产品伤害危机模糊情境下组织响应对购买意向的影响机制

Impact of Product Harm Crisis Response on Consumer Purchase Intention

采用实验方法,通过结构化问卷收集数据,运用结构方程模型及方差分析等对数据进行分析评价。结果表明:明确支持响应对移情有显著的正面影响,而明确否认响应对移情有显著的负面影响;移情积极且显著影响宽恕和购买意向;宽恕积极且显著影响购买意向。研究还表明,模糊性容忍在组织响应与移情关系之间起调节作用。

This paper utilizes experimental method. And the data are assessed with structural equation modeling and analysis of variance etc. The result shows that the response strategy of unambiguous support has a significant positive effect on con- sumer empathy. And the response strategy of unambiguous deny has a significant negative effect on consumer empathy. Empathy positively impacts forgiveness and purchase intention. Forgiveness positively impacts purchase intention. It is also found tolerance of ambiguity moderates the relationship between organization response and empathy.