企业危机应对策略对消费者后续行为影响机制的实验研究——基于归因视角  

The Scenario Experiment Study on the Mechanism of the Influence of the Enterprise Crisis Response Strategies to the Consumer Sequent Behaviors——Based on Attribution Theory

作　　者：王妤扬[1] 王东晨 

机构地区：[1]复旦大学管理学院,上海200120 [2]统一企业(中国)投资有限公司,上海200120

出　　处：《未来与发展》2014年第4期91-98,共8页Future and Development

基　　金：2012年度国家社会科学基金第一批重大项目<推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究>(12&ZD024);复旦大学"985三期"整体推进社会科学研究项目<新时期我国文化产业发展战略研究>(2012SHKXYB002)

摘　　要：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。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.

关 键 词：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 

分 类 号：F270[经济管理—企业管理]