酒店产品伤害事件对消费者感知风险的影响研究——品牌知名度的调节效应  

Research on the Impact of Hotel Product Injury Events on Consumers’Perceived Risk-Regulatory Effect of Brand Popularity

作　　者：李应军 黄艺娴 LI Yingjun;HUANG Yixian(School of Public Administration and Human Geography,Hunan University of Technology and Business,Changsha,Hunan 410205;Department of Tourism Management,Hainan Technician College,Haikou,Hainan 571100)

机构地区：[1]湖南工商大学公共管理与人文地理学院,湖南长沙410205 [2]海南省技师学院旅游管理系,海南海口571100

出　　处：《商学研究》2023年第3期121-128,共8页Commercial Science Research

基　　金：湖南省自然科学基金项目“自有品牌营销策略对消费者溢价支付意愿的影响机理研究”(2019JJ50286)。

摘　　要：文章运用情境模拟结合问卷调查,以酒店产品伤害事件为背景,研究产品伤害事件群发属性、酒店知名度以及二者交互对消费者风险感知的影响。研究表明,酒店伤害事件群发性比单发性更容易导致消费者风险感知增加;知名度高的酒店发生伤害事件比知名度低的酒店更容易使消费者增加风险感知。研究进一步显示,在伤害事件属性与消费者风险感知中,酒店知名度起调节作用。在事发酒店知名度高的情况下,伤害事件群发性比单发性更容易增加消费者风险感知,但在事发酒店知名度低的情况下,伤害事件群发性与单发性对消费者风险感知的影响不显著。文章据此探讨了酒店防控伤害事件的相关建议,以期为行业重视伤害事件管控提供相关参考。Using the situational simulation combined with questionnaire survey,this paper researches the impact of injury event group attribute,hotel popularity and their interaction on consumers’perceived risk in the context of hotel product injury events.The results show that the group occurrence of hotel injury events is more likely to lead to the increase of consumers’perceived risk than that of the single occurrence;the occurrence of injury events in the hotel with high popularity is easier to increase the perceived risk of consumers than that of the hotel with low popularity.Further study shows that hotel popularity plays a regulatory role in the attribute of injury events and consumer risk perception.In the case of high popularity of the hotel,the group occurrence of injury events is more likely to increase the perceived risk of consumers than that of the single occurrence.However,in the case of low popularity of the hotel,the group and single occurrence of injury events has no significant impact on consumer risk perception.Based on the study,this paper discusses relevant suggestions on the prevention of injury events in hotels,so as to provide references for the industry to attach importance to the control of injury events.

关 键 词：产品伤害事件 感知风险 群发属性 酒店知名度 

分 类 号：F273.2[经济管理—企业管理] F713.55[经济管理—国民经济] F719