产品伤害危机如何影响消费者行为：情绪和动机的视角
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摘要
产品伤害危机（有时简称产品危机），是指偶尔出现并被广泛宣传的关于某个产品有缺陷或是对消费者有危险的事件。近年来形形色色的产品伤害危机频繁发生，给消费者日常生活带来极大困扰，也给企业经营发展造成阻碍。大量研究围绕产品伤害危机类型与企业应对策略，从危机公关的角度来寻求最优的应对策略。但是产品伤害危机对消费者的影响研究并不充分，因此针对消费者的反应及行为需要进一步讨论。本文对大量的产品伤害危机案例进行归纳发现，危机呈现出行业态势，往往涉及多个企业，甚至是行业潜规则。有必要从单个企业的产品危机上升到多个企业的群发属性展开研究。多样化的信息来源导致危机责任归属不明(Laufer al.,2009)，模糊情境下，消费者对产品伤害危机的行为反应作用机制也与以往的归因评价不同，处于有限信息和有限理性状态下的消费者会产生一些―非理性‖行为。因此有必要对行为进行再归纳，对作用机制进行深入探讨。本文对产品伤害危机及其属性、消费者负面情绪、消费者动机、风险威胁评估，以及消费者应对行为的相关文献展开综述，并提出相关模型和假设。全文可以分为3个研究。
第一个研究。在文献综述的基础上，对产品伤害危机和服务失败情境下的消费者负面情绪进行比较，并确立了愤怒和无助是消费者在产品伤害危机中体验的两大主要情绪。基于社会交换理论提出了报复欲望和补救预期两大行为动机,在诸多消费者应对行为研究中以―情绪—动机—行为‖理论为参照，构建了消费者―负面情绪—行为动机—行为反应‖的模型，通过对消费者的问卷调查数据加以检验。研究结果如下：（1）消费者愤怒情绪对报复欲望、补救预期，以及寻求报复行为（负面口碑、转换购买）、寻求解决行为（企业抱怨、三方投诉）都有正面影响；（2）消费者无助情绪对报复欲望、补救预期，以及寻求报复行为（负面口碑、转换购买）、寻求解决行为（企业抱怨、三方投诉）都有负面影响；（3）消费者报复欲望在负面情绪（愤怒、无助）与寻求报复行为（负面口碑、转换购买）之间存在中介作用，补救预期在负面情绪（愤怒、无助）与寻求解决行为（企业抱怨、三方投诉）之间存在中介作用。在产品伤害危机中，消费者的愤怒情绪通过报复欲望、补救预期的中介作用最终导致寻求报复和寻求解决的行为。
第二个研究。当前一些产品伤害危机牵涉的企业数量增多，影响范围扩大，越来越多的行业―潜规则‖逐渐浮出水面，危机群发属性开始引发关注。长期以来，研究者都对企业的危机应对策略格外重视，但与补救效果紧密相关的消费者补救预期却鲜有探讨。关于危机群发属性高、低对消费者影响的差异及其作用机制并不清楚。本研究采用现场实验的方式，探讨了产品伤害危机的群发属性高低差异对于消费者的愤怒、无助情绪和补救预期影响的差异，并检验了情绪的中介作用和品牌声誉的调节作用。结果表明，群发属性与补救预期呈负相关关系，产品伤害危机群发属性越高，消费者补救预期越低。品牌声誉能调节产品伤害危机群发属性与消费者补救预期之间的关系，当品牌声誉较低时，产品伤害危机群发属性与消费者补救预期的负向关系更为显著。消费者负面情绪（愤怒、无助）能够中介群发属性对补救预期的影响。
第三个研究。产品危机对消费者购买并非简单的负向影响。一些产品质量安全传闻会造成销量大幅下滑，而与此同时，另外一些产品尽管存在质量安全的事实，但消费者照旧购买，因此有必要对其中的关键因素进行挖掘。本研究旨在探讨产品危机情境下影响消费者购买行为的核心要素。在回顾过去研究的基础上，梳理出产品危机的属性（伤害性、群发性、持续性），运用保护动机理论中的威胁评估概念从感知严重、感知易损两方面来解析危机属性对购买意愿的影响，并且证实了不确定规避的调节作用。经过问卷调查与数据分析，得出了以下结论。产品危机的伤害性、群发性、持续性通过威胁评估（感知严重、感知易损）的完全中介作用负向影响消费者购买意愿。消费者不确定规避水平能调节威胁评估与购买意愿之间的关系，与不确定规避较低的情况相比，当不确定规避较高时，感知严重与感知易损对购买意愿的负向影响更强。
Product-harm crisis is the occasional and widely publicity event about a productdefective or harmful to consumers. Recent years, all kinds of Product-harm crisis occurfrequently, bring great distress to the daily lives of consumers, and also reduce sales ofenterprise products. Most literature focused on the type of crisis and the remedial response,but how product-harm crisis influence the consumers‘behaviors has not been studiedenough, and the consumers‘response behavior still need further discussion. Based on thereview of large amount literature and case of product-harm crisis, the present thesis foundout that the crisis in China was not only related to few companies, but increasing casesrevealed that many companies in a same industry was involved, which academic calledclusters. So it is necessary to investigate the difference between the few companiesinvolved crisis and the cluster crisis. A variety of sources of information increase thedifficulty for consumers finding the crisis cause (Laufer al.,2009). In the ambiguouscircumstances, consumers‘reaction mechanism is not only a rational process, andsometimes will result in―irrational behaviors‖. This thesis focused on the attribution ofproduct-harm crisis, consumers‘negative emotions, and motivations, threaten evaluation,and response behaviors. Based on the collection and review of former literature, this thesisbuilt concept models, and proposed some hypothesis. The whole thesis contains threestudies.
