中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
5期
80~86
,共null页
产品伤害事件 网络响应 品牌信任 品牌情感 感知风险
產品傷害事件 網絡響應 品牌信任 品牌情感 感知風險
산품상해사건 망락향응 품패신임 품패정감 감지풍험
product harm incident;network response;brand trust;brand emotion;perceived risk
产品伤害事件后网络响应通过品牌信任、品牌情感、感知风险对消费者品牌忠诚及购买意愿产生影响。对企业网上补救措施响应感知有助于降低消费者感知风险，增加消费者品牌信任和品牌情感；感知风险与品牌忠诚和购买意愿负相关，品牌信任及品牌情感与品牌忠诚和购买意愿正相关。危机发生后，感知企业在网络上采取积极响应措施的情况下，品牌情感与品牌信任要高于无积极响应，感知风险要小于无积极响应。在一定程度上降低消费者感知风险，提升消费者的品牌信任和品牌情感，可以促进消费者购买和品牌忠诚。
產品傷害事件後網絡響應通過品牌信任、品牌情感、感知風險對消費者品牌忠誠及購買意願產生影響。對企業網上補救措施響應感知有助于降低消費者感知風險，增加消費者品牌信任和品牌情感；感知風險與品牌忠誠和購買意願負相關，品牌信任及品牌情感與品牌忠誠和購買意願正相關。危機髮生後，感知企業在網絡上採取積極響應措施的情況下，品牌情感與品牌信任要高于無積極響應，感知風險要小于無積極響應。在一定程度上降低消費者感知風險，提升消費者的品牌信任和品牌情感，可以促進消費者購買和品牌忠誠。
산품상해사건후망락향응통과품패신임、품패정감、감지풍험대소비자품패충성급구매의원산생영향。대기업망상보구조시향응감지유조우강저소비자감지풍험，증가소비자품패신임화품패정감；감지풍험여품패충성화구매의원부상관，품패신임급품패정감여품패충성화구매의원정상관。위궤발생후，감지기업재망락상채취적겁향응조시적정황하，품패정감여품패신임요고우무적겁향응，감지풍험요소우무적겁향응。재일정정도상강저소비자감지풍험，제승소비자적품패신임화품패정감，가이촉진소비자구매화품패충성。
Network response of product harm incident can have impact on customer brand loyalty and the purchase intention through brand trust,brand emotion,and perceived risk. The perceived feeling on enterprises’online remedy will be helpful for the enterprises to reduce the perceived risk of customers and improve their brand trust and brand emotion;the relation between perceived risk and brand loyalty and willingness to buy is negative;and the relation between brand trust and emotion and willingness to buy is positive. After the accident,brand emotion and trust will be higher when the customers perceived the enterprises positive remedy than that of without remedy;and the perceived risk will be lower,too. Reducing the customers’ perceived risk and improving customers’brand trust and emotion will improve customers’willingness to buy and brand loyalty.
