Study On Factors Affecting Chinese Consumer's Online Purchase Thai Products Behavior

In the past ten years,Cross-Border E-commerce has developed rapidly and become an important tool for small and large businesses worldwide in the past few years,it has large impact on the international economies and society.Presently,e-commerce in China has more developed than the market in Western countries like US and Europe due to the advancement of commerce on TMall and Wechat.Although,e-commerce in Southeast Asia has behind China for 4-5 years,it will be next potential gold mine to dig due to e-commerce market in China controlled by TMall and JD.Therefore,the opportunity of Thai product will become a dream market of the world largest consumers like China on e-commerce market.The aim of this research is to investigate factors influence customer's purchase behavior and satisfactory in Thai Products on Online Shopping in China,a questionnaire was used to collect data from valid 350 respondents of Chinese consumers who had minimum one experience with Thai products in China's online shopping with travel experience in Thailand and without travel experience and the method of this present study is Chi square,ANOVA,F-test,Pearson's correlation coefficient,Structural Equation Model(SEM)method for analysis.The results reveal that first of all,there was significant difference between genders on willingness to buy Thai product again.Male that has the positive(p<0.05)relationship of purchasing satisfaction and brand awareness with willingness to buy Thai product again,but female has the positive(p<0.05)relationship between brand loyalty and willingness to buy Thai product again.However,there was no significant difference in gender between willingness to buy again and purchasing behavior.Secondly,the influence factors on satisfaction and importance for consumers were quality of product,shopping convenience and payment,product price,security and time saving.Most of all sides meet customer satisfaction,but on the side of trustworthiness and honest of product or service provider and security payment system need to improve and upgrade service quality.Thirdly,as expected,this research found a strong positive relationship between recognition on different cultural factor of Thai culture and satisfaction on buying Thai product.It indicates that culture value on product has highest influence on recognition on different cultural factor of Thai culture.Forth,brand awareness plays an important role in brand loyalty.It indicated that brand awareness is highest influenced by brand value.Clearly,the more awareness in brand value and brandfavor,the higher brand loyalty and positive attitude to always eager to online shopping and willingness to buy again,but also has other influence factors.Fifth,contrary to previous researches,the impact of purchasing satisfaction,brand awareness,recognition on different cultural factor of Thai culture and purchasing behavior does not have any effect on willingness to buy again.This also indicates there is a partial support that has an indirect effect on willingness to buy again through the mediating effect of purchasing behavior by frequency to online shopping and average online shopping payment a time.This might be because consumer has an inherent interest in the product category,but decision may or may not need to be made at this time.Therefore repurchase may not be needed even if consumer remains interested in brand product that causes low effect on purchasing behaviors.Besides,consumers prefer to try new brands because they want a change of pace or have different personality and perception of values hold.Sometimes,consumers will be more motivated by other things or necessary circumstance.Especially for Chinese consumers,the international fame of a brand or product has a great influence on purchasing decisions,but simultaneously Chinese consumers have omnivorous purchasing habits without identifying real or fake(Beck,1992 a,1992b;Yan,2012).Finally,there is weak positive relationship between brand loyalty and willingness to buy Thai product again,whereas there is negative significant relationship between purchasing satisfaction and brand loyalty.This result is consistent with existing research,but contributes negative effect when compared to the previous researches such as Nawaz and Usman(2011)found that the relationship between satisfaction and trust is strongly positive correlated with brand loyalty,but commitment to preferred brand is less significant to build loyalty with brand.This might be because there are two online shops compete sale on the same product and whenever another shop has better promotion,customers will switch to buy at that shop at once such as sale promotion,low price,return or changeable goods and website trust(Wen,2013)and other factors such as social factor,psychological factor,different costs,frequency of purchasing,warranty,security payment,contact details also are significant to purchasing and repurchase decision(Purwanto,2013;Nunthipong and