Title: The Influence of Brand Experience on the Purchase Intention of New Generation Consumers: A Case Study of Changqing University Town
Author: Zhou Yongqi
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: นำเสนอในที่ประชุมวิชาการ (Conference) 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.586-598) Click PDF
Abstract
With the rapid development of the consumer market and the evolving expectations of new generation consumers, brand experience became a critical factor influencing consumer behavior. This study, grounded in the SOR (Stimulus-Organism-Response) model, established a theoretical framework to examine the influence of experience on the purchase intention of new generation consumers. The research focused on 10,000 new generation consumers of “A Shui Big Cup Tea” in Changqing University Town, Jinan, Shandong Province. A random sampling method was employed to collect 413 valid responses, which were then analyzed to test the research hypotheses. The results of the study concluded that: 1) sensory brand experience had a positive impact on the purchase intention of new generation consumers; 2) emotional brand experience had a positive impact on the purchase intention of new generation consumers; 3) behavioral brand experience had a positive impact on the purchase intention of new generation consumers; and 4) relational brand experience had a positive impact on the purchase intention of new generation consumers. Based on these results, the study offered recommendations for brands to engage young consumers through emotional and behavioral experiences, thereby fostering sustainable consumer participation.
Keywords: brand experience, purchase intentions, new generation consumers
6617195418, Zhou Yongqi, Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Influence of Brand Experience on the Purchase Intention of New Generation Consumers: A Case Study of Changqing University Town, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
