CAJ | 학술논문

文章基于杭州市居民茶叶消费调研数据,借助Logit模型分析了消费者产品知识及知识获取渠道对消费决策的影响。研究发现,生产过程知识、质量甄别知识、冲泡知识、抗衰老美容养颜知识和利尿排毒知识对消费者的消费决策有显著影响;而在性别差异上,男性更注重茶叶的社交、提高工作效率等方面的功能,而女性更注重健康方面的知识;书籍报刊杂志、网络和朋友介绍的知识获取渠道对茶叶消费有显著正向影响,且没有明显的性别差别。研究结论可以为茶产业健康发展及制定营销策略提供微观证据,同时对其他嗜好性产品的营销行为提供参考。
문장기우항주시거민다협소비조연수거,차조Logit모형분석료소비자산품지식급지식획취거도대소비결책적영향。연구발현,생산과정지식、질량견별지식、충포지식、항쇠로미용양안지식화이뇨배독지식대소비자적소비결책유현저영향;이재성별차이상,남성경주중다협적사교、제고공작효솔등방면적공능,이녀성경주중건강방면적지식;서적보간잡지、망락화붕우개소적지식획취거도대다협소비유현저정향영향,차몰유명현적성별차별。연구결론가이위다산업건강발전급제정영소책략제공미관증거,동시대기타기호성산품적영소행위제공삼고。
This paper, based on the survey data of Hangzhou residents＇ consumption of tea, uses Logit model to analyze the influence of consumers＇ product knowledge and knowledge acquisition channels on theirs decision-making. The research indicated that the knowledge of production process, quality identification, brewing, anti-aging and beautifying as well as the diuretic and detoxification knowledge have a significant impact on consumers＇ consumption decisions. In addition, the male pay more attention to the function of tea in socialization and improving work efficiency; however, the female are more concerned with tea＇s healthy effect. The acquisition of tea knowledge, e.g. from books, newspapers, magazines, networks or just from friends＇ talk, has a significantly positive influence on tea consumption, but there＇s no obvious sexual difference. The research conclusions could provide microscopic evidence for the healthy development of tea industry and enterprises＇ marketing strategies making, simultaneously, could provide reference for other palatability products＇ marketing practices.