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Dissertation Introduction CHAPTER 1- INTRODUCTION

   

Added on  2020-02-03

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DissertationIntroduction1

TABLE OF CONTENTSChapter 1- Introduction....................................................................................................................31.1 Background of the study........................................................................................................31.2 Industry overview..................................................................................................................41.3 Rationale of the study............................................................................................................51.4 Research aim and objective...................................................................................................61.5 Analysis and framework........................................................................................................61.6 Structure of the dissertation...................................................................................................7References........................................................................................................................................92

CHAPTER 1- INTRODUCTION1.1 Background of the studyIn the present scenario, internet has emerged as one of the most effective and potentialplatform which can be used by businesses to sale and promote their products. The number ofinternet users in Thailand are growing every year with a very good pace and this has providedbusinesses with more potential development opportunities. In the year 2016, there are total 29,078, 158 internet users in Thailand and this accounts to total 0.8% of total share of world internetusers (Thailand Internet Users, 2016). In last few years smartphones and internet has become themost usable devices in the entire country. It can be also expressed that people in Thailand preferto use internet more on their smartphones as compared to desktop.Nowadays, e-commerce has been developed as one of the most potential concept whichsupports businesses in carrying out smooth flow of all their operations and activities. In simplerterms, e-commerce can be defined as which focuses on different areas such as assessing needs ofcompanies, lowering down cost of operations, enhancing the speed of delivery etc. Furthermore,the concept lays main emphasis on carrying out paperless flow of information and transactionswithin a business enterprise. It can be also stated that e-commerce assist in buying and selling ofvarious services and products on internet. In addition to this, the concept of e-commerce is linkedor associated with different type of features such as non cash payment and 24X7 availability ofservices (Veen and Ossenbruggen, 2015). This means customers are not required to go anywhereto buy products, services and they can buy any product at any particular time. With the help of their debit cars, credit cards and alternatives such as electronic fundtransfer, customers can easily make non cash payment of the product and services which theyhave purchased over the internet. On the other side of this, it can be argued that e-commerce isnot only beneficial for customers but it also provides several kinds of advantages to a businessenterprise. For example, the concept supports organizations in carrying out more effectivemarketing of their products and services which further results in increasing sales and profits ofthe same. The rationale behind improving sales is that the reach of marketing and promotion of abusiness enterprise increases by the use of e-commerce. Along with this, order can be generatedfrom anywhere and any time which also contributes a lot in improving sales and profits of acompany to a great extent. 3

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