基于归因理论的消费者对第三方服务失败的反应研究

被引:2
作者
唐建生
贾慧敏
王彦彦
机构
[1] 天津大学管理与经济学部
关键词
归因理论; 自我效能理论; 品牌声誉; 第三方服务失败; 推荐意愿; 评分;
D O I
10.19495/j.cnki.1007-5429.2017.03.024
中图分类号
F713.5 [市场];
学科分类号
摘要
基于归因理论,结合自我效能理论和品牌声誉,研究了第三方服务失败如何影响消费者对核心服务提供者的推荐和评分意愿。4个实验的结果表明:第三方服务失败使消费者更倾向于不推荐核心服务提供者并给予低评分;当第三方服务失败发生时,消费者更倾向于将失败归因为稳定的,责任在于第三方企业和核心服务提供者,核心服务提供者可以控制的;自我效能低的人更倾向于选择不推荐核心服务提供者和给予低评分;品牌声誉不影响消费者对核心服务提供者的推荐意愿和评分。
引用
收藏
页码:172 / 177
页数:6
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