福建乌龙茶区域品牌忠诚的影响因素分析——以福州消费者为例

An Empirical Analysis on Influencing Factors of Fujian Oolong Tea Regional Brand Loyalty—An Example of Fuzhou

以福州消费者问卷调查数据为基础,利用双对数模型对福建乌龙茶的区域品牌忠诚影响因素进行计量分析。研究表明:福建乌龙茶感官品质、知名度、消费者饮茶年限、消费者收入水平都对乌龙茶区域品牌的忠诚具有极显著的影响,而销售价格、购买便利性、文化环境因素对福建乌龙茶区域品牌忠诚的影响没有达到显著。在此基础上,提出相应的对策。

Based on consumer survey data in Fuzhou, the use of bi-logarithm model analysis affecting factors of Fujian Oolong Tea regional brand loyalty. Studies have shown that the sensory quality of Fujian Oolong Tea, popularity, drinking age and income level had very significant positive effects to Fujian Oolong Tea regional brand loyalty, but price, convenience, cultural environment had not a significant impact. And on this basis, some appropriate proposals were put forward.