产品伤害危机模糊情境下品牌信誉对消费者宽恕影响机制.pdfVIP

作者简介： 任金中，博士，贵州财经大学工商管理学院教师。研究方向：消费者行为、品牌管理等。 E-mail ：phillop@ 。 电话 徐大佑，博士，贵州财经大学工商管理学院教授。研究方向：营销理论、企业管理理论等。 E-mail ：980771256@ 电话 项目资助：本研究得到 2014 年度贵州财经大学引进人才科研项目资助 产品伤害危机模糊情境下品牌信誉对消费者宽恕的影响机制 摘要：品牌权益可以缓冲产品伤害危机带来的负面影响，但对于其内在影响机制方面研究还 存在空白。鉴于此，通过整合宽恕决定和后果的社会心理学模型及消费者脆弱性的概念模型， 构建产品伤害危机模糊情境下品牌信誉对消费者宽恕意向影响的概念框架，检验品牌信誉对 消费者行为意向等的影响。基于两个真实产品伤害危机事件，采用问卷调查收集数据，运用 结构方程模型来进行分析评价。两个实证研究结果均表明：被试感知品牌信誉水平越高，那 么感知脆弱性水平越低，否则反之；被试感知脆弱性水平越高，那么沉思水平越高，否则反 之；被试感知脆弱性水平越高，那么宽恕意愿水平越低，否则反之；被试沉思水平越高，那 么宽恕意愿水平越低，否则反之。研究还检验了品牌知名度的调节效应，结果表明：与感知 品牌知名度低情境相比，当被试感知品牌知名度高时，品牌信誉效应更强，否则反之。基于 研究结果，讨论了管理与理论含义。 关键词：产品伤害危机、品牌信誉、品牌知名度、感知脆弱性、沉思、宽恕 The Impact of Brand Credibility on Forgiveness under Ambiguous Product Harm Crises Abstract:Brand equity can buffer the negative effect of product harm crises. But there is still a gap to explain the mechanism why this happened. Based on such concerns, this paper integrated the model of antecedents and consequences of interpersonal forgiveness and vulnerability, and developed conceptual framework of the impact of brand credibility on forgiveness in order to examine the impact mechanism of brand credibility on forgiveness under ambiguous product harm crises. Two empirical studies were based on real product harm crises. Questionnaires were used to collect data and structural equation modeling was used to evaluate the direction and strength among constructs. The results of structural equation modeling of two studies suggest that brand credibility negatively affects perceived vulnerability. And at the same time perceived vulnerability positively affects rumination and negatively affects forgiveness. The results also show that rumination negatively affects forgiveness. Brand visibility moderates the relationship between brand credibility and perceived vulnerability. Compared to low brand