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公司形象对产品属性失败的稀释效应研究

发表时间:2016-07-31  浏览量:1125  下载量:348
全部作者: 江红艳,王光强
作者单位: 中国矿业大学管理学院
摘 要: 产品属性失败事件频繁发生,它会对消费者的购买意愿产生负面影响。如何稀释产品属性失败的负面效应是学术界的热点问题。研究基于公司层面的角度,考察不同类型的公司形象如何稀释产品属性不同维度失败导致的负面效应。结果表明,能力型(vs. 诚信型)公司形象更有利于稀释产品功能性属性失败对购买意愿产生的负面效应;诚信型(vs. 能力型)公司形象更有利于稀释产品享乐性属性失败对购买意愿产生的负面效应。研究结果对企业开展产品属性失败补救具有一定的借鉴意义。
关 键 词: 企业管理;公司形象;产品属性失败;稀释效应;购买意愿
Title: Dilution effect of corporate image on product benefits failure
Author: JIANG Hongyan, WANG Guangqiang
Organization: School of Management, China University of Mining and Technology
Abstract: Product benefits failure events occur frequently, which has negative effect on consumers’ purchase intention. So how to dilute the negative effect of product benefits failure is a hot topic in academia. Based on the perspective of corporate level, we investigated the dilution role of different types of corporate image on the negative effect of different dimensions of product benefits failure. The results showed that ability (vs. credibility) corporate image is more favorable to dilute the negative impact of product utilitarian benefits failure on consumers’ purchase intention, and credibility (vs. ability) corporate image is more favorable to dilute the negative impact of product hedonic benefits failure on consumers’ purchase intention. The findings of this study are of important practical significance to the enterprises’ recovery of product benefits failure.
Key words: business management; corporate image; product benefits failure; dilution effect; purchase intention
发表期数: 2016年7月第14期
引用格式: 江红艳,王光强. 公司形象对产品属性失败的稀释效应研究[J]. 中国科技论文在线精品论文,2016,9(14):1481-1486.
 
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