摘要
近几年产品伤害危机事件在我国频频发生,这些事件不仅对顾客造成心理和生理上的伤害,也给企业及政府带来了巨大的挑战。国内外专家和学者就此进行了大量研究,如从伤害程度、企业声誉、企业内外部响应方式、责任归因等方面探讨产品伤害对企业的影响,研究的立足点基本在企业或事件本身,有些学者从顾客的角度,如感知风险、考虑集、购买意愿等方面分析伤害对顾客的影响。
虽然学者们在上述研究中取得了丰硕的成果,但还有很多问题值得我们深入探讨,首先,仅研究伤害后顾客的购买意愿这一行为意向还略显简单,只能知道顾客买还是不买,而没有探究不购买的顾客是否会表现出其他行为意向；其次,顾客在产品伤害危机发生后所表现出来的行为意向会受到其情绪因素的影响,但现有研究没有深入探讨顾客可能出现的情绪反应及行为意向的形成机制；第三,现有文献对伤害归因的研究基本都是基于企业,但对近几年产品伤害危机事件的跟踪发现,有很多顾客把责任归因于监管部门或顾客,因此有必要对产品伤害中顾客归因的影响因素进行系统分析。
有鉴于此,本文首现利用扎根理论的质性分析方法,借鉴归因理论、认知评估理论、心理距离理论来阐释产品伤害危机中顾客情绪反应及行为意向的形成机制,构建出顾客情绪反应及行为意向形成机制理论模型,然后通过现场实验和问卷调查对所得模型进行实证分析。以期使企业了解顾客在危机中可能出现的情绪和行为,为企业采取合适的补救措施提供理论参考,降低企业损失,并在危机中尽快恢复。
为了达到研究目标,本文在总结前人研究成果的基础上,重点研究了六个方面的内容,得到以下结论：
(1)产品伤害危机发生后,消费者会对伤害危机事件产生认知,而后根据所认知的信息对事件进行归因,根据归因方式的不同,消费者可能会产生不同的负面情绪,并采取响应的应因策略来缓解其负面情绪;
(2)在产品伤害危机中,顾客可能会采取不同的归因方式。在外部归因情境下,顾客更容易出现愤怒情绪,在情景归因情境下,顾客倾向于产生沮丧情绪,而在内部归因情境下,顾客容易表现出后悔情绪；
(3)在明确责任归因情境—即企业归因情境下,不同忠诚度的受伤害顾客的情绪反应及行为意向之间的差异。如果企业在产品伤害危机中负有明确责任,受伤害顾客的忠诚度越高,他们越会基于“我信任的企业伤我最深”的情感认知而表现出更强的愤怒情绪,并倾向于选择报复或负向口碑宣传的应因措施,忠诚度越低的顾客则会基于自己错误选择的认知而表现出更强的后悔情绪,而更容易出现转换或沉默行为；
(4)网络响应方式对顾客感知风险的影响具有显著影响,面对正面的网络响应,顾客的感知风险要显著低于负面的网络响应；企业响应在网络响应与顾客感知风险间具有显著的调节作用,在正面网络响应时,企业积极响应和无响应对顾客感知风险的缓解要优于企业消极响应,而在负面网络响应时,企业积极响应优于无响应或消极响应；感知风险越高,顾客的购买意愿越低,且感知风险在网络响应到购买意愿之间起到完全中介作用；
(5)在产品伤害危机中,社交距离对消费者购买决策的影响程度要大于时间距离,当时间和社交距离都为近时,产品伤害对购买决策的影响最大,当二者都为远时,产品伤害对购买决策的影响最小。在引入伤害程度后,伤害程度对消费者购买决策的影响程度要大于时间和社交距离,且伤害程度与时间距离的交互作用显著,说明伤害程度越大消费者购买决策的恢复时间越长,伤害程度越小消费者购买决策的恢复越短；但伤害程度与社交距离的交互作用不显著,说明无论伤害程度如何,(远／近)社交距离对消费者购买意愿影响程度的差异相近；
(6)产品伤害危机发生后对消费者近期及预期未来购买决策的影响较大,消费者不仅近期购买意愿较低,且预期在未来一段时间也不太可能购买,当未来的时点到来时,可能产生的购买行为会比预期的高,而伤害程度对消费者未来一段时间的购买决策的影响存在显著差异,伤害程度越大,购买意愿越低,恢复时间越长。然而,从长期来看,尽管产品伤害危机发生时消费者的购买意愿很低,但三个月后消费者的购买意愿有显著提升。
本文的创新点主要表现在：
(1)理论创新。把社会心理学及行为学中的认知评估、归因理论、心理距离理论引入到了产品伤害危机的研究,沿着认知—评估—反应的逻辑思路构建出产品伤害危机中顾客可能出现的情绪反应及行为意向理论模型,为解释现实中顾客所表现出的行为特征提供理论基础；
(2)方法创新。首先,基于二手资料,利用扎根理论这一质性分析方法构建理论模型,然后通过结构方程模型、回归分析、方差分析等量化分析工具,对所构建的理论模型中各变量间的关系进行实证检验；
(3)内容创新。首先,通过质性分析厘清了在产品伤害危机中影响顾客归因的前置因素,以及顾客在危机中可能出现的情绪反应和行为意向；其次,根据产品伤害危机中的三种归因方式,探讨不同归因情景下顾客的情绪反应及行为意向的形成机制；再次,研究在明确的企业归因情境下,不同忠诚度顾客的情绪反应及行为意向,以探明忠诚顾客与非忠诚顾客在情绪和行为上所变现出来的差异；然后,首次把网络响应引入产品伤害危机外部响应的研究中,深入探讨网络媒体不同的响应方式对顾客感知风险及购买意愿的影响,以及当企业对事件产生响应后,网络与企业响应对顾客感知风险及购买意向的交互作用。最后,把产品伤害危机对顾客消费决策的影响研究从静态推广到动态,以了解时间距离对顾客购买决策影响的变化程度。
最后,本文还提出了未来可能的研究方向：(1)在以后的研究中,可以进一步丰富产品伤害中对顾客其他可能产生的负面情绪的研究,以便全面考察顾客的情绪反应及行为意向；(2)可以分析不同外部响应方式对顾客感知风险及购买意愿的影响,比如考察官方媒体与非官方媒体的影响,尤其是当二者响应不一致时,顾客对产品伤害的反应有何差异：(3)可以考察空间距离及结果不确定性这两个心理距离维度对消费者购买决策的影响,以及不同维度影响的重要性程度和它们之间的交互效应；(4)全面跟踪产品伤害危机的整个过程,构建出消费者购买意向的时间序列函数进行模拟分析,将会使得研究结论更具理论意义。
