FACTORS AFFECTING THE TRANSFORMATION OF ORGANIZATIONAL CULTURE TO A DIGITAL ORGANIZATION OF A PRIVATE HOSPITAL IN CHACHOENGSAO PROVINCE

Abstract

The research aims to study factors affecting the transition to a digital organizational culture of a private hospital in Chachoengsao Province. The sample group consisted of 3000 employees in a hospital in Chachoengsao Province using the method for finding the number of samples from Yamane's formula. The researcher would sample conveniently. Anyone who cooperates and must be an employee of this hospital. The total number of samples was 350. Statistics used in data analysis included percentages, averages, and variance tests, and analysis of multiple regression lines. The results of the research found that 1) Respondents with different job positions Influence organizational culture digitally. In terms of employee acceptance of change Employee adaptability Employee confidence and overall digital organizational culture. 2) Factors within the organization that influence overall digital organizational culture are internal communication, and digital technology capabilities of personnel, which had a level of ability to explain the relationship between variables at 59.8 percent (R = 0.774 and R² = 0.598).