基于体验视角的乌龙茶品牌忠诚形成机理研究
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摘要
乌龙茶与绿茶、红茶并列为世界三大茶类。世界乌龙茶产地主要集中在中国的福建、广东和台湾三省。2011年，中国乌龙茶总产量达到19.97万吨，其中福建达到15.7万吨，占中国乌龙茶总产量的78.84%。乌龙茶销售以国内市场为主，开始从品种竞争阶段转向品牌竞争阶段。根据可问可答网的市场调查结果显示，在茶叶品牌消费方面，52%的消费者表示注重。目前，乌龙茶企业已经具有品牌意识，一定规模的茶叶企业一般都拥有自己的品牌。然而，乌龙茶企业规模总体偏小，品牌经营实力不足，品牌建设滞后，品牌的附加值低，缺乏国际知名品牌。消费者品牌忠诚度低是制约乌龙茶企业做强做大的瓶颈。要做强做大中国乌龙茶品牌，重视培育和维系消费者对其品牌的忠诚将是必不可少的。因此，有必要对乌龙茶消费者的品牌忠诚形成机理进行研究。
在体验经济发展和产品日趋同质化的情况下，消费者体验成为决定企业竞争力的主要因素。在具体的消费过程中，乌龙茶消费受消费者本身的感官感受、茶文化、需求层次，以及消费者自身对乌龙茶的认知水平的不同而影响。因此，通过探讨乌龙茶消费者特征在品牌忠诚形成过程中角色和作用即消费者特征的调节效应，能使乌龙茶企业更有针对性的开展营销工作，更好的培育和维系其忠诚的消费者，提高其品牌忠诚度，从而提升乌龙茶企业的品牌竞争力。
因此，本研究有三个目标：一是在刺激——机体——反应理论（即S-O-R理论）的指导下，构建出基于体验视角的乌龙茶品牌忠诚基本驱动模型，提出理论假设并进行了实证检验，丰富了品牌忠诚理论。二是运用科特勒行为选择模型理论，探讨乌龙茶消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应，针对不同的消费者特征样本进行了划分，并对乌龙茶消费者特征在消费者体验与消费者满意、转换成本之间关系中的调节效应进行了验证。三是根据实证研究结论，探讨提高乌龙茶消费者品牌忠诚的对策建议，为乌龙茶企业进行消费者细分和提供差异化服务提供了理论参考。
本研究内容共8章：第1章介绍了本研究的背景、意义、内容、方法、目标等；第2章对乌龙茶品牌忠诚研究的相关文献进行了综述，为本研究的研究奠定了理论基础；第3章分析乌龙茶产品市场消费特性，为下一步的研究假设和调查问卷设计奠定实践的基础；第4章本章运用S-O-R理论以及科特勒行为选择模型，构建消费者体验视角下的乌龙茶品牌忠诚基本驱动模型的研究模型和消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应的研究模型，并提出本研究的研究假设；第5章对实证研究方案进行设计、并通过初步调查的数据进行调查问卷的效度和信度检验。针对700个乌龙茶消费者进行访谈调查，收集整理出523份有效问卷；第6章在对有效问卷的描述性统计分析、效度及信度检验的基础上，运用结构方程模型分析法、因子分析法对基于消费者体验视角的乌龙茶品牌忠诚基本驱动模型进行实证分析；第7章采用多群组分析法和层级回归分析研究消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应；第8章总结本研究的主要结论，根据消费者体验视角下的乌龙茶品牌忠诚形成过程中的驱动因素、调节变量以及路径关系，提出提升乌龙茶消费者品牌忠诚的对策建议。
本研究通过实证研究得出以下主要结论：（1）乌龙茶消费者体验三个维度对其消费者满意都具有显著正向影响；乌龙茶消费者体验三个维度对其转换成本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对其态度忠诚和行为忠诚都具有显著正向影响；而乌龙茶消费者态度忠诚对其行为忠诚的影响不显著。（2）乌龙茶消费者体验三个维度对乌龙茶消费者态度忠诚和行为忠诚只有间接影响，没有直接影响，消费者体验三个维度通过消费者满意和转换成本的中介作用，间接影响到乌龙茶消费者态度忠诚和行为忠诚。（3）在乌龙茶消费者体验三个维度中，乌龙茶消费者服务体验对乌龙茶消费者满意和消费者转换成本的影响都最强。（4）在影响乌龙茶消费者态度忠诚和行为忠诚的五个因素中，乌龙茶消费者满意的影响程度都最大，乌龙茶消费者服务体验次之，消费者转换成本第三，品牌体验第四，乌龙茶消费者关系体验都最小。（5）消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应研究模型中的24项原有假设中只有10项通过显著性检验，具体如下：乌龙茶消费者性别特征对服务体验与消费者满意关系、品牌体验与转换成本关系以及关系体验与消费者满意关系三条路径关系具有显著正向调节效应；乌龙茶消费者年龄特征对关系体验与消费者满意关系具有显著正向调节效应；乌龙茶消费者收入特征对服务体验与消费者满意关系和关系体验与转换成本关系两条路径关系具有显著正向调节效应；乌龙茶消费者饮茶年限特征对服务体验与消费者满意关系、服务体验与转换成本关系、品牌体验与转换成本关系以及关系体验与转换成本关系四条路径关系具有显著正向调节效应。
基于上述研究结论，结合中国乌龙茶产业的发展现状，提出以下七条提升消费者乌龙茶品牌忠诚度的对策建议。（1）了解消费者对乌龙茶消费的期望值，提供高附加值的过程服务，加强售后服务管理，提高消费者满意是乌龙茶企业提升其品牌忠诚最重要的途径。（2）提供优质的产品，创造良好的购物环境，培育一支高素质的员工队伍，提升消费者的服务体验是乌龙茶企业提升其品牌忠诚次优选择的途径。（3）提高乌龙茶产品和服务的附加值，增加消费者的转换成本是乌龙茶企业提升其品牌忠诚第三重要的途径。（4）创建品牌的差异化价值，实施品牌满意、品牌信任和品牌承诺营销，提高品牌体验的附加值是乌龙茶企业提升其品牌忠诚第四重要的途径。（5）创建乌龙茶消费者会员俱乐部，制定有效的会员关怀机制，培育具有良好人际沟通技巧的员工，为目标消费者创造美好的关系体验，是乌龙茶企业提升其品牌忠诚又一重要的途径。（6）根据消费者人口特征对体验的影响，进行目标消费群体的选择。（7）乌龙茶企业要高度关注高态度忠诚的潜在消费者群体，建立潜在客户数据库，实施价格差异化营销，有效地将高态度忠诚的潜在消费者群体转化为高行为忠诚群体。
由于当前从消费者体验的角度研究茶叶品牌忠诚的前期积累很少，然而消费者对品牌的忠诚是企业获取竞争优势、增加利润的关键，因此，本研究的视角和内容有一定的创新性。还有，本研究开发了具有较好信度和效度的乌龙茶消费者体验、消费者满意、转换成本以及品牌忠诚测量量表；找出了体验视角下的乌龙茶消费者品牌忠诚形成过程的基本驱动因素，并发现不同的消费者特征对乌龙茶品牌忠诚形成过程的特定路径具有不同的调节效应，研究结论具有一定的新意和实际应用价值。此外，根据现有文献，就茶叶品牌而言，本研究的研究方法具有一定的应用创新。
Oolong tea, with green tea and black tea, are listed as the world's three largest teaclasses. World’s oolong tea producing area are mainly concentrated in Fujian,Guangdong and Taiwan provinces of China, in2011, the Chinese oolong teaproduction reached199700tons, thereinto Fujian province reached157000tons,accounting for78.84%of the total Chinese oolong tea production. Varieties of oolongtea sales mainly to the domestic market, started from species competition stage tobrand competition stage. According to the network market research of website9soso,In the tea brand consumption,52%of consumers said notice. At present, the oolongtea enterprises already have the brand awareness, a certain scale of tea enterprisesgenerally have their own brand. however, Oolong tea enterprises’ small overall size,the lack of brand strength, brand construction lag,the low brand added value, lack ofinternational famous brand and the low consumer brand loyalty are the bottlenecksto oolong tea enterprises to be bigger and stronger. In order to make Chinese oolongtea brand bigger and stronger, pay attention to cultivating and sustaining consumerloyalty of their brands is essential. Therefore, it is necessary to study the formationmechanism of oolong tea’s consumers brand loyalty.
Under the condition of experience economy development and products becomeincreasingly homogeneous, consumer experience become the main factor of decidingenterprise competitiveness. In the process of specific consumer, oolong tea’s sensoryfeelings by consumers themselves, tea culture,need hierarchy, as well as the consumercognitive level affect the oolong tea consumption.Therefore, by discussing roles andfunctions of oolong tea consumer features in brand loyalty formation process that isregulatory effect of consumer characteristics, make the oolong tea enterprises moretargeted to carry out the marketing work, better cultivate and maintain its loyalconsumers, improve its brand loyalty, thus improve brand competitiveness of oolongtea enterprises.
Therefore, this study has three goals: one is under the guidance of the stimulus-the body-response theory, building the oolong tea brand loyalty basic drive modelbased on the experience visual angle, put forward the theoretical hypothesis andempirical test, enrich the theory of brand loyalty. The second is to use kotler behavior choice model theory, discusses regulation effect of the oolong tea consumerscharacteristics to the brand loyalty basic drive model, classified the differentconsumer characteristics samples, and verified the regulating effect of oolong teaconsumers characteristics in the consumer experience’s relationship with customersatisfaction and switching costs. Three is on the basis of the empirical researchconclusion, to explores the countermeasures of improving oolong tea consumersbrand loyalty, provides the theory reference for oolong tea enterprise to consumersegmentation and provide differentiated services.
This study content a total of eight chapters:chapter1introduces the background,significance, content, method, target of the research;Chapter2reviewed the literatureresearching for oolong tea brand loyalty, as the theoretical foundation of this study;Chapter3analysis the oolong tea product market consumption characteristics, to laythe foundation of practice for the research hypotheses and questionnaire design nextstep; Chapter4using S-O-R theory and kotler behavior choice model, buildresearch model of oolong tea brand loyalty fundamental driving model under theperspective of consumer experience and research model of the adjustment effect ofconsumer features to the oolong tea brand loyalty basic drive model,and puts forwardthe research hypotheses of this study. Chapter5design empirical research scheme,make the questionnaire validity and reliability test through preliminary investigationdata..In interview700oolong tea consumer survey, collect523valid questionnaireresponses received. Chapter6in the effective questionnaire descriptive statisticsanalysis, validity and reliability test, on the basis of using the structural equationmodel analysis, factor analysis method to oolong tea brand loyalty based on theperspective of consumer experience basic drive model to carry on the empiricalanalysis; Chapter7multiple group analysis and hierarchical regression analysis isused to study consumer characteristics of oolong tea brand loyalty basic drive modelof the adjustment effect; Chapter8summarizes the main conclusions of this study,according to consumer experience under the perspective of oolong tea brand loyaltydriving factors in the process of formation, regulating the relationship betweenvariables and path oolong tea consumers brand loyalty countermeasures andSuggestions are put forward.
It can draw the following conclusions through the empirical studies:
(1) The three dimensions of oolong tea consumers’s experience have significantand positive effects on consumers’ satisfaction, as well as its switching costs; and bothoolong tea consumers’ satisfaction and switching costs have significant and positiveeffect on their attitudinal and behavioral loyalty, but oolong tea consumers’ attitudinalloyalty has no significant effects on its behavioral loyalty.
(2) Three dimensions of the oolong tea consumer experience have just an indirect,not direct, impact on the oolong consumers’ attitudinal and behavioral loyalty. Onlythrough the intermediary role of consumers’ satisfaction and the switching costs canthe three dimensions of consumers experience indirectly affect oolong tea consumers’attitudinal and behavioral loyalty.
(3) In the three dimensions which oolong tea consumers experience, the oolongtea consumers’ service experience have the biggest effects on both oolong teaconsumers’ satisfaction and switching costs.
(4) In the five factors that affect the oolong tea consumers’ attitudinal andbehavioral loyalty, the effect of oolong tea consumers’ satisfaction is the largest,followed by oolong tea consumer service experience, then consumers’ switchingcosts, fourth is the brand experience, and the minimum is oolong tea consumers’relationship experience.
(5) The24original assumptions in the research model named adjustment effectof the basic drive model which is consumer’s characteristics to the brand loyalty ofoolong tea, only10go through the significance test. The result are as follows: Firstly,the gender characteristics of oolong tea consumers have significant and positivemoderating effects on three paths relation, which are the relation between the serviceexperience and consumers’ satisfaction, the relation between brand experience andswitching costs, and the relation between relationship experience and consumers’satisfaction. Secondly, the age characteristics of Oolong tea consumers have asignificant and positive moderating effect on the relations between relationshipexperience and consumers’ satisfaction.
