STRATEGIES OF INCREASING COMPETITIVE CAPABILITY FOR THAI ONLINE BUSINESS ENTREPRENEURS IN THE LIVE COMMERCE MODEL
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Abstract
The purposes of this research are to study the factors that increase the competitive capability of Thai online businesses that use the live commerce model, and to develop strategies for increasing the competitive capability of Thai online businesses that use the live commerce model. This study is a mixed-method research involving the quantitative and qualitative research methodologies. In the quantitative study, the research samples were 385 Thai online business entrepreneurs obtained by multi-stage sampling method. Initially, the quota sampling method was conducted based on the proportion of categories of the entrepreneurs, and then the simple random sampling method was conducted to obtain the samples. In the qualitative study, the research data was collected by conducting interviews of 5 people who were involved with the competitiveness management system for Thai online business entrepreneurs in the live commerce model. These 5 people consisted of 2 executives, 1 HR staff member, and 2 practitioners. The quantitative data was analyzed using the percentage, mean, standard deviation, and multiple regression analysis for hypothesis testing according to the variables’ priorities and then summarizing the hypothesis testing results at the .05 level of statistical significance.
The results of the study reveal that most of respondents are females, aged between 31-40 years, with single marital status, with the highest educational level of bachelor’s degree, and with average monthly income of 20,001-30,000 baht. Most of them have been working in online business for 2-5 years. The three topmost factors for increasing the competitive capability of online business entrepreneurs in the live commerce model are the human resource potential factor ( = 3.82), the raw material management factor (
= 3.90), and the technology and production factor (
= 3.85), respectively. Therefore, regarding the model of strategies for enhancing competitive capability of online business entrepreneurs in the live commerce model, the entrepreneurs should give importance to the development of factors that have impacts on increasing their business’s competitive capability which consist of 7 factors, namely, human resources, raw material management, technology and production development, product development from up-to-date technology development, business and marketing management, organizing research industry database system helping entrepreneurs manage the system and develop the organization’s operations to the full potential of the work, and the supports from the product sector and public agencies. The increase of organizational capacity should be done in conjunction with economic performance measurement in the aspects of frugality, work efficiency, and work effectiveness in order to be the key performance indicators of the results of work improvement and increasing the competitive capability of their own business to constantly
develop both at the present and in the operational planning for the future.
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