FACTORS AFFECTING THE SUCCESS OF CREATIVE INDUSTRY BUSINESS OPERATORS VISUAL ARTS DEPARTMENT, FINE ARTS DEPARTMENT OF DIGITAL NFT PAINTING ART IN THAILAND

Abstract

The objectives of this research are 1) to study the level of success of creative industry business operators in the visual arts field, fine arts line of art, and painting in the form of digital NFTs in Thailand. 2) To study factors affecting the success of creative industry business operators in the visual arts field, fine arts lines of art, and digital NFT paintings in Thailand. Use questionnaires to collect information from creative industry business operators in the visual arts field. The fine arts line of digital NFT artwork in Thailand has 370 people. Use statistics to analyze data, including frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research found that 1) the success of creative industry business operators in the visual arts field, fine arts lines of art and paintings in the form of digital NFT in Thailand. Overall, each aspect is at a high level in terms of finances and stakeholder satisfaction. Internal management processes and learning and growth 2) Strategic leadership factors, learning customer behavior, management innovation, and organizational adjustment influence the success of creative industry business operators in the visual arts field, fine arts lines of art and paintings in the form of digital NFT in Thailand received 64.1 percent.