International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 2
Available Online: 15 April 2024
Author/s:
Kai, Pang*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (1254703732@qq.com)
Generoso, Marc Joseph Ian A., II
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (mageneroso@lpubatangas.edu.ph)
Abstract:
The study aimed to determine emerging technologies adoption and market positioning of AI products in China. Specifically, it assessed the level technology adoption in terms of technology readiness, user acceptance, and usage; assess the market positioning of AI products in terms of market perception, value proposition, competitive differentiation; tested the significant relationship of technology adoption to market positioning of AI products; and develops an action plan based on research findings to improve the market positioning of AI Products. A descriptive research design was used in this study for an adequate and precise interpretation of the findings. The researcher conducted a survey among customers of Artificial Intelligence Products in China. The total number of customers of Artificial Intelligence Products in China is 20,000. The study used the purposive sampling technique to determine the required sample of respondents. For the minimum target sample of the study, the researcher used Raosoft Calculator to determine the sample size with a 5% error and confidence level of 95%, and a sample size of 377. The study used three sets of questionnaires as the major mechanism for collecting the necessary data. Weighted mean and rank were used to assess the level technology adoption in terms of technology readiness, user acceptance, and usage; assess the market positioning of AI products in terms of market perception, value proposition, competitive differentiation. In China, there is a notable positive inclination towards adopting artificial intelligence (AI) products among customers. This attitude influences various aspects such as technology readiness, user acceptance, and product usage. As a result, AI products have established a strong foundation in the market, enhancing market perception, clarifying value propositions, and distinguishing themselves competitively. The level of technology adoption also correlates significantly with the market positioning of AI products, indicating that higher adoption levels lead to improved market positioning. To further enhance the market positioning of AI products in China, a proposed action plan has been developed. Chinese customers of AI products prioritize being updated on AI advancements to make informed purchasing decisions, while AI companies’ marketing teams in China should customize strategies to align with Chinese cultural values. The company should evaluate the proposed action plan’s suitability for enhancing AI product market positioning in China, and future research should focus on the long-term impact of AI adoption on consumer behavior and market dynamics in the country.
Keywords: emerging technologies adoption, market positioning, AI products, China, technology readiness, user acceptance, product usage
DOI: https://doi.org/10.5861/ijrsm.2024.1023
Cite this article:
Kai, P., & Generoso, M. J. I. A., II (2024). Emerging technologies adoption and market positioning of AI products in China. International Journal of Research Studies in Management, 12(2), 115-124. https://doi.org/10.5861/ijrsm.2024.1023
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