An Analysis Of The Differences Between Consumers' Willingness To Drink Tea And The Influencing Factors Of Their Behavior

According to the data of the international tea commission(ITC),the production of tea in China in recent years is much greater than its consumption,there is a serious imbalance between the production and sales of tea,while the planting area and output value of tea in China have been increasing in recent 10 years.Since 2004,the central government has issued the No.1 central document each year to emphasize the urgency and importance of solving the problems concerning agriculture,rural areas and farmers.Tea is an important agricultural economic crop in China,it is urgent to solve the current imbalance of tea production and marketing.Through extensive review of the existing research documents,it is found that few scholars have explored the differences of influencing factors between consumers tea drinking willingness and their tea drinking behavior.Through in-depth understanding of the differences and connections between consumers tea drinking willingness and tea drinking behavior,help scientific research institutions to clarify the research focus,which is of great significance for solving the imbalance of tea production and sales in China.Based on the theory of planned behavior,the models of consumers tea drinking willingness and the influencing factors of tea drinkingbehavior were developed from the perspective of consumers.Taking Fujian province as an example,the sample data were collected by combining online and offline surveys,and the reliability and validity of the survey data were tested by using the measurement software SPSS22.0 to ensure the reliability and stability.The correlation analysis and regression analysis of consumers tea drinking willingness and tea drinking behavior were carried out respectively.Finally,the specific factors affecting tea drinking willingness and behavior were determined respectively,and the following research conclusions were drawn:(1)Consumers drink tea the will of the standard regression coefficient is 0.355,that willingness to consumers to drink tea with tea drinking behavior shows positive correlation,tea intend an additional unit,said consumers will prompt tea drinking behavior to increase 0.355 units,but also the remaining 0.645 units not happened,consumers drink tea will not completely into tea drinking behavior,thus to explore the influence consumer drinking tea will not completely into tea drinking behavior of specific factors,to promote China's tea sales has very important significance.(2)In the hypothesis verification of basic characteristics of consumers,the independent sample T test and one-way analysis of variance were used to verify the tea drinking intention and tea drinking behavior,respectively.The results showed that the consumer's gender,age,occupation and monthly average income had significant effects on the tea drinking intention.Consumers' gender,age,education level,occupation and monthly average income had significant effects on their tea-drinking behavior.It can be found that the education level of consumers only has an effect on the tea-drinking behavior,but has no effect on the tea-drinking intention.(3)In the theory of planned behavior hypothesis testing,the tea drinking willingness and tea drinking behavior was taken as the dependent variable respectively,and the correlation analysis and regression analysis of attitude,subjective norm,perceived behavioral control for consumers were conducted,it is found that attitude,subjective norm and perceived behavioral control has a significant influence on tea drinking willingness and tea drinking behavior.The difference lies in the influence degree and mechanism of each independent variable on tea drinking willingness and behavior.The order of influence degree of each independent variable factor on tea drinking willingness is:attitude >subjective specification > perception behavior control;The ranking of tea drinking behavior is: perceived behavior controls >consumption intention > attitude > subjective norm.