品牌危机对消费者信任的影响 -市场营销专业

摘要

品牌危机对消费者信任的影响是现代市场营销研究中的重要议题。随着市场竞争加剧和信息传播速度加快，企业面临的品牌危机事件日益频繁，这不仅影响企业的短期经营绩效，更对长期品牌形象与消费者关系产生深远影响。本研究旨在探讨不同类型的品牌危机（产品质量、道德伦理、管理失误）如何影响消费者信任，并分析其中的中介变量和调节变量作用机制。通过系统梳理国内外相关文献，构建了包含感知风险、情感反应、归因判断等多维度的理论框架。采用问卷调查法，在全国范围内选取12个大中城市进行抽样调查，共收集有效样本2086份，运用结构方程模型对假设进行检验。研究发现，品牌危机确实会显著降低消费者信任水平，但不同类型危机的影响程度存在差异；感知风险在其中起到完全中介作用，而消费者忠诚度则发挥正向调节效应。此外，本研究还揭示了危机处理及时性对缓解负面影响的重要性。本研究创新性地引入了多维度中介变量体系，丰富了现有品牌危机管理理论，为企业制定有效的危机应对策略提供了实证依据，具有重要的理论价值和实践指导意义。

关键词：品牌危机消费者信任感知风险

Abstract

The impact of brand crises on consumer trust is a significant topic in modern marketing research. As market competition intensifies and the speed of information dissemination accelerates, corporations are encountering brand crisis events more frequently, which not only affect short-term business performance but also have profound implications for long-term brand image and consumer relationships. This study aims to investigate how different types of brand crises (product quality, ethical issues, managerial errors) influence consumer trust and analyzes the mechanisms of mediating and moderating variables. By systematically reviewing relevant literature both domestically and internationally, a theoretical fr amework encompassing multiple dimensions such as perceived risk, emotional response, and attribution judgment has been constructed. A survey methodology was employed, conducting sampling surveys across 12 major and medium-sized cities nationwide, collecting a total of 2,086 valid samples. Structural equation modeling was utilized to test the hypotheses. The findings indicate that brand crises significantly reduce consumer trust levels, with varying degrees of impact depending on the type of crisis; perceived risk plays a full mediating role, while consumer loyalty exerts a positive moderating effect. Additionally, this study highlights the importance of timely crisis management in mitigating negative impacts. Innovatively incorporating a multi-dimensional mediating variable system, this research enriches existing brand crisis management theories and provides empirical evidence for formulating effective crisis response strategies, thereby offering substantial theoretical value and practical guidance.

Keyword:Brand Crisis Consumer Trust Perceived Risk

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法与思路 2

2品牌危机的类型与特征 2

2.1危机事件分类分析 2

2.2危机传播特点研究 3

2.3危机对品牌形象的影响 3

3消费者信任形成机制 4

3.1信任的心理基础 4

3.2信任的构建因素 4