FACTORS AFFECTING THE INTENTION OF DIGITAL TRANSFORMATION OF THAI AGRICULTURAL ENTREPRENEURS
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วันที่
2565-10-27
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
The 7th International Sripatum University Conference
เชิงนามธรรม
The 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 entrepreneurs
คำอธิบาย
As the world emerges from Covid-19, consumers' changing demands have created new trends in the agriculture sector. In Thailand, agriculture has been the foundation for the rapid development of many industries, in the form of the raw materials, intermediate goods, and domestic food. Moreover, Agriculture is one of the most important economic sectors in Thailand as it employs approximately 30% of the country’s labor force. Thai Agriculture industry held six percent of GDP; however, the agriculture sector employs over one-third of the country’s labor force. The trend of 2021 found that agricultural exports would increase compared to the previous year. Thailand is the world’s largest exporter of tapioca products, rubber, frozen shrimp, canned tuna, and canned pineapple. According to the Office of Agricultural Economics (OAE) has reported that exports for agricultural products totaled 1.3 trillion baht or increased by 17 percent in 2021. Prioritizing quality and safety are the key lead to increase for export. This growth was broad-based throughout the value chain of the agri-food sector. Significant growth in consumer spending has played a significant role in this expansion, driving demand in the hospitality industry and food retail. However, Thai agricultural sector confronts many challenges such as fluctuated prices of agricultural products, inappropriate use of farm inputs, lack of water, climate change, natural disasters, depleted natural resources and aging labors and manpower.
คำหลัก
Agricultural Entrepreneurs, Agro-Industry, Agribusiness, Digital Transformation