Factors Affecting the Intention to use E-marketing of Small and Medium Sized Businesses in the Three Southern Border Provinces of Thailand
Kanokwan Kanchanatanee, Dr. Nuttida Suwanno, Dr. Anu Jarernvongrayab

Abstract
This research purposed to investigate factors affecting the intention to use electronics marketing of Small and Medium Sized Businesses in the Three Southern Border Provinces of Thailand. This study integrated Technology Acceptance Model with The Diffusion of Innovation theory to identify causal factors. The 430 participants were interviewed by using questionnaires as a research instrument. The data were analyzed by structural equation model using Lisrel. The statistics used to assess the validity of the final overall model showed acceptable fit of the measurement model to the data. ?2/ d.f. was 2.83; GFI, CFI, NFI, RMSEA and SRMR were 0.93, 0.98, 0.96, 0.065 and 0.059 respectively, all of these indices were within acceptable ranges. The results of this study indicated that the factor which had the highest direct effect on Intention to use E-marketing was Attitude toward using Emarketing, and the factor which had the highest indirect effect on Intention to use E-marketing was Compatibility.

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