Research On The Influencing Factors Of Thai Consumers Using Cross-border E-commerce Shopping Based On The 4C Theory

This article is titled "Research on Influencing Factors of Thai Consumers Using Crossborder E-commerce Shopping Based on 4C Theory",taking consumption frequency as the dependent variable,cost(i.e.logistics cost,price),convenience(i.e.payment convenience,after-sales service)Convenience,language convenience,page details,system fluency),products(i.e.product richness,product localization,product packaging,and product quality)are independent variables,and consumer characteristics are control variables(i.e.education,age,Disposable income,gender,occupation)as control variables,establish an empirical model,and study the factors that influence Thai consumers to use cross-border e-commerce shopping.Finally,according to the research results,improvement suggestions are put forward to promote the share of cross-border e-commerce industry in Thailand’s consumer market.The research shows that: the independent variable product factor has no significant influence on Thai consumers’ use of cross-border e-commerce shopping;the cost and convenience factors in the independent variables have a significant negative impact on Thai consumers’ use of cross-border e-commerce shopping.The control variables gender,age,education and occupation are government/institution staff,self-employed/private owners,unemployed people and other occupational factors have no significant impact on Thai consumers’ use of cross-border e-commerce shopping;the control variables disposable income,occupation The factors of students and freelancers have a significant positive impact on Thai consumers’ use of cross-border e-commerce shopping,that is: students and freelancers are employed as compared to government/institution staff,self-employed/private owners,unemployed and Consumers from other occupations are more keen to use cross-border ecommerce shopping;the higher the disposable income of Thai consumers,the more average monthly purchases through cross-border e-commerce shopping.Based on this,this paper puts forward four countermeasures,namely: to formulate a localized business strategy,to grasp the development opportunities of the "Belt and Road",to grasp the development opportunities of the RCEP Free Trade Zone,and to use big data for precision marketing to promote the development of cross-border e-commerce in Thailand.