Abstract
The objectives of this study were to analyze and develop a structural equation modeling of OTOP entrepreneur improvement to build sustainable competitive opportunity in the market. A quantitative research methodology was used in this study, the sample consisted of 286 OTOP entrepreneurs of Tak Bai District, Narathiwat Province. Questionnaires were used to collect data, which were analyzed using frequency, percentage, arithmetic mean, standard deviation, and Structural Equation Modeling (SEM). The results of the research can be summarized as follows: 1) the guideline of OTOP entrepreneur improvement in Phraiwan Subdistrict, Tak Bai District, Narathiwat Province, the overall mean is at a high level. The aspect with the highest average was building the competitive advantages, followed by product development, the lowest average was business network; 2) the structural equation modeling of OTOP entrepreneur improvement to build sustainable competitive opportunity in the market; the factors that affect the OTOP entrepreneur development to build competitive opportunity, entrepreneurial potential development, competitiveness enhancement, which had a direct causal effect on the guideline of OTOP entrepreneur improvement.
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