The Study Of Thai Consumers’ Perception Influences On Purchasing Decision Toward Chinese Product In An Online Market

This dissertation is to study about the attitude of consumer from an online in Thailand towards products from China,and to determine the influence of overall consumer’s attitude on consumer’s evaluation of product and their purchasing decision.However,there are both positive and negative relationship of consumer’s attitude towards product from China in the market.Moreover,the research is investigated consumer’s attitude by using questionnaire survey of two hundred and fifty consumers in an online market who lives in Thailand,then analyzes by testing the Structural Equation Model(SEM)relationship of the factors that influence perception on Thai consumer toward Chinese product in an online market.Additionally,the quantitative finding will be explained in qualitative result by using SPSS software for data analysis and AMOS for Structural Equation Model(SEM)analysis.This research is practicing in consumer’s attitude towards product from China on the relationship of their evaluation of product and purchasing decision with their specific response to the shop in an online market.As the online business owner has different way of marketing strategy and relationship and trust building with the consumer based on an information of consumer’s attitude on Chinese products.Although,there are some limitations to be noted that there are some several biases and incomplete questionnaires as there are wide range of education level and age of respondents who might has different level of understanding the questions and questionnaire direction and purpose.Additionally,the survey was unable to spread to all provinces in Thailand and all demographic of sampling as there are limitations to reach internet as the questionnaire is an online based.Moreover,there are numerous kinds of Chinese products in an online market,therefore,the consumer might stereotype all products from China as counterfeit product even though it is the luxury one.Then,this research study values by expanding from the preliminary research,while be more specified on demographic and geographic of sampling in Thailand and indicators effect attitude by using quantitative techniques to measure consumer’s overall attitude towards Chinese product and the influences on their product evaluation and purchasing decision.Finally,the analysis of this research found that,there is a significant influence from Thai consumers’ perception toward Chinese product in an online market on product evaluation in a positive relationship,while also influences on purchasing decision as well.Moreover,the significant factors has been focused as familiarity of Thai consumer on Chinese product is the most important factor on making decision,while uniqueness of Chinese product or counterfeit product comes to the least important one.