Constructive Research On The Predictive Model Of Chinese-Korean Green Tea Consumption

Green tea as a traditional beverage has a thousands years history in China, it is produced and consumed year and year. That is the reason why there are few research concerned with the request of consumer on green tea. However, to establish and kind of marketing strategy must understand what are the consumer needs. In order to develop and expand rapidly market of green tea, it has to immediately investigate the demans of green tea consumers.The contents of this research is divided into eight chapters. The first chapter introduces the research background, research contents and their significances. The second chapter discusses the Chinese and Korean tea industry and its consumption situation, the influential factors of green tea consumption, review of lifestyle and related researches. The third chapter introduces the research route, research model, as well as the research methods and hypotheses. The fourth chapter contains a descriptive analysis based on the results obtained from the questionnaire data, to compare of Chinese and Korean green tea consumption, finally the variable mean and factor analysis results are presented. The fifth chapter analyzes the effects of various factors on the consumption amount of green tea. The sixth chapter establishes the prediction model of green tea. The seventh chapter utilizes Hierarchical Regression Analysis to examines whether FRL types effect or moderate the prediction model of green tea consumption, and empirically analyze the factor of the effects of green tea consumption. The eighth chapter discusses the main research conclusion, limitations of the current research and suggestions for future research.This study investigated1000consumers in Hangzhou, China and Seoul, Korea,808valid questionnaires were reclaimed. Through empirical analysis the results were showed as following:1. Through the analysis of the green tea consumption of Chinese and Korean consumers, it was confirmed that there are significant differences of tea and green tea consumption between two countries.2. According to multiple regression analysis, the influential factors of green tea consumption of Chinese and Korean consumers were studied. There are nine factors effect the consumption in China; age, marital status, exercise time, working time, cigarette consumption, tea leaf consumption for one cup, usual favorite drink is tea or not, green tea drinking experience and green tea basic knowleages for Korean consumers. There eight significant and green tea basic knowleages for Korean consumers. There eight significant effect factors:age, level of education, marital status, exercise time, consumption of vegetables, usual favorite drink is tea or not, recept to invited guests for tea or not, green tea drinking experience.3. The prediction model of green tea consumption of Chinese and Korean consumers were established based on the multiple regression analysis results, the two models included seven factors. The prediction model for Chinese consumers includes:marital status, exercise time, working time, cigarette consumption, usually favorite drink is tea or not, tea leaf consumption for one cup, and tea drinking experience. The prediction model for Korean consumer’s includes; education level, exercise time, working time, usually favorite drink tea or not, recept to invited guests for tea or not, green tea drinking experience and green tea expertise.4. The hierarchical regression anaylsis was perfomed by three steps. In conclusion, only the type of convenience-seeking showed the significant regulation in China. However, for comfirming the effective regulation of FRL type to the predication models all shows the significant regulation in Korea, the type of health-seeking, taste-seeking, safety-seeking, convenience-seeking and economic-seeking.