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  • 學位論文

企業危機管理對消費者平台形象與購買意願之影響-以產品涉入為干擾變數

The Influence of Corporate Crisis Management on the Consumer's Platform Attitude and Purchase Intention - Using Product Involvement as A Moderator

指導教授 : 陳蓁逸

摘要


現在是個動盪的時代,網路盛傳大潤發創辦人黃明端感嘆:我戰勝了所有對手,卻輸給了時代。現在這個時代已經不是依照過去經驗就可以成功的時代,而企業將要面對的危機會越來越多,同時危機也會越來越難以預測,隨著食品在網路購物上的蓬勃發展,未來勢必也會遭遇網路購物標錯價格的危機,而面對標錯價格的危機怎麼樣的危機處理方式才是最好的,將會具有企業在制定危機處理策略上的參考價值。因此,本研究探討危機管理如何影響消費者的平台形象,進而影響消費者的購買意願,並且產品涉入是否具有干擾效果。 本研究採用網路問卷進行資料蒐集,共回收有效問卷175份,並以PLS-SEM軟體作為統計分析之工具。問卷內容分為危機管理、平台形象、產品涉入及購買意願及基本資料五個部分,研究對象為網路社群上之隨機受試者,探討危機管理、產品涉入對平台形象及購買意願之影響。研究結果顯示:(一)危機管理之道歉、補償對消費者平台形象及購買意願有顯著正向之影響;(二)產品涉入對消費者平台形象的影響不具備干擾效果。透過本研究結果,為企業提供實務上之建議,企業未來在標價錯誤之類的危機上,取消訂單並且不給予補償在平台形象及購買意願的負向影響輕微;取消訂單但是給予5折卷賠償在特殊族群的平台形象及購買意願的負向影響較大,但是在其他族群的正向影響較大,且性價比較高;全額認賠在平台形象及購買意願的正向影響最高,但性價比較低。

並列摘要


It is a turbulent era. There is a rumor on the Internet that RT-Mart’s founder Huang Mingduan lamented: I defeated all of my opponents, but I lost to the times.This era is no longer an era that everyone can be succeeded by past experience. Enterprises will face more and more crises, and crises will become more and more unpredictable.With the flourishing development of food shopping online, there are some companies will inevitably encounter the crisis of price display errors on online shopping in the future. What kind of crisis handling method is the best way to deal with the crisis of price display errors? It will have some reference value for enterprises to make the crisis management strategies. Therefore, this study explores that crisis management strategies affects consumers’ platform attitude and purchase intention. Does product involvement have a moderator to consumers’ purchase intention? In this study, online questionnaires were used for data collection. A total of 175 valid questionnaires were collected, and PLS-SEM software was used as a statistical analysis tool.The content of the questionnaire is divided into five parts: crisis management, platform attitude, purchase intention, product Involvement and basic information. The research objects are random people in the online community. The purpose is to explore the effect of crisis management and product involvement, platform attitude and purchase intention. The research results show that: (1) An apology and compensation of crisis management have a significant positive impact on consumers' platform image and purchase intention; (2) Product involvement is not working on consumers' platform attitude. Through the results of this research, we provide several practical suggestions for companies. The negative impact of platform attitude and purchase intention will be slight if the company cancel orders without any compensation in the crisis of price display errors. The negative impact of platform attitude and purchase intention in the special group will be greater if the company canceled orders but providing 50% discount as a compensation. But the positive impact will be greater in the other people who out of the special group. The cost-performance ratio is higher with providing 50% discount. Full compensation has the highest positive impact on platform image and purchase intention, but the cost-performance ratio is lower.

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