Entrepreneurs’ Satisfaction toward E-Commerce Website Otoptoday

Abstract

                   This research aims to achieve the following goal; (1) To study the factors that influence the Use of the entrepreneurs toward electronic commerce website of Otoptoday, which is including Systems Quality, Content Quality, Trust and Support & Services (2) To study the factors that influence the Satisfaction of the entrepreneurs toward electronic commerce of Otoptoday, which is also covering Systems Quality, Content Quality, Trust and Support & Services.  The data was collected from a sample of 320 cases of OTOP entrepreneurs who are registered and certified as a manufacturer participating in the electronic commerce project by means of questionnaires.  The statistics used in the analysis were frequency, percentage, average, standard deviation and forecasting with multiple regression analysis. The results showed that Support & Services and Trust factors have a positive influence on the Usage and found that the Support & Services and factors of Trust have a positive influence toward the Satisfaction of the entrepreneurs. The level of statistical significance is .05. The factors in the System Quality and Content Quality do not have positive influences on the Usage. The factors in System Quality and Content Quality do not have positive influences on entrepreneurs’ satisfaction.