【作者】 凌静；

【导师】 吴作民；

【作者基本信息】 南京大学 ， 企业管理， 2012， 硕士

【摘要】 信任是个人与个人、个人与组织及组织与组织间相互沟通的基础。消费者信任是企业重要的社会资本,对企业的品牌推广、产品销售、口碑形成等起到重要的影响。但消费者对企业的信任并不是一成不变的,而是在与企业的沟通互动中不断发展、变化,容易受到企业各种负面行为的影响。近年来,随着市场竞争的加剧,企业为了短期的利益不惜牺牲消费者利益的事件层出不穷,严重损害了消费者的信任。自2008年以来,我国爆发了大量的负面事件,屡次引发消费者信任危机,例如“中国制造”的来源国信任危机事件、奶制品行三聚氰胺及黄曲霉毒素事件、高露洁牙膏致癌事件、惠普电脑爆炸事件、肯德基苏丹红事件等。消费者信任危机对国家、行业及企业造成了严重的负面影响,甚至引发行业危机。企业的负面行为严重地伤害了消费者对其的感情,消费者的购买行为是出于对企业的信任,而负面行为却辜负了消费者的信任。遭遇信任损害之后的消费者在推断企业未来行为的时候,积极的期望会消失,甚至被消极的期望取代。这严重损害了企业自身的信誉、形象和顾客忠诚。但是,对于企业来说,有些信任危机事件是无法避免的。所以,如何在危机事件发生之后通过适当的措施来修复消费者的信任至关重要。本文在对现有文献进行回顾梳理的基础上,探究了消费者初始信任、危机事件的严重程度对信任受损的影响,并进一步研究了否认、道歉修复方式的信任修复作用。本文选取了消费者较为熟悉的乳品行业作为实验背景,采取情境实验法对160份有效问卷进行定量分析。实证研究的结果基本上验证并支持了本文的假设。主要结论如下：危机事件严重程度和初始信任对信任受损有正向影响,且二者存在相互强化的交互作用；否认和道歉策略对不同维度信任修复的作用具显著不同,具体表现为否认对善意维度的信任修复效果显著强于对能力维度的信任修复效果,而道歉对于被试善意信任修复的效果略微强于能力信任修复；初始信任对信任修复有正向影响；危机事件严重程度对信任修复的影响,具体体现在对善意修复的影响上,而对能力修复并无影响。基于以上结论,本文认为可以通过以下采取措施来降低危机事件对消费者信任的影响,并进一步修复信任：关注诚信建设,建立其较高的消费者初始信任；重视消费者的利益,杜绝虚假宣传,以避免建立起过高的、不真实的信任；及时针对信任受损的类型采取适当的修复策略来降低消费者信任的受损并修复信任；构建消费者的信任评价体系,关注消费者信任的发展和变化。最后,本文分析了研究存在的局限性,并明确了未来可能的研究方向。更多还原

【Abstract】 Trust is the foundation of the communication between individuals and organizations. Customer trust is one of the most important social resources for enterprises, which has effective influence on branding, selling, word-of-mouth building etc. Trust has been changing in the interaction between organizations and individuals.As the competition becomes increasingly fierce, the phenomenon has been very common, that some company’s short-run for profit resulted to crisis of creditability among whole industry, and further worsen the market in sales. Since2008, a large number of scandals happened, provoking a crisis of trust in food and life safety among Chinese customers, such as "made-in-China" crises, dairy industry crisis of melamine events, Colgate-Palmolive’s toothpaste carcinogen crisis etc. Crisis eruption brings the brand by fatal strikes. In fact, the customer purchase behavior is based on their trust sense on the company. Once the trust has been abused, the customers would finally lose their confident on the company. As a result of the transgression, customers form inferences about the future behavior of the company, positive expectations disappear and are replaced by negative expectations, and customers become unwilling to expose themselves to further vulnerability. The negative inference damaged credit, brand image and customer loyalty of the company. However, some crisis is unavoidable for the company. So it is crucial for companies to offer proper solutions to attenuate the damaging effect.Based on the existing literatures, this thesis has examined the effect of initial trust and trust transgression severity on trust damage, and the role of denial and apology solutions in trust repair and restoration. This thesis set dairy industry familiar to consumers as design scene.160 valid samples were analyzed quantitatively. Analysis of the results of basic authentication supports hypothesizes. The main conclusions are as follows:Trust transgression severity and initial trust both have positive effect and interaction trust damage. Denial and apology have different effect on repair of ability-based trust and benevolence-based trust:denial has significantly better repair effect on benevolence-based trust than ability-based trust, while apology also has better repair effect on benevolence-based trust than ability-based trust. Initial trust has a positive effect on trust repair. Trust transgression severity has some effect on trust repair:it has negative effect on the repair of benevolence-based trust, but doesn’t affect the repair of ability-based trust.According to the research conclusions, this thesis suggested that company could take some solutions to relieve the trust damage of transgression and repair trust. The specific solutions included:pay attention to the consumer trust, focus on the consumer benefit, deal with consumer trust violation properly and promptly, build the appraisal system of consumer trust.Finally, this thesis analyzes the limitation and indentifies possible future direction.更多还原