摘要
“考虑集”形成是消费者购买决策中的重要阶段,产品只有进入考虑集才有可能最终被消费者购买。本研究在上海通过现场实验获得311名消费者的考虑集信息,检验了企业营销中的产品伤害危机事件及其处理过程对消费者考虑集的影响。研究结果表明产品伤害危机事件及其处理过程对危机产品是否进入考虑集有显著影响;与没有危机事件比,有事件无响应会对危机产品进入考虑集产生负面影响,并且对危机产品在考虑集中偏好顺序也产生负面影响;与有事件无响应比,企业响应、专家响应,以及他们的双重响应会对危机产品进入消费者考虑集产生正向影响。
Only when products enter into a consideration set, an important phase in consumers' decision on purchase, can it be possible for consumers finally to buy them. By the use of the data gathered from a field experiment involving 311 consumers and carried out in Shanghai, we have scanned the effect of the events of product-harm crises during enterprise' marketing and their response process on consumers' consideration set. Our study demonstrates that the above-mentioned events and process have noticeable impact on whether crisis products will enter into the consideration set. Compared with the situation in which no crisis event occurs, a crisis event without response has a negative effect on crisis products entering into the consideration set and on their preference rank in the consideration set. Compared with the situation in which there are crisis events without response, Enterprise response, experts' response and their dual responses have a positive effect on the entrance of crisis products into the consideration set.
出处
《管理世界》
CSSCI
北大核心
2006年第5期86-95,共10页
Journal of Management World
基金
国家自然科学基金资助课题"品牌延伸的消费者匹配度认知评价实证研究(批准号70572026)
