CAJ | 학술논문

产品伤害危机会对消费者购买决策产生影响，本研究通过两次现场实验获得在产品伤害危机过程中消费者对代表性便利品（牙膏）和选购品（手机）的考虑集数据，检验了危机及其响应方式对消费者考虑集变动的影响。两次现场实验得出7项一致的实证结果，表明研究结论具有较高的外部效度。对于各种响应方式来说．企业响应主要影响危机品牌进入消费者考虑集的可能性．而专家响应的影响在不同的产品类别中有差异。企业和专家双重响应后。危机品牌在考虑集中的偏好顺序可以恢复到危机发生前的水平．但进入考虑集的可能性仍比危机发生前显著低。
산품상해위궤회대소비자구매결책산생영향，본연구통과량차현장실험획득재산품상해위궤과정중소비자대대표성편리품（아고）화선구품（수궤）적고필집수거，검험료위궤급기향응방식대소비자고필집변동적영향。량차현장실험득출7항일치적실증결과，표명연구결론구유교고적외부효도。대우각충향응방식래설．기업향응주요영향위궤품패진입소비자고필집적가능성．이전가향응적영향재불동적산품유별중유차이。기업화전가쌍중향응후。위궤품패재고필집중적편호순서가이회복도위궤발생전적수평．단진입고필집적가능성잉비위궤발생전현저저。
Product-harm crisis may influence consumer buying behavior. This paper tests the influence of product-harm crisis and its response process on consumer consideration set using data from two field experiments of typical convenience goods and shopping goods carried out in Shanghai. Seven hypotheses get identical tested results in the two experiments, indicating that the result has good external validity. The result suggests that firm response will influence entry of harmful product into consideration set on the two product categories, while expert response has different influence on the two product categories. After dual responses from the firm and expert, the likelihood of harmful product＇s entry into consideration set is significantly lower compared to no crisis situation, while its preference rank will recover. The authors put forward some helpful suggestions for firms to deal with product-harm crisis in the end.