| Title: | The Impact of Brand Trust and AI Technology Trust on Consumers’ Usage Behavior of Huawei’s AI-Powered Smart Home Products |
| Author: | Hu Bingtao |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | Finance and Accounting |
| 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.466-477) Click PDF |
Abstract
This study investigated how brand trust and AI technology trust influence consumers’ usage behavior of Huawei’ s AI-powered smart home products. With the rapid growth of AI and smart home technologies, understanding the factors that drive or hinder adoption is crucial. The objective of this study were: 1) To explore the impact of brand trust on consumers’ usage behavior of Huawei’ s AI-powered smart home products; 2) To explore the impact of AI technology trust on consumers’ usage behavior of Huawei’ s AI-powered smart home products.
This study used a quantitative research method to assess the impact of these two dimensions of trust on consumer behavior. A sample of 400 consumers who either use or are considering Huawei’s AI-powered smart home products was surveyed using an online questionnaire distributed via WeChat in China. The data collection period lasted for two weeks in January 2025. The study found that: 1) Brand trust has a positive impact on consumers’ usage behavior of Huawei AI smart home products. 2) AI technology trust also has a positive impact on consumers’ usage behavior of Huawei AI smart home products. By addressing these objectives, the research aims to provide insights into how both brand trust and AI technology trust shape consumers’ decisions to use Huawei’ s smart home products. These insights are valuable for companies aiming to improve consumer adoption and usage of AI-powered products in the smart home sector. Recommendations include: 1) Enhancing brand trust through transparent marketing and 2) Enhancing consumer engagement and fostering trust in AI technology by adhering to ethical practices and ensuring transparent AI development.
Keywords: brand trust, trust in AI technology, consumers’usage behavior, Huawei AI-powered smart home product
6417195440 Hu Bingtao, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Impact of Brand Trust and AI Technology Trust on Consumers’ Usage Behavior of Huawei’s AI-Powered Smart Home Products, นำเสนอในที่ประชุมวิชาการ (Conference), mental health, Weishan County, high school teacher, home-school cooperation theory , ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย