A Study On Tea Consumers' Purchase Intention Of Traceability Tea In Sichuan Province

Tea is an important economic product of our country and beloved by the people around the world as drinks.Nowadays,the tea market in China is mixed,and the information of tea products is so opaque,that consumers can not distinguish the quality of tea.It is urgent to establish the tea traceability system to ensure the flow of tea products.The establishment of tea traceability system needs to coordinate the consumers,producers and government and other main body,in which the consumer is the information terminal and payers of the tea traceability system,it is very important to study the consumer behaviors in the tea traceability system.In this paper,the consumer behavior in the tea traceability system has been studied,mainly from the consumer 's cognition and demand of the tea traceability system,the consumers' purchase behavior of traceable tea,and so on.The regression analysis model has been used.In this paper,the background of tea traceability system is introduced,and the research and implementation of traceability system at home and abroad are compared.And then the various bodies in the system to be analyzed,the process of tea traceability system to be studied.Then the questionnaire of consumers` behavior has been made on the basis of this survey,and the source of the samples and the characteristics of the samples are described.Then,the consumer behavior of three urban areas in Sichuan Province has been studied from the perspectives of consumers 'demand for tea traceability system and consumers' purchase behavior of traceable tea.Finally,the conclusions of this study and further research prospects are put forward.