Adoption E-Commerce for Export Market of Small and Medium Enterprises in Thailand☆

Abstract This research aims to analyze small and medium enterprises (SMEs) who are exporters in Thailand to e-commerce adoption for export market. The study presents four hypotheses in order to understand the point of view of SMEs to e-commerce adoption into global marketplace. The author collected the data by questionnaires sent to prospect SMEs. The usable questionnaires with complete information reached at 21.5% of total questionnaires. For statistics analysis, the study applies t-test, One-way ANOVA, Chi-square test and simple regression model to examine the hypotheses. The results showed SME's realization between exporter and non-exporter and also different size of SME exporters toward the benefit of e-commerce to export market being as the same at the high level. The study also presented the relationship between SME exporter and e-commerce adoption which is dependent significantly. In addition, this research concluded that e-commerce adoption of Thai SME exporters does not impact positively to export intensity significantly. The findings of the study suggested Thai SMEs both exporter and non-exporter now realize the great benefits of e-commerce to global market at high level and nowadays employ e-commerce as one of a strategic management to their global commercial. However, e-commerce adoption of SMEs has not increased the export intensity nevertheless. It probably implies SME exporters have not strongly took advantage of e-commerce to export market substantially. With data analysis, e-commerce of Thai SMEs mostly still lacks full functionality of e-commerce to serve various demands from customers over global marketplace promptly. This is a challenge for Thai SME exporters to improve their competence with e-commerce adoption in order to gain the competitive advantage.