Thirdly, the income characteristics of oolong tea consumers have a significantand positive moderating effect on the relation between the service experience and consumers’ satisfaction, and the relations between relationship experience and theswitching costs. Lastly, the tea service life characteristics of oolong consumers havesignificant and positive moderating effects on four paths relation, such as therelationship between the service experience and consumers’ satisfaction, serviceexperience and switching costs, brand experience and switching costs, and the relationbetween relationship experience and the switching cost.
Based on the above research conclusion, the combination of Chinese oolong teaindustry development present situation, put forward the following sevencountermeasures to increase oolong tea consumer brand loyalty.(1) to understandconsumer expectations of oolong tea consumption, provide high value-added serviceof process, strengthen the management of after-sales service and improve customersatisfaction is the most important way for oolong tea enterprises to enhance its brandloyalty.(2) to provide high quality products, create good shopping environment,cultivate a high-quality staff team and improve customer service experience is oolongtea enterprises enhance the brand loyalty sub-optimal choice.(3) to improve oolongtea the added value of products and services and increase the switching costs ofconsumers is oolong tea enterprises enhance the brand loyalty in the third importantway.(4) to create brand differentiation value, implement brand satisfaction, brandtrust and brand commitment to marketing and improve the added value of brandexperience is oolong tea enterprises fourth important way to enhance its brand loyalty.(5)to create oolong tea consumers member club, make effective member caremechanism, cultivate employees with good interpersonal skills and create a greatrelationship experience for target consumers is oolong tea enterprises enhance thebrand loyalty is a important way.(6) according to consumer demographics influenceon experience, for the choice of target consumption group.(7)Oolong tea enterpriseshould pay more attention to the high attitude loyalty of potential consumers groups,establish database of potential customers, implement differential marketing price andeffectively convert high attitude loyalty of potential consumer groups into highbehavioral loyalty groups.
Due to the current research from the angle of consumers experience about the teabrand loyalty of the accumulation is rarely, however, consumer brand loyalty is the enterprise to obtain competitive advantage, the key to increase profits, therefore, thisstudy has certain innovative perspective and content.
Also, this study developed a measurement scale which has a good reliability andvalidity of oolong tea consumer experience, customer satisfaction, switching costs,and brand loyalty; Find the experience under the perspective of fundamental drivingfactor of formation of oolong tea consumer brand loyalty, and found that the differentcharacteristics of consumers have different regulation effect to the specific path ofoolong tea brand loyalty formation process, study conclusion has certain innovativeand practical application value. In addition, according to the existing literature, interms of tea brand, the research methods of this study has a certain applicationinnovation.
在体验经济发展和产品日趋同质化的情况下，消费者体验成为决定企业竞争力的主要因素。在具体的消费过程中，乌龙茶消费受消费者本身的感官感受、茶文化、需求层次，以及消费者自身对乌龙茶的认知水平的不同而影响。因此，通过探讨乌龙茶消费者特征在品牌忠诚形成过程中角色和作用即消费者特征的调节效应，能使乌龙茶企业更有针对性的开展营销工作，更好的培育和维系其忠诚的消费者，提高其品牌忠诚度，从而提升乌龙茶企业的品牌竞争力。
