Study Of Influencing Factors Of Consumers’ Online Organic Tea Intention

As the high-speed development of e-commerce and people’s awareness of environmental protection,the rising online shopping has broken the barrier of time and space,quickly entered People’s Daily life,and gradually became the mainstream consumption mode of the public.Organic tea is an emerging product among many commodities in the online market.At present,consumers’ acceptance and recognition of buying organic tea online is low,and only a small part of consumers choose to buy organic tea online.Therefore,it is necessary to study the factors that affect consumers’ willingness to buy organic tea online.Based on the reading and sorting of consumer purchase intention and other relevant literature,this paper combines the characteristics of e-commerce and organic tea.Based on the UTAUT model,from the perspective of consumers,The original four core variables of this model were retained,and added perceived risk and consumer innovation.The frequency of online shopping of organic tea,monthly income and health awareness were introduced as the control variables to construct the theoretical model of this study and put forward the research hypothesis.The research adopts the method of questionnaire survey,carries out random sampling on the Internet,uses the "Questionnaire Star" platform to issue and collect questionnaires,and gets 430 available questionnaires.The tool for data analysis and hypothesis testing are SPSS26.0 and AMOS24.0.First,conduct statistical analysis on 430 valid samples;Secondly,confirmatory factor analysis was used to test the reliability and validity of the questionnaire.Thirdly,the theoretical model constructed in this paper is fitted and analyzed.Based on this,the relationship among various influencing factors is obtained by SEM analysis.Fourthly,the multi-group structural equation model was used to explore the adjustment degree of monthly income,online shopping frequency and health awareness.The conclusion is that performance expectation and contributing factors are active correlation with consumers’ purchase intentions of organic tea,however,perceived risk has a negative influence.The value of effort,social influence and consumers’ innovation do not significantly affect consumers’ online shopping willingness of organic tea.The moderating effect of the three moderating variables was significant.From the above results,in order to improve the recognition and satisfaction of organic tea in the eyes of consumers,make more customers to buy organic tea online,and promote the further development of organic tea e-commerce.Relevant countermeasures and suggestions are put forward on improving performance expectations,improving efforts expectations,strengthening social influence,increasing the contributing factors of organic tea shopping,reducing perceived risk,increasing the frequency of organic tea shopping,and health awareness.