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Strategic Element that Affect Electronic Business Adoption Level of Small and Medium sized Enterprises in Thailand: A Case study of Auto part
Manufacturing Electric, and Electronic Industries
©—µ√µ–«—π · π∫ÿ¥¥“ (Chattawan Saenbudda) * ¥√.®ÿ±“ ‡∑’¬π‰∑¬ (Dr.Juta Tientai )**
¥√.»ÿ¿≥—∞ ™Ÿ™‘πª√“°“√ (Dr. Supanu Chuchinrpakan)*** ∏’√– ∏«—™™—¬π—π∑å (Teera Tavatchainan)****
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ABSTRACT
This research was carried out with three major purposes: 1) to study the effects of organization characteristics, attitudes toward technology, and external pressure from outside organizations on electronic business adoption levels among small and medium sized enterprises, 2) to study the effects of attitude toward electronic business on trust in electronic business technology, and 3) to study the influence of trust in electronic business on electronic business adoption levels among small and medium sized enterprises.
The study was based on survey research. The sample was drawn from small and medium sized enterprises listed in the auto part manufacturing, electric, and electronic industries in Thailand.
The questionnaire was designed and used in data collection. Ordinary least squares and partial correlation analysis techniques were adopted to test the hypotheses.
The research results showed that
1. Most small and medium sized enterprises adopted electronic business at the web level.
On average, they had used computer technology for 9 years but had used the Internet technology for only 4 years.
2. Organization Size, pressure from customer, and the trialability dimension of attitude toward technology had positive effects on levels of electronic business adoption. The pressure from suppliers as well as the complexity dimension of attitude toward technology had negative effects on electronic business adoption levels. In addition, the relative advantage and observability dimensions of attitude toward technology had positive effects on trust in electronic business technology.
3. The implication of this research is that the small and medium sized enterprise association should provide strategic support on electronic business adoption as well as the development of customer relation management. The association should get involved in extending the organizational learning boundary in the area of supply chain management, building trusted relationships, exchanging and transferring knowledge in supply chain management as well as providing support for adopting higher levels of electronic business.
§” ”§—≠ : ∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å π«—µ°√√¡ §«“¡‡™◊ËÕ∂◊Õ Key Words : E-Business, Innovation, Trust
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∑”„ÀâÕߧ尓√¡’·π«‚πâ¡„π°“√¬Õ°¡√—∫·≈–ª√–¬ÿ°µå π«—µ°√√¡
° “ √ ‡√’ ¬ π √Ÿâ ¢ Õ ß ∫ÿ § § ≈ µ “ ¡ · π « §‘ ¥ ¢ Õ ß Kirton (Kirtonûs adaptor-innovator inventory) (Kirton, 1976) ‰¥â·∫àß≈—°…≥–¢Õß°“√‡√’¬π√Ÿâ·≈–
