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本研究聚焦产品伤害危机模糊情境,检验在不同感知危机严重性、性别及代际下影响消费者购买意向五个关键因素的相对重要性。研究采用实验方法,运用联合分析对数据进行处理。研究结果表明:无论在何种情境下,专家响应都是影响消费者购买意向最重要的因素,而原产地形象是最不重要的因素,媒体响应始终处于第四位;品牌知名度、组织响应重要性次序不固定,在不同感知危机严重性、性别及代际下,它们的相对重要性次序在第二位、第三位上发生改变。
This study focuses on the fuzzy context of product injury crises and examines the relative importance of five key factors that influence consumers’ purchase intentions under different perceived crisis severity, gender, and generational factors. The research adopts the experimental method and uses the joint analysis to process the data. The results show that: no matter under what circumstances, the response from experts is the most important factor affecting consumers’ purchase intention, while the image of country of origin is the least important factor, and the media response is always in the fourth place; brand awareness and organizational response are important The order of the sex is not fixed. Under the different perceived crisis severity, gender and generation, their relative importance is changed in the second and third place.