FACTORS INFLUENCING THE PERFORMANCE OF E-COMMERCE FOR MEDIUM AND SMALL ENTERPRISES IN BANGKOK

Abstract

The objectives of this research were 1) to study e-commerce performance and factors affecting the performance 2) to study the factors influencing e-commerce performance and 3) to establish the forecasting equation of e-commerce performance for SMEs in Bangkok. The population was 285,957 SMEs entrepreneurs in Bangkok that were randomly assigned to be the sample, 305 SMEs entrepreneurs by using the quota sampling method. The research tool was a questionnaire with a 5-level Likert scale. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that 1) Overall performance of e-commerce for SMEs was at a high level with a mean of 3.8757 and all factors affecting the performance were at a high level with a mean between 3.9986-4.0455 2) Factors influencing the performance of e-commerce for SMEs were as follows: Organizational factor, Consumer behavior access factor, Marketing mix factor, Reliability factor, and Website composition factor. All of these factors could be explained the variance of performance by 64.2 with .3296, prediction error. The forecast equation can be written as follows.

           1) Forecasting equation in raw score form

           2) Forecasting equation in standard score form