导　　师： 雷鸣

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 近几年，中国凉茶行业每年保持30/%以上的增长速度，凉茶远销50多个国家和地区。在现代中医药的背景下，凉茶凭借其独特的文化内涵和卓越的防病治病等养生保健功能，成为了现代饮料市场的新贵。诱人的市场前景吸引了大量企业进入凉茶市场，仅在广东省，就有2000多家凉茶企业。而与凉茶火爆的市场局面相比，关于凉茶的学术研究，特别是凉茶的品牌偏好、购买意向的研究相当缺乏。 本研究以顾客感知价值为切入点，结合实际凉茶品牌，探查形成品牌偏好、购买意向的原因。首先深入地研究了顾客感知价值的涵义、构成和相关理论，并提炼出了影响凉茶感知价值的四个维度：质量价值、社会价值、情感价值、价格价值。然后对品牌偏好和购买意向进行了文献综述，提出了以顾客感知价值的四个维度为自变量，以品牌偏好为中介变量的凉茶购买意向研究模型，并根据模型提出了相应的假设。 本文共发放问卷280份，回收254份，其中有效问卷为230份，有效回收率为82.1/%。通过利用SPSS统计软件，首先对回收的数据进行了描述性统计分析，初步了解调查样本的基本情况；其次，通过Cronbach’s α系数、因子分析对量表的信度与效度进行了检验，结果表明量表的信度与效度良好；然后对各个变量进行了相关分析，结果表明各变量之间存在显著的相关关系；最后通过AMOS结构方程软件对研究模型进行了拟合和修正，并验证了本文的基本假设。 研究结果显示：顾客感知价值、品牌偏好、购买意向三者之间均存在显著的正相关关系，并且品牌偏好在顾客感知价值与购买意向之间存在部分中介作用；顾客感知价值的四个维度（质量价值、社会价值、情感价值、价格价值）与购买意向之间均存在显著的正相关关系，除了社会价值，其余三个维度与品牌偏好之间均存在显著的正相关关系。 In recent years, the Chinese herbal tea industry maintains an annual growth rateof over30/%, and herbal tea is exported to over50countries and regions. Under thebackground of modern Chinese medicine, herbal tea become the upstart of thebeverage market, beacause of its unique cultural and excellent preventing and curingdiseases and other health care functions. Attractive market prospects attract a largenumber of enterprises to enter the herbal tea market, and in Guangdong Province,there are more than2,000herbal tea companies. Comapared to the hot market, theacademic reasearch on herbal tea is just a little, especially the reasearch of brandpreference and purchase intention on it. This paper is based on customer perceived value, and conbine the actual herbaltea brand, to detect the reason of brand preference and purchase intention. First of all,the paper studied the meaning, compositon and theory of customer perceived value,and pick up its four dimensions: function value, social value, emotional value, costvalue. After then, a literature review on brand preference and purchase intent wasmade. With the four dimensions of customer perceived value as independent variables,and the brand preference as mediating variables, the reasearch model on purchaseintention was put foward. According to the research medel, this pater proposed somehypothesis. This paper distributed280questionnaires and recovered254of it. The validquestionnaires were230and the valid response rate was82.1/%. Firstly, the papermade a descriptive statistical analysis by using SPSS statistical software, and got apreliminary understanding of the survey sample. Secondly, the reliability and validityof the scale was tested by Cronbach's alpha coefficient and the factor analysis, andshowed a good result. Thirdly, correlation analysis results showed that there is asignificant correlation between each variable. Finally, the reasearch model was fittedand corrected through the AMOS structural equation software, and the basicassumptions of this paper were proved. The results showed that: there are significant positive correlations among thecustomer perceived value, brand preference, and purchase intention, and brandpreference play a partial mediation role between customer perceived value andpurchase intention. There are significant positive correlations between the fourdimensions of customer perceived value /(function value, social value, emotional value,cost value/) and purchase intention. Except the social value, there are significantpositive correlations between the remaining three dimensions and brand preference.

关 键 词： 凉茶 顾客感知价值 品牌偏好 购买意向

分 类 号： [F274 F426.82 F224]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]