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

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.