产品伤害危机后消费者信任修复策略研究  

The Study on the Consumer Trust Repair Strategy after Product-harm Crises

作　　者：熊焰[1] 钱婷婷[2] 

机构地区：[1]上海应用技术学院经济与管理学院,上海200433 [2]上海应用技术学院城市建设与安全工程学院,上海200433

出　　处：《经济管理》2012年第8期114-120,共7页Business and Management Journal ( BMJ )

基　　金：教育部人文社会科学研究青年基金项目"企业舆论危机后消费者信任修复机制设计及有效性研究"(10YJC630302);上海哲学社会科学规划课题一般项目"企业舆论危机后消费者信任修复机理及修复机制研究"(2010BJB013);上海市教委科研创新重点项目"产品伤害危机后消费者信任修复机理及修复机制研究"(12zs176)

摘　　要：产品伤害危机对消费者信任造成了非常严重的影响,产品伤害危机管理在一定程度上就是为了重建消费者信任。本研究以情景危机沟通理论为基础,对情景危机沟通理论所提出的三种危机响应策略对消费者信任修复的有效性进行研究,并对不同信任违背情景下的信任修复情况进行检验。本研究通过实验室情景模拟分析法进行研究,分析结果表明,在低危机严重程度下,基于道德的信任违背更加难以修复。同时,在不同信任违背情景下重建响应策略的修复效果都比其他两种响应策略更为有效。另外,个人信任倾向对响应策略对信任修复的影响作用也部分得到验证。Product-harm crisis which is caused by harms to consumers such as quality,servme,behavlor and many other aspects of related products, can bring about disastrous effects on the enterprise. The most direct impact of them is harmness of consumers＇ trust. Consumers＇ trust is one of the most valuable intangible resources for the enterprise, the study indicates that the consumer product the essence of product-harm crises is trust crisis. purchase decision is based on the trust to a large extent, Since 2006, SKII, KFC, Sanlu, Guangming, Toyota Motor and some other famous enterprises have broken out crisis successively, compared to previous, the amount of enterprises that are bothered by product-harm crisis and its frequency is increasing, the harm is continued deteriorating. Some enterprises respond properly and get through the crisis successfully, but others not. Therefore how to repair consumer trust in product harm crisis has practical application value. Researchers has given more and more attention to product-harm crisis, the situational crisis communication theory （SCCT） which is presented by Coombs（2007）has achieved extensive attention. The theory is based on the integration of existing results about crisis management, consider that when we do some crisis management, we must think over some crisis situation,crisis response strategy,matching system of crisis scenarios and crisis response strat- egies, etc. SCCT has considered various factors and their integration, is in accord with realistic scenario, and is recognized by many studies. However, the management of repair trust is rarely taken as the key variable in the existing research of product harm crisis. The present study is based on the situational crisis communication theory. It focus on the effectiveness of repairing the consumer trust by three response to crisis strategies put forward by the theory. At the same time, it is put in different critical situations which are divided by the types of consumer trust violation, studying the effec- tiven

关 键 词：产品伤害危机 消费者信任 信任修复 

分 类 号：F713.50[经济管理—市场营销]