A Study of the Marketing Strategy of VR Equipment of HTC Corporation

Abstract

The rise of Virtual Reality (VR) technology has introduced new dimensions to consumer experiences, making it imperative for companies like HTC Corporation to effectively leverage marketing strategies to capture and retain consumer interest. However, HTC faces challenges in maintaining its market share amidst intense competition, highlighting the need for a deeper understanding of how its marketing efforts influence consumer purchase intentions for its VR products. This study aimed to investigate the relationships between HTC’s promotion strategy, product features, and brand image and consumer purchase intentions for its VR equipment.
Based on the consumer behavior theory, the quantitative research method was adopted, utilizing a survey questionnaire distributed to a diverse sample of 600 individuals with interest or experience in VR technology. The study achieved an effective response rate of 80.0%, with 480 valid responses analyzed. Multiple regression analysis was conducted to test the hypotheses and determine the influence of each marketing strategy on purchase intentions.
The findings indicated a significant positive relationship between HTC’s promotion strategy and consumer purchase intention, suggesting that engaging and diversified promotional activities effectively boost consumer interest. Similarly, the quality and innovation of HTC’s product features were found to significantly enhance consumer purchase intention, highlighting the critical role of superior product attributes in driving purchasing decisions. Additionally, a strong and positive brand image was shown to substantially increase the likelihood of consumers intending to purchase HTC’s VR products, emphasizing the importance of maintaining a robust brand reputation.
Based on these insights, the study proposed three strategic recommendations for HTC: enhancing and diversifying promotion strategies to keep consumer interest high, continuously optimizing product features to meet and exceed consumer expectations, and strengthening the brand image to differentiate HTC from its competitors and build deeper consumer connections.
In conclusion, this study provides valuable insights into the factors influencing consumer purchase intention for VR products. By focusing on effective promotion, product innovation, and a strong brand image, HTC can strengthen its market position and drive greater consumer engagement in the competitive VR industry. These findings offer actionable guidance for HTC and similar companies seeking to navigate the dynamic landscape of VR technology marketing.

Keywords: consumer behavior, marketing strategy, virtual reality, brand image

6317195854 Zhao Yang, 2568 (2025). Advisor: Assoc. Prof. Dr. Qiu Chao, สารนิพนธ์ (Independent Study), A Study of the Marketing Strategy of VR Equipment of HTC Corporation, นำเสนอในที่ประชุมวิชาการ (Conference), The 7th STIU International Conference: Leadership & Social Sustainability in the Tech-Driven Era, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย