产品丑闻、信任危机及消费选择研究

Research on Product Scandal,Trust Crisis and Consumer Choice

借鉴Coombs对产品丑闻后信任危机的类型划分,使用准实验室法,采用真实品牌、虚拟事件对产品丑闻后信任危机及消费选择的关系进行研究。结果显示:产品丑闻导致的信任危机的严重程度对消费选择有一定的影响作用,信任危机严重程度越高,消费者负面情绪越强烈;消费者负面情绪在信任危机与消费选择间具有一定的中介作用,并对其消费选择有正面影响;产品丑闻发生的信任危机对食品行业的负面影响大于其他行业。

Based on Coombs＇ classification of trust crisis caused by products scandal,this paper empirically analyzed the relationship between consumer＇s product choice and trust crisis caused by the product scandal with the quasi lab method,which was based on real brand and virtual event. Result showed that the higher the degree of trust crisis caused by the product scandal,the more intense the negative emotions of consumers was. At the same time,consumers＇ negative emotions had a positive impact on their consumer choice. Moreover,the negative effect of the crisis on the food industry was greater than others.