Opening Up China's New Tea Beverage Market: the Brand Power and Online Reputation of Enterprises

초록

Purpose : This study analyzes how brand image and online word-of-mouth shape consumer purchase intention in China’s new-style tea beverage market and what these demand-side signals imply for overseas suppliers, global brand owners, and trade finance institutions. Research design, data, methodology : Using validated scales, we surveyed 378 Chinese consumers aged 18–35 on four brand image and three electronic word-of-mouth dimensions and used reliability tests, correlation analysis, and multiple regression to estimate their effects on purchase intention. Results : Product/service image most strongly increases purchase intention, followed by corporate and marketing image, while consumer image is insignificant; for electronic word-of-mouth, perceived quality has the largest impact, then valence and quantity. Conclusions : Product/service quality and credible online word-of-mouth act as core market credibility assets that raise demand and support better credit assessment, helping overseas firms secure improved channel terms, trade finance, and export outcomes in China.

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