THE STUDY OF FACTORS AFFECTING ON DIGITAL TRANSFORMATION FOR SMALL AND MEDIUM ENTERPRISES IN THAILAND
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Abstract
At present, the development of digital technology has progressed to the point where it can be applied harmoniously to people’s lives because this technology is designed so that people who do not have a background in digital technology can easily use it to make life more comfortable. Similarly, in business operations that aim to compete, it can be seen that there are traditional businesses that are being offered to theirs customers by new platforms through digital technology until it may cause troubles for businesses that are still operating in traditional way to shut down if they do not transform themselves. As for large businesses, budgets and manpower have been invested in order to get through this important digital transformation period. However, for the small and medium enterprises group that is important to the development of the country’s economic system, it will also need to be highly adjusted. However, the small and medium enterprises group has a shortage in many aspects because it is in the business development period, Therefore, starting to develop a business with digital technology as a basis to build a sustainable business is needed. In this study, it focuses on the study of digital transformation model of small and medium enterprises in Thailand with a proposal of a model of factors affecting digital transformation of the organization. Data were collected distributing questionnaires to 400 small and medium enterprises in Thailand obtained by multi-stage sampling. The research results were as follows: (1) SME entrepreneurs had opinions that the factors of organizational management, information technology, innovation, digital transformation, and business performance were highly correlated; (2) the factors of organizational management, information technology, and innovation both directly and indirectly affected digital transformation and business performance; and (3) the proposed digital transformation model of small and medium enterprises in Thailand could be used as a concept for developing digital transformation for small and medium enterprises in Thailand.
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