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Critical Success Factors for E‐commerce in Thailand: Cultural and Infrastructural Influences
Author(s) -
Laosethakul Kittipong,
Boulton William
Publication year - 2007
Publication title -
the electronic journal of information systems in developing countries
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.41
H-Index - 18
ISSN - 1681-4835
DOI - 10.1002/j.1681-4835.2007.tb00205.x
Subject(s) - hofstede's cultural dimensions theory , business , critical success factor , e commerce , marketing , phenomenon , political science , sociology , social science , physics , quantum mechanics , law
The main purposes of this paper are to identify critical success factors (CSFs) for electronic commerce (e‐commerce) in Thailand and explain the major influences behind these factors. Detailed case studies of nine e‐commerce companies from different industries in Thailand were conducted. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were the major influences for the success of e‐commerce in Thailand. The phenomenon could be partly explained by Hofstede's cultural dimensions. Thailand's infrastructure also played an important role in the success of its e‐commerce development. The findings provide a framework to guide the development of e‐commerce ventures in Thailand and other developing countries with similar cultures and infrastructures.