群发性产品伤害危机对消费者感知品类风险影响的实证研究

An Empirical Study on the Impact of Massive Product Injury Crisis on Consumers' Perceived Category

运用实验室试验法进行实证分析,验证不同类型群发性产品伤害危机对感知品类风险影响的差异及调节效应。研究结果显示,不同类型群发性产品伤害危机对感知品类风险的影响存在差异,潜规则型群发性危机对消费者感知品类风险的影响更大。危机群发性在危机对消费者感知品类风险的影响中发挥调节作用,危机群发性高时,较技术缺陷型群发性危机,潜规则型群发性危机对消费者感知品类风险的负面影响更显著。

This paper uses laboratory test method to carry on the empirical analysis to verify different effect of different types of bulk product injury crisis on the perceived category risk.The results show that the impact of different types of mass product injury crisis on perceived category risk is different,and the unspoken rules of mass crisis have a greater impact on consumer perceived category risk.Crisis mass plays a regulatory role in the impact of crisis on the perceived risk of consumer perception.When the crisis is higher,the negative impact of the mass defective mass crisis and the unspoken rules of mass crisis are more obvious to the consumers' perceived category risk.