关于奶茶消费者自发性宣传的影响因素研究

Research on Influencing Factors of Milk Tea Consumers’ Spontaneous Propaganda

基于问卷调查所得数据,运用因子分析法对21个变量进行降维处理,通过二元Logistic回归方法得到具有显著性的主因子,分析得到影响奶茶消费者自发性宣传的因素为服务、产品和消费者个人及行为特征。建议各品牌通过制定针对年轻女性消费者的营销方案,提升产品质量与创新度,提高服务水平来促进消费者的自发性宣传。

Based on the data obtained from the questionnaire survey, 21 variables were reduced in dimension by factor analysis, and prominent principal factors were obtained by binary Logistic regression method. The factors influencing the spontaneous publicity of milk tea consumers are service, product, individual and personal behavior characteristics of consumers. It is suggested that each brand should make marketing plans for young female consumers, improve product quality and innovation, and improve service level to promote consumers’ spontaneous publicity.