A Study Of The Impact Of Customer Per Ceived Value On Purchas Intention In Herbal Tea Market Context

Up to 2015, China's domestic beverage industry is growing rapidly, especially the herbal tea beverage products are increasing rapidly at a 30% annual rate. Moreover, domestic famous brands of herbal tea, such as JDB, Wang Lao Ji, and He Qi Zheng, which are regarded as the best in herbal tea market, are growing rapidly. However, compared to the market situation of rapid development of herbal tea, the academic research on herbal tea, especially on the purchase intention of herbal tea brand or brand preference is rather scarce.Based on the customer perceived value theory as the starting point and the actual situation of large famous brands, such as JDB, Wang Lao Ji, and He Qi Zheng, the present study explores the main reasons for the formation of the purchase intention.Firstly, the definition, composition and related theories of customer perceived value are studied detailedly, which then condenses out four dimensions impacting on customer perceived value(quality value, social value, emotional value, price value); Secondly, literature review on purchase intention is carried out; Last but not least, the study proposes purchase intention research model of herbal tea consumers, in which four dimensions of customer perceived value work as the independent variable, and then relevant assumptions are put forward.In this paper, a total of 354 questionnaires is sent out, with 312 valid questionnaires and 42 invalid questionnaires. The effective recovery rate is 88.14%. Statistical analysis is carried out on the recovered questionnaires through SPSS statistical software. First of all, descriptive statistics analysis is carried out so as to understand the basic situation of the sample. What's more, the study examines the reliability and validity of the data, and then correlation analysis among the variables is carried out. In the end, fitting test and correction of the research model is conducted with the aim of verifying the basic hypothesis of this study.The research results indicates that there is a significant positive correlation between customer perceived value and purchasing intention; the four dimensions of customer perceived value are all positively related with purchase intention.