| Title: | A Study of the Impact of Perceived Value on Purchase Intention Toward Xiaomi Smart Electric Vehicles |
| Author: | Ma Longyi |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp.184-198 Conference Publication Year: 2569 (2026) View |
Abstract
With the rapid development of the electric vehicle industry and intelligent mobility technology, smart electric vehicles have become an important direction in the transformation of the automobile market. As a technology company with a strong user base and smart ecosystem, Xiaomi has entered the electric vehicle market and attracted wide attention from consumers. Xiaomi smart electric vehicles are not only transportation products, but also intelligent products connected with smart devices, digital lifestyles, and brand ecosystems. Therefore, it is necessary to examine the factors influencing consumers’ purchase intention toward Xiaomi smart electric vehicles from the perspective of perceived value.
This study aimed to examine the impact of perceived value on consumers’ purchase intention toward Xiaomi smart electric vehicles. Based on Perceived Value Theory and Consumer Behavior Theory, this study selected functional value, price value, emotional value, and social value as independent variables, while purchase intention toward Xiaomi smart electric vehicles was used as the dependent variable.
A quantitative research method was adopted, and data were collected through a structured questionnaire survey. A total of 300 questionnaires were distributed, 280 questionnaires were returned, and 268 valid questionnaires were obtained after data screening, with a valid response rate of 95.71% based on the returned questionnaires. SPSS was used for data analysis.
The findings indicate that consumers’ purchase intention toward Xiaomi smart electric vehicles is influenced not only by product performance and price evaluation, but also by emotional experience and social recognition. Therefore, Xiaomi should continue to improve product quality, strengthen intelligent functions, maintain reasonable pricing, enhance emotional connection with consumers, and build a strong brand image in the smart electric vehicle market. This study enriches research on perceived value and smart electric vehicle consumption, and provides practical suggestions for Xiaomi and other technology-based electric vehicle brands.
Keywords: Xiaomi smart electric vehicles, perceived value, functional value, price value, emotional value
6717195710 Ma Longyi, 2569 (2026), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026, นักศึกษาปริญญาโท (Master Program), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย