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  

Study on Oolong Tea Brand Loyalty under the Moderating Role of Switching Cost

作　　者：林春桃[1] 苏宝财[1] 管曦[1] 余建辉[1] 

机构地区：[1]福建农林大学经济与管理学院,福建福州350002

出　　处：《茶叶科学》2013年第2期155-163,共9页Journal of Tea Science

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)

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。The empirical research on consumer brand loyalty of Oolong tea under the moderating role of switching cost was conducted through Fuzhou consumer survey. The results showed that Oolong tea service experience, brand experience and relationship experience on their consumer satisfaction have significant positive impact. Consumer satisfaction of Oolong tea has significant positive impact on their attitudinal loyalty and behavioral loyalty. Oolong tea consumer switching costs have significantly positive moderating role in the impact on consumer satisfaction on their behavior loyalty. However, the Oolong tea consumer attitudinal loyalty to loyalty behavior does not have a significant impact. Oolong tea consumer switching costs do not have significantly positive moderating role in the impact of consumer satisfaction on their attitudinal loyalty.

关 键 词：乌龙茶消费者 转换成本 品牌忠诚 调节作用 

分 类 号：F426.82[经济管理—产业经济] F273.2F224