ABSTRACT
The purpose of this paper is to use the methods of big data analysis algorithms and questionnaire survey to explore Chinese willingness to purchase (WTP) the imported televisions and its influencing factors. From the results of the literature review, questionnaire survey, and statistical results, the average forecasted WTP time is 3.69 years later, and the average forecasted WTP is RMB 4921.97. The significantly negative influencing factor of the forecasted WTP time is Chinese service cognition of the imported televisions (SC). The significantly positive influencing factors of the forecasted WTP amount are Chinese cognitions of product, service, and COVID-19 of the imported televisions, and the same for Chinese monthly income and the imported televisions whose brand is Sony. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.