Causal factors influence community enterprise in the digital age in Phra Nakhon Si Ayutthaya Province

Abstract

This research aims to 1) study the level of opinions on the readiness factors of becoming a digital organization, the digital capabilities of the organization, and community enterprise management, and 2) analyze the structural relationships between the readiness factors of becoming a digital organization, the digital capabilities of the organization, and community enterprise management. The sample for this research consists of community enterprise operators registered in Phra Nakhon Si Ayutthaya Province. This study focuses on selecting a group of operators from community enterprises registered in Phra Nakhon Si Ayutthaya Province, including those in key positions such as president, first vice president, second vice president, or treasurer of the community enterprises, from a total of 230 enterprises. The sample selection was carried out using purposive sampling, resulting in a total sample size of 690. The sampling method employed was stratified random sampling to ensure coverage of each type of enterprise. The data collection tool was a questionnaire using a rating scale, with content validity ranging from 0.67-1.00, and reliability coefficients ranging from .86-.91. The statistical methods used for data analysis included mean, standard deviation, and structural equation modeling (SEM).

               The research findings were as follows.

1. The study on the opinions regarding the factors of readiness for becoming a digital organization, the digital competency of the organization, and the management of community enterprises showed that the overall level of opinion was at the highest level.
2. The results of the analysis of the structural relationships between the factors of readiness for becoming a digital organization, the digital competency of the organization, and the factors of community enterprise management are consistent with the established empirical data. The factor of readiness for becoming a digital organization has a significant positive direct influence on the community enterprise management factor and the digital competency factor, with a statistical significance level of .05Additionally, it has a positive indirect influence on community enterprise management through the digital competency factor, also with a statistical significance level of .05 Furthermore, the digital competency factor has a significant positive direct influence on the community enterprise management factor at the .05 statistical significance level.