A Comparative Study of Digital Platform Adoption among Small and Medium-Sized Enterprise (SME) Entrepreneurs in Mueang District, Nakhon Ratchasima Province
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Abstract
This study aimed to: (1) examine the application of digital platforms among small and medium-sized enterprise (SME) entrepreneurs in Mueang District, Nakhon Ratchasima Province; and (2) compare the application of digital platforms based on demographic characteristics, including gender, age, type of business, and duration of business operation. This research employed a quantitative research approach. The sample consisted of 400 SME entrepreneurs in Mueang District, Nakhon Ratchasima Province, selected through nonprobability sampling using purposive sampling. Data was collected using questionnaires. The statistical methods used for data analysis included frequency, percentage, mean, and standard deviation. Hypotheses were tested using One-Way ANOVA, and pairwise comparisons were conducted using the Least Significant Difference (LSD) method.
The results revealed that, overall, the application of digital platforms among SME entrepreneurs was at the highest level. The hypothesis testing showed that differences in age significantly affected the application of digital platforms at the 0.01 level of significance. Entrepreneurs aged below 25 years up to 54 years demonstrated a higher level of digital platform application than entrepreneurs aged 55 years and above. In addition, differences in the duration of business operation significantly affected the application of digital platforms at the 0.05 level of significance. Businesses that had been operating for 1–3 years and 4–6 years showed higher levels of technology application than businesses that had been operating for more than 6 years.
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