基于转换成本调节作用的乌龙茶品牌忠诚研究&#x02014;&#x02014;以福州消费者为例

林春桃; 苏宝财; 管曦; 余建辉

doi:10.13305/j.cnki.jts.2013.02.002

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茶叶科学 ›› 2013, Vol. 33 ›› Issue (2) : 155-163. DOI: 10.13305/j.cnki.jts.2013.02.002

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

林春桃, 苏宝财, 管曦, 余建辉^*

作者信息 +

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

LIN Chun-tao, SU Bao-cai, GUAN Xi, YU Jian-hui^*

Author information +

文章历史 +

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

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.

导出引用

林春桃, 苏宝财, 管曦, 余建辉. 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[J]. 茶叶科学. 2013, 33(2): 155-163 https://doi.org/10.13305/j.cnki.jts.2013.02.002

LIN Chun-tao, SU Bao-cai, GUAN Xi, YU Jian-hui. Study on Oolong Tea Brand Loyalty under the Moderating Role of Switching Cost[J]. Journal of Tea Science. 2013, 33(2): 155-163 https://doi.org/10.13305/j.cnki.jts.2013.02.002

中图分类号： TS272.5+9 F307.12

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