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| The Consumers’ Knowledge of Product, Knowledge Acquisition Channels and Consuming Behavior —— Based on 1803 residents tea consumption survey data of Hangzhou |
| chen fuqiao1,JIANG Aiqin3 |
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Abstract 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.
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Received: 25 September 2012
Published: 15 January 2013
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Corresponding Authors:
chen fuqiao
E-mail: fuqiao@126.com
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2013, Vol. 
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