品牌危机中网络互动与社会支持对信任恢复的影响研究

Influence of Network Interaction and Social Support on Trust Recovery in Brand Crisis

面临市场竞争,企业需要依赖品牌和用户信任来获得战略优势,为了探究品牌危机中公众参与网络互动以及社会支持是如何影响用户信任恢复效果。基于社会认知理论,构建网络互动、社会支持、信任恢复三元交互模型,通过设计问卷采用分层回归分析方法获得数据,探究三者之间的内在影响机制。研究结果表明:当品牌危机发生时,企业与用户以及用户之间的网络互动不仅直接对消费者信任恢复产生积极影响,而且还可以为公众提供更多的重要信息、情感和同伴支持,用户在参与网络互动中获得的信息、情感和同伴支持有助于提升消费者对企业信任恢复效果。基于这些结论为品牌危机实际问题的应对提供了有效参考建议。

Facing market competition, enterprises need to rely on brand and user trust to obtain strategic advantages, in order to explore how public participation in network interaction and social support in brand crisis affect the recovery effect of user trust.Based on the social cognition theory, this paper constructs a ternary interaction model of network interaction, social support and trust recovery. The data obtained through the design of questionnaires are analyzed by hierarchical regression analysis to explore the internal influencing mechanism among the three. The research results show that when the brand crisis occurs, the network interaction among enterprises, users and users not only directly has a positive impact on consumer trust recovery, but also can provide more important information, emotion and peer support to the public. The information, emotion and peer support obtained by users in participating in the network interaction helps to improve the effect of consumer trust recovery in enterprises. Based on these conclusions, it provides effective reference suggestions for the practical problems of brand crisis.