THE INFLUENCE OF DISTRIBUTION CHANNEL UPON CREDIT SERVICE ADOPTION: CASE STUDY OF SMALL AND MEDIUM ENTERPRISES IN THAILAND

The objectives of this study are to 1) study the opinion on distribution channel and decision making on credit service adoption of small and medium enterprises, and 2) study the effect of distribution channel on credit service adoption.  The data were collected from 165 small sized enterprises and 235 medium sized enterprises in Thailand.  Hypothesis was tested by AMOS to conform Structural Equation Modeling (SEM).  The results indicated that small enterprises used excessive offline channel for credit adoption with coefficient of determination at 75.7 percent (R square = 0.757).  Similar to medium enterprises, the research indicates that medium enterprises adopted offline channel for credit service with coefficient of determination at 90.3 percent (R square = 0.903).  The finding could be concluded that medium enterprises represented higher satisfaction on offline channel rather than small enterprises.