消费者对于产品召回事件的心理反应——基于风险和情绪的研究

Consumer's Psychological Response under Product Recall——Based on the Analysis of Risks and Emotions

产品召回事件中,风险和情绪是消费者心理的两条主线。本文从产品召回事件中消费者心理的角度,以Loewen-stein等人提出的"风险即情绪"模型作为研究框架,提出了以风险、情绪和购买倾向为核心变量的研究模型。随后,以汽车、笔记本电脑、奶粉三个行业为背景,采取系列实验的方法,并通过真实模拟事件报道作为刺激物来测度消费者的心理反应。研究表明,产品召回中的事件维度、企业维度对消费者感知风险和负面情绪具有不同的影响,验证了本文提出的模型的合理性以及在三个行业中的普适性。最后,为企业应对产品召回事件提出了有益的理论指导。

Consumer＇s emotions and perceived risks are two main lines of their psychological response in product recall. From the perspective of consumer＇s psychology, the authors put forward a model of consumer＇s psychological response under product recall based on the model of ＂risk as feelings＂ by Loewenstein. Through a series of simulative experiments about product recalls of cars, lap- top and milk powder, the authors prove the different effects that the event dimension and the enterprise dimension exert on consumers＇ perceived risk and negative emotion, and confirm the rationality of the model and its universal effects in three industries. The paper also puts forward the practical suggestions to the companies.