| 产品伤害中网络与企业响应对购买意愿的影响 |
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| 引用本文： | 汪兴东,景奉杰. 产品伤害中网络与企业响应对购买意愿的影响[J]. 工业工程与管理, 2011, 16(5): 111-116 |
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| 作者姓名： | 汪兴东 景奉杰 |
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| 作者单位： | 1. 华中科技大学管理学院,湖北武汉430074;江西农业大学经贸学院,江西南昌330045
2. 华中科技大学管理学院,湖北武汉,430074 |
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| 基金项目： | 国家自然科学基金资助项目(70972018); 教育部人文社科资助项目(10YJC630227) |
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| 摘 要： | 通过构建理论模型,采取现场实验的方法,实证分析了产品伤害危机中网络与企业响应对顾客感知风险及购买意愿的影响.回归分析表明,网络响应方式对顾客感知风险具有显著影响,正面的网络响应对于顾客感知风险的缓解要优于负面的网络响应；方差分析表明,企业响应在网络响应与顾客感知风险间具有显著的调节作用,面对正面网络响应,企业积极响应和...
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| 关 键 词： | 产品伤害危机 网络响应 感知风险 购买意愿 |
Influence of Internet and Enterprise Response on Purchasing Intention under Product-harm |
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| WANG Xing-dong,JING Feng-jie. Influence of Internet and Enterprise Response on Purchasing Intention under Product-harm[J]. Industrial Engineering and Management, 2011, 16(5): 111-116 |
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| Authors: | WANG Xing-dong JING Feng-jie |
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| Affiliation: | WANG Xing-dong1,2,JING Feng-jie1(1.Management School of HuaZhong University of Science and Technology,Wuhan 430074,China,2.Economic and Trade School of Jiangxi Agriculture University,Nanchang 330045,China) |
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| Abstract: | Using field experiment,this paper tests the influences of internet and enterprise response to customer perceived risk and purchasing intention through constructing theoretical model.Regression analysis shows that internet response has significant influence on customer perceived risk,positive internet response is better than negative in mitigating customer perceived risk.Analysis of variance suggests that enterprise response plays a significant moderator between internet response and customer perceived risk,... |
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| Keywords: | product-harm crisis internet response customer perceived risk purchasing intention |
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