Research On The Influencing Factors Of The Purchase Intention Of Cross-border E-commerce Website Users In Thailand

This paper is entitled "Research on the influencing factors of the purchase intention of cross-border e-commerce website users in Thailand" to study the influence of the purchase intention of cross-border e-commerce consumers in Thailand.Based on the technology acceptance model and perceived risk theory,the article first constructs the research model of the article,and puts forward the research hypothesis of the article,collects relevant data through questionnaires,and finally studies the influencing factors of the purchase intention of crossborder e-commerce users in Thailand from an empirical perspective.The research shows that the independent variable "commodity factor,cultural value factor,shopping experience factor,perceived usefulness,perceived security,perceived ease of use" significantly positively affects the dependent variable "purchase intention" of the model.The independent variable "cultural value factor" has no significant influence on the model dependent variable "purchase intention".The independent variable "commodity factor,shopping experience factor,perceived usefulness,perceived security,perceived ease of use" of the model significantly positively affects the intermediary variable "perceived trust" of the model.The independent variable "cultural value factor" has no significant effect on the model intermediary variable "perceived trust".The variable "perceived trust" plays a mediating role in the dependent variable "purchase intention" of the independent variable "commodity factor,shopping experience factor,perceived usefulness,perceived security,perceived ease of use" influence model.Thai consumers with higher disposable income are more willing to shop through cross-border ecommerce;Thai consumers with different educational background and different network use experience have no significant impact on cross-border e-commerce shopping intentions.Based on the conclusion of the study,this paper proposes four suggestions for the platform to strictly control product quality,build a fund custody system,open multi-channel payment means,and use big data for precision marketing.Through this study,it can promote Thailand’s cross-border ecommerce to improve the corresponding functions and systems,not only expand the market scale of cross-border e-commerce,but also improve the satisfaction of Thai consumers with cross-border shopping,and enrich the form of the Thai consumer market.