本文關鍵詞： 多品牌產品傷害危機 介入評價 負面情緒 消費者購買意愿　出處：《北京交通大學學報(社會科學版)》2017年03期 　論文類型：期刊論文

【摘要】：基于情緒認知理論,嘗試關注多個企業(yè)同時陷入不可辯解型的群發(fā)性危機情景下,未曝光企業(yè)所采取的應對策略對消費者情緒及其品牌購買意愿影響的內在機制。實驗選擇真實的手機品牌作為刺激物,通過構建兩個結構方程模型驗證發(fā)現(xiàn):(1)在多品牌產品危機中,未曝光企業(yè)選擇主動介入與賠償型措施時,涉事企業(yè)可獲得消費者更高的品牌購買意愿;(2)涉事企業(yè)選擇被動介入以及服務型措施時,消費者的介入評價對其負面情緒的影響程度更高;(3)消費者的負面情緒與其品牌購買意愿負相關,且消費者憤怒情緒較無助情緒對其品牌購買意愿影響更大;(4)消費者的負面情緒對消費者的介入評價與品牌購買意愿之間的關系具有部分中介作用。
[Abstract]:Based on the theory of emotional cognition, this paper attempts to focus on the situation of multiple enterprises falling into an unjustifiable mass crisis at the same time. The internal mechanism of the influence of the coping strategies adopted by unexposed enterprises on consumer sentiment and brand purchase willingness. By constructing two structural equation models, we find that: 1) in the crisis of multi-brand products, unexposed enterprises choose active intervention and compensatory measures. When the involved enterprise chooses passive intervention and service measures, The influence of consumers' intervention evaluation on their negative emotion is higher than that of consumers') negative emotion is negatively correlated with their brand purchase intention. Moreover, the anger of consumers has a greater impact on their brand purchase intention than the helpless emotion.) the negative emotion of consumers has a partial intermediary effect on the relationship between consumer intervention evaluation and brand purchase intention.
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本文編號：1535036