A Model of Public Preparation to the Digital Economy: A Case Study of Ayothaya Town Municipality, Ayutthaya Province

Abstract

This research aimed to develop a model of public preparation to the digital economy.Questionnaires were used as research tools gathering data from 392 citizens living in AyothayaMunicipal area, Ayutthaya province.The questions in the questionnaire were 7-level Likert scale.The multiple regression statistic was applied to test hypotheses.The test resultedthe public preparation model which composed of7 factors:1) knowledgeable content access via search engines, 2) lecture/workshop on basic use of smart phones,3) questioning skill in order to share any contents via social media cautiously and accountably,4) sufficient knowledge of using secure digital technology in accordance with rules and etiquette,5) seminar on digital technology for economic development, 6) access to central government service information for the public, and 7) basic use of smartphones.The factors highly Influence the public preparation for the digital economy(R₂ = .75).