网络环境下产品伤害危机对消费者品牌态度的影响研究——基于可接近-可诊断理论

发布时间：2018-05-24 01:01

本文选题：产品伤害危机 + 来源国形象　；参考：《管理评论》2017年10期

【摘要】：网络媒体在产品伤害危机中对消费者与危机企业的影响日益增大。文章基于可接近-可诊断理论,探讨网络环境下来源国形象和信息可信度对产品伤害危机中消费者品牌态度的影响机制。207名被试的实验结果表明:产品伤害危机中来源国形象和信息可信度对消费者品牌态度的改变有显著影响。消费者健康意识在来源国形象和消费者品牌态度间起调节作用。消费者健康意识越高,来源国形象与品牌态度变化之间的关系越弱。
[Abstract]:The influence of network media on consumers and crisis enterprises in the crisis of product injury is increasing day by day. Based on the theory of approachability and diagnostics, Study on the influence Mechanism of Source country Image and Information credibility on Consumer Brand attitude in Product injury crisis. The experimental results show that the image of country of origin and the credibility of information are eliminated in the crisis of product injury. The change in the consumer's brand attitude has a significant impact. Consumer health awareness plays a regulatory role between the image of the country of origin and the brand attitude of consumers. The higher the awareness of consumer health, the weaker the relationship between the image of the country of origin and the change of brand attitude.
【作者单位】：中国科学技术大学管理学院;
【基金】：教育部人文社会科学研究青年基金项目(13YJC630179)
【分类号】：F273.2;F713.55

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