Analysis of Influencing Factors on the Willingness and Behavioral Consistency of Chinese Consumers to Purchase Tea via E-Commerce Platforms

Analysis of Influencing Factors on the Willingness and Behavioral Consistency of Chinese Consumers to Purchase Tea via E-Commerce Platforms

Tea is a global economic crop. In the traditional sales model, the quality of tea is difficult to judge via external clues, and it basically relies on consumers to taste and experience it firsthand. However, currently, most e-commerce platforms can only provide consumers with product information and...

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Bibliographic Details
Main Authors: Kexiao Xie, Dongkai Lin, Weihan Zhu, Yongqiang Ma, Jiaxiong Qiu, Youcheng Chen, Zhidan Chen
Format: Article
Language:English
Published: MDPI AG 2023-09-01
Series:Agriculture
Subjects:
tea e-commerce
purchase intention
purchase behavior
consistency
unordered multi classification logistic regression
Online Access:https://www.mdpi.com/2077-0472/13/10/1897

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