摘要
Abstract
Through an online questionnaire and the use of a binary logistic regression model,this paper ana-lyzes the influence on online tea shopping willingness from individual features,online shopping experience,knowl-edge of the tea shop,environment,and consumer acceptance of online tea marketing,among other factors.The re-sults show that sex,occupation,online shopping history,tea shop reputation and credit rating,home distance from the tea market,traffic congestion,friends recommended tea shop,secure online payment environment,complete in-formation of tea shop and products promotion have significant positive impact on willingness of tea online shop-ping; education level and monthly income have a significant negative impact; the influence of the age is not signifi-cant.关键词
网购/茶叶/消费意愿/影响因素Key words
Online Shopping/Tea/Consumption Willingness/Influencing Factors分类
管理科学
