横州茉莉花茶顾客感知价值对购买意愿的影响研究

The Influence of Perceived Value of Hengzhou Jasmine Tea on the Purchase Intention of Customers

基于对横州茉莉花茶顾客感知价值的调查,运用结构方程模型,验证了横州茉莉花茶顾客感知价值三维度模型及其对购买意愿的影响。研究发现,顾客感知价值是影响顾客购买意愿的主要因素;横州茉莉花茶顾客感知价值中的情感价值、经济价值和区域价值都对顾客购买意愿产生正向影响,其中区域价值是横州茉莉花茶顾客感知价值中的关键要素。研究结果为如何从消费者的角度促进横州茉莉花茶产业的发展提供了新的思路和经验证据。

Based on the perceived value of Hengzhou jasmine tea customers,this paper used structural equation model to empirically verify the three-dimensional model of Hengzhou jasmine tea customers'perceived value and its impact on purchase intention.The results show that customers'perceived value was the main factor influencing customers'purchase intention.The three dimensions of customers'perceived value of Hengzhou jasmine tea had a positive impact on customers'purchase intention,and the influence degrees of different dimensions were different.The regional value was a key element of customers'perceived value of Hengzhou jasmine tea.These findings provided new ideas and empirical evidence for how to promote the development of jasmine tea industry in Hengzhou from the perspective of consumers.