The factors enhancing the community economy for Development According to the Digital Economy Concept in Nakhon Sawan Province

Abstract

The objectives of this research article were 1) to analyze the community economic model and the readiness of the community economy for the development of the digital economy in Nakhon Sawan province 2) to investigate the factors enhancing the community economy by using qualitative and quantitative research methods. The research samples were 1) 278 community enterprises (One Tambon, One Product: OTOP) in 15 districts in Nakhon Sawan province. The sample size was determined by using Krejcie and Morgan table 2) the entrepreneurs 3) the online consumers and 4) the experts. The quantitative data was collected for statistical analysis using mean, percentage, standard deviation and multiple regression. While, the qualitative data was analyzed by using induction.

The research results revealed that most of the community economy’s forms were supported by the government and were registered as OTOP group. This group had both online and offline sales models accounted for 52.5 percent. Followed by the only use of offline sales methods accounted for 32.4 percent and only used a single online selling method accounted for 15.1 percent. In the overall, the diversity in community development according to the economic guidelines was at the moderate level(   = 3.22).

The factors influencing the promotion of the community economy were the government support (t = 5.975), the business network (t = 5.942), the access to information and funding source (t = 5.614), the digital capabilities (t = 4.795) and the electronic support system (t = 4.617). These factors positively correlated with the promotion of community. There was a negative correlation between the strategy and leadership and the promotion of community economics according to the digital economy (t = -2.987) with a coefficient of 61.5 percent (R2 = 0.615) with statistical significance at 0.05.