產(chǎn)品傷害事件引發(fā)的感知損失及其影響

曾旺明　李　蔚

摘要:從產(chǎn)品傷害事件引發(fā)的感知損失角度,研究產(chǎn)品傷害事件的感知損失程度與品牌忠誠(chéng)度之間的關(guān)系,以及品牌信任、品牌情感、消費(fèi)者性別對(duì)此關(guān)系的調(diào)節(jié)作用。研究發(fā)現(xiàn)產(chǎn)品傷害事件的感知損失與品牌忠誠(chéng)度之間呈明顯的負(fù)相關(guān)關(guān)系,品牌信任度與此關(guān)系有正向的調(diào)節(jié)作用,品牌情感與消費(fèi)者的性別對(duì)此關(guān)系的調(diào)節(jié)作用不明顯。

關(guān)鍵詞:產(chǎn)品傷害事件;品牌忠誠(chéng)度;品牌信任;品牌情感

中圖分類號(hào):F019文獻(xiàn)標(biāo)識(shí)碼:A

Perceived Loss and Impact Caused by Products Injuries Incidents

ZENG Wang-ming,LI Wei

(School of Business Administration,Sichuan University,Chengdu 610061,China)

Abstract:The paper studies the relationship between perceived loss degree of products injuries incidents and brand loyalty ,as well as regulatory role that brand trust, brand feelings, consumer gender role play to it from the angle of perceived loss arising from the products injuries incidents.It is found that negative correlation relationships exist between perceived loss degree of products injuries incidents and brand loyalty ,and brand trust can positively moderate the relationship, the moderate effect of gender difference and brand emotion fails to be confirmed.

Key words:products injuries incidents; brand loyalty; brand trust; brand emotion

近年來(lái),隨著消費(fèi)者權(quán)益意識(shí)的覺(jué)醒,以及政府對(duì)于產(chǎn)品安全的重視,越來(lái)越多的產(chǎn)品出現(xiàn)以質(zhì)量危機(jī)為核心的產(chǎn)品傷害事件,從SKII、汰漬、品客、雀巢、亨氏、可口可樂(lè)等曾經(jīng)高高在上的國(guó)際品牌到巨能鈣、匯源果汁、光明牛奶、龍口粉絲等,可謂產(chǎn)品傷害事件更加頻繁,關(guān)于產(chǎn)品傷害事件的相關(guān)研究越來(lái)越成為研究的熱點(diǎn)。品牌的忠誠(chéng)度是消費(fèi)者實(shí)現(xiàn)持續(xù)購(gòu)買,企業(yè)實(shí)現(xiàn)持續(xù)營(yíng)銷的關(guān)鍵因素,也是企業(yè)品牌資產(chǎn)的重要組成部分,指出品牌忠誠(chéng)會(huì)給企業(yè)帶來(lái)諸多的營(yíng)銷優(yōu)勢(shì),比如降低營(yíng)銷成本、獲得更多的新顧客、積極的口碑傳播和顧客對(duì)競(jìng)爭(zhēng)對(duì)手策略的抗拒制等。產(chǎn)品傷害事件的發(fā)生必然會(huì)對(duì)消費(fèi)者的品牌忠誠(chéng)度產(chǎn)生明顯的影響,現(xiàn)有的相關(guān)研究都集中在品牌忠誠(chéng)度的相關(guān)領(lǐng)域,比如品牌資產(chǎn)、消費(fèi)者的選擇集、購(gòu)買意愿、感知風(fēng)險(xiǎn)等,本文以產(chǎn)品傷害事件的感知損失程度入手,研究其與品牌忠誠(chéng)度變化之間的關(guān)系以及相關(guān)因素對(duì)這種關(guān)系的影響,以便為企業(yè)的產(chǎn)品傷害事件以及品牌管理實(shí)踐提供一定的基本理論支持?！?br>