北京交通大学学报2017，Vol.16Issue(3)：63-73,11.
多品牌产品危机中企业应对策略对消费者购买意愿的影响研究——消费者负面情绪的中介作用
The Influence of Enterprises' Coping Strategy on Consumer Purchase Intention in Multi-Brand Product-harm Crisis : The Mediating Role of Consumers' Negative Emotion
摘要
Abstract
Based on the cognitive theory of emotion,this paper attempts to study systematically the mechanism of the impact of enterprises' coping strategies on consumers' emotions and brand purchase intention in multi-brand product-harm crisis.A real mobile phone brand is used in the study and two structural equation models are built to investigate the mechanism behind different choices of coping strategies.The result reveals that:Firstly,compared with passive intervention and service measures,active intervention and compensation measures on the enterprise side leads to consumers' higher brand purchase intention.Secondly,compared with active intervention and compensation measures,when passive intervention and service measures are selected,consumers' evaluation of the coping strategies has a stronger impact on their negative emotions.Thirdly,consumers' negative emotion and their brand purchase intention are negatively correlated,and compared with emotion of helplessness,consumers' anger emotion has a greater impact on their brand purchase intention.Lastly,consumers' negative emotion partially mediate the relation between the consumer's evaluation of the coping strategies and their brand purchase intention.关键词
多品牌产品伤害危机/介入评价/负面情绪/消费者购买意愿Key words
multi-brand product-harm crisis/intervention evaluation/negative emotion/consumer purchase intention分类
管理科学引用本文复制引用
卢强,冯蛟,李辉..多品牌产品危机中企业应对策略对消费者购买意愿的影响研究——消费者负面情绪的中介作用[J].北京交通大学学报,2017,16(3):63-73,11.基金项目
中国人民大学2015年度拔尖创新人才培育资助计划成果 （）
国家自然科学基金项目“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). （71462028）
