Research On Factors Affecting Consumer Buying Behavior Of Cross-border E-commerce In Thailand

With the continuous development of global e-commerce,the cross-border e-commerce market in Thailand is expanding and the number of consumers continues to increase.However,there is little research discussing the factors affecting consumer buying behavior of cross-border e-commerce in Thailand.Research on cross-border e-commerce consumer buying behavior would provide an understanding of the buying habits of Thai consumers and provide a theoretical basis for the development of cross-border e-commerce market in Thailand.Hence,this paper aims to identify the factors that affect consumer buying behavior of cross-border e-commerce in Thailand.Based on the relevant assumptions of consumer behavior theory,4Ps marketing theory and TAM theory,this paper adopts a questionnaire survey method to study the factors affecting consumer buying behavior of cross-border e-commerce in Thailand.Through review of relevant literature in combination with the actual situation,a questionnaire was designed.The questionnaire was taken by Thai residents with experience in buying products on an e-commerce platform.A total of 405 valid questionnaires were collected by the participants and processed in the statistical software SPSS to analyze the influencing factors of cross-border e-commerce consumers' purchasing behaviors in Thailand.Following the analysis,the results yielded several conclusions.Firstly,individual factors such as gender,age,education level and income level do not significantly affect consumer buying behavior of cross-border e-commerce in Thailand.Occupational factors can significantly affect cross-border e-commerce consumers' purchasing behaviors.Secondly,the expansion of consumption channels and consumer products,the improvement of security and trust,the reduction of product prices,the improvement of quality and the increase of product categories can effectively forward the consumer buying behavior of cross-border e-commerce in Thailand and play a positive role in the development of cross-border e-commerce in Thailand.Thirdly,personalized features,promotion,advertising,customer communications,well-known websites and other factors do not have a significant impact on the buying behavior of cross-border e-commerce consumers in Thailand.Fourth,in the early stage of the development on cross-border e-commerce platform,the improvement of commodity quality,the expansion of commodity audience and the reduction of price can promote the purchase behavior of Thai cross-border e-commerce consumers.Finally,based on the above conclusions,this paper puts forward countermeasures and suggestions to provide some reference for the development of cross-border e-commerce enterprises in Thailand.