Title: The Impact of Manufacturing Intelligence on Consumers’ Purchase Intentions: A Case Study of Haier in China
Author: Ni Yaozu
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.825-835) Click PDF
Abstract
Factors such as technology level, labor productivity, and export product competitiveness play a vital role in the development of China manufacturing export trade. The center of the current new generation of technology and industrial revolution is shifting to the field of intelligent manufacturing. This study took Haier as a case study to explore the impact of Haier’s consumer needs, cost, convenience and communication on consumers’ purchase intentions.
This study adopted the questionnaire survey method, based on the 4Cs theory, and a total of 360 questionnaires were distributed, of which 353 were valid questionnaires. This study found that Haier’s consumer needs, cost, convenience and communication have a positive impact on consumers’ purchase intentions.
The recommendations are as follows: (1) Strengthen real-time insights into consumer needs and launch smart home appliances that meet the needs of different users. (2) Further optimize production costs and enhance product cost performance. (3) Expand the convenient functions of smart home appliances, improve after-sales service response speed, and enhance overall convenience. (4) Deepen the emotional connection between the brand and consumers, and increase brand loyalty and consumer trust.
Keywords: intelligent manufacturing, purchase intention, 4Cs theory, Haier Group
The Impact of Manufacturing Intelligence on Consumers’ Purchase Intentions: A Case Study of Haier in China /
6617195003 Ni Yaozu 2567 (2024) The Impact of Manufacturing Intelligence on สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University