The causal factors influencing business performance through digital transformation capabilities in the entertainment media industry in Thailand
Keywords:
Organizational Context, Entrepreneurial Orientation, Technology Adoption, Digital Transformation Capability, Business Performance, Entertainment MediaAbstract
This research aims to examine 1) the causal factors influencing business performance in Thailand's entertainment media industry, 2) develop a structural causal model illustrating the relationships among these factors, and 3) investigate both direct and indirect influences of these factors through digital transformation capability. The sample consisted of 414 entertainment media companies registered as juristic persons in Thailand, selected using stratified random sampling by region. Data collection was conducted using questionnaires that were validated for content validity and reliability. Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).
The findings indicate that the structural equation model is consistent with empirical data ( /df = 2.731, p-value = 0.000, CFI = 0.948, GFI = 0.929, RMSEA = 0.065, RMR = 0.020). Hypothesis testing revealed that organizational context, entrepreneurial orientation, and technology adoption significantly positively influence digital transformation capability and business performance of entertainment media companies in Thailand. Moreover, digital transformation capability acts significantly as a mediator, transmitting the influences from organizational context and technology adoption to business performance. This highlights the critical role of digital transformation capability in enhancing business efficiency by enabling organizations to swiftly respond to market demands and effectively utilize new technologies. The study provides valuable insights for entertainment media businesses to strategically plan and adapt their organizational strategies appropriate to the industry context in the digital era.
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