Kanokwan Atchariyachanvanich

Kanokwan Atchariyachanvanich is Lecturer at Thai-Nichi Institute of Technology, Thailand after completing a postdoctoral fellowship program from National Institute of Informatics, Japan. She received a Ph.D. in Informatics from the Graduate University for Advanced Studies, Japan in 2007, a M.S. in Information Management from the Asian Institute of Technology, Thailand in 2001, and a B.S. in Information Technology from Assumption University, Thailand in 1999. Her research interests include critical success factors in electronic commerce (EC), business models for EC and consumer behavior in EC market. Her prior research has been published in international journals and international proceedings such as International Journal of Electronic Customer Relationship Management, International Conference on Electronic Commerce, Information Processing Society of Japan (IPSJ) Journal, IEEE/IPSJ International Symposium on Applications and the Internet (SAINT), and ACM SIGecom Exchanges.

Publications

The Technology Acceptance Model: A “Localized” Version to Predict Purchasing Behavior in Internet Shopping
The Technology Acceptance Model: A “Localized” Version to Predict Purchasing Behavior in Internet Shopping
Kanokwan Atchariyachanvanich, Hitoshi Okada, Shiro Uesugi. © 2012. 17 pages.
This chapter examines the factors affecting consumer purchasing behavior in Internet shopping. Multiple group analysis and structural equation modeling were applied to...