产品伤害危机程度对消费者负面情感及抵制意愿的影响研究

A Research about Product Harm Crisis Impact on Customer＇s Emotion and Boycotter Intention

频繁发生的产品伤害危机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巨大挑战。本研究运用准实验室法，选取手机、化妆品、饮料三大行业的代表性品牌进行事件刺激，解释了产品伤害危机对消费者抵制意愿的影响机制。结果表明：产品伤害危机程度影响消费者抵制意愿，负面情感具有中介作用；危机严重程度越高，消费者的负面情感越强烈，消费者产生抵制行为的可能性也越高；行业类型具有调节作用，消费者对食品行业的抵制意愿高于其它行业．

Frequent happened product harm crisis not only caused psychological and physiological damage for customers, but also posed as a big challenge to firms and government. By adopting laboratory method and employing typical brands of mobilephones/cosmetics/drinks as incidents stumilation, we explain how product harm crisis has impact on customer＇s boycotter intention. The results mean that： product harm crisis level develops customer＇s negative emotion, and then affects their boycotter intention; the higher the product harm crisis level is, the stronger the customers＇ negative emotion is, and also the higher possibility of customers＇ boycotting; the modulating variable is the type of industry, and the customers＇ boycotter intention for food industry is higher than that for other industries