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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4762

Title: Cross-Cultural Analysis of Decision-Making between Thai and Chinese Consumers - A Case Study of Effectiveness in Promoting Bird’s Nest Products using WeChat
Authors: Qingyan Li
Keywords: Cultural analysis
Bird’s Nest products
Consumer perception
Purchase decision
WeChat online tools
Issue Date: 2020
Publisher: Bangkok University
Abstract: In this paper, the researcher mainly emphasized a case study of the purchasing decision of Bird’s Nest products as implemented by Thai and Chinese customers through social media, WeChat. The objectives of this research include: (1) analyzing the effectiveness of communications regarding consumers’ perception and decision making in promoting Bird’s Nest products using WeChat, and (2) using Hofstede's cultural dimension theory of long-term orientation versus short-term orientation (LTO) to make a cross-cultural comparison regarding their perception and decision making about Bird’s Nest products between Thai and Chinese WeChat users. The quantitative research with a survey design was adopted to test the difference between Thai and Chinese customers regarding their purchasing decision of Bird’s Nest products. A Hofstede’s dimension focusing on LTO were applied as an analytical framework of the subjects’ decision making to purchase Bird’s Nest products through WeChat. In particular, the researcher tested the hypotheses that Thai and Chinese customers will perceive different long-term and short-term orientations in terms of cultural dimensions when they purchase Bird’s Nest products, and that Thai and Chinese customers with different perception regarding LTO will have different decision-making in purchasing Bird’s Nest products. The researcher distributed the questionnaires to collect data from respondents who may be interested in purchasing Bird’s Nest products, and used independent sample t-test and the 2 x 3 Factorial Analysis of Variance to test the hypotheses. The findings revealed a significant difference of the LTO on decision-making regarding their purchasing of Bird’s Nest products between the Thai and Chinese customers. However, there was no significant interaction effect between nationality and the LTO on the customers’ decision-making regarding the purchasing of Bird’s Nest products. Moreover, most respondents agreed that Bird’s Nest products were good for health and immunity systems in the long run, and the price was not considered an important factor of decision-making.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2020
Advisor(s): Rosechongporn Komolsevin
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4762
Appears in Collections:Independent Studies
Independent Studies

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