Initially, the theoretical literature from various sources was reviewed to design the research framework. Next, in-depth interviews were conducted in order to develop the instrument for study. Subsequently, the quantitative phase was conducted through the self-report questionnaires that had been developed based upon literature review, published scales, and findings from in-depth interviews. A preliminary version of the questionnaire was pilot tested. For the specific context of the present study, the e-commerce entrepreneurs in Thailand were chosen as units of analysis. ….