In recent years, Frequent happened product-harm crisis in our contry not only caused psychological and physiological damage for customers but also posed as a big challenge to the corporate marketing and government management. Domestic and foreign scholars have done a lot of research to the product-harm crisis, such as discussed the influence of product-harm crisis to enterprises from product-harm level, corporate reputation, internal and external response, responsibility and other aspects based on the enterprise or the crisis, some scholars analysed the damage which impacted on the customer from perceived risk, consideration set, perchasing intention aspects based on the costomer's point of view.
Although many scholars has achieved fruitful results, but there are many issues worthy of our in-depth study. First, it is slightly simple that only study the costomer purchase intention after product-harm crisis, just knowing the customer to buy or not to buy, but did not explore the no-purchaing customers will show other behavioral intention; second, the behavior intention which customer displayed can be affected by the emotional factors, but the existing research has not studied in-depth of the formation mechanism of the customers emotional reactions and behavior intention; third, the research of attribution in existing research is based on the enterprise, but from tracking the product-harm crisis in recent years, we found that some customers criticize the supervion department or customer themselves, so it is necessary to analyze factors which affecting customer attribution in product-harm crisis.
In view of this, this dissertation adopts qualitative analysis method of grounded theory to build the research model of customer emotional reactions and behavior intention formation mechanism using attribution theory, cognitive evaluation theory and the theory of psychological distance for reference. Then, employ empirical method of field experiment and questionnaire to test the mechanism model, in order to make the enterprise understand the customer emotion and behavior which may appear in the crisis, and provide theory reference fo the enterprise to take appropriate remedial measures as to reduce the loss and recover as soon as possible.
