CAUSAL RELATIONSHIP MODEL OF TECHNOLOGY ADOPTION, DATA ANALYSIS, AND BUSINESS INNOVATION TOWARDS COMPETITIVENESS OF SMES IN NAKHON SI THAMMARAT PROVINCE
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Abstract
This research aimed to (1) study the level of technology acceptance, data analysis capabilities, business innovation, and competitiveness of SME entrepreneurs in Nakhon Si Thammarat Province; (2) develop and validate a causal relationship model consistent with empirical data; and (3) analyze the direct and indirect influences of technology, data, and innovation variables on competitiveness. A quantitative approach was used to collect data from 300 SME entrepreneurs, selected using a multistage sampling technique with stratified random sampling. The research instrument was a questionnaire with content validity (IOC = 0.875) and reliability (Cronbach's Alpha = 0.869). Data were analyzed using descriptive statistics include frequency, percentage, mean, and standard deviation. confirmatory factor analysis (CFA), and structural equation modeling (SEM) by considering the model fit indices, including /df, CFI, TLI, RMR, and RMSEA. The results revealed that entrepreneurs had high levels of technology acceptance, data analysis, business innovation, and competitiveness. The causal model showed good fit with the empirical data (
/df = 2.020, CFI = 0.991, RMSEA = 0.004). Business innovation has the strongest direct influence on competitiveness (
= 0.46), while data analysis shows both direct (
= 0.30) and indirect influences through innovation (0.15 × 0.46 = 0.069). Technology adoption has a low level of direct (
= 0.15) and indirect influence through innovation (0.02 × 0.46 = 0.009). The research indicates that business innovation is a key mechanism for enhancing the competitiveness of SMEs and reinforces the need for integrated information and technology capacity development at the provincial level to support sustainable growth.
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