THE ELECTRONIC COMMERCE DEVELOPMENT OF THAILAND STARTUP BUSINESS
Keywords:
Electronic Commerce Development, Startup Business Operators, Online Marketing, The Theory of Extended Model of Internet Commerce AdoptionAbstract
This research article aimed to investigates business type and the form of electronic commerce development of Thailand startup business. To assess the pattern of e-commerce development according to eMICA Model. And to evaluate the relationship between start-up business types and pattern of e-commerce development. This study uses the Theory of Extended Model of Internet Commerce Adoption: eMICA to evaluate the web-site performance. Data were collected from 614 website of Thailand startup business in Thailand, divided into 12 types of businesses. Descriptive statistics were used to analyze the data in terms of frequency and percentage. Inferential statistics were used to examine the relationships between variables in terms of Chi-square and exploratory factor analysis. The study that the most e-commerce developed was basic information providing (58.3%) follow by order link image (31.8%), while the least developed in provide foreign exchange rates (2.3%). Correlation analysis showed that difference type of startup business operators has developed differences electronic commerce. Moreover, the study found that the electronic commerce development of Thailand startup business can divided into 6 subgroups; 1) basic information 2) facilitation of product search 3) facilitation of product selection 4) facilitation of business overview 5) facilitation of product purchasing and 6) individual facilitation.
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