FACTORS AFFECTING READINESS FOR DIGITAL TRANSFORMATION OF SMALL AND MEDIUM ENTERPRISES IN CHIANG MAI PROVINCE
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Abstract
The purpose of this research was to study the factors affecting readiness for digital transformation of small and medium enterprises in Chiang Mai province. A questionnaire was used as the data-collecting instrument. The research sample consisted of 400 small and medium enterprises in Chiang Mai province. Statistics employed for data analysis comprised descriptive statistics, namely, the frequency, percentage, mean, and standard deviation; and inferential statistics, namely, multiple regression, t-test and one-way ANOVA.
The research results revealed that the majority of respondents had business in the type of private company limited with business categories of services, wholesale trade, and retail trade, with 6-50 employees, with fixed asset value of less than 50 million baht, and with yearly income of 1,800,001-50,000,000 baht. The strategy and leadership factors had the highest influence on readiness for digital transformation (β = 0.337), followed by digital capability (β = 0.260), and business model (β = 0.216), respectively. In contrast, customer experience, operational process, and government policy support did not have any effect on readiness for digital transformation at the .01 level of statistical significance. The three predictive variables could be combined to explain 62.00% of the readiness for digital transformation as shown by the decision coefficient (r2) = 0.620.
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