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HOW CAN ELECTRONIC COMMERCE IN DEVELOPING COUNTRIES ATTRACT USERS FROM DEVELOPED COUNTRIES? A COMPARATIVE STUDY OF THAILAND AND JAPAN

International Journal of Electronic Commerce Studies

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Title HOW CAN ELECTRONIC COMMERCE IN DEVELOPING COUNTRIES ATTRACT USERS FROM DEVELOPED COUNTRIES? A COMPARATIVE STUDY OF THAILAND AND JAPAN
 
Creator Kobayashi, Tetsuro; National Institute of Informatics
Okada, Hitoshi; National Institute of Informatics
Cooharojananone, Nagul; Chulalongkorn University
Bracamonte Lesma, Vanessa; The Graduate University for Advanced Studies [SOKENDAI]
Suzuki, Takahisa; The Graduate University for Advanced Studies [SOKENDAI]
 
Subject Electronic commerce; Cross-border EC; Cross-cultural comparison; Trust; Thailand; Japan
 
Description A comparative study of Thailand and Japan investigated how electronic commerce (EC) in developing countries can be used to attract customers from developed countries. Thai and Japanese participants were shown language-appropriate versions of a hotel booking website in Thailand. Perceptions of and trust in the website were assessed, as was the willingness to book a room in the hotel using the website. The Thai participants tended to evaluate the quality of the website more highly and to trust it more than did the Japanese participants. Furthermore, the Thai participants tended to think that the hotel was more responsible for their hotel reservations than was the EC service, and that the content of the website was developed by the hotel rather than by the EC service. Thai participants were more likely to express willingness to reserve a room if they thought that the hotel had developed the website content, whereas the Japanese participants’ willingness to book a room were greater when they thought that the EC service had developed the content. Based on these results, customization strategies for EC in developing countries to attract customers from developed countries are discussed.To cite this document: Tetsuro Kobayashi, Hitoshi Okada, Nagul Cooharojananone, Vanessa Bracamonte, and Takahisa Suzuki, "How can electronic commerce in developing countries attract users from developed countries? A comparative study of Thailand and Japan", International Journal of Electronic Commerce Studies, Vol.4, No.2, pp. 159-184, 2013.Permanent link to this document:http://dx.doi.org/10.7903/ijecs.1105
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2014-05-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1105
 
Source International Journal of Electronic Commerce Studies; Vol 4, No 2 (2013); 159-184
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1105/120
 
Rights Copyright (c) 2014 International Journal of Electronic Commerce Studies