汽车产品伤害危机中车主维权行为的影响因素——基于论坛帖子的扎根研究

The Impact Mechanism of Consumer Rights in Automobile Product Harm Crisis:A Grounded Research Based on Forum Post

以社会化媒体为数据源,以产品伤害危机为研究对象,对产品伤害危机中车主维权行为的影响因素及具体影响机制进行了研究。收集了"汽车之家"论坛上关于汽车产品伤害危机的帖子,利用扎根理论这一系统化的理论方法对论坛帖子进行分析整理,并引入计划行为理论、组织支持理论等,得出汽车产品伤害危机中车主维权行为的影响因素模型,并对影响机制进行了具体分析。研究结果表明:影响车主维权行为意向的因素主要有维权态度、主观规范和知觉行为控制,维权意向受到组织支持的调节作用,进而影响维权实际行为的产生。最后,从车主和政府两个角度为保障车主的合法权益提供了相应的策略和参考建议。

The occurrence of product injury crisis will cause psychological and physical harm to consumers, so it is necessary to study the behavior in appealing consumer rights under this situation. This study took the social media as data source and the product harm crisis as research object, and aimed to study the influencial factors and the specific interactive mechanism of consumer rights in product harm crisis. After collecting the posts related to the product-harm events of cars from the fo- rum Auto Home, a systematic theory called grounded theory was applied to analyze the posts of the forum. Moreover, theories such as planned behavior, organizational support etc. were introduced to construct an influencial factor model of consumers~ right-safeguarding act in automobile product harm crisis, and a concrete analysis of interactive mechanism was made after that. The conclusion indicated that the main factors influencing the intention of consumers ~ right-safeguarding contains rights atti- tude, subjective norm and perceived behavioral control. Actually, the intention of right-safeguarding was influenced by the regulating effect of organizational support, and thus affected the production of the actual behavior of right-safeguarding. Accordingly, the study provided several strategies and ref- erencing suggestions from the aspects of both car owners and government to ensure consumers legal rights and interests.