产品伤害危机中信息来源对消费者购买决策的影响

The Impact of Information Sources on Consumer Purchase Decision in Product-Harm Crisis

产品伤害危机中,信息的传递至关重要,对信息传递源头的把握更是关键中的关键。将信息来源研究放入产品伤害危机情境中,对日常消费情境和产品伤害危机情境中不同信息来源对购买决策的影响程度进行比较,并深入剖析危机情境中,信息来源对消费者购买决策的影响机理。研究发现,危机情境中消费者信任倾向和信息源可信度与各信息来源对消费者购买决策的影响之间有显著关系。

In product-harm crisis, information transmission is very important, while the understanding of information sources is even more critical. By comparing the impact of different information sources onpurchase decision in both daily consumption and product-harm crisis situations, the paper explores the impact mechanism of information sources on purchase decision in the product-harm crisis context andreveals that there is a significant relationship between disposition to trust, sources credibility and purchase decision.