The Impact of Changes in Online Sales Structures: A Case Study of Steel Entrepreneurs in Bangkok

Abstract

This research aimed to study: (1) the impact of changes in online sales structure on the sales performance of steel entrepreneurs; (2) whether these structural changes affect the purchasing behavior of consumers in Bangkok; (3) how entrepreneurs adapt to accommodate changes in the online sales structure; and (4) the factors influencing the success of the structural changes in online sales of steel businesses in Bangkok. The sample consisted of residents across 50 districts of Bangkok. The sample size was determined using Krejci and Morgan’s table (1970) for a known population, at a 95% confidence level and 5% margin of error, resulting in a total of 400 respondents. Descriptive statistics included mean and standard deviation, while inferential statistics included t-test, ANOVA, and Pearson’s correlation coefficient.

            The results revealed that the correlation analysis between the independent variables (personal characteristics of the respondents such as gender, age, income, occupation, and duration of steel business operation), marketing factors, technological factors, brand value, consumer behavior, and entrepreneurial adaptation to online sales, as well as the overall variables, showed positive correlations at moderate to high levels. No negative correlations were found among any of the variables.