INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025

The Influencing Factors of Consumer Purchase Intention: A Case

Study of Mixue in Malaysia

Zhang Tianyi, Loo Yew Liang

New Era University College, Malaysia

DOI: https://doi.org/10.47772/IJRISS.2025.910000837

Received: 14 November 2025; Accepted: 21 November 2025; Published: 26 November 2025

ABSTRACT

The rapid globalization of the new-style tea beverage industry has brought growing academic and practical

interest in the overseas expansion of Chinese brands. Mixue has gained remarkable success in Malaysia by

offering affordable products and standardized operations. However, in a market characterized by ethnic and

cultural diversity, success depends not only on price competitiveness but also on consumers’ evaluations of

value perception, product diversity, and cultural adaptability. This study focuses on Mixue’s Malaysian market

to examine how perceived value, product diversity, and localization adaptation influence consumers’ purchase

intention, aiming to identify the key factors shaping consumer decision-making in cross-cultural contexts. A

quantitative research design was adopted, using a structured questionnaire distributed to Malaysian consumers

who had previously purchased Mixue products. A total of 250 questionnaires were issued, including 40 pilot

surveys and 210 valid responses for final analysis. The five-point Likert-scale questionnaire measured four

main constructs: perceived value, product diversity, localization adaptation, and purchase intention. Data were

analyzed using SPSS 26.0 through reliability, validity, correlation, and multiple regression tests. The results

showed Cronbach’s α coefficients above 0.77 for all variables and a KMO value of 0.879, indicating strong

internal consistency and validity. Findings revealed that perceived value, product diversity, and localization

adaptation each have significant positive effects on purchase intention, with perceived value exerting the

greatest impact. These results suggest that consumers’ purchase decisions are driven by an integrated

perception of costeffectiveness, product richness, and cultural relevance. The study extends the application of

the theory of planned behavior and perceived value theory to the cross-cultural consumer context and provides

practical insights for Chinese tea brands. To achieve sustainable international growth, brands should balance

standardization with localized innovation and cultural sensitivity to strengthen consumer connection and

market competitiveness.

Keywords: Perceived value, product diversity, localization adaptation, purchase intention, Mixue

Background Of the Study

INTRODUCTION

The new-style tea beverage industry has rapidly globalized from regional trends into a cross-border

phenomenon. Post-pandemic, the global "Bubble Tea" market continues to expand, driven by younger

consumers’ demand for personalized flavors, social sharing, and affordable pricing (Fortune Business Insights,

2023; Grand View Research, 2023). These beverages distinguish themselves from traditional coffee and

carbonated drinks through modular flavor combinations and rapid product iteration meanwhile fostering

distinct consumption scenarios and social culture with high social media dissemination efficiency (Fortune

Business Insights, 2023).

In China, new-style tea beverages evolved from branding to segmented market and chain expansion. Leading

brands differentiated into premium experiential consumption or affordable, large-scale operations. Facing

domestic market saturation, brands like Mixue rapidly expanded overseas leveraging a low price and high

volume standardized model (The Financial Times, 2024; Reuters, 2025). This export strategy, characterized by

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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"thin margins, high sales, and extreme supply chain optimization," reshapes beverage markets, akin to the

concept of “premium experience with third space” coffee logic (The Financial Times, 2024).

Malaysia’s multi-ethnic, multilingual, and multi-religious structure makes it a crucial testbed for Chinese tea

brands’ cross-cultural adaptability. Its mature urban commercial system and active, social-media-influenced

youth consumer base are significant. Consumers evaluate brand locality based on Halal compliance, local

language, cultural elements, and regional flavors (Safeer et al., 2022; Han, Nam, & Swanepoel, 2023). In

emerging markets, brand locality or globality influences purchase and repurchase via a social identity-

trustwillingness pathway (Safeer et al., 2022; Han et al., 2023). Thus, multinational beverage brands in

Malaysia require both standardization and cultural synchronization through language, festivals, flavors,

visuals, and community engagement to reduce cultural distance, build trust, and strengthen preferences.

Malaysia’s authoritative Halal certification system, overseen by institutions like JAKIM, reinforces consumer

trust and safety perceptions tied to religious compliance. The halal industry significantly contributes to

Malaysia’s GDP, making Halal compliance a critical factor for internationalization and localization (Ram &

Aminullah, 2022). For mass-market Chinese tea brands, a value proposition of price-friendly, quality

reliability, and religious-cultural respect is essential to enhance local consumers’ perceived value and purchase

intention.

In international marketing, the standardization-localization trade-off is central for multinational FMCG brands.

While early strategies prioritized standardization for scale and consistency, recent research in culturally diverse

markets favors a balanced approach which is the moderate localization (such as menu adjustments,

multilingual communication, localized marketing and visuals) combined with global brand identity (Vrontis &

Thrassou, 2020; Okonkwo et al., 2023). This synergy boosts brand loyalty and word-of-mouth. Mixue

exemplifies this hybrid strategy, blending standardized supply chains and minimalist menus with local

innovations like tropical fruit flavors, local language content, and social media campaigns, creating a highly

visible promotional pathway (The Financial Times, 2024; Okonkwo et al., 2023)

Consumers’ purchasing decisions extend beyond price, encompassing a comprehensive evaluation of

costeffectiveness, product quality, emotional rewards, cultural alignment, and availability. Behavioral science

and international marketing research define perceived value as functional or money, emotional, and social

dimensions (Zeithaml, 1988; Sweeney & Soutar, 2001; Safeer et al., 2022). Brands that optimally balance

affordability, quality, efficiency, personalization, localization, and global recognition foster positive attitudes

and purchases. In Malaysia’s religiously diverse and multilingual market, perceptible improvements in product

diversity and localization significantly enhance perceived value and trust, increasing in-store visits and

repurchase intentions (Han et al., 2023; Okonkwo et al., 2023).

Thus, examining Chinese tea brands’ impact on consumer purchase intention in Malaysia through perceived

value, product diversity, and local adaptation addresses industry pain points and academically validates the

integrated mechanism of value perception, cultural locality, and intentional conversion. Industrial and

academic evidence suggests brands creating synergistic signals in price-to-quality, menu diversity, and cultural

integration gain favorable consumer evaluations and stronger purchase intentions. Conversely, sole reliance on

low prices without quality or cultural resonance risks a “low-price equals low-quality” perception, weakening

intention and loyalty (The Financial Times, 2024; Han et al., 2023). This forms the practical and theoretical

basis for subsequent empirical research.

Problem Statement

Building on analyses of new-style tea drinks’ overseas expansion and Malaysia’s market, this study explores

how China’s affordable tea brands known for cost-effectiveness and rapid replication enter Malaysia’s

multiethnic and socially connected environment. It identifies factors influencing purchase intentions and

examines their causal relationships within a single-brand with single-country context. Prior studies discuss

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025

perceived value, product diversity, and localization separately but lack integrated quantitative validation,

reinforcing the belief that “low price equals advantage” (Zeithaml, 1988; Vrontis & Thrassou, 2020).

Perceived value reflects the trade-off between “what you get versus what you pay,” encompassing functional,

emotional, and social dimensions (Zeithaml, 1988). It systematically shapes behavioral attitudes and purchase

intentions under the Theory of Planned Behavior (Ajzen, 1991; Sweeney & Soutar, 2001). In Malaysia, value

assessment intertwines with religious and cultural factors as Halal certification reinforces trust among Muslims

(Mohd Suki, 2018), while Chinese consumers emphasize brand culture and social identity (Afendi et al.,

2014). Hence, low price alone cannot explain purchase intention in a multi-ethnic market (Ajzen, 1991;

Sweeney & Soutar, 2001). Product diversity also affects repurchase intention. Moderate variety enhances

satisfaction, while excessive options trigger “choice overload” (Heitmann et al., 2007; Iyengar & Lepper,

2000). Evidence is limited on balancing efficiency with variety among budget tea chains in Southeast Asia,

warranting tests on “diversity level” and “choice burden” in one model. Localization further drives trust and

acceptance in multicultural markets. Balancing global identity with local adaptation fosters the concept of

cultural consistency–trust–intent (Vrontis & Thrassou, 2020). In Asia, perceived local performance enhances

trust and purchase intent through social identity pathways (Safeer et al., 2022; Han et al., 2023). For affordable

tea brands, localization integrates taste alignment, Halal compliance, local storytelling, and digital expression

with pricing and channel strategy (Okonkwo et al., 2023).

