CAUSAL RELATIONSHIP MODEL OF FACTORS AFFECTING THE COMPETITIVENESS OF THAILAND OTOP PRODUCTS

Abstract

The research on causal relationship model of factors affecting the competitiveness of Thailand OTOP products was based on a mixed method. The

sample group consisted of 480 business operators in the central region of Thailand. Findings revealed that 1) the Confirmatory Factor Analysis on cooperative network,
diamond model, the five forces and capacity in competitiveness indicated that the confirmatory factory analysis based on the hypothesis testing that the researcher
developed had passed the Goodness of Fit Index requirements and the empirical data in accordance with the research hypothesis in all factors and which affected
the capacity of competitiveness in direct ways and with the positive value. That was the cooperative network, diamond model and five forces factors showed the
indirect effects on competitiveness of the Thailand OTOP products. 2) For In-depth interview factors to consider in business enterprises with competitiveness include
creating products that stand out. Development of exports to foreign countries increased distribution through technology. The government should promote the
knowledge and network with other agencies and international markets more. Increase knowledge in the field of innovation for product development to meet the
standard. And promotion of knowledge about model building competitiveness and sustainability.