葡萄酒品牌忠诚影响因素的结构方程分析 ——以胶东地区为例

基于胶东地区206个样本，以瑞典顾客满意度指数（SCSB）模型为理论基础，采用结构方程模型，从文化认同、营销感知、产品体验、功能体验4个维度设计11个观测变量探讨影响葡萄酒品牌忠诚的因素。研究表明，4个维度因素对品牌忠诚都有直接或间接的正向促进作用。产品体验直接影响品牌忠诚，文化认同、营销感知、功能体验对品牌忠诚均有直接和间接影响，文化认同是影响葡萄酒品牌忠诚的最主要因素。最后根据研究结果提出建议。

Structural equation analysis of influencing factors of wine brand loyalty —Taking Jiaodong area as an example

Based on 206 samples in Jiaodong area of Shandong, and based on the Sweden Customer Satisfaction Barometer (SCSB) model as theoretical basis, by using structural equation model, 11 observation variables factors affecting wine brand loyalty were discussed from four dimensions: cultural identity, marketing perception, product experience and functional experience. The research showed that the four dimensional factors had a direct or indirect positive effect on brand loyalty, among which product experience affected brand loyalty directly. Cultural identity, marketing perception and functional experience all had direct and indirect influence on brand loyalty, and cultural identity was the most important factor affecting wine brand loyalty. Finally, some suggestions were put forward according to the research results.