Universiti Teknologi MARA
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 driven, 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 set market has maintained a stable annual growth rate, making it particularly important to understand consumers' willingness to repurchase. Even though previous studies have explored the application of consumer satisfaction and loyalty in various fields, there is still relatively little specialized research on the tea set market. The analysis focuses on teapot design and its relationship with consumer demand. It is emphasizes improving economic benefits through innovative product design rather than functional improvements, integrating factors such as price perception, service quality, and physical display. The study fills the gap in existing literature and explores the impact of design novelty and pattern aesthetics on purchase intention. The results of this study can guide enterprises to enhance their competitiveness in the tea set market by aligning design with consumer preferences. Consumers can make wise choices and potentially increase economic returns via understanding of the factors influencing purchasing decisions. The research results provide a new perspective on how tea set design can promote consumers' willingness to repurchase, which is an area that has not been deeply explored in current literature.
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