【摘要】：在農(nóng)產(chǎn)品傷害危機(jī)背景下,本文基于農(nóng)產(chǎn)品品牌關(guān)系質(zhì)量探究對(duì)消費(fèi)者線上線下負(fù)面口碑傳播傾向的影響。研究經(jīng)由兩個(gè)實(shí)驗(yàn)研究對(duì)此進(jìn)行了探討,實(shí)驗(yàn)一農(nóng)產(chǎn)品品牌關(guān)系質(zhì)量在線上線下兩種渠道的負(fù)面口碑傳播傾向中分別起到正向和負(fù)向作用;實(shí)驗(yàn)二通過構(gòu)建自我威脅與感知背叛雙中介路徑模型揭露了消費(fèi)者內(nèi)在心理機(jī)制,同時(shí)研究發(fā)現(xiàn)企業(yè)補(bǔ)救能夠顯著降低消費(fèi)者感知背叛,但其交互作用并沒有得到驗(yàn)證。
[Abstract]:Under the background of agricultural product injury crisis, this paper explores the influence of the quality of agricultural product brand relationship on consumers' tendency to spread negative word of mouth on and off line. This study is discussed by two experimental studies. Experiment one is positive and negative in the negative word-of-mouth communication tendency of the two kinds of channels online and offline. The first experiment is that the quality of the brand relationship of agricultural products is online and the relationship between the two kinds of channels plays a positive and negative role. The second experiment reveals the inner psychological mechanism of consumers by constructing a dual intermediary path model of self-threat and perceived betrayal. At the same time, it is found that enterprise remediation can significantly reduce consumer perceived betrayal, but its interaction has not been verified.
【作者單位】： 華中農(nóng)業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金國(guó)際合作項(xiàng)目(編號(hào):71561147001);國(guó)家自然科學(xué)基金面上項(xiàng)目(編號(hào):71273106、71073064);國(guó)家自然科學(xué)基金青年項(xiàng)目(編號(hào):71502070/G021001)
【分類號(hào)】：F323.5

【相似文獻(xiàn)】

相關(guān)期刊論文 前1條

1 吳光華;王凌洪;;生態(tài)型區(qū)域農(nóng)產(chǎn)品品牌關(guān)系構(gòu)建的幾點(diǎn)思考[J];老區(qū)建設(shè);2011年20期

相關(guān)碩士學(xué)位論文 前1條

1 葉芬;農(nóng)產(chǎn)品地標(biāo)品牌關(guān)系質(zhì)量對(duì)消費(fèi)者溢價(jià)購(gòu)買行為的影響研究[D];江西農(nóng)業(yè)大學(xué);2014年

，

本文編號(hào)：2227380