An Analysis of Factors Influencing the Readiness for Digital Adaptation of Community Enterprises in Chiang Rai Province
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Abstract
This study aimed to analyze the factors influencing the digital adaptation readiness of community enterprises in Chiang Rai Province. The research examined the relationships among strategic leadership, customer experience, operational processes, business model, digital capability, and government support and their effects on the readiness level for digital transformation. The sample consisted of 333 community enterprise entrepreneurs in Chiang Rai, determined using Yamane’s (1973) formula. Data were collected through a five-point Likert scale questionnaire and analyzed using multiple regression analysis to identify the predictive influences of the independent variables on digital readiness.
The results revealed that the regression model exhibited a high degree of statistical validity, explaining 80.2% of the variance in digital readiness (R² = 0.802) with no multicollinearity issues (VIF < 5; Tolerance > 0.10). The variables with statistically significant positive effects (p < 0.01) were government support (β = 0.749) and strategic leadership (β = 0.312), both of which were key determinants of community enterprises’ digital readiness. The findings indicate that government support is the most influential factor driving digital adaptation, as public policies, resource allocation, and digital infrastructure development play a crucial role in enhancing the competitiveness and sustainability of community enterprises. Meanwhile, strategic leadership within organizations fosters proactive adaptation and the effective integration of technology into business operations. The combination of internal drivers (such as leadership vision and strategic orientation) and external enablers (such as government policies and institutional support) forms a critical mechanism that strengthens the readiness of community enterprises for sustainable digital transformation.
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