Factors of Marketing Toward Customer Decision-Making in Cross-Border E-Commerce:Case Study of QD Company  

作　　者：LU Liuye Sutapat Kongkerd 

机构地区：[1]Payap University,Chiang Mai,Thailand

出　　处：《Management Studies》2022年第2期138-145,共8页管理研究（英文版）

摘　　要：Taking small cross-border e-commerce enterprise QD company as an example,this study targets customers consuming on the platform of cross-border e-commerce enterprise QD company,and the purpose is to study the marketing factors affecting customer decision-making.By combining with relevant literature,this paper preliminarily confirmed that 7Ps,Technology Acceptance Model(TAM),and customer decision-making theory as the theoretical basis,and established the theoretical model.According to the mature scale of domestic and foreign scholars to measure the research variables,with 7Ps and TAM as the independent variable,TAM perceived usefulness and ease of use as the core of the independent variable,customer decision-making as the dependent variable,in the test before the project,forming a formal questionnaire,the main data are obtained through the design and distribution of the questionnaire.Based on a large number of relevant literature,this paper examines the marketing factors influencing customer decisions in cross-border e-commerce,then identifies goals,builds models,and proposes hypotheses.According to the technical acceptance model in consumer behavior theory,select the cross-border e-commerce enterprise quantum dot platform of consumers as the research object,finally through SPSS software on cross-border consumer feedback,including descriptive statistical analysis,factor analysis,correlation analysis,regression analysis test customer satisfaction,finally found a significant positive relationship between customer decision-making and marketing mix and TAM variables.

关 键 词：cross-border e-commerce 7Ps TAM marketing factors customer decision-making 

分 类 号：R73[医药卫生—肿瘤]