Factors Influencing Consumers' Behavior Towards Chinese Products on E-Commerce Platforms in Thailand

The rapid growth of e-commerce in Thailand has reshaped consumer purchasing behavior, particularly concerning Chinese-branded products on leading platforms such as Shopee and Lazada. This study investigates the key factors influencing Thai consumers' purchasing decisions regarding Chinese-branded smartphones. By employing a machine learning model, the research identifies determinants such as product attributes, brand reputation, pricing strategies, and consumer reviews that significantly impact purchasing choices. The study utilizes data collected from 300 students across six regions in Thailand. It applies analytical methods such as Association Rule Mining (ARM), Support Vector Machine (SVM), and Decision Tree (DT) techniques to examine consumer behavior patterns. The findings reveal that detailed product descriptions, competitive pricing, and social influence are crucial in consumer decision-making. Mobile commerce and digital payment methods have also shaped Thailand's e-commerce landscape. The insights derived from this study provide strategic recommendations for businesses aiming to enhance market positioning, improve customer engagement, and develop targeted marketing strategies to boost sales of Chinese-branded smartphones in Thailand.