Research On The Effect Of Tea Informationon Consumers' Purchase Intention

As a commodity with both functional value and cultural value,tea has been developed in China for thousands of years.Tea consumption should be highly pursued under the healthy strategy,policy initiatives and consumption orientation on promoting traditional culture in China.However,it is not the case.The current problems of insufficient consumption kinetic energy,overcapacity in the tea industry,and lack of tea culture remain serious.The chaotic information of the tea is“Non-circulation”,the lack of consumer product knowledge,false and exaggerated information propaganda,and other industry chaos have inhibited the development of demand for tea consumption.Therefore,it has important theoretical and practical guiding significance to deeply analyze the mechanism of tea information development from the perspective of information classification.Based on realistic background,this study builds and deepens information stimulus response models based on the stimulus response(SOR)theory.We apply consumer perceived value and product knowledge level respectively as mediating and moderating variables,and explore the impact of different types of tea information on consumer willingness to buy mechanism.The research adopts quasi-experimental method.By designing 3(information type: basic/functional /cultural)×2(product knowledge level: high/low)group experiments,and using analysis methods such as sample t test,analysis of variance,Bootstrap intermediary test,etc.To test research models and research hypotheses.The results show that: Firstly,different types of tea information have different effects on consumers' purchase intentions.Compared with basic information,functional information and cultural information have more significant effect on stimulating consumers.Secondly,perceived value plays a mediating role between different types of tea information and consumer purchase intentions.Functional information mainly affects consumers' purchase intention by enhancing perceived functional value.And cultural information mainly affects purchase intention by enhancing perceived emotional value.Finally,consumer knowledge can effectively regulate the relationship between different types of tea information and perceived value.For those with low product knowledge,functional or cultural information has a significant impact on consumer perception and purchase intention.But this effect is not significant for those with high product knowledge.The above research conclusions have important theoretical and practical guiding value for promoting tea enterprise marketing and tea consumption expansion.The innovations of this research are:(1)The research perspective is partly innovative.This research uses the characteristics of tea to classify information,which starts from the perspective of information classification.We also explore the stimulating effect and influence mechanism of different types of tea information on purchase intention.(2)The research content is further expanded and deepened.The first is to further clarify the role path by constructing an mediating mechanism of perceived value.The second is the moderating test of product knowledge level and the moderated mediation test,which deepens the mechanism of action.The third is to group samples based on the year of drinking tea and then conduct robust analysis.The results show that the research conclusions are applicable to consumers at different product stages and demonstrate the robustness of the research conclusions.