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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3913

Title: THE IMPACT OF BRAND TRUST, PERCEIVED PRODUCT QUALITY AND PERCEIVED VALUE ON CHINESE CONSUMERS' BUYING INTENTION OF CHINESE BRAND AUTOMOBILES
Authors: Wang Yupeng
Keywords: China
Brand trust
Perceived product quality
Perceived value
Buying intention
Issue Date: 26-Jun-2019
Publisher: Bangkok University
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.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3913
Appears in Collections:Independent Studies - Master

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