Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products

HE Wenli; PAN Shan; GUAN Xi

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Journal of Tea Science ›› 2022, Vol. 42 ›› Issue (1) : 140-150.

Research Paper

Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products

HE Wenli, PAN Shan, GUAN Xi^*

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Abstract

Based on the survey data of 646 consumers, this paper analyzed the impact of consumers' cognition, trust and purchase intention on the traceable tea products by using structural equation model. The results show that consumers' cognition of the traceable tea products had a significantly positive impact on trust and trust had a significantly positive impact on their purchase intention. However, their cognition had a positive effect on purchase intention, but it was not significant. At the same time, trust played a mediating role in the relationship between cognition and purchase intention. Based on the empirical results, the government and tea enterprises should pay more attention to the promotion and guidance of the traceable tea products, enhance consumers' cognition and trust of the traceable tea products, so as to enhance consumers' purchase intention of the traceable tea products.

Key words

consumer cognition / purchase intention / traceable tea product / trust

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HE Wenli, PAN Shan, GUAN Xi. Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products[J]. Journal of Tea Science. 2022, 42(1): 140-150

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