网络环境下产品伤害危机对消费者品牌态度的影响研究——基于可接近-可诊断理论

摘要/Abstract

摘要：

网络媒体在产品伤害危机中对消费者与危机企业的影响日益增大。文章基于可接近-可诊断理论，探讨网络环境下来源国形象和信息可信度对产品伤害危机中消费者品牌态度的影响机制。207名被试的实验结果表明：产品伤害危机中来源国形象和信息可信度对消费者品牌态度的改变有显著影响。消费者健康意识在来源国形象和消费者品牌态度间起调节作用。消费者健康意识越高，来源国形象与品牌态度变化之间的关系越弱。

关键词: 产品伤害危机, 来源国形象, 信息可信度, 健康意识, 可接近-可诊断理论

Abstract:

During product harm crisis, the internet media has more and more impact on consumers and enterprises. Based on the accessibility-diagnosticity theory, this study explores the impact of country-of-origin effect and information credibility on consumer brand attitude during product-harm crisis in the network environment. The results of 207 samples show:country-of-origin effect and information credibility significantly impact the decrease of consumer brand attitude. Health consciousness moderates the relationship between country-of-origin effect and the decrease of consumer brand attitude. The relationship is weaker when health consciousness is high.

Key words: product-harm crisis, country-of-origin, information credibility, health consciousness, accessibility-diagnosticity theory

吴剑琳. 网络环境下产品伤害危机对消费者品牌态度的影响研究——基于可接近-可诊断理论[J]. , 2017, 29(10): 84-94.

Wu Jianlin. The Impact of Product-harm Crisis on Consumer Brand Attitude in Network Environment——Based on the Accessibility-Diagnosticity Theory[J]. , 2017, 29(10): 84-94.

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