危机应对策略与企业声誉对消费者行为意向的影响研究

发布时间：2018-05-23 09:08

本文选题：危机应对策略 + 企业声誉　；参考：《华中农业大学》2017年硕士论文

【摘要】：市场环境的复杂多变和产品种类的日益繁多,使越来越多的企业危机事件呈现在公众面前。危机的频发不仅会对企业的经济和品牌资产造成严重威胁,还会给消费者带来巨大的生理和心理伤害。国内外学者大多数从企业自身的角度出发,研究危机发生后企业如何处理危机以及危机类型、危机严重度等外部因素对企业的影响,而忽略了企业危机对消费者行为意向的影响。危机事件发生后,直接受到影响的是消费者,因此,从消费者责任归因的视角出发,研究危机应对策略与企业声誉对消费者行为意向的影响,对企业进行有效的危机沟通与管理具有十分重要的意义。本文采用理论研究与实证分析相结合的方法,在对国内外相关研究进行回顾的基础上,以危机情境沟通理论与归因理论作为理论基础,引入责任归因(可控性,控制点)作为中介变量,构建了危机应对策略、企业声誉对消费者行为意向(负面口碑,购买意愿)的影响模型。本文通过情境实验法,设置不同的危机应对策略和企业声誉情境,形成2×2组实验,基于华中农业大学248名大学生的问卷调查数据,采用SPSS19.0对数据进行相关分析与回归分析,得出研究结果如下:(1)危机应对策略越积极,消费者负面口碑越少,购买意愿越强;(2)企业声誉越好,消费者负面口碑越少,购买意愿越强;(3)责任归因的两维度可控性和控制点在危机应对策略和消费者负面口碑之间皆起中介作用,在危机应对策略和消费者购买意愿之间也起中介作用;(4)责任归因的两维度可控性和控制点在企业声誉和消费者负面口碑之间皆起中介作用,在企业声誉和消费者购买意愿之间也起中介作用。本文在研究视角方面进行创新,从消费者角度出发,研究危机应对策略对消费者行为意向的影响。同时加入企业声誉这一重要影响因素,探究企业声誉如何通过责任归因影响消费者行为意向。本研究对危机沟通领域相关研究起到了一定的补充作用,对企业有效处理危机,保持企业长期稳定发展具有重要指导意义。
[Abstract]:With the complexity of market environment and the increasing variety of products, more and more enterprise crisis events appear in public. The frequent occurrence of crisis will not only cause serious threat to enterprises' economic and brand assets, but also bring huge physiological and psychological harm to consumers. Most scholars at home and abroad, from the perspective of the enterprise itself, study how to deal with the crisis after the crisis, as well as the type of crisis, crisis severity and other external factors on the enterprise. But ignored the enterprise crisis to the consumer behavior intention influence. After the crisis, consumers are directly affected. Therefore, from the perspective of the attribution of consumer responsibility, the impact of crisis coping strategies and corporate reputation on consumer behavior intention is studied. It is of great significance for enterprises to communicate and manage crisis effectively. This paper adopts the method of combining theoretical research with empirical analysis, on the basis of reviewing the related studies at home and abroad, taking the theory of crisis situational communication and attribution as the theoretical basis, introducing the attribution of responsibility (controllability). As an intermediary variable, the model of crisis response strategy and corporate reputation influence on consumer behavior intention (negative word of mouth, purchase intention) is constructed. This paper sets up different crisis coping strategies and corporate reputation situations through situational experiment, and forms 2 脳 2 groups of experiments. Based on the survey data of 248 college students in Huazhong Agricultural University, the correlation analysis and regression analysis of the data are carried out by SPSS19.0. The results are as follows: 1) the more positive the crisis response strategy, the less negative reputation of consumers, the stronger the willingness to buy.) the better the reputation of enterprises, the less negative word of mouth of consumers. The stronger the willingness to buy, the more controllable the two dimensions of liability attribution and the point of control play an intermediary role between the crisis response strategy and consumers' negative word of mouth. The two dimensions of controllability and control point play an intermediary role between corporate reputation and consumers' negative word of mouth. It also acts as an intermediary between corporate reputation and consumers' willingness to buy. In this paper, the perspective of innovation, from the perspective of consumers, the impact of crisis response strategies on consumer behavior intention. At the same time, by adding the important factor of corporate reputation, it explores how corporate reputation influences consumers' behavior intention through liability attribution. This research plays a supplementary role in the field of crisis communication, and has an important guiding significance for enterprises to deal with the crisis effectively and to maintain the long-term and stable development of enterprises.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F272.3;F270

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