Factors Influencing Thai Customer Decision in Purchasing Electronic Products from China

Abstract

With an increased number of internet users in Thailand, mostly people are engaged in using an online platform to purchase goods which result in a rapid growth of cross border e-commerce. Chinese electronic products are one of the most imported good in Thailand. The study mainly conducted on Thai customer in order to find the most influencing factors on Thai customer decision in purchasing Chinese electronic products through an online platform. The study used a primary data and based on a survey on Thai customer response from 399, in Thailand. The questionnaire was used for data collection, Hypothesis test was conducted to verified the research question by using ANOVA and bivariate regression to analyzed the data. The result showed that all four factors such as cost, customer needs, communication and convenience factors have an influenced on Thai customer decision which means the hypothesis is accepted. The study concludes that although all the factors have an influenced on Thai customer decision but the most influencing factor is cost factor. The limitation of this study is the sample collected are within the researcher society such as friends, family and workplace. The finding will be benefited for the business in term of improving on each factor that influenced Thai customer decision.