Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

Chairat Aemkulwat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




In this study, the key purpose is to investigate the relationship between e-commerce trend and firm performance of retail industry in Thailand. Objectives of this research are explored as following: to investigate the effect on BJC’s both financial and market performance of e-commerce trend in Thailand; to study the relationship between e-commerce trend and Thailand domestic market performance; and to compare and contrast the effects of e-commerce trend on BJC’s firm performance and market performance. The scope of this study focused on Thailand domestic retail market; and BJC as a case study since it is a leading retail industry in Thailand. Data were collected from secondary sources, and recent ten years related data were collected. Main method of this research will be regression analysis to combine each factors of e-commerce trend and firm performance. The findings of this study wound benefit Thai retail firms to adjust online marketing strategies to adapt transformation of e-commerce trend. The results of this study would also help Thai retail firms to decide how to improve their online payment system to compromise e-commerce trend and inspire managers of Thai retail firms to consider their online platform or other cooperation with existing platform to improve their sales.

Included in

Economics Commons



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