本文選題：烏龍茶消費(fèi)者 + 轉(zhuǎn)換成本�。� 參考：《茶葉科學(xué)》2013年02期

【摘要】：通過(guò)福州消費(fèi)者的問(wèn)卷調(diào)查對(duì)轉(zhuǎn)換成本調(diào)節(jié)作用下的烏龍茶品牌忠誠(chéng)進(jìn)行實(shí)證研究。研究結(jié)果表明:烏龍茶消費(fèi)者服務(wù)體驗(yàn)、品牌體驗(yàn)和關(guān)系體驗(yàn)對(duì)消費(fèi)者滿意都具有顯著正向影響;烏龍茶消費(fèi)者滿意對(duì)其態(tài)度忠誠(chéng)和行為忠誠(chéng)都具有顯著正向影響;烏龍茶消費(fèi)者轉(zhuǎn)換成本在消費(fèi)者滿意與行為忠誠(chéng)之間起顯著正向調(diào)節(jié)作用;而烏龍茶消費(fèi)者態(tài)度忠誠(chéng)對(duì)其行為忠誠(chéng)的影響不顯著;烏龍茶消費(fèi)者轉(zhuǎn)換成本在消費(fèi)者滿意與態(tài)度忠誠(chéng)之間起正向調(diào)節(jié)作用不顯著。
[Abstract]:This paper makes an empirical study on brand loyalty of Oolong tea under the effect of switching cost regulation through a questionnaire survey of consumers in Fuzhou. The results show that: Oolong tea consumer service experience, brand experience and relationship experience have a significant positive impact on consumer satisfaction, Oolong tea consumer satisfaction has a significant positive impact on their attitude loyalty and behavioral loyalty. The switching costs of Oolong tea consumers play a significant positive role in regulating consumer satisfaction and behavioral loyalty, while the influence of Oolong tea consumers' attitude loyalty on their behavior loyalty is not significant. The conversion cost of Oolong tea consumers played no significant role in regulating consumer satisfaction and attitude loyalty.
【作者單位】： 福建農(nóng)林大學(xué)經(jīng)濟(jì)與管理學(xué)院;
【基金】：國(guó)家社科基金青年項(xiàng)目(項(xiàng)目編號(hào):11CJY058) 福建省財(cái)政廳項(xiàng)目(項(xiàng)目編號(hào):2010107)
【分類號(hào)】：F426.82;F273.2;F224

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 易開(kāi)剛;周樹(shù)紅;金寶玉;;浙江區(qū)域茶品牌信譽(yù)危機(jī)透視與治理對(duì)策探討[J];茶葉科學(xué);2011年02期

2 汪旭暉;徐健;;基于轉(zhuǎn)換成本調(diào)節(jié)作用的網(wǎng)上顧客忠誠(chéng)研究[J];中國(guó)工業(yè)經(jīng)濟(jì);2008年12期

3 金立印;;服務(wù)轉(zhuǎn)換成本對(duì)顧客忠誠(chéng)的影響——滿意度與替代者吸引力的調(diào)節(jié)效應(yīng)[J];管理學(xué)報(bào);2008年06期

4 徐彪;李心丹;張s，

本文編號(hào)：1932949