A Research On The Impact Of Participatory Experience Of Tea Manor On Consumer's Purchasing Behavior

Under the background of the era of experience economy,the experience of how to create high quality products and services,make all sorts of profound and unique experience for all consumers,and thus enhance the viscosity of the consumer and enterprise,satisfy consumers more spending power in today's society,more diversified,personalized,hierarchical,consumer demand is mainly focus on the direction of modern management in all walks of life.In recent years,with the improvement of people's living standards,consumer demand tends to be diversified,garden tourism is a close to nature,rich rural way,leisure tourism is more and more favored by contemporary consumers.Tea manors have become a common practice.At present,the more famous tea manors in fujian include fujian bama,zhongmin wei,huaxiang garden,gao jianfa,guoxin green valley and so on.Tea manor is based on tea cultivation and management,tea culture and tea characteristics as the theme,tea industry as the basis for the development of three-industry integration,to meet consumer entertainment and leisure,scientific research and education,tourism experience and other integrated manor economy.Moreover,tea manor has the functions of promoting urban-rural integration,accelerating the transformation and upgrading of tea industry,and increasing farmers' income,etc.As a product of tea manor and the experience era,participatory experience of tea manor is favored by many consumers,but there is a lack of scholars' research on it.Based on the background of experience economy,this paper,in order to promote the upgrading and transformation of the tea industry chain and promote the strategy of "rural revitalization",starts from the perspective of consumers of tea estates,and constructs a model of participatory experience-customer perceived value-consumer purchase behavior of tea estates.In order to ensure the scientific and reliable data,the questionnaire data of consumers who have participatory experience in tea estates in fujian province were collected,and the sample data of SPSS22.0 and AMOS22.0 were used for reliability and validity analysis.The common factors were calculated by factor analysis,and on this basis,the structural equation model was established for the hypothesis test of this study,and the research conclusions were drawn :(1)the participatory experience of tea estates formed three common factors in the factor analysis,namely the sensory experience,behavioral experience and correlation experience in tea estates;(2)customer perceived value of participatory experience in tea estates can be divided into customer perceived profit,customer perceived pay and customer perceived material pay;(3)in the tea garden,there is a significant relationship between the action experience and the customers' perception of the payment path,witha general impact;Relevance experience has a general influence on perceived benefits,but a greater influence on customers' perceived costs and perceived material costs.There is a significant relationship between sensory experience and perceived benefits,material costs,and perceived costs.There is a positive correlation between sensory experience and perceived benefits and material costs,and a negative correlation between sensory experience and perceived costs.There is a significant relationship between consumers' purchasing behavior and their perception,sensory experience and action experience path,among which sensory experience has a greater impact on their consumption and purchase behavior.(4)different customers' gender,age,occupation,educational background and other differences have significant differences in participatory experience and customer perceived value of different types of tea estates.According to the research conclusions,policy Suggestions are put forward: enrich experience forms and enhance experience experience;Catering service tea style,stimulate sensory experience;Expand traffic accessibility and reduce perceived effort;To promote price rationality and reduce material cost;Diversification of marketing methods to stimulate customer desire.