产品伤害危机对消费者品牌信任的影响研究——基于网络负面口碑的调节作用

The Impact of Product Injury Crisis on Consumer Brand Trust—Based on the Moderating Effect of Negative Word-of-Mouth on the Internet

摘要: 以食品安全事件为背景，将产品伤害危机引发的感知损失作为自变量，从网络负面口碑和消费者宽恕两个方面，采用了实验设计并设置问卷的方法探究产品伤害危机对消费者购买的影响机理。研究结果表明，产品伤害危机感知损失对消费者品牌信任和购买意愿均存在负向影响，它随着网络负面口碑的增强而增强；消费者宽恕在产品伤害危机感知损失对品牌信任和购买意愿的影响中起中介作用，它随着网络负面口碑的增强而减弱。丰富了社会化媒体背景下产品伤害危机相关领域的文献，为其实际应对提供参考。

Abstract: In the context of food safety incidents, the perceived loss caused by product injury crisis was used as an independent variable, from two aspects of negative word-of-mouth on the Internet and consumer forgiveness, an experiment was designed and a questionnaire was designed to explore the mecha-nism of the impact of product injury crisis on consumer purchase. The results show that the per-ceived loss of product harm crisis has a negative impact on both brand trust and purchase inten-tion, and it increases with the increase of negative online word-of-mouth. Consumer forgiveness mediates the effect of perceived loss of product harm crisis on Brand Trust and purchase intention, which decreases with the increase of negative online word-of-mouth. It enriches the related litera-ture of product injury crisis under the background of social media, and provides reference for its actual response.