乳品行业多品牌危机对消费者行业信任的影响

Impact of Multi- Brand Crisis in Dairy Industry Trust on Consumer Trust

乳品行业频发的多品牌危机对消费者造成了身心伤害,给整个行业制造了信任危机。基于感知风险、归因理论、心理契约理论,本文运用网络论坛收集的乳品行业品牌危机帖子做样本,分析了多品牌危机后消费者对乳品行业信任降低的机理,提出单品牌危机的严重性和群发性容易引发多品牌行业危机,并导致消费者对整个行业采取抵制行动。

Multi- brand crisis in dairy industry causes physical and mental harm to consumers,making credit crisis to the whole industry. Based on perceived risk,attribution theory,psychological contract theory,and by use of dairy industry brand crisis posts collected from network forum as samples,the paper analyzed the mechanism of consumer＇s descendant confidence in the dairy industry after the multi brand crisis,and put forward the severity and mass of a single brand crisis are prone to trigger the multi- brand industry crisis,leading to consumers take a boycott of the entire industry.