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现今的产品伤害危机逐渐呈现群发趋势。文章通过现场实验,研究了产伤害危机群发属性对补救预期的影响。结果表明:群发属性与补救预期负相关,群发属性越高,消费者补救预期越低;品牌声誉能调节群发属性与补救预期之间的关系,当品牌声誉较低时,产品伤害危机群发属性与消费者补救预期的负向关系更为显著;负面情绪(愤怒、无助)能够中介群发属性对补救预期的影响。
Abstract：Nowadays,product-harm crisis gradually appears cluster trend.This study employs a field expectation to investigate the effect of cluster attribution on consumer recovery expectation.Results of the study are as follows.Cluster attribution negatively relate with recovery expectation: the higher the cluster attribution,the lower the recovery reputation.Brand reputation can moderate the relation between cluster attribution and recovery expectation.Compared to the condition when reputation is low,the negative relation between cluster attribution and recovery expectation is stronger.Negative emotions(anger and helplessness) can mediate the relationship between cluster attribution and recovery expectation.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2013.08.007
中图分类号:F274;F224
引用信息:
[1]涂铭,景奉杰,汪兴东.产品伤害危机群发属性如何影响补救预期[J].商业经济与管理,2013,No.262(08):53-62.DOI:10.14134/j.cnki.cn33-1336/f.2013.08.007.
基金信息:
国家自然科学基金项目“产品危机事件之群发属性对消费者补救预期的影响——情感反应的心理作用机制”(70972018);国家自然科学基金项目“产品属性和消费行为变动性对顾客动态满意的影响机制研究——享乐适应的视角”(71272124)
2013-08-15
2013-08-15