FACTORS AFFECTING PURCHASE DECISIONS OF THAI SILK PRODUCTS AMONG CHINESE CONSUMERS

Abstract

Amid growing cultural and economic exchanges between China and Thailand, Thai silk has gained attention in China’s high-end consumer market due to its cultural symbolism and artisanal value. However, differences in cultural identity, aesthetic preferences, and purchase motivations among Chinese consumers present challenges to Thai silk’s market adaptation and brand recognition. This study adopts purchase intention as the core outcome variable and develops a three-dimensional framework incorporating demographic characteristics, the 4Ps marketing mix, and demand theory. A structured questionnaire collected 407 valid responses. T-tests and one-way ANOVA examined demographic differences, while Pearson correlation analysis assessed the relationships between marketing factors, intrinsic motivations, and purchase intention. Results indicate that gender, age, and income significantly influence purchase intention, with women, younger consumers, and higher-income groups showing stronger willingness to purchase. Product attributes and promotional activities were strongly correlated with purchase intention. Additionally, emotional motivation had a greater impact than cognitive motivation. The findings enhance the understanding of consumer behavior toward cultural products in cross-cultural contexts and offer practical insights for Thai silk brands regarding audience segmentation, localized product design, and cultural branding in the Chinese market.

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