The Development of Distribution Channels for Community Products by Using E-Commerce in Nakhonsawan Province
Article Sidebar
Main Article Content
Abstract
The purpose of this descriptive and survey research was threefold: firstly, to examine the e-commerce using needs for community products of sellers and buyers; secondly, to create and develop the distribution channels by using e-Commerce; and thirdly, to evaluate the satisfaction on the use of the distribution channels. Research instruments consisted of two questionnaires. Two groups of research sample seller and buyer groups for community products were collected from Purposive Random Sampling. Research findings revealed as follows: 1) E-commerce using needs of sellers and buyers, it found that most of sellers and buyers needed the storefront system to display product information, display various contact channels, display news and public relation information, including trade policies. Moreover, information in terms of websites: having confirmative system/ordering products; showing number of ordered products, payment system by transferring some money into account, payment on delivery, and payment through counter services. Again, delivery systems and services wanted to have a system of express delivery to inform the details of the cost of shipping with registered delivery and payment notification and shipping tracking system required that the system be linked to the shipping company's website, able to track the delivery status through the website and there was a notification of the delivery situation through the LINE application; 2) Creating and developing the distribution channels by using e-Commerce, it was found that new website designing techniques should consist of home page, product category page, product page, payment notification page, trade policy page, information page in terms of websites and shopping cart page. Moreover, it should consist of displaying the recommended products, community products, news and public relation, and communication channels; and 3) Evaluating the satisfaction on the use of the distribution channels by using e-Commerce, it was also found that overall satisfaction of sellers and buyers on using e-Commerce was at highest level, mean as 4.62.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Akakul, T. (2000). Research methodology in behavioral and social sciences. Ubon Ratchathani: Rajabhat Institute Ubon Ratchathani.
Burgess, L. & Cooper, J. (2000, November). Extending the viability of MICA (Model of Internet Commerce Adoption) as a metric for explaining the process of business adoption of Internet commerce. Paper presented at the International Conference on Telecommunications & Electronic Commerce. Dallas.
Dejkriengkraikul, C. & Kanawan, N. (2007). OTOP and SMEs. 4th ed. Bangkok: SE-EDUcation.
Dent, J. (2011). Distribution channels: Understanding and managing channels to market. 2th ed. United Kingdom: Kogan Page Limited.
Iamsiriwong, O. (2013). electronic commerce (Administration Perspective): e-Commerce (A Managerial Perspective). Bangkok: SE-EDUcation.
Jairak, R. Praneetapolkrang, P. & Banditwattanawong, T. (2010, October,1-3). Creating A New Causal Model for Describing e-Customers Repurchase Intention Using Multiple Fuzzy Cognitive Maps. Thailand Mobile Applications Symposium, Queen Sirikit National Convention Center, Bangkok, Thailand.
Nakhon Sawan Provincial Statistical Office.(2020).Nakhon Sawan economic structure. from http://www.nksawan.nso.go.th/
Office for the Promotion of Local Wisdom and Community Enterprise. (2022). One Tambon One Product (OTOP). from https://cep.cdd.go.th/
Rattanawaraha, J. & Ksetchana, W. (2011). Pointing the way to rich with E-commerce, anyone can do it. Bangkok: Net Design Publishing.
Ruchtanon, O. Saleknan, K. Klinsukon, C. PhuNgam, J. & Sirithana, M. (2019). The Impacts of E-commerce on Local Business.from https://www.bot.or.th/Thai/MonetaryPolicy/Economic Conditions/AAA/ECommerce_paper.pdf
Sangkhasuk, R. Naklungka, K. Ekphon, W. & Surasawadee, W. (2017). Development Of E-Commerce Channel Among Community Enterprises Network. Humanities and Social Science, 12(1), 38-49.
Sinthusir, N. Inthasang, C. Boonmasongsung, D. & Nunnad, P. (2020). Distribution Channel of Organic Rice Processed Product: Case Study of Nakornkong Jasmine Rice Community Enterprises, Nakhon Ratchasima Province. Academic Journal of Humanities and Social Sciences Burapha University, 28(2), 82-107.
Sribunjong, R. & Leamprecha, N. (2021, April 1). Consumers' Online Shopping Behavior under the New Normal in Muang District, Phitsanulok Province that Affects the Online Marketing Mix. National Postgraduate Student Colloquium.
Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 1-8.
Young, Ha. (2012). Role of web site design quality in satisfaction and word of mouth generation. Online Information Review, 23(1), 79-97.