The influence of brand experience on the purchase intention of new generation consumers : a case study of Changqing University Town

Name: Zhou Yongqi

keyword: Independent Study

ThaSH: Consumer behavior

Classification :.DDC: 658.8342

; brand experience

ThaSH: Brand name products

; purchase intentions

ThaSH: Decision making

; new generation consumers

ThaSH: Brand loyalty

ThaSH: Customer loyalty

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.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Jidapa Chollathanrattanapong

Role: Advisor

Created: 2567

Modified: 2568-06-10

Issued: 2025-06-10

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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