产品危机下消费者品牌忠诚度对责任归因的影响研究
发布时间：2018-07-13 20:15
【摘要】： 在产品危机频频发生、危机管理研究落后于实际需求的背景下,本研究参照国外成熟的研究结论,把归因理论引入消费者在产品危机下的反应,并依据认知失调理论提出品牌忠诚度影响责任归因的系列假设。为了验证这些假设,本研究选取了乳制品为研究对象,进行实验法调研。通过独立样本T检验和结构方程分析方法,本研究验证了以下两模型适用于中国消费者对产品危机的反应: (一)责任归因模型 在发生产品危机后,消费者将从发生地、稳定性和可控性三个维度对事件进行归因,并形成责备态度。目前国外对产品危机下消费者反应的研究,普遍运用责任归因模型,但国内的研究者尚未关注该领域的研究。本研究首次对国内消费者是否适用归因模型进行了检验,并得出肯定的结论,为今后该方向的深入研究打下基础。 (二)品牌忠诚度影响归因模型 产品危机的爆发会给其高忠诚度的消费者带来比较强烈的不和谐认知因素,因此他们也有更强烈的调和不和谐认知因素的动力,此类潜意识的偏向将导致高品牌忠诚度消费者在责任归因时产生与非忠诚消费者不同的归因判断。此外,在消费者做购买决策时,品牌忠诚度还与品牌评价共同作用,影响购买意图。 在产品危机下消费者品牌忠诚度对责任归因模型的基础上,本研究揭示了品牌忠诚度在产品危机中的作用,初步提出产品危机下“基于客户忠诚度分类的危机管理策略”的建议,对企业营销实践具有一定指导意义。
[Abstract]:Under the background that product crisis occurs frequently and crisis management research lags behind actual demand, this study introduces attribution theory into consumer response to product crisis, referring to the mature conclusions of foreign research. A series of hypotheses that brand loyalty affects attribution of responsibility is put forward according to the theory of cognitive dissonance. In order to verify these hypotheses, dairy products were selected as the research object. Through independent sample T test and structural equation analysis, This study verifies that the following two models are applicable to the response of Chinese consumers to product crises: (1) after a product crisis occurs, the consumer will come from the place where the product crisis occurs. The three dimensions of stability and controllability attribute events and form a reprehensible attitude. At present, the foreign research on consumer response to product crisis generally uses the liability attribution model, but domestic researchers have not paid attention to the research in this field. In this study, the attribution model of domestic consumers is tested for the first time, and a definite conclusion is drawn, which lays a foundation for further research in this direction. (2) the impact of brand loyalty on attribution model product crisis will bring strong disharmonious cognitive factors to its high loyalty consumers, so they also have stronger motivation to reconcile disharmonious cognitive factors. This kind of subconscious bias will lead to the attribution judgment of high brand loyalty consumers which is different from that of non-loyal consumers in the attribution of responsibility. In addition, brand loyalty and brand evaluation also influence purchasing intention when consumers make purchase decisions. On the basis of the attribution model of consumer brand loyalty to responsibility under the product crisis, this study reveals the role of brand loyalty in the product crisis. The suggestion of "crisis management strategy based on customer loyalty classification" under product crisis is of certain guiding significance to enterprise marketing practice.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
[Abstract]:Under the background that product crisis occurs frequently and crisis management research lags behind actual demand, this study introduces attribution theory into consumer response to product crisis, referring to the mature conclusions of foreign research. A series of hypotheses that brand loyalty affects attribution of responsibility is put forward according to the theory of cognitive dissonance. In order to verify these hypotheses, dairy products were selected as the research object. Through independent sample T test and structural equation analysis, This study verifies that the following two models are applicable to the response of Chinese consumers to product crises: (1) after a product crisis occurs, the consumer will come from the place where the product crisis occurs. The three dimensions of stability and controllability attribute events and form a reprehensible attitude. At present, the foreign research on consumer response to product crisis generally uses the liability attribution model, but domestic researchers have not paid attention to the research in this field. In this study, the attribution model of domestic consumers is tested for the first time, and a definite conclusion is drawn, which lays a foundation for further research in this direction. (2) the impact of brand loyalty on attribution model product crisis will bring strong disharmonious cognitive factors to its high loyalty consumers, so they also have stronger motivation to reconcile disharmonious cognitive factors. This kind of subconscious bias will lead to the attribution judgment of high brand loyalty consumers which is different from that of non-loyal consumers in the attribution of responsibility. In addition, brand loyalty and brand evaluation also influence purchasing intention when consumers make purchase decisions. On the basis of the attribution model of consumer brand loyalty to responsibility under the product crisis, this study reveals the role of brand loyalty in the product crisis. The suggestion of "crisis management strategy based on customer loyalty classification" under product crisis is of certain guiding significance to enterprise marketing practice.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
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