Factors Leading To Continuance Intention To Use Bi

Mathawikul & Darawong, Cogent Business & Management (2023), 10: 2270818
https://doi.org/10.1080/23311975.2023.2270818
MARKETING | RESEARCH ARTICLE

Factors leading to continuance intention to use
big-bikes in Thailand
Athipon Mathawikul1* and Chonlatis Darawong1
Received: 07 June 2023

Abstract: The big-bike market has been experiencing steady growth, particularly
Accepted: 09 October 2023 over the last five years. This upward trend is projected to persist in the future as
*Corresponding author: Athipon these products effectively cater to consumers’ desires for convenience, image,
Mathawikul, Graduate College of and high performance. This study examines the critical factors affecting big-bike
Management, Sripatum Universitys,
Chonburi Campus, 79, Bangna-Trad marketing in Thailand with a focus on the continuance of intention to use the
Road, Klongtamru, Muang District,
Chonburi, 20000, Thailand
product. Using a mixed-method approach, this study investigates the key factors
E-mail: athipon.m@gmail.com and indicators in Thailand’s big-bike (motorcycle) marketing strategy concerning
Reviewing editor: customers’ intention to continue using the product. Four hundred respondents
Balan Sundarakani, University of
Wollongong Faculty of Business,
participated in a quantitative survey, and in-depth interviews are conducted for
United Arab Emirates qualitative data collection. Three key factors and 11 key indicators in big-bike
Additional information is available at marketing were identified. Results reveal customer value (satisfaction) improves
the end of the article
brand perception (loyalty), influencing consumers’ intention to continue using or
purchasing the product; product value directly influences this intention. The
implications of the qualitative findings suggest that advertisers of big-bikes in
Thailand should emphasise individualism, the sensation of escapism, heightened
self-esteem, and the exhilarating rush experienced during rides. Manufacturers
should prioritise the creation of a distinctive and recognisable design while
ABOUT THE AUTHORS PUBLIC INTEREST STATEMENT

Athipon Mathawikul holds a doctoral degree from This study investigates the key factors and indi
Sripatum University Chonburi campus. He has cators in Thailand’s big-bike (motorcycle) mar
working experience as a marketing consultant for keting from the perspective of continuance
international companies for many years. His intention to use the product. The findings show
research interests include marketing manage that customer value (satisfaction) improves
ment, brand management, and strategic man brand perception (loyalty), which leads to con
agement in automobile industry. tinuance intention to use/buy the product.
Chonlatis Darawong is an Associate Professor in Product value (design and quality) directly
marketing management. His research interests affects this intention.This study significantly
focus on service quality, new product develop contributes to the literature as the researchers
ment, cross-cultural management, interpersonal used a mixed methodology approach to
relationships, and project performance. He has investigate relevant factors and indicators,
Athipon Mathawikul twelve publications in a number of referred conducting quantitative and qualitative
international journals such as the Asia-Pacific research.The implications of this study are
Journal of marketing and logistics, Journal of noteworthy. The researchers believe that the
Marketing for Higher Education, Journal of findings can assist in promoting the big-bike
Communication in Healthcare, and so on. industry and offer valuable insights to entre
preneurs and marketers in Thailand’s big bike
business, which can be extended to other
countries.
© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
This is an Open Access article distributed under the terms of the Creative Commons Attribution
License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribu
tion, and reproduction in any medium, provided the original work is properly cited. The terms on
which this article has been published allow the posting of the Accepted Manuscript in
a repository by the author(s) or with their consent.
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emphasising the attributes of reliability and safety. These findings can guide
individuals promoting the big-bike industry in Thailand.
Subjects: Marketing Management; Marketing Research
Keywords: key factors; customer value; product value; brand perception; big-bike products;
continuance intention; Thailand
1. Introduction
In Thailand, the advent of Industry 4.0 has driven the evolution of the modern automotive
industry, while the government’s five-year action plan (2023–2027) has further catalysed the
growth of big-bike (motorcycle) production and distribution (Ministry of Industry, 2022). The
significant growth potential of the market attracted big-bike entrepreneurs. In 2018, 2.1 million
motorcycles were produced in Thailand, representing a growth of 0.4% year-on-year. Despite
a slight decrease in domestic demand, increased exports encouraged production (Krungsri
Research, 2019). This, along with other supporting factors in the demand and supply chain
meant that Thailand retained a competitive manufacturing advantage. Income per capita for
many developing countries has increased, which is a positive indicator for the big-bike market.
Furthermore, many developed economies are recovering, increasing demand for luxury products
like big-bikes. Given its longstanding role as a major manufacturing base, Thailand boasts robust
production infrastructure, a strong supply chain, and costs that are more competitive than those in
Europe and the United States. It is also a major regional producer of complete knocked-down units
for exports within the region, where sales are forecast to increase due to the rising demand from
its main export targets in the ASEAN zone and Japan (Krungsri Research, 2019).
Currently, big-bikes typically have engine sizes ranging from around 250 cc—over 2,000 cc
(BigBike Thailand, 2023). Despite the marketing efforts (online and offline) of motorcycle producers
with engines over 250 cc (or big-bikes) in Thailand, domestic production is currently not extensive.
However, the importance of this segment has steadily increased following the government’s 2012
decision to attract foreign investors in the 248 cc. plus category of motorcycle production.
Globalisation demands have changed paradigms in every aspect, especially in marketing.
Presently, to gain market share, a business cannot solely rely on the functionality of its products
but must also consider how consumers or end-users perceive its brand attributes. Perceived
usefulness and confirmation from previous users, significantly influence user satisfaction in pro
duct adoption. According to Jumaan et al. (2020), perceived post-acceptance usefulness and user
satisfaction drives the intention to continue using a product. Business performance measurement
highlights the number of repeat purchases as a key marketing performance indicator (Sharma &
Singh, 2023). Thus, the continuance intention to use the product is perceived as valuable for
enhancing customers’ purchase intention (Wu & Huang, 2023). This means the continuance
intention to use a product represents purchase preferences and marketing performance. It is an
important income generation and development factor in the big-bike market segment. The main
issue in Thailand is the absence of big-bike products that are locally produced. The country heavily
relies on imports from well-known foreign brands (BigBike Thailand, 2023 (Srisongkram &
Putachote, 2023). This situation persists due to the limited knowledge among domestic entrepre
neurs regarding the various factors that influence the intention to continue using such products.
Given the background and importance of this challenge, this study investigates the key factors
influencing big-bike marketing in Thailand from the perspective of the continuance of intention to
use the product.
2. Literature review and hypotheses development

For customers to remain loyal to the brand and purchase from the company, they need to find
value in what they purchased and trust in the brand as a whole. These two factors influence each
other. Researchers employ the theory of continuance intention to use a product to investigate
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loyalty within the context of the big-bike industry in Thailand. Building on the Technology
Acceptance Model (TAM)—developed by Fred Davis in 1989 to elucidate user behaviour during
the adoption and sustained use of new technology (Davis, 1989)—this theory has been widely
studied and applied in various fields including information systems, marketing, and consumer
behaviour and cited in numerous academic articles and books on these subjects, including infor
mation systems research, and marketing theory (Baker & Hart, 2016).
TAM is a widely used model for predicting and analyzing user behavior when they perceive and
use technology or products. This model has gained popularity in technology-related studies and
research across various professional fields and industries. TAM helps customers understand how
users’ perceptions of ease of use and usefulness influence their actual usage behavior regarding
technology or products. This perception directly influences user behaviour, as individuals who
perceive using the technology or product as genuinely beneficial are more likely to continue
using it extensively. Therefore, passing through the perception of usage and the brand perception
for big bikes, users will develop an understanding of the value of big bikes (customer value), which
is a critical factor that impacts their continuance intention to use big bikes in the future.
According to this theory, several key factors such as satisfaction, convenience, trust, user
opinion, and perceived usefulness, influence user decision-making in continued usage of
a product or service (Bapat & Khandelwal, 2023; Chen & Xie, 2008; Gefen & Straub, 2005; Hajli,
2015; Liang et al., 2015; Muharam et al., 2021; Nasser Al-Suqri, 2014; Osatuyi et al., 2020; Ryu
et al., 2012; Verhoef, 2003).
When considering continuance intention to use a product, consumer behaviour and marketing,
customer value and brand perception are crucial (Gupta & Lehmann, 2006; Kumar et al., 2010).
Customer value refers to the perceived benefit that a customer receives from a product or service
in relation to the cost or sacrifice that they make to acquire it (Huang et al., 2019). This perceived
value is based on the customer’s needs, wants, preferences, and expectations (Mishra, 2015). If the
customer perceives the value of the product or service to be high, they are more likely to have
a positive brand perception, leading to a greater likelihood of continued usage (Dodds et al., 1991).
However, if the customer perceives the value to be low, their brand perception may be negatively
affected, leading to a reduced likelihood of continued usage (Zaidun et al., 2020). Therefore,
customer value is a crucial factor to consider in product development and marketing strategies
to ensure customer satisfaction and continuance intention to use a product.
Brand perception involves an emotional bond between the consumer and the product. Every
product has certain qualities that help develop an emotional bond or promote brand evangelism
(Becerra & Badrinarayanan, 2013). An emotional bond with a brand is marked by consumer trust,
which eventually affects consumer behaviour and attitudes towards a certain brand, including
continuance intention to use the product, as well as positive and oppositional brand referral
(Ramaseshan & Stein, 2014). When consumer trust increases, the company’s profit margins
improve because consumers who trust in and feel confident about the product or company
image further enhance the brand image. This ultimately encourages consumers’ continuance
intention to use the product and purchase intentions.
In addition, product value is a key factor that directly and indirectly affects the continuance
intention to use a product through brand perception (Foroughi et al., 2019; Kim et al., 2004). When
a product provides value to the customer, either through its features, quality, or price, it enhances
their perception of the brand (Bagozzi et al., 2016). This creates a positive association between the
customer and the brand, which increases their likelihood of continuing to use the product
(Sirdeshmukh et al., 2002). When customers perceive a brand to be of high value, their overall
satisfaction with the product increases, which in turn strengthens their intention to continue using
it (Zeithaml, 1988). Therefore, product value also plays a crucial role in shaping customers’
perception of a brand and their intention to continue using its products.
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2.1. Customer value and brand perception

The link between customer value and brand perception refers to how a customer’s perception of
a brand can be influenced by the value they receive from a product or service (Kim et al., 2004).
Generally, a positive experience is going to be extended to a positive perception of the brand as
a whole (Kumar et al., 2010). However, if a customer feels that they are not receiving enough value
from a product or service, their perception of the brand may be negatively impacted (Kim et al.,
2004). This link is crucial for businesses to understand, as it highlights the essence of providing
value to customers to maintain positive brand perception, ultimately encouraging customer
loyalty.
Brand perception can be viewed as the sum of a consumer’s feelings, experiences, and thoughts
regarding a product. Recognizing this, the researchers incorporated cognitive theories into this
analysis. A consumer’s perception/thoughts regarding what a brand represents was emphasised
than what the brand conveys. Customer experience asserts that an experience occurs when
a customer has any sensation or knowledge acquisition resulting from interaction with different
contextual elements created by the service provider (Romiti & Sarti, 2016). In addition, experience
within the structure of the customised acceptance model discovered that a customer’s experience
creates an immediate and oblique effect on their continuance intention to use the product arising
from purchase intention (Khattab et al., 2015) and directly impacts purchase intention based on
sensory experience, emotional experience, and social experience (Li, 2018).
Self-congruence belongs to a broader class of cognitive consistency theories, in which people

strive for consistency in their beliefs and behaviours because inconsistency produces unpleasant
ness and tension (Read & Simon, 2012). Applying these theories to the current context, consumers
hold a set of beliefs about themselves (self-concept) that motivate them to act in ways that
reinforce their self-concept (e.g., preference, purchase, and use of brands with matching brand
personalities). Self-expansion theory posits that people possess an inherent disposition to incor
porate others (in this context, brands) into their conception of self (Aron et al., 2005). The more the
brand reflects the consumer’s self (i.e., self-congruence) and the greater the bond between the
consumer and the brand, the stronger their brand attachment.
Risk perception is a subjective assessment of the probability of a specified type of accident, and
it affects how individuals evaluate risk, make decisions, and behave (Li et al., 2020). Risk perception
is a behaviour that varies among individuals because it is based on judgment and situational
awareness.
Customer satisfaction is a measure to determine how happy customers are with a brand’s
products, services, and capabilities. It can grow a business in the long term and plays a vital role
in escalating a company’s reputation and loyalty, especially in turbulent markets (Khan et al.,
2022). Therefore, it is considered the core of the marketing concept (Teodorescu et al., 2022) and
a key factor to work towards (Gilbert & Veloutsou, 2006). However, it is challenging to maintain an
intimate relationship between a brand and its customers. Based on the arguments presented
above, the following hypothesis is proposed:
H1: Customer value has a significant positive effect on brand perception.
2.2. Product value and brand perception

The link between product value and brand perception refers to the relationship between
a customer’s perception of a product’s value and their perception of the brand that offers it
(Foroughi et al., 2019; Kim et al., 2004; Sirdeshmukh et al., 2002). When a customer perceives
a product to have high value, due to its features, quality, or price, it enhances their overall
perception of the brand (Kim et al., 2004; Sirdeshmukh et al., 2002). This creates a positive
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association between the customer and the brand, increasing their likelihood of continuing to use
the product (Sahin et al., 2011). Conversely, if a customer perceives a product to have low value, it
may negatively impact their brand perception and decrease their intention to continue using the
product (Sweeney et al., 2008). Therefore, the perception of product value plays a significant role in
shaping a customer’s brand perception and their intention to continue using the product.
Product design is an essential aspect of product image (Manandhar, 2021). Companies are
increasingly aware of the importance of the marketing value of product design, especially its
overall appearance. Thus, companies use different marketing strategies with innovative designs
to increase product sales and market share (Manandhar, 2021). A company adopts various design
strategies to aggressively become a market leader (Manandhar, 2021).
Product knowledge is collected over time by experiencing a product and its key features (Prieto
et al., 2009). This comprises descriptive features the company portrays to the public to enhance
their intention to use the product. This information is then processed in the buyer’s mind. After
conducting a cost and benefit analysis, this knowledge compels the consumer to reach
a conclusion, which may or may not be their purchasing behaviour (Puangsang et al., 2021). The
same phenomenon regarding product features can persuade buyers to make decisions (Bian &
Moutinho, 2011). This knowledge may vary a mong people owing to their different sensitivity levels,
which is entirely subjective. Product knowledge can have a significant impact on buyers’ purchase
behaviours.
Customers can perceive product quality through experience, significantly influencing their pur
chasing process and brand loyalty. This influence is more important when customers cannot know
the quality first-hand. Perceived quality can help a company utilise a premium pricing strategy to
further launch a brand into several markets (Karami, 2022). Perceived quality is the core facet of
the customer-based brand equity framework (Kumar & Rekhi, 2018),which indicates that
a customer’s perception of the overall quality or superiority of the product or service is more
relevant than the real quality of the product. This relates to the intended purpose relative to its
alternatives (Liu & Sun, 2015).
Product monetary influences stems from the monetary value of a product, based on its per
ceived value for money. This aspect is closely related to trust (Masri et al., 2020), further influen
cing continuance intention to use (Susanto et al., 2016). It plays a role in transaction uncertainty
and price influence (Muthitachareon et al., 2014). Additionally, the assessment of a product is
based on the perception of what is received and sacrificed. What is received may be in quality,
quantity, efficiency, or convenience, whereas what is sacrificed may be monetary, time, or effort
(Kayina & Goel, 2017). Therefore, the researchers propose the following hypothesis:
H2: Product value has a significant positive effect on brand perception.
2.3. Brand perception and continuance intention to use the product

Companies need to realise that if they do not focus on small details in prioritising customer service
and satisfaction their reputation and success will suffer. The relationship between brand percep
tion and continuance intention to use a product refers to the customer’s perception of a brand can
impact their intention to continue using a product (Kuo et al., 2009). Essentially, if a customer has
a positive perception of a brand associated with a product, they are more likely to continue using
that product in the future (Homburg et al., 2017). Brand perception is influenced by various factors,
such as the perceived quality, reputation, and the image of the brand (Keller, 1993). These factors
can impact a customer’s overall satisfaction with a product and influence their decision to con
tinue using it. If a customer has a positive brand perception, they are more likely to have a high
level of satisfaction with the product, leading to a greater likelihood of continuance intention to
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use the product (Oliver, 1999; Yoo et al., 2000). However, if a customer has a negative brand
perception, they may be less satisfied with the product, leading to a lower likelihood of continu
ance intention to use a product (Dunuwille & Pathmini, 2016). This is why it is important for brands
to focus on their reputation and image, as it can impact their customers’ perceptions and
ultimately their intention to continue using their products.
Continuance intention to use a product is perceived as a factor that increases purchase inten
tion (Cheng & Yap, 2013). The continuance intention to use the product represents the brand’s
purchase preference and marketing performance. Customers’ purchase intentions occur before the
continuance intention to use the product. Purchase intention is a consumer’s preference for buying
a product or service. Many factors affect consumers’ intentions to select a product, with the
ultimate decision depending on external factors (Madahi & Sukati, 2012). A group influences
decision-making on purchases during the selection procedure for known products, and the selec
tion of a brand is based on group cohesiveness towards the brand (Banerjee, 2016). Information
about a brand that other group members have used also affects the decision to either buy that
brand or to move on to purchase another brand used by group members (Witt, 1969). Therefore,
group members’ majority opinions and experiences influence other members in buying particular
brands (Kirkole & Wu, 2017). Based on this argument, the following hypothesis (H3) is formulated:
H3: Brand perception significantly positively affects the continuance intention to use a product.
2.4. Customer value and continuance intention to use the product

The link between point of customer value and continuance intention to use the product refers to
how the perceived value of a product or service can influence a customer’s intention to continue
using it (Sashi, 2012; Wang et al., 2019). If a customer perceives high value in a product or service,
they are more likely to continue using it in the future, while if they perceive low value, they are less
likely to discontinue (Yang & Peterson, 2004). Conversely, if a customer perceives low value in
a product or service, they may become dissatisfied and may not have the intention to continue
using it (Ishaq, 2012; Yang & Peterson, 2004). This negative perception of value can result in
negative brand perception and lead to decreased brand loyalty (Pan et al., 2012). Therefore,
businesses should focus on providing value to their customers by understanding their needs and
expectations and tailoring their products or services to meet those needs. This can ultimately lead
to increased customer satisfaction, loyalty, and continued usage of the product or service.
Satisfaction, an indicator of customer value, is a key factor influencing continuance intention

(Chen & Cheng, 2009). Whether a brand can provide its customers with perceived satisfactory
benefits affects their continuance intention to use its products (Szymanski & Henard, 2001). Self-
congruence represents the degree to which a brand image fits an individual’s self-concept and
facilitates the development of brand attachment (Li & Fang, 2019). In addition, the continuance
intention to use the product can be achieved through brand attachment (Li & Fang, 2019). Users’
risk perception influences their continuance intention to use the product (Jangir et al., 2023).
Customer experience has a strong emotional effect on continuance intentions. Guided by these
arguments, we formulate the following hypothesis:
H4: Customer value has a significant positive effect on the continuance intention to use a product.
2.5. Product value and continuance intention to use the product

The link between the point of product value and continuance intention to use the product suggests
that the perceived value of a product directly affects a customer’s intention to continue using that
product (Feng Cheng, 2013). When a customer perceives a product to be valuable, either due to its
features, quality, or price, they are more likely to continue using the product (Yang & Peterson,
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2004). This is because the customer is satisfied with the value they are receiving from the product,
and this satisfaction leads to a higher likelihood of continued usage (Wu et al., 2014). Moreover,
the perceived value of a product can indirectly affect a customer’s intention to continue using it
through its impact on brand perception (Wu et al., 2014). If a customer perceives a product to be
of high value, it enhances their perception of the brand associated with that product, creating
a positive association between the customer and the brand (France et al., 2020). This positive
association can also lead to a higher likelihood of continued usage (Deng et al., 2010). However, if
a customer perceives a product to be of low value, it can negatively impact their brand perception,
leading to a lower likelihood of continued usage (Deng et al., 2010). Overall, the perceived value of
a product plays a crucial role in a customer’s intention to continue using it, directly and indirectly
through brand perception. Thus, businesses must focus on delivering products that provide high
value to their customers to increase the likelihood of continued usage and brand loyalty.
Product value plays a vital role in making a repeat purchase decision, which is the same concept
as the continuance intention to a product (Tran et al., 2019). Product quality significantly impacts
perceived usefulness and satisfaction, with the strongest impact on users’ willingness to continue
using the product (Gu et al., 2021). Product monetary influence is related to trust (Masri et al.,
2020) and affects the intention to continue using a product (Susanto et al., 2016). Repeat purchase
intention reflects the intent of consumers regarding repeat purchasing patterns. Another factor
that can increase repurchase intention is product knowledge (Elsya & Indriyani, 2020). Consistent
with this evidence, it is proposed that product value has a positive effect on the continuance
intention to use a product, leading to the formulation of the following hypothesis:
H5: Product value has a significant positive effect on the continuance intention to use a product.
Table 1 presents specific references to support all the hypotheses.
3. Conceptual framework
The key factors affecting the continuance intention to use a product were obtained from
a literature review, which was then incorporated into a conceptual framework, as illustrated in
Figure 1. The crucial variable that directly influences continuance intention to use the product is
brand perception and includes three key indicators: brand advocacy, brand commitment, and
brand evangelism. Customer value is another fundamental factor that has direct and indirect
effects on continuance intention to use a product and includes four key indicators: experience
value, self-congruence, risk perception, and customer satisfaction. Another variable in the frame
work is product value, which has both direct and indirect effects on continuance intention to use
the product and includes four key indicators: product design, product quality, product knowledge,
and product-monetary influence.
4. Research gap
Overall, the conceptual and empirical literature on brand authenticity has steadily grown in
marketing literature over the past decade. It is well documented that customer and product
values are directly related to brand authenticity; thus, product values are a valuable source of
differentiation among brands. Brand authenticity can create differentiation in customers’ minds in
the big-bike industry while fostering brand faith, leading to revenue generation for the brands.
Therefore, brands in the big-bike industry must prioritise reliability. This indicates focusing on
quality over quantity and showing respect, which involves being customer-centric and being real
regarding what the brand truly is and what customers want. The continuance intention to use the
products contributes to brand authenticity. To address the research questions, this study signifi
cantly contributes to the existing literature by introducing and evaluating a conceptual framework.
It elucidates how customers and product value influence the continuance intention to use the
products through brand perception. The researchers seek to relate this research to unlocking
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growth in Thailand’s big-bike market by identifying factors to improve their marketing performance
and providing evidence to assist new brands in understanding the importance of prioritising their
customers’ needs.
5. Research methodology
This study relied on primary data and used a mixed-method approach for data analysis. An
explanatory sequential design was employed. This research approach involves two interrelated
phases, starting with the collection of quantitative data for quantitative analysis, followed by the
collection and analysis of qualitative data for qualitative research findings analysis, sequentially. In
the first phase, questionnaires were used to collect quantitative data to determine relevant factors
and indicators. In the second phase, a comprehensive interview was used to conduct qualitative
research on developing the extent of indicator details of big-bike consumer recommendations.
5.1. Quantitative research methodology

The researchers aimed to develop a new model of continuance intention to use the product. This
study employed a descriptive cross-sectional research design. The survey collected data from 400
repeated users of big-bikes in Thailand, followed by an analysis to determine the key indicators of
continuance intention to use the product. In addition, the sample selection (using the simple
random sampling method) involved randomly selecting samples from the top 10 provinces with
the highest population interested in searching for information about Big-Bike products in the
country, based on data from Google Trend (2022) (as shown in Table 2).
The quantitative component of the study used a structured online questionnaire on the Google
forms platform. Respondents answered all the questions and rated them on a five-point Likert
scale, ranging from 1= strongly disagree to 5= strongly agree. The data for the quantitative
research were inspected and analysed using the Statistical Package for Social Sciences Software
(SPSS) in the following order: (1) a reliability study to determine the reliability of the research
instrument and data; (2) descriptive statistical analysis of the respondent data; and (3) descriptive
statistical analysis of the model’s variables to determine the arithmetic mean, standard deviation,
skewness, and kurtosis. In addition, structural equation modelling (SEM) was employed to test
Table 1. Specific references to support hypotheses

Factors Authors
Customer value (CV) Kim et al. (2002)
Kim et al. (2004)
Yang and Peterson (2004)
Aron et al. (2005)
Gilbert and Veloutsou (2006)
Chen and Cheng (2009)
Kumar et al. (2010)
Ishaq (2012)
Pan et al. (2012)
Read and Simon (2012)
Sashi (2012)
Becerra and Badrinarayanan (2013)
Ramaseshan and Stein (2014)
Khattab et al. (2015)
Romiti and Sarti (2016)
Li (2018)
Li and Fang (2019)
Wang et al. (2019)
Li et al. (2020)
Khan et al. (2022)
Teodorescu et al. (2022)
Jangir et al. (2023)
(Continued)
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Factors Authors
Product value (PV) Sirdeshmukh et al. (2002)
Kim et al. (2004)
Wu et al. (2014)
Sweeney et al. (2008)
Prieto et al. (2009)
Deng et al. (2010)
Bian and Moutinho (2011)
Sahin et al. (2011)
Muthitachareon et al. (2014)

Liu and Sun (2015)
Susanto et al. (2016)
Kayina and Goel (2017)
Kumar and Rekhi (2018)
Foroughi et al. (2019)

France et al. (2020)
Elsya and Indriyani (2020)
Masri et al. (2020)
Gu et al. (2021)
Manandhar (2021)
Puangsang et al. (2021)
Karami (2022)
Brand perception (BP) Witt (1969)
Zeithaml (1988)
Keller (1993)
Oliver (1999)
Yoo et al. (2000)
Kim et al. (2002)
Sirdeshmukh et al. (2002)
Kim et al. (2004)
Aron et al. (2005)
Gilbert and Veloutsou (2006)
Sweeney et al. (2008)
Kuo et al. (2009)
Prieto et al. (2009)
Kumar et al. (2010)
Bian and Moutinho (2011)
Sahin et al. (2011)
Madahi and Sukati (2012)
Read and Simon (2012)
Becerra and Badrinarayanan (2013)
Cheng and Yap (2013)
Muthitachareon et al. (2014)
Ramaseshan and Stein (2014)
Homburg et al. (2017)
Khattab et al. (2015)
Liu and Sun (2015)
Bagozzi et al. (2016)
Banerjee (2016)
Dunuwille and Pathmini (2016)
Romiti and Sarti (2016)
Susanto et al. (2016)
Kayina and Goel (2017)
Kirkole and Wu (2017)
Kumar and Rekhi (2018)
Li (2018)
Foroughi et al. (2019)
Li et al. (2020)
Manandhar (2021)
Puangsang et al. (2021)
Karami (2022)
Khan et al. (2022)
Teodorescu et al. (2022)
(Continued)
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Table 1. (Continued)
Factors Authors
Continuance intention to use a product (CU) Witt (1969)
Davis (1989)
Keller (1993)
Oliver (1999)
Yoo et al. (2000)
Sirdeshmukh et al. (2002)
Gefen and Straub (2005)
Chen and Xie (2008)
Chen and Cheng (2009)
Kuo et al. (2009)
Deng et al. (2010)
Ishaq (2012)
Madahi and Sukati (2012)
Pan et al. (2012)
Ryu et al. (2012)
Sashi (2012)
Cheng and Yap (2013)
Tung (2013)
Nasser Al-Suqri (2014)
Wu et al. (2014)
Hajli (2015)
Homburg et al. (2017)
Liang et al. (2015)
Baker and Hart (2016)
Banerjee (2016)
Dunuwille and Pathmini (2016)
Kirkole and Wu (2017)
Tran et al. (2018)
Li and Fang (2019)
Wang et al. (2019)
France et al. (2020)
Elsya and Indriyani (2020)
Osatuyi et al. (2020)
Masri et al. (2020)

