Comparative Study On The Development Of Cross-border E-commerce In The Rural Area Of China And Thailand

China and Thailand are agricultural countries,which the majority of people of them live in the countryside and have bad financial status.In the present day,due to the continuous technology advancement,leading cross-border E-commerce technology to be widely used.Therefore China's government and Thailand's government bring cross-border E-commerce technology to help farmers with incoming higher venues and high quality of life.China has accomplished to bring Cross-border E-commerce technology to help improve rural areas by in rural areas established network service center,set up distribution centers,set up cross-border e-commerce knowledge education center,leading lots of people to be wealthier.On the contrary,the Thai government tries to bring Cross-border E-commerce technology to be a tool to enhance the economy and solve poverty as well.Nevertheless,Thailand is a newcomer due to many areas of Thailand are inaccessible regarding many factors.Bringing electronic Cross-border E-commerce technology to use in China made a leap of improvement much more than in Thailand.Due to the similarities in terms of geographical information between Thailand and China,Thailand needs to take China as a role model to improve its own country.Thus,this research aims to compare and analyze the improvements of Cross-border E-commerce technology between Thailand and China in rural areas through two specific cases of Heze City in China and Super Fruit Company in Thailand,and proposes an approach which can be applicable and put into practices in Thailand.In addition,in order to develop cross-border e-commerce in rural Thailand,this research uses Technology Acceptance Model and Technology-Organization-Environment model to analyze the main problems in the development of cross-border e-commerce in rural areas of Thailand,and proposes policy support.Nowadays teach rural people to access Cross-border E-commerce technology is not problematic and inapplicable anymore.However,the government should support many aspects.If Thailand can use China as a model for development,cross-border ecommerce in rural Thailand may be more successful.Therefore,the development model of cross-border e-commerce in rural China is worth learning for Thailand.