The Success of E-Collaborative in E-Commerce: The Study of B2C Business in Thailand

The objectives of this research were to study the
influencing factors that contributed to the success of e-collaborative
in e-commerce of B2C (Business to Customer) business in Bangkok,
Thailand. The influencing factors included organization, people,
information technology and the process of e-collaborative. A
questionnaire was used to collect data from 200 small e-commerce
businesses and the path analysis was utilized as the tool for data
analysis.
By using the path analysis, it was revealed that the factors
concerning with organization, people and information technology
played an influence on e-collaborative process and the success of ecollaborative,
whereas the process of e-collaborative factor
manipulated its success. The findings suggested that B2C ecommerce
business in Thailand should opt in improvement approach
in terms of managerial structure, leaderships, staff’s skills and
knowledge, and investment of information technology in order to
capacitate higher efficiency of e-collaborative process that would
result in profit and competitive advantage.

• Wanida Suwunniponth

• E-collaborative
• E-commerce
• B2C.

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