摘要
企业在发生可辩解产品伤害危机后,应该及时选择应对策略来恢复消费者的购买意愿。本文基于消费者购买意愿维护角度用实证方法验证了危机的严重性、危机的群发属性对企业策略选择效果存在调节作用。企业在应对严重且单发的危机时辩解的策略是最有效的。随着危机的严重性减弱,辩解策略的效果越差而和解策略的效果越优;同样随着群发属性的增加,辩解策略的效果越差而和解策略的效果越优。
After a defensible product -harm crisis, finns need to response quickly and choose the right strategies to maintain consumer purchase intentions. This article is based on maintaining consumer purchase intentions to discuss how to choose the right strategy. In this paper, we find that the seriousness and the number of firms involved would affect the effects of strategies. Therefore, when facing defensible product - harm crises, finns need to take the seriousness and the number of finns involved into consideration.
出处
《企业经济》
北大核心
2013年第10期71-75,共5页
Enterprise Economy
