| Title: | The Influencing Factors of the Perceived Product Value of iQIYI Users In Thailand: Based on Cognitive Price Theory |
| Author: | Li Zhongquan |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1259-1266) Click PDF |
Abstract
In the rapidly evolving digital streaming market, iQIYI, as an important international platform, faces increasing pressure to enhance its competitiveness in Thailand by improving users’ perceived product value. This study aimed to investigate the factors influencing consumers’ perceived product value of iQIYI users in Thailand by examining the effects of content quality, information richness, and social image. Grounded in Cognitive Price Theory, the study constructed an influencing factor structural model to explain how these variables shape users’ value perceptions.
A quantitative research method was adopted. Data were collected through a questionnaire. A total of 400 questionnaires were distributed, and 387 valid responses were obtained after screening, resulting in a high effective response rate. Statistical analyses, including reliability and validity tests, correlation analysis, and multiple regression analysis, were conducted using SPSS to test the proposed model and hypotheses. The results indicate that content quality, information richness, and social image all have significant positive effects on consumers’ perceived product value. Higher content quality enhances user satisfaction and engagement, richer information reduces uncertainty and improves decision efficiency, and a stronger social image reinforces users’ sense of identity and social recognition. Based on these findings, this study proposes several practical recommendations for iQIYI, including strengthening content development and localization, optimizing information presentation and recommendation systems, enhancing brand image and social influence, and refining pricing strategies to better align with perceived value.
Keywords: perceived product value, iQIYI users, cognitive price theory
6717195023 Li Zhongquan, 2568 (2025), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influencing Factors of the Perceived Product Value of iQIYI Users In Thailand: Based on Cognitive Price Theory, นำเสนอในที่ประชุมวิชาการ (Conference): The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย