【作者】 汤洁艺；

【导师】 卫海英；

【作者基本信息】 暨南大学 ， 企业管理， 2011， 硕士

【摘要】 产品伤害危机事件的频繁爆发及其造成的巨大威胁,向学术界提出加强产品伤害危机相关领域的理论研究,以指导企业正确应对产品伤害危机的现实要求。在这个主题的已有研究中,目前尚无学者研究在产品伤害危机中品牌资产对归因的影响。本研究基于心理学中“期望破坏理论”来探讨品牌资产对归因产生影响的消费者心理机制,并创新性地引入口碑方向作为调节变量,探索产品伤害危机中品牌资产对归因产生影响的边界条件。本研究主要采用理论分析与实证研究相结合的方法,借鉴消费者行为研究中的心理学实验法,在文献研究和预测试的基础上构造实验材料——虚拟产品的介绍材料和产品伤害危机的报道,通过组间实验设计测量不同处理的产品伤害危机中品牌资产对归因影响的差异。研究结果显示：(1)产品伤害危机中品牌资产对危机归因三维度：发生源、稳定性和可控性均有显著影响影响,并发现高品牌资产加剧了产品伤害危机对消费者归因的负面影响。(2)产品伤害危机中品牌资产对归因的影响受到口碑方向的调节：口碑为正向时,品牌资产能够在一定程度上抵御产品伤害危机对消费者归因的负面影响;口碑为负向和中立时,品牌资产加剧了产品伤害危机对消费者归因的负面影响。更多还原

【Abstract】 Because of the frequent outbreak and the enormous threat of product harm crisis, theoretical research on product harm crisis is required to guide the company in product harm crisis. The impact of brand equity on attribution during a product harm crisis has not been studied in the past research in subject of product harm crisis. In this study, the impact of brand equity on attribution during a product harm crisis is studied, based on the expectation-disconfirmation theory. The innovation of this research is to gain insight into the valence of Word-of-Mouth as a moderator variable to explore the boundary conditions of impact of brand equity on attribution during a product harm crisis.The study combines theoretical analysis with empirical research. This study uses the psychology experimental method in consumer behavior research. All of experimental materials (the virtual product introduction materials and product harm crisis press releases) used in the experiments are constructed through the pilot test and literature research. Then the study measures the impact on attribution during a product harm crisis in different brand equity and valence of Word-of-Mouth situations through between-subject experimental design.The results of the experiment lead to several findings, including:(1)The brand equity has a significant impact on three degrees of attribution, including:Locus, Stability, Control. We also find that brand equity has exacerbating effect on attribution during a product harm crisis.The valence of Word-of-Mouth moderates the effect of brand equity on attribution during a product harm crisis. When it is positive, brand equity resists negative impact on attribution during a product harm crisis. While it is negative and neutrality, brand equity exacerbates the negative impact on attribution during a product harm crisis.更多还原