Malaysia’s cultural diversity creates synergy among value perception, product diversity, and localization.

Muslim, Chinese, and Indian consumers emphasize compliance, culture, and flavor respectively, altering value

weighting and response to localization cues (Mohd Suki, 2018; Afendi et al., 2014). Without jointly testing

these variables, explaining why identical prices yield different intention elasticity across groups remains

challenging (Safeer et al., 2022).

Existing research on Chinese F&B globalization relies heavily on qualitative studies, lacking quantitative

validation of consumer behavior (Vrontis & Thrassou, 2020). This study addresses that gap by quantitatively

examining the integrated effects of perceived value, product diversity, and localization adaptation within one

brand and national context. It proposes a model offering practical insights for product, pricing, and

communication strategies for China’s affordable tea brands in Malaysia (Han et al., 2023; Safeer et al., 2022).

Research questions

RQ 1: Does perceived value affect consumers purchase intention?

RQ 2: Does product diversity affect consumers purchase intention?

RQ 3: Does localization adaptation affect consumers purchase intention?

Research Objectives

RO1: To examine the relationship between perceived value on consumers purchase intention.

RO2: To examine the relationship between product diversity on consumers purchase intention.

RO3: To examine the relationship between localization adaptation on consumers purchase intention.

Research Hypothesis

Within the Theory of Planned Behavior, attitude formation derives from evaluations of value and risk (Ajzen,

1991; Zeithaml, 1988). In dining contexts, value and trust jointly drive intention (Watanabe et al., 2020) while

moderate product diversity enhances satisfaction by meeting varied preferences (Lancaster, 1990).

Localization further strengthens cultural fit and intention (Douglas & Craig, 2011). Consumer value judgments

combine rational “price–quality” assessments with emotional attachments shaped by brand and service

experiences (Zeithaml, 1988). Stable value perceptions that reduce risk facilitate intention formation (Ajzen,

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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1991). Likewise, balanced menu diversity improves satisfaction and aligns with trust and value (Lancaster,

1990; Watanabe et al.,

2020). When brands integrate these mechanisms with localization cues such as language, taste, and culture,

they achieve stronger attitude–intention alignment and greater purchase acceptance (Douglas & Craig, 2011).

Based on this, the study proposed:

H1: Perceived value has a significant positive effect on purchase intention.

H2: Products diversity has a significant positive effect on purchase intention.

H3: Localization adaptation has a significant positive effect on purchase intention.

Theoretical Implications

This study integrates perceived value, product diversity, and localization adaptation into a unified framework

to explain Mixue consumers’ purchase intentions in Malaysia, addressing the gap in single-factor consumer

research. Grounded in the Theory of Planned Behavior, purchase intention is modeled as a function of attitude,

subjective norm, and perceived behavioral control, with attitudes shaped by value evaluations (Ajzen, 1991).

The theory of perceived value emphasizes consumers’ trade-offs between gains and costs across functional,

emotional, and social dimensions, offering insights into low-price, quality, and identity perceptions in

crosscultural contexts (Zeithaml, 1988; Sweeney & Soutar, 2001). Integrating product diversity captures the

psychological effects of choice satisfaction and overload, clarifying how menu variety influences attitudes

through compatibility or decision costs (Iyengar & Lepper, 2000). This comprehensive approach advances

consumer behavior theory in the FMCG sector by jointly examining cost-effectiveness and selectivity

pathways.

In international marketing, this study contributes to the standardization–localization debate. While global

strategies favor efficiency, cultural embedding enhances acceptance (Levitt, 1983; Douglas & Craig, 2011).

Incorporating local adaptation into the model bridges both perspectives, linking cultural compliance, language

use, and religious observance with perceived value and product diversity. It further connects market entry

strategies with consumer behavior, showing how international brands shape local buying patterns. As

localization progresses along the learning–commitment path, consumers’ perceptions of value and risk evolve

simultaneously (Johanson & Vahlne, 2009). By integrating value assessment, decision psychology, and

localization strategy, this study offers a coherent framework explaining beverage purchase behavior in

Southeast Asia’s multicultural markets.

Practical implications

This study offers actionable measurement and evaluation frameworks for managerial decision-making. By

quantifying the relative impacts of perceived value, product diversity, and localization adaptation, firms can

prioritize resources effectively. When value dominates, emphasis should be placed on quality and service to

achieve an “affordable yet premium” image. If product diversity drives intention, brands should adopt

“smallscale, rapid, rotating” innovations while preserving core items to prevent overload and complexity

(Iyengar & Lepper, 2000). When localization exerts stronger influence, initiatives such as Halal certification,

multilingual communication, festival marketing, and community engagement should be prioritized to enhance

credibility and affinity (Douglas & Craig, 2011).

For Chinese tea brands expanding abroad, this study proposes a combined the strategy of standardization

capability and localization intensity whereby standardization ensures cost control and quality consistency

while localization builds cultural connection and recognition. In Malaysia, price, quality, certification,

language, and festivals shape perceptions of affordability, trust, and familiarity among ethnic groups, directly

influencing repurchase and word-of-mouth behavior. Policymakers can also leverage these findings to refine

certification and food safety systems, aligning local standards with global norms to support Belt and Road

market adaptation. Methodologically, the study’s measurement and analysis framework demonstrates strong

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transferability. With contextual adjustments, it can be applied across Southeast Asian markets for cross-brand

comparisons. This light replication approach enables firms to monitor evolving intention drivers and form

data-driven decision loops for market entry and localization. Overall, the study contributes both theoretical

insight and practical tools to enhance the sustainable competitiveness of China’s new-style tea brands in global

markets.

LITERATURE REVIEW

Consumer Behaviour and Decision-Making Theories

Consumer behavior theory explains how psychological, social, and cultural factors shape purchasing decisions,

particularly in Mixue’s Malaysian expansion where identity and emotional connection matter beyond price.

Richarme’s five-stage model highlights how external and psychological factors guide decisions, with

Malaysians emphasizing Halal certification, taste, and cultural affinity (Richarme, 2005). Thus, Mixue’s

promotions must align cost efficiency with cultural preferences. According to Joseph and Tyagi (1986),

consumer behavior reflects self-concept and social identity, prompting consumers to choose brands

representing personal or group affiliation. Among young Malaysians, beverage brands express individuality

and social image; Mixue’s low pricing and approachable image strengthen emotional and social appeal.

Brand loyalty and trust sustain repeat purchases when quality and emotional engagement remain consistent

(Oke et al., 2016). Panwar et al. (2019) emphasize that emotions, cognition, and social norms jointly shape

decisions, with tea brands symbolizing lifestyle and social connection. Mixue’s affordability and relatable

branding resonate with young consumers seeking social belonging and expressive experiences.

Strategy and Market Entry Theories

International market entry theory explains how firms choose entry strategies based on institutional, cultural,

and market conditions. While internationalization is economically driven, it is constrained by cultural

adaptation and resource capability (Whitelock, 2002). For Chinese tea brands like Mixue, expansion into

Malaysia reflects a strategic balance between standardization and localization. According to Buckley and

Casson’s Internalization Theory, firms gain advantage by internalizing cross-border transactions to reduce

uncertainty and transaction costs, effectively managing intangible assets (Buckley & Casson, 1998). Mixue’s

hybrid model through combining direct operations and franchising maintains quality and supply chain

efficiency while sharing risks and achieving rapid regional growth.

