基于SEM模型的消费者品牌信任对茶叶购买行为的影响研究

通过调研获取江西省浮梁县370个茶叶消费者相关数据，基于计划行为理论和KAP理论，构建结构方程模型(SEM)实证研究品牌信任、消费认知与购买行为三者之间相互作用关系。研究表明：消费认知在品牌信任对消费意愿、购买行为作用中扮演着部分中介作用；消费意愿在品牌信任、消费认知对购买行为作用中扮演着部分中介作用；消费认知对购买行为具有主导作用，而品牌信任对消费意愿具有主导作用；消费认知对品牌信任具有正向显著影响，而购买行为对消费意愿具有正向显著影响。基于此，从增强茶叶消费者消费认知和提升茶叶消费者品牌信任两方面提出引导茶叶消费者购买行为的对策建议。

Research on the Influence of Consumer Brand Trust on Tea Purchasing Behavior Based on SEM Model

Based on the data of 370 tea consumers in Fuliang county in Jiangxi, structural equation model (SEM) was constructed to study the interaction relationship among brand trust, consumption recognition and purchasing behavior according to the Theory of Planned Behavior and KAP . The results show that consumption recognition plays a partial intermediary role in the role of brand trust on consumption intention and purchasing behavior, consumption intention plays a partial intermediary role in the role of brand trust and consumption recognition on purchasing behavior, consumption recognition plays a leading role in purchasing behavior and brand trust plays a leading role in consumption willingness of tea consumers. Further, it shows that consumption recognition has a negative effect on the brand trust and purchasing behavior has a negative effect on consumption intention. Base on the conclusions,some suggestions on guiding purchasing behaviors of tea consumers containing enhancing consumption recognition and brand trust are put forward.