The Effects of Entrepreneurial Orientation and Market Orientation on Marketing Performance: The Mediating Role of Digital Marketing Capability among E-Commerce Entrepreneurs in Northeastern Thailand
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This study examined the effects of entrepreneurial orientation and market orientation on digital marketing capability and marketing performance, together with the mediating role of digital marketing capability among e-commerce entrepreneurs in Northeastern Thailand. The sample comprised 374 e-commerce entrepreneurs selected through simple random sampling. Data were collected using mailed questionnaires and analyzed through structural equation modeling. The structural model showed a good fit to the empirical data. Entrepreneurial orientation had positive effects on digital marketing capability (β = 0.197, p = 0.001) and marketing performance (β = 0.108, p = 0.033), while market orientation had positive effects on digital marketing capability (β = 0.504, p < 0.001) and marketing performance (β = 0.292, p < 0.001). Digital marketing capability also had a positive effect on marketing performance (β = 0.520, p < 0.001). Entrepreneurial orientation and market orientation jointly explained 42.2% of the variance in digital marketing capability (R² = 0.422). When digital marketing capability was included in the model, 65.8% of the variance in marketing performance was explained (R² = 0.658). Digital marketing capability partially mediated both the entrepreneurial orientation–marketing performance and market orientation–marketing performance relationships. These findings suggest that digital marketing capability represents one mechanism through which the two strategic orientations are associated with marketing performance among e-commerce entrepreneurs in Northeastern Thailand.
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1. ทัศนะและข้อคิดเห็นใดๆ ในวารสารนวัตกรรมสังคมและการเรียนรู้ตลอดชีวิตเป็นทัศนะของผู้เขียน กองบรรณาธิการไม่จำเป็นต้องเห็นพ้องด้วยกับทัศนะเหล่านั้นและไม่ถือว่าเป็นความรับผิดชอบของกองบรรณาธิการ
2. ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละบทเป็นของผู้เขียนแต่ละท่าน กรณีมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์ถือเป็นความรับผิดชอบของผู้เขียนแต่เพียงฝ่ายเดียว
3. ลิขสิทธิ์บทความเป็นของผู้เขียนและมหาวิทยาลัยฟาร์อีสเทอร์นได้รับการสงวนสิทธิ์ตามกฎหมาย การตีพิมพ์ซ้ำต้องได้รับอนุญาตโดยตรงจากผู้เขียนและมหาวิทยาลัยฟาร์อีสเทอร์นเป็นลายลักษณ์อักษร
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