| Project Title: | Research on the Influence of Time-honored Cross-border Product Market Matching Degree on Purchase Intention: A Case Study of White Rabbit Creamy Candy |
| Author: | Mr. Xu Yang |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url: Published: |
FBEM Frontiers in Business Economics and Management (FBEM) |
Citation
Xu, Yang. (2022). Research on the influence of time-honored cross-border product market matching degree on purchase intention: A case study of white rabbit creamy candy. (Master’s independent study). Bangkok: Siam University.
Abstract
As society expands, exposore to a world of information is immnent and consumers’ demand has become pluralistic and cutthroat competitors led to the tendency of homogenization of products in the market. Time-honored brands began a “cross-border” model in order to ensure their own advantages in products or services and added value to products. This can bring consumers a three-dimensional experience, meet their demands, and enhance their awareness about the time – honored brand.
Many studies on the “cross-border” model have been done by different scholars, but most were case studies on some successful products. The original intention of the “cross-border” products was to enhance users’ experience more than the products’ functionality, which never directly reflects the possibility of obtaining more profits. Only through consumers’ perception about the real value of the time-honored brand may trigger
and enhance the willingness to make a purchase.
Theory analysis and the empirical analysis were utilized flexibly in the article. In the early stages of the study and after an extensive reading of relevant theories, reports, and cases, 4 relevant conceptions, were found brand perception, “cross-border” products of the time-honored brand, market fit, and purchase-intention. They were sorted and summarized based on the relationships among these conceptions. The article raised a model and 7 hypotheses. Combined with the characteristics of the study field, a reasonable scale was designed based on other literature and the characteristics of the study object.
This research used SPSS 22.0 and Amos to analyze 2 conclusions: (1) Both “cross-border” market fit and brand perception influence purchase intention significantly and positively; (2) Brand perception which is divided into brand awareness and brand image.
Significant mediating effects between brand market fit and purchase intention were based on the above analysis and conclusions. This research offered the following suggestions for the time-honored enterprises who use “cross-border”model: (1) They should take notice of the degree of market fit in the relationship “cross-border” brand and the original brand; (2) They should make the most of building a favourable brand awareness and brand image; (3) They should intensify the publicity to expand consumer contact with brands; (4) They should provide products that meet the demand of the target market, which favors “nostalgic” and “innovative” feelings.
Keywords: cross-border products, time-honored brand, market fit, brand perception, purchase intent.
Research on the Influence of Time-honored Cross-border Product Market Matching Degree on Purchase Intention: A Case Study of White Rabbit Creamy Candy
Master of Business Administration (International Program), Siam University, Bangkok, Thailand