员工参与对消费者宽恕及危机企业品牌形象修复的跨层影响机理研究：基于社会资本视角

Based on forgiveness theory and social capital theory, this paper deeply delves into the cross-layer mechanism of how enterprise staff's participation influence individual forgiveness and group forgiveness in the process of repairing the endangered brand image. The most important study is on the internal mechanism to show case how the employee's social capital staff interact with consumer individual forgiveness and group forgiveness. In the course of research,based on six different groups of experiments combined with paired survey data of big sample, the paper uses multi-group linear structure equation to analyze and test the variable relationship of models, and adopts hierarchical linear model method to reveal the impact of staff’s social capital on the process of repairing endangered brand image, where the staff take part in. This studies would innovatively research the explicit mechanism of effect of the employee participation in resolving enterprise’s crisis and clarify the inner interactive relationship between the employee’s participation and consumer’s individual forgiveness and group forgiveness, thus providing the theoretical foundation for consumer's changing attitude towards brand based on consumer's individual behavior decision and group behavior decision and providing the managerial and decision support for improving brand’s image through tapping enterprise staff's social capital , with the ultimate purpose to present relevant theoretical inquiry and strategic suggestions for awakening the awareness of dealing with crisis together by the enterprise as a whole with the involvement all the staff.

基于宽恕理论和社会资本理论，深入研究危机品牌形象修复过程中企业员工参与对消费者个体宽恕与群际宽恕的跨层影响机理，重点考察企业员工的社会资本禀赋对消费者个体宽恕与群际宽恕产生交互影响的内在机理。研究过程中，借助六组不同实验并结合大样本调研的配对数据，运用多组群线性结构方程对模型中的变量关系进行实证分析和验证，同时运用多层线性模型方法跨层次揭示员工社会资本对员工参与危机品牌形象修复的内在驱动机理。本研究将创新性地探究危机企业中内部员工参与效果的外显机制，厘清员工参与对消费者的个体宽恕与群际宽恕之间的内在交互关系，为基于消费者个体行为和群体行为决策的消费者品牌态度改变提供理论依据；为借助企业员工社会资本等方式提升企业品牌形象提供管理和决策支持，最终为唤醒企业上下共同应对危机的集体意识提供相应的理论探索和策略建议。

基于宽恕理论和社会资本理论，深入研究危机品牌形象修复过程中企业员工参与对消费者个体宽恕与群际宽恕的跨层影响机理，重点考察企业员工的社会资本禀赋对消费者个体宽恕与群际宽恕产生交互影响的内在机理。研究过程中，借助六组不同实验并结合大样本调研的配对数据，运用多组群线性结构方程对模型中的变量关系进行实证分析和验证，同时运用多层线性模型方法跨层次揭示员工社会资本对员工参与危机品牌形象修复的内在驱动机理。本研究将创新性地探究危机企业中内部员工参与效果的外显机制，厘清员工参与对消费者的个体宽恕与群际宽恕之间的内在交互关系，探讨员工参与影响消费者态度和行为，继而影响危机品牌形象修复的研究设计将为危机企业进行品牌形象修复提供新思路和新路径，为实现企业、员工、消费者三方互动，共同进行危机响应和形象修复提供不同以往的思维模式；深入对比研究品牌形象危机中消费者面对员工参与所呈现出不同的“个体宽恕”和“群际宽恕”之间的交互效应，将企业响应策略与消费者行为反应之间的互动关系研究由传统的企业导向推向消费者和员工互动导向；借助企业员工社会资本禀赋为重塑危机企业品牌形象提供全新思维下的决策支持，深入探索员工参与企业品牌危机修复策略的外在延展空间，从而为多视域协同下员工参与解决企业品牌形象危机修复问题提供多维化策略集。为基于消费者个体行为和群体行为决策的消费者品牌态度改变提供理论依据；为借助企业员工社会资本等方式提升企业品牌形象提供管理和决策支持，最终为唤醒企业上下共同应对危机的集体意识提供相应的理论探索和策略建议。