产品伤害危机管理因素对消费者信任修复的影响研究

On Impact of Product-harm Crises Management Factors on Consumer Trust Repair

利用联合分析法,通过情景模拟调研,对产品伤害危机管理中的重要影响因素(如企业社会责任、企业响应策略、媒体效用以及时间)在不同危机严重程度(非常严重、中等程度、轻微程度)下对消费者信任修复造成的影响以及重要程度进行研究,结果表明,时间对于非常严重程度下的消费者信任修复最为重要,响应策略对于中等严重程度下的消费者信任修复最为重要,而企业社会责任对于轻微程度下的消费者信任修复最为重要。

Product-harm crises can seriously impact consumer trust, therefore, the crisis management＇ s important goal is to repair consumer trust. The paper examines the impact of crisis management factors, such as corporate social responsibility, response, time and media, on consumer trust repair and importance of each factor influencing trust based on difference crisis extent level（ such as high, medium, low）. By u- sing conjoint analysis, the study indicates the current find time is the most important factor to trust repair in high crisis extent scenario, the response is the most important factor in medium crisis extent scenario, and the corporate social responsibility is the most important factor in low crisis extent scenario.