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产品伤害危机,对企业仅是一场"突发"危机,对社会却是一场"人造"灾难,不仅引起公众心理恐慌,更导致消费者感知风险倍增。因此,认知产品伤害危机情境下消费者感知风险的发展规律并有效化解之,成为学界的研究热点之一。文章在对相关文献进行系统梳理基础之上,首先界定消费者感知风险的概念和构面,接着重点分析危机的性质、危机企业因素、危机响应主体、危机产品类型、心理距离和消费者特征等影响消费者感知风险的因素及企业化解感知风险的短期和长期策略,最后指出研究成果的不足之处并有针对性地提出未来的研究方向。
Abstract：Product-harm crisis is only a"sudden"crisis to the enterprise,but an"artificial"disaster to the society,which not only causes public panic,but also leads to the dramatic increase of the consumer's perceived risk. Therefore,it becomes an urgent academic issue to identify the crisis development and its resolution. Based on systematic analysis of the relevant literature on consumers' perceived risk,we first define the concept of the consumer's perceived risk and its dimensions,then analyze the factors influencing consumers' perceived risk in dangerous situation,such as the nature of the crisis,the enterprise,the response body,the crisis product type,the psychological distance and the consumer characteristics,and propose specific strategies for the enterprise to reduce the perceived risk. Finally,we put forward the shortcomings of these researches and point out the direction of future research.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2015.04.007
中图分类号:F713.55
引用信息:
[1]崔保军.产品伤害危机情境下消费者感知风险的研究述评与展望[J].商业经济与管理,2015,No.282(04):63-73.DOI:10.14134/j.cnki.cn33-1336/f.2015.04.007.
基金信息:
国家社会科学基金项目“我国企业跨国并购中的品牌国际化路径研究”(13CGL062)
2015-04-15
2015-04-15