新式茶饮消费对传统茶消费意愿的反哺效应分析

摘要： 新式茶饮是在传统茶基础上进行创新和发展的产物。中国悠久的饮茶历史,为新式茶饮发展提供了广阔的空间;传统茶丰富的风味以及包容性,成为新式茶饮创新的重要条件。新式茶饮消费是否会反过来影响传统茶消费?建立了一个新式茶饮消费影响传统茶消费的理论模型,揭示了其中的反哺机制,然后基于新式茶饮调研数据,实证检验了新式茶饮消费对传统茶消费的影响。研究发现,新式茶饮消费对传统茶消费存在反哺效应。机制分析表明,消费新式茶饮能够让消费者产生溯源心理和积累一定的与茶相关的知识,从而促进消费者的传统茶消费意愿。异质性分析表明,反哺效应在奶盖茶系列和奶茶系列中的影响更为突出;健康意识较高的年轻群体更容易受到影响。研究结论有助于理解新式茶饮培育茶叶消费者的路径,也对进一步拓展我国茶叶消费具有参考意义。

关键词: 新式茶饮, 茶叶消费, 反哺效应

Abstract: To a certain extent, new tea beverage is the product of innovation and development based on traditional tea. China's long history of tea drinking provides a wide space for the new tea beverage market. The rich flavor of traditional tea as well as its inclusiveness become the main means of innovation for new tea beverage. Will new tea beverage consumption in turn affect traditional tea consumption? In this research, a theoretical model of new tea beverage consumption influencing traditional tea consumption was established, and the regurgitation mechanism was revealed. Then, using the new tea beverage research data from the Tea Research Institute of the Chinese Academy of Agricultural Sciences, it empirically examined the influence of new tea beverage consumption on traditional tea consumption. This research finds that there is a regurgitation effect of new tea beverage consumption on traditional tea consumption. The mechanism analysis shows that consuming new tea beverage can make consumers develop a traceability psychology and accumulate certain knowledge related to tea, thus promoting consumers' traditional tea consumption intention. The heterogeneity analysis shows that the effects of milk tea series and cheese-foam tea series are more prominent. Young groups with higher health consciousness are more likely to be influenced. The research conclusion helps to understand the ways of cultivating tea consumers through new tea beverage, and also has reference significance for expanding our country's tea consumption.

Key words: new tea beverage, tea consumption, regurgitation effect

中图分类号: 

S571.1

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