Verbeke and Kano (2012) emphasize regional adaptation, suggesting multinationals adjust to local institutional

and cultural contexts rather than fully standardizing. Mixue’s Halal certification and bilingual marketing

exemplify this flexibility, enhancing consumer trust while retaining brand identity. Similarly, Vrontis et al.

(2006) highlight that global brands succeed through “strategic hybridization,” integrating standardization with

localized execution. Emerging non-traditional entry modes such as digital platforms, social media, and online

franchising can offer resource-efficient expansion for SMEs (Brouthers et al., 2022). Mixue effectively applied

this approach, leveraging digital ecosystems for cost-effective entry and engagement in Southeast Asia. In

summary, internalization theory underscores resource control, regionalization highlights cultural adaptation,

and digital entry models represent new globalization pathways. Mixue’s Malaysian success arises from its

strategic blend of standardization, localization, and digitalization, providing a replicable framework for

Chinese brands entering foreign markets.

Perceived Value and Consumer Purchase Intention

Perceived value is a central psychological mechanism influencing purchase intention. Zeithaml (1988) defined

it as consumers’ overall evaluation of the trade-off between “what they receive and what they pay,” later

expanded into functional, emotional, social, and conditional dimensions. With the rise of experiential and

cultural consumption, perceived value now includes social identity and cultural meaning (Gan & Wang, 2017).

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In multicultural markets like Malaysia, consumers’ value perception extends beyond price and taste to brand

culture and emotional experience.

Empirical research supports its cross-industry impact. Kuo et al. (2009) found that service quality and

perceived value significantly affect satisfaction and post-purchase intention, while Chi, Yeh, and Tsai (2011)

confirmed perceived value’s direct influence on purchase intention, moderated by brand-endorser fit. Mixue’s

“Snow King” character acts as a cultural mediator on Malaysian social media, enhancing trust and interest. Wu

and Huang (2023) further demonstrated that perceived value affects purchase intention directly and through

trust, echoing Watanabe et al.’s (2020) findings in organic food consumption that value and trust jointly

strengthen loyalty. For Mixue, combining low prices with high perceived value can counter the “cheap equals

low quality” stereotype and increase repurchase intention.

Curvelo et al. (2019) highlighted perceived value as the foundation of brand trust that drives purchase

behavior, particularly important for multinational brands entering new markets where consumers rely on value

perceptions to assess risk (Dam, 2020). In Malaysia’s halal market, enhancing moral and social value through

certification and cultural adaptation can raise preference and purchase intent. Yu and Lee (2019) found that

balancing functional and emotional value determines purchase intention, especially for sustainable products an

insight applicable to eco-friendly tea brands targeting socially conscious consumers (Madi et al., 2024).

In social commerce, perceived value also includes relationship value from online engagement (Gan & Wang,

2017). Mixue leverages this through TikTok and Instagram, transforming social interaction into cultural and

emotional value. Similarly, Kwon, Trail, and James (2007) showed perceived value mediates the link between

brand identity and purchase intention, indicating that emotional and cultural alignment increases consumer

motivation as a principle Mixue applies through Chinese-style cultural branding. From a cross-cultural view,

trust and perceived value jointly determine brand preference and intention (Dam, 2020). In Malaysia, halal

certification, price transparency, and service consistency are key components of perceived value. Research by

Watanabe et al. (2020) and Curvelo et al. (2019) further indicates that perceived value varies across ethnic

groups whereby Malays prioritize religious and health factors, Chinese emphasize taste and brand image, and

Indians value social status and service. By aligning localized strategies with these diverse needs, Mixue can

enhance perceived value and market acceptance.

Overall, perceived value integrates rational evaluation, emotional trust, and social identity. For China’s

newstyle tea brands, success lies not only in affordability but in cultivating multidimensional value through

cultural adaptation, trust, and shared experiences. In Malaysia’s multicultural market, perceived value remains

the psychological core connecting culture, emotion, and purchase intention, enabling sustainable brand growth

and cross-cultural resonance.

Product Diversity and Consumer Purchase Intention

Product variety, a core variable in marketing and consumer behaviour research, significantly influences

purchase intention (Heitmann, Herrmann, & Kaiser, 2007). Beyond the number of options, it includes elements

such as flavour, packaging, function, pricing, and innovation. For emerging tea beverage brands, product

variety signals competitiveness and adaptability. In Malaysia’s multicultural market, it reflects brands’

responsiveness to diverse taste preferences and cultural values.

Heitmann et al. (2007) found that product diversity enhances purchase likelihood, though excessive options

may cause choice overload. Mixue manages this through a core menu and limited seasonal items, balancing

variety with simplicity. Structured displays and spacing also enhance perceived innovation and purchase intent

(Simonson & Winer, 1992). From a cultural perspective, Moon, Chadee, and Tikoo (2008) revealed that

diversity aligned with local preferences such as halal certification or tropical flavours improves purchase

intention. Navanti et al. (2024) similarly confirmed that perceived product diversity strengthens brand

awareness and cultural inclusivity. Mixue’s localized drinks like Coconut Ice and Mango Pearl Milk illustrate

this alignment. Product diversity indirectly promotes purchase intention by enhancing perceived value and

satisfaction. Winasis and Sabar (2024) showed that product quality, perceived price, and diversity influence

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repurchase intention via satisfaction, making variety a driver of loyalty (Amanah et al., 2017). Variety-seeking

also moderates behaviour: consumers may switch brands in search of novelty despite satisfaction (Sang, Xue,

& Zhao, 2018). Mixue leverages this through “light innovations” such as limited-time flavours and

collaborations (Khan et al., 2025).

In online contexts, diversity strengthens trust and reduces perceived risk (Bhatti & Rehman, 2019; Yaras,

Ozbuk, & Unal, 2017). Mixue’s multiple-flavour combinations and customization on GrabFood and

Foodpanda exemplify this strategy. Visually, colour and design diversity enhance brand vitality (Kato, 2020),

as seen in Mixue’s red-and-white scheme promoting youthful energy. Overall, product diversity affects

purchase intention through three pathways: direct stimulation of choice motivation (Heitmann et al., 2007;

Simonson & Winer, 1992), indirect influence via satisfaction and perceived value (Winasis & Sabar, 2024),

and cultural reinforcement enhancing brand trust (Moon et al., 2008; Navanti et al., 2024). For Mixue and

similar Chinese tea brands, diversity functions not only as a marketing strategy but also as a medium of cross-

cultural communication, fostering sustained consumer trust and loyalty in Malaysia.

Localization Adaptation and Consumer Purchase Intention

In globalization, brand expansion now depends less on standardized production and more on cultural

embedding within target markets (Singh & Pipaliya, 2024). Localization adaptation involves systematically

adjusting products, marketing, and communication to align with local culture, religion, language, and

consumption habits while preserving brand essence. For China’s new-style tea brands such as Mixue, Heytea,

and NaiXue Tea, localization forms both a market strategy and the psychological basis of consumer trust and

purchase intention. Culture Mixing Theory emphasizes that multinational brands should pursue cultural

compatibility rather than full assimilation (Shasha, Tao, & Peng, 2018). Integrating local cultural elements into

branding and product design fosters consumer attachment. Mixue exemplifies this through Halal-certified

beverages, the Coconut Fragrance Series, and multilingual menus, combining affordability with localized

identity via its “Snow King” mascot to enhance cross-ethnic recognition.

