【摘要】： 在產(chǎn)品危機(jī)頻頻發(fā)生、危機(jī)管理研究落后于實(shí)際需求的背景下,本研究參照國(guó)外成熟的研究結(jié)論,把歸因理論引入消費(fèi)者在產(chǎn)品危機(jī)下的反應(yīng),并依據(jù)認(rèn)知失調(diào)理論提出品牌忠誠(chéng)度影響責(zé)任歸因的系列假設(shè)。為了驗(yàn)證這些假設(shè),本研究選取了乳制品為研究對(duì)象,進(jìn)行實(shí)驗(yàn)法調(diào)研。通過(guò)獨(dú)立樣本T檢驗(yàn)和結(jié)構(gòu)方程分析方法,本研究驗(yàn)證了以下兩模型適用于中國(guó)消費(fèi)者對(duì)產(chǎn)品危機(jī)的反應(yīng): (一)責(zé)任歸因模型 在發(fā)生產(chǎn)品危機(jī)后,消費(fèi)者將從發(fā)生地、穩(wěn)定性和可控性三個(gè)維度對(duì)事件進(jìn)行歸因,并形成責(zé)備態(tài)度。目前國(guó)外對(duì)產(chǎn)品危機(jī)下消費(fèi)者反應(yīng)的研究,普遍運(yùn)用責(zé)任歸因模型,但國(guó)內(nèi)的研究者尚未關(guān)注該領(lǐng)域的研究。本研究首次對(duì)國(guó)內(nèi)消費(fèi)者是否適用歸因模型進(jìn)行了檢驗(yàn),并得出肯定的結(jié)論,為今后該方向的深入研究打下基礎(chǔ)。 (二)品牌忠誠(chéng)度影響歸因模型 產(chǎn)品危機(jī)的爆發(fā)會(huì)給其高忠誠(chéng)度的消費(fèi)者帶來(lái)比較強(qiáng)烈的不和諧認(rèn)知因素,因此他們也有更強(qiáng)烈的調(diào)和不和諧認(rèn)知因素的動(dòng)力,此類(lèi)潛意識(shí)的偏向?qū)?dǎo)致高品牌忠誠(chéng)度消費(fèi)者在責(zé)任歸因時(shí)產(chǎn)生與非忠誠(chéng)消費(fèi)者不同的歸因判斷。此外,在消費(fèi)者做購(gòu)買(mǎi)決策時(shí),品牌忠誠(chéng)度還與品牌評(píng)價(jià)共同作用,影響購(gòu)買(mǎi)意圖。 在產(chǎn)品危機(jī)下消費(fèi)者品牌忠誠(chéng)度對(duì)責(zé)任歸因模型的基礎(chǔ)上,本研究揭示了品牌忠誠(chéng)度在產(chǎn)品危機(jī)中的作用,初步提出產(chǎn)品危機(jī)下“基于客戶(hù)忠誠(chéng)度分類(lèi)的危機(jī)管理策略”的建議,對(duì)企業(yè)營(yíng)銷(xiāo)實(shí)踐具有一定指導(dǎo)意義。
[Abstract]:Under the background that product crisis occurs frequently and crisis management research lags behind actual demand, this study introduces attribution theory into consumer response to product crisis, referring to the mature conclusions of foreign research. A series of hypotheses that brand loyalty affects attribution of responsibility is put forward according to the theory of cognitive dissonance. In order to verify these hypotheses, dairy products were selected as the research object. Through independent sample T test and structural equation analysis, This study verifies that the following two models are applicable to the response of Chinese consumers to product crises: (1) after a product crisis occurs, the consumer will come from the place where the product crisis occurs. The three dimensions of stability and controllability attribute events and form a reprehensible attitude. At present, the foreign research on consumer response to product crisis generally uses the liability attribution model, but domestic researchers have not paid attention to the research in this field. In this study, the attribution model of domestic consumers is tested for the first time, and a definite conclusion is drawn, which lays a foundation for further research in this direction. (2) the impact of brand loyalty on attribution model product crisis will bring strong disharmonious cognitive factors to its high loyalty consumers, so they also have stronger motivation to reconcile disharmonious cognitive factors. This kind of subconscious bias will lead to the attribution judgment of high brand loyalty consumers which is different from that of non-loyal consumers in the attribution of responsibility. In addition, brand loyalty and brand evaluation also influence purchasing intention when consumers make purchase decisions. On the basis of the attribution model of consumer brand loyalty to responsibility under the product crisis, this study reveals the role of brand loyalty in the product crisis. The suggestion of "crisis management strategy based on customer loyalty classification" under product crisis is of certain guiding significance to enterprise marketing practice.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2

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