负面宣传背景下消费者信任重构策略的有效性:道歉,否认还是沉默?  

The Effectiveness of Reconstructing Strategies for Consumer Trust under the Negative Publicity： Apology, Denial, or Reticence？

作　　者：于正东[1] 王海忠[2] 柳武妹[2] 

机构地区：[1]中山大学管理学院,吉首大学商学院 [2]中山大学管理学院

出　　处：《中大管理研究》2014年第1期43-58,共16页China Management Studies

基　　金：国家自然科学基金面上项目(71172164)

摘　　要：如何采取有效的策略来重构消费者因为负面宣传被破坏的信任,是企业营销管理的重要内容。本研究通过实验模拟探讨了信任重构策略的有效性,发现：对与产品质量有关的负面宣传,相对于与道德行为有关的负面宣传,重构消费者信任的难度更大,但道歉的重构效果最好；对与道德行为有关的负面宣传,否认的重构效果最好；无论哪种类型的负面宣传,沉默都不是理想的应对方式。How to take effective measures to reconstruct consumer trust is a vital task in marketing management. The authors conducted an experiment to study the effectiveness of trust repair strategies. Compared to the negative publicity of moral behavior, there are more difficulties in reconstructing consumer trust for the negative publicity of product quality, and apology is the best strategy to repair the trust. Denial is the best choice to reconstruct the trust against the negative publicity of moral behavior. Reticence would not be the right approach to repair trust after any kind of negative publicity.

关 键 词：负面宣传 消费者信任 道歉 否认 沉默 

分 类 号：F274[经济管理—企业管理] F713.56[经济管理—国民经济]