Learners’ needs and components of agribusiness entrepreneurship in the digital age

Abstract

The development of agribusiness entrepreneurship is a crucial element for developing agricultural sector economy to sustainable growth in the digital age. The objectives of this research were to: 1) study characteristics of agribusiness entrepreneurship in the digital age; 2) analyze learners’ needs to develop agribusiness entrepreneurship in the digital age; 3) determine components of agribusiness entrepreneurship in the digital age. This study was mixed methods research, employing both qualitative and quantitative methods to address 3 aspects consisting of: 1) characteristics of agribusiness entrepreneurship in the digital age by collecting data from 7 agribusiness entrepreneurs, using a focus group interview and analyzing the data by using content analysis; 2) leaners’ needs to develop agribusiness entrepreneurship by gathering data from questionnaires with 257 learners studying and graduated in the Agribusiness Program, Sukhothai Thammathirat Open University. The sample size was determined, using Taro Yamane formula with 95% confidence interval and 0.05 degree of error and employing a simple random sampling method. The data were statistically analyzed by using percentage, mean, standard deviation and t-test; and 3) components of agribusiness entrepreneurship by concluding a conceptual frame and gathering comments from 4 experts, applying Delphi method, and the data were analyzed by using framework analysis. The research findings indicated that: 1) Characteristics of agribusiness entrepreneurship in the digital age comprised of digital technology application, entrepreneurial orientation and entrepreneurial knowledge and skills. 2) The majority of learners was in the age range of 18-24 years. In terms of education, 69.3% of learners were studying at the bachelor level, and 30.7% of them had graduated. Most of the learners work as full-time employees in agencies and have an average monthly income in the range of 10,001-20,000 baht. Regarding family occupation and experience, 51.4% of them was related to agriculture, and 78.2% had experience in entrepreneurship.