Gu et al. (2021)
Muharam et al. (2021)
Bapat and Khandelwal (2023)
Jangir et al. (2023)
Hypotheses 1–5 (as shown in Table 3) and validate the model using AMOS software, which is
a statistical software used for analysing moment structures. The AMOS software is an additional
SPSS module, especially designed for SEM, path analysis, and confirmatory factor analysis
(Statisticssolutions, 2023). For this research, it was used to create the theoretical model and
perform the SEM analysis.
To determine equivalence between groups, the study used simple analyses of means and
standard deviations for the variables of interest in each group. Mean represents the average
score, whereas standard deviation indicates the variability of scores from the mean
(Vanichbuncha, 2019).
Reliability is concerned with the consistency or stability of the score obtained from a
measure or assessment technique over time and across settings or conditions
(Vanichbuncha, 2019). For reliability assessment, the study employed Cronbach’s Alpha coeffi
cient (α), a measure of internal consistency, considering different related questions for each
dimension.
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Figure 1. Conceptual
framework.
Given the study’s aim of developing a new model of continuance intention to use big-bikes in
Thailand, SEM was considered the most suitable approach, as it allows for the creation of
a substantively meaningful and statistically well-fitting model (Vanichbuncha, 2019). The final mea
surement model’s overall fit was assessed using eight absolute fit indices (goodness-of-fit), including
chi-square/df (CMIN/df), goodness-of-fit (GFI), adjusted goodness-of-fit index (AGFI), comparative fit
index (CFI), Tucker-Lewis index (TLI), normed fit index (NFI), root mean square residual (RMR), and root
mean square error of approximation (RMSEA). These eight indicators are statistical measures used to
assess how well a model fits the actual data. The use of all eight indicators is a statistical method that
helps assess the suitability of the model created. These indicators measure the differences between
the model created and the actual data (Vanichbuncha, 2019).
5.2. Qualitative research methodology

Qualitative research methodology has become widely accepted across various fields, including
education science. The process of qualitative data analysis involves organising, structuring, and
attributing meaning to the extensive data collected. By exploring the relationship between cate
gories and themes in the data, qualitative data seeks to enhance the understanding of the
phenomenon under study. Hence, this study incorporates qualitative data analysis to enrich its
findings.
Table 2. Simple random sampling details

Province Google trend score Sample proportion Number of samples
(%)
Bangkok 100 11 44
Chachoengsao 99 11 44
Nonthaburi 94 10 41
Saraburi 93 10 41
Chiang Mai 93 10 41
Chonburi 92 10 41
Phitsanulok 85 9 37
Phuket 85 9 37
Khon Kaen 84 9 37
Rayong 83 9 37
Total 100 400
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Table 3. Hypotheses list

Hypothesis Hypothesis detail
H1 Customer value has a significant positive effect on
brand perception
H2 Product value has a significant positive effect on
brand perception
H3 Brand perception significantly positively affects the
continuance intention to use a product
H4 Customer value has a significant positive effect on the
H5 Product value has a significant positive effect on the
The qualitative phase of the research involved conducting comprehensive interviews with 20 big-
bike riders who reside in the provinces of Bangkok and Chonburi. These participants were carefully
selected from responders who willingly participated in the previous quantitative research phase
and had purchased a minimum of two big-bikes. Indicator details were then obtained by analytic
induction. These were further used in the design of marketing practices to improve marketing
performance and develop more effective marketing strategies for new big-bike entrepreneurs in
Thailand. NVivo is a qualitative data analysis software tool for analysing data obtained from
comprehensive interviews. It assists in organising unstructured data, arranging information, exam
ining data relationships, and categorising data, leading to the qualitative findings.
6. Results
6.1. Quantitative research results

Table 4 shows the details about respondents’ demographic information. The respondents’ profiles
include gender, age, education, occupation, and household income. The respondents’ experiences
were captured through the type of big-bike, duration of big-bike ownership, type of brand com
munity, riding frequency, riding distance per month, and exposure to big-bike ads on social media.
The relative gender distribution of respondents was not even and consisted of 77.25% men and
22.75% women. Most respondents were employees (55.5%), aged 30–39 years (56%), had com
pleted an undergraduate degree (74%), and rode their big-bikes occasionally (57.25%). Many
respondents viewed big-bike ads on social media on the Honda Big-Bike TH fan page (34.25%).
The most popular big-bike type was sports (11.75%). Regarding community type, brand commu
nities (34.5%) were the most popular. The most popular monthly riding distance was less than 100
km (49.25%).
Next, the measurement model was tested for reliability and validity. Cronbach’s alpha was used
to determine the reliability and consistency of the data. The normal distribution test used skew
ness and kurtosis tests. The expected Cronbach’s alpha value should be above 0.6, whereas
skewness and kurtosis should be − 2 > SK < 2 and − 3 > KS < 3, respectively (Vanichbuncha, 2019).
The results in Table 5 show that all the indicators and latent variables meet the acceptance
criteria; therefore, it can be concluded that the research model is reliable and valid.
In addition, the researchers conducted a goodness-of-fit (GoF) test on the model. The results in
Table 6 indicate that the research model meets the eight GoF criteria, suggesting that the model
has a good fit.
Next, the researchers tested the full model to analyse the impact of customer and product value
on the continuance intention to use the product through brand perception. The full model explains
that customer value directly affects brand perception. Further, customer value indirectly affects
brand perception on the continuance intention to use the product (CV → BP, β = 5.786, p = 0.021; BP
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→ CU, 0.828, p = 0.001). Moreover, customer value negatively affects continuance intention to use
the product (CV → CU, β = −13.034, p = 0.015). In addition, while product value has a negative direct
effect on brand perception (PV → BP, β = −5.412, p = 0.046), it has a positive direct effect on
continuance intention to use the product (PV → CU, β = 14.243, p = 0.014). Therefore, Hypotheses
1, 3, and 5 are supported, while Hypotheses 2 and 4 are not. These results are presented in Table 6.
As presented in Table 6, the researchers tested the new model to assess the impact of customer
value on the intention to use the product through brand perception and the effect of product value
on the intention to use the product. The results show an indirect and significant effect of customer
value on the continuance intention to use the product through brand perception (CV → BP, β =
0.774, p = 0.001; BP → CU, 0.782, p = 0.001). In addition, the results also show a direct and
significant effect of product value on the continuance intention to use the product (PV → CU,
0.093, p = 0.042). Figure 2 shows that this new structured model indicates the key factors and
indicators in big-bike marketing in Thailand from the perspective of the continuance intention to
use the product.
6.2. Qualitative research results

