知识与财富的链接
基于品牌关系质量理论,从品牌关系强度、品牌关系持续度和品牌关系干扰度三个维度,构建了过失型食品伤害危机情境下食品企业品牌关系质量对消费者宽恕意愿影响的理论模型,采集414份消费者数据,使用结构方程模型对消费者宽恕意愿的影响因素进行了实证分析。研究结果发现,品牌依赖、品牌亲密、品牌承诺和品牌忠诚对消费者宽恕意愿具有不同程度的正向显著影响,其中,品牌忠诚是最重要影响因素,品牌承诺是第二重要影响因素;品牌风险和品牌伤害对消费者宽恕意愿有着不同程度的负向显著影响,其中品牌伤害比品牌风险对消费者宽恕意愿的负向作用更显著。
Based on the theory of brand relationship quality, this study builds a model of consumer forgiveness willingness from the prospective of brand relationship strength, brand relationship continuity and brand interference under the background of negligent food harm crisis. Collecting 414 valid respondents and using structure equation modeling for empirical test and analysis, the results show that brand dependency, brand intimacy, brand commitment and brand loyalty have different positive influences on consumer forgiveness willingness, and brand loyalty is the most important factor, brand commitment is the second important factor. Brand risk and brand harm have negative influences on consumer forgiveness, among which, brand harm has more negative influences.