Information from the abstract
Background and Aim: The global market for lab-grown diamonds (LGDs) is expanding, yet the drivers of consumer acceptance in key markets like China remain underexplored. This study investigates the factors influencing Shanghai consumers' purchasing behavior, with a specific focus on the mediating role of product differentiation. Materials and Methods: Drawing on the Technology Acceptance Model (TAM) and Social Value theory, a conceptual model was developed. Data were collected via an online questionnaire from 561 consumers in Shanghai who had purchased LGDs. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships and mediation effects. Results: The results confirm that Perceived Ease of Use (β=0.28, p
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Related topics: Technology Adoption and User Behaviour · Entrepreneurship Studies and Influences · Innovation and Socioeconomic Development
Thai researcher and institutional participation
Baoquan Hu · Zhan Wang · Bangkokthonburi University
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