The impact of brand image and brand trust on consumers purchase intention of BYD EV car in Bangkok

This study investigates the influence of brand image and brand trust on consumers' intention to purchase BYD EV cars in Bangkok, Thailand. In this study, brand image was divided into three dimensions, namely corporate image, product/service image and user image, with reference to the Biel model, in order to understand how these factors affect the decision-making process of consumers' purchase intention for BYD EV cars. The research data was collected using a single structured questionnaire, and 289 valid questionnaires were obtained. Through descriptive data analysis of demographic characteristics and frequency distribution, it is known that the main respondents are male (55.6%), of which 48.4% are aged between 30-39, indicating that relatively young consumers have a high acceptance of new energy vehicles. The majority of respondents had a Bachelor's degree or higher, indicating that most of the sample was highly educated. Income levels vary. Cronbach's alpha coefficient was used for reliability analysis and the reliability scores for each dimension were high, indicating internal consistency and within the acceptable research range. Validity analysis ensures that the measured results accurately reflect the structure of interest. Sampling adequacy was verified by KMO measurements, and the Bartlett sphericity test significantly confirmed that the data were suitable for analysis. Correlation analysis is used to check whether there is a significant positive correlation between the independent variables (company image, product/service image, user image, brand trust) and the dependent variable (purchase intention). Meanwhile, multiple regression analysis was used to further determine the relative contribution of the predictors to purchase intention. It is found that the three dimensions of brand image have a impact on consumers' purchase intention, and the impact of product/service image on consumers' purchase intention is much higher than that of company image and user image. Brand trust also has a significant positive effect on consumers' purchase intention, but the effect is still lower than that of product/service image in the three dimensions of brand image. At the same time, the explanatory power of these factors for purchase intention is 43.8%, and there are other factors that are not mentioned. The research results have practical significance for BYD and new energy automobile enterprises. For example, BYD and other new energy automobile manufacturers should strengthen their corporate image, emphasize their brand awareness and industry status in this field, establish a good corporate image, and enhance consumer confidence. Maintain high quality products while focusing on service quality and enterprise research and development capabilities. Build strong brand trust through reliable products and outstanding services to enhance consumer confidence and purchase intentions. This study highlights the importance of good brand image and brand trust in shaping the purchase intention of consumers with new entry technology "EV Car". The results show that marketing strategies that pay attention to these factors can help increase sales. Future research could further explore other factors that influence purchase intentions

本研究以泰国曼谷地区消费者为研究对象，探讨品牌形象与品牌信任对其购买比亚迪（BYD）电动汽车意愿的影响。本研究参考比尔模型（Biel model），将品牌形象划分为企业形象、产品/服务形象与用户形象三个维度，以探析上述因素如何影响消费者购买比亚迪电动汽车的决策过程。本研究采用单一结构化问卷开展调研，共回收有效问卷289份。通过对人口统计学特征与频次分布进行描述性数据分析可知，受访群体以男性为主（占比55.6%），其中48.4%的受访者年龄介于30至39岁之间，可见相对年轻的消费者对新能源汽车接受度较高；多数受访者拥有本科及以上学历，说明本次样本整体受教育水平较高；收入水平则存在一定差异。本研究采用克朗巴哈α系数（Cronbach's alpha coefficient）开展信度分析，各维度的信度得分均处于较高水平，表明数据具备内部一致性，符合研究可接受范围。效度分析则确保测量结果能够精准反映目标研究结构。通过KMO检验（Kaiser-Meyer-Olkin检验）验证了抽样充足性，巴特利特球形检验（Bartlett sphericity test）结果显著，证实数据适合开展后续分析。本研究采用相关分析检验自变量（企业形象、产品/服务形象、用户形象、品牌信任）与因变量（购买意愿）之间是否存在显著正向相关关系；同时通过多元回归分析进一步确定各预测变量对购买意愿的相对贡献度。研究发现，品牌形象的三个维度均对消费者购买意愿产生影响，其中产品/服务形象对消费者购买意愿的影响程度远高于企业形象与用户形象。品牌信任同样对消费者购买意愿具有显著正向影响，但该影响程度仍低于品牌形象三维度中的产品/服务形象。此外，上述因素对购买意愿的解释力为43.8%，说明仍存在其他未被纳入考量的影响因素。本研究结果对比亚迪及新能源汽车企业具备实践指导价值：例如，比亚迪等新能源汽车制造商应强化企业形象建设，突出自身品牌知名度与行业地位，塑造良好的企业形象以提升消费者信心；在维持产品高品质的同时，注重服务质量与企业研发能力的提升；通过可靠的产品与优质的服务构建牢固的品牌信任，进而增强消费者信心与购买意愿。本研究凸显了良好的品牌形象与品牌信任，在塑造首次接触电动汽车这一新兴技术的消费者的购买意愿方面具有重要意义。研究结果表明，关注上述因素的营销策略有助于提升销量。未来研究可进一步探索其他影响购买意愿的潜在因素。

搜集汇总

背景与挑战

背景概述

该数据集是一项学术研究，探讨了品牌形象（包括公司形象、产品/服务形象和用户形象）和品牌信任对泰国曼谷消费者购买比亚迪电动汽车意向的影响。研究基于289份问卷数据，通过统计分析发现产品/服务形象对购买意向的影响最为显著，品牌信任也有正向作用，这些因素共同解释了43.8%的购买意向方差，为新能源汽车企业的营销策略提供了实践参考。