠ˜oœ ­—ŠÄ®oÁ®Èœªnµ °µ¥»¤¸Ÿ¨˜n°…°Š„µ¦

šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ ×¥Ÿ¼oš¸É¤¸°µ¥»¤µ„…¹ ʜ ¤¸‡ªµ¤„´Šª¨Á„¸É¥ª„´„µ¦Áž¨¸É¥œÂž¨Š…°Š¦nµŠ„µ¥š¸ÉÁ„·—…¹ ʜ

˜µ¤ª´¥ —´Šœ´Êœ „µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤‹¹ŠÁžÈœª·›¸„µ¦š¸ÉšÎµÄ®o­µ¤µ¦™¦´„¬µ®¦º°³¨°„µ¦Áž¨¸É¥œÂž¨Š

…°Š¦nµŠ„µ¥š¸ÉÁ„·—…¹ ʜ˜µ¤ª´¥Â¨³°µ¥»š¸ÉÁ¡·É¤¤µ„…¹ ʜŗo

5.3 ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ ­ºÉ° ¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ Ž¹ÉŠ­°—‡¨o°Š

„´Âœª‡·—Á„¸É¥ª„´°·š›·¡¨…°Š­ºÉ°…°Š McQuail (1992 : 73 °oµŠÄœ ž¦¤³ ­˜³Áªš·œ, 2538 : 30) š¸É„¨nµª ªnµ ­ºÉ°˜nµŠÇ š¸ÉŸ¼o¦´­µ¦Áž·—¦´¤´„­nŠŸ¨„¦³šÂ¨³¤¸°·š›·¡¨˜n°Ÿ¼o¦´­µ¦Å¤nšµŠÄ—„ÈšµŠ®œ¹ÉŠÁ­¤° ­°—‡¨o°Š

„´Šµœª·‹´¥…°Š Chae (2012) š¸É¡ªnµ „µ¦š¸É„¨»n¤Ÿ¼o¤¸ºÉ°Á­¸¥ŠÁž·—ÁŸ¥˜n°­ºÉ°™¹Š„µ¦šÎµ«´¨¥„¦¦¤…°Š˜œÁ°Š

œ´Êœ ¤¸Ÿ¨˜n°ÂœªÃœo¤š¸É„¨»n¤œ´„«¹„¬µ®·ŠÄœÁ„µ®¨¸‹³®´œ¤µšÎµ«´¨¥„¦¦¤Á­¦·¤‡ªµ¤Šµ¤ ¨³­°—‡¨o°Š„´

Šµœª·‹´¥…°Š Hogan (2012) ¡ªnµ „¨»n¤Ÿ¼o®·Šª´¥­µª¤¸‡ªµ¤¡¹Š¡°Ä‹Äœ¦nµŠ„µ¥°¥¼nĜ¦³—´š¸É˜Îɵ„ªnµ„¨»n¤

­¼Šª´¥ ¨³­ºÉ°¤¸°·š›·¡¨˜n°„¨»n¤Ÿ¼o®·Šª´¥­µª¤µ„„ªnµ„¨»n¤­¼Šª´¥ Ÿ¨„µ¦«¹„¬µ…oµŠ˜oœ ­—ŠÄ®oÁ®Èœªnµ

Ÿ¼oš¸É¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Á®Èœ˜´ª°¥nµŠ‹µ„„µ¦ÁŸ¥Â¡¦n¦¼ž£µ¡…°Š»‡‡¨ÄœªŠ„µ¦´œÁš·ŠŸnµœ

­ºÉ°˜nµŠÇ ®¦º°»‡‡¨¦°…oµŠš¸ÉŸnµœ„µ¦šÎµ«´¨¥„¦¦¤¤µÂ¨oª­ª¥…¹ ʜ —¼—¸…¹ ʜ šÎµÄ®oÁ„·—‡ªµ¤˜o°Š„µ¦š¸É‹³¤¸

¦¼ž¦nµŠ®œoµ˜µš¸É­ª¥Šµ¤Á®¤º°œ„´»‡‡¨Á®¨nµœ´Êœ

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

12

13

5.4 ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ £µ¡¨´„¬–r¦nµŠ„µ¥ ¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤

