Exploring teapot consumer dynamics: The impact of satisfaction, affective reactions, and brand credibility

This paper explores the impact of consumer behavior and product design on the willingness to repurchase tea sets. As the Chinese economic model increasingly relies on consumption, tea sets are receiving increasing attention as a hot selling category. Against the backdrop of the Asia–Pacific region dominating global sales, especially in the Chinese market, the tea market has maintained a stable annual growth rate, making it particularly important to understand consumers' willingness to repurchase. Although previous studies have explored the application of consumer satisfaction and loyalty in various fields, relatively little specialized research has been conducted on the tea market. The analysis focuses on teapot design and its relationship with consumer demand. It emphasizes improving economic benefits through innovative product design, rather than functional improvements, by integrating factors such as price perception, service quality, and physical display. This paper examines how consumer behavior and product design affect the repurchase intentions of tea sets. As the Chinese economy becomes more consumption-driven, tea sets are gaining popularity as a hot-selling category. With the Asia–Pacific region, particularly China, dominating global sales, the tea market has consistently grown annually, highlighting the need to understand consumer repurchase intentions. Although previous studies have investigated consumer satisfaction and loyalty across different sectors, research specific to the tea market remains limited. This study focuses on the relationship between teapot design and consumer demand. The study emphasizes enhancing economic benefits through innovative product design rather than merely functional improvements, considering factors such as price perception, service quality, and physical display. This study fills a gap in the literature and explores the impact of design novelty and pattern aesthetics on purchase intentions. The results of this study can guide enterprises in enhancing their competitiveness in the tea market by aligning design with consumer preferences. Consumers can make wise choices and potentially increase economic returns by understanding the factors influencing purchasing decisions. The research results provide a new perspective on how tea set design can promote consumer repurchase intention, which is an area that has not been deeply explored in the current literature.