การเปลี่ยนผ่านสู่ยุคดิจิทัลที่ส่งผลต่อการดำเนินงานของวิสาหกิจขนาดกลาง และขนาดย่อมในอำเภอศรีมหาโพธิ จังหวัดปราจีนบุรี

Karnchanaphon   Kankitdumrong; Kamonthip  Parichatnon; Poranee  Loatong

Authors

Karnchanaphon Kankitdumrong Program in Modern Management, Faculty of Management Technology, Rajamangala University of Technology Isan Campus
Kamonthip Parichatnon Department of Management, Faculty of Management Technology, Rajamangala Technology Isan Surin Campus
Poranee Loatong Department of Management, Faculty of Management Technology, Rajamangala Technology Isan Surin Campus

Keywords:

Competitiveness, Digital transformation, SME entrepreneurs, Strategic decision-making, Organizational performance

Abstract

This study aimed to (1) examine the level of digital transformation among small and medium enterprises (SMEs) in Si Mahaphot District, Prachinburi Province, (2) assess their business performance levels, and (3) investigate the impact of digital transformation on their performance. The research focused on five key independent variables: attitude toward new technology, readiness for digital adaptation, strategic digital decision-making, digital business model adoption, and digital flexibility and competitiveness. The dependent variable was SME performance, assessed through the Balanced Scorecard framework encompassing four dimensions: financial, customer, internal processes, and learning and growth. A total of 320 SME entrepreneurs were selected using stratified random sampling. Data were collected through a structured questionnaire and analyzed using descriptive statistics and Pearson’s correlation coefficient. The findings indicated that all five dimensions of digital transformation were perceived at high levels and showed moderately positive correlations with SME performance, with statistical significance at the .01 level. Among these, strategic digital decision-making and digital competitiveness demonstrated the strongest correlation coefficients. The results underscore the importance of strengthening the digital capabilities of local entrepreneurs to enhance adaptability and achieve long-term competitiveness in the digital economy.

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