Thai Consumers' Choice Of Cross-border E-commerce Platform And Its Influencing Factors

Cross-border e-commerce was developed on the basis of the Internet and e-commerce,where consumers can buy goods from other countries and regions based on cross-border e-commerce platforms and deliver them to consumers through cross-border logistics.With the acceleration of the global economic integration process,cross-border e-commerce is developing rapidly and has become an object of concern for many consumers.With the attention of countries around the world on the e-commerce market,the e-commerce of the Southeast Asian market,although a late start,is in its infancy,but there is a huge space for development,whether economic opportunities or market share and capital flows,so that the Southeast Asian market has become a key investment object for investors,more and more funds into the Southeast Asian e-commerce market,making the Southeast Asian e-commerce market has shown an unprecedented boom.At this time,governments in South-East Asia have also stepped up their support for e-commerce to promote its popularity and development,with Thailand being the fastest growing country in South-East Asia and the fastest growing country in the region.Thailand's local e-commerce development is just beginning,and all aspects need to be continuously improved,including infrastructure construction,payment systems,logistics and transportation.However,the rapid surge in the number of people using the Internet in Thailand in recent years and the rapid growth of GDP and GDP per capita have made Thailand an e-commerce market with great potential.The rapid development of the Internet and e-commerce has allowed more and more consumers to make cross-border purchases on e-commerce platforms.Consumer demand for cross-border shopping has also given rise to a variety of cross-border e-commerce platforms,which have their own characteristics and advantages,and differences in infrastructure,payment methods,transportation and logistics have also become important factors for consumers to consider in choosing cross-border e-commerce platforms.In order to further accelerate Thailand's trade with other countries,the Thai government has introduced a number of policies to promote the development of local cross-border e-commerce platforms.However,from the current situation of Thailand's domestic cross-border e-commerce development,there are still many problems in logistics,tariffs,credit,payment security,etc.,which directly affect the healthy and rapid development of Thailand's domestic cross-border e-commerce platform and need to be resolved.The first thing is to improve the service and product quality,from the actual situation of product production and sales,both online and offline operations,the need to improve the product service quality as an important guarantee to improve product sales.In a quality product service quality strategy,product producers need to mobilize all the positive elements to fully understand the consumer's demand for the product and provide them with the right product based on the consumer's demand for the product.When investigating a consumer's willingness to sell a product,a series of confidential work needs to be done to ensure that the consumer's personal wishes and investigative information are not compromised.In addition,after consumers purchase products,businesses also need to consumers after the purchase of the product on the use of the product necessary return visits to investigate,so as to timely discovery of the product marketing process may face problems,timely improvement.Considering the different tasks of cross-border e-commerce and domestic e-commerce development,cross-border e-commerce in the process of developing foreign trade logistics needs to take measures to control the speed of logistics,actively cooperate with merchants to update and adjust commodities,and in the process to ensure that consumer information is protected;secondly,to strengthen payment channels and exchange rate management,in the payment method and exchange rate management,enterprises need to pay close attention to the policy adjustment and exchange rate changes between countries,according to the international exchange rate changes,to establish a scientific and complete,in line with the international exchange rate changes in the picture to establish a good exchange rate risk prevention and control management system.For example,large fluctuations in the price of products exported as a result of the plunge in the pound affect the development of cross-border e-commerce.Therefore,in the new historical period,in order to better promote the healthy and stable development of enterprises,in the development of cross-border e-commerce,we should pay close attention to the changes in international current affairs,fully understand the changes in the international exchange rate,so as to avoid the development of enterprises to the maximum extent possible;finally,we should improve the logistics system,in the process of cross-border e-commerce development,in addition to the logistics system,customs is also an important factor affecting the development of cross-border e-commerce.To this end,in the process of cross-border e-commerce development,it is possible to optimize the customs clearance process,improve the efficiency of product clearance,and change the mode of customs clearance from paper-based to paperless development.In addition,cross-border e-commerce in the development process needs to be based on modern science and technology in the customs circulation,the implementation of paperless audit mode,so as to improve the security and accuracy of customs product audit.The author of the existing cross-border e-commerce research results to summarize,most scholars at present focus on the cross-border e-commerce development model of research,and the consumer to choose the local cross-border e-commerce platform factors research results are less.At present,Thailand's local cross-border e-commerce platform has not yet formed a representative brand,the fierce competition among various cross-border e-commerce platforms have grabbed the Thai market and divided into four forms,the first type is the traditional online platform,generally the "platform + merchant" model,such as Weloveshopping.com,Lazada,etc.,are comprehensive e-commerce,merchants operate a rich variety of goods;the second type is the online vertical integration platform,such as Munkong Gadget,Se-ed,etc.The third type is a combination of online and offline model,which is represented by Central,opening up online sales channels and gradually transforming the function of offline stores into experience and consumer contact;the fourth type is offline store model,cross-border e-commerce offline store model is generally evolved from offline stores,front store after warehouse model,stores to do both warehouse and store,online is the channel extension of store business,this model is represented by Advice.Only from the consumer's point of view,understanding Thai consumers' choice of local cross-border e-commerce platform and the factors influencing Thai consumers' choice can increase consumers' willingness to buy on local cross-border e-commerce,enhance consumers' purchasing power and further promote the development of Thai local cross-border e-commerce platform.However,different cross-border e-commerce platforms have obvious differences in terms of goods,logistics,payments,etc.This article hopes to promote the development of the Thai local cross-border e-commerce platform by understanding and accurately grasping the factors of consumer choice for the Thai local cross-border e-commerce platform,continuously improving the Thai local cross-border e-commerce platform,and increasing the willingness of other groups to purchase Thai local cross-border e-commerce.In addition,most scholars' research on Thai cross-border e-commerce is mostly theoretical,and there are fewer empirical studies on Thai consumers' choice of local cross-border e-commerce platforms and their willingness to buy.Therefore,through empirical research,this paper investigates Thai consumers' choice of local cross-border e-commerce platform and its factors,with Thai consumers as the research object,in order to provide some theoretical basis for promoting the better development of local cross-border e-commerce in Thailand,to understand the subjective purchase intention of Thai consumers towards local cross-border e-commerce platform,and to enable local cross-border e-commerce platform to understand the main factors of consumers' choice towards local cross-border e-commerce platform,in order to make improvements.