个性特征对消费者宽恕的影响——基于感知道歉真诚性视角  

An Empirical Study on the Impact of Personality on Consumer Forgiveness from the Perspective of Perceived Apology Sincerity

作　　者：何美贤[1] HE Mei-xian(Guangdong College of Industry and Commerce,Guangzhou510510,China)

机构地区：[1]广东工贸职业技术学院,广东广州510510

出　　处：《中国流通经济》2018年第11期87-94,共8页China Business and Market

基　　金：国家社会科学基金项目"大数据背景下网络虚拟人物对消费者行为的影响研究"(15CGL023);广东工贸职业技术学院"高职院校玩兴氛围和包容性领导对教学创新的影响机制研究"(2017-J-12)

摘　　要：基于消费者感知道歉真诚性视角,选取网购智能手机出现质量问题作为调查背景,对消费者个性特征、感知道歉真诚性以及消费者宽恕之间的影响关系进行实证研究,结果表明:消费者的个性特征(包括精神性特征和宗教信仰特征)对消费者宽恕有显著的正向影响;感知道歉真诚性对消费者宽恕产生直接的正向作用,并在个性特征对消费者宽恕的影响中起部分中介作用;感知道歉真诚性对消费者情感宽恕和决策宽恕的影响比消费者个性特征的影响要大得多。企业在品牌或服务危机管理中,不仅应重视消费者的宗教信仰特征及精神性特征,通过承认错误、表达悔意并承担责任等争取消费者的宽恕,更应该进一步通过对消费者进行安抚和补偿增强消费者对企业道歉真诚性的感知,从而成功取得消费者的宽恕,重新获得消费者对企业品牌的信任并产生重购行为。From the perspective of perceived apology sincerity,and under the background of quality problem with smart phones bought through online shopping,the author carries out the empirical research on the relationship among personality,perceived apology sincerity,and consumer forgiveness.It is found that:consumers’personality,both religiosity and spirituality,has significant positive influences on consumers’forgiveness;perceived apology sincerity has a direct positive effect on consumers’forgiveness,and plays a mediating role in the impact of personality on consumers’forgiveness;and the impact of perceived apology sincerity on consumer emotional forgiveness and decision-forgiveness is greater than that of consumer personality.Enterprises should not only concern about the religious belief characteristics and spiritual characteristics of consumers in crisis management of brand or service,but also strive to recognize mistakes,express remorse and assume responsibility.Consumers'forgiveness should further enhance consumers'perception of the company's apology and sincerity by comforting and compensating consumers,so as to successfully obtain consumers’forgiveness,regain their trust in corporate brands as well as their repurchase behavior.

关 键 词：消费者宽恕 个性特征 宗教性 精神性 感知道歉真诚性 

分 类 号：F713.55[经济管理—市场营销]