因此，本研究有三个目标：一是在刺激——机体——反应理论（即S-O-R理论）的指导下，构建出基于体验视角的乌龙茶品牌忠诚基本驱动模型，提出理论假设并进行了实证检验，丰富了品牌忠诚理论。二是运用科特勒行为选择模型理论，探讨乌龙茶消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应，针对不同的消费者特征样本进行了划分，并对乌龙茶消费者特征在消费者体验与消费者满意、转换成本之间关系中的调节效应进行了验证。三是根据实证研究结论，探讨提高乌龙茶消费者品牌忠诚的对策建议，为乌龙茶企业进行消费者细分和提供差异化服务提供了理论参考。
本研究内容共8章：第1章介绍了本研究的背景、意义、内容、方法、目标等；第2章对乌龙茶品牌忠诚研究的相关文献进行了综述，为本研究的研究奠定了理论基础；第3章分析乌龙茶产品市场消费特性，为下一步的研究假设和调查问卷设计奠定实践的基础；第4章本章运用S-O-R理论以及科特勒行为选择模型，构建消费者体验视角下的乌龙茶品牌忠诚基本驱动模型的研究模型和消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应的研究模型，并提出本研究的研究假设；第5章对实证研究方案进行设计、并通过初步调查的数据进行调查问卷的效度和信度检验。针对700个乌龙茶消费者进行访谈调查，收集整理出523份有效问卷；第6章在对有效问卷的描述性统计分析、效度及信度检验的基础上，运用结构方程模型分析法、因子分析法对基于消费者体验视角的乌龙茶品牌忠诚基本驱动模型进行实证分析；第7章采用多群组分析法和层级回归分析研究消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应；第8章总结本研究的主要结论，根据消费者体验视角下的乌龙茶品牌忠诚形成过程中的驱动因素、调节变量以及路径关系，提出提升乌龙茶消费者品牌忠诚的对策建议。
本研究通过实证研究得出以下主要结论：（1）乌龙茶消费者体验三个维度对其消费者满意都具有显著正向影响；乌龙茶消费者体验三个维度对其转换成本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对其态度忠诚和行为忠诚都具有显著正向影响；而乌龙茶消费者态度忠诚对其行为忠诚的影响不显著。（2）乌龙茶消费者体验三个维度对乌龙茶消费者态度忠诚和行为忠诚只有间接影响，没有直接影响，消费者体验三个维度通过消费者满意和转换成本的中介作用，间接影响到乌龙茶消费者态度忠诚和行为忠诚。（3）在乌龙茶消费者体验三个维度中，乌龙茶消费者服务体验对乌龙茶消费者满意和消费者转换成本的影响都最强。（4）在影响乌龙茶消费者态度忠诚和行为忠诚的五个因素中，乌龙茶消费者满意的影响程度都最大，乌龙茶消费者服务体验次之，消费者转换成本第三，品牌体验第四，乌龙茶消费者关系体验都最小。（5）消费者特征对乌龙茶品牌忠诚基本驱动模型的调节效应研究模型中的24项原有假设中只有10项通过显著性检验，具体如下：乌龙茶消费者性别特征对服务体验与消费者满意关系、品牌体验与转换成本关系以及关系体验与消费者满意关系三条路径关系具有显著正向调节效应；乌龙茶消费者年龄特征对关系体验与消费者满意关系具有显著正向调节效应；乌龙茶消费者收入特征对服务体验与消费者满意关系和关系体验与转换成本关系两条路径关系具有显著正向调节效应；乌龙茶消费者饮茶年限特征对服务体验与消费者满意关系、服务体验与转换成本关系、品牌体验与转换成本关系以及关系体验与转换成本关系四条路径关系具有显著正向调节效应。
基于上述研究结论，结合中国乌龙茶产业的发展现状，提出以下七条提升消费者乌龙茶品牌忠诚度的对策建议。（1）了解消费者对乌龙茶消费的期望值，提供高附加值的过程服务，加强售后服务管理，提高消费者满意是乌龙茶企业提升其品牌忠诚最重要的途径。（2）提供优质的产品，创造良好的购物环境，培育一支高素质的员工队伍，提升消费者的服务体验是乌龙茶企业提升其品牌忠诚次优选择的途径。（3）提高乌龙茶产品和服务的附加值，增加消费者的转换成本是乌龙茶企业提升其品牌忠诚第三重要的途径。（4）创建品牌的差异化价值，实施品牌满意、品牌信任和品牌承诺营销，提高品牌体验的附加值是乌龙茶企业提升其品牌忠诚第四重要的途径。（5）创建乌龙茶消费者会员俱乐部，制定有效的会员关怀机制，培育具有良好人际沟通技巧的员工，为目标消费者创造美好的关系体验，是乌龙茶企业提升其品牌忠诚又一重要的途径。（6）根据消费者人口特征对体验的影响，进行目标消费群体的选择。（7）乌龙茶企业要高度关注高态度忠诚的潜在消费者群体，建立潜在客户数据库，实施价格差异化营销，有效地将高态度忠诚的潜在消费者群体转化为高行为忠诚群体。
由于当前从消费者体验的角度研究茶叶品牌忠诚的前期积累很少，然而消费者对品牌的忠诚是企业获取竞争优势、增加利润的关键，因此，本研究的视角和内容有一定的创新性。还有，本研究开发了具有较好信度和效度的乌龙茶消费者体验、消费者满意、转换成本以及品牌忠诚测量量表；找出了体验视角下的乌龙茶消费者品牌忠诚形成过程的基本驱动因素，并发现不同的消费者特征对乌龙茶品牌忠诚形成过程的特定路径具有不同的调节效应，研究结论具有一定的新意和实际应用价值。此外，根据现有文献，就茶叶品牌而言，本研究的研究方法具有一定的应用创新。
Oolong tea, with green tea and black tea, are listed as the world's three largest teaclasses. World’s oolong tea producing area are mainly concentrated in Fujian,Guangdong and Taiwan provinces of China, in2011, the Chinese oolong teaproduction reached199700tons, thereinto Fujian province reached157000tons,accounting for78.84%of the total Chinese oolong tea production. Varieties of oolongtea sales mainly to the domestic market, started from species competition stage tobrand competition stage. According to the network market research of website9soso,In the tea brand consumption,52%of consumers said notice. At present, the oolongtea enterprises already have the brand awareness, a certain scale of tea enterprisesgenerally have their own brand. however, Oolong tea enterprises’ small overall size,the lack of brand strength, brand construction lag,the low brand added value, lack ofinternational famous brand and the low consumer brand loyalty are the bottlenecksto oolong tea enterprises to be bigger and stronger. In order to make Chinese oolongtea brand bigger and stronger, pay attention to cultivating and sustaining consumerloyalty of their brands is essential. Therefore, it is necessary to study the formationmechanism of oolong tea’s consumers brand loyalty.
