A Study of factors influencing Chinese consumers' purchase of Thai products via e-commerce platforms

Abstract

The purpose of this study is to examine the factors influencing Chinese consumers and their purchasing decisions for Thai products through E-commerce platforms, Tmall, JD.com and Pinduoduo, as the selected case study. The proposed result provides the strategic guideline to enhance the trading capabilities of Thai businesses in the Chinese market. The researcher conducted a literature review to identify key factors of consumer buying behavior and the role of E-commerce platforms and marketing strategies. The analysis focused on the strengths, product types, interests, decision-making factors of Chinese consumers, and comparing all three platforms, along with a market analysis using the 4P framework (Product, Price, Place, Promotion). The findings were presented in a SWOT Analysis format, highlighting the significant factors influencing consumers, including strengths, weaknesses, opportunities, and external threats concerning the purchase of Thai products through E-commerce platforms. The aim was to provide recommendations for Thai businesses to improve their marketing strategies, develop products and services that cater to the needs of Chinese consumers, and enhance their competitiveness on E-commerce platforms for Thai products among Chinese consumers.