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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 microenterprises 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.
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