Khongsawatkriat,2011).Moreover,in digital age,most customers do not have loyalty and easy to switch brands to try on different experiences.The main innovations of research are as follows:(1)previous literatures scope on main factors influencing purchasing satisfaction that are 4P marketing,service,security,trustworthy factors and brand awareness,but factors of recognition on different cultural factors were not examined on purchasing satisfaction of foreign products.This study offers applicable theoretical model of recognition on different cultural factors to marketing strategic decision and advertisement.To explore the level of influence on recognition different cultural factor of Thai culture affecting purchasing satisfaction of Thai product,this paper set up the conceptual model of the relationship among influence levels of culture value on product,attitude and cultural experience consumption,uniqueness of Thai culture affecting purchasing satisfaction of Thai product based on culture identity,consumer culture and experience consumption theories under the research framework and apply Structural Equation Model to test hypothesis and analyze causal relationship between variables.The results discovered that a strong positive relationship between recognition on different cultural factor of Thai culture and satisfaction on buying Thai product at the.001 significant level and produced the standard coefficients of 0.634 which identified the independent variables(culture value on product,attitude and cultural experience consumption,uniqueness of Thai culture)explained 40.2% of the variance of the dependent variable of satisfaction on buying Thai product.It indicates that culture value on product has highest influence on recognition on different cultural factor of Thai culture(Beta =.83)and was followed by attitude and cultural experience consumption(Beta =.71)and uniqueness of Thai culture(Beta =.67)respectively.Moreover,findings found recognition on different cultural factor of Thai culture has indirect positive effect on purchasing behavior(.047)and willingness to buy again(.031).Therefore,recognition on different cultural factor of Thai culture play an important role to perception of other cultures and purchasing satisfaction of foreign product,but there is no an impact on Thai product's repurchase intention.It not only proved theoretical basis for the aspects of ethnocentrism and self-reference criterion,but also is new development in the influence of culture value on product,attitude and cultural experience consumption,uniqueness of culture affecting on cross cultural consumer behavior by trying to apply culture and sub culture and Hofstede's Distinguishing National Cultures and culture identity,consumer culture and experience consumption theories.Besides,it also provides a new proof for research that the impact of recognition on different cultural factor of Thai culture has a great influence on purchasing satisfaction on foreign product because a stronger cultural cringe of a Chinese consumer causes high eagerness,preference,interest and tendency in buying or knowing about foreign product(Hu,2014)and Soares(2004)indicated that nationality had an impact on Culture values,partially on best stimulation level,while culture values had a direct impact on best stimulation level.(2)previous literaturesscope on brand awareness factor affecting repurchase intention(Bojei & Wong,2011);brand experience and affective commitment factors link directly to brand loyalty(Maheshwari,Lodorfos & Jacobsen,2014),but factors of recognition on different cultural factors were not examined on brand awareness.To explore the relationship between two exogenous variables of culture recognition and brand awareness,this paper set up the conceptual model of the influence of recognition on different cultural factor of Thai culture towards brand awareness based on culture recognition,brand value and affective commitment theories under the research framework in order to help companies bring recognition on different cultural factors to create brand awareness,brand image and satisfy consumers' cultural need and apply Confirmatory Factor Analysis Model(CFA)for research hypothesis analysis to test all the observed variables in the proposed model.The result of model analysis was produced Chi-square of 5.623 at 3 degrees of freedom and was not significant(P =.131),CMIN/DF for baseline CFA medel was 1.874 and Root mean square error of approximation(RMSEA)was 0.064.Therefore,it is considered model fit very good.The findings indicate brand value(bfame)and brand favor have significant direct effect on brand wareness =.883,.844 respectively that P value is less than.001 level.Additionally,culture value on product,uniqueness of Thai culture and attitude and cultural experience consumption have significant direct effect on recognition of different culture factors =.796,.750 and.739 orderly that P value is less than.001 level.Moreover,there is significant strong positive correlation between brand awareness and recognition on different