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根据危机发生的企业动因，将群发性产品伤害危机分为潜规则型和技术缺陷型，以厂商是否违背社会伦理道德为区分边界。以群体情绪感染理论为基础，考察了消费者对群发性产品伤害危机的广义信任水平及反应。实证结果表明，不同性质的群发性产品伤害危机引发的消费者品类抵制意愿存在差异性，并且其负面影响消费者的广义信任水平，即行业信任与制度信任，而行业信任与品类抵制意愿负相关，即行业信任在群发性产品伤害危机对消费者品类抵制意愿的影响过程中发挥部分中介作用，且危机群发性通过中介变量行业信任调节群发性产品伤害危机与品类抵制意愿的关系，而制度信任的中介作用并未得到验证。最后，提出恢复行业信任和制度信任的管理建议。
Abstract：Based on the enterprise motivations underlying the crisis,that is,whether the manufacturer violates social ethics and morality,this paper categorizes cluster product-harm crises into the unspoken rule type and the technical defect type. Drawing on the theory of group emotional contagion,this study examines consumers' levels of broad trust and their responses to cluster product-harm crises. Empirical results show that different types of cluster product-harm crises lead to significant differences in consumers' category resistance willingness,and such crises negatively affect consumers' broad trust,which comprises industry trust and institutional trust. Furthermore,industry trust is negatively correlated with category resistance willingness,indicating that industry trust partially mediates the influence of cluster product-harm crises on consumers' category resistance willingness. Moreover,the degree of crisis clustering moderates the relationship between cluster product-harm crises and category resistance willingness through the mediating variable of industry trust. However,the mediating role of institutional trust is not verified. Finally,management implications for restoring industry trust and institutional trust are proposed.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2026.03.001
中图分类号:F274;F273.2
引用信息:
[1]崔保军,余伟萍,董竞飞.群发性产品伤害危机诱发消费者品类抵制意愿的机理：广义信任的中介作用[J].商业经济与管理,2026,No.413(03):4-16.DOI:10.14134/j.cnki.cn33-1336/f.2026.03.001.
基金信息:
国家社会科学基金一般项目“行业协会参与食品安全危机治理的运行机制与优化路径研究”(20BGL245);国家社会科学基金重点项目“移动互联背景下中国食品企业社会责任问题与治理策略研究”(18AGL010)
2026-03-15
2026-03-15