Analysis of Influencing Factors on the Willingness and Behavioral Consistency of Chinese Consumers to Purchase Tea via E-Commerce Platforms

营销 业务 采购 产品(数学) 广告 一致性(知识库) 探索性因素分析 服务(商务) 计算机科学 数学 几何学 人工智能
作者
Kexiao Xie,Deng-Fong Lin,Weihan Zhu,Yongqiang Ma,Jean Qiu,Youcheng Chen,Zhidan Chen
出处
期刊:Agriculture [Multidisciplinary Digital Publishing Institute]
卷期号:13 (10): 1897-1897 被引量:3
标识
DOI:10.3390/agriculture13101897
摘要

Tea is a global economic crop. In the traditional sales model, the quality of tea is difficult to judge via external clues, and it basically relies on consumers to taste and experience it firsthand. However, currently, most e-commerce platforms can only provide consumers with product information and cannot provide experiential services, which strengthens consumers’ purchasing concerns and makes it difficult for them to take practical actions even if they have the desire to purchase tea online. Therefore, this article is based on a questionnaire survey of consumers in China, the world’s largest tea producing and selling country, using unordered multi classification logistic analysis data and calculating the marginal effect proportion of consistency occurrence. Through data analysis, it is shown that there is a serious inconsistency between consumers’ willingness and behavior in choosing online tea purchases. However, under the influence of some internal and external factors, there will also be positive changes; for example, the level of education, online shopping age, familiarity with tea, convenience, product diversification, online evaluation, and other variables will increase the motivation for consumers to convert their purchase intention into actual behavior. In addition, increasing the level of variables such as age, cultural association, cultural experience, convenience, information reliability, award-winning status, familiarity with tea, product diversity, online evaluation, and service attitude in online shopping can enhance consumers’ willingness to shop online and reduce extreme situations where there is neither intention nor behavior. This study provides evidence from a consumer perspective to enhance the efficiency of tea e-commerce marketing and proposes countermeasures and suggestions based on the research results, which could also provide ideas for marketing strategies for tea or other similar agricultural products.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
量子星尘发布了新的文献求助10
2秒前
Ning完成签到,获得积分10
5秒前
图图完成签到,获得积分10
5秒前
勤奋的灯完成签到 ,获得积分10
5秒前
ludong_0完成签到,获得积分10
5秒前
Asumita完成签到,获得积分10
6秒前
双青豆完成签到 ,获得积分10
6秒前
8秒前
fxy完成签到 ,获得积分10
9秒前
合适的幻然完成签到,获得积分10
9秒前
沐雨汐完成签到,获得积分10
11秒前
13秒前
14秒前
jiayoujijin完成签到 ,获得积分10
14秒前
淡然思卉完成签到,获得积分10
15秒前
争当科研巨匠完成签到,获得积分10
15秒前
英姑应助认真的刺猬采纳,获得10
22秒前
好大一只小坏蛋完成签到,获得积分20
22秒前
站走跑完成签到 ,获得积分10
25秒前
步步高完成签到,获得积分10
27秒前
无私的雪瑶完成签到 ,获得积分10
27秒前
小杨完成签到,获得积分20
28秒前
小花完成签到 ,获得积分10
33秒前
宁夕完成签到 ,获得积分10
37秒前
西宁完成签到,获得积分10
37秒前
拼搏的羊青完成签到 ,获得积分10
38秒前
科目三应助asd113采纳,获得10
38秒前
deng203完成签到 ,获得积分20
40秒前
41秒前
时米米米完成签到,获得积分10
41秒前
浅浅完成签到,获得积分10
45秒前
量子星尘发布了新的文献求助10
50秒前
帅气的藏鸟完成签到,获得积分10
54秒前
加油完成签到 ,获得积分10
55秒前
健康的宛菡完成签到 ,获得积分10
56秒前
橙果果发布了新的文献求助20
56秒前
晚晚完成签到,获得积分10
57秒前
57秒前
听闻韬声依旧完成签到 ,获得积分10
57秒前
ZHZ完成签到,获得积分10
58秒前
高分求助中
【提示信息,请勿应助】关于scihub 10000
Les Mantodea de Guyane: Insecta, Polyneoptera [The Mantids of French Guiana] 3000
徐淮辽南地区新元古代叠层石及生物地层 3000
The Mother of All Tableaux: Order, Equivalence, and Geometry in the Large-scale Structure of Optimality Theory 3000
Handbook of Industrial Diamonds.Vol2 1100
Global Eyelash Assessment scale (GEA) 1000
Picture Books with Same-sex Parented Families: Unintentional Censorship 550
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 4038066
求助须知:如何正确求助?哪些是违规求助? 3575779
关于积分的说明 11373801
捐赠科研通 3305584
什么是DOI,文献DOI怎么找? 1819239
邀请新用户注册赠送积分活动 892655
科研通“疑难数据库(出版商)”最低求助积分说明 815022