宏观层面信任水平在消费者对产品危机感知中的作用

摘要/Abstract

摘要： 以往对产品危机的研究关注的是危机特征及企业对危机的响应特征等微观层面的因素如何影响消费者的感知。本研究则开创了另外一种视角，把微观的产品危机嵌入在宏观的社会背景中，探索宏观层面信任水平如何影响消费者对产品危机的感知。研究结果表明宏观层面信任水平的两个维度——制度信任水平和行业信任水平都能产生一定的影响，但影响机制有所差异。其中制度信任水平既能直接影响消费者对产品危机的危险性感知和企业负责任程度的感知，也能通过企业信任水平的部分中介效应而产生间接影响；而行业信任水平只能通过企业信任水平的完全中介效应对这两个变量产生影响。研究还发现制度信任水平和行业信任水平都能够正向调节企业信任水平对企业负责任程度感知的影响，但在企业信任水平对危机危险性感知的影响中没有调节效应。

关键词: 宏观层面信任, 制度信任, 行业信任, 企业信任, 产品危机

Abstract: Prior researches have focused on the effect of product-harm crisis and firms' response strategies on consumers' perception. This paper explores how broad-scope trust influences consumers' crisis perception. The results indicate that system trust can directly and indirectly influence consumers' perception of crisis severity and firm responsiveness. While industry trust can only influence consumers' perception of crisis severity and firm responsiveness indirectly through the mediating role of firm trust. We also find that both system trust and industry trust can positively moderate the effect of firm trust on consumers' perception of firm responsiveness, whereas they have no moderating effect on the relationship between firm trust and consumers' perception of crisis severity.

Key words: broad-scope trust, system trust, industry trust, firm trust, product-harm crisis

王晓玉, 晁钢令, 万广胜. 宏观层面信任水平在消费者对产品危机感知中的作用[J]. , 2017, 29(2): 208-220.

Wang Xiaoyu, Chao Gangling, Wan Guangsheng. The Effect of Broad-scope Trust on Consumers' Crisis Perception[J]. , 2017, 29(2): 208-220.

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