Success Factors Influencing Digital Transformation: An Exploratory Study of Street Food Businesses in Yaowarat Area
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Abstract
This study aims to investigate the factors influencing digital transformation for street food businesses in the Yaowarat or China Town Area and propose guidelines for promoting the effective use of digital technology in this context. Data were collected from 120 street food vendors in Yaowarat or China Town Area using a mixed-method approach. The results revealed four success factors influencing digital transformation for street food businesses including 1) Learning and Growth Perspective; 2) Financial and Internal Business Process Perspective; 3) Culture and Data Security Perspective, and 4) External Environment and Policy Perspective. These findings shed light on the motivations behind the implementation of digital technology among street food business owners in Thailand. Additionally, suitable guidelines for promoting and enhancing the effective use of digital technology for street food businesses were derived from both quantitative and qualitative results including 1) The government sector or related organizations should facilitate the business owners in learning about the financial benefits and security prevention in order to increase the use of digital transformation; 2) The digital transformation should be a top-down policy since it should be driven and supported by the highest levels of leadership; and 3) The government should give rewards or some benefits for the street vendors from some competitive campaigns and facilitate knowledge sharing and collaboration among street food vendors in order to make them learn from culture and external environment. These guidelines aim to support street food vendors in leveraging digital technologies to improve their operations and competitiveness.
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