性别调节下乌龙茶消费者体验对品牌忠诚的影响研究——以福州消费者为例

A Study on the Impact of Oolong Tea Consumers Experience on Brand Loyalty with the Moderator of Gender——Taking consumers in Fuzhou city as example

首先从态度和行为两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三个维度对品牌忠诚两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,尤其检验了性别差异的调节作用。结果表明:乌龙茶消费者体验各维度对品牌忠诚的影响有不同,并且性别差异的调节效应显著。并提出乌龙茶企业应根据不同的目标消费者,以不同的体验维度为重点构建品牌忠诚。

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 is built and it is tested by surveying Oolong tea consumers in Fuzhou, especially verified sex differences in the regulation of action. The paper empirically concludes there are different impacts on brand loyalty with different dimensions of Oolong tea consumers experience,and verifies the significant effect of gender. And the oolong tea enterprises should be based on different target consumers, focusing on different dimensions of experience to build brand loyalty.