武當(dāng)?shù)啦鑵^(qū)域品牌忠誠影響因素的結(jié)構(gòu)模型分析——基于消費(fèi)者感知視角
發(fā)布時間：2018-06-20 02:29
本文選題：武當(dāng)?shù)啦?/strong> + 區(qū)域品牌忠誠�。� 參考：《中國農(nóng)業(yè)資源與區(qū)劃》2015年01期
【摘要】：茶產(chǎn)業(yè)具有顯著的區(qū)域性分布特征,茶葉的區(qū)域品牌對消費(fèi)者選擇具有較大影響。提高茶葉的區(qū)域品牌價值有助于提升區(qū)域茶產(chǎn)業(yè)競爭力,而品牌忠誠度是品牌價值的核心�；诶碚摵同F(xiàn)實(shí)經(jīng)驗(yàn),該文從消費(fèi)者感知的視角,借助結(jié)構(gòu)方程模型(SEM模型),研究了武當(dāng)?shù)啦鑵^(qū)域品牌忠誠的影響因素。文章以207份武當(dāng)?shù)啦杵放企w驗(yàn)調(diào)查問卷為基礎(chǔ),通過構(gòu)建包括品質(zhì)體驗(yàn)、文化體驗(yàn)、知名度、文化感知、區(qū)域品牌忠誠5個潛變量和14個觀測變量的武當(dāng)?shù)啦鑵^(qū)域品牌忠誠影響因素SEM模型,揭示了武當(dāng)?shù)啦鑵^(qū)域品牌忠誠的影響因素以及各因素之間的相互關(guān)系。研究結(jié)果表明:武當(dāng)?shù)啦柘M(fèi)者對茶葉的知曉程度、品質(zhì)體驗(yàn)、文化體驗(yàn)和對武當(dāng)文化的感知對消費(fèi)者忠誠度有直接或間接的影響,其中消費(fèi)者的文化體驗(yàn)對品牌忠誠度的影響大于品質(zhì)體驗(yàn),并且消費(fèi)者的文化感知對消費(fèi)者忠誠度的間接影響程度顯著,這表明消費(fèi)者對武當(dāng)?shù)啦璧奈幕V求高于功能訴求。據(jù)此,應(yīng)從加強(qiáng)產(chǎn)品質(zhì)量和豐富品牌文化內(nèi)涵方面著手,提升武當(dāng)?shù)啦鑵^(qū)域品牌價值。
[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.
【作者單位】： 武漢輕工大學(xué)經(jīng)濟(jì)與管理學(xué)院;華中科技大學(xué)管理學(xué)院;
【基金】：2013年度湖北省教育廳人文社會科學(xué)研究重點(diǎn)項目“基于產(chǎn)業(yè)集群的湖北省農(nóng)產(chǎn)品加工企業(yè)品牌建設(shè)的模式與機(jī)制研究”(13d063)的階段性研究成果
【分類號】：F273.2
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