Abstract: The current research provides an insight into product features preferences and decision-making style of Chinese and Thai students in online purchase for smartphone to understand the cross-cultural difference of Chinese and Thai young generation’s online purchase logic behind decisions. This could be useful to promotion consultancy companies or entrepreneurs, that intend to attract young consumers to the online smartphone market. Empirical data were obtained from responses to a questionnaire distributed to Thai and Chinese college students in Bangkok and BeiJing. The findings show that Chinese students tend to be more quality conscious, more impulsive and more confused by over-choice than Thai students. Chinese college student online shoppers’ decision-making style is associated with their smartphone features. Future study should explore more advanced methods to classify and profile consumer style, and may explore the underlining reasons for these online shopping behaviors.
Keywords: Product Features Preference, Decision-making Styles, University Student, Online Purchase for Smartphone.
Title: Product Features Preferences and Decision-making Styles of Thai and Chinese University Student in the Online Purchase for Smartphone
Author: FeiTao Luo
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
