本文選題：產(chǎn)品傷害行為 + 消費者逆向選擇�。� 參考：基于品牌資產(chǎn)視角

【摘要】：本研究從食品企業(yè)產(chǎn)品傷害行為的性質(zhì)出發(fā),基于自我感知理論,構(gòu)建了一個消費者逆向選擇模型,分析了食品企業(yè)的過失傷害行為和蓄意傷害行為對品牌資產(chǎn)和消費者逆向選擇的影響。實證結(jié)果表明,蓄意傷害行為和過失傷害行為對品牌忠誠和感知質(zhì)量都有顯著負(fù)向影響,但蓄意傷害行為的影響更大;不管是蓄意傷害行為還是過失傷害行為,其對品牌聯(lián)想都沒有影響;品牌聯(lián)想和品牌忠誠對消費者的逆向選擇都有顯著的負(fù)向影響,而感知質(zhì)量對消費者逆向選擇沒有影響。
[Abstract]:Based on the theory of self-perception, a model of adverse selection for consumers is constructed based on the nature of product harm behavior in food enterprises. The effects of negligent injury and intentional injury on brand equity and adverse selection of consumers were analyzed. The empirical results show that intentional injury and negligent injury have a significant negative impact on brand loyalty and perceived quality, but intentional injury has a greater impact on brand loyalty and perceived quality, whether intentional injury or negligent injury. Brand association and brand loyalty have significant negative effects on consumers' adverse selection, while perceived quality has no effect on consumers' adverse selection.
【作者單位】： 華南農(nóng)業(yè)大學(xué)經(jīng)濟管理學(xué)院;
【基金】：國家自然科學(xué)基金青年項目(71503085、71501078) 國家自然科學(xué)基金重點項目(71633002、71332001) 廣東省高等學(xué)校優(yōu)秀青年教師培養(yǎng)計劃項目(YQ2015031) 廣東省社科基金項目(GD14CGL10)
【分類號】：F273.2;F426.82;F713.55
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本文編號：1809762