The Adoption of Information Technology: A Foundation of E-Commerce Development in Thai Culture

The Adoption of Information Technology: A Foundation of E-Commerce Development in Thai Culture

O. Chieochan (Charles Sturt University, Australia), D. Lindley (Charles Sturt University, Australia) and T. Dunn (Charles Sturt University, Australia)
Copyright: © 2003 |Pages: 34
DOI: 10.4018/978-1-59140-056-1.ch002
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Abstract

Agriculture is important to the Thai economy, contributing about 17 percent to the Thai GNP. It accounts for about 34 percent of all exports (Mahidol University, 1998). Important activities include crop cultivation, rearing of livestock, fishery, and forestry. In 1991, about 62 percent of the Thai population, approximately 36 million people, was involved in agriculture (Office of Agriculture Economics, Ministry of Thai Agriculture and Cooperatives, 1992, p. 29). Thai agricultural cooperatives play an important role and a study of them provides a window into Thai agriculture. For some Thai farmers, co-operatives provide access to information from the outside world; for others, they provide information about Thai agriculture. Particular cooperatives provide marketing information on agricultural produce that should improve the income of Thailand’s farmers. In addition, Thai agricultural co-operatives can use e-commerce to improve their trading. A report in The Nation newspaper in 1998 (1998a) supported this view, saying that market information such as product prices, could assist farm planning and protect farmers from merchants’ unfair trading practices. Merchants could also use such information to improve business planning and to evaluate investments. It is further suggested that the Thai government could use information technology to better support the Thai farming community; that information technology could be used by agricultural cooperatives as a tool for communication with farmers; and that the government could be better informed of farmers’ needs, and so provide better and more useful services. In a similar vein, Sirimance (1998) suggests that information technology could reduce the communication gap between rural communities and the cities [The Nation newspaper (1998b)]. Despite the apparent advantages, Thai agriculture, including agricultural cooperatives, have been slow to introduce and exploit e-commerce; this is basis of our research project as described in Chiecochan and Lindley (1999), Chieochan, Lindley and Dunn (2000a & 2000b). In these papers, diffusion and adoption theory was used to classify Thai agricultural cooperatives according to if and when they adopted e-commerce. The main conclusion is that Thai agricultural cooperatives are slow in adopting e-commerce. Chieochan, Lindley and Dunn (2000) show that only 60 percent of Thai agricultural cooperatives use information technology and only 5 percent access the Internet. The Internet in Thailand is used mainly as a communication tool and websites for publishing organizational information , but is rarely used to conduct commercial transactions (King Mongkut’s Institute of Technology, Thonburi, 2001). Therefore, understanding factors affecting the use of information technology in Thai agricultural cooperatives is the fundamental to understand the use of e-commerce in Thai agricultural cooperatives and Thai culture. Al-Qirim and Corbitt (2001) support that factors inhibiting and encouraging e-commerce adoption are similar to factors inhibiting and encouraging information technology adoption in Thai agricultural cooperatives. Five keys factors affecting the use of information technology in Thai agricultural cooperatives need to be examined: • Thai agricultural cooperatives • Information Technology and e-commerce • National factors affecting the use of information technology and e-commerce in Thai agricultural cooperatives • Organizational factors affecting the use of information technology and e-commerce in Thai agricultural cooperatives • Implications to Thai government and Thai agricultural cooperatives

Complete Chapter List

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Table of Contents
Preface
Theerasak Thanasankit
Acknowledgments
Theerasak Thanasankit
Chapter 1
Brian J. Corbitt
This chapter is concerned with the way globalization, culture and e-business are interacting in the world economic environment to produce globalized... Sample PDF
Globalization, Culture and E-Business
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Chapter 2
O. Chieochan, D. Lindley, T. Dunn
Agriculture is important to the Thai economy, contributing about 17 percent to the Thai GNP. It accounts for about 34 percent of all exports... Sample PDF
The Adoption of Information Technology: A Foundation of E-Commerce Development in Thai Culture
$37.50
Chapter 3
Wei-Chang Kong
This chapter analyzes why small to medium enterprises (SMEs) in Singapore have or have not adopted electronic commerce, and explains issues... Sample PDF
The Implementation of Electronic Commerce in SMEs in Singapore
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Chapter 4
Joseph Kabalimu, Brian Corbitt, Theerasak Thanasanakit
This chapter is concerned with how Tanzania has been socially and economically affected by post-colonialism at a policy level as well as at an... Sample PDF
Implementing IT Policy and the Bedevilment of Post-Colonialism - A Case Study in Tanzania
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Chapter 5
Gary S.C. Pan, Donal Flynn
This paper serves as a stimulus to investigators to examine the role project postmortem analyses plays in learning from abandoned electronic... Sample PDF
Gaining Knowledge from Post-Mortem Analysis to Eliminate Electronic Commerce Project Abandonment
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Chapter 6
Pradipta K. Sarkar, Jacob L. Cybulski
The advent of the World Wide Web (WWW) and the emergence of Internet commerce have given rise to the web as a medium of information exchange. In... Sample PDF
Analysis of Cultural Conflict in the Development of Web-Enabled Information Systems
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Chapter 7
Chia Yao Lee, Wei-Chang Kong
E-commerce is often associated with the buying and selling of consumer products over the Internet. While this narrow definition of e-commerce is... Sample PDF
Stakeholder Relationships and Electronic Commerce: A Comparison of Singapore and Australia
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Chapter 8
Konrad Janusz Peszynski
This chapter aims to report what issues of trust apply to the Mäori Internet shopper. Mäori arrived in New Zealand from the Pacific about a thousand... Sample PDF
Trust in B2C E-Commerce: The New Zealand Maori Internet Shopper
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Chapter 9
Arunee Intrapairot, Anongnart Srivihok
Small and medium enterprises (SMEs) in Thailand are fundamental business units spread all over the country. Since the severe economic crisis (i.e.... Sample PDF
The E-Commerce of SMEs in Thailand
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Chapter 10
Amnuay Ekasdornkorn, Brian Corbitt, Utomporn Phalavonk
Online payments in electronic commerce (e-commerce) are usually carried out with credit cards because they are the most convenient to use. Web sites... Sample PDF
Micropayments for E-Commerce Transactions: A Solution to Credit Card Use in Thailand
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Chapter 11
Orasa Tetiwat, Sid L. Huff
Online education has become widely used and accepted in many universities, especially in North America and Europe, since in the early 1990s.... Sample PDF
Factors Influencing the Acceptance of Web-Based Online Education for Thai Educators: Impact of Thai Culture and Values
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Chapter 12
Jeffrey Hsu
The potential for the Internet and e-commerce in China and Chinese-speaking nations (including Hong Kong, Taiwan and Singapore) is huge. Many... Sample PDF
Chinese Culture and Internet E-Commerce
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About the Authors