| Summary: | Today's digital age requires entrepreneurs to effectively use technology and finance, especially microentrepreneurs, who are a cornerstone of many Asian economies, including Thailand. However, a conspicuous void exists in scholarly research pertaining to the dynamic interaction between digital proficiency and accounting expertise within this demographic. This study, hence, sought to bridge this gap by examining the relationships between digital competency (DC), management accounting competency (MAC), and competitive performance (CP) among Thai microentrepreneurs. Using a sample of 151 participants, our findings were both significant and revealing: Digital competency had a pronounced direct effect on management accounting competency, with a path coefficient of 0.798 (p < 0.01). Similarly, digital competency directly influenced competitive performance, evidenced by a path coefficient of 0.742 (p < 0.01). Management accounting competency also showed a direct relationship with competitive performance, registering a path coefficient of 0.462 (p < 0.01). Importantly, there was an indirect relationship where digital competency influenced competitive performance through the mediation of management accounting competency, indicated by a path coefficient of 0.368 (p < 0.01). These findings hold substantial implications for educational institutions and policymakers, emphasizing the imperative of integrating comprehensive digital and accounting training within curricular frameworks and entrepreneurial development programs.
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