基于转换成本调节作用的乌龙茶品牌忠诚研究——以福州消费者为例

发布时间：2018-05-25 09:36

本文选题：乌龙茶消费者 + 转换成本　；参考：《茶叶科学》2013年02期

【摘要】：通过福州消费者的问卷调查对转换成本调节作用下的乌龙茶品牌忠诚进行实证研究。研究结果表明:乌龙茶消费者服务体验、品牌体验和关系体验对消费者满意都具有显著正向影响;乌龙茶消费者满意对其态度忠诚和行为忠诚都具有显著正向影响;乌龙茶消费者转换成本在消费者满意与行为忠诚之间起显著正向调节作用;而乌龙茶消费者态度忠诚对其行为忠诚的影响不显著;乌龙茶消费者转换成本在消费者满意与态度忠诚之间起正向调节作用不显著。
[Abstract]:This paper makes an empirical study on brand loyalty of Oolong tea under the effect of switching cost regulation through a questionnaire survey of consumers in Fuzhou. The results show that: Oolong tea consumer service experience, brand experience and relationship experience have a significant positive impact on consumer satisfaction, Oolong tea consumer satisfaction has a significant positive impact on their attitude loyalty and behavioral loyalty. The switching costs of Oolong tea consumers play a significant positive role in regulating consumer satisfaction and behavioral loyalty, while the influence of Oolong tea consumers' attitude loyalty on their behavior loyalty is not significant. The conversion cost of Oolong tea consumers played no significant role in regulating consumer satisfaction and attitude loyalty.
【作者单位】：福建农林大学经济与管理学院;
【基金】：国家社科基金青年项目(项目编号:11CJY058) 福建省财政厅项目(项目编号:2010107)
【分类号】：F426.82;F273.2;F224

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