BEYOND BRAND AND INNOVATION: A COMPREHENSIVE INVESTIGATION INTO DETERMINANTS OF PURCHASE INTENTION FOR HUAWEI PRODUCTS IN THE MALAYSIAN CONSUMER MARKET
This study explores the multifaceted determinants of consumer purchase intention toward HUAWEI products in Malaysia. Beyond traditional variables such as brand image, convenience, technical innovation, and media richness, the paper integrates emerging factors such as perceived security, country-of-origin effect, brand trust, and product ecosystem fit to propose a more comprehensive theoretical framework. With HUAWEI navigating a complex international reputation, this study contributes theoretically by enriching the construct of purchase intention in transnational markets and practically by offering strategic insights for Chinese tech brands in Southeast Asia. The study concludes with a roadmap for empirical validation using structural equation modeling (SEM) and suggests implications for future research and managerial practice.
Purchase Intention, Brand Trust, Perceived Security, Technical Innovation, HUAWEI, Malaysian Market, Country-of-Origin, Product Ecosystem, Smart Devices.