张家界莓茶消费者行为研究.pdf

茶叶通讯第50卷第3期

JournalofTeaCommunicationVol.50,No.3投稿平台：

陈思雅,唐先枝,曾丹,等.张家界莓茶消费者行为研究[J].茶叶通讯,2023,50(3):395-404.

CHENSiya,TANGXianzhi,ZENGDan,etal.StudyonConsumerBehaviorofZhangjiajieVineTea[J].JournalofTeaCommunication,

2023,50(3):395-404.

张家界莓茶消费者行为研究

陈思雅，唐先枝，曾丹，曹冰玉*

长沙理工大学经济与管理学院，湖南长沙410114

摘要：了解张家界莓茶消费者行为特征，对于扩大张家界莓茶市场份额、助力张家界莓茶产业振兴具有重要意义。

本文在描述性统计分析之后，基于504份消费者问卷调查数据，构建多元有序Logistic回归模型和结构方程模型，探

究影响张家界莓茶消费者行为的因素。结果表明，莓茶分销和促销对消费者购买行为的影响不明显；莓茶质量、产业

技术和政策环境，显著负向影响莓茶购买金额；消费者对莓茶的了解程度、消费者收入、年龄、职业及居住地显著正

向影响莓茶购买金额。主观规范对购买意愿有显著正向影响，态度对购买意愿影响则不显著；感知有用性显著负向影

响态度，而感知易用性显著正向影响态度。

关键词：张家界莓茶；消费行为；Logistic回归；结构方程模型

中图分类号：S571.1,F274文献标识码：A文章编号：1009-525X（2023）03-395-404

StudyonConsumerBehaviorofZhangjiajieVineTea

*

CHENSiya，TANGXianzhi，ZENGDan，CAOBingyu

ChangshaUniversityofScienceandTechnology,SchoolofEconomicsandmanagement,Changsha410114,China

Abstract：UnderstandingthecharacteristicsofconsumerbehaviorofZhangjiajiesvineteaisofgreatsignificancefor

expandingthemarketshareofZhangjiajiesvineteaandpromotingtherevitalizationofZhangjiajiesvineteaindustry.

Afterdescriptivestatisticalanalysis,amultivariateordinallogisticregressionmodelandastructuralequationmodelwere

constructedbasedon504consumersurveydatatoexplorethefactorsinfluencingconsumerbehaviorofZhangjiajievine

Tea.Theresultsshowedthatthedistributionandpromotionofvineteahadnosignificantimpactonconsumerspurchasing

behavior;Thequality,industrytechnologyandpolicyenvironmenthadsignificantnegativeimpactonthepurchaseamount

ofvinetea;Consumersunderstanding