Abstract
In Thailand, conversation commerce or chat commerce is one of the successful E-business platforms emerging in the Post COVID era. Hence, the objective of this study is to examine six factors that may lead to the success of chat commerce. These six factors are (1) Perceived Ease of Use, (2) Perceived Usefulness, (3) Compatibility, (4) Subjective Norms, (5) Trust, and (6) Attitude towards chat commerce. It also aims to study the differences of these factors across four generations; (1) Baby Boomer, (2) Gen X, (3) Gen Y, and (4) Gen Z. The data is collected from 253 respondents via Google Forms with 182 respondents having chat commerce experiences. It is found from statistical analyses on the collected data that perceived ease of use and perceived usefulness of chat commerce receive the highest average scores from respondents from all four generations, while trust in chat commerce receives the lowest average score. Moreover, Gen Z respondents give higher average scores of all six factors than respondents from other generations. The results of this study provide us with a better understanding of why Thai people in each generation enjoy using chat commerce.
Recommended Citation
Rattanawicha, Pimmanee; Boonpatcharanon, Sawitree; Jongtavornvitaya, Chaiyasut; and Mongkolnavin, Janjao, "Success Factors of Chat Commerce in Thailand: An Emerging E-Business Platform in the Post COVID Era" (2021). ICEB 2021 Proceedings (Nanjing, China). 57.
https://aisel.aisnet.org/iceb2021/57