中国茶叶消费现状和消费行为的影响因素研究_管曦.pdfVIP

茶叶科学 2011 ，31 （6 ）：546~551 Journal of Tea Science 中国茶叶消费现状与消费行为的影响因素研究 1,2 2 1,2 1 管曦 ，杨江帆 ，谢向英 ，林丽琼 1. 福建农林大学经济与管理学院，福建 福州 350002 ；2. 福建农林大学茶业科技与经济研究所，福建 福州 350002 摘要：文章采用 logistic 模型，基于中国健康和营养调查的数据，对我国茶叶消费的现状及其影响因素进行了 分析。结果表明消费者的年龄、性别、城乡、受教育程度、收入、所属区域等都影响消费者的饮茶行为，其中 年龄、受教育程度和收入对是否饮茶具有显著的正向影响，而男性和城市消费者的饮茶可能也较高，中东部地 区的消费者相对于西部消费者饮茶可能性较低，并根据结论提出了对应的政策建议。 关键词：茶叶消费；logistic ；启示 中图分类号：TS272 ；F307.12 文献标识码：A 文章编号：1000-369X（2011 ）06-546-06 Research on The Status of Chinese Tea Consumption and Factors of Tea Consumer’s Behavior 1,2 2 1,2 1 GUAN Xi , YANG Jiang-fan , XIE Xiang-ying , LIN Li-qiong 1. College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China; 2. Institute of Science, Technology and Economics of Tea Industry, Fujian Agriculture and Forestry University, Fuzhou 350002, China Abstract: By using logistic models and data from China Health and Nutrition Survey, the paper analyze the status of tea consumption in China and its influencing factors. The results showed that the consumers age, gender, urban and rural areas, education, income and region affect the drinking behavior of consumers, the factor of age, education level and income showed significant positive effect on the consumer’s drinking, while male and urban consumers have higher possibility of drinking tea comparing to the female and rural consumer, and consumers in central-eastern region have lower possibility of drinking tea comparing to the western consumers. Based on the conclusion, the corresponding policy recommendations were put forward. Keywords: tea consumption,