The Development of Innovations from Fundamental Theories in Digital Business and Electronic Commerce of Community Product in Nakhon Sawan Province
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Abstract
This research aims to Study and analyze community potential according to theoretical foundations for digital business development and e-commerce. Analyze factors that influence the decision to purchase community products online by shoppers in Nakhon Sawan Province. and develop innovation models with foundational theories for doing digital business and e-commerce. Using interviews to collect data from 23 community product groups in Nakhon Sawan Province, analyzing the internal context with the PRIMO-F Analysis model and analyzing the external business environment. Using the PEST Analysis model, questionnaires were used to collect data from 400 online buyers of community products in Nakhon Sawan Province. Factor Analysis and Factor Extraction Using the method of principal component analysis (Principal Component Analysis: PCA) and rotating the factor axis using the Varimax method.
The research results found that Community product groups in Nakhon Sawan province have the potential to develop community products that are strengths (Strengths), namely, community product groups are united and have good coordination among the group. Has skills and knowledge that is specialized in production and services that have been passed down for a long time. Raw materials and production equipment can be found locally. Weaknesses are that the product price is relatively higher than other products. Products lack uniqueness, are not attractive, and cannot add value to their own products. Factors influencing the decision to purchase community products online by shoppers in Nakhon Sawan Province In terms of attitude Product side, price side, distribution channel side Personal service and privacy protection at a high level Marketing promotion section is at a moderate level. Creating a model for creating new strategies from the environment and current situation (TOWS Matrix) of the Nakhon Sawan Province community product group in an online format. Developing innovation models with foundational theories for digital business and e-commerce. Divide innovations in overall digital business operations and e-commerce into 3 innovations, namely product innovation development (Product Innovation), which is part of product presentation (Product presentation), process innovation (Process Innovation), and service innovation (Service Innovation).
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References
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