Research on Consumption Behavior of "Cyber Tea Shop"

Abstract

Under the help of the cyberstar economy, the current development of the fresh tea market in China is vast. In this study, 837 effective samples were collected through questionnaire survey and the consumption behavior of the "cyber tea shop" was studied. The results show that the consumer satisfaction of "cyber tea shop" has a significant positive impact on their consumption willing and loyalty. Among the relationships between satisfaction, consumption willing and loyalty, consumption constraints (personal constraint, interpersonal constraint, and structural constraint) have partially moderating effects.