日照绿茶品牌形象对消费者购买意愿的影响

Influence of Rizhao Green Tea Brand Image on Consumers′Purchase Intention

为了解日照绿茶品牌形象对消费者购买意愿的影响,本文以茶叶消费者为主要研究对象,把日照绿茶品牌形象划分为茶企形象、茶叶产品形象、消费者形象3个维度,同时引入了感知价值变量,构建了品牌形象、感知价值、购买意愿三者之间的关系模型。此外,本文从消费者角度进行了问卷调查,并对调查问卷数据进行分析。结果表明,茶企形象、茶叶产品形象、消费者形象对感知价值及消费意愿都有显著的影响,消费者感知价值对消费者购买意愿有显著的正向促进作用,感知价值在品牌形象和消费者购买意愿中有中介效应。

In order to understand the influence of Rizhao green tea brand image on consumers′purchase intention,the paper took tea consumers as the main research object,divided brand image of Rizhao green tea into three dimensions(tea company image,tea product image and consumer image),introduced the perceived value variables at the same time,constructed the relationship model among brand image,perceived value and purchase intention.In addition,this paper conducted a question-naire survey from the perspective of consumers and analyzed the questionnaire data.The results showed that tea company image,tea product image and consumer image all had a significant impact on perceived value and consumer willingness,consumers′perceived value had a significant positive promotion effect on consumers′purchase intention,and perceived value had an inter-mediary effect on brand image and consumer′s purchase intention.