• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 459-465
DOI: 10.18178/joebm.2024.12.4.837

A Study of Influential Factors on Consumers’ Purchase of Milk Tea

Qianyi Huang
Hangzhou Foreign Languages School, Hangzhou, China
Email: 3611981709@qq.com (Q.Y.H.)

Manuscript received September 9, 2024; revised November 12, 2024; accepted December 7, 2024; published December 20, 2024.

Abstract—Milk tea has become an essential drink in people’s daily lives. With the fire of milk tea, more and more milk tea industries have developed different marketing strategies to build milk tea to gain more profits. Everyone wants to find out the secret behind the milk tea fire. Based on this research topic, the paper analyses in depth the factors influencing consumers to purchase milk tea, and based on the literature, hypotheses are formulated. This study first read relevant papers and conducted interviews to determine why milk tea became popular. In addition, I distributed questionnaires to collect data. SPSS was used to analyze the data and correlation analysis and factor analysis were used to find out the relationship between the factors. It was found that the more people purchased various kinds of milk tea, the more people drank milk tea; the more people used takeaway services, the more frequently they purchased milk tea; the more they liked promotional activities to increase the number of times they buy milk tea, the more people like milk tea; the more they like to drink milk tea, the less they think it will influence their health.

Keywords—milk tea, consumer, marketing strategy, promotion

Cite: Qianyi Huang, "A Study of Influential Factors on Consumers’ Purchase of Milk Tea," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 459-465, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 
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