การศึกษาปัจจัยสู่ความสําเร็จ และรูปแบบเครือข่ายการสื่อสารชุมชน คนทํางานธุรกิจสร้างสรรค กรณีศึกษา พื้นที่การทํางานร่วมกัน ฮับบา ไทยแลนดF สาขาเอกมัยซอย 4

Authors

รศ.ดร.อุษา บิ้กกิ้นส์, คุณธัญญ์ฐิตา จิตร์ภิรมย์

Published

วารสารการสื่อสารและการจัดการ นิด?า

Abstract

This research article is qualitative research, with HUBBA Thailand Ekkamai Soi 4 Co Working Space as a study case. The aims of this research are to study the Critical Success
Factors of HUBBA Thailand Co-Working Space, to study a Communication Network Pattern
for Creative Business Community of HUBBA Thailand Ekkamai soi 4 Co-Working Space and
to study the Physical Atmosphere and Surrounding which can Guide Development of
HUBBA Thailand Ekkamai soi 4 Co-Working Space. The research results may be used as
guidance for business development, development of communication for Community
Building, and development for more effective and suitable Co-Working Space. The results
may also be used to solve any other risen problems, in order to achieve the vision goals
and to elevate business performance, which is beneficial to the community and the overall
development of Thailand into a sustainable creative city.
This research utilized two research methods including In-depth interview and
Observation. The In-depth interview was conducted on the target group of 16 people with
the criteria of being a Thai citizen, male and female aged between 22 to 29, which can be
categorized into three subgroups includes 1) The staff of HUBBA Thailand (5 people), 2)
The members of HUBBA Thailand Ekkamai Soi 4 Co-Working Space (5 people), and 3) The
participants of an event One day in HUBBA: HUBBA Ekkamai on 15 September 2018 (6
people). The observation was conducted on-site in the Co-Working Space 6 times.
The research suggested that the business principle of HUBBA Thailand Co-Working
Space (2012 – 2018) is to connect together a Digital Native, Corporate, and Partnership, in
order to drive each other to achieve in both national and international settings. The results
indicate that the Critical Success Factors for HUBBA Thailand can be categorized into two
categories of Main factors and Reinforcing factors. Main factors consist of the Community
Network, Atmosphere and Surrounding, Services, and Location. The Reinforcement factors
include Flexibility, Identity, Security, and Expertise of the entrepreneur.
Through the research, a perfect Communication Network was found which enhance
the strength of the Creative Business Community network. Reflected in the process of two
ways communication of semi-formal language in Decentralized Communication Network
Patterns as all channel interactions, which is the main feature of this Co-Working Space.
At the moment Co-Working Space successfully become central for Start-up entrepreneurs
in Thailand. Furthermore, the recommendation for developing the Physical Atmosphere
and Surrounding both indoor and outdoor of the Co-Working Space was identified. The
suggestion for development through interior design on creating the ideal Physical
Atmosphere and Surrounding which enhance the collaboration between users and to
create relaxation vibe within the space.

(2562). การศึกษาปyจจัยสู?ความสําเร็จ และรูปแบบเครือข?ายการสื่อสารชุมชน คนทํางานธุรกิจสร?างสรรคF กรณีศึกษา พื้นที่การทํางานร?วมกันฮับบา ไทยแลนดF สาขาเอกมัยซอย 4. วารสารการสื่อสารและการจัดการ นิด?า, 5(1), 58-78.