UTCC Scholar :: Browsing ISM: Independent Studies by Subject "Consumer behavior -- China"

ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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Factors affecting Chinese tourists' intention to revisit Thailand
(University of the Thai Chamber of Commerce, 2023)
Chen, Kui Guang
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This study investigates the determinants of Chinese tourists' intention to revisit Thailand, focusing on the roles of Perceived behavioral Control, Attitudes, and Subjective Norms. Data was collected from 305 respondents predominantly comprising females aged 25-34, analyzed using a regression model. The study discovered Perceived Behavioral Control to be the most substantial factor affecting revisit intentions, followed by Attitudes and Subjective Norms. The demographic characteristics and income levels of respondents also appeared to influence revisit intentions. The regression model successfully explained 83.4% of the variance in revisit intentions, bolstered by a high Cronbach's Alpha of 0.967 indicating the reliability of the survey measures. These findings hold significant implications for the tourism strategies of the Tourism Authority of Thailand and underline the importance of enhancing the perceived behavioral control, attitudes, and the impact of subjective norms among tourists. However, the study is limited by its demographic scope, crosssectional design, reliance on self-reported data, and focus on a limited set of variables. Future research is recommended to widen the demographic scope, incorporate a longitudinal design, integrate actual behavioral data, explore additional predictors, and utilize qualitative research methods
323 2807
Factors of influencing customer loyalty in Metro supermarket : a case study of Metro supermarket in Kunming, Yunnan, China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Yufei, Cao
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Suthawan Chirapanda Sato
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
In the competitive retail sector of China, customer loyalty is a critical determinant of long-term success for supermarket chains such as Metro Supermarket. This study focuses on Metro Supermarket in Kunming, Yunnan, aiming to identify key factors that influence customer loyalty. Utilizing the SERVQUAL model as a framework, the research examines five independent variables: empathy, tangibles, responsiveness, assurance, and reliability, in relation to the dependent variable, customer loyalty. The primary objective is to test for positive correlations between these service quality dimensions and customer loyalty, with the ultimate goal of enhancing customer volume and loyalty at Metro Supermarket stores in Kunming. A total of 215 survey questionnaires were collected from customers at two Metro Supermarket outlets in Kunming. Multiple linear regression analysis was employed to assess the impact of the five service quality dimensions on customer loyalty. The results demonstrate positive relationships between empathy, tangibles, responsiveness, assurance, and customer loyalty. However, contrary to expectations, reliability was not found to significantly impact customer loyalty within the context of this study. Empathy, which involves a store's ability to understand and care for its customers, showed a positive relationship with customer loyalty. This suggests that when staff members at Metro Supermarket demonstrate an understanding of customer needs and provide personalized attention, it fosters greater customer attachment and repeat business. The tangibles aspect, encompassing the physical environment, equipment, and appearance of personnel, also exhibited a positive correlation with loyalty. Well-maintained facilities and professional presentation of staff can enhance customers' overall shopping experience, leading to increased loyalty. Responsiveness, the willingness to help customers and provide prompt service, positively influenced customer loyalty. Customers appreciate the ability to receive quick and effective service, which reflects the store's commitment to customer satisfaction. Assurance, which includes the knowledge and courtesy of employees and their ability to inspire trust and confidence, was similarly related to higher levels of customer loyalty. Qualified and friendly staff who can ensure customers feel secure in their purchasing decisions contribute to a loyal customer base. Surprisingly, reliability, or the ability to perform services dependably and accurately, did not show a significant impact on customer loyalty. This finding suggests that while reliability is fundamental, it may not be a distinguishing factor in customer loyalty decisions at Metro Supermarket. It could also indicate that customers take reliability for granted once a certain standard is met, and other factors such as empathy and responsiveness become more influential in their perception of service quality. Based on these findings, practical implications for Metro Supermarket include strategies to improve empathy, tangibles, responsiveness, and assurance. By focusing on these four dimensions, Metro Supermarket can enhance its service quality, elevating customer loyalty and, consequently, customer turnover and sales in Kunming, Yunnan. The study provides valuable insights into the dynamics of customer loyalty within a specific regional context, offering actionable recommendations for supermarket managers aiming to strengthen customer retention and market share.
