ปัจจัยสำเร็จของพำณิชย์อิเล็กทรอนิกส์ข้ามพรมแดน

Abstract

This paper aims to assess success factors of business–to–consumer cross–border business to consumer E-Commence. The online survey was conducted to collect data from Thai consumers who have experiences in online goods purchase. The study results found that success factors consist of seven factors: ease of use, ease of accessibility, product specification, sales promotion, management policy, trust in cross-border E-Commerce seller, and perceived lower risk.