ADOPTION OF ELECTRONIC COMMERCE IN THAI TRAVEL SMALL AND MEDIUM ENTERPRISES

Naruemon Choochinprakarn

14 citations0/0 files storedInternational Journal of Business and Management

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Technology Adoption and User Behaviour Employer Branding and e-HRM ERP Systems Implementation and Impact

Abstract

This paper is aim to investigate factors affecting the adoption of e-commerce based on technological, organizational, and environmental (TOE) framework and the extended Model of Internet Commerce Adoption (eMICA). An online survey was employed to collect data from Thai travel small and medium enterprises (SMEs) that have company websites are registered with the Thai Department of Business Development and are a member of the Tourism Authority of Thailand. Data from 125 usable cases was analyzed using multiple regression. Results revealed that (1) only competition intensity positively affected the first (promotion) stage of EC adoption, (2) relative advantage and organizational readiness were found to be the determinants of EC adoption in the second stage of the provision of information and services, and (3) only organizational readiness was found to influence EC adoption in the third (processing) stage. Implications for practice and research are discussed.

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1951Coefficient Alpha and the Internal Structure of Tests 2019Diffusion of Innovations 1 1989The Structuring of Organizations 1982Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings 1994A Meta-Analysis of Cronbach's Coefficient Alpha 1995Electronic Data Interchange and Small Organizations: Adoption and Impact of Technology 1990processes of technological innovation 2000The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption

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