"Tea" United in Joy: A Study on the Influencing Factors of College Students' Consumption Behavior towards Milk Tea IP Co-branding in Zhejiang Province

Abstract

To investigate the influencing factors of college students' consumption behavior toward milk tea IP collaborations in Zhejiang Province, this study employed the SOR theory framework. Using a sample of 1,046 college students from Hangzhou, Ningbo, and Jinhua cities in Zhejiang Province, it conducted analyses through questionnaire surveys and structural equation modeling. Results indicate that brand innovation, collaboration partners, and collaborative marketing all exert significant positive effects on students' purchase intentions. Perceived value mediates the relationship between these factors and purchase intentions. The findings suggest that milk tea brands should enhance collaboration compatibility, emphasize product innovation, and optimize marketing strategies to align with college students' consumption needs. This approach facilitates effective synergy between brands and IPs, offering insights for refining IP collaboration strategies within the milk tea industry.