Now showing items 1-4 of 4

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    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 ...
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    Mobile commerce adoption of micro retailers in emercing economies 

    Tanikan Pipitwanichakarn; Nittaya Wongtada (National Institute of Development Administration, 2018)

    In this dissertation, the original Technology Acceptance Model (TAM) has been employed as the core theory across three studies in an attempt to establish a theoretical framework for determining the intention of street vendors to adopt a mobile commerce (m-commerce) application. The model has two tenets: perceived usefulness and perceived ease of use. Although the classical TAM is well known and well respected as a robust predictive framework, it seems to be situation specific and must be modified to accommodate other factors affecting the ...
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    Mobile payment and firm performance: from the perspective or retail and service sector 

    Thipa Mahakittikun; Sid Suntrayuth (National Institute of Development Administration, 2020)

    Although the acceptance of mobile payment from the business is possibly one of the factors from the supply side that can lead to the success of a mobile payment system, some of the merchants still refuse to implement this payment system in their business. Based on the technological, organizational and environmental framework (TOE framework) of Tornatzky and Fleischer (1990), this present study attempts to identify how mobile payment can have an impact on the firm performance. To do this, this research hypothesized that relative advantage, complexity, ...
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    The causal model of factors affecting Thai customer loyalty towards e-commerce business 

    Lalita Puangmaha; Patchanee Cheyjunya (National Institute of Development Administration, 2017)

    This research utilizes the mixed method research with the objectives to develop and to examine the consistency between the causal model of factors affecting Thai customers loyalty towards e-commerce business and the empirical data, furthermore to explore the opinions of academics and online marketers in relating to the marketing communication factors influencing Thai customers loyalty to e-commerce business. The research method has been divided consecutively into two parts which are; Part 1: the quantitative research conducting survey methodology ...