基于茶庄园参与式体验的消费者购买行为影响研究

AN EFFECT OF PARTICIPATORY EXPERIENCE OF TEA HACIENDA ON CONSUMER PURCHASE BEHAVIOR

[目的]为促进茶庄园经济向多功能农业方向拓展,推进生态振兴和产业振兴,探索基于参与式体验的茶庄园发展路径。[方法]文章以对福建省安溪县茶庄园的201份调查数据为依据,采用描述性统计分析、因子分析、单因素方差分析和结构方程模型检验的方法,剖析茶庄园参与式体验—顾客感知价值—消费者购买行为的影响关系。[结果]研究表明茶庄园的消费群体主要集中在26~35岁和36~45岁间,收入6000~8000元及以上,学历为本科及以上,职业主要是企业普通员工;茶庄园参与式体验对消费者购买行为有正向显著影响部分成立,其中消费者购买行为与感官体验关系显著;顾客感知价值对消费者购买行为有显著影响部分成立,其中感知付出对消费者购买行为的影响较为显著;茶庄园参与式体验中的情感体验、思考体验、关联体验、行动体验可以通过顾客感知价值对消费者的购买行为产生积极作用。茶庄园消费者参与式体验、感知价值和购买行为因消费者性别、年龄、学历、职业、收入水平的个体特征差异而产生变异。[结论]综合考虑茶庄园参与式体验、顾客感知价值各维度与消费者购买行为间的关系,从消费体验角度,提出了丰富体验形式、增强体验经历、开发生态茶餐饮、深化体验设计、激发重游意愿等促进茶庄园发展的建议。

In order to promote the development of tea plantation economy to multi-functional agriculture,and promote ecological revitalization and industrial revitalization,this paper explored the development path of tea hacienda based on participatory experience.Based on survey data from 201 individual samples visiting tea hacienda in Anxi county,Fujian province,the paper used descriptive statistical analysis,factor analysis,single factor variance analysis and structural equation model test to analyze the impact mechanism from tea hacienda participatory experience to customer perception value and to consumer purchase behavior.The study showed that the consumer groups of tea hacienda were mainly the people from the age of 26 to 35 and the age of 36 to 45,with incomes ranging from 6000 to 8000 Yuan and above;their academic qualifications were undergraduate and above,and their occupations were mainly corporate employees.The participatory experience of tea hacienda partly had positive effect on the purchase behavior of consumers,and the relationship between consumer purchase behavior and sensory experience was significant.The customer′s perceived value partly had a significant influence on the consumer′s purchase behavior.Among them,the perceived pay had a significant influence on the consumer′s purchase behavior.The emotional experience,thinking experience,association experience and action experience in the participatory experience of tea hacienda had a positive effect on the consumer′s purchase behavior through the customer′s perceived value.The participatory experience,perceived value,and purchase behavior of the consumers of the tea hacienda varied due to differences in individual characteristics of the consumer′s gender,age,education,occupation,and income level.Considering the relationship among the participatory experience,the customer′s perceived value and the consumer′s purchase behavior,some suggestions are put forward to promote the development of tea hacienda from the perspective of consumer experience,such as enriching experience forms,enhancing experiences,developing eco-tea dining style,deepening experience design,and stimulating the willingness to travel again.