·°â‰¢ªí≠À“ÕÕ°‡ªìπ 2 °≈ÿà¡ ‚¥¬°≈ÿࡪ√—∫µ—«
(adaptors) §◊Õ°≈ÿà¡∑’Ë¡’°“√‡√’¬π√Ÿâ·≈–¥”‡π‘πß“πµ“¡
°Æ à«π°≈ÿࡇª≈’ˬπ·ª≈ß (innovator) ‡ªìπ°≈ÿà¡∑’Ë
°≈Ⓡ ’ˬ߷≈–§âπÀ“·π«∑“ß„À¡à„π°“√·°â‰¢ªí≠À“
¢âÕ·µ°µà“ß≈—°…≥–°“√‡√’¬π√Ÿâ¢ÕߢÕß∫ÿ§§≈∑—Èß Õß
°≈ÿࡧ◊Õ«‘∏’°“√·°â‰¢ªí≠À“ π‚¬∫“¬·≈–§«“¡§‘¥
√â“ß √√§å ·π«§‘¥¥—ß°≈à“« Õ¥§≈âÕß°—∫∑ƒ…Æ’
°“√·æ√à°√–®“¬π«—µ°√√¡∑’ËÕ∏‘∫“¬«à“ ≈—°…≥–¢Õß
∫ÿ § § ≈ ¡’ º ≈ µà Õ √ – ¬ – ‡« ≈ “ ¢ Õ ß ° “ √ · æ √à ° √ – ® “ ¬ π«—µ°√√¡ ¥—ßπ—Èπ ¡¡ÿµ‘∞“π∑’ˇ°’ˬ«¢âÕß°—∫≈—°…≥–
¢ Õ ß ºŸâ ∫ √‘ À “ √ ∑’Ë ¡’ µà Õ √ – ¥— ∫ ° “ √ ª √ – ¬ÿ ° µå ∏ÿ √ °‘ ® Õ‘‡≈Á°∑√Õπ‘° å®÷ß°”Àπ¥‰«â¥—ßπ’È
¡¡µ‘∞“π∑’Ë 1: ºŸâ∫√‘À“√∑’Ë¡’≈—°…≥–¢Õß
°“√‡ªìπºŸâ‡ª≈’ˬπ·ª≈ß¡“°°«à“ ®–¡’°“√ª√–¬ÿ°µå
„™âπ«—µ°√√¡∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¢ÕßÕߧ尓√„π
√–¥—∫∑’Ë Ÿß°«à“
¢π“¥¢ÕßÕߧ尓√‰¥â√—∫°“√§“¥°“√≥å«à“¡’
Õ‘ ∑ ∏‘ æ ≈ µà Õ ° “ √ ª √ – ¬ÿ ° µå „ ™â ∏ÿ √ °‘ ® Õ‘ ‡ ≈Á ° ∑ √ Õ π‘ ° å
°“√»÷°…“¢Õß Zhu, Kraemer and Xu (2003) æ ∫ «à “ «‘ “ À °‘ ® ¢ π “ ¥ ° ≈ “ ß · ≈ – ¢ π “ ¥ ¬à Õ ¡ ∑’Ë ¡’
¢π“¥„À≠à°«à“¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
¡“°°«à“«‘ “À°‘®∑’Ë¡’¢π“¥‡≈Á°°«à“ πÕ°®“°π—Èπ∑ƒ…Æ’
µ—«·∑π (Agency theory) (Eisenhardt, 1989;
Gurbaxani and Whang, 1991; Ross, 1973) ¬—߉¥â Õ∏‘∫“¬§«“¡ —¡æ—π∏å√–À«à“ߢπ“¥Õߧ尓√·≈–§«“¡
µâÕß°“√„π°“√§«∫§ÿ¡ ‡¡◊ËÕÕߧ尓√¡’¢π“¥„À≠à¢÷Èπ
®–¡’§«“¡µâÕß°“√„π°“√°√–®“¬Õ”π“®·≈–¡’°“√
‡ ∑ § ‚ π ‚ ≈ ¬’ “ √ π ‡ ∑ » ™à « ¬ „ π ° “ √ § « ∫ §ÿ ¡ · ≈ – π—∫ πÿπ°“√∑”ß“π·≈–°“√®—¥°“√¢ÕßÕߧ尓√
¡¡µ‘∞“π∑’Ë 2: «‘ “À°‘®¢π“¥°≈“ß·≈–
¢π“¥¬àÕ¡∑’Ë¡’¢π“¥Õߧ尓√„À≠à°«à“®–¡’°“√
ª√–¬ÿ°µå„™âπ«—µ°√√¡∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫
∑’Ë Ÿß°«à“
°“√‡√’¬π√Ÿâ¢ÕßÕߧ尓√¡’º≈°√–∑∫µàÕ°“√
ª√–¬ÿ°µåπ«—µ°√√¡ Õߧ尓√∑’Ë¡’°“√√—∫§«“¡√Ÿâ®“°°“√
‡√’¬π√Ÿâ®–¡’°“√·≈°‡ª≈’Ë¬π§«“¡√Ÿâ√–À«à“ß ¡“™‘°„π Õߧ尓√ (Chaston, Badger and Sadler-Smith, 2001)
°√–®“¬Õ”π“®„π°“√µ—¥ ‘π„® ·≈–¡’§«“¡¬◊¥À¬ÿàπ µàÕ°“√‡ª≈’ˬπ·ª≈ß¡“°°«à“ (Caloghirou, Protogerou, Spanos, and Papagiannakis, 2004) °“√‡√’¬π√Ÿâ¢Õß Õߧ尓√¬—ß¡’º≈°√–∑∫µàÕ°“√¬Õ¡√—∫‡∑§‚π‚≈¬’„À¡à (Klempa, 1994) ·≈–¡“°°«à“π—ÈπÕߧ尓√∑’Ë¡’°“√
√â“ß·π«§‘¥„À¡àÀ√◊Õ √â“ßπ«—µ°√√¡¡—°®–¡’°“√
‡√’¬π√Ÿâ·∫∫«π√Õ∫ (double-loop learning) (Argyris and Schön, 1978) ¥—ßπ—Èπ °“√‡√’¬π√Ÿâ¢ÕßÕߧ尓√
¢Õß«‘ “À°‘®¢π“¥¬àÕ¡·≈–¢π“¥°≈“ß®÷߉¥â√—∫°“√
§“¥°“√≥å«à“¡’º≈°√–∑∫µàÕ√–¥—∫°“√ª√–¬ÿ°µå∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å
¡¡µ‘∞“π∑’Ë 3: Õߧ尓√∑’Ë¡’°“√‡√’¬π
√Ÿâ ¡ “ ° ® – ¡’ ° “ √ ª √ – ¬ÿ ° µå „ ™â π «— µ ° √ √ ¡ ∏ÿ √ °‘ ® Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß°«à“
§«“¡√Ÿâ∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¢ÕߺŸâ∫√‘À“√
æ∫«à“¡’º≈°√–∑∫µàÕ°“√ª√–¬ÿ°µå∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
(Zhu et al., 2003) πÕ°®“°π—È𧫓¡√Ÿâ‡°’ˬ«°—∫
‡∑§‚π‚≈¬’ “√ π‡∑»¢ÕߺŸâ∫√‘À“√¡’∫∑∫“∑ ”§—≠µàÕ
°“√ª√–¬ÿ°µå‡∑§‚π‚≈¬’ “√ π‡∑»¢Õß«‘ “À°‘®¢π“¥
¬àÕ¡·≈–¢π“¥°≈“ß (Fink, 1998) ¡’º≈°√–∑∫µàÕ
°“√„™â‚ª√·°√¡ª√–¬ÿ°µå (Thong and Yap, 1995)
°“√ π—∫ πÿπ¢ÕߺŸâ∫√‘À“√¡’∫∑∫“∑ ”§—≠µàÕ§«“¡
”‡√Á®¢Õß°“√„™â√–∫∫«“ß·ºπ∑√—欓°√«‘ “À°‘®
¢Õß«‘ “À°‘®¢π“¥¬àÕ¡·≈–¢π“¥°≈“ß (Petroni, 2002) ¡’º≈µàÕ°“√ª√–¬ÿ°µå‡∑§‚π‚≈¬’°“√µ‘¥µàÕ ◊ËÕ “√ (Premkumar and Roberts, 1999).
∑—°…–¥â“π‡∑§‚π‚≈¬’¢Õßæπ—°ß“πæ∫«à“¡’
º ≈ ° √ – ∑ ∫ µà Õ ° “ √ ª √ – ¬ÿ ° µå ∏ÿ √ °‘ ® Õ‘ ‡ ≈Á ° ∑ √ Õ π‘ ° å (Zhu et al., 2003) ∑—°…–¥â“π‡∑§‚π‚≈¬’¢Õß æπ—°ß“π¡’º≈°√–∑∫µàÕ§«“¡‡√Á«„π°“√ª√–¬ÿ°µå
¥—ßπ—Èπ∂â“æπ—°ß“π¡’∑—°…–¥â“π‡∑§‚π‚≈¬’ “√ π‡∑»
®–¡’°“√ª√–¬ÿ°µå„™â∑’ˇ√Á«°«à“ πÕ°®“°π—Èπº≈°“√«‘®—¬
¬—ßæ∫«à“∑—°…–·≈–§«“¡√Ÿâ¬—ß¡’º≈°√–∑∫µàÕ§«“¡
”‡√Á®¢Õß°“√ª√–¬ÿ°µåπ«—µ°√√¡ (West, 1992) πÕ°®“°π—Èπ°“√ π—∫ πÿπ¥â“πß∫ª√–¡“≥ ”À√—∫°“√
ª√–¬ÿ°µå∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å ¬—ßæ∫«à“‡ªìπªí®®—¬
” §— ≠ µà Õ ° “ √ ª √ – ¬ÿ ° µå ‡ ∑ § ‚ π ‚ ≈ ¬’ “ √ π ‡ ∑ » (Fink, 1998) ‚¥¬‡©æ“–Õ¬à“߬‘Ëß«‘ “À°‘®¢π“¥¬àÕ¡
·≈–¢π“¥°≈“ß∑’Ë¡’¢âÕ®”°—¥¥â“π‡ß‘π∑ÿπ (Buratti and Penco, 2001) ¥—ßπ—Èπ ®÷ß°”Àπ¥¢âÕ ¡¡ÿµ‘∞“π¥—ßπ’È
¡¡µ‘∞“π∑’Ë 4: «‘ “À°‘®¢π“¥°≈“ß·≈–
¢π“¥¬àÕ¡∑’Ë¡’§«“¡æ√âÕ¡¢ÕßÕߧ尓√¡“°°«à“®–¡’
°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß°«à“
¿“«–°¥¥—π®“° ¿“æ·«¥≈âÕ¡¿“¬πÕ°
Õߧ尓√ ¡’º≈°√–∑∫µàÕ°“√ª√–¬ÿ°µå„™â√–∫∫
·≈°‡ª≈’ˬπ¢âÕ¡Ÿ≈ºà“π ◊ËÕÕ‘‡≈Á°∑√Õπ‘° å À√◊ÕÕ’¥’‰Õ (Electronic data interchange) √–∫∫«“ß·ºπ
∑√—欓°√«‘ “À°‘® (Enterprise resource planning) ª√–¬ÿ°µå„™â‡∑§‚π‚≈¬’ “√ π‡∑»„πÕߧ尓√ √«¡∑—Èß
°“√„™âß“πÕ‘π‡µÕ√å‡πÁµ ´÷Ëß¿“«–°¥¥—π®“° ¿“æ
·«¥≈âÕ¡¿“¬πÕ°Õߧ尓√ ‰¥â·°à ¿“«–°¥¥—π®“°°“√
·¢àߢ—π ®“°≈Ÿ°§â“ ·≈–§Ÿà§â“ ¥—ßπ—Èπ ºŸâ«‘®—¬®÷߉¥â°”Àπ¥
‡ªìπ ¡¡µ‘∞“π¥—ßπ’È
¡¡µ‘∞“π∑’Ë 5: «‘ “À°‘®∑’Ë¡’¿“«°“√≥å
·¢àߢ—π Ÿß®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
„π√–¥—∫ Ÿß°«à“
¡¡µ‘∞“π∑’Ë 6: «‘ “À°‘®∑’ˉ¥â√—∫¿“«–
°¥¥—π®“°§Ÿà§â“„π°“√º “π¢âÕ¡Ÿ≈√–À«à“ß°‘®°“√¡’
°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß°«à“
¡¡µ‘∞“π∑’Ë 7: «‘ “À°‘®∑’Ë≈Ÿ°§â“¡’§«“¡
µâÕß°“√µ‘¥µàÕ ◊ËÕ “√ºà“π‡§√◊Õ¢à“¬Õ‘π‡µÕ√å‡πÁµ
®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫
∑’Ë Ÿß°«à“
§ÿ≥≈—°…≥–π«—µ°√√¡ª√–°Õ∫¥â«¬ °“√¡’
ª√–‚¬™πå (Relative advantage) (Premkumar and Roberts, 1999) §«“¡ Õ¥§≈âÕß°—∫°“√∑”ß“π (compatibility) (Agarwal and Prasad, 1998;
Premkumar and Roberts, 1999) §«“¡´—∫´âÕπ
¢Õßπ«—µ°√√¡ (complexity) (Premkumar and Roberts, 1999) °“√∑¥≈Õß„™âß“π (trialability) (Sadowski, Maitland and Dongen, 2002) ·≈–
°“√ —߇°µ‡ÀÁπº≈°“√„™âß“π (observability) (Teo, Wei and Benbasat, 2003) æ∫«à“¡’º≈
°√–∑∫µàÕ°“√µ—¥ ‘π„®ª√–¬ÿ°µåπ«—µ°√√¡∑’ˇ°’ˬ«¢âÕß
°—∫‡∑§‚π‚≈¬’ “√ π‡∑» ¥—ßπ—Èπ®÷ß°”Àπ¥ ¡¡ÿµ‘∞“π
¥—ßπ’È
¡¡µ‘∞“π∑’Ë 8: «‘ “À°‘®¢π“¥°≈“ß·≈–
¢π“¥¬àÕ¡∑’Ë√—∫√Ÿâ«à“∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¡’ª√–‚¬™πå
¡“°®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π
√–¥—∫∑’Ë Ÿß°«à“
¡¡µ‘∞“π∑’Ë 9: «‘ “À°‘®¢π“¥°≈“ß·≈–
¢π“¥¬àÕ¡∑’Ë√—∫√Ÿâ«à“∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¡’§«“¡
Õ¥§≈âÕß°—∫°“√∑”ß“π §à“π‘¬¡ §«“¡‡™◊ËÕ¢Õß Õߧ尓√ ®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
„π√–¥—∫∑’Ë Ÿß°«à“
¡¡µ‘∞“π∑’Ë 10: «‘ “À°‘®¢π“¥°≈“ß
·≈–¢π“¥¬àÕ¡∑’Ë√—∫√Ÿâ«à“∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¡’§«“¡
´—∫´âÕπ„π°“√„™âß“π ®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’˵˔°«à“
¡¡µ‘∞“π∑’Ë 11: «‘ “À°‘®¢π“¥°≈“ß
·≈–¢π“¥¬àÕ¡∑’ˉ¥â¡’°“√∑¥≈Õß„™âß“π‰¥â¢Õß
∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß°«à“
¡¡µ‘∞“π∑’Ë 12: «‘ “À°‘®¢π“¥°≈“ß
·≈–¢π“¥¬àÕ¡∑’Ë —߇°µ‡ÀÁπº≈¢Õß°“√ª√–¬ÿ°µå„™â ß“π∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å®–¡’°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß°«à“
°“√ª√–¬ÿ°µå„™â‡∑§‚π‚≈¬’ “√ π‡∑»¡’
§«“¡‡°’ˬ«¢âÕß°—∫§«“¡‡™◊ËÕ∂◊Õ ºŸâ„™â∑’Ë¡’§«“¡‡™◊ËÕ∂◊Õ
‡∑§‚π‚≈¬’¡—°®–¡’§«“¡‡™◊ËÕ«à“°“√ª√–¬ÿ°µå‡∑§‚π‚≈¬’
„πß“π®–¡’ª√–‚¬™πå §«“¡‡™◊ËÕ∂◊Õ‡∑§‚π‚≈¬’∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å ¡’Õ‘∑∏‘æ≈µàÕ°“√„™âß“πÕ‘π‡µÕ√å‡πÁµ
¢ÕߺŸâ„™â (Tan and Walter, 2000) ‰«â«“ß„®√–∫∫
(Bargh, Janssen and Smit, 2002) ¡’§«“¡‡™◊ËÕ¡—Ëπ (Croom, 2000) ·≈–‰¡à¡’§«“¡‡ ’ˬ߮“°°“√„™âß“π (i.e., no risk involved) (Friedman, Kahn and Howe, 2000; Yousafzai, Pallister and Foxall, 2003).
§«“¡‡™◊ËÕ∂◊Õ‡∑§‚π‚≈¬’¡’Õ‘∑∏‘æ≈µàÕ°“√ª√–¬ÿ°µå„™â
‡∑§‚π‚≈¬’ “√ π‡∑»„πÕߧ尓√ (Bassellier, Reich and Benbasat, 2001) ®“°Õ‘∑∏‘æ≈¢Õߧ«“¡‡™◊ËÕ∂◊Õ
¥—ß°≈à“« ®÷ß°”Àπ¥ ¡¡ÿµ‘∞“π‰¥â ¥—ßπ’È
¡¡µ‘∞“π∑’Ë 13: ºŸâ∫√‘À“√«‘ “À°‘®¢π“¥
° ≈ “ ß · ≈ – ¢ π “ ¥ ¬à Õ ¡ ∑’Ë ¡’ § « “ ¡ ‡ ™◊Ë Õ ∂◊ Õ µà Õ ∏ÿ √ °‘ ® Õ‘‡≈Á°∑√Õπ‘° å¡“° ®–¡’Õ‘∑∏‘æ≈µàÕ°“√ª√–¬ÿ°µå„™â
∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¢ÕßÕߧ尓√„π√–¥—∫∑’Ë Ÿß°«à“
πÕ°®“°π—Èπ∑—»π§µ‘¢ÕߺŸâ∫√‘À“√∑’Ë¡’µàÕ
§ÿ≥≈—°…≥–π«—µ°√√¡µ“¡∑ƒ…Æ’°“√·æ√à°√–®“¬
π«—µ°√√¡ §“¥«à“¡’º≈°√–∑∫µàÕ§«“¡‡™◊ËÕ∂◊Õ
‡∑§‚π‚≈¬’∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å ¥—ßπ—Èπ ®÷ß°”Àπ¥¢âÕ ¡¡ÿµ‘∞“π‰¥â ¥—ßπ’È
¡¡µ‘∞“π∑’Ë 14: °“√√—∫√Ÿâ«à“∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å¡’ª√–‚¬™πå¡“° ¡’Õ‘∑∏‘æ≈∑”„Àâ
§«“¡‡™◊ËÕ∂◊Õ∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¢ÕߺŸâ∫√‘À“√‡æ‘Ë¡¢÷Èπ ¡¡µ‘∞“π∑’Ë 15: °“√√—∫√Ÿâ«à“∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å¡’§«“¡ Õ¥§≈âÕß°—∫°“√∑”ß“π §à“
π‘¬¡ §«“¡‡™◊ËÕ¢ÕßÕߧ尓√¡“° ¡’Õ‘∑∏‘æ≈∑”„Àâ
§«“¡‡™◊ËÕ∂◊Õ‡∑§‚π‚≈¬’¢ÕߺŸâ∫√‘À“√‡æ‘Ë¡¢÷Èπ
¡¡µ‘∞“π∑’Ë 16: °“√√—∫√Ÿâ«à“∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å¡’§«“¡´—∫´âÕπ„π°“√„™âß“ππâÕ¬¡’
