论文部分内容阅读
产品伤害危机发生后,农业企业有针对性的采取修复策略对降低消费者负面网络口碑具有重要意义。基于危机企业所处行业基率信息和消费者信息处理视角,建立消费者网络负面口碑传播模型,运用准实验法,分析不同行业基率信息下农业企业修复策略对消费者网络负面口碑传播的影响,探讨危机发生后负面网络口碑传播的内在影响机制。结果表明,行业基率信息与企业修复策略交互作用对消费者负面网络口碑传播意愿有显著影响,消费者通过启用双信息系统来处理企业与行业的信息,而且在不同行业基率信息背景下企业采取的不同策略对消费者具有不同的影响。具体表现为,行业基率信息较高时,消费者采取启发式信息处理模式,企业采取和解修复策略更好;行业基率信息较低时,消费者采取系统式信息处理模式,企业采取辩解修复策略可以最大程度降低消费者网络负面口碑传播意愿。研究阐明了农业企业应根据自身所处的行业情况合理选择修复策略,才能最有效的缓解企业危机。因此,提出农业企业在保证产品质量的同时,需将口碑传播纳入到企业营销和企业形象的维护中,从而使企业能够获得更加长远的发展。
Product injury crisis, the agricultural enterprises to take a targeted repair strategy to reduce the negative consumer word of mouth is of great significance. Based on the information of industry base rate and consumer information processing of crisis enterprises, this paper establishes a model of negative word-of-mouth communication in consumer networks and uses quasi-experiment method to analyze the influence of agricultural enterprise remediation strategies on the negative word-of-mouth communication of consumer networks based on the basic rate information of different industries , Explores the inherent impact mechanism of negative internet word-of-mouth communication after the crisis. The results show that the interaction between industry basic rate information and business recovery strategy has a significant impact on consumers’ willingness to spread negative Internet word of mouth. Consumers can handle enterprises and industry information by enabling dual information systems. In addition, The different strategies adopted have different implications for consumers. Specifically, when the industry base rate information is high, the consumers adopt the heuristic information processing mode, and the enterprises adopt the reconciliation and recovery strategy to be better; when the industry base rate information is low, the consumers adopt the system information processing mode, and the enterprises take the defense and repair Strategies can minimize the willingness to spread negative consumer word of mouth. The research shows that the agricultural enterprises should choose the repair strategy reasonably according to their own industries, in order to be the most effective in alleviating the corporate crisis. Therefore, it is proposed that agricultural enterprises should ensure the quality of their products while incorporating word-of-mouth communication into the maintenance of corporate marketing and corporate image, so as to enable them to achieve more long-term development.