产品伤害危机中的消费者感知危害及其影响  

Consumer Perception of Danger and Its Impact in Product-Harm Crisis

作　　者：桑辉[1] 井淼[2] 

机构地区：[1]上海对外贸易学院工商管理学院,上海200062 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《工业工程与管理》2012年第6期66-71,82,共7页Industrial Engineering and Management

基　　金：国家自然科学基金面上项目(70972069);国家自然科学基金青年项目(71102177)

摘　　要：以双汇瘦肉精事件为例,通过大规模市场调查获取701份样本数据,采用验证性因子分析、结构方程建模等统计方法探讨在产品伤害事件中,对"感知危害"产生影响的因素以及其自身又如何作用于消费者行为。结果显示,产品必需程度对感知危害存在显著的负向影响,消费者信息涉入与健康意识对感知危害存在显著的正向影响,而品牌知晓度对感知危害的影响不显著。消费者感知到的危害越高,对危机企业的产品购买意愿越低,采取抱怨行为的可能性越高。This research focused on the consumer perception of danger to study its antecedents and consequences. Collecting data from 701 samples in Shanghai, the study used confirmatory factor analysis and structural equation modeling to test the hypotheses. The results showed degree of necessity has significant negative effect on perception of danger, message involvement and health consciousness have significant positive effects on perception of danger. While brand awareness has no significant effect on the perceived danger. If consumer perceived higher danger,the purchase intention is lower and the possibility of taking complaint behavior is high.

关 键 词：产品伤害危机 感知危害 消费者行为 验证性因子分析 结构方程 

分 类 号：F713[经济管理—产业经济]