Assessing Consumer Trust in Ecommerce Strategy for Sustaining the Emerging Commerce Market: A Case of Accra-Tema Metropolis, Ghana (Published)
ECommerce is an emerging commerce market where organisations and individuals sell and, buy goods and services through the internet using computer and smart devices. This research is to assess the low consumer trust in online trading and how to strengthen it to make consumers confident in eCommerce market. Lack of consumer trust in eCommerce stems from a consumer not receiving neither the goods nor is reimbursed immediately a virtual transaction goes bad, as this negatively impacts his / her trust. Survey design through Questionnaire was employed to collect primary data from the Accra-Tema metropolis in the Greater Accra Region, Ghana, which is popularly noted for intense eCommerce trading activities. Results from the research summarized the effective structure an eCommerce market should have – a certificate of practice and safety measures on the website, standard interface, user friendly website, and an authentic customer feedback system of accountability and equity to build trust that inform purchasing decisions. Furthermore, e-consumers should report problems to e-vendors immediately they occur, and e-vendors must follow up and rectify them ASAP. Finally, transaction problems should immediately be resolved once occurred and reported, e-vendors should encourage e-consumers to continue trading by sending them company and loyalty promotions continuously, and e-consumers should reciprocate / acknowledge the gesture of love from e-vendors for lasting consumer trustworthiness in virtual business transactions.
Keywords: Consumer Trust, Internet, Market, computer and smart devices., e-consumers, e-vendors, eCommerce, transaction
Factors Influencing Online Marketing Development of Small and Medium Enterprises in Dong Nai Province (Published)
Nowadays, the Internet is covering almost every corner of the places in Vietnam and it makes the transmission of information much faster. In The number of internet users is up to 80% and over 70% of internet users go to the net for information. With so much search content, the content is there, it’s really great. Besides, online marketing is a way to advertise the products and services that will save enterprises a lot of money compared to traditional marketing. Online marketing campaigns can be easily measured and evaluated to be able to draw lessons for the following campaigns. Effectiveness comes quickly (eg, enterprises hire banner ads on a reputable website. So many visitors will find out information on enterprises’ website.); and Broad range of marketing is not limited, information flow is rich, diverse in form. Customers can find the information they want anytime and anywhere, just the internet. Moreover, the research results showed that there were 300 customers who interviewed and answered about 15 questions. The Data collected from 05/07/2016 to 15/07/2017 in Dong Nai province. The researcher had analyzed Cronbach’s alpha, KMO test, the result of KMO analysis used for multiple regression analysis. The research results were processed from SPSS 20.0 software. Finally, the researchers have recommendations supporting the sustainable development of online marketing development of small and medium enterprises (SMEs) in Dong Nai province.
Keywords: E-Commerce, Internet, Marketing and LHU, SMEs, online