Šµ¤ Ž¹ÉŠ­°—‡¨o°Š„´š§¬‘¸„µ¦ž¦´˜´ª…°Š¦°¥ (Roy, S. C., 1984, °oµŠÄœ ­»š›·œ´œšr œÎ ʵÁ¡¦, 2542 : 35-48) š¸É„¨nµªªnµ„µ¦ž¦´˜´ª…°Š»‡‡¨ ¤¸ 4 —oµœ ‡º° „µ¦ž¦´˜´ª—oµœ¦nµŠ„µ¥ „µ¦ž¦´˜´ª—oµœ°´˜¤Ãœš´«œr

„µ¦ž¦´˜´ª—oµœšµš®œoµš¸É ¨³„µ¦ž¦´˜´ª—oµœ„µ¦¡¹ÉŠ¡µ¦³®ªnµŠ„´œ ×¥ÁŒ¡µ³„µ¦ž¦´˜´ªÄœ—oµœ

¦nµŠ„µ¥ ¨³°´˜¤Ãœš´«œr Ž¹ÉŠÁžÈœŸ¨¤µ‹µ„‡ªµ¤Å¤n¡¹Š¡°Ä‹Äœ£µ¡¨´„¬–r¦nµŠ„µ¥ ¨³­°—‡¨o°Š„´

Šµœª·‹´¥…°Š Chen, et al. (2010) š¸É¡ªnµ ‡œš¸É¤¸‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Šš¸É˜Îɵ ‹³¤¸‡ªµ¤¡¹Š¡°Ä‹Äœ

£µ¡¨´„¬–r¦nµŠ„µ¥…°Š˜œÁ°Šš¸É˜Îɵ ­nŠŸ¨Ä®oÁ„·—„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤¤µ„„ªnµ‡œš¸É¤¸‡ªµ¤

£µ‡£¼¤·Ä‹Äœ˜œÁ°Š­¼Š Ÿ¨„µ¦«¹„¬µ…oµŠ˜oœ ­—ŠÄ®oÁ®Èœªnµ Ÿ¼oš¸É¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤‹³¤¸

‡ªµ¤„´Šª¨Á„¸É¥ª„´¦¼ž¦nµŠ®œoµ˜µ ‡ªµ¤­ª¥Šµ¤ Á¡¦µ³£µ¡¨´„¬–r¦nµŠ„µ¥ÁžÈœ­·ÉŠš¸É­—ŠÄ®oÁ®Èœ™¹Š

¨´„¬–³ÁŒ¡µ³˜´ª…°Š»‡‡¨œ´Êœ Ž¹ÉŠ¤¸­nªœÄœ„µ¦­¦oµŠž’·­´¤¡´œ›r„´Ÿ¼o°ºÉœ

5.5 ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š ¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤

‡ªµ¤Šµ¤ Ž¹ÉŠ­°—‡¨o°Š„´Âœª‡·—Á„¸É¥ª„´‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š…°Š­»¡´˜¦µ šµªŠ«r (2551) š¸É„¨nµªªnµ

»‡‡¨‹³¦¼o­¹„£µ‡£¼¤·Ä‹Äœ˜œÁ°ŠÅ—o„Șn°Á¤ºÉ°¥°¤¦´˜´ª˜œš¸Éšo‹¦·Š…°Š˜œÁ°ŠÅ—o ¨³­°—‡¨o°Š„´Šµœª·‹´¥

…°Š Kinnunen (2010) š¸É¡ªnµ „µ¦«´¨¥„¦¦¤‡ªµ¤Šµ¤ÁžÈœª·›¸Äœ„µ¦Áž¨¸É¥œÂž¨Š˜´ªÁ°Š Ž¹ÉŠÅ¤nÁ¡¸¥ŠÂ˜nÁžÈœ

„µ¦Áž¨¸É¥œÂž¨ŠšµŠ¦nµŠ„µ¥Ášnµœ´Êœ ˜n¥´Š­nŠŸ¨Ä®oÁ„·—„µ¦Áž¨¸É¥œÂž¨ŠšµŠ°µ¦¤–r ‡ªµ¤¦¼o­¹„ ¨³‡ªµ¤

