网络负面信息类型对消费者补救期望影响的实证研究

Empirical Study on Influence of Negative Internet Information Type on Customers' Crisis Recovery Expectations

近年来,网络上对产品伤害事件负面信息层出不穷,不同的负面信息会引发消费者不同的补救期望。运用情境实验法,探讨产品伤害事件中网络负面信息类型对消费者补救期望的影响,并进一步分析消费者的解释水平对二者关系的调节作用。结果表明:面对中心型网络负面信息,消费者期望纠正性补救措施;面对边缘型网络负面信息,消费者则更期望信息性和情感性补救措施;消费者的解释水平在一定程度上对网络信息和补救期望间的关系起到了调节作用。由此提出,企业在处理伤害危机事件时应当及时归纳分析网络信息类型,并依据消费者的解释水平对消费者采取针对性补救措施。

Product-harm crisis（PHC）frequently happen in recent years and negative information about PHC on the internet is emerging in an endless stream.This paper uses method of experimental economics to study the impact of negative internet information type on customer＇s expectations of crisis recovery and further analyzes the regulation function of the customers＇ construal level.The result shows that customers will have more expectations on corrective remedy when they face central negative internet information,customers will have more expectations on informative and emotional remedy when they face the periphery negative internet information and customers＇ construal level partially regulates the relationship between internet information and expectation of crisis recovery.Therefore,this paper proposes that enterprises should generalize and analyze the internet information type in time when they handle harm crisis and adopt appropriate remedial measures according to consumers＇ construal level.