危机企业网络互动对信任修复效果影响研究

Research on the Influence of Crisis Enterprise Network Interaction on the Effect of Trust Restoration

近年来,各行业被曝光的产品伤害危机事件层出不穷,事件一旦发生极易对产品品牌以及企业声誉造成巨大的损害。本论文以此为背景探究危机后企业网络互动与消费者信任修复效果间的关系,通过实证分析验证了企业在产品伤害危机事件后与消费者的网络互动将显著提升信任修复的效果,同时验证了消费者感知的负面情绪及风险程度在上述关系中的中介作用,分析了产品伤害危机类型在网络互动对信任修复效果的调节作用。论文的研究为企业应对产品伤害危机提供了有效的解决途径。

In recent years, various industries have been exposed to the product harm crisis events. Once the event occurs, it is easy to cause enormous damage to the brand and corporate reputation. Based on this back- ground, this paper explores the relationship between enterprise network interaction and the effect of consumer trust and repair after the crisis. The results of empirical analysis show that the enterprise network interaction has a positive effect on the effect of consumers＇ trust restoration after the product harm crisis. At the same time, the assumption of the intermediary role of risk perception and the negative emotions of consumers in the model has been verified. In addition, the study analyzes the regulation effect of product harm crisis types on the relationship between the enterprise network interaction and trust restoration effect. The study provides an effective solution for the enterprise to deal with the product harm crisis.