發(fā)布時(shí)間：2018-05-17 10:01

  本文選題：食品安全事件 + 歸因��； 參考：《浙江大學(xué)》2013年碩士論文

【摘要】：本文聚焦于歸因理論,探討消費(fèi)者歸因在食品安全事件中的作用。歸因理論能破除公平理論的解釋力局限,為解答以往關(guān)系修復(fù)研究中存在的一系列矛盾和不一致的結(jié)論帶來(lái)重要啟示。更重要的是,食品安全事件這一特殊的關(guān)系修復(fù)情境具有風(fēng)險(xiǎn)高影響大的特點(diǎn),在該情境下歸因理論更為適用。因此作者在系統(tǒng)回顧和總結(jié)前人研究的基礎(chǔ)上,探討在食品安全事件背景下的消費(fèi)者歸因模式及其效能機(jī)制。 首先,基于前人對(duì)關(guān)系修復(fù)的研究進(jìn)展,我們?cè)谘芯恳恢刑接懯称钒踩录邢M(fèi)者的歸因模式；通過(guò)情景模擬問(wèn)卷的研究方法收集了212個(gè)在校大學(xué)生數(shù)據(jù)來(lái)檢驗(yàn)調(diào)節(jié)效應(yīng)的假設(shè)。實(shí)證研究的數(shù)據(jù)分析結(jié)果表明,企業(yè)的應(yīng)對(duì)策略不會(huì)直接對(duì)消費(fèi)者的歸因產(chǎn)生影響,而是要通過(guò)卷入程度的調(diào)節(jié)效應(yīng)對(duì)歸因(內(nèi)部性和穩(wěn)定性)起作用,即親歷者(卷入程度高)和旁觀者(卷入程度低)在歸因模式上存在顯著差異,調(diào)節(jié)效應(yīng)假設(shè)大部分得到了支持,結(jié)果還顯示了歸因三維度之間的非共變本質(zhì)。在研究一了解了歸因模式之后,研究二進(jìn)一步探討歸因?qū)?yīng)對(duì)效果的影響,即歸因如何作用于消費(fèi)者的滿意度和未來(lái)購(gòu)買意愿。 于是,在研究二中,我們致力于打開(kāi)歸因的效能機(jī)制,探討歸因模式作用于消費(fèi)者滿意度和未來(lái)購(gòu)買意向的過(guò)程機(jī)理,以及可信度在其中發(fā)揮的重要解釋作用。由現(xiàn)場(chǎng)調(diào)查收集的來(lái)自202個(gè)消費(fèi)者的數(shù)據(jù)較好地支持了研究假設(shè)：消費(fèi)者歸因的內(nèi)部性與滿意度負(fù)相關(guān),可控性和穩(wěn)定性對(duì)滿意度和未來(lái)購(gòu)買意愿均有負(fù)影響；可控性對(duì)滿意度的影響通過(guò)可信度的能力維度部分中介、誠(chéng)信維度完全中介,對(duì)未來(lái)購(gòu)買意愿的影響通過(guò)能力維度和誠(chéng)信維度完全中介；穩(wěn)定性對(duì)滿意度和未來(lái)購(gòu)買意愿的影響均通過(guò)誠(chéng)信維度完全中介。研究二的結(jié)論說(shuō)明,歸因?qū)ζ髽I(yè)的應(yīng)對(duì)效果(滿意度和未來(lái)購(gòu)買意愿)存在顯著影響,并且這一影響通過(guò)可信度發(fā)揮作用。 總體來(lái)看,本文通過(guò)兩個(gè)關(guān)系緊密的子研究,全面深入地探討了歸因在食品安全事件中的重要性,打開(kāi)了歸因模式及其效能機(jī)制,對(duì)理論和實(shí)踐具有指導(dǎo)意義。另外,在理論層面,相對(duì)于傳統(tǒng)的關(guān)系修復(fù)研究中將消費(fèi)者視為消極被動(dòng)接受者的范式,對(duì)企業(yè)-消費(fèi)者二元關(guān)系中消費(fèi)者方的屬性特征開(kāi)展了探討,關(guān)注旁觀者和事件親歷者的歸因模式差異,促進(jìn)了歸因理論在關(guān)系修復(fù)領(lǐng)域的拓展應(yīng)用。最后,我們給出了未來(lái)研究的展望。
[Abstract]:This paper focuses on the attribution theory and explores the role of consumer attribution in food safety events. Attribution theory can break the limits of the explanatory power of the theory of equity, and bring important implications for solving a series of contradictory and inconsistent conclusions in the previous study of relationship repair. In this context, the attribution theory is more applicable in this context. Therefore, on the basis of a systematic review and summary of previous studies, the author discusses the consumer attribution model and its effectiveness mechanism under the background of food safety events.
First, based on the progress of previous research on relationship repair, we discuss the consumer attribution patterns in food safety events in the first part of the study, and collect 212 college students' data to test the moderating effect. There is a direct impact on the attribution of consumers, but the effect on attribution (internality and stability) through the regulatory effect of involvement, namely, the significant difference in attribution patterns between the experienced person (high involvement) and the bystander (low involvement) in the attribution model, and the majority of the moderating effect hypothesis is supported, and the results also show the attribution three-dimensional degree. After studying the attribution model, the study two further explored the effect of attribution on coping effect, namely, how attribution affects consumer satisfaction and future purchase intention.
Therefore, in the second study, we are committed to opening the attribution effectiveness mechanism to explore the process mechanism of attribution pattern on consumer satisfaction and future purchase intentions, as well as the important interpretation of credibility. The data collected from 202 consumers from the field survey better support the research hypothesis: the consumer returns. The internality is negatively related to satisfaction, controllability and stability have a negative impact on satisfaction and future purchase intention; the effect of controllability on satisfaction is partly mediated by the ability dimension of credibility, the integrity dimension is completely mediating, and the influence on future purchase intention is completely mediated by the ability dimension and the integrity dimension; stability pair The impact of satisfaction and future purchase intention were all mediated through the integrity dimension. Research two concluded that attribution had a significant impact on the response (satisfaction and future purchase intention) of the enterprise, and this effect played a role through credibility.
On the whole, this paper, through two closely related sub studies, explores the importance of attribution in food safety events, opens the attribution model and its effectiveness mechanism, and has a guiding significance for theory and practice. In addition, in theory, consumers are regarded as passive passive acceptance in relation to the traditional relationship repair research. The paradigm of the person has carried out a discussion on the attribute characteristics of the consumer side in the enterprise consumer two yuan relationship, focusing on the attribution pattern differences between the bystander and the event experienced person, which promotes the extension and application of the attribution theory in the domain of relationship restoration. Finally, we give the prospect of the future research.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.55;F426.82;F203;F224

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本文編號(hào)：1900938