CAJ | 학술논문

责任不清的产品伤害危机中，原有良好品牌声誉能够发挥保护作用，削弱危机的负面影响。基于反说服过程模型和归因理论，作用机制包括三方面：信息接受过程，增加了消费者对信息可靠性的质疑；信息评估过程，影响消费者对原因属性认知倾向于无责性、非故意性和偶然性；信息影响过程，通过抑制负面信息的外溢效应，保护企业内部其他类产品安全性不受质疑。最终，在耐用和非耐用两类产品的情景模拟实验中检验证实：原有良好品牌声誉通过降低信息可靠性、责任归因、稳定性归因和抑制危机负面溢出效应发挥了保护作用，而意图性归因未发挥中介作用。
책임불청적산품상해위궤중，원유량호품패성예능구발휘보호작용，삭약위궤적부면영향。기우반설복과정모형화귀인이론，작용궤제포괄삼방면：신식접수과정，증가료소비자대신식가고성적질의；신식평고과정，영향소비자대원인속성인지경향우무책성、비고의성화우연성；신식영향과정，통과억제부면신식적외일효응，보호기업내부기타류산품안전성불수질의。최종，재내용화비내용량류산품적정경모의실험중검험증실：원유량호품패성예통과강저신식가고성、책임귀인、은정성귀인화억제위궤부면일출효응발휘료보호작용，이의도성귀인미발휘중개작용。
In a unclear responsibility product-harm crisis, the original good brand reputation can play a protective role in weakening the negative impact of the crisis. Based on the anti-persuasion process model and attribution theory,the mechanism contains three aspects：the acceptance process of information,which increases consumers’doubts about the reliability of infor-mation;the evaluation process of information,which affects consumers’attributions to the cause of non-accountability,unin-tentional and accidental;the impact process of information,which inhibits the spillover effects of negative information to pro-tect the safety of non-crisis products from being challenged. Eventually, the scenario simulation experiments of both durable and non-durable products verify that the good brand reputation plays a protective role by lowering the reliability of information, attribution of responsibility,attribution of stability and suppressing the negative spillover effects of the crisis,while the attribu-tion of intentionality does not play a mediating role.