The Structural Relationship that Affect on Business Performance in Software Export Industry of Thai Entrepreneurs

Abstract

This research aimed to study the influence of factors and structural modeling of the causal relationship of business performance in the software export industry of Thai entrepreneurs. The data was collected from 360 executives by using questionnaire and sample size was calculated from Hair et al. (2010). The descriptive statistics used in the analysis were percentage, mean, standard deviation, coefficient of variation, skewness and kurtosis, and the inferential statistics were the Pearson’s correlation coefficient and Structural Equation Modeling (SEM) using AMOS (Analysis Moment of Structure). The results of statistical analysis showed that the most of respondents were male whose ages between 40-49 years old, with Master’s degree level, have positions of executive and manager, term of management 5-10 years, and most executives have opinion on all components at a high level. The hypothesis testing found that all factors were significantly correlated at the statistically significant level of 0.01. The analysis of the structural equation model showed that the market orientation influences innovation management (TE=0.87), market orientation influences competitive efficiency (TE=0.86), market orientation influences business performance (TE=0.62), innovation management influences competitive efficiency (TE=0.66), innovation management influences business performance (TE=0.01), competitive efficiency influences business performance (TE=0.70), and environment turbulence influences the relationship of market orientation to business performance (TE=0.10). The findings were congruent with the hypothesis postulated for this investigation at the statistically significant level of 0.01. In regard to the qualitative research phase of this investigation, the researcher collected data from business owner or executive. The instrument of research was a collection of semistructured in-depth interviews. The correctness of the data was verified by cross verification in an application of the technique of triangulation. Findings indicated that the summaries of the data obtained in the course of conducting in-depth interviews were congruent with the aforementioned results of the quantitative phase of this research investigation in the market orientation, innovation management, competitive efficiency, environment turbulence, and business performance.