ปัจจัยที่ส่งผลต่อความอยู่รอดของธุรกิจค้าปลีกแบบดั้งเดิม (โชห่วย) กรณีศึกษาจังหวัดชลบุรี
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งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาระดับคุณลักษณะของผู้ประกอบการ กลยุทธ์การปรับตัว การสืบทอดธุรกิจครอบครัว และความอยู่รอดของธุรกิจค้าปลีกแบบดั้งเดิม (โชห่วย) และเพื่อศึกษาถึงคุณลักษณะของผู้ประกอบการ กลยุทธ์การปรับตัว และการสืบทอดธุรกิจครอบครัว ที่มีผลต่อความอยู่รอดของธุรกิจค้าปลีกแบบดั้งเดิม (โชห่วย) กรณีศึกษาจังหวัดชลบุรี โดยศึกษาในรูปแบบงานวิจัยเชิงปริมาณและใช้เครื่องมือแบบสอบถามในการเก็บรวบรวมข้อมูลกับกลุ่มตัวอย่างที่เป็นผู้ประกอบการธุรกิจโชห่วย จำนวน 390 ตัวอย่าง ในจังหวัดชลบุรี ประกอบไปด้วย อำเภอเมืองชลบุรี อำเภอศรีราชา และอำเภอบางละมุง โดยใช้การสุ่มตัวอย่างแบบกำหนดโควต้า สถิติที่ใช้ในการวิเคราะห์ ได้แก่ ค่าเฉลี่ย ค่าร้อยละ ส่วนเบี่ยงเบนมาตรฐาน การวิเคราะห์การถดถอยแบบพหุคูณแบบขั้นตอน และการวิเคราะห์การถดถอยอย่างง่าย ผลการศึกษา พบว่าคุณลักษณะของผู้ประกอบการ กลยุทธ์การปรับตัว และการสืบทอดธุรกิจครอบครัว ส่งผลต่อความอยู่รอดของธุรกิจค้าปลีกแบบดั้งเดิม (โชห่วย) กรณีศึกษาจังหวัดชลบุรี อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05
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