Title: The Influencing Factors of Consumers’ Purchase Intention on the Tian Mall International Cross-Border E-Commerce Platform
Author: Chen Lingli
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.565-576) Proceedings PDF
Abstract
Tian Mall international cross-border e-commerce platform, a leading e-commerce platform in China, is grappling with customer retention challenges due to the shift from traditional offline stores to online sales. The company needs to improve consumer purchase intention and promote products and services.
The objectives of the study were: 1) To explore whether perceived usefulness affects consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform; 2) To explore whether perceived ease of use affects consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform; 3) To explore whether perceived safety affects consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform.
This study adopted the quantitative research method. The population was the consumers of Tian Mall international’s cross-border e-commerce platform. In this study, a total of 440 questionnaires were distributed, with 408 valid questionnaires and the validity rate was 92.9%. Based on the technology acceptance model, and the perceived risk theory, this study found that: 1) Perceived usefulness has a significant positive effect on consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform; 2) Perceived ease of use has a significant positive effect on consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform; 3) Perceived safety has a significant positive effect on consumers’ purchase intention on the Tian Mall international cross-border e-commerce platform. For recommendations, the Tian Mall international cross-border e-commerce platform should focus on the following aspects: 1) Optimizing perceived usefulness; 2) Improving perceived ease of use; 3) Enhancing perceived safety.
Keywords: consumers’ purchase intention, Tian Mall, international cross-border e-commerce platform
The Influencing Factors of Consumers’ Purchase Intention on the Tian Mall International Cross-Border E-Commerce Platform /
6617195007 Chen Lingli 2567 (2024) The Influencing Factors of Consumers’ Purchase Intention on the Tian Mall International Cross-Border E-Commerce Platform สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University