This paper is aim to investigate factors affecting the adoption of e-commerce based on technological, organizational, and environmental (TOE) framework and the extended Model of Internet Commerce Adoption (eMICA). An online survey was employed to collect data from Thai travel small and medium enterprises (SMEs) that have company websites are registered with the Thai Department of Business Development and are a member of the Tourism Authority of Thailand. Data from 125 usable cases was analyzed using multiple regression. Results revealed that (1) only competition intensity positively affected the first (promotion) stage of EC adoption, (2) relative advantage and organizational readiness were found to be the determinants of EC adoption in the second stage of the provision of information and services, and (3) only organizational readiness was found to influence EC adoption in the third (processing) stage. Implications for practice and research are discussed.
E-Commerce Adoption, TOE framework, eMICA model, Travel and tourism industry, small and medium enterprises, SMEs, Thailand
NARUEMON CHOOCHINPRAKARN (2016). ADOPTION OF ELECTRONIC COMMERCE IN THAI TRAVEL SMALL AND MEDIUM ENTERPRISES. International Journal of Business and Management, Vol. IV(1), pp. 1-23. , DOI: 10.20472/BM.2016.4.1.001
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