【摘要】：近年來(lái),社會(huì)經(jīng)濟(jì)轉(zhuǎn)型的大環(huán)境加之網(wǎng)絡(luò)社交媒體的推波助瀾,使得企業(yè)生存環(huán)境變得越來(lái)越復(fù)雜,頻頻出現(xiàn)的危機(jī)讓企業(yè)管理者們束手無(wú)策。在危機(jī)發(fā)生的情境下,企業(yè)應(yīng)當(dāng)采取什么樣的公關(guān)應(yīng)對(duì)策略才能贏得消費(fèi)者諒解,一直是困擾著管理者的難題。本文嘗試分析在企業(yè)危機(jī)背景下,不同的企業(yè)危機(jī)公關(guān)應(yīng)對(duì)策略對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的不同影響。通過(guò)回顧國(guó)內(nèi)外學(xué)者關(guān)于企業(yè)危機(jī)公關(guān)、消費(fèi)者心理歸因、消費(fèi)者購(gòu)買(mǎi)意愿的研究,梳理三者之間的關(guān)系,將消費(fèi)者心理歸因引入研究作為中介變量,建立了“企業(yè)危機(jī)公關(guān)應(yīng)對(duì)—消費(fèi)者責(zé)任歸因—消費(fèi)者購(gòu)買(mǎi)意愿”研究模型并提出3組研究假設(shè)。研究采用情境實(shí)驗(yàn)法,對(duì)企業(yè)不同的應(yīng)對(duì)策略進(jìn)行描述,以此為基礎(chǔ)進(jìn)行分組調(diào)查,最后通過(guò)SPSS20.0和AMOS21.0進(jìn)行數(shù)據(jù)統(tǒng)計(jì)與分析來(lái)驗(yàn)證本文研究模型和假設(shè)。研究結(jié)論如下:(1)企業(yè)危機(jī)公關(guān)應(yīng)對(duì)與消費(fèi)者購(gòu)買(mǎi)意愿關(guān)系呈正相關(guān),即應(yīng)對(duì)策略越積極消費(fèi)者購(gòu)買(mǎi)意愿越強(qiáng)烈。(2)企業(yè)危機(jī)應(yīng)對(duì)與消費(fèi)者心理歸因呈正相關(guān),應(yīng)對(duì)策略越積極消費(fèi)者越傾向于認(rèn)為危機(jī)責(zé)任來(lái)源于企業(yè)外部環(huán)境,危機(jī)不是企業(yè)能夠控制的,危機(jī)是偶然發(fā)生的。(3)否認(rèn)型的應(yīng)對(duì)策略對(duì)消費(fèi)者購(gòu)買(mǎi)意愿影響最消極,是消費(fèi)者最反感的企業(yè)危機(jī)應(yīng)對(duì)方式。(4)研究的中介效應(yīng)顯示,消費(fèi)者責(zé)任歸因?qū)ζ髽I(yè)危機(jī)應(yīng)對(duì)和消費(fèi)者購(gòu)買(mǎi)意愿的中介效應(yīng)是顯著的。最后是討論與建議,在研究結(jié)果的基礎(chǔ)上給出了一些管理啟示,也對(duì)研究的不足與局限性進(jìn)行了探討與分析,指出了未來(lái)可能的研究方向。
[Abstract]:In recent years, the social and economic transformation of the environment coupled with the network of social media, make the business environment has become more and more complex, frequent crises, business managers can not do anything. Under the situation of crisis, what kind of public relations strategy should be adopted to win consumer understanding has always been a difficult problem for managers. This paper attempts to analyze the different impact of different corporate crisis PR coping strategies on consumers' willingness to buy under the background of corporate crisis. By reviewing the research on corporate crisis public relations, consumer psychological attribution, consumer purchase intention, and combing the relationship among them, the author introduces consumer psychological attribution into the research as an intermediary variable. This paper establishes a research model of "Corporate crisis PR response-Consumer responsibility Attribution-Consumer purchase intention" and puts forward three research hypotheses. The research adopts the situational experiment method to describe different coping strategies of enterprises, and then carries on the grouping investigation based on it. Finally, the research model and hypothesis are verified by SPSS20.0 and AMOS21.0 data statistics and analysis. The conclusions are as follows: (1) there is a positive correlation between corporate crisis public relations and consumers' willingness to buy, that is, the more active coping strategies, the stronger consumers' willingness to buy. (2) Enterprise crisis response is positively correlated with consumer psychological attribution. The more positive the coping strategy, the more inclined to think that the crisis responsibility comes from the external environment of the enterprise, the crisis is not under the control of the enterprise, and the crisis occurs accidentally. (3) the negative response strategy has the most negative effect on the consumer's purchase intention. (4) the intermediary effect of consumer responsibility attribution is significant to corporate crisis response and consumers' willingness to buy. The last part is the discussion and suggestion, on the basis of the research results, this paper gives some management enlightenment, discusses and analyzes the deficiency and limitation of the research, and points out the possible research direction in the future.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.3;F713.55

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