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Browsing ISM: Independent Studies by Subject "Consumer behavior -- China"
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- PublicationFactors affecting Chinese tourists' intention to revisit ThailandThis study investigates the determinants of Chinese tourists' intention to revisit Thailand, focusing on the roles of Perceived behavioral Control, Attitudes, and Subjective Norms. Data was collected from 305 respondents predominantly comprising females aged 25-34, analyzed using a regression model. The study discovered Perceived Behavioral Control to be the most substantial factor affecting revisit intentions, followed by Attitudes and Subjective Norms. The demographic characteristics and income levels of respondents also appeared to influence revisit intentions. The regression model successfully explained 83.4% of the variance in revisit intentions, bolstered by a high Cronbach's Alpha of 0.967 indicating the reliability of the survey measures. These findings hold significant implications for the tourism strategies of the Tourism Authority of Thailand and underline the importance of enhancing the perceived behavioral control, attitudes, and the impact of subjective norms among tourists. However, the study is limited by its demographic scope, crosssectional design, reliance on self-reported data, and focus on a limited set of variables. Future research is recommended to widen the demographic scope, incorporate a longitudinal design, integrate actual behavioral data, explore additional predictors, and utilize qualitative research methods
221 2117 - PublicationInvestigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming(University of the Thai Chamber of Commerce, 2023)
;Li, Wenzhuo. ; ; ;University of the Thai Chamber of Commerce. International Business.University of the Thai Chamber of Commerce. International School of Management.This research paper delves into the factors affecting consumers' intention to buy cosmetics via live-stream e-commerce platforms, leveraging the Theory of Planned Behavior model. An empirical study was conducted to test nine proposed hypotheses, exploring aspects such as perceived effectiveness of live-stream shopping, product authenticity, peer and influencer influence, and comfort with digital transactions, among others. Findings suggest that all these factors have a significant positive influence on behavioral intention. Particularly, the comfort in digital transactions and the ability to interact in a live-stream setting stood out as the most influential factors. The data also underscored the importance of prior experience and perceived quality of the products. However, this study was limited geographically and faced some issues of noncooperation from users, pointing to directions for future research. Implications for businesses in this sphere are numerous. To optimize user experience and drive sales, it is recommended that businesses emphasize ease of transaction, interactive elements of the live-streaming process, and assurance of product quality and authenticity. Strategies should also be oriented towards leveraging peer and influencer influence and aligning with beauty standards portrayed in social media. This research contributes to the literature on live-stream e-commerce and offers valuable insights for businesses looking to tap into this burgeoning digital commerce channel.68 329