A Study factors for creating strategies export Thai handicrafts to Chinese via social media of platform Xiaohongshu

Abstract

The objective of this study is to investigate the factors influencing the online purchasing behavior of Chinese consumers interested in Thai handicrafts. This research employs a quantitative approach, surveying individuals interested in Thai handicrafts from the "Xiaohongshu" community on social media. A questionnaire based on the 4P marketing model was administered to a sample of 408 Chinese respondents using the online survey platform wjx.com. One-Way ANOVA and Regression Analysis were used to test the research hypotheses. The study found that women showed a higher interest in purchasing Thai handicrafts compared to men. However, men exhibited a higher frequency of purchasing these products than women. Regarding the marketing mix factors affecting the purchase of Thai handicrafts, only the distribution channel (place) had a statistically significant at the 0.05 level. The findings of this research can benefit Thai entrepreneurs aiming to market handicrafts online to Chinese consumers. Strategies focusing on social media engagement with Chinese consumers can attract customers through online storefronts. Additionally, emphasizing the distribution channel's quality and post-sale services is crucial for building customer trust among Chinese consumers on the Xiaohongshu platform.