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รายการ Digital Marketing(2561-12-12) Assistant Professor Dr.Anupong Aviruthaรายการ FACTORS AFFECTING THE INTENTION OF DIGITAL TRANSFORMATION OF THAI AGRICULTURAL ENTREPRENEURS(The 7th International Sripatum University Conference, 2565-10-27) Assistant Professor Dr.Ravipa Akrajindanon; Assistant Professor Dr.Anupong Avirutha; Assistant Professor Dr.Prasert Sitthijirapat; Assistant Professor Supawadee Hamanee; Monton Tongpanung; Supreeya Sangthong; Uachit ThasnaparkThe objective of the study is to examine the relationship among the perceived of digital technology, perceived of attributes of innovation, and digital readiness affect to and the intention of digital transformation in the Thai agricultural entrepreneurs. A total of 300 usable samplings of Thai agricultural entrepreneurs are obtained. Descriptive, frequency, percentage distributions, means are used to describe and report the information collected affecting to individual variables and demographic information. Furthermore, the data obtained is analyzed by Stepwise Multiple Regression. The findings reveal that the predictor variables of the perceived of digital technology, perceived of attributes of innovation, and digital readiness has positive relationship with the intention of digital transformation in the Thai agricultural entrepreneursรายการ The impact of digital transformation to business performance in thailand 4.0 era(2561-12-01) Assistant Professor Dr.Anupong AviruthaThe purpose of this research is to study whether digital business transformation significantly affect SMEs to increase the business performance including the financial perspective, customer/marketing perspective, internal process perspective, and learning and growth perspective. The research design is designed as a quantitative research. Structural equation modeling (SEM) is used to analyze the survey responses. Using SME is to specify, test, and modify the measurement model. The results of measurement model analysis and path model analysis are presented. The data set of 500 samples are collected. The results of structural path analysis indicate that two hypotheses are statistically significant and positive.รายการ Smart and Strong Digital Business(2561-08-29) Assistant Professor Dr.Anupong Avirutha