The Effect of Different Types of Brand Misconduct on Consumer Purchase Intention

摘要：

　　According to theoretical model of Cognitive-Attitude-Behavior,situational experiment will be used in this paper to explore differences and internal mechanism of effect of different brand misconducts types on perceived risk,trust and purchase intention.It is found in the study that perceived risk caused by product misconducts is stronger than that of non-product misconducts,while it is just the opposite for trust and purchase intention,in the meanwhile,consumers” trust has a mediating effect on the relationship of perceived risk and purchase intention in both types of misconducts.

关键词： Brand misconduct Perceived risk Trust Purchase Intention

作者: Pang Lijun Gao Wei Hu Litong

作者单位: Department of Marketing,Beijing Institute of Technology,Zhuhai Department of International Economy and Trade,Beijing Institute of Technology,Zhuhai

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 318-328

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）