CAUSAL RELATIONSHIP STRUCTURE FOR SUSTAINABLE GROWTH OF FROZEN FOOD BUSINESS IN THAILAND IN THE DIGITAL ECONOMY ERA
Keywords:
Causal Relationship, Sustainable Growth, Frozen Food BusinessAbstract
The objective of this research is to 1) examine the consistency of the model and the empirical data of factors that influence the causal structure of the relationship with the sustainable growth of the frozen food business in Thailand during the economic era. Digital and 2) to study direct, indirect, and collective influence Of factors affecting the causal relationship of the structure towards the sustainable growth of the frozen food business in Thailand in the digital economy era By collecting data from 385 Thai frozen food business operators and analyzing the data using the Structure Equation Model (SEM)
The result of the research shows that the frozen food business operators in Thailand Have opinions about marketing strategy factors Dynamic ability factor Technological innovation management factors Competitive capability factors And the factor for sustainable growth of the business is at a high level Also found that After using the software program to check the consistency of the structural equation model, all indexes passed the standard criteria. Therefore, it can be concluded that the analysis results obtained are consistent with empirical data. And from the route analysis, it was found that Marketing strategy factors Dynamic ability factor Technological innovation management factors Competitive capability factors Has a direct influence on the sustainable growth of the frozen food business in Thailand Statistical significance
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