Background: In the rapid development of cross-border e-commerce nowadays, it is of great significance to study and analyze the influencing factors of consumer online shopping. At present, China and Thailand have a strong trade momentum, governments and enterprises of both countries are eager to find the influence factors of consumers online shopping in Thailand, in order to promote the overseas market smoothly; Methods: Data was obtained by collecting survey questionnaires from a sample of 286 online consumers in Thailand, and was analyzed with SPSS and cluster these consumers with the K-means and SOM; Results: K-means clearly divides consumers into two categories that pay attention to product promotion price and product quality and aesthetics. The three people clusters obtained by SOM algorithm clustering pay more attention to shopping time cost, product evaluation and price; Conclusions: From the perspective of consumer diversity and market segmentation, the three clusters clustered by SOM algorithm may be closer to the real situation, and also enable enterprises to target consumers of each cluster from the perspective of consumer characteristics, so as to develop marketing strategies more effectively.
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