Factors Affecting the Intention to use E-marketing of Small and Medium Sized Businesses in the Three Southern Border Provinces of Thailand

Kanokwan Kanchanatanee · Nuttida Suwanno · Anu Jarernvongrayab

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence SMEs Development and Digital Marketing

Abstract

This research purposed to investigate factors affecting the intention to use electronics marketing of Small and Medium Sized Businesses in the Three Southern Border Provinces of Thailand. This study integrated Technology Acceptance Model with The Diffusion of Innovation theory to identify causal factors. The 430 participants were interviewed by using questionnaires as a research instrument. The data were analyzed by structural equation model using Lisrel. The statistics used to assess the validity of the final overall model showed acceptable fit of the measurement model to the data. χ 2 / d.f. was 2.83; GFI, CFI, NFI, RMSEA and SRMR were 0.93, 0.98, 0.96, 0.065 and 0.059 respectively, all of these indices were within acceptable ranges. The results of this study indicated that the factor which had the highest direct effect on Intention to use E-marketing was Attitude toward using Emarketing, and the factor which had the highest indirect effect on Intention to use E-marketing was Compatibility.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2019Diffusion of Innovations 1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1998A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology 2003Extending the technology acceptance model to account for social influence: theoretical bases and empirical validation

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