ScholarWorks@동국대학교

초록

Research Purpose: To explore the influence mechanism of external stimulation, perceived value and health awareness on Chinese college students' willingness to buy sugar free tea, and provide market strategy suggestions for sugar free tea enterprises. Research Methods: This study uses the stimulus organism response (S-O-R) theoretical framework, collects data through questionnaire survey for empirical analysis. Results in Research: External stimuli (including marketing stimuli and environmental stimuli) have a significant positive impact on Chinese college students' purchase intention of sugar free tea, and perceived value plays a mediating role between external stimuli and purchase intention. Health awareness did not show a moderating effect on the relationship between perceived value and purchase intention. Research Conclusion: Enterprises can enhance the purchase intention of Chinese college students for sugar free tea by strengthening marketing incentives, optimizing the consumption environment and deepening the construction of perceived value.

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