Opportunities for establishing e-commerce in Bangkok : a field study of consumer behavior | |
| Author | Wuthisan Thianprathum |
| Call Number | AIT RSPR no. SM-02-40 |
| Subject(s) | Electronic commerce--Thailand--Bangkok Consumer behavior--Thailand--Bangkok |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-02-40 |
| Abstract | The research has been carried out by an MBA student at AIT. It shows factors influencing Bangkok consumers' buying behavior associated with e-commerce. Consumer behavior is an imp01tant factor in business. Although many retailers in Thailand already have their own web sites for their public relation, Internet user cannot order products as they want. As a result, retailers cannot satisfy their customers. This makes the retailers lose their opportunities. The purpose of this research is to provide inf01mation, which can be used to estimate the cunent potential of the entailed of e-commerce in Thailand. Therefore, the purpose of this research is to collect consumer behavior data, especially the Internet users' information, online buying behavior of Internet users and consumers' attitude toward on-line trading. This research focuses on finding opportunities to establish e-businesses in Bangkok. Analysis of establishing e-businesses in Bangkok was carried out in all aspects. The result shows that there are some difficulties for people who want to open e-businesses in Bangkok such as security concern, knowledge, etc. It is important to think about what consumers think when establishing e-businesses, because performance of e-businesses depends on how consumers respond to the products. Good e-businesses plan needs to have consistency or positioning and communication support, while extensive management support is necessary to retain consumers' confidence in online-trading other wise all the effort will be in vain. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology.|tResearch studies project report ; no. SM-02-40 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Sununta Siengthai;Singha Chiamsiri,; |
| Scholarship Donor(s) | Asian Institute of Technology - Partial Scholarship; |
| Degree | Special Studies Project Report (M.B.A.) - Asian Institute of Technology, 2002 |