The impact of brand trust, perceived product quality and perceived value on Chinese consumers' buying intention of Chinese brand automobiles

Abstract

This independent study was aimed to investigate brand trust, perceived product quality, and perceived value affecting Chinese customers buying intention of Chinese brand automobiles. The survey questionnaire was applied for collecting the primary data. The study used frequency, percentage, mean, standard deviation and multiple regression analysis as statistical tools. The sample size was 195 Chinese people who had own cars. The results showed that the vast majority of women aged 25-34 and had undergraduate degrees. The results also revealed that brand trust, perceived product quality, and perceived value were the three significant factors that affected customers buying intention of Chinese brand automobiles at the significant level of .05.