The Impact of E-commerce on Selling Behaviors in Traditional Market: A Case Study of Kim Yong Market, Hat Yai District, Songkhla Province
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Abstract
This article studied the selling behaviors of entrepreneurs in Kim Yong Market, traditional market with tourists as a main target, in periods intervened by e-commerce. The study, compared selling behaviors of entrepreneurs in Kim Yong Market between 3 periods: the period before the entry of
e-commerce, the period after the advent of e-commerce and the period after the spread of the COVID-19 virus. Through questionnaires and interviews with entrepreneurs in the market, the study found that
at present, entrepreneurs in the Kim Yong market have online product selling channels (selling both
in-store and online) 56.3 percent. Some entrepreneurs accept changes in consumer behaviors by adjusting the proportion of product selling channels from offline to online. However, in the context of the
Kim Yong market, which is considered to be a tourism place, it is found that even though entrepreneurs have changed their behaviors to sell more products online, more than half of their sales and customers still come from products sold at stores in the market.
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References
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