摘要
在中国绿茶拥有悠久的饮用历史,消费者对它的印象只是传统饮料,并自然地生产和消费,因此,迄今为止对绿茶消费者的研究较少。任何领域要想建立市场营销策略,必须要了解消费者的需求。要使绿茶市场快速发展和扩增,需尽快明确绿茶消费者的需求。
本研究内容分8章：第1章介绍研究背景、研究内容及其意义。第2章对中韩茶产业及其消费情况、绿茶消费影响因素、生活型态的相关研究进展进行综述。第3章介绍研究路线、研究模型、研究方法和假设。第4章基于问卷调查数据进行描述性分析并对中韩绿茶消费情况进行比较,从而提出变量均值和因子分析结果。第5章分析影响绿茶饮用量的各种因素,第6章并建立绿茶饮用量预测模型。第7章利用阶层回归分析,得出在绿茶饮用量预测模型中FRL类型存在调节效应与否,并对影响绿茶饮用量的因素进行实证分析。第8章研究主要结论、研究局限和建议。
本研究调查了中国杭州和韩国首尔的1000名消费者,回收有效问卷808份,经实证分析,得到以下结论：
一、通过分析中韩消费者的绿茶消费情况,得知两国消费者其茶叶投叶量和月消费量有显著的差异。
二、应用多重回归分析对中韩消费者绿茶饮用量的影响因素进行了研究,发现对中国消费者具有显著影响的9个因素为：年龄、结婚与否、运动时间、工作时间、吸烟量、茶叶投叶量、是否以茶作为最喜爱的饮料、饮用经历、绿茶专业知识；而对韩国消费者具有显著影响的8个因素有所不同,分别是：年龄、教育年限、结婚与否、运动时间、蔬菜摄入量、是否以茶作为最喜爱的饮料、是否以茶招待客人、饮茶经历。
三、基于多重回归分析结果,建立了中韩消费者的绿茶饮用量预测模型,两模型均包括7个因素,但因素不完全相同。中国消费者的预测模型包括：结婚与否、运动时间、工作时间、吸烟量、平时喜爱的饮料是否为茶、绿茶投叶量、饮茶经历；韩国消费者的预测模型包括：受教育年限、运动时间、工作时间、是否以茶作为最喜爱的饮料、是否以茶招待客人及饮茶经历、绿茶专业知识。
四、为分析FRL类型是否对预测模型具有调节效应,进行了3阶段层次回归分析。结论为,中国仅简易追求型有显著的调节效应；韩国的健康追求型、美食追求型、安全追求型、简易追求型、经济追求型对模型都有显著的调节效应。
Green tea as a traditional beverage has a thousands years history in China, it is produced and consumed year and year. That is the reason why there are few research concerned with the request of consumer on green tea. However, to establish and kind of marketing strategy must understand what are the consumer needs. In order to develop and expand rapidly market of green tea, it has to immediately investigate the demans of green tea consumers.
The contents of this research is divided into eight chapters. The first chapter introduces the research background, research contents and their significances. The second chapter discusses the Chinese and Korean tea industry and its consumption situation, the influential factors of green tea consumption, review of lifestyle and related researches. The third chapter introduces the research route, research model, as well as the research methods and hypotheses. The fourth chapter contains a descriptive analysis based on the results obtained from the questionnaire data, to compare of Chinese and Korean green tea consumption, finally the variable mean and factor analysis results are presented. The fifth chapter analyzes the effects of various factors on the consumption amount of green tea. The sixth chapter establishes the prediction model of green tea. The seventh chapter utilizes Hierarchical Regression Analysis to examines whether FRL types effect or moderate the prediction model of green tea consumption, and empirically analyze the factor of the effects of green tea consumption. The eighth chapter discusses the main research conclusion, limitations of the current research and suggestions for future research.
This study investigated1000consumers in Hangzhou, China and Seoul, Korea,808valid questionnaires were reclaimed. Through empirical analysis the results were showed as following:
1. Through the analysis of the green tea consumption of Chinese and Korean consumers, it was confirmed that there are significant differences of tea and green tea consumption between two countries.
2. According to multiple regression analysis, the influential factors of green tea consumption of Chinese and Korean consumers were studied. There are nine factors effect the consumption in China; age, marital status, exercise time, working time, cigarette consumption, tea leaf consumption for one cup, usual favorite drink is tea or not, green tea drinking experience and green tea basic knowleages for Korean consumers.
There eight significant and green tea basic knowleages for Korean consumers. There eight significant effect factors:age, level of education, marital status, exercise time, consumption of vegetables, usual favorite drink is tea or not, recept to invited guests for tea or not, green tea drinking experience.
3. The prediction model of green tea consumption of Chinese and Korean consumers were established based on the multiple regression analysis results, the two models included seven factors. The prediction model for Chinese consumers includes:marital status, exercise time, working time, cigarette consumption, usually favorite drink is tea or not, tea leaf consumption for one cup, and tea drinking experience. The prediction model for Korean consumer's includes; education level, exercise time, working time, usually favorite drink tea or not, recept to invited guests for tea or not, green tea drinking experience and green tea expertise.
4. The hierarchical regression anaylsis was perfomed by three steps. In conclusion, only the type of convenience-seeking showed the significant regulation in China. However, for comfirming the effective regulation of FRL type to the predication models all shows the significant regulation in Korea, the type of health-seeking, taste-seeking, safety-seeking, convenience-seeking and economic-seeking.
引文
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