企业抢雷策略对消费者宽恕意愿的影响研究——一个有调节的中介效应模型  

Research on the Influence of Stealing Thunder on Consumers’Willingness to Forgive--A Moderated Mediation Effect Model

作　　者：陈荷花 郭学军 CHEN Hehua;GUO Xuejun(School of Business Administration,Lanzhou University of Finance and Economics,Lanzhou 730020,China)

机构地区：[1]兰州财经大学工商管理学院,甘肃兰州730020

出　　处：《福建商学院学报》2024年第1期46-53,62,共9页Journal of Fujian Business University

基　　金：甘肃省软科学专项-公开征集类项目“企业社会责任对消费者宽恕意愿的影响机制研究”(23JRZA0541)。

摘　　要：基于刺激—加工—响应理论,通过2(抢雷策略:有/无)×2(企业沟通风格:非正式/正式)组间设计,探究抢雷策略对消费者宽恕意愿的影响,并考察心理风险的中介作用和企业沟通风格的调节作用。研究发现,产品质量危机发生后,相比于不抢雷,抢雷策略能有效提升消费者宽恕意愿;心理风险在抢雷策略与消费者宽恕意愿之间的中介作用受到企业沟通风格的调节,最终对消费者宽恕意愿形成有调节的中介作用。应在产品质量危机情境下果断抢雷,以尽可能低的成本快速降低消费者的心理风险,从而提升消费者的宽恕意愿,保护品牌资产。Based on the Stimulus-Organism-Response theory,this paper explores the impact of stealing thunder on consumers’forgiveness intention through 2(stealing thunder:yes/no)×2(corporate communication style:informal/formal)between-group design,and examines the mediating role of psychological risk and corporate response style.The results show that after the product quality crisis,compared with not stealing thunder,stealing thunder can effectively enhance consumers’willingness to forgive;the mediating effect of psychological risk between stealing thunder and consumers’forgiveness intention is regulated by the response style of enterprises,and ultimately plays a moderating role in the formation of consumers’forgiveness intention.We should resolutely seize the thunder in the context of product quality crisis,and quickly reduce the psychological risk of consumers at the lowest possible cost,so as to enhance consumers’willingness to forgive and protect brand assets.

关 键 词：产品质量危机 抢雷策略 消费者宽恕意愿 心理风险 沟通风格 

分 类 号：F272.3[经济管理—企业管理]