Proceedings of the International Interdisciplinary Conference, Vienna

ENHANCING THE COMPETITIVENESS OF E-COMMERCE IN BANGKOK, THAILAND

THONGCHAI SURINWARANGKOON, SUTHA PONGTHAWORNPINYO

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.

Keywords: Enhancing, competitiveness, e-commerce

DOI: 10.20472/IAC.2018.001.021

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