跨界创新对消费者品牌忠诚度提升的影响—以新茶饮持续溢价支付意愿为例

摘要/Abstract

摘要： 随着新茶饮行业的快速发展,企业之间的竞争日益激烈。为了提高市场竞争力,近年来新茶饮企业尝试通过跨界创新开展消费引流,并试图通过品质升级和体验优化,提高消费者品牌忠诚度。然而,跨界创新对品牌忠诚度提升的影响机制和效果尚缺乏深入系统的研究。基于1 900份年轻群体新茶饮消费的调研数据,从横向跨界和纵向跨界两种创新形式出发,采用实证研究方法定量揭示了新茶饮行业跨界创新对消费者品牌忠诚度提升的作用机制。研究发现,横向跨界创新和纵向跨界创新均能提升消费者品牌忠诚度,其中纵向跨界创新中的向上游文化跨界的提升效果最强;跨界创新主要通过满足消费者品质诉求、丰富顾客消费体验间接提高消费者的品牌忠诚度,其中品质诉求满足是驱动品牌忠诚度提升的核心机制;跨界创新形式选择与企业定位密切相关,高端品牌应聚焦横向跨界和向上文化跨界,中低端品牌需通过场景延伸向下跨界实现品牌忠诚度提升。基于研究结论,为新茶饮企业如何开展跨界创新营销提出了对策建议。

关键词: 新茶饮, 跨界创新, 溢价支付意愿, 品牌忠诚度

Abstract: With the rapid development of the novel-tea beverage industry, market competition has significantly intensified. To enhance competitiveness, novel-tea beverage enterprises have increasingly adopted cross-border innovation strategies aimed at upgrading product quality, optimizing the consumer experience, and strengthening brand loyalty. However, the theoretical and empirical understanding of how cross-border innovation enhances brand loyalty is still limited. Utilizing quantitative empirical methods, this study investigated the impact of horizontal and vertical cross-border innovation on consumer brand loyalty based on survey data of 1 900 young novel-tea beverage consumers. The findings reveal that both forms of cross-border innovation contribute to strengthening brand loyalty, with upstream cultural integration within vertical cross-border innovation demonstrating the strongest effect. Furthermore, cross-border innovation primarily influences brand loyalty indirectly by satisfying consumers’ quality demands and enriching consumption experiences, with quality appeal serving as the core mediating mechanism. Additionally, the selection of cross-border innovation strategies is contingent upon enterprise positioning: high-end brands benefit more from horizontal and upstream cultural cross-border innovation, while mid-to-low-end brands achieve brand loyalty enhancement through scenario-based downward cross-border innovation. Based on the above conclusions, this paper proposed some countermeasures and suggestions on how to carry out cross-border innovation marketing.

Key words: novel-tea beverages, cross-boundary innovation, willingness to pay premium, brand loyalty

中图分类号:

S571.1
F274

彭康, 阎鹏翔, 林梦星, 陈富桥. 跨界创新对消费者品牌忠诚度提升的影响—以新茶饮持续溢价支付意愿为例[J]. 茶叶科学, 2025, 45(4): 712-726.

PENG Kang, YAN Pengxiang, LIN Mengxing, CHEN Fuqiao. An Evaluation of the Impact of Cross-Boundary Innovation on Enhancing Brand Loyalty: An Example of Premium Payment Willingness in Novel-Tea Beverages[J]. Journal of Tea Science, 2025, 45(4): 712-726.

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