多品牌产品危机中企业应对策略对消费者购买意愿的影响研究——消费者负面情绪的中介作用

发布时间：2018-02-25 20:20

  本文关键词： 多品牌产品伤害危机 介入评价 负面情绪 消费者购买意愿　出处：《北京交通大学学报(社会科学版)》2017年03期 　论文类型：期刊论文

【摘要】：基于情绪认知理论,尝试关注多个企业同时陷入不可辩解型的群发性危机情景下,未曝光企业所采取的应对策略对消费者情绪及其品牌购买意愿影响的内在机制。实验选择真实的手机品牌作为刺激物,通过构建两个结构方程模型验证发现:(1)在多品牌产品危机中,未曝光企业选择主动介入与赔偿型措施时,涉事企业可获得消费者更高的品牌购买意愿;(2)涉事企业选择被动介入以及服务型措施时,消费者的介入评价对其负面情绪的影响程度更高;(3)消费者的负面情绪与其品牌购买意愿负相关,且消费者愤怒情绪较无助情绪对其品牌购买意愿影响更大;(4)消费者的负面情绪对消费者的介入评价与品牌购买意愿之间的关系具有部分中介作用。
[Abstract]:Based on the theory of emotional cognition, this paper attempts to focus on the situation of multiple enterprises falling into an unjustifiable mass crisis at the same time. The internal mechanism of the influence of the coping strategies adopted by unexposed enterprises on consumer sentiment and brand purchase willingness. By constructing two structural equation models, we find that: 1) in the crisis of multi-brand products, unexposed enterprises choose active intervention and compensatory measures. When the involved enterprise chooses passive intervention and service measures, The influence of consumers' intervention evaluation on their negative emotion is higher than that of consumers') negative emotion is negatively correlated with their brand purchase intention. Moreover, the anger of consumers has a greater impact on their brand purchase intention than the helpless emotion.) the negative emotion of consumers has a partial intermediary effect on the relationship between consumer intervention evaluation and brand purchase intention.
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