Factors Determining the Effectiveness of Digital Organization in Thailand Retail Industry

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Supranee Auiyasathian
Sriparinya Toopgrajank
Voradej Chandarasorn
Saowapark Krajangyooth


The objectives of this research were to study digital organization in the Thailand retail industry and to determine: 1) the effectiveness level; 2) the causal relationship of factors influencing effectiveness; and 3) guidelines for improving effectiveness. The research was based on quantitative research in conjunction with qualitative research. Use multi-step sampling of company employees in the retail industry 380 samples, which amounted to 20 times the variables observed by the questionnaire, analyzed with statistics of structural equation models and in-depth interview methods 19 executives have shown: 1) Level the effectiveness at a high level has an average of 3.88 2) The hypothetical model was well matched with the empirical data as follows: gif.latex?\chi2 = 233.13, df = 120, p-value = .00000, gif.latex?\chi2/ df = 1.94, RMSEA = .048, RMR = .017, SRMR = .035, CFI = .99, GFI = .92,          AGFI = .91, CN = 265.68  and 3) Guidelines for improving the effectiveness have recognized information the production process with digital technology will reduce errors and resolve problems immediately.


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Auiyasathian ส., Toopgrajank ศ., Chandarasorn ว., & Krajangyooth เ. (2022). Factors Determining the Effectiveness of Digital Organization in Thailand Retail Industry. Rajapark Journal, 16(45), 266–280. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/254005
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