农产品品牌危机对竞争品牌的网络溢出效应研究

发布时间：2018-12-26 11:28

【摘要】：近年来,我国公共卫生领域的食品安全事件呈现集中、多发的态势。频繁发生的食品安全事件不仅损毁危机企业本身的业绩和信誉,还会危及到同行业中没有发生危机的其他品牌,间接降低对竞争的评价,产生“溢出效应”,影响整个行业的信誉。互联网技术给信息传播带来了深刻变化。随着信息技术的发展和互联网的普及,信息的传播不再局限于传统的纸媒、电视、广播及口口传播等,而是越来越依赖于新兴的多元化的网络媒体。食品安全事件一旦发生,会在网络上形成大量报导,受众范围呈指数级增长,消费者在网络平台上通过浏览、评论、转发网络媒体报导迅速引起广泛的舆论关注,造成的影响往往不可预料。食品安全领域不断出现的品牌危机事件必须引起社会各界的警戒,各行各业需要审慎思考,在互联网信息时代,消费者对竞争品牌的评价是否受到同行业中已发生的不同品牌危机类型的影响,在社会影响中发挥着日趋增大作用的网络舆论是否会参与到影响负面溢出效应的过程中来,网络负面溢出效应是否存在为学界忽视已久的作用机制,都是本文要解决的研究问题。本文在研究中主要采用文献分析法对前人的研究成果进行梳理和借鉴并在此基础上构建了本研究的网络外溢模型。采用实验法探讨不同品牌危机类型与网络舆论一致性对竞争品牌网络外溢的交互作溢的交探讨了消费者感知合理性的中介作用。通过文献的梳理和回顾,本文将品牌危机类型分为功能型和价值型,将网络舆论一致性分为一致与不一致,并引入了感知合理性中的社会合理性和实用合理性,试图探讨它的中介机制。本研究的实验数据通过问卷网网络平台收集,运用SPSS19.0统计软件进行相关实验数据分析。实证研究得出如下结论:(1)网络舆论一致性与品牌危机类型对网络外溢存在交互作用,即价值型危机情境下,网络舆论一致比网络舆论不一致时引起的网络外溢效应更强;功能型危机情境下,网络舆论不一致比一致时引起的网络外溢效应更强。(2)网络舆论一致性与品牌危机类型对感知合理性存在交互作用,即价值型危机情境下,网络舆论一致比不一致时引起的消费者感知社会合理性更低;功能型危机情境下,网络舆论不一致比一致时引起的消费者感知实用合理性更低;(3)消费者感知合理性中介了危机类型与网络舆论一致性的交互对网络外溢效应的关系。这些研究发现,进一步丰富了外溢效应的理论基础,将互联网因素纳入营销领域范畴,从网络负面舆论一致性的视角探讨危机对竞争品牌的影响,为企业的实战营销活动和有效预防、应对危机提供了理论指导。
[Abstract]:In recent years, food safety events in the field of public health in China are concentrated and frequent. Frequent food safety incidents not only damage the performance and credibility of the enterprises themselves, but also endanger other brands in the same industry that do not have a crisis, and indirectly reduce the evaluation of competition and produce "spillover effects". Affect the credibility of the entire industry. Internet technology has brought profound changes to the dissemination of information. With the development of information technology and the popularity of the Internet, the dissemination of information is no longer limited to traditional media, television, radio and mouth communication, but more and more rely on the new diversified network media. Once a food safety incident occurs, a large number of reports will be formed on the Internet, and the audience will increase exponentially, and consumers will quickly arouse widespread public concern by browsing, commenting, and forwarding online media reports on the Internet platform. The impact is often unpredictable. The emerging brand crisis in the field of food safety must arouse the vigilance of all sectors of society, and various industries need to think carefully about it in the information age of the Internet. Whether consumers' evaluation of competitive brands is affected by different brand crisis types that have occurred in the same industry, and whether the network public opinion, which plays an increasing role in the social impact, will participate in the process of influencing the negative spillover effect? Whether the negative spillover effect of network exists has been neglected for a long time by academic circles is the research problem to be solved in this paper. In this paper, the literature analysis method is used to sort out and draw lessons from the previous research results, and on this basis, the network spillover model of this study is constructed. This paper discusses the interaction between different brand crisis types and the consistency of network public opinion on the competitive brand network spillover by using the experimental method, and discusses the intermediary role of consumer perception rationality. By combing and reviewing the literature, this paper divides the brand crisis type into function type and value type, divides the network public opinion consistency into consistency and inconsistency, and introduces the social rationality and the practical rationality in the perception rationality. Try to explore its mediation mechanism. The experimental data of this study are collected through the network platform of questionnaire net, and the related experimental data are analyzed by SPSS19.0 statistical software. The empirical study draws the following conclusions: (1) Internet consensus and brand crisis type have interaction on network spillover, that is, network consensus is stronger than network spillover when network public opinion is inconsistent in the situation of value crisis; Under the situation of functional crisis, the network public opinion discordance is stronger than the network spillover effect when it is consistent. (2) the network public opinion consistency and the brand crisis type have the interaction to the perception rationality, that is, under the value crisis situation, The consensus of Internet public opinion is lower than that of consumers' perception of social rationality when inconsistent; Under the situation of functional crisis, the consumers' perception rationality is lower than that caused by consensus. (3) Consumer perception rationality mediates the relationship between crisis type and network consensus interaction on network spillover effect. These findings further enrich the theoretical basis of spillover effect, bring the Internet factor into the field of marketing, and discuss the impact of the crisis on competitive brands from the perspective of the consistency of negative public opinion on the network. It provides theoretical guidance for the actual marketing activities and effective prevention of enterprises to deal with the crisis.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F272.3;F323.5

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