产品伤害危机中消费者应对行为的形成机制研究——基于PADM理论视角的扎根分析

The Formation Mechanism of Consumers’ Coping Behavior in Product Harm Crisis——A Grounded Research Based on PADM Theory

本文采用扎根理论分析方法,通过收集和分析消费电子产品伤害危机事件的微博数据,结合PADM理论、应对行为理论,构建了产品伤害危机中消费者应对行为的形成机制模型。模型揭示了消费者对产品伤害危机事件的认知受伤害属性、信息源、信息渠道和事件响应的影响,并受企业特征和消费者特征的调节;认知的结果形成感知和判断,包括风险感知、利益相关者感知和行为感知;进而通过行为决策过程,采取问题聚焦应对和情绪聚焦应对。研究结论对于企业提高风险沟通效果、优化危机响应策略具有重要价值。

Based on grounded theory methods,through collecting and analyzing consumer electronics product-harm events related microblogs,applying PADM theory and coping behavior theory,this paper develops a model to explain the formation mechanism of consumers’ coping behavior in product harm crisis. The model indicates that consumers form their cognition of product harm crisis based on attributes of the harm crisis,information sources,information channels and event responses,and their cognition is moderated by the characteristics of the companies and consumers. The cognition leads to perceptions of risk,stakeholders and behavior,and further forms their problem-focused coping and emotion-focused coping through a behavior decision process. The findings are of great significance for improving the effects of risk communication and crisis response strategies.