在校大学生饮茶意愿及其影响因素分析——以山东省3所高校为例

Analysis on Tea Drinking Intention of College Students and Its Influencing Factors——A Case Study of Three Universities in Shandong Province

【目的/意义】了解当前年轻群体的茶叶消费意愿,选择具有代表性的大学生群体为研究对象,培养年轻群体的喝茶习惯,助力解决我国茶叶产销失衡的现状。【方法/过程】利用AM O S软件以山东省3所高校的在校大学生为研究样本,从个人认知因素、环境因素、营销组合因素、饮茶习惯、饮茶意愿5个方面对结构方程模型进行验证分析。【结果/结论】结果显示,5个因素都通过了显著性检验,除了环境因素、营销组合因素对饮茶习惯,营销组合因素对饮茶意愿为负向影响,其他因素对饮茶意愿都为正向影响。建议从宏观和微观方面,采用新潮的营销方式,多措并行培养大学生的饮茶意愿。

【Objective/Meaning】In order to understand the tea consuming intention of the current young group,the representative college students were selected as the research object to cultivate the tea drinking habits of the young group,thus to help to solve the imbalance of tea production and sales in China.【Methods/Procedures】By using AMOS software,the structural equation model was verified and analyzed from five aspects including individual cognitive factor,environmental factor,marketing mix factor,tea drinking habits and tea drinking intentions,with the students in three universities in Shandong Province as the research sam ples.【Results/Conclusions】All the five factors have passed the significance testing.Except that the environmental factor and marketing mix factor had negative impacts on tea drinking habits,and the marketing mix factor had a negative impact on tea drinking intention,all the other factors had positive impacts on tea drinking intention.It was suggested that new marketing methods should be adopted to cultivate the students’tea drinking intention.