Impact of Brand Image and Perceived Value on Consumer Purchasing Behavior in the Era of Internet of Things: A Study of Cross-border E-commerce in the Thailand Market

Abstract

The rapid development of Internet of Things (IoT) technology is reshaping the cross-border e-commerce industry. Through applications such as smart logistics, personalized recommendations, and dynamic pricing mechanisms, businesses can enhance their brand image and perceived value, thereby affecting consumer purchasing behavior. In this study, we utilized IoT technology to build a questionnaire platform that allowed consumers to directly respond to surveys and send data back to a collection center. We then combined IoT technology with consumer behavior theory, using Baggo Company in the Thailand market as a case study, to explore how IoT technology impacted brand image and perceived value and analyzed its effects on purchase intention and behavior. A structural equation model was used to verify the influence mechanism of IoT technology, providing empirical evidence for digital transformation in businesses. The results showed that both brand image and perceived value had a significant impact on purchasing behavior, and IoT technology further strengthened consumer loyalty. This research offers strategic recommendations for businesses applying IoT in cross-border e-commerce and explores how policymakers can optimize relevant regulations to promote market development.