This study develops an integrative model and conceptually-based scales for evaluating the extent to which national culture impact the B2B technology adoption in Thailand. It is the first paper that introduces a method to measure the fit between Thai culture and B2B technology adoption1, which the researcher refers to ‘cultural fit’. The discussion on the current research gap in national cultural theories in relation to IT adoption research, theories of fit and current research on Thai’s culture were presented. Based on this literature as well as qualitative data collection, pre-test and pilot test surveys, questionnaire items were developed and analyzed. The resulting dimensionality of cultural fit, used for investigating the appropriateness of B2B technology adoption in Thailand, includes personal relationship, long term relationship, interorganisational trust, ability to communicate in English language and materialism.
Vatanasakdakul, Savanid, "Introducing Cultural Fit Factors to Investigate the Appropriateness of B2B Technology Adoption to Thailand" (2008). BLED 2008 Proceedings. 23.