음료 선택속성과 구매동기가 중국 무설탕차 구매 만족도에 미치는 영향 연구

This study empirically examines the effects of product choice attributes and purchase motivations on consumer satisfaction with sugar-free tea beverages in China. Specifically, the study investigates six choice attributes—taste, price, brand, design, variety, and ingredients—and three purchase motivations—diet orientation, well-being orientation, and trend orientation. Data were collected from 476 valid responses using a large-scale Chinese online survey platform (Wenjuanxing). Exploratory factor analysis and reliability analysis were conducted, followed by hierarchical multiple regression analysis to test the proposed relationships. The results indicate that price, brand, and design have significant positive effects on consumer satisfaction, whereas taste, variety, and ingredients do not show statistically significant effects. In contrast, all three purchase motivations—diet, well-being, and trend orientation—exert strong positive influences on satisfaction. These findings suggest that consumer satisfaction with sugar-free tea beverages is driven more by brand image, aesthetic design, price rationality, and psychological consumption motives than by functional product attributes or ingredient-related factors alone. Overall, the study provides empirical evidence that the sugar-free beverage market in China is shifting from function-oriented consumption toward consumption centered on emotional and symbolic value. The findings offer practical implications for product development and marketing strategies, emphasizing the importance of experiential design, brand positioning, and lifestyle- oriented messaging in the agri-food and beverage industry. This research contributes to a deeper understanding of consumer behavior in the sugar-free beverage sector and provides a foundation for future studies on value-based food consumption in emerging markets.