The Impact Study Of Customer Perceived Value On Herbal Tea Consumers’ Brand Preference And Purchase Intention

In recent years, the Chinese herbal tea industry maintains an annual growth rateof over30%, and herbal tea is exported to over50countries and regions. Under thebackground of modern Chinese medicine, herbal tea become the upstart of thebeverage market, beacause of its unique cultural and excellent preventing and curingdiseases and other health care functions. Attractive market prospects attract a largenumber of enterprises to enter the herbal tea market, and in Guangdong Province,there are more than2,000herbal tea companies. Comapared to the hot market, theacademic reasearch on herbal tea is just a little, especially the reasearch of brandpreference and purchase intention on it.This paper is based on customer perceived value, and conbine the actual herbaltea brand, to detect the reason of brand preference and purchase intention. First of all,the paper studied the meaning, compositon and theory of customer perceived value,and pick up its four dimensions: function value, social value, emotional value, costvalue. After then, a literature review on brand preference and purchase intent wasmade. With the four dimensions of customer perceived value as independent variables,and the brand preference as mediating variables, the reasearch model on purchaseintention was put foward. According to the research medel, this pater proposed somehypothesis.This paper distributed280questionnaires and recovered254of it. The validquestionnaires were230and the valid response rate was82.1%. Firstly, the papermade a descriptive statistical analysis by using SPSS statistical software, and got apreliminary understanding of the survey sample. Secondly, the reliability and validityof the scale was tested by Cronbach’s alpha coefficient and the factor analysis, andshowed a good result. Thirdly, correlation analysis results showed that there is asignificant correlation between each variable. Finally, the reasearch model was fittedand corrected through the AMOS structural equation software, and the basicassumptions of this paper were proved. The results showed that: there are significant positive correlations among thecustomer perceived value, brand preference, and purchase intention, and brandpreference play a partial mediation role between customer perceived value andpurchase intention. There are significant positive correlations between the fourdimensions of customer perceived value (function value, social value, emotional value,cost value) and purchase intention. Except the social value, there are significantpositive correlations between the remaining three dimensions and brand preference.