品牌不幸事件影响消费者产品购买意愿的双刃剑效应及机制  

Double-Edged Sword Effect and Mechanism of Brand Misfortunes Affecting Consumers'Product Purchase Intention

作　　者：刘浩 LIU Hao(School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]山东财经大学工商管理学院,山东济南250014

出　　处：《经济与管理》2024年第5期61-68,共8页Economy and Management

摘　　要：现实生活中,常常可以看到品牌发生不幸事件,例如华为被打压事件、地震导致丰田生产线停产等。已有的品牌不幸事件研究鲜有深度探究和解答品牌不幸事件如何影响消费者产品购买意愿这一问题。通过考察不同类型的品牌不幸事件是否影响、如何影响及何时影响消费者的产品购买意愿,发现不同类型的品牌不幸事件对消费者的产品购买会产生双刃剑效应。具体而言,与中性条件相比,品牌非自然不幸事件会增加消费者对产品的购买意愿,因为这激起了消费者的同情;然而,品牌自然不幸事件会降低消费者对产品的购买意愿,因为这让消费者感知到该品牌的能力较弱。上述双刃剑效应受到品牌所属消费者群体(内群体vs.外群体)的边界调节作用。It is common to see unfortunate events happening to brands in real life,such as Huawei being suppressed or businesses clos-ing down due to the pandemic.How do brand misfortunes affect consumers'willingness to purchase products?There is little in-depth exploration of this question in existing research.This article examines whether different types of brand misfortunes affect,how they af-fect,and when they affect consumers'purchase intention.We found that different types of brand misfortunes can have a double-edged sword effect on consumer product purchases through three studies.Specifically,compared to neutral conditions,brand non-natural misfortune will increase consumer willingness to buy,as it arouses consumer sympathy.However,brand natural misfortune can reduce consumer willingness to buy,as this makes consumers perceive that the brand's competence is weak.Further,we also found that the double-edged sword effect is moderated by the consumer group to which the brand belongs(in-group Vs.out-group).

关 键 词：品牌不幸事件 产品购买意愿 双刃剑效应 同情 能力 

分 类 号：F014.5[经济管理—政治经济学] F274