年轻群体新茶饮购买意愿提升实证研究——基于顾客感知价值视角  

An Empirical Study on the Increase in Purchase Intention of Novel-tea Beverage among Young Consumers:Based on the Perspective of Customer Perceived Value

作　　者：阎鹏翔 彭康 陈富桥[1] 姜仁华[1] YAN Pengxiang;PENG Kang;CHEN Fuqiao;JIANG Renhua(Tea Research Institute,Chinese Academy of Agricultural Sciences,Hangzhou 310008,China)

机构地区：[1]中国农业科学院茶叶研究所,浙江杭州310008

出　　处：《茶叶科学》2024年第6期1023-1036,共14页Journal of Tea Science

基　　金：国家现代农业产业技术体系(CARS-19);中国农业科学院科技创新工程(CAAS-ZDRW202420);中央级公益性科研院所基本科研业务费专项项目(1610212022010、1610212024007)。

摘　　要：近年来新茶饮行业发展迅速,成为继传统原叶茶、快消瓶装茶之后的第三大茶叶消费形式。快速扩张导致行业“内卷”加剧,提高顾客购买意愿与购买频率成为行业长期良性发展的关键。基于顾客感知价值视角构建了年轻群体新茶饮购买意愿提升机制分析模型,采用1900份消费者调研数据开展实证研究,检验新茶饮产品创新、场景体验、品牌曝光对顾客购买意愿的影响。研究发现:(1)新茶饮产品创新、场景体验和品牌曝光均对顾客购买意愿具有提升效应;(2)功能价值、体验价值、情感价值分别增强了产品创新、场景体验、品牌曝光对购买意愿的提升效应;(3)新茶饮产品创新、场景体验和品牌曝光均对顾客购买频率具有提升效应,但新茶饮购买意愿与实际购买行为间存在一定程度的背离,新茶饮产品创新能较大程度实现购买意愿向购买行为的转化。基于上述结论,提出新茶饮企业经营要突出产品创新独特性、构筑场景体验趣味性、链接品牌曝光情感性等建议。In recent years,the novel-tea beverage industry has developed rapidly,becoming the third largest form of tea consumption after traditional loose-leaf tea and fast-moving bottled tea.The rapid expansion has intensified competition within the industry,making it crucial to increase customers’purchase intention and frequency for the long-term healthy development of the industry.This study constructed an analytical model for enhancing the purchase intention of young consumers of novel-tea beverage from the perspective of customer perceived value.Though empirical research based on 1900 consumer survey data points,the study examined the impact of product innovation,scene experience and brand exposure on customers’purchase intention.The findings are as follows:(1)Product innovation,scene experience and brand exposure all positively influence customers’purchase intention.(2)Functional value,experiential value and emotional value enhance the effects of product innovation,scene experience and brand exposure on purchase intention.(3)Product innovation,scene experience and brand exposure all positively affect purchase frequency,though there is some discerpancy between purchase intention and actual purchase behavior.Notably,product innovation plays a significant role in translating purchase intention into actual purchase behavior.Based on these conclusions,it is suggested that novel-tea beverage companies should highlight the uniqueness of product innovation,build interesting scene experiences,and link brand exposure emotions in their operations.

关 键 词：新茶饮 购买意愿 顾客感知价值 产品创新 场景体验 品牌曝光 

分 类 号：S571.1[农业科学—茶叶生产加工] TS275.2[农业科学—作物学]