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产品伤害事件后网络响应通过品牌信任、品牌情感、感知风险对消费者品牌忠诚及购买意愿产生影响。对企业网上补救措施响应感知有助于降低消费者感知风险,增加消费者品牌信任和品牌情感;感知风险与品牌忠诚和购买意愿负相关,品牌信任及品牌情感与品牌忠诚和购买意愿正相关。危机发生后,感知企业在网络上采取积极响应措施的情况下,品牌情感与品牌信任要高于无积极响应,感知风险要小于无积极响应。在一定程度上降低消费者感知风险,提升消费者的品牌信任和品牌情感,可以促进消费者购买和品牌忠诚。
Network Response after Product Injury Incidents affect consumer brand loyalty and purchase intention through brand trust, brand emotion and perceived risk. The perceived responsiveness to corporate online remedies helps to reduce consumer perceived risk, increase consumer brand trust and brand emotion, perceived risk is negatively correlated with brand loyalty and purchase intention, and brand trust and brand emotion are positively correlated with brand loyalty and purchase intention. After the crisis, the perception of enterprises in the network to take a positive response to the case of brand emotion and brand trust is higher than no positive response, perceived risk is less than no positive response. To a certain extent, reduce consumer perceived risk, enhance consumer brand trust and brand emotion, can promote consumer buying and brand loyalty.