ปัจจัยที่มีผลต่อความพร้อมของวิสาหกิจขนาดกลางและขนาดย่อมในจังหวัดเชียงใหม่ในการปรับเปลี่ยนธุรกิจด้วยดิจิทัล

Abstract

The purpose of this research is to study factors affecting the readiness of small and medium enterprises in Chiang Mai province towards digital transformation. The questionnaire was employed to collect data from 400 small and medium enterprises in Chiang Mai Province selected by convenience sampling. The data acquired was analyzed by descriptive statistics including the frequency, percentage, mean, and standard deviation and by inferential statistics consisting of the multiple regression analysis, independent sample t-test to compare the means of two independent groups, and one way ANOVA analysis. The results of the study revealed that the majority of questionnaire respondents were private limited companies in service, wholesale and retail industries with 6-50 employees, less than 50 million baht fixed asset value, and 1,800,001-50,000,000 annual revenues. The study also showed that strategy and leadership factors affected the small and medium enterprises' readiness towards digital transformation at the highest level (β = 0.337) followed by digital capability (β = 0.260), and business model factors (β = 0.216) listed respectively. In terms of customer experience, operational process, and government policy support, these factors had no effects on their readiness towards digital transformation with a statistical significance level of 0.01. These three factors could be used to explain the relationship to the enterprises' readiness towards digital transformation at 62 percent from the decision coefficient (r2) of 0.620.