Consumers’ preference in comparative e-commerce channels : brand.com, e-marketplace and social commerce | |
| Author | Phong-atth Kittiloespaisan |
| Call Number | AIT RSPR no.SM-22-02 |
| Subject(s) | Electronic commerce--Thailand Electronic commerce--Thailand Art and industry |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this study is to examine the reasons affecting a decision-making process in choosing the online buying channel in Thailand, especially in the Bangkok area. The study focuses on three popular channel types in Thailand which are official websites from a brand (brand.com), E-marketplace, and social commerce. Regarding research design, methodology and approach, the data were collected in two stages. The first stage is the interview. It was conducted with 15 respondents who are online shoppers and currently live in Bangkok. Then, the second stage of the quantitative method was started through the online survey with 400 respondents who are online shoppers and live in Bangkok. The main finding of this study is usual for multichannel management. Brand.com is suitable for high value products. The nature of the channel provides credibility and entrust consumers with official information. Meanwhile, the E-marketplace penetrates the mainstream market as it offers a worthy price and allows comparison with a wide range of products. However, the products which suit this place need to come over the barrier of trust in authenticity. Some high value products could set up official stores to reduce this concern, but the level of trustworthiness is not equal to the Brand.com channel. Finally, it is social commerce. This channel utilises the function of social media in communication and community build up. Those lead to the key advantage in two-way communication with the seller and finding the specifically unique products. Referring to the practical implications, marketers could select the strength point of the channel to distribute their products. Sophisticated products may suit Brand.com, while mainstream products are for the E-marketplace. Also, social commerce could be alternatives to support the communication and unique interest for consumers. Or it could support SME levels that provide unique products. |
| Year | 2022 |
| Corresponding Series Added Entry | |
| 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) | Badir, Yuosre F. M.; |
| Examination Committee(s) | Ransom, Lakeesha;Vimolwan Yukongdi; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2022 |