福建乌龙茶的品牌忠诚影响因素实证研究——以福州消费者为例

Empirical Study of Factors Affecting Brand Loyalty of Fujian Olong Tea——Taking consumers in Fuzhou city as example

以福州消费者问卷调查数据为基础,利用结构方程模型对福建乌龙茶的品牌忠诚影响因素进行计量分析研究。结果表明:福建乌龙茶的感官品质、价格合理性、购买便利性、广告,以及"消费者对自我形象的态度、对风险厌恶程度"都对福建乌龙茶的品牌忠诚具有极显著的正向影响;"消费者对相关群体的重视程度"呈显著的负向影响,而"消费者对时间的重视程度"没有显著的影响。并在此基础上,提出相应的对策。

Based on consumer survey data in Fuzhou,it uses structural equation model to analysis factors affecting brand loyalty of Fujian oolong tea. Studies have shown that the sensory quality of Fujian oolong tea,the price reasonable,buying convenience,advertising,the attitude of the consumer self-image and risk aversion have very significant positive effects to brand loyalty of Fujian oolong tea; ＂consumers emphasis on related groups＂has a very significant negative impact. ＂consumer emphasis on time＂has not a significant impact. And on this basis,some appropriate proposals are put forward.