公司形象对产品属性失败的稀释效应研究.PDFVIP

第9 卷 第14 期 Vo l.9 No .1 4 2016 年 7 月 July 2016 公司形象对产品属性失败的稀释效应研究 江红艳，王光强* （中国矿业大学管理学院，江苏徐州 221116） 摘要：产品属性失败事件频繁发生，它会对消费者的购买意愿产生负面影响。如何稀释产品属性失败的负面效 应是学术界的热点问题。研究基于公司层面的角度，考察不同类型的公司形象如何稀释产品属性不同维度失 败导致的负面效应。结果表明，能力型（vs. 诚信型）公司形象更有利于稀释产品功能性属性失败对购买意愿 产生的负面效应；诚信型（vs. 能力型）公司形象更有利于稀释产品享乐性属性失败对购买意愿产生的负面效 应。研究结果对企业开展产品属性失败补救具有一定的借鉴意义。 关键词：企业管理；公司形象；产品属性失败；稀释效应；购买意愿 中图分类号：F713.50 文献标识码：A 文章编号：1674-2850(2016)14-1481-06 Dilution effect of corporate image on product benefits failure JIANG Hongyan, WANG Guangqiang (School of Management, China University of Mining and Technology, Xuzhou, Jiangsu 221116, China) Abstract: Product benefits failure events occur frequently, which has negative effect on consumers’ purchase intention. So how to dilute the negative effect of product benefits failure is a hot topic in academia. Based on the perspective of corporate level, we investigated the dilution role of different types of corporate image on the negative effect of different dimensions of product benefits failure. The results showed that ability (vs. credibility) corporate image is more favorable to dilute the negative impact of product utilitarian benefits failure on consumers’ purchase intention, and credibility (vs. ability) corporate image is more favorable to dilute the negative impact of product hedonic benefits failure on consumers’ purchase intention. The findings of this study are of important practical significance to the enterprises’ recovery of product benefits failure. Key words: business management; corporate image; product benefits failure; dilution effect; purchase intention 0 引言 2011 年“海底捞骨头汤勾兑”事件引起轩然大波。一些消费者表示了对海底捞品牌的不满。但与之 前的“味千骨汤门”、“永和豆浆冲制”事件遭遇消费者的一致抨击不同，针对海底