不同类型品牌危机下自黑式回应对消费者重购意愿的影响

The Impact of Self-deprecating Humor Response Strategy to Consumers'Repurchase in Different Type of Brand Crisis

随着新媒介时代的到来,自黑逐渐成为年轻群体喜爱的自我表达方式,企业在面临品牌危机时,也开始选择自黑策略进行消费者沟通。通过三个实验检验自黑式回应对于消费者重购意愿的影响。首先,简单验证了自黑式回应对于消费者重购意愿的积极效应。在此基础上,深入探讨了不同类型的品牌危机对自黑式回应影响过程中的调节作用。不同于绩效型品牌危机,在价值型品牌危机情境下,自黑式回应对消费者重购意愿的积极效应消失。最后,验证了品牌危机情境下,消费者道德判断在自黑式回应策略对消费者重购意愿影响中的中介作用。研究成果能够为企业在品牌危机情境下采取回应策略提供借鉴,具有一定的理论贡献和营销启示。

Nowadays,self-mockery has been a new way of expression,and more and more enterprises choose self-deprecating humor as a way of communication with consumers in the face of brand crisis.This paper attempts to explore the impact of self-deprecating humor response strategy to consumers'repurchase through three experiments.Firstly,the positive effect of self-deprecating humor response on consumers'repurchase intention under brand crisis is simply verified.On this basis,different types of brand crisis play regulating role in the process of the influence.Compared with the performance-based brand crisis,the positive effect of self-deprecating humor response on consumers'repurchase intention disappears under the value-based brand crisis.Finally,we verify that consumers'moral judgment mediates the influence of self-deprecating humor response strategy on consumers'repurchase intention under brand crisis.The findings of this study provide a new communication strategy for the brands in crisis,which offers important theoretical contribution and marketing implications.