企业危机处理、企业声誉与消费者购买倾向关系的实证研究

被引:13
作者
王新宇
余明阳
机构
[1] 上海交通大学安泰经济与管理学院
关键词
产品伤害危机; 企业危机处理; 企业声誉; 消费者归因; 购买倾向;
D O I
10.13502/j.cnki.issn1000-7636.2011.07.011
中图分类号
F272 [企业计划与经营决策];
学科分类号
1201 ;
摘要
本文在考察产品伤害危机中消费者归因与购买倾向之间逻辑关系的基础上,引入企业危机处理、企业声誉作为前因变量,应用结构方程模型构建和检验了消费者心理及行为反应的中介作用模型。研究结果显示:危机归因与消费者对企业的责备、评价及产品购买倾向之间具有连锁效应;企业危机处理、企业声誉均对消费者归因具有显著的负向影响;企业危机处理对消费者购买倾向的影响被责任归因完全中介,企业声誉对购买倾向的影响被责任归因部分中介。
引用
收藏
页码:101 / 110
页数:10
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