cultural factor of Thai culture(r =.93,P <.001)and produced covariance of.50 and when consider square multiple correlation(R2)of the factors affecting brand awareness and recognition of different culture factors,it was found that brand value and brand favor can explain 71% and 78% of brand awareness repectively,while culture value on product,uniqueness of Thai culture and attitude and cultural experience consumption can explain 63%,56% and 55% of recognition of different culture factors respectively.Additionally,there is positive correlation between attitude and cultural experience consumption and brand favor(r =.53,cov =.19).Recognition on different cultural factor of Thai culture has indirect positive effect on purchasing behavior(.047)and willingness to buy again(.031)Also brand awareness has indirect positive effect on purchasing behavior(.086)and direct effect on brand loyalty(.491).Therefore,this model is fully supported and is consistent with previous research that the different factors on culture impacted different consumer behaviors(Yoldas,2011)and the recognition of different culture can lead to consumers' purchase intention of foreign products highly.Brand is not only meets consumer's cultural need,but also meets social and psychology need(Chen,2015).Moreover,brand image and price fairness also impact brand loyalty because perception of both factors related to customer satisfaction(Nawaz and Usman,2011)It not only set up on theoretical basis for the influence of brand value and brand favor on consumer's brand perception,but also provide new angle of recognition on different cultural factor of culture is grounded on purchasing decision of brand choice and satisfaction.(3)In the view of the influence of different gender on purchasing behavior,previous literatures focus on gender has significant influence on purchasing goods via internet(Julamakron,2012)and perception rate(Chen,Yin and Xu,2015),but the influence of different gender on brand awareness,purchasing satisfaction and brand loyalty factors affecting willingness to buy again are not examined.Therefore,the conceptual model is built up under the research framework of gender on the factors of recognition different cultural factor of Thai culture,brand awareness,purchasing satisfaction and brand loyalty affecting willingness to buy again based on Culture Identity and Consumer Culture,Experience Consumption,the cultural iceberg,cross-cultural variation in consumer behavior,brand awareness and behavioral decision theories and applies Structural Equation Model to examine hypothesis and the proposed model fits empirical data and theory created in order to help company adjust different gender factor on marketing strategy and promotion activities.The result found that there was significant difference in gender on factors affecting willingness to buy Thai product again and this model appropriately fit the sample data(Chi-square = 59.875,df = 56,p =.337;CFI =.996;RMSEA =.018;TLI =.993)and Chi-square value and Degree of Freedom value was higher and X2 was still not significant(p =.337)when compared with fit indices of the structural model before add gender variables to analyze(Chi-sqaure = 34.656,df = 31 p =.298;CFI =.996;RMSEA =.024;TLI =.994).Therefore,no changes were made to the existing Structural model.Additionally,male that has the positive(p<0.05)relationship of purchasing satisfaction and brand awareness with willingness to buy Thai product again,but it was not significant in female because p-values of them are 0.948,0.518 respectively that are greater than 0.05.This shows that male or younger consumers have higher perception rate at knowing level,whereas female and older consumers have higher perception rate at identifying level and using level(Chen,Yin and Xu,2015)However,female has a positive(p<0.05)relationship between brand loyalty and willingness to buy Thai product again,but it was not significant in male because p-value of it are 0.954 that are greater than 0.05.The results indicate that female might have a stronger sensitivity of customer perceived quality,brand personality and psychological face to brand that influences on higher brand loyalty and indirect effect on attitude and behavior.This relates to high repurchase intention(Lu,2010).Unexpectedly,there was no significant difference between gender and recognition different cultural factor of Thai culture affecting willingness to buy Thai product again.Therefore,the impact of purchasing satisfaction,brand awareness and brand loyalty on willingness to buy again differs in gender,while recognition different cultural factor of Thai culture,purchasing behaviors of frequency to online shopping and average online shopping payment at a time have no any difference in gender.Besides,it also enlightens a new angle for research on the formation and different gender have different willingness to online buy again that is not only from marketing mixes,security and satisfaction to buy,but also specially on the factors of brand value,brand favor and brand loyalty.