摘要
本文目的是通过问卷调查来探讨在奶制品产品危机背景下,消费者对奶制品品牌态度和购买意向的模型及品牌归类。本文以大学生为被试、5家奶制品企业为研究对象,获得344份有效问卷。实证结果表明,企业社会责任和品牌风险得分处于中等水平,品牌信誉、品牌忠诚度和购买意向得分处于中上水平;品牌信誉和品牌忠诚在企业社会责任和购买意向之间起到一定的调节作用,而品牌风险在企业社会责任和购买意向之间不存在调节作用;对应分析结果发现,品牌YL、MN、GM为一类,研究被试对它们持积极的态度;品牌SL独自一类,研究被试对它持非常消极的态度;品牌NT独自一类,研究被试对它持非常积极的态度。
The study was to investigate the model of consumers brand attitude and buying intention based on the milk product-harm crsis throught the questionaire measurement. With data collected from 344 valid questionaires about the 5 fomous milk corporations done by college students, the results revealed： CRS and brand risk had a medium score, and brand credibility, brand credibility and buying intention had a higher score; the PLS SEM supporter that brand credibility and brand loyalty had partially moderating effect on the relationship between CRS and buying intention; by correspondence analysis, brand YL, MN and GM were consisted of one type, which consumers had a positive attitude; brand SL was alone to be a type, which consumers had a etremely negative attitude; brand NT was also alone to be a type, which consumers had a etemely positive attitude.
出处
《经济管理》
CSSCI
北大核心
2009年第4期111-119,共9页
Business and Management Journal ( BMJ )
基金
国家社科基金重大项目"基于奶制品产品危机背景下的消费者品牌态度和品牌归类实证研究"(07&ZD042)
关键词
产品危机
企业社会责任
品牌态度
调节作用
对应分析
product-harm crsis
corporate social responsibility brand attitude moderating analysis correspondence analysis
