發(fā)布時間：2018-09-06 19:54

【摘要】：在農(nóng)產(chǎn)品傷害危機背景下,本文基于農(nóng)產(chǎn)品品牌關系質(zhì)量探究對消費者線上線下負面口碑傳播傾向的影響。研究經(jīng)由兩個實驗研究對此進行了探討,實驗一農(nóng)產(chǎn)品品牌關系質(zhì)量在線上線下兩種渠道的負面口碑傳播傾向中分別起到正向和負向作用;實驗二通過構建自我威脅與感知背叛雙中介路徑模型揭露了消費者內(nèi)在心理機制,同時研究發(fā)現(xiàn)企業(yè)補救能夠顯著降低消費者感知背叛,但其交互作用并沒有得到驗證。
[Abstract]:Under the background of agricultural product injury crisis, this paper explores the influence of the quality of agricultural product brand relationship on consumers' tendency to spread negative word of mouth on and off line. This study is discussed by two experimental studies. Experiment one is positive and negative in the negative word-of-mouth communication tendency of the two kinds of channels online and offline. The first experiment is that the quality of the brand relationship of agricultural products is online and the relationship between the two kinds of channels plays a positive and negative role. The second experiment reveals the inner psychological mechanism of consumers by constructing a dual intermediary path model of self-threat and perceived betrayal. At the same time, it is found that enterprise remediation can significantly reduce consumer perceived betrayal, but its interaction has not been verified.
【作者單位】： 華中農(nóng)業(yè)大學經(jīng)濟管理學院;
【基金】：國家自然科學基金國際合作項目(編號:71561147001);國家自然科學基金面上項目(編號:71273106、71073064);國家自然科學基金青年項目(編號:71502070/G021001)
【分類號】：F323.5

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