AHP Analysis of Factors Affecting Thai Products' Sales by Internet Celebrity Recommendations on Short Video Platforms

Abstract

This article conducts interviews with three experts in Chiang Mai, Thailand, Chinese Internet celebrities selling Thai products and summarizes the four primary criteria and 12 sub-criteria from the interviews with three experts to design the AHP questionnaire. After two pre-tests on the questionnaire, 106 AHP questionnaires from fans of the three experts have been collected. The Thai products that Chinese consumers purchase are mainly cosmetics, food, clothes, etc. Then the AHP analysis method analyzes the data of the four significant criteria and 12 sub-criteria weights. It concluded that among the four primary criteria, the product features of Thai products are the most concerned part of Chinese consumers, and in the 12 sub-criteria, the beautiful appearance of Internet celebrities is most concerned by Chinese consumers; these two are the most critical factors. But in general, the factors affecting Chinese consumer purchases are primarily related to Internet celebrities' characteristics, product features; it is also associated with video content and fans' loyalty. Through this article, Thai merchants can consider promoting Thai products by hiring a distinctive short video platform Chinese influencer, which can better meet the needs of Chinese consumers and help Chinese consumers make better decisions in the context of the Internet celebrity economy. Developing marketing strategies through four significant criteria and 12 sub-criteria dimensions is more reasonable to help Chinese consumers buy Thai products.