{"id":"https://openalex.org/W7219934301","doi":null,"title":"\u0e1b\u0e31\u0e08\u0e08\u0e31\u0e22\u0e17\u0e35\u0e48\u0e21\u0e35\u0e1c\u0e25\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e15\u0e31\u0e14\u0e2a\u0e34\u0e19\u0e43\u0e08\u0e40\u0e02\u0e49\u0e32\u0e23\u0e48\u0e27\u0e21\u0e01\u0e34\u0e08\u0e01\u0e23\u0e23\u0e21\u0e2a\u0e31\u0e1b\u0e14\u0e32\u0e2b\u0e4c\u0e2b\u0e19\u0e31\u0e07\u0e2a\u0e37\u0e2d\u0e41\u0e25\u0e30\u0e01\u0e32\u0e23\u0e40\u0e23\u0e35\u0e22\u0e19\u0e23\u0e39\u0e49\u0e2d\u0e38\u0e1a\u0e25\u0e23\u0e32\u0e0a\u0e18\u0e32\u0e19\u0e35","display_name":"\u0e1b\u0e31\u0e08\u0e08\u0e31\u0e22\u0e17\u0e35\u0e48\u0e21\u0e35\u0e1c\u0e25\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e15\u0e31\u0e14\u0e2a\u0e34\u0e19\u0e43\u0e08\u0e40\u0e02\u0e49\u0e32\u0e23\u0e48\u0e27\u0e21\u0e01\u0e34\u0e08\u0e01\u0e23\u0e23\u0e21\u0e2a\u0e31\u0e1b\u0e14\u0e32\u0e2b\u0e4c\u0e2b\u0e19\u0e31\u0e07\u0e2a\u0e37\u0e2d\u0e41\u0e25\u0e30\u0e01\u0e32\u0e23\u0e40\u0e23\u0e35\u0e22\u0e19\u0e23\u0e39\u0e49\u0e2d\u0e38\u0e1a\u0e25\u0e23\u0e32\u0e0a\u0e18\u0e32\u0e19\u0e35","publication_year":2025,"publication_date":"2025-05-23","ids":{"openalex":"https://openalex.org/W7219934301"},"language":"th","primary_location":{"id":"pmh:oai:so03.tci-thaijo.org:article/285287","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/285287","pdf_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/download/285287/188654","source":{"id":"https://openalex.org/S4394736484","display_name":"Trends of Humanities and Social Sciences Research","issn_l":"2286-9395","issn":["2286-9395","2697-441X"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2286-9395","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/download/285287/188654","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5016540974","display_name":"Phaksachiphon Khanthong","orcid":"https://orcid.org/0000-0003-2421-3900","observed_orcids":["https://orcid.org/0000-0003-2421-3900"]},"institutions":[{"id":"https://openalex.org/I4210110271","display_name":"Ubon Ratchathani Rajabhat University","ror":"https://ror.org/0247pbj10","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210110271"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Khanthong, Phaksachiphon","raw_affiliation_strings":["Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000","institution_ids":["https://openalex.org/I4210110271"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5157015268","display_name":"Surasak Suksai","orcid":"https://orcid.org/0009-0006-5677-9297","observed_orcids":["https://orcid.org/0009-0006-5677-9297"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Suksai, Surasak","raw_affiliation_strings":["Ban Hua Don Sub-district Health Promoting Hospital, Ubon Ratchathani 34150"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Ban Hua Don Sub-district Health Promoting Hospital, Ubon Ratchathani 34150","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5157036455","display_name":"Jiranan Waenkhaeon","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210110271","display_name":"Ubon Ratchathani Rajabhat University","ror":"https://ror.org/0247pbj10","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210110271"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Waenkhaeon, Jiranan","raw_affiliation_strings":["Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000","institution_ids":["https://openalex.org/I4210110271"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5157282370","display_name":"Suphorn Konglom","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210110271","display_name":"Ubon Ratchathani Rajabhat University","ror":"https://ror.org/0247pbj10","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210110271"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Konglom, Suphorn","raw_affiliation_strings":["Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Thai Traditional and Alternative Medicine, Ubon Ratchathani Rajabhat University, Ubon Ratchathani 34000","institution_ids":["https://openalex.org/I4210110271"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9765999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9765999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13098","display_name":"Conferences and Exhibitions Management","score":0.007499999832361937,"subfield":{"id":"https://openalex.org/subfields/1409","display_name":"Tourism, Leisure and Hospitality Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.003700000001117587,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/book-fairs","display_name":"book fairs","score":0.7929999828338623},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.7459999918937683},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.8799999952316284},{"id":"https://openalex.org/keywords/price","display_name":"price","score":0.3720000088214874},{"id":"https://openalex.org/keywords/people","display_name":"people","score":0.6880000233650208},{"id":"https://openalex.org/keywords/physical-evidence","display_name":"physical