| Title: | A Study of the Factors Influencing Purchase Intention Toward Chinese New Energy Products Among Chinese Consumers in Thailand: A Case Study of Longi Green Energy Technology |
| Author: | Sun Yirui |
| 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.199-213 Conference Publication Year: 2569 (2026) View |
Abstract
This study examined the factors influencing purchase intention toward Chinese new energy products among Chinese consumers in Thailand, using LONGi Green Energy Technology as the case company. This study focused on LONGi’s solar photovoltaic products in the Thai market. Based on the Stimulus-Organism-Response theory, this study regarded brand image, information quality, perceived product quality, and service quality as stimulus factors, brand trust as organism factor, and purchase intention as response factor.
A quantitative research method was adopted. Data were collected through a structured questionnaire distributed to Chinese consumers living in Thailand. A total of 300 questionnaires were distributed, 292 were returned, and 262 valid questionnaires were obtained, with a valid response rate of 89.73%. The data were analyzed using descriptive statistics, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, mediating effect analysis.
The results show that brand image, information quality, perceived product quality, and service quality all have significant positive effects on brand trust. Brand trust also has a significant positive effect on purchase intention. In addition, brand trust mediates the relationships between the four stimulus factors and purchase intention. These findings indicate that improving brand image, information quality, product quality perception, and service quality can strengthen consumer trust and further enhance purchase intention.
This study enriches the application of SOR theory in the context of Chinese new energy products in overseas markets. It also provides practical implications for LONGi and other Chinese new energy enterprises seeking to improve consumer trust and purchase intention in Thailand.
Keywords: Chinese new energy products, LONGi Green Energy Technology, brand trust, purchase intention, SOR theory