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dc.contributor.authorTasaen, Winussaraen_US
dc.contributor.authorวินุสรา ตาแสนen_US
dc.date.accessioned2023-01-11T07:49:23Z
dc.date.available2023-01-11T07:49:23Z
dc.date.issued2023-01-11
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3963
dc.descriptionดุษฎีนิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564en_US
dc.description.abstractThis research aims to study causal factors affecting the performance of the Thai fruit wholesaling. The objectives were to 1) study the level of focus on entrepreneurial orientation, value creation, service innovation, and business performance of Thai fruit wholesalers in Talaad Thai, Pathum Thani Province, 2) to create and test the structural equation model of the entrepreneurial orientation, value creation, service innovation and business performance of Thai fruit wholesalers in Talaad Thai, Pathum Thani Province, 3) to study the direct effect and indirect effect of entrepreneurial orientation, value creation, and service innovation influencing the business performance of Thai fruit wholesalers in Talaad Thai, Pathum Thani Province. The sample group used in this research consisted of 600 Thai fruit wholesalers in Talaad Thai, Khlong Nueng, Subdistrict Khlong Luang, District Pathum Thani Province. The instrument used for the data collection was a questionnaire using accidental sampling. Descriptive statistics such as frequency, percentage, mean, standard deviation, and inferential statistics such as correlation coefficient (r) and structural equation model (SEM) were used to evaluate the data. The research results revealed that the elements of the entrepreneurial orientation factors, value creation, service innovation, and business performance were, on average, at the highest level. When testing the relationship between every element in the entrepreneurial orientation factor, value creation, service innovation, and the business performance were found to have a statistically significant relationship. In the analysis of the structural equation model (SEM), it was found that service innovation was directly influenced by entrepreneurial orientation with a statistical significance of 0.01 with a coefficient of 0.877, and 77 percent of causal variables were predicted. The business performance was directly influenced by an entrepreneurial orientation, value creation and service innovation with 0.92, -0.49 and 0.49, respectively, indirectly influenced by entrepreneurial orientation with -0.064. The highest total effect on entrepreneurial orientation was 0.880. The entrepreneurial orientation and service innovation had a significant impact on business performance at 0.01 and had predictive coefficients of 78% and 85%, respectively.en_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectBusiness administrationen_US
dc.subjectการบริหารธุรกิจen_US
dc.subjectFood industryen_US
dc.subjectอุตสาหกรรมอาหารen_US
dc.subjectFruit tradeen_US
dc.subjectการค้าผลไม้en_US
dc.subjectBusinesspeopleen_US
dc.subjectผู้ประกอบการen_US
dc.titleCausal factors affecting the business performance of Thai fruit wholesalingen_US
dc.title.alternativeปัจจัยเชิงสาเหตุที่ส่งผลต่อผลการดำเนินธุรกิจค้าส่งผลไม้ไทยen_US
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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