产品伤害危机下消费者信任修复策略——基于一汽大众速腾事件案例研究.docVIP

PAGE PAGE 26 产品伤害危机下消费者信任修复策略 ——基于一汽大众速腾事件案例研究 摘要：随着市场经济的快速发展，企业各类危机事件也是层出不穷。产品伤害危机会产生很多负面影响，它会伤害消费者对产品的信任，对企业的信任，甚至引发整个行业的信任危机。消费者信任对企业来说是宝贵的资源。企业可能要付出长年累月的努力才能使消费者建立起对自己的信任，然而可能一次危机事故就能让消费者的信任在一夜之间崩塌。所以，在消费者信任被破坏后，企业的修复举措至关重要。那么修复策略是如何影响消费者信任的并且会产生什么样的效果呢？ 本文通过回顾相关文献，对产品伤害危机和消费者信任的一些研究成果进行梳理，建立了消费者信任修复研究模型，以一汽-大众速腾事件作为研究对象，运用定性研究方法，通过二手资料收集、数据编码等研究过程，对产品伤害危机下使用否认策略、补偿策略和信息策略对消费者的感知可信度和修复满意度的作用及对继续信任意愿和信任修复的效果进行了研究。研究发现：（1）通过恢复消费者的感知可信度有助于修复消费者信任。（2）通过恢复消费者的满意度有助于修复消费者信任。（3）否认策略无法提高消费者继续信任意愿，对消费者信任修复没有作用。（4）补偿策略和信息策略可以提高消费者继续信任意愿，可以修复消费者信任。 关键词：一汽-大众速腾；产品伤害危机；消费者信任；修复策略 Consumer Trust Repair Srategy under the Product-harm Crisis ——Based on FAW-Volkswagen Jetta case study Abstract: With the rapid development of market economy, various types of crises of enterprises occur frequently. Among them, the product harm crisis will have many negative effects, it will hurt consumer trust in the product, and trust in enterprise, and even lead to a crisis of confidence throughout the industry. Consumer trust is a valuable resource for enterprise. Companies may have to pay long years of effort to enable consumers to build their trust, however a crisis might be able to collapse consumer trust just overnight. Therefore, after the consumer trust has been damaged, restoration measures of enterprise is very importment. Then how the repair strategy affect consumer trust and what will be the result? Based on the review of the relevant literature on the basis of product harm crisis of consumer trust related concepts and build and repair some research to sort out, the establishment of a consumer trust restoration research model to FAW-Volkswagen Jetta event as a research object, using of qualitative research methods, through secondary data collection, data coding research process, using denial strategy, compensation strategy and information strategy on the consumers perception of strategy credibility and repair satisfaction and consumer’willingness to continue to trust and repair eff