Under the condition of experience economy development and products becomeincreasingly homogeneous, consumer experience become the main factor of decidingenterprise competitiveness. In the process of specific consumer, oolong tea’s sensoryfeelings by consumers themselves, tea culture,need hierarchy, as well as the consumercognitive level affect the oolong tea consumption.Therefore, by discussing roles andfunctions of oolong tea consumer features in brand loyalty formation process that isregulatory effect of consumer characteristics, make the oolong tea enterprises moretargeted to carry out the marketing work, better cultivate and maintain its loyalconsumers, improve its brand loyalty, thus improve brand competitiveness of oolongtea enterprises.
Therefore, this study has three goals: one is under the guidance of the stimulus-the body-response theory, building the oolong tea brand loyalty basic drive modelbased on the experience visual angle, put forward the theoretical hypothesis andempirical test, enrich the theory of brand loyalty. The second is to use kotler behavior choice model theory, discusses regulation effect of the oolong tea consumerscharacteristics to the brand loyalty basic drive model, classified the differentconsumer characteristics samples, and verified the regulating effect of oolong teaconsumers characteristics in the consumer experience’s relationship with customersatisfaction and switching costs. Three is on the basis of the empirical researchconclusion, to explores the countermeasures of improving oolong tea consumersbrand loyalty, provides the theory reference for oolong tea enterprise to consumersegmentation and provide differentiated services.
This study content a total of eight chapters:chapter1introduces the background,significance, content, method, target of the research;Chapter2reviewed the literatureresearching for oolong tea brand loyalty, as the theoretical foundation of this study;Chapter3analysis the oolong tea product market consumption characteristics, to laythe foundation of practice for the research hypotheses and questionnaire design nextstep; Chapter4using S-O-R theory and kotler behavior choice model, buildresearch model of oolong tea brand loyalty fundamental driving model under theperspective of consumer experience and research model of the adjustment effect ofconsumer features to the oolong tea brand loyalty basic drive model,and puts forwardthe research hypotheses of this study. Chapter5design empirical research scheme,make the questionnaire validity and reliability test through preliminary investigationdata..In interview700oolong tea consumer survey, collect523valid questionnaireresponses received. Chapter6in the effective questionnaire descriptive statisticsanalysis, validity and reliability test, on the basis of using the structural equationmodel analysis, factor analysis method to oolong tea brand loyalty based on theperspective of consumer experience basic drive model to carry on the empiricalanalysis; Chapter7multiple group analysis and hierarchical regression analysis isused to study consumer characteristics of oolong tea brand loyalty basic drive modelof the adjustment effect; Chapter8summarizes the main conclusions of this study,according to consumer experience under the perspective of oolong tea brand loyaltydriving factors in the process of formation, regulating the relationship betweenvariables and path oolong tea consumers brand loyalty countermeasures andSuggestions are put forward.
