The Influencing Factors and the Approach to Enhance the Standard of E-Commerce for Small and Medium Enterprises in Bangkok
The objectives of this research paper were to study the
influencing factors that contributed to the success of electronic
commerce (e-commerce) and to study the approach to enhance the
standard of e-commerce for small and medium enterprises (SME).
The research paper focused the study on only sole proprietorship
SMEs in Bangkok, Thailand. The factors contributed to the success
of SME included business management, learning in the organization,
business collaboration, and the quality of website. A quantitative and
qualitative mixed research methodology was used. In terms of
quantitative method, a questionnaire was used to collect data from
251 sole proprietorships. The System Equation Model (SEM) was
utilized as the tool for data analysis. In terms of qualitative method,
an in-depth interview, a dialogue with experts in the field of ecommerce
for SMEs, and content analysis were used.
By using the adjusted causal relationship structure model, it was
revealed that the factors affecting the success of e-commerce for
SMEs were found to be congruent with the empirical data. The
hypothesis testing indicated that business management influenced the
learning in the organization, the learning in the organization
influenced business collaboration and the quality of the website, and
these factors, in turn, influenced the success of SMEs. Moreover, the
approach to enhance the standard of SMEs revealed that the majority
of respondents wanted to enhance the standard of SMEs to a high
level in the category of safety of e-commerce system, basic structure
of e-commerce, development of staff potentials, assistance of budget
and tax reduction, and law improvement regarding the e-commerce
A. Ghandour, "A Framework of Success in Electronic Commerce
Among SMEs," Dept. of Information Science University of Otago.
Australian and New Zealand Marketing Academy 2007 Conference,
December 3-5, Dunedin, New Zealand.
C. Ashurst, P. Cragg, and P. Herring, "The Role of IT Competences in
Gaining Value from E-business: An SME case study," International
Business Journal, September 2012, vol. 30, no. 6, pp. 640-658.
I. Fillis, and B. Wagner, "E-business Development : An Exploratory
Investigation of the Small Firm," International Business Journal,
December 2005, vol. 23, no. 6, pp. 604-634.
M. Bengtsson, H. Boter, and V. Vanyushyn, "Integrating the Internet
and Marketing Operation.," International Business Journal, February
2007, vol. 25, no.1, pp. 27-48.
M. Jennex, D. Amoroso, and A. Olayele, "E-commerce Infrastructure
Success Factors for Small Companies in Developing Countries,"
Journal of E-Commerce Research., 2003.
R. Chen, C. Tsai, C. Chiu, and D. J. Schaff, " Research on transactional
principle in Taiwan-s B2C electronic business,", 2006, Retrieved
February 14, 2012, from
W. DeLone, and E. McLean, "Measuring e-commerce success:
applying the Delone and McLean Information Systems Success Model,"
International Journal of Electronic Commerce, 2004, vol. 9, no. 1, pp.
W. Hung, and B. McQueen, "Developing an evaluation instrument for ecommerce
web sites from the first-time buyer-s viewpoint," Electronic
Journal of Information Systems Evaluation, 2004, vol. 7, no. 1, pp. 31-
W. Xuan, J. Xu, and M. Quaddus, "Factors of successful e-tailing in
China-s retail industry: A case study," , 2007, Retrieved April 16,
2012, from http://www.acis2007.usq.edu.au/assets/papers/58.pdf
 D. N. Jutla, P. Bodorik, and J. S. Dhaliwal, "Government support for
e-readiness of small and medium sized enterprises,", 2002,
Washington, DC: HICSS.
 A. Osterwalder, and Y. Pigneur, "An e-business model ontology for
modeling e-business," 2002, Retrieved August 16, 2012, from
 J. Huang, H. Wang, and C. Zhao, " E-commerce success factors:
Exploratory and empirical research on the Chinese publishing
industry," 2005, Beijing, China: IEEE International
 C. Chan, and P. M. C. Swatman, "Management and business issues for
B2B e-commerce implementation," Proceeding of the 35th Hawaii
international conference on system sciences, 2002, Honolulu, HI.
 M. Epstein," Implementing Successful E-Commerce Initiatives,"
Strategic Finance, 2005, vol. 86, no. 9, pp. 23-29.
 D. Schoder, and N. Madeja, "Is customer relationship management a
success factor in electronic commerce?," Journal of Electronic
Commerce Research, 5(1), 2004.
 L. Jingting, and J. Huang, " An exploratory study of e-business success
factors, " Journal of Electronic Science and Technology of China,
2004, vol. 2, no. 3, pp. 28-37.
 C. A. Mora-Monge, " A contingency model of web-based EC use: A
supply chain approach," 2007, Retrieved June 25, 2012, from
 W. J. Peltier, A. J. Schibrowsky, and Y. Zhao, "Understanding the
Antecedents to the Adoption of CRM Technology by Small Retailers,"
International Business Journal, June 2009, vol. 27, no. 3, pp. 307-336.
 G. E. Christensen, and L. B. Methlie, "Value creation in e-business:
Exploring the impacts of internet-enabled business conduct," Proceeding of
16th Bled e-commerce conference, e-transformation, Bled, Slovenia,
 R. Amit, and C. Zott, "Value creation in e-business. Strategic
Management," Journal, 2001, vol. 22, no. 6/7, pp. 493-520.
 E. Elia, L. A. Lefebvre, and E. Lefebvre, "Typology of B-to-B
e-commerce initiatives and related benefits in manufacturing SMEs,"
Proceedings of the 37th Hawaii international conference on system
sciences, Honolulu, HI, 2005.
 N. Li, and P. Zhang,, "Consumer online shopping attitudes and behavior:
An assessment of research. In R. Ramsower & J. Windsor (Eds.), Paper
presented in the proceeding of the 8th Americas conference on
information systems, 2002, pp. 508-517, Dallas, TX: Syracuse
 E. Turban, and D. Gehrke, "Determinants of e-commerce website,"
Human Systems Management, 2000, vol. 19, no. 1, pp. 111-120.
 M. Zimmer, "Enterprise content management is a key success factor
for an e-business infrastructure" 2005, Retrieved June 16, 2012, from
 G. Simmons, A. G. Armstrong, and G. A. Durkin, "A
Conceptualization of the Determinants of Small Business Website
Adoption," June 2008, vol. 26, no. 3, pp. 351-389.
 J. F. Hair, W.C. Black, B. J. Babin, R.E. Anderson, and R.L. Tatham.
(2006). Multivariate data analysis. Upper Saddle River, NJ: Prentice-