Thailand is on the way toward ASEAN Economic Community or AEC in the year 2015. The AEC aims to create one-solid base for production and distribution and concurrently seek mutual economical profits. A kind of business that may allow Thai entrepreneur to survive more easily in ASEAN is the selling and purchasing of goods and services via internet or ‘E-commerce’. The objective of this research is to study the factors that influence the development of E-commerce that will facilitate Thai entrepreneur when we enter AEC. The samples of our study are the group of E-commerce’s entrepreneurs who legitimately registered with Department of Business Development. Our research revealed that the major factors that influence the development of E-commerce is the knowledge in foreign language which is considered to be the source of major advantage for business with average at 3.9750. Follow by the opening of free trade area which will cause more obstacles in term of the increasing number of competitor with average at 3.8475. The lease is population’s preference that would directly affect business’s revenue with average at 3.7450.

The purposes of this research are 1) to study the demographic characteristics and behavior in purchasing via line application and 2) to compare the level of satisfaction in purchasing via line application for an open chat consumer group Kheha Thanee 4 Village Bangkok. This study applied quantitative methods and the research instrument was an online questionnaire. The sample group of this study consisted of 306 consumers members of the open chat consumer group Kheha Thanee 4 Village Bangkok. The data were analyzed by frequency percentage mean standard deviation and the researcher tested hypothesis with T Test and One Way ANOVA. The research findings were as follows:

The purpose of the study on decision making to buy Arowana fish online was to investigate the customers’ purchasing behavior on Arowana fish through online selling channels. This is a survey research study and the tools used in the study were the online surves generated from the review of relevant research papers. The data were analyzed from 311 customers using frequency mean standard deviation K-Mean clustering grouping. The research result revealed that most of the customers were males between 31-40 years old with buying reasons for the beauty of the fish called Malaysian Golden Arowana with the price between 5000 - 10000 baht. According to the study on the factors affecting the decision to buy Arowana fish via the online channel the respondents had a high level of decisionmaking on marketing mix in all aspects including the product physical environment price distribution channel process marketing promotion and person. It was found that male behavior was different from the female in terms of the price to purchase which was less than 5000 baht. It was also found that they were from all ages with the same reasons to buy fish for its beauty. However the fish species purchased and prices varied according to the age range. The respondents who were less than 20 years old bought high back Arowana fish for the price of lower than 5000 baht as well as those from 20 to 30 years old. The customers who were 31 - 40 41-50 51-60 and over 60 years old bought golden Malaysian Arowana on the price ranges from lower than 5000-10000 baht 20000 baht or more 5000 baht and lower and 10000 - 20000 baht respectively. By segmenting customers by means of K-Mean Clustering it was found that in Group 1 the majority were males aged 41- to 50 years old with the reasons to buy for the beauty of golden Malaysian Arowana fish with the price of 5000 - 10000 baht. Group 2 was mainly males 21 - 30 years old with the reasons to buy for the beauty of golden Malaysian Arowana fish with the price of lower than 5000 baht. Group 3 was mainly males who were 21 to 30 years old with the reasons to buy for the beauty of golden Malaysian Arowana fish with the price of less than 5000 baht. The fourth group was all males aged from 31 to 40 years old with the reasons to buy for the beauty of golden Malaysian Arowana fish with the price of 5000 - 10000