Abstract: With the rapid development and widespread application of digital technology, consumer digital capital continues to accumulate, profoundly influencing their choice of shopping channels. Based on survey data from 4 090 tea consumers within the National Tea Industry Technical System, this study measured the consumer digital capital index and employed the ordinary least squares (OLS), instrumental variable (IV), and propensity score matching (PSM) methods to examine the impact of digital capital on consumers' online tea purchases. The research further explored the heterogeneity of this influence across consumers with different characteristics and delved into the moderating effect of digital technology security within this context. It was found that: (1) An increase in consumer digital capital led to higher expenditures on online tea purchases. (2) The impact of digital capital was more pronounced in young people, higher-income groups, and consumers who buy tea for personal consumption. (3) The decision security of digital technology played a positive moderating role in the relationship between digital capital and online tea purchases, particularly transaction security. However, the moderating effect of information security was not significant. In summary, the increase in consumer digital capital is the trend. Tea enterprises should seize the opportunities presented by digital transformation and actively establish online sales channels. The government should provide comprehensive support in terms of policies, funding, and technology for the digital transformation of tea enterprises. Simultaneously, there should be increased supervision of online sales markets to maintain quality and safety, creating a salubrious and well-ordered online tea trading market environment.

Key words: tea consumers, digital capital, channel preference, consumer traits