社会公众大众茶消费意愿与行为偏差的影响因素分析

Analysis on the Influencing Factors of Popular Tea Consumption Intention and Behavior Deviation of the Public

本文基于对1419位社会公众的调查数据,利用logistic回归分析方法识别社会公众对大众茶消费意愿与行为产生偏差的关键影响因素。结果表明:消费者的性别、年龄、学历、家庭收入、对茶叶了解程度及对价格、品牌、品质的关注程度是大众茶消费意愿与行为发生偏差的重要因素。有针对性地向公众普及茶叶尤其是大众茶知识、提升消费者对茶叶价格的构成和品质的认知,以及加强对大众茶质量的监管、推出符合大众消费习惯和经济承受能力的大众茶类及不断提升大众茶的质量等,可有效促进大众茶的市场拓展,推广和普及大众茶类的消费。

Based on the survey data of 1419 respondents from general public,this paper uses logistic regression analysis to identify the key factors influencing the deviation of popular tea consumption intention and behavior.The results showed that consumers'gender,age,education,family income,understanding degree of tea and attention to price,brand and quality were the important factors for the deviation of popular tea consumption intention and behavior.It can effectively promote the market development of popular tea,and promote and popularize the consumption of popular tea by popularizing tea knowledge,especially popular tea knowledge to the public,enhancing consumers'awareness of the price composition and quality of tea,strengthening the supervision of the quality of popular tea,launching popular tea categories in line with public consumption habits and economic bearing capacity,and continuously improving the quality of popular tea.