休闲茶饮品牌形象感知对品牌忠诚度的影响研究——基于用户体验的中介作用
The Impact of Brand Image Perception on Brand Loyalty in the Leisure Tea Beverage Industry—The Mediating Role of User Experience
DOI: 10.12677/wer.2026.152023, PDF,   
作者: 艾丽玛, 潘文焰：东华大学旭日工商管理学院，上海；潘潇仪：上海应用技术大学智能技术学部，上海
关键词: 休闲茶饮；品牌形象感知；品牌忠诚度；产品特性；用户体验；Leisure Tea Beverage； Brand Image Perception； Brand Loyalty； Product Characteristics； User Experience
摘要: 在市场竞争日益激烈和消费者需求多元化的背景下，休闲茶饮行业面临品牌差异化与忠诚度提升的双重挑战。本文基于品牌资产理论、整合营销传播理论和品牌符号形象理论，构建包含品牌形象感知、用户体验、产品特性与品牌忠诚度的理论模型，通过问卷调查法收集388份有效样本，运用SPSS软件进行信度效度检验、相关性分析、回归分析以及中介调节效应检验。研究结果表明：品牌形象感知对品牌忠诚度具有显著正向影响；用户体验在品牌形象感知与品牌忠诚度之间起部分中介作用；产品特性正向调节品牌形象感知与用户体验之间的关系。这些发现揭示了休闲茶饮品牌忠诚度形成的心理机制，为企业优化品牌战略、提升用户体验与加强产品创新提供了理论依据与实践启示。基于研究结果，本文从品牌形象构建、用户体验优化、产品特性创新和数据驱动管理四个维度提出具体管理建议，助力休闲茶饮企业在激烈的市场竞争中建立持久的品牌竞争优势。
Abstract: In the context of fierce market competition and increasingly diverse consumer demands, the leisure tea beverage industry faces challenges of brand differentiation and loyalty enhancement. Based on brand equity theory, integrated marketing communication theory, and brand symbol image theory, this paper constructs a theoretical model encompassing brand image perception, user experience, product characteristics, and brand loyalty. A questionnaire survey was conducted, collecting 388 valid samples. Data were analyzed using SPSS software for reliability and validity tests, correlation analysis, regression analysis, and mediation and moderation effect tests. Results show that brand image perception exerts a significant positive effect on brand loyalty; user experience partially mediates this relationship; and product characteristics positively moderate the link between brand image perception and user experience. These findings reveal the psychological mechanisms behind the formation of brand loyalty in the leisure tea beverage sector, providing a theoretical basis and practical insights for enterprises to optimize brand strategy, enhance user experience, and strengthen product innovation. Based on the findings, this paper proposes specific managerial recommendations across four dimensions: brand image building, user experience optimization, product characteristic innovation, and data-driven management, aiming to assist leisure tea beverage enterprises in establishing enduring brand competitive advantages in the intense market environment.
文章引用：艾丽玛, 潘文焰, 潘潇仪. 休闲茶饮品牌形象感知对品牌忠诚度的影响研究——基于用户体验的中介作用[J]. 世界经济探索, 2026, 15(2): 234-247. https://doi.org/10.12677/wer.2026.152023

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