Study On The Difference Influence Factors Of The Consumers Purchasing Willingness Of Tea In The Network And The Physical Market

In recent years, the continuous development of world economy, people's life quality rise ceaselessly, especially the young population expanding of the consumption of tea, tea consumption market competition is increasingly intensified. For tea, meeting the needs of tea market, enterprise production products suitable for the development of the tea market, tea merchants, make effective tea marketing plan, understand the characteristics of the characteristics and tea consumers to buy tea healthy and sustainable development of agricultural products market in China is of great significance. However, with the rapid development of Internet, tea sales channel is not confined to the traditional direct stores, the online shopping boom gradually rise, more and more consumers begin to online shopping the tea market. Therefore, our research object is no longer limited to traditional tea store consumers, also includes online tea consumption crowd. But it is what factors affect the consumer buying willingness of the tea? what are the different tea of online shopping and the real market of buying willingness? This is the starting point in this paper.Therefore, the author of this paper through a detailed analysis to show the different consumption characteristics of the real market and online shopping of the hope that can make tea companies, merchants have more comprehensive and detailed understanding of the existing tea consumption characteristics of consumers in the market, establishing suitable for the market demand for tea companies, tea marketing strategy, the government and relevant personnel to formulate suitable for tea provide theoretical basis for development policy. Based on the above problems, this paper designed a targeted two questionnaires, respectively to tea purchase behavior of the network and the physical market investigate the influencing factors, and use the spss19.0 analyzing data collection, the results show that in the physical market the older have a stable career and offices of male consumers are more willing to in the real tea shops to buy tea, and they are buying when friends and relatives, policy and price of tea and tea brand influence; In the tea market network, online shopping experience, freelancers, young people are more willing to buy online tea, they live far away from the tea market or traffic inconvenience, online payment security and online visibility and high credit rating will increase their willingness to buy tea on the Internet.