Digital Entrepreneur Role in Management Accounting Applications to Support Strategic Decision-Making of Small and Medium Enterprises (SMEs) in the Upper Central Region

Abstract

       This research aims to investigate factors influencing the adoption of management accounting for strategic decision-making by SMEs and to analyze the relationship between its adoption and the operational performance of SMEs in the Upper Central Region of Thailand. Utilizing a survey research methodology, data was collected from a sample of 400 firms across six provinces via a questionnaire validated for content quality and reliability. The study employed descriptive statistics, Regression Analysis, and ANOVA for hypothesis testing. The findings reveal that internal factors such as management accounting knowledge and skills (β=0.298), organizational structure (β=0.234), digital technology usage (β=0.189), and personnel training (β=0.147) have a significant positive influence on the adoption of management accounting for strategic decision-making. Simultaneously, external factors including economic conditions (β=0.345), laws and policies (β=0.210), and market competition (β=0.255) also demonstrate a significant impact, whereas customer demand (β=0.065) does not. Furthermore, the adoption of management accounting is strongly and positively correlated with SME operational performance (r=0.789, p<0.001), particularly in planning and control, which have the highest effect on organizational performance. These findings underscore the importance of promoting knowledge, skills, and technology adoption within organizations. They suggest that both entrepreneurs and government agencies should actively support the use of management accounting for strategic decision-making to enhance the competitiveness and sustainability of SMEs in the digital era.