消费者产品知识、知识获取渠道与消费行为——基于杭州市1803份居民茶叶消费调研数据

The Consumers' Knowledge of Product,Knowledge Acquisition Channels and Consuming Behavior——Based on 1803 residents tea consumption survey data of Hangzhou

文章基于杭州市居民茶叶消费调研数据,借助Logit模型分析了消费者产品知识及知识获取渠道对消费决策的影响。研究发现,生产过程知识、质量甄别知识、冲泡知识、抗衰老美容养颜知识和利尿排毒知识对消费者的消费决策有显著影响;而在性别差异上,男性更注重茶叶的社交、提高工作效率等方面的功能,而女性更注重健康方面的知识;书籍报刊杂志、网络和朋友介绍的知识获取渠道对茶叶消费有显著正向影响,且没有明显的性别差别。研究结论可以为茶产业健康发展及制定营销策略提供微观证据,同时对其他嗜好性产品的营销行为提供参考。

This paper, based on the survey data of Hangzhou residents＇ consumption of tea, uses Logit model to analyze the influence of consumers＇ product knowledge and knowledge acquisition channels on theirs decision-making. The research indicated that the knowledge of production process, quality identification, brewing, anti-aging and beautifying as well as the diuretic and detoxification knowledge have a significant impact on consumers＇ consumption decisions. In addition, the male pay more attention to the function of tea in socialization and improving work efficiency; however, the female are more concerned with tea＇s healthy effect. The acquisition of tea knowledge, e.g. from books, newspapers, magazines, networks or just from friends＇ talk, has a significantly positive influence on tea consumption, but there＇s no obvious sexual difference. The research conclusions could provide microscopic evidence for the healthy development of tea industry and enterprises＇ marketing strategies making, simultaneously, could provide reference for other palatability products＇ marketing practices.