泰國中小企業電子商務AI轉型與升級

E-commerce AI Transformation and Upgrade of SMEs in Thailand

現今傳統電子商務對於中小企業的助益是顯而易見的，然而並非所有中小企業都能善用即將到來的AI電子商務，特別是泰國的中小企業。因此，了解哪些因素可以促進泰國中小企業採用AI電子商務是必要的。然而，過往電子商務文獻僅對消費者或大型網購平台進行研究，相比之下，對於中小企業的AI電子商務策略的探討卻少有觸及。因此，本研究想探討影響泰國中小企業使用AI電子商務推廣業務的主要原因及AI電子商務可能影響的行銷績效之認知情況。而我們研究的理論架構與基礎是基於企業創新文化及員工的AI接受度與行銷網力等。我們使用簡單便利抽樣進行網路問卷，取得206家有效的中小企業回覆樣本。接著利用偏最小平方結構方程模式進行數據分析，以探索外生、中介和內生變數間之關係。研究結果發現，企業的創新文化、競爭壓力和夥伴壓力等因素對AI電子商務的採用與行銷預期績效具有積極且顯著的影響。此外，本文將針對調查結果，對於泰國中小企業採用AI電子商務的理論和管理意涵提出相應的建議。

The benefits of traditional e-commerce for SMEs are evident. However, not all SMEs, particularly those in Thailand, are well-prepared to leverage the upcoming AI-driven ecommerce. Therefore, understanding the factors that facilitate the adoption of AI ecommerce among Thai SMEs is essential. Previous e-commerce literature has primarily focused on consumers or large e-commerce platforms, with relatively limited attention given to the AI e-commerce of SMEs. As a result, this study aims to explore the key factors influencing Thai SMEs' adoption of AI e-commerce to promote their business, as well as their perceptions of how AI e-commerce may impact marketing performance. The theoretical framework of this study is based on innovative culture, AI acceptance, and online marketing capability. We employed a simple convenience sampling method to conduct an online survey, collecting 206 valid responses. Data were analyzed using the PLS-SEM approach to examine the hypotheses. The results indicate that firm’s innovative culture, competitive pressure, and partner pressure have positive and significant impacts on the adoption of AI e-commerce and MPE. Additionally, this paper offers theoretical and managerial implications for Thai SMEs regarding the adoption of AI e-commerce.