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如何更好地修复危机一直是理论和实践关注的热点,已有的危机修复研究主要采用形象修复论和危机沟通论,而这两种理论对于诸多现实危机现象仍无法做出令人满意的解释。立足于结合消费者和企业共同作用的互动角度,本研究首次采用社会学中的互动仪式链理论来揭示品牌危机的修复过程,聚焦于解释身为“社会人”的消费者在品牌危机修复中的非理性行为,并探讨了互动仪式对品牌危机的修复效果和修复机理。实证发现:1不同品牌危机类型下互动仪式产生的修复效果不同,品牌危机类型是互动仪式的情感能量维度和互动行为维度产生交互作用的边界条件。2品牌危机修复的关键在于互动仪式给消费者带来的价值感知,且不同危机类型下的修复路径不同。本研究在实证结果的基础上进一步推进:互动仪式囊括修复品牌危机的关键因素,因此以互动仪式视角看待品牌危机更全面;情感能量并非越高越好,它需要与情境配搭才能发挥最好效果。本研究的结论打开了品牌危机管理理论的互动层面,也为中国企业提出了具有价值的管理启示。
How to better repair the crisis has always been a focus of attention both in theory and practice. Existing crisis restoration studies mainly use image restoration theory and crisis communication theory, and these two theories can not satisfactorily explain many real crisis phenomena . Based on the interactive perspective of combining consumers and enterprises, this study firstly adopts the interactive ritual chain theory in sociology to reveal the repair process of brand crisis, and focuses on explaining the brand crisis as a “social person” Repair of irrational behavior, and discussed the interactive ritual repair of the brand crisis effect and repair mechanism. The empirical results show that: 1 The repair effects of interactive rituals under different brand crisis types are different, and the brand crisis type is the boundary condition of interaction between emotional energy dimension and interactive behavior dimension of interactive ritual. 2 The key to the brand crisis repair lies in the value perception brought by the interactive ritual to the consumers, and the repair paths under different crisis types are different. The research further advances on the basis of the empirical results: interactive ritual includes the key factors to repair the brand crisis, so the brand crisis is more comprehensive from the perspective of interactive ritual; the emotional energy is not as high as possible, and it needs to be matched with the situation to achieve the best effect . The conclusion of this study has opened up an interactive level of brand crisis management theory and also put forward valuable management implications for Chinese enterprises.