Development of e-commerce strategies derived from a responsive security confidence to optimize online trading activity in Thailand

Security of online transactions is a key factor that affects a potential buyer's decision to make purchases online. In Thailand, security has been identified as the main reason for consumers' reluctance in purchasing products online. E-commerce rates in Thailand are considerably lower than those of other countries in the same region. However, this could be interpreted as a potential for e-commerce growth in Thailand. This study aims to identify the main factors affecting the low rates of e-commerce activity in Thailand and explores the social and cultural aspects of online shoppers here. Through a survey of Thais who shop online, this research aims to understand consumers' behaviours and their opinions relevant to security of online transactions. The research employs a qualitative approach and a questionnaire survey to collect pertinent data.

Results show a strong association between confidence in online security and the number of potential online buyers. E-commerce in Thailand can grow fully when appropriate security strategies have been developed. This can make potential buyers more confident about making online purchases. This finding has been confirmed using knowledge from across disciplines. Mathematical equations (adding test value, recalculating and mathematically reconstructing the data structure) and the laws of physics have been used to help explain this social behaviour as a conceptual idea of Mode-2 society. Following an in depth, trans-disciplinary analysis of the research data, some recommendations for the online industry and government entities have also been presented. The findings of the study and its recommendations focus on online trading activity can help in reducing fear or reluctance associated with online transactions among Internet users in Thailand and possibly leads to an increase in revenues from online shopping for the country.