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All Journal Journal of Applied Data Sciences
Onputtha, Suraporn
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

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The Mediating Role of Perceived Value in the Relationship Between Brand Image and Repurchase Intention: A Case Study of the Chinese Tea Market Luo, Rui; Sriboonlue, Umawasee; Onputtha, Suraporn
Journal of Applied Data Sciences Vol 5, No 2: MAY 2024
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v5i2.227

Abstract

This study is dedicated to exploring how brand image influences repurchase intention through perceived value in the Chinese tea market. Five randomly selected tea brands among the top twenty tea brands in Sichuan Province were chosen as the study sample. Corporate image, product image and user image were used to measure brand image; meanwhile, functional value, emotional value, social value and price value were used to assess perceived value; and repurchase intention was directly measured through questionnaires. Six hundred valid questionnaires from consumers of these five brands were collected through the Questionnaire Star platform and analyzed by structural equation modeling using SMARTPLS 4.0 software. The results show that brand image has a significant positive effect on perceived value and repurchase intention, and perceived value plays a significant mediating role between brand image and repurchase intention. These findings not only enrich the theoretical framework, but also provide practical strategic recommendations for brand management in the Chinese tea market, emphasizing the need to pay attention to the impact of brand image on consumer repurchase intention through perceived value in the process of brand image construction and management, so as to enhance consumer loyalty and promote sustained purchase behavior.
The Impact of Supplier-Customer Collaboration on Sustainability-Oriented Capability: The Mediating Role of Communication Effectiveness and Technology Adoption in Micro-Enterprises Gronphet, Seree; Onputtha, Suraporn
Journal of Applied Data Sciences Vol 6, No 3: September 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i3.725

Abstract

With many businesses transforming digitally to lead future trends driven by sustainability, supplier-customer collaboration is key in empowering MSMEs. Nevertheless, effective collaborative practices remain challenging for MSMEs due to resource constraints and operational limitations. This study examines the mediating role of communication effectiveness and technology adoption in the relationship between supplier-customer collaboration and sustainability capabilities. Data was collected from 400 MSMEs in Bangkok and metropolitan area, Thailand, and analyzed using partial least squares-structural equation modeling (PLS-SEM). Results indicate that supplier-customer collaboration positively influences sustainability capability directly (β=0.345, p 0.001) and indirectly through communication effectiveness (β=0.370, p 0.001) and technology adoption (β=0.043, p 0.001). Effectiveness of communication appeared to be the superior mediator, providing evidence that the impact of technology adoption is less influential in resource-constrained environments. The study’s novelty lies in its focus on micro-enterprises’ unique constraints and the creation of a contextualized framework that prioritizes effective communication over technological investments, challenging conventional sustainability models derived from large organizations and offering context-specific policy recommendations for enhancing micro-enterprise sustainability in developing economies.
Co-Authors Gronphet, Seree Luo, Rui Sriboonlue, Umawasee