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Article

Open Access

Comparison of Online Distribution Channels of the Thailand Community Enterprise Products

Author(s)

Rataphol Sangkhasuk, Kanlaya Naklungka, Wiriyaporn Ekphon, Worapun Surasawadee

Full-Text PDF Download XML 1127 Views

DOI:10.17265/2328-2185/2018.03.005

Affiliation(s)

Phranakhon Rajabhat University, Bangkok, Thailand

ABSTRACT

This research aims to study an online distribution of community enterprise products, to design the management system for an e-commerce distribution channel, and to compare the efficiency of distribution channels through a developed e-commerce system and ready web. A personal interview survey method was used to collect data on the production, marketing, and online selling issues. In total 150 community enterprise entrepreneurs in five product categories (food, appliance/home decoration, beverage, garment/ornament and non-food herb) and 50 consumers were equally selected by judgment sampling method. The e-commerce channel that was developed is our website and social network website that was selected to compare the efficiency of distribution channels is Facebook. The research found that only 14.67% of community enterprise entrepreneurs sell products through online channel. The product which was sold through the developed website and maximized gross profit is food (35.53% of total revenue). The others, are beverage, non-food herb, appliance/home decoration, and garment/ornament, earn gross profit 31.50%, 22.39%, 9.78% and 0.80% of total revenue, respectively. The result of distribution channels comparison between our website and webpages on Facebook found that Facebook has the ability to reach customers 2,811 times more than the website 64.75%, which has only 991 times. Regarding to sales, it is found that revenue from Facebook is higher than the website in all product categories.

KEYWORDS

community enterprise products, e-commerce, online channel

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