农产品区域品牌危机与替罪羊交互效应对消费者宽恕的影响分析研究——基于危机沟通视角的实证和分析

The Impact of Agricultural Place Branding’s Crisis and Scapegoat on Consumer forgiveness——An Analytical and Empirical Research Based on Situational Crisis Communication Perspective

基于危机情景沟通理论,通过三个实证分析,采集675名被实验人员在接受实验材料刺激后反馈的消费者宽恕变化情况。结合多因素方差分析等多种方法,研究分析危机爆发后,基于农产品区域品牌不同危机类型与不同延展方向品牌替罪羊交互效应,回答谁才是农产品区域品牌“守护者”的问题。通过两因素方差分析实验,验证了农产品区域品牌危机类型与不同阶梯化延展品牌的替罪羊交互效应对消费者宽恕具有显著影响,即可预防型危机(受害者型危机)情景下,消费者对向下(向上)延展品牌当替罪羊比向上(向下)延展品牌当替罪羊表现出更高的宽恕意愿;通过有调节中介模型实验,提出消费者宽恕具有不同的形成路径,验证了整体式思维和分析式思维的中介作用;通过三因素方差分析实验,探讨了地方依恋的边界作用,证实了低地方依恋有效弱化农产品区域品牌危机对消费者宽恕的“分化效应”。

Based on the crisis situation communication theory,three empirical analyses were conducted to collect the changes in consumer forgiveness reported by 675 participants after receiving experimental materials.Combined with multivariate analysis of variance and other methods,this study analyzed the interaction effect of different crisis types and scapegoat after the outbreak of crisis,and answered the question of who is the "guardian" of agricultural place branding.Two-factor variance analysis was used to verify that the interaction effect of place branding crisis type and scapegoat(different stair extended brands) had a significant impact on consumer forgiveness.In the preventable crisis(victim crisis) frame,consumers showed higher willingness to forgive downward(upward) extension brands as scapegoats than upward(downward) brands.Through the moderated mediation model experiment,the mediating effect of holistic thinking and analytical thinking was verified by constructing a moderated mediation model.We investigated the boundary effect of place attachment by using three-factor(ANOVA) test,and the results showed that low place attachment(vs.high place attachment) effectively weakened the differentiation effect of regional brand crisis on consumer forgiveness.