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An Exploration of the Performance of Prosumer Amidst Rapid Digital Evolution

Author

Listed:
  • Arissa Sa-ardnak

    (King Mongkut’s Institute of Technology Ladkrabang
    Silpakorn University)

  • Wornchanok Chaiyasoonthorn

    (King Mongkut’s Institute of Technology Ladkrabang)

  • Singha Chaveesuk

    (King Mongkut’s Institute of Technology Ladkrabang)

Abstract

The online business environment presents a diverse range of clients for entrepreneurs, leading to a wide range of lifestyle variances. This causes misunderstandings between each other, which can lead to problems in business operations. This research article aims to develop a research framework which influences the prosumer performance amidst rapid digital evolution in Thailand and is ready to cope with future changes. This research is using qualitative research methods. Data were collected using in-depth individual interviews. Important information providers include 25 Prosumers of social network. The Snowball sampling technique is applied in this study. The tools used for data collection were questions for semi-structured interviews combined with participant observation. The results of the research explore which variables influence Prosumer performance on rapidly changing digital platforms and how. This result motivates Prosumer to perform to achieve their goals.

Suggested Citation

  • Arissa Sa-ardnak & Wornchanok Chaiyasoonthorn & Singha Chaveesuk, 2025. "An Exploration of the Performance of Prosumer Amidst Rapid Digital Evolution," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-4116-1_96
    DOI: 10.1007/978-981-96-4116-1_96
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