Key success of E-commerce : a case study of Thai SMEs in clothing industry

Name: Yu Xiao

LCSH: Kasetsart University -- Theses. M.B.A. 2017

Classification :.LCCS: HF5548.32

LCSH: Kasetsart University. Faculty of Business Administration -- Theses

LCSH: Electronic commerce

LCSH: Success in business

LCSH: Clothing trade -- Thailand

LCSH: Small business -- Thailand

Abstract: This research aimed to study the e-commerce in Thailand clothing industry about: (1) To review and understand the factor affecting the success of e-commerce in four main major components (Electronic Markets, Inter-organizational Systems, Intraorganization Systems and Service Delivery Systems); and (2) to compare the perception of success factors between customer and e-commerce provider. The sample consisted of 800 people (with customer 400 and e-commerce provider 400) collected by the convenience sampling method. All responders had online shopping experience in Thailand and the employees in each Thai fashion brand. The methods used for data analysis were frequency, percentage, means, t-test, one-way ANOVA (F-test), and factor analysis. The study explored the buyer's characteristics and four main major components of e-commerce factors that influenced consumer purchase and suggested SMEs adoption e-commerce in Thailand clothing industry. The results indicated the all of four major components have the different perception of respondents' characteristic. The key factors that affected between customers and e-commerce providers have no difference in perception, which company need focus the different think of product description, payment method, personal information security and after-sale service factors. However, improve key success factors in each component will give the success of the company.

Kasetsart University. Office of the University Library

Address: Bangkok

Email: tdckulib@ku.ac.th

Name: Bordin Rassameethes

Role: Thesis Advisor

Name: Haruthai Numprasertchai

Role: Thesis Co-Advisor

Created: 2017

Modified: 2023-06-30

Issued: 2023-06-30

วิทยานิพนธ์/Thesis

application/pdf

URL: https://kasetsart.idm.oclc.org/login?url=https://www.lib.ku.ac.th/KUthesis/2560/xiao-yu-all.pdf

CallNumber: HF5548.32.X53

eng

Spatial: Thailand

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Kasetsart University

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