产品伤害危机下消费者-品牌关系断裂研究产品伤害危机下消费者-品牌关系断裂研究摘 要近年来产品伤害危机事件如 2018 云南白药牙膏被指含处方药成分，2019 奔驰漏油事件引起剧烈舆论效应，由产品伤害危机导致的消费者—品牌关系断裂也越来越频繁。因此本研究意在了解产品伤害危机引起的消费者—品牌关系断裂路径和机制。此次研究以麦当劳顾客作为调查对象，使用问卷调查法收集有效问卷 191 份，并采用 SPSS 进行数据分析验证假设。结果表明：（1）原有品牌关系质量对品牌信任、顾客感知价值皆有积极的影响关系；（2）原有品牌关系质量对品牌关系断裂有消极的显著影响；（3）顾客感知价值对品牌信任有积极的显著影响；（4）顾客感知价值和品牌信任都能负向影响品牌关系断裂；（5）顾客感知价值在原有品牌关系质量和品牌关系断裂、品牌信任中具有部分中介效应；（6）品牌信任在原有品牌关系质量、顾客感知价值和消费者—品牌关系断裂中具有部分中介效应。关键词：产品伤害危机；品牌关系质量；顾客感知价值；品牌信任；品牌关系断裂； 12Research on Customer-brand relationship breakdown Under Product-Harm Crisis AbstractIn recent years, Product-Harm Crisis incidents such as 2018 Yunnan Baiyao toothpaste were accused of containing prescription drug ingredients, 2019 Mercedes-Benz oil spill caused severe public opinion effects, and consumer-brand relationship breakdown caused by Product-Harm Crisis have become more frequent. Therefore, this study aims to understand the path and mechanism of the consumer-brand relationship breakdown caused by the Product-Harm Crisis incidents. The study used McDonald's consumers as the survey object, collected 191 valid samples through the questionnaire survey method, and use SPSS for data analysis to verify the hypothesis.The results show that: (1) The brand relationship quality has a positive and significant impact on brand trust and customer perceived value; (2) The brand relationship quality has a negative and significant effect on customer-brand relationship breakdown; (...
