Exploring the Factors Influencing University Students’ Choice of Laptop Brand in China

Lu Datianfu and Loo Yew Liang
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Lu Datianfu: New Era University College, Kajang, Selangor, Malaysia
Loo Yew Liang: New Era University College, Kajang, Selangor, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 3069-3086

Abstract: To better understand the factors that influence university students’ brand preferences in China, this study was designed. Within the context of this study, independent variables include brand personality, product features, social factors, and product price; the dependent variable is the laptop brand choice behavior. In this investigation, the deductive method was utilised. Survey questionnaires were used to collect primary data that included a Likert scale with 6 points. Participants in the study are college students who work on portable computers. The study used a straightforward sampling method. Primary data were collected using a convenient sampling method with a closed-ended questionnaire. A total of 259 completed and usable responses were received from university student laptop users in China. The primary data obtained were analyzed using descriptive statistics, correlations, and structural equation models. An analysis of regression path data indicates that university students’ brand choice is not significantly influenced by a brand’s personality when buying laptops. According to a study conducted in China, price, product features, and social factors all influenced university students’ brand choice when purchasing laptops. Product price is the most important factor in the selection of brands by Chinese students when it comes to buying laptops at universities.

Date: 2024
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