China, the largest country of beer production and sales, has been seeing a continuous decline in annual sales in the past five years. As the main marketing body, beer producers should pay more attention to the research on consumer buying behavior. Using data from an online survey of 550 Chinese consumers, the author used binary logistic regression to empirically analyze consumers’ willingness to purchase dark beer. The factors affecting consumers’ purchase intentions regarding dark beer were divided into two aspects: individual characteristics and environmental factors. The results showed that in terms of individual characteristics, the consumer’s knowledge level and attitude toward beer had a significant positive impact on their willingness to buy dark beer. In terms of external environmental factors, the degree of consumer attention to the brand and scale of sales had a significant positive impact on the willingness to purchase dark beer, and the degree of consumer emphasis on product prices was significantly negatively correlated with the willingness to purchase. The influence of the other factors was not significant. In view of this situation, the author proposed four reasonable suggestions for beer companies, in order to improve consumers’ willingness to buy dark beer.

《 CONTENTS 》
Ⅰ. Introduction
Ⅱ. Definition of Beer
Ⅲ. Factors influencing consumers' purchase intentions regarding darkbeer
Ⅳ. Empirical Analysis
Ⅴ. Discussion on the results of empirical analysis
Ⅵ. Conclusions and suggestions
REFERENCES

• Hao Qiujuan(Hebei University of Economics and Business)
• Yoon Jangwon(Woosuk University) Correspondent Author