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本文旨在探讨农产品伤害危机背景下消费者网络逆向传播行为的产生机制,并从消费者的品牌认知、企业行为认知、伤害危机信息认知3个角度建构理论模型。研究发现,消费者先于伤害危机发生的所固有的品牌认知与逆向传播行为密切关联。品牌偏见越高,逆向传播行为倾向越高;消费者的道德评价规范与企业行为之间的差异越大,逆向传播行为倾向越高;消费者对负面评论的感知相似性越高,逆向传播行为倾向越高;消费者愤怒情感对其逆向传播行为产生起中介作用;信源可信度在愤怒情感形成中起部分的正向调节作用。
The purpose of this paper is to explore the mechanism of the reverse network behavior of consumer networks in the context of agricultural product injury crisis and to construct a theoretical model from the perspectives of consumer brand cognition, business behavior cognition and injury crisis information cognition. The study found that consumers are closely associated with inherent brand perceptions and counterpropagation prior to the injury crisis. The higher the brand bias, the higher the tendency of reverse communication behavior; the greater the difference between the consumer’s moral evaluation norms and the corporate behavior, the higher the tendency of reverse communication behavior; the higher consumers perceive the negative comments and the reverse communication behavior The higher the tendency is; the anger emotion of consumers plays an intermediary role in their counterpropagation behavior; the credibility of source information plays a part of the positive regulatory role in the formation of anger and emotion.