Table 7 shows the findings of the comprehensive interviews regarding the indicator details crucial
to the design of the marketing practice items used to improve marketing performance for new big-
bike entrepreneurs in Thailand and the frequency of the selected indicator details. The indicator
details with a score greater than 10 points were selected for consistent opinions.
7. Discussion
Based on the quantitative research results, hypotheses H2 and H4 were not confirmed. However,
hypotheses H1, H3, and H5 were confirmed. The results show that customer value negatively
affects the continuance intention to use the product, and product value has a negative direct
effect on brand perception.
Hypothesis 1 suggests that customer value has a significant positive effect on brand perception,
with customer value comprising four key indicators: experience value, self-congruence, risk per
ception, and customer satisfaction. This is because customer value plays a crucial role in directly
influencing brand perception. When customers perceive that a brand’s products or services provide
value and align with their needs and expectations, they are more likely to regard the brand as
credible. This positive perception is rooted in the belief that the brand consistently delivers quality
and caters to their preferences. The results of this study align with those of prior research
regarding the positive relationship between customer value in terms of customer satisfaction
and brand commitment (Mbango et al., 2018). Hypothesis 3 suggests that brand perception
significantly and positively influences the continued intention to use a product. The brand percep
tion comprises three key indicators: brand advocacy, brand commitment, and brand evangelism.
However, Hypothesis 4 suggests that customer value does not have a significant positive direct
effect on the continuance intention to use a product. This is because users’ positive brand
perception, perceiving the brand as trustworthy, augments their confidence in the product.
When users have faith in the brand’s consistency and quality, they are more likely to keep using
the product. A strong brand perception that elicits positive emotions can create an emotional
connection with the brand and its products. This emotional attachment can contribute to users’
desire to continue using the product. The findings of this study align with those of Purwanto
(2023), who discovered that brand perception significantly and positively influences the continu
ance intention to use a product.
Hypothesis 2 suggests that customer value does not have a significant positive direct effect on
brand perception, while Hypothesis 5 states that product value has a significant positive effect on
the continuance intention to use a product. Product value is composed of four key indicators:
product design, product quality, product knowledge, and product-monetary influence. This is
because the continuance intention to use a product refers to the user’s intention to continue
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Table 4. Demographic information of the respondents

Variables Attributes Respondents
Frequency %
Individual information gathered from respondents
Gender
Male 309 77.25
Female 91 22.75
Total 400 100.00
Age
20–29 years 38 9.50
30–39 years 224 56.00
40–49 years 124 31.00
50–59 years 14 3.50
Total 400 100.00
Education
High School 11 2.75
Undergraduate 296 74.00
Postgraduate 93 23.25
Total 400 100.00
Occupation
Employee 222 55.50
Business owner 107 26.75
Bureaucrat 34 8.50
Professional 37 9.25
Total 400 100.00
Household Income
10,001–18,000 THB 30 7.50
18,001–24,000 THB 69 17.25
24,001–35,000 THB 48 12.00
35,001–50,000 THB 40 10.00
50,001–85,000 THB 42 10.50
85,001–160,000 THB 64 16.00
More than 160,000 THB 107 26.75
Total 400 100.00
Experience behaviour of respondents
Type of big-bike
Chopper 26 6.50
Cross 41 10.25
Enduro and Dual-Sport 39 9.75
Cruiser 37 9.25
Touring 27 6.75
ATV 36 9.00
Naked 45 11.25
Street 33 8.25
(Continued)
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Variables Attributes Respondents

frequency %
Sport-Tourist 37 9.25
Sport 47 11.75
Scooter 32 8.00
Total 400 100.00
Duration of
big-bike ownership Less than a year 77 19.25
1–2 years 77 19.25
3–5 years 89 22.25
6–7 years 81 20.25
7–10 years 76 19.00
Total 400 100.00
Type of community
Brand community 138 34.50
Activities community 132 33.00
Friend community (same brand) 130 32.50
Total 400 100.00
Riding frequency Every day 6 1.50
Every week 82 20.50
Every month 83 20.75
Occasional 229 57.25
Total 400 100.00
Riding distance
per month <100 km. per month 197 49.25
100–500 km. per month 100 25.00
>500 km. per month 103 25.75
Total 400 100.00
Ads viewed for
big bikes on HondaBigBikeTH 137 34.25
social media Big-bike Thailand 144 36.00
Big-bike society 119 29.75
Total 400 100.00
using a product after gaining experience regarding the product. Perceived product value plays
a critical role in influencing this variable. The value that users perceive in a product directly affects
satisfaction. A product with higher perceived value, one that effectively meets their needs, is more
likely to encourage users to continue using it. When users are satisfied with the value they have
derived from a product, they are more inclined to continue with their usage. This is because they
are satisfied and expect that continued usage will bring them satisfaction in the future as well. The
results of this study are consistent with those of Masri et al. (2019), who asserted that product
value (specifically product quality) has a statistically significant positive impact on the continuance
intention to use a product.
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Table 5. Reliability and validity of the research model’s variables
Latent Indicators Items Mean (SD) Loading SK KS Cronbach’s Alpha
https://doi.org/10.1080/23311975.2023.2270818
Variables
CV EV 4 4.37(0.60) 1.01 −0.65 −0.54 0.85
SC 5 4.36(0.59) 1.07 −0.80 −0.13 0.84
RP 9 4.36(0.58) 1.04 −0.61 −0.49 0.92
CS 8 4.36(0.55) 1.00 −0.59 −0.48 0.89
PV PD 6 4.36(0.54) 1.03 −0.73 0.23 0.86
PQ 14 4.35(0.56) 1.07 −0.59 −0.44 0.95
PK 3 4.33(0.61) 1.00 −0.52 −0.74 0.84

PM 7 4.37(0.55) 0.96 −0.59 −0.54 0.89
BP BA 6 4.45(0.60) 1.22 −0.73 −0.51 0.94
BC 3 4.45(0.62) 1.21 −0.81 −0.31 0.92
BE 12 4.39(0.59) 1.00 −0.58 −0.84 0.95
CU 4 4.47(0.59) −0.87 −0.24 0.88
SD: Standard deviation; SK: Skewness; KS: Kurtosis; CV: Customer value; PV: Product value; BP: Brand perception; CU: Continuance intention to use the product; EV = Experience value; SC = Self-
congruence; RP = Risk perception; CS = Customer satisfaction; PD = Product design; PQ = Product quality; PK = Product knowledge; PM = Product-monetary influence; BA = Brand advocacy; BC = Brand
commitment; BE = Brand evangelism.
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Table 6. Analytic data regarding structural equation modelling

