The Research On Undergraduates’ Tea Drinking Intention And Its Influencing Factors

Fujian is the fruitful tea production province of China with 36.44 million acreages of tea plantation,3.72 tons of raw tea,19.5 billion output value and an annual value of over 60 billion of production of tea industry witch ranks the top across the whole nation. At present, there are 0.16 million tea enterprises and over 1500 farmer cooperatives. Over 30 million population in Fujian are involved with tea. There are 15 key tea-produce counties (cities, areas), and its tea industry is the mainstay industry of county economy and the fresh activists to promoting the economic quality of counties in Fujian Province. With the development of tea industry, the tea market also need some innovation and breakthrough, tapping into new consumer market and excavating potential consumer groups. Undergraduates, the emerging tea consumer group, will provide an enormous consumer market. Based on what we mentioned above, undergraduates should gain the attention from tea operators such as tea enterprises and tea dealers. Through studying their awareness and consumption concept of tea as well as tea products, it will be conducive to the research, innovations and development of tea products. It will also help tea enterprise to know the future trend and market’s development potential of tea consumption and perfect the weakness in tea producing and selling.By means of sampling questionnaire survey and field interview, this research investigated 1250 students of 19 majors from six universities in Fujian. The mathematic model is created, about the undergraduates’will of tea-drinking and the influencing factors, by inquiring into and analyzing the intention of drinking tea, the tea consumption situation and consumption concept of different kinds of undergraduates. On the basis of the theory of consumer’s behavior, the influencing factors of undergraduates’will of tea-drinking and its influenced degree can be worked out by adopting SPSS 19.0 to make descriptive statistical analysis, Kendall’s rank correlation analysis, cluster analysis, logistic regression analysis and variance analysis of samples, and build the structural equation model. Through the empirical analysis, the conclusions are listed as follows:Among the undergraduates, the number of those who have the habit of tea-drinking accounts for 25.94% and the number of occasionally drinking has the highest ratio. There are distinguished diversities of the impact on undergraduates’will of tea-drinking from their different genders, grades, origins and majors, the number of schoolboys who have the habit of tea-drinking is more than schoolgirls; and schoolgirls prefer scented tea more than schoolboys does. As for choosing which kind of tea, the types that undergraduates like are listed in the sequence as green tea, jasmine tea, black tea and oolong tea etc. Most undergraduates drink tea under the influence of their friends and families, as the proportion constituting 29.91%. On the motivation of tea-drinking, the sequence of the proportion of motivation form the high to low is quench, preference, carelessness, health care and habits.Most undergraduates can accept the price of tea below 100 yuan per kilogram. 73.64% undergraduates spend less than 50 yuan on tea. Among those who have the habit of tea-drinking,87.53% drink tea once or twice a day. Their spending limit is lowerThe influencing factors of undergraduates’ will of tea-drinking including the quality, price, brand, packing of tea and healthcare function etc. In these factors,47% undergraduates pay most attention on the tea quality, which is in excess of other factors like brand, price, packing of tea etc. As the nonprice competition, the tea quality is the indispensable way to tap the consumer market among undergraduates. Correlation analysis on the influencing factors of undergraduates’will of tea-drinking:It comes to some conclusion, for example, there is a remarkable positive correlation (P<0.05,P<0.01) among the motivation of quench, preference and health care with 50-100 yuan or 300-500 yuan tea consumption per month; tea quality; convenient degree of brewing; brand and healthcare function; the increase of the amount of tea.Classification analysis on the characteristics of tea-drinking in various origins of student:It turns out to be three categories:one is the students from Fujian, Jiangxi, Guizhou, Anhui, Henan, Shandong, Shanxi and Sichuang; one is Guangxi, Yunnan, Zhejiang, Gansu and Hubei; the last one is Ningxia. The regression analysis of logistic model on the influencing factors. It arrives at a conclusion that there is a remarkable positive influence from the frequency of daily tea-drinking, the habit of drinking tea, the convenient degree of brewing, the origin of tea and the influencing factors of purchasing on the increase of the tea consumption.Analysis on the structural equation model of the factor affecting tea drinking intention for college students:generated model includes a potential exogenous variable and 10 potential endogenous variables, and the tea drinking intention is the final endogenous variable. The latent variables greatly affected on the final endogenous variable (tea drinking intention of college Students) include:whether there is the drinking tea habit, the awareness of tea brand, the perception of tea drinking attitude, and the influence of relatives and friends.