£µ‡£¼¤·Ä‹Äœ¦nµŠ„µ¥ Ž¹ÉŠ¤¸Ÿ¨˜n°‡ªµ¤˜o°Š„µ¦š¸É‹³¦´„µ¦Ÿnµ˜´—Á­¦·¤‡ªµ¤Šµ¤ Ÿ¨„µ¦«¹„¬µ…oµŠ˜oœ ­—Š

Ä®oÁ®Èœªnµ Ÿ¼oš¸É¤¸‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Šš¸É˜Îɵ °µ¦¤–r ‡ªµ¤¦¼o­¹„¨³‡ªµ¤£µ‡£¼¤·Ä‹Äœ¦nµŠ„µ¥„È‹³˜Îɵ¨Š

Ş—oª¥ ­nŠŸ¨Ä®oÁ„·—‡ªµ¤˜o°Š„µ¦š¸É‹³Áž¨¸É¥œÂž¨ŠµŠ­nªœÄœ¦nµŠ„µ¥š¸ÉšÎµÄ®o¦¼o­¹„Ťn­ª¥Šµ¤Ä®o—¼—¸Â¨³

­ª¥Šµ¤…¹ ʜ—oª¥ª·›¸„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

5.6 ‹µ„Ÿ¨„µ¦«¹„¬µ—oª¥„µ¦­´¤£µ¬–rŸ¼očo¦·„µ¦Â¨³Ÿ¼oÄ®o¦·„µ¦«´¨¥„¦¦¤‡ªµ¤Šµ¤ ¤¸Á®˜»Ÿ¨š¸É

­œ´­œ»œÄ®oÁ„·—„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ nŠÁžÈœ 2 ž¦³Á—Èœ®¨´„ ‡º° 1) —oµœ‡ªµ¤˜o°Š„µ¦

­nªœ˜´ªš¸É¡ªnµ ¤¸‡ªµ¤˜o°Š„µ¦ž¦´ž¦»Š¦¼ž¦nµŠ®œoµ˜µ…°Š˜œÁ°ŠÄ®o—¼—¸…¹ ʜ ­ª¥Šµ¤…¹ ʜ nª¥Á¡·É¤‡ªµ¤¤´ÉœÄ‹

¨³Á­¦·¤»‡¨·„£µ¡š¸É—¸ 2) —oµœ­´Š‡¤š¸É¡ªnµ Á®˜»Ÿ¨ ¦Š‹¼ŠÄ‹Äœ„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ‹µ„»‡‡¨

¨³­´Š‡¤¦°˜´ª ŗo„n Á¡ºÉ°œ ‡œÄœ‡¦°‡¦´ª »‡‡¨š¸ÉÁ‡¥šÎµ«´¨¥„¦¦¤¤µÂ¨oª ¨³Ã°„µ­Äœ®œoµš¸É„µ¦

Šµœ Ž¹ÉŠ­°—‡¨o°Š„´š§¬‘¸„µ¦ž¦´˜´ª…°Š¦°¥ (Roy, S. C., 1984, °oµŠÄœ ­»š›·œ´œšr œÎ ʵÁ¡¦, 2542 : 35- 48) ×¥ÁŒ¡µ³°¥nµŠ¥·ÉŠ„µ¦ž¦´˜´ª—oµœ¦nµŠ„µ¥ „µ¦ž¦´˜´ª—oµœ°´˜¤Ãœš´«œr ¨³­°—‡¨o°Š„´Âœª‡·—

Á„¸É¥ª„´°·š›·¡¨…°Š­ºÉ°…°Š McQuail (1992 : 73 °oµŠÄœ ž¦¤³ ­˜³Áªš·œ, 2538 : 30) š¸É„¨nµªªnµ ­ºÉ°˜nµŠÇ

š¸ÉŸ¼o¦´­µ¦Áž·—¦´¤´„­nŠŸ¨„¦³šÂ¨³¤¸°·š›·¡¨˜n°Ÿ¼o¦´­µ¦Å¤nšµŠÄ—„ÈšµŠ®œ¹ÉŠÁ­¤° œ°„‹µ„œ¸ Ê¥´Š

