MEASURING THAI CUSTOMERS GENDER AND BEHAVIOURS INFLUENCE ON THE ADOPTION OF E-COMMERCE TECHNOLOGIES BY SMALL AND MEDIUM ENTERPRISES (SMEs)

Thai SMEs is recognised by the government that it has an important role in the country’s development. A number of the government’s policies are aimed to strengthen Thai SMEs through the development of e-commerce and sophisticated e-commerce technologies (ECTs). These policies and technologies are intended to bring the country up to the world stage of knowledge-based economy. The key roles of the Thai government and the business sector are to promote the use of e-commerce technologies by SMEs and to encourage the adoption of these technologies in order to upgrade their businesses and their operations. As regard to the significant role of customers, the study of their behaviours influence the adoption of e-commerce by the SMEs is another major stream of scholastic pursue. This paper reports a study on the influence to the adoption of e-commerce technologies by Thai SMEs due to the gender and customer behaviours. The study results showed that the customer behaviours have a slight influence on the adoption of the e-commerce technologies