E-commerce competence assessment mobile application development for SMEs in Thailand

Abstract

This research proposes a mobile application-based e-commerce competence assessment for SMEs in Thailand. The new e-commerce competence assessment is based on digital competence framework, e-commerce textbooks, training contents and experts' in-depth interview which their knowledge will help to identify the current e-commerce dimensions and indicators in Thailand. The proposed e-commerce competency framework comprises of 8 dimensions: 1) Information Processing and Technology 2) Communication and Collaboration 3) Content Creation 4) Safety, Security and Privacy 5) Problem Solving and Self Development 6) Business Fundamental 7) Legal and Regulations and 8) Language. These assessment dimensions are well suited for SME in Thailand. The dimensions are later developed in the form of mobile application using the waterfall model. The application is evaluated using Technology Acceptance Model (TAM). The mobile application is evaluated by 30 SME entrepreneurs. The results show that the use of the application (perceived usefulness) reveals the strengths, weaknesses and potential of SME entrepreneurs which are beneficial for the self-assessment of online selling skills (x = 4.50). For the perceived ease of use, result reveals that it is very easy to conduct a self-assessment through the application (x = 4.63). As for Attitude toward using the application was positive (x = 4.73). For the intention to use, SME entrepreneurs are willing to use this in the future (x = 4.57). It is also shown that 100% of 30 respondents are interested in using the system. This proposed application will help entrepreneurs to identify what improvements are needed and assist government authorities in viewing ecommerce competence reports in order to plan training sessions and strategies in order to improve entrepreneurs' e-commerce performances.