FACTORS INFLUENCING PURCHASING DECISIONS THROUGH CROSS-BORDER E-COMMERCE PLATFORMS

Abstract

Abstract— The purpose of this research was to study online marketing factors that influence purchasing decisions through Cross-Border E-commerce platform. The study sample consisted of 385 consumers who had buy or used services through Cross-Border E-commerce platform using snowball sampling method. Online questionnaires were used as a data collection tool from consumer groups in social networking. 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, and occupation affected the purchase decision through Cross-Border E-commerce platform differently. In addition, the online marketing mix factors that influenced the purchase decision through Cross-Border E-commerce platform were marketing mix factors from the customer perspectives in term of consumer cost to satisfy, convenience to buy, and communication with statistical significance at 0.05 level. While online marketing mix factors from the customer perspectives in term of consumer needs did not affect the purchase decision through Cross-Border E-commerce platform.