Entrepreneurial Success Development Model in Online Network Marketing Business, Bangkok

Abstract

Most consumers will be interested in buying shirts online. However, there are still some consumers who are still afraid to make a decision to buy shirts online due to various factors that affect their online shopping behavior. These reasons cause consumers to be unconfident in choosing to shop online. This research has objectives: 1) To study the level of factors that affect the success of entrepreneurs in online network marketing business 2) To study causal factors, the skills of marketers. Online technology, marketing strategies, advertising management that influence the success of entrepreneurs in network marketing 3) To get a successful model for entrepreneurs in online network marketing business. This research uses a combination of quantitative research and qualitative research. Quantitative research using layered sampling from direct sales network staff in Bangkok with sample sizes of not less than 360. People by using a threshold of 20 times the observed variables. The tool used is a questionnaire. Data analysis has used structural equation models. The qualitative research section used semi-structured interviews from 15 key informants: Online Merchandising Specialist, Executives, entrepreneur. The results of the research showed that 1) the success of entrepreneurs in online marketing network business is very important 2) factors influencing the success of entrepreneurs in online network marketing business Sort in order: marketing strategy, online technology, marketer's skills, Ad Management 3) The success model of entrepreneurs in online network marketing business is that network business allows consumers to own and be able to generate income and create success by network business is a business that is risk-free and does not require investing large amounts of money as in general business.  The government should encourage all sectors to access and participate in online marketing more.