基于归因视角的消费者信任修复策略

Consumer Trust Recovery Strategies Based on Consumers’ Attributions

产品伤害危机事件的频发破坏了消费者的信任,目前企业、政府等在积极探寻修复消费者信任的有效途径。文章从消费者归因的视角,采用实验的方法对此进行了深入探讨。结论如下：（1）约束策略和展示策略对消费者的能力信任、善意信任和总体信任的修复有着正向影响,约束策略的效果更好于展示策略。第（2）基于归因理论,不同归因情景下的修复策略不同,当外部归因存在时,约束策略对能力信任、善意信任和总体信任的修复效果更好,展示策略次之。当情景归因存在时,展示策略和约束策略正向影响消费者的能力信任、善意信任和总体信任的提升,两者差异不显著。

The frequent occurrence of product damage crisis has undermined consumers＇ trust. At present, enterprises and governments are actively exploring effective ways to restore consumer confidence. From the perspective of consumers＇ attributions, this paper makes a deep study by an experiment. The results show that the distrust regulation tactics and demonstration tactics have positive effects on the ability trust, goodwill trust and overall trust repair of consumers, and the effect of the former is better than that of the latter; based on the attribution theory, the repair strategies of different attributional situations are different; Under external attribution, the distrust regulation tactics has a better effect than trust demonstration tactics. Under scenario of attributions, the two tactics have slightly increased positive effect with no significant difference between them.