期刊论文

RESEARCH OF FACTORS INFLUENCING REGIONAL BRAND LOYALTY OF WUDANG TAOIST TEA——BASED ON THE PERSPECTIVE OF CONSUMER PERCEPTION

中文

中国农业资源与区划

1005-9121

2015

36

1

38-43

10.7621/cjarrp.1005-9121.20150107

该文为2013年度湖北省教育厅人文社会科学研究重点项目“基于产业集群的湖北省农产品加工企业品牌建设的模式与机制研究”（13d063）的阶段性研究成果

本校为第一机构

茶产业具有显著的区域性分布特征,茶叶的区域品牌对消费者选择具有较大影响。提高茶叶的区域品牌价值有助于提升区域茶产业竞争力,而品牌忠诚度是品牌价值的核心。基于理论和现实经验,该文从消费者感知的视角,借助结构方程模型（SEM模型）,研究了武当道茶区域品牌忠诚的影响因素。文章以207份武当道茶品牌体验调查问卷为基础,通过构建包括品质体验、文化体验、知名度、文化感知、区域品牌忠诚5个潜变量和14个观测变量的武当道茶区域品牌忠诚影响因素SEM模型,揭示了武当道茶区域品牌忠诚的影响因素以及各因素之间的相互关系。研究结果表明:武当道茶消费者对茶叶的知晓程度、品质体验、文化体验和...

The tea industry has significant regional distribution characteristics. Since ancient time many tea regional brands were well known in China such as West Lake Longjing tea,Xinyang Maojian Tea,Anxi Tieguanyin Tea and Wudang Taoist Tea. Nowadays,the choice of the tea consumption tended to be significantly influenced by the tea origin and brand. Therefore,it was helpful to improve the value of regional brand for strengthening the competitiveness of regional tea industry,while the loyalty for one brand is the core of brand value. Wudang Taoist tea ...