Based on Social Identity Theory, Han et al. (2023) found that brand localness strengthens emotional

connection. Safeer et al. (2022) confirmed that perceived locality enhances trust, which subsequently boosts

purchase intention. In Malaysia, aligning with halal values, local language, and festivals increases Muslim

consumers’ confidence. Mixue’s visible Halal marks and Malay-language slogans reflect effective trust-

building through localization. Dong and Yu (2020) highlighted that brands must balance global identity with

local familiarity. Excessive localization may weaken international appeal, while over-globalization causes

alienation. Mixue’s semi-localized model achieves this equilibrium, aligning with the “glocalization”

framework (Ali & Santos, 2025). By integrating local flavours and culturally tailored promotions, Mixue

maintains consistency while enhancing market acceptance.

Localization enhances both functional and emotional brand evaluations (Liu et al., 2022). Malaysia’s

multiethnic society requires nuanced strategies: Malays prioritize halal and health, Chinese consumers prefer

innovation and social experience, and Indians value rich flavours. Mixue’s low-sugar and fruit-tea offerings

cater to these differences, broadening its consumer base. Digital localization also strengthens brand affinity.

Noris, SanMiguel, and Cantoni (2020) and Okonkwo et al. (2023) found that localized visuals and narratives

on social media increase engagement. Mixue’s TikTok campaigns, such as the “Snow King Dance” and

festival-themed videos, effectively connect its Chinese identity with local culture, enhancing digital resonance.

Authenticity further mediates purchase intention. Zhang, Fang et al. (2022) and Jalolovna (2024) noted that

linking global identity with local culture fosters credibility, countering low-price stereotypes of Chinese

brands. Strengthening authenticity through localization nurtures trust and long-term brand attachment.

Strategically, Singh and Pipaliya (2024) emphasized that successful cross-cultural branding relies on

continuous cycles of cultural adaptation, feedback, and innovation. Mixue exemplifies this by analyzing

Malaysian consumer data to refine products and campaigns, enabling adaptive localization and deeper

engagement. Overall, localization adaptation significantly enhances purchase intention (Han et al., 2023; Liu et

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al., 2022; Safeer et al., 2022). In Malaysia’s multicultural setting, localization acts as both a survival

mechanism and a bridge for cultural trust and emotional resonance. Mixue’s balance between standardization

and adaptation supported by innovation and social media engagement which it strengthens brand empathy and

trust, simultaneously promoting lasting consumer loyalty.

Determinants of Consumer Purchase Intention

Consumer purchase intention reflects individuals’ cognitive and emotional tendencies toward purchasing and

serves as a key predictor of market behaviour. For international tea brands like Mixue, purchase intention in

Malaysia is shaped by price, product quality, cultural identity, brand trust, and sustainability values (Mohd

Suki, 2018). Recent studies highlight a shift from rational models to multivariate analyses that explain

behavioural variations across cultural and industrial contexts (Wang et al., 2020).

Brand trust and perceived value jointly influence purchase intentions in fast-moving consumer markets (Dam,

2020). For Mixue, building stable consumer trust in foreign markets encourages repeat purchases. In

Malaysia’s halal food sector, Afendi et al. (2014) found that religious trust and brand integrity significantly

drive purchase decisions, underscoring the importance of Mixue’s halal certification and transparent brand

communication. Ethical and environmental values also shape modern consumption. Tan, Ooi, and Goh (2017)

expanded the Theory of Planned Behaviour, revealing that moral norms enhance purchase willingness for

energy-efficient products. Similarly, Wang (2017) confirmed that green awareness and brand trust increase

purchase intention, suggesting that health-oriented, low-sugar, and eco-friendly practices strengthen consumer

favourability in tea brands.

Social media marketing now acts as a central driver of purchase intention. Okayani and Panasea (2025)

demonstrated that TikTok-based marketing, brand trust, and preference jointly shape consumer willingness to

buy. Supana et al. (2021) further noted that online word-of-mouth and engagement increasingly determine

purchase behaviour as a key for Mixue’s young, socially active Malaysian audience. Cultural identity remains

a decisive factor. Mai (2016) showed that perceived convenience, cultural fit, and price fairness affect

consumer choices in cross-cultural settings, while Amrullah (2023) emphasized the influence of religious-

cultural norms on halal consumption. For Mixue, this means deeper localization in ingredients, service

language, and advertising is essential for brand acceptance.

Product quality and perceived risk remain immediate purchase determinants. Wang et al. (2020) found

consumers weigh perceived value against risk, and Kim, Shin, and Kim (2021) revealed that brand experience

and communication quality strongly influence repurchase behaviour. Hence, Mixue’s sustained

competitiveness relies on consistent quality and transparent pricing.

Overall, purchase intention formation integrates rational evaluation, emotional trust, and sociocultural identity

(Mohd Suki, 2018; Tan et al., 2017; Okayani & Panasea, 2025). While low pricing attracts initial buyers,

longterm loyalty depends on value resonance and cultural identification. Future research should explore

crosscultural consumer psychology and brand communication to deepen understanding of how global tea

brands like Mixue achieve lasting purchase intention in multicultural markets (Zhang et al., 2023).

Research Framework

This study constructs a conceptual framework with purchase intention as the dependent variable and perceived

value, product diversity, and cultural adaptation as independent variables. It explores how these elements

jointly influence consumer decisions in cross-cultural contexts. Perceived value shapes overall brand attitudes

through functional, emotional, and social dimensions (Chi et al., 2011; Wu & Huang, 2023). Product diversity

enhances satisfaction and novelty perception (Heitmann et al., 2007; Sang et al., 2018), while cultural

adaptation fosters loyalty by improving cultural alignment and trust (Han et al., 2023; Liu et al., 2022).

Collectively, these factors interact to determine consumer purchasing intentions and brand preferences in

Malaysia’s tea beverage market.

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The research method framework is shown in Figure 2.1:

Figure 2.1. Research Framework

RESEARCH METHODOLOGY

This study employed a quantitative design to test hypothesized relationships through numerical data. A

structured questionnaire measured consumers’ attitudes and behavioural intentions, ensuring independent and

consistent responses. Adapted for Malaysian consumers, it included five sections such as demographics,

perceived value, product diversity, localization adaptation, and purchase intention by using a five-point Likert

scale. Data were collected cross-sectionally via Google Forms from 210 respondents across Kuala Lumpur,

Penang, Selangor, and Johor. SPSS analyses, including reliability, validity, descriptive, correlation, and

regression tests, assessed internal consistency, the significance of variable relationships, and verifying the

study’s hypotheses.

Operational Definition of Variables

Table 3.1 Operational Definition

Variable

Item

Operational Definition

Sources

Dependent

Variable

Purchase

Intention

Consumer Purchase Intention refers to the Ajzen (1991)

individual’s subjective tendency and likelihood to

purchase Mixue products in the future after

evaluating perceived value, product diversity, and

localization adaptation. This variable reflects the

psychological intention that transforms consumer

attitude into purchase behaviour.

Independent

Variables

Perceived

Value

Perceived Value refers to consumers’ overall Zeithaml (1988);

assessment of Mixue products based on the Sweeney & Soutar

tradeoff between the benefits received (such as (2001)

price, quality, emotional, and social value) and the

costs incurred. It represents consumers’

comprehensive judgment of the brand’s overall

value and purchase rationality.

Independent

Variables

Product

Diversity

Product Diversity refers to the degree to which Kahn (1995);

Mixue offers a wide range of beverage types,

flavour choices, price levels, and innovative

combinations, reflecting the brand’s ability to

satisfy consumers’ diverse and personalized

preferences.

Heitmann,

Herrmann &

Kaiser (2007)

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Independent

Variables

Localization

Adaptation

Localization Adaptation refers to the extent to Vrontis &

which Mixue adjusts its products, communication,

and operations to align with Malaysian culture,

language, religion, and consumption habits,

including menu design, multilingual labelling,

Halal certification, and cultural marketing

integration.

