Abstract:
The objectives of this research were to examine Chinese consumers' exposure to Taobao live streaming of Thai brands, Chinese consumers' purchase behavior of Thai brands via Taobao and test the relationship between these two variables. This research utilizes quantitative methods by collecting the data through online questionnaires. With the collected questionnaires of 203 respondents, aged between 18-40 years old who have watched Taobao live streaming of Thai brands recently. The findings indicated most of respondents sometimes watch Taobao live streaming of Thai brands (M = 2.83), and their watching time was less than two hours (M = 2.49). The results from the study reveal that Chinese consumers’ watching Taobao live streaming showed their behavior is not a habitual behavior, but only an occasional one (M = 2.66). Consumers overall showed a moderate level of agreement with purchase behavior during Taobao live streaming of Thai brands in three phases of purchasing behavior: before, during, and after purchasing the product (M = 3.65; M = 3.67; M = 3.63). The results of this research also confirmed that there is a low positive correlation (r = 0.298) between two variables. Future study might investigate the effect of celebrities, sales promotions, and other factors influencing consumers’ decision-making process during online live streaming.
