Browsing by Author "Jesada Arromdee"
An empirical study on encouraging e-commerce adoption in Thai agricultural products : a case study of rice farmers Jesada Arromdee; Sid Suntrayuth (National Institute of Development Administration, 2019)
The rice supply chain in Thailand is sophisticated with rice passing through many activities from the paddy processing level through to reaching consumers’ hands. The key players in these midstream activities are rice millers, traders, wholesalers, retailers, etc. This study investigated the factors that influence e-commerce adoption for rice selling by Thai rice farmers. The study proposed a modification and extension of the unified theory of acceptance and use of technology (UTAUT) model to provide a solid base for explaining why Thai rice ...