产品伤害危机中消费者责任归因的影响研究

Research on the influence of consumers' attribution of blame in product harm crisis

当产品伤害危机发生时,消费者能够自发的建立归因。本文梳理了学者关于产品伤害危机中消费者责任归因的研究,将产品伤害危机中消费者责任归因的影响因素分为消费者因素、危机产品因素、危机企业因素三大类,并且归纳了产品伤害危机中消费者责任归因对相关营销变量的影响,建立了产品伤害危机中消费者责任归因的作用机制,并提出了未来的研究方向。

Consumers can spontaneously construct attribution when faced with a product harm crisis event. This article divides the influencing factors of consumers’ attribution of blame in product harm crisis into three classes:consumers factors, product factors in crisis and business factors in crisis based on the related studies available. Moreover this research summarizes the effect on the marketing variables of consumers’ attribution of blame in product harm crisis, constructs a mechanism and at the same time puts forward the research direction.