葡萄酒庄体验对顾客购买行为的影响--基于胶东地区的结构方程模型  

Study on the Influence of Chateau Experience on Customers’Purchasing Behavior Based on the Structural Equation Model of Jiaodong Area

作　　者：杨易 季俊霖 陈虹瑶 徐绍荣[1] 杨晓杰[1] 刘伟平 YANG Yi;JI Junlin;CHEN Hongyao;XU Shaorong;YANG Xiaojie;LIU Weiping(Yantai Research Institute,China Agricultural University,Yantai,Shandong 264670,China)

机构地区：[1]中国农业大学烟台研究院,山东烟台264670

出　　处：《酿酒科技》2020年第10期129-134,共6页Liquor-Making Science & Technology

基　　金：中国农业大学烟台研究院校内基金项目(YT201813);中国农业大学烟台研究院URP项目(U20193102)。

摘　　要：以胶东地区202个样本为例,探究葡萄酒庄体验对顾客购买行为的影响,通过结构方程模型进行实证分析。研究结果表明,感知质量、酒庄形象对消费者的功能体验、情感体验、满足体验均有正向影响,感知质量、功能体验、情感体验、满足体验对葡萄酒庄园消费者购买行为有直接正向影响。据此,从5个影响因素角度对酒庄建设提出合理化建议。Taking the 202 samples from Jiaodong area as an example,we explored the influence of chateau experience on customers’purchasing behavior,and conducted empirical analysis through structural equation model.The results showed that the perceived quality and the image of the chateau had a positive impact on the functional experience,emotional experience and satisfaction experience of consumers,and the perceived quality,functional experience,emotional experience and satisfaction experience had a direct positive impact on the purchasing behavior of consumers.Accordingly,we put forward some suggestions for chateau construction from the perspectives of the five influencing factors.

关 键 词：葡萄酒庄体验 购买行为 结构方程模型 胶东地区 

分 类 号：TS262.6[轻工技术与工程—发酵工程] F59[轻工技术与工程—食品科学与工程]