การศึกษาความคิดเห็นความพึงพอใจและแนวโน้มของผู้ประกอบการการพาณิชย์อิเล็กทรอนิกส์ในประเทศไทย

The study of entrepreneurs' opinions, satisfaction, and the future trends of Electronic-Commerce in Thailand

Name: ณัฐกานต์ นิกรพงษ์สิน

Organization : มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี

Abstract: The purpose of this research was to study entrepreneurs' opinions, degree of satisfaction and future trends of Electronic-Commerce (EC) in Thailand. The survey population of 1,665 corporate executives included IT managers, CIOs, and CEOs - who all are entrepreneurs whose Domain names are registered at THNIC organization. 326 Electronic mails were returned with 16 incompleted; 310 completed questionnaire forms were retuned fiom EC entrepreneurs (equivalent to 18.62 per cent of those dispatched); and 1,339 forms were returned fiom non-EC entrepreneurs. The respondents were froin a wide distribution of industries, with an emphasis on manufacturing? government, financial services, education and healthcare -which varies the expected values derived from the use of the Internet indicated by respondents. The questionnaires via the Internet survey 5 EC issues: the Infrastructure group, Security group, Consumer protection group, Marketing group, and Legal group. The statistics used are percentage, mean, and standard deviation. The research results indicated as follows: 1. The issue regarding the satisfactions of EC in Thailand is identified in a mild degree, of which factors are ordered as follows: EC Laws, Marketing, Security, and Infrastructure group. All factors are roughly identical. 2. The result of the limitation of EC in Thailand is ranked of the most risky first as follows: risk from the lack of evidences, the international EC Law, coinputer crime, the international EC Taxes, lhnitation of Telecommunication and Infrastructure, unaccepted EC egal such as CA EDI, Privacy Laws, WWW public relations and advertisements, no touchable goods on web, copyright on web. And the last limitation is that credit cards are not yet commonly used. 3. The result of issue regarding the hture trends of Thailand's EC shows that entrepreneurs have highly moderated opinions about the future growth of EC in Thailand. Opinions show that EC is expected to grow rapidly in the future. EC promises the change of the hndamental global relationships between buyers and sellers similar to direct selling. New merchants with Online Credit Card facilities or Debit Cards will provide risk free payment services. It is also thought that SMEs will participate in selling in "Cybermalls." Furthermore, income of EC will be mainly from B2C (Business to Consumer) without getting through the middle persons. Consequently, in the future, many entrepreneurs will place great emphasis oa constructing online stores because the Internet users are interested in orderinghearching for goods and services from online stores. Almost all income of EC will be B2B (Business to Business). Apart from the issues above, there are two issues that the entrepreneurs are midly moderated: in the future, entrepreneurs in Thailand will have recognized importance of EC and have taken steps to build online stores. And almost all income of EC will be fiom C2C (Consumer to Consumer) Electronic Commerce.

มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี

Address: กรุงเทพมหานคร (Bangkok)

Email: info.lib@mail.kmutt.ac.th

Name: ผศ.ดร. ไพบูลย์ เกียรติโกมล

Role: อาจารย์ที่ปรึกษา

Name: รศ. อดิศักดิ์ พงษ์พูลผลศักดิ์

Role: อาจารย์ที่ปรึกษา

Created: 2542

Issued: 2006-12-25

Modified: 2006-12-25

วิทยานิพนธ์/Thesis

ISBN: 9746249517

CallNumber: CIT75

tha

eng

DegreeName: ครุศาสตร์อุตสาหกรรมมหาบัณฑิต

Level: ปริญญาโท

Descipline: คอมพิวเตอร์และเทคโนโลยีสารสนเทศ

Grantor: มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าธนบุรี

©copyrights King Mongkut's University of Technology Thonburi

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