UNDERSTANDING PURCHASE INTENTION OF CHINESE CUSTOMER TOWARDS SHARING POWER BANK ENERGY MONSTER AS EXAMPLE

Purpose: This study aims to investigate the effects of perceived value, customer attitude, brand loyalty, and customer trust on purchase intention. The above relationships reflect the purchase intention of Chinese customers who intend to purchase sharing power bank services or have already purchased sharing power bank services. Design/Methodology/Approach: This study used Multiple Linear Regression and primary data collection methods to investigate the factors associated with surveying perceived value, customer attitude, brand loyalty, and customer trust to understand the impact of sustainable sharing power bank services on the purchase intention of Chinese customers. Data were collected from 474 respondents. This study referenced some theoretical frameworks from prior research are integrated to develop a novel conceptual framework. Findings: This research found that customer attitude, brand loyalty, and customer trust had a positive impact on purchase intention. While perceived value had no effect on purchase intention. Research Limitations/Implications: This study specifically focused on Chinese customers, which may limit its applicability to customers in other countries. Therefore, the findings may change over time, the occurrence of specific events, and other uncontrollable emergencies. In addition, the sample size of 474 respondents may not be representative or random enough to reflect the Chinese customer base. Originality/Value: This study provides valuable reference for managers of sharing power bank companies to make wise management decisions.