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The objectives of this research were to study the structural equation model of factors affecting the competitive advantage of community enterprise product in amphoe mueang Nan province. This research was conducted by using quantitative approach through survey research and reported on 300 members of communities enterprise which selected by cluster random sampling. Quantitative data were analyzed by frequency percentage mean standard deviation and construct validity direct analysis and path analysis of direct and indirect influence was analyzed. Using packaged program to develop a LISREL model of factors influencing the building of competitive advantages of community enterprise group, Mueang District, Nan Province.
The results of which led to modifications in the linear structural relationship model of factor effect to the competitive advantage of community enterprise product comprised three components: integrated marketing communication, perceived value and competitive advantage. The goodness of fit between the created model and the empirical data showed that they were a good fit (Chi-square = 28.409, df = 26, Chi-square/df = 1.093, p = .339, GFI = .987, AGFI = .968, CFI = 1.00, NFI = .996, RMSEA = .015). The factors that had highest direct, indirect, and total effect toward creating competitive advantage of community enterprise in amphoe mueang, Nan respectively as follows: direct effects was integrated marketing communication, indirect effects was perceived value and total effects was integrated marketing communication. The two causal factors could explain creating competitive advantage of community enterprise in amphoe mueang, Nan province with the value of 25.30 percent.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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