Analysis on reality of E-commerce in ASEAN

Abstract

With the high of information and communication technology, the world e-commerce market size tends to be larger in the future. In this situation, we considered expanding the business to the ASEAN to be attractive strategy because this region is remarkable in the Business-to-Consumer market. Although it is necessary to understand both the macro environment such as economy and culture and the actual behavior of e-commerce user, the study which has integrated the country levels and the individual levels and has analyzed them is little. Therefore, we gained the important knowledge by analyzing actual condition of e-commerce user based on the survey of macro environment in the target country.