期刊文献+

产品伤害危机对顾客价值的影响——基于随机模型方法的实证分析 被引量:2

Effect of Product Harm Crisis on Customer Value——A Empirical Study Based on Stochastic Models Method
原文传递
导出
摘要 本文通过建立NBD及G—G随机模型,以雀巢奶粉碘超标事件为分析对象,从产品品类的层面实证研究了品类内某一品牌伤害危机的发生对整个品类产品顾客购买行为及顾客价值的影响。结果表明,品牌产品伤害危机会造成顾客购买行为变化。对品类商品不具刚性需求的顾客而言,会造成顾客流失,从而无论是对于制造商还是对于零售商,均会导致顾客价值下降;对于具有刚性需求的顾客而言,他们会降低购买频率,观望危机发展态势,以降低后续危机发展对自身可能产生的风险。但由于刚性需求的原因,部分顾客可能会适当提高次购买金额,从而使得整体层面的顾客价值没有发生显著变化。 Based on theories review of product-harm crisis and stochastic marketing model, we present NBD and G-G stochastic model and use the case of Nestle harm crisis to estimate the effect of crisis on customer value. Results show that product-harm crisis has negative effect on customer purchase behavior. For the customer whose demand for the products is not rigid, the crisis has negative effect on customer value. However, it has been found that product-harm crisis has no significant effect on customer value on aggregate level for the customers who have the rigid demand. The marketing implications to product-harm crisis management are discussed.
出处 《经济管理》 CSSCI 北大核心 2011年第8期80-85,共6页 Business and Management Journal ( BMJ )
基金 国家自然科学基金项目"基于客户与企业双赢视角的回报计划作用机理研究"(71002102) 教育部人文社会科学研究青年基金项目"顾客关系策略对顾客关系行为的影响研究"(09YJC630136)
关键词 产品伤害危机 顾客价值 NBD模型 G—G模型 product-harm crisis customer value NBD model G-G model
  • 相关文献

参考文献10

二级参考文献88

  • 1程维虎,王莉丽.负二项分布两种参数估计及其比较[J].数理统计与管理,2004,23(5):52-56. 被引量:8
  • 2Allenby Greg M. and Ginter James L,1995, "The Effects of in-store Displays and Feature Advertising on Consideration Sets",International Journal of Research in Marketing, 12(5),pp,67-81.
  • 3Andrews, Rick L. & Srinivasan T. C, 1995, "Studying Consideration Effects in Empirical Choice Models", Journal of Marketing Research, 32 ( 1 ), pp.30-42.
  • 4Anusree Mitra, 1995, "Advertising and the Stability of Consideration Sets over Multiple Purchase Occasion",International Journal of Research in Marketing, 12( 1 ),pp.81-95.
  • 5Campbell, B.M.,1969, "The Existence of Evoked Set and Determinants of its Magnitude in Brand Choice Behavior", Unpublished Doctoral Dissertation, Columbia University.
  • 6Chem Narayana, L. and Rom J. Markin,1975,"Consumer Behavior and Product Performance: an Alternative Conceptualization", Journal of Marketing, 39 (October), pp.1-6.
  • 7Erdem Tulin and Swait, Joffre,2004, "Brand Credibility,Brand Consideration and Choice",Journal of Marketing Research,31(6),pp.191-199.
  • 8George J. S., Rao Srlkumar S., Narayanan Sunder, 2001,"The Influence of Positive and Negative Affectivity on Attitude Change toward Organizations",Journal of business and Psychology,16(l),pp.151-161.
  • 9Hauser John R. and Wenrnerfelt Biger,1990,"An Evaluation Cost model of Consideration Sets',Journal of Consumer Research, 16(3),pp.393-409.
  • 10Howard, J.A.,1963, Marketing: Executive and Buyer Behavior, Columbia University Press, New York, NY.

共引文献127

同被引文献28

  • 1王高,李纯青,赵平,童璐琼.随机模型在零售顾客未来经济价值估计中的应用[J].中国管理科学,2007,15(2):104-110. 被引量:5
  • 2Ehrenberg A.S.C.The Pattern of Consumer Purchases,1959.
  • 3Christoph Zott,Raphael Amit,Jon Donlevy.Strategies for value creation in e-commerce:[J].European Management Journal.2000(5)
  • 4Holbrook M B,Hirschman E C.The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research . 1982
  • 5Eun Joo Park,Eun Young Kim,Venessa Martin Funches,William Foxx.Apparel product attributes, web browsing, and e-impulse buying on shopping websites[J]. Journal of Business Research . 2011 (11)
  • 6BrockSmith.Buyer‐Seller Relationships: Bonds, Relationship Management, and Sex‐Type[J]. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l’Administration . 2009 (1)
  • 7Pui-Lai To,Chechen Liao,Tzu-Hua Lin.Shopping motivations on Internet: A study based on utilitarian and hedonic value[J]. Technovation . 2007 (12)
  • 8Judy Chuan-Chuan Lin.Online stickiness: its antecedents and effect on purchasing intention[J]. Behaviour & Information Technology . 2007 (6)
  • 9Jeffrey W. Overby,Eun-Ju Lee.The effects of utilitarian and hedonic online shopping value on consumer preference and intentions[J]. Journal of Business Research . 2006 (10)
  • 10Michel Clement,Sibille Fabel,Christina Schmidt-Stolting.Diffusion of Hedonic Goods: A Literature Review[J]. International Journal on Media Management . 2006 (4)

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部