Factors that influence Chinese consumers' purchase intention on Thai skincare product.

Abstract

This thematic paper is conducted in order to explore and understand the factors that influence Chinese consumers’ purchase behaviour on Thai skincare product. The conceptual framework is used to assume the factors that might be significant or potential factors that influence Chinese consumers’ purchase behaviour on Thai skincare product. To conduct this research, quantitative research method is applied to 135 Chinese respondents so as to better understand the actual factors that influence the purchase intention on Thai skincare product. The survey was distributed through Chinese online questionnaire platform to Chinese potential and existing customer. The study shows that country of origin effect is the most influential factor after using factor analysis to extract the most significant factor. Moreover, Multiple regression analysis also points out the relationships between different factors and group of questions. The result of this study confirmed that country of origin effect holds the most influential factor that influences Chinese consumers’ purchase intention on Thai skincare product.