In study1, the author compared consumers‘emotions between the circumstances ofproduct-harm crisis and service failure, and confirmed anger and helplessness was themajor influence emotions. Considering the circumstance of product-harm crisis, thisarticle constructed a model to investigate the relationship among negative emotions,motivation, and coping behaviors based on theoretical analysis. Then this paper employedstructure equation model to analysis the data from questionnaire survey. Anger was foundto positively affect the seeking retaliation behaviors (negative WOM and switching) andseeking solution behaviors (company complaint and third-party complaint), but the role ofhelplessness was opposite to anger. The medication role of motivations (retaliation desireand recovery expectation) has also been proved. Retaliation desire can mediate relationships between negative emotions and seeking retaliation behaviors, while recoveryexpectation can mediate the relationships between negative emotions and seeking solutionbehaviors. The management implications for companies‘responses have also beendiscussed in the conclusion.
In study2, the author focused on the difference of cluster level (high vs. low) onconsumer recovery expectation and the immanent mechanism. This study employed a fieldexperiment to investigate the effect of cluster attribution on recovery expectation, andtested the mediation role of negative emotions (anger and helplessness), and the moderatorrole of brand reputation. The results indicated that cluster attribution negatively affectrecovery expectation, with the more companies involved in the product-harm crisis, thelow recovery expectation being motivated. Brand reputation moderated the relationshipbetween the cluster and recovery expectation. When the brand reputation was low, thenegative relation between cluster and recovery expectation was more significant.
In study3, the effect of crisis attribution on purchasing intention was investigated. Infact, product-harm crisis not always certainly decrease sales, so some core factors shouldbe full discussed. Based on review of literature and cases about product-harm crisis, thisclassified three attributions (harmfulness, cluster, and duration). From the prospective ofthreaten evaluation of protection motivation theory, this study interpreted the negativerelations between product-harm crisis and purchasing behavior through the mediation roleof severity perception and vulnerability perception, and the moderator role of uncertaintyavoidance. Results of questionnaire survey after―crash chicken‖crisis demonstrated themeditation effect of severity perception and vulnerability perception. Furthermore, theeffect of severity (vulnerability) perception on purchasing intention trust is moderated byuncertainty avoidance, and such an effect is stronger if the uncertainty avoidance is higher.
第一个研究。在文献综述的基础上，对产品伤害危机和服务失败情境下的消费者负面情绪进行比较，并确立了愤怒和无助是消费者在产品伤害危机中体验的两大主要情绪。基于社会交换理论提出了报复欲望和补救预期两大行为动机,在诸多消费者应对行为研究中以―情绪—动机—行为‖理论为参照，构建了消费者―负面情绪—行为动机—行为反应‖的模型，通过对消费者的问卷调查数据加以检验。研究结果如下：（1）消费者愤怒情绪对报复欲望、补救预期，以及寻求报复行为（负面口碑、转换购买）、寻求解决行为（企业抱怨、三方投诉）都有正面影响；（2）消费者无助情绪对报复欲望、补救预期，以及寻求报复行为（负面口碑、转换购买）、寻求解决行为（企业抱怨、三方投诉）都有负面影响；（3）消费者报复欲望在负面情绪（愤怒、无助）与寻求报复行为（负面口碑、转换购买）之间存在中介作用，补救预期在负面情绪（愤怒、无助）与寻求解决行为（企业抱怨、三方投诉）之间存在中介作用。在产品伤害危机中，消费者的愤怒情绪通过报复欲望、补救预期的中介作用最终导致寻求报复和寻求解决的行为。
第二个研究。当前一些产品伤害危机牵涉的企业数量增多，影响范围扩大，越来越多的行业―潜规则‖逐渐浮出水面，危机群发属性开始引发关注。长期以来，研究者都对企业的危机应对策略格外重视，但与补救效果紧密相关的消费者补救预期却鲜有探讨。关于危机群发属性高、低对消费者影响的差异及其作用机制并不清楚。本研究采用现场实验的方式，探讨了产品伤害危机的群发属性高低差异对于消费者的愤怒、无助情绪和补救预期影响的差异，并检验了情绪的中介作用和品牌声誉的调节作用。结果表明，群发属性与补救预期呈负相关关系，产品伤害危机群发属性越高，消费者补救预期越低。品牌声誉能调节产品伤害危机群发属性与消费者补救预期之间的关系，当品牌声誉较低时，产品伤害危机群发属性与消费者补救预期的负向关系更为显著。消费者负面情绪（愤怒、无助）能够中介群发属性对补救预期的影响。
第三个研究。产品危机对消费者购买并非简单的负向影响。一些产品质量安全传闻会造成销量大幅下滑，而与此同时，另外一些产品尽管存在质量安全的事实，但消费者照旧购买，因此有必要对其中的关键因素进行挖掘。本研究旨在探讨产品危机情境下影响消费者购买行为的核心要素。在回顾过去研究的基础上，梳理出产品危机的属性（伤害性、群发性、持续性），运用保护动机理论中的威胁评估概念从感知严重、感知易损两方面来解析危机属性对购买意愿的影响，并且证实了不确定规避的调节作用。经过问卷调查与数据分析，得出了以下结论。产品危机的伤害性、群发性、持续性通过威胁评估（感知严重、感知易损）的完全中介作用负向影响消费者购买意愿。消费者不确定规避水平能调节威胁评估与购买意愿之间的关系，与不确定规避较低的情况相比，当不确定规避较高时，感知严重与感知易损对购买意愿的负向影响更强。
