促销伤害危机应对方式对消费者信任和感知风险的影响研究——基于连锁超市的实证

The Effect of Coping Styles in Promotion Injury Crisis upon Consumer Trust and Perceived Risk——An Experimental Study on Chain Supermarkets

应用实验法,通过研究不同应对方式下消费者品牌信任和感知风险的变化,得到不同促销伤害危机发生后修复与消费者关系的最佳应对方式。研究结果表明,无论是在促销人身伤害危机还是在促销财务伤害危机中,积极承担责任并致歉的应对方式下消费者的品牌信任最高而感知风险最低,是最佳的危机应对方式。

This paper, applying experimental method, studies the changes of consumer trust and perceived risk when different coping styles are adopted so that the optimal coping styles are found to deal with different promotion injury crises. The study suggests that under both promotion personal injury condition and promotion property injury condition, taking responsibility with active apology is the best countermeasure, and only with which, would consumers get the lowest perceived risk and highest brand trust.