In its promotion of e-commerce ventures, the
government can play two positive roles in the development
of e-commerce: (1) direct promotion through
applications of e-commerce principles in government
administration and procurement, and in the provision
of public services; and (2) facilitation of the development
of e-commerce through the provision of a legal,
regulatory, and infrastructural environment that
encourages the development of e-commerce (Organzation for Economic Co-operation and Development
1999). The government support policy is a key
component for accelerating the growth of e-commerce
entrepreneurs in Thailand (Gray and Sanzogni 2004The Thai government has taken an active role in the
establishment of e-commerce infrastructure. Hence,