消費者對企業危機策略知覺、品牌形象與消費者自信心關係之研究-毒奶粉事件之比較性研究

The Relationships among Consumer’s Perception of Business Crisis Strategy, Brand Image and Consumer’s Self-Confidence：A Comparative Study of Melamine-Laced Milk Products Incident

賴慧琪(Hui-Chi Lai)

指導教授 ： 王居卿 ； 楊立人

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00516

摘要

毒奶粉事件引爆了中國大陸商品來台的問題，並且衍生出許多知名企業為了要降低成本，從中國引進許多原物料或產品，而在未受到嚴格的檢驗標準，導致品質受到安全上的影響，危害到消費者的權益。因此當發生危機時，企業為了要挽回消費者對企業的信任，以及如何贏回消費者的信心與保住品牌形象，將取決於有應變的危機管理策略與機制。本研究主要探討兩家個案公司對於毒奶粉危機事件處理策略有何不同?其次探討該事件後，消費者對於品牌形象及消費者的自信心之影響。
本研究採用便利抽樣進行問卷調查，受測者皆要使用過兩家個案公司的產品，且消費者須要清楚瞭解毒奶粉事件之過程，共取得162份之有效問卷。同時並以深度訪談方式，去了解消費者對個案公司所採行之策略看法以作為驗證。統計分析主要以T檢定為主要分析方法，瞭解兩家個案公司策略差異處。並以相關分析及迴歸分析來瞭解品牌形象與消費者自信心之關係。
本研究發現不同策略會使消費者對於品牌形象會有不同的認知，並且也發現消費者對於過去認同度較佳的品牌形象，在毒奶粉事件後，消費者還是會繼續購買該品牌，具有較高的自信心程度。所以消費者不會去購買知名度較低的品牌，還是會信賴品牌形象佳的公司。因此企業應藉由危機事件，將增加消費者對產品的信任度，加強品牌正面的形象。才是企業的主要重點。

關鍵字

企業危機策略 ； 品牌形象 ； 消費者自信心 ； 毒奶粉

並列摘要

The Melamine-Laced Milk Products event drew the issue of importing the Chinese products and a lot of well-known enterprises import the raw materials or products from China to reduce their costs. These behaviors result in the negative effect on the quality and safety of the manufactures because the inspection regulations are not clear and strict enough. How to win the customers’ trusts and recover their impressions when the enterprises are in crisis depends on their crisis management ability and strategy. This research introduces two different companies with different reactions and strategies when they are facing to the poisoned milk powder event. Then, this research probes into the relationship between the brand imagination and the Consumer’s Self-Confidence.

This study gathers the samples by convenience sampling Method. Each respondent has to meet the requirement of having used both products of the two companies and they also need to know the history of the Melamine-Laced Milk Products event. The number of the valid sample is 162. We also interviewed all the respondent to compare their opinions on these two companies’ strategies. The analysis method in this research is T-test and we also test the relationship between the brand imagination and the customer confidence by correlation analysis and regression.

The conclusion shows that different strategies will lead to different brand imaginations and customers tend to keep buying the brand of the Melamine-Laced Milk Products which he/she thought the imagination was better than the others before the poisoned milk powder event occured. Therefore, they will still trust the big brands in the market. Based on the conclusion, enterprises should try hardly to enhance their positive brand imagination when crisis occurs.

並列關鍵字

Crisis Strategy ； Brand Image ； Melamine-Laced Milk Products ； Consumer’s Self-Confidence

參考文獻

江岷欽 (1993)。組織分析。台北：五南。

周世玉、陳琪文、張為詩 (2002)。人格特質與品牌個性關係之研究:以運動鞋產品為例。中華管理學報，12 (3)，1-16。

林建煌 (2002)。消費者行為，台北：智勝文化。

林碧霞 (2007)。品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討。大同大學事業經營研究所 碩士論文。

邱毅 (1994)。危機管理的意義與內涵。經濟前瞻，34，136-138。