Ajarn Dr. Monthinee Teeramungcalanon
This study aims to explore Chinese consumer preference towards Thai products on e-commerce platforms by examining the factors that affect consumers. Results indicate that product information quality for Thai products is the most essential factor with a significant positive effect on consumer satisfaction. However, trust, electronic word-of-mouth and price consciousness have an insignificant effect on consumer satisfaction. Moreover, consumer satisfaction is found to significantly influence and exert a mediating role in the increase of Chinese consumers towards Thai products. Consequently, Thai manufacturers and retailers should pay greater attention to enhancing product information quality which, in turn, will be favorable for improving consumer satisfaction, purchasing behavior, and will help to further penetrate the Chinese online market.