The impact of consumer-company identification on consumer resistance to negative information and repurchase intention.

• Main Authors: Chih-hao Chien, 簡志豪
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47628444892885320871

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Prior research highlights the damaging effects of negative information. It hurts a firm’s reputation, decreases sales, and negatively affects future idiosyncratic stock returns. This study took BMW customers as the subjects, and adopted questionnaire survey to collect the data. There 30 valid questionnaires of the pre-test questionnaires. In formal research survey, there 313 valid questionnaires. The empirical tests using a structural equation model with SPSS 17.0 and AMOS 18.0 to support the research hypotheses. The main research findings are as follows: 1. Consumer-Company identification significantly affects resistance to negative information. 2. Consumer-Company identification significantly affects repurchase intention. In the recent market environment, companies should build long-term and meaningful relationship with customers. That presents an opportunity for companies to present a clear image which reflects a positive identity and enhance customer repurchase intention and resist to negative information.