Digital Management Factors Influencing Business Success of New Venture Entrepreneurs in Phitsanulok Province
Keywords:
Digital Leadership, Organizational Culture, Digital Skills, Business SuccessAbstract
This study aimed to (1) examine the levels of digital leadership, organizational culture, digital skills, and business success among new business entrepreneurs in Phitsanulok Province, (2) investigate the relationship between digital management factors and business success, and (3) analyze the effects of digital leadership, organizational culture, and digital skills on the business success of new business entrepreneurs in Phitsanulok Province. The sample consisted of 375 new business entrepreneurs selected through simple random sampling. Data were collected using a questionnaire and analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as Pearson’s correlation coefficient and multiple regression analysis.
The findings revealed that (1) the overall levels of digital leadership, organizational culture, digital skills, and business success were high, (2) digital management factors were positively correlated with the business success of new business entrepreneurs in Phitsanulok Province at moderate to strong levels (r = 0.606–0.724, p < .01), and (3) digital leadership, organizational culture, and digital skills had statistically significant positive effects on business success at the .05 level, jointly explaining 57.6% of the variance in business success (R² = 0.576). Organizational culture exerted the strongest influence (β = 0.401, p < .001), followed by digital leadership (β = 0.280, p < .001) and digital skills (β = 0.160, p = .001), respectively. The findings indicate that organizational culture is the most influential factor in the business success of new business entrepreneurs in Phitsanulok Province. Therefore, entrepreneurs should prioritize the development of a flexible organizational culture while strengthening digital leadership and digital skills to achieve sustainable competitive advantage.
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