Casual Factors Influencing for Competitive Advantage of the Product from Community Enterprise, Mueang District, Nan Province

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Jittra Punroob
Ekachai Duangjai
Apinya Kanthiya


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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Punroob, J., Duangjai, E., & Kanthiya, A. (2021). Casual Factors Influencing for Competitive Advantage of the Product from Community Enterprise, Mueang District, Nan Province. Ph.D. In Social Sciences Journal, 11(2), 520–535. Retrieved from
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Author Biography

Jittra Punroob, Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna, Nan

Faculty of Business Administration and Liberal Arts. Rajamangala University of Technology Lanna


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