The Factors Influencing Consumer Purchase Intentions of Mixue Ice Cream & Tea in Henan, China

Abstract

This study investigated the impact of brand image, product quality, price factors, and social media presence on consumer purchase intentions for Mixue Ice Cream & Tea in Henan, China. Recognizing the impressive marketing and revenue performance of Mixue, the research aims to provide actionable insights for enhancing marketing strategies. The objective of this study was to explore the impact of brand image factors, product quality factors, price factors, and social media presence on consumer purchase intentions for Mixue Ice Cream & Tea in Henan, China.
This study adopted the method of quantitative research to analyze the factors that affect the purchasing intentions of consumers for Mixue Ice Cream & Tea in Henan, China. A cluster sampling method was employed, allowing for efficient survey execution within selected groups. A total of 200 questionnaires were distributed and 169 valid questionnaires were finally collected, with a recovery rate of 84.50%. The findings reveal significant correlations between the identified factors and consumer purchase intentions, offering valuable recommendations for Mixue to optimize its marketing efforts.
This study finds that a positive brand image fosters trust and loyalty, while high product quality leads to greater customer satisfaction and repeat purchases. Price sensitivity affects decision-making, with competitive pricing enhancing purchase intentions. Additionally, a strong social media presence boosts brand visibility and trust. Overall, Mixue’s impressive market performance presents opportunities for strategic improvements in these areas to further strengthen its position and enhance its customer base. This research not only contributes to academic knowledge but also serves as a practical guide for the company’s strategic decision-making in the competitive ice cream and tea market.

Keywords: brand Image, product quality, price, social media presence, consumer purchase intentions

6617195407 Xu DongSheng, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Factors Influencing Consumer Purchase Intentions of Mixue Ice Cream & Tea in Henan, China, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย