关键词: 茶叶, 消费者特性, 问卷调查, 次序性Logit模型

Abstract: According to the results of questionnaire survey in Hangzhou city, Ordinal Logit model was applicated to explain relations between characteristics of consumers and level of tea demand. The regression results showed: custom of tea drinking showed the most important impact on tea consumption amount of Hangzhou citizen, moreover the major factor to affect purchasing price of tea is level of income. Other relevant factors include age, degree of trust in tea’s efficacy, price sensitivity and so on, whereas gender, educational background and occupation showed no obvious effect on tea demand.

Key words: tea, characteristics of consumers, questionnaire investigation, Ordinal Logit model