Main Article Content
This paper presents new paradigm on behaviours of decision making in E-commerce in Thailand through a perspective on game Theory and a chaos theory. As E-commerce is a multi-dimensional consideration, a single theory may not be sufficient for the overall perspective views in decision making. In this paper, game theory is suitable for decision making of E-commerce providers in order to set the strategy based on feedback information. However, chaos theory is suitable for describing customer decision making, especially the buying behaviors seems to be random in which the classical decision model cannot be described. The proposed new paradigm can be applicable for economics and managements in enterprise, especially business-tocustomer types of entrepreneurs.
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