汽车市场产品召回危机对新产品绩效的溢出效应研究  

Spillover Effect of Product Recall in Auto Market on New Product Performance

作　　者：于文领 卜令通 陈玲玲[2] 赵金龙 Yu Wenling;Bu Lingtong;Chen Lingling;Zhao Jinlong(School of Business,Nanjing University,Nanjing 210093,China;School of Management,Southeast University,Nanjing 211189,China;School of Public Affairs,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]南京大学商学院,南京210093 [2]东南大学管理学院,南京211189 [3]中国科学技术大学公共事务学院,合肥230026

出　　处：《工业技术经济》2020年第11期120-128,共9页Journal of Industrial Technological Economics

基　　金：国家自科基金“地位恐慌对中国人奢侈品消费购买意愿的影响:基于社会认同理论的视角”(项目编号:71372034);国家自然科学基金重点项目“领军企业创新链的组织架构与协同管理”(项目编号:71732002)。

摘　　要：本文基于溢出理论,探讨了产品召回危机对新产品绩效的影响,以及探索解决召回事件影响后果的方法和途径。本文选取了我国汽车制造业24家公司中的252个样本,研究结果显示:召回危机对新产品销售绩效产生了负面影响。此外,召回历史和新产品价格对溢出过程产生了显著的调节作用,历史召回事件次数较多的企业所受召回危机的溢出效应更严重,但是新产品价格调整可以部分弥补产品缺陷的溢出效应。Based on spillover theory,this paper discusses the impact of product recall crisis on the performance of new products in China,and the ways to control the impact.252 samples from 24 companies in China's automobile industry are selected,and the results show that the characteristics of recall crisis will negatively affect the market performance of new products.In addition,the frequency of past recall crisis and the price of new products have a regulating effect on the spillover process.The product crisis with more past recall crisis has a more serious spillover effect,while the price of new products into the market can partly compensate for the spillover effect of product defects.

关 键 词：溢出效应 汽车召回 新产品绩效 汽车制造业 召回历史 新产品价格 

分 类 号：F275.5[经济管理—企业管理] F407.471[经济管理—国民经济]