消費(fèi)者品牌抵制的心理機(jī)制研究.pdf

1、華中科技大學(xué)碩士學(xué)位論文消費(fèi)者品牌抵制的心理機(jī)制研究姓名：佘秋玲申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：閻俊201012II華中科技大學(xué)碩士學(xué)位論文AbstractConsumerboycottshavebecomeuniversalphenomenonwldwidebroughtchallengesthatcan’tbeignedbythegovernmententerprises.Consumerboycottsleadtothe

2、declinationofmarketsharesalesstockpricesetc.what’smeconsumerboycottsmayalsojeopardizebrimagestaffmaleconsumerconfidence.Comparedwiththeextensivenessseriousnessofconsumersboycotttherelevanttheeticalresearchisrelativelyrar

3、epreviousstudiesdidnotgiveareasonableexplanationftheinherentmechanismofconsumerboycottsomeoftheresearchfindingshavenotbeentestedempirically.Thisstudyfocusesontheinternalmechanismofconsumerboycotts.Specifically，firstthisp

4、aperelabatesthesignificancebackgroundoftheresearchsummarizesthetheymodelsempiricalresearchesrelatedtoconsumerboycottsconsumeremotions.Nextthispaperdevelopedamechanismmodeltoexplainhowadverseeventswouldtriggertheboycottfr

5、omtheperspectiveofconsumeremotion.Thenthekeytriggervariablesareextractedsoastoproposeadynamicevolutionarymodelofemotionchanges.Basedonthedataanalysisthefollowingresultsareconcluded:(1)adverseeventsledtonegativeemotionsdi

6、rectly.Theseveritytherelevanceofadversehaveadirectimpactonangerdisappointmentdisgustemotions.(2)Companies’responsehavesignificanteffectonthechangeofemotionsifthecompanycanrespondproperlyconsumers’negativeemotionswouldall

7、eviate.(3)Thethreenegativeemotionsangerdisappointmentdisgustcanleadtoallthethreetypesofboycottrefusalofbuyingcallfboycotttakepreferenceofalternativebrs.Thisstudyresultswillnotonlyenrichimprovethetheyofconsumerbehavibrman