Social commerce: line@in retail and food business in Thailand.

Abstract

The purpose of this study is to analyze and explore the current usage of LINE@ in Retail and Food business in Thailand. Then, purpose the Social Commerce LINE@ business model framework in Retail and Food business that would enhance their businesses. The research framework were collected from the in depth data interview with current ten LINE@ businesses from Retail and Food industry in Thailand. The result was that found the Retail needed logistics network support to expand market target while Food industry needed delivery to satisfy customer’s current demand. Recommendations apart from preparing back of houses are training and consultancy regarding to operate or utilize LINE@ more effective and efficiency.