企业危机公关应对与消费者购买意愿关系实证研究
发布时间：2018-12-30 14:24
【摘要】：近年来,社会经济转型的大环境加之网络社交媒体的推波助澜,使得企业生存环境变得越来越复杂,频频出现的危机让企业管理者们束手无策。在危机发生的情境下,企业应当采取什么样的公关应对策略才能赢得消费者谅解,一直是困扰着管理者的难题。本文尝试分析在企业危机背景下,不同的企业危机公关应对策略对消费者购买意愿的不同影响。通过回顾国内外学者关于企业危机公关、消费者心理归因、消费者购买意愿的研究,梳理三者之间的关系,将消费者心理归因引入研究作为中介变量,建立了“企业危机公关应对—消费者责任归因—消费者购买意愿”研究模型并提出3组研究假设。研究采用情境实验法,对企业不同的应对策略进行描述,以此为基础进行分组调查,最后通过SPSS20.0和AMOS21.0进行数据统计与分析来验证本文研究模型和假设。研究结论如下:(1)企业危机公关应对与消费者购买意愿关系呈正相关,即应对策略越积极消费者购买意愿越强烈。(2)企业危机应对与消费者心理归因呈正相关,应对策略越积极消费者越倾向于认为危机责任来源于企业外部环境,危机不是企业能够控制的,危机是偶然发生的。(3)否认型的应对策略对消费者购买意愿影响最消极,是消费者最反感的企业危机应对方式。(4)研究的中介效应显示,消费者责任归因对企业危机应对和消费者购买意愿的中介效应是显著的。最后是讨论与建议,在研究结果的基础上给出了一些管理启示,也对研究的不足与局限性进行了探讨与分析,指出了未来可能的研究方向。
[Abstract]:In recent years, the social and economic transformation of the environment coupled with the network of social media, make the business environment has become more and more complex, frequent crises, business managers can not do anything. Under the situation of crisis, what kind of public relations strategy should be adopted to win consumer understanding has always been a difficult problem for managers. This paper attempts to analyze the different impact of different corporate crisis PR coping strategies on consumers' willingness to buy under the background of corporate crisis. By reviewing the research on corporate crisis public relations, consumer psychological attribution, consumer purchase intention, and combing the relationship among them, the author introduces consumer psychological attribution into the research as an intermediary variable. This paper establishes a research model of "Corporate crisis PR response-Consumer responsibility Attribution-Consumer purchase intention" and puts forward three research hypotheses. The research adopts the situational experiment method to describe different coping strategies of enterprises, and then carries on the grouping investigation based on it. Finally, the research model and hypothesis are verified by SPSS20.0 and AMOS21.0 data statistics and analysis. The conclusions are as follows: (1) there is a positive correlation between corporate crisis public relations and consumers' willingness to buy, that is, the more active coping strategies, the stronger consumers' willingness to buy. (2) Enterprise crisis response is positively correlated with consumer psychological attribution. The more positive the coping strategy, the more inclined to think that the crisis responsibility comes from the external environment of the enterprise, the crisis is not under the control of the enterprise, and the crisis occurs accidentally. (3) the negative response strategy has the most negative effect on the consumer's purchase intention. (4) the intermediary effect of consumer responsibility attribution is significant to corporate crisis response and consumers' willingness to buy. The last part is the discussion and suggestion, on the basis of the research results, this paper gives some management enlightenment, discusses and analyzes the deficiency and limitation of the research, and points out the possible research direction in the future.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F713.55
本文编号：2395698
[Abstract]:In recent years, the social and economic transformation of the environment coupled with the network of social media, make the business environment has become more and more complex, frequent crises, business managers can not do anything. Under the situation of crisis, what kind of public relations strategy should be adopted to win consumer understanding has always been a difficult problem for managers. This paper attempts to analyze the different impact of different corporate crisis PR coping strategies on consumers' willingness to buy under the background of corporate crisis. By reviewing the research on corporate crisis public relations, consumer psychological attribution, consumer purchase intention, and combing the relationship among them, the author introduces consumer psychological attribution into the research as an intermediary variable. This paper establishes a research model of "Corporate crisis PR response-Consumer responsibility Attribution-Consumer purchase intention" and puts forward three research hypotheses. The research adopts the situational experiment method to describe different coping strategies of enterprises, and then carries on the grouping investigation based on it. Finally, the research model and hypothesis are verified by SPSS20.0 and AMOS21.0 data statistics and analysis. The conclusions are as follows: (1) there is a positive correlation between corporate crisis public relations and consumers' willingness to buy, that is, the more active coping strategies, the stronger consumers' willingness to buy. (2) Enterprise crisis response is positively correlated with consumer psychological attribution. The more positive the coping strategy, the more inclined to think that the crisis responsibility comes from the external environment of the enterprise, the crisis is not under the control of the enterprise, and the crisis occurs accidentally. (3) the negative response strategy has the most negative effect on the consumer's purchase intention. (4) the intermediary effect of consumer responsibility attribution is significant to corporate crisis response and consumers' willingness to buy. The last part is the discussion and suggestion, on the basis of the research results, this paper gives some management enlightenment, discusses and analyzes the deficiency and limitation of the research, and points out the possible research direction in the future.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F713.55
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