消费者信任危机对品牌危机的影响——以通信行业为例

将消费者信任危机类型划分为产品危机和社会责任危机,探讨不同危机类型对于消费者品牌信任的变动效度。通过对通信行业统计数据分析,考察危机爆发前后对消费者品牌信任效度和购买意愿的影响。研究表明:第一,不论何种危机,都会导致消费者品牌信任效度和购买意愿的下降。第二,若品牌原有的信任效度较高,产品危机所导致消费者品牌信任效度和购买意愿的下降就更加明显;若品牌原有的信任效果较低,社会责任危机所导致的消费者品牌信任效度和购买意愿下降就更加明显。第三,原有品牌信任效度对危机后的品牌信任和购买意愿具有正向的调节作用。

The paper divides consumer trust crisis into product crisis and social responsibility crisis and discusses the different crisis information regarding the change validity of consumer brand trust. Through the analysis of statistical data on the communications industry, it studies the impact on consumer brand trust and purchase intention influence validity before and after the outbreak of the crisis. The research indicates that： first, any crisis will lead to the reduction of consumer brand trust validity and purchase intention; second, with the high original trust validity of the brand, the consumer brand trust validity and purchase intention caused by product crisis will be reduced more obviously, and with the low original trust validity, the consumer brand trust validity and purchase intention caused by social responsibility crisis will be reduced more obviously; third, the original brand trust validity has a positive regulatory role on brand trust and purchase intention after the crisis.