价格月刊
價格月刊
개격월간
Prices Monthly
2012年
12期
48~52
,共null页
乌龙茶 消费者体验 品牌忠诚 结构方程模型
烏龍茶 消費者體驗 品牌忠誠 結構方程模型
오룡다 소비자체험 품패충성 결구방정모형
Oolong tea ;consumers experience ;brand loyalty; structural equation modeling
通过福州消费者的问卷调查,对乌龙茶消费者体验视角下的品牌忠诚形成机理进行实证研究。结果表明：乌龙茶消费者态度忠诚对其行为忠诚的影响不显著;乌龙茶服务体验、品牌体验以及关系体验分别对消费者满意和转换成本都具有显著正向影响;乌龙茶消费者转换成本对其态度忠诚和行为忠诚都具有显著正向影响;乌龙茶消费者满意对其态度忠诚和行为忠诚都具有显著正向影响。
通過福州消費者的問捲調查,對烏龍茶消費者體驗視角下的品牌忠誠形成機理進行實證研究。結果錶明：烏龍茶消費者態度忠誠對其行為忠誠的影響不顯著;烏龍茶服務體驗、品牌體驗以及關繫體驗分彆對消費者滿意和轉換成本都具有顯著正嚮影響;烏龍茶消費者轉換成本對其態度忠誠和行為忠誠都具有顯著正嚮影響;烏龍茶消費者滿意對其態度忠誠和行為忠誠都具有顯著正嚮影響。
통과복주소비자적문권조사,대오룡다소비자체험시각하적품패충성형성궤리진행실증연구。결과표명：오룡다소비자태도충성대기행위충성적영향불현저;오룡다복무체험、품패체험이급관계체험분별대소비자만의화전환성본도구유현저정향영향;오룡다소비자전환성본대기태도충성화행위충성도구유현저정향영향;오룡다소비자만의대기태도충성화행위충성도구유현저정향영향。
The empirical research on the formation mechanism of Oolong tea consumer brand loyalty from an experience perspective was done through Fuzhou consumer survey. The results show that Oolong tea consumers＇ attitudinal loyalty does not have a significant impact on their behavioral loyalty; Oolong tea service experience, brand experience and relationship ex- perience have significant positive effects on consumer satisfaction and switching costs; Oolong tea consumer switching costs have significant positive effect on consumers＇ attitudinal loyalty and behavioral loyalty; Oolong consumer satisfaction has sig- nificant positive effect on consumers＇ attitudinal loyalty and behavioral loyalty.
