Emerging E-Commerce Model based on 4Ps Principle for the Highly Valuable Traditional Products in Thailand: A Conceptual Framework

S. Vanichvisuttikul and C. Jungthirapanich (Thailand)


: e-commerce, electronics market, marketing mix, 4Ps, CES, HUI


The emergence of multidimentional facets of e commerce has moved the way the digital firm remain competitive in the electronic market. Thus, design princiles for e-commerce websites are increasing. However, not many websites have been doing e-commerce successfully. Therefore, this paper draws up a particular e-commerce model that derives from the classical marketing mix or the 4Ps and modern e-commerce model. It also aims at creating a particular model of e-commerce for the rural people who are the product owners in the government project entitled, OTOP (One Tambon, or District, One Product) Project in Thailand. Resultant of the paper could be employed as the e commerce model at the regional parts of Thailand; northern, northeastern, middle, and southern part, for OTOP products in all over Thailand. The 4Ps comprise; product, price, place and promotion. The elements of the 4Ps have been designed to position and segment OTOP products and market for the designed e-commerce model to achieve the target customers. This OTOP e-commerce model comprises CES (Customer E-commerce Satisfaction)/e-commerce adoption which have been influenced by the five constructs; e-commerce system quality, content quality, trust, support and services, and HUI (Human/User Interaction). These constructs have been designed to arouse the users/customers to visit the Web site and/or satisfy with the products/services and then make the purchasing online. CES is proposed as dependent variable to e-commerce success and the relationships with the five constructs are defined and discussed.

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