Digital Capability, Digital Marketing Influence as the Mediators of Digital Entrepreneurship and Online Entrepreneur Performance

The research aims to 1) study the importance of digital competence, digital marketing, digital entrepreneurship, and online entrepreneur performance, 2) study the influence of digital competence, digital marketing, digital entrepreneurship, and online entrepreneur performance, and 3) study digital competence and digital marketing as factors linking digital entrepreneurship and online entrepreneur performance in Thailand. This research is quantitative. The sample consists of 464 online entrepreneurs in Thailand who are registered and not registered with the provincial commercial office. Data were analyzed using descriptive statistics, mean and standard deviation, inferential statistics, and structural equation analysis using the ADANCO program and Sobel's test. The research results found that 1) all factors were of high to high importance, with the most important factors ranked first as follows- firm performance, digital capacity, digital marketing, and digital entrepreneurship. 2) Indirect influence of digital entrepreneurship through digital capacity on firm performance was the most, followed by indirect influence along the path of Indirect influence of digital entrepreneurship through digital marketing to firm performance, and 3) testing for the indirect influence of digital entrepreneurship via digital capacity found that the most significant pathway was Sobel’s test=7.482) followed by digital entrepreneurship via digital marketing affecting the firm performance with Sobel’s test=4.536. Statistically significant at the 0.000 level. Digital capacity and digital marketing are perfect mediators to convey digital entrepreneurs' influence on online entrepreneurs' performance. It would be interesting if online entrepreneurs create product stories through live broadcasts and create content to attract customers together with entrepreneurs to emphasize the subjective norm because it is an opportunity for businesses to communicate directly with customers and receive feedback quickly. In addition, online entrepreneurs can adjust advertising campaigns or content in the digital market immediately when the market changes.