­°—‡¨o°Š„´Šµœª·‹´¥…°Š ¥—¨ ¨o°¤š°Š (2550) š¸É¡ªnµ ­µÁ®˜»­Îµ‡´š¸É„¨»n¤˜´ª°¥nµŠ­nªœÄ®nÁ…oµ¦´

¦·„µ¦«´¨¥„¦¦¤˜„˜nŠ‡ªµ¤Šµ¤ ‡º° Á­¦·¤­¦oµŠ‡ªµ¤¤´ÉœÄ‹Äœ˜œÁ°Š ¦°Š¨Š¤µ‡º° Á¡ºÉ°‡ªµ¤„oµª®œoµ

šµŠ—oµœ„µ¦Šµœ ¨³­°—‡¨o°Š„´Šµœª·‹´¥Á·Š‡»–£µ¡…°Š ¡´¦r¡·µ žª´œ¦´„…r¡Š«r (2552) š¸É¡ªnµ ­µÁ®˜»

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

13

14

­Îµ‡´š¸É„¨»n¤˜´ª°¥nµŠ­nªœÄ®nÁ…oµ¦´¦·„µ¦«´¨¥„¦¦¤˜„˜nŠ‡ªµ¤Šµ¤ ‡º° ž´‹‹´¥—oµœ°µ¸¡Â¨³

‡ªµ¤­ÎµÁ¦È‹Äœ®œoµš¸É„µ¦Šµœ Ÿ¨„µ¦«¹„¬µ…oµŠ˜oœ ­—ŠÄ®oÁ®Èœªnµ ‡ªµ¤˜o°Š„µ¦­nªœ˜´ª ‡º° ˜o°Š„µ¦

ž¦´ž¦»Š¦¼ž¦nµŠ®œoµ˜µ…°Š˜œÁ°ŠÄ®o—¼—¸…¹ ʜ ­ª¥Šµ¤…¹ ʜ nª¥Á¡·É¤‡ªµ¤¤´ÉœÄ‹Â¨³Á­¦·¤»‡¨·„£µ¡š¸É—¸ ¨³

—oµœ­´Š‡¤ ‡º° Á¡ºÉ°œ ‡œÄœ‡¦°‡¦´ª »‡‡¨š¸ÉÁ‡¥šÎµ«´¨¥„¦¦¤¤µÂ¨oª ¨³Ã°„µ­Äœ®œoµš¸É„µ¦Šµœ ÁžÈœ

­·ÉŠ­œ´­œ»œ„¦³ªœ„µ¦˜´—­·œÄ‹Â¨³­¦oµŠÂ¦Š‹¼ŠÄ‹Äœ„µ¦šÎµ˜´—­·œÄ‹šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤…°Š»‡‡¨

6. …o°Á­œ°Âœ³Äœ„µ¦ª·‹´¥

6.1 …o°Á­œ°Âœ³Äœ„µ¦œÎµÅžÄo

1) ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ °µ¥»š¸É˜„˜nµŠ„´œ „µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â˜„˜nµŠ

„´œ ×¥ÁŒ¡µ³„¨»n¤°µ¥» 26-30 ž¸ ¤¸„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤¤µ„„ªnµ„¨»n¤°µ¥»Å¤nÁ„·œ 25 ž¸

¨³ „¨»n¤°µ¥» 31-35 ž¸…¹ ʜŞ —´Šœ´Êœ Ÿ¼oš¸É­œÄ‹‹³šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤Â¨³Ÿ¼ož¦³„°„µ¦‹¹Š‡ª¦¡·‹µ¦–µ ĜÁ¦ºÉ°Š‡ªµ¤Á®¤µ³­¤…°Š°µ¥»„´„µ¦šÎµ«´¨¥„¦¦¤µŠ­nªœÄœ¦nµŠ„µ¥ ×¥ÁŒ¡µ³Ÿ¼ož¦³„°„µ¦‡ª¦¤¸

ަ„¦¤¦·„µ¦Á­¦·¤‡ªµ¤Šµ¤Ä®o„´Ÿ¼o¦´¦·„µ¦®¨µ¥nªŠª´¥ Áœoœ¦¼žÂ„µ¦Ä®o¦·„µ¦š¸É­°—‡¨o°Š„´

ǦŠ­¦oµŠÂ¨³„µ¦Áž¨¸É¥œÂž¨Š…°Š¦nµŠ„µ¥ÄœÂ˜n¨³ª´¥ Ánœ Ĝª´¥¦»nœ‡ª¦Áœoœ„µ¦Îµ¦»Š¦´„¬µ¤µ„„ªnµ„µ¦

