the Competency Study of using digital innovation of entrepreneurship community in Prachinburi Province

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Abstract

      The aim for this research was: (1) to explore the behavior of using digital innovations  (2) to studied Competency of using digital innovation and (3) to analyze the factors affecting Competency of using digital innovation of entrepreneurship community in Prachinburi Province The samples size of research were 234 President and vice president in community-based Enterprises of  Prachin Buri province. The instrument used in this study was a questionnaire.  The statistics used in data analysis composed of  frequency, percentage,  mean and standard deviation. T-test, One-way ANOVA, and Multiple regression analysis (MRA) with coefficient of determination (R2) at statistical significance of .05 were used for hypothesis test.

       The results of study were that: (1)  Most of the entrepreneurship community in Prachinburi Province had online marketing communications, online marketing communication and most of them never sell their products through online market. (2) there was a moderate level of overall of the competency of using digital innovation. When considering each side, It was found that  the access gital innovation had a high level of competency. and three other issues was a moderate level that was Understand, create, and Use respectively. And (3) business factors and Supporting the use of digital innovations from government  were  Significantly  influencing  to  Competency of using digital innovation at the 0.05 level.