中国大学生茶叶消费研究——基于福建高校的分析  

Research on Tea Consumption of Chinese College Students-Based on the Survey from Fujian Province

作　　者：管曦 石琳[3] 林畅[1,2] 李静芸 杨江帆[2] 谢向英 GUAN Xi;SHI Lin;LIN Chang;LI Jing-yun;YANG Jiang-fan;XIE Xiang-ying(College of Economics,Fujian Agriculture and Forestry University,Fuzhou 350002,China;Institute of Science,Technology and Economics of Tea Industry,Fujian Agriculture and Forestry,University,Fuzhou 350002,China;Hangzhou Tea Research Instituts,CHINA COOP,Hangzhou 310016,China;College of Management,Fujian Agriculture and Forestry University,Fuzhou 350002,China)

机构地区：[1]福建农林大学经济学院,福建福州350002 [2]福建农林大学茶叶科技与经济研究所,福建福州350002 [3]中华全国供销合作总社杭州茶叶研究院,杭州浙江310016 [4]福建农林大学管理学院,福建福州350002

出　　处：《中国茶叶加工》2018年第3期70-76,共7页China Tea Processing

基　　金：福建省2011协同创新中心-中国乌龙茶产业协同创新中心专项(闽教科[2015]75号)

摘　　要：文章基于福建地区1090个高校大学生样本数据,对大学生茶叶消费做了科学的分析,并利用多元logistic模型,对影响大学生消费不同类型茶叶的因素进行实证分析。研究显示,当前大学生的茶叶消费比例很高,调饮茶和茶饮料的消费比例基本与冲泡茶相当,由于大学生冲泡茶主要来自家庭,其饮用冲泡茶与月度开支无关,茶饮料和调饮茶消费则会随着月开支的增加而增加,大学生的冲泡茶消费主要受家庭因素影响,调饮茶和茶饮料消费更多的受到宿舍因素的影响,大学生茶叶消费与其对茶叶的认知有一定的正向关联。在此基础上,今后大学生茶叶市场的拓展,要充分考虑不同类型的茶叶,采取针对性的对策措施,尤其是要充分利用大学生茶叶消费的家庭效应和宿舍效应,在拓展方式、途径和产品组合上做出针对性的设计。Given the 1090 samples of college students in Fujian, scientific analysis on the tea eonsumption behavior of college students was operated from a systematic perspective in this article. The factors affeeting the eonsumption of different types of tea were also empirically analyzed using the multiple logistic model. The study demonstrated that the proportion of tea eonsumption of college students remains high, especially the eonsmuption proportion of tea and tea drinks, which was basically the same as that of brewed tea. Cireumstanees of family and dormitory had influences on tea eonsumption of college students, which led to the separation of tea eonsumption and purchase behavior. The cognition on tea differently impacted tea eonsumption of the university students. Based on the factors above, the suggestion was to take full consideration of various types of tea and take pertinent measures in broadening the tea market of college students in the future, especially to make full use of the family and dormitory effect on tea eonsumption. Meanwhile, targeted designs were also needed in expanding ways, approaches and product combinations.

关 键 词：大学生 茶叶消费 茶叶类型 宿舍效应 

分 类 号：F713.55[经济管理—市场营销] TS272[经济管理—产业经济]