In order to achieve the research goal, on the basis of previous research, this dissertation focused on six parts and obtained the following conclusions:
First, when the product harm crisis happened, customers cognize the attributes of the crisis, then develop relevant negative emotions after seeking the attribution of responsibility according to the cognitive results, at last they take the necessary action to alleviate their negative emotions.
Second, Customers often show different emotions and reactions under different responsibility attribution situations after product harm crisis. Customers tend to show anger under external attribution, show frustration under situational attribution, and show regret under internal attribution.
Third, under external attribution, loyal and non-loyal customers show different emotions and behavior intentions. Loyal customers tend to show more anger based on the recognition of "the trustiest company hurt me most", and punish the company through retaliation or negative word of mouth. In contrast, non-loyal customers tend to feel regret based on the recognition of "wrong choice", and use switch or inertia coping strategies to reduce regret.
Fourth, internet response has significant influence on customer perceived risk after product harm crisis, and nterprise response plays a significant moderator between internet response and customer perceived risk, under the positive internet response, no or positive response of enterprise is better than negative response for decreasing customer perceived risk, positive response of enterprise is better than no or negative response under the negative internet response. The more perceived risk that consumer feel, the less perchasing intention that consumer shows, and perceived risk plays a full mediator between internet response and purchasing intention.
Fifth, under the product harm crisis, social distance has more significant influence on consumer perchasing decision than temporal distance, when temporal and social distance are proximal (distal), the effects of product-harm crisis on consumer purchasing decision will reach to the highest (lowest) level. After introducing product-harm level, it exerts more influence on participant'purchasing decision than social and temporal distance, and product-harm level moderates significantly the influence of temporal distance on customers'purchasing decision, it means under the high product-harm level, participant' purchasing decision need more time to recover than in the low product-harm level, but the moderating effect was not significant between social distance and consumer purchasing decision, it means in any case of the product-harm level, consumer show less difference in purchasing intention under (proximal/distal) social distance.
Sixth, consumers' immediate and future purchasing intention was lower after product-harm crisis, but when future coming near, the purchase intention was higher than expected. After adding product-harm level, experiment two shows that, consumer's purchase intention was different under different product-harm level, the higher the level of hurt, the lower the willingness to buy, the slower the recovery time. However, from the point of view in long-term, although consumers' purchasing intention was low at the beginning of crisis, but after three month of the crisis, consumer'pruchasing intention will recover rapidly.
The main innovations of this dissertation are as follows:
First, theory innovation, this dissertation introduces cognitive evaluation theory attribution theory, psychological distance theory in social psychology and behavior field into the study of product-harm crisis, and builds a model of customer emotional reactions and behavior intention formation mechanism along the thinking of cognitive assessment-reaction-reaction, which provides a theoretical basis for explaining the behavior characteristics of the customers.
Second, method innovation, this dissertation uses qualitative analysis method of ground theory to construct a theoretical model based on secondary data, then tests the relationship among variables in the model through structural equation model, regression and variance analysis.
Third, content innovation, clarified the antecedents of customer attribution in product-harm crisis through qualitative analysis, as well as the customer emotional reaction and behavior intention. According to the three attributional style of product-harm crisis, this dissertation discusses the formation mechanism of customer emotional reactions and behavior intention at different attribution scenarios, and studies on the differences of emotional reactions and behavior intention between loyal and not loyal customers at enterprise attribution situation. For the first time introduce internet response into external response research of product-harm crisis to explore the influence of different response to customer perceived risk and purchase intention, as well as the interaction of internet and enterprise response on customer perceived risk and purchase intention, extend the research of the effects of product-harm crisis on consumer decision-making from static to dynamic, so as to understand the influence of temporal distance on customer buying decision.
At the end, this dissertation puts forward the direction for future studies. First, in the future study, enrich the study of consumer negative emotions in product-harm crisis, so that we can get a comprehensive view of consumer emotional reactions and behavior intention. Second, analyze the effects of different external response to consumer perceived risk and purchase intention, such as inspect the influence of official and unofficial media, expecially the differences of customer reaction to product-harm crisis when this two response is inconsisitent. Third, investigate the effects of spatial distance and uncertainty on consumer buying decision, and the interaction of them. Track the whole process of product-harm crisis, in order to build a time sequence fuction of consumer purchase intention, which will make the research conclusion more theoretical significance.
引文
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