Abstract ▼ AI-Helper

The increasing of income and improved living standards in China have heightened Chinese people's interest in well-being, and the pursuit of healthy beverage has led to the rapid growth of Pu'er tea market. Pu'er tea market is also steadily expanding. However, the research on Pu'er tea is very limite...

The increasing of income and improved living standards in China have heightened Chinese people's interest in well-being, and the pursuit of healthy beverage has led to the rapid growth of Pu'er tea market. Pu'er tea market is also steadily expanding. However, the research on Pu'er tea is very limited in China and more various studies are needed.
This study is intended to examine how the Chinese people's selection attributes of Pu'er tea affect their perceived value and repurchase intention of Pu'er tea. This study was conducted to survey Pu'er tea consumers in China, who have buying and drinking experience for the last three months.
A total of 216 questionnaires were collected for empirical analysis. Frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and hierarchical regression analysis were conducted.

Keyword