企业危机处理、企业声誉与消费者购买倾向关系的实证研究

Empirical Study on the Performance Relationship between Corporate Crisis Responses,Corporate Reputation and Consumer's Purchase Intention

本文在考察产品伤害危机中消费者归因与购买倾向之间逻辑关系的基础上,引入企业危机处理、企业声誉作为前因变量,应用结构方程模型构建和检验了消费者心理及行为反应的中介作用模型。研究结果显示:危机归因与消费者对企业的责备、评价及产品购买倾向之间具有连锁效应;企业危机处理、企业声誉均对消费者归因具有显著的负向影响;企业危机处理对消费者购买倾向的影响被责任归因完全中介,企业声誉对购买倾向的影响被责任归因部分中介。

Based on the study of the logical relationship between the consumer＇s attribution and their purchase intention in the product - harm crisis, we have developed and tested an intermediary effect model of the consumer＇s psychological and behavioral responses employing the Structural Equation Model （ SEM）, with corporate crisis response （CCR） and corporate reputation （CR） as the antecedent variables. The results show that a domino effect exists between consumer＇s attribution, their blame and evaluation of the corporate as well cantly negative effect on consumer＇s attribution; in addition, as their purchase intention ; CCR and CR both have a significonsumer＇s attribution is found to be a complete mediator in process that CCR impacts consumer＇s purchase intention, in the meanwhile, consumer attribution partially mediates the process that CR impacts consumers＇ purchase intention.