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Enhancing the Competitiveness of E-commerce in Bangkok, Thailand

Author

Listed:
  • Thongchai Surinwarangkoon

    (Suan Sunandha Rajabhat University)

  • Sutha Pongthawornpinyo

    (Suan Sunandha Rajabhat University)

Abstract

The objectives of this research were to study the current use of e-commerce in business and to find the guidelines for enhancing the competitiveness of e-commerce for businesses. This research employed quantitative and qualitative research methodologies. The research samples were 400 customers in e-commerce in Bangkok, Thailand. These samples were collected by simple random sampling method. The research tool for data collection was a questionnaire. Data were analyzed in terms of percentage, mean and standard deviation. The researcher also conducted interviews with 5 executives and computer staffs of e-commerce organizations in Bangkok, Thailand. They were selected by purposive sampling. The research result revealed that enhancing the competitiveness of e-commerce business were as follows: 1) e-commerce organizations must set up clear policies for e-commerce business, 2) appropriate marketing and promotions of e-commerce must be reviewed and improved, 3) good system security must be determined, and 4) modern technology must be applied for e-commerce, continuously.

Suggested Citation

  • Thongchai Surinwarangkoon & Sutha Pongthawornpinyo, 2018. "Enhancing the Competitiveness of E-commerce in Bangkok, Thailand," Proceedings of International Academic Conferences 8810435, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:8810435
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    File URL: https://iises.net/proceedings/international-interdisciplinary-conference/table-of-content/detail?cid=88&iid=021&rid=10435
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    More about this item

    Keywords

    Enhancing; competitiveness; e-commerce;
    All these keywords.

    JEL classification:

    • Y80 - Miscellaneous Categories - - Related Disciplines - - - Related Disciplines

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