Analyzing Chinese Purchasing Behavior Using 4P & 4E to Develop Data-Driven Strategy for Thai Products in Cross-Border E-commerce

Under the background of "One Belt, One Road", the signing of the Regional Comprehensive Economic Partnership (RCEP) has brought new opportunities for cross-border e-commerce between China and Thailand, as well as a series of challenges. It is well known that Thai products are gradually entering the Chinese market, so this study explores the behavior of Chinese consumers who purchase Mistine sunscreen through cross-border e-commerce platforms based on 4P and 4E market theories. This study crawls consumer review data from Tmall Global and analyzes it using keyword frequency analysis and LDA topic extraction. The findings reveal that product performance significantly influences purchase decisions, while price and perceived value are also crucial. Experience factors such as logistics speed and customer service affect overall satisfaction and repurchase rates. Meanwhile, social recommendations and word-of-mouth also play a crucial role in influencing purchase behavior. In conclusion, with a data-driven Customer Relationship Management (CRM) strategy where brands should focus on product quality, reasonable pricing, excellent service, and utilizing social influencers to increase consumer satisfaction and loyalty, Mistine can better capture the Chinese market and maintain a competitive advantage.