Barriers and Factors Affecting the E-Commerce Sustainability of Thai Micro-, Small- and Medium-Sized Enterprises (MSMEs)

نویسندگان

چکیده

It is anticipated that e-commerce will contribute to achieving the 17th Sustainable Development Goal, which seeks improve implementation mechanisms and revitalize global partnerships for sustainable development. However, MSMEs still face a digital gap compared large enterprises, affects their sustainability. The study’s objective examine factors barriers affecting sustainability of Thai micro-, small- medium-sized enterprises (MSMEs) based on survey retail food beverage (F&B) service in metropolitan Bangkok. Estimations confirm significance TOE framework MSMEs. Internal tools (i.e., smartphones websites) external platforms social media, e-marketplaces, delivery platforms) can enhance age firms owners (CEOs) negatively. Exports, B2B e-commerce, experience promote they perceive many consumers are not literate using e-commerce. In addition, Thailand has insufficient security prevent hacking malware. Therefore, entrepreneurs’ literacy On other hand, increase customer satisfaction, loyalty, trust through support, leading more long-term online shopping. Hence, this study focuses sustainability-based economic dimensions, as measured by percentage sales total (e-commerce utilization/intensity).

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ژورنال

عنوان ژورنال: Sustainability

سال: 2022

ISSN: ['2071-1050']

DOI: https://doi.org/10.3390/su14148476