产品伤害事件引发的感知损失及其影响

从产品伤害事件引发的感知损失角度,研究产品伤害事件的感知损失程度与品牌忠诚度之间的关系,以及品牌信任、品牌情感、消费者性别对此关系的调节作用。研究发现产品伤害事件的感知损失与品牌忠诚度之间呈明显的负相关关系,品牌信任度与此关系有正向的调节作用,品牌情感与消费者的性别对此关系的调节作用不明显。

Perceived Loss and Impact Caused by Products Injuries Incidents

The paper studies the relationship between perceived loss degree of products injuries incidents and brand loyalty,as well as regulatory role that brand trust,brand feelings,consumer gender role play to it from the angle of perceived loss arising from the products injuries incidents.It is found that negative correlation relationships exist between perceived loss degree of products injuries incidents and brand loyalty,and brand trust can positively moderate the relationship,the moderate effect of gender diffe...