Impact of Digital Competitiveness Factors on Thai Digital Economy Development Capability in International Business

This research aims to investigate the impact of digital competitiveness factors on Thai digital economy development capability in international business. It is a quantitative research on international digital business entrepreneurs in Bangkok and its vicinity. Three hundred and eighty-four samples were selected by using stratified random sampling based on provinces. Data collection instrument was questionnaires developed by the researcher and statistics used were Pearson Product Moment Correlation, and Multiple Regression Analysis. Research results revealed that 1) Thailand's digital competitiveness capability on the whole and in each of the three aspects was at the high level, 2) Thailand's digital economy development capability on the whole and in the four areas was at the high level, 3) there was a significant relationship between each variable of digital competitiveness capability and digital economy development capability, statistically significant at .01. The Pearson Correlation Coefficient (r) was at .551.800, statistically significant at .01. 4) as regards digital competitiveness capability, there was a high correlation among digital knowledge (X-1), skills in using technology (X-2) and selfdevelopment in preparation for the future (X-3) and had a positive effect on the Thai digital economy development capability (Y) with a coefficient of determination of 64.40% (R-2 = 0.644). A prediction equation in the form of raw scores could be written as Y = .829 +.328(X-1) +.262(X-2) +.233(X-3) and an equation in the form of standard scores as Z y = .355(X-1) +.293(X-2) +.260(X-3).