Causal Influence Of Elderly Care Entrepreneurs In Thailand

Abstract

This is a mixed-method design using quantitative and qualitative research methods with objectives (1) to study opinions on entrepreneurship, marketing orientation, innovation orientation, and the performance of the elderly care business in Thailand and (2) to study the causal influence of entrepreneurship, marketing orientation, innovation orientation, and the performance of the elderly care business in Thailand. The sample group in this research consisted of 240 entrepreneurs and executives in the elderly care business in Thailand through stratified random sampling. This is mixed research. The research instrument was a questionnaire. Content validity had an IOC of greater than 0.5 and a total confidence value of 0.944. Data were analyzed using exploratory factor analysis. Factors were extracted by factor analysis. There are sub techniques of axis and rotate of orthogonal element axis with the Varimax in processing and semi-structured in-depth interviews for qualitative research. The content was analyzed to be interpreted and explained along with quantitative research. The results revealed that entrepreneurship directly influenced marketing orientation, innovation orientation, and performance. Marketing orientation directly influenced performance, and innovation orientation directly influenced performance. A structural equation model of the causal influence of elderly care business entrepreneurs in Thailand was consistent with the empirical data ( = 51.613, /df = 1.358, GFI = 0.964, CFI = 0.995, NFI = 0.982, RMSEA = 0.39, RMR = 0.13). The analysis results revealed that entrepreneurship mostly and directly influenced innovation orientation. Secondly, entrepreneurship directly influenced marketing orientation. Marketing orientation directly influenced performance. Innovation orientation directly influenced performance, and entrepreneurship directly influenced performance.