产品伤害危机下企业应对方式对消费者购买意愿的影响研究

发布时间：2018-05-20 15:41

本文选题：企业应对方式 + 竞争者反应方式　；参考：《中国矿业大学》2015年硕士论文

【摘要】：产品伤害危机在近年来爆发的愈加频繁,并且,伴随着网络和通信技术的不断发展,消费者获取信息的渠道越来越多,危机事件的信息更加易于在消费者中产生流通,危机的应对也更加的重要。本文立足于消费者视角,考虑产品伤害危机下,危机企业应对方式对消费者购买意愿的影响。本文采用现场调查的方法,选取真实案例,在数据分析中采用SPSS与AMOS软件作为分析工具,利用结构方程来进行模型的拟合,并采用回归的方式来验证中介效应的存在。研究的主要内容和结论如下。(1)本文引入了归因理论,构建了危机企业应对方式——归因三维度——购买意愿的影响模型,认为企业应对方式会对消费者归因三维度产生影响,并最终影响消费者购买意愿。这一点,在本文的实证中得到了验证:积极地企业应对方式,对消费者内部归因、稳定归因、可控归因产生显著的负向影响。(2)本文依据溢出效应理论,认为企业应对方式会对消费者的竞争者反应方式感知产生影响,而这种感知又会影响消费者在危机事件中的责任归因。并以此引入了竞争者反应方式变量,作为企业应对方式到归因三维度之间的不完全中介变量。这一假设在文中通过实证分析得到了部分验证:企业应对方式对竞争者反应方式产生负向影响;竞争者反应方式在企业应对方式与归因发生地之间没有中介作用;在企业应对方式到归因稳定性与可控性上存在部分中介效应。(3)本文研究了归因三维度到消费者购买意愿的影响,认为内部、稳定、可控的归因会负向影响消费者购买意愿。这一假设在文中得到了部分验证:发生地到购买意愿的路径系数并不显著;稳定性与可控性对消费者购买意愿产生负向影响。(4)本文探讨了归因的中介作用,发现归因三维度在企业应对方式与购买意愿间存在中介效应。而在竞争者反应与购买意愿中,归因发生地的中介效应被拒绝,稳定性与可控性的中介效应得到验证。
[Abstract]:The crisis of product injury has been more frequent in recent years, and with the continuous development of network and communication technology, more and more channels for consumers to obtain information, the information of crisis events are easier to circulate in consumers, and the response of the crisis is more important. This article is based on the consumer perspective and considers the crisis of product damage. In this paper, we adopt the method of field survey to select real cases, use SPSS and AMOS software as analysis tools in the data analysis, use structural equation to fit the model, and use the regression method to verify the existence of intermediary effect. The conclusions are as follows. (1) this paper introduces the attribution theory and constructs the impact model of the coping style of the crisis enterprise, the attribution three-dimensional degree of purchase intention, and believes that the enterprise coping style will have an impact on the consumer attribution and ultimately affect the consumer's purchase intention. The coping style has a significant negative impact on consumer's internal attribution, stable attribution and controllable attribution. (2) based on the spillover effect theory, this paper believes that the enterprise coping style will affect the perception of the response mode of the consumer's competitors, and this perception will affect the consumer's responsibility attribution in the crisis event. The contender response mode is an incomplete intermediary variable between the enterprise coping style and the attribution three-dimensional degree. This hypothesis is partially verified by the empirical analysis: the enterprise coping style has a negative impact on the response mode of the competitor, and the competitor response mode has no intermediary between the enterprise coping style and the attribution place. There is a partial mediator effect on the coping style of enterprise to attribution stability and controllability. (3) this paper studies the influence of attribution three-dimensional degree to consumer purchase intention, and believes that the internal, stable and controllable attribution will negatively affect consumer purchase intention. This hypothesis has been partially verified in the article: the road from place to purchase intention The coefficient of diameter is not significant; stability and controllability have a negative impact on the consumer's purchase intention. (4) this paper discusses the intermediary effect of attribution, and finds that the attribution three-dimensional degree has a mediating effect between the coping style and the purchase intention of the enterprise. The intermediation effect of controllability is verified.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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