武当道茶区域品牌忠诚影响因素的结构模型分析——基于消费者感知视角

发布时间：2018-06-20 02:29

本文选题：武当道茶 + 区域品牌忠诚　；参考：《中国农业资源与区划》2015年01期

【摘要】：茶产业具有显著的区域性分布特征,茶叶的区域品牌对消费者选择具有较大影响。提高茶叶的区域品牌价值有助于提升区域茶产业竞争力,而品牌忠诚度是品牌价值的核心。基于理论和现实经验,该文从消费者感知的视角,借助结构方程模型(SEM模型),研究了武当道茶区域品牌忠诚的影响因素。文章以207份武当道茶品牌体验调查问卷为基础,通过构建包括品质体验、文化体验、知名度、文化感知、区域品牌忠诚5个潜变量和14个观测变量的武当道茶区域品牌忠诚影响因素SEM模型,揭示了武当道茶区域品牌忠诚的影响因素以及各因素之间的相互关系。研究结果表明:武当道茶消费者对茶叶的知晓程度、品质体验、文化体验和对武当文化的感知对消费者忠诚度有直接或间接的影响,其中消费者的文化体验对品牌忠诚度的影响大于品质体验,并且消费者的文化感知对消费者忠诚度的间接影响程度显著,这表明消费者对武当道茶的文化诉求高于功能诉求。据此,应从加强产品质量和丰富品牌文化内涵方面着手,提升武当道茶区域品牌价值。
[Abstract]:Tea industry has a significant regional distribution, tea regional brand has a greater impact on consumer choice. Improving the regional brand value of tea helps to enhance the competitiveness of regional tea industry, and brand loyalty is the core of brand value. Based on the theory and practical experience, this paper studies the influencing factors of brand loyalty in Wudang Taoism tea region by means of structural equation model and SEM model from the perspective of consumer perception. Based on 207 questionnaires of Wudang Taoist tea brand experience, this paper constructs a questionnaire that includes quality experience, cultural experience, popularity, cultural perception, etc. The SEM model of the influencing factors of regional brand loyalty of Wudang Taoism tea was established with 5 latent variables and 14 observation variables, which revealed the influencing factors of brand loyalty of Wudang Taoist tea region and the relationship between the factors. The results show that the awareness, quality experience, cultural experience and perception of Wudang tea have direct or indirect influence on consumer loyalty. The influence of consumers' cultural experience on brand loyalty is greater than that of quality experience, and the indirect influence of consumers' cultural perception on consumer loyalty is significant, which indicates that consumers' cultural appeal to Wudang Taoism tea is higher than the functional demand. Therefore, the regional brand value of Wudang Taoism tea should be promoted by strengthening the product quality and enriching the cultural connotation of the brand.
【作者单位】：武汉轻工大学经济与管理学院;华中科技大学管理学院;
【基金】：2013年度湖北省教育厅人文社会科学研究重点项目“基于产业集群的湖北省农产品加工企业品牌建设的模式与机制研究”(13d063)的阶段性研究成果
【分类号】：F273.2

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