Analyzing the Impact of Digital Technology Challenges on the Sustainability Performance of MSMEs

The survival of businesses depends on adapting to changes. Many businesses tend to fail and close down within a short period. One of the main causes is technological change. Currently, the world has entered the era of the digital economy where businesses are driven and dependent on digital technology. Digital technology plays a crucial role and impacts traditional business operations. If businesses do not recognize the importance and try to adapt, they will not be able to survive amidst business competition. Therefore, this study aims to analyze the digital technology challenges that influence the sustainability performance of small, medium, and micro enterprises (MSMEs). We used primary data obtained from an online questionnaire survey from a sample of 385 MSMEs within Thailand and analyzed the results using a multiple regression model. The results showed that digital technology challenges including artificial intelligence (AI), cloud computing and internet of things (IoT) have a positive influence on the sustainability performance of MSMEs. This research can be used as a guideline for improving and developing strategies, as well as assisting Thai entrepreneurs in deciding on the adoption of digital technology, leading to sustainability performance o MSMEs.