产品伤害事件后网络响应对顾客品牌忠诚和购买意愿的影响

Research on the Influence of Enterprises' Network Response of Product Harm Incident on Customer Brand Loyalty and the Purchase Intention

产品伤害事件后网络响应通过品牌信任、品牌情感、感知风险对消费者品牌忠诚及购买意愿产生影响。对企业网上补救措施响应感知有助于降低消费者感知风险,增加消费者品牌信任和品牌情感;感知风险与品牌忠诚和购买意愿负相关,品牌信任及品牌情感与品牌忠诚和购买意愿正相关。危机发生后,感知企业在网络上采取积极响应措施的情况下,品牌情感与品牌信任要高于无积极响应,感知风险要小于无积极响应。在一定程度上降低消费者感知风险,提升消费者的品牌信任和品牌情感,可以促进消费者购买和品牌忠诚。

Network response of product harm incident can have impact on customer brand loyalty and the purchase intention through brand trust,brand emotion,and perceived risk. The perceived feeling on enterprises’online remedy will be helpful for the enterprises to reduce the perceived risk of customers and improve their brand trust and brand emotion;the relation between perceived risk and brand loyalty and willingness to buy is negative;and the relation between brand trust and emotion and willingness to buy is positive. After the accident,brand emotion and trust will be higher when the customers perceived the enterprises positive remedy than that of without remedy;and the perceived risk will be lower,too. Reducing the customers’ perceived risk and improving customers’brand trust and emotion will improve customers’willingness to buy and brand loyalty.