产品危机事件中消费者责任归因的作用机制研究

被引:7
作者
王志良
机构
[1] 上海大学管理学院
关键词
产品危机; 责任归因; 自我监控; 品牌形象感知; 认知失调;
D O I
暂无
中图分类号
F273.2 [产品管理];
学科分类号
1202 ; 120202 ;
摘要
责任归因在消费者的产品危机认知过程中居于主导地位,它不仅决定了危机的责任归属与责任程度,而且必将对危机处理实践引发重要的启示。文章以线索利用理论为基础,以自我监控、品牌形象感知分别作为人格特质和情境变量,构建了消费者责任归因的作用机制模型,并运用结构方程模型方法进行了验证,进而发现了"特质归因"和"情境归因"两条消费者责任归因路径,最后对研究结果进行讨论并指出相应的管理启示。
引用
收藏
页码:131 / 140
页数:10
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