产品伤害危机应对策略与消费者后续行为研究.docVIP

PAGE PAGE 28 产品伤害危机应对策略与消费者后续行为研究 ——多案例分析 摘要：近年来各种行业中陆续有产品伤害危机发生，对企业形象和产品 销量产生很大影响的同时，也对消费者的购物心态和品牌选择产生了很大影响。企业为了消除危机影响、恢复企业形象、重新获得消费者的选择，因而采取策略应对危机。策略的效果视企业的态度、危机的严重性、消费者的接受程度等很多因素的影响，最终对于消费者的影响即是购买和口碑传播等行为的改变，本文针对这一现状对产品伤害危机的应对策略对消费者后续行为的影响进行研究。 本文以产品伤害危机为背景，参考国内外学者的研究，对产品伤害危机的概念以及分类进行阐述，结合与产品伤害危机下消费者归因和行为变化相关的经典模型和学者研究，分析产品伤害危机与危机中采用的不同应对策略对消费者后续行为的影响，对产品伤害危机后企业采用的应对策略进行归纳，并结合现有学者的实证模型归纳影响消费者归因的因素，根据归纳的结果提出本文的研究模型和变量的测量指标。对选择的案例中的研究变量进行分析，总结案例中企业应对策略的效果和消费者后续行为的情况，根据案例分析结论提出对产品伤害危机应对策略的管理启示和建议。 关键词：产品伤害危机、应对策略、消费者行为 The Study on the Influence of the Product-harm Crisis Response Strategies to the Consumer Sequent Behaviors——Multi-case Analysis Abstract: In recent years, a variety of industries in succession have product damage crisis, what have a great impact on the corporate image and product sales, at the same time, but also have a great impact on the consumers shopping mentality and brand choice. In order to eliminate the impact of the crisis, to restore the image of the enterprise, to regain the choice of consumers, the enterprise take strategies to deal with the crisis. The effect of the strategies is influenced by attitude of the enterprise, the severity of the crisis, consumer acceptance and so on. The impact of the consumers finally reflects on purchase intention and word-of-mouth intention. This paper based on this situation, study on the influence of the product-harm crisis response strategies to the consumer sequent behaviors. Based on the research of the product harm crisis, and referring to domestic and foreign scholars’ research findings, this paper elaborates the concept and classification of product harm crisis, combines with the associated classical model and scholars’ research findings of the consumers’ attribution and behaviors’ changes on the product harm crisis, analyzes the influence of different response strategies of product harm crisis on the consumer sequent behaviors, summarizes the different response strategies of product harm crisi