群发性产品危机后消费者宽恕形成机理研究:顾客参与的动态驱动效应

The Formation Mechanism of Consumer Forgiveness after Clustered Product Crisis:The Dynamic Driving Effect of Customer Participation.

遵循关系质量理论和"移情-利他"假说的基本逻辑,笔者突破以往研究重点关注企业危机后补救行为的静态视域局限,系统分析产品伤害危机情境下危机前顾客参与对危机后消费者宽恕意愿的动态影响及其内在机制,并对危机性质的差异化调节机制进行探讨。通过两个组间实验检验顾客参与对消费者宽恕意愿的动态驱动效应,结果表明:就参与类型而言,与信息交流行为相比,合作责任行为对危机爆发前"消费者-商家"关系质量和危机爆发后消费者宽恕意愿具有更强的正向影响;就参与方式而言,与被动参与相比,主动参与对危机爆发前"消费者-商家"关系质量和危机爆发后消费者宽恕意愿具有更强的正向影响;危机性质不同时,"消费者-商家"关系质量会对消费者宽恕意愿产生差异化影响。笔者建议企业应从危机前参与类型和参与方式双元动态视角切入,着重通过合作责任式参与和吸引顾客主动参与来完善顾客参与的内容设计,对企业基于顾客参与视角动态管控产品危机提供决策启发。

Following the basic logic of relationship quality theory and ＂empathy-altruism＂ hypothesis, this article breaks the static perspective limits of former researches which focus on the post-crisis remedy be- havior and systematically analyzes the dynamic influence process and inner mechanism of pre-crisis customer participation influencing post-crisis consumer forgiveness intention under the context of product harm crisis as well as discusses the different moderating effect of crisis nature. Through two between-subject experiments, we specifically test the dynamic driving effect of customer participation on consumer forgiveness intention. The re- sults reveal that concerning participation pattern, compared with information communication behavior, co-res- ponsible behavior has stronger positive effect to pre-crisis ＂consumer-enterprise＂ relationship quality and post- crisis consumer forgiveness intention. Concerning participation mode, compared with passive participation, ac- tive participation has stronger positive effect to pre-crisis ＂consumer-enterprise＂ relationship quality and post- crisis consumer forgiveness intention. When crisis nature is different, ＂consumer-enterprise＂ relationship quality has different impact on consumer forgiveness intention. We suggest that the enterprise should hold the dynamic and two-dimension perspective of participation pattern and participation mode before crisis and enhance content design of customer participation through cooperative participation active participation. The results provide practi- cal implication to dynamic product crisis management based on customer participation perspective.