Online Marketing Factors Influencing Shopping Decisions Through Cross-Border E-commerce Platform

Abstract

This research aimed to study online marketing factors that influence shopping decisions through Cross-Border E-commerce platform. The study sample consisted of 400 consumers who had buy or used services through Cross-Border E-commerce platform using cluster random sampling and convenience sampling. Online questionnaires were used as a data collection tool. The statistics used in the data analysis were frequency, percentage, mean, standard deviation, Independent sample t-test, One-way ANOVA and Multiple regression analysis. The results showed that different demographic factors including gender, age, education, occupation and income affected the purchase decision through Cross-Border E-commerce platform differently, including consumer behavior in term of purchase frequency different affected the purchase decision through Cross-Border E-commerce platform. In addition, the online marketing mix factors that influenced the purchase decision through Cross-Border E-commerce platform were online marketing mix factors in term of consumer cost to satisfy, convenience to buy, and communication with statistical significance at 0.05 level. While online marketing mix factors in term of consumer needs did not affect the purchase decision through Cross-Border E-commerce platform.

Keywords— Cross-Border E-commerce, Online marketing factor, Shopping decision