基于归因视角的消费者信任修复策略
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摘要
产品伤害危机事件的频发破坏了消费者的信任,目前企业、政府等在积极探寻修复消费者信任的有效途径。文章从消费者归因的视角,采用实验的方法对此进行了深入探讨。结论如下:(1)约束策略和展示策略对消费者的能力信任、善意信任和总体信任的修复有着正向影响,约束策略的效果更好于展示策略。第(2)基于归因理论,不同归因情景下的修复策略不同,当外部归因存在时,约束策略对能力信任、善意信任和总体信任的修复效果更好,展示策略次之。当情景归因存在时,展示策略和约束策略正向影响消费者的能力信任、善意信任和总体信任的提升,两者差异不显著。
The frequent occurrence of product damage crisis has undermined consumers' trust. At present, enterprises and governments are actively exploring effective ways to restore consumer confidence. From the perspective of consumers' attributions, this paper makes a deep study by an experiment. The results show that the distrust regulation tactics and demonstration tactics have positive effects on the ability trust, goodwill trust and overall trust repair of consumers, and the effect of the former is better than that of the latter; based on the attribution theory, the repair strategies of different attributional situations are different; Under external attribution, the distrust regulation tactics has a better effect than trust demonstration tactics. Under scenario of attributions, the two tactics have slightly increased positive effect with no significant difference between them.
The frequent occurrence of product damage crisis has undermined consumers' trust. At present, enterprises and governments are actively exploring effective ways to restore consumer confidence. From the perspective of consumers' attributions, this paper makes a deep study by an experiment. The results show that the distrust regulation tactics and demonstration tactics have positive effects on the ability trust, goodwill trust and overall trust repair of consumers, and the effect of the former is better than that of the latter; based on the attribution theory, the repair strategies of different attributional situations are different; Under external attribution, the distrust regulation tactics has a better effect than trust demonstration tactics. Under scenario of attributions, the two tactics have slightly increased positive effect with no significant difference between them.
引文
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[16]林红焱,周星.归因视角的消费者信任违背修复[J].现代管理科学,2012,(12).
[17]万广圣,王晓玉,晁钢令.产品伤害危机中企业动态反应模式对媒体态度的影响研究[J].财贸研究,2017,(6).
[2]Gillespie N,Dietz,G.Trust Repair After an Organization-Level Failure[J].Academy of Management Review,2009,34(1).
[3]姚琦,马华雄,乐国安,杨柳.组织信任修复的有效性:兼顾违背类型与修复策略的影响[J].应用心理学,2012,18(2).
[4]Kim P H,Dirks K T Cooper C D.The Repair of Trust:A Dynamic Bilateral Perspective and Multilevel Conceptualization[J].Academy ofManagement Review,2009,34(3).
[5]Moorman C,Deshpande R,Zaltman G.Factors Affecting Trust in Mar-ket Research Relationships[J].Journal of Marketing,1993,(57).
[6]Mc Allister D H.Affect and Cognition Based Trust as Foundations forInterpersonal Cooperation in Organizations[J].Academy of Manage-ment Journal,1995,38(1).
[7]Kim P H,Ferrin,D L,Cooper C D,et al.Removing the Shadow of Sus-picion:The Effects of Apology Versus Denial for Repairing Compe-tence—Versus Integrity-Based Trust Violations[J].Journal of Ap-plied Psychology,2004,(89).
[8]Mcknight D H,Cumings L L,Chervany N L.Initial Trust Formationin New Organizational Relationships[J].The Academy of Manage-ment Review,1998,23(3).
[9]Rousseau D M,Sitkin S B,Burt R S,et al.Not So Different After All:A Cross Discipline View of Trust[J].Academy of Management Review,1998,23(3).
[10]Lau G T,Lee S H.Consumers’Trust in a Brand and the Link toBrand Loyalty[J].Journal of Market-Focused Management,1999,4(4).
[11]Mayer R C,Davis J H,et al.An Intergrative of Organizational Trust[J].Academy of Management Review,1995,20(3).
[12]Mcknight D H,Chervany N L.What Trust Means in E-CommerceCustomer Relationships:An Interdisciplinary Conceptual Typology[C].International Journal of Electronic Commerce,(2001-2002),6(2)
[13]Xie Y,Peng S Q.How to Repair Customer Trust After Negative Pub-licity:The Roles of Competence,Integrity,Benevolence,and For-giveness[J].Psychology&Marketing,2009,26(7).
[14]Weiner,B.An Attributional Theory of Achievement Motivation andEmotion[J].Psychology Review,1985,(92).
[15]Wieiner B.An Atttributional Theory of Motivation and Emotion[M].New York:Springer-verlag,1986.
[16]林红焱,周星.归因视角的消费者信任违背修复[J].现代管理科学,2012,(12).
[17]万广圣,王晓玉,晁钢令.产品伤害危机中企业动态反应模式对媒体态度的影响研究[J].财贸研究,2017,(6).