基于TAM和ECT理论对咖啡礼盒购买因素以及营销策略探究

An Exploration of Purchasing Factors and Marketing Strategies for Coffee Gift Boxes Based on TAM and ECT Theories

摘要: 中国咖啡市场规模持续扩张，咖啡礼品化趋势日益显著。为调查咖啡礼盒购买因素以及市场营销策略研究，本次调查围绕江浙沪地区展开，计算样本量1027份，采用PPS抽样、分层抽样和简单随机抽样相结合的多阶段抽样，最终发放问卷1500份，回收有效问卷1204份，有效率为80.27%。正式调查问卷数据均通过了信度、效度和随机性检验，调查结果真实可靠。在数据分析部分，本调查采用宏观到微观的分析路径，结合定性与定量分析方法，深入探究咖啡礼盒市场现状与消费者购买意愿。基于数据分析结果，本调查从内容、渠道、价格等方面进行咖啡礼盒营销策略设计。综上所述，本调查旨在通过调查结果与策略建议，为咖啡礼盒市场的精准营销提供新的理论依据和实践指导。

Abstract: The scale of China’s coffee market continues to expand, and the trend of coffee gifting is becoming increasingly prominent. To investigate the purchasing factors and marketing strategies of coffee gift boxes, this survey was conducted in Jiangsu, Zhejiang, and Shanghai regions, with a sample size of 1027. A multi-stage sampling method combining PPS sampling, stratified sampling, and simple random sampling was used. A total of 1500 questionnaires were distributed, and 1204 valid questionnaires were collected, with an effective rate of 80.27%. The formal survey questionnaire data have passed reliability, validity, and randomness tests, and the survey results are true and reliable. In the data analysis section, this survey adopts a macro-to-micro analysis path, combined with qualitative and quantitative analysis methods, to deeply explore the current situation of the coffee gift box market and consumer purchase intention. Based on the results of data analysis, this survey designs marketing strategies for coffee gift boxes from aspects such as content, channels, and prices. In summary, this survey aims to provide new theoretical basis and practical guidance for precision marketing in the coffee gift box market through the survey results and strategic recommendations.