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Factors Influencing Cross-Border E-Commerce Adoption of Thai MSMEs: A Fuzzy DEMATEL Approach

Author

Listed:
  • Meena Madhavan

    (Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand
    Department of Logistics Management, International Maritime College Oman (IMCO), National University of Science & Technology, Falaj Al Qabail, Sohar 322, Oman)

  • Mohammed Ali Sharafuddin

    (Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand
    Qasim Ibrahim School of Business, Villa College, Malé 20373, Maldives)

  • Sutee Wangtueai

    (Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand)

Abstract

This research investigates the factors influencing the adoption of cross-border e-commerce (CBEC) among manufacturing micro, small, and medium enterprises (MSMEs) in Thailand by integrating the Diffusion of Innovation (DOI), Resource-Based View (RBV), and Technology–Organization–Environment (TOE) frameworks with the Fuzzy Decision-Making Trial and Evaluation Laboratory (DEMATEL) method. The findings reveal that knowledge of e-commerce, international marketing capabilities, and security and risk concerns are primary drivers of CBEC adoption, while socio-cultural factors and cost-related issues are secondary enablers. This study contributes to the e-commerce adoption literature by developing a context-specific, integrated conceptual framework and empirically validating the causal interrelationships among technological, organizational, and environmental factors in CBEC adoption using Fuzzy DEMATEL. The results provide actionable insights for both MSMEs and policymakers to strengthen Thailand’s participation in the digital economy and advance Sustainable Development Goals (SDGs) 8 and 17.

Suggested Citation

  • Meena Madhavan & Mohammed Ali Sharafuddin & Sutee Wangtueai, 2025. "Factors Influencing Cross-Border E-Commerce Adoption of Thai MSMEs: A Fuzzy DEMATEL Approach," Sustainability, MDPI, vol. 17(8), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3632-:d:1636806
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    References listed on IDEAS

    as
    1. Meena Madhavan & Mohammed Ali Sharafuddin & Sutee Wangtueai, 2024. "Impact of Industry 5.0 Readiness on Sustainable Business Growth of Marine Food Processing SMEs in Thailand," Administrative Sciences, MDPI, vol. 14(6), pages 1-26, May.
    2. Anaf Abdulkarem & Wenhua Hou, 2022. "The Influence of the Environment on Cross-Border E-Commerce Adoption Levels Among SMEs in China: The Mediating Role of Organizational Context," SAGE Open, , vol. 12(2), pages 21582440221, June.
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    6. Sheng-Li Si & Xiao-Yue You & Hu-Chen Liu & Ping Zhang, 2018. "DEMATEL Technique: A Systematic Review of the State-of-the-Art Literature on Methodologies and Applications," Mathematical Problems in Engineering, Hindawi, vol. 2018, pages 1-33, January.
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