Research Towards The Effect Of Extrinsic Cues On Customer Perceived Quality And Purchase Intention

China is currently the country with the largest tea production scale and largest number of tea species. In 2015, the national tea output reached 227.8 million tons, whereas the tea consumption level has been hovering between 170-180 million tons for a long time. Moreover, the output is still increasing year by year, with the proportion of productivity growth much higher than that of the consumption growth. The intensifying conflict between the growing tea production capacity, market demand and consumption is more prominent, coupled with the market homogenization and other reasons, the competition in the tea market is extremely competitive. As an agricultural product, tea has complex quality properties. And in face of the large number of packaging tea varieties, consumers have a wide range of choices, so it is impossible for them to spend much time and energy in understanding the pre-ordered product and also difficult to make an objectively accurate judgment on the quality of packaged tea. Therefore, consumers often evaluate the quality of tea products from the external clues such as brand, origin, price, packaging, reputation, etc, which affect their willingness to buy. Second, consumers' concern and preferences will also affect the quality evaluation of packaged tea.In the paper, we take the packaged tea-leaves as the research object,setting out from cue utilization theory to research customer purchase intention. This paper will collect data by questionnaire,analyze the data by the software of SPSS and AMOS and test hypothesis by the way of regression analysis, this paper study how brand image,country image,price and packaging affect the perceived quality and purchase intention.At the same time, it also verifies moderating role of product involvement to the relationship between the four extrinsic cues and perceived quality.In this paper, the main conclusions are as follows:(1) Consumers will evaluate the quality of packaged tea through extrinsic cues;(2)There is a significant positive correlation between perceived quality and consumer purchase intention(3) The extrinsic cues affect purchase intentions through perceived quality;(4) Product involvement plays a moderating role between the extrinsic cues and perceived quality.Based on the conclusion of the study,author proposes the following marketing suggestion:(1)Strengthen the construction and dissemination of the brand;(2)Shape a good country image;(3) Create a reasonable pricing strategy;(4) Innovative style of tea packaging.