การพัฒนาสมรรถนะเชิงดิจิทัลที่ส่งผลต่อประสิทธิภาพในการปฏิบัติงาน ของพนักงานในอุตสาหกรรมดิจิทัลคอนเทนต์

Natpadchara Somngam; Panida  Ninaroon

Authors

Natpadchara Somngam Master’s degree student, Master of Business Administration Program in Human Capital and Entrepreneurship Innovation, College of Innovation and Management, Suan Sunandha Rajabhat University
Panida Ninaroon Assistant Professor Dr., College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Digital Competencies Development, Job Performance, Digital Content Industry

Abstract

The objectives of this research were (1) to examine the level of digital competency development among employees in the digital content industry; (2) to assess the level of job performance among employees in the digital content industry and (3) to investigate the influence of digital competency development on the job performance of these employees. The study employed quantitative research methodology, utilizing questionnaires as the primary instrument for data collection. The sample consisted of 366 employees within the digital content industry. Data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and Stepwise Multiple Regression Analysis.

The research findings revealed that: (1) Overall digital competency development was at a high level. The dimension with the highest mean was Education, followed by Development and Training, respectively. (2) The overall job performance of employees in the digital content industry was also at a high level. The highest-rate dimension was Quality of Work, followed by Quantity of Work, Timeliness, and Cost, respectively. (3) Regarding the influence of digital competency development on job performance, it was found that all three dimensions Education, Training, and Development had a significant positive influence on all four aspects of job performance Quality, Quantity, Times, and Cost. Furthermore, the study identified that the Development dimension was the most influential factor impacting overall job performance.

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