基于结构方程模型的婴幼儿奶粉品牌忠诚度实证研究——以成都市场调研数据为例

An empirical study of infant milk powder brand loyalty based on structural equation model

国内婴幼儿奶粉品牌忠诚度缺失,使得中国乳制品企业市场份额不高,国外奶粉品牌形成了价格垄断,损害了中国消费者的权益。本文通过对成都婴幼儿奶粉市场的问卷调查,建立了结构方程模型,采用AMOS软件进行实证分析,发现质量感知、品牌形象是提高婴幼儿奶粉品牌忠诚度的保健性因素,促销活动与附加服务是提高婴幼儿奶粉品牌忠诚度的激励性因素。

Due to lacking of domestic infant milk powder brand loyalty,foreign infant milk giants monopolize the market in China.This paper established the structural equation model on the basis of infant formula market investigation in Chengdu City,and used AMOS software to make empirical analysis.It is found that the quality perception and brand image are the health factors to improve infant milk powder brand loyalty and promotional activities and additional services are incentive factors to improve infant formula brand loyalty.