FACTORS AFFECTING DIGITAL TRANSFORMATION IN TRADITIONAL CRAFT VILLAGES: A CASE STUDY OF NGHE AN PROVINCE

ABSTRACT: The research topic investigates factors affecting digital transformation in traditional craft villages in Nghe An province. Based on a quantitative survey method of 267 respondents combined with the OLS regression model, the results show that three main factors have a positive impact and are statistically significant, including: Government support ( = 0,225), Complexity ( = 0,158) and Competitive pressure ( = 0,150). Among these, government support plays a role as the most important driving force, affecting the digital transformation intention of households in the craft villages of the province. From there, the paper also proposes policy implications for the People’s Committee of Nghe An Province to promote digital transformation in local craft villages.

Keywords: Digital transformation, Traditional craft villages of Nghe An, Factors affecting digital transformation