The Influence of Marketing Mix 7Ps, Health Consciousness, and Social Media on Consumers^ Purchase Intention at HEYTEA Physical Stores
Wenwen Li, Surachai Traiwannakij

Institute of Science Innovation and Culture
Rajamangala University of Technology Krungthep, Thailand

Abstract

In recent years, the Chinese-style modern tea shop business has prevailed in China, and its secret of success, especially in consumer behavior and business innovation, deserves further study. Nowadays, two prevailing societal trends may affect the Chinese-style modern tea shop business, including social media and health consciousness. Social media have revolutionalized how people communicate and share information and interests and changed how marketers and consumers communicate. Health-related issues have become a heated topic after the COVID-19 pandemic, and consumers tend to become careful in buying food and beverages. The research domain is HEYTEA, the No.1 brand in the market and famous for its marketing strategies and innovation. This study analyzes the influence of identified factors on consumers^ purchase intention at HEYTEA physical stores, focusing on the influence of health consciousness and social media. Purchase intention refers to the behavioral intention of a consumer to buy a particular product. This study distributes self-completion online questionnaires to whom live in the 12 selected cities in China. Data obtained are analyzed by using SPSS. The findings indicate that demographic factors, marketing mix 7Ps, health consciousness, and social media affect consumers^ purchase intention towards HEYTEA^s drinks at its physical stores. The results also suggest that people with higher health consciousness buy healthier beverages.

Keywords: Health Consciousness, Social Media, marketing mix 7Ps, Purchase Intention, HEYTEA

Topic: Digital Economic Transformations Post Covid-19 Pandemic