CAJ | 학술논문

首先从态度和行为两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三个维度对品牌忠诚两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,尤其检验了性别差异的调节作用。结果表明：乌龙茶消费者体验各维度对品牌忠诚的影响有不同,并且性别差异的调节效应显著。并提出乌龙茶企业应根据不同的目标消费者,以不同的体验维度为重点构建品牌忠诚。
수선종태도화행위량개층면급출료오룡다소비자품패충성적전면정의,구건료오룡다소비자체험삼개유도대품패충성량유도영향적개념모형,병운용복주오룡다소비자적문권조사진행실증검험,우기검험료성별차이적조절작용。결과표명：오룡다소비자체험각유도대품패충성적영향유불동,병차성별차이적조절효응현저。병제출오룡다기업응근거불동적목표소비자,이불동적체험유도위중점구건품패충성。
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 is built and it is tested by surveying Oolong tea consumers in Fuzhou, especially verified sex differences in the regulation of action. The paper empirically concludes there are different impacts on brand loyalty with different dimensions of Oolong tea consumers experience,and verifies the significant effect of gender. And the oolong tea enterprises should be based on different target consumers, focusing on different dimensions of experience to build brand loyalty.