| Title: | A Study of the Impact of Consumer Participation on New Product Purchasing Behavior in Smartphone Consumption: A Case Study of Oppo |
| Author: | Wu Jieyu |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| 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.790-801) Click PDF |
Abstract
In the context of rapid technological advancement and intensified competition in the smartphone market, understanding the factors that drive consumers to adopt new products has become increasingly critical for brand success. Drawing upon the theories of consumer behavior and value perception, this study investigated the impact of consumer participation on new product purchasing behavior, with a particular focus on the mediating role of perceived value.
The research took OPPO smartphone users in China as the study population and explored how four dimensions of consumer participation—effort investment, work cognition, information seeking, and personal interaction—influence consumers’ decisions to purchase newly launched smartphone models.
A quantitative research approach was adopted, and data were collected via online questionnaires, yielding 356 valid responses. The study employed multiple regression analysis and mediation testing to examine the relationships among the core variables.
The results demonstrate that all four dimensions of consumer participation significantly and positively influence new product purchasing behavior. Additionally, consumer participation positively affects perceived value, which in turn has a strong positive effect on new product purchasing behavior. Further analysis confirms that consumer perceived value partially mediates the relationship between consumer participation and purchase behavior.
This study enriches the theoretical understanding of consumer innovation adoption and provides practical recommendations for smartphone brands like OPPO to enhance market acceptance of new products by fostering consumer engagement and perceived value.
Keywords: consumer participation, perceived value, new product purchasing behavior, OPPO
6517195409 Wu Jieyu, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), A Study of the Impact of Consumer Participation on New Product Purchasing Behavior in Smartphone Consumption: A Case Study of Oppo, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand