软科学
軟科學
연과학
Soft Science
2015年
2期
6~10
,共null页
品牌丑闻 竞争品牌 应对策略 购买意愿
品牌醜聞 競爭品牌 應對策略 購買意願
품패축문 경쟁품패 응대책략 구매의원
brand scandal ; competitive brand ; response strategy ; purchase intention
综合运用文献研究、专家法、内容分析等方法,以微博为平台开展研究。结果表明:相较于否认策略,采取改进策略的竞争品牌能够显著提高消费者的购买意愿;消费者对采取缄默策略的竞争品牌的购买意愿介于否认策略和改进策略之间;危机史对于消费者购买意愿有显著的负向调节作用。
綜閤運用文獻研究、專傢法、內容分析等方法,以微博為平檯開展研究。結果錶明:相較于否認策略,採取改進策略的競爭品牌能夠顯著提高消費者的購買意願;消費者對採取緘默策略的競爭品牌的購買意願介于否認策略和改進策略之間;危機史對于消費者購買意願有顯著的負嚮調節作用。
종합운용문헌연구、전가법、내용분석등방법,이미박위평태개전연구。결과표명:상교우부인책략,채취개진책략적경쟁품패능구현저제고소비자적구매의원;소비자대채취함묵책략적경쟁품패적구매의원개우부인책략화개진책략지간;위궤사대우소비자구매의원유현저적부향조절작용。
Through an integrated approach including literature research, expert method, content analysis under Weibo plat- form. The results show that: compared to deny strategy, improvement strategy can significantly improve consumers' purchase intention and silence strategy is in the middle. The history of brand scandal is playing a significant negative regulatory role.