农产品品牌关系质量影响消费者负面口碑传播倾向的实验研究
发布时间：2018-09-06 19:54
【摘要】：在农产品伤害危机背景下,本文基于农产品品牌关系质量探究对消费者线上线下负面口碑传播倾向的影响。研究经由两个实验研究对此进行了探讨,实验一农产品品牌关系质量在线上线下两种渠道的负面口碑传播倾向中分别起到正向和负向作用;实验二通过构建自我威胁与感知背叛双中介路径模型揭露了消费者内在心理机制,同时研究发现企业补救能够显著降低消费者感知背叛,但其交互作用并没有得到验证。
[Abstract]:Under the background of agricultural product injury crisis, this paper explores the influence of the quality of agricultural product brand relationship on consumers' tendency to spread negative word of mouth on and off line. This study is discussed by two experimental studies. Experiment one is positive and negative in the negative word-of-mouth communication tendency of the two kinds of channels online and offline. The first experiment is that the quality of the brand relationship of agricultural products is online and the relationship between the two kinds of channels plays a positive and negative role. The second experiment reveals the inner psychological mechanism of consumers by constructing a dual intermediary path model of self-threat and perceived betrayal. At the same time, it is found that enterprise remediation can significantly reduce consumer perceived betrayal, but its interaction has not been verified.
【作者单位】： 华中农业大学经济管理学院;
【基金】：国家自然科学基金国际合作项目(编号:71561147001);国家自然科学基金面上项目(编号:71273106、71073064);国家自然科学基金青年项目(编号:71502070/G021001)
【分类号】：F323.5
本文编号：2227380
[Abstract]:Under the background of agricultural product injury crisis, this paper explores the influence of the quality of agricultural product brand relationship on consumers' tendency to spread negative word of mouth on and off line. This study is discussed by two experimental studies. Experiment one is positive and negative in the negative word-of-mouth communication tendency of the two kinds of channels online and offline. The first experiment is that the quality of the brand relationship of agricultural products is online and the relationship between the two kinds of channels plays a positive and negative role. The second experiment reveals the inner psychological mechanism of consumers by constructing a dual intermediary path model of self-threat and perceived betrayal. At the same time, it is found that enterprise remediation can significantly reduce consumer perceived betrayal, but its interaction has not been verified.
【作者单位】： 华中农业大学经济管理学院;
【基金】：国家自然科学基金国际合作项目(编号:71561147001);国家自然科学基金面上项目(编号:71273106、71073064);国家自然科学基金青年项目(编号:71502070/G021001)
【分类号】：F323.5
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