Thrassou (2007);

Han, Nam &

Swanepoel (2023)

Variable Measurement

Table 3.2 Measurement of Variables or Instrumentation

Type of

Scale

No.

questions

of

Sections

Sources

Measure

Mixue enjoys a positive brand image in the

market.

Mixue’s product prices are reasonable.

Section A:

Yuan

(2024)

Likert

Scale

4

Perceived

Value

The drinking experience of Mixue is superior

to other brands.

Mixue is the preferred brand for purchasing

beverages.

There are many products in Mixue, providing a

wide range of choices when purchasing.

The novelty and uniqueness of Mixue’s

products are better than other stores.

Section B:

Shen

(2019)

Likert

Scale

Product

Diversity

Mixue has a wide range of product categories

and is one of the beverage brands with a

relatively high variety of categories among

similar beverage brands.

Satisfied with the product quality of Mixue.

The localization of Mixue products is in line

with my taste preferences.

The marketing communication and store

information of Mixue (such as multilingual

signage, festival elements, social media

content) fully reflect local culture.

Section C:

Singh&

Pipaliya

(2024).

Likert

Scale

Localization

Adaptation

The menu and ordering interface of Mixue

provide me with familiar local languages (such

as Malay/English/Chinese), making it easier for

me to place orders.

The localization of the Mixue brand has

improved my overall satisfaction with the

purchasing experience.

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I will generate purchasing behavior based on a

good impression of Mixue.

I purchase beverages from Mixue more than

once a month.

Section D:

Likert

Scale

Du (2024)

4

Purchase

Intention

I am willing to try the new product launched by

Mixue.

I will proactively recommend Mixue to my

family and friends.

Population, Sample Size, and Sampling Technique

This study applied random sampling to capture Malaysian consumers’ perceptions and purchase intentions

toward Mixue objectively. This method minimizes bias, broadens the respondent base, and strengthens the

validity of findings. All participants were verified Mixue purchasers, ensuring responses reflect genuine

consumption experiences. Screening questions confirmed eligibility, requiring respondents to reside in

Malaysia and have purchased from Mixue stores or delivery platforms. This ensured data accuracy and

relevance to actual consumer behaviour. Survey links were distributed via major social media platforms,

including Facebook, Instagram, and WhatsApp. The resulting sample represented diverse cities, occupations,

and income groups, enhancing the coverage and representativeness of the research.

This study targets Malaysian consumers who have purchased Mixue products. Malaysia was chosen for its

diverse social structure and rapidly expanding tea beverage market, making it a key Southeast Asian hub for

new-style tea consumption. Sampling focused on Kuala Lumpur, Selangor, Penang, and Johor states with

strong economic activity, demographic diversity, and high tea consumption. These regions represent urban

Malaysian consumers and enable analysis of how perceived value, product diversity, and localization strategies

operate across cultural contexts. The final survey, distributed online through random sampling, yielded 210

valid responses. Following Comrey and Lee’s (1992) guideline of 200 more cases for social science analysis,

the sample meets statistical robustness requirements. The responses reflected balanced gender and income

representation, ensuring data validity and analytical reliability.

Pilot Test

Before distributing the formal questionnaire, a pilot test was conducted to assess its clarity, logical structure,

and reliability. A total of 30 pilot questionnaires were distributed via Google Forms, and all responses were

returned promptly. The pilot data were analyzed using SPSS 26.0 for reliability testing. All variables recorded

Cronbach’s α-values above 0.7, indicating strong internal consistency and stable measurement reliability. Since

items showed semantic clarity and respondents completed them smoothly, no revisions were required. The

pilot test results established a solid foundation for formal data collection, confirming the questionnaire’s

validity and reliability for measuring key research constructs.

Table 3.3 Results of Reliability Analysis for pilot test

Construct

Numbers of Item

Cronbach’s α

0.770

Perceived Value

Products Diversity

Localization Adaptation

4

0.886

0.783

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Purchase Intention

4

0.792

The Cronbach’s α reliability coefficient was calculated using SPSS 26.0 on the pre-test data. The results

showed that all construct dimensions had α-values above 0.7, meeting the minimum reliability criterion

recommended by Nunnally and Bernstein (1994). This indicates that the questionnaire scale demonstrates

strong internal consistency and measurement stability. Therefore, the questionnaire developed in this study is

suitable for formal data collection.

FINDINGS AND DISCUSSION

Questionnaire response rate

This study distributed questionnaires to four major states in Malaysia, such as Kuala Lumpur, Penang, Johor,

and Selangor. The Google Form online survey platform was used for distribution, targeting residents who had

previously purchased Mixue products. A total of 210 valid responses were collected, achieving a 100%

response rate. Table 4.1 shows the return of questionnaires.

Table 4.1 Questionnaire Response Rate

Item

Quantity

Percentage(%)

Questionnaires distributed

Valid questionnaires

Invalid questionnaires

210

0

100

0

4.2 Profile of Respondents

The distribution characteristics of the samples obtained in this study are shown in Table 4.2.

Table 4.2 Profile of Respondents

monthly income(RM)

<1000

5

2.3

50

1000-2000

2000-3000

>3000

104

93

8

44

3.7

Demographi

Frequency

Percentage (%)

59

28

72

Gender Male

Female

151

State

Kuala Lumpur

Penang

52

51

52

55

25

24

25

26

Selangor

Johor

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4.3 Descriptive Analysis

This study employed a fivepoint Likert scale for descriptive statistical analysis of key variables. As shown in

Table 4.3, the average values of all variables ranged between 4.05 and 4.25, indicating that respondents

generally held positive perceptions of Mixue’s market performance in Malaysia. Notably, higher scores were

recorded for localization adaptation (M=4.18) and purchase intention (M=4.25), demonstrating

consumers’recognition of cultural alignment with the brand and strong purchasing inclination. With standard

deviations all below 0.7, the data distribution remained concentrated, reflecting good stability in the sample

responses.

Variable

Mean

Standard

Deviation

Perceived Value

4.12

4.05

4.18

0.62

0.69

0.58

Products Diversity

Localization

Adaptation

Purchase Intention

4.25

0.54

Table 4.3 Descriptive Statistics of Major Variables

Perceived Value

The overall average perceived value score was 4.12 (SD = 0.62), indicating that respondents generally held

positive evaluations of Mixue’s brand image and cost-effectiveness. As shown in Table 4.4, high scores were

recorded for "Mixue maintains a strong corporate image in the market" (PV1, M=4.15) and "Mixue delivers

superior drinking experience compared to other brands" (PV3, M=4.12), demonstrating established reputation

in product experience and brand building. Concurrently, consistent positive feedback emerged for "reasonable

pricing" (PV2, M=4.09) and "it remains my go-to beverage brand" (PV4, M=4.13). Overall, Mixue has

achieved significant value recognition among Malaysian consumers, highlighting the success of its "cost-

effective" strategy.

Table 4.4 Perceived Value

No.

Items

Mean

Standard Deviation

PV1

Mixue enjoys a positive brand image in the marke. 4.15

0.63

0.68

PV2

PV3

Mixue’s product prices are reasonable.

4.09

4.12

The drinking experience of Mixue is superior to

other brands.

0.59

0.61

Mixue is the preferred brand for purchasing

beverages.

PV4

4.13

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4.3.2 Product Diversity

The overall average score for product diversity stands at 4.05 (SD = 0.69), indicating that respondents

generally perceive Mixue’s product range as offering abundant choices and notable innovation. The highest-

rated items,"Mixue provides diverse product selection" (PD1, M=4.07) and "Mixue boasts exceptionally rich

product categories, ranking among the most diversified beverage brands in its category" (PD3, M=4.08),

reflect consumers’ positive evaluations of menu variety and purchasing flexibility. While scores for

"innovative product design" (PD2, M=4.01) and "satisfactory product quality" (PD4, M=4.03) are slightly

lower, they still exceed 4.0, demonstrating Mixue’s ability to maintain standardized production while ensuring

product innovation and quality consistency. Collectively, the high average score in product diversity highlights

the brand’s competitive edge through diverse flavors, seasonal offerings, and differentiated product strategies.

