บุพปัจจัยที่ส่งผลต่อการเพิ่มศักยภาพธุรกิจอาหารแช่แข็งของผู้ประกอบการ ในจังหวัดสมุทรสาคร

Angkana Chokphongthon; Tanapol Kortana

Authors

Angkana Chokphongthon Doctor of Philosophy Program in Innovation Management, College of Innovation and Management, Suan Sunandha Rajabhat University
Tanapol Kortana Doctor of Philosophy Program in Innovation Management, College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Frozen food business, Competitive advantage, Entrepreneurship, Management efficiency, Market Potential

Abstract

This research aimed to examine the effects of entrepreneurship, management efficiency, and marketing potential on competitive advantage and business potential among frozen food entrepreneurs in Samut Sakhon Province. A quantitative research approach was employed with data collected from 300 business owners selected through purposive sampling. A five-point Likert-scale questionnaire was used, with both content validity and reliability tested prior to data collection. Data analysis utilized descriptive statistics and Structural Equation Modeling (SEM). The results revealed that the modified model demonstrated a good fit with empirical data (c²/df = 2.628, GFI = 0.935, CFI = 0.966, RMSEA = 0.074). All variables exhibited statistically significant positive effects, particularly management efficiency and entrepreneurship, which exerted direct influences on both competitive advantage and business potential. The proposed “Samutsakhon Frozen Food Business Potential Enhancement Model” provides an integrated framework for sustainable development and competitiveness enhancement in Thailand’s frozen food industry.

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