Study On Influential Factors Of Hefei Residents Tea Consumer Behavioral Intention Based On The Theory Of Planned Behavior

The study of consumed behavioral intention of tea has drawn great attention of many scholars,however,they simply described the characteristic of consuming behavior or analyzed the consumed behavioral intention of tea in view of the two-factor theory of consumer theory,there are no scholars studied the consumed behavioral intention of tea in view of psychology and sociology,in order to perfect the theory of consumed behavioral intention of tea,according to the study of expense intention of travel,green food,Chinese herbal medicine and other things that are similar to tea,my article chose the theory of planned behavior as theoretical framework,because predecessors never did this,so this article combined the consumer theory and the past study of consuming behavior of tea,designed the theoretical model theory of planned behavior of the consumed behavioral intention of tea and analyzed the factors that affected the the consumed behavioral intention of tea in view of theory and evidence,thus provided relevant suggestion that could promote the tea industry of China.The study of consumed behavioral intention of tea has drawn great attention of many scholars,however,they simply described the characteristic of consuming behavior or analyzed the consumed behavioral intention of tea in view of the two-factor theory of consumer theory,there are no scholars studied the consumed behavioral intention of tea in view of psychology and sociology?In order to perfect the theory of consumed behavioral intention of tea,according to the study of expense intention of travel,green food,Chinese herbal medicine and other things that are similar to tea,my article chose the theory of planned behavior as theoretical framework,Through the literature search that,before March 2017,almost no scholars use the theory of behavioral behavior of tea consumption behavior research,so this article combined the consumer theory and the past study of consuming behavior of tea,designed the theoretical model theory of planned behavior of the consumed behavioral intention of tea and analyzed the factors that affected the the consumed behavioral intention of tea in view of theory and evidence,thus provided relevant suggestion that could promote the tea industry of China.Given that Anhui province is not only a tea production province,but also tea consumption province in China,besides,in consideration of my limited time and energy,this article chose Hefei,the capital of Anhui province,as a case study,I designed the questionnaire of the consumed behavioral intention of tea based on literature review and the previous research results.Through the SO JUMP(The restricted area is Hefei)and field investigation,I collected 217 effective questionnaires.Used the software of SPSS7.0,descriptive analyses were conducted,it also presented the reliability,validity test,correlation analysis,regression analysis,independent-samples T test and one-way analysis of variance.The results are as follows:(1)The attitude toward the behavior,subject norm and perceived behavior control of residents has a significant positive impact on the consumed behavioral intention of tea,what matters most is the factor of perceived behavior control,secondly is subject norm,thirdly is the attitude toward the behavior.(2)There were significant differences in the attitudes of different sexes,marital status,age and income to tea consumption behavior.But there are no significant differences in the subjective norms of tea consumption behavior,but there are no significant differences in the subjective norms of tea consumption behavior,but there are significant differences between the different sexes,marital status and monthly income on the subjective norms of tea consumption behavior.There were significant differences between the control of different sex,age,education,monthly income,occupation and tea consumption behavior,but there was no significant difference between the control behaviors of different marriages and tea consumption behavior.There were significant differences between different sexes,marital status,age,Education,monthly income,occupation of tea consumption behavior intention there are significant differences.Finally,according to the conclusion of the study,this paper puts forward some suggestions on the tea enterprises and relevant departments,such as strengthening the publicity of tea knowledge,increasing the tea channel,improving the convenience of customers,improving the satisfaction of tea consumers,increasing the difference of tea products,So that accurate marketing and other ways to strengthen the individual tea consumption behavior intention to eventually promote the occurrence of tea consumption behavior.