Critical Success Factors for E-commerce in Thailand: A Multiple Case Study Analysis

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Conference Proceeding

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A number of developing countries have adopted e-commerce strategies in seeking to boost their economies and competitiveness to a new level. Thailand is one of these developing countries struggling to develop a successful e-commerce plan that will fit the needs of Thai markets. The goal of this research was to identify the critical success factors (CSFs) for ecommerce in Thailand. The researcher conducted detailed case studies of nine e-commerce companies from different industries in Thailand. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were critical to the success of e-commerce in Thailand. Hofstede’s cultural dimensions could explain the phenomenon. The study also found that Thailand’s infrastructure also played an important role in the success of its ecommerce development. The findings provided a framework to guide development of e-commerce ventures in Thailand and other developing countries with similar culture and infrastructures.


Proceedings of the Twelfth Americas Conference on Information Systems, Acapulco, Mexico August 04th-06th 2006.