อิทธิพลของความแตกต่างทางวัฒนธรรมที่มีต่อการยอมรับการตลาดอิเล็กทรอนิกส์ ของวิสาหกิจขนาดกลางและขนาดย่อมในประเทศไทย

Abstract

Electronic marketing (E-marketing) has important potential for Small and medium sized enterprises (SMEs) to increase the opportunity to access the international market. Studies of E-marketing adoption using the Technology Acceptance Model (TAM) have found that cultural difference is an important factor influencing the model. The Hofstede’s cultural dimensions, consisting of Power Distance, Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance and Long-term Orientation/Short-term Orientation have been integrated with TAM. The study was conducted by using a literature review and content analysis using secondary data. The results of these studies have identified that cultural differences in the dimensions of Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance and Long-term Orientation/Short-term Orientation influence Thai SMEs to have low intention to adopt E-marketing, while the cultural differences in the dimension of Power Distance influence Thai SMEs to have high intention to adopt E-marketing. However E-marketing adoption of Thai SMEs is also limited by social norms. If we want to use Technology Acceptance Model (TAM) to increase E-marketing adoption for SMEs in Thailand, we need to study the influence of culture differences.