ความตั้งใจใช้บริการอีฟูลฟิลล์เม้นท์ของผู้ประกอบการอีคอมเมิร์ซขนาดกลางและขนาดย่อม

Abstract

This research aims to study the level of perceived innovation characteristics, trusting beliefs, and intention to use E-Fulfillment service. Also, to study the influence of perceived innovation characteristics and trusting beliefs on intention to use E-Fulfillment service. The samples in this study were 80 small and medium E-Commerce entrepreneurs who have never used the E-Fulfillment service before. Online questionnaires were employed as an instrument for collecting data. The statistics used in this study were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that the level of perceived innovation characteristics is high, the level of trusting beliefs is high, and the level of intention to use E-Fulfillment service is moderate. In addition, three perceived innovation characteristics namely trialability, compatibility, and observability have a significant positive impact on intention to use E-Fulfillment service. Moreover, two trusting beliefs namely benevolence and integrity have a significant positive impact on intention to use E-Fulfillment service.