The study of digital technology operating models for community businesses in Nakhon Sawan Province

Abstract

     This research aims to study the digital readiness of leaders and members of community business groups and develop a digital technology operating model for community businesses in Nakhonsawan province through conducting qualitative research from small group interviews and in-depth interviews in the form of a forum to brainstorm opinions using simple random sampling of 320 groups in order to analyze the community business environment, digital readiness of leaders and community business group members in order to develop a digital technology operating model for community business. The results of the study found that community business groups are overall digitally ready to conduct business in a high level. The main digital technologies used for trading products of community businesses include social networking channels, electronic marketplaces and smartphones are the main tool. The main activities in the digital technology operating model have 9 activities which will allow the entrepreneur to analyze the main income from the digital technology operations through the store management system, as well as analyze the cost structure of the digital technology for decision making in order to increase market competitiveness further.