Correlation between customer pressure as well as normative pressure and E-business adoption in Thailand's travel agency

Name: Kolchai Pinyokul

Organization : Rajamangala University of Technology Thanyaburi. Faculty of Business Administration

Email : pkolchai@rmutt.ac.th

Name: Kanokporn Chaiprasit

Organization : Rajamangala University of Technology Thanyaburi. Faculty of Business Administration

Email : kanokporn_c@rmutt.ac.th

keyword: e-business adoption

ThaSH: Electronic commerce

ThaSH: Travel agents

ThaSH: Expectation (Psychology)

Abstract: Leap of internet technology shows that the use of E-business (the business of buying and selling goods and services on the Internet) has played a huge role in the business competition including travel industry. Several visible researches about supply chain management (SCM) are focus on trading and transportations with tangible goods. This study have base on question why companies should implement e-business in there firm. The objective was to examine correlation between customer as well as normative pressure and e-business adoption. Methods: the structured interview was performed on site. The sample comprised 409 retail travel agencies in Thailand selected by stratified sampling method. The conceptual model was explained by correlations. Results and Discussion: For the travel agency, normative pressure has the greatest correlation with e-procurement whereas customer pressure has the greatest correlation with e-payment. Both customer and normative pressure have correlations with e-payment. However, the result found customer pressure has stronger correlation with e-payment than normative pressure. For future research, other SCM perspective for studying the following effect of e-business adoption with the relationship quality between travel agency with supplier may reveal a big picture of how the e-business adoption matters in travel industry.

King Mongkut's University of Technology North Bangkok. Central Library

Address: BANGKOK

Email: library@kmutnb.ac.th

Created: 2019

Modified: 2024-11-13

Issued: 2024-11-13

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BibliograpyCitation : ใน มหาวิทยาลัยทักษิณ วิทยาเขตสงขลา. การประชุมวิชาการระดับชาติและระดับนานาชาติด้านเทคโนโลยีคอมพิวเตอร์ประยุกต์และระบบสารสนเทศ และการประชุมวิชาการระดับชาติด้านบริหารธุรกิจ ครั้งที่ 16 (ACTIS&NCOBA 16th) (pp.228-234). สงขลา : มหาวิทยาลัยทักษิณ วิทยาเขตสงขลา

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