产品危机下消费者品牌忠诚度对责任归因的影响研究

上海交通大学硕士学位论文产品危机下消费者品牌忠诚度对责任归因的影响研究姓名：练叔凡申请学位级别：硕士专业：企业管理指导教师：吕巍20080124-I-T-II--III-THERESEARCHOFINFLUENCEOFCONSUMERS’BRANDLOYALTYONATTRIBUTIONOFRESPONSIBILITYINPRODUCTCRISISABSTRACTInrecentyears,productcrisesoccurfrequentlyinChinawhiletheresearchoncrisismanagementcan’tmeetthedemandfrommarketingpractice.Onthisbackground,thisstudyreferstothematureconclusionfromforeignstudy,introducesattributiontheoryintothemodelofconsumers’responsetoproductcrisisandraisesseriesofhypothesesaboutinfluenceofconsumers’brandloyaltyonattributionbasedoncognitivedissonancetheory.Tovalidatethesehypotheses,thisstudychoosesdairyproductsasexperimentobjectforexperimentalstudy.ThroughindependentsamplesT-testandstructuralequationmodels(SEM)analysis,thisstudyverifiestheapplicabilityoffollowing2modelsforresponseofChineseconsumerstoproductcrisis:(1)ModelofresponsibilityattributionConsumerwillattributetheresponsibilityofcrisiseventfromdimensionsoflocus,stabilityandcontrollability,whichleadstohis/herblameattitude.Themodelofresponsibilityattributionisuseduniversallyintheresearchareaofconsumers’responsetoproductcrisisinforeign-IV-countries,butseldominChinanow.Thisstudytestswhetherthemodelisapplicablefordomesticconsumer,andprovesitforthefirsttime,layingthefoundationforfurtherin-depthstudy.(2)ModelofinfluenceofbrandloyaltyonattributionTheoutbreakofproductcrisisbringsmoreintensivecognitivedissonancetoitsmoreloyalconsumers,whowillmoreintendtoreconciledissonantcognitivefactors.Suchsubconsciousintentionresultsthedifferentresponsibilityattributionjudgmentsbetweenconsumerswithhighandlowbrandloyaltytothesamecrisisevent.Inaddition,whenconsumermakesbuyingdecision,bothhis/herbrandloyaltyandbrandevaluationwillinfluentconsumers’buyingintention.Onthefoundationofinfluenceofconsumers’brandloyaltyonattributioninproductcrisis,thisstudyrevealstheimportantroleofbrandloyaltyplayedinproductcrisisandputsforwardtheproposalsof“classifiedcrisismanagementstrategybasedonbrandloyalty”,whichcoulddirectenterprisemarketingpractice.KEYWORDS:attributionofresponsibility,brandloyalty,productcrisis-1-1.15008014Boston2000200440.514.445.238.7200411.536.333.29.225.539.925.5-2-11Figure1Theinfluenceofattributiononconsumers’buyingintentionsinproductcrisis2004JillNiraj2003LauferSilveraMeyer2005ProductCrisisLocusStabilityControlBlameBrandEvaluationBuyingIntentionsAttributions-3-E-mail1.2,200412-4-3DDDDD4T51.32-5-2Figure2Techniqueroadmapof“theinfluenceofconsumers’loyaltytotheirattribution”12T3TSEMSEM-6-123-7-2.1DawarPillutla20002.1.1CrisisCrimeintodecideJeanW.Huyler1981ProductCrisisSiomkosKurzbard1994SiomkosKurzbardProductLiabilityProductRecallJackG.Kaikati1978SiomkosKurzbard19941920502050DixW.NoelJerryJ.Phillip197670JohnC.Perham1977FriedsonJamesG.1987SmithLarry2003O'ConnellJeffrey1977-8-199910.52000:2004;1966SafetyRecall20011968TheWallStreetJournal1972ConsumerProductSafetyActConsumerProductSafetyCommissionCPSCvoluntaryproductrecallinvoluntaryproductrecall4Ting-HengChuChe-ChunLinPratherLarry2005:123420054152005-9-2.1.2SiomkosKurzbard19942005SmithLarry200312SiomkosKurzbard1994NirajDawarMadanM.Pillutla200020052.1.3SiomkosKurzbard1989KabakSiomkos19911992SiomkosKurzbardPerrier1992SiomkosSiomkos&Malliaris1992Siomkos&Kurzbard1994Siomkos1999StockmyeStockmyer1996-10-2.2attributionWeiner1995Heider1958Heider:12Heider2070Weiner1972HeiderWeiner1986WeinerWeinerinternalversusexternalstableversusunstablecontrollableversusuncontrollableWeiner30Folkes1984Kotsos1986-11-Aaker1996FolkesKoletskyGraham1987Crocker1980MetalskyAbramson1981KelleyMichela1980Folkes1984Folkes1987FolkesKotsos1986Jorgensen1994WeinerJillNiraj2003CSRLauferSilveraMeyer20052.360Copeland1923Brown1952Cunningham1956Lipstein1959Frank1962Farly19632.3.1Sheth1965ReynoldsGutman1984Oliver19991992-12-Aaker1991Assael1995Oliver1999Tucker1964attitudebehaviorintentionJacobyKyner1973123456OlsonJacoby17712671attitudinalloyalty2purchaseloyalty-13-2.3.21ABC702010A702343432.3.31SpirosGounarisVlasisStathakopoulos20042-14-O’BrienJones1995ReichheldTeal1996Oliver1999GaneshAmoldReynolds200031989104SharynRundleThieleRebekahBennett20015619992.3.41Alsop19898040-15-2Exter19863Shimp1997Raj1985doublejeopardyHauserWemerfeldt1990MilgromRoberts1986KirmaniWright1989ArchibaldHaulmanMoody1983JacobsonAaker1994HauserWemerfeldt1990Shimp1997Aaker1991GaneshArnoldReynolds2000Winer1986FrederickReicheld19934Aslope1989252560108299AslopeIngrassiaPatterson1989WeberHansen1972Reynolds,DardenMartin1974l975FrankDouglas1968-16-200420041123456721234567AslopeAslopeExter-17--18-3.1FestingerXYXY1100ABB-19-A1free-choiceparadigmGerardWhite1983198315[4th10th][6th12th]4th2belief-disconfirmationparadigmFestingerRieckenSchachter19561956Featinger3theeffort-justificationparadigmAronsonMills195919594theinduce-complianceparadigm;-20-FestingerCarlsmith1959195911202013.2-21-133Figure3Theinfluenceofconsumers’brandloyaltyonresponsibilityattributioninproductcrisis1ProductCrisisLocusStabilityControllabilityBlameBrandEvaluationBuyingIntentionsAttributionsBrandLoyalty-22-H1aH1bH1c2H2aH2bH2cH3H44-23-4Figure4Thehypot