Browsing by Subject "Consumers -- China"

Now showing 1 - 4 of 4
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    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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    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
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    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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    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
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    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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    The Adoption Behavior of Chinese Mobile Financial Application
    (University of the Thai Chamber of Commerce, 2020)
    Yu, Zou
    China has been an outstanding economic power in the world. With the high development of technology, more and more Chinese needs the money management service, who pays more attention on the mobile financial applications (APPs). The objective of the study was to investigate the adoption behavior of Chinese mobile financial applications. In this research, researcher distributed 400 questionnaires online to collect the information and evaluation from users. Section 1 with respondents’ information was analyzed by descriptive statistical analysis. Section 2 and 3 with evaluation of using APP by Five-point Likert scale, which is analyzed by descriptive statistical analysis and multiple regression analysis. Through the results of the research, performance expectancy, effort expectancy, social influence, self-efficiency, facilitating conditions have positive affections of adoption behavior of Chinese mobile financial APP. If mobile financial APP agent or developer would like to modify their APP for getting more adoption from Chinese, it would be more useful to enhance the selfefficiency perception design. Therefore, this research could be reference for Chinese mobile financial agent and developer in the app improvement. What’s more, this study also can be useful information for government policy-making. The last but not the least, the data and analysis result could be the reference for academic and researcher who are interested in relative researches.
      116  691