摘要
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。
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.
出处
《林业经济问题》
北大核心
2012年第4期342-347,共6页
Issues of Forestry Economics
基金
福建省财政厅项目(闽财指【2010】107号)
关键词
乌龙茶消费者
品牌忠诚
结构方程模型
Oolong tea consumer
Brand loyalty
Structural equation modeling
