林业经济问题
林業經濟問題
임업경제문제
Problems of Forestry Economics
2012年
4期
342~347
,共null页
乌龙茶消费者 品牌忠诚 结构方程模型
烏龍茶消費者 品牌忠誠 結構方程模型
오룡다소비자 품패충성 결구방정모형
Oolong tea consumer; Brand loyalty; Structural equation modeling
首先对乌龙茶消费者体验、消费者满意、转换成本、品牌忠诚进行定义,构建了乌龙茶消费者品牌忠诚形成机理的概念模型,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：乌龙茶消费者体验对消费者满意和转换成本都具有显著正向影响;乌龙茶消费者满意和转换成本都对其品牌忠诚具有显著正向影响。
首先對烏龍茶消費者體驗、消費者滿意、轉換成本、品牌忠誠進行定義,構建瞭烏龍茶消費者品牌忠誠形成機理的概唸模型,併運用福州烏龍茶消費者的問捲調查進行實證檢驗。實證結果錶明：烏龍茶消費者體驗對消費者滿意和轉換成本都具有顯著正嚮影響;烏龍茶消費者滿意和轉換成本都對其品牌忠誠具有顯著正嚮影響。
수선대오룡다소비자체험、소비자만의、전환성본、품패충성진행정의,구건료오룡다소비자품패충성형성궤리적개념모형,병운용복주오룡다소비자적문권조사진행실증검험。실증결과표명：오룡다소비자체험대소비자만의화전환성본도구유현저정향영향;오룡다소비자만의화전환성본도대기품패충성구유현저정향영향。
Based on the definition of Oolong tea consumer experience,customer satisfaction,switching cost,the conceptual model about the mechanism of Oolong tea consumer brand loyalty is built and it is tested by surveying Oolong tea consumers in Fuzhou.Studies have shown that Oolong tea consumer experience has a significant positive effect to the customer satisfaction and switching cost.The customer satisfaction and switching cost have significant positive effects to brand loyalty of Oolong tea.
