The Influence of Adaptation Strategies on the Survival of Small Retail Businesses in the Digital Era in Muenang District, Loei Province

Abstract

This study aimed to: 1) investigated small retail businesses' adaptation strategies in the digital era within Muang District, Loei Province;  2) examined the survival of small retail businesses in the digital era in Mueang district, Loei province; and  3) analyzed the influence of adaptation strategies on the survival of small retail businesses in the digital era within Mueang district, Loei province. The research sample consisted of 336 small retail businesses in Mueang district, Loei province, selling consumer goods with a sales area of no more than 64 square meters. The research instrument was a questionnaire with a reliability coefficient of .947, employing accidental sampling. The statistics used for data analysis include percentage frequency, mean, standard deviation, correlation coefficient, and multiple regression analysis. The study findings revealed that the overall level of adaptation strategies among small retail business owners was high, encompassing five components: 1) the overall level of survival of small retail businesses in the digital era is high; and 2) the adaptation strategies of small retail businesses in the digital era positively affect the survival of these businesses, with four significant components: creating a retail store atmosphere, product differentiation, customer focus, and the use of technology in management, all of which were statistically significant at the .01 level.