A Study on the Influence of Product Characteristics on Consumer’s Purchasing Intention: A Case Study of Mixue Ice Cream & Tea

• 영문명: A Study on the Influence of Product Characteristics on Consumer’s Purchasing Intention: A Case Study of Mixue Ice Cream & Tea
• 발행기관: 동아시아무역학회
• 저자명: Zesheng Li Na Ni
• 간행물 정보: 『Journal of East Asian Trade(JEAT)』Vol. 4 No. 2, 41~54쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.12.30

영문 초록

Purpose - With the improvement of people’s quality of life, tea drinks have become increasingly integrated into consumers’ daily routines. However, due to the prevalence of commodity homogenization, various competitive brands have emerged in the leisure industry, such as Mixue Ice Cream & Tea, Coco, Auntie in Shanghai, Dieting, and others, which has resulted in mounting competitive pressure within the industry. Design/Methodology/Approach - In order to enhance the competitiveness of Mixue Ice Cream & Tea and increase market sales by improving consumer repurchase frequency, this study conducts an in-depth analysis of the product characteristics of Mixue Ice Cream & Tea and examines their relationship with consumer behavior. Findings - Based on the research objectives described above, this paper conducts a questionnaire survey on consumers and target Mixue Ice Cream & Tea consumers to analyze the relationship between product characteristics and consumer behavior. The current situation of the leisure beverage market is also analyzed, and statistical analysis is performed on the collected data. The results indicate that product characteristics positively impact customer satisfaction and purchase intention. Research Implications - To improve the sales volume and market share of Mixue Ice Cream & Tea, this study incorporates the experimental results to provide marketing recommendations and corresponding strategies for Mixue Ice Cream & Tea enterprises. In addition, the findings will provide important guidance for developing Mixue Ice Cream & Tea enterprises in the leisure beverage market.

목차

Ⅰ. Introduction

Ⅱ. Relevant Concepts and Theoretical Basis

Ⅲ. Status and Problems of Honey Snow Ice City Management

Ⅳ. Study Design and Research Methods

Ⅴ. Empirical Analysis of Consumer Purchase Intention Based on the Characteristics of Michelle Ice City’s Products

Ⅵ. Research Results and Marketing Recommendations

References

키워드

Consumer Purchase Intention Customer Satisfaction Mixue Ice Cream & Tea Product Features