新冠肺炎疫情对茶叶消费行为影响实证研究

An Empirical Study on the Impact of the COVID-19 on Tea Consumption Behavior

基于2020年3月对茶叶消费者消费行为变化调查的数据,借助Ordinal logit模型评估了新冠肺炎疫情对茶叶消费行为的影响。研究结果表明:新冠肺炎累计确诊病例数对消费者周饮茶频次产生了显著的负向影响,但对茶叶购买单价和日饮茶频次没有显著影响。进一步的异质性分析表明,新冠肺炎疫情显著降低了绿茶消费者的日饮茶频次和周饮茶频次,对其他茶类的消费者的饮茶频次则无显著影响。此外,在控制变量中,消费者行为变化普遍与消费者年龄、收入、预期收入、对茶叶健康功能的认知,以及媒体对茶叶抗病毒的报道存在显著的联系。因此建议茶叶相关从业人员,把握好茶叶消费的固有规律,继续强化消费者对茶叶的健康认知,拓宽茶叶消费场景。

Based on survey data on changes in tea consumers'consumption behavior in March 2020,the impact of the COVID-19 was assessed by the Ordinal logit model.The results show that the COVID-19 had a significant and negative impact on the consumers'weekly drinking frequency overall,but not on the unit price of tea purchase and daily frequency of tea drinking.Further heterogeneity analysis shows that the COVID-19 significantly reduced the daily and weekly drinking frequency of tea among green tea consumers,but had no significant effect on consumers of other tea types.In addition,among the control variables,changes in consumption behavior were generally significantly associated with consumers'age,income,income expectations,perceptions of tea's health functions,and media coverage.Therefore,it was recommended that tea-related practitioners should grasp the inherent laws of tea consumption,continue to strengthen consumers'health perceptions of teaand broaden the tea consumption.