家庭环境对消费者饮茶行为的影响研究

Study on the Influence of Family Environment on Tea Drinking Behavior of Consumers

基于10231个来自CHNS的样本数据,构建样本饮茶量与家庭饮茶氛围及家庭成员饮茶量的相关模型,在此基础上分析了家庭环境对消费者饮茶行为的影响。结果显示,饮茶的社交属性会影响和重塑家庭成员的饮茶行为,消费者是否饮茶与家庭饮茶氛围显著正相关,消费者饮茶量与家庭饮茶氛围及家庭成员饮茶量高度正相关。基于研究结果提出,未来茶叶消费市场的拓展需充分考虑饮茶在家庭中的传导作用,通过导入更多的家庭文化因素,以家庭为目标群体展开相应的宣传和推广。

Based on the data of 10231 samples from CHNS,this paper constructs corresponding models to investigate correlations between tea consumption of sample and family tea drinking atmosphere and tea consumption of family members,and analyzes the impact of family environment on consumers'tea drinking behavior.The results show that the social attribute of drinking tea can influence and reshape the tea drinking behaviors of family members.Whether consumers drink tea is positively related to the family tea drinking atmosphere.The amount of tea consumers drink is positively related to the family tea drinking atmosphere and the amount of tea family members drink.Based on the research results,it is proposed that the future expansion of tea consumption market should fully consider the transmission role of tea drinking in the family.Through introducing more family cultural factors,take the family as the target group to carry out the corresponding publicity and promotion.