Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/78
Title: Factors influencing consumers' purchase intentions towards made-to-order tea drinks in China
Authors: Wang, Zixuan 
Marjerison, Rob K. 
Issue Date: 2019
Publisher: IGI Global
Source: Wang, Z. R., & Marjerison, R. K. (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), 4(2), 29-52.
Journal: International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM) 
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.
URI: https://hdl.handle.net/20.500.12540/78
DOI: 10.4018/IJFBMBM.2019070103
Appears in Collections:Scholarly Publications

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