未来与发展
未來與髮展
미래여발전
FUTURE AND DEVELOPMENT
2014年
4期
91-98
,共8页
企业响应策略%企业赔偿策略%顾客忠诚%消费者责任归因%购买意图%口碑传播意图
企業響應策略%企業賠償策略%顧客忠誠%消費者責任歸因%購買意圖%口碑傳播意圖
기업향응책략%기업배상책략%고객충성%소비자책임귀인%구매의도%구비전파의도
enterprise response strategy%enterprise compensation strategy%consumer loyalty%consumer responsibility attribution%repurchase intention%oral spreading intention
产品危机频发使危机管理成为企业管理的重要方面。本文基于归因理论，利用情境实验，探索了企业危机应对策略对消费者后续行为的影响机制，检验消费者责任归因和顾客忠诚在上述关系中的中介和调节作用。研究显示：（1）企业响应策略及赔偿策略对消费者重复购买意图和口碑传播意图有显著正向影响。（2）消费者责任归因在企业应对策略和消费者后续行为的关系中起中介作用。（3）顾客忠诚调节企业响应策略与消费者重复购买的关系。
產品危機頻髮使危機管理成為企業管理的重要方麵。本文基于歸因理論，利用情境實驗，探索瞭企業危機應對策略對消費者後續行為的影響機製，檢驗消費者責任歸因和顧客忠誠在上述關繫中的中介和調節作用。研究顯示：（1）企業響應策略及賠償策略對消費者重複購買意圖和口碑傳播意圖有顯著正嚮影響。（2）消費者責任歸因在企業應對策略和消費者後續行為的關繫中起中介作用。（3）顧客忠誠調節企業響應策略與消費者重複購買的關繫。
산품위궤빈발사위궤관리성위기업관리적중요방면。본문기우귀인이론，이용정경실험，탐색료기업위궤응대책략대소비자후속행위적영향궤제，검험소비자책임귀인화고객충성재상술관계중적중개화조절작용。연구현시：（1）기업향응책략급배상책략대소비자중복구매의도화구비전파의도유현저정향영향。（2）소비자책임귀인재기업응대책략화소비자후속행위적관계중기중개작용。（3）고객충성조절기업향응책략여소비자중복구매적관계。
Frequent product crisis makes crisis management an important aspect of business administration. This paper selected 209 samples and used scenario experiment to explore the influence of the Enterprise crisis response strategies to consumer sequent behaviors. Based on attribution theory, this paper tested the mediation of consumer responsibility attribution and the moderation of consumer loyalty. The research result shows (1) Enterprise response strategy and compensation strategy have significant positive impact on consumer repurchase intention and WOM. (2) Consumer responsibility attribution play a mediation role between the Enterprise crisis response strategies and consumer sequent behaviors. (3) Consumer loyalty has the moderation function between the relationship between Enterprise response strategy and consumer repurchase intention.
