作　　者： ; ;

机构地区： 暨南大学

出　　处： 《经济管理》 2011年第8期101-108,共8页

摘　　要： 本文运用实验法探讨了产品伤害危机发生后不同控制点归因的危机史对消费者品牌宽恕意愿的影响。研究发现,外因危机史对消费者宽恕意愿的影响不显著,内因危机史则会显著影响消费者宽恕意愿。危机责任是危机史对消费者宽恕意愿影响的完全中介变量。当前危机为外因危机时,危机史会显著影响危机责任;当前危机为内因危机时,危机史对危机责任则不存在显著影响。研究还发现,品牌承诺会调节危机责任对消费者宽恕意愿的影响,品牌承诺度越高,危机责任对消费者宽恕意愿的负向影响越小。 Employing experiment method, this study explored the impact of different lucus attribution crisis history on consumer forgiveness of current product-harm crisis. The result showed that external crisis history did not have conspicuous influence on consumer forgiveness, whereas internal attribution past crisis had a negative influ- ence on consumer forgiveness, and that the effect of crisis history on consumer forgiveness was completely mediated by crisis responsibility. When the attribution of current crisis was external, past crisis would enhance the crisis responsibility of current crisis. However, when the attribution of current crisis is internal, crisis history did not have a conspicuous influence on crisis responsibility of current crisis. In addition, the effect of crisis responsibility on consumer forgiveness was moderated by brand commitment. Strong commitment lead to the decrease of negative effects of crisis responsibility on consumer forgiveness.

关 键 词： 产品伤害危机 危机史 宽恕 危机责任 品牌承诺

领　　域： [经济管理] [经济管理]