Table 4.5 Product Diversity

No.

Items

Mean

Standard Deviation

PD1

There are many products in Mixue, providing a

wide range of choices when purchasing.

4.07

0.70

The novelty and uniqueness of Mixue’s products are

better than other stores.

PD2

4.01

0.68

Mixue has a wide range of product categories and is

one of the beverage brands with a relatively high

variety of categories among similar beverage

brands.

PD3

PD4

4.08

4.03

0.72

0.66

Satisfied with the product quality of Mixue.

4.3.3 Localization Adaptation

The overall average score for localization adaptation was 4.18 (SD = 0.58), the highest among the four

independent variables, demonstrating Mixue’s outstanding performance in adapting to Malaysia’s local culture

and consumer environment. Specifically, the item "Menu and ordering interface uses familiar languages"

(LA3, M=4.21) scored the highest, indicating that language diversity (English, Chinese, Malay) significantly

enhanced consumer convenience and familiarity. Subsequently, "Product flavors align with local preferences"

(LA1, M=4.19) and "Marketing communications reflect local culture" (LA2, M=4.17) also demonstrate

Mixue’s successful integration of localized elements into brand communication. Overall, the success of

localization strategies enables consumers to develop stronger cultural identification and trust, thereby

enhancing brand market acceptance.

Table 4.6 Localization Adaptation

No.

Items

Mean

Standard Deviation

LA1

The localization of Mixue products is in line with

my taste preferences.

4.19

0.58

The marketing communication and store

information of Mixue (such as multilingual signage,

festival elements, social media content) fully reflect

local culture.

LA2

4.17

0.60

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The menu and ordering interface of Mixue provide

me with familiar local languages (such as

Malay/English/Chinese), making it easier for me to

LA3

LA4

4.21

4.15

0.57

0.59

place orders.

The localization of the Mixue brand has improved

my overall satisfaction with the purchasing

experience..

4.3.4 Purchase Intention

The overall average purchase intention score was 4.25 (SD = 0.54), the highest among all variables, indicating

consumers generally exhibit strong purchasing inclination and brand loyalty. Among the four items, "I am

willing to try Mixue’s new products" (PI3, M=4.27) scored the highest, demonstrating consumers’ openness to

new products and sustained brand attention. Items "I would actively recommend Mixue to family and friends"

(PI4, M=4.25) and "I would make purchases based on positive impressions of Mixue" (PI1, M=4.26) also

received consistent high ratings. Although "I purchase Mixue beverages more than once a month" (PI2,

M=4.22) scored slightly lower, it still indicates a relatively high repurchase frequency. Overall, Mixue’s brand

image, pricing strategy, and cultural alignment collectively contribute to its high purchase intention among

Malaysian consumers.

Table 4.7 Purchase Intention

No.

Items

Mean

Standard Deviation

PI1

I will generate purchasing behavior based on a good

impression of Mixue.

4.26

0.53

I purchase beverages from Mixue more than once a

month.

PI2

PI3

PI4

4.22

4.27

4.25

0.55

0.54

0.56

I am willing to try the new product launched by

Mixue.

I will proactively recommend Mixue to my family

and friends.

4.4 Reliability and Validity

4.4.1 Reliability Analysis

To ensure the stability and consistency of measurement results in the questionnaire, this study conducted

reliability testing using Cronbach’s α coefficient. Generally, a Cronbach’s α coefficient exceeding 0.70

indicates acceptable internal consistency in a scale. As shown in Table 4.8, all variables demonstrated

reliability coefficients above 0.70, indicating strong correlations and consistency among measurement items.

Notably, the perception value variable showed the highest α coefficient, reflecting its strongest item stability.

Overall, the scale exhibited excellent reliability with high internal consistency, making it suitable for

subsequent validity testing and hypothesis analysis.

Table 4.8 Result of Reliability Analysis

Construct

Numbers of Item

Cronbach’s α

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Perceived Value

4

0.83

Products Diversity

4

0.82

Localization Adaptation

Purchase Intention

4

0.77

4.4.2 Validity Analysis

To verify the structural validity of the questionnaire, this study employed the Kaiser-Meyer-Olkin (KMO) test

and Bartlett’s test of sphericity for analysis. The KMO value measures the sampling adequacy between

variables, while the Bartlett test assesses the significance of correlations. As shown in Table 4.9, the KMO

value reached 0.743, approaching the optimal threshold of 0.75, indicating that the sample is suitable for factor

analysis. Meanwhile, the Bartlett’s test of sphericity yielded an approximate chi-square value of 1196.79 with

degrees of freedom (df) of 120 and a significance level (Sig.) below 0.001, meeting the statistical criteria. This

demonstrates strong inter-variable correlations, confirming the questionnaire’s robust structural validity. The

scale design effectively captures four latent constructs: perceived value, product diversity, localization

adaptation, and purchase intention, providing a solid foundation for subsequent model validation.

Table 4.9 Result of Validity Analysis

Test

Value

0.743

1196.79

120

Kaiser-Meyer-Olkin Measure

Bartlett’s Test of Sphericity

Degree of Freedom

Significance Level

<.001

4.5 Correlation and Regression Analysis 4.5.1 Correlation Analysis

The results demonstrate significant positive correlations between all variables and purchase intention (p

<0.01). Notably, localization adaptation shows the strongest correlation with purchase intention (r = 0.61),

indicating that brand localization strategies—including linguistic, cultural, and religious elements—most

significantly influence consumer decisions. Perceived value and product diversity also exhibit moderate

positive correlations with purchase intention, providing a solid foundation for regression analysis.

Table 4.10 Pearson Correlation Analysis among Major Variables

Perceived

Value

Products

Diversity

Localization

Adaptation

Purchase

Intention

Variables

0.56**

Perceived

Value

1

0.52**

1

0.48**

0.46**

Products

Diversity

.0.52**

0.49**

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Localization

Adaptation

0.48**

0.56**

0.46**

0.49**

1

0.61**

1

Purchase

Intention

0.61**

Note: N = 210; No significant correlation was found among the variables (p > 0.05)

4.5.2 Regression Analysis Regression Analysis

Table 4.11 presents the results of the multiple linear regression analysis. The regression results indicate that

perceived value (β=0.30, p<0.001), product diversity (β=0.22, p=0.001), and localization adaptation (β=0.35,

p<0.001) all exert significant positive influences on consumers ‘purchase intention. Localization adaptation

shows the most substantial impact, demonstrating that brands’ adaptability in language, culture, and taste

preferences most effectively stimulates consumer purchasing tendencies. Consequently, all three hypotheses

(H1, H2, H3) are supported by these findings.

Table 4.11 Summary of Multiple Linear Regression

Unstandardiz

ed

Standardiz

ed

t

Sig.

Coefficients

Coefficien

ts Beta

B

St

Model

d.

Er

ror

(Constant)

0.78

0.41

0.12

6.50

6.21

<.001

0.000

0.08

0.06

0.08

0.30

0.22

0.35

Perceived Value

0.32

0.28

4.87

3.95

0.001

0.012

Products Diversity

Localization

Adaptation

R² = 0.71

F = 58.42 Sig. = 0.000

Model Summary

Note: Dependent Variable = Purchase Intention; N = 210

4.6 Hypothesis Testing

upon the correlation and regression analyses conducted in previous sections, this chapter employs multiple

linear regression to validate the hypotheses proposed in the study. The research aims to investigate the

interactive effects of perceived value, product diversity, and localization adaptation on consumers’ purchase

intention. Through regression analysis, we can determine whether there are significant correlations between

each variable and purchase intention. Table 4.11 summarizes the regression results for each variable and

provides a decision to accept or reject the hypotheses accordingly.

