Acceso usuarios
, Natnicha Nisaisuk, Pansri Batrpho
Purpose: This study examines the factors influencing cross-border trade potential on import of goods. The study constructs a model to explain the causal factors in relation to customer purchase intentions, cross-border trade potential and determinants of importer commitment.
Theoretical framework: The theoretical framework of research explains importer's perspective and provides a conceptual foundation for understanding how importer estimate a business environment to choosing products import to achieve business goals. Which is related to the factors including: customer behavior, cross-border trade potential, and determinants of importer commitment measures.
Design/Methodology/Approach: The research collected data from importers and distributors in Cambodia with experience in importing goods from Thailand, consisted of 400 establishments. And use structural equation modeling (SEM) for data analysis to examine complex relationships between variables and test theoretical models related to hypotheses.
Findings: The research findings indicate that the Cambodian consumer’s purchase intention of imported products from Thailand contributes to fostering the development of cross-border trade potential between Thailand and Cambodia. In terms of being concrete, along with infrastructure, business matching, and abstraction, through the promotion of economic policies and international policy.
Research, Practical & Social implications: We suggest future research examine a strategic planning for the development of trade potential for the entrepreneurs in the partner country.
Originality/Value: The findings of the research can potentially contribute to the development of business environment and policies to facilitate and enhance cross-border trade potential.
