การพัฒนาความตั้งใจใช้พาณิชย์อิเล็กทรอนิกส์สำหรับผู้ประกอบการวิสาหกิจขนาดกลางและขนาดย่อม: กลุ่มส่งออกสินค้าประเภทแฟชั่น

Abstract

The purpose of the study which is about “The Development of the Intention to Use E-Commerce for Small and Medium Enterprise (SMEs), SMEs Exporters of Fashion Categories” was to have a better understanding of the factors associated with the intention to use e-commerce and to develop a guideline in driving SMEs’ intention to use e-commerce. This study was a qualitative research and          in-depth interview was applied. The key informants were divided into 2 groups. They were a) 7 SME’s with e-commerce using behavior scores more than the average score, and b) 6 SMEs who had e-commerce using behavior scores less than the average score. It was found that there were 5 main points that were likely to drive SMEs’ intention to use e-commerce; 1) perceived benefits of e-commerce; 2) attitude toward e-commerce using; 3) subjective norm; 4) perceived behavioral control in using e-commerce and; 5) perceived customer pressure. Therefore, those mentioned perceptions should be focused on to develop SMEs’ intention to use e-commerce among SMEs who have not use e-commerce. Adopting       e-commerce into SMEs’ business is useful for competing and increasing economic growth, causing revenue cycle in Thailand and propelling Thailand economy which has been slowed down for several years into a more robust and cost efficient level.