The Influencing Factors of Consumer Purchase Intention: A Case Study of Mixue in Malaysia

Abstract

The rapid globalization of the new-style tea beverage industry has brought growing academic and practical interest in the overseas expansion of Chinese brands. Mixue has gained remarkable success in Malaysia by offering affordable products and standardized operations. However, in a market characterized by ethnic and cultural diversity, success depends not only on price competitiveness but also on consumers’ evaluations of value perception, product diversity, and cultural adaptability. This study focuses on Mixue’s Malaysian market to examine how perceived value, product diversity, and localization adaptation influence consumers’ purchase intention, aiming to identify the key factors shaping consumer decision-making in cross-cultural contexts. A quantitative research design was adopted, using a structured questionnaire distributed to Malaysian consumers who had previously purchased Mixue products. A total of 250 questionnaires were issued, including 40 pilot surveys and 210 valid responses for final analysis. The five-point Likert-scale questionnaire measured four main constructs: perceived value, product diversity, localization adaptation, and purchase intention. Data were analyzed using SPSS 26.0 through reliability, validity, correlation, and multiple regression tests. The results showed Cronbach’s α coefficients above 0.77 for all variables and a KMO value of 0.879, indicating strong internal consistency and validity. Findings revealed that perceived value, product diversity, and localization adaptation each have significant positive effects on purchase intention, with perceived value exerting the greatest impact. These results suggest that consumers’ purchase decisions are driven by an integrated perception of costeffectiveness, product richness, and cultural relevance. The study extends the application of the theory of planned behavior and perceived value theory to the cross-cultural consumer context and provides practical insights for Chinese tea brands. To achieve sustainable international growth, brands should balance standardization with localized innovation and cultural sensitivity to strengthen consumer connection and market competitiveness.