RSU International Research Conference 2026 on Social Science and Humanities, Education, and Management

Year: 2026

A Comparative Study of Thai Young Consumers’ Perceptions of Cross-Border and DomesticE-commerce Based on the TAM–TPB Model

Haoran Sun and Suttisak Jantavongso

Pages: 555-565

Keywords: Cross-border e-commerce, Local e-commerce (LME), Consumer perception, Service quality, Thailand, Trust

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Doi: 10.14458/RSU.res.2026.17