品牌代言人负面消息对消费者购买决策的影响机制——基于归因偏差与公正世界信念理论

发布时间：2018-05-27 03:45

本文选题：品牌代言人 + 负面消息　；参考：《企业经济》2017年07期

【摘要】：本文基于归因偏差与公正世界信念理论,运用结构方程模型,对品牌代言人负面消息影响消费者购买决策的内在机制进行了实证研究。结果表明,无论消费者对代言人负面消息进行内部归因还是外部归因,最终都将原因归结为企业"用人失察"或"管理不善",从而增加了消费者的感知风险,负向影响消费者的购买决策。而消费者原有的品牌信任对品牌代言人负面消息具有免疫作用,能够削弱负面消息引发的感知风险,维护消费者的购买意愿。因此,企业应该慎重甄选品牌代言人,对代言人实施契约化管理,建立代言人负面事件应急制度。同时,企业在市场营销过程中,尤其要增进消费者累积的品牌信任。
[Abstract]:Based on the theory of attribution bias and belief in the just world, this paper makes an empirical study on the internal mechanism of the negative news of the brand spokesman influencing the consumer's purchase decision by using the structural equation model. The results show that whether the consumers attribute the negative news to the spokesman internally or externally, the reasons are attributed to the enterprises'"personnel failure" or "mismanagement", which increases the perceived risk of the consumers. Negative impact on consumer buying decisions. The original brand trust of consumers is immune to the negative news of the brand spokesman, which can weaken the perceived risk caused by the negative news and maintain the consumer's purchase intention. Therefore, enterprises should carefully select brand spokesmen, implement contractual management of spokesmen, and establish the emergency system of spokesman negative events. At the same time, enterprises in the marketing process, especially to enhance consumer cumulative brand trust.
【作者单位】：重庆理工大学管理学院;
【基金】：重庆市高校创新团队计划“企业战略与技术创新”(项目编号:2013CJ46) 重庆市自然基金项目“基于IT治理机制的国有企业治理绩效实证研究”(项目编号:cstc2012jj A00027) 重庆理工大学研究生创新基金项目“网络商家回复在线负面评论对产品销量的影响实证研究”(项目编号:YCX2015238)
【分类号】：F274;F713.55

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