The Impact of COVID-19 on Thai Products on Chinese Online Platform
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Abstract
This study investigates the impact of the COVID-19 outbreak on Chinese consumers’ purchasing decisions of Thai products on major Chinese e-commerce platforms, including Tmall.com, JD.com, Taobao.com, and 1688.com. Data were collected through an online questionnaire (https://wj.qq.com/index.html) from 398 Chinese consumers who had experience purchasing Thai products on these platforms. The analysis employed the PROCESS Macro to test the moderated relationship between perceived value and purchase decision under varying levels of COVID-19 impact. The results indicate that the perceived value of Thai products significantly influences purchase decisions among Chinese consumers (β = 0.556), suggesting a strong positive relationship. Specifically, when the perceived impact of the COVID-19 outbreak is low, the influence of perceived value on purchase decisions remains high and statistically significant (β = 0.6419), indicating that consumers continue to value the worth of products. However, under conditions of high COVID-19 impact, the effect of perceived value decreases and becomes statistically insignificant (β = -0.0845). These findings highlight that in times of crisis, Chinese consumers tend to prioritize necessity and safety over product value, which negatively affects the sales performance of Thai products in the Chinese market. Therefore, Thai entrepreneurs should adapt their marketing strategies to emphasize safety, value, and appropriate communication aligned with the situation to effectively meet the changing demands of consumers in the Chinese e-commerce landscape.
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