ANALYSIS OF THE CORRELATION FACTORS ON CHINESE CONSUMERS’ PURCHASE INTENTION OF THAI BEAUTY PROFUCTS ON SHORT VIDEO PLATFORMS

Abstract

This study investigates the influence of demographic factors and the 4P marketing mix (Product, Price, Place, Promotion) on Chinese consumers' purchase intention toward Thai beauty products via short video platforms (e.g., TikTok). A quantitative approach was employed, with data collected from 300 Chinese respondents through structured questionnaires and analyzed using SPSS. The results revealed that Chinese consumers exhibit high awareness and purchase intention for Thai beauty products, which are significantly influenced by influencer recommendations, product quality, and competitive pricing. Gender and age differences were notable, with females and younger consumers (18–37 years old) showing stronger purchase intentions. Income levels also had a positive correlation with purchase decisions. The 4P marketing mix demonstrated significant relationships with purchase intention, particularly through live-streaming promotions and platform trust. The findings offer practical insights for Thai beauty brands to optimize their marketing strategies on short video platforms, emphasizing influencer collaborations, product localization, and dynamic pricing. Limitations of the study include sampling bias and the exclusion of cultural variables, suggesting potential directions for future research.

-