A Study of factors affecting the free trade of Thai cocoa products in China's e-Commerce market of HILL TRIBE COCOA COF CO., LTD.

Abstract

Currently, the Thai cocoa market, with its unique characteristics, intersects dynamically with the burgeoning Chinese e-commerce landscape. This study uses Hill Tribe Cocoa Cof Limited as a case and is based on the 4C theory to explore the factors influencing Chinese consumers' willingness to purchase Thai cocoa products under free trade conditions in the Chinese e-commerce market. Data were collected via online questionnaires from Chinese consumers, with a sample size of 350 determined by a specific formula, ultimately yielding 352 valid responses. Analysis was conducted using SPSS and AMOS software, employing Structural Equation Model (SEM) and path analysis. Key findings reveal that consumer trust and habitual use of e-commerce platforms significantly enhance purchase intentions. Precise branding and effective promotional strategies also positively impact sales. Additionally, high-quality logistics services, alignment with market demands, superior product quality, and cultural resonance of the products substantially influence consumer purchasing decisions. Quantitatively, the study highlights that consumers' trust in e-commerce platforms increases purchase intentions by a significant margin (p < 0.05). The research suggests that companies can benefit from optimizing brand positioning, improving logistics, enhancing product quality, and ensuring cultural relevance. These findings offer actionable insights for businesses seeking to navigate the complexities of the Chinese e-commerce market and leverage free trade opportunities. This research contributes to the existing body of knowledge by introducing a refined empirical model that integrates consumer behavior with market dynamics. It underscores the importance of adapting marketing strategies to local preferences and logistical frameworks. Limitations include the sole reliance on questionnaire surveys, which may not capture all influencing factors comprehensively. Future research should explore offline surveys and in-depth interviews to further validate these findings and develop more nuanced models. This study provides a valuable framework for businesses aiming to penetrate the Chinese market, offering practical recommendations and paving the way for future investigations into cross-border e-commerce dynamics.