˜„˜nŠ®¦º°Â„oŅ‹»—„¡¦n°ŠÁ®¤º°œ„´ª´¥„¨µŠ‡œ®¦º°ª´¥­¼Š°µ¥»

2) ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ ­ºÉ°¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ —´Šœ´Êœ Ÿ¼oš¸É

­œÄ‹‹³šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ ‹¹Š‡ª¦«¹„¬µ…o°¤¼¨Á„¸É¥ª„´¤µ˜¦“µœ‡ªµ¤ž¨°—£´¥š´ÊŠÁ‡¦ºÉ°Š¤º°Â¨³ ¡š¥rŸ¼oÁ¸É¥ªµÁŒ¡µ³—oµœ ¨³…o°¤¼¨‡ªµ¤¦¼o™¹ŠŸ¨…oµŠÁ‡¸¥Š®¦º°ž´‹‹´¥Á­¸É¥Šš¸É°µ‹Á„·—…¹ ʜ‹µ„„µ¦

šÎµ«´¨¥„¦¦¤ Ĝ­nªœ…°ŠŸ¼ož¦³„°„µ¦ ‹¹Š‡ª¦¤¸„µ¦­ºÉ°­µ¦š¸É¸ ÊÄ®oÁ®Èœ™¹ŠŸ¨„¦³šš´ÊŠÄœ—oµœª„¨³—oµœ

¨š¸ÉÁ„·—‹µ„„µ¦šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤°¥nµŠÁž·—ÁŸ¥ ¨³´—Á‹œ Á¡ºÉ°­¦oµŠ‡ªµ¤Á…oµÄ‹¤µ„¥·ÉŠ…¹ ʜ˜n°Ÿ¼oš¸É

­œÄ‹‹³šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤

3) ‹µ„Ÿ¨„µ¦«¹„¬µš¸É¡ªnµ £µ¡¨´„¬–r¦nµŠ„µ¥¤¸°·š›·¡¨˜n°„µ¦¥°¤¦´„µ¦šÎµ«´¨¥„¦¦¤

‡ªµ¤Šµ¤ —´Šœ´Êœ Ÿ¼oš¸É­œÄ‹‹³šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤ ‹¹Š‡ª¦¡·‹µ¦–µž´‹‹´¥—oµœ£µ¡¨´„¬–r¦nµŠ„µ¥ Á¡ºÉ°

œÎµÅžž¦´ž¦»Š»‡¨·„£µ¡Â¨³¦¼ž¦nµŠ®œoµ˜µ…°Š˜œÁ°Š˜µ¤‡ªµ¤Á®¤µ³­¤ Ž¹ÉŠ­µ¤µ¦™ž¦´ž¦»ŠÅ—o‹µ„„µ¦

˜nŠ®œoµ Á‡¦ºÉ°ŠÂ˜nŠ„µ¥ ¨³„µ¦ ¹„ œ»‡¨·„£µ¡…°Š˜œÁ°Š Ĝ­nªœ…°ŠŸ¼ož¦³„°„µ¦ ‹¹Š‡ª¦ÁœoœÁ¦ºÉ°Š

‹¦¦¥µ¦¦– ×¥„µ¦Ä®o‡ÎµÂœ³œÎµÂ¨³Ä®o…o°¤¼¨š¸É™¼„˜o°ŠÁ„¸É¥ª„´„µ¦ž¦´ž¦»Š£µ¡¨´„¬–r¦nµŠ„µ¥Ã—¥Å¤n

‹ÎµÁžÈœ˜o°ŠšÎµ«´¨¥„¦¦¤ Á¡ºÉ°Ä®oŸ¼oš¸É­œÄ‹Å—o¤¸¦³¥³Áª¨µÄœ„µ¦Å˜¦n˜¦°Š„n°œ˜´—­·œÄ‹šÎµ«´¨¥„¦¦¤®¦º°Ä®o

