茶叶可追溯信息对顾客公民行为的影响

Influence of Tea Traceability Information on Customer Citizenship Behaviors

基于建构主义理论,构建以品牌感知可靠性和品牌感知自然性为中介变量的双中介模型,以区域公用品牌福鼎白茶为例,实证分析茶叶可追溯信息对顾客公民行为的影响。结果表明:茶叶可追溯信息对顾客公民行为具有显著正向作用;品牌感知可靠性与品牌感知自然性在茶叶可追溯信息对顾客公民行为的影响中起完全中介作用;相较于品牌感知自然性,品牌感知可靠性对顾客公民行为的正向影响更显著。因此,产茶区政府应加强茶叶溯源系统建设;地方政府与茶叶品牌应多措并举提高茶叶可追溯信息的可靠性和自然性;茶叶品牌应提高消费者对茶叶可追溯信息的认知水平。

⑴Background——Customers will enhance their brand commitments when they build a positive impression of a tea brand through tea traceability information.Customer citizenship behavior is an extra-role behavior,which is conducive to improving the quality perception,popularity and competitive advantage of tea brands.⑵Methods——Questionnaire survey was adopted to collect data in three cities in Fujian Province,China:Fuzhou City,Quanzhou City and Ningde City.The respondents were the consumers who had bought Fuding White Tea.In the formal survey,the researchers received 320 valid questionnaires.AMOS24.0 software was used to analyze the relationship among tea traceability information,brand reliability perception,brand naturality perception and customer citizenship behaviors.Finally,the mediating effects of brand reliability perception and brand naturality perception were tested using bootstrap method.⑶Results——First,tea traceability information significantly and positively affected brand reliability perception(β=0.760,P<0.001)and brand naturality perception(β=0.478,P<0.001).This indicates that tea traceability information is an effective clue to prove the social responsibility of tea brands,and positively enhances customers'brand authenticity perception.Both brand reliability perception(β=0.600,P<0.001)and brand naturality perception(β=0.277,P<0.001)have significant positive effects on customer citizenship behaviors.This indicates that the more customers recognize the tea brands'ability to meet their products safety and environmental protection needs,the more likely they are to act altruistically toward the brand and other customers.Second,although tea traceability information does not directly and significantly affect customer citizenship behavior(β=-0.222,P>0.05),it has a significant positive effect on customer citizenship behaviors through the mediating effects of brand reliability perception(β=0.587,P<0.001)and brand naturality perception(β=0.170,P<0.001).This result emphasizes the important role of brand reliability perception and brand naturality perception as mediating variables.Finally,the brand reliability perception has stronger mediating effect between tea traceability information and customer citizenship behaviors than the brand naturality perception.The brand reliability perception is the rational cognition of customers to tea brands,and the brand naturality perception is the perceptual cognition of customers to tea brands.This shows that the customer's rational cognition can stimulate customer citizenship behaviors more than the customer's perceptual cognition.⑷Conclusions and Discussions——First,the government should improve the tea traceability system to improve its credibility and openness.The government should act as a regulator to ensure that tea traceability information can cover most of the tea supply chain information and should also establish a tea products database to provide information inquiry function for tea consumers.Second,official monitoring agencies should be mainly responsible for the authenticity of tea traceability information because authoritative tea information helps to improve customers'brand reliability perception and brand naturality perception.In addition,tea traceability information should contain more information about the tea growing environment.Third,tea brands should improve customers'awareness of tea traceability information and increase their brand commitments.Tea consumers should be educated on traceability knowledge,the traceability function of tea should be promoted in the publicity of tea brands and key customers should be maintained because their opinions are highly persuasive to other customers.