本文選題：企業(yè)應(yīng)對(duì)方式 + 競(jìng)爭(zhēng)者反應(yīng)方式��； 參考：《中國(guó)礦業(yè)大學(xué)》2015年碩士論文

【摘要】：產(chǎn)品傷害危機(jī)在近年來(lái)爆發(fā)的愈加頻繁,并且,伴隨著網(wǎng)絡(luò)和通信技術(shù)的不斷發(fā)展,消費(fèi)者獲取信息的渠道越來(lái)越多,危機(jī)事件的信息更加易于在消費(fèi)者中產(chǎn)生流通,危機(jī)的應(yīng)對(duì)也更加的重要。本文立足于消費(fèi)者視角,考慮產(chǎn)品傷害危機(jī)下,危機(jī)企業(yè)應(yīng)對(duì)方式對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的影響。本文采用現(xiàn)場(chǎng)調(diào)查的方法,選取真實(shí)案例,在數(shù)據(jù)分析中采用SPSS與AMOS軟件作為分析工具,利用結(jié)構(gòu)方程來(lái)進(jìn)行模型的擬合,并采用回歸的方式來(lái)驗(yàn)證中介效應(yīng)的存在。研究的主要內(nèi)容和結(jié)論如下。(1)本文引入了歸因理論,構(gòu)建了危機(jī)企業(yè)應(yīng)對(duì)方式——?dú)w因三維度——購(gòu)買(mǎi)意愿的影響模型,認(rèn)為企業(yè)應(yīng)對(duì)方式會(huì)對(duì)消費(fèi)者歸因三維度產(chǎn)生影響,并最終影響消費(fèi)者購(gòu)買(mǎi)意愿。這一點(diǎn),在本文的實(shí)證中得到了驗(yàn)證:積極地企業(yè)應(yīng)對(duì)方式,對(duì)消費(fèi)者內(nèi)部歸因、穩(wěn)定歸因、可控歸因產(chǎn)生顯著的負(fù)向影響。(2)本文依據(jù)溢出效應(yīng)理論,認(rèn)為企業(yè)應(yīng)對(duì)方式會(huì)對(duì)消費(fèi)者的競(jìng)爭(zhēng)者反應(yīng)方式感知產(chǎn)生影響,而這種感知又會(huì)影響消費(fèi)者在危機(jī)事件中的責(zé)任歸因。并以此引入了競(jìng)爭(zhēng)者反應(yīng)方式變量,作為企業(yè)應(yīng)對(duì)方式到歸因三維度之間的不完全中介變量。這一假設(shè)在文中通過(guò)實(shí)證分析得到了部分驗(yàn)證:企業(yè)應(yīng)對(duì)方式對(duì)競(jìng)爭(zhēng)者反應(yīng)方式產(chǎn)生負(fù)向影響;競(jìng)爭(zhēng)者反應(yīng)方式在企業(yè)應(yīng)對(duì)方式與歸因發(fā)生地之間沒(méi)有中介作用;在企業(yè)應(yīng)對(duì)方式到歸因穩(wěn)定性與可控性上存在部分中介效應(yīng)。(3)本文研究了歸因三維度到消費(fèi)者購(gòu)買(mǎi)意愿的影響,認(rèn)為內(nèi)部、穩(wěn)定、可控的歸因會(huì)負(fù)向影響消費(fèi)者購(gòu)買(mǎi)意愿。這一假設(shè)在文中得到了部分驗(yàn)證:發(fā)生地到購(gòu)買(mǎi)意愿的路徑系數(shù)并不顯著;穩(wěn)定性與可控性對(duì)消費(fèi)者購(gòu)買(mǎi)意愿產(chǎn)生負(fù)向影響。(4)本文探討了歸因的中介作用,發(fā)現(xiàn)歸因三維度在企業(yè)應(yīng)對(duì)方式與購(gòu)買(mǎi)意愿間存在中介效應(yīng)。而在競(jìng)爭(zhēng)者反應(yīng)與購(gòu)買(mǎi)意愿中,歸因發(fā)生地的中介效應(yīng)被拒絕,穩(wěn)定性與可控性的中介效應(yīng)得到驗(yàn)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(xué)位授予單位】：中國(guó)礦業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55;F274

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本文編號(hào)：1915258