Study On The Drinking Behavior Of University Students And The Influencing Factors

China is a major country of tea production and consumption across the globe.There are 428 million tea consumers in China.Both the amount of tea consumption and number of tea consumers rank first in the world.The ratio of people drinking tea nationwide is 38.6 percent,and there are still 61.4 percent who do not have the habit of drinking tea.The habit of most people drinking tea is mainly formed from the age of 18 to 20.whether or not drinking tea is also highly correlated with education level.Therefore,for the enormous number of university students at school,whether from the viewpoint of their education level or age group,they are the main target group of the expansion of the tea consumption market in the future.Based on systematical elaboration on relevant literature,combined with the background of the fact that the kinds of tea become increasingly diversified,this research fully analyzes the situation of university students in Fujian Province drinking brew tea,bag tea,tea drink and blend tea,making full use of data from 1090 university students' cognition of tea,family members and roommates drinking tea,and the reasons for drinking tea,etc,and formulate econometric models of university students drinking tea and its influencing factors on the basis of the Theory of Consumers' Behaviors,finally,making empirical analysis of the characteristics personal,cognition and environment that have on drinking different sorts of tea by means of multi-logistic model.The conclusions of paper indicate:the ratio of university students drinking tea is high;the proportion of drinking blend tea is nearly equal to that of drinking tea drink.because university students' brew tea taken from their own family,their behavior of drinking brew tea has nothing to do with monthly spending.Drinking tea drink and blend tea more frequently as their monthly spending increases.University students drinking brew tea is mainly affected by the factors of household,blend tea and tea drink influenced by dormitory more easily,university students drinking tea is positively related with their cognition of tea.In this case,for expanding the tea market of university students in the future,taking thorough account of different types of tea,taking effective measures and especially making full use of household effect and dormitory effect are necessary,the way of expansion and portfolio of products needs to be effective.