In the context of digital intelligence empowerment, the digital literacy level of tea farmers has a significant impact on the intelligent development and transformation of the tea industry. This study extends the original model of the unified theory of acceptance and use of technology (UTAUT) by introducing the personal innovativeness theory and the self-efficacy theory and constructs a new model to explore the influencing factors of moderately scaled tea farmers’ digital literacy improvement behavior. There are a total of 22 research hypotheses. Using structural equation modeling and collecting questionnaire data for analysis, the following research results were obtained. (1) The performance expectancy, social influence, effort expectancy, personal innovativeness, and self-efficacy all significantly positively affected the willingness of tea farmers to improve their digital literacy, according to the path coefficient in descending order: social influence (0.226) > self-efficacy (0.224) > effort expectancy (0.178) > performance expectancy (0.157) > personal innovativeness (0.155). (2) Facilitating conditions and the willingness to improve digital literacy had a significant positive impact on tea farmers’ digital literacy improvement behavior, according to the size of the path coefficient: the willingness to improve (0.271) > facilitating conditions (0.106). (3) The willingness of tea farmers to improve their digital literacy played a complete mediating role between personal innovativeness and self-efficacy on their digital literacy improvement behavior, and was partially mediated between the performance expectancy, social influence, and effort expectancy on their digital literacy improvement behavior. According to the proportion of indirect effects, the order was effort expectancy (27%), performance expectancy (47%), and social influence (49%). (4) The gender and age of tea farmers had a significant positive moderating effect on the impact of performance expectancy on the willingness to improve digital literacy. Age and experience had a significant positive moderating effect on the impact of effort expectancy on the willingness to improve digital literacy. The age of tea farmers had a significant positive moderating effect on the improvement of digital literacy behavior through the facilitating conditions. This study extended the applicability of the UTAUT theoretical model and proposed six strategies to improve the digital literacy of tea farmers, which helps policymakers and industry leaders provide practical guidance for tea farmers to improve their digital literacy and provide reference for research related to farmers’ digital literacy.

Tea is a global economic crop. In the traditional sales model, the quality of tea is difficult to judge via external clues, and it basically relies on consumers to taste and experience it firsthand. However, currently, most e-commerce platforms can only provide consumers with product information and cannot provide experiential services, which strengthens consumers’ purchasing concerns and makes it difficult for them to take practical actions even if they have the desire to purchase tea online. Therefore, this article is based on a questionnaire survey of consumers in China, the world’s largest tea producing and selling country, using unordered multi classification logistic analysis data and calculating the marginal effect proportion of consistency occurrence. Through data analysis, it is shown that there is a serious inconsistency between consumers’ willingness and behavior in choosing online tea purchases. However, under the influence of some internal and external factors, there will also be positive changes; for example, the level of education, online shopping age, familiarity with tea, convenience, product diversification, online evaluation, and other variables will increase the motivation for consumers to convert their purchase intention into actual behavior. In addition, increasing the level of variables such as age, cultural association, cultural experience, convenience, information reliability, award-winning status, familiarity with tea, product diversity, online evaluation, and service attitude in online shopping can enhance consumers’ willingness to shop online and reduce extreme situations where there is neither intention nor behavior. This study provides evidence from a consumer perspective to enhance the efficiency of tea e-commerce marketing and proposes countermeasures and suggestions based on the research results, which could also provide ideas for marketing strategies for tea or other similar agricultural products.

