Causal Model of Community Entrepreneurship Strategies Affecting the Sustainability of Community Businesses in Nakhon Si Thammarat Province
DOI:
https://doi.org/10.60027/iarj.2026.e295191Keywords:
Causal Model, Community Entrepreneurial Strategy, Sustainability, Nakhon Si Thammarat ProvinceAbstract
Background and Aims: Community businesses are an important mechanism of the grassroots economy, helping to generate income, distribute opportunities, and expand cultural capital according to the Community Enterprise Promotion Act of 2005. However, they face problems of discontinuity and low innovation capacity. This research aims to analyze the causal model of strategies that affect sustainability.
Methodology: This is a quantitative research. Data were collected using questionnaires from 300 community entrepreneurs using purposive sampling. The data were analyzed using means, standard deviations, structural analysis using CFA, and relationship testing using SEM.
Results: Respondents expressed their opinions on all strategic dimensions at the "very high" level. Domain Redefinition had the highest mean, followed by Strategic Renewal and Sustained Regeneration. Organizational Rehabilitation and Business Model Creation were also highly valued. The sustainability of community businesses reached its highest average level. The SEM model was consistent with empirical data. The variables with the highest positive influence on sustainability were Business Model Reconstruction (β = 0.54), Domain Redefinition (β = 0.26), Sustained Regeneration (β = 0.24), Strategic Renewal (β = 0.20), and Strategic Transformation (β = 0.13). The results of the structural equation model (SEM) analysis revealed that the causal model of community entrepreneurial strategies affecting the sustainability of community businesses was consistent with the empirical data at a good level (χ²/df = 1.883, CFI = 0.954, TLI = 0.958, RMSEA = 0.046, SRMR = 0.041).
Conclusion: The sustainability of community businesses, which encompasses economic, social, and environmental dimensions, is driven by the design of new business models, along with market expansion/definition and continuous product innovation to strengthen the resilience of community businesses for stable and sustainable growth.
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