Abstract:
This study aims to understand Thai consumers’ awareness on the cross-border e- commerce platform of TEMU and the difference of perception online advertising of TEMU e- commerce platform. The research objectives are 1) to study the level of Thai consumer awareness of TEMU, 2) to study Thai customer’s perception towards TEMU online advertising, and, 3) to study the difference of awareness and perception of TEMU online advertising among different demographic attributes (Gender, Age, Education level and Income level).surveys of consumers in the Bangkok Metropolitan area who have experience purchasing from e-commerce platforms. The survey was conducted using Google Forms and a total of 392 valid samples were obtained. Descriptive analysis (percentage, frequency, mean and standard deviation) and inferential statistics were used in this study, and analyzed the use of Independent Sample t-test and ANOVA. The results indicate no significant differences in consumer awareness and perception online advertising based on gender. However, significant differences exist across age, education level, and income groups. consumers with higher education levels show more positive perception toward online advertising, and variations are also observed among different income groups.
