E-Commerce

TECTAM: An Approach to Study Technology Acceptance Model (TAM)in Gaining Knowledge on the Adoption and Use of E-Commerce/E-BusinessTechnology among Small and Medium Enterprises in Thailand 35PU of theThai PublicSectorPU of the ThaiPrivate Sector(SMEs)PU of the Thai Individual(Online-Customers)External Variable:Background FactorsInformation:Behavioural KnowledgeFactual KnowledgeConceptual KnowledgeSocial FactorsKnowledge Management Practice:Attitudetowards ECTIntentionUse ECTtoActualECT UsePEOU of theThai PublicSectorPEOU of theThai PrivateSector (SMEs)PEOU of the Thai Individual(Online-Customers)Scenario of Thailand SMEs Adoption of E-CommerceTechnologyFig. 1. TECTAM Model for Assessing the Adoption of ECT by Thailand SMEsThree types of questionnaires are developed for gathering data from SMEs, onlinecustomers, and related government organisations and institutions. Background factors ofrespondents are design based on Ajzen (2005)’s notion. They are: personal factors (generalattitudes, personality traits, values, emotions, and intelligences), social factors (age, gender,education, and income), and information (experience, knowledge, and media exposure).Moreover, three types of knowledge (Bunge, 1979) are designed as part of the externalvariables. In the context of this study, the knowledge is referred to:a) Behavioral Knowledge which is the knowledge of Thai public sector, SMEs, and onlinecustomersconcerning with how to do, what to do, and what action to undertake about ECT.b) Factual Knowledge which is the knowledge of Thai public sector, SMEs, and onlinecustomersabout information and events related to ECT.c) Conceptual Knowledge which is the knowledge of Thai public sector, SMEs, andonline-customers on high level abstract concept, ideals and judgments about ECT.The validation and evaluation of TECTAM will be based on survey and interviews. Theconstruction of questionnaires and interview questions are derived from Ajzen & Fishbein(1980), Davis et al. (1989), Legris et al. (2003), Venkatesh et al. (2003). Data will be collectedand analysed to prove the following hypotheses: PU of the public sector, SMEs, and online customer are positively related to attitudetowards ECT PU of the public sector, SMEs, and online customer are positively related to intention touse ECT PEOU of the public sector, SMEs, and online customer are positively related to PU