CAJ | 학술논문

首先从态度和行为2个层面给出了乌龙茶消费者品牌忠诚的全面定义，构建了乌龙茶消费者体验3个维度对品牌忠诚2个维度影响的概念模型，并运用福州乌龙茶消费者的问卷调查进行实证检验。实证结果表明：乌龙茶服务体验和关系体验分别对态度忠诚和行为忠诚都具有显著影响；乌龙茶品牌体验对态度忠诚也具有显著影响，但对行为忠诚的影响不显著。
수선종태도화행위2개층면급출료오룡다소비자품패충성적전면정의，구건료오룡다소비자체험3개유도대품패충성2개유도영향적개념모형，병운용복주오룡다소비자적문권조사진행실증검험。실증결과표명：오룡다복무체험화관계체험분별대태도충성화행위충성도구유현저영향；오룡다품패체험대태도충성야구유현저영향，단대행위충성적영향불현저。
Based on the integrated definition of Oolong tea consumer brand loyalty, the conceptual model about the impact of three dimensions of Oolong tea consumers experience on two dimensions of brand loyalty was built and it was tested by surveying Oolong tea consumers in Fuzhou. Studies have shown that effects of Oolong tea service experience and related experience on attitude loyalty and behavior loyalty was significant. The effect of Oolong tea brand experience on attitude loyalty was significant, but it was no significant on behavior loyalty.