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我国是茶叶大国,但是学术界关于中国茶叶品牌的研究并不多见,专门针对中国茶叶品牌个性的研究几乎没有。本文旨在构建出一套中国茶叶品牌个性维度的专属量表,归纳中国茶叶品牌个性特点,通过归纳法生成中国茶叶个性词汇,利用探索性因子分析开发中国茶叶品牌个性量表,在中国文化背景下将其维度阐释为“仁,雅,义,朴”四个维度,最后提出建议和未来研究方向。
China is a big country of tea, but there are few researches on Chinese tea brand in academia. There are few researches on the personality of Chinese tea brand. This article aims to construct a set of exclusive scales of Chinese tea brand personality dimension, summarize the individual characteristics of Chinese tea brand, generate Chinese tea personal vocabulary through inductive method, exploit exploratory factor analysis to develop Chinese tea brand personality scale, Under the four dimensions of “Ren, Ya, righteousness, and simplicity”, the dimension is interpreted as the final suggestion and future research direction.