A Study on the Cultural Factors That Influence Chinese Consumers to Purchase Thai Products Through Cross-Border E-Commerce Platforms

This study aims to analyze the cultural factors influencing Chinese consumers’ purchases of Thai products through cross-border e-commerce platforms. Utilizing Thai latex pillows as a case study, this research gathered online review data from the Tmall Global platform via Python software. Employing grounded theory methodology and data coding with Nvivo11.0, along with integrating Hofstede’s cultural dimensions theory, this study examined the cultural factors impacting the purchasing behavior of Chinese consumers. The research centered on five of Hofstede’s cultural dimensions: power distance, collectivism, uncertainty avoidance, femininity, and long-term orientation, to elucidate the purchasing behavior of Chinese consumers. It was discovered that these cultural dimensions are pivotal in comprehending the purchasing behavior of Chinese consumers in the cross-border e-commerce context. They offer a robust theoretical framework to scrutinize and elucidate how cultural factors shape the consumer decision-making process. This study underscores the practical application of Hofstede’s cultural dimensions theory in deciphering consumer behavior in specific markets, providing meaningful insights for research on cross-cultural marketing strategies.