城市民宿道德-性能复合型负面事件对购买意愿的影响——以偷拍为例

The influence of moral-performance compound negative events on purchase intention of city homestay--Taking candid camera as example

通过情景模拟问卷调查,从道德-性能复合型负面事件角度切入,分析城市民宿偷拍负面事件对购买意愿的影响程度与机理,探讨先前城市民宿入住经验、消费者人口统计特征对购买意愿影响的调节作用.结果表明,负面事件发生后,消费者购买意愿显著降低;道德-性能复合型负面事件既通过影响感知质量,又通过影响品牌形象负向影响消费者购买意愿;道德-性能复合型负面事件对消费者购买意愿的伤害程度随先前城市民宿入住经验、性别、学历发生变化,没有入住经验、女性、高学历消费者,购买意愿受损程度显著高于有入住经验、男性、中低学历消费者.

Based on situational simulation questionnaire survey and from the perspective of moral and performance complex negative events,this paper analyzes the extent and mechanism of the influence of negative events on purchase intention and discusses the moderating effect of demographic characteristics of consumers with previous experience in urban homestay on purchase intention.The results show that,after the occurrence of negative events,the purchase intention of consumers has decreased significantly.The negative events of moral-performance compound affect the purchase intention of consumers not only through the influence of perceived quality but also through the influence of brand image.The degree of harm to consumers'purchasing intention caused by the moral-performance complex negative events will change with their previous experience,gender and educational background,and the damage degree of consumers with no experience,female and high educational background is significantly higher than that of consumers with experience,male and low educational background.