Study of Channels and Trends in Online Trading Career Development of Operators in Dusit District, Bangkok
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Abstract
The purpose of this research is to study the effects of online sales channels on the current situation of entrepreneurs and to examine the current situation in trading of entrepreneurs in Dusit District, Bangkok, related to future trade trends. The sample group were professional trade entrepreneurs in Dusit District, Bangkok. The questionnaire was used as a tool to analyze the data; i.e. frequency, percentage, mean, mean, standard deviation, multiple regression analysis and Pearson correlation coefficient statistics using statistical package for social science.
The evidence, from the hypothesis testing, shows that online sales channels in overall and in each aspects; i.e. online distribution channels via Line, Facebook and YouTube channels, have an impact on the current situation in the trading of entrepreneurs in Dusit District, Bangkok, at the 0.01 statistically significant level while the current situation in trading of entrepreneurs is related to the trend of online trading in terms of future purchasing and the recommendation via words of mouth at the 0.01 statistically significant level. This information is considered as a guideline for entrepreneurs to develop their potential online sales channels in the future.
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