It can draw the following conclusions through the empirical studies:
(1) The three dimensions of oolong tea consumers’s experience have significantand positive effects on consumers’ satisfaction, as well as its switching costs; and bothoolong tea consumers’ satisfaction and switching costs have significant and positiveeffect on their attitudinal and behavioral loyalty, but oolong tea consumers’ attitudinalloyalty has no significant effects on its behavioral loyalty.
(2) Three dimensions of the oolong tea consumer experience have just an indirect,not direct, impact on the oolong consumers’ attitudinal and behavioral loyalty. Onlythrough the intermediary role of consumers’ satisfaction and the switching costs canthe three dimensions of consumers experience indirectly affect oolong tea consumers’attitudinal and behavioral loyalty.
(3) In the three dimensions which oolong tea consumers experience, the oolongtea consumers’ service experience have the biggest effects on both oolong teaconsumers’ satisfaction and switching costs.
(4) In the five factors that affect the oolong tea consumers’ attitudinal andbehavioral loyalty, the effect of oolong tea consumers’ satisfaction is the largest,followed by oolong tea consumer service experience, then consumers’ switchingcosts, fourth is the brand experience, and the minimum is oolong tea consumers’relationship experience.
(5) The24original assumptions in the research model named adjustment effectof the basic drive model which is consumer’s characteristics to the brand loyalty ofoolong tea, only10go through the significance test. The result are as follows: Firstly,the gender characteristics of oolong tea consumers have significant and positivemoderating effects on three paths relation, which are the relation between the serviceexperience and consumers’ satisfaction, the relation between brand experience andswitching costs, and the relation between relationship experience and consumers’satisfaction. Secondly, the age characteristics of Oolong tea consumers have asignificant and positive moderating effect on the relations between relationshipexperience and consumers’ satisfaction.
Thirdly, the income characteristics of oolong tea consumers have a significantand positive moderating effect on the relation between the service experience and consumers’ satisfaction, and the relations between relationship experience and theswitching costs. Lastly, the tea service life characteristics of oolong consumers havesignificant and positive moderating effects on four paths relation, such as therelationship between the service experience and consumers’ satisfaction, serviceexperience and switching costs, brand experience and switching costs, and the relationbetween relationship experience and the switching cost.
Based on the above research conclusion, the combination of Chinese oolong teaindustry development present situation, put forward the following sevencountermeasures to increase oolong tea consumer brand loyalty.(1) to understandconsumer expectations of oolong tea consumption, provide high value-added serviceof process, strengthen the management of after-sales service and improve customersatisfaction is the most important way for oolong tea enterprises to enhance its brandloyalty.(2) to provide high quality products, create good shopping environment,cultivate a high-quality staff team and improve customer service experience is oolongtea enterprises enhance the brand loyalty sub-optimal choice.(3) to improve oolongtea the added value of products and services and increase the switching costs ofconsumers is oolong tea enterprises enhance the brand loyalty in the third importantway.(4) to create brand differentiation value, implement brand satisfaction, brandtrust and brand commitment to marketing and improve the added value of brandexperience is oolong tea enterprises fourth important way to enhance its brand loyalty.(5)to create oolong tea consumers member club, make effective member caremechanism, cultivate employees with good interpersonal skills and create a greatrelationship experience for target consumers is oolong tea enterprises enhance thebrand loyalty is a important way.(6) according to consumer demographics influenceon experience, for the choice of target consumption group.(7)Oolong tea enterpriseshould pay more attention to the high attitude loyalty of potential consumers groups,establish database of potential customers, implement differential marketing price andeffectively convert high attitude loyalty of potential consumer groups into highbehavioral loyalty groups.
Due to the current research from the angle of consumers experience about the teabrand loyalty of the accumulation is rarely, however, consumer brand loyalty is the enterprise to obtain competitive advantage, the key to increase profits, therefore, thisstudy has certain innovative perspective and content.
Also, this study developed a measurement scale which has a good reliability andvalidity of oolong tea consumer experience, customer satisfaction, switching costs,and brand loyalty; Find the experience under the perspective of fundamental drivingfactor of formation of oolong tea consumer brand loyalty, and found that the differentcharacteristics of consumers have different regulation effect to the specific path ofoolong tea brand loyalty formation process, study conclusion has certain innovativeand practical application value. In addition, according to the existing literature, interms of tea brand, the research methods of this study has a certain applicationinnovation.
引文
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