2012 Fiscal Year Final Research Report
A Research on Developing Model of E-Commerce in Thailand
| Project/Area Number |
20402034
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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| Allocation Type | Single-year Grants |
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| Section | 海外学術 |
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| Research Field |
Business administration
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| Research Institution | National Institute of Informatics |
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Principal Investigator |
OKADA Hitoshi 国立情報学研究所, 情報社会相関研究系, 准教授 (10333543)
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| Co-Investigator(Kenkyū-buntansha) |
KOBAYASHI Tetsuro 国立情報学研究所, 情報社会相関研究系, 准教授 (60455194)
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| Project Period (FY) |
2008 – 2012
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| Keywords | 電子商取引 / 社会調査法 / 情報信頼性 / 技術受容モデル / TAM |
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| Research Abstract |
A comparative study of Thailand and Japan investigated how electronic commerce (EC) in developing countries can be used to attract customers from developed countries. Perceptions of and trust in the website were assessed, as was the willingness to using the EC website. The Thai participants tended to evaluate the quality of the website interface more highly and to trust it more than did the Japanese participants. Based on our results, customization strategies for EC in developing countries to attract customers from developed countries are discussed.
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