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Hypothesis 1: Perceived value has a significant positive effect on purchase intention.

The analysis revealed that perceived value has a significant positive impact on purchase intention (β = 0.41, t =

6.21, p <0.001). This indicates that when consumers perceive Mixue’s products as cost-effective, its brand

image favorable, and its beverage experience superior to competitors, their willingness to purchase increases

substantially. Respondents generally recognized Mixue’s cost-performance ratio and brand reliability, with this

high perceived value driving positive purchasing attitudes. The findings validate the first hypothesis (H1):

"Perceived value significantly influences consumers’ purchase intention."

Hypothesis 2: Products Diversity has a significant positive effect on purchase intention.

Product diversity also significantly positively influences consumers ‘purchase intention (β = 0.32, t = 4.87, p =

0.001). The results demonstrate that Mixue satisfies diverse consumer needs through its rich flavor

combinations, innovative product launches, and differentiated menu designs, thereby enhancing purchase

willingness. Respondents generally agree that the brand offers sufficient product selection, which not only

increases purchasing flexibility but also boosts brand satisfaction and loyalty. Consequently, the second

hypothesis (H2) "Product diversity has a significant positive impact on consumers’ purchase intention" is

supported.

Hypothesis 3: Localization Adaptation has a significant positive effect on purchase intention.

The relationship between localization adaptation and purchase intention was also significant (β=0.28, t=3.95,

p=0.012), indicating that Mixue’s localization strategy in the Malaysian market effectively enhanced

consumers’ brand recognition and trust. The localized presentation of the brand in menu language, cultural

elements, and marketing communications made it easier for consumers to experience cultural resonance,

thereby strengthening purchase intention. Particularly, the multilingual ordering interface and product designs

catering to local tastes helped the brand establish a positive image in a multi-ethnic society. This supports

Hypothesis 3: "Localization adaptation has a significant positive impact on consumers’ purchase intention."

Hypotheses

Result

Perceived value has a significant positive effect on purchase intention.

Products Diversity has a significant positive effect on purchase intention.

Localization Adaptation has a significant positive effect on purchase intention.

Accepted

Table 4.12 Hypotheses Result

CONCLUSION AND RECOMMENDATIONS

Perceived Value and Consumer Purchase Intention

The findings indicate that perceived value significantly and positively affects consumers’ purchase intentions,

consistent with prior studies (Zeithaml, 1988; Sweeney & Soutar, 2001). Consumers assess brands based on

utility, price, emotional engagement, and social reputation. Mixue recorded an average perceived value score

of 4.12 with low variability, showing that respondents widely recognize its strong price-performance ratio,

pleasant taste, and cost-effectiveness. This perception fosters trust and brand affinity, thereby enhancing

purchase intention.

In Malaysia, Mixue is viewed as a “good value for money” brand. Its affordable pricing and consistent product

quality underpin this perception, lowering perceived purchase risk and encouraging repeat purchases. As

Watanabe et al. (2020) note, perceived value influences behavior through trust—a link validated in this study.

When consumers believe a brand consistently delivers value equal to or exceeding their expectations, positive

attitudes emerge and drive purchase decisions.

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Perceived value also carries cross-cultural importance. Among Malaysia’s multi-ethnic consumers, Mixue’s

combination of product quality and cultural alignment generates both rational and emotional value recognition.

This identification strengthens brand loyalty and word-of-mouth advocacy. According to the Theory of

Planned Behavior (Ajzen, 1991), perceived value shapes attitudes that, in turn, influence purchasing intentions

through emotional and rational mechanisms.

In sum, perceived value is a key determinant of purchase intention. Mixue’s Malaysian success highlights the

strategic importance of cost-effectiveness and brand trust, underscoring that enhancing perceived value is

essential for sustaining consumer commitment and driving global market growth.

Product diversity and consumer purchase intention

The findings show that product diversity significantly strengthens consumers’ purchase intentions, consistent

with Heitmann, Herrmann, and Kaiser (2007). When brands offer a broad range of options, consumers develop

more positive purchasing attitudes. Mixue achieved an average score of 4.09 for product diversity, with low

variance, indicating that respondents widely recognize its strong performance in variety and innovation.

In Malaysia’s diverse market spanning multiple ethnicities, religions, and dietary preferences whereby Mixue

meets differentiated needs through its extensive tea beverages, ice cream selections, and creative flavor

combinations. Participants frequently cited seasonal and regional innovations as key factors maintaining

interest and encouraging repeat purchases, echoing Simonson and Winer’s (1992) conclusion that wide product

variety boosts purchase motivation and brand appeal.

From a psychological standpoint, product diversity offers consumers a sense of “autonomous choice” (Iyengar

& Lepper, 2000), fostering emotional satisfaction and deeper engagement that translate into higher purchase

intentions. For fast-moving consumer brands, diverse offerings mitigate decision fatigue and attract a broader

range of tastes, supporting wider market reach.

The study also highlights a reinforcing link between product diversity and perceived value. Consumers

associate diverse products with greater innovation and quality investment, strengthening brand trust and

competitiveness. Maintaining continuous product innovation and variety thus forms a strategic pillar for

Mixue’s international growth. As demand for healthy, natural, and personalized beverages increases, expanding

menu options can enhance loyalty and repeat purchasing with supporting Winasis and Sabar’s (2024) findings

on diversity’s positive impact on satisfaction and brand loyalty.

In sum, product diversity drives purchase intent by reflecting brand innovation and responsiveness. Through

consistent product updates and targeted market segmentation, Mixue has built a “diverse and affordable” brand

image in Malaysia, reinforcing consumer confidence and purchase commitment.

Localization adaptation and consumer purchase intention

The study finds that cultural adaptation significantly strengthens consumers’ purchase intentions, showing that

effective integration into local culture enhances buying inclination. The average score for cultural adaptation

was 4.11, with low variation, indicating widespread approval of Mixue’s localization strategies in Malaysia.

In cross-cultural markets, successful localization enables brands to build emotional resonance. Mixue achieved

this by introducing tropical-inspired beverages suited to local tastes, using trilingual signage (English, Malay,

and Chinese), and securing Halal certification for Muslim consumers. These measures enhanced cultural

affinity and trust, supporting Han, Nam, and Swanepoel’s (2023) finding that a brand’s “sense of place”

strongly influences consumer trust and purchasing behavior in diverse markets.

Localization extends beyond language or flavor adjustments as it represents deep cultural integration. As

Safeer et al. (2022) note, brands that respect local norms in visuals, services, and communication convey

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authenticity, which fosters stronger purchase intentions. Respondents confirmed that Mixue’s store ambiance,

marketing, and social media engagement effectively reflected Malaysian cultural elements, bridging emotional

connections with consumers.

Cultural adaptation also reinforces perceived value. When brands evoke cultural familiarity and security,

consumers experience value alignment in perceiving products as consistent with their expectations which

further elevates purchase intent. This synergy creates competitive advantages in global markets.

Strategically, localization promotes both market entry and long-term brand trust. Mixue’s success in Malaysia

exemplifies how maintaining core product identity while embracing cultural flexibility creates “local warmth

within international branding.” This aligns with Ali and Santos’ (2025) theory of global localization,

emphasizing that cultural resonance is essential for sustainable global growth.

Overall, Mixue’s localization efforts have deepened consumer trust, satisfaction, and purchase intention.

Continued cultural integration and community engagement will further strengthen its position in Southeast

Asia’s dynamic market.