evidence","score":0.9959999918937683},{"id":"https://openalex.org/keywords/educational-attainment","display_name":"educational attainment","score":0.7509999871253967},{"id":"https://openalex.org/keywords/ubon-ratchathani","display_name":"Ubon Ratchathani","score":0.878000020980835}],"concepts":[{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.6037999987602234},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5343000292778015},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.45339998602867126},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.41659998893737793},{"id":"https://openalex.org/C152877465","wikidata":"https://www.wikidata.org/wiki/Q208042","display_name":"Regression analysis","level":2,"score":0.39329999685287476},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3797000050544739},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.3749000132083893},{"id":"https://openalex.org/C142546437","wikidata":"https://www.wikidata.org/wiki/Q2661195","display_name":"Descriptive research","level":2,"score":0.29899999499320984},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.2703999876976013},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.25360000133514404},{"id":"https://openalex.org/C2779662365","wikidata":"https://www.wikidata.org/wiki/Q5416694","display_name":"Event (particle physics)","level":2,"score":0.2500999867916107}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so03.tci-thaijo.org:article/285287","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/285287","pdf_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/download/285287/188654","source":{"id":"https://openalex.org/S4394736484","display_name":"Trends of Humanities and Social Sciences Research","issn_l":"2286-9395","issn":["2286-9395","2697-441X"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2286-9395","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so03.tci-thaijo.org:article/285287","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/285287","pdf_url":"https://so03.tci-thaijo.org/index.php/Humanties-up/article/download/285287/188654","source":{"id":"https://openalex.org/S4394736484","display_name":"Trends of Humanities and Social Sciences Research","issn_l":"2286-9395","issn":["2286-9395","2697-441X"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2286-9395","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7219934301.pdf","grobid_xml":"https://content.openalex.org/works/W7219934301.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7215666726","https://openalex.org/W7219221895","https://openalex.org/W7220637411","https://openalex.org/W7219175370","https://openalex.org/W2886841083","https://openalex.org/W7219513586","https://openalex.org/W7220202171","https://openalex.org/W7215470074","https://openalex.org/W7220599574","https://openalex.org/W7215439638"],"abstract_inverted_index":{"This":[0],"study":[1],"employed":[2],"cross-sectional":[3],"descriptive":[4],"research.":[5],"It":[6],"aimed":[7],"to":[8,27,81,108],"examine":[9],"the":[10,15,20,25,30,35,38,49,83,98,110,113,127,141],"level":[11,123],"of":[12,14,37,45,97,129,146],"satisfaction":[13,139],"marketing":[16,21,99,142],"mix":[17,22,143],"and":[18,75,155],"identify":[19],"factors":[23,102],"influencing":[24],"decision":[26,107],"participate":[28],"in":[29,112,132,144],"activities":[31,130],"next":[32],"year":[33],"within":[34],"context":[36],"\u2018Ubon":[39,51],"Book":[40,52],"Fair\u2019.":[41],"The":[42,85,101],"sample":[43],"consisted":[44],"330":[46],"participants":[47,90],"attending":[48],"13th":[50],"Fair\u2019,":[53],"held":[54],"from":[55],"August":[56],"10-18,":[57],"2024,":[58],"at":[59,116],"Sunee":[60],"Tower":[61],"Department":[62],"Store,":[63],"Ubon":[64],"Ratchathani":[65],"Province.":[66],"Participants":[67],"were":[68,79,91],"selected":[69],"using":[70],"random":[71],"sampling.":[72],"Descriptive":[73],"statistics":[74],"multiple":[76],"regression":[77],"analysis":[78],"used":[80],"analyze":[82],"data.":[84],"research":[86],"findings":[87],"indicate":[88],"that":[89,103],"highly":[92],"satisfied":[93],"with":[94,140],"various":[95],"aspects":[96],"mix.":[100],"significantly":[104],"influenced":[105],"their":[106],"attend":[109],"event":[111],"following":[114],"year,":[115],"a":[117],"statistically":[118],"significant":[119],"level,":[120],"included":[121],"education":[122],"(B":[124,133,148,152,158],"=":[125,134,149,153,159],"0.213),":[126],"number":[128],"participated":[131],"0.098),":[135],"as":[136,138],"well":[137],"terms":[145],"price":[147],"0.060),":[150],"people":[151],"0.066),":[154],"physical":[156],"evidence":[157],"0.079).":[160]},"counts_by_year":[],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2026-10-05T00:00:00"}