This study takes white-collar workers as samples to explore the influence of on online shopping trust and perceived value on purchase intention of Dong-Ding oolong tea. Factor analysis, OLS regression analysis, t test and ANOVA analysis are utilized to explore. Empirical findings are as follows. Perceived value has significantly positive impacts on trust. Perceived value has significantly positive impacts on purchase intention. Trust significantly positively impacts on purchase intention. Perceived value, trust and purchase intention are partially significantly different among white-collar workers groups. Based on the above empirical results, this study suggests that the farmers and merchants of tea should produce and sell much valuable Dong-Ding oolong tea. Government should establish and maintain a good tea evaluation mechanism to improve the perceived value of Dong-Ding oolong tea to the public. Farmers and merchants of tea should develop the convient tea set to brew and drink. In addition, selecting the internet sales channel carefully to enhance the perceived value and trust of consumers in online shopping to further promote the purchase intention is important.
