Abstract:
With the rapid development of global e-commerce and the popularity of art toys, POP MART has become a leading Chinese brand expanding into international markets, including Thailand. This study investigated how consumer characteristics, brand perception, and e-commerce platform factors influence Thai consumers’ intention to purchase POP MART products online. Quantitative research was conducted through a questionnaire survey of 361 Thai consumers who were familiar with the brand. Multiple Regression analysis was employed to examine the relationships between variables. The results shown that demographic characteristics, brand awareness, and e-commerce platform quality had significant positive impacts on purchase intention. Specifically, the number of platforms used had a significant negative impact on purchase intention (β = -3.201, p < 0.05). Whereas, brand loyalty and brand equity had a positive impact on purchase intention (β = 0.211, p< 0.05 and β = 0.419, p < 0.05). Meanwhile, convenience enhances consumer confidence and satisfaction (β = 0.3252, p < 0.05). These findings provided insights for Chinese cultural brands to optimize digital marketing strategies and strengthen cross-border brand management. The study contributed to the understanding of consumer behavior in cross-border e-commerce and enriches research on digital brand perception in emerging markets.
