STRUCTURAL EQUATION MODEL OF FACTORS INFLUENCING THE ADOPTION OF TECHNOLOGY AND INNOVATION IN COMMUNITY ENTERPRISES OF THE FOOD AND BEVERAGE INDUSTRY IN THE EASTERN REGION, GROUP 2
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Abstract
This research was aimed to 1) study about the factors influencing the decision to use technology and innovation of the food and beverage industry for community enterprises in the Eastern region 2 as well as 2) develop a structural equation model of the factors influencing the decision to use technology and innovation of the food and beverage industry for community enterprises in the Eastern region 2, and 3) experiment with the structural equation model of the decision to use technology and innovation of the food and beverage industry for community enterprises in the Eastern region 2. There were 400 research samples of this quantitative research answering questionnaires which were the research instrument. The obtained data were analyzed using basic statistics and structural equation models.
The research findings were found that almost of respondents had 11–15 years of working experience in community enterprises. They had a community enterprise model as a cooperative. They operated the community-enterprise business for 10–12 years, with an annual production value between 3,000,001 – 4,000,000 baht. Additionally, they joined community enterprise groups in the area, and participated in activities about technology and production innovation adoption with relevant government agencies. The factors influencing the decision to use technology and innovation of the food and beverage industry for community enterprises in Eastern Region 2 consisted of 4 main factors—raw material management, production processes, production capacities, and marketing—along with two sub-factors, including technology and innovation management and decision-making on technology adoption. These factors were predominantly rated at a high level of importance. The development of the structural equation model (SEM) of the decision-making factors for employing technology and innovation of Food and Beverage Industry for community enterprises in the Eastern region 2 was analyzed its model with index values, that were highly consistent with the empirical data. This was indicated that the model was appropriate and could be effectively used to explain the relationship between various factors influencing the decision to use technology and innovation. The structural equation model was represented as Dm = 0.561* Rm + 0.603* Pp + 0.722* Mk + 0.534* Ti, R2 = 0.761.
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