品牌代言人负面消息对消费者购买决策的影响机制——基于归因偏差与公正世界信念理论  

作　　者：李爱国[1] 毛冰洁 赵胜男[1] 

机构地区：[1]重庆理工大学管理学院

出　　处：《企业经济》2017年第7期27-35,共9页Enterprise Economy

基　　金：重庆市高校创新团队计划"企业战略与技术创新"(项目编号:2013CJ46);重庆市自然基金项目"基于IT治理机制的国有企业治理绩效实证研究"(项目编号:cstc2012jj A00027);重庆理工大学研究生创新基金项目"网络商家回复在线负面评论对产品销量的影响实证研究"(项目编号:YCX2015238)

摘　　要：本文基于归因偏差与公正世界信念理论,运用结构方程模型,对品牌代言人负面消息影响消费者购买决策的内在机制进行了实证研究。结果表明,无论消费者对代言人负面消息进行内部归因还是外部归因,最终都将原因归结为企业"用人失察"或"管理不善",从而增加了消费者的感知风险,负向影响消费者的购买决策。而消费者原有的品牌信任对品牌代言人负面消息具有免疫作用,能够削弱负面消息引发的感知风险,维护消费者的购买意愿。因此,企业应该慎重甄选品牌代言人,对代言人实施契约化管理,建立代言人负面事件应急制度。同时,企业在市场营销过程中,尤其要增进消费者累积的品牌信任。Based on attribution bias and the belief in a just world theory, this paper uses structural equation model to make an empir- ical study on the internal influencing mechanism of the brand spokesmen negative information on consumer purchase deci- sion. The results show that whether consumers make the internal attribution or external attribution for spokesperson negative information will eventually be attributed to the ＂neglect of supervisory＂ or ＂mismanagement＂, thus increasing the consumer＇s perceived risk and negatively influencing consumer＇s purchase decisions. The original brand trust of consumers has an im- mune effect on the negative information of brand spokesmen, which can weaken the perceived risk caused by negative news and maintain the purchasing intention of consumers. Therefore, enterprises should carefully select brand spokesmen, imple- ment contractual management of spokesmen, and establish negative emergency response system for spokesmen. At the same time, in the marketin~ process, enterprises should in particular, enhance consumer confidence in the accumulation of brands.

关 键 词：品牌代言人 负面消息 归因偏差 公正世界信念 购买决策 

分 类 号：F272[经济管理—企业管理]