Õ‘∑∏‘æ≈∑”„Àâ√–¥—∫§«“¡‡™◊ËÕ∂◊Õ∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
¢ÕߺŸâ∫√‘À“√‡æ‘Ë¡¢÷Èπ
¡¡µ‘∞“π∑’Ë 17: °“√‰¥â∑¥≈Õß„™âß“π
∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å¡’Õ‘∑∏‘æ≈∑”„Àâ√–¥—∫§«“¡‡™◊ËÕ
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·≈–Õ‘‡≈Á°∑√Õπ‘° å
√–‡∫’¬∫«‘∏’«‘®—¬
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«‘ “À°‘®¢π“¥°≈“ß·≈–¢π“¥¬àÕ¡Õÿµ “À°√√¡
º≈‘µ™‘Èπ à«π¬“π¬πµå ‰øøÑ“·≈–Õ‘‡≈Á°∑√Õπ‘° å„π ª√–‡∑»‰∑¬ °≈ÿࡵ—«Õ¬à“ß„π°“√»÷°…“®”π«π 975 °‘®°“√
1. ªí®®—¬≈—°…≥–Õߧå°√
- ≈—°…≥–¢Õߺ⟪√–°Õ∫°“√„π°“√‡ªìπºâŸ‡ª≈’ˬπ·ª≈ß (+) - ¢π“¥°‘®°“√ (+)
- °“√‡√’¬π√Ÿâ¢ÕßÕߧ尓√ (+) - §«“¡æ√âÕ¡¢ÕßÕߧ尓√ (+) 2. ¿“«–°¥¥—π®“° ¿“æ·«¥≈âÕ¡¿“¬πÕ°
- ¿“«–°¥¥—π®“°°“√·¢àߢ—π (+) - ¿“«–°¥¥—π®“°§Ÿà§â“ (+) - ¿“«–°¥¥—π®“°≈Ÿ°§â“ (+)
3. ∑—»π§µ‘∑’Ë¡’µàÕ∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å - °“√√—∫√Ÿâ«à“¡’ª√–‚¬™πå (+) - §«“¡ Õ¥§≈âÕß (+) - §«“¡´—∫´âÕπ (+) - °“√ “¡“√∂∑¥≈Õß„™âß“π‰¥â (+) - °“√‡ÀÁπº≈°“√„™âß“π‰¥â™—¥‡®π (+)
4. §«“¡‡™◊ËÕ∂◊Õ - §«“¡‡™◊ËÕ∂◊Õ‡∑§‚π‚≈¬’ (+)
√–¥—∫°“√ª√–¬ÿ°µå„™â π«—µ°√√¡∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å
ºŸâ «‘ ®— ¬ ‰ ¥â √â “ ß · ∫ ∫ Õ ∫ ∂ “ ¡ ‡ æ◊Ë Õ ‡ °Á ∫
√«∫√«¡¢âÕ¡Ÿ≈‚¥¬·∫∫ Õ∫∂“¡π”‡ πÕ„À⺟â∑√ߧÿ≥
®”π«π 5 ∑à“πµ√«® Õ∫ À≈—ß®“°π—Èππ”
·∫∫ Õ∫∂“¡°≈—∫¡“ª√—∫ª√ÿß ·≈–π”·∫∫ Õ∫∂“¡
∑’ˉ¥â√—∫°“√ª√—∫ª√ÿß𔉪∑¥ Õ∫°—∫°≈ÿࡪ√–™“°√
∑’ˉ¡à„™à°≈ÿࡵ—«Õ¬à“ß®”π«π 30 °‘®°“√
§ÿ≥¿“æ¢Õ߇§√◊ËÕß¡◊Õ
¡“µ√«—¥≈‘‡°√å∑ ‡°≈ (Likertûs Scale) 5 √–¥—∫ (®“°‰¡à‡ÀÁπ¥â«¬Õ¬à“߬‘Ë߉ª¬—߇ÀÁπ¥â«¬
Õ¬à“߬‘Ëß) „™â„π°“√«—¥∫∑∫“∑¢ÕߺŸâ∫√‘À“√„π°“√
‡ªìπºŸâ‡ª≈’ˬπ·ª≈ß °“√‡√’¬π√Ÿâ¢ÕßÕߧ尓√ §«“¡
æ√âÕ¡¢ÕßÕߧ尓√ ¿“«–°¥¥—π®“°°“√·¢àߢ—π
¿“«–°¥¥—π®“°≈Ÿ°§â“ ¿“«–°¥¥—π®“°§Ÿà§â“
§ÿ≥≈—°…≥–π«—µ°√√¡·≈–§«“¡‡™◊ËÕ∂◊Õ ¢π“¥
Õߧ尓√«—¥®“°®”π«πæπ—°ß“π‡µÁ¡‡«≈“ à«π√–¥—∫
°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å«—¥¥â«¬¡“µ√«—¥
· ∫ ∫ ´’ · ¡ 𠵑 § ¥‘ ø ‡ ø Õ ‡√π‡™’¬≈ ‡°≈ 6 √–¥—∫
(®“°‰¡à„™â‡≈¬‰ª®π°√–∑—Ëß„™â¡“°∑’Ë ÿ¥)
«‘∏’«‘‡§√“–Àåªí®®—¬‰¥â„™â„π°“√«—¥§«“¡
‡∑’ˬߵ√ߢÕß¡“µ√«—¥‚¥¬‡≈◊Õ°°“√À¡ÿπ·°π·∫∫
«“√‘·¡Á°´å (Varimax) ‡æ◊ËÕ‡ªìπ°“√µ√«® Õ∫«à“µ—«∫àß™’È
¢Õß·µà≈–¡“µ√«—¥ “¡“√∂®—¥Õ¬Ÿà„π°≈ÿࡇ¥’¬«°—π‰¥â À√◊Õ‰¡à º≈°“√µ√«® Õ∫æ∫«à“µ—«∫àß™’È “¡“√∂®—¥Õ¬Ÿà
„π°≈ÿࡇ¥’¬«°—π‰¥â À≈—ß®“°π—Èπ‰¥â∑”°“√µ√«® Õ∫
§ « “ ¡ ‡ ™◊Ë Õ ¡—Ë π ¢ Õ ß ‡ § √◊Ë Õ ß ¡◊ Õ ¥â « ¬ §à “ — ¡ ª √ – ‘ ∑ ∏‘Ï
§√Õπ∫“§Õ—≈ø“ (Cronbachûs alphas) º≈°“√µ√«®
Õ∫æ∫«à“§à“ —¡ª√– ‘∑∏å§√Õπ∫“§Õ—≈ø“¢Õß·µà≈–
¡“µ√«—¥¡’§à“ Ÿß°«à“ 0.7 ´÷ËßÕ¬Ÿà„π‡°≥±å∑’ˬա√—∫‰¥â (Nunnally, 1978).
