Chooprayoon, V. (2011). A study of factors influencing the adoption of e-commerce technology in small and medium enterprises (SMES) in the kingdom of Thailand. (PhD Thesis, Murdoch University). Retrieved from http://researchrepository.murdoch.edu.au/5802/
Chooprayoon (2011, p. 225) concludes in his thesis that online customers in Thailand are becoming more conscious of price and are willing to wait for a sale before buying branded products.
“From the local Thai experience, online customers are prepared to wait for promotions and are becoming much more price-sensitive and buying brand product only when a sale is on” (Chooprayoon, 2011, p. 225).