@mastersthesis{go299,
          school = {Griffith College},
          author = {Cuong Bui The},
           title = {The changes of consumer behaviour toward the well-known global brands under the rapid growth of  E-commerce in Southeast Asia (SEA)},
            year = {2019},
             url = {http://go.griffith.ie/299/},
        abstract = {Southeast Asia market is a potential market for the development of ecommerce companies and well-known global brands. The ecommerce sites in SEA countries are very dynamic and enthusiastic with many well-known global brands. Besides that, the consumer behaviour in this market is also very unique, it is affected by many different factors directly and indirectly day by day as culture, religion, language, social media. Therefore, this research focuses on defining the key factors which affect the changes of consumer behaviour toward the well-known global brands under the rapid growth of ecommerce in SEA countries. To answer this question, the author built the survey for both online and offline with the same questionnaire and the depth questionnaire for experts in ecommerce industry as the focus group, in order to recognize answering satisfaction and struggling between the answers. Online shoppers are the target participants for the survey, the well-known global brands and ecommerce companies can be successful if they offer the products with good prices, conveniences, flexible payment methods, good UX/UI, especially the unique selling proposition to reach out the consumer interests compared to their competitors. 
 
To summarize, the consumers in SEA countries are the smart consumption who are able to use the advancement of information technology to search the global brand products from different website and compare prices, offers before purchasing. The consumer behaviour is changed frequent due to the development of social media and fintech companies. However, they do not trust in the advertisement as before. Therefore, building the trust is necessary for both ecommerce sites and global brands if they plan to expand into this market.  
 
Moreover, the rise of youth population and middle class in this region also contributed for the successful of many ecommerce sites and global brands, as they are the main target audiences of those businesses by their unique characteristics.},
        keywords = {SEA eCommerce, SEA countries}
}