跨界创新对消费者品牌忠诚度提升的影响

——以新茶饮持续溢价支付意愿为例

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中图分类号：S571.1；F274 文献标识码：A文章编号：1000-369X（2025）04-0712-15

An Evaluation of the Impact of Cross-Boundary Innovation on Enhancing Brand Loyalty： An Example of Premium Payment Willingness in Novel-Tea Beverages

PENG Kang， YAN Pengxiang， LIN Mengxing， CHEN Fuqiao Tea Research Institute， Chinese Academy ofAgricultural Sciences，Hangzhou 31oo08，China

Abstract： With the rapid development of the novel-tea beverage industry，market competition has significantly intensified.To enhance competitiveness，novel-tea beverage enterprises have increasingly adopted cross-border innovation strategies aimed at upgrading product quality，optimizing the consumer experience，and strengthening brand loyalty.However，the theoretical and empirical understanding ofhow crossborder innovation enhances brand loyalty isstillimited.Utilizingquantitativeempirical methods，this study investigated the impactof horizontal and vertical cros-border innovation on consumer brand loyalty based on survey data of 1 9o young novel-tea beverage consumers.The findings reveal that both forms of crossborder inovation contribute to strengthening brand loyalty， withupstreamcultural integration within vertical cross-border innovation demonstrating the strongesteffect. Furthermore，cross-border innovation primarily influences brand loyalty indirectlyby satisfying consumers’quality demands and enriching consumption experiences，with quality appeal serving as the core mediating mechanism. Additionally， the selection of cross-border innovation strategies is contingent upon enterprise positioning： high-end brands benefit more from horizontal and upstream cultural crossborder innovation，while mid-to-low-end brands achieve brand loyalty enhancement through scenario-based downward cros-border inovation. Based on the above conclusions， this paper proposed some countermeasures and suggestions on how to carry out cross-border innovation marketing.

Keywords： novel-teabeverages，cross-boundary innovation，willingness topaypremium，brand loyalty

近年来，新茶饮行业呈现快速增长趋势，逐步成为茶产业链的重要组成部分。（剩余23773字）