Model of Factors Affecting Competitive Advantage in the Media and Publishing Industry in Thailand

บทคัดย่อ

This research aims to develop and examine the consistency of the model of factors influencing competitive advantage of the media and print media industry group developed with empirical data, to study the factors of digital transformation that directly influence competitive advantage, to study the factors of innovation behavior that directly influence competitive advantage, to study the innovation pattern as a mediating variable between the aspects of digital transformation and competitive advantage, to study the innovation pattern as a mediating variable between the elements of innovation behavior and competitive advantage.

Using stratified sampling, a mixed-method, quantitative research was conducted with a sample group of 400 media and print media industry groups, companies registered with the National Press Council, and registered with the Department of Business Development. The instrument used was a questionnaire. Data were analyzed using structural equations. Qualitative research was conducted using in-depth interviews with executives of businesses in the media and print media industry group. The research results were found to be consistent with the empirical data according to the specified criteria, with values of (c², CMIN-P) equal to .106 (CMIN/DF, c²/df) equal to 1.264 (GFI) equal to .979 (RMSEA) equal to .026 (RMR) equal to .014 (AGFI) equal to .959 (CFI) equal to .984. Therefore, it can be concluded that the model is consistent between the theoretical model that has been developed and the empirical data. It can be said that the model is Model Fit. The results of the qualitative research study found that in the business operations of the media and print media industry, all factors studied are critical in driving the organization.