Model goodness of fit
GoF indexes Acceptance Value Description

CMIN/df 1–3 2.459 Good fit
GFI >0.90 0.95 Good fit
AGFI >0.80 0.91 Good fit
CFI >0.90 0.99 Good fit
TLI >0.90 0.98 Good fit
NFI >0.90 0.98 Good fit
RMR <0.09 0.02 Good fit
RMSEA <0.08 0.06 Good fit
Hypothesis testing with a full model and new model testing
Hypothesis Variables Estimate: b(SE) C.R. (p) Results
H1 CV → BP 5.786(2.509) 2.306(.021) Supported
H2 PV → BP −5.412(2.714) −1.994(.046) Not Supported
H3 BP → CU 0.828(0.070) 11.755(.001) Supported
H4 CV → CU −13.034(5.349) −2.437(.015) Not Supported
H5 PV → CU 14.243(5.811) 2.451(.014) Supported
New model testing CV → BP 0.774(0.047) 16.316(.001) N/A
BP → CU .782(.070) 13.193(0.001) N/A
PV → CU .093(.046) 2.031(0.042) N/A
CV: Customer value; PV: Product value; BP: Brand perception.
CU: Continuance intention to use the product.
Figure 2. New structured model

(standardized regression).
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The results show a significant indirect effect of customer value on the continuance intention
to use the product through brand perception, as well as a direct and significant effect of
product value on the continuance intention to use the product. Therefore, key direct indicators
for measuring success in big-bike marketing—from the perspective of continuance intention to
use the product—include product design, product quality, product knowledge, product-
Table 7. Analytic induction of in-depth interviews

Factors Indicators Indicator Details Number of key
informants
(Score)
Customer value Experience value Sense of freedom when using the product 20
(CV) (EV)
Excitement of touching the product 20
Adrenaline rush when using the product 16
Receiving great attention when using the product 14
Self-congruence Using the product allows for expressing 20
(SC) individualism
Personal preference for the brand 17
Loyalty to the brand 20
Sense of pleasure when using the product 20
Risk perception Adequately judging the quality when deciding 15
(RP) whether to buy
Concerns over not getting a bike of the expected 20
quality
Customer Sense of satisfaction when using the product 18
satisfaction (CS)
Great efforts are made to use the product 14
Overall sense of satisfaction with one’s favourite 20
brand
Product value Product design Product design should be unique 17
(PV) (PD)
Product design should be attractive 19
Free to choose energizing colours and stickers 14
Installed devices are equipped with sophisticated 13
functions
Product quality Fulfils customers’ needs and lifestyle 12
(PQ)
Effective braking system for immediate stoppage 17
Effective suspension system 14
Easy handling in town or on congested roads 19
Effective electronic devices 12
No vibration at top speed 11
Product Unique function of components and practical 16
knowledge (PK)
Having enough information to purchase 17
Compares with other brands before making 14
a purchase
Product- Product information matches the customer’s 18
monetary product knowledge
influence (PM)
High trade-in value 17
Fuel savings 16
Specifically for long-distance travel 18
Reasonable spare parts price 14
(Continued)
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Factors Indicators Indicator Details Number of key

