Influencing Generation Z\u27s Kansei Demand for New Tea Purchase Decision and Satisfaction—Research Based on Kansei Engineering

New tea has entered a prosperous period in China. In this promising market, its main consumer group is Generation Z, which has attracted extensive attention in recent years. Generation Z has distinctive ideas and behavior characteristics in brand recognition, social media, and platform utilization, and their subjective feelings about products directly affect their consumption behavior. In this paper, based on the theory of Kansei Engineering and from both linear and nonlinear levels, this paper uses multiple linear regression and KANO model to study the Kansei demand that affects generation Z\u27s purchasing decisions and satisfaction in the new tea market and gives some suggestions to the current market based on the research results