摘要
遵循解释水平理论的基本逻辑,文章系统分析了群发性危机情景下未曝光企业危机平息前后的响应策略影响消费者行为的动态变化过程及其内在机制。通过两个实验研究发现:群发性产品危机动态变化过程中,就介入时机而言,与被动介入相比,未曝光企业主动介入会使消费者产生更高的购买意愿;就应对方式而言,未曝光企业采取赔偿型策略和服务型策略会给消费者带来有差异的购买意愿;就危机范围而言,未曝光企业不同介入时机和不同应对方式会对消费者购买意愿产生有差异的作用关系。
Following the basic logic of construal level theory,this article systematically analyzes the dynamic change process and inner mechanism of unexposed enterprises＇ response influencing consumer purchase intention in and after cluster product-harm crisis. The results of two experiments reveal that in the dynamic change process of cluster product-harm crisis,concerning intervention time,compared with passive intervention after being reported by media,when the relevant enterprise actively intervenes before being reported,consumers show higher brand purchase intention in and after the crisis. Concerning coping styles,unexposed enterprise compensation strategy and service strategy can make a difference in consumer purchase intention. Concerning scope of the crisis,different intervention time and coping styles of unexposed enterprises will have differentiated effects on consumer purchase intention.
出处
《商业经济与管理》
CSSCI
北大核心
2015年第8期44-55,共12页
Journal of Business Economics
基金
国家自然科学基金资助项目"群发性危机中未曝光企业响应策略对消费行为动态影响的传导机制研究"(71462028)
关键词
群发性产品伤害危机
解释水平理论
介入评价
消费者购买意愿
cluster product-harm crisis
construal level theory
intervention evaluation
consumers＇ purchase intention
