ระบบฐานข้อมูลงานวิจัย

ผู้ช่วยศาสตราจารย์ ดร.กิตติพงษ์ โสภณธรรมภาณ

ชื่องานวิจัย(Article thai):

ชื่องานวิจัย(Article english):

ชื่อวารสารที่ตีพิมพ์(Journal thai):

ชื่อวารสารที่ตีพิมพ์(Journal english):

บทคัดย่อ (Abstract):

Purpose
The purpose of this paper is to develop a comprehensive research framework for understanding the adoption of techno‐relationship innovations. The second purpose is to examine the factors influencing the adoption of electronic customer relationship management (eCRM) applications.

Design/methodology/approach
Existing adoption models were discussed and merged. Twenty potential determinant factors were proposed and a survey was conducted using a self‐administered questionnaire. Data were collected from 508 manufacturing small and medium manufacturing enterprises (SMEs) in Thailand. Hypotheses were tested using discriminant analysis.

Findings
The research framework was validated. Seventeen factors have the ability to discriminate between eCRM adopters and non‐adopters. However, multivariate statistical analysis suggests that 12 factors have acceptable discriminate power and should be given priority. The top five influential factors are compatibility, industry pressure, customer pressure, subjective norm, and attitude.

Research limitations/implications
The study proposes a comprehensive research model for examining the adoption of techno‐relationship innovations. The model covers 20 factors from individual, technological, organisational, and environmental contexts. The empirical investigation is based on an Asian perspective but the research model is equally applicable in other countries.

Practical implications
The findings offer guidance to government/private agencies and technology suppliers who wish to encourage the adoption of the application of eCRM and its relevant components among manufacturing SMEs.
Originality/value
The concept of techno‐relationship innovation is introduced. The study suggests an inclusive way to understand factors influencing the adoption of techno‐relationship innovations.

ผู้วิจัยร่วม(Authors):

Sophonthummapharn, Kittipong

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