本文選題：危機應(yīng)對策略 + 企業(yè)聲譽��； 參考：《華中農(nóng)業(yè)大學(xué)》2017年碩士論文

【摘要】：市場環(huán)境的復(fù)雜多變和產(chǎn)品種類的日益繁多,使越來越多的企業(yè)危機事件呈現(xiàn)在公眾面前。危機的頻發(fā)不僅會對企業(yè)的經(jīng)濟和品牌資產(chǎn)造成嚴(yán)重威脅,還會給消費者帶來巨大的生理和心理傷害。國內(nèi)外學(xué)者大多數(shù)從企業(yè)自身的角度出發(fā),研究危機發(fā)生后企業(yè)如何處理危機以及危機類型、危機嚴(yán)重度等外部因素對企業(yè)的影響,而忽略了企業(yè)危機對消費者行為意向的影響。危機事件發(fā)生后,直接受到影響的是消費者,因此,從消費者責(zé)任歸因的視角出發(fā),研究危機應(yīng)對策略與企業(yè)聲譽對消費者行為意向的影響,對企業(yè)進行有效的危機溝通與管理具有十分重要的意義。本文采用理論研究與實證分析相結(jié)合的方法,在對國內(nèi)外相關(guān)研究進行回顧的基礎(chǔ)上,以危機情境溝通理論與歸因理論作為理論基礎(chǔ),引入責(zé)任歸因(可控性,控制點)作為中介變量,構(gòu)建了危機應(yīng)對策略、企業(yè)聲譽對消費者行為意向(負面口碑,購買意愿)的影響模型。本文通過情境實驗法,設(shè)置不同的危機應(yīng)對策略和企業(yè)聲譽情境,形成2×2組實驗,基于華中農(nóng)業(yè)大學(xué)248名大學(xué)生的問卷調(diào)查數(shù)據(jù),采用SPSS19.0對數(shù)據(jù)進行相關(guān)分析與回歸分析,得出研究結(jié)果如下:(1)危機應(yīng)對策略越積極,消費者負面口碑越少,購買意愿越強;(2)企業(yè)聲譽越好,消費者負面口碑越少,購買意愿越強;(3)責(zé)任歸因的兩維度可控性和控制點在危機應(yīng)對策略和消費者負面口碑之間皆起中介作用,在危機應(yīng)對策略和消費者購買意愿之間也起中介作用;(4)責(zé)任歸因的兩維度可控性和控制點在企業(yè)聲譽和消費者負面口碑之間皆起中介作用,在企業(yè)聲譽和消費者購買意愿之間也起中介作用。本文在研究視角方面進行創(chuàng)新,從消費者角度出發(fā),研究危機應(yīng)對策略對消費者行為意向的影響。同時加入企業(yè)聲譽這一重要影響因素,探究企業(yè)聲譽如何通過責(zé)任歸因影響消費者行為意向。本研究對危機溝通領(lǐng)域相關(guān)研究起到了一定的補充作用,對企業(yè)有效處理危機,保持企業(yè)長期穩(wěn)定發(fā)展具有重要指導(dǎo)意義。
[Abstract]:With the complexity of market environment and the increasing variety of products, more and more enterprise crisis events appear in public. The frequent occurrence of crisis will not only cause serious threat to enterprises' economic and brand assets, but also bring huge physiological and psychological harm to consumers. Most scholars at home and abroad, from the perspective of the enterprise itself, study how to deal with the crisis after the crisis, as well as the type of crisis, crisis severity and other external factors on the enterprise. But ignored the enterprise crisis to the consumer behavior intention influence. After the crisis, consumers are directly affected. Therefore, from the perspective of the attribution of consumer responsibility, the impact of crisis coping strategies and corporate reputation on consumer behavior intention is studied. It is of great significance for enterprises to communicate and manage crisis effectively. This paper adopts the method of combining theoretical research with empirical analysis, on the basis of reviewing the related studies at home and abroad, taking the theory of crisis situational communication and attribution as the theoretical basis, introducing the attribution of responsibility (controllability). As an intermediary variable, the model of crisis response strategy and corporate reputation influence on consumer behavior intention (negative word of mouth, purchase intention) is constructed. This paper sets up different crisis coping strategies and corporate reputation situations through situational experiment, and forms 2 脳 2 groups of experiments. Based on the survey data of 248 college students in Huazhong Agricultural University, the correlation analysis and regression analysis of the data are carried out by SPSS19.0. The results are as follows: 1) the more positive the crisis response strategy, the less negative reputation of consumers, the stronger the willingness to buy.) the better the reputation of enterprises, the less negative word of mouth of consumers. The stronger the willingness to buy, the more controllable the two dimensions of liability attribution and the point of control play an intermediary role between the crisis response strategy and consumers' negative word of mouth. The two dimensions of controllability and control point play an intermediary role between corporate reputation and consumers' negative word of mouth. It also acts as an intermediary between corporate reputation and consumers' willingness to buy. In this paper, the perspective of innovation, from the perspective of consumers, the impact of crisis response strategies on consumer behavior intention. At the same time, by adding the important factor of corporate reputation, it explores how corporate reputation influences consumers' behavior intention through liability attribution. This research plays a supplementary role in the field of crisis communication, and has an important guiding significance for enterprises to deal with the crisis effectively and to maintain the long-term and stable development of enterprises.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F272.3;F270

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