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A new digital era: Challenges and opportunities for Thai women in online marketplace

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  • Liao, Lusi
  • Paweenawat, Sasiwimon Warunsiri

Abstract

This study investigated gender differences in Information and Communications Technology (ICT) and the determinants of women's participation in the online marketplace. We conducted descriptive and empirical analyses using data from the 2010 to 2023 Household Survey on the Use of ICT, which provides comprehensive data on ICT access and usage at both the household and individual levels. Moreover, to capture firm's characteristics involving in online market after the COVID-19 pandemic, we utilize the ICT establishment survey (ICTE) from 2020 to 2022. Both ICT and ICTE cover all country regions and are nationally representative, with an individual sample of around 30,000 and firm sample around 145,000. We found that gender, education, and digital access significantly influence participation in online shopping and online business in Thailand. Women are 10 percentage points more likely to shop online than men. Compared to primary education, university and secondary education increase the probability by 20 and 13 percentage points, respectively. Owning a device and using a computer increases the likelihood of online shopping by 11 and 17 percentage points, respectively. For online businesses, gender and marital status are not significant factors, but education remains important. While being unemployed reduces the probability of engaging in online business by 1.3 percentage points, access to digital devices and computer usage increases the probability by around three percentage points. For the firms, the use of computers increases the probability of participating in online shopping by 27.2 percentage points and doing online business by 23.3 percentage points. Disaggregated results highlight that younger, better-educated, urban women are more active in the online marketplace, supporting theories of digital inequality shaped by personal and structural factors. By applying the RA theory to digital inclusion, we highlight how unequal access to technology and education amplifies existing market inequalities. Our policy recommendations are designed to close these gaps, promoting a more inclusive and competitive digital economy in Thailand.

Suggested Citation

  • Liao, Lusi & Paweenawat, Sasiwimon Warunsiri, 2025. "A new digital era: Challenges and opportunities for Thai women in online marketplace," Telecommunications Policy, Elsevier, vol. 49(8).
    • Handle: RePEc:eee:telpol:v:49:y:2025:i:8:s0308596125001223
    DOI: 10.1016/j.telpol.2025.103025
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    JEL classification:

    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • J71 - Labor and Demographic Economics - - Labor Discrimination - - - Hiring and Firing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development

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