摘要
现阶段越来越多的品牌危机由用户通过社交新媒体曝光和传播,危机演化过程与以往不同,消费者的危机归因和品牌态度也存在动态变化。本文将利用归因理论和态度改变模型探索新媒体情境下归因和态度变化的特征,实证研究发现,在危机曝光阶段和确认阶段,危机归因的三个维度(来源地、可控性、稳定性)与阶段品牌态度显著相关,且来源地、稳定性归因与态度相关性在确认阶段增强。另外,在曝光阶段,品牌承诺在来源地归因、稳定性归因对品牌态度的影响中有显著的调节作用。
Brand crisis explodes and spreads on social new media frequently now. Consumers' attitudes vary with crisis periods. According to the attribution theory and attitude changing model,it is confirmed that each dimension of crisis attribution,which are source,stability and controllability, is significantly related to brand attitude in both crisis periods,while the relevance of source-attitude and stability-attitude will increase in second period. Brand commitment works as a moderating variable in the influence of source attribution and stability attribution on attitude in the first period.
出处
《品牌》
2016年第1期37-41,53,共6页
Brand
关键词
品牌危机
归因
品牌态度
品牌承诺
Brand Crisis
Attribution
Brand Attitude
Brand Commitment
