Study On The Influence And Promotion Of Oolong Tea Consumption Behavior On Positive Word-of-Mouth Communication

The domestic market is the main source of economic growth for China’s oolong tea industry,but oolong tea production is greater than the sum of domestic sales and exports,and there may be a certain degree of production and sales imbalance in China’s oolong tea industry.The spread of positive word-of-mouth for oolong tea can expand the exposure of tea products,companies and brands,and also profoundly influence the oolong tea consumption attitude and future purchase behavior of the word-of-mouth audience,which has a better effect on promoting oolong tea consumption.In view of this,we investigate the influence and promotion of oolong tea consumption behavior on positive word-of-mouth communication,expecting to provide some reference for the development of oolong tea word-of-mouth marketing strategies,to bring into play the pulling effect of positive word-of-mouth on oolong tea consumption,to promote the realization of the balance of production and sales in the oolong tea industry,and to promote the sustainable and healthy development of the oolong tea industry.By reviewing the literature on tea consumption,the concept of word-of-mouth communication,the drivers of word-of-mouth communication,and tea word-of-mouth,this study focuses on the influence and promotion of oolong tea consumption behavior on positive word-of-mouth communication,develops a theoretical derivation,and proposes a research hypothesis.According to the research needs,questionnaires were formed and distributed for recovery,and descriptive statistical analysis was conducted on the obtained surveys.In the process of empirical analysis,in the first stage,a multiple linear regression model was constructed,correlations were analyzed for each variable,tests for multiple covariance were conducted by the variance inflation factor test,ordinary least squares regression was used to analyze the degree of influence of oolong tea consumption behavior on positive word-of-mouth communication,and heterogeneity effects were explored by sub-sample regression;in the second stage,the fuzzy set qualitative comparative analysis method was used to solve for the influence of positive In the second stage,the antecedent conditions and group paths of positive word-of-mouth communication behavior were solved by using fuzzy set qualitative comparative analysis to reveal the combination of conditions that determine the positive word-of-mouth communication behavior of oolong tea consumers from the group perspective,and to identify the key people for positive word-of-mouth communication of oolong tea.The study shows that: oolong tea consumption frequency and repurchase behavior have a positive impact on positive word-of-mouth communication;consumers who prefer to purchase oolong tea for their own use are more likely to spread positive word-of-mouth;oolong tea consumers with high frequency for their own use and low consumption level,high repurchase for their own use and low consumption level,high frequency and high repurchase,long-term high frequency for their own use,and long-term high repurchase for their own use are more likely to spread positive word-of-mouth.Combined with the above research findings,the following suggestions are made for oolong tea sellers: pay attention to high consumption frequency customers to expand the word-of-mouth ripple effect;cultivate repurchase intention to promote word-of-mouth transmission;enhance positive interaction with self-use consumers to spread positive word-of-mouth;identify key populations to improve the precision of word-of-mouth marketing.