Factors Influencing Milk Tea Consumer Behaviour: A Regression Analysis

Milk tea has emerged as a globally popular beverage category. In China, the milk tea market has expanded rapidly in recent years and has gradually tended toward saturation. This increasing market saturation has intensified competition among milk tea brands, highlighting the need to understand factors influencing consumer behaviour, to improve their marketing strategies and increase sales performance. This study analyses the effect of three common factors on milk tea consumer behaviour, which are visual expression, fandom culture and customisation. This study uses a questionnaire to collect data. Based on regression analysis of the collected data, we evaluate the strength of the influence of these factors, and the results indicate that visual expression (p = 0.03) and fandom culture (p < 0.01) significantly and positively affect milk tea consumer behaviour, while customisation (p = 0.11) has no significant effect on milk tea consumer behaviour. This study provides useful insights for milk tea brands to refine their marketing strategies.