基于体验视角的乌龙茶品牌忠诚研究

Research on Oolong Tea Brand Loyalty: from the Experience Perspective

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。

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.