基于消费者信任视角对原产国品牌负面溢出影响因素的研究

Study on the Influencing Factors of Negative Spillover of Brand in Country of Origin Based on the Perspective of Consumer Trust

从各国品牌负面事件类型、消费者对国家信任类型角度出发,着力观察消费者在不同类型的信任程度下对发生品牌负面事件国家的其他品牌购买意愿变化的差异。结果表明:当能力型国家发生能力型品牌负面事件时,相比于低制度信任消费者,高制度信任消费者对其他品牌购买意愿降低程度更小,而情感信任程度高低对购买意愿降低程度的影响无显著差异;当温情型国家发生道德型品牌负面事件时,相比于低情感信任消费者,高情感信任消费者对其他品牌购买意愿降低程度更小,而制度信任程度高低对购买意愿降低程度的影响无显著差异。不仅发现了制度信任与情感信任理论在品牌溢出过程中的重大影响,进一步补充了国家层面的品牌负面溢出效应中对消费者个体差异关注的不足,同时更深入地探索了原产国刻板印象与品牌负面事件对于原产国其他品牌负面溢出效应的影响作用。

From the perspective of the types of negative events in various countries and the types of consumer trust of the country,this paper focuses on the differences in the willingness of consumers to purchase other brands in countries with negative brand occurrences under different types of trust.The results show that when the capable country have negative events of capacity-based brands,compared with the low-institutional trust consumers,the high-institutional trust consumers have less reduction in the willingness to purchase other brands,and the level of emotional trust has no significant reduction in the willingness to purchase.When an ethical brand negative event occurs in a moral country,the high-emotion trust consumer has less reduction in the willingness to purchase other brands than the low-emotion-trust consumer,and the degree of institutional trust has no significant reduction in the willingness to purchase.This study not only makes up for the lack of observation of individual characteristics of consumers in the study of brand spillover effect at the national level,but also finds the great influence of institutional trust and emotional trust theory in the process of brand spillover effect.