°“√‡°Á∫√«∫√«¡¢âÕ¡Ÿ≈
· ∫ ∫ Õ ∫ ∂ “ ¡ ∑’Ë ‰ ¥â ∑” ° “ √ ª √— ∫ ª √ÿ ß · ≈ – µ√«® Õ∫§ÿ≥¿“懧√◊ËÕß¡◊Õ‡√’¬∫√âÕ¬·≈â« ‰¥â àß
∑ “ ß ‰ ª √ … ≥’ ¬å ‰ ª ¬— ß ºŸâ ª √ – ° Õ ∫ ° “ √ À √◊ Õ ºŸâ ∫ √‘ À “ √
«‘ “À°‘®¢π“¥°≈“ß·≈–¢π“¥¬àÕ¡®”π«π 975 °‘®°“√
æ√âÕ¡¥â«¬®¥À¡“¬®“°ºŸâ«‘®—¬¢Õ§«“¡Õπÿ‡§√“–Àå„Àâ µÕ∫·∫∫ Õ∫∂“¡·≈– àß°≈—∫¥â«¬´Õß®¥À¡“¬
µÕ∫°≈—∫∑’ˉ¥â·π∫‰ªæ√âÕ¡°—π ´÷Ë߉¥â√—∫®¥À¡“¬
µ Õ ∫ ° ≈— ∫ æ √â Õ ¡ · ∫ ∫ Õ ∫ ∂ “ ¡ ∑’Ë ¡ ∫Ÿ √ ≥å ®” π « π 227 ©∫—∫§‘¥‡ªìπÕ—µ√“°“√µÕ∫°≈—∫√âÕ¬≈– 21.23
ºŸâ «‘ ®— ¬ ‰ ¥â „ ™â «‘ ∏’ «‘ ‡ § √ “ – Àå ªí ® ®— ¬ ¬◊ π ¬— π (Confirmatory factor analysis) ‚¥¬„™â‚ª√·°√¡
Lisrel 8.53 „π°“√µ√«® Õ∫§«“¡∂Ÿ°µâÕ߇™‘ß
‚§√ß √â“ß (construct validity) (Jöreskog and Sörbom, 1996) º≈°“√µ√«® Õ∫æ∫«à“§à“ lambdas ¢Õßµ—«
∫àß™’È¡’§à“ Ÿß·≈–§à“ t-values ¡’§à“ Ÿß°«à“ 1.96 (p<0.05) ¥—ßπ—Èπ ¡“µ√«—¥„πß“π«‘®—¬®÷ß¡’§«“¡‡∑’Ë¬ß µ√ß·∫∫√«¡»Ÿπ¬å (Bagozzi ,1981) À≈—ß®“°π—Èπ‰¥â µ √ « ® Õ ∫ § « “ ¡ Õ ¥ § ≈â Õ ß ¿ “ ¬ „ π ¢ Õ ß ¡ “ µ √ «— ¥
¥â«¬§à“ Composite Reliability º≈°“√µ√«® Õ∫
æ∫«à“¡’§à“ Ÿß°«à“ 0.60 (Bagozzi and Yi, 1988, pp. 74-94; Straub, 1989, pp. 147-169).
