摘要
当消费者和品牌之间建立了类似于人际之间的关系时,人际关系准则会被用来指导消费者与品牌之间的互动。本文运用实验法,检验了不同品牌关系准则(社交型和交易型)消费者的再续品牌关系意愿:道歉使社交型消费者再续意愿更高;有形回报使交易型消费者的再续意愿更高。验证了得面子感在消费者再续品牌关系意愿过程中的作用。
When consumers form relationships with brands analogous to interpersonal relationships, they use social relationship norms as a guide for their interactions with brands. This paper, through experimental method and by empirical analysis, verifies that brand relationship norms （communal relationships and exchange relationships） can effect on consumers＇ relationship restoration intention with brands via regain input. Consumers with communal norms versus exchange norms tend to have higher restoration intention when apologized after a ransgression, while consumers with exchange norm prefer tangible return. Perception of gain-Mianzi exists in consumer relationship restoration intention.
出处
《经济管理》
CSSCI
北大核心
2010年第3期79-85,共7页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"断裂的消费者-品牌关系再续研究"(70772045)
关键词
关系准则
再续策略
再续关系意愿
得面子感
brand relationship norms
regain input
MianZi
relationship restoration intention
