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本文以安化黑茶为研究对象,构建了地理标志溢价支付意愿研究框架,大致涵盖六个方面:消费者个人特征、购买习惯、消费者认知、消费者信任、消费者文化历史体验及支付意愿。以585份分布于7省份的消费者对安化黑茶溢价支付意愿的调查问卷为数据来源,实证分析了消费者对茶叶地理标志溢价支付意愿的影响因素及原因。研究示:消费者个人特征、消费者消费习惯、消费者认知、消费者信任、消费者文化历史体验对于消费者溢价购买均有不同程度的影响。
This article takes Anhua black tea as the research object and constructs a research framework of geographical indications premium payment willingness, covering six aspects: personal characteristics of consumers, purchase habits, consumer awareness, consumer trust, consumer cultural history experience and payment Willingness. Based on questionnaires of 585 consumers ’willingness to pay premium for Anhua black tea in 585 provinces, this paper empirically analyzes the influential factors and reasons of consumers’ willingness to pay premium premium for tea geographical indications. The research shows that the personal characteristics of consumers, consumer spending habits, consumer awareness, consumer trust, consumer cultural history experience have different impacts on consumer premium purchase.