§«“¡‡∑’ˬߵ√ß·∫∫·µ°µà“ß (Discriminant validity) ¢Õß¡“µ√«—¥ ‰¥âµ√«® Õ∫¥â«¬§à“ À —¡æ—π∏å
‡∫◊ÈÕßµâπ (Zero-Order correlation) ¢Õßµ—«·ª√
∑ÿ°µ—«‡æ◊ËÕµ√«® Õ∫§à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å¢Õß µ—«·ª√„π·µà≈–§Ÿà ‚¥¬∑”°“√µ√«® Õ∫∑’Ë√–¥—∫
§«“¡‡™◊ËÕ¡—Ëπ√âÕ¬≈– 95 º≈°“√µ√«® Õ∫ª√“°Ø«à“
§à“§«“¡ —¡æ—π∏å√–À«à“ßµ—«·ª√·µà≈–§Ÿà∫«°≈∫
§à“º‘¥æ≈“¥¡“µ√∞“π 1.96 º≈≈—æ∏å§à“ Lower bound
·≈–§à“ Upper bound ¢Õß™à«ß§«“¡‡™◊ËÕ¡—Ëπ‰¡à‡∑à“°—∫
À√◊Õ‡¢â“„°≈â 1 · ¥ß„Àâ‡ÀÁπ«à“¡“µ√«—¥„πß“π«‘®—¬π’È
¡’§«“¡·µ°µà“ß°—π·≈–‰¡à¡’§«“¡´—∫´âÕπ°—π„π°“√
«—¥ (Anderson, 1987; Panayides and So, 2005)
§«“¡‡Õπ‡Õ’¬ß„π°“√µÕ∫°≈—∫
°“√µ√«® Õ∫§«“¡‡Õπ‡Õ’¬ß„π°“√µÕ∫
°≈—∫¢Õß·∫∫ Õ∫∂“¡√–À«à“ß°≈ÿࡵ—«Õ¬à“ß∑’˵Õ∫„π
™à«ß·√°§◊Õ ·∫∫ Õ∫∂“¡√âÕ¬≈– 75 ∑’ˉ¥â√—∫°≈—∫¡“
°àÕπ ·≈–°≈ÿà¡∑’˵Õ∫À≈—ߧ◊Õ ·∫∫ Õ∫∂“¡„π à«π
√âÕ¬≈– 25 ∑’Ë àßµ“¡¡“¿“¬À≈—ß „™â ∂‘µ‘ Two sample t-test „π°“√∑¥ Õ∫§«“¡·µ°µà“ߢÕß®”π«πæπ—°ß“π
‡µÁ¡‡«≈“ √–¬–‡«≈“¢Õß°“√„™âß“πÕ‘π‡µÕ√å‡πÁµ·≈–
°“√„™â§Õ¡æ‘«‡µÕ√å„πÕߧ尓√ º≈°“√∑¥ Õ∫æ∫
«à“°“√µÕ∫·∫∫ Õ∫∂“¡¢Õß∑—Èß Õß°≈ÿà¡ ‰¡à¡’§«“¡
·µ°µà“ß°—π∑’Ë√–¥—∫π—¬ ”§—≠ .05 (p>0.10) ¥—ßπ—Èπ
®÷ ß ‰ ¡à ¡’ § « “ ¡ ‡ Õ π ‡ Õ’ ¬ ß „ π ° “ √ µ Õ ∫ ° ≈— ∫ ¢ Õ ß
·∫∫ Õ∫∂“¡ (Nonresponse Bias) (Hair et al, 1998)
„π°“√µ√«® Õ∫§«“¡‡ªìπ‡ âπµ√ß√à«¡
Õ¬à“ß¡“° ºŸâ«‘®—¬‰¥âæ‘®“√≥“§à“§«“¡∑π∑“π (Tolerance) ·≈–§à“ Variance inflation factor (VIF) º≈°“√∑¥ Õ∫æ∫«à“§à“ tolerance ∑’˵˔∑’Ë ÿ¥¢Õß
¡“µ√«—¥¡’§à“ Ÿß°«à“ 0.1 (Foxall and yani-de- Soriano, 2005) ·≈–§à“ VIF ¢Õß¡“µ√«—¥„πß“π
«‘®—¬¡’§à“µË”°«à“ 10 (Belsley, 1991; Netter, Wasserman and Kutner, 1985) ´÷ËßÕ¬Ÿà„π‡°≥±å
®“°º≈°“√∑¥ Õ∫· ¥ß«à“µ—«·ª√·µà≈–µ—«‰¡à‰¥â√—∫
Õ‘∑∏‘æ≈®“°µ—«·ª√Õ◊ËπÊ ·≈–‰¡à¡’§«“¡‡ªìπ‡ âπµ√ß
√à « ¡ °— π ¥— ß π—È π ®÷ ß Õ ¬Ÿà „ π ¢â Õ °” À π ¥ ¢ Õ ß ° “ √ „ ™â «‘ ∏’
«‘‡§√“–Àå∂¥∂Õ¬‡™‘ßæÀÿ
º≈°“√«‘®—¬
°“√«‘‡§√“–Àå∂¥∂Õ¬‡™‘ßæÀÿ (Multiple regression analysis) ¥â«¬«‘∏’ Ordinary least squares
„™â„π°“√∑¥ Õ∫ ¡¡ÿµ‘∞“π ´÷Ëߺ≈°“√«‘‡§√“–Àå· ¥ß
„πµ“√“ß 1
º≈°“√«‘‡§√“–Àåæ∫«à“¡’ 5 µ—«·ª√∑’Ë¡’º≈
°√–∑∫Õ¬à“ß¡’π—¬ ”§—≠µàÕ√–¥—∫°“√ª√–¬ÿ°µå∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å ´÷Ëß∑‘»∑“ߢÕߧ«“¡ —¡æ—π∏å¢Õߺ≈
°√–∑∫‡ªìπ‰ªµ“¡ ¡¡ÿµ‘∞“π∑’Ë°”Àπ¥‰«â µ—«·ª√∑’Ë¡’
º≈°√–∑∫¥—ß°≈à“«ª√–°Õ∫¥â«¬¿“«–°¥¥—π®“°
≈Ÿ°§â“ (p < 0.001) ¢π“¥Õߧ尓√ (p < 0.001)
§«“¡æ√âÕ¡¢ÕßÕߧ尓√ (p < 0.05) °“√¡’‚Õ°“
∑¥≈Õß„™âß“π (p< 0.05) §«“¡´—∫´âÕπ„π°“√„™âß“π (p < 0.5) ¥—ßπ—Èπ ¡¡ÿµ‘∞“π∑’Ë 2, 4, 7, 10 ·≈– 11
®÷߉¥â√—∫°“√ π—∫ πÿπ „π¢≥–‡¥’¬«°—π¿“«–°¥¥—π
®“°§Ÿà§â“¡’º≈°√–∑∫µàÕ√–¥—∫°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®
Õ‘‡≈Á°∑√Õπ‘° å·µà‡ªìπº≈°√–∑∫∑’Ë¡’∑‘»∑“ßµ√ß°—π
¢â“¡®“° ¡¡ÿµ‘∞“π∑’Ë°”À𥉫â (p < 0.01) ¥—ßπ—Èπ ¡¡ÿµ‘∞“π®÷߉¡à‰¥â√—∫°“√ π—∫ πÿπ
Table 1 Multiple regression analysis results
† Standardized t-value Sig.
