信源可信度视角下社会排斥对消费者品牌危机评价的影响研究

Research on the Effect of Social Exclusion on Consumers' Brand Crisis Evaluation:from the Perspective of Information Source Credibility

本文基于信源可信度视角,研究品牌危机事件发生后,不同社会群体消费者在面对不同信源感知可信度的危机信息时对于品牌评价的差异。结果表明,当面对来自高信源感知可信度的品牌危机信息时,社会接纳对品牌评价的负面效应比社会排斥更显著;当面对来自低信源感知可信度的品牌危机信息时,社会排斥对品牌评价的负面效应比社会接纳更显著。其中,消费者独特性需求在不同社会群体消费者对品牌评价的关系中起中介作用。

From the perspective of information source credibility,this paper studies on different consumers＇ evaluation on brand after a brand crisis happened.The result shows that when faced with high-source-credibility brand crisis information,the negative effect of social inclusion on brand evaluation is more significant than that of social exclusion;when faced with low-source-credibility brand crisis information,the negative effect of social exclusion on brand evaluation is more significant than that of social inclusion.Besides,consumers＇ need for uniqueness mediates the effect.