信任修复对消费者宽恕及品牌关系再续意愿的影响研究

发布时间：2018-06-03 07:18

  本文选题：信任修复 + 消费者宽恕　； 参考：《华侨大学》2016年硕士论文

【摘要】：伴随着经济快速发展和社会转型,中国社会进入信任危机多发期。很多行业尤其是行业内的品牌企业信任危机事件时有发生,而新媒体时代通讯的即时性又让品牌企业的负面新闻往往呈现爆炸式的灾难后果甚至引发行业危机,越来越多的品牌企业可能要面临消费者信任危机的考验。消费者的信任是品牌竞争力的核心和品牌企业生存根基,同时又是非常容易被破坏的,所以品牌企业不但要警惕消费者信任危机的发生,还要对信任危机应对有所准备。因此,消费者信任危机一旦发生,如何修复消费者信任,信任修复活动的作用机制需要企业界和学术界共同探讨。本研究在对文献进行回顾和梳理的基础上,引入消费者宽恕作为中介变量,研究信任修复包含的情感性修复、功能性修复、信息性修复如何对消费者宽恕产生影响,进而如何影响消费者品牌关系再意愿,讨论了三者的关系,并建立了信任修复、消费者宽恕和品牌关系再续意愿的关系模型。并研究对比了情感性修复、功能性修复、信息性修复的效果差异。通过问卷调查及分析数据完成对变量的测量,得出研究结论。数据分析表明:首先,信任修复对消费者宽恕有显著的正相关关系。情感性修复、功能性修复、信息性修复三个维度均对消费者宽恕有着显著正向影响。其次,信任修复对品牌关系再续意愿有显著的正相关关系。除了情感性修复对品牌关系再续意愿没有显著的正相关关系外,功能性修复、信息性修复两个维度均对品牌关系再续意愿有着显著影响,这说明修复消费者对企业的品牌信任仅仅依靠品牌方的道歉是不够的,品牌方要给予消费者实实在在的补偿,维护消费者的知情权,减少信息不对称带来的猜疑与误会。最后,消费者宽恕的中介作用得到验证。实证分析结果显示,消费者宽恕在信任修复和品牌关系再续意愿中起到中介作用。基于以上结论,本文对品牌企业如何有效修复消费者信任提出了相关的建议与策略。最后,本文分析了研究存在的局限性,并指出了未来可能的研究方向。
[Abstract]:With the rapid economic development and social transformation, Chinese society has entered a period of crisis of trust. Many industries, especially the brand enterprises in the industry, trust crisis events have occurred from time to time, and the immediacy of communication in the new media era makes the negative news of brand enterprises often present explosive disaster consequences and even lead to industry crisis. More and more brand enterprises may face the test of consumer trust crisis. Consumer trust is the core of brand competitiveness and the survival foundation of brand enterprises, and it is also very easy to be destroyed, so brand enterprises should not only be alert to the occurrence of consumer trust crisis, but also prepare for the crisis. Therefore, once the consumer trust crisis occurs, how to repair the consumer trust and the mechanism of the trust repair need to be discussed by both the business community and the academic community. On the basis of reviewing and combing the literature, this study introduces consumer forgiveness as an intermediary variable to study how the affective repair, functional repair and information repair have an impact on consumer forgiveness. Then how to influence the consumer brand relationship re-willingness, discussed the relationship between the three, and established a trust repair, consumer forgiveness and brand relationship re-continuation of the relationship model. The effects of affective repair, functional repair and informational repair were compared. Through questionnaire survey and data analysis to complete the measurement of variables, draw the conclusion of the study. Data analysis shows that: first, trust repair has a significant positive correlation with consumer forgiveness. Affective repair, functional repair and informational repair all have significant positive effects on consumer forgiveness. Secondly, trust repair has a significant positive correlation to the willingness to renew brand relationship. Except that affective repair has no significant positive correlation with brand relationship recontinuity intention, functional repair and information repair have significant influence on brand relationship recontinuation intention. This shows that it is not enough to repair the brand trust of the consumer to the enterprise only rely on the apology of the brand side, the brand side should give the consumer real compensation, protect the consumer's right to know, reduce the suspicion and misunderstanding caused by the information asymmetry. Finally, the intermediary role of consumer forgiveness is verified. Empirical analysis shows that consumer forgiveness plays an intermediary role in trust repair and brand relationship renewal. Based on the above conclusions, this paper puts forward some suggestions and strategies on how to effectively repair consumer trust. Finally, this paper analyzes the limitations of the research and points out the possible research direction in the future.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F274
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本文编号：1971955