产品伤害危机下消费者-品牌关系再续意愿影响因素研究.docxVIP

PAGE 产品伤害危机下消费者-品牌关系再续意愿影响因素研究 摘 要 随着市场营销进入3.0时代，大多数企业从传统营销模式逐渐升级为品牌营销模式。而品牌关系作为关系营销的重要表现形态，越来越受人们的重视。由于目前市场竞争程度与日俱增，建立和维持品牌关系并不能一蹴而就。尤其在当今新媒体时代，企业一旦发生产品伤害危机，借助互联网的技术，事件传播速度快、传播范围广，很容易造成品牌价值降低、顾客流失等后果。因此，研究消费者-品牌关系再续对企业的长期利益发展发挥关键作用。 本文通过回顾以往文献，总结了两条消费者-品牌关系再续路径。主要路径是以情感性补救、功能性补救和信息性补救三种补救策略的外部因素为前提来刺激消费者感知价值（自变量），再通过品牌信任（中介变量），研究对品牌关系再续意愿（因变量）的影响。其中品牌信任可分为品牌情感信任和品牌能力信任，在感知价值的基础上影响品牌关系再续意愿。此外，对感知价值和品牌信任施加品牌关系类型的调节作用，以此探寻不同类型消费者在产品伤害危机后与品牌关系再续的路径，建立包括感知价值、品牌信任、品牌关系和品牌关系再续意愿等部分的理论模型。不断分析和研究来自问卷收集的数据，对比出针对不同类型消费者最有效的补救策略和品牌信任的中介作用差异，从中为企业提出相关结论与启示。 SPSS软件分析结果表明，共有型关系和交易型关系下三种补救策略的效果具有显著差异，而且品牌关系类型能够部分调节消费者在品牌关系再续路径的选择，即共有型和交易型消费者都倾向于通过品牌能力信任进而生成品牌关系再续意愿。感知价值对品牌信任和品牌关系再续意愿有显著积极作用，而品牌信任在感知价值和品牌关系再续意愿中具有重要的中介作用。 关键词：感知价值；品牌关系；品牌信任；品牌关系再续意愿 Research on the influencing factors of the intention to renew the relationship between consumers and brands under the product injury crisis Abstract With the entry of the 3.0 era of marketing, most enterprises gradually upgrade from the traditional marketing mode to the brand marketing mode. As an important form of relationship marketing, brand relationship has been paid more and more attention. As the degree of market competition is increasing, the establishment and maintenance of brand relations cannot be achieved overnight. Especially in todays new media era, once a product injury crisis occurs in an enterprise, with the help of Internet technology, the event spreads quickly and widely, which is easy to cause brand value decline, customer loss and other consequences. Therefore, the study of the renewal of the consumer-brand relationship plays a key role in the long-term interests of enterprises. This article summarizes two consumer-brand relationship renewal paths by reviewing previous literature. The main path is to stimulate consumers to perceive value (independent variables) based on the external factors of emotional remedies, functional remedies and informational remedies, and then through brand trust (intermediate variables)