Willingness to Purchase Co-Branded Products: Gender and Age Differences

Abstract

This study explores the impact of co-branding on consumers’ purchase intention (PI), focusing on the 2023 trend of joint branding in the milk tea industry. The research adopts a questionnaire to analyze factors influencing PI, with a specific emphasis on gender and age differences. Previous research investigated at how joint branding affected consumption, examining factors such as the connection between perceived risk, perceived value, and popularity. The study reveals a noteworthy positive correlation between the perceived value and the participation of opinion leaders, which can positively influence consumers and lower their perceived risk. The study also looks at age and gender variations in co-brand product willingness to buy. Women participate in joint branding activities at a higher rate than men, which suggests that they are more willing. Age-wise, teens have a greater preference for milk tea, but older people participate in joint branding activities at a higher rate. The results imply that consumer willingness to purchase co-branded goods is strongly influenced by the cultural and logo images of those products. This study suggests that co-branded products' cultural and logo images significantly impact consumers’ PI. The author suggests increasing the number of participants and combining offline and online data collection techniques in order to improve the calibre of the research. As a result, the study clarifies the intricate dynamics influencing consumer decisions in the changing co-branded product market.