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Mobile Commerce for Retail Market in Thailand |
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| รหัสดีโอไอ | |
| Creator | พรพรหม สุธาทร |
| Title | Mobile Commerce for Retail Market in Thailand |
| Publisher | Siam Technology College,Bangkok,Thailand |
| Publication Year | 2562 |
| Journal Title | วารสารนวัตกรรมและเทคโนโลยีการเรียนรู้วิทยาลัยเทคโนโลยีสยาม |
| Journal Vol. | 2 |
| Journal No. | 2 |
| Page no. | 31 |
| Keyword | Using cooperative teaching techniques |
| URL Website | http://jtl.siamtechno.ac.th |
| Website title | Journal of Technology and Innovation in Tertiary Education |
| ISSN | 2651-0642 |
| Abstract | This research studied the adoption of mobile commerce (M-commerce) for Thai retail customers in Bangkok, Thailand. The author used the theory of planned behavior (TPB) to investigate the perception of the adoption of mobile commerce in the retail market by investigating the relationships among (1) the level of attitude toward the behavior, (2) the subjective norm, (3) the perceived behavioral control of Thai retail customers when they consider the mobile commerce channel and (4) the degree of their adoption of mobile commerce in the retail market. The theory also suggested that those four variables will create the intention of customers to use their mobile to purchase their retail products. One hundred and twenty questionnaires were collected from people in Bangkok on a voluntary basis. The results from an ordinary least squares regression analysis showed that intention mediated the linkage between attitude toward the behavior and subjective normand strengthened the adoption of mobile commerce. |
