Critical Factors Driving Bagged Tea Consumption Among Chinese Students : The Role of Brand Image, Perceived Value, and Word-of-Mouth

Abstract

In recent years, with the rise of younger consumer groups, the demand forbagged tea has significantly increased, intensifying market competition. Thisstudy explores the impact of brand image and perceived value on collegestudents’ purchase intentions for bagged tea, as well as the moderating role ofword-of-mouth. This is done through a literature review and questionnairesurvey. The findings indicate that both brand image and perceived value havea significant positive impact on college students’ purchase intentions, withperceived value serving as a mediating factor. Additionally, word-of-mouthexerts a moderating effect on purchase intentions. Based on these results, thestudy offers development suggestions for bagged tea companies. By focusingon bagged tea—a product that is increasingly popular among modern youngconsumers—this research reflects changes in consumer habits and enhancesthe timeliness of the findings. The previously validated model is appliedspecifically to college students’ consumption of bagged tea, and theinnovative introduction of “word-of-mouth” as a variable allows for a deeperexploration of the factors influencing college students’ consumption behavior.