Exploring Success Factors as an Online Solopreneur: A Case Study in Nakhon Si Thammarat, Thailand

Abstract

The global COVID-19 pandemic has led to the emergence of new online solopreneurs throughout Thailand. With the increased accessibility of the internet for both buyers and sellers, consumer shopping behavior has shifted towards online purchases made from the comfort of home. The pandemic has also forced existing solopreneurs to transition online. To succeed as an online solopreneur, effective management is crucial. Additionally, experience and knowledge in management are vital to achieving business success. This research aims to investigate the impact of age, education, and experience and to identify and analyze the specific business activities, based on the value chain, that significantly influence the success of online solopreneurs in Nakhon Si Thammarat, Thailand. Data was collected from 400 online solopreneurs using a questionnaire and employing the Cochran’s sampling method to ensure representation from an unknown population of online solopreneurs in Nakhon Si Thammarat. Statistical analysis, specifically ANOVA, was conducted to address research questions concerning the impact of age, experience, and education on online business success. Additionally, multiple regression analysis was performed to identify the relationships between business activities and their influence on business success. The study found that solopreneurs of different ages, experience levels, and educational backgrounds have varying impacts on business success. The business activities that have the greatest impact on online business success are human resources management, procurement, marketing and sales, and technology development. This research contributes to the understanding of the varying impacts of demographics and business activities on the achievement of business success by solopreneurs. Solopreneurs can utilize these findings to enhance their business activities and achieve success.