Quantitative analysis reveals marketing mix and trust impact purchase decisions for Chinese clothes online, suggesting effective strategies are essential.
This study investigates the factors affecting Thai consumer decisions when purchasing Chinese-manufactured clothes through online platforms, with a focus on Rayong province. A quantitative approach was used, involving 400 respondents selected through simple random sampling. Data were collected using a structured questionnaire and analyzed through descriptive statistics and multiple linear regression. Key variables studied include country of origin image, trust, perceived risk, and the marketing mix (6Ps). Findings reveal that the marketing mix has the strongest influence on purchase decisions, followed by trust and country of origin image. Perceived risk showed no significant effect. These results suggest that strategic product presentation, pricing, promotional efforts, and trustworthy platforms play crucial roles in influencing purchase behavior.
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Chanphram et al. (2025) studied this question.
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