DEVELOPING THE IMAGE OF STORES ON ONLINE RETAIL PLATFORMS FOR SUSTAINABLE GROWTH
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This academic article aims to analyze the factors and mechanisms associated with creating competitive advantages for stores on online retail platforms in Thailand, as well as to propose strategic approaches for developing stores to achieve differentiation and sustainable growth. This is particularly important in the context of Thailand’s rapidly expanding online retail market, where market value and growth rates continue to increase, resulting in a rapid rise in the number of online stores and intensifying competition across platforms. Price competition and price-cutting strategies have led to price wars, adversely affecting the profitability and long-term survival of online retailers. Therefore, creating differentiation without relying solely on price competition has become increasingly important, particularly through the development of Store Image to establish a distinctive position and generate favorable consumer perceptions. This should be complemented by Perceived Store Value and Store Brand Awareness, which are important factors influencing consumers’ evaluation and purchasing decisions in online channels. Integrating these factors can enhance store credibility, perceived value, and differentiation, while also strengthening consumers’ Purchase Intention. Perceived Store Value and Store Brand Awareness can function as mediating variables linking Store Image to Purchase Intention. This integration enables online retailers to develop marketing strategies that emphasize value creation and consumer relationships rather than relying solely on price competition, thereby strengthening competitive advantage, creating differentiation from competitors, and supporting the sustainable growth of stores on online retail platforms in Thailand.
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