【作者】 陈富桥； 姜爱芹；

【Author】 CHEN Fu-qiao;JIANG Ai-qin;School of Business Administration,Zhongnan University of Economics and Law;Tea Research Institute of the Chinese Academy of Agricultural Sciences;

【机构】 中南财经政法大学工商管理学院； 中国农业科学院茶叶研究所/国家茶叶产业技术体系产业经济研究室；

【摘要】 基于对杭州居民的调研数据,使用Probit模型分析了影响消费者消费决策的主要因素。研究发现性别、年龄、个人收入对是否饮茶有显著正向影响,茶叶知识了解程度、熟人喝茶人数对是否喝茶也有显著正向影响,但个人的职业和单位特征、文化程度对是否饮茶并没有显著影响。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。更多还原

【Abstract】 We analyzed the main factor which impact to the consumer decision-making behavior based on the survey data of Hangzhou residents in this paper.The results showed that sex,age,personal income has a positive effect on whether a consumer to drink tea,tea knowledge,the numbers of acquaintance who drinking tea also has significantly positive effect.But the person’s occupation and unit characteristics,education degree has no significant impact on whether or not drink tea.The conclusions of the research may provide microscopic evidence for the tea industry health development and to develop marketing strategies,while to provide reference for marketing of other hobby products.更多还原