产品伤害危机可辩解性对购买意愿的影响及修复策略  

The Influence of Defensibility of Product Injury Crisis on Purchase Intention and Repair Strategies

作　　者：于贞朋 龙正琴 曾慧 YU Zhenpeng;LONG Zhengqin;ZENG Hui(School of Economics and Management,Civil Aviation Flight University of China,Deyang 618307,China;School of Management,Shanghai University,Shanghai 200444,China;College of Sichuan Agricultural Chengdu)

机构地区：[1]中国民用航空飞行学院经济与管理学院,四川德阳618307 [2]上海大学管理学院,上海200444 [3]四川农业大学管理学院,四川成都611130

出　　处：《经济与管理》2024年第2期68-74,共7页Economy and Management

基　　金：国家社会科学基金项目(23BGL143);四川省哲学社会科学基金项目(SCJJ23ND198)。

摘　　要：企业产品伤害危机发生后对消费者会产生怎样的影响,以及企业该如何选择恰当的应对策略进行修复值得研究。针对不同辩解程度的产品伤害危机,基于两个实验探讨产品伤害危机的可辩解程度对消费者购买意愿的影响,以及采取何种广告修复策略(公益广告vs.商业广告)对消费者购买意愿的修复效果是最优的。实验1发现,产品伤害危机的可辩解程度越低,消费者购买意愿则越低。但是,这种影响关系受到产品类型的调节作用:对于非食品产品,上述影响关系是成立的;而对于食品产品,消费者购买意愿不再受产品伤害危机可辩解性的影响。实验2进一步发现,对于不可辩解的产品伤害危机,公益广告(vs.商业广告)带来更好的消费者购买意愿修复效果。但是,这两类广告修复策略对可辩解产品伤害危机中消费者购买意愿的修复差异并不明显。It is worth studying how the enterprise product injury crisis will affect consumers and how enterprises should choose appro-priate coping strategies for repair.Therefore,two studies are conducted to explore the different effects of the dependability of product injury crisis on consumers'purchase intention,as well as the advertising strategies for different defendable product injury crises(public service advertising Vs.commercial advertisements)that have the best repair effect on consumers'willingness to buy.In Study 1,it is found that the indefensible product injury crisis is more negative than the excusable product injury crisis,resulting in lower purchase in-tention of consumers.However,this relationship is moderated by product types:for food products closely related to consumers'health,whether the product injury crisis is defensible or not has no significant influence on consumers'purchase intention.For non-food prod-ucts,consumers'purchase intention caused by an indefensible product injury crisis is lower than that caused by an excusable product injury crisis.For product injury crises with different defensible characteristics,Study 2 finds that for indefensible product injury crises,public service advertisements had a better repair effect on consumers'purchase intention than commercial advertisements.However,for the defendable product injury crisis,there is no significant difference between the two types of advertising repair strategies on the repair effect of consumers'purchase intention.

关 键 词：产品伤害危机 产品类型 广告修复策略 购买意愿 

分 类 号：F272[经济管理—企业管理]