critical success factors for strongestrong-commerce in thailand - sacred.pdfVIP

EJISDC (2007) 30, 2, 1-22 CRITICAL SUCCESS FACTORS FOR E-COMMERCE IN THAILAND: CULTURAL AND INFRASTRUCTURAL INFLUENCES Kittipong Laosethakul William Boulton Sacred Heart University, USA Auburn University, USA laosethakulk@ boulton@ ABSTRACT The main purposes of this paper are to identify critical success factors (CSFs) for electronic commerce (e-commerce) in Thailand and explain the major influences behind these factors. Detailed case studies of nine e-commerce companies from different industries in Thailand were conducted. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were the major influences for the success of e-commerce in Thailand. The phenomenon could be partly explained by Hofstede’s cultural dimensions. Thailand’s infrastructure also played an important role in the success of its e- commerce development. The findings provide a framework to guide the development of e- commerce ventures in Thailand and other developing countries with similar cultures and infrastructures. Keywords: Critical Success Factors, Cultural Influences, E-Commerce, Infrastructure Influences, Thailand 1. INTRODUCTION The phenomenal growth of the Internet since the mid 1990s has fundamentally changed the global economy. The worldwide growth of this tool has been followed by the proliferation of e-commerce. An e-commerce and development report by the United Nations Conference on Trade and Development (UNCTAD) estimated total value of world e-commerce in 2002 at about US$2.3 trillion, and it is predicted to reach US$12.8 trillion by 2006 (“E-commerce and Development