CSR策略修复产品伤害危机后品牌信任的效果研究——调节变量和中介变量的作用

发布时间：2018-10-19 16:17

【摘要】：近年来,产品伤害危机频繁发生,已经成为市场常态。CSR策略是产品伤害危机后企业经常采用的响应方式,而以往研究却较少关注其效果、适用条件和心理机制。笔者结合相关理论和现实案例,提出理论模型和研究假设。为了检验研究假设,笔者通过情景实验法收集研究数据,采用2(危机类型:不可辩解型可辩解型)×2(CSR策略:有无)的组间实验设计进行实证研究。研究发现,(1)CSR策略能够有效提升产品伤害危机后的品牌信任;(2)危机类型会调节CSR策略的效果,与不可辩解型产品伤害危机相比,可辩解型产品伤害危机后的CSR策略的效果更好;(3)消费者满意和消费者原谅在CSR策略影响品牌信任的过程中具有完全中介作用。本文研究贡献在于证实了CSR策略修复产品伤害危机后品牌信任的作用,识别了危机类型对CSR策略效果的调节作用,揭示了消费者满意和消费者原谅的中介作用,可为企业精准设计CSR策略提供理论参考。
[Abstract]:In recent years, product injury crisis has occurred frequently, which has become the market norm. CSR strategy is often adopted by enterprises after product injury crisis, but previous studies have paid little attention to its effect, applicable conditions and psychological mechanism. Combined with relevant theories and practical cases, the author puts forward theoretical models and research hypotheses. In order to test the hypothesis, the author collects the research data through the situational experiment method, and carries on the empirical research with the design of 2 (crisis type: indefensible) 脳 2 (CSR strategy: whether there is or not). It is found that (1) CSR strategy can effectively enhance brand trust after product injury crisis, (2) crisis type can adjust the effect of CSR strategy, compared with non-defensible product injury crisis, (3) Consumer satisfaction and consumer forgiveness play a full intermediary role in the process of CSR strategy affecting brand trust. The contribution of this study is to confirm the role of CSR strategy in repairing the brand trust after the crisis, to identify the moderating effect of the crisis type on the effect of CSR strategy, and to reveal the intermediary role of consumer satisfaction and consumer forgiveness. It can provide theoretical reference for precise design of CSR strategy.
【作者单位】：四川大学商学院;成都理工大学商学院;
【基金】：国家自然科学基金项目“预测和应对产品伤害危机的溢出效应——调节变量和中介变量的作用”(基金项目编号:71202138) 教育部人文社科基金项目“产品伤害危机如何导致品牌污名化?——基于品牌关系视角的实证研究”和“网店虚假促销溢出效应研究:溢出条件、溢出方向和应对策略”(基金项目编号:14YJC630166;14XJA630001) 成都理工大学中青年骨干教师培养计划(基金项目编号:KYGG201420)
【分类号】：F273.2;F270

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