The water–energy–food (WEF) system acts as a critical nexus of social–ecological systems. However, rapid urbanization has intensified the regional imbalance in the supply and demand of ecosystem services (ESs). Clarifying the spatiotemporal matching of ecosystem services supply and demand (ESSD) within the WEF framework and revealing the driving mechanisms behind such imbalances are essential to formulating reasonable zoning schemes and targeted optimization strategies for the coordinated development of the regional WEF system. Taking Zhejiang Province as a case study, this research uses water yield (WY), carbon sequestration (CS), and grain production (GP) to characterize the WEF nexus system. It uses the InVEST model to assess WY and CS, applies spatial allocation methods to characterize GP, and integrates socioeconomic data to quantify the demand for the above three ESs. All indicators were standardized and integrated with equal weights to further clarify the comprehensive levels of ESSD. By integrating the Geodetector and K-Means clustering methods, the study analyzes the supply–demand matching of ecosystem services and its driving mechanisms in Zhejiang Province during this period, thereby exploring ecological management zoning and optimization strategies within the WEF system. The study findings indicate that: (1) From the supply perspective, Zhejiang Province’s WY services demonstrate a trend of elevated activity in the southwest and diminished presence in the northeast; high values for CS services are predominantly found in the vegetation-rich areas of the northwest, while high values for GP services are clustered in the northern Zhejiang Plain; from the demand perspective, high values for all three ESs in Zhejiang Province are primarily located in economically active, densely populated urban areas. (2) The correlation between ESSD within Zhejiang Province’s WEF system exhibits significant spatial heterogeneity and is driven by the combined effects of natural and socioeconomic factors, with the interaction between these two factors often producing a synergistic effect. Specifically, annual average precipitation and population density are the dominant factors influencing WY services, NDVI and human footprint are the dominant factors influencing CS services, and population density and GDP are the dominant factors influencing GP services. (3) From 2000 to 2020, the supply–demand ratio for comprehensive ESs in Zhejiang Province generally followed a pattern of being lower in the east and higher in the west. The supply–demand imbalance of ESs intensified in the core areas of eastern cities, whereas the western regions maintained a relatively sound supply–demand balance. (4) The study classifies the counties in Zhejiang Province into four ecological management zones—ecological stable zones, ecological conservation zones, ecological control zones, and ecological restoration zones—and explores differentiated approaches to optimizing these zones and implementing control strategies.

In the context of digital empowerment, the digital literacy level of tea farmers has a significant impact on the intelligent development and transformation of the tea industry. This study extends the original model of UTAUT theory by introducing Personal innovativeness theory and Self-efficacy theory, and constructs a new model to explore the influencing factors of moderate scale tea farmers' digital literacy improvement behavior. There are a total of 22 research hypotheses. Using structural equation modeling and collecting questionnaire data for analysis, the following research results were obtained: (1) Performance expectancy, social influence, effort expectancy, personal innovativeness and self-efficacy all significantly positively affect the willingness of tea farmers to improve their digital literacy, and then according to the path coefficient, in descending order, social influence (0.226)>self-efficacy (0.224)>effort expectancy (0.178)>performance expectancy (0.157)> personal innovativeness (0.155); (2) Facilitating condition and willingness to improve digital literacy have a significant positive impact on tea farmers' digital literacy improvement behavior，and then from the size of the path coefficient, the willingness to improve (0.271)>facilitating condition (0.106); (3) The willingness of tea farmers to improve their digital literacy plays a complete mediating role between personal innovativeness and self-efficacy on their digital literacy improvement behavior, and partially mediates between performance expectancy, social influence, and effort expectancy on their digital literacy improvement behavior, and according to the proportion of indirect effects, the order is effort expectancy (27%), performance expectancy (47%), and social influence (49%); (4) The gender and age of tea farmers have a significant positive moderating effect on the impact of performance expectancy on the willingness to improve digital literacy; age and experience have a significant positive moderating effect on the impact of effort expectancy on the willingness to improve digital literacy; the age of tea farmers has a significant positive moderating effect on the improvement of digital literacy behavior through facilitating condition. This study extends the applicability of the UTAUT theoretical model and proposes strategies to improve the digital literacy of tea farmers, providing practical guidance for tea farmers to improve their digital literacy and providing reference for research related to farmers' digital literacy.

