产品伤害事件中顾客反应的形成机制——基于门户网站帖子的扎根研究

被引：18

作者：

汪兴东 ^{[1
]}

景奉杰 ^{[2
]}

涂铭 ^{[3
]}

机构：

[1] 江西农业大学经济管理学院

[2] 华东理工大学商学院

[3] 华中科技大学管理学院

来源：

管理评论 | 2013年 / 25卷 / 09期

关键词：

产品伤害; 顾客反应; 形成机制; 扎根理论;

D O I：

10.14120/j.cnki.cn11-5057/f.2013.09.015

中图分类号：

F713.50 [市场学];

学科分类号：

1201 ;

摘要：

频繁发生的产品伤害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。在回顾文献的基础上,运用扎根理论,通过网络论坛收集分析关于产品伤害的讨论帖子,构建了"认知-评估-反应"理论模型,并利用归因理论、认知评估理论及心理距离理论解释产品伤害危机中反应的形成机制。研究结果表明:顾客会对产品伤害进行认知,进而根据认知的结果进行责任归因后,产生相应的负面情绪,然后采取一定的行动以缓解其负面情绪。

引用

页码：148 / 157

页数：10

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