Developing a Phenomenon-Based Learning Model Utilizing Digital Media on the LINE OA Application

Suwannee Thammaratthara, Surapon Boonlue, Sorakrich Maneewan and Kuntida Thamwipat

Studies in Media and Communication, 2025, vol. 13, issue 3, 248-259

Abstract: This research aimed 1) to develop and evaluate the quality of a phenomenon-based learning model with a digital learning companion to enhance commercial law competency for the entrepreneurship of Thai vocational students; and 2) to study the competence in knowledge of commercial law, skills, and attributes for the entrepreneurship of students after learning with the develop learning model and media. Data were collected from a sample group using a cluster sampling method from 25 vocational students in the business computer program in 2024. The research results found that the phenomenon-based learning model, “aCHIC model†, was developed with the digital learning companion “brain lump†on the LINE OA application. The quality of the content was found to be very good ( =4.98, SD = 0.03), as was the quality of the teaching media ( =4.94, SD = 0.08). It was found that the knowledge competency (K) of commercial law in entrepreneurship after studying was higher than before studying at a statistical significance level of .05 (t-test = 12.71). In terms of the skills (S) competency of entrepreneurship, it was found that students were able to create a business plan by applying commercial law for eight businesses at a good competency level (80.40%). They had a competency of attributes (A) of entrepreneurship at a good attributes level (81.80%). The aCHIC model used with the brain lump that was developed can be applied in practice. It is a challenge to overcome cross-disciplinary skills and integrate students in commercial law to have an entrepreneurial mindset.

Date: 2025
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