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Sellers' Behavior in E-commerce: SME Exporters in Thai Fashion Industry |
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| รหัสดีโอไอ | |
| Creator | 1. Aroonothai Payakkapong 2. Dusadee Yeolao 3. Wanpen Worawongpongsa |
| Title | Sellers' Behavior in E-commerce: SME Exporters in Thai Fashion Industry |
| Publisher | Behavioral Science Research Institute, SWU. |
| Publication Year | 2560 |
| Journal Title | International Journal of Behavioral Science |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 69-78 |
| Keyword | e-commerce, theory of Planned Behavior, innovation decision process |
| ISSN | 1906-4675 |
| Abstract | This study was aimed to examine the factors affecting e-commerce by investigatingbehaviors among Thai SMEs exporters in fashion industry. Data was collected byquestionnaires measuring nine independent variables and the two dependentvariables of the intention of adopting e-commerce and e-commerce adoptionbehavior. Structural Equation Model was applied for analysis. The results shownthat the hypothesized model was a good fit ((?2 (14, N=345) = 18.84, p = 0.17), GFI= 0.99, RMSEA = 0.032, CFI = 1.00, NNFI = 0.99.) Perceived behavior is the onlyfactor that had a direct effect on e-commerce using behavior. Intention to use ecommerce,perceived behavioral control competitive pressure, customer pressure,attitude toward e-commerce using and perceived benefits regarding to e-commerceusing, all had direct effects on the intention to use e-commerce. The results from thisstudy could be beneficial to develop positive attitude toward e-commerce usingbehavior, perceived benefit and perceived behavioral control among Thai SMEsexporters. Experimental research is suggested for testing reliability and validity ofthis research model. In addition, further research efforts in understanding theconstructs of attitude toward behavior, perceived benefit and perceive behavioralcontrol could be useful for developing SMS exporters' positive attitude toward ecommerceusing behavior, perceived benefits and perceived behavior. |
