武当道茶区域品牌忠诚影响因素的结构模型分析——基于消费者感知视角

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

关键词:  武当道茶 区域品牌忠诚 影响因素 结构方程模型

Key words:  Wudang taoism tea  regional brand loyalty  influential factors  structural equation modeling

摘要:

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、文化体验和对武当文化的感知对消费者忠诚度有直接或间接的影响，其中消费者的文化体验对品牌忠诚度的影响大于品质体验，并且消费者的文化感知对消费者忠诚度的间接影响程度显著，这表明消费者对武当道茶的文化诉求高于功能诉求。据此，应从加强产品质量和丰富品牌文化内涵方面着手，提升武当道茶区域品牌价值。

Abstract:

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 is one of the two religious teas, which are famous for the rich culture connotation in China. Based on the theoretical and practical experience, the paper explored the factors influencing consumers' brand loyalty of Wudang Taoist Tea from the perspective of consumer perception by the method of structural equation modeling (SEM). The SEM model can show the causality and relationships between the factors and results. Taking 207 Wudang Taoist Tea brand questionnaires as data sources, this paper built the SEM model which contained 5 latent variables (i.e., quality experience, culture experience, brand awareness, culture awareness, and regional brand loyalty) and 14 observed variables, and revealed the influencing factors of the regional brand loyalty of Wudang Taoist Tea. The results showed that the brand awareness, quality experience and culture experience had direct or indirect impacts on customers' brand loyalty, and the impact of culture experience on brand loyalty was greater than that of quality experience. In addition, the indirect impact of culture awareness on brand loyalty was significant, which indicated consumers' cultural appeal was stronger than functional appeal for Wudang Taoism Tea. The results could conform to not only the hypothesis of the model, but also the Chinese tea culture. Accordingly, in order to improve the regional brand value of Wudang Taoist Tea, the product quality should be enhanced and the brand culture should be enriched.