A Research on Developing Model of E-Commerce in Thailand

泰国和日本的一项比较研究调查了如何利用发展中国家的电子商务（EC）来吸引来自发达国家的客户。评估了对网站的看法和信任，以及使用欧共体网站的意愿。与日本参与者相比，泰国参与者倾向于对网站界面的质量评价更高，也更信任它。在此基础上，讨论了发展中国家电子商务企业吸引发达国家客户的定制策略。

A comparative study of Thailand and Japan investigated how electronic commerce (EC) in developing countries can be used to attract customers from developed countries. Perceptions of and trust in the website were assessed, as was the willingness to using the EC website. The Thai participants tended to evaluate the quality of the website interface more highly and to trust it more than did the Japanese participants. Based on our results, customization strategies for EC in developing countries to attract customers from developed countries are discussed.