Kano Model for Identifying Cross-Border e-Commerce Factors to Export Thai SMEs Products to China

Abstract

With the development of information technology and mobile phone use, cross-borer e-commerce (CBEC) now has been a popular trend of global economy. However, even cross-border e-commerce is fast growing in worldwide, in Thailand is still in its infancy, and Thai Northern SMEs are limited to get knowledge for doing cross-border e-commerce to China. As there are many factors through the whole business process, and the degrees of need to understand factors are different, thus, this research aims to identify the SMEs’ requirement of different factors during the cross-border e-commerce business process. In this research, supply chain management which include information flow, financial flow and logistic flow is adopted as the key concept and content. Besides, Kano questionnaire is the main model for the researcher to identify the factors that SMEs, the knowledge users want to learn. The total research paper is divided into five parts, firstly is the introduction part with research background and problem identification, and second part gives an over view of theories and methods to conduct the research; then research methodologies and process is delivered in details in third chapter; followed with chapter four research result and chapter five discussion and conclusion.