With the development of the global digital economy, marketing in various industries is gradually transforming and upgrading towards digitalization, and omnichannel marketing has become the latest model for marketing upgrading in various industries. Omnichannel marketing for tea companies encourages them to sell and promote their products through various online and offline channels, as well as accumulate data resources to provide data support for product innovation, brand building, market expansion, and decision-making. This study is based on the PEST theory, the Five Forces model theory, the precision marketing theory, and the consumer behavior theory, and uses interview methods and grounded theory to conduct research on tea enterprises. Through research and analysis of 81 middle and senior managers in the marketing departments of tea companies, it was found that there are 7 factors that affect the omnichannel marketing of tea companies, namely: (1) The product promotion channel is relatively single. (2) The inventory issue is prominent. (3) The degree of integration between online and offline is poor. (4) The current marketing campaign lacks appeal. (5) The user service experience feels poor. (6) Data analysis and precision marketing are still insufficient. (7) The brand image is still poor. Based on the grounded theory, the research and analysis of tea enterprises have yielded seven targeted strategies for optimizing omnichannel marketing in the context of the digital economy: (1) Expand the existing marketing channels. (2) Promote digital inventory management. (3) Online and offline combination can be carried out based on "Internet plus data". (4) Enhance the attractiveness of scenario based marketing activities. (5) Enhance the overall user service experience across all channels. (6) Strengthen data processing capabilities. (7) Create a unique KOL image for tea companies. The purpose of this study is to provide theoretical basis for optimizing omnichannel marketing for tea enterprises, and to provide some reference for the transformation and development of omnichannel marketing for tea enterprises in other countries around the world. It is expected to better adapt to the development trend of the digital economy era and promote the high-quality development of the global tea industry.

In the context of smart agriculture, the tea industry is undergoing a transformative shift toward intelligent development. As the birthplace of tea, China holds a significant position in the global tea industry, with Anxi County in Quanzhou City, Fujian Province—renowned as the origin of Tie Guan Yin—standing as the world’s largest oolong tea production area. Its intelligent transformation of the tea industry is typical and representative. However, current research on the digital literacy of farmers is not yet mature, and there is a lack of systematic research on this specific group of tea farmers, which to some extent restricts the transformation of the tea industry towards intelligent development. The level of digital literacy among tea farmers is crucial for the intelligent development and transformation of the tea industry. Improving the digital literacy of tea farmers is the key to promoting the intelligent development of the tea industry. Therefore, studying the digital literacy of tea farmers has significant practical significance. This article takes Anxi County as the research area and focuses on moderate-scale tea farmers as the research object. Based on the United Nations Global Framework for Digital Literacy and taking into account the actual situation of tea farmers, an evaluation index system and analysis framework for tea farmers’ digital literacy have been constructed from seven dimensions: equipment and software operation skills, digital information literacy, digital communication and collaboration literacy, digital content creation literacy, digital security literacy, problem-solving literacy, and professional digital literacy. Using literature review, questionnaire survey, interview, and quantitative analysis methods, a questionnaire containing the above-mentioned dimensions was designed. After collecting data, the rationality of the questionnaire structure was verified using SPSS software. The digital literacy level of 440 medium-sized tea farmers from 11 major tea-producing townships in Anxi County was measured, analyzed, and Two-Tailed correlation tests were conducted. The results indicate that there are currently six aspects of digital literacy among tea farmers that are at a moderate level, and professional digital literacy is the weakest among the seven digital literacy. The overall digital literacy level of tea farmers needs to be strengthened. Large-scale tea farmers have the conditions to apply smart agricultural equipment and technology, which can achieve intelligent and refined management of tea gardens and intelligent upgrading of the entire industry chain. Based on the research results of the seven digital literacy of tea farmers, this article proposes improvement measures corresponding to the seven digital literacy of tea farmers from the perspectives of “government, industry associations, and training institutions”, providing reference for Anxi County and other tea-producing areas in the world.