Characteristics of buyers - Website characteristics affecting internet purchases in emerging markets.

  • Wasit Promburt
Keywords: Characteristics of buyers, Website characteristics, Internet purchases, Emerging markets


           Commercial electronic transactions have a high rate and quantity in both Europe and America, but in developing countries in the Asia Pacific region, particularly in Thailand which is considered an emerging market that has the potential on trade or commercial electronic transactions due to the low rate and quantity of commercial electronic transactions. Therefore, academic studies of important factors that affect online purchases will help marketers in both retail and electronic markets to prepare marketing strategies for websites that is suitable for each consumer group. The literature and relevant research review found that there is a gap of knowledge that can be further developed into research studies. These can answer the following questions: 1) What are the key factors influencing consumers to make decisions about buying online products in emerging markets? 2) The characteristics of buyers - websites that are related whether to online purchases of customers in emerging markets or not? 3) The product market level affects whether the relationship of the characteristics of the buyer - the website on the online shopping of the customer or not. These are to guarantee the reliability, building of engagement, fulfillment of demand, create and increase satisfaction, attract consumers to buy products and attract existing customers for repeat purchases in the future.


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Author Biography

Wasit Promburt

Lecturer at Doctor of Business Administration Program, Graduate School, Western University


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