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中国农学通报

中国农学通报 ›› 2013, Vol. 29 ›› Issue (23): 59-64.doi: 10.11924/j.issn.1000-6850.2012-3689

所属专题： 园艺

• 农业传媒 • 上一篇    下一篇

乌龙茶消费者体验对品牌忠诚的影响实证研究——以福州消费者为例

林春桃 苏宝财 余建辉   

  • 收稿日期:2012-11-13 修回日期:2012-12-15 出版日期:2013-08-15 发布日期:2013-08-15
  • 基金资助:
    基于地理标志品牌成长的农业竞争力提升研究;森林抚育经营关键技术与激励机制研究

An empirical study on the impact of Oolong tea consumers experience on brand loyalty--- Taking consumers in Fuzhou city as example

  • Received:2012-11-13 Revised:2012-12-15 Online:2013-08-15 Published:2013-08-15

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摘要： 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。

关键词: 分析, 分析

Abstract: 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.