A COMPARATIVE STUDY OF E-COMMERCE PLATFORMS IN CHINA AND THAILAND: A LOGISTICS PERSPECTIVE
DOI:
https://doi.org/10.60101/gbafr.2025.279744คำสำคัญ:
E-commerce logistics, China-Thailand comparison, Logistics efficiency, Infrastructure impact, 7Rs principleบทคัดย่อ
Purpose – This study compares logistics management practices of major Chinese and Thai e-commerce platforms by examining information, money, and material flows through the 7Rs logistics performance framework.
Methodology – A qualitative approach was employed using semi-structured interviews with eight senior logistics managers from four e-commerce platforms. Thematic analysis and cross-country comparison were applied to evaluate logistics performance across information, money, and material flows using the 7Rs framework.
Results – Findings reveal that Chinese platforms demonstrate superior logistics efficiency through advanced technology, integrated payment systems, and self-operated logistics networks, while Thai platforms rely heavily on third-party logistics and face challenges in information accuracy, reverse logistics, and infrastructure limitations.
Implications – The study suggests strategic investment in digital technologies, localized logistics systems, and reverse-logistics optimization to enhance service quality and competitiveness of e-commerce platforms in emerging markets.
Originality/Value – This research provides one of the first cross-national empirical comparisons of e-commerce logistics in China and Thailand using the 7Rs framework, offering practical insights for platform managers and policymakers.
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