产品召回对品牌负面影响的调节作用研究

Study on the Regulation Effect of Product Recall on the Negative Influence of Brand

品牌负面信息会影响消费者购买意愿,论文从消费者角度分析,具体研究消费者购买意愿所受到的影响,并在分别分析缺陷产品等品牌负面信息和产品召回单方面对消费者购买意愿影响的主效应基础上,重点研究二者对消费者购买意愿影响的交互效应,企图分析产品召回在其中的调节作用。最终证实了当产品出现问题,品牌出现负面信息时,及时采取措施,实施产品召回策略会在一定程度上调节消费者的消极感受,保障消费者原有的购买意愿。

The negative information of brand will affect consumers＇ purchase intention. From the perspective of the consumer, the paper concretely studies the impact on consumers＇ purchase intention, and based on the analysis of the main effects of the impact of the negative information of defective products and product recall on consumers＇ purchase intention separately, the interaction effect of the two on consumers＇ purchase intention is mainly studied, so as to analyze the regulatory role of product recall. Finally, it is proved that when the product has problems and the brand has negative information, timely measures to implement the product recall strategy will adjust the negative feelings of consumers to a certain extent, and protect consumers＇ original purchase intention.