Beta
INNOVATOR- 0.015 - 0.210 0.834
SIZE 0.233 3.598 0.000***
ORGANIZATIONAL 0.016 0.200 0.842 LEARNING
ORGANIZATION 0.232 2.472 0.014*
READINESS
TRUST - 0.077 - 0.922 0.358
REALATIVE ADVANTAGE - 0.040 - 0.456 0.649 COMPATIBILITY 0.034 0.351 0.726 COMPLEXITY - 0.167 - 2.591 0.010**
TRIALABILITY 0.232 2.563 0.011*
OBSERVEABILITY - 0.097 - 1.180 0.240 COMPETITION PRESURE - 0.002 - 0.016 0.987 SUPPLIER PRESSURE - 0.291 - 3.390 0.001**
CUSTOMER PRESSURE 0.298 3.412 0.001**
N=183 R2=.356 F=7.181 sig=0.000
*** sig. 0.001
** sig 0.01
* sig 0.05
* ¡’√–¥—∫π—¬ ”§—≠∑’Ë 0.05
µ“√“ß 2 · ¥ßº≈°“√∑¥ Õ∫ ¡¡ÿµ‘∞“π
‡°’ˬ«°—∫Õߧåª√–°Õ∫§ÿ≥≈—°…≥–π«—µ°√√¡∑’Ë¡’º≈
° √ – ∑ ∫ µà Õ √ – ¥— ∫ § « “ ¡ ‡ ™◊Ë Õ ∂◊ Õ ‡ ∑ § ‚ π ‚ ≈ ¬’ ∏ÿ √ °‘ ® Õ‘‡≈Á°∑√Õπ‘° å ´÷Ëß„™â«‘∏’«‘‡§√“–Àå À —¡æ—π∏凙‘ß à«π (Partial correlation) „π°“√∑¥ Õ∫ ¡¡ÿµ‘∞“π
µ“√“ß 2 º≈°“√«‘‡§√“–Àå À —¡æ—π∏凙‘ß à«π·∫∫
®”≈Õß«‘‡§√“–Àå∑’Ë 2 †
Partial t-value Sig.
correlation
REALATIVE ADVANTAGE 0.437 6.456 0.000***
COMPATIBILITY 0.002 0.026 0.979
COMPLEXITY -0.086 -1.146 0.253
TRIALABILITY 0.100 1.337 0.183
OBSERVEABILITY 0.185 2.505 0.013*
N=183 R2=.356 F=19.502 sig=0.000
*** ¡’√–¥—∫π—¬ ”§—≠∑’Ë 0.001
** ¡’√–¥—∫π—¬ ”§—≠∑’Ë 0.01
* ¡’√–¥—∫π—¬ ”§—≠∑’Ë 0.05
º≈°“√«‘‡§√“–Àåæ∫«à“Õߧåª√–°Õ∫§ÿ≥
≈—°…≥–π«—µ°√√¡ 2 Õߧåª√–°Õ∫¡’§«“¡ —¡æ—π∏åµàÕ
§«“¡‡™◊ËÕ∂◊Õ‡∑§‚π‚≈¬’∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å·≈–¡’
∑‘»∑“ߧ«“¡ —¡æ—π∏凪ìπ‰ªµ“¡ ¡¡ÿµ‘∞“π∑’Ë°”Àπ¥‰«â ª√–°Õ∫¥â«¬°“√¡’ª√–‚¬™πå (p<0.001) °“√ —߇°µ
‡ÀÁπº≈°“√„™âß“π (p<0.05) ¥—ßπ—Èπ ¡¡ÿµ‘∑’Ë 14
·≈– 18 ®÷߉¥â√—∫°“√ π—∫ πÿπ „π¢≥–‡¥’¬«°—π ¡¡ÿµ‘∞“π∑’Ë 15, 16 ·≈– 17 ‰¡à‰¥â√—∫°“√ π—∫ πÿπ
√ÿªº≈°“√«‘®—¬
«—µ∂ÿª√– ߧå„π°“√»÷°…“§√—Èßπ’È ‡æ◊ËÕ»÷°…“
√Ÿª·∫∫¢ÕßÕߧåª√–°Õ∫‡™‘ß°≈¬ÿ∑∏å∑’Ë¡’º≈°√–∑∫µàÕ
√–¥—∫°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å º≈°“√
»÷°…“æ∫«à“ ¿“«–°¥¥—π®“°≈Ÿ°§â“ §Ÿà§â“ ¢π“¥Õߧ尓√
§«“¡æ√âÕ¡¢ÕßÕߧ尓√ °“√¡’‚Õ°“ ∑¥≈Õß„™âß“π
·≈–§«“¡´—∫´âÕπ„π°“√„™âß“π ¡’º≈°√–∑∫µàÕ√–¥—∫
°“√ª√–¬ÿ°µå„™â∏ÿ√°‘®Õ‘‡≈Á°∑√Õπ‘° å„π√–¥—∫∑’Ë Ÿß
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