产品伤害事件中顾客反应的形成机制——基于门户网站帖子的扎根研究  

The Formation Mechanism of Customer Reaction in Product Harm-Based on the Grounded Study of Online Posts

作　　者：汪兴东[1] 景奉杰[2] 涂铭[3] 

机构地区：[1]江西农业大学经济管理学院,南昌330045 [2]华东理工大学商学院,上海200237 [3]华中科技大学管理学院,武汉430074

出　　处：《管理评论》2013年第9期148-157,共10页Management Review

基　　金：国家自然科学基金项目(70972018);教育部人文社科项目(10YJC630227);江西省社科规划项目(11GL41)

摘　　要：频繁发生的产品伤害事件不仅对顾客造成心理和生理上的伤害,也给企业及政府带来了巨大的挑战。在回顾文献的基础上,运用扎根理论,通过网络论坛收集分析关于产品伤害的讨论帖子,构建了"认知-评估-反应"理论模型,并利用归因理论、认知评估理论及心理距离理论解释产品伤害危机中反应的形成机制。研究结果表明:顾客会对产品伤害进行认知,进而根据认知的结果进行责任归因后,产生相应的负面情绪,然后采取一定的行动以缓解其负面情绪。Frequent product-harm incidents not only caused psychological and physiological damage for customers but also challenged corporate marketing and government management. By adopting grounded theory, this article constructs a ＂cognition-evaluation-reaction＂ theoretical model based on collection and analysis of the online posts about product- harm incidents through BBS, and then explains the formation mechanism of customer emotions and behavior intentions in product-harm crisis using attribution theory, cognitive valuation theory and psychological distance theory. Results reveal that at first, customers cognize the product-harm incident, then develop relevant negative emotions after seeking the attribution of responsibility according to the cognitive results, and finally they take necessary actions to alleviate their negative emotions.

关 键 词：产品伤害 顾客反应 形成机制 扎根理论 

分 类 号：F713.50[经济管理—市场营销]