Analysis Of Willing To Pay Online And Their Influential Factors On Tea Consumers

Tea is first three non-alcoholic health beverages of the world, which is favored by consumers. In the Internet era, it’s no doubt that tea e-commerce will gradually be the main way of trade. However, compared to high purchased rate of goods sold online, such as clothing, cosmetics, tea is much low purchased rate online as well as there is lacking of successful e-commerce cases. Because purchasing online cannot guarantee the quality of tea and insecurity of payment, lacking professional customer service, all of these aspects influent the desire and willingness to pay of consumers. Therefore, this paper analyzed their similarities, differences and their impact on online shopping decisions of the classic consumer decision model. And then the key decision points that impact online consumer was explored. Finally, we preliminary proved and built a comprehensive decision model of online consumer, and put forward the corresponding countermeasures and suggestions.Based on the theory and literature, the paper summarized nine factors that influence willingness to pay online of consumer tea, and then research design was constructed according to the nine factors. From the results of the questionnaires, interviews, and internet voting, it showed that online consumers of tea:(1) they were more likely to choose integrated service platform and looked forward to guarantee the quality of tea.(2)90.7%of people hoped free shipping,79.3%of people chose the way of express delivery,82.1%of people expected that the purchased tea could be received within1to3days.(3)87.9%of consumers preferred to choose Paypal for payment.(4) For the variables of quality of web designed, consumer concerned that whether it was functional or not, and was able to find the tea products quickly.(5)For the services of the business, the consumers were mostly focused on the service commitments and whether the tea products purchased online could match the actual or not. he consumers desired that the composite score of tea product can be higher than4.8points (totally5.0points).(6) For the quality of tea product, majority of consumers considered taste firstly, followed by price and brand.(7) For price range of tea, the largest number of consumers chose100to300yuan/kg. When regarding to purchasing as gift, the consumers tended to buy higher price of tea.(8) For business marketing, the highest proportion of the consumers chose discount, accounting for40.0%.(9) For the evaluation after purchased, when the consumers bought tea that not satisfied with the service and quality, the possibility of returning the product complied to the possibility of giving poor evaluation. Majority of consumers made the choice that rarely returning the product and giving negative feedback followed by some of them were uncertain whether to do so.By principal component factor analysis, the nine factors were reduced dimensions and extracted as six factors, which were defined as reputation of businesses and product, logistics, prices of product, purchased behavior and evaluation, payment platform and net design, customer service. Meanwhile, according to these six factors and statistical analysis of the results of the questionnaire, re-adjust and rebuilt the comprehensive model of tea shopping online.Based on the above findings and results, from the network business, government and the judiciary, the consumer aspects, the author gave corresponding countermeasures and suggestions, and then analyzed the research limitations.