CAJ | 학술논문

通过福州消费者的问卷调查对转换成本调节作用下的乌龙茶品牌忠诚进行实证研究.研究结果表明:乌龙茶消费者服务体验、品牌体验和关系体验对消费者满意都具有显著正向影响;乌龙茶消费者满意对其态度忠诚和行为忠诚都具有显著正向影响;乌龙茶消费者转换成本在消费者满意与行为忠诚之间起显著正向调节作用;而乌龙茶消费者态度忠诚对其行为忠诚的影响不显著;乌龙茶消费者转换成本在消费者满意与态度忠诚之间起正向调节作用不显著.
통과복주소비자적문권조사대전환성본조절작용하적오룡다품패충성진행실증연구.연구결과표명:오룡다소비자복무체험、품패체험화관계체험대소비자만의도구유현저정향영향;오룡다소비자만의대기태도충성화행위충성도구유현저정향영향;오룡다소비자전환성본재소비자만의여행위충성지간기현저정향조절작용;이오룡다소비자태도충성대기행위충성적영향불현저;오룡다소비자전환성본재소비자만의여태도충성지간기정향조절작용불현저.
The empirical research on consumer brand loyalty of Oolong tea under the moderating role of switching cost was conducted through Fuzhou consumer survey. The results showed that Oolong tea service experience, brand experience and relationship experience on their consumer satisfaction have significant positive impact. Consumer satisfaction of Oolong tea has significant positive impact on their attitudinal loyalty and behavioral loyalty. Oolong tea consumer switching costs have significantly positive moderating role in the impact on consumer satisfaction on their behavior loyalty. However, the Oolong tea consumer attitudinal loyalty to loyalty behavior does not have a significant impact. Oolong tea consumer switching costs do not have significantly positive moderating role in the impact of consumer satisfaction on their attitudinal loyalty.