ELECTRONIC COMMERCE DESIGN FOR SALE PROMOTION OF SILK PRODUCTS IN NAKORNCHAIBURIN: A CASE STUDY IN SILK GROUP OF BURIRAM PROVINCE.

Abstract

The present research aimed to examine the impact of e-commerce media design on the promotion of silk products in Nakornchaiburin, Buriram Province, Thailand. The study had two main objectives: 1) to analyze the appropriate design of e-commerce media, and 2) to create video clips that would promote the sale of silk products in Nakornchaiburin.

The study used a case study approach and included the examination of Buriram silk and cotton weaving enterprise groups in Ban Koon Village, Moo 7, and Ban Daeng Yai silk weaving enterprise group. The video content focused on showcasing the local weaving methods and the origins of cloth patterns, with the goal of attracting target customers, conveying the right message, and improving brand identity. The first video clip's slogan was "Prai Tan Heang Mai," meaning "the destination of silk," while the second one was "Sen Sai Lai Mai," meaning "the line and patterns of silk."

The research population consisted of designers, design students, customers, and others, and a purposive sampling method was used to select a sample of 120 participants. Data was collected using questionnaires, which were divided into four sections: 1) Communication and presentation, 2) Presentation contents, 3) Design and Aesthetics, and 4) Video production. The evaluation of the results was based on the assessments obtained from the questionnaires.

The statistical analysis revealed that the satisfaction rates of the two video clips for the promotion of silk products in Nakornchaiburin, Buriram, were at high levels. This result can be interpreted as evidence that the design works were effective in terms of communication and improvement of the brand identity. This practice-led research has the potential to contribute to the promotion of silk products to wider audiences in the future.

In conclusion, the present study highlights the crucial role of e-commerce media design in promoting the distribution of silk products. The results of this research can serve as a reference for future e-commerce media design projects aimed at promoting similar products. Further research is needed to explore the impact of different design elements on the effectiveness of e-commerce media promotion, as well as to assess the impact of these video clips on the sales of silk products in Nakornchaiburin, Buriram Province.