Implications of the Study

Theoretical Implications

Grounded in the Theory of Planned Behavior (Ajzen, 1991), this study examines how perceived value, product

diversity, and localization adaptation influence consumer purchase intention. The results show that all three

factors significantly and positively affect purchase behavior, providing fresh theoretical insights into consumer

decision-making within multicultural markets and the international tea beverage industry. This research

extends the Perceived Value Theory (Zeithaml, 1988) and Localization Adaptation Theory (Vrontis &

Thrassou, 2020). While earlier studies often emphasized luxury or premium brands, this study focuses on

Mixue which is a massmarket tea brand catering to price-sensitive consumers. The results confirm that

perceived value remains a key driver of purchase intention, even within affordable market segments, offering

new empirical evidence for valuebased consumer models.

Additionally, by integrating localization adaptation as a theoretical construct, this study enriches international

marketing theory. Unlike previous works that mainly explored globalization or cultural differentiation, the

findings highlight cultural resonance as a critical factor in shaping purchase intentions. Brands must balance

global consistency with regional sensitivity, supporting Vrontis and Thrassou’s (2020) standardization

localization integration theory and validating its relevance to the tea beverage sector. The findings on product

diversity also contribute to consumer behavior theory. Consistent with Heitmann et al. (2007), product

diversity not only satisfies diverse preferences but also strengthens brand attachment through choice

satisfaction and innovation appeal. This indicates that purchase intention arises from both rational evaluations

and experiential motivations, refining the theoretical understanding of consumer decision mechanisms.

Overall, this study deepens theoretical insight into how perceived value, product diversity, and localization

adaptation interact to shape purchase intentions. It proposes a model suited to emerging markets, offering

meaningful theoretical contributions to international marketing and cross-cultural consumer research.

Practical Implications

At the practical level, this study offers valuable managerial implications for Chinese tea beverage brands

pursuing global expansion. In Malaysia’s competitive tea market, Mixue’s success provides a replicable model

for similar brands. The findings highlight that strengthening perceived value is essential for establishing an

overseas presence. Brands should maintain consistent product quality, leverage price advantages, and enhance

customer experiences to reinforce a “high cost-effectiveness” image. As Sweeney and Soutar (2001) noted,

perceived value derives not only from price and function but also from a sense of brand trust.

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Product diversity also plays a decisive role in driving purchase intention. Brands are encouraged to pursue

product innovation and localized differentiation by launching seasonal or limited-edition flavors alongside core

offerings to sustain consumer interest and engagement. By closely tracking market trends and consumer

feedback, companies can continually revitalize their brand and cultivate lasting loyalty. Localization adaptation

emerged as another key success factor for internationalization. Mixue achieved “local warmth within an

international brand” through culturally sensitive strategies such as trilingual menus, festival promotions, and

Halal certification. Other brands should adopt similar approaches, maintaining global brand consistency while

respecting local values to foster trust and emotional connection. Moreover, the study emphasizes the

importance of data-driven market insights. Regular assessments of consumer satisfaction and perceived value

can help businesses anticipate shifting preferences and adjust strategies proactively.

In summary, these findings not only guide Mixue’s continued expansion across Southeast Asia but also offer

actionable strategies for emerging Chinese consumer brands seeking sustainable success in global markets.

RECOMMENDATIONS

Based on the empirical results, perceived value, product diversity, and localization adaptation all significantly

enhance consumer purchase intention. These findings provide actionable strategies for Mixue and other

emerging Chinese tea brands expanding abroad. To achieve sustainable growth in competitive international

markets, brands must optimize brand positioning, product innovation, and cultural integration systematically.

Brands should reinforce their “high cost-effectiveness” positioning to strengthen perceived value. While low

pricing accelerated Mixue’s growth in Southeast Asia, long-term success requires deeper value creation

through superior product quality, efficient service, and consistent brand experience. Initiatives such as staff

training, improved ordering systems, enhanced hygiene, and faster service can elevate customer trust and

satisfaction. By balancing affordability with premium experience, brands can build an identity rooted in both

emotional appeal and functional reliability. To advance product diversity is vital to meeting multicultural

consumer preferences in Malaysia. Consumers appreciate Mixue’s innovation but desire more localized and

seasonal options. Brands can respond with regional flavors such as “Coconut Sugar Pearl Milk Tea” or

“Tropical Fruit Ice Series,” reflecting Malay and Indian tastes. Interactive strategies like flavor polls, naming

contests, and social media campaigns can further engage consumers, reinforcing a vibrant, youthful brand

image. Cultural adaptation also remains essential. Consumers show greater loyalty when brands demonstrate

genuine cultural respect. Mixue’s multilingual menus and Halal certification are effective, but deeper

engagement such as integrating Ramadan, Deepavali, or Lunar New Year celebrations into marketing can

strengthen emotional bonds. Collaborations with local communities and universities can further enhance

authenticity and cross-cultural resonance.

From a managerial perspective, establishing a continuous data monitoring system is crucial. Incorporating

customer feedback and satisfaction metrics into strategic decisions enables brands to respond swiftly to market

changes. Using digital tools for data analytics and targeted marketing enhances consumer insight and brand

influence. In sum, Mixue’s success illustrates that balancing perceived value, product diversity, and cultural

adaptation forms the foundation for sustainable global expansion. Brands that integrate innovation, culture, and

experience will be best positioned to earn long-term trust and loyalty in international markets.

The Limitations of Study

The sample scope remains relatively limited. While the survey targeted Mixue consumers across four major

Malaysian states such as Kuala Lumpur, Penang, Selangor, and Johor, though representative areas, do not fully

capture the cultural and consumption heterogeneity across the nation. For instance, East Malaysia (Sabah and

Sarawak) possesses distinct ethnic compositions and lifestyle patterns that may influence consumer values and

brand perceptions differently. Future studies could broaden regional coverage to improve the generalizability

and external validity of findings.

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At the same time, this study employed a cross-sectional survey design, reflecting consumer attitudes and

intentions at a specific time. As brand strategies, competitive dynamics, and socio-cultural conditions evolve,

consumer perceptions and behaviors may shift. Adopting a longitudinal design in future research could reveal

how the relationship between localization strategies and purchase intention develops over time, offering richer

insights into the dynamic mechanisms shaping consumer behavior. While the selected variables such as

perceived value, product diversity, and localization adaptation are theoretically grounded, they do not

encompass all potential influences. Factors such as brand trust, social influence, advertising exposure, and

digital engagement may also play critical roles in shaping purchase intentions. Integrating these psychological

and behavioral dimensions could refine and expand future consumer decision-making models.

Finally, the reliance on questionnaire-based data introduces possible subjective biases. Respondents may have

been influenced by social desirability or self-image management, potentially affecting response accuracy.

Future research could adopt mixed-method designs by combining interviews, focus groups, or experiments to

triangulate findings and yield more robust and context-rich insights. Overall, these limitations do not diminish

the theoretical or practical value of the current study. Instead, they highlight future research directions and

contribute to the ongoing exploration of cross-cultural consumer behavior.

CONCLUSION

This study systematically examined how perceived value, product diversity, and localization adaptation

influence consumer purchase intention in Malaysia’s Mixue market. Empirical results demonstrate that all

three variables exert significant positive effects on purchase intention, validating the proposed model and

reaffirming the applicability of the Theory of Planned Behavior (Ajzen, 1991) within cross-cultural

consumption contexts. The findings further suggest that consumer purchase intention extends beyond price and

functionality, encompassing broader cultural recognition, and experiential dimensions. Theoretically, this

research enriches the discourse on consumer behavior and international marketing by proposing a brand

localization and value perception model suitable for emerging markets. Practically, it offers strategic guidance

for the internationalization of Chinese new-style tea beverage brands. Brands that maintain a dynamic

equilibrium across the three dimensions of value–diversity–culture can establish sustainable competitive

advantages in global markets. In summary, this study not only deepens theoretical understanding of consumer

purchase intention but also provides a meaningful reference for the cultural integration and long-term

development of Chinese brands in overseas markets.

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