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

基于情绪认知理论,尝试关注多个企业同时陷入不可辩解型的群发性危机情景下,未曝光企业所采取的应对策略对消费者情绪及其品牌购买意愿影响的内在机制.实验选择真实的手机品牌作为刺激物,通过构建两个结构方程模型验证发现:(1)在多品牌产品危机中,未曝光企业选择主动介入与赔偿型措施时,涉事企业可获得消费者更高的品牌购买意愿;(2)涉事企业选择被动介入以及服务型措施时,消费者的介入评价对其负面情绪的影响程度更高;(3)消费者的负面情绪与其品牌购买意愿负相关,且消费者愤怒情绪较无助情绪对其品牌购买意愿影响更大;(4)消费者的负面情绪对消费者的介入评价与品牌购买意愿之间的关系具有部分中介作用.

The Influence of Enterprises' Coping Strategy on Consumer Purchase Intention in Multi-Brand Product-harm Crisis : The Mediating Role of Consumers' Negative Emotion

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.