A Study of Factors Affecting the Free Trade of Thai Cocoa Products in China’s E-commerce Market of Hill Tribe Cocoa Cof Co., Ltd.

This study examines the factors influencing Chinese consumers’ willingness to purchase Thai cocoa products within the context of free trade in the Chinese e-commerce market, using Hill Tribe Cocoa Cof Limited as a case study. Through path analysis, it was found that various factors influence consumer purchasing intentions. Consumers’ habitual use and trust in e-commerce platforms significantly positively affect their purchase intentions. Moreover, precise branding and promotional strategies positively impact product sales. Additionally, high-quality logistics services, alignment with market demands, superior product quality, and products resonating with local culture significantly influence consumers’ willingness to purchase. These findings offer clear directions for companies, suggesting optimization of brand positioning, improved logistics services, enhanced product quality, and alignment with local cultures. This research provides valuable guidance for cocoa product trade in the Chinese e-commerce market under free trade conditions, offering robust support and recommendations for business decisions. This research bears substantial significance within the commercial landscape, offering a roadmap for companies aiming to thrive within the intricate dynamics of the Chinese e-commerce market amid the canvas of free trade. Its elucidation of consumer behavior and market influences provides concrete directions for optimizing strategies, enhancing product appeal, and navigating cultural nuances, thereby presenting a valuable resource for businesses seeking to capitalize on the burgeoning opportunities within this domain.