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Factors Influencing Consumers' Purchase Intentions Towards Made-to-Order Tea Drinks in China

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  • Zixuan Ricky Wang

    (Wenzhou-Kean University, Wenzhou, China)

  • Rob Kim Marjerison

    (Wenzhou-Kean University, Wenzhou, China)

Abstract

This article aims to identify and assess the factors influencing consumers' purchase intentions towards made-to-order (MTO) tea drinks. The made-to-order milk tea drink industry in China has generated over USD 14bn in revenue in 2018. The size of the market, the nature of the preparation and delivery to consumers, combine to create opportunities for individuals, entrepreneurs, investors, etc. Relatively little is known about the drivers of purchase intentions for MTO milk tea drink consumers. For the purposes of this research, the various options that influence purchasing of tea drinks among Chinese consumers were classified into 10 factors, and data was collected through online surveys. The results indicate the extent to which Chinese consumers' purchase intentions are influenced by consumers' age, price of the drink, pursuit of a pleasant state of mind, quest for social network interaction, search for novel experiences, and concern for health.

Suggested Citation

  • Zixuan Ricky Wang & Rob Kim Marjerison, 2019. "Factors Influencing Consumers' Purchase Intentions Towards Made-to-Order Tea Drinks in China," International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), IGI Global, vol. 4(2), pages 29-52, July.
    • Handle: RePEc:igg:jfbmbm:v:4:y:2019:i:2:p:29-52
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    Cited by:

    1. Mkedder Nadjim & Bakir Mahmut & Lachachi Abdelheq, 2021. "Investigating the Antecedents of Purchase Intention Toward Local Dairy Products: An Empirical Study Based on the SOR Model," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(4), pages 124-148, December.
    2. Dyi-Cheng Chen & Der-Fa Chen & Shih-Ming Huang & Mu-Jung Huang & Wen-Jye Shyr & Chien-Fu Chiou, 2021. "Critical Success Factors to Improve the Business Performance of Tea Drink Chains," Sustainability, MDPI, vol. 13(16), pages 1-15, August.

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