产品伤害中不同忠诚度顾客情绪反应及行为意向的差异性研究被引量：17

Study on the Differences of Emotions and Behavior Intentions between Loyal and Disloyal Customers under Product Harm

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摘要产品伤害发生后,顾客会对伤害责任进行归因,并表现出不同的情绪和反应。本文通过现场实验,研究在产品伤害外部归因情境下,不同忠诚度顾客的情绪反应和行为意向,研究结果表明,忠诚顾客会基于"我信任的企业伤我最深"的情感认知而表现出更强的愤怒情绪,并通过报复或负向口碑宣传来惩罚企业,而非忠诚顾客会基于自己错误选择的认知而表现出更强的后悔情绪,并通过转换或沉默的应因措施以降低其负面情绪。 Customers often show different emotions and reactions in seeking the responsibility attribution for product-harm. Using field experiment, we test the different emotions and behavior intentions between loyal and disloyal customers under external attribution for product-harm. The results suggest that loyal customers tend to show more anger based on the recognition of ＂the trustiest company hurt me most＂, and punish the company through retaliation or negative word of mouth. In contrast, disloyal customers tend to feel regret based on the recognition of ＂wrong choice＂, and use switch or inertia coping strategies to reduce regret.

作者汪兴东景奉杰涂铭

机构地区江西农业大学经管学院华中科技大学管理学院

出处《管理评论》 CSSCI 北大核心 2013年第1期73-81,共9页 Management Review

基金国家自然科学基金项目(70972018) 教育部人文社科项目(10YJC630227) 江西省社科规划项目(11GL41)

关键词产品伤害责任归因情绪反应行为意向 product-harm, responsibility attribution, emotions, behavior intentions

分类号 F713.55 [经济管理—市场营销] F224 [经济管理—国民经济]

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参考文献50

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