‡ÎµÂœ³œÎµÄœ„µ¦šÎµ«´¨¥„¦¦¤ÁŒ¡µ³­nªœš¸É‹ÎµÁžÈœ°¥nµŠÂšo‹¦·Š

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

14

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ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

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16

¦¦–µœ»„¦¤

„¤¨„µœ˜r ‹¸œoµŠ. (2553). °·š›·¡¨…°Š‡ªµ¤œ·¥¤‡ªµ¤­¤¼¦–r˜n°Á‹˜‡˜·Äœ„µ¦

šÎµ«´¨¥„¦¦¤Á­¦·¤‡ªµ¤Šµ¤ ×¥¤¸„µ¦œÎµÁ­œ°˜œÁ°Š—oª¥‡ªµ¤­¤¼¦–r ¨³„µ¦Ž¹¤

Ž´ª´•œ›¦¦¤­´Š‡¤ÁžÈœ˜´ªÂž¦­nŠŸnµœ. ‹»¯µ¨Š„¦–r¤®µª·š¥µ¨´¥.

‹»¨œ¸ Áš¸¥œÅš¥. (2550). „µ¦Á˜·Ã˜…°Šª´¥¦»nœÅš¥šnµ¤„¨µŠ‡ªµ¤Áž¨¸É¥œÂž¨ŠšµŠ­´Š‡¤ :

„¦–¸«¹„¬µÁž¦¸¥Áš¸¥‡ªµ¤Â˜„˜nµŠšµŠÁ¡«Äœ„µ¦¤°Š£µ¡¨´„¬–r¦¼ž¦nµŠÄœ°»—¤‡˜·

‡ªµ¤Å¤n¡¹Š¡°Ä‹Äœ¦¼ž¦nµŠÂ¨³ª·›¸„µ¦Ä®oŗo¤µŽ¹ÉŠ£µ¡¨´„¬–r¦¼ž¦nµŠ°´œÁžÈœŸ¨Á­¸¥˜n°

­»…£µ¡…°Šª´¥¦»nœÅš¥°µ¥» 16-19 ž¸ ĜÁ…˜„¦»ŠÁš¡¤®µœ‡¦. ‹»¯µ¨Š„¦–r¤®µª·š¥µ¨´¥.

¥—¨ ¨o°¤š°Š. (2550). ¦µ¥Šµœª·‹´¥¡§˜·„¦¦¤Â¨³‡ªµ¤¡¹Š¡°Ä‹…°ŠŸ¼očo¦·„µ¦«´¨¥„¦¦¤

˜„˜nŠ‡ªµ¤Šµ¤Äœ‹´Š®ª´—„¦»ŠÁš¡¤®µœ‡¦. ¤®µª·š¥µ¨´¥Á¸¥ŠÄ®¤n.

˜·¥µ£¦–r ‹´œš¦r„oª. (2557). ‡ªµ¤¡¹Š¡°Ä‹…°ŠŸ¼očo¦·„µ¦˜n°„µ¦¦·„µ¦—oµœ«´¨¥„¦¦¤˜„˜nŠÄœ

抡¥µµ¨›¸¦¡¦„µ¦Â¡š¥r. ª·š¥µœ·¡œ›rž¦·µ¦·®µ¦›»¦„·‹¤®µ´–”·˜ : ¤®µª·š¥µ¨´¥¦µ

£´’­ªœ—»­·˜.

š´«œ¸¥r œo°¥Á¨·«. (2555). ž´®µ‡nµœ·¥¤„´„µ¦šÎµ«´¨¥„¦¦¤…°Šª´¥¦»nœÅš¥. ¡·¬–»Ã¨„.¤®µª·š¥µ¨´¥

œÁ¦«ª¦.

ž¦¤³ ­˜³Áªš·œ. (2538). ®¨´„œ·Áš««µ­˜¦r. ¡·¤¡r‡¦´ÊŠš¸É 8. „¦»ŠÁš¡. : ®oµŠ®»oœ­nªœ‹Îµ„´—£µ¡¡·¤¡r.

ž¦¸µ ¡´œ›»rœnœ. (2551). ž´‹‹´¥š¸É¤¸°·š›·¡¨˜n°¡§˜·„¦¦¤„µ¦šn°ŠÁš¸É¥ª…°Šœ´„šn°ŠÁš¸É¥ªµªÅš¥:

«¹„¬µ„¦–¸°»š¥µœÂ®nŠµ˜·—°¥°·œšœœšr ‹´Š®ª´—Á¸¥ŠÄ®¤n, ªµ¦­µ¦¦n¤¡§„¬r. ¤®µª·š¥µ¨´¥

Á„¦·„. 25(1): 107-136.

¡´¦r¡·µ žª´œ¦´„…r¡Š«r. (2552). —µ¦µœ´„­—Š®·Š„´«´¨¥„¦¦¤‡ªµ¤Šµ¤. ª·š¥µœ·¡œ›r «·¨ž«µ­˜¦¤

®µ´–”·˜ (­˜¦¸«¹„¬µ) : ª·š¥µ¨´¥­®ª·š¥µ„µ¦. ¤®µª·š¥µ¨´¥›¦¦¤«µ­˜¦r.

¡¦žª¸–r ­®ª´•œ¡Š«r. (2553). „¦³ªœ„µ¦¥°¤¦´­ºÉ°°°œÅ¨œr…°ŠŸ¼o¦·Ã£‡°·œÁš°¦rÁœÈ˜ÄœÁ…˜

„¦»ŠÁš¡¤®µœ‡¦. „¦»ŠÁš¡¤®µœ‡¦ : ¤®µª·š¥µ¨´¥¼¦¡µ.

Á¥µª¡µ ¼ž¦³£µª¦¦–. (2547). „µ¦«¹„¬µ„¦³ªœ„µ¦¥°¤¦´°µ®µ¦Á¡ºÉ°­»…£µ¡ „¦–¸„³š·›´¡º.

ª·š¥µœ·¡œ›rž¦·µ¦·®µ¦›»¦„·‹¤®µ´–”·˜ : ¤®µª·š¥µ¨´¥¼¦¡µ.

­¤µ¥ ­ª´­—·Í›µœ¸. (2550). œªÃœo¤‡ªµ¤˜o°Š„µ¦šÎµ«´¨¥„¦¦¤˜„˜nŠœÄ®œoµ…°Šž¦³µ„¦Äœ

Á…˜„¦»ŠÁš¡¤®µœ‡¦. „¦»ŠÁš¡¤®µœ‡¦ : ­Îµœ´„ª·š¥¦·„µ¦Â¨³Áš‡ÃœÃ¨¥¸­µ¦­œÁš«.

¤®µª·š¥µ¨´¥¦µ£´’‹´œš¦Á„¬¤.

­»š›·œ´œšr œÎ ʵÁ¡¦. (2542). ‡ªµ¤­´¤¡´œ›r¦³®ªnµŠž´‹‹´¥‡´—­¦¦„´„µ¦ž¦´˜´ª…°ŠŸ¼o­¼Š°µ¥»£µ¥®¨´Š

Á„¬¸¥–°µ¥»¦µ„µ¦ Ĝ‹´Š®ª´—Á¡¦»¦¸. ¤®µª·š¥µ¨´¥¤®·—¨.

ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

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­»¡´˜¦µ šµªŠ«r. (2551). ‡ªµ¤£µ‡£¼¤·Ä‹Äœ˜œÁ°Š. http://hdl.handle.net/123456789/1041.

°´«¦¸ ‹µ¦»Ã„«¨ ¨³ ‡–³. (2554). ž´‹‹´¥—oµœ­´Š‡¤ÄœŸ¼o­œÄ‹šÎµ«´¨¥„¦¦¤‡ªµ¤Šµ¤. ­¤µ‡¤ªµ¦­µ¦

‹·˜Â¡š¥r®nŠž¦³Áš«Åš¥. 56(3) : 297-310 ; „¦„‘µ‡¤-„´œ¥µ¥œ.

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ÇÒÃÊÒúÁËÒÃÈÒÊμÊ ÁËÒÇÔ·ÂÒÅÑÂÍغÅÃÒª¸Ò¹Õ

J o u r n a l o f M a n a g e m e n t S c i e n c e , U b o n R a t c h a t h a n i U n i v e r s i t y

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