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Title:
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A MODEL OF E-COMMERCE FOR THE HIGHLY VALUABLE TRADITIONAL PRODUCTS IN THAILAND |
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Author(s):
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Sakuna Vanichvisuttikul , Dr.chamnong Jungthirapanich |
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ISBN:
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972-99353-0-0 |
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Editors:
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Pedro Isaías and Nitya Karmakar |
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Year:
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2004 |
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Edition:
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1 |
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Type:
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Full Paper |
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First Page:
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278 |
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Last Page:
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286 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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As e-commerce is considered an excellent alternative for business to reach new customers, interests in design principles for e-commerce websites, are increasing. However, not many websites have been doing e-commerce successfully. This paper aims at creating a particular model of e-commerce for the rural people who are the product owners in the government project entitled, OTOP (One Tambon, or District, One Product) Project in Thailand. Resultant of the paper could be employed as the e-commerce model at the regional parts of Thailand; northern, northeastern, middle, and southern part, for OTOP products in all over Thailand. This OTOP e-commerce model comprises Use and CES (Customer E-commerce Satisfaction) which have been influenced by the five constructs; e-commerce system quality, content quality, trust, support and services, and HUI(Human/User Interaction). These constructs have been designed to arouse the users/customers to visit the Web site and/or satisfy with the products/services and then make the purchasing online. CES is proposed as dependent variable to e-commerce success and the relationships with the five constructs are defined and discussed. Further research into developing, validating and empirically testing the model is proposed. Regression analysis shows that content quality construct significantly affect CES for this OTOP e-commerce model in Thailand. |
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