College of Management Mahidol University How to promote B2C, Using Online Customer Experience Analysis

College of Management Mahidol University How to promote B2C, Using Online Customer Experience Analysis Research Team Members: Ms. Chatamon Poldul Mr. Bunlerd Wekairungroj Advisor: Dr. Prasopchoke Pramongkit College of Management, Mahidol University

College of Management Mahidol University Agenda 1.Introduction 2.Theoretical Model 3.Research Methodology 4.Research Findings 5.Recommendations and Implications

College of Management Mahidol University Introduction

College of Management Mahidol University Growth of Internet and online purchase in Thailand Source: NECTEC's Internet User Profile of Thailand 2001 Million Year

College of Management Mahidol University Source: NECTEC's Internet User Profile of Thailand 2001 Reasons against Internet Purchase

College of Management Mahidol University Objectives of this study To analyze Online Customer experience in Thailand To identify key determinant factors based on online consumer experience

College of Management Mahidol University Theoretical Model

College of Management Mahidol University Theory of Planned Behavior Behavioral Beliefs Attitude Toward the Behavior Normative Beliefs Subjective Norm Control Beliefs Perceived Behavioral Control IntentionBehavior Actual Behavior Control Source : Icel Ajzen, 1985

College of Management Mahidol University E-Commerce Consumer Behavior Model Source : Electronic Commerce a managerial perspective, Turban, Lee, King and Chung, 2000, p.74 Stimuli Marketing Others Stimuli Marketing Others Vendors’ Control Systems Logistic Support Technical Support Customer Service Vendors’ Control Systems Logistic Support Technical Support Customer Service Personal Characteristics Environment Characteristics Buyers’ Decisions Decision Making Process

College of Management Mahidol University Hypothesis Transaction Services Website Facilities Environmental Factors Merchandise Certificate Authority Buyer’s Decision H1 H2 H5 H4 H3

College of Management Mahidol University Research Methodology

College of Management Mahidol University Population and Sampling Procedure Population Target population Internet users who have online purchased experience Extent Bangkok, Thailand Sample size 312 Sampling Procedure Probability Technique Simple random sampling method Unit of sampling Governmental and private organization

College of Management Mahidol University Data Collection Primary Data : Questionnaires Secondary Data : Journals, Websites, Articles, Books, Related Research Data Collection Process May 6 –26, 2002 Research Instrument and Measurement Personal Characteristics Attitude toward online shopping

College of Management Mahidol University Data Processing and Analysis Descriptive Analysis Frequency Mean Distribution Hypothesis Testing Factors Analysis Regression Analysis

College of Management Mahidol University Research Findings

College of Management Mahidol University Descriptive Analysis Gender Education Age Unit : Year

College of Management Mahidol University Descriptive Analysis Monthly Income Career Unit : Baht

College of Management Mahidol University Descriptive Analysis Internet Usage per Week Internet Experience

College of Management Mahidol University Product Value Unit : Baht

College of Management Mahidol University Type of Purchase

College of Management Mahidol University Type of Payment

College of Management Mahidol University Hypothesis Testing Factor Analysis Certificate Authority (V.E = ) CA Knowledge CA Logo CA Confidence Transaction services (V.E = ) Delivery system After sale service Variety of payment method Online payment security Exact location Merchandise (V.E = ) Variety of products Update products Non-tax products Product comparison Cheaper price Save-time No Pop-up Website facilities (V.E = ) Accuracy information Modified web pages Problem solution Easy URL Environment factors (V.E = ) Family Friends Boss Note : V.E = Variance Explained Unique products

College of Management Mahidol University Hypothesis Testing Regression Analysis Hypothesis TestingBSig.Results Transaction Services Reject H o Certificate Authority Reject H o Merchandise2.718E Accept H o Website Facilities6.770E Accept H o Environment Factors2.280E Reject H o ModelRR SquareAdjusted R Square Std. Error of the Estimate

College of Management Mahidol University The results of the study Transaction Services Delivery System After sale service Exact offline location Variety of payment method Online payment security affect Online Buyer’s Decision Certificate Authority Certificate Authority (CA) seal approval affect

College of Management Mahidol University Recommendations and Implications

College of Management Mahidol University Recommendations and Implications Website Vendors Provide logistic system Provide standard payment security system such as SSL and/or SET Government Provide infrastructures for E-Commerce Draft laws and regulations to support and encourage E-Commerce environment Collaborate with banks and software designers to provide security electronic payment system

College of Management Mahidol University Q & A Thank you for your attention

College of Management Mahidol University

Supported

College of Management Mahidol University Security Schemes in Online System Privacy (Confidentiality) – unavailability of a message to non-authorized reader Authentication – confidence that the message received really came from the sender who claims to be Integrity – confidence that the contents of message have not modified during its transmission Non-Repudiation - eliminate the ability to refuse to accept an obligation

College of Management Mahidol University Certificate Authority (CA) Framework Certificate Authority Customer Internet merchant bearing a certificate ( 2 ) Contacts certificate authority to verify the legitimacy of the storefront ( 1 ) Visits merchant’s storefront and decides to make a purchase ( 3 ) Provide information For purchase ( 4 ) Contacts certificate authority to verify the legitimacy of the customer Source : Electronic commerce security, risk management, and control, Marilyn Greenstein and Miklos Vasarhelyi, p.330

College of Management Mahidol University Standard Security Protocol Secure Socket Layer (SSL) – a special communication protocol used by Web browsers and servers to encrypt all communications online Secure Electronic Transaction (SET) – a set of cryptographic protocols jointly developed by Visa, MasterCard, Netscape, and Microsoft and designed to provide secure

College of Management Mahidol University Infrastructure E-Commerce Application Management Technical Standard OrganizationPublic PolicyPeople Source : Electronic Commerce a managerial perspective, Turban, Lee, King and Chung, 2000, p.6

College of Management Mahidol University Thailand E-Commerce Master Plan One of Thailand IT Policy Framework which aim to develop ICT policy framework of the nation The purpose of E-Commerce flagship is to strengthening strengthen competitive advantage of Thai entrepreneurs especially SMEs

College of Management Mahidol University Master Plan Strategies Proactively participate in foreign trade policy Development and actively deployment of E- Commerce SME policy Providing adequate and affordable IT infrastructure Developing human resource Creating public awareness Creating trust and confidence by developing : –legal framework –Payment system and security –Information management