本文選題：企業(yè)應對方式 + 競爭者反應方式　； 參考：《中國礦業(yè)大學》2015年碩士論文

【摘要】：產品傷害危機在近年來爆發(fā)的愈加頻繁,并且,伴隨著網絡和通信技術的不斷發(fā)展,消費者獲取信息的渠道越來越多,危機事件的信息更加易于在消費者中產生流通,危機的應對也更加的重要。本文立足于消費者視角,考慮產品傷害危機下,危機企業(yè)應對方式對消費者購買意愿的影響。本文采用現場調查的方法,選取真實案例,在數據分析中采用SPSS與AMOS軟件作為分析工具,利用結構方程來進行模型的擬合,并采用回歸的方式來驗證中介效應的存在。研究的主要內容和結論如下。(1)本文引入了歸因理論,構建了危機企業(yè)應對方式——歸因三維度——購買意愿的影響模型,認為企業(yè)應對方式會對消費者歸因三維度產生影響,并最終影響消費者購買意愿。這一點,在本文的實證中得到了驗證:積極地企業(yè)應對方式,對消費者內部歸因、穩(wěn)定歸因、可控歸因產生顯著的負向影響。(2)本文依據溢出效應理論,認為企業(yè)應對方式會對消費者的競爭者反應方式感知產生影響,而這種感知又會影響消費者在危機事件中的責任歸因。并以此引入了競爭者反應方式變量,作為企業(yè)應對方式到歸因三維度之間的不完全中介變量。這一假設在文中通過實證分析得到了部分驗證:企業(yè)應對方式對競爭者反應方式產生負向影響;競爭者反應方式在企業(yè)應對方式與歸因發(fā)生地之間沒有中介作用;在企業(yè)應對方式到歸因穩(wěn)定性與可控性上存在部分中介效應。(3)本文研究了歸因三維度到消費者購買意愿的影響,認為內部、穩(wěn)定、可控的歸因會負向影響消費者購買意愿。這一假設在文中得到了部分驗證:發(fā)生地到購買意愿的路徑系數并不顯著;穩(wěn)定性與可控性對消費者購買意愿產生負向影響。(4)本文探討了歸因的中介作用,發(fā)現歸因三維度在企業(yè)應對方式與購買意愿間存在中介效應。而在競爭者反應與購買意愿中,歸因發(fā)生地的中介效應被拒絕,穩(wěn)定性與可控性的中介效應得到驗證。
[Abstract]:The crisis of product injury has been more frequent in recent years, and with the continuous development of network and communication technology, more and more channels for consumers to obtain information, the information of crisis events are easier to circulate in consumers, and the response of the crisis is more important. This article is based on the consumer perspective and considers the crisis of product damage. In this paper, we adopt the method of field survey to select real cases, use SPSS and AMOS software as analysis tools in the data analysis, use structural equation to fit the model, and use the regression method to verify the existence of intermediary effect. The conclusions are as follows. (1) this paper introduces the attribution theory and constructs the impact model of the coping style of the crisis enterprise, the attribution three-dimensional degree of purchase intention, and believes that the enterprise coping style will have an impact on the consumer attribution and ultimately affect the consumer's purchase intention. The coping style has a significant negative impact on consumer's internal attribution, stable attribution and controllable attribution. (2) based on the spillover effect theory, this paper believes that the enterprise coping style will affect the perception of the response mode of the consumer's competitors, and this perception will affect the consumer's responsibility attribution in the crisis event. The contender response mode is an incomplete intermediary variable between the enterprise coping style and the attribution three-dimensional degree. This hypothesis is partially verified by the empirical analysis: the enterprise coping style has a negative impact on the response mode of the competitor, and the competitor response mode has no intermediary between the enterprise coping style and the attribution place. There is a partial mediator effect on the coping style of enterprise to attribution stability and controllability. (3) this paper studies the influence of attribution three-dimensional degree to consumer purchase intention, and believes that the internal, stable and controllable attribution will negatively affect consumer purchase intention. This hypothesis has been partially verified in the article: the road from place to purchase intention The coefficient of diameter is not significant; stability and controllability have a negative impact on the consumer's purchase intention. (4) this paper discusses the intermediary effect of attribution, and finds that the attribution three-dimensional degree has a mediating effect between the coping style and the purchase intention of the enterprise. The intermediation effect of controllability is verified.
【學位授予單位】：中國礦業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F274

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本文編號：1915258