Authors :
Sukritta Treeranurat; Cai YanLing
Volume/Issue :
Volume 9 - 2024, Issue 3 - March
Google Scholar :
https://tinyurl.com/2s4wy7ru
Scribd :
https://tinyurl.com/38ywrpe9
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAR1805
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
With an increased number of internet users in
Thailand, mostly people are engaged in using an online
platform to purchase goods which result in a rapid
growth of cross border e-commerce. Chinese electronic
products are one of the most imported good in Thailand.
The study mainly conducted on Thai customer in order to
find the most influencing factors on Thai customer
decision in purchasing Chinese electronic products
through an online platform. The study used a primary
data and based on a survey on Thai customer response
from 399, in Thailand. The questionnaire was used for
data collection, Hypothesis test was conducted to verified
the research question by using ANOVA and bivariate
regression to analyzed the data. The result showed that
all four factors such as cost, customer needs,
communication and convenience factors have an
influenced on Thai customer decision which means the
hypothesis is accepted. The study concludes that although
all the factors have an influenced on Thai customer
decision but the most influencing factor is cost factor. The
limitation of this study is the sample collected are within
the researcher society such as friends, family and
workplace. The finding will be benefited for the business
in term of improving on each factor that influenced Thai
customer decision.
Keywords :
Customer Decision, Cross Border-E-Commerce, Electronic Products
With an increased number of internet users in
Thailand, mostly people are engaged in using an online
platform to purchase goods which result in a rapid
growth of cross border e-commerce. Chinese electronic
products are one of the most imported good in Thailand.
The study mainly conducted on Thai customer in order to
find the most influencing factors on Thai customer
decision in purchasing Chinese electronic products
through an online platform. The study used a primary
data and based on a survey on Thai customer response
from 399, in Thailand. The questionnaire was used for
data collection, Hypothesis test was conducted to verified
the research question by using ANOVA and bivariate
regression to analyzed the data. The result showed that
all four factors such as cost, customer needs,
communication and convenience factors have an
influenced on Thai customer decision which means the
hypothesis is accepted. The study concludes that although
all the factors have an influenced on Thai customer
decision but the most influencing factor is cost factor. The
limitation of this study is the sample collected are within
the researcher society such as friends, family and
workplace. The finding will be benefited for the business
in term of improving on each factor that influenced Thai
customer decision.
Keywords :
Customer Decision, Cross Border-E-Commerce, Electronic Products