外源性产品伤害危机中企业“知情与否”对消费者购买意愿的影响:感知风险的中介效应  

Awareness or Unawareness of External Causes for Product Harm Crisis Influencing Consumption Intention:the Mediation Effect of Perceived Risk

作　　者：赵宝春[1] 钟立文 ZHAO Bao-chun ZHONG Li-wen(College of Management, South-Central University for Nationalities, Wuhan 430074, Chin)

机构地区：[1]中南民族大学管理学院,湖北武汉430074

出　　处：《工业工程与管理》2016年第5期99-104,共6页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71472189);教育部人文社会科学规划项目(14YJA630094)

摘　　要：对产品伤害危机外来根源是否事先知情隐含了当事企业过错的蓄意程度,通过现场实验方法探讨企业"知情与否"对消费者危机产品购买意愿的影响及基于感知风险的作用路径。结果发现,"知情与否"显著影响购买意愿,与"不知"相比,"知情"情形下消费者购买意愿更低,下降幅度更大;"知情与否"还显著影响消费者的风险感知水平,且其作用效应主要由感知风险中介传递。研究表明,危机响应时当事企业开展悲情公关有重要价值。Premeditation degree of firms involved in product harm crisis can be reflected by their awareness of external causes or not before it is happened. Field experiment is used to explore how awareness or not （AON） to influence consumption intention （CI） and its functioning path. As a result, it is found that AON impacts CI significantly, and compared with that in the ＂awareness＂ situation,the CI in the ＂unawareness＂ situation is lower with larger decreased rate. Moreover,perceived risk （PR） is also found to mediate the influence of AON on CI,and most of the effect is transmitted indirectly through PR. Important potential marketing value is witnessed in this study that firms in crisis should try to show their innocent sadness to the public.

关 键 词：产品伤害危机 知情与否 购买意愿 感知风险 悲情公关 

分 类 号：F273[经济管理—企业管理] F224[经济管理—国民经济]