FACTORS INFLUENCING CONSUMERS’ PURCHASE INTENTION FOR JASMINE TEA

Abstract

The main research purpose of this paper is to take Chinese jasmine tea consumers as the research object, to explore the influencing factors of Chinese jasmine tea consumers' purchase behavior intention, and to provide enterprises with the correct marketing direction. The research method of this paper adopts the literature review method and questionnaire survey method, through summarizing the literature review at home and abroad, the relationship between attitude, behavioral norms and perceived behavioral control and purchase behavioral intention is derived, and the questionnaire is formed. Through empirical research, the research model and hypothesis content were verified and the relationship between variables was analyzed. The results show that consumers' attitudes, subjective norms, and perceived behavioral control all have a positive effect on behavioral intention to purchase jasmine tea. Specifically, consumers were more likely to purchase jasmine tea if they had a good understanding of jasmine tea and referred to the opinions of important people around them and the comprehensive information, they had about jasmine tea. These findings are intended to provide jasmine tea companies with the right marketing direction, and suggestions for future research include exploring the effects of different grades of jasmine tea and different packaging on consumer purchase intentions.