产品伤害危机下消费者风险感知对购买意愿的影响:一个有调节的中介模型  

The Impact of Product Injury on Consumers’Risk Perceptionand Purchasing Intention:An Moderated Mediation Model

作　　者：黄健翔 张鹏[1] HUANG Jianxiang;ZHANG Peng(School of Business and Management,Shanghai International Studies University,Shanghai 201620,China)

机构地区：[1]上海外国语大学国际工商管理学院,上海201620

出　　处：《上海管理科学》2023年第4期36-41,共6页Shanghai Management Science

摘　　要：产品伤害危机爆发后,消费者有着怎样的心理变化,存在哪些因素影响消费者对危机品牌的态度?论文基于“刺激—加工—响应”(S-O-R)理论,以风险感知为自变量,以消费者宽恕为中介变量,以品牌熟悉度为调节变量,以产品伤害危机爆发前后消费者购买意愿变化为因变量建立了研究模型,然后通过问卷调研和Bootstrap等方法对研究模型进行了实证检验。检验结果表明:风险感知对消费者购买意愿有显著影响;消费者宽恕中介了风险感知对购买意愿的影响;品牌熟悉度在风险感知对购买意愿的影响中起到调节作用。What are the psychological changes of consumers after a product harm crisis?What factors affect consumers’attitude towards crisis brands?Based on the“stimulus-processing-response”(S-O-R)theory,this article establishes a research model with risk perception as the independent variable,consumer forgiveness as the mediating variable,brand familiarity as the moderating variable,and changes in consumer purchase intention before and after a product harm crisis as the dependent variable.Then,empirical tests were conducted on the research model through questionnaire surveys and Bootstrap methods.The results showed that risk perception had a significant impact on consumer purchase intention;consumer forgiveness mediated the effect of risk perception on purchase intention;brand familiarity played a moderating role in the effect of risk perception on purchase intention.

关 键 词：产品伤害危机 风险感知 消费者宽恕 品牌熟悉度 

分 类 号：F713[经济管理—产业经济]