GUIDELINES FOR DRIVING BUSINESS SECTOR INTO DIGITAL TRANSACTIONS FOR BUSINESS SURVIVAL: A CASE STUDY OF THE IMPACT OF COVID-19 TO SMES BUSINESS IN THAILAND

Abstract

The purposes of this research are to study SMEs' level of digital literacy for digital financial transactions and the level of impact of digital transactions on SMEs' business transactions and to investigate the effect of digital literacy and competence for digital transactions on the impact of digital transactions on SMEs' business operations. Employing questionnaires and interviews as tools, the research finds that overall digital literacy, competence and capability are perceived to be at mid-level. The impact of digital transactions on SMEs businesses is high, while the overall impact of the COVID-19 pandemic situation on SMEs businesses is at the highest level. Moreover, the research finds that digital literacy, competence, capability, and digital transaction literacy influence the impact of digital transactions on SMEs' business operations. Altogether, they can forecast 40.7 % of the impact. Digital transaction literacy, digital competence and capability influence the impact of the COVID-19 pandemic situation. Altogether, they can forecast 61.6 % of the impact. The research proposes four ways to encourage SMEs to adopt digital transactions for business continuity: 1) promotion of SMEs' literacy for digital financial management 2) promotion of the development of digital innovation for financial transactions, including a support system and updates 3) promotion of data analysis and management technology 4) legal overhaul of agencies overseeing financial institutions. © 2022, Czestochowa University of Technology. All rights reserved.