informants
(Score)
Brand perception Brand advocacy Spreads positive news through word of mouth 20
(BP) (BA) about the product
Often tells stories about personal experiences with 20
the product
Brand Will recommend the product to friends and family 20
commitment
Will choose this brand when purchasing a new 20
(BC)
product
Brand Will choose this brand when purchasing other 20
evangelism (BE) products
Interested in what people think about this brand 20
This brand appeals to the senses 20
Experience strong emotions regarding this brand 20
monetary influence, brand advocacy, brand commitment, and brand evangelism. In addition,
key indirect indicators through brand perception, for measuring success in big-bike marketing
from the perspective of continuance intention to use the product, include experience value,
self-congruence, risk perception, and customer satisfaction. The intention to continue using
a product represents the brand’s purchase preference among users and marketing perfor
mance. Results indicate the key factors and indicators in big-bike marketing in Thailand from
the perspective of continuance intention to use the product. They were obtained from the
analysis of collected information. Customer value directly affects brand perception, which
further promotes continuance intention to use the product. Product value directly affects the
continuance intention to use the product.
Furthermore, the qualitative research findings revealed detailed insights into various indicators
that are relative to brand advocacy and continuance intention to use the product. There are nine
key details:
(1) In this context, experience value encompasses feelings of freedom, excitement, an adrena
line rush, and the attention received when riding a big bike.
(2) The self-congruence of riding a big-bike enables the expression of individualism, personal
brand preference, loyalty, and a sense of pleasure while riding the big-bike.
(3) Risk perception can pose challenges in accurately assessing the quality of a big-bike when
making a purchase decision, accompanied with concerns regarding not receiving a bike of
the expected quality.
(4) Customer satisfaction encompasses the feeling of contentment while riding a big bike, the
dedication put into its usage, and overall satisfaction with one’s preferred brand.
(5) Product design should be distinctive, enhance product identity, be visually appealing, offer
customisation options regarding colours and decals, include advanced functional features,
and align with customers’ needs and lifestyles.
(6) Product quality in this context encompasses an efficient braking system for rapid stops, an
effective suspension system, ease of manoeuvrability in urban or congested environments,
well-functioning electronic components, minimal vibration at high speeds, unique compo
nent functionalities, and practicality.
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(7) Product knowledge in this context encompasses unique component functionalities, practi
cality, having sufficient information for making a purchase, and conducting comparisons
with other brands prior to making a purchase decision.
(8) Product-monetary influence is associated with customers considering factors such as pro
duct information aligning with their product knowledge, the potential for a high trade-in
value, fuel savings, particularly for long-distance journeys, and competitive spare parts
pricing.
(9) Brand advocacy is linked to individuals spreading positive news through word of mouth
regarding the product and frequently sharing personal experiences regarding the product.
8. Implications
This study found that the following key indicators define customer value: experience value,
self-congruence, risk perception, and customer satisfaction, while product value is determined
by product design, product knowledge, product quality, and product-monetary influence.
Further, brand perception is determined by brand advocacy, commitment, and evangelism.
This leads to determining the key factors directly influencing brand perception, which are
also indirectly related to the continuance intention to use the product. The findings of this
study help us determine the key factors that are directly related to the continuance intention
to use the product, that is, product value. Additionally, the results indicate that brand percep
tion affects the continuance intention to use a product. Moreover, the results show that
consumers held the following opinions on the customer-brand relationship:
The results indicate that customer and product values may differ slightly, according to the
opinions of individual big-bike users. Moreover, several key indicators of customer and product
value are related to users’ continuance intention to use the product in the big-bike market in
Thailand, including experience, self-congruence, risk perception, customer satisfaction, product
design, product knowledge, and product-monetary influence. Experience value is the value placed
on service interaction as perceived by the customer or consumer, which provides essential criteria
for understanding customer and consumer behaviours. The findings show that experience value
consists of a sense of freedom, excitement, adrenaline rushes, and receiving attention when riding
a big-bike. This is consistent with the results of previous studies, in which customer experience
created an immediate and oblique effect on purchase intention. Experience influences customer
preferences, subsequently affecting purchase decisions (Carmo et al., 2022). Risk perception
comprises assessing the risk to a customer, who has to decide whether to use or buy a product
or service, where customers’ various abilities affect their behaviour differently. The findings show
that risk perception consists of the challenge of adequately judging big-bike quality when deciding
whether to buy and concerns over not getting a bike of the expected quality. This is consistent with
the results of previous studies, in which risk perception is based on judgment and situational
awareness and varies among individuals (Lăzăroiu et al., 2020). Consumer risk perception posi
tively correlates with the brand dilution effect (He & Lu, 2020). It would be interesting to examine
factors that may explain how people perceive risk. In addition, bodily, financial, time, delivery, and
privacy risks are essential elements in forming overall perceived risk, and it is a variable that
mediates the influence of brand awareness on purchase intention (Rahmi et al., 2022).
From a practical perspective, this study provides several implications for new big-bike firms
operating in developing economies. First, they should develop strong customer value through the
brand perception of their customers based on monitoring indicators like brand commitment,
advocacy, and evangelism. Therefore, this study outlined the continuance intention to use the
product, which is significantly influenced by customer value and brand perception. Second, in the
case of product value, the researchers suggest investing more effort in quality control by monitor
ing product design, product quality, product knowledge, and product-monetary influence. Thus,
this study has outlined the continuance intention to use a product, which is significantly and
directly affected by product value. These findings can aid those promoting the big-bike industry.
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From a theoretical perspective, the main findings regarding continued intention to use the
product can be summarised in two parts: Firstly, in the case of customer value, which consists of
key indicators such as experience value, self-congruence, risk perception, and customer satisfac
tion, it was found that it does not have a direct influence on continuance intention to use the
product. Instead, it indirectly affects continuance intention through the mediation of brand
perception. Brand owners need to engage in comprehensive brand promotion activities, including
brand advocacy, brand commitment, and brand evangelism, to influence customer continuance
intention to use the product. Secondly, product value directly influences continued intention to use
the product. This direct impact is achieved through the continuous development efforts of brand
owners in areas such as product design, product quality, product knowledge, and product-
monetary influence. In summary, these findings suggest that brand owners can impact customer
continuance intention through different pathways: indirectly through enhancing brand perception,
and directly through the continuous improvement of product value.
9. Conclusion
This research aimed to investigate the key factors and indicators in big-bike marketing in Thailand
from the perspective of continuance intention to use the product. The study relied on primary data
and used a mixed-method approach. The significant results that were found supported three
hypotheses of the study and did not support the other two. Customer value was determined by
key indicators: experience value, self-congruence, risk perception, and customer satisfaction.
Product value was determined by key indicators: product design, product quality, product knowl
edge, and product-monetary influence. Brand perception was determined by three key indicators:
brand advocacy, commitment, and evangelism. It was also evident that customer value has
a positive direct effect on brand perception, while brand perception had a positive direct effect
on continuance intention to use the product. Therefore, the researchers conclude that customer
value has a positive indirect effect on continuance intention to use the product, and product value
has a positive direct effect on continuance intention to use the product.
In summary, the implications of the findings suggest that big-bike advertisers in Thailand should
emphasise individualism, the feeling of escape, enhanced self-esteem, and the adrenaline rush
experienced while riding. Manufacturers need to focus on creating a unique and identifiable design
and emphasise reliability and safety. Furthermore, outlets should prioritise excellent customer
service and attention to detail, and actively seek and value customer feedback.
Author details intentions. Psychology & Marketing, 33(8), 629–645.

Athipon Mathawikul1 https://doi.org/10.1002/mar.20905
E-mail: athipon.m@gmail.com Baker, M. J., & Hart, S. (2016). The marketing book (7th
ORCID ID: http://orcid.org/0000-0002-0015-3918 ed.). Routledge.
Chonlatis Darawong1 Banerjee, S. (2016). Moderating effect of peer group
ORCID ID: http://orcid.org/0000-0002-0662-0003 environment on consumer predisposition towards
1
Graduate College of Management, Sripatum University, premium promotions: A study on young urban
Chonburi Campus, Chonburi, Thailand. consumers in India. IIMB Management Review, 28
(4), 225–234. https://doi.org/10.1016/j.iimb.2016.10.
Disclosure statement 002
No potential conflict of interest was reported by the Bapat, D., & Khandelwal, R. (2023). Antecedents and
author(s). consequences of consumer hope for digital payment
apps services. Journal of Services Marketing, 37(1),
Citation information 110–127. https://doi.org/10.1108/JSM-12-2021-0456
Cite this article as: Factors leading to continuance inten Becerra, E. P., & Badrinarayanan, V. (2013). The influence
tion to use big-bikes in Thailand, Athipon Mathawikul & of brand trust and brand identification on brand
Chonlatis Darawong, Cogent Business & Management evangelism. Journal of Product & Brand Management,
(2023), 10: 2270818. 22(5/6), 371–383. https://doi.org/10.1108/JPBM-09-
2013-0394
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Mathawikul & Darawong, Cogent Business & Management (2023), 10: 2270818

MARKETING | RESEARCH ARTICLE

Received: 07 June 2023

ABOUT THE AUTHORS PUBLIC INTEREST STATEMENT

Subjects: Marketing Management; Marketing Research

2. Literature review and hypotheses development

2.1. Customer value and brand perception

Self-congruence belongs to a broader class of cognitive consistency theories, in which people

H1: Customer value has a significant positive effect on brand perception.

2.2. Product value and brand perception

H2: Product value has a significant positive effect on brand perception.

2.3. Brand perception and continuance intention to use the product

2.4. Customer value and continuance intention to use the product

Satisfaction, an indicator of customer value, is a key factor influencing continuance intention

2.5. Product value and continuance intention to use the product

5.1. Quantitative research methodology

Table 1. Specific references to support hypotheses

Muthitachareon et al. (2014)

Foroughi et al. (2019)

Masri et al. (2020)

5.2. Qualitative research methodology

Table 2. Simple random sampling details

Table 3. Hypotheses list

6.1. Quantitative research results

6.2. Qualitative research results

Table 4. Demographic information of the respondents

Variables Attributes Respondents

PK 3 4.33(0.61) 1.00 −0.52 −0.74 0.84

Table 6. Analytic data regarding structural equation modelling

GoF indexes Acceptance Value Description

Figure 2. New structured model

Table 7. Analytic induction of in-depth interviews

Factors Indicators Indicator Details Number of key

Author details intentions. Psychology & Marketing, 33(8), 629–645.

customer loyalty in Korean mobile telecommunica­ Institutional trust-based mechanisms. Sustainability,

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