Scholarly record
FACTORS INFLUENCING USAGE OF E-COMMERCE TOOLS IN MICROENTERPRISE SECTOR IN LATVIA
Abstract
Development of ICT, Internet and electronic commerce tools has totally changed the way of doing business, business processes, marketing and Public Relations. A new type of activities in the digital environment provides an advantage to small and microenterprises to effectively communicate directly with the target group of customers and achieve much better results than with the traditional media. The purpose of this article is to describe the main factors influencing the usage of e-commerce in microenterprisesВ’ marketing activities and analyse effectiveness of this communication. The author used the qualitative and quantitative research methods to analyse e-commerce the usage in Latvian microenterprises and AHP method to evaluate factors influencing usage in this business sector. The author provides the proof to the assumption that social networks are very effective e-commerce tools in communication with the audience defines the main problems and highlights factors positively influencing development of e-commerce for microenterprises.
Publication Impact Profile
Publication details
ReferencesPending
Structured references will appear here after the reference import pass. The count is preserved now so the scholarly record is not incomplete.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.