A Study of Factors Influencing Chinese Consumers’ Purchase of Thai Products via E-Commerce Platforms.

This study aims to explore the marketing strategies that influence Chinese consumers to purchase Thai products through e-commerce platforms. Take three typical platforms, Tmall, JD.com and Pinduoduo, as examples for analysis. The research background and purpose section introduces Chinese consumers’ interest in Thai products and explores the impact of e-commerce platforms on their purchasing decisions. The literature review outlines the key factors in consumer purchasing behaviour and the role of e-commerce platforms and marketing strategies in this. The research theory part uses 4P theory to analyse the strategies of Tmall, JD.com and Pinduoduo in promoting Thai products, pricing, channels and promotions. The data collection and analysis section explains the questionnaire design and sample selection, as well as the data collection and analysis methods. The research results revealed the key factors that influence consumers to purchase Thai products through e-commerce platforms, and through SWOT analysis, the main advantages and disadvantages of each platform’s marketing strategy were obtained. It provides e-commerce platforms with valuable information, helping them better understand target consumers, adjust marketing strategies, and provide products and services that better meet their needs.