关键词: 新式茶饮, 茶叶消费, 反哺效应

Abstract: To a certain extent, new tea beverage is the product of innovation and development based on traditional tea. China's long history of tea drinking provides a wide space for the new tea beverage market. The rich flavor of traditional tea as well as its inclusiveness become the main means of innovation for new tea beverage. Will new tea beverage consumption in turn affect traditional tea consumption? In this research, a theoretical model of new tea beverage consumption influencing traditional tea consumption was established, and the regurgitation mechanism was revealed. Then, using the new tea beverage research data from the Tea Research Institute of the Chinese Academy of Agricultural Sciences, it empirically examined the influence of new tea beverage consumption on traditional tea consumption. This research finds that there is a regurgitation effect of new tea beverage consumption on traditional tea consumption. The mechanism analysis shows that consuming new tea beverage can make consumers develop a traceability psychology and accumulate certain knowledge related to tea, thus promoting consumers' traditional tea consumption intention. The heterogeneity analysis shows that the effects of milk tea series and cheese-foam tea series are more prominent. Young groups with higher health consciousness are more likely to be influenced. The research conclusion helps to understand the ways of cultivating tea consumers through new tea beverage, and also has reference significance for expanding our country's tea consumption.

Key words: new tea beverage, tea consumption, regurgitation effect