本文選題：信任修復(fù) + 消費(fèi)者寬恕��； 參考：《華僑大學(xué)》2016年碩士論文

【摘要】：伴隨著經(jīng)濟(jì)快速發(fā)展和社會(huì)轉(zhuǎn)型,中國(guó)社會(huì)進(jìn)入信任危機(jī)多發(fā)期。很多行業(yè)尤其是行業(yè)內(nèi)的品牌企業(yè)信任危機(jī)事件時(shí)有發(fā)生,而新媒體時(shí)代通訊的即時(shí)性又讓品牌企業(yè)的負(fù)面新聞往往呈現(xiàn)爆炸式的災(zāi)難后果甚至引發(fā)行業(yè)危機(jī),越來越多的品牌企業(yè)可能要面臨消費(fèi)者信任危機(jī)的考驗(yàn)。消費(fèi)者的信任是品牌競(jìng)爭(zhēng)力的核心和品牌企業(yè)生存根基,同時(shí)又是非常容易被破壞的,所以品牌企業(yè)不但要警惕消費(fèi)者信任危機(jī)的發(fā)生,還要對(duì)信任危機(jī)應(yīng)對(duì)有所準(zhǔn)備。因此,消費(fèi)者信任危機(jī)一旦發(fā)生,如何修復(fù)消費(fèi)者信任,信任修復(fù)活動(dòng)的作用機(jī)制需要企業(yè)界和學(xué)術(shù)界共同探討。本研究在對(duì)文獻(xiàn)進(jìn)行回顧和梳理的基礎(chǔ)上,引入消費(fèi)者寬恕作為中介變量,研究信任修復(fù)包含的情感性修復(fù)、功能性修復(fù)、信息性修復(fù)如何對(duì)消費(fèi)者寬恕產(chǎn)生影響,進(jìn)而如何影響消費(fèi)者品牌關(guān)系再意愿,討論了三者的關(guān)系,并建立了信任修復(fù)、消費(fèi)者寬恕和品牌關(guān)系再續(xù)意愿的關(guān)系模型。并研究對(duì)比了情感性修復(fù)、功能性修復(fù)、信息性修復(fù)的效果差異。通過問卷調(diào)查及分析數(shù)據(jù)完成對(duì)變量的測(cè)量,得出研究結(jié)論。數(shù)據(jù)分析表明:首先,信任修復(fù)對(duì)消費(fèi)者寬恕有顯著的正相關(guān)關(guān)系。情感性修復(fù)、功能性修復(fù)、信息性修復(fù)三個(gè)維度均對(duì)消費(fèi)者寬恕有著顯著正向影響。其次,信任修復(fù)對(duì)品牌關(guān)系再續(xù)意愿有顯著的正相關(guān)關(guān)系。除了情感性修復(fù)對(duì)品牌關(guān)系再續(xù)意愿沒有顯著的正相關(guān)關(guān)系外,功能性修復(fù)、信息性修復(fù)兩個(gè)維度均對(duì)品牌關(guān)系再續(xù)意愿有著顯著影響,這說明修復(fù)消費(fèi)者對(duì)企業(yè)的品牌信任僅僅依靠品牌方的道歉是不夠的,品牌方要給予消費(fèi)者實(shí)實(shí)在在的補(bǔ)償,維護(hù)消費(fèi)者的知情權(quán),減少信息不對(duì)稱帶來的猜疑與誤會(huì)。最后,消費(fèi)者寬恕的中介作用得到驗(yàn)證。實(shí)證分析結(jié)果顯示,消費(fèi)者寬恕在信任修復(fù)和品牌關(guān)系再續(xù)意愿中起到中介作用�；谝陨辖Y(jié)論,本文對(duì)品牌企業(yè)如何有效修復(fù)消費(fèi)者信任提出了相關(guān)的建議與策略。最后,本文分析了研究存在的局限性,并指出了未來可能的研究方向。
[Abstract]:With the rapid economic development and social transformation, Chinese society has entered a period of crisis of trust. Many industries, especially the brand enterprises in the industry, trust crisis events have occurred from time to time, and the immediacy of communication in the new media era makes the negative news of brand enterprises often present explosive disaster consequences and even lead to industry crisis. More and more brand enterprises may face the test of consumer trust crisis. Consumer trust is the core of brand competitiveness and the survival foundation of brand enterprises, and it is also very easy to be destroyed, so brand enterprises should not only be alert to the occurrence of consumer trust crisis, but also prepare for the crisis. Therefore, once the consumer trust crisis occurs, how to repair the consumer trust and the mechanism of the trust repair need to be discussed by both the business community and the academic community. On the basis of reviewing and combing the literature, this study introduces consumer forgiveness as an intermediary variable to study how the affective repair, functional repair and information repair have an impact on consumer forgiveness. Then how to influence the consumer brand relationship re-willingness, discussed the relationship between the three, and established a trust repair, consumer forgiveness and brand relationship re-continuation of the relationship model. The effects of affective repair, functional repair and informational repair were compared. Through questionnaire survey and data analysis to complete the measurement of variables, draw the conclusion of the study. Data analysis shows that: first, trust repair has a significant positive correlation with consumer forgiveness. Affective repair, functional repair and informational repair all have significant positive effects on consumer forgiveness. Secondly, trust repair has a significant positive correlation to the willingness to renew brand relationship. Except that affective repair has no significant positive correlation with brand relationship recontinuity intention, functional repair and information repair have significant influence on brand relationship recontinuation intention. This shows that it is not enough to repair the brand trust of the consumer to the enterprise only rely on the apology of the brand side, the brand side should give the consumer real compensation, protect the consumer's right to know, reduce the suspicion and misunderstanding caused by the information asymmetry. Finally, the intermediary role of consumer forgiveness is verified. Empirical analysis shows that consumer forgiveness plays an intermediary role in trust repair and brand relationship renewal. Based on the above conclusions, this paper puts forward some suggestions and strategies on how to effectively repair consumer trust. Finally, this paper analyzes the limitations of the research and points out the possible research direction in the future.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55;F274
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本文編號(hào)：1971955