การพัฒนาแพลตฟอร์มธุรกิจอิเล็กทรอนิกส์เพื่อส่งเสริมการขายผลิตภัณฑ์ ของกลุ่มวิสาหกิจชุมชนในจังหวัดบุรีรัมย์

Pitiwan  Faikhoksung; Khathawut  Chanbuala

Authors

Pitiwan Faikhoksung Program in Business Computer, Faculty of Management Sciences, Buriram Rajabhat University
Khathawut Chanbuala Program in Business Computer, Faculty of Management Sciences, Buriram Rajabhat University

Keywords:

E-Business, Community Enterprise, Digital Platform, Online Marketing, Grassroots Economy

Abstract

The objectives of the research were, 1) to investigate the current conditions and problems in business operations and online marketing of community enterprise groups in Buriram Province, 2) to analyze their needs and potential for adopting e-business, 3) to design and develop an appropriate e-business platform, and (4) to test its efficiency and evaluate its impact on sales. A mixed-methods approach was employed. Qualitative data were collected from 18 key informants, including 10 community enterprise representatives, 5 supporting officers, and 3 experts. Quantitative data were collected from 400 buyers, tourists, and consumers who had purchased or been exposed to community products through online channels, as well as from 5 community enterprise groups that participated in the platform trial. The data were analyzed using descriptive statistics, paired samples t-test, One-way ANOVA, and Multiple Regression Analysis at the .05 significance level. The findings revealed that; 1) the community enterprise groups faced problems related to inconsistent distribution channels, limited digital skills, and insufficiently integrated online marketing support systems, 2) they needed an easy-to-use platform that allowed users to manage products independently secure payment, order tracking, and affordable operating costs, 3) the developed platform consisted of an online storefront, product categories, search and filtering system, product detail pages, shopping cart, payment system, order management, product management, and sales reporting system; and 4) after platform implementation, average sales increased by 34.70%, the number of orders increased by 41.04%, and the number of new customers increased by 42.19%, and marketing costs decreased by 18.50%, with statistical significance at the .05 significance level. Overall buyer satisfaction was at a very high level, ( $\bar{X}$ = 4.23), while seller satisfaction was also at a high level ( $\bar{X}$ =4.12). The results indicate that the e-business platform can expand marketing channels, enhance competitiveness, and practically support the grassroots economy.

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