97 1030
Investigating the impact of social media marketing to consumers’ purchase intention in Rosewood Bangkok hotel : a study with moderated value of consumer perceived value
(University of the Thai Chamber of Commerce (UTCC), 2024)
Penghui, Shi
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Li Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This paper explores the impact of social media marketing (online advertising, e-word of mouth, social interaction) on consumer purchase intention of the Rosewood Bangkok through the intermediate variables of consumer perceived value. It aims to provide advice, inspiration and direction for Rosewood Bangkok on social media marketing. The data collection and research of this paper were carried out by questionnaire survey and quantitative method, and the relationship between variables was observed by statistical analysis of different data, including reliability and validity, model summary, multiple regression, analysis of variance, KMO and Bartlett's Test, etc. The results show that social media marketing (online advertising, electronic word of mouth, social interaction) has a positive impact on consumer perceived value and consumer purchase intention, and consumer perceived value has a positive impact on consumer hotel purchase intention. Some useful conclusions for Rosewood Bangkok can be drawn from the results of the study. First, there is a huge opportunity for hotels to leverage social media marketing. Through targeted online marketing campaigns highlighting the advantages, values and unique features of Rosewood Bangkok, merchants can increase the attraction of Chinese and Thai consumers and increase their willingness to purchase. Second, after recognizing the impact of social media marketing, hotels should focus on leveraging Rosewood brand awareness in their marketing strategies. Building a solid brand reputation, encouraging positive word of mouth, and motivating satisfied customers to tell their friends and family about their experiences (social interaction and electronic word of mouth) can enhance the perceived value and appeal of Rosewood Bangkok to consumers. Third, it is essential to provide comprehensive information and assistance to consumers. Rosewood Bangkok can showcase its service and product features on various social media platforms and has customer service to actively deal with questions and difficulties raised by relevant consumers, in order to build a good corporate image. To sum up, Rosewood Bangkok can focus on enhancing social media marketing to increase consumer awareness and popularity on social media. By leveraging and implementing social media marketing, this will increase hotel profitability and support hotel word-of-mouth building to succeed in a highly competitive hotel market.
87 867
Investigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming
(University of the Thai Chamber of Commerce, 2023)
Li, Wenzhuo
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This research paper delves into the factors affecting consumers' intention to buy cosmetics via live-stream e-commerce platforms, leveraging the Theory of Planned Behavior model. An empirical study was conducted to test nine proposed hypotheses, exploring aspects such as perceived effectiveness of live-stream shopping, product authenticity, peer and influencer influence, and comfort with digital transactions, among others. Findings suggest that all these factors have a significant positive influence on behavioral intention. Particularly, the comfort in digital transactions and the ability to interact in a live-stream setting stood out as the most influential factors. The data also underscored the importance of prior experience and perceived quality of the products. However, this study was limited geographically and faced some issues of noncooperation from users, pointing to directions for future research. Implications for businesses in this sphere are numerous. To optimize user experience and drive sales, it is recommended that businesses emphasize ease of transaction, interactive elements of the live-streaming process, and assurance of product quality and authenticity. Strategies should also be oriented towards leveraging peer and influencer influence and aligning with beauty standards portrayed in social media. This research contributes to the literature on live-stream e-commerce and offers valuable insights for businesses looking to tap into this burgeoning digital commerce channel.
154 1277
Research and analysis on factors influencing Beijing consumers' car purchase intention : taking BYD as an example
(University of the Thai Chamber of Commerce (UTCC), 2024)
Wu, Qiongyu
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Li Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
In the booming fertile land of the Chinese automobile market, the wave of new energy vehicles is sweeping at an unprecedented speed, and its steady increase in popularity marks the Chinese automobile industry entering a new era of green and low-carbon. BYD, as a shining star in this field, has become a leading enterprise in the domestic new energy vehicle market with its profound technological accumulation and forward-looking market layout, attracting widespread social attention and consumer favor. This study focuses on Beijing, the forefront of China's new energy vehicle promotion, and takes local consumers as specific research objects to deeply analyze the key factors that affect their choice of BYD cars. Through a carefully designed questionnaire survey, we extensively collected first-hand data from respondents from different backgrounds, age groups, and consumption abilities, and used advanced statistical analysis tools to analyze multiple dimensions in detail, including but not limited to brand value, social value, sentiment value, price value, policy value, technological innovation level, and consumer personal preferences. The key to BYD's ability to stand out in fierce market competition lies in its strong brand influence and sustained technological innovation ability. Brand value is one of the important factors that consumers consider when choosing a car. BYD has successfully shaped a high-quality and high-tech brand image through years of market cultivation and reputation accumulation, winning the trust and love of consumers. The level of technological innovation is also the core competitiveness of BYD. Whether it is battery technology, motor drive, or intelligent driving assistance systems, BYD is at the forefront of the industry, providing consumers with a driving experience that exceeds expectations. The government's policy orientation and recognition of social values have also to some extent promoted consumers' Intention to purchase BYD new energy vehicles. The policy level subsidies, relaxation of travel and purchase restrictions, and improvement of charging infrastructure have provided consumers with a more convenient environment for purchasing and using cars. As a synonym for environmental protection and energy conservation, new energy vehicles have increasingly highlighted their social value, further stimulating consumer purchasing enthusiasm. Although price value and sentiment value have an impact on car purchase intention, they are not decisive factors. This indicates that in today's gradually mature new energy vehicle market, consumers are more focused on the actual performance and long-term value of products, rather than just staying at the price level or personal sentiment preferences.Based on the above findings, this study proposes strategic recommendations for BYD and similar enterprises: on the one hand, enterprises should continue to increase R&D investment, continuously improve brand influence and technological innovation level, lead the market with technology, and win consumers with quality; On the other hand, the government should continue to optimize the policy environment and increase support for the new energy vehicle industry, including financial subsidies, tax incentives, infrastructure construction, etc., to provide strong guarantees for the healthy development of the new energy vehicle market. This study not only provides empirical evidence for the marketing strategies of companies such as BYD, but also provides valuable reference for government departments to formulate policies for the new energy vehicle industry.
72 965
Study on influencing factors of users' intention to use Pinduoduo app in Yunnan province, China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Ting, Li
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
In recent years, with the mature application of mobile Internet technology and the popularity of intelligent mobile devices, online shopping has become a trend, and PJD has emerged in this context. As one of the mainstream social e-commerce platforms in China, Pinduoduo is committed to providing users with valuable goods and interesting interactive shopping experiences, making "more affordable, more fun" the mainstream of consumers. Exploring consumers' willingness to use PJD Apps and influencing factors is of great guiding significance for the future construction of "Internet +" business model. By using the UTAUT theoretical model, this study constructs the research hypothesis with performance expectation, effort expectation, social influence, contributing conditions, perceived risk and perceived entertainment as the core variables. Samples were collected through questionnaires, and SPSS software was used to conduct an empirical study on the survey results. The results show that: (1) Performance expectation, effort expectation, social influence, facilitating conditions and perceived entertainment have positive effects on users' use of Pinduoduo app; (2) Perceived risk has a significant negative impact on users' willingness to use Pinduoduo app, especially in terms of satisfaction and continuous use. The research results validate the theory of UTAUT, and further expand the application prospect and theoretical value of UTAUT theoretical model in the field of social e-commerce platform. According to the research conclusions, focusing on the characteristics and application of Pinduoduo e-commerce mode, focusing on the core factors affecting users' willingness to use, the paper puts forward three suggestions to improve the software functions, improve the service characteristics of Pinduoduo software, optimize the business model, establish the brand image of Pinduoduo software, and increase the user experience of Pinduoduo software.
51 808

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Browsing ISM: Independent Studies by Subject "Consumer behavior -- China"

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