Factors Influencing Consumer Purchase Intention for Thai Beauty Product Brands in E-Commerce Live Streaming: A 7Ps Marketing Perspective

This research explores the opportunities and challenges of the Thai beauty brand in the Chinese market. Based on the framework of the Marketing Theory of 7Ps, it identifies the key factors influencing consumers' purchase intention through analyzing user-generated comments in the live-streaming of the Thai beauty brand on the Douyin platform. The research finds that product factors have the greatest impact on consumer decision-making, followed by place factors and promotion factors. These findings will provide direction for optimizing the Thai beauty brand's live-streaming e-commerce market strategy in China and offer valuable references for other Southeast Asian beauty brands entering the Chinese live-streaming e-commerce market.