群发性产品危机后消费者宽恕形成机理研究:顾客参与的动态驱动效应

发布时间：2018-04-18 03:18

本文选题：顾客参与 + 消费者宽恕　；参考：《中央财经大学学报》2017年02期

【摘要】：遵循关系质量理论和"移情-利他"假说的基本逻辑,笔者突破以往研究重点关注企业危机后补救行为的静态视域局限,系统分析产品伤害危机情境下危机前顾客参与对危机后消费者宽恕意愿的动态影响及其内在机制,并对危机性质的差异化调节机制进行探讨。通过两个组间实验检验顾客参与对消费者宽恕意愿的动态驱动效应,结果表明:就参与类型而言,与信息交流行为相比,合作责任行为对危机爆发前"消费者-商家"关系质量和危机爆发后消费者宽恕意愿具有更强的正向影响;就参与方式而言,与被动参与相比,主动参与对危机爆发前"消费者-商家"关系质量和危机爆发后消费者宽恕意愿具有更强的正向影响;危机性质不同时,"消费者-商家"关系质量会对消费者宽恕意愿产生差异化影响。笔者建议企业应从危机前参与类型和参与方式双元动态视角切入,着重通过合作责任式参与和吸引顾客主动参与来完善顾客参与的内容设计,对企业基于顾客参与视角动态管控产品危机提供决策启发。
[Abstract]:Following the basic logic of the relationship quality theory and the "empathy altruistic" hypothesis, the author breaks through the static horizon limitation of the previous researches focusing on the remediation behavior after the crisis.This paper systematically analyzes the dynamic influence of customer participation on the consumer's willingness to forgive after the crisis and its internal mechanism under the situation of product injury crisis, and probes into the differential adjustment mechanism of the nature of the crisis.The dynamic driving effect of customer participation on consumers' willingness to forgive was examined by two groups of experiments. The results showed that, as far as the type of participation was concerned, it was compared with the behavior of information exchange.The cooperative responsibility behavior has a stronger positive impact on the quality of the "consumer-business" relationship before the crisis and the willingness of consumers to forgive after the crisis; in terms of participation mode, compared with passive participation, cooperative responsibility behavior has a stronger positive impact on the quality of the "consumer-business" relationship before the crisis.Active participation has a stronger positive impact on the quality of the "consumer-business" relationship before the crisis and the willingness of consumers to forgive after the crisis broke out;At the same time, the quality of consumer-business relationship will have a different effect on consumer forgiveness intention.The author suggests that enterprises should focus on improving the content design of customer participation through cooperative responsibility participation and active customer participation from the dual dynamic perspective of pre-crisis participation type and participation mode.It provides decision inspiration for enterprises to dynamically manage product crisis based on customer participation.
【作者单位】：黑龙江大学经济与工商管理学院;中国人民公安大学公安管理学院;
【基金】：国家自然科学基金项目“群发性危机背景下消费者宽恕形成机理研究:危机前参与与危机后补救的动态传导机制”(项目编号:71502051) 黑龙江省普通本科高等学校青年创新人才培养计划“基于解释水平理论的消费者宽恕动态演化机制研究:理论建构与实证”(项目编号:UNPYSCT-2016023)
【分类号】：F274

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