Although Information Technology (IT) transfer from western countries to developing countries in Asia has been studied extensively in IS research, there has been little research investigating the fit between culture and B2B technology adoption. This study began to explore the fit between Thai’s culture and B2B technology and its implications on the utilization of the technology. The evidence via survey questionnaire with quantitative analysis on the impact of Thai’s culture for companies adopting B2B technology was provided. This study found that Thai culture does shape the appropriateness of B2B technology adoption and it seems to misfit for the way in which Thai businesses are operated. The cultural dimensions identified in this research are personal relationships, long term relationships, interorgnaisaitonal trust, ability to communicate in English language and materialism.
Vatanasakdakul, Savanid, "National Culture's Impact on B2B Technology Adoption in Thailand" (2008). AMCIS 2008 Proceedings. 39.