Product-harm crisis is the occasional and widely publicity event about a productdefective or harmful to consumers. Recent years, all kinds of Product-harm crisis occurfrequently, bring great distress to the daily lives of consumers, and also reduce sales ofenterprise products. Most literature focused on the type of crisis and the remedial response,but how product-harm crisis influence the consumers‘behaviors has not been studiedenough, and the consumers‘response behavior still need further discussion. Based on thereview of large amount literature and case of product-harm crisis, the present thesis foundout that the crisis in China was not only related to few companies, but increasing casesrevealed that many companies in a same industry was involved, which academic calledclusters. So it is necessary to investigate the difference between the few companiesinvolved crisis and the cluster crisis. A variety of sources of information increase thedifficulty for consumers finding the crisis cause (Laufer al.,2009). In the ambiguouscircumstances, consumers‘reaction mechanism is not only a rational process, andsometimes will result in―irrational behaviors‖. This thesis focused on the attribution ofproduct-harm crisis, consumers‘negative emotions, and motivations, threaten evaluation,and response behaviors. Based on the collection and review of former literature, this thesisbuilt concept models, and proposed some hypothesis. The whole thesis contains threestudies.
In study1, the author compared consumers‘emotions between the circumstances ofproduct-harm crisis and service failure, and confirmed anger and helplessness was themajor influence emotions. Considering the circumstance of product-harm crisis, thisarticle constructed a model to investigate the relationship among negative emotions,motivation, and coping behaviors based on theoretical analysis. Then this paper employedstructure equation model to analysis the data from questionnaire survey. Anger was foundto positively affect the seeking retaliation behaviors (negative WOM and switching) andseeking solution behaviors (company complaint and third-party complaint), but the role ofhelplessness was opposite to anger. The medication role of motivations (retaliation desireand recovery expectation) has also been proved. Retaliation desire can mediate relationships between negative emotions and seeking retaliation behaviors, while recoveryexpectation can mediate the relationships between negative emotions and seeking solutionbehaviors. The management implications for companies‘responses have also beendiscussed in the conclusion.
In study2, the author focused on the difference of cluster level (high vs. low) onconsumer recovery expectation and the immanent mechanism. This study employed a fieldexperiment to investigate the effect of cluster attribution on recovery expectation, andtested the mediation role of negative emotions (anger and helplessness), and the moderatorrole of brand reputation. The results indicated that cluster attribution negatively affectrecovery expectation, with the more companies involved in the product-harm crisis, thelow recovery expectation being motivated. Brand reputation moderated the relationshipbetween the cluster and recovery expectation. When the brand reputation was low, thenegative relation between cluster and recovery expectation was more significant.
In study3, the effect of crisis attribution on purchasing intention was investigated. Infact, product-harm crisis not always certainly decrease sales, so some core factors shouldbe full discussed. Based on review of literature and cases about product-harm crisis, thisclassified three attributions (harmfulness, cluster, and duration). From the prospective ofthreaten evaluation of protection motivation theory, this study interpreted the negativerelations between product-harm crisis and purchasing behavior through the mediation roleof severity perception and vulnerability perception, and the moderator role of uncertaintyavoidance. Results of questionnaire survey after―crash chicken‖crisis demonstrated themeditation effect of severity perception and vulnerability perception. Furthermore, theeffect of severity (vulnerability) perception on purchasing intention trust is moderated byuncertainty